Assessing the Relative Importance of Competitive Priorities that Influence Consumers’ Choices in Mobile Phone Services

Md Nor Hayati Tahir,Mohd Fauzi Kamarudin,Mohd Fazli Mohd Sam,Mazidah Said

doi:10.5539/ijbm.v10n12p80

Md Nor Hayati Tahir, Mohd Fauzi Kamarudin + Show 2 more

Open Access

https://doi.org/10.5539/ijbm.v10n12p80

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Abstract

<p class="MsoNormal" style="text-align: justify; line-height: 12pt; margin: 0cm 0cm 9.6pt; mso-para-margin-bottom: .8gd;">Mobile telecommunication usage is a necessity to assure that someone is connected and accessible in a network. This study focuses on the elements that influence the customer’s choice in mobile services, namely the cost/price, quality, time/delivery, flexibility, service and innovation. The objective of this study is to examine the significant importance of competitive priorities of elements that influence consumers’ choices in mobile phone services and further to rank all the elements based on the level of importance from the consumers’ points of view. The study focuses on mobile users in Melaka, Malaysia and data gathering is mechanized by a questionnaire. Data has been analyzed descriptively and further correlated and regressed. The analysis found that competitive priority elements as ranked according to priority are quality, cost, flexibility, time, service and innovation. This findings is useful for telecommunication providers towards improvement of service, as well as to achieve customers’ satisfaction.</p>

Highlights

Intense competition in business is caused by many factors such as rapid change in technology, globalization, and the changing of consumer preferences
As Krajewski et al (2007) further stated that, in developing a customer-driven operations strategy, firms should coordinate their overall goals with their core processes whereby the competitive priorities are the critical dimensions that each process must possess in order to satisfy internal and external customers
This study indicates that consumers’ choice of telecommunication providers to mobile phone services is influenced by the elements of competitive priorities

Summary

Introduction

Intense competition in business is caused by many factors such as rapid change in technology, globalization, and the changing of consumer preferences. This has position telecommunication companies in a difficult situation in relation to providing high quality products or services towards achieving the customers’ satisfaction. Competitive priorities that include cost, quality, time and flexibility are useful tools for translating the goals of a firm’s strategy to the level of actual processes that are important to meet customers’ satisfaction. These priorities were further expanded by researchers to include services and innovativeness (Askar & Mortagy, 2007)

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