A Critical Analysis of Impacts of Online Marketing in Customer Retention in Telecom Industry A case study of Vodafone Plc.,UK

Harvard, 12000 Words


The reason of this thesis has been performed to inspect the influence of online marketing of products on the customer relations. This work plans to investigate the role of online marketing costs by the corporation that directs customer retention of the company and the influence on the profit of the company and ultimately increases the company growth. Annual financial reports of the Corporation have been examined to assess the impact of online marketing expenses. The results depicted that online marketing influences the company and customer relation; which ultimately drives the sales of the company to grow.

The methodology of this thesis based on the case study of Vodaphone UK is going to follow a very systematic procedure.  Surveys will be done through questionnaires. Survey is planned to be done by a mix of open and close ended questions. Questionnaires will be delivered via post mails, emails and also by face to face meeting. Target audiences are obviously of customer groups of UK. Questionnaires will be delivered to 500 responders. Responders will be asked to use the same channels to send the reply mails. The research consists of primary and secondary data, both.

The research is anticipated to show the successfulness of online marketing as marketing and promotional strategy, effectiveness in the customer retention process and furthermore its contribution to company’s brand value.










Table of Contents




Chapter 1: Introduction

1.1 Introduction

1.2 Rationale of this study

1.3 Organizational Profile

1.4 Research Aims

1.5 Research Objectives

1.6 Research Questions

Chapter 2: Literature Review

2.1 Online Marketing

2.2 Specialized Classification of Online Marketing

2.3 Common Marketing Tools for Telecom Industry

2.4 Customer Loyalty and Customer Retention

2.5 Online Marketing and Customer Retention

2.6 Online Marketing Affecting Corporate Brand Image and Performance

2.7 Conceptual Framework

Chapter 3: Research Methodology

3.1 Research Method

3.2 Research philosophy and strategy

3.3 Data Collection Method

3.4 Sampling Method

3.5 Research Design

3.6 Accessibility Issues

3.7 Ethical Issues

3.8 Data Analysis

3.9 Research Limitations

3.9 Anticipated Findings

Chapter 4: Analysis

4.1 Introduction

4.2 Presentation of Data and Analysis

Chapter 5: Conclusion & Recommendation

5.1 Conclusion

5.2 Recommendation