Customer Satisfaction and Loyalty in Mobile Telecumunication (original) (raw)

2015, European Journal of Business and Management

This research has been conducted to discuss customer loyalty in mobile telecommunication. Study measures different features of service assortment, price satisfaction, quality, employee service and satisfaction to check which attribute influence the loyalty more in mobile telecommunication. Design/methodology/approach: A survey was conducted in university of Sargodha. For this purpose the questionnaires were filled from the students of different departments of the university who were the customers of any one of the mobile network operators from the five main mobile networks in Pakistan named as Ufone, Telenor, Warid, Zong and Mobilink. The five-point Likert scale was used (where 1 equals strongly disagree and 5 equals strongly agree). Finding:Research found that Price satisfaction, quality, employee service, service assortment and satisfaction positively related to the customer loyalty. Research also found that Service assortment highly affects the customer loyalty among the all independent variables.Limitations:This research includes a limitation that the people under consideration of sample are highly educated and young people.Originality/value:Regardless of the development of new products and services, only some studies have examined customer satisfaction and loyalty in the mobile telecom sector. INTRODUCTION This research has been conducted in order to check the impact of relationship marketing in mobile network operators of telecom sector of Pakistan and to find out the loyalty of customers for these mobile network operators. Telecommunication is highly competitive and challenging industry in all over the world. This industry experience significant changes in last few decades. Many telecommunication companies are fighting for customers. Telecommunication services became cheaper due to increase in competitors. Today internet, land line phone and mobile services are available with very reasonable prices due to which numbers of mobile users are increasing day by day. Mobile operators generally use modern methods of promotion e.g. T.V Ads, Newspaper Ads, Radio Ads and Online promotion. Mobile services are convenience by type. People use mobile services frequently and not significant planning is required for its usage. People generally make little comparison while getting a connection. People prefer those networks who offer good quality with minimum price while adults and teenagers mostly prefer those networks that provide variety of package (sms bundles, late night packages, friends and family packages). Regardless of the development of new products and services, only some studies have examined customer satisfaction and loyalty in the mobile telecom sector. Satisfaction of mobile network operators is very important because it involve highly word of mouth promotion. A satisfied customer suggests his mobile network operators to friends and family members. According to telecommunication authority of Pakistan, there are 98 million mobile users in Pakistan and growth rate is also increasing rapidly. In April 2010 growth rate was 0.50% while in May 2010 growth rate was 0.72%. According to analysis there is still market place 7-14 crores exist in Pakistan. According to PTA, there are five international mobile network operator companies in Pakistan e.g. Ufone, Mobilink, Warid, Zong and Telenor. The following order exists between these companies with respect to the number of users in Pakistan; (1) Moblink (2) Ufone (3) Warid (4) Telenor (5) Zong Zong introduced later in Pakistan therefore having least number of users, but Zong is at the top of the world with respect to number of users. Zong is growing rapidly in Pakistan UAE is the biggest investor in the telecommunication sector in world wide, while USA and Norway are the second and third larger investors respectively. Moblink is a USA company, Ufone is a Pakistani company, Warid is a UAE company, Telenor is a Norway company and Zong is a china mobile company. Research involves all the important variables e.g. price satisfaction, quality, service assortment, employee services, satisfaction and loyalty of customers. Research tries to draw influence of price satisfaction, quality, service assortment, and customer services on customer satisfaction and loyalty. All these variables help in the baying behavior of customers. Research shows that all these variables highly affect the baying behavior of customers in different field. This research includes a limitation that the people under consideration of sample are highly educated and young people. We assume that percentage of specific mobile users in sample not effect on the relation between the variables. Research also includes statistical inferences. Finally conclusion and implementation for further studies are also mention in this research paper.