Customers' loyalty towards Telekom Malaysia Berhad Services / Hafiz Mohd Adham

Today's companies face their toughest competition ever. To survive, a company has to win customers and outperform competitors, often by moving from a product and selling philosophy to a customer and marketing philosophy. Successful companies in today's marketplace have become adept at developing and implementing strategies for building customers, not merely building products. In addition, the traditional marketing theory and practice have focused on attracting new customers rather than retaining existing ones. Today, however, the emphasis is shifting. Beyond designing strategies to attract new customers and create transactions with them, companies are going all out to retain current customers and building lasting relationship with them. This is mainly because companies today are facing some new marketing realities. Changing demographics, a slow-growth economy and more sophisticated competitors mean that there are fewer customers to go around. Many companies are now fighting for shares of flat and fading markets. Thus, the costs of attracting new consumers are rising. All these factors, makes the tasks of creating customers' loyalty become vital.