Effects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd.

S M Asif Ur Rahman; Muhammad Rehan Masoom

doi:10.18034/abr.v1i2.126

Authors

S M Asif Ur Rahman United International University
Muhammad Rehan Masoom United International University

DOI:

https://doi.org/10.18034/abr.v1i2.126

Keywords:

Relationship Marketing, Grameen Phone, Customer Retention, Competitive Advantage

Abstract

The purpose of this paper is to evaluate whether Relationship Marketing (RM) creates competitive advantage and retains customers for businesses. In order to evaluate RM practices in Grameen Phone (GP), two hundred and sixty five respondents were surveyed. Findings show that GP has been applying RM successfully, consequently retaining customers and achieving competitive advantage. However, GP should emphasize on internal marketing practices and on enhancing employee satisfaction and customer care.

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Author Biographies

S M Asif Ur Rahman, United International University

School of Business & Economics, United International University, Dhaka, BANGLADESH

Muhammad Rehan Masoom, United International University

School of Business & Economics, United International University, Dhaka, BANGLADESH

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