Pricing Strategies and Customer Retention : The Case of Airtel (T) Ltd
Ndyamukama, Gibson; Machibya, Magdalena (2013)
Ndyamukama, Gibson
Machibya, Magdalena
Tampereen ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015060512515
https://urn.fi/URN:NBN:fi:amk-2015060512515
Tiivistelmä
This Bachelor’s thesis was done under the consent of Airtel (T)Ltd with a major purpose of finding the correlation between pricing strategies and customer retention. This came about after a long term observation of customers who used to come in and out of Airtel (T) Ltd heading to other competitive companies in the Mobile Telecommunications industry.
The Major reason for the shift was discovered to be the Price sensitivity as portrayed by the customers. It was identified that customers were willing to move to a company that offered mobile services at slightly lower price.
Answers to the questions regarding the study were resolved through questionnaires that were filed by a number of employees that work for Airtel (T) Ltd who were involved in the daily running of the company and had a direct touch with the customers.
After a thorough study of the given answers, a conclusion was drawn that there is a positive correlation between pricing strategies and customer retention and thus in order to retain as many customers as possible, Airtel needed to come up with better pricing strategies that will attract as many customers as possible
The Major reason for the shift was discovered to be the Price sensitivity as portrayed by the customers. It was identified that customers were willing to move to a company that offered mobile services at slightly lower price.
Answers to the questions regarding the study were resolved through questionnaires that were filed by a number of employees that work for Airtel (T) Ltd who were involved in the daily running of the company and had a direct touch with the customers.
After a thorough study of the given answers, a conclusion was drawn that there is a positive correlation between pricing strategies and customer retention and thus in order to retain as many customers as possible, Airtel needed to come up with better pricing strategies that will attract as many customers as possible