LITERATURE REVIEW ON CONSUMER RETENTION STRATEGIES WITH RESPECT TO TELECOM INDUSTRY

ABSTRACT

The  enlargement  in  demand  for  telecom  services  in  India  is  not  narrow  to  basic telephone   services.  India  has  witnessed  rapid  enlargement  in  cellular,  radio paging;  value  added  services, internet  and  global  communication  by  satel item  (GMPCS)  services.  The  agents  of  change,  as  experiential  from international perspective, have been generally characterized into   economic structure,  competition  policy  and  technology.  Economic  reforms  and liberalization  have  determined  telecom  sector  during  several  transmission channels of which  these three categories are of main importance.  The  effective  research  cannot  be  able  without  significantly  studying what  previously  exists  in  the  form  of  general  literature and  specific  studies. Consequently, it is measured as   a significant pre-requisite for actual planning and implementation of research project. This helps to prepare hypotheses and framework for more investigation. A critical review of literature is essential before embarking on a research project because the process of reviewing the literature helps you to understand the subject area better. The literature survey plays an important role in shaping your research problem. In this research,   the survey  of  literature  has  been  divided  into  two  parts - studies  connected  to telecom sector and studies connected to marketing strategies.

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