Telecommunication market is the most dramatic market in the 21st century. It is undoubtedly certain that one of the most important priorities in these telecommunication stores is to retain loyal customers being able to survive in the fierce competition at the stage of mature telecommunication industry.
Retaining loyal customers in the telecommunication market will lead to store loyalty. These customers retained through the store loyalty will give the telecommunication companies to a competitive advantage and can maintain sustainable market power with the increasing new loyalty customers.
In spite of the facts that the store loyalty is a critical factor for acquiring business success, there have been less researches about the correlations and related factors being concerned with telecommunication store market, while the other service industries have been very actively reviewed and studied about those. In this perspective, it is inevitably important to study on relationships and influence of the telecom store''s loyalty properties with customer personalities.
In the meantime, many companies are not easily differentiated because they have provided similar products and services. Telecommunications companies in particular have commons and similarities in all sorts of offerings including similar products, specific plans and additional service, which leaving little rooms for creating comparative advantage. To acquire sustainable competitive advantage in these markets, telecom stores are required to differentiate marketing strategies and create unique selling propositions other than just pricing plans to their customers. In line with, this thesis for a degree suggests that store attribute, characteristics and personality is the cornerstone for ensuring the going concern survival for Telecommunications encounter stores.
This study postulates that most individual stores being surveyed have its own unique personalities and liveliness, as each individuals and persons have their characters. This research have tried to match with person''s unique image being compared with Telecommunications encounter stores, and then to position store personality into the individual customer''s mind, through which create and generates the main comparative advantage and strong store loyalty. In conclusion, Telecommunications stores not also tried to level up their unique personalities and liveliness of encounter stores customized to the customers and markets, but also to generate stronger store and customers loyalty.