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

    Author(s):
    Muhammad Rehan Masoom, S M Asif Ur Rahman
    Editor(s):
    Alim Al Ayub Ahmed (see profile)
    Date:
    2012
    Group(s):
    Archives, Asian Business Review
    Item Type:
    Article
    Permanent URL:
    http://dx.doi.org/10.17613/q96e-n382
    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.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    5 years ago
    License:
    Attribution-NonCommercial

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