Competitive Orientation And Customer Behavioral Outcome In The Telecommunications Industry

Project and Seminar Material for Marketing

Competitive Orientation And Customer Behavioral Outcome In The Telecommunications Industry


Chapter One


Introduction

1.1 Background of the Study

The Telecommunication industry is currently faced with the challenge to attract, develop and maintain customers in the sharp internationalized mobile telecommunication competitions. The significant issue of how to improve customer loyalty has taken a decisive dimension for mobile communication operators. Therefore, customer loyalty constitutes a fundamental factor in the telecommunication market competition because it constitutes a critical variable for survival among telecom operators. The attraction of new customers requires huge investment of financial resources and time which may span for a lengthy period of time with associated risk and uncertainties. However the resultants benefit which leads to loyal customers translate to high profits. Therefore competitively oriented firms lay their business strategy on competition. When a firm is competitively oriented, it evaluates its strengths and weaknesses relative to its competitors with a view to appraising its performance. Such performance evaluation takes into consideration the determination of the firms pricing policy effectiveness, production efficiency, customer satisfaction, innovation, delivery times, and employee retention and market share. Therefore it is pertinent that in a competitive economic system, a firm attempts to maximize advantages over its competitors. (Jagg Xaxx (1983) What Is Competitive Orientation).With the increasing competition in the market, customer loyalty is essential for long-term business profits. Increase in the number of loyal customers translates to high profits. Consequently the concentration of management of telecommunication firm is to improve customer loyalty to attain competitive advantage in the industry.


1.2 Statement of the Problem

Customer loyalty constitutes a fundamental factor in the telecommunication market competition because it constitutes a critical variable for survival among telecom operators. The attraction of new customers requires huge investment of financial resources and time which may span for a lengthy period of time with associated risk and uncertainties. However the resultants benefit which leads to loyal customers translate to high profits. Therefore competitively oriented firms lay their business strategy on competition. When a firm is competitively oriented, it evaluates its strengths and weaknesses relative to its competitors with a view to appraising its performance. Such performance evaluation takes into consideration the determination of the firms pricing policy effectiveness, production efficiency, customer satisfaction, innovation, delivery times, and employee retention and market share. Therefore it is pertinent that in a competitive economic system, a firm attempts to maximize advantages over its competitors. (Jagg Xaxx (1983) What Is Competitive Orientation).

Therefore the problem confronting the research is to appraise the Competitive orientation and customer behavioral outcome in the telecommunications industry


1.3 Objectives of the Study

To determine the level of Competitive orientation on customer behavioral outcome in the telecommunications industry

Therefore it is pertinent that in a competitive economic system, a firm attempts to maximize advantages over its competitors.


1.4 Research Questions

  1. What is the nature of competitive orientation?
  2. What is the level of impact of Competitive orientation on customer behavioral outcome in the telecommunications industry?

1.5 Significance of the Study

The study shall appraise Competitive orientation and customer behavioral outcome in the telecommunications industry. Customer loyalty constitutes a fundamental factor in the telecommunication market competition because it constitutes a critical variable for survival among telecom operators. The attraction of new customers requires huge investment of financial resources and time which may span for a lengthy period of time with associated risk and uncertainties. However the resultants benefit which leads to loyal customers translate to high profits. Therefore competitively oriented firms lay their business strategy on competition. When a firm is competitively oriented, it evaluates its strengths and weaknesses relative to its competitors with a view to appraising its performance. Such performance evaluation takes into consideration the determination of the firms pricing policy effectiveness, production efficiency, customer satisfaction, innovation, delivery times, employee retention and market share.


1.6 Research Hypothesis

  • Ho The level of impact of Competitive orientation on customer behavioral outcome in the telecommunications industry in Nigeria is low
  • Hi The level of impact of Competitive orientation on customer behavioral outcome in the telecommunications industry in Nigeria is High

1.7 Scope of the Study

The study focuses on the appraisal of Competitive orientation and customer behavioral outcome in the telecommunications industry in Nigeria


1.8 Limitations of the Study

The research was confronted by some constraint including logistic and geographical factor


1.9 Definition of Terms

Dissatisfied Customer

A Customer who is Looking for someone else to provide product or service.

Satisfied Customer

This is a customer who is Open to the next better opportunity.

Loyal Customer

This are those set of customers who Returns despite offers by the competition.

Competitive Orientation

Competitively oriented firms lay their business strategy on competition. When a firm is competitively oriented, it evaluates its strengths and weaknesses relative to its competitors with a view to appraising its performance. Such performance evaluation takes into consideration the determination of the firms pricing policy effectiveness, production efficiency, customer satisfaction, innovation, delivery times, and employee retention and market share.


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