Abstract

The study was aimed at assessing the impact of relationship marketing tactics on customer loyalty in the Ghanaian mobile industry where deregulation has led to intense competition and scramble for market share. Marketers in the industry are employing variety of relationship marketing tactics to attract and retain customers. This research study adopted four relationship marketing tactics (service quality, price perception, brand image and value offered) typical of a service industry and examined their impact on customer loyalty in the Ghanaian mobile industry. A self-completion questionnaire with a total of 40 closed questions was developed to gather field data. All of the items were measured by using a five-point Likert-type response scales, defined with 5 as strongly agree and 1 as strongly disagrees. Reliability test and some parametric and non-parametric tests were conducted and the results showed that there exist a positive significant relationship between each of the four relationship marketing tactics (namely service quality, price, value offered and brand image) and customer loyalty. The results are consistent with evidence in the extant literature. The study provides insight and significant feedback from mobile phone users to the telecommunication operators. As the competitive environment increasingly becomes fierce, the voice and preferences of the customers are also becoming the priority. This finding is expected to serve as a guide and help to telecommunication managers in making informed judgment about the relationship marketing mix relevant to the present customer's need that yields increase in revenue and profit.

Keywords:

Customer, loyalty, marketing, quality, satisfaction, telecommunications,

References

Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.