The Impact of eCRM on Loyalty and Retention of Customers in Iranian Telecommunication Sector

Abstract

The research approach is to appraise the impact of electronic customer relationship management in creating loyalty and retention of customers in Iran mobile telecommunication sector. 200 customers who use Iranian mobile telecom operators’ services (Hamrah-e Avval , Irancell, and Taliya) have been asked as respondents in this research. The objective of this study is to find the relationship between eCRM effective factors and loyalty and retention factors in order to conduct the Iranian mobile telecom operators to be successful in enhancing loyalty and retention of their customers in this field. With this Approach, the results of our research shows which factors are effective and which factors are not in Iranian mobile telecom sector. This study enables the manager of this sector to implement the eCRM in the best shape and match it with Iranian culture to create more loyalty and retention.