Word-of-Mouth Magic: Boosting Customer Loyalty and Relationship Marketing in Pakistans Telecom Sector
Author(s)
Download Full PDF Pages: 13-22 | Views: 21 | Downloads: 7 | DOI: 10.5281/zenodo.14739648
Volume 13 - December 2024 (12)
Abstract
this paper investigates the role of word of mouth (WOM) in relationship marketing (RM) and its impact on customer loyalty in Pakistan's telecom sector. A structured questionnaire distributed to a specific sample population was utilized to collect data. The data show that word of mouth considerably increases consumer loyalty and highlight a strong positive relationship between RM and word of mouth. These findings imply that developing trust, commitment, and transparent communication with customers can increase the effects of word-of-mouth marketing, ultimately increasing loyalty. Furthermore, this paper highlights the benefits of the Proposed method (IRDF: Integrated Relationship Dynamics Framework) over the Conventional Method (Ngoma-Ntale Framework), demonstrating improved reliability in measuring constructs and offering deeper insights into customer relationship dynamics. Implementing this technique allows the telecom sector to design strategic plans that leverage the power of word-of-mouth to maintain a competitive advantage. The paper concludes that combining relationship building initiatives with targeted WOM tactics can provide telecom firms with a powerful framework for increasing customer engagement and loyalty in a competitive market. The proposed method outperformed the conventional method, boosting customer loyalty (CL) from 3.68 to 3.90, customer communication (CM) from 3.32 to 4.17, and relationship satisfaction (RS) from 3.40 to 3.65. Additionally, the proposed method explained 63.2% of variance in customer loyalty (R² = 0.632) versus 35.9% (R² = 0.359) in conventional method (Ngoma-Ntale Framework). The proposed method confirms that WOM plays a crucial role in enhancing customer loyalty and offers a more reliable and predictive method for relationship marketing strategies
Keywords
Trust (TR), Communication (CM). Reciprocity (RP), Relationship Satisfaction (RS), Commitment (CT) and Word-of-mouth (WOM)
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