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Relationship Marketing Tactics and Customer Loyalty-A Case of the Mobile Telecommunication Industry in Ghana

Author(s): Godfred Yaw Koi-Akrofi | Joyce Koi-Akrofi | Jonathan N.O. Welbeck

Journal: Asian Journal of Business Management
ISSN 2041-8744

Volume: 5;
Issue: 1;
Start page: 77;
Date: 2013;
Original page

Keywords: Customer | loyalty | marketing | quality | satisfaction | telecommunications

The study was aimed at assessing 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. Marketers in the industry are employing variety of relationship marketing tactics to attract and retain customers. This research study adopted four relationship marketing tactics (service quality, price perception, brand image and value offered) typical of a service industry and examined their impact on customer loyalty in the Ghanaian mobile industry. A self-completion questionnaire with a total of 40 closed questions was developed to gather field data. All of the items were measured by using a five-point Likert-type response scales, defined with 5 as strongly agree and 1 as strongly disagrees. Reliability test and some parametric and non-parametric tests were conducted and the results showed that there exist a positive significant relationship between each of the four relationship marketing tactics (namely service quality, price, value offered and brand image) and customer loyalty. The results are consistent with evidence in the extant literature. The study provides insight and significant feedback from mobile phone users to the telecommunication operators. 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 informed judgment about the relationship marketing mix relevant to the present customer’s need that yields increase in revenue and profit.
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