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Investigation of the Influence of Customer Loyalty to Nokia’

Chapter 1
Introduction

1.0 Introduction
 When one decides to enter the business field, there is an endless list of factors that he has to consider. The type of business, products that will be produced or raw materials, the workforce, location, capital and suppliers are just a few of the many other things that encompass a starting business.  The size of the business doesn’t really matter for it to succeed. But of course, be it a small business or a large corporation, their objective is all the same, and that is to make a profit. This is where a fundamental factor called marketing comes in.
Customers are considered as one of the most important stakeholders of the business organisation. To be able to products and services effectively, various factors would have to be noted.  One of which, is to know the needs and demands of the customers and satisfy these needs to make them more loyal to what the company is offering. Customers are said to be loyal when their buying behavior remains consistent to one type of item and completely ignore the pleas of competitors. Indeed, it is a known fact that customer loyalty is beneficial to businesses. There are a myriad of ways on how this loyalty can be achieved. Previous researches have concluded that satisfied consumers are more loyal to the product as compared to unsatisfied customers (Bailey & Schultz, 2000).
 Obtaining the loyalty of the consumers however, is difficult as consumer Custom Dissertation Writingbehavior is affected by several other factors. Specifically, individual characteristics inherent of a customer, such as personal interests, lifestyle and economic reasons are among other factors that directly affect consumer behavior. Most scholars believed that having loyal customers lead to have a more competitive organisation. Hence, it is essential to determine the relationship of customer loyalty and organisational performance of a certain company.  Primarily, the main goal of this dissertation is investigate the influence of customer loyalty to Nokia’s organisational performance. With the hype of telecommunication companies, it is important to know how customers affect their performance in the competitive market.

1.1 Background of the Study
 1.1.1 Brief Overview of Nokia
Nokia is famous all over the world as a successful mobile phone manufacturer. It keeps being the leader in the mobile telecommunications relies on its plentiful experience, technology innovation and scientific marketing strategy. The concept of the company is "technology connecting people", which has been rooted in people’s mind deeply. The company emphasizes the consideration of humanity either in the decision of marketing strategy or in the management of the corporation.
With its historical roots in a wood-pulp mill originally founded by engineer Fredrik Idestam in southern Finland in 1865, the modern telecommunications giant has given Finland a high technological profile throughout the world (Huuderman, 2003). Kent (2004) related that in 1898, the company had acquired a factory for the production of galoshes and tires. Noam (1992) noted that fourteen years later it began to produce industrial cables. But the modern Nokia only came into being in 1967 when the Nokia Group of Companies was formed (Mendelson & Ziegler, 1999). It was then that its subsidiary, The Finnish Cable Company, began to develop its electronics department, along with its two other sister subsidiaries (Gruber, 2005). This cable company produced Finland’s computers in the late 1970s, leading to an extension into telecommunication that has made Nokia a household name (Sull, 2003)



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