BUSINESS RESEARCH METHODOLOGY
RESEARCH PROPOSAL
SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARDS CELLULAR SERVICE PROVIDERS IN PAKISTAN
Submitted by
YUSRA BABAR
B00298203
ABSTRACT
The prosperity and achievement of any organization relies on several factors. Telecommunication sector aims to provide their customers with quality services. Companies giving quality services tend to struggle more in order to survive in service sector which in turn satisfy their customers. This study aims to examine the customer quality as a factor that satisfies customers. This study is quantitative in nature so self-administered questionnaire has been adopted to analyze quality of the service provided by cellular service providers in Pakistan.
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(Olla et al., 2002).
The most effective way to stay connected with each other has become necessity in this busy world and telecom services are trying to make their market capitalization strong by giving the best quality services. With the passage of time the competition has become immense and is becoming difficult to meet maximum satisfaction of customer. At the same time quality should not be compromised.
So there is a strong need to research on the factors that investigate the customer’s behavioral intentions towards service quality provided by telecom sector. There is also a need to focus on both present and future customers.
OBJECTIVES OF THE STUDY
The main purpose and aim of this study is to identify the extent to which customers get satisfied with the services and quality provided by cellular service providers in Pakistan.
SPECIFIC AIMS
The specific aims in this respect are as follows:
To identify the needs of customers expectations and perceptions about various service providers.
To check how service quality makes the customer loyal and stick to one service provider.
To examine the importance of different packages provided by cellular service providers such as pre-paid and post-paid.
To investigate about customers that switches one service provider to another.
To explore what customers expect through availing services.
PROJECTED RESEARCH
The unit of analysis was the individual mobile phone service subscriber. Data were analyzed in two major stages, that is, through descriptive statistics and specific tests of hypothesis. Cross tabulation was used to analyze demographic variability of the respondents. Descriptive statistics including measures of central tendencies, measures of dispersion, frequencies and percentages were calculated to examine the respondents’ characteristics. These statistics showed the basic characteristics of research variables. The second stage of analysis focused on testing specific hypotheses of this study. To analyze qualitative data, content analysis was used following the suggestion by SPSS BOSS (2015). As noted by
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Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in
In today 's fast-paced mobile, global, and virtual business environment means that business leaders must change their approach to daily operational issues, new business opportunities, and local, regional, and global uncertainties. Telecom companies must gain a deep understanding of customer attitudes, behaviors and actions. This is essential to improving customer acquisition and retention.
In order to make a realistic promise the company must know what the customer expects and its limitations with providing that level of service or if that is unrealistic request. The company must communicate with the customer on what their expectations are, so that the company could then evaluate if that is a feasible feat for the company to achieve, or if the expectations of the customer are unrealistic. The higher the level of expectation the customer brings, will determine their personal evaluation of service (Zeithaml, Bitner, & Gremler, 2013, p 429); and the higher level of service quality they expect to received. In order for the customer to believe they received high quality of service their expectations must be met. In pursuance of fulfilling the customer expectation of service received the customer must be afforded options or choices related to the service received.
1. Analyze Enterprise’s Service Quality Survey. What information is it trying to gather? What are its research objectives?
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The landscape of the telecommunication industry in Sri Lanka has been changed drastically since the deregulation of telecommunication sector in early 1990s. Number of service providers has been increased from one, i.e state monopoly, to more than 70 within a short period of time. With the increased competition telecom service providers find it difficult to retain the existing customers. In that context the objective of this research explanatory
In these three top/major cellular phone companies we can see how economic incentives play a major role on how these companies charge their subscribers. Cost of services paid by subscriber on different bundles of services i.e. basic service/voice, text, minimum charge (either per minute or pulse) are the major factors that these companies that charge consumers. In this study, we will be focusing on the main usage of cellular phones which are the calls and short messaging service (SMS) for local and international usage, prepaid and line subscribers. Through incentives, cost of services subscribed by cellular phone users is minimized and at the same time the benefit of both the consumer and the producer are maximized.
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PTA, which is playing a leading role in telecom sector, has taken notice of poor quality of service of cellular phone companies and has asked them to improve their service with immediate effect. To asses & look over the quality of services (QoS) of these operators, a country wide survey was conducted and action was taken against those who have failed to provide services according to their license conditions. PTA has issued show Cause notice against M/s Mobilink & M/s Ufone on poor quality of service.
support she gave to us in order to produce this write-up. We appreciate her efforts
In the current competitive environment, satisfying customers has emerged as the primary challenge for many service companies. Emerging technologies, rising and ever changing customer expectations has significantly narrowed the quality gaps, thus thrusting customer satisfaction into a preeminent role in achieving a sustainable competitive advantage. Service quality is clearly essential for organizational success and is typically defined in relation to exceeding customer expectations (Humprey, 2004). Customer perceives services