Abstract:
The aim of the study is to develop and empirically test a conceptual model that demonstrates the determinants of firm-customer relationship quality in the Bangladeshi mobile telecom sector. To test the theoretical model, 630 customers subscribed to different mobile operators in Bangladesh were surveyed. Structural equation modeling was applied to investigate the associations between the constructs in the model. The findings of the study reveal that of the different underpinnings of relationship marketing (RM), communication was the only underpinning having direct, nonetheless, negative impact on firm-customer relationship quality. Results further reflect that the key determinants of relationship marketing are significant predictors of overall satisfaction, which in turn impacts relationship quality.
