Abstract
For sustainable customer loyalty in the cable television sector, in a highly competitive environment is crucially led by relationship marketing. With alternatives such as OTT platforms, cable operators, Broadband connections, and smart TV this industry must focus on long-term customer relationships rather than short-term transactions. This study examines how customer loyalty can be influenced with key relationship marketing practices—such as service quality, trust, communication, complaint handling, customer engagement, and customer-service provider relationship. To improve customer satisfaction and reduce churn, values must be perceived with emotional bonds, which must be created and fostered. The abstract highlights that sustainability in consumer behaviour and loyalty can be fostered with effective relationship-oriented strategies that enable cable television providers to retain their subscribers, strengthening the brand commitment, and ensuring sustainable growth in a rapidly evolving media platform and environment.
television
References
1. Berry, L. L. (1983). Relationship Market ing. American Marketing Association. 2. Grönroos, C. (1994). From Marketing Mix to Relationship Marketing. Management Decision. 3. Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. 4. Morgan, R. M., & Hunt, S. D. (1994). The Commitment Commitment‑Trust Theory of Relationship Marketing.
Author information
K. Abirami
Research Scholar, Xavier s Institute of Business Administration, Sr. Xavier s College (Autonomous), Tirunelveli Affiliated t o Manonmaniam Sundaranar University Abishekapatti, Tirunelveli District
Dr. M. Rajee
Research Supervisor, Associate Professor, Department of Business Administration, Kamaraj College (Autonomous), Thoothukudi, Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli District.