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DETERMINANTS OF CUSTOMER SATISFACTION AND LOYALTY TOWARD MOBILE PHONE OPERATORS IN BARISHAL DIVISION OF BANGLADESH
Abstract
The study was carried out to analyze marketing and other variables that influence on
customer satisfaction and loyalty toward mobile phone operators in Bangladesh. The study
was conducted through development of structured questionnaires and distributed among 100
respondents who were mobile phone subscribers. The respondents were selected from
Barishal Davison (Barishal sadar, Barisal University, Patuakhali sadar, Patuakhali Science
and Technology University) through simple random sampling. The reliability and validity of
the questionnaires were checked by Cronbach’s Alpha, factor loading, composite reliability,
and average variance extracted. The results were subsequently analyzed through Pearsons
correlation, and multiple regression analysis. The results showed that product and customer
service had a positive significant impact on customer satisfaction. Moreover, commitment
had a positive significant impact on customer loyalty
customer satisfaction and loyalty toward mobile phone operators in Bangladesh. The study
was conducted through development of structured questionnaires and distributed among 100
respondents who were mobile phone subscribers. The respondents were selected from
Barishal Davison (Barishal sadar, Barisal University, Patuakhali sadar, Patuakhali Science
and Technology University) through simple random sampling. The reliability and validity of
the questionnaires were checked by Cronbach’s Alpha, factor loading, composite reliability,
and average variance extracted. The results were subsequently analyzed through Pearsons
correlation, and multiple regression analysis. The results showed that product and customer
service had a positive significant impact on customer satisfaction. Moreover, commitment
had a positive significant impact on customer loyalty
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