2013
DOI: 10.19026/ajbm.5.5815
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Relationship Marketing Tactics and Customer Loyalty-A Case of the Mobile Telecommunication Industry in Ghana

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Cited by 10 publications
(9 citation statements)
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References 27 publications
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“…Relationship marketing has several definitions as there is no one accepted definition for relationship marketing (Abdullateef et al , 2010; Hamid, 2009; Ngai, 2005). According to Koi-Akrofi et al (2013) relationship marketing represents an evolution from marketing that places emphasis on direct response to one that encourages building long-term relationships with customers instead of individual transactions. Furthermore, Sheth (2017), in trying to redefine and revitalise relationship marketing, believes that emphasis must shift from “share of wallet” to “share of heart” and from management of relationships with customers to having and “managing contractual or virtual joint ventures” with consumers.…”
Section: Literature Reviewmentioning
confidence: 99%
“…Relationship marketing has several definitions as there is no one accepted definition for relationship marketing (Abdullateef et al , 2010; Hamid, 2009; Ngai, 2005). According to Koi-Akrofi et al (2013) relationship marketing represents an evolution from marketing that places emphasis on direct response to one that encourages building long-term relationships with customers instead of individual transactions. Furthermore, Sheth (2017), in trying to redefine and revitalise relationship marketing, believes that emphasis must shift from “share of wallet” to “share of heart” and from management of relationships with customers to having and “managing contractual or virtual joint ventures” with consumers.…”
Section: Literature Reviewmentioning
confidence: 99%
“…In a study by Koi-Akrofi, Koi-Akrofi and Quarshie [5] [20], and sometimes also called the performance measurement baseline. There are several variations of the triple constraints.…”
Section: Related and Contextual Studies On It Project Failure/successmentioning
confidence: 99%
“…IT spending is achieved largely in the form of IT projects in organizations. The success/failure of IT projects over the years has been researched by several researchers tackling it from various angles [5,6,7,8,9,10,11,12,13,14,15]. The success criteria for a typical IT project are completing the project on time, completing the project on budget, and ensuring that deliverables are according to specifications [16].…”
Section: Introductionmentioning
confidence: 99%
“…A study showed that about 10% to 15% of total sales in Nigeria were done via mobile shopping which is very low compared to other developing countries like Malaysia or Indonesia (Michael and Salter, 2006). Furthermore; the studies show that there is a significant important relationship between countries advancement and the use of technology or sometimes called the use of financial technologies which includes the e-shopping (Koi-Akrofi et al, 2013). In the case of Nigeria, we can see that the low advancement could of be restricting economic advancement by conducted a faster buying and selling transactions (McCorkle et al, 2013).…”
Section: Introductionmentioning
confidence: 99%