The expected quality of service in the telecommunication industry has a directed impact on the loyalty of the customers towards telecom providers. As a result, the quality of the service provided by a company has a direct impact on the loyalty of their clients (Izogo, 2017). Due to this, leading companies in the telecommunication sector of the UK, focus significantly upon the quality of service being offered in order to enhance the level of trust shown by their consumers towards their brand. Ultimately, it has positive implication upon customer loyalty both indirectly and directly in the telecommunication sector. 2.2 Determinants of Customer Loyalty With respect to the determinants of customer loyalty in the telecommunication sector, the factors of customer loyalty and dedication may differ depending on the nature of the business and the types of objectives of the customers. From the work of Nguyen et al (2018), it can be inferred that, when contemplating contributing components of consumer loyalty and firmness, companies in the telecommunication sector must consider that these clients have several inclinations, qualities, knowledge or purpose, that can determine their decisions of buying from a certain business as opposed to another. On the other hand, Alnaser et al (2017) argued that organisations must constantly monitor consumer loyalty, customer firmness and customer satisfaction. They argued that the loyalty of their customers can be described as one of the most important
Research Proposal 9 achievements that the leading companies in the telecommunication sector can use in order to understand the appropriate advertising methodologies and also develop new approaches to Customer Relationship Management (CRM) to keep consumers coming back to them. Furthermore, Calvo-Porral and Levy-Mangin (2016) stated that the reliability of the customer's determinants in the telecommunication sector of the UK may vary according to the industry, the nation and the market phase of the article's life cycle. In terms of customer service, complaints handling systems and procedures play a decisive role in terms of customer satisfaction levels. In addition to this, Capita (2019) emphasised in their study the importance for organisations in the telecommunication sector to set a benchmark for the purpose of dealing with customers that display a concern around quality of product or integrity of the sales journey. In this regard, Capita (2019) further added that the telecom companies in the UK have stepped forward in this matter and have implemented certain actions, such as: offering compensation to unhappy customers, setting in place a specialist complaints management operation and also holding themselves accountable more than they used to in the past. With reference to determinants of customer loyalty in the telecommunication sector of the UK, Causon (2019), the CEO of the Institute of Customer Services explained how the UK latest Customer Satisfaction Index demonstrates the rise of the number of customers that encounter issues with organisations in the telecommunication sector of the UK. Causon (2019) thus inferred that businesses can miss opportunities
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- Fall '19
- Customer relationship management