FACTORS INFLUENCING CUSTOMERS’ SATISFACTION ON BANGLADESHI TELECOMMUNICATION SERVICE PROVIDERS
Abstract
In twenty-first century telecommunication, services become a basic requirement for every individual and organization. This industry transforms human life significantly. Telecommunication industry provides ease in human communication. Hence, satisfying customers becomes the paramount concern for every telecom service provider across the world. Despite having an enormous number of researches in customer satisfaction, very few researchers have empirically examined important determinants for customers’ satisfaction emphasizing on telecommunication industry. Hence, this study tries to investigate crucial important factors for customers’ satisfaction focusing on Bangladeshi telecommunication industry. By giving one-month extensive effort, this study managed to obtain 1562 respondents from six different states in Bangladesh. Regression results revealed very interesting findings by falsifying importance of quality in the telecom industry. Results evident that price and brand image is the two top most important factors in the telecom industry to satisfy their customers. This study is one of the few that identify quality is not important for satisfying customers which can provide a new thoughtful idea for telecom managers.
JEL: L90, L96, O14
Article visualizations:
Keywords
References
Anderson, E. W., Fornell, C., and Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden, Journal of Marketing, 58: 53-66.
Bitner, M. J., Booms, B. H. and Tetreault, M. S. (1990) “The service encounter: Diagnosing favorable and unfavorable incidents”, Journal of Marketing, 54: 71-84.
Buzzell, R. D., and Gale, B. T. (1987) The PIMS principles: linking strategy to performance. New York: The Free Press.
Campbell, J. Y. (2003). Consumption-based asset pricing. Handbook of the Economics of Finance, 1, 803-887.
Cavana, R.Y., Delahaye, B.L. and Sekaran, U. (2001), Applied Business Research: Qualitative and Quantitative Methods, John Wiley & Sons, Brisbane.
Chen, C-F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan, Transportation Research Part A, 42, 709-717.
Chin Wei, C., Siong Choy, C., & Heng Ping Yeow, P. (2006). KM implementation in Bangladeshi telecommunication industry: an empirical analysis. Industrial Management & Data Systems, 106(8), 1112-1132.
Cöner, A., & Güngör, M. O. (2002). Factors affecting customer loyalty in the competitive Turkish metropolitan retail markets. Journal of American Academy of Business, 2(1), 189-195.
Crosby, P. (1996) Quality is still free: Making quality certain in uncertain times. New York: McGraw-Hil.
Dahari, ZB, Rahman, S. and Azam SMF. 2011. Customer satisfaction with mobile phone operators: An exploratory study in Kuala Lumpur, Bangladesh, Indian Journal of Marketing 41 (5), 39-47
Dawar, P. (2013). A Study of Factors Affecting Customer Satisfaction In Present Highly Competitive Banking Industry, Asia Pacific Journal Of Marketing & Management Review, 2 (2).
Elnan, H., & Andersen, O. (1999). Measuring and monitoring service quality in the bus industry. In Proceeding of the 3rd Asian Academy of Management Conference.
Estelami, H., Lehmann, D. R., & Holden, A. C. (2001). Macroeconomic determinants of consumer price knowledge: A meta-analysis of four decades of research. International Journal of Research in Marketing, 18(4), 341-355.
Etgar, M. (2002). The retailing ecology model: a comprehensive model of retail change. Retailing: The evolution and development of retailing, 1, 294.
Gioia, D., Schultz, M. and Corley, K. (2000) “Organizational identity, image and adaptive instability”, Academy of Management Review, 25 (1): 63–81.
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing, 85(1), 1-14.
Groholdt, L. Martensen, A. and Kristensen, K. (2000) “The relationship between customer satisfaction and loyalty: Cross-industry differences”, Total Quality Management, 11: 509-514.
Gronroos, C. (1988) “Service quality: The six criteria of good perceived service quality”, Review of Business, 9:10-13.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analysis (Vol. 7). Upper Saddle River, NJ: Pearson Prentice Hall.
Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality,14(1), 40-57.
Hau, K. T., & Marsh, H. W. (2004). The use of item parcels in structural equation modeling: Non‐normal data and small sample sizes. British Journal of Mathematical and Statistical Psychology, 57(2), 327-351.
Hokanson, S. (1995), “The Deeper You Analyse, The More You Satisfy Customers”,
Iyer, G., & Evanschitzky, H. (2006). Dimensions of satisfaction in retail settings. In Sustainable marketing Leadership. A synthesis of Polymorphous Axioms, Strategies, and Tactics, Proceedings of the 35th EMAC Conference, Athens, Greece.
Jahanzeb, S., Tasneem, F. and Khan, B. (2011) “An empirical analysis of customer loyalty in Pakistan’s telecommunication industry”, Database Marketing & Customer Strategy Management, 18 (1): 5–15.
Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of economic psychology, 12(2), 267-286.
Kandampully, J. (2007). Services management: The new paradigm in hospitality (p. 190). Upper Saddle River, NJ: Pearson Prentice Hall.
Kang, G. D. (2006) “The hierarchical structure of service quality: Integration of technical and functional quality”, Manage. Serv. Quality, 16 (1): 37-50.
Keller, K. (1993) “Conceptualizing, measuring, and managing customer-based equity”, Journal of Marketing, 57: 1-22.
Kim, Y. and Lee, J. (2011) “Relationship between corporate image and customer loyalty in mobile communications service markets”, African Journal of Business Management, 4 (18): 4035-4041.
Kotler, P. and Armstrong, G. (2010) Principles of marketing, 11th edition. New York: Prentice Hall International.
LaBarbera, P. A., & Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. Journal of marketing research, 393-404.
Lien, T., and Yu-Ching, C. (2006), “The determinants of customer loyalty: An analysis of intangible factors in three service industries”, International Journal of Commerce and Management, 16(3/4), 162-177.
Lin, H-H., and Wang, Y-S. (2006), “An examination of the determinants of customer loyalty in mobile commerce contexts”, Information & Management, 43, 271-282.
Liu, L. (2008) “Study of the relationship between customer satisfaction and loyalty in telecom enterprise”, 4th International Conference on Wireless Communications, Networking and Mobile Computing, 1-7. Martin et al., 2009, Marketing News. , 16.
Matzler, K., and Pramhas, N. (2004), “Preiszufriedenheit—prospect theory oder Kano-model? In: Hinterhuber, H.H., Matzler, K. (Eds.)”, Kundenorientierte Unternehmensfu¨ hrung. Kundenorientierung—Kundenzufriedenheit— Kundenbindung, 4th ed. Gabler, Wiesbaden, 181-193.
Matzler, K., Wurtele, A., and Renzl, B. (2006), “Dimensions of price satisfaction: a study in the retail banking industry”, International Journal of Bank Marketing, 24(4), 216-231.
Natalisa, D., & Subroto, B. (2003). Effects of management commitment to service quality to increase customer satisfaction of domestic airlines in Indonesia. Singapore Management Review, 25(1), 85-104.
Nikbin, D., Ismail, I., Marimuthu, M., & Armesh, H. (2012). Perceived justice in service recovery and switching intention: evidence from Bangladeshi mobile telecommunication industry. Management Research Review, 35(3/4), 309-325.
Oliver, R. L. (1981). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research. 1980 17, 460-469.
Pampaloni, A. M. (2006) “Communicating image: Creating and projecting an organizational image to external stakeholders”, A Dissertation, New Brunswick, New Jersey.
Parusaraman, A., Zeithamal V. and Berry L. (1985) “A conceptual model of service quality and its implication for future research”, Journal of Marketing, 48 (Fall): 41-50.
Sekaran, U., & Bougie, R. (2010). Research Methods. For Business: A Skill Building Approach (7th ed.). West. Sussex, UK: John Wiley & Sons Ltd.
Smith, P. R., and Taylor, J. (2004) Marketing Communications, an integrated approach, 4th edition. (London: Kogan Page).
Tiernan, S., Rhoades, D. L., & Waguespack Jr, B. (2008). Airline service quality: Exploratory analysis of consumer perceptions and operational performance in the USA and EU. Managing Service Quality, 18(3), 212-224.
Uddin, M. B., & Akhter, B. (2012). Customer satisfaction in mobile phone services in Bangladesh: A survey research. Management & Marketing Journal, 10(1).
Vaidyanathan, R., & Aggarwal, P. (2003). Who is the fairest of them all? An attributional approach to price fairness perceptions. Journal of Business Research, 56(6), 453-463.
Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232-240.
Venetis, K. A., & Ghauri, P. N. (2004). Service quality and customer retention: building long-term relationships. European Journal of marketing, 38(11/12), 1577-1598.
Voss, G.B., Parasuraman, A., and Grewal, D. (1998), “The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges”, The Journal of Marketing, 62(4), 46-61.
Yoo, D. K., and Park, J. A. (2007) “Perceived service quality: Analyzing relationships among employees, customers, and financial performance”, International Journal of Quality & Reliability Management, 24 (9): 908-926.
Zeithaml, V. A., Wilson, A., and Bitner, M. J. (2008) Services marketing, 4th edition. New Delhi: The McGraw-Hill Companies.
Zielke, S. (2008), “Exploring asymmetric effects in the formation of retail price satisfaction”, Journal of Retailing and Consumer Services, 15, 335-347.
DOI: http://dx.doi.org/10.46827/ejmms.v0i0.237
Refbacks
- There are currently no refbacks.
Copyright (c) 2018 S. M. Ferdous Azam, Khondaker Sazzadul Karim
![Creative Commons License](https://i.creativecommons.org/l/by/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
![](/soc/public/site/images/admin/banner-footer.jpg)