Abstract
Telecommunications are regarded as one of the primary forms of infrastructure for economic development of a nation. They have the ability to connect various companies and countries, making the world a global village. This primacy is due to enormous technological progress and high degrees of competition (Gerpott, Rams and Schindler, 2001; Saxena, Thakur and Singh, 2009). As a large emerging economy, India has the fifth largest telecoms network in the world and is on an exponential growth path. As of July 2010, there were 652.42 million customers, registering a staggering growth rate of 47.7% during the previous one year. The tele-density is only 58.17, indicating enormous potential for growth (TRAI, 2010).
Access provided by CONRICYT-eBooks. Download to read the full chapter text
Chapter PDF
Similar content being viewed by others
Keywords
- Relationship Satisfaction
- Customer Relationship Management
- Relationship Marketing
- Customer Retention
- Customer Perception
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
References
De Wulf, K., Odekerken-Schroder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50.
Gartner. (2009). Gartner predicts Indian Mobile Service Market to Reach US30 Billion by 2013. Retrieved October 1, 2010 from http://www.gartner.com/it/page.jsp?id=1026812
Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications. Telecommunications Policy, 25(4), 249-269.
Gustaffson, A. (2004). Customer clubs in a relationship perspective: a telecom perspective. Managing Service Quality, 14(2/3), 157-168.
Jain, S., & Lakshman, N. (2003). The return of the consumer. Retrieved March 2, 2005 from http://www.rediff.com/money/2003/jun/07spec.htm.
Odekerken-Schroder, G., De Wulf, K., & Schumacher, P. (2003). Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality. Journal of Business Research, 56(3), 177-190.
Reichheld, F., & Sasser, W. E. (1990, September-October). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
Saxena, V., Thakur, T., & Singh, R. P. (2009). Efficiency Analysis and Benchmarking of Telecommunication Sector in India. Proceedings of the International Conference on Computational Intelligence, Modelling and Simulation, CSSIM, 270-275.
Shukla, G. (2005). Acquiring new customers Vs Retaining old customers. Business Standard. Retrieved March 15, 2005 from http://www.businessstandard.com/search/storypage_new.php?leftnm= lmnu7&leftindx= 7&lselect=3&autono=182193.
Too, L. H. Y, Souchon, A. L., & Thirkell, P. C. (2001). Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration. Journal of Marketing Management, 17(3/4), 287-319.
TRAI. (2010). Telecom Subscription Data as on 31 July 2010. Telecom Regulatory Authority of India. Retrieved October 1, 2010 from http://www.trai.gov.in/WriteReadData/trai/upload/PressReleases/756/pr7sep.pdf
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Academy of Marketing Science
About this paper
Cite this paper
Gaur, S.S., Bathula, H. (2017). Effect of Relationship Marketing on Customer Rentention: Evidence from Mobile Telecommunications Industry of a Large Emerging Economy. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_174
Download citation
DOI: https://doi.org/10.1007/978-3-319-50008-9_174
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-50006-5
Online ISBN: 978-3-319-50008-9
eBook Packages: Business and ManagementBusiness and Management (R0)