The Effect of Customer Relationship Management on Marketing Performance a Study among Libyan Telecommunication Service Providers

• Main Author: Ibrahim, Emhemad Alarabi
• Format: Thesis
• Language: English; English
• Published: 2009
• Subjects: HF5001-6182 Business
• Online Access: http://etd.uum.edu.my/1658/1/EMHEMAD_ALARABI.pdf; http://etd.uum.edu.my/1658/2/1.EMHEMAD_ALARABI.pdf; http://etd.uum.edu.my/1658/

While a vast number of studies have pointed out the keys of relationship marketing practices in consumer markets, little attention has been paid to the value the organization can get from such strategies in the B2B market. The literature provides relatively little support for the effectiveness of relationship marketing programs. The purpose of this research is to produce some evidence of the association between customer relationship marketing strategies which are attraction activities and Loyalty programs, Customer satisfaction and the market performance. The proposed hypotheses are tested in the case of telecommunication service firms, where long-term relationship is needed. This research involved collecting data from Libyan Telecommunication Users to understand the relationship exists between attraction and loyalty programs with market performance of the companies and the market performance is measured by market position, customer perception about the firm and customer’s loyalty.