Factors Affecting Customers’ Satisfaction of Mobile Phone Subscribers: An Empirical Study on Mobile Telecommunication Industry in Bangladesh

Netai Kumar Saha,Md Rashidul Islam,Asif Ul Hoque

doi:10.5539/ijbm.v11n6p252

Abstract

<p>In today’s complex business environment, identification of factors affecting customer satisfaction is one of the paramount concerns for the marketing scholars and marketers. This study seeks to explore customer satisfaction and its influencing factors on the mobile telecommunication industry in Bangladesh. As per BTRC, the numbers of mobile phone subscribers are more than 134 million at the end of December, 2015 in Bangladesh. Due to the stiff competition, companies are trying to capture the maximum market share by introducing different new packages, promotional offers and value added services to satisfy the customer’s needs, wants and demands. The existing literature suggests factors such as, price, network quality, product diversity and facilities for the subscribers influence customers’ satisfaction on mobile telecommunication industry. The results of this study signify that all of the identifying factors are significantly and positively correlated with overall customer satisfaction level of Bangladeshi mobile telecom industry. The findings of this study suggest that mobile operators should develop appropriate strategies by taking into consideration of their strengths in satisfying their subscribers as well as by overcoming of their weaknesses by learning from each other services.</p>

Highlights

Mobile or Cell phone is such a vehicle that made the communication easier for the urban and rural people
There are six mobile phone operators operating in Bangladesh namely: Grameen Phone (GP), Banglalink, Robi (Aktel), Teletalk, Airtel (Warid) and City cell
The Mobile phone operators in Bangladesh are competing with each other to capture a major portion of market share

Summary

Introduction

Mobile or Cell phone is such a vehicle that made the communication easier for the urban and rural people. This sector is showing an inspiring growth in last few decades. Bangladesh is the third biggest telecom market in Asia after China and India. There are six mobile phone operators operating in Bangladesh namely: Grameen Phone (GP), Banglalink, Robi (Aktel), Teletalk (state-owned company), Airtel (Warid) and City cell. The numbers of mobile phone subscribers are more than 134 million at the end of December, 2015 in Bangladesh (see BTRC web). The Mobile phone operators in Bangladesh are competing with each other to capture a major portion of market share. The operators offering different new packages, voice services, promotional offers, value added services including SMS (short message service), MMS (multimedia message service), ringtone, games, electronic transaction, and web browsing etc

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