Unit:
Κατεύθυνση Οικονομική και Διοίκηση των Τηλεπικοινωνιακών ΔικτύωνΠληροφορική
Author:
Dimitrellou Maria-Aliki
Supervisors info:
Δρ. Αθανάσιος Παπαδημητρίου, Επιστημονικός Συνεργάτης ΕΚΠΑ
Original Title:
Το μάρκετινγκ σχέσεων στον κλάδο της κινητής τηλεφωνίας στην Ελλάδα
Translated title:
Relationship marketing in Greek Mobile Telecommunications
Summary:
This thesis examines and analyzes the degree of satisfaction and loyalty of mobile subscribers. In today's demanding era of rapid growth, companies need to make a special effort to gain the fidelity of their customers. They are primarily supposed to offer added value to their buying audiences through unique and personalized experiences. As the purchasing behavior of people differs day by day, keeping simple contact with the client is not enough. Relationship marketing has been part of the business with great success as it has improved the strategies of the companies and the way of providing their services.
Customer satisfaction and dedication to a product or service affect the performance of customer relationship management (essentially profitability), which is based on consumer behavior (contract renewal, repeat of a purchase, stay for a long time to a provider etc.).
This work involves a theoretical and empirical part. Starting from the theoretical study of relationship marketing (based on bibliographic research), an attempt is made to draw useful conclusions about the contribution of marketing to the telecommunications market. The second part includes the empirical piece of research on customer-mobile relations and is based on the answers of a questionnaire designed to obtain information on the levels of satisfaction and dedication of mobile phone consumers. In an environment of high competition, customer satisfaction is crucial for the survival of the company and the acquisition of a comparative advantage of the business. Measuring customer satisfaction improves companies’ strategies and decisions.
The purpose of this thesis is to study the degree of influence, that marketing has on customer relationships with the providers, the degree of customer satisfaction and trust and finally with the assistance of the questionnaire to understand the effect of these two parameters on customer loyalty.
Main subject category:
Social, Political and Economic sciences
Keywords:
relationship marketing, telecommunications, satisfaction, reliance, loyal
