Dyadic Relationship on Consumer Retention: An Assessment on Telecommunication Sector of Bangladesh

Abstract

Customer retention is getting attention day by day as well as the new customer generation. Managers are emphasizing more and more on the satisfaction of the existing customer as it makes the firm unbeatable in the complex and competitive business world. This paper deals with the customer retention especially form psychological perspective. Paper mainly focuses on the dyadic relation among the consumers to retain them to survive in the perfect competitive market. To do that, scenarios of telecommunication sector of Bangladesh have been exposed and have been matched with the perception of consumer to reveal an empirical result.

Keywords: Psychological aspects, dyadic relation, telecommunication sector, FnF (friends and family), customer support, customer retention