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Increasingly, marketing is moving from a focus on individual transactions and towards a focus on building value-laden relationships and partnerships with the customer.
The goal is to deliver long-term value and relationship with existing customers and the measure of success is customer loyalty.
There are many different relationship marketing tactics implemented for retaining customers.
However, some of those tactics do not affect customer loyalty effectively and switching behaviors frequently occur among most of targeted customers.
Therefore, this study is aimed to investigate the influence of relationship marketing tactics on relationship quality, which in turn influences customer loyalty, by focusing on Kenyan Telecommunication vendor sector.
A conceptual framework is developed as a guideline to test the relationships between relationship marketing tactics (service quality, price perception, personalization and value offers), relationship quality constructs (customer satisfaction, customer trust and customer commitment) and finally on customer loyalty.
Jean Wanjiku undertook this as a project paper for her MBA at University of Nairobi,Kenya.Her undergraduate studies were in Electronic and Computer Engineering.This was to match her technical understanding with her passion to identify revenue opportunities and maximize existing customer partnerships in the Telecom and Technological fields.
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