Customer Experience and Customer Loyalty in Indian Telecom Industry – An Empirical Investigation

Abstract

Technology is primarily changing the way that consumers interact with organizations and making purchases. Growing number of organizations with eclectic array of choices has made today’s industry more combative and competitive than ever before. Competition has encouraged the organizations to become more customer-centric. Building and maintaining strong base of loyal customers is often considered as the key driver for organizational growth and success. The customers having extraordinary experience with the organization and its offerings are more likely to exhibit customer loyalty. Customer experience has emerged to be the most powerful marketing tool to raise and rear customer loyalty. Now a days, organizations across the industry are concentrating on creating a encouraging customer experience for their development and growth by building customer loyalty. The study is undertaken to explore the determinants of customer experience and its impact on customer loyalty in Indian telecom Industry.