IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v9y2015i4p375-395.html
   My bibliography  Save this article

Exploring relationship marketing dimensions and their effect on customer loyalty - a study of Indian mobile telecom market

Author

Listed:
  • Ashish Gupta
  • G.P. Sahu

Abstract

This paper aims to examine the impact of relationship marketing dimensions (namely trust, long term relationship, technology orientation, service quality, satisfaction, loyalty programme and brand image) on customer loyalty in the mobile telecom market in India. To test the proposed model in the context of mobile telecom services, the authors use data collected from a pilot survey of 120 sales professionals who are using mobile services for business usage to pre-test the conceptual model. The data were factor-analysed, reliability was tested to determine the key dimensions of relationship marketing and for performing the subsequent multivariate analyses. Interest in the subjects of relationship marketing and customer loyalty has been growing among marketing researchers and practitioners. This study reinforces and refines the body of knowledge relating to relationship marketing tactics in the mobile telecom industry in India that can be used in the management for a better relationship with customers, and enhances users' mobile service usage.

Suggested Citation

  • Ashish Gupta & G.P. Sahu, 2015. "Exploring relationship marketing dimensions and their effect on customer loyalty - a study of Indian mobile telecom market," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 9(4), pages 375-395.
    • Handle: RePEc:ids:ijbire:v:9:y:2015:i:4:p:375-395
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=70176
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:ids:ijbire:v:9:y:2015:i:4:p:375-395. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    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.