Factorial and regression analyses of relationship marketing antecedents and customer loyalty: the Ethiopian telecommunications perspective

Abstract

Global competitiveness, across service sector, forced many firms to consider customer service and loyalty from strategic perspective. This resulted in developing and maintaining the quality firm-customer relationships. Keeping this in mind, the study was designed to assess the impact of relationship marketing (RM) underpinnings on the firm-customer relationship quality (RQ) and customer loyalty in Ethiopian mobile telecommunications context. For the purpose, a sample of 350 respondents was drawn by using systematic random sampling technique. However, to examine the applicability of the key constructs of RM and their contribution in determining the firm-customer RQ and loyalty, factor and regression analyses were carried out. The results of the study were found to be in line with previous researches, while stating RQ as a significant determinant of customer loyalty.