Crm Management

Global Journal of Management and Business Research

Volume 12 Issue 18 Version 1.0 Year 2012 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853

Customer Relationship Marketing and Customer Satisfaction: A Study on Mobile Service Providing Companies in Srilanka

By Dr. T.Velnampy & S.Sivesan

University of Jaffna, Sri Lanka

Abstract - In the present era, customer relationship marketing plays a vital role. The major goals

of customer relationship marketing can be expressed simply as understanding and treating customers better for increased loyalty and profit. Main purpose of the study is examining the relationship between customer relationship marketing and customer satisfaction. Customer relationship marketing can be measured through following ten variables trust, commitment, empathy and equity. Data were collected through a seven points Likert type summated rating scales of questionnaire. A sample of one hundred and seven customers was surveyed from three mobile service providing companies such as Airtel, Dialog, and Mobitel. Correlation and regression analyzed has been employed to measure relationship and contribution among the dependent and independent variables.

Keywords : Customer relationship marketing, customer satisfaction, service quality.

GJMBR-A Classification : FOR Code : 150502,150501 JEL Code : M31, D11

Customer Relationship Marketing and Customer Satisfaction A Study on Mobile Service Providing Companies in Sri Lanka

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© 2012. Dr. T.Velnampy & S.Sivesan. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

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