Evaluation of Customer Loyalty and Customer Relationship Management in Mobile Communication Lesson from New Normal

The stiff competition triggered by the development in telecom technology and the entry of new players with affordable voice and data tariffs resulted in an increasing demand for innovative products and services. Satisfying the existing customers and retaining them through various customer-centric strategies and attempts to speed up customer acquisition by offering advanced services, faster speeds and other reasons to upgrade to bigger bundles is the prime focus. The contribution of the present study is how various Customer Relationship Management initiatives through the customization of services, gradation of technology, standardization of business processes and effective utilization of data and knowledge management can contribute to customer loyalty. The study employs a descriptive research design, with data gathered from five districts of North and Central Kerala, namely, Ernakulam, Thrissur, Malappuram, Kozhikode, and Palakkad. The mobile subscriber base of Bharti Airtel, Idea, Vodafone, BSNL, and JIO was designated as the sampling unit. A structured questionnaire was developed and 764 samples were collected using a stratified random sampling method. Percentage analysis and Multiple regression are used for the analysis and interpretation of the data.