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dc.contributor.authorJamshed, Mariam
dc.date.accessioned2010-10-05T11:45:40Z
dc.date.available2010-10-05T11:45:40Z
dc.date.issued2010
dc.identifier.urihttp://hdl.handle.net/11250/135526
dc.descriptionMasteroppgave i økonomi og administrasjon - Universitetet i Agder 2010en_US
dc.description.abstractThe 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.en_US
dc.language.isoengen_US
dc.publisherUniversitetet i Agder ; University of Agderen_US
dc.subject.classificationBE 501
dc.titleRole of advertisement in retaining customers of mobile telecommunication companies in Pakistanen_US
dc.typeMaster thesisen_US
dc.subject.nsiVDP::Social science: 200::Library and information science: 320::Information and communication systems: 321en_US
dc.source.pagenumber104 s.en_US


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