Exploring relationship marketing tactics & customer loyalty: issues in the Malaysian mobile telecommunication sector / Lennora Putit and Mohamad Fariz Abdullah

Putit, Lennora and Abdullah, Mohamad Fariz (2019) Exploring relationship marketing tactics & customer loyalty: issues in the Malaysian mobile telecommunication sector / Lennora Putit and Mohamad Fariz Abdullah. Journal of International Business, Economics and Entrepreneurship (JIBE), 4 (1). pp. 21-26. ISSN 2550-1429

Abstract

Most of today’s business firms are facing numerous challenges in sustaining customer loyalty due to a ferocious competitive environment. This study explores issues on relationship marketing and customer loyalty within the mobile telecommunications sector. In-depth interviews with targeted respondents were conducted to understand their initial perceptions on relationship marketing tactics issues and its influence on customer loyalty. Specifically, the study aims to acquire deeper insights into the motivational drives behind customer loyalty amongst different classes of mobile phone users. Qualitative data were collected using a digital voice tape-recorder, while the transcribing and coding processes were carried out using qualitative software called ATLAS.TI version 7.0. Based on thematic analyses, the findings have identified several themes such as trust, branding, alternative attractiveness, emotions, service quality, price perception, switching barriers, and commitment. Further results revealed suggestions on how to strengthen customer loyalty behaviour in the mobile telecommunications market.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Putit, LennoraUNSPECIFIED
Abdullah, Mohamad FarizUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Business and Management
Journal or Publication Title: Journal of International Business, Economics and Entrepreneurship (JIBE)
Journal: UiTM Journal > Journal of International Business, Economics and Entrepreneurship
ISSN: 2550-1429
Volume: 4
Number: 1
Page Range: pp. 21-26
Item ID: 29117
Uncontrolled Keywords: Relationship marketing tactics, Customer loyalty, Thematic analysis, Mobile telecommunications market
URI: http://ir.uitm.edu.my/id/eprint/29117

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