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<p>The purpose of this paper is to investigate the relationships between customer relationship management (CRM) practices, perceived relationship investment (PRI), communication, relationship quality, and customer satisfaction. Grounded in Relationship Marketing Theory, it examines how relationship quality mediates the effects of CRM practices, PRI, and communication on customer satisfaction. Data were collected via convenience sampling from 466 Bangladeshi mobile phone users through an online survey administered via social media platforms from January to March 2024. Structural equation modeling (SEM) and bootstrap mediation analysis (PROCESS macro v4.2) were employed to test direct and indirect hypotheses. The results indicate that CRM practices and communication significantly enhance relationship quality and customer satisfaction, while PRI does not. Relationship quality fully mediates the CRM practices–customer satisfaction relationship, partially mediates the communication–customer satisfaction relationship, but does not mediate the PRI–customer satisfaction relationship. Theoretical contributions extend the Relational Mediator Framework to developing economy contexts, while practical implications guide telecom managers in prioritizing CRM and communication investments.</p>

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Antecedents of customer satisfaction in mobile telephony: the mediating role of relationship quality

  • 期刊论文

  • 发表日期：

    2026年7月1日

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  • Israt Jahan Asma,
  • Md. Shakhawat Hossain

摘要

The purpose of this paper is to investigate the relationships between customer relationship management (CRM) practices, perceived relationship investment (PRI), communication, relationship quality, and customer satisfaction. Grounded in Relationship Marketing Theory, it examines how relationship quality mediates the effects of CRM practices, PRI, and communication on customer satisfaction. Data were collected via convenience sampling from 466 Bangladeshi mobile phone users through an online survey administered via social media platforms from January to March 2024. Structural equation modeling (SEM) and bootstrap mediation analysis (PROCESS macro v4.2) were employed to test direct and indirect hypotheses. The results indicate that CRM practices and communication significantly enhance relationship quality and customer satisfaction, while PRI does not. Relationship quality fully mediates the CRM practices–customer satisfaction relationship, partially mediates the communication–customer satisfaction relationship, but does not mediate the PRI–customer satisfaction relationship. Theoretical contributions extend the Relational Mediator Framework to developing economy contexts, while practical implications guide telecom managers in prioritizing CRM and communication investments.