ANTECEDENTS AND CONSEQUENCES OF LOYALTY IDENTIFICATION IN MOBILE COMMUNICATION: EVIDENCE FROM BANGLADESH
Keywords:
Perceived Worth, Transition Expenses, Client Contentmen, Confidence, Consumer Fidelity, Mobile Telecommunications
Abstract
The mobile telecommunications sector in Bangladesh is progressing into a new phase of evolution due to the rapid improvement of mobile technology. In developing countries, sustaining customer loyalty is a challenge for mobile service operators. Despite customer loyalty being a prominent subject in marketing discourse for several years, there has been a lack of progress or empirical investigation on mobile loyalty in Bangladesh. This research aims to address this deficiency by analyzing the elements that influence and affect consumer loyalty within Bangladesh's mobile telecommunications sector.
The research introduces a framework that considers trust and customer satisfaction as endogenous and mediating factors influencing loyalty, whilst switching cost and perceived value are viewed as external factors. The findings indicate that elements such as switching expenses, perceived customer worth, customer satisfaction, and trust are positively associated with customer loyalty. Surprisingly, trust does not directly influence loyalty in this research, yet it positively impacts satisfaction as an intermediary element. The literature indicates that mobile phone companies should recognize the essential role of these factors and develop effective strategies to enhance customer loyalty.
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References
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28.Nwakanma, I. C., Udunwa, A. I., Anyiam, K. E., Ukwunna, E. D., & Obasi, E. C., 2018. Factors influencing telecommunication subscribers’ decision to port among network providers in Nigeria. American Journal of Computer Science and Information Technology, 6(1), pp.1–11.
29.Oyeniyi, Omotayo, & Joachim, A. A., 2008. Customer service in the retention of mobile phone users in Nigeria. African Journal of Business Management, 2(2), pp.26-31.
30.Oyeniyi, J. O., & Abiodun, J. A., 2010. Switching cost and customer loyalty in the mobile phone market: The Nigerian experience. Business Intelligence Journal, 3(1), pp.111-121.
31.Parasuraman, A., & Grewal, D., 2000. The impact of technology on the quality–value–loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), pp.168–174.
32.Polo, Y., Sese, F. J., & Verhoef, P. C., 2011. The effect of pricing and advertising on customer retention in a liberalizing market. Journal of Interactive Marketing, 25(4), pp.201–214.
33.Rasheed, F. A., & Abadi, M. F., 2014. Impact of service quality, trust, and perceived value on customer loyalty in Malaysia services industries. Elsevier Ltd., 164, pp.298-304.
34.Ribbink, D., Van A., C. R., Liljander, V., & Streukens, S., 2004. Comfort your online customer: Quality, trust, and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), pp.446–456.
35.Sahin, A., & Kitapci, H., 2014. Why customers stay: The role of switching costs on the satisfaction-trust-commitment chain. International Review of Management and Business Research, 2(4), pp.908-916.
36.Schilke, O., Reimann, M., & Cook, K. S., 2021. Trust in social relations. Annual Review of Sociology, 47, pp.239-259.
37.Sirdeshmukh, D., Singh, J., & Sabol, B., 2002. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), pp.15-37.
38.Tsoukatos, E. R., & Rand, G. K., 2006. Path analysis of perceived service quality, satisfaction, and loyalty in Greek insurance. Managing Service Quality, 16(5), pp.501-519.
39.Wang, Y. S., Tang, T. I., & Tang, J. T., 2001. An instrument for measuring customer satisfaction toward websites that market digital products and services. Journal of Electronic Commerce Research, 2(3), pp.89–102.
40.Willys, N., 2018. Customer satisfaction, switching costs and customer loyalty: An empirical study on the mobile telecommunication service. American Journal of Industrial and Business Management, 8(4), pp.1022-1037.
41.Yang, Z., & Peterson, R., 2004. Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), pp.799–822.
2.Albert, C., 2002. Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7–8), pp. 811–828.
3.Anderson, J., & Gerbing, D. W., 1988. Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), pp.411-423. https://doi.org/10.1037/0033-2909.103.3.411.
4.Anderson, E. W., Fornell, C., & Mazvancheryl, S. K., 2004. Customer satisfaction and shareholder value. Journal of Marketing, 68(4), pp.172-185.
5.Agustin, C., & Singh, J. 2005. Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), pp.96–108.
6.Aydin, S., Özer, G., & Arasil, O., 2005. Customer loyalty and the effect of switching costs as a moderator variable: A case in the Turkish mobile phone market. Marketing Intelligence & Planning, 23(1), pp.89-98.
7.Aydin, S., & Özer, G., 2005. The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), pp.910-925.
8.Boohene, R., & Agyapong, G. K. Q., 2011. Analysis of the antecedents of customer loyalty of telecommunication industry in Ghana: The case of Vodafone (Ghana). International Business Research, 4(1), pp.229-240.
9.Burnham, T. A., Frels, J. K., & Mahajan, V., 2003. Consumer switching costs: A topology, antecedent, and consequences. Journal of the Academy of Marketing Science, 32(2), pp.213-217.
10.Chiou, J. S., 2004. The antecedents of consumers’ loyalty toward Internet service providers. Information & Management, 41(6), pp.685–695.
11.DeLone, W. H., & McLean, E. R. 2003. The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), pp.9–30.
12.Demir, A., Budur, T., & Heshmati, A., 2021. Antecedents of trust, corporate image, and switching costs: A case in telecommunication services in the Kurdistan region of Iraq. International Journal of Mobile Communications, 19(1), pp.53-74.
13.Deng, Z., Lu, Y., Wei, K. K., & Zhang, J., 2010. Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), pp.289-300.
14.Eggert, A., & Ulaga, W., 2002. Customer perceived value: A substitute for satisfaction in business markets. Journal of Business & Industrial Marketing, 17(2–3), pp.107–118.
15.Factor Analysis, CH 5, Structural Equation Modeling – Scribd. (n.d.). Retrieved from https://www.scribd.com/document/345370085.
16.Fornell, C., & Larcker, D. F., 1981. Evaluating structural equation models with unobserved variables and measurement error. Journal of Marketing Research, 18(1), pp.39–50.
17.Gruca, T. S., & Rego, L. L., 2005. Customer satisfaction, cash flow, and shareholder value. Journal of Marketing, 69(3), pp.1-130.
18.Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E., 2005. Multivariate data analysis. New Jersey: Prentice Hall.
19.Hasan, M. M., Uddin, M. A., Alim, M. A., Azad, M. R., & Ali, M. B., 2020. The effects of corporate image, service quality, consumer satisfaction, and perceived value on consumer loyalty: A field experience. International Review of Business Research Papers, 16, pp.160– 176.
20.Irfan, M., Shamsudin, M. F., & Hadi, N. U., 2016. How important is customer satisfaction? Quantitative evidence from the mobile telecommunication market. International Journal of Business and Management, 11(6), pp.57-69.
21.Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S., 2021. The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. www.elsevier.com/locate/spc, 25, pp.123-135.
22.Kheiry, B., & Alirezapour, M., 2012. The effect of satisfaction, trust, and switching barriers service provider on customer loyalty (Mobile Phone Users of Iran Cell Company In Iran). Australian Journal of Basic and Applied Sciences, 6(12), pp.52-60.
23.Kim, J., 2019. The impact of different price promotions on customer retention. Journal of Retailing and Consumer Services, 46, pp.95–102.
24.Lee, S. Y., Petrick, J. F., & Crompton, J., 2007. The roles of quality and intermediary constructs in determining festival attendees’ behavioral intention. Journal of Travel Research, 45(4), pp.402–412.
25.Leninkumar, V., 2017. The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), pp.450-465.
26.Mannan, M., Mohiuddin, M. F., Chowdhury, N., & Sarker, P., 2017. Customer satisfaction, switching intentions, perceived switching costs, and perceived alternative attractiveness in Bangladesh mobile telecommunications market. South Asian Journal of Business Studies, 6(2), pp.142-160.
27.Martínez, P., & Del-Bosque, I. R., 2013. Corporate social responsibility and customer loyalty: The roles of trust, customer identification with the company, and satisfaction. International Journal of Hospitality Management, 35, pp.89-99.
28.Nwakanma, I. C., Udunwa, A. I., Anyiam, K. E., Ukwunna, E. D., & Obasi, E. C., 2018. Factors influencing telecommunication subscribers’ decision to port among network providers in Nigeria. American Journal of Computer Science and Information Technology, 6(1), pp.1–11.
29.Oyeniyi, Omotayo, & Joachim, A. A., 2008. Customer service in the retention of mobile phone users in Nigeria. African Journal of Business Management, 2(2), pp.26-31.
30.Oyeniyi, J. O., & Abiodun, J. A., 2010. Switching cost and customer loyalty in the mobile phone market: The Nigerian experience. Business Intelligence Journal, 3(1), pp.111-121.
31.Parasuraman, A., & Grewal, D., 2000. The impact of technology on the quality–value–loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), pp.168–174.
32.Polo, Y., Sese, F. J., & Verhoef, P. C., 2011. The effect of pricing and advertising on customer retention in a liberalizing market. Journal of Interactive Marketing, 25(4), pp.201–214.
33.Rasheed, F. A., & Abadi, M. F., 2014. Impact of service quality, trust, and perceived value on customer loyalty in Malaysia services industries. Elsevier Ltd., 164, pp.298-304.
34.Ribbink, D., Van A., C. R., Liljander, V., & Streukens, S., 2004. Comfort your online customer: Quality, trust, and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), pp.446–456.
35.Sahin, A., & Kitapci, H., 2014. Why customers stay: The role of switching costs on the satisfaction-trust-commitment chain. International Review of Management and Business Research, 2(4), pp.908-916.
36.Schilke, O., Reimann, M., & Cook, K. S., 2021. Trust in social relations. Annual Review of Sociology, 47, pp.239-259.
37.Sirdeshmukh, D., Singh, J., & Sabol, B., 2002. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), pp.15-37.
38.Tsoukatos, E. R., & Rand, G. K., 2006. Path analysis of perceived service quality, satisfaction, and loyalty in Greek insurance. Managing Service Quality, 16(5), pp.501-519.
39.Wang, Y. S., Tang, T. I., & Tang, J. T., 2001. An instrument for measuring customer satisfaction toward websites that market digital products and services. Journal of Electronic Commerce Research, 2(3), pp.89–102.
40.Willys, N., 2018. Customer satisfaction, switching costs and customer loyalty: An empirical study on the mobile telecommunication service. American Journal of Industrial and Business Management, 8(4), pp.1022-1037.
41.Yang, Z., & Peterson, R., 2004. Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), pp.799–822.
Published
2026-08-26
How to Cite
Samina Huq. (2026). ANTECEDENTS AND CONSEQUENCES OF LOYALTY IDENTIFICATION IN MOBILE COMMUNICATION: EVIDENCE FROM BANGLADESH. IJRDO - Journal of Applied Management Science, 12(2), 01-08. https://doi.org/10.69980/ams.v12i2.6798
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