IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN PAKISTAN’S TELECOM SECTOR UFONE

Abstract

The telecom sector of Pakistan is a highly intense and competitive market where facing, sustaining, and surviving with market challenges is a milestone. Every telecom company is trying to acquire a larger customer base in order to become the market leader however, only a few of them focus on not only building a larger customer pool but also are busy in relationship marketing where they are making strong, emotional, and loyal relationships with customers. This research conducted empirically analyze what are the effects of relationship marketing on customer loyalty and therefore the sample taken in this research in Ufone telecom service provider. The study is tested via an online survey conducted among 15 respondents in two cites Lahore and Islamabad of Pakistan using SPSS. The findings of this research demonstrate that how various relationship marketing methods conducted by Ufone effects its customer’s loyalty.