Identification of factors responsible for customer satisfaction is a key concern of marketing scholars and marketers in now a days and it will remain in the future. There is considerable evidence that quality factors affecting customer satisfaction in numerous ways. However, this empirical study is initiated to find out what particular factors responsible for customer satisfaction in the mobile telecommunication industry in Bangladesh. 282 samples have been collected through structured questionnaire; study reveals that service innovativeness, service reliability, service competitiveness and service consistency have significant influence on making customer satisfied and the operator’s network/signal coverage, pricing, offering, fulfillment of customer demand, value added service, brand value and operators contribution for society have insignificant influences on making customer satisfied at five percent level of significant at multiple regression analysis. On the basis of these findings; study concludes that in promoting customer satisfaction mobile service providers should be concerned for factors responsible for insignificant influence on customer satisfaction and care of those factors have significant influence on promoting customer satisfaction in telecommunication industry in Bangladesh. Today, telecommunication is an inseparable part of our everyday life. Besides tele-phone, now-a-days mobile phones are playing a great role to communicate from one place to another place. The phone is not only used for making calls, among many other functions, it is used for communicating through text-messages, multi-media messages, as well as to connect us to the internet. The opportunities that lie in the telecom market seem endless and the growing demand for mobile telephony systems is creating a world-wide market. Actors in this industry are seeking the most profitable markets throughout the world (Hossain, Suchy 2013). The mobile telecommunication is one of the fastest growing industrial sectors in Bangladesh. It is projected that Bangladesh will be the third biggest telecom market in Asia after China and India (Uddin, Akhter 2012). The competition in this sector has become very intense and the companies’ need for survival, in these very difficult conditions that dominate in this sector, forces them to search for ways to attract and retain customers (Vranakis et al. 2012). The increases in the number of subscribers on the various operators in Bangladesh have brought with it the challenges of customer satisfaction. Though the industry is relatively new yet the growth is much faster in comparison to other industries due to aggressive market oriented business strategy. The mobile telecommunication industry of Bangladesh is going towards high market penetration rate. Many foreign investors are now interested to do business in telecom sector in Bangladesh which reveals that Bangladesh has become a significant hub for telecoms. Bangladesh has currently six mobile phone operators in Mobile Telecommunication Industry (BTRC 2014). This industry has reached maturity stage in telecommunication business in 2G network services. Mobile telecommunication industry of Bangladesh has rapidly expanded in recent years. The total number of Mobile Phone subscribers has reached 111.797 million at the end of October 2013 (BTRC 2014). Table 1. Market Share Operators Active Subscribers Percentage Grameen Phone Ltd. (GP) 46.663 41.74 Banglalink Digital Communications Limited 28.387 25.39 Robi Axiata Limited (Robi) 24.835 22.22 Airtel Bangladesh Limited (Airtel) 8.229 7.36 Pacific Bangladesh Telecom Limited (Citycell) 1.344 1.20 Teletalk Bangladesh Ltd. (Teletalk) 2.340 2.09 Total 111.797 100.00 Source: BTRC, January 2014. Table 1 shows Grameenphone, the largest mobile operator in the country, reached 46.663 million at October 2013 at the rate of 41.74% market share, Banglalink ac-quired 28.387 million subscribers October 2013 at the rate of 25.39% market share, Robi captured 24.835 million subscribers October 2013 at the rate of 22.22% market share, Airtel captured 8.229 million subscribers October 2013 at the rate of 7.36% market share, Citycell maintained 1.344 million subscribers October 2013 at the rate of 1.20% market share and Teletalk captured 2.340 million subscribers October 2013 at the rate of 2.09% market share. The Bangladesh Telecommunication Regulatory Commission (BTRC) gave the ap-proval of the 3G service packages for the three private operators in conformity with that of the state-owned telecom operator, Teletalk. The operator bought spectrum of 2100 bands with the cost of US$ 21 million per megahertz (MHz) spectrum. Only GP bought 10 MHz spectrum while others bought 5MHz spectrum each for the 3G service (BTRC 2014). The new era is introducing, advancement in mobile telecommunication appeared. Mobile operators in Bangladesh currently provide voice call, voice message, SMS, MMS, internet service, international roaming and information services e.g., news, stock quotes, weather, etc. Operators are enthusiastic to promote quality of ser-vices for customer satisfaction at present and near the future. In spite of these outstanding and remarkable improvements in accessibility of mo-bile services in Bangladesh; there are higher rate of customer complaints on the high rate of tariff, interrupted voice signals, irresponsible to customer preference, poor cus-tomer service, connection errors, poor interconnect with other networks. There is therefore the operators need to evaluate the determinants of customer satisfaction in the mobile telecommunication industry in Bangladesh. The customer remains the key concern of marketer and marketing manager now a days and it will remain the future; because customer performs a key role in business, without customer business is impossible. It is customer for which business is created. There are considerable evidences that higher customer satisfaction leads to higher profitability in business. In today’s competitive business; marketing manager concern for attracting, developing and maintaining customers through quality of customer services that of the competitors do. Therefore, this study is initiated to investigate respondents demographic, to investi-gate user’s value added service interface, to identify the factors (service innovative-ness, service reliability, service competitiveness, service consistency, the operator’s network/signal coverage, pricing, offering, fulfillment of customer demand, value added service, brand value and operators contribution for society) responsible for cus-tomer satisfaction in mobile telecommunication industry in Bangladesh and finally provides some policy implications on the basis of findings of the study. Creating satisfied and loyal customers is a key concern of marketers and marking managers in now a days and it will remain in the future. It is well accepted that customer satisfaction is both a goal and a marketing tool for customer-centered companies (Kotler, Keller 2012). Customers’ satisfaction with their purchase is a significant factor that leads business to success. In recent times, customer satisfaction has gained new attention within the context of the paradigm shift from transactional marketing to relationship marketing (Sheth, Parvatiyar 1994). Organizations can accomplish customer satisfaction by satisfying their customers’ needs and wants (LaBarbera, Mazursky 1983). Customer satisfaction as a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption related fulfillment (Oliver 1997). In general satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance or outcome to the expectation (Oliver, Richard 2006). If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied and delighted (Fournier, Mick 1999). In case of mobile commerce, customer satisfaction is customer’s post-purchase appraisal and emotional response or reaction to the overall product or service, familiarity in a mobile commerce environment (Lin, Wang 2006). Jones, Sasser (1995) mentioned that achieving customer satisfaction is the main goal for most service firms today. Increasing customer satisfaction has been shown to directly affect companies’ market’s hare, which leads to improved profits, positive recommendation, and lower marketing expenditures and greatly impact the corporate image and survival (Pizam, Ellis 1999). Better service quality results in enhanced customer satisfaction, which in turn leads to strong customer loyalty. It can be stated that customers, when satisfied with the services they have experienced, are more likely to establish loyalty (Taylor et al. 1993), resulting in repeat purchases (Fornell 1992) and favorable word-of-mouth (Halstead, Page 1992). In today’s dynamic business environment from the firm’s point of view, it is about building and sustaining a strong relationship with their customers by understanding the ingredients of customer satisfaction. The key to customer loyalty is customer satisfac-tion which largely depends on the service quality offered by service providing firms. Service quality and customer satisfaction have been identified as key elements of the service-profit chain (Heskett et al. 1997). Customer service quality is a significant source of distinctive competence and often considered a key success factor in sustain-ing competitive advantage in service industries (Palmer 2001). Nowadays, delivering quality service is an integral part of an ongoing strategy of most business firms and constitutes an essential ingredient for success and survival in the present day’s com-petitive environment (Ulwick, Bettencourt 2008).

Mobile telecom sector in Bangladesh has reached at a desired level. Competition in this industry intensifies the urgency of making customer satisfied for corporate profitability and survival in a competitive marketplace. This case study is conducted on 140 Grameenphone (GP) users in Bangladesh. The Study reveals that customer extended in respect of age, income, education. Major part of customers uses value added and multiple operators’ service; therefore study indicates the urgency of customer satisfaction. The correlation with the factors leading to customer satisfaction found to be positive except network & signal coverage. Finally, multiple regression analysis indicates that GP’s service innovativeness, service reliability, service competitiveness, customer demand fulfillment to be found significant and GP’s service consistency, network & signal coverage, pricing policy, quality of the offering, value added service, contribution to society and brand value to be found insignificant for affecting customer satisfaction. On the basis of these findings; study concludes that customer satisfaction is a dynamic phenomenon. Maintaining desired level of customer satisfaction requires corporate proactive responsiveness in accessing, building & retaining satisfied customers for sustainable competitive advantages in market place. Mobile telecommunication sector in Bangladesh has been grown. The total number of mobile phone subscribers has reached 115.627 million at the end of April 2014 (BTRC, 2014). Customers of mobile telecommunication extended in respect of age, income, profession, gender, education and religion. It has become an essential component of the present lifetime. It encompasses a broad scope of communication facilities in personal life as well as the corporate office. Telecommunication service providers offer a wide range of value added services, including voice call, voice SMS, MMS, information service, roaming, internet service, video call and remote customer care service. Communication has become a means of clicking on the cell phone bottoms rest of the responsibility lies with the telecommunication service provider to convey it in an appropriate manner. Telecommunication service providers like manufacturing organization offers a wide range of product and service; based on customers’ needs. Today telecommunication sector in Bangladesh has become competitive. Competition within this industry indicates the priority of customer satisfaction for corporate profitability and survival. Customer satisfaction becomes a strategic parameter of corporate success. Therefore, today’s corporate manager highly concerned for maximizing customer satisfaction through quality product and services. But in 21st century customer speaks in everyday language. Therefore, what are the factors responsible for making them satisfied becomes an intense focus of corporate managers as well as academic scholars from the better half of last century. Customer satisfaction literature spell out customer is the king of marketing and only one determinate factor of corporate success. Grameenphone (GP) in Bangladesh has become a leading mobile telecommunication company in Bangladesh. Currently other five operators become proactive in the market place for gaining market share through different promotional activities. Likened to other operators Grameenphone’s customer experiences high tariff, poor client service, new product and service with implied terms and conditions. In spite of this backdrop Grameenphone’s total number of subscribers has reached 48.847million at the end of April 2014 at the rate of 42.24 percent market share (BTRC, 2014). On the basis of these realities authors are motivated to identify what factors responsible for customer satisfaction of Grameenphone users in Bangladesh Customer satisfaction literature indicates that customer satisfaction has long been an agenda of marketing scholar and corporate executives. Customer satisfaction is the ultimate goal of business. Customer satisfaction associated with the stable market demand of product/service, loyal customer, profitability, growth, success and positive corporate image. Customer satisfaction is defined as pleasure from product and service utility, fulfillment of expectation. It is obvious that customers are important stakeholders in organizations and their satisfaction is a priority for management. Customer satisfaction has been a subject of great interest to organizations and researchers alike. In recent years, organizations are obliged to render more services in addition to their offers. The quality of service has become an aspect of customer satisfaction (Agbor, 2011). Customer Satisfaction can provide you with major competitive advantages, which can directly lead to increase in profitability and growth of business (Sheth, 2001). b) Factors Affecting Customer Satisfaction Today’s world of intensive competition requires firms to maintain the capability of high-quality service as a sustainable competitive priority (Lee, 2013). Identification of factors responsible for customer satisfaction is a key concern of marketing scholars and marketers in now a days and it will remain in the future. There is considerable evidence that quality factors affecting customer satisfaction in numerous ways (Rahman, 2014a). Many studies have found a direct positive link between service quality perceptions and customer behavioral intentions (Zeithaml et al., 1996). Several factors responsible for customer satisfaction in telecommunication industry includes-

Mobile telecom sector in Bangladesh has reached at a desired level. Competition in this industry intensifies the urgency of making customer satisfied for corporate profitability and survival in a competitive marketplace. This study is conducted on 140 Grameenphone (GP) users in Bangladesh. The Study reveals that customer extended in respect of age, income, education. Major part of customers uses value added and multiple operators' service; therefore study indicates the urgency of customer satisfaction. The correlation with the factors leading to customer satisfaction found to be positive except network & signal coverage. Finally, multiple regression analysis indicates that GP's service innovativeness, service reliability, service competitiveness, customer demand fulfillment to be found significant and GP's service consistency, network & signal coverage, pricing policy, quality of the offering, value added service, contribution to society and brand value to be found insignificant for affecting customer satisfaction. On the basis of these findings; study concludes that customer satisfaction is a dynamic phenomenon. Maintaining desired level of customer satisfaction requires corporate proactive responsiveness in accessing, building & retaining satisfied customers for sustainable competitive advantages in market place.

With the ever increasing popularity of mobile telecommunication, the evaluations of antecedents of customer satisfaction and loyalty have become very important for Mobile Telecom Operators (MTOs) and at the same time for researchers also. A thorough literature survey was carried out in order to identify the factors that influence customer satisfaction & loyalty. Based on literature review, a conceptual research model was developed for identifying the relationship between service quality and customer satisfaction as well as service quality, switching cost, and trust with customer loyalty. The study has collected the perceptions of 300 pre-paid mobile subscribers from three operators (Grameen Phone, Bangla-link, and Aktel) through self administered survey questionnaire. The result shows thats a significant linear relationship exists between service quality and customer satisfaction. The result also shows that service quality, switching cost, and trust are significant predictors of cus...

The main purpose of this study is to explore the impact of the dimensions of service quality on the perceived performance of Nepal Telecom phone users in Kathmandu valley of Nepal. The study has used the five service quality dimensions of SERVQUAL model. These five dimensions of service quality which were developed by Parasuraman namely tangibles, reliability, responsiveness, assurance, and empathy where used to measure the level of customers satisfaction in Nepal Telecom users. The study uses quantitative approach and done different descriptive and correlation analysis tools. Both descriptive and explanatory analysis is being used in this research. A questionnaire was designed and distributed to 200 respondents using a probabilistic sampling technique. Both descriptive and inferential statistics have been used to find out the mean score and correlation between the service quality dimensions with satisfaction level and to test the hypothesis. According to the findings of the study all the five dimensions of service quality have shown a positive and significant effect on customer satisfaction. Pearson correlation analysis was carried out to examine the relationship between service quality dimensions and customer satisfaction and the results shows that all five dimensions have a strong positive relationship, reliability (0.587) and empathy (0.556) are first two dimensions which have strong and positive significant impact on customer satisfaction. As for the recommendation that has come up for this study is that telecom operator should heavily focus on ways to provide satisfaction to customers so that they stay with their network for longer period of time. Since telecom companies do not provide tangible products, their service quality is usually evaluated by measures of the service-provider’s relationship with customers. The main factors of customer satisfactions are network coverage, billing method, customer care center, promotion and value-added schemes, delivery of SMS & MMS quality.

In service industries, customers' satisfaction plays a vital role in attracting and retaining customers. Satisfaction of customers primarily depends on the quality of service. So, studying customers in different type of markets can help in identifying crucial elements which lead to customer satisfaction service quality. This research paper tries to make a comparative study of customers' satisfaction between the telecommunication sector of Saudi Arabia and India to extract the positive customers' satisfaction factors from the both countries. The study concludes that factors like low population density, high income, high subscription which are characteristic of Saudi Arabia in no way lead to better service quality, while high population which can be considered as a proxy of market size can be associated with better service quality.

The current study focuses on the service quality factors which influence customer satisfaction in telecom industry of Pakistan. Customer satisfaction can be built up when brand satisfies the requirements and cravings of clients. Therefore, we took five service quality dimensions (empathy, reliability, assurance, responsiveness & tangibility) as predicting variables towards criterion variable customer satisfaction. This research was carried out on customers of telecom sector. An aggregate of 320 questionnaires were distributed among the customers of telecom industry of Pakistan through electronic forms as well as simple forms out of which 255 forms were returned i.e. response rate was79.7%. The outcomes of statistical tests demonstrate that three out of five predictor variables i.e. assurance, responsiveness and reliability

The present study is basically an attempt to examine the customer satisfaction toward the existing attributes of Grameen phone and Teletalk based on Fishbein's Multi-Atribute Attitude Model. Twenty factors have been considered for justifying the result of this study. The research is based on the primary data. 200 respondents have been selected randomly from different areas of Khulna City in Bangladesh. In this study, the hypotheses were developed in the light of objectives of this study, where, H0 = there is no difference between mean of each attribute of Grameen phone and Teletalk, and H1 = there is difference between mean of each attribute of Grameen phone and Teletalk,. It has found that overall customer attitude toward Grameen Phone is 166.1923, whereas Teletalk is 78.939. In most of the cases (17 out of 20), customers show positive attitude towards Grameen Phone than that of Teletalk.