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Factors affecting customer loyalty in telecom sector in Pakistan

Study from Karachi Perspective.

Table of Contents

3.0 Research Methodology.................................................................3

3.1 Research Design.........................................................................3
3.2 Procedure.................................................................................. 3
3.3 Population................................................................................. 3
3.4 Sampling and sampling method:......................................................4
3.5 Measurement /instrument selection:..................................................4
3.6 Variables:.................................................................................. 4
3.7 Hypothesis:...............................................................................4
3.8 Plan of Analysis/ Statistical tools:....................................................5
3.9 Software employed:.....................................................................5
3.10 Research schedule...................................................................... 5

3.0 Research Methodology

3.1 Research Design
This research is explanatory in nature and adopts deductive approach to analyze the data through
questionnaire. The quantitative research methodology is used by applying post-positivism
philosophy. The mono method is used to tackle cross-sectional basis for dissecting data.
Accordingly, both primary and secondary data is gathered and dissected.

3.2 Procedure
The completion of the research comprises certain procedures;itis comprised of five steps which
are as follows.

In the first phase the information would be gathering from different articles and relevant

articles.
After gathering the relevant information from literature the next phase is to develop the
research objective and the information would be gathering according to research

objective.
In the third phase the development of the questionnaire would be occur, and validity

would be with check with approval of questionnaire by different experts and respondents.
In the fourth phase after taking the validity the data would be collect with different

respondents and analysis would be perform by the SPSS software.

In the last phase of our research we would check the reliability and validity and get the
results, after that the and after then formulated the conclusion and findings from the
researched was written down and it all ends with the discussion and area of future
research.

3.3 Population
Targeted population for this research is both male and female students of Szabist who are
currently enrolled at the university andare using the cellular network. The rationale behind
choosing Szabist population is because it is very easy to collect the data from the students of
Szabist in limited time frame.

3.4 Sampling and sampling method:

In this research, non-probablity sampling technique is used and different respondents have been
selected through convenience sampling to generate the responses of general individual both male
and female. The sample size is around 351 students and is taken from simple-random table with
95% confidence level with 5% margin of error. The reason for selected sample is convenience
sampling is that it is large enough.

3.5 Measurement /instrument selection:

In this research study, data will be collected through questionnaire which is most appropriate tool
to gather the information from large number of sample size. Questionnaire have been selfadministrated or borrowed for this survey.

3.6 Variables:
Independent Variable

Factors
Trust
Perceived value
Customer satisfaction
Service quality

Dependent variable

Customer
Loyalty

3.7 Hypothesis:
There are four hypotheses which are verified during the research.
H1: There is positive significant effect of trust on customer loyalty.
Ho: There is no any positive significant effect of trust on customer loyalty.
H2: There is a positive significant effect of perceived value on customer loyalty.
Ho: There is no any positive significant effect of perceived value on customer loyalty
H3 There is a positive significant effect of service quality on customer loyalty.
Ho: There is no positive significant effect of service quality on customer loyalty.
H4: There is positive significant effect of customer satisfaction on customer loyalty.
Ho: there is no positive significant effect of customer satisfaction on customer loyalty.

3.8 Plan of Analysis/ Statistical tools:

This research study includes the measurement of the demographic factors (age, gender,
profession, income level) with testing the descriptive statistic i.e., frequencies and percentages
along with inferential statistics co-relation and linear regression.

3.9 Software employed:

The analysis of the data is done through the software SPSS 22.0.

3.10 Research schedule

The time framework for this research study is around 5 months to get it done.