Volume : 8, Issue : 7, July - 2019

A study on impact of CRM practices on continuance commitment of customers with reference to BSNL

K. Chandra Sekhar, Prof. P. Malyadri

Abstract :

The importance of customer loyalty, customer satisfaction and continuance commitment among cellular service providers had increased because of cut throat competition in telecom industry. In this regard the impact of demographic variables on continuance commitment towards BSNL cellular services had been described in this paper. This paper provides insights for academicians for class room teaching and for managers in telecom industry to think about customer satisfaction and customer loyalty from the perspective of customer relationship management (CRM) practices