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DC FieldValueLanguage
dc.contributorDepartment of Managementen_US
dc.creatorCheng, Ka-wun-
dc.identifier.urihttps://theses.lib.polyu.edu.hk/handle/200/2157-
dc.languageEnglishen_US
dc.publisherHong Kong Polytechnic University-
dc.rightsAll rights reserveden_US
dc.titleFormulation of customer retention model with segmentation by customer value : a case study of Hong Kong Telecom mobile servicesen_US
dcterms.abstractDeregulation 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.en_US
dcterms.extent64, [24] leaves : ill. (chiefly col.) ; 30 cmen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.issued1998en_US
dcterms.educationalLevelAll Masteren_US
dcterms.educationalLevelM.B.A.en_US
dcterms.LCSHHong Kong Telecommunications Limiteden_US
dcterms.LCSHCellular telephone services industry -- China -- Hong Kong -- Customerservices -- Marketing -- Case studiesen_US
dcterms.LCSHRelationship marketing -- China -- Hong Kong -- Case studiesen_US
dcterms.LCSHCustomer relations -- China -- Hong Kong -- Management -- Case studiesen_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.accessRightsrestricted accessen_US

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