Introduction:
CRM is short for customer relationship management, the industry term for the set of methodologies and tools that help an enterprise manage customer relationship in an organized way” (strategic management website- 2005).
CRM help the companies to make a customer database on the customer needs and help the companies manage these relationships more intelligently and help the customer in the future. By the help of CRM the gap of the competitive increases and they gain market share and reduce operational costs with retaining their customer. In another word, CRM is an effective tool for allowing customer to perform their own service via a verity of communication channels, and also make sawing and encourage new customers.
CRM strategy implementation is base on the concept that an organization’s most valuable asset is the customer and the organization must manage its customer relationship wisely. Having the various departments of the organization (such as, marketing, sales, customer service etc.) gather qualified information will create a database which is of real value to the company.
By using CRM the telecom companies will know the loophole and with the help of their customer they will give the satisfaction needed by the customer. In Pakistan the telecom companies trying to gain the maximum market, for that they give different packs and best network service to the customer. The telecom companies have increase the call centre and customer service centre to give the best service to the customer.
Telecommunication world is becoming bigger and bigger every day and the competition environment is also increased. . There are more than 80 telecom companies providing service to the customer. For that they try to give the best services to their customer by using CRM to satisfaction there customer. In Pakistan they are five companies (Ufone, Warid, Telenor, Mobilink and Zong) working in the country to provide the service to the customer. We will see that how the telecommunication apply the customer relationship management to satisfaction there customer to get the maximum market in Pakistan. By using the CRM for the satisfaction of the customer they will gain the maximum.
Background:
We will discuss the customer relationship management applied in the telecom sector in Pakistan to give the maximum satisfaction to their customer. In the research we will find out that how the telecom companies apply the CRM in the company.
Customer relationship management:
Customer relationship management (CRM) has today become part of the companies; with the CRM they can know what is requirement of the customer. There is a need for the marketing practitioner to understand what it is, its impact on the organization, and its applicability to an organization and its benefits to customer. There is a need to understand that CRM is an overall strategy for the organization and not just a sales tool with a short-term orientation. CRM requires a long-term plan and anything long-term requires a strong organizational commitment and appropriate investment.
The term CRM gained widespread recognition in the late 1990s. Researchers and partitions both in the academic area and the business field enthusiastically have shared their viewpoint and experience in applying CRM. In less than a decade, CRM has escalated into a topic of major importance. Although the term only came use to a significant extent in the late part of 1990s, the principles on which it has been based have exits for much longer. (Tariq Mohiuddin Ahmed –p.1) A sales force or customer service system can identify high-value customer to sales and service force so these customers will benefit from individualized retention activities.
Customer satisfaction:
To understand the importance of customer satisfaction, we have to know what the demand of the customer is and try to fulfill the need of the customer to give the maximum satisfaction to the customer. “The customer’s mind is still closed to us; it is a “black box” that remains sealed. We can observe inputs to the box and the decisions made as a result, but we can never know how the act of processing inputs truly happens” (John E. G Bateson).
The organization need to understand that what extend to their customers would be satisfy them. For customer satisfaction in marketing context has specific meaning, according to (Michael D. Johnson; 2005) brought customer satisfaction definition as customer overall evaluation of the date. It has positive influences on the satisfaction of the customer among different variety of services and product. In services based enterprises, services quality directly affects customer satisfaction.
Satisfaction refers to achieving the things we want. If the satisfaction interprets as “not going wrong” the firm should decrease the complaint which by its own is not sufficient. In order to satisfy the customer, the telecom company should improve its services and product. By improving the service of the customer will be satisfy and with this there will increase the market share. Customers with less expectation are more satisfaction, the companies by adding innovative features would easily increase the customer satisfaction. In contrast when customers are unaware of improvements but critical of losses in existing quality are less satisfied and expect more. Therefore, the companies should measure their customer’s satisfaction to fortify their strengths and improve their weakness to increase the customer satisfaction and increase the market share.
Telecommunication:
The Global System of Mobile Communications (GSM) is a second-generation digital technology, which was originally developed in Europe and in less than ten years after the commercial launch, it developed into world’s leading and fastest growing mobile standard (GSM Assoc., 2006). (Lonergan et al., 2004) reported that at the beginning of 2004, there were over 1.3 billion mobile phone users worldwide and by 2007, the demand for mobile services would have grown at an average annual rate of 9.1%. The GSM Association estimates that the GSM technology is used by more than one in five people of the world's population, representing approximately 77% of the world’s cellular market and is estimated to account for 73% of the world’s digital market and 72% of the world’s wireless market (GSM Assoc., 2006). This growth principally results from the establishment of new networks in developing countries rather than from an increase in mobile access lines in developed countries (Serenko and Turel, 2006). South asia countries are actively involved in the establishment of the mobile services and specifically, Pakistan telecom is the focus of this study.
(Gerpott et al., 2001) wrote that since 1990s, the telecommunications sector has become an important key in the development of the economy of developed countries. This results from the saturated markets, de-regulation of telecommunications industry (removal of monopoly rights, especially enjoyed by state-owned telecoms networks), and increasing number of mobile service providers, enormous technical development and intense market competition. (Szyperski & Loebbecke, 1999) wrote that this increasing economic importance and benefits of telecommunications firms motivated many management scholars (especially marketing experts) to devote attention to this sector. (Wilfert, 1999); (Gerpott, 1998); and Booz. Allen and Hamilton (1995) pointed out that marketing strategies are very important in telecommunications services because once customers have subscribed to a particular telecommunications service provider, their long-term link with this provider is of greater importance to the success of the company than they are in other industry sectors. Hence, service providers need to form a continuous lasting relationship with their customers to know them better and satisfy their needs adequately.
It also has a growing impact on our lives as individuals, on business in terms of efficiency and customer service and on every country competitiveness as a profitable economy , in the highly competitive market of Pakistan, telecom service are certainly and seriously forces to deliver new services to their customers. The telecommunication industry is experiencing a radical change, generating new opportunities and challenges for infrastructure and service providers.
In the present the following 80 companies are working to give the telecom service to the customer.
Company name | Company name |
Motorola | |
Actix | MTN |
Aircom | Mycom |
Alcatel-Lucent | NCR |
Alltel | NEC |
AT&T | Netkom |
AWCC | Nortel |
Bechtel | Noviacom |
Benq | NSN |
Burraq Telecom | NTC |
Callmate | Telefonica |
Cisco Systems Inc. | Pak-Arab Refinery Ltd |
CMPak | Precision Technology Pvt Ltd |
Consistel | Prime Telecom |
Covad Communication | PTA |
Cybernet | PTCL |
Diallog | Qatar Telecom |
Digicel | Qualcomm Inc. |
DMC | Relacom |
DU | Roger Wireless Inc. |
Dvcom | SAA |
Ericsson | Samsung |
Etisalat | SCADA Telecom |
FAB | Specific Associates |
FCCI | Specturm Solutions Pvt Ltd |
Globalstar Inc. | Sprint – Nextel |
Hauxin Consulting | STC |
Hutchison | Sublime Wireless |
Huwaei | Supernet |
Instaphone | Sysnet |
IP Communication | T-Mobile USA |
IT Works | T-Mobile UK |
L3 | Telecard |
LCC | Telenor |
LeBlanc | Telnet |
LG | TenXc Wireless |
LogicaCMG | Teralight Ltd |
Marconi Wireless UK | Ufone |
Mentor | Unicom |
Myson Engineering Systems | Verizon |
MetroPCs | Vodafone |
Microcell | Wajda Telecom |
Millicom International | Warid |
Ministry of Science & Tech - Pakistan | Wataniya |
Mobile Waever | Wateen |
Mobilink | Worldcall |
Mobinil | ZTE |
Mobiserve |
With the increase in production of mobile devices and services as international market in recent years, according to the triple play of telecom, entertainment and IT convergence the global telecommunication market is growing and changing (ITU publication, 2002)
In the present day the number of mobile phone subscribers worldwide is rise to 4 billion. The telecom industry body and the GSM association have announced that by 2010 mobile networks will cover 90% of the world population. Government has earned over 6 billion dollars from the telecom industry (ITU Publications, 2002).
Following list is the ranking of the countries using mobile phone | |||||
Rank | Country or region | Number of mobile phones | Population | % of population | Last updated |
— | 4,100,000,000 | 6,768,179,187 | 60.6 | Dec 2008 | |
1 | 720,000,000 | 1,324,190,000 | 54.00 | Aug 2009 | |
2 | 506,044,156 | 1,172,756,000 | 43.15 | Nov 2009 | |
3 | 271,000,000 | 306,694,000 | 88.04 | Dec. 2008 | |
4 | 190,000,000 | 141,812,991 | 134 | Feb. 2009 | |
5 | 169,800,000 | 189,985,135 | 89.37 | Nov. 2009 | |
6 | 140,200,000 | 231,627,000 | 60.53 | Dec. 2008 | |
7 | 107,490,000 | 127,790,000 | 84.11 | Mar. 2009 | |
8 | 107,000,000 | 82,210,000 | 130.15 | 2009 | |
9 | 95,918,729 | 166,613,500 | 58.60 | Oct 2009 | |
10 | 88,580,000 | 60,090,400 | 147.41 | Dec.2008 | |
11 | 79,400,000 | 109,610,000 | 72.44 | Mar.2009 | |
12 | 75,750,000 | 61,612,300 | 122.95 | Dec. 2008 | |
13 | 70,000,000 | 87,375,000 | 80.11 | 2009 | |
14 | 67,900,000 | 92,226,600 | 73.62 | Dec. 2008 | |
15 | 66,000,000 | 71,517,100 | 92.29 | 2009 | |
16 | 64,000,000 | 154,729,000 | 41.36 | Dec. 2009 | |
17 | 58,730,000 | 65,073,842 | 90.25 | Dec. 2008 | |
18 | 55,170,908 | 46,143,700 | 119.56 | April. 2009 | |
19 | 51,377,000 | 65,000,000 | 79.0 | 2008 | |
20 | 50,890,000 | 45,828,172 | 111.05 | Dec. 2008 | |
21 | 50,400,000 | 162,221,000 | 31.11 | Aug 2009 | |
22 | 47,000,000 | 48,333,000 | 97.24 | 2009 | |
23 | 40,402,000 | 40,482,000 | 99.8 | 2007 | |
24 | 42,300,000 | 47,850,700 | 82.9 | 2007 | |
25 | 39,400,000 | 71,208,000 | 54.2 | 2008 | |
26 | 36,746,000 | 38,115,967 | 96.4 | 2006 | |
27 | 29,763,000 | 44,068,000 | 67.5 | 2006 | |
28 | 30,065,000 | 75,498,000 | 23.8 | 2007 | |
29 | 28,500,000 | 33,858,000 | 92 | 2006 | |
30 | 27,400,000 | 28,200,000 | 98.0 | 2008 | |
31 | 23,249,000 | 22,958,000 | 101.3 | 2006 | |
32 | 22,800,000 | 21,438,000 | 108.5 | March 2008 | |
33 | 21,874,216 | 28,000,000 | 76.0 | Mar. 2009 | |
34 | 21,455,000 | 33,487,208 | 64.2 | 2008 | |
35 | 20,029,000 | 34,343,000 | 58.4 | 2007 | |
36 | 19,760,000 | 21,179,211 | 93.3 | 2006 | |
37 | 19,663,000 | 24,735,000 | 79.5 | 2006 | |
38 | 19,464,000 | 27,484,000 | 70.8 | 2006 | |
39 | 18,914,000 | 16,402,414 | 115.3 | Sept. 2007 | |
40 | 15,768,000 | 16,598,074 | 95 | July 2008 | |
41 | 14,500,000 | 10,632,000 | 137 | 2008 | |
42 | 10,550,000 | 150.5 | 2009 | ||
43 | 7,000,000 | 8,900,000 | 31.4 | November 2009 | |
44 | 4,770,000 | 6,400,000 | 134 | November 2009 | |
45 | 4,245,000 | 4,173,460 | 101.7 | 2006 | |
46 | 1,982,000 | 1,340,602 | 147.8 | April 2009 | |
47 | 1,260,000 | 4,017,095 | 31.4 | 2007 | |
Problem discussion:
In toady telecommunication marketplace, there have been many marketing strategies for service providers to plan and implement the CRM. There are evidences show that consumer tend to other competitors when they cannot be satisfies with the service quality of the companies. Customer relationship management strategy might be one of the best ways to give the services providers to retain the customers and increase the customer satisfaction.
The challenge for the telecommunication service providers is to attract more customers, focus on building good relationship quality with customers, make customer satisfied and trust, and step by step obtain the customer’s loyalty, through customer relationship management. The telecommunication companies try to give the best service to the customer for building the customer loyalty and satisfaction to the customer.
Research objective:
Form the problem discussion above, the object of the study is to explore the impact of customer relationship management on customer satisfaction in telecom sector, in order to reach our object the following research question is stated:
· What is the role customer relationship management process in customer satisfaction?
· What type of impact the application of CRM will have on the customer satisfaction?
Purpose of the study:
The purpose of the research is:
1. Understand the customer satisfaction with the CRM in telecom.
2. Identify factors that influence customer satisfaction.
The study was conduct by 250 questionnaires in Lahore city, in which customer service center and customer of the telecom companies.
Page | |
Acknowlegement | 2 |
Dedication | 3 |
Abstract | 4 |
List of contents | 5 |
Chapter 1 | 7 |
Introduction | 7 |
Background of the study | 8 |
Customer relationship management | 8 |
Customer satisfaction | 8 |
Telecommunication | 9 |
Problem discussion: | 11 |
Research objective: | 11 |
Purpose of the study: | 11 |
Chapter 2 | |
Literature review | 12 |
Background of study: | 12 |
Customer relationship management: | 13 |
Customer satisfaction | 17 |
Clear understanding of customer needs and expectations | 22 |
Service quality | 23 |
Internal satisfaction | 26 |
Customer loyalty | 27 |
Chapter 3 | |
Methodology | 29 |
Research design | 29 |
Theoretical model | 30 |
Hypothesis development: | 31 |
Population/sample size: | 31 |
Chapter 4 | |
Interpretation and findings | 32 |
Descriptive analysis | 32 |
Frequency statistics | 33 |
Descriptive statistics: | 38 |
Test application | 41 |
Limitations and delimitations | 44 |
Chapter 5 | |
Summary and conclusion | 45 |
References | 47 |
Questionnaires | 57 |
Introduction:
CRM is short for customer relationship management, the industry term for the set of methodologies and tools that help an enterprise manage customer relationship in an organized way” (strategic management website- 2005).
CRM help the companies to make a customer database on the customer needs and help the companies manage these relationships more intelligently and help the customer in the future. By the help of CRM the gap of the competitive increases and they gain market share and reduce operational costs with retaining their customer. In another word, CRM is an effective tool for allowing customer to perform their own service via a verity of communication channels, and also make sawing and encourage new customers.
CRM strategy implementation is base on the concept that an organization’s most valuable asset is the customer and the organization must manage its customer relationship wisely. Having the various departments of the organization (such as, marketing, sales, customer service etc.) gather qualified information will create a database which is of real value to the company.
By using CRM the telecom companies will know the loophole and with the help of their customer they will give the satisfaction needed by the customer. In Pakistan the telecom companies trying to gain the maximum market, for that they give different packs and best network service to the customer. The telecom companies have increase the call centre and customer service centre to give the best service to the customer.
Telecommunication world is becoming bigger and bigger every day and the competition environment is also increased. . There are more than 80 telecom companies providing service to the customer. For that they try to give the best services to their customer by using CRM to satisfaction there customer. In Pakistan they are five companies (Ufone, Warid, Telenor, Mobilink and Zong) working in the country to provide the service to the customer. We will see that how the telecommunication apply the customer relationship management to satisfaction there customer to get the maximum market in Pakistan. By using the CRM for the satisfaction of the customer they will gain the maximum.
Background:
We will discuss the customer relationship management applied in the telecom sector in Pakistan to give the maximum satisfaction to their customer. In the research we will find out that how the telecom companies apply the CRM in the company.
Customer relationship management:
Customer relationship management (CRM) has today become part of the companies; with the CRM they can know what is requirement of the customer. There is a need for the marketing practitioner to understand what it is, its impact on the organization, and its applicability to an organization and its benefits to customer. There is a need to understand that CRM is an overall strategy for the organization and not just a sales tool with a short-term orientation. CRM requires a long-term plan and anything long-term requires a strong organizational commitment and appropriate investment.
The term CRM gained widespread recognition in the late 1990s. Researchers and partitions both in the academic area and the business field enthusiastically have shared their viewpoint and experience in applying CRM. In less than a decade, CRM has escalated into a topic of major importance. Although the term only came use to a significant extent in the late part of 1990s, the principles on which it has been based have exits for much longer. (Tariq Mohiuddin Ahmed –p.1) A sales force or customer service system can identify high-value customer to sales and service force so these customers will benefit from individualized retention activities.
Customer satisfaction:
To understand the importance of customer satisfaction, we have to know what the demand of the customer is and try to fulfill the need of the customer to give the maximum satisfaction to the customer. “The customer’s mind is still closed to us; it is a “black box” that remains sealed. We can observe inputs to the box and the decisions made as a result, but we can never know how the act of processing inputs truly happens” (John E. G Bateson).
The organization need to understand that what extend to their customers would be satisfy them. For customer satisfaction in marketing context has specific meaning, according to (Michael D. Johnson; 2005) brought customer satisfaction definition as customer overall evaluation of the date. It has positive influences on the satisfaction of the customer among different variety of services and product. In services based enterprises, services quality directly affects customer satisfaction.
Satisfaction refers to achieving the things we want. If the satisfaction interprets as “not going wrong” the firm should decrease the complaint which by its own is not sufficient. In order to satisfy the customer, the telecom company should improve its services and product. By improving the service of the customer will be satisfy and with this there will increase the market share. Customers with less expectation are more satisfaction, the companies by adding innovative features would easily increase the customer satisfaction. In contrast when customers are unaware of improvements but critical of losses in existing quality are less satisfied and expect more. Therefore, the companies should measure their customer’s satisfaction to fortify their strengths and improve their weakness to increase the customer satisfaction and increase the market share.
Telecommunication:
The Global System of Mobile Communications (GSM) is a second-generation digital technology, which was originally developed in Europe and in less than ten years after the commercial launch, it developed into world’s leading and fastest growing mobile standard (GSM Assoc., 2006). (Lonergan et al., 2004) reported that at the beginning of 2004, there were over 1.3 billion mobile phone users worldwide and by 2007, the demand for mobile services would have grown at an average annual rate of 9.1%. The GSM Association estimates that the GSM technology is used by more than one in five people of the world's population, representing approximately 77% of the world’s cellular market and is estimated to account for 73% of the world’s digital market and 72% of the world’s wireless market (GSM Assoc., 2006). This growth principally results from the establishment of new networks in developing countries rather than from an increase in mobile access lines in developed countries (Serenko and Turel, 2006). South asia countries are actively involved in the establishment of the mobile services and specifically, Pakistan telecom is the focus of this study.
(Gerpott et al., 2001) wrote that since 1990s, the telecommunications sector has become an important key in the development of the economy of developed countries. This results from the saturated markets, de-regulation of telecommunications industry (removal of monopoly rights, especially enjoyed by state-owned telecoms networks), and increasing number of mobile service providers, enormous technical development and intense market competition. (Szyperski & Loebbecke, 1999) wrote that this increasing economic importance and benefits of telecommunications firms motivated many management scholars (especially marketing experts) to devote attention to this sector. (Wilfert, 1999); (Gerpott, 1998); and Booz. Allen and Hamilton (1995) pointed out that marketing strategies are very important in telecommunications services because once customers have subscribed to a particular telecommunications service provider, their long-term link with this provider is of greater importance to the success of the company than they are in other industry sectors. Hence, service providers need to form a continuous lasting relationship with their customers to know them better and satisfy their needs adequately.
It also has a growing impact on our lives as individuals, on business in terms of efficiency and customer service and on every country competitiveness as a profitable economy , in the highly competitive market of Pakistan, telecom service are certainly and seriously forces to deliver new services to their customers. The telecommunication industry is experiencing a radical change, generating new opportunities and challenges for infrastructure and service providers.
In the present the following 80 companies are working to give the telecom service to the customer.
Company name | Company name |
Motorola | |
Actix | MTN |
Aircom | Mycom |
Alcatel-Lucent | NCR |
Alltel | NEC |
AT&T | Netkom |
AWCC | Nortel |
Bechtel | Noviacom |
Benq | NSN |
Burraq Telecom | NTC |
Callmate | Telefonica |
Cisco Systems Inc. | Pak-Arab Refinery Ltd |
CMPak | Precision Technology Pvt Ltd |
Consistel | Prime Telecom |
Covad Communication | PTA |
Cybernet | PTCL |
Diallog | Qatar Telecom |
Digicel | Qualcomm Inc. |
DMC | Relacom |
DU | Roger Wireless Inc. |
Dvcom | SAA |
Ericsson | Samsung |
Etisalat | SCADA Telecom |
FAB | Specific Associates |
FCCI | Specturm Solutions Pvt Ltd |
Globalstar Inc. | Sprint – Nextel |
Hauxin Consulting | STC |
Hutchison | Sublime Wireless |
Huwaei | Supernet |
Instaphone | Sysnet |
IP Communication | T-Mobile USA |
IT Works | T-Mobile UK |
L3 | Telecard |
LCC | Telenor |
LeBlanc | Telnet |
LG | TenXc Wireless |
LogicaCMG | Teralight Ltd |
Marconi Wireless UK | Ufone |
Mentor | Unicom |
Myson Engineering Systems | Verizon |
MetroPCs | Vodafone |
Microcell | Wajda Telecom |
Millicom International | Warid |
Ministry of Science & Tech - Pakistan | Wataniya |
Mobile Waever | Wateen |
Mobilink | Worldcall |
Mobinil | ZTE |
Mobiserve |
With the increase in production of mobile devices and services as international market in recent years, according to the triple play of telecom, entertainment and IT convergence the global telecommunication market is growing and changing (ITU publication, 2002)
In the present day the number of mobile phone subscribers worldwide is rise to 4 billion. The telecom industry body and the GSM association have announced that by 2010 mobile networks will cover 90% of the world population. Government has earned over 6 billion dollars from the telecom industry (ITU Publications, 2002).
Following list is the ranking of the countries using mobile phone | |||||
Rank | Country or region | Number of mobile phones | Population | % of population | Last updated |
— | 4,100,000,000 | 6,768,179,187 | 60.6 | Dec 2008 | |
1 | 720,000,000 | 1,324,190,000 | 54.00 | Aug 2009 | |
2 | 506,044,156 | 1,172,756,000 | 43.15 | Nov 2009 | |
3 | 271,000,000 | 306,694,000 | 88.04 | Dec. 2008 | |
4 | 190,000,000 | 141,812,991 | 134 | Feb. 2009 | |
5 | 169,800,000 | 189,985,135 | 89.37 | Nov. 2009 | |
6 | 140,200,000 | 231,627,000 | 60.53 | Dec. 2008 | |
7 | 107,490,000 | 127,790,000 | 84.11 | Mar. 2009 | |
8 | 107,000,000 | 82,210,000 | 130.15 | 2009 | |
9 | 95,918,729 | 166,613,500 | 58.60 | Oct 2009 | |
10 | 88,580,000 | 60,090,400 | 147.41 | Dec.2008 | |
11 | 79,400,000 | 109,610,000 | 72.44 | Mar.2009 | |
12 | 75,750,000 | 61,612,300 | 122.95 | Dec. 2008 | |
13 | 70,000,000 | 87,375,000 | 80.11 | 2009 | |
14 | 67,900,000 | 92,226,600 | 73.62 | Dec. 2008 | |
15 | 66,000,000 | 71,517,100 | 92.29 | 2009 | |
16 | 64,000,000 | 154,729,000 | 41.36 | Dec. 2009 | |
17 | 58,730,000 | 65,073,842 | 90.25 | Dec. 2008 | |
18 | 55,170,908 | 46,143,700 | 119.56 | April. 2009 | |
19 | 51,377,000 | 65,000,000 | 79.0 | 2008 | |
20 | 50,890,000 | 45,828,172 | 111.05 | Dec. 2008 | |
21 | 50,400,000 | 162,221,000 | 31.11 | Aug 2009 | |
22 | 47,000,000 | 48,333,000 | 97.24 | 2009 | |
23 | 40,402,000 | 40,482,000 | 99.8 | 2007 | |
24 | 42,300,000 | 47,850,700 | 82.9 | 2007 | |
25 | 39,400,000 | 71,208,000 | 54.2 | 2008 | |
26 | 36,746,000 | 38,115,967 | 96.4 | 2006 | |
27 | 29,763,000 | 44,068,000 | 67.5 | 2006 | |
28 | 30,065,000 | 75,498,000 | 23.8 | 2007 | |
29 | 28,500,000 | 33,858,000 | 92 | 2006 | |
30 | 27,400,000 | 28,200,000 | 98.0 | 2008 | |
31 | 23,249,000 | 22,958,000 | 101.3 | 2006 | |
32 | 22,800,000 | 21,438,000 | 108.5 | March 2008 | |
33 | 21,874,216 | 28,000,000 | 76.0 | Mar. 2009 | |
34 | 21,455,000 | 33,487,208 | 64.2 | 2008 | |
35 | 20,029,000 | 34,343,000 | 58.4 | 2007 | |
36 | 19,760,000 | 21,179,211 | 93.3 | 2006 | |
37 | 19,663,000 | 24,735,000 | 79.5 | 2006 | |
38 | 19,464,000 | 27,484,000 | 70.8 | 2006 | |
39 | 18,914,000 | 16,402,414 | 115.3 | Sept. 2007 | |
40 | 15,768,000 | 16,598,074 | 95 | July 2008 | |
41 | 14,500,000 | 10,632,000 | 137 | 2008 | |
42 | 10,550,000 | 150.5 | 2009 | ||
43 | 7,000,000 | 8,900,000 | 31.4 | November 2009 | |
44 | 4,770,000 | 6,400,000 | 134 | November 2009 | |
45 | 4,245,000 | 4,173,460 | 101.7 | 2006 | |
46 | 1,982,000 | 1,340,602 | 147.8 | April 2009 | |
47 | 1,260,000 | 4,017,095 | 31.4 | 2007 | |
Problem discussion:
In toady telecommunication marketplace, there have been many marketing strategies for service providers to plan and implement the CRM. There are evidences show that consumer tend to other competitors when they cannot be satisfies with the service quality of the companies. Customer relationship management strategy might be one of the best ways to give the services providers to retain the customers and increase the customer satisfaction.
The challenge for the telecommunication service providers is to attract more customers, focus on building good relationship quality with customers, make customer satisfied and trust, and step by step obtain the customer’s loyalty, through customer relationship management. The telecommunication companies try to give the best service to the customer for building the customer loyalty and satisfaction to the customer.
Research objective:
Form the problem discussion above, the object of the study is to explore the impact of customer relationship management on customer satisfaction in telecom sector, in order to reach our object the following research question is stated:
· What is the role customer relationship management process in customer satisfaction?
· What type of impact the application of CRM will have on the customer satisfaction?
Purpose of the study:
The purpose of the research is:
1. Understand the customer satisfaction with the CRM in telecom.
2. Identify factors that influence customer satisfaction.
The study was conduct by 250 questionnaires in Lahore city, in which customer service center and customer of the telecom companies.
Page | |
Acknowlegement | 2 |
Dedication | 3 |
Abstract | 4 |
List of contents | 5 |
Chapter 1 | 7 |
Introduction | 7 |
Background of the study | 8 |
Customer relationship management | 8 |
Customer satisfaction | 8 |
Telecommunication | 9 |
Problem discussion: | 11 |
Research objective: | 11 |
Purpose of the study: | 11 |
Chapter 2 | |
Literature review | 12 |
Background of study: | 12 |
Customer relationship management: | 13 |
Customer satisfaction | 17 |
Clear understanding of customer needs and expectations | 22 |
Service quality | 23 |
Internal satisfaction | 26 |
Customer loyalty | 27 |
Chapter 3 | |
Methodology | 29 |
Research design | 29 |
Theoretical model | 30 |
Hypothesis development: | 31 |
Population/sample size: | 31 |
Chapter 4 | |
Interpretation and findings | 32 |
Descriptive analysis | 32 |
Frequency statistics | 33 |
Descriptive statistics: | 38 |
Test application | 41 |
Limitations and delimitations | 44 |
Chapter 5 | |
Summary and conclusion | 45 |
References | 47 |
Questionnaires | 57 |
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