Indian Journal of Science and Technology

Abstract

Background/ Objective: The study aims to accentuate the need of CRM analytics in the telecom sector by scrutinizing the crucial components under the prime arch of technology, marketing strategies and end user expectation. Method/ Analysis: Data pertaining to seven telecom service providers were collected from a sample of 200 mobile users in Tamil Nadu, India using simple random sampling. The descriptive study was analyzed by employing multiple regression ­technique in ­order to measure the combined effects of the independent variables and Anova to discern the significance of the variables. SPSS Statistics 17.0 version is used for data analysis. Findings: The study found that an aggressive strategy is required to enhance trustworthiness of the telecom service providers by strongly holding the customers’ priorities at heart, serving consumers with highly customized services and commendable behavior of customer service executive to make the interaction between the provider and customer an enduring experience. Application/Improvement: This study drifts away from the earlier studies where perception about the technology was the prime focus and complements the recent studies where mere technology is no more a competitive advantage to acquire customer satisfaction. Taking a step forward, this study also prioritizes the order of variables affecting customer satisfaction as: Marketing strategies, End – User expectation on services and Technology. Thus the research output calls for an aggressive customer analytics in Telecom Industry.
Keywords: Customer Analytics, Customer Relationship Management(CRM), Customer Satisfaction, Telecom Analytics