SERVICE QUALITY, CORPORATE IMAGE AND CUSTOMER'S SATISFACTION TOWARDS CUSTOMERS PERCEPTION: AN EXPLORATORY STUDY ON TELECOM CUSTOMERS IN BANGLADESH

Abstract

The purpose of this paper is to find out the determinants that are significantly influencing telecom customer’s perception in Bangladesh. The study surveyed 450 telecom customers in Bangladesh from Dhaka city to determine the key influential factors that significantly influence on their perception. The data analyses were conducted by exploratory factor analysis, confirmatory factor analysis and structural equation modeling to test the hypothesis. The results of the statistical analysis reflected that most of the telecom customers are highly concerned about service quality followed by corporate image. Few studies have explored over the years under this market regarding this research issue. Moreover, this is a relatively new issue that remains largely undiscovered by researchers under underdeveloped country’s telecom operator’s perspective. It is hoped that the findings may assist the mobile phone operators in production of their services and

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