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Effects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd.
Asian Business Review
View Archive Info| Field | Value | |
| Title |
Effects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd.
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| Creator |
Rahman, S M Asif Ur; School of Business & Economics, United International University, Dhaka, BANGLADESH
Masoom, Muhammad Rehan; School of Business & Economics, United International University, Dhaka, BANGLADESH |
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| Subject |
Relationship Marketing, Grameen Phone, Customer Retention, Competitive Advantage
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| Description |
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.
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| Publisher |
Asian Business Consortium
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| Contributor |
—
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| Date |
2015-03-02
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — |
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| Format |
application/pdf
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| Identifier |
http://journals.abc.us.org/index.php/abr/article/view/2.2Rahman
10.18034/abr.v1i2.319 |
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| Source |
Asian Business Review; Vol 1, No 2 (2012): 2nd Issue; 97-102
2305-8730 2304-2613 |
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| Language |
eng
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| Relation |
http://journals.abc.us.org/index.php/abr/article/view/2.2Rahman/225
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| Rights |
Copyright (c) 2015 S M Asif Ur Rahman, Muhammad Rehan Masoom
http://creativecommons.org/licenses/by-nc/4.0 |
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