Emmanuel M Mwanakatwe; Joachim N Mussa , pp. 59. MAM/Sektionen för Management, 2011.
Purpose: The purpose of this thesis is to study and show how a customer relation through its strategic key elements is related to Core competence.
Design and Methodology: This is a case study approach involving multiple cases for mobile telecommunication service providers from two countries namely, Tanzania and Zambia employing a qualitative research design. Literature review and theoretical framework resulted into a proposal of a theoretical model of relationship between Customer relations and Core competence. Open ended questions were designed so as to gain as much information as possible from respondents; data were mainly collected through survey questions and face to face interviews. Collected data were then analyzed using pattern matching technique and theoretical model tested against the observed or actual model after data analysis and discussion of findings.
Findings: This study examines the relationship between Customer relations and Core competence of a business. Customer relation strategies which are aimed at creating and maintaining a strong Customer relations-base can only be fully implemented or executed from a backing or support of an efficient Core competence, in other words, Core competence improves and maintains a good and strong Customer relations base.
Applicability/Value: This research holds value and adds knowledge to the domain of strategy in general and in particular in the area of Customer relations and core competence. Though it may be limited in certain ways such as the type of industry researched, it certainly underscores important issues to the understanding of customer relations and core competence concepts and this knowledge can help in developing successful customer relations leading to increase in market share, leadership and hence business profitability.
KEYWORDS: Customer relations, Core competence, Influence, Relationship, Customer relations strategies
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