QR Code Link : Type : Thesis Subject : Business, Marketing, International Trade Main Author : Malang Keba Gassama Title : Impact of Loyalty Strategies on Customer Satisfaction and Retention: A Study on Sonatel Senegal Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : October 2024 Physical Description : ill, 93 pages Notes : Project Paper Submitted in Partial Fulfilment of the Requirements \r\nfor the Degree of Master of Business Administration Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This study examines the impact of loyalty strategies on customer satisfaction and retention, focusing on SONATEL Senegal, a leading telecommunications company. As competition in the telecommunications industry becomes more intense, the ability to retain loyal customers while maintaining high levels of satisfaction has become a key differentiator for service providers. This study examines how SONATEL's loyalty programs, such as customer retention strategies, features program and customer satisfaction affect the effectiveness of these plans. The purpose of this study is to identify the relationship between these variables and evaluate their impact on maintaining a competitive advantage in the Senegalese market. A quantitative research approach was used, with primary data collected from a questionnaire administered to sample respondents in Senegal. Using statistical tools, such as Pearson's test and regression analysis, this study analysed the impact of customer retention, loyalty program characteristics and customer satisfaction on the effectiveness of SONATEL's true strategy. The findings show that there is a positive relationship between customer retention and loyalty programs. The ability demonstrates the importance of customer retention in achieving long-term business success. In addition, this study shows that the characteristics of the program and customer satisfaction play an important role in increasing customer loyalty. The results of this study have a significant impact on SONATEL's management and policy, especially in the design of loyalty programs that increase customer retention and satisfaction. This research emphasizes the need for continuous improvement and adaptation of loyalty strategies to meet customer expectations.

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