Role of advertisement in retaining customers of mobile telecommunication companies in Pakistan
Abstract
The telecommunications industry is a high velocity industry in the current business context.
With this boom, even the competition in the developing countries like Pakistan the demand
for mobile usage has significantly increased in the last few years. This emerging trend in
demand and high profitable industry, leads to more and more mobile service providers who
are investing for infrastructure facilities to provide their service more successfully. The
network providers face a greater challenge in retaining their customers because the customers
have many options and they may switch their brand to another for seeking better service,
more benefits and higher satisfaction. At the same time, the service providers in order to
retain its customers should focus on the marketing strategies through which they reach its
customers. A right medium will help the service providers to retain their current customers.
Therefore, this study is focused to identify the role of advertising on customer retention of the
mobile telecommunication network’s customers. Accordingly, the advertisement has been
divided into two independent variable attractiveness of advertisement and exposure to
advertisements and customer retention has been identified as the dependent variable. This
study is conducted in Pakistan to evaluate whether customers advertisement has an impact on
customer retention or not within the mobile phone service. The descriptive research design
can be identified as the basic research approach. The sample includes the youth of Pakistan
represented by the student. The sample size is of 196 mobile phone users from Lahore,
Pakistan. Survey method is used for collecting data. The structured questionnaire is used for
collecting data from the customers and both qualitative and quantitative analytical techniques
are used to analyze the data and to form conclusions.
Description
Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2010