Assessing the Impact of Communication on Customer Relationship Marketing: A Case Study of Mobile Telecom Companies

Abstract

The long-term relationship between customers and companies is essential for desired business growth. Most cellular industries rely on different forms of communication and marketing to achieve desired levels of relationships with their customers. This study focused on establishing the general effect of communication on customer relationship marketing in different businesses or organizations. The mobile telecom industry of Greece was used as the case study. A cross-sectional survey design based on a quantitative methodology was used in the study. A well-designed questionnaire was utilized to collect quantitative data from 204 customers of different mobile telecom companies based in Kozani, Greece. Results showed that communication techniques improve the strength of relationships between customers and the business, improving business profitability. The results also showed that the approach of communication in a company plays a very important role in influencing the satisfaction levels of customers which in the long run enhances relationship marketing. The findings confirmed that customer relationships through communication and marketing are essential for the growth of the business through improved performance and profitability. Therefore, companies or companies need to employ the best communication techniques to achieve the desired relationship marketing and sustainable long-term relationships.