CUSTOMER RETENTION STRATEGIES IN THE TELECOMMUNICATIONS INDUSTRY: THE SIGNIFICANCE OF RELATIONSHIP MARKETING

Abstract

This study examines the impact of relationship marketing on customer retention in the telecommunications industry with a focus on customer care, communication, trust-building, and service quality. Data was collected from 198 MTN Nigeria Plc and Globacom Nigeria Plc customers in Calabar using a structured questionnaire and analyzed using multiple linear regression. The findings indicate that customer care, communication, trust-building, and service quality significantly and positively influence customer retention in the telecommunications industry. The study recommends that telecommunications companies improve their customer care capabilities, communication channels, and consolidate customer trust in their service delivery capabilities. The literature review highlights relationship marketing, customer retention, customer care, communication, and trust-building. The study concludes that Nigerian telecommunications companies need to address issues of low quality of network services, high service charges, and insufficient personnel and technology while implementing relationship marketing strategies to improve customer retention. The study recommends that companies focus on improving their customer care capabilities, offering reward and loyalty programs, maintaining seamless communication flows, and building trust with their customers