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

Author

Listed:
  • Rahman, S M Asif Ur

    (UIU)

  • Masoom, Muhammad Rehan

    (UIU)

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.

Suggested Citation

  • Rahman, S M Asif Ur & Masoom, Muhammad Rehan, 2012. "Effects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd," Asian Business Review, Asian Business Consortium, vol. 1(2), pages 97-102.
    • Handle: RePEc:ris:asbure:0146
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    Cited by:

    1. Suraya Akmar Binti Mokhtaruddin & Che Aniza Binti Che Wel & Syed Shah Alam & Nor Rahimy Binti Khalid, 2018. "The Influence of Relationship Marketing Orientation (RMO) on Customer Retention in Travel Agency Services," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(2), pages 713-724, February.

    More about this item

    Keywords

    Relationship Marketing; Grameen Phone; Customer Retention; Competitive Advantage;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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