Open Access Open Access  Restricted Access Subscription Access

Effects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd.


Affiliations
1 School of Business & Economics, United International University, Bangladesh
 

The purpose of this paper is to evaluate whether Relationship Marketing (RM) creates competitive advantage and retains customers for businesses. In order to evaluate RM practices in Grameen Phone (GP), two hundred and sixty five respondents were surveyed. Findings show that GP has been applying RM successfully, consequently retaining customers and achieving competitive advantage. However, GP should emphasize on internal marketing practices and on enhancing employee satisfaction and customer care.


Keywords

Relationship Marketing, Phone, Customer Retention, Competitive Advantage
User
Notifications
Font Size


Abstract Views: 195

PDF Views: 77




  • Effects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd.

Abstract Views: 195  |  PDF Views: 77

Authors

S. M. Asif Ur Rahman
School of Business & Economics, United International University, Bangladesh
Muhammad Rehan Masoom
School of Business & Economics, United International University, Bangladesh

Abstract


The purpose of this paper is to evaluate whether Relationship Marketing (RM) creates competitive advantage and retains customers for businesses. In order to evaluate RM practices in Grameen Phone (GP), two hundred and sixty five respondents were surveyed. Findings show that GP has been applying RM successfully, consequently retaining customers and achieving competitive advantage. However, GP should emphasize on internal marketing practices and on enhancing employee satisfaction and customer care.


Keywords


Relationship Marketing, Phone, Customer Retention, Competitive Advantage