Impact of Customers Engagement Strategies adopted by Indian Mobile Service Providers on Customers Loyalty and Retention

Rohit Bansal, Dr. Kuldeep Chaudhary

Abstract


Customer engagement strategy is an association among consumers and organizations by mean of various communication endeavors, incorporated by the organization. Customer engagement is basic for the survival of firms in today's technologically connected society. Companies are using both offline and online strategies to engage customers with brand. These strategies will build the success of marketing campaigns, increase value to the brand, and/or product or administration, enhance customer loyalty and helps them to retain with their brand. Enhancing customer engagement has been an area of focus for telecom companies now-a-days. This paper is a part of a larger study conducted to assess impact of customer engagement strategies adopted by Indian mobile service providers on customer loyalty and retention.


Keywords


customer engagement strategy, customer loyalty, customer retention

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