Customer Satisfaction - Mobile Phones

22930 WordsSep 16, 201192 Pages
ABSTRACT The British mobile phone market has grown considerably over the previous years and is regarded to be one of the largest mobile markets in Europe in terms of both the number of subscribers and the revenue of mobiles which exceeded £15.4 billion in 2008. With the rapid growth of the market and due to the high competition amongst the mobile networks in the UK, customer satisfaction is required to be considered by those companies in order to retain their customers satisfied and to increase their market shares. Therefore, the focus of this study is to measure customer satisfaction towards mobile phone service operators in the UK. The research approach which is adopted in this project is based on an extensive…show more content…
of this study 3 1.4 Methodology 3 1.5 Outline Structure 4 1.5.1 Chapter 1: Introduction 4 1.5.2 Chapter 2: Market analysis 4 1.5.3 Chapter 3: Literature review 5 1.5.4 Chapter 4: Research methodology 5 1.5.5 Chapter 5: Findings 5 1.5.6 Chapter 6: Conclusion 5 Chapter 2: Market Analysis 7 2.1 Introduction 7 2.2 Customer development 7 2.3 UK Mobile Phone Revenues 10 2.4 Mobile and Landline Calling Minutes in the UK (billion), 2004-2008 12 2.5 Market share 14 2.6 Environmental Analysis 18 2.6.1 PEST analysis 19 2.6.1.1 Political/Legal 19 2.6.1.2 Economical 20 2.6.1.3 Social 22 2.6.1.4 Technological 25 2.6.2 Porter’s five forces 26 2.6.2.1 The threat of new entrants 27 2.6.2.2 The bargaining power of suppliers 27 2.6.2.3 The bargaining power of buyers 28 2.6.2.4 Threat of substitute 28 2.6.2.5 Industry competitors 29 2.7.3 SWOT analysis for UK Mobile Sector 29 2.7.3.1 Strengths 31 2.7.3.2 Weaknesses 31 2.7.3.3 Opportunities 32 2.7.3.4 Threats 32 Summary 33 Chapter 3: Literature review 34 3.1 Introduction 34 3.2 Customer Satisfaction 34 3.3 Customer Satisfaction towards Mobile Phones: 37 3.3.1 Customers’ attitudes towards mobile phones service providers 37 3.3.2 The Reasons for Changing Mobile Service Providers 38 3.3.3 The key drivers of customer satisfaction 40 Summary 42 Chapter 4: Methodology 43 4.1 Research Approach 43 4.2 Research Method 43 4.3 Respondent Sample 44 4.4
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