Exploring relationship marketing tactics & customer loyalty: issues in the Malaysian mobile telecommunication sector / Lennora Putit and Mohamad Fariz Abdullah

• Main Authors: Putit, Lennora, Abdullah, Mohamad Fariz
• Format: Article
• Language: English
• Published: Universiti Teknologi Mara, Selangor: Puncak Alam Campus 2019
• Subjects: Consumer satisfaction; Customer services. Customer relations
• Online Access: http://ir.uitm.edu.my/id/eprint/29117/1/29117.pdf; http://ir.uitm.edu.my/id/eprint/29117/
• Institution: Universiti Teknologi Mara

Most of today’s business firms are facing numerous challenges in sustaining customer loyalty due to a ferocious competitive environment. This study explores issues on relationship marketing and customer loyalty within the mobile telecommunications sector. In-depth interviews with targeted respondent...