A Relational Study On Customer Satisfaction, Trust , Switching Barriers And Over All Customer Retention In The Context Of Unitrend Ltd.

Acknowledgement

In the preparation and finish this internship report, I acknowledge the encouragement and assistance given by a number of people and institution. I am most grateful to the Unitrend management to give me the opportunity to complete my internship in their organization.

I would like to convey my thankfulness to my supervisor Mr. Abul Bashar , for sharing his ideas and interests with me about my study. He always gave me his suggestions in making this study as flawless as possible.

I also want to render my special thanks to Mr.Faiyaz Ahmed , Manager of Consumer Research Department of Unitrend Ltd and director Mccann pulse, for his precious suggestions and supports.

Special thanks go to the respondents, who spared their time generously, and took the trouble of answering a detail Questionnaire and helped me to complete my study.

TABLE OF CONTENTS

Page

List of Tables I

List of figure I

Executive Summery II

Introduction 1

Purpose of the study 2

Problem statement 3

Research Time Line 3

Limitation of the Study 4

Review of literature 4

Customer retention 4

Trust 5

Customer satisfaction 6

Switching barrier 6

Relationships between client retention and trust 7

Relationship between client retention and satisfaction 7

Relationship between client retention and switching barrier 8

Operational definition 8

Research Question 9

Research Hypothesis 9

Conceptual Frame work 10

Research Methodology 10

Research Design 10

Research Approach 11

Sampling Method 11

Survey instrument 11

Data Collection Procedure 12

Data Analysis 13

Results 14

Reliability Coefficient and Descriptive Statistics 14

Correlation analysis 15

Regression analysis 16

Assessment of the research hypothesis 17

Significance of the study 18

Recommendation 18

Conclusion 19

References 20

Appendices 24

Appendix1 25

Appendix2 28

List of Tables

Page

1. Research time line 3

2. Operational Definition 9

3. Reliability Coefficient and Descriptive Statistics of client retention, 14

trust, customer satisfaction and switching barrier.

4. Correlation Matrix for client retention, 14

trust, customer satisfaction and switching barrier.

5. Stepwise Regression on client retention 16

List of Figures

1. Figure1: Conceptual Framework of Research Variable and their relationships. 10

Executive Summery

This research intends to investigate the relationships of client retention, trust, customer satisfaction and switching barrier in the context of Unitrend ltd. Which is one of the leading advertising agency in Bangladesh. It is a correlation study which measures the correlation among the study variables such as client retention, trust, customer satisfaction and switching barrier. The sample for this study was the 30 clients of Unitrend ltd. The researcher distributed 120questionnaires among the respondents; these questions were borrowed from the article of Chatura Ranaweera and Jaideep Prabhu(2003). Collected data were analyzed by using the SPSS version 12.0. Correlation analysis, stepwise regression were performed to asses the hypothesis. The correlation analysis provided full support to prove 2 of the hypothesis among 3 which were trust and customer satisfaction. Customer satisfaction and trust have some strong positive statistically related. So Unitrend ltd. should focus more on building up more trust and provide the best customer satisfaction by their work.

Introduction

Unitrend Ltd, stepped in the market in the year of 1985 with a group of 4 talented young people, which has now turned to be around a total of 100 at present excluding its sister concerns which are Digital canvas and Uni web (Radio Amar 101), Uni Media, Uni Social and Momentum. Its Chairman Muneer Ahmed Khan and CEO Zulfiqar Ahmed started with a vision to alter the face of advertising. They came in the market with wide range of services, Unitrend strives to be a communication partner to the clients,