Social Media Marketing for Customer Retention at TelOne Zimbabwe

Abstract

Telecommunications companies, like TelOne, are strategically adapting to rapid technological advancements to remain competitive, with a significant focus on customer retention. Social media marketing emerges as a pivotal strategy to enhance customer relationships. This study delves into the impact of social media marketing on customer knowledge, engagement, satisfaction, and retention within TelOne, operating in Zimbabwe's dynamic telecommunications landscape. Employing a mixed-methods approach, primary data is gathered through close-ended questionnaires administered to both managerial and non-managerial TelOne personnel. Additionally, secondary data analysis draws from academic literature and company reports, offering nuanced contextual insights. This amalgamation facilitates a thorough exploration of how social media marketing can bolster customer relationship management. Findings unveil an overall positive sentiment among TelOne employees concerning the efficacy of social media marketing in enhancing customer engagement and relationship cultivation. TelOne employs various platforms, including Facebook, Twitter, Instagram, WhatsApp, and its self-service portal, to engage customers, elevate brand visibility, and nurture robust customer connections. Nonetheless, the study identifies challenges, such as privacy apprehensions and potential misuse of personal data, underscoring the necessity for strategic adjustments to mitigate risks and optimize benefits. Recommendations entail refining social media strategies, monitoring pertinent metrics, educating stakeholders on privacy concerns, and staying abreast of evolving social media trends. Furthermore, avenues for future research are delineated, encompassing a broader examination of social media marketing's impact on company performance within the telecommunications domain and comparative analyses across multiple firms. These prospective investigations promise to deepen comprehension of social media's role in fostering customer retention and offer actionable insights. In sum, this study affirms social media marketing's efficacy in customer acquisition, engagement, and retention at TelOne, underscoring its pronounced significance in the telecommunications industry. It validates the hypothesis that social media marketing is indispensable to effective customer relationship management, poised to maintain its pivotal role amidst ongoing sectoral evolution.