| Summary: | 碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 103 === Abstract
Telecommunication industry is increasingly playing a very important part in the economic development of every nation, especially towards a developing country like Vietnam.
This study attempts to identify the main factors in relationship marketing affecting customer loyalty in Vietnamese telecommunication market. With a study on literature review and the conducting of survey with 200 customers, five factors have been mentioned: service quality, price, alternative attractiveness, value offers and brand image. The data are analyzed through some analysis steps, including reliability analysis, exploratory factor analysis, correlation analysis, multiple linear regressions and one-way analysis of variance.
The results indicate that among the five relationship marketing tactics, price shows highest impact on customer satisfaction, and in turn on customer loyalty. The findings provide some useful implications for Vietnamese service providers in telecommunication sector in building policies towards customer loyalty. This study also suggested some solutions for adapting and enhancing customer satisfaction as well as customer loyalty and meeting the customer expectations.
Keywords: Relationship Marketing tactics, Vietnamese telecommunication, Customer satisfaction, Customer loyalty
|
|---|
