Customer Satisfaction Thesis
The inherent stiff competition has compelled companies in the telecommunication industry to improve customer satisfaction by meeting their needs, demands, and wants. The literature review provides comprehensive elucidation different efforts made by companies in their quest to capture new markets and maintain market share. Through the literature review, factors such as network quality, price and product facilities have been discussed. Based on the results obtained from the study, it is crystal clear that a number of factors normally influence the level customer satisfaction of the telecommunication industry in Bangladesh. Suggestions held by the study indicates that, mobile operators have the responsibility of examining factors that affect consumer satisfaction to be able maneuver easily through the constraints provide by the market such as competition.
It has not only become a responsibility, but also a major objective of the telecommunication companies in Bangladesh to come up with ways that will ascertain attraction and retention of customers through effective satisfaction. Reportedly, the subscribers on the different operators have literary increased fold wise, an issue that has brought enormous challenges as far as customer satisfaction is concerned (Chakraborty, & Sengupta, 2014). Aggressiveness and inherent technology have facilitated a faster growth and hence, it has become an obligation of the key stakeholders to come up with more aggressive oriented strategies to market their services in Bangladesh. The market penetration rate, especially for the mobile telecommunication, is very high in Bangladesh, an aspect that has managed to attract a number of foreign investors.
According to a report publish by BTRC (2014), currently, Bangladesh boasts of six mobile phone operators. The question to ask is; what makes customer’s satisfaction of telecommunication companies in Bangladesh? Importance of the Study The rationale of this report was to provide a comprehensive explanation of the factors that make customer’s satisfaction of telecommunication companies in Bangladesh. The study findings will have vast usage and application especially by the telecom companies across Bangladesh. The interested foreign investors can use the results obtained in this study in their process to come up with an effective customer-oriented marketing strategy. Despite the fact that the models of customer satisfaction and service quality have been researched extensively before, the researchers and scholars have failed to give a comprehensive attention on the issue of involvement service satisfaction.
The research reported was meant to benefit the telecom industry in particular by pinpointing the key determinants of customer satisfaction, especially in Bangladesh. In general, satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance or outcome to the expectation. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied and delighted (Akbar, & Parvez, 2009). In case of mobile commerce, customer satisfaction is customer’s post-purchase appraisal and emotional response or reaction to the overall product or service, familiarity in a mobile commerce environment. Such factors will be discussed below. Call rate or price As per Kotler and Armstrong (2010), cost is a measure of cash charged for an item or administration.
Chakraborty and Sengupta (2014), Santouridis and Trivellas (2010) discovered estimating structure is one of the major determinants influencing consumer loyalty for any association to manufacture a manageable aggressive separation. Consumer loyalty is ordinarily estimated in light of the coveted administrations and value level they will pay for. Furthermore, consumer loyalty is firmly related with reasonable estimating on an item or an administration that prompts client reliability towards association. The consequences of the ponder demonstrated that low-quality system benefit makes more disappointment among cell phone endorsers and increment the propensity to change to the next system administrators. Likewise, both the system quality and reasonable estimating have the noteworthy impact to pick the portable administrators as the specialist organization (Khan and Afsheen, 2012). In this manner, low system quality increases the number of grumblings which without a doubt prompt high client disappointment.
In such manner, portable administrators must need to guarantee solid system quality to fulfil their supporters. Service Diversity and Customers’ Facility As per Berger et al. Be that as it may, the level of aggressiveness of the media transmission area, including varieties of administrations what's more, offices and also the level of customization, may impact clients' fulfilment level and along these lines their image decision. Research holds that, there are ten major determinants of the quality of a service. According to focus based research, credibility, responsiveness, competence, tangibles, access, reliability, Knowledge and customer security are the key determinants of quality delivery. Other researchers have expounded on those qualities and included personalized customer care services and attention. Telecom service The telecom market is one of the markets that have been facing stiff competition especially from other major players and telecom operators.
Through the influence and effects of customer satisfaction, an intense and unwavering customer loyalty is created and maintained. Through customer involvement, information transfer from one party to another in relation to a certain product or service is facilitated. Practically, customer involvement ensures that feedback from the customers is obtained in real time and key solutions or improvements are taken care in time. An improved customer satisfaction has the ability to influence repurchase, positive word of mouth marketing, purchase or acquisition of more products from the company, and willingness of the customer to overpay for a certain product (Rahman, 2014). Businesses and firms are in vantage of losing their esteemed customers in a situation where customer satisfaction is not achieved or even improved.
The liberation of the telecommunication industry in Bangladesh can be traced back in 1989 when private operators were presented with a license to provide alia cellular mobile services as the move to compare and contrast the inherent monologist telecommunication service provider, the Bangladesh Telegraph and Telephone Board (BTTB). As of the late 1990’s, Bangladesh experienced vast changes in the communication sector when the number of mobile services and fixed services increased. Since then, there has been an exponential increase in the number of service operators in Bangladesh. Citycell was generally a monopolistic device due to the absence of a competition. It was during this period when customers were exploited and deprived of major advantages as Citycell focused on generating more revenue and abnormal profits.
Such an expansion indicates that Bangladesh telecom sector has entered into its maturity phase. Due to the intense competition, it has become mandatory for the operators to strategize on how they can achieve customer satisfaction and customer involvement (Rahman, 2014). Technically, there is an intense internal competition inherent in the telecommunication sector in Bangladesh due to the multinational subsidiaries. Customer loyalty has always been an issue and hence a number of companies in Bangladesh have taken consideration of the customer as an important aspect of business growth. It has become the responsibility of the mobile telecom companies to conduct intensive research to determine the key wants and needs of their customers in order to come up with an effective strategy that will create a strong and wide loyalty customer base.
The secondary data was therefore obtained from different magazines, journals, websites and books. The researcher employed the convenience sampling technique to choose response in the study. Hypothesis This report took into consideration six major factors such as value-added service, customer service, communication, sales-promotion, convenience and price structure. Therefore, the six factors were used to generate six hypotheses whose purpose is to re-define the nexus between customer satisfaction and those factors taking into account customer loyalty. H1: Satisfaction due to tariff or price structure has a favorable impact on customer loyalty H2: satisfaction due to communication has a favorable effect on customer loyalty H3: satisfaction due to the value-added service influence customer royalty positively H4: Satisfaction due to convenience affects customer royalty positively H5: satisfaction due to sales promotion affects customer royalty positively H6: satisfaction due to the customer care or customer service affects customer royalty positively The study was based on the quantitative statistical technique to carry out data analyses.
From the survey, a larger percentage had an income of less than 20,000 takas. The lowest population had an income of 50, 000 taka. Mobile operator A question in relation to the mobile was asked mainly to give a clue on the general market share of the operators. The data obtained was eventually used to draw a comparison with the actual market share as reflected in a market scenario. The survey, therefore, gives a clear illustration the actual market share of the telecommunication companies, i. The customer royalty literary translates to more revenue and hence more investment. A larger percentage of users indicated that they are more likely to change their operator within a period of five years. However, the data indicates that there has been increased number of mobile users in Bangladesh of late.
Satisfaction Factors and model From the data obtained from the study, various models can be obtained based on different variables. Such models can be attained conducting a regression analysis on the data. CHAPTER FIVE Summary of the Findings, Conclusion and Recommendations Summary of the Findings For a long time, researchers have been more interested in understanding the determinants of customer satisfaction in the telecommunication sector. A number of studies have been conducted to examine the factors that determine customer’s satisfaction in the telecommunication sector in Bangladesh. Based on the findings obtained from this study, it is crystal clear that most studies align with results. The study also found out that this customer support, value-added services, promotional offers, network quality, and bill payment systems tend to influence customer satisfaction significantly.
Conclusion In this modern period, it is practically impossible to ignore the impact generated by the telecommunication in the society. Practically, it is nearly impossible to sustain a nation’s economic growth considering its telecommunication sector. Discussion For a long time, researchers have been more interested in understanding the determinants of customer satisfaction in the telecommunication sector. A number of studies have been conducted to examine the factors that determine customer’s satisfaction in the telecommunication sector in Bangladesh. Based on the findings obtained from this study, it is crystal clear that most studies align with results. The study also found out that this customer support, value-added services, promotional offers, network quality, and bill payment systems tend to influence customer satisfaction significantly.
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