Customer loyalty programs to sustain consumer fidelity in mobile telecommunication market

Companies realized the importance of well-managing their relationships with their customers. Customer Relationship Management (CRM) allows companies to manage their marketing strategies and deliver specific services to clients with different values. The mobile telecommunication market is a very competitive market where the customers are tended to move from one company to another easily. Mobile telecommunication companies should carry on specific programs and services to their customers in order to keep them satisfied and thus ensure their fidelity with the company. In this article our objective is to provide companies a model that facilitates to decide what kind of customer loyalty programs they should address to their clients from different segments. In order to do that we present a fuzzy based Hungarian method that allow assigning different loyalty programs to customers with different characteristics.

► In this study, our objective is to deliver different customer loyalty programs to the most adequate consumers according to their characteristics.
► Six loyalty programs and seven different customer segments are being taken into account.
► The clients from the higher social class who are supposed to have higher incomes appreciate most big rewards such as mobile phones and tablet pc’s.
► Surprisingly, the customer segment that includes pensioners and housewives welcome very positively if they are introduced to a free SMS service/program.