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Day by day people are becoming more and more dependent on Information Technology.
Telecommunication is considered to be the one of the major industry in Pakistan as
mobile phone is a need for everyone these days. In the past few years the competition in
the market has increased especially in the mobile sector and now five big brands are
competing with each other namely Mobilink, Warid, Telenor, Zong and Ufone. These
days' mobile phones are not only meant for voice chatting but other facilities like SMS
(short messaging server), web browsing, and MMS (Multi Media Messaging) etc value a
lot to the consumers. With the increasing number of mobile phone users and its services
in the country there is a great competition between the mobile phone companies and all
of them are focusing on the strategies that how to manage their brand in order to
capture the maximum market share.
The problem at hand is basically that a single mobile phone company these days is
offering a lot of packages and the switching barrier in this industry is extremely low.
With the introduction of mobile number portability consumers can now easily switch
from one network to another. The companies should focus on the strategies that how to
retain their market share.
The scope of the study is great as the market share of the companies is changing due to
the increase in competition. Every company is trying to position its brand in the minds
of the consumers in the best form. Perception of the people about a particular brand is
changing day by day. Every company have different objectives like Mobilink was the first
company to target the corporate class by introducing the Black Berry phones while
Telenor focused on to start the operations from small towns and villages where
operations of other mobile companies were absent.
Research objectives!
Establishing the factors which significantly impact on overall quality gives direction to
the quality improvement strategy, helping managers to identify the key parts of their
processes.
In the second article The effects of customer satisfaction and switching barrier on
customer loyalty in Korean mobile telecommunication services by Moon-Koo Kima,
Myeong-Cheol Parkb, Dong-Heon Jeonga write that the rapid development of
information and communication technologies (ICT) and high demand from customers,
the paradigm of mobile telecommunication services is now shifting from voice-centered
communication to a combination of high-speed data communication and multimedia.
The research states that factors such as the growth of the wireless Internet, the
introduction of IMT-2000, and the upcoming introduction of mobile number portability
(MNP) all contribute to emphasize the appearance of a transition period in the mobile
telecommunication services market. Earlier studies suggest that customer loyalty
provides the foundation of a company's sustained competitive edge, and that developing
and increasing customer loyalty is a crucial factor in companies' growth and
performance (Lee & Cunningham, 2001; Reichheld, 1996).
Customers experiencing a high level of satisfaction are likely to remain with their
existing providers and maintain their subscription. However, according to some
research, customer satisfaction, while positively influencing customer loyalty, is not
always a sufficient condition, and, in some cases, fails to produce the expected effect. As
a general rule, customer satisfaction and customer loyalty are very closely related.
Customer satisfaction functions as an antecedent of customer loyalty. Mobile carriers
must, above all else, maximize customer satisfaction and the switching barrier in order
to enhance customer loyalty. In particular, mobile carriers must focus on service quality
and offer customer-oriented services to heighten customer satisfaction, among factors
establishing service quality, the factors with a significant impact on customer
satisfaction appeared to be call quality, value-added services, and customer support.
The third article Understanding customer satisfaction and loyalty: An empirical study of
mobile instant messages in China by Zhaohua Denga, Yaobin Lua, Kwok Kee Weib,
Jinlong Zhanga we examine the determinants of customer satisfaction and loyalty. The
findings confirm that trust; perceived service quality, perceived customer value,
The purposes of this study are to construct an instrument to evaluate service quality of
mobile value added services and have a further discussion of the relationships among
service quality, perceived value, customer satisfaction. The main findings are as follows:
(1) service quality positively influences both perceived value and customer satisfaction;
(2) perceived value positively influences on both customer satisfaction and postpurchase intention; (3) customer satisfaction positively influences post-purchase
Theatrical Framework
Hypothesis
Service quality positively influences customer satisfaction in telecom industry.
Perceived value positively influences customer satisfaction.
Customer satisfaction has a significant, positive effect on loyalty.