Browsing by Author "Muhammad Umer Butt"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Improving customer loyalty of telenor
    (University of Management and Technology Lahore, 2016) Muhammad Waleed Irfan; Muhammad Umer Butt; Zahid Saeed; Zeeshan Khan; Muhammad Hassan Shehzad
    The current study aims to investigate the Customer Loyalty for the cellular services sector of Pakistan's Telecom Industry. It also highlights the basic factors influencing customers to choose the telecom Network for use. As there is intense competition within telecom industry but still there was no primary research conducted on customer loyalty within context of Lahore so there was a gap to be filled. For our Research we conducted a Questionnaire Survey across the different Zones of Lahore. Respondents were selected randomly. After conducting the survey it has been revealed that the customer retention highly depends on competitive prices and then on network coverage, voice clarity and customer value added services. Customer satisfaction highly depends on the services offered to and perceived by the customers. Nowadays, customer perceptions and expectations are very high and to meet them companies are supposed to think out of the box by offering value added services Any telecom brand could create a high level of customer satisfaction in cellular industry by having strong grip on the determinants like price, call quality, perceptions, values, network coverage, and network availability. All these mentioned determinants are secondary ones. Major and primary factors are based on the customer's personal perceptions. Design of the telecom industry has been entirely changed in last few years. Now scenario is entirely changed and there exists intense competition between the prevailing companies. Every company is trying to conceive the customer centric techniques and differentiation strategies to increase customer loyalty to attract potential customers. Companies are supposed to create value added services in order to keep pace or even survive within existing market situation especially in big cities like Lahore, Karachi and Islamabad. Aggressive Marketing campaigns and introduction of advanced technology can also create difference in that aspect. Through primary research within Lahore, Telenor's Customer Loyalty is found low relative to its competitors due to low customer retention, less attractive marketing campaigns and comparatively high tariff rates. Though they are strong in many areas yet there are some opportunities through which they can increase its customer loyalty which have been recommended in the report after thorough marketing analysis.