Authors: | Samanta, Irene |
Publisher: | IGI Global |
Issue Date: | 1-Jan-2012 |
Journal: | International Journal of Strategic Information Technology and Applications (IJSITA) |
Volume: | 3 |
Issue: | 2 |
Abstract: | The development of effective relationships is increasingly recognized as an important component of marketing strategies. Developing and maintaining satisfactory customer relationships can help increase customer retention. From the customer’s perspective, the determinants of relationship satisfaction include factors such as trust, service quality, price perception, inertia, indifference, and switching barriers. The aim of the study is to examine the factors which influence and contribute to customer retention. Mobile industry in Greece was selected to find how customer relationships impact marketing practices in the Greek mobile sector, as well as the effect on customer retention. A questionnaire survey was used to collect the primary data. The author used factor and regression analysis and all tests had a in a 95% confidence level. A statistically significant relationship was found between the dependent variable Customer Retention and the independent variables concerning Price Perception, Inertia, and Customer Satisfaction. |
ISSN: | 1947-3109 |
DOI: | 10.4018/jsita.2012040103 |
URI: | https://uniwacris.uniwa.gr/handle/3000/2109 |
Type: | Article |
Department: | Department of Business Administration |
School: | School of Administrative, Economics and Social Sciences |
Affiliation: | University of West Attica (UNIWA) |
Appears in Collections: | Articles / Άρθρα |
CORE Recommender
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.