"Marketing Experiences and Customer Retention in the Indian Telecommunications Sector"

"Marketing Experiences and Customer Retention in the Indian Telecommunications Sector"

Registration ID: IJNRD_212182

Published ID: IJNRD2401072

DOI: Click Here to Get

Krupa Rao

Experience marketing, experiential marketing strategy, customer emotional experience, customer service quality, customer-brand relationship.

The Indian Telecommunications Industry stands out as the world's fastest-growing and most competitive sector, boasting the largest subscriber base in Asia. With heightened competition within the Indian telecommunications landscape, customer retention has emerged as a focal point for telecommunications providers. This paper aims to investigate the impact of experience marketing on customer retention in the Indian Telecommunications industry. Utilizing primary data collected through a validated set of structured questionnaires, distributed to a selected sample of 402 respondents across the country, the study employed correlation and regression analysis to test formulated research questions and hypotheses. The findings revealed a robust and positive correlation between experience marketing and customer retention in the Indian Telecommunications industry. The study concludes that Customer Service Quality, Customer Brand Relationship, and Customer Emotional Experience serve as significant indicators and dimensions of Experience Marketing, contributing to enhanced customer retention in Telecommunication Firms in India. Recommendations include a shift from traditional marketing approaches to an experience-based marketing strategy for Telecommunication operators in India to stay relevant and competitive in the globalized telecommunications industry.

Published Paper   E-Certificate

""Marketing Experiences and Customer Retention in the Indian Telecommunications Sector"", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 1, page no.a623-a634, January-2024, Available :https://ijnrd.org/papers/IJNRD2401072.pdf

Volume 9 Issue 1, January-2024

Pages : a623-a634

Paper Reg. ID: IJNRD_212182

Published Paper Id: IJNRD2401072

Downloads: 000121183

Research Area: Management

Country: VADODARA, GUJARAT, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2401072.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2401072

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

Call For Paper - Volume 10 | Issue 8 | August 2025

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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

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