Effect of Relationship Marketing on Customer Rentention: Evidence from Mobile Telecommunications Industry of a Large Emerging Economy

Abstract

Telecommunications are regarded as one of the primary forms of infrastructure for economic development of a nation. They have the ability to connect various companies and countries, making the world a global village. This primacy is due to enormous technological progress and high degrees of competition (Gerpott, Rams and Schindler, 2001; Saxena, Thakur and Singh, 2009). As a large emerging economy, India has the fifth largest telecoms network in the world and is on an exponential growth path. As of July 2010, there were 652.42 million customers, registering a staggering growth rate of 47.7% during the previous one year. The tele-density is only 58.17, indicating enormous potential for growth (TRAI, 2010).