Impact Of Introducing Consumer Behavior In Contextual Marketing Efforts And Consumer's Personalization Needs On Brand Loyalty In Pakistan's Telecom Sector

Abstract

With the advent of social platforms like Facebook and Whats App the communications industry faces a major transformational disruption and from being a leading industry at one time the Telecom Service Providers are left with and uphill task to remain relevant and profitable in the future. To overcome these challenges, innovation seems to be the only hope for this industry. The competition they face has totally transformed, and they need to move fast to overcome the challenge of becoming obsolete. One edge telecom service providers have is the abundant customer data available with them, and with the recent innovations in the field of Data Science they can take full advantage of the usage, subscription and utilization data available with them and construct offers that are specifically designed for customers giving them a personalized experience. It is this capability of giving a unique experience that brings contextual marketing efforts and consumer's need for personalization into the fold. The aim of this study is to prove the positive impact a focus on contextual marketing efforts and consumer's need for personalization can have on developing a strong relationship of the customer with the brand in Pakistan's Telecom Sector. Along with that, it also takes notice of the impact consumer buying behavior can have between contextual marketing efforts, rationalization and brand loyalty. The end goal is to design offers on the basis of the consumer's needs and preferences and are useful to him while being easy to comprehend. These are the factors that shall then drive customer satisfaction and eventually brand loyalty.