Relationship marketing in the mobile phone sector

a study on customer loyalty and retention

Abstract

The use of mobile phones is something inherent to human existence in contemporary society and has grown exponentially with the proper use of marketing strategies to publicize services and customer loyalty. The present work aimed to identify which relationship marketing practices used by a mobile cell phone company are capable of retaining and retaining customers. With a descriptive quantitative methodology, in the Survey method, with an electronic one elaborated in the Google Forms platform. The form was shared with respondents who declared themselves to be research participants, for 38 days, with a total of 203 respondents. During the survey, the respondent's profile, the 4P's of marketing and relationship, retention and loyalty practices were analyzed. The results are consistent with the theoretical framework by stating that the application of good relationship practices are relevant factors for customer loyalty. Therefore, the relationship practices protected by telephone operators play a significant role in customer retention and loyalty.