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The Impact of eCRM on Loyalty and Retention of Customers in Iranian Mobile Telecommunication Sector

Abdolhosseini Khaligh, Alireza | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 42481 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Miremadi, Alireza; Amini Lari, Mansour
  7. Abstract:
  8. Today, almost all the Iranian mobile telecommunication companies should rely heavily on customer loyalty and customer retention as essential and vital tools to provide a competitive advantage in this competitive telecommunication world by offering value and upper hand service with respect to the existing demand in the Iranian market, hence these determinants arise the need for studying eCRM, Loyalty and Retention in order to achieve customer satisfaction in the Iranian mobile telecommunication field. 400 customers who use the Iranian mobile telecom operators’ services (Hamrah-e Avval, Irancell, and Talia) have been asked as respondents in this research. The study is based mainly on primary data which have been collected through the issue of questionnaire. The samples are selected through simple random sampling. After designing a set of questionnaires to examine the importance of eCRM, Loyalty and Retention on the Iranian mobile telecommunication sector, the researcher decided to conduct a pilot study for the initial evaluation of the questionnaire. The main study of the research is performed after the pilot study. The objective of this study is to find the relationship between eCRM effective factors and also loyalty and retention factors from clients’ point of view in order to conduct the Iranian mobile telecom network operators to get success in enhancing loyalty and retention of their customers in this field. With this Approach, the findings and results of this study reveal effective factors and determinants of performance improvement in the Iranian mobile telecom sector by employing of eCRM. This study enables the managers of these operators to implement the impressive and consistent eCRM system and match it with the Iranian culture to create more loyalty among customers and get the best results to retain more customers in the Iranian mobile phone telecom markets
  9. Keywords:
  10. Electronic Customer Relationship Management ; Customer Loyalty ; Customer Retention ; Iranian Mobile Telecommunication ; Mobile Telecom Operators

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