IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v3y2011i4p222-227.html
   My bibliography  Save this article

The Influence of Customer Orientation on Customer Relationship in Telecom Services

Author

Listed:
  • Junaid-ul-haq Junaid-ul-haq
  • Saqib Mehmood

Abstract

In this study, an effort has been made to disclose the influence of customer orientation on customer retention. It has also revealed that customer orientation influences on customer satisfaction and customer trust and their ultimate effect on customer Retention. Primary data was collected through questionnaire survey.290 questionnaires were distributed out of which 219 were received and supposed for analysis purpose, 75.51% which is considered as a serious response rate of our respondents. Customer orientation has positive effect on customer satisfaction as well as on customer trust, which shows significant relationship of customer orientation on customer satisfaction and customer trust. Moreover, satisfaction and trust of customer has effect on customer retention. Satisfaction of customer has negative effect due to one or more reason, whereas, customer trust has positive and significant effect on customer retention. Customer orientated organizations earn more profit and can control customer retention. Findings of this study can also be used to control the customer retention. While customer orientation is under discussion then it has two major factors i.e. customer satisfaction and customer trust, organizations should more focus on these factors. Sometime when customer retention takes place even focusing these factors then current competitor’s strategies can also be kept in mind. This study is done in a developing country where there is a very tough competition among service providers to enhance their market share. The focus of this research is to control the switching customer, which is the one of the important problems facing by the service providers.

Suggested Citation

  • Junaid-ul-haq Junaid-ul-haq & Saqib Mehmood, 2011. "The Influence of Customer Orientation on Customer Relationship in Telecom Services," Information Management and Business Review, AMH International, vol. 3(4), pages 222-227.
    • Handle: RePEc:rnd:arimbr:v:3:y:2011:i:4:p:222-227
    DOI: 10.22610/imbr.v3i4.937
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/937/937
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/937
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v3i4.937?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    2. Wujin Chu & Preyas S. Desai, 1995. "Channel Coordination Mechanisms for Customer Satisfaction," Marketing Science, INFORMS, vol. 14(4), pages 343-359.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Junaid-ul-haq Junaid-ul-haq & Rao Umer Nasir, 2013. "How Customer Loyalty Model Be Operative? A study of Cellular Phone Service Providers in Pakistan," Information Management and Business Review, AMH International, vol. 5(5), pages 245-256.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Naveed, Tahir & Akhtar, Irum & Cheema, Khaliq Ur Rehman, 2012. "The Impact of Innovation on Customer Satisfaction and Brand loyalty: A Study of the Students of Faisalabad," MPRA Paper 53197, University Library of Munich, Germany.
    2. Sumit Raut & Sanjeev Swami & Eunkyu Lee & Charles B. Weinberg, 2008. "How Complex Do Movie Channel Contracts Need to Be?," Marketing Science, INFORMS, vol. 27(4), pages 627-641, 07-08.
    3. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    4. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    5. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
    6. Blattberg, Robert C. & Malthouse, Edward C. & Neslin, Scott A., 2009. "Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 157-168.
    7. David M. Pooser & Mark J. Browne, 2018. "The Effects of Customer Satisfaction on Company Profitability: Evidence From the Property and Casualty Insurance Industry," Risk Management and Insurance Review, American Risk and Insurance Association, vol. 21(2), pages 289-308, September.
    8. Lionel Nicod & Sylvie Llosa, 2018. "How should customers be trained in their role as coproducers? The influence of training and its characteristics on the benefits of coproduction," Post-Print hal-03513344, HAL.
    9. Nguyen Dang Tuan, Minh & Nguyen Thanh, Nhan & Le Tuan, Loc, 2019. "Applying a mindfulness-based reliability strategy to the Internet of Things in healthcare – A business model in the Vietnamese market," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 54-68.
    10. Brian Mittendorf & Jiwoong Shin & Dae-Hee Yoon, 2013. "Manufacturer marketing initiatives and retailer information sharing," Quantitative Marketing and Economics (QME), Springer, vol. 11(2), pages 263-287, June.
    11. Alberto de la Calle & Inmaculada Freije & Aitor Oyarbide, 2021. "Digital Product–Service Innovation and Sustainability: A Multiple-Case Study in the Capital Goods Industry," Sustainability, MDPI, vol. 13(11), pages 1-29, June.
    12. Saeidi, Sayedeh Parastoo & Sofian, Saudah & Saeidi, Parvaneh & Saeidi, Sayyedeh Parisa & Saaeidi, Seyyed Alireza, 2015. "How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction," Journal of Business Research, Elsevier, vol. 68(2), pages 341-350.
    13. G. Tomas M. Hult & Forrest V. Morgeson III & Udit Sharma & Claes Fornell, 2022. "Customer satisfaction and international business: A multidisciplinary review and avenues for research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(8), pages 1695-1733, October.
    14. Adina Bărbulescu Robinson & Kapil R. Tuli & Ajay K. Kohli, 2015. "Does Brand Licensing Increase a Licensor's Shareholder Value?," Management Science, INFORMS, vol. 61(6), pages 1436-1455, June.
    15. Harish Krishnan & Roman Kapuscinski & David A. Butz, 2004. "Coordinating Contracts for Decentralized Supply Chains with Retailer Promotional Effort," Management Science, INFORMS, vol. 50(1), pages 48-63, January.
    16. Matthieu Crozet & Emmanuel Milet, 2017. "Should everybody be in services? The effect of servitization on manufacturing firm performance," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 26(4), pages 820-841, December.
    17. Houston, Lawrence & Grandey, Alicia A. & Sawyer, Katina, 2018. "Who cares if “service with a smile” is authentic? An expectancy-based model of customer race and differential service reactions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 144(C), pages 85-96.
    18. Vikas Mittal & Kyuhong Han & Carly Frennea & Markus Blut & Muzeeb Shaik & Narendra Bosukonda & Shrihari Sridhar, 2023. "Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us," Marketing Letters, Springer, vol. 34(2), pages 171-187, June.
    19. Dalia Streimikiene & Aida Navikaite & Vytis Varanavicius, 2016. "Company s Value Creation Via Customer Satisfaction and Environmental Sustainability Influence," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 12(4), pages 19-28.
    20. Simon, Daniel H. & Gomez, Miguel I., 2005. "The Competitive Causes and Consequences of Customer Satisfaction," 2005 Annual meeting, July 24-27, Providence, RI 19371, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:3:y:2011:i:4:p:222-227. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.