The Impact of Image and Trust of BSNL Brand on the Retention of Customers: A Mediating Function of Satisfaction of Customer with Special Reference to BSNL, Trivandrum

S. Ramachandra Kumar and Dr.A. Martin Jayaraj

Customer Retention is considered a vital approach for every organization to survive in the competitive market. Telecom industry is one of the highest competitive sectors, today. Bharat Sanchar Nigam Limited (BSNL) despite being a Government organization with numerous advantages has to strive hard to maintain and retain its existing broadband customers. This research article aims at finding the influence by the two variables’ brand image and brand trust over retention of customers. It also examines whether satisfaction of customer has a mediating function among brand image, brand trust and retention of customer. The study was done by selecting 170 respondents through simple random sampling method. The data were taken using questionnaire. The data thus taken were further investigated using statistical tools like Pearson Correlation & Regression. The mediating investigation was examined using SOBEL test. The results suggest that Trust on BSNL brand and the image of BSNL brand have an influence over retention of service by customers, while satisfaction of customers does not mediate between them.

Volume 11 | 11-Special Issue

Pages: 358-362

DOI: 10.5373/JARDCS/V11SP11/20193042