Impact of Communication Effectiveness, Service Quality, and Trust on Relationship Commitment of Prepaid and Post-paid Mobile Subscribers of a Private Telecommunication Company in Bangladesh

Abstract

A conceptual model or framework has been employed la investigate the impact of few explanatory variables like communication effectiveness, service quality (which has two comprising dimensions called technical quality and functional quality!, and trust on relationship commitment in the context of two groups of subscribers of a major private telecommunication company of Bangladesh. Structural equation modeling was used to test the model on five sets of data collected from 629 pre-paid and 538 post-paid subscribers to know how subscribers’ relationship commitment vary in two groups. According to the results, most of the hypothesized relationships are supported and the model is found to have perfect fit to the data collected from post-paid subscribers, Communication effectiveness is found to be the most powerful antecedent of relationship Commitment in both groups. A clear understanding of the antecedents of relationship commitment might encourage the service providerfsi to take necessary measures to foster subscribers’ relationship) commitment,