Business Commons^™

Customer Satisfaction In Senegal Telecom Expansion, Tafsir Alassane Ndiaye

Walden Dissertations and Doctoral Studies

Ineffective customer acquisition and retention strategies can negatively impact performance and business sustainability. Telecom managers who lack effective strategies to retain customers, acquire new clients, and ensure sustained business performance, may experience a decline in market share. Grounded in the customer retention management theory, the purpose of this qualitative single case study was to explore strategies successful telecom marketing managers in Western Senegal use to retain customers, acquire new clients, and ensure sustained business performance. The participants were three marketing managers of major telecom firms in Western Senegal with at least 3 years of experience successfully managing customer service departments. …