Building Customer Loyalty: An Empirical Study of Indian Telecom Industry

Abstract

Customer is the key to success within any sector of business, and this is especially true for the telecommunications industry where profit margins are being squeezed and the cost of finding new customers is on the rise. Due to easy access to information and a wide range of offerings, it is easier than ever before for customers to switch between services providers. Under such a situation of growing competition and increasing cost of acquisition of new customers, telecom service providers are continually seeking new ways to acquire, retain and increase their subscriber base and are confronted with the challenges of providing high quality of services in order to attract and maintain their customers. Telecom service providers are thus facing tough time and are required to design and deploy customer-centric strategies not only to grab the share but also sustain the share in the long run. The present paper aims to throw light on the factors that make a customer’s switch to other service providers.

Keywords: Customer Service Quality, Customer Loyalty, Telecom Service Providers

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