Customer Relationship Management Practices and Service Quality of Telecommunication Service Providers: A Review of the Indian Telecommunication Sector
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 11, Pages 1624-1633
Abstract
The telecommunication industry in India has gone through significant changes in growth, market share, and technological advancement in the last decade. Such momentum and rapid growth of the telecommunication sector has invited more players into the industry, leading to an increase in competition. Concurrently, the expectations of users have also increased due to the rise in awareness of services and bargaining power, caused by the service providers’ urge to capture the market share. Any decline in service quality results in customers’ dissatisfaction, coercing them to switch to other service providers. In order to curtail customer attrition, service providers adopt a relationship-marketing tool known as Customer Relationship Management (CRM). Evidence of the role of CRM in improving the service quality helps providers to retain customers. Therefore, this paper aims to review the role of CRM in improving the service quality of telecommunication network providers in India. The in-depth review revealed skeptic views on the effectiveness of CRM in improving the service quality. Further, it was found that the impact of CRM varied with demographic backgrounds of customers. Based on these findings, the present paper suggests more studies spanning across India. The inclusion of customers from different demographic backgrounds is suggested to comprehend the role of CRM practices in improving the service quality of telecommunication network providers.
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