INFLUENCE OF CUSTOMER SATISFACTION ON LOYALTY: A STUDY ON MOBILE TELECOMMUNICATION INDUSTRY

The mobile telecommunication companies uphold their service quality and change their marketing core strategies to retain their existing customers by enhancing and optimizing the customer loyalty. Therefore, it becomes significant for telecom companies to identify factors of services that influence customer loyalty and in turn creates loyal customers by satisfying them. This present study aims to explore the influence of customer satisfaction on customer loyalty in the context of Bangladesh. This study focused on six factors such as communication, price structure, value-added service, convenience, sales-promotions and customer service. Both primary and secondary information were collected to test the pre-set hypotheses. Descriptive statistics and simple linear regression were employed to analyze the data. Result shows that five factors: communication, price structure, value-added services, convenience and customer service/care have positive correlations with customer loyalty.