Abstract

*Mukesh N. Sawarkar, Pradnya R. Salwatkar, Dr. Ajit A. Shringarpure

ABSTRACT

This study explains how promotional strategies used by telecom companies affect customer behavior in the Vidarbha region of eastern Maharashtra. These strategies include offers like discounts, special recharge plans, loyalty rewards, and personalized services. The main aim is to understand what makes customers stay with the same telecom company. The study focuses on important factors such as customer satisfaction, customer loyalty, and customer relationship management, which includes how well companies communicate with customers and meet their needs. The research is based on a survey of 400 people from Vidarbha, whose responses helped identify key factors influencing their decisions. The findings show that loyalty programs like rewards and cashback, along with personalized services such as customized plans and quick support, play a major role in keeping customers satisfied. Overall, the study concludes that telecom companies can retain customers and build long-term relationships by offering attractive benefits and focusing on customer needs.