1Assistant Professor, College of Business Administration, Prince Sattam Bin Abdulaziz University, Hotat Bani Tamim, Kingdom of Saudi Arabia
2Head of the Department Malla Reddy College of Engineering and Technology, Hyderabad
Online published on 8 August, 2018.
In advent of internationalization of telecommunication sector across the world, quality of services offered has become the means of differentiation to achieve success. Service providers in the telecom business are adapted new technologies to outperform their competitors. CRM is of more emphasis on identifying value adding processes and adapting IT to move towards customers. It is of a simple logic of retain your customers in business portfolio. This paper is on CRM and how it helps the service providers in telecommunications to serve better. Perceptions of 85 customers using mobile services in Saudi Arabia are analyzed to know the impact of services on their loyalty and satisfaction. Findings of the study revealed that the quality of customer service has significantly affects customer loyalty and satisfaction which in turn result the overall effectiveness of CRM practices of the selected companies.
Services sector, Customer retention, Customer satisfaction, Customer loyalty
