In today's business, most of the companies are required to build the long term profitable winning attitude to achieve their customer loyalty towards the customer at heavy competition. Since the last decade of 20th century, the relationship marketing has important role especially in service industry. To retain the customer, there are many different relationship marketing tactics has been implemented. In these some of the tactics in lieu of retentions has found. and also some of these are did not affect the customer loyalty and keep the switching behaviors frequently to the customers. Therefore, the aim of this study is to investigate the impact of customer winning attitude about the relationship marketing tactics on customer in the mobile telecommunication sector which plays a lead role in building up customer loyalty. A model is used to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty to prove its overall accuracy, which is earmarked to find out the accuracies of overall customer satisfaction. As a result the increase of customer loyalty can be gauged through focusing on the mobile telecommunication sector in Madurai region. A specific analytical model is used to give the guideline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty because have to prove overall factors. A quantitative method with deductive approach is also being chosen can be procured the relevant features of the data. A self-completed questionnaire has been designed and randomly sent out by email to the different levels of users of Mobile in telecommunication industry Madurai to collect primary data. To process the primary data for windows, the software tool SPSS is used. The results show that the obtained values about the Customer Attitude, Price Perception, and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is related to positively and directly to the customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in mobile telecommunication industry in Madurai Region.
Brand Image, Customer Attitude, Customer Loyalty, Relationship Marketing, Relationship Quality Satisfaction, Switching Cost, Trust, Telecom Marketing
