Title: Factorial and regression analyses of relationship marketing antecedents and customer loyalty: the Ethiopian telecommunications perspective

Authors: Rakshit Negi

Addresses: Department of Business Education, Addis Ababa University, Post Box 150036, Addis Ababa, Ethiopia

Abstract: Global competitiveness, across service sector, forced many firms to consider customer service and loyalty from strategic perspective. This resulted in developing and maintaining the quality firm-customer relationships. Keeping this in mind, the study was designed to assess the impact of relationship marketing (RM) underpinnings on the firm-customer relationship quality (RQ) and customer loyalty in Ethiopian mobile telecommunications context. For the purpose, a sample of 350 respondents was drawn by using systematic random sampling technique. However, to examine the applicability of the key constructs of RM and their contribution in determining the firm-customer RQ and loyalty, factor and regression analyses were carried out. The results of the study were found to be in line with previous researches, while stating RQ as a significant determinant of customer loyalty.

Keywords: relationship marketing; customer loyalty; service marketing; mobile services; telecommunications industry; Ethiopian Telecommunication Corporation; Ethiopia; Africa; factorial analysis; regression analysis; global competitiveness; service sector; customer services; strategic perspectives; relationship quality; firm-customer relationships; customer relationship management; e-CRM; electronic CRM.

DOI: 10.1504/IJECRM.2010.035965

International Journal of Electronic Customer Relationship Management, 2010 Vol.4 No.3, pp.252 - 263

Published online: 11 Oct 2010 *

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