| 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: | Department of Management |
| Pages: | 64, [24] leaves : ill. (chiefly col.) ; 30 cm |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b1446651x.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 9.04 MB | Adobe PDF | View/Open |
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