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Gaining a Continuous Retaining Relationship with Customers in Mobile Sector
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Author(s): Irene Samanta (Graduate Technological Educational Institute of Piraeus (TEI), Greece)
Copyright: 2017
Pages: 16
Source title:
Strategic Information Systems and Technologies in Modern Organizations
Source Author(s)/Editor(s): Caroline Howard (HC Consulting, USA)and Kathleen Hargiss (Colorado Technical University, USA)
DOI: 10.4018/978-1-5225-1680-4.ch011
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Abstract
One of the main characteristics of the global economy is the creation of oligopolistic markets. The decisions of those industries are characterised by interactivity. The risk arising from the domination of the power of oligopoly is the previous stage of manipulation of the market. This situation is against the concept of competitiveness and causes an entirely new situation to the customer's disadvantage. Mobile industry which is a typical oligopolistic market in Europe leads us to examine this specific market in Greece. Therefore, the present study examines the factors that influence the relationship marketing strategy of the industry. The research was conducted using a sample of 806 users of mobile phones. The method used for the quantitative analysis is chi-square test, discriminant analysis, which is based on Multivariate Analysis of Variance (MANOVA). The study has indicated that intense competition between mobile phone firms in Greece leads to the manipulation of consumers' behaviour. Also, findings of the current research demonstrate that firms create a unified policy in order to restrain their customers' consuming behaviour to a state of inertia, the customer passively re-buys the same service provider without much thought.
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