Philippine E-Journals

The Extent of Manifestation on the Promotional Campaign Attributes and Consumer Loyalty of the Telecommunication sectors

Michaela Andrea Patlonag | Janela Enrie Esmores | Mariah Stacy Sugatan | Odile Clyde Digamon | Jason Philip Lim | Hessed Morido | Jumel Posada | Yema Sabio | J-Ric Rojo

 

Abstract:

Communication through cellular phones is made possible by the telecommunication sector. In Davao City, three major telecom companies consisting of Globe, Smart and Sun currently operate. These networks in order to provide access to its subscribers and gain customer loyalty employ promotional campaigns. hence, this research using descriptive design was primarily conducted to identify the extent of manifestation among customers in terms of the various promotional campaign attributes such as network service, load security, network signal, promotional price and sales promotional packages and the level of consumer loyalty of the telecom sectors. The study also sought to determine their offerings that give highly satisfactory service. The results of the study showed that promotional campaign attributes of the telecom network did not totally affect loyalty of its subscribers. It was also found that the Smart telecom provides high satisfactory network service while Globe telecom gives high satisfactory load security, network signal and sales promotional packages. In terms of offering affordable price promotions, the Sun network ranked first. Moreover, the most availed prepaid promotional campaigns are the unlimited text and unlimited call combo and mobile internet.