Impact of Customer Relationship Management on Customer Retention in the Telecom Industry of Pakistan

Abstract

Contemporary marketing paradigm relies on developing long term relationships with the customers and providing them value and satisfaction to retain them.  This study has been conducted with an aim of examining the relationship between customer relationship management and customer retention. This study uses survey method and regression analysis for the purpose of hypothesis testing.. The study has been conducted in the telecom industry of Pakistan. A sample size of almost 60 customers was taken. According to the results, maintaining sustainable relationships with the customer can promote to retain customers and can be propitious for the companies. CRM and customer retention are significantly related. This study can be used in the future researches conducted in this area.

Keywords: Customer relationship management, customer retention, telecom industry, customers