Год выпуска: 2012 Автор: GODFRED KOI-AKROFI and Joyce Koi-Akrofi Издательство: LAP Lambert Academic Publishing Страниц: 88 ISBN: 9783659190803
Описание
The study sought to assess the impact of relationship marketing tactics on customer loyalty in the Ghanaian mobile industry where deregulation has led to intense competition and scramble for market share. This research work adopted four relationship marketing tactics (service quality, price perception, brand image and value offered) typical of a service industry (Bansal et al., 2005; Peng & Wang, 2006), and examined their impact on customer loyalty in the Ghanaian mobile industry. Field data was gathered from customers and analyzed. It was revealed that there exist a positive significant relationship between each of the four relationship marketing tactics mentioned above and customer loyalty. The results are consistent with evidence in the extant literature. As the competitive environment increasingly becomes fierce, the voice and preferences of the customers are also becoming the priority. This finding is expected to serve as a guide and help to telecommunication managers in making...
