The Impact of Channel Relationship Management on the Channel Partners of Telecom Industry- A Case Study of Reliance Communications in Western Uttar Pradesh Circle, India

This research explores the kind of channel relationship marketing strategies that the Indian telecom industry is pursuing in today's rapidly changing and highly competitive environment, and to study their effect on the service quality and satisfaction of channel partners. Approaches of channel sales should focus on joint marketing activities, training support incentive schemes and a measure of hospitality. These are some of the initiatives that are considered important in managing channel relations. In today’s dynamic environment, organisations are gearing up to the fact that they need consistent and coordinated methods of managing and improving their channel relationships. In the Indian telecom sector, intense competition is leading to substantial shifts in what is expected of the supply chain function. It is no longer enough to simply connect supply and demand at optimal cost and service levels. This study aims to identify whether Channel Relationship Management of Reliance Communications has an effective impact on the satisfaction of channel partners. The study is particularly conducted in the Western Uttar Pradesh region, India. The study depicts the result of a survey conducted among the distributors, retailers and the staff of Reliance Communications. By using correlation, chi-square, one-way ANOVA and Bonferroni Post-Hoc test to analyse the data, the findings suggest a guideline to channel members by demonstrating appropriate control systems, required levels of co-operation, what constitutes adequate empowerment or training and many other benefits of implementing marketing strategies, that has led to an increase in satisfaction of RCOM’s channel members in the Western (U.P) Circle telecom market.