Modified Total Interpretive Structural Modeling of Marketing Flexibility Factors for Indian Telecommunications Service Providers

Anshul Yadav () and Mahim Sagar
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Anshul Yadav: Tata Teleservice Ltd
Mahim Sagar: Indian Institute of Technology

Global Journal of Flexible Systems Management, 2021, vol. 22, issue 4, No 3, 307-330

Abstract: Abstract This paper aimed to develop modified total interpretive structural modeling (M-TISM) for marketing flexibility factors in the context of the Indian telecommunications sector. The study uses grounded theory methodology to identify factors for marketing flexibility and uses a modified total interpretative structural model (TISM) to establish hierarchical linkages among factors. MaxQDA software was used for data coding and analysis. The modified TISM model developed shows metrics used in the telecom industry to assess marketing's performance, namely average revenue per user (ARPU), and customer acquisition, as lagging factors. Conversely, availability of access networks, customer contextual usage patterns, and marketing intelligence functions are leading factors. The study is relevant for both practitioners and academia and has significant implications. For practitioners, the structural linkages identified will help enhance marketing program effectiveness and drive the critical metrics for an industry like average revenue per user (ARPU) and customer acquisitions. The study may help telecom practitioners in saving money, time, and efforts to infuse flexibility in their marketing function. Academia and researchers can take reference from methodologies used in this study for exploring factors of interest and developing hierarchical linkages among them.

Keywords: ARPU (Average revenue per user); Customer contextual usage; Grounded theory; Indian telecommunications service providers; Marketing flexibility; Marketing intelligence; Modified Total interpretative structural modeling (TISM) (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (12)

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DOI: 10.1007/s40171-021-00278-6

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