An investigation on cell phone subscribers of Dhaka City, Bangladesh : are they happy and loyal?

This research intends to investigate the relationships of variables under consideration in two different steps. First, it examines the relationship between service quality and customer satisfaction and second, it sheds light on the relationship between service quality, switching cost, trust and customer loyalty in the telecom industry of Bangladesh. Several hypotheses are extracted from the research framework and are tested using regression and correlation analysis. A sample of 200 respondents (subscribers of mobile phone operators) participated and convenience sampling method was used. The correlation and regression analysis in the research provided full support for hypotheses related to reliability, responsiveness, switching cost and trust. The findings suggest that managers of these mobile operating companies should put more focus on escalating switching cost and analyze more carefully, the activities to grow trust among clients to increase loyalty. Moreover, service quality was seen to affect customer satisfaction but its impact on customer loyalty was not significant to a greater extent.