Formulation of customer retention model with segmentation by customer value : a case study of Hong Kong Telecom mobile services

Pao Yue-kong Library Electronic Theses Database

Formulation of customer retention model with segmentation by customer value : a case study of Hong Kong Telecom mobile services

 

Author: Cheng, Ka-wun
Title: Formulation of customer retention model with segmentation by customer value : a case study of Hong Kong Telecom mobile services
Degree: M.B.A.
Year: 1998
Subject: Hong Kong Telecommunications Limited
Cellular telephone services industry -- China -- Hong Kong -- Customerservices -- Marketing -- Case studies
Relationship marketing -- China -- Hong Kong -- Case studies
Customer relations -- China -- Hong Kong -- Management -- Case studies
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: 64, [24] leaves : ill. (chiefly col.) ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1446651
URI: http://theses.lib.polyu.edu.hk/handle/200/2157
Abstract: Deregulation in telecommunication sector result in an environment of more service licences. The issuance of 6 more PCS licences in 1997, Hong Kong became a single city operation nuturing 11 mobile phone networks. The new PCS service operators immediately triggered the price undercut in service tariff, pushing large service operators who are having a large subscriber base facing a dilemma in allocating resources for acquiring customers, in the meantime building a complimentary strategies in keeping existing customers. Relationship marketing has been put into practice especially in formulation of customer retention strategy. In this paper Hong Kong Telecom Mobile Services will be used as a case study on the exploration of relationship marketing and it implication on customer retention through rigorous segmentation of the customer base. The case study will demonstrate how the company formulate its customer retention model using the firm' latest database. Difficulties which hinder the delivery of the concept will be discussed with reference to the existing support in information technology and management of customer database of the firm. The paper will also discuss the application of the customer retention model for practitioner in the formulation of customer retention strategies and retention tactical programmes in the most effective and efficient manner. In the final chapter, the report will discuss the present limitations of the model and recommend area for future research.

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