Customer Retention Strategies Used by Internet Service Providers in Kenya
CUSTOMER RETENTION STRATEGIES USED BY INTERNET SERVICE PROVIDERS IN KENYA
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TABLE OF CONTENTS
PART ONE INTRODUCTION ……….………………………………………………….……………3 1.1 Background ……………………………………………………………………….3 1.1.1 Customer Retention Strategies…………………………………………………….4 1.1.2 Internet Service Providers …………………….…………………………………..6 1.2 Research Problem ………………………………………………………………...8 1.3 Objectives of the Study ………………………………….………………………10 1.4 Importance of the Study ……………………………………………………...….10 PART TWO LITERATURE REVIEW ……………………………………………………………….11 2.1 Introduction…….… ……………………………………………………………..11 2.2 Customer Retention ……………………………………………………………..11 2.3 Customer Retention Strategies………………… ………………………………..13 2.4 Summary of Literature review………………… ………………………………..25 PART THREE RESEARCH METHODOLOGY ……… ……………………………………………………26 3.1 Research Design ………………….……………………………………………...26 3.2 The Population ……………………………………………………………..……26 3.3 Data Collection Method ………………………….…………………………..….26 3.4 Operational Dimensions of Customer Retention Strategy ………………...…….26 3.4 Data Analysis …………………………………………………………………....27
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PART ONE INTRODUCTION
1.1 Background
The environment is constantly changing and so it makes it imperative for organizations to constantly adapt their activities in order to succeed (Ansoff, 1987). The fast-changing global business environment has led to more competition, increased choice for consumers, lower prices, lower margins, replacement of tangible assets with information, dramatically changing global infrastructures, from dependence to independence to interdependence, boundaries collapsing, market economies expanding i.e. deregulation and privatization, telecommunications infrastructure, investment from analog to digital (Muchira,2005).This has necessitated and resulted to strategic changes in the way organization carry out there business, the way they relate to there customers that is to the overall internal and external environment. In today’s competitive environment companies are
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TABLE OF CONTENTS
PART ONE INTRODUCTION ……….………………………………………………….……………3 1.1 Background ……………………………………………………………………….3 1.1.1 Customer Retention Strategies…………………………………………………….4 1.1.2 Internet Service Providers …………………….…………………………………..6 1.2 Research Problem ………………………………………………………………...8 1.3 Objectives of the Study ………………………………….………………………10 1.4 Importance of the Study ……………………………………………………...….10 PART TWO LITERATURE REVIEW ……………………………………………………………….11 2.1 Introduction…….… ……………………………………………………………..11 2.2 Customer Retention ……………………………………………………………..11 2.3 Customer Retention Strategies………………… ………………………………..13 2.4 Summary of Literature review………………… ………………………………..25 PART THREE RESEARCH METHODOLOGY ……… ……………………………………………………26 3.1 Research Design ………………….……………………………………………...26 3.2 The Population ……………………………………………………………..……26 3.3 Data Collection Method ………………………….…………………………..….26 3.4 Operational Dimensions of Customer Retention Strategy ………………...…….26 3.4 Data Analysis …………………………………………………………………....27
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PART ONE INTRODUCTION
1.1 Background
The environment is constantly changing and so it makes it imperative for organizations to constantly adapt their activities in order to succeed (Ansoff, 1987). The fast-changing global business environment has led to more competition, increased choice for consumers, lower prices, lower margins, replacement of tangible assets with information, dramatically changing global infrastructures, from dependence to independence to interdependence, boundaries collapsing, market economies expanding i.e. deregulation and privatization, telecommunications infrastructure, investment from analog to digital (Muchira,2005).This has necessitated and resulted to strategic changes in the way organization carry out there business, the way they relate to there customers that is to the overall internal and external environment. In today’s competitive environment companies are
References: Daily Nation, 11th February 2005 David Clayton-Smith (1996), “Do It All’s loyalty programme – and its impact on