A CAUSATIVE ANALYSIS OF FACTORS AFFECTING EMPLOYED PERSONNEL AS LOYAL CUSTOMERS OF WIRELESS TELECOM INDUSTRY IN BANGLADESH
Keywords:
Loyalty, Trust, Switching Cost, Corporate ImageAbstract
This study has scrutinized the patterns and directions of influence of trust, corporate image and switching cost on employees of various private and public organizations as loyal customers of Wireless Telecom Industry in Bangladesh. Consequently, a random sample of 615 employed personnel from different public and private organizations have been surveyed at systematically chosen eleven shopping malls in Dhaka Metropolitan City with a self administered close ended questionnaire. After rejecting the incomplete feedbacks, reliability of data, normality and existence of multicollinearity has been tested for correlation and regression analysis. Bivariate correlation, standard multiple regression and sequential multiple regression analysis has been conducted in required stages to address the objective of the study. According to the inferences drawn here, it is hoped that findings attained in this study will assist the service providing operators of Bangladeshi Wireless Telecom Industry to craft their marketing strategy with regard to the attainment of sustainable competitive advantage in log run.
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