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Zahidul Islam, K. M.
- Comparative Analysis of Loyalty of 2G and 3G Mobile Technology Customers in Dhaka City
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1 Institute of Business Administration, Jahangirnagar University, Savar, Dhaka 1342, BD
1 Institute of Business Administration, Jahangirnagar University, Savar, Dhaka 1342, BD
Source
Jaipuria International Journal of Management Research, Vol 2, No 2 (2016), Pagination: 32-42Abstract
This paper examined the relationship between independent variables like switching cost, corporate image, trust and dependent variable like customer loyalty. The study design involved survey of 3G technology users with a sample size of 150 respondents. Results of this study, which was conducted on 3G technology users, show strong association of the three variables, namely, trust, switching cost, and corporate image with the dependent variable, customer loyalty. However, the study found that corporate image reflects more association with customer loyalty than the other two variables. The study is useful in identifying the variables that affect customer loyalty most when it is possible that the variable affecting most varies with the change of technology.Keywords
Loyalty, Corporate Image, Trust, Switching Cost, 2G Mobile Technology, 3G Mobile Technology.
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