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Authors
Affiliations
1 School of Business & Economics, United International University, BD
Source
Asian Business Review, Vol 1, No 1 (2012), Pagination: 97-102
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
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