Economics at your fingertips  

A study on customer retention and brand image: an empirical evidence of mobile operators in Bangladesh

Md. Rakeullah Chowdhury
Additional contact information
Md. Rakeullah Chowdhury: Lecturer; Department of Business Administration, Pundra University of Science & Technology, Bangladesh

Asian Journal of Empirical Research, 2020, vol. 10, issue 2, 65-73

Abstract: Due to increasing competition and the opportunity to change subscribers, customer retention has become the most challenging job for the mobile telecommunication service providers in Bangladesh. This study is carried out to know the relation between customer retention and activities related to brand image undertaken by mobile telecommunication organizations. A Likert Scale of five dimensions was utilized to collect data from the subscribers with a structured questionnaire. A convenient sampling method was utilized. Reliability test, KMO & Bartlett?s test were carried out to identify the statistical significance of data. An exploratory factor analysis (EFA) performed to find out latent variables. Finally, linear regression was measured to test the hypothesis. Firstly two latent variables named brand positivity and brand familiarity were found from factor analysis and then it was shown that these two variables are positively associated with customer retention.

Keywords: Brand positivity; Brand familiarity; Brand image; Customer retention; Mobile operators (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link) (application/pdf) (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Asian Journal of Empirical Research is currently edited by Kashif Imran ( Managing Editor)

More articles in Asian Journal of Empirical Research from Asian Economic and Social Society 2637 E Atlantic Blvd #43110 Pompano Beach, FL 33062, USA.
Bibliographic data for series maintained by Chan Hoi Yan ().

Page updated 2020-04-04
Handle: RePEc:asi:ajoerj:2020:p:65-73