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Customer relationship marketing and customer loyalty in mobile telecommunication industry in Nasarawa state

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Abstract
Customer Relationship Marketing (CRM) has become a strategic imperative for companies in virtually every business sector. Despite much attention is given to the provision of quality service and satisfaction to consumers some telecommunication companies render weak services and thereby take consumers for granted.  Almost all the telecommunication companies encounter similar problems in meeting customer expectations and customer satisfaction. Majority of the customers encounter problems of poor service delivery in areas of voicemail, short message services and data services. The main objective of the study was to analyze the relationship between customer relationship marketing and customer loyalty in the mobile telecommunication sector proxy by trust, commitment and communication. Cross sectional descriptive survey research design was adopted for the study using multiple regression to analyse the data collected from 513 of smart phone internet users in Nasarawa State, Nigeria. The findings confirm that trust, commitment and communication have a significant effect on customers’ loyalty in Nasarawa State, Nigeria. The study therefore recommends an improved higher speed infrastructure provision with available service of reasonable quality across the entire network, in North Central. The study therefore recommends rapid improvements in information technology that allow telecom companies and their frontline staff to track customer characteristics more easily and respond with appropriate marketing offers. Mobile telecommunication operators should also adopt appropriate strategies such as relationship marketing in order to promote customer satisfaction, thereby achieving customer loyalty. ...
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