Abstract
Telecommunications are regarded as one of the primary forms of infrastructure for economic development of a nation. They have the ability to connect various companies and countries, making the world a global village. This primacy is due to enormous technological progress and high degrees of competition (Gerpott, Rams and Schindler, 2001; Saxena, Thakur and Singh, 2009). As a large emerging economy, India has the fifth largest telecoms network in the world and is on an exponential growth path. As of July 2010, there were 652.42 million customers, registering a staggering growth rate of 47.7% during the previous one year. The tele-density is only 58.17, indicating enormous potential for growth (TRAI, 2010).
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Gaur, S.S., Bathula, H. (2017). Effect of Relationship Marketing on Customer Rentention: Evidence from Mobile Telecommunications Industry of a Large Emerging Economy. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_174
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DOI: https://doi.org/10.1007/978-3-319-50008-9_174
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