Want to Stay the Market Leader in the Era of Transformative Marketing? Keep the Customers Satisfied!

Abstract

This study answers the question of why JAZZ (a telecom service provider) is the market leader in Pakistan since 1992. The goal is to explore that despite the evolution of technology which has disrupted many industries, many companies lost their revenues but JAZZ as market leader continuously gained market share in the last two decades. To identify that the multidimensional customer experience model of Schmitt (J Mark Manag 15(1–3):53–67. https://doi.org/10.1362/026725799784870496 , 1999) has been applied to the responses of JAZZ customers about their experience with the brand. This research focuses on three factors of customer’s experience: customer service touchpoints experience (CSTE), quality of service experience (QOSE) and availability of service experience (AOSE). With the responses of 427 respondents, quantitative analysis using SPSS the study found that AOSE is the most critical factor and CSTE has the least impact on customer satisfaction. AOSE and QOSE are the value for money indicators, while customer service touchpoint is considered a value-added service. The reason behind less impact of QOSE is because of availability of JAZZ service in every corner of Pakistan in multiple modes like service centers, franchises, retail outlets, online web self-care, mobile apps, short codes, and 24-h operational call centers. The study concludes that the flexibility of JAZZ in its services kept it market leader since 1992. This study is beneficial for both practitioners and academicians. Customer experience in this much detail was never studied in telecom context because of the complexity of the business. For managers in telecom, it is vital to implement flexibility in the network and keep TCH and BTS availability of customer’s desired node (3G or 4G) at the maximum possible level. The customers want internet speed with reasonable pricing as quality services. For touchpoints, customers are more interested in empowered self-portal and online channels.