Research & development of customer care service program in mobile phone industry
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(Published version)
Date
2005
Authors
Liu, Chiu-Wah
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thesis
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Abstract
The digital products in Hong Kong seem to be getting more and more complex, especially the handset. Also, with the contribution of technology advancement, new models of handsets are continuously launched, people tending to replace their old one with a new version more frequently. For the above stated reasons, it is more difficult for the firms to retain customers. In order to overcome such difficulty, some firms start to begin the Relationship Marketing (RM) Programs, aiming to build a relationship with customers, so as to successfully retain them. These firms believe that starting a relationship with customers can help build customer loyalty, which is followed by profits.
This study aimed to verify the stated beliefs, which RM Program generated loyalty, followed by profit. Also, due to the emerging value of customer services from after market services (AMS) program to customers, some literature reviews on these programs were reported to examine their effectiveness to business growth. In addition to literature review, a business case study on Nokia to the model application is analysed. In the case study, questionnaires result was analysed, focus group interview was also discussed. The effectiveness of different phases in Nokia's relationship marketing model and how the phases were interconnected were also discussed.
Some observations on the usefulness of RM programs to develop customer loyalty and generate more sales and profits were discussed. Last but not least, some recommendations are also made to improve the effectiveness on lasting customer relationship.
Besides proving the validity of the Nokia's model, this study would also contribute to other mobile phone vendors in the industry and even consumer product industry as reference to generate profits with the help of a well established and validated relationship marketing model.
School/Discipline
International Graduate School of Management
Dissertation Note
Thesis (PhDBusinessAdministration)--University of South Australia, 2005.
Provenance
Copyright 2005 Chiu-Wah Liu. This item has been reproduced by the University of South Australia here in good faith. Attempts to contact the original copyright owner(s) are ongoing. We would be pleased to hear from copyright owner(s).
Description
viii, 100 leaves
ill.
ill.
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506 0#$fstar $2Unrestricted online access