The relationship between customer relationship management and customer retention: the mediating effect on customer satisfaction in the telecommunication industry
| dc.contributor.author | OKUMO JOSEPHINE KORKOR | |
| dc.date.accessioned | 2024-01-17T09:18:36Z | |
| dc.date.available | 2024-01-17T09:18:36Z | |
| dc.date.issued | 2023 | |
| dc.description | A dissertation submitted to the department of (marketing and strategic management and consulting), school of business in partial fulfilment of the requirement for the degree of master of business administration in strategic management and consulting | |
| dc.description.abstract | Over the years, customers’ preferences, segmentation and change in the business environment with ease of penetrating the competitive market have placed an increasing demand on organizations to provide excellent goods and services. This study was conducted to assess the relationship between customer relationship management (CRM) and customer retention through the mediating role of customer satisfaction in the telecommunication industry in Ghana. The objectives of the study were; to assess the effect of CRM on customer satisfaction in the Telecom industry and assess the effect of customer satisfaction on customer retention in the Telecom industry. The networks were sampled using a probability and simple random technique. A questionnaire was utilized to collect data from a sample size of 150 customers of MTN, Vodafone and AIRTEL TIGO. The data acquired was examined using descriptive statistics in SPSS and SMART PLS V4. According to the findings, customer relationship management has a significant impact on customer satisfaction and customer satisfaction also has a significant effect on customer retention. The study also found that the relationship between customer relationship management and customer retention was mediated by customer satisfaction. The study recommends that the telecommunication industry should focus and improve on aspects of CRM and satisfaction which customers use in criticizing the credibility of the products or services provided. | |
| dc.identifier.uri | https://ir.knust.edu.gh/handle/123456789/15241 | |
| dc.language.iso | en | |
| dc.publisher | KNUST | |
| dc.title | The relationship between customer relationship management and customer retention: the mediating effect on customer satisfaction in the telecommunication industry | |
| dc.type | Thesis |