Factorial and regression analyses of relationship marketing antecedents and customer loyalty: the Ethiopian telecommunications perspective
by Rakshit Negi
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 4, No. 3, 2010

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.

Online publication date: Mon, 11-Oct-2010

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