Customer-perceived relationship quality and satisfaction: A case of Ethiopian Telecommunication Corporation

Abstract

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. 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.