Customer‐perceived relationship quality and satisfaction

Abstract

Purpose The purpose of this study is to explore and assess the contribution of relationship marketing constructs namely trust, commitment, communication, and conflict handling to perceived quality of customer relationship and satisfaction in an Ethiopian mobile communications perspective. Design/methodology/approach Descriptive research approach was used, and a sample of 350 respondents was drawn using systematic random sampling technique. Multivariate analyses (factor and multiple regressions) were applied to test the theoretical framework set for the study. Findings All relationship marketing dimensions were found to be significant contributors to both relationship quality and customer satisfaction. Empirically, similar to other studies conducted in varying contexts, customer satisfaction was found to be a significant predictor of relationship quality in the Ethiopian mobile telecommunication sector. Research limitations/implications The scope of the study is limited to the mobile service subscribers of Ethiopian Telecommunication Corporation in Addis Ababa. Practical implications As the quality of firm‐customer relationship plays a key role in practising relationship marketing, understanding the way it operates in the corporation's context is of great relevance to facilitate long‐term customer relationships. Originality/value Since most of the previous studies target to see the contribution of basic relationship marketing constructs to firm‐customer relationship quality, this study explored their contribution in developing satisfied customers, and examined the role of satisfaction in bringing quality to firm‐customer relationships.