The Impact of e-CRM on Loyalty and Retention of Telecom Customers in Ahmedabad City

Customers are the main driver for an organization's success and survival, organizations seek to meet customers’ demands and expectations to gain profit and competitive advantage. Through e-CRM organizations orientation aim to serve customers electronically, thus reducing costs and providing effective, efficient and real times services to enhance customer retention and loyalty. The churn phenomenon is extremely acute in the telecom industry with customers joining and quitting in short periods. This research aims to study the impact of electronic customer relationship management in creating loyalty and retention of customers in Indian mobile telecommunication sector. The type of research was exploratory and conclusive descriptive research, i.e. data analysis was quantitative and tests the specific hypothesis. Single cross sectional research design means one sample of respondent has been drawn from the target population and information has been obtained from this sample once. Survey method with a structured questionnaire using likert scale given to the sample of population and designed to elicit specific information from the respondents. Data was collected from existing telecom service consumers in Ahmedabad city. The data was analyzed using Chi Square, Multiple regression and correlation with the help of SPSS software.