Study of Customer Loyalty in Telecommunication Sector

Document Type : Primary Research paper


Dean-Academics Institute of Management Studies Noida, Uttar Pradesh


Customer loyalty is a serious matter of concern for every business where it
measures the customer’s likeliness to give repeat business with a brand or organization. In
other words, it is the outcome of a positive experience for customers as well as customer
satisfaction. In this paper, the role of the relational dimension will be studied in the context
of customer loyalty. The aim of this paper is to analyze the concept of relationship
marketing and the key variables of the dimension relationship and their role in customer
loyalty. South Asian telecommunication industry is selected to analyze the role of relational
dimension in the context of customer loyalty. Previous studies will be reviewed to analyze
the concept of relationship besides demonstrating the role of relationship marketing in the
telecommunication industry. Additionally, the concept of customer loyalty and multiple
theoretical approaches to customer loyalty is appropriately discussed here. Another
important part of this study is that this paper will discuss the different phases of loyalty.
The primary research will be accomplished through a questionnaire survey method and the
collected data will be analyzed with statistical analysis. A positive relationship between the
elements of relationship marketing and customer loyalty is analyzed through multiple
correlations and regression tables. It shows that all the components of relationship
marketing have a good impact on customer loyalty and will prove that more customers will
confident more they will be loyal to the brand.