The Impact of eCRM on Loyalty and Retention of Customers in Iranian Telecommunication Sector

Alireza Miremadi · Mansoor Aminilari

43 citations0/0 files storedInternational Journal of Business and Management

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Customer Service Quality and Loyalty Digital Marketing and Social Media Customer churn and segmentation

Abstract

The research approach is to appraise the impact of electronic customer relationship management in creatingloyalty and retention of customers in Iran mobile telecommunication sector. 200 customers who use Iranianmobile telecom operators’ services (Hamrah-e Avval , Irancell, and Taliya) have been asked as respondents inthis research. The objective of this study is to find the relationship between eCRM effective factors and loyaltyand retention factors in order to conduct the Iranian mobile telecom operators to be successful in enhancingloyalty and retention of their customers in this field. With this Approach, the results of our research shows whichfactors are effective and which factors are not in Iranian mobile telecom sector. This study enables the managerof this sector to implement the eCRM in the best shape and match it with Iranian culture to create more loyaltyand retention.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1992A National Customer Satisfaction Barometer: The Swedish Experience 1972Principles of Marketing 1990Zero defections: quality comes to services.2007Research Methods for Business 1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 2006Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis 2003E-LOYALTY: YOUR SECRET WEAPON ON THE WEB

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