Building Sustainable Relationships through Customer Support Service in Telecommunication Industry

Abstract

The aim of this study is to examine the relationship between customers and the telecommunication service provider regarding customer support service. Researcher focus on customers support service as a tool of enhancing relationship between customers and telecommunication service provider and to come up with a “best practice” for the customer-support service in the telecom industry The research has been conducted with recent relevant literature for academic viewpoint for the relationship marketing, loyalty, customer dominant logic, customer support service and triggering factors for switching. After reviewing all of literatures researcher have adequate knowledge how to enhance and sustain long term relationship with customers. Nearly every literature stipulates from customers perspective business operations for long term relationship. To accomplish research aim, researcher conducted with an explorative research approach and with the help of a designed descriptive questionnaire with seventeen close-ends and open-end questions. From the interview, the researcher try to explore respondents’ experiences and acceptation from customer support service. The researcher reaches at the conclusion on the basis of collected qualitative information that the effective roles of customer support service team enhance relationship between customers and telecom service providers. It is also evident throughout the research that the customer support service is the key link between the customer and the telecommunication service provider.