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Consumer Loyalty in Reliance Jio

Reddappa, Bharath (2022) Consumer Loyalty in Reliance Jio. Masters thesis, Dublin, National College of Ireland.

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Licensed telecommunications providers and their operations in any country have resulted in a variety of macroeconomic influences, such as employment creation, increased reliability of delivery services, lower costs of transportation, more internal security, and higher output for the nation. By linking buyers and sellers together, telecommunication services provide a foundation for economic growth, which is an essential role in a healthy economy (Osotimehin, Hassan and Abass, 2015). Therefore, it is of utmost importance to understand how consumer value is created for these telecommunication services and how these further influences the growing concerns of telecom companies to focus on building long-term relationship with the customers.

Customer loyalty is one of the essential factors that allows businesses to attain success using their consumer base, and in the telecom sector of India, loyalty plays a critical role. This paper uses an example of Indian telecommunication service provider namely Reliance Jio to examine if deep discounting and cost leadership can aid a company in building a loyal consumer base and retain them. Reliable and valid primary data is collected through the survey technique and the data is used for the key purpose of having an analysis of the level of loyalty among Jio’s customers.

Item Type: Thesis (Masters)
Darcy, Colette
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > Economics > Macroeconomics
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Telecommunications Industry
Divisions: School of Business > Master of Science in Management
Depositing User: Tamara Malone
Date Deposited: 12 Apr 2023 15:34
Last Modified: 12 Apr 2023 15:34

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