MEASURING RELATIONSHIP QUALITY TOWARDS THE GENERATION Y MARKET IN THE MOBILE TELECOMMUNICATIONS INDUSTRY - AN EMPIRICAL STUDY
The young consumer today has a variety of choices when it comes to buying products and services. In services such as the provision of mobile telecommunications services, young consumers are becoming a big part of the market. However, the industry is becoming highly saturated and the fight for market share is gaining strength. Firms need to start finding ways to build customer loyalty with the young consumer.