Why is there a need for relationship marketing in telecommunication sector UK?

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ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

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DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

Marketing is no longer just about developing, selling, and delivering products or services. It has progressively become more concerned with development and maintenance of equally satisfying long-term relationships with customers. Relationship Marketing has appeared in business and academia over the past three decade as a new marketing school of thought which targets at building a long-term relationship with customers by recognizing, and satisfying customer requirement profitably. The eventual goal is to build trusted, committed, satisfied, and up-to-date long term relationship through constant value creation, which could be very crucial in an industry like the utility and telecommunication industries, as the utility and telecommunication industries are in chaos. The researcher had applied a mixed methodology in the process of research. The results have shown that the UK telecommunication services market had total revenue of $58.2 billion in 2010, representing a compound annual rate of change (CARC) of -1.5% between 2006 and 2010. In comparison, the French and German markets grew with compound annual growth rates (CAGRs) of 2.1% and 1.5% respectively, over the same period, to reach respective values of $52.7 billion and $72.2 billion in 2010. Telecom organizations are now restructuring themselves in order to take advantage of the changing world of business and make the most of the limited business in these difficult financial conditions. Furthermore, relationship marketing could help telecom companies in maintaining their customer base after the recent global financial crisis.

Table of Contents

AcknowledgementII

DeclarationIII

AbstractIV

CHAPTER 1 INTRODUCTION1

Introduction1

Overview of the Telecom Sector1

Problem statement3

Aims and objectives3

Research questions3

Rationale of ...