Relationship Commitment of Prepaid and Post-Paid Subscribers of a Private Telecommunication Company in Bangladesh

Abstract

This study intends to investigate the relationships of communication effectiveness, trust, technical quality, functional quality, and relationship commitment in the context of the prepaid and post-post subscribers of a major private telecommunication company of Bangladesh. It presents a critical appraisal of some important antecedents of subscribers’ relationship commitment to the respective mobile service provider. Data were collected from 103 prepaid subscribers and 107 post-paid by using self-administered questionnaires. For prepaid subscribers, stepwise regression has showed that technical quality, communication effectiveness, and functional quality have statistically significant relationship with relationship commitment. However, stepwise regression for post-paid subscribers has showed that trust and technical quality have statistically significant relationship with relationship commitment. A clear understanding of important precursors of subscribers' relationship commitment might induce the service provider(s) to germinate and strengthen subscribers' relationship commitment to create a loyal customer base.