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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

RELATIONSHIP MARKETING PRACTICES AND CUSTOMER LOYATY OF TELENOR USERS

http://hdl.handle.net/20.500.12678/0000002806
http://hdl.handle.net/20.500.12678/0000002806
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92a8fe5c-26e9-4e25-8064-5a4aa97e4ec5
None
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Wine Wine Tone (MBA - 83).pdf (582 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title RELATIONSHIP MARKETING PRACTICES AND CUSTOMER LOYATY OF TELENOR USERS
Language en
Publication date 2019-12
Authors
Wine Tone (MBA - 83)
Description
This study aims to examine the effect of relationship marketing practices on
customer confidence and satisfaction, and to analyze the effect of customer confidence
and satisfaction on customer loyalty of Telenor users. The analytical method is used to
explore the objectives of the study. In this study, both primary and secondary data are
used. The primary data are collected from 385 respondents by using the structured
questionnaires which is designed with five-point likert scale. The secondary data are
gathered from internet websites, research papers, journals and thesis. Findings of the
study reveals that good quality of services, good reputation of operator and value creation
are key factors to increase customer confidence. The results show that all relationship
marketing practices are positively significant effect on customer satisfaction. Therefore,
customer satisfaction can be built up through providing service quality, perceived price,
and brand image and value proposition effectively. The findings also indicated that both
of customer confidence and satisfaction are positively significant effect on customer
loyalty towards Telenor operator. According to the results, Telenor manager should
consider the practices of perceived prices to provide reasonable prices with high value to
increase customer confidence. Then, it could make more effort on service quality
practices by listening customer complaints and requests, and providing timely new
services to enhance customer satisfaction.
Identifier https://ecor.yueco.edu.mm/handle/123456789/956
Journal articles
Yangon University of Economics
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