Open AccessEffects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd.
Author(s) -
S M Asif Ur Rahman,
Muhammad Rehan Masoom
Publication year - 2012
Publication title -
asian business review
Language(s) - English
Resource type - Journals
eISSN - 2305-8730
pISSN - 2304-2613
DOI - 10.18034/abr.v1i2.126
Subject(s) - competitive advantage , marketing , business , phone , order (exchange) , customer satisfaction , customer retention , relationship marketing , marketing management , service quality , service (business) , linguistics , philosophy , finance
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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