THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT PROGRAMS ON CUSTOMER RETENTION MEDIATED BY FIRM REPUTATION IN TELECOM SECTOR

Abstract

The current study is about the customer relationship management (CRM) and its effects on customer
retention and firm reputation in the context of Telecom sector of Pakistan. The study is based on the
quantitative approach, used survey method for data collection, and draw sample from the customers
of telecom sectors in the city of Islamabad, Pakistan (n=221). Our results indicate that CRM program
including loyalty program, customer service, and customization is having positive and significant
effects on the customer retention. Furthermore, CRM program including loyalty program and
customer service is having positive and significant effects on the firm reputation. Firm reputation is
also found to be having positive and significant effects on the customer retention. Finally, we also
found support for the mediating role of firm reputation between the relationship of CRM programs
and the customer retention. Our results have implications for the marketing and the management of
the telecom sector.