The Practice of Relationship Marketing and Customer Retention in the Ghanaian Mobile Telecommunication Industry

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A study on relationship marketing practice was undertaken to examine the practice of relationship marketing by Ghana Telecom (GT) Onetouch service. Data was collected from customers, Ghana Telecom staffs in Kumasi, and Ghana Telecom publications. The study revealed that most of the customers perceive quality relationship with the firm in areas such as pricing, call clarity, however in areas like wider coverage, brand awareness, and promotions have not been effective in establishing and nurturing quality relationship with customers. Recommendations have been made to Ghana Telecom (GT) Onetouch to improve its Current systems of operations to be able respond quickly to customers needs and complaints. There should be constant monitoring of customer relationship strategies And research to identify the tools that can be effective in establishing and retaining customers for long time in Ghana Telecom (GT) Onetouch of operations.
A long essay submitted to College of Arts and Social Sciences Kwame Nkrumah University of Science and Technology School of Business In partial fulfillment for the Degree of Master of Business Administration, 2008