Effect of Relationship Marketing on Customer Retention in the Telecommunications Industry

This study centered on the effect of relationship marketing customer retention in telecommunications industry. It was conducted to assess effects care, communication, trust-building and service quality context. The adopted survey research design. A structured questionnaire used obtain primary data from 198 customers MTN Nigeria Plc Globacom Calabar. were analyzed interpreted using descriptive statistics, while hypotheses developed for tested multiple linear regression. Consequently, findings revealed that trust building had significant positive telecommunication firms Therefore, recommended that: companies should strengthen their care capability by trained professionals elicit promptly resolve enquiries complaints; improve communications with opening up more channels such as phone calls, direct messaging, social media email through which information can be transmitted subscribers enhance informed patronage decisions; it is imperative consolidate customers’ delivery capabilities demonstrating effective they are capable satisfactorily meeting needs subscribers.