Brand Image And Public Relation Leading To Customer Loyalty In Telecommunication Sector

Abstract

The Telecommunications Industry of India is one of the vast and leading industries in the newlineworld connecting different parts of the country through various modes like telephone, newlineradio, television, satellite and internet. The Telecom Regulatory Authority of India newline[TRAI] governs this industry by providing a regulatory framework and favorable newlineenvironment for its efficient operation. India is considered as the center of a data newlinerevolution and telecom being the backbone of this. In services the impact of service newlinequality and service value on customer bonding is very vital in today s scenario. newlineService quality today is indispensable for any business enterprise. For a business newlineto survive building a customer satisfaction and brand loyalty is a must and no business newlinecan flourish without meeting the needs of its customers. Attracting a new customer is newlinedifficult and costly as compared to retaining an existing one which is directly newlineproportional to Customer Satisfaction and to ensure a high level of customer satisfaction, newlineorganisation must first know customers expectations and how can they meet such newlineexpectations. Brand image is also an important driver as per few studies and it has newlinemoderating effect on public relation perception and customer loyalty. According to newlineprevious studies it has been proved that the impact of public relations perception (PRP) newlineon customer loyalty is stronger and more significant when the brand image is favorable. newlineIf it is unfavorable, the effect of PRP on customer loyalty is negligible. Less proof are newlinethere to know the presence of brand image as the moderating variable in the connection newlinebetween public relation perception and client loyalty in telecom area. Not very many newlineexamination concentrates on till date showing the examination on the immediate impact newlineof brand image on client loyalty in telecom sector through customer satisfaction. Less newlineempirical supports were found in existing literature review showing the brand image newlineimpact on client loyalty through service quality perception and client satisfaction in