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European Journal of Business and Management                                                           www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011


   Measuring Customer Satisfaction of Mobile Phone Users: A
   Comparative Study between Grameen Phone and Teletalk
              Based on Khulna City, Bangladesh

                                     Md. Zahidul Islam (Corresponding author)
                  Lecturer, Department of Business Administration, Manarat International University
                       Plot # CEN 16, Road # 106 Gulshan-2, Dhaka-1212, Bangladesh
                            Mobile No: +8801716161523         E-mail: rifatdu@gmail.com


Abstract
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.


Key Words:     Customer Satisfaction, Multi-Attribute Attitude Model,


1. Introduction
In almost every industry, customers are becoming ever more demanding, and in most cases they have more
options to choose from than ever before. Thus every brand is facing intense competition that induces the
brand manager to measure the customer satisfaction (Fornell, 1992). Specifically, the expansion of cell
phone, along with customized services, has created a severe implied competition in this sector and like
other industry measuring customer satisfaction of mobile industry becomes an important issue to achieve
ultimate goals of this sector in Bangladesh. There are six mobile companies operate in Bangladesh
presently. The competition among all the companies in Bangladesh within this industry is increasing day by
day. The scenario is proved from the following table.
                                            Insert Table 1 here
GrameenPhone is the market leader with approximately 46% market share based on customers
(http://press.telenor.com). From the market share and technical capability point of view, GP is clearly ahead
of other competitors. Although Banglalink was the challenger but its activities was not so much threat for
GP. Since the market payers designed their strategy with traditional armors therefore, the culture and
practice of innovation was not appropriately nurtured in this industry. The competition among the industry
is escalating day by day because Robi, Citycell, Airtel and Teletalk are trying to increase their customer.
The study actually conducted between Grameen Phone and Teletalk (government own mobile company in
Bangladesh) because of increasing the competition among the firms within this industry in Bangladesh.


2. Literature Review

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European Journal of Business and Management                                                       www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011

Customer satisfaction is the post consumption feeling or attitude of a consumer toward a product/service
(Metawa et al.; 1996). In case of services, customer satisfactions is often related to service quality and
service features such as convenience, competitiveness, and location of service provider (Naser et al.; 1999).
Though customer satisfaction is the parameter whether customers will leave or stay with the organization,
Reichheld, (1996) suggest that dissatisfied customers do not leave the organization if they do not expect to
receive better service elsewhere as well as satisfied customers may look for other providers if they believe
they might receive better service elsewhere. But keeping customers with the firm depend on a number of
factors such as wider range of product choices, greater convenience, better prices, and enhanced income
(Storbacka et al., 1994). Moreover, only the satisfied customer is converted as loyal customer (Fornell,
1992), in his study, remarks that although customer satisfaction and quality come out to be important for all
firms, satisfaction is more important for reliability in industries such as mobile phones, insurance, mail
order, and automobiles. Increasing customer satisfaction has been found to direct to higher future
profitability (Anderson et al.; 1994), lower costs related to substandard goods and services improved buyer
readiness to pay price premiums, provide referrals, and use more of the product (Reichheld 1996; Anderson
and Mittal 2000), and higher levels of customer preservation and loyalty (Fornell 1992; Anderson and
Sullivan 1993; Bolton 1998). Increasing loyalty, in turn, has been found to lead to increases in future profits
(Fornell 1992; Anderson et al., 1994) and reductions in the cost of future dealings (Reichheld 1996;
Srivastava et al.,1998). All of this experiential data suggests that customer satisfaction is valuable from
both a customer goodwill viewpoint and an organization’s monetary perspective.
According to Drucker (1954), the principle purpose of a business is to create satisfied customers. Customer
satisfaction is merely a response to the value proposition offered in specific products/markets (Reidenbach,
1995). By this view, organizations must determine how customers define value in order to provide value-
added services. Reidenbach (1995) argued that customer value is a more viable element than customer
satisfaction because it includes not only the usual benefits that most organizations focus on but also a
consideration of the price that the customer pays. Customer value is a dynamic that must be managed.
Stafford (1994) found that customers want courtesy, friendliness and convenience. But that consumer also
views “fair prices, concerned management and institutional stability as integral components of the service
process”
The customer handling ability to be simultaneously satisfied and dissatisfied with different attributes of the
offering is important to marketers; by understanding the relative importance of attributes, marketers can
spend resources on those attributes that increase levels of overall satisfaction while avoiding expenditures
on attributes that have little influence on overall satisfaction (Kellar and Preis, 2003) . Several studies in the
marketing literature have considered the relationship between customer satisfaction and performance at the
firm level. Not amazingly, the results generally prove that customer satisfaction provides economic profit to
the firm. For example, customer satisfaction has been linked to increased revenues (Fornell, 1992; Gó        mez,
McLaughlin & Wittink, 2004; Rust, Zahorik, & Keiningham, 1995), more inelastic demand (Anderson,
1996), and compact costs for attracting new customers and other costs associated with poor quality, defects
and complaints (Anderson, Fornell, & Rust, 1997). Reflecting these benefits, customer satisfaction has
been found to positively affect a firm’s profitability (Anderson, Fornell, & Lehmann, 1994; Aaker &
Jacobson, 1994; Capon, Farley, & Hoeni, 1990), and its market value (Aaker & Jacobson, 1994; Ittner &
Larcker, 1998). While extant literature provides evidence for the positive effect of a firm’s customer
satisfaction, little if any research has considered the effect of rivals’ customer satisfaction on a firm’s
performance. A number of other researches also asserted increasing emphasis on increasing customer
satisfaction and customer retention through improved quality of their services (File & Prince, 1992)
From the analysis of literature review, some elements can be taken as the indicator of performance
measurement criteria of the mobile company. And these are both main and value added service. The
company needs to identify a customer want and desire to fulfill his or her needs.


3. Objectives of the study

                                                       21
European Journal of Business and Management                                                       www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011

The main objective of the study is to compare the level of customer satisfaction between Grameen Phone
and Teletalk.
The specific objectives are
   Identify the different attributes of the service of mobile phone companies        that influence the level of
    customer satisfaction
   Measuring the level of customer satisfaction in terms of existing attributes
   More specifically, the hypothesis of this study is as
Ho:µ MAG = µ MAT
H1: µ MAG ≠ µ MAT
Where, Ho = Null Hypothesis
     H1 = Alternative Hypothesis
     µ MAG = Mean of Attributes of Grameen Phone
     µ MAT = Mean of Attributes of Teletalk


4. Methodology of the Study
The study is mainly based on primary data that has been collected randomly from a sample of 200 (100
from each mobile company) end users either of Grameen phone or Teletalk through a structured
questionnaire with 7 point scale where 1 indicate not satisfied at all (NS), 2 indicate very dissatisfied (VD),
3 indicate dissatisfied (D), 4 indicate neutral ((N), 5 indicate satisfied (S), 6 indicate very satisfied (VS), 7
indicate highly satisfied (HS). To make the sample more representing, for each 100 respondents, 15 were
service holders, 15 were businessmen, 35 were students, 35 were non-service holders and 10 respondents
have been chosen from the employee of Grameen phone or Teletalk.
Simple random sampling has been used for sampling. Mean score, standard deviation as well as variances
have been calculated on the basis of degree of evaluation by the respondents on Fishbein’s Multi-Attribute
Attitude Model. Moreover, if the calculated value (z) is greater than critical value (zc), then it rejects the
null hypothesis and accepts the alternative hypothesis. Model Regarding Customer’s Attitude toward the
Existing Attributes of Grameen Phone and Teletalk
Fishbein’s Multi-Attribute Attitude Model was mainly developed by Martin A. Fishbein in 1963. According
to this model, attitudes are viewed as having two basic components. One is the belief about the specific
factors of an object and another is the overall evaluation about the specific factors of an object. The factors
could be Call Rates, FnF, Pick/off pick hour, SMS, International SMS, Internet SMS, Voice SMS, Call
Block, MMS, GPRS/Internet, WAP, Puss-pull service, Instant Recharging, Voice based Service,
International Roaming, Economy ISD, Customer care Services, Network, Electronic Payment System,
Missed Call Alert. It implies how an individual evaluates the importance of each attribute of the object in
satisfying his/her need. Now it can be calculated customer’s attitude towards the selected mobile phones
companies by using Fishbein’s Multi-Attribute Attitude Model. So this model is formulated as follows

                                                          n
                                                  A0   bi.ei
                                                         i 1

Where A0 = Person’s overall attitude towards the object.
     bi =   The strength of one’s belief about the attribute (i) or factor of that object.
     ei = the evaluation of feelings of the attribute (i) or factor.
     n = the number of salient attributes
5. Findings of the Study

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European Journal of Business and Management                                                     www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011

The major findings regarding customer satisfaction between Grameen Phone and Teletalk are given below:
                                            Insert Table 2 here
According to the above table that 80% customers are satisfied regarding all the factors of Grameen Phone
(where, 23% were satisfied, 27% were very satisfied and 30% were highly satisfied) whereas, 58%
customers are satisfied regarding all the factors of Teletalk (where, 21% were satisfied, 20% were very
satisfied and 17% were highly satisfied). The mean value of all the factors of Grameen phone and Teletalk
are respectively 5.57 and 4.74 which also indicate that consumer are more satisfied on Grameen phone that
Teletalk.
                                              Insert Table 3 here
The above Table: 3 that 79% customers maintain favorable attitude toward all the factors regarding
Grameen Phone (where, 24% were, 28% were and 27% were very strongly believe). Moreover, 12%
expressed their neutrality. Furthermore, rests of the 6% expressed disbelieve, 2% very disbelieve and 1%
strongly disbelieve toward all the factors of Grameen phone. On the other hand 61% customers are satisfied
regarding all the factors of Teletalk (where, 23% were believed, 21% were strongly believe and 17% were
very strongly believe). Moreover, 16% expressed their neutrality. Furthermore, rests of the 12% expressed
disbelieve, 8% very disbelieve and 3% strongly disbelieve toward all the factors of Teletalk. The value of
mean of all the factors of Grameen phone is 5.48% which lies in believe category while mean value of
Teletalk is 4.79, which lies in neutral category.
Asking questions regarding evaluation and believe of 20 factors to the customers, it can be found that their
overall attitude towards the existing factors of Grameen Phone and Teletalk individually. Now, the overall
attitudes of Grameen Phone and Teletalk were shown below in the following table
                                            Insert Table 4 here
From the table it can be observed that, the overall attitude of customers towards the existing attributes of
Grameen Phone Ao= 166.1923, whereas, Teletalk Ao= 78.939. From the above table, it is seen that for
most of the factors, customers hold positive attitude towards the Grameen phone such as Pick/off pick hour,
SMS, International SMS, Internet SMS, Voice SMS, Call Block, MMS, GPRS/Internet, WAP, Puss-pull
service, Instant Recharging, Voice based Service, International Roaming, Economy ISD, Customer care
Services, Network, Electronic Payment System, Missed Call Alert but in case of Call Rates, FnF customers
hold better attitude towards Teletalk than that of Grameen phone. It is also noted that there is a negative
attitude of customer towards the network facilities of Teletalk.
                                             Insert Table 5 here
From the above table (table: 5) the hypotheses are tested by using differences between the two means. The
calculated ‘z’ values on above table are determined by using the following formula:

                                                     X1  X 2
                                              Z
                                                      S12 S 2
                                                            2
                                                         
                                                       n   n
Where,
Z = Calculated value
X 1 = The mean value of the variables of Grameen phone
X 2 = The mean value of the variables of Teletalk
S12 = The standard deviation of the variables of Grameen phone
  2
S 2 = The standard deviation of the variables of Teletalk
n = Number of respondents
At 5% level of significance, the critical value of z for two tailed test is = ± 1.96. If the computed value of z
                                                      23
European Journal of Business and Management                                                     www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011

is greater than +1.96 or less than -1.96, then reject Ho, otherwise accept H1. The above table represents that
3 variables are accepted whereas rest of the 17 variables are rejected i.e. there is a significant difference in
terms of the 17 variables whereas, there are no significant differences in terms of the 3 variables (call rate,
pick/ off-pick hour, missed call alert).


6. Recommendations and Conclusion
At present customer satisfaction is the main factor in choosing the best alternative; customers always
consider the different service of a mobile company when they purchase the connection. That means, they
expect more benefits than the cost. So the customers want to get more opportunities and attributes from the
mobile company to their connection. To add new attributes with the current services and satisfying
customers, the manager of Teletalk should improve all the factors and the manager of Grameen phone
should reduce call rate and provide better facilities for the customers of other operator.
This study finds that the overall customer satisfaction of Grameen phone is 5.57 and Teletalk is 4.74.
However, the customer satisfaction of cell phones is significantly dependent upon call rate, different
charges, strong network, customer care centre services and smooth talking The remaining factors, sms
charge, voice sms charge, sms sending and help line charge do not have significant statistical evidence to
improve the customer satisfaction of cell phones. Call rate of cell phone is found to be the most relevant
with the cell phones’ customer satisfaction irrespective to the occupation, age, and gender differences. The
customers of Grameen phone is comparatively more satisfied than that from Teletalk as they enjoy low call
rate, better customer services, additional benefits, different bonus given by the companies yield higher level
of satisfaction. Teletalk, on the other hand, have inadequate benefits, facilities and very poor network,
resulting in comparatively lower level of customer satisfaction..


References:
Anderson, E.W., and Fornell, C. (1994).“A customer satisfaction research prospectus” In R. Rust and R.J.
Oliver (Eds.), Service quality: New direction in theory and practice (pp. 241-268). Thousand Oaks: Sage
Drucker, Peter F. (1954), The Practice of Management, New York: Harper & Row, p-22.
Fornell, C. (1992). “A national satisfaction barometer: the Swedish experience.” International Journal of
Marketing, p-6
Fornell, C. (1992). “A national satisfaction barometer: the Swedish experience.” Journal of Marketing,
p-21.
File, K.M., & Prince, R.A. (1992). “Positive word of mouth: customer satisfaction and buyer behavior.”
International Journal of Marketing, 10(1), 25-9.
Kellar, G. M. and M. W. Preis, “Modeling Increased Repurchase Intentions in High-Tech B2B Markets
Using Information Theoretic Approach”. Academy of Marketing Studies Journal, 2003
Metawa, S. A. and Almossawi, M. (1998). “Behavior of Mobile phone customers: perspectives and i
mplications.” International Journal of Marketing 16 (7), pp. 299-313.
Naser, K., Jamal, A., & Al-Khatib, K. (1999). “A study of customer satisfaction and preferences in Jordan.”
International Journal of Marketing. 17(3), 135-150.
Reidenbach, R.E. (1995). Value-Driven: Strategies for Total Market Satisfaction. Irwin Professional, U.K
Reichheld, F. F. (1996). “Learning from Customer Defections.” Harvard Business Review, March/April, pp.
56-69.
Storbacka, K., Strandvik, R and Gronroos, C. (1994). “Managing Customer Relationship for Profit: The
Dynamics of Relationship Quality.” International Journal of Service Industry Management, 5(5), pp.
21-38.

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European Journal of Business and Management                                                      www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011

Stafford, M. R. (1996). “Demographic discriminators of service quality in the mobile industry. The Journal
of Services Marketing, 10(4), 6-22.


Web References:
BTRC [Online] Available: www.btrc.gov.bd (25, September, 2011)
Mobile Phone Companies of Bangladesh [Online] Available:                           http://en.wikipedia.org/wiki/
Category:Mobile_phone_companies_of_Bangladesh (25, September, 2011)
About Grameen Phone [Online] Available: www.grameenphone.com (25, September, 2011)
Market share of Grameen Phone [Online] Available: http://press.telenor.com (25, September, 2011)
About Teletalk[Online] Available: www.teletalk.com.bd (25, September, 2011)


Table- 1: The Increasing Scenario of Mobile Phone Users in Bangladesh
Year                                 Total number of Mobile Phone Active Subscribers
June 2007                            27.72 million
June 2008                            43.7 million
June 2009                            46.69 million
June 2010                            59.98 million
June,   2011                         76.434 million
                    Source:   www.btrc.gov.bd/newsandevents/mobile_phone_subscribers


Table-2: Customers’ Overall Satisfaction towards the Existing Attributes of Grameen Phone and
Teletalk
                Grameen Phone                                 Teletalk
Satisfaction
Level           F       Percent     Mean    SD         Var    F          Percent      Mean      SD      Var
NS              0       0                                     3          3
VD              2       2                                     8          8
D               6       6                                     13         13
N               12      12          5.57    1.29       1.68   18         18           4.74      1.59    2.53
S               23      23                                    21         21
VS              27      27                                    20         20
HS              30      30                                    17         17
Total           100     100                                   100        100
                                           Source: Field survey




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European Journal of Business and Management                                                  www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011

Table-3: Customers’ Overall evaluation about the Attributes as a whole regarding Grameen Phone
and Teletalk
                Grameen Phone                               Teletalk
Satisfaction
Level           F       Percent     Mean    SD      Var     F          Percent        Mean   SD       Var
SD              1       1                                   3          3
VD              2       2                                   8          8
D               6       6                                   12         12
N               12      12          5.48    1.33    1.76    16         16             4.79   1.58     2.50
B               24      24                                  23         23
SB              28      28                                  21         21
VSB             27      27                                  17         17
Total           100     100                                 100        100
                                           Source: Field Survey


Table 4: Measuring overall customer attitude toward the existing Attributes of Grameen Phone and
Teletalk
 S.L    Factors/Attributes                 GP                              Teletalk
                                           ei       bi      eibi           ei         bi       eibi
 1      Call Rates                         1.16     5.19    6.02           1.73       5.75     9.94
 2      FnF                                0.74     5.03    3.72           0.86       4.98     4.28
 3      Pick/off pick hour                 0.88     4.91    4.32           0.61       4.38     2.67
 4      SMS                                1.29     5.56    7.17           0.5        4.63     2.31
 5      International SMS                  1.57     5.61    8.80           0.36       4.4      1.58
 6      Internet SMS                       1.83     5.86    10.72          1.2        4.63     5.55
 7      Voice SMS                          1.29     5.36    6.91           0.48       4.44     2.13
 8      Call Block                         1.2      5.57    6.68           0.61       4.86     2.96
 9      MMS                                1.31     5.46    7.15           0.42       4.08     1.71
 10     GPRS/Internet                      1.65     5.92    9.76           1.07       4.88     5.22
 11     WAP                                1.62     5.45    8.82           1.11       5.29     5.87
 12     Puss-pull service                  1.14     5.24    5.97           0.79       4.5      3.55
 13     Instant Recharging                 2.27     6.28    14.25          1.44       5.06     7.28
 14     Voice Based Service                1.91     5.67    10.82          1.21       5.07     6.13
 15     International Roaming              1.81     5.65    10.22          0.92       4.46     4.10
 16     Economy ISD                        1.02     4.91    5.00           0.52       4.77     2.48
 17     Customer care Services             1.64     6.07    9.95           0.4        4.36     1.74
 18     Network                            2.18     6.21    13.53          -0.63      3.29     -2.07
 19     Electronic Payment System          1.4      5.6     7.84           0.86       5.1      4.38


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European Journal of Business and Management                                                          www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 3, No.6, 2011

 20      Missed Call Alert                    1.48      5.71        8.45        1.32      5.35           7.06
 Total                                                              166.19                               78.93
                                              Source: Field Survey


Table – 5:    Test of Hypothesis

 Attributes              GP                     Teletalk                                  5% level of
                                                                                          significance
                                                                             Calculated   Critical   z    Result
                         Mean      SD           Mean         SD              Z value      value           (Ho)
 Call Rates              1.16      1.254751     1.73         0.947154        -3.84128     -1.96           Accepted
 FnF                     0.74      1.418591     0.86         1.421408        -0.71207     -1.96           Rejected
 Pick/off pick hour      0.88      1.531535     0.61         1.548515        1.538455     1.96            Accepted
 SMS                     1.29      1.313735     0.5          1.609348        4.620687     1.96            Rejected
 International SMS       1.57      1.266925     0.36         1.670449        7.060017     1.96            Rejected
 Internet SMS            1.83      1.03976      1.2          1.392839        4.039292     1.96            Rejected
 Voice SMS               1.29      1.336376     0.48         1.65215         4.685506     1.96            Rejected
 Call Block              1.2       1.555635     0.61         1.586789        3.328278     1.96            Rejected
 MMS                     1.31      1.610559     0.42         1.72731         4.871418     1.96            Rejected
 GPRS/Internet           1.65      1.089725     1.07         1.505025        3.600644     1.96            Rejected
 WAP                     1.62      1.120536     1.11         1.392085        3.217412     1.96            Rejected
 Push-pull service       1.14      1.456159     0.79         1.681041        1.976046     1.96            Rejected
 Instant Recharging      2.27      0.759671     1.44         1.134196        6.031195     1.96            Rejected
 Voice           Based
 Service                 1.91      1.049714     1.21         1.491945        4.390757     1.96            Rejected
 International
 Roaming                 1.81      1.101771     0.92         1.591729        5.422899     1.96            Rejected
 Economy ISD             1.02      1.455885     0.52         1.64            2.841696     1.96            Rejected
 Customer         care
 Services                1.64      1.08185      0.4          1.311488        8.015298     1.96            Rejected
 Network                 2.18      0.804736     -0.63        1.277928        19.47138     1.96            Rejected
 Electronic Payment
 System                  1.4       1.456022     0.86         1.618765        3.079543     1.96            Rejected
 Missed Call Alert       1.48      1.276558     1.32         1.441388        0.970509     1.96            Accepted
                                              Source: Field Survey




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European Journal of Business and Management                                                      www.iiste.org
               ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
               Vol 3, No.6, 2011

               Table – 6:    Survey Data
                                   Very
                                   Strongly                                                 Very         Strongly
                        Name of    Believe     Strongly    Believe   Neutral   Disbelieve   Disbelieve   Disbelieve
SN   Key Issue          Company    (3)        Believe(2)   (1)       (0)       (-1)         (-2)             (-3)      Mean     SD         Var
     Call Rates         GP         12         34           27        15        9            3            0             1.16     1.254751   1.5744
1                       Teletalk   23         39           26        12        0            0            0             1.73     0.947154   0.8971
     FnF                GP         13         15           36        17        10           6            3             0.74     1.418591   2.0124
2                       Teletalk   14         20           33        14        12           4            3             0.86     1.421408   2.0204
     Pick/off pick      GP         16         25           23        13        15           6            2             0.88     1.531535   2.3456
3    hour               Teletalk   12         22           21        19        14           10           2             0.61     1.548515   2.3979
     SMS                GP         20         27           30        13        6            3            1             1.29     1.313735   1.7259
4                       Teletalk   14         16           23        20        11           12           4             0.5      1.609348   2.59
     International      GP         30         24           28        11        5            2            0             1.57     1.266925   1.6051
5    SMS                Teletalk   17         13           14        22        19           9            6             0.36     1.670449   2.7904
     Internet SMS       GP         32         34           19        15        0            0            0             1.83     1.03976    1.0811
6                       Teletalk   18         33           19        16        10           3            1             1.2      1.392839   1.94
     Voice SMS          GP         20         28           31        9         8            2            2             1.29     1.336376   1.7859
7                       Teletalk   14         18           22        12        19           12           3             0.48     1.65215    2.7296
     Call Block         GP         25         30           10        15        16           3            1             1.2      1.555635   2.42
8                       Teletalk   15         18           22        20        12           9            4             0.61     1.586789   2.5179
     MMS                GP         32         22           18        12        8            5            3             1.31     1.610559   2.5939
9                       Teletalk   16         18           15        20        11           14           6             0.42     1.72731    2.9836
     GPRS/Internet      GP         28         25           35        8         4            0            0             1.65     1.089725   1.1875
10                      Teletalk   22         18           31        12        9            7            1             1.07     1.505025   2.2651
     WAP                GP         27         29           26        15        3            0            0             1.62     1.120536   1.2556
11                      Teletalk   20         24           20        23        10           2            1             1.11     1.392085   1.9379
     Puss-pull          GP         26         18           16        28        9            2            1             1.14     1.456159   2.1204
12   service            Teletalk   19         23           20        13        11           9            5             0.79     1.681041   2.8259
     Instant            GP         45         38           16        1         0            0            0             2.27     0.759671   0.5771
13   Recharging         Teletalk   22         25           33        15        5            0            0             1.44     1.134196   1.2864
     Voice      Based   GP         37         29           24        8         2            0            0             1.91     1.049714   1.1019
14   Service            Teletalk   26         22           20        18        9            3            2             1.21     1.491945   2.2259
     International      GP         35         28           21        15        1            0            0             1.81     1.101771   1.2139
15   Roaming            Teletalk   20         19           30        9         11           8            3             0.92     1.591729   2.5336
     Economy ISD        GP         19         22           25        16        13           4            1             1.02     1.455885   2.1196
16                      Teletalk   16         15           22        16        17           11           3             0.52     1.64       2.6896
     Customer care      GP         24         34           28        11        2            1                          1.64     1.08185    1.1704
17   Services           Teletalk   5          17           26        28        15           7            2             0.4      1.311488   1.72
                                                                     28
European Journal of Business and Management                      www.iiste.org
              ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
              Vol 3, No.6, 2011

     Network             GP         42   35        22      1    0    0    0           2.18     0.804736   0.6476
18                       Teletalk   0    10        15      22   18   25   10          -0.63    1.277928   1.6331
     Electronic          GP         25   35        16      12   6    3    3           1.4      1.456022   2.12
     Payment
19   System              Teletalk   20   19        26      11   13   8    3           0.86     1.618765   2.6204
     Missed       Call   GP         26   30        18      19   6    1    0           1.48     1.276558   1.6296
20   Alert               Teletalk   25   27        22      13   8    4    1           1.32     1.441388   2.0776




                                                          29

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3.md. zahidul 20 29

  • 1. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 Measuring Customer Satisfaction of Mobile Phone Users: A Comparative Study between Grameen Phone and Teletalk Based on Khulna City, Bangladesh Md. Zahidul Islam (Corresponding author) Lecturer, Department of Business Administration, Manarat International University Plot # CEN 16, Road # 106 Gulshan-2, Dhaka-1212, Bangladesh Mobile No: +8801716161523 E-mail: rifatdu@gmail.com Abstract 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. Key Words: Customer Satisfaction, Multi-Attribute Attitude Model, 1. Introduction In almost every industry, customers are becoming ever more demanding, and in most cases they have more options to choose from than ever before. Thus every brand is facing intense competition that induces the brand manager to measure the customer satisfaction (Fornell, 1992). Specifically, the expansion of cell phone, along with customized services, has created a severe implied competition in this sector and like other industry measuring customer satisfaction of mobile industry becomes an important issue to achieve ultimate goals of this sector in Bangladesh. There are six mobile companies operate in Bangladesh presently. The competition among all the companies in Bangladesh within this industry is increasing day by day. The scenario is proved from the following table. Insert Table 1 here GrameenPhone is the market leader with approximately 46% market share based on customers (http://press.telenor.com). From the market share and technical capability point of view, GP is clearly ahead of other competitors. Although Banglalink was the challenger but its activities was not so much threat for GP. Since the market payers designed their strategy with traditional armors therefore, the culture and practice of innovation was not appropriately nurtured in this industry. The competition among the industry is escalating day by day because Robi, Citycell, Airtel and Teletalk are trying to increase their customer. The study actually conducted between Grameen Phone and Teletalk (government own mobile company in Bangladesh) because of increasing the competition among the firms within this industry in Bangladesh. 2. Literature Review 20
  • 2. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 Customer satisfaction is the post consumption feeling or attitude of a consumer toward a product/service (Metawa et al.; 1996). In case of services, customer satisfactions is often related to service quality and service features such as convenience, competitiveness, and location of service provider (Naser et al.; 1999). Though customer satisfaction is the parameter whether customers will leave or stay with the organization, Reichheld, (1996) suggest that dissatisfied customers do not leave the organization if they do not expect to receive better service elsewhere as well as satisfied customers may look for other providers if they believe they might receive better service elsewhere. But keeping customers with the firm depend on a number of factors such as wider range of product choices, greater convenience, better prices, and enhanced income (Storbacka et al., 1994). Moreover, only the satisfied customer is converted as loyal customer (Fornell, 1992), in his study, remarks that although customer satisfaction and quality come out to be important for all firms, satisfaction is more important for reliability in industries such as mobile phones, insurance, mail order, and automobiles. Increasing customer satisfaction has been found to direct to higher future profitability (Anderson et al.; 1994), lower costs related to substandard goods and services improved buyer readiness to pay price premiums, provide referrals, and use more of the product (Reichheld 1996; Anderson and Mittal 2000), and higher levels of customer preservation and loyalty (Fornell 1992; Anderson and Sullivan 1993; Bolton 1998). Increasing loyalty, in turn, has been found to lead to increases in future profits (Fornell 1992; Anderson et al., 1994) and reductions in the cost of future dealings (Reichheld 1996; Srivastava et al.,1998). All of this experiential data suggests that customer satisfaction is valuable from both a customer goodwill viewpoint and an organization’s monetary perspective. According to Drucker (1954), the principle purpose of a business is to create satisfied customers. Customer satisfaction is merely a response to the value proposition offered in specific products/markets (Reidenbach, 1995). By this view, organizations must determine how customers define value in order to provide value- added services. Reidenbach (1995) argued that customer value is a more viable element than customer satisfaction because it includes not only the usual benefits that most organizations focus on but also a consideration of the price that the customer pays. Customer value is a dynamic that must be managed. Stafford (1994) found that customers want courtesy, friendliness and convenience. But that consumer also views “fair prices, concerned management and institutional stability as integral components of the service process” The customer handling ability to be simultaneously satisfied and dissatisfied with different attributes of the offering is important to marketers; by understanding the relative importance of attributes, marketers can spend resources on those attributes that increase levels of overall satisfaction while avoiding expenditures on attributes that have little influence on overall satisfaction (Kellar and Preis, 2003) . Several studies in the marketing literature have considered the relationship between customer satisfaction and performance at the firm level. Not amazingly, the results generally prove that customer satisfaction provides economic profit to the firm. For example, customer satisfaction has been linked to increased revenues (Fornell, 1992; Gó mez, McLaughlin & Wittink, 2004; Rust, Zahorik, & Keiningham, 1995), more inelastic demand (Anderson, 1996), and compact costs for attracting new customers and other costs associated with poor quality, defects and complaints (Anderson, Fornell, & Rust, 1997). Reflecting these benefits, customer satisfaction has been found to positively affect a firm’s profitability (Anderson, Fornell, & Lehmann, 1994; Aaker & Jacobson, 1994; Capon, Farley, & Hoeni, 1990), and its market value (Aaker & Jacobson, 1994; Ittner & Larcker, 1998). While extant literature provides evidence for the positive effect of a firm’s customer satisfaction, little if any research has considered the effect of rivals’ customer satisfaction on a firm’s performance. A number of other researches also asserted increasing emphasis on increasing customer satisfaction and customer retention through improved quality of their services (File & Prince, 1992) From the analysis of literature review, some elements can be taken as the indicator of performance measurement criteria of the mobile company. And these are both main and value added service. The company needs to identify a customer want and desire to fulfill his or her needs. 3. Objectives of the study 21
  • 3. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 The main objective of the study is to compare the level of customer satisfaction between Grameen Phone and Teletalk. The specific objectives are  Identify the different attributes of the service of mobile phone companies that influence the level of customer satisfaction  Measuring the level of customer satisfaction in terms of existing attributes  More specifically, the hypothesis of this study is as Ho:µ MAG = µ MAT H1: µ MAG ≠ µ MAT Where, Ho = Null Hypothesis H1 = Alternative Hypothesis µ MAG = Mean of Attributes of Grameen Phone µ MAT = Mean of Attributes of Teletalk 4. Methodology of the Study The study is mainly based on primary data that has been collected randomly from a sample of 200 (100 from each mobile company) end users either of Grameen phone or Teletalk through a structured questionnaire with 7 point scale where 1 indicate not satisfied at all (NS), 2 indicate very dissatisfied (VD), 3 indicate dissatisfied (D), 4 indicate neutral ((N), 5 indicate satisfied (S), 6 indicate very satisfied (VS), 7 indicate highly satisfied (HS). To make the sample more representing, for each 100 respondents, 15 were service holders, 15 were businessmen, 35 were students, 35 were non-service holders and 10 respondents have been chosen from the employee of Grameen phone or Teletalk. Simple random sampling has been used for sampling. Mean score, standard deviation as well as variances have been calculated on the basis of degree of evaluation by the respondents on Fishbein’s Multi-Attribute Attitude Model. Moreover, if the calculated value (z) is greater than critical value (zc), then it rejects the null hypothesis and accepts the alternative hypothesis. Model Regarding Customer’s Attitude toward the Existing Attributes of Grameen Phone and Teletalk Fishbein’s Multi-Attribute Attitude Model was mainly developed by Martin A. Fishbein in 1963. According to this model, attitudes are viewed as having two basic components. One is the belief about the specific factors of an object and another is the overall evaluation about the specific factors of an object. The factors could be Call Rates, FnF, Pick/off pick hour, SMS, International SMS, Internet SMS, Voice SMS, Call Block, MMS, GPRS/Internet, WAP, Puss-pull service, Instant Recharging, Voice based Service, International Roaming, Economy ISD, Customer care Services, Network, Electronic Payment System, Missed Call Alert. It implies how an individual evaluates the importance of each attribute of the object in satisfying his/her need. Now it can be calculated customer’s attitude towards the selected mobile phones companies by using Fishbein’s Multi-Attribute Attitude Model. So this model is formulated as follows n A0   bi.ei i 1 Where A0 = Person’s overall attitude towards the object. bi = The strength of one’s belief about the attribute (i) or factor of that object. ei = the evaluation of feelings of the attribute (i) or factor. n = the number of salient attributes 5. Findings of the Study 22
  • 4. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 The major findings regarding customer satisfaction between Grameen Phone and Teletalk are given below: Insert Table 2 here According to the above table that 80% customers are satisfied regarding all the factors of Grameen Phone (where, 23% were satisfied, 27% were very satisfied and 30% were highly satisfied) whereas, 58% customers are satisfied regarding all the factors of Teletalk (where, 21% were satisfied, 20% were very satisfied and 17% were highly satisfied). The mean value of all the factors of Grameen phone and Teletalk are respectively 5.57 and 4.74 which also indicate that consumer are more satisfied on Grameen phone that Teletalk. Insert Table 3 here The above Table: 3 that 79% customers maintain favorable attitude toward all the factors regarding Grameen Phone (where, 24% were, 28% were and 27% were very strongly believe). Moreover, 12% expressed their neutrality. Furthermore, rests of the 6% expressed disbelieve, 2% very disbelieve and 1% strongly disbelieve toward all the factors of Grameen phone. On the other hand 61% customers are satisfied regarding all the factors of Teletalk (where, 23% were believed, 21% were strongly believe and 17% were very strongly believe). Moreover, 16% expressed their neutrality. Furthermore, rests of the 12% expressed disbelieve, 8% very disbelieve and 3% strongly disbelieve toward all the factors of Teletalk. The value of mean of all the factors of Grameen phone is 5.48% which lies in believe category while mean value of Teletalk is 4.79, which lies in neutral category. Asking questions regarding evaluation and believe of 20 factors to the customers, it can be found that their overall attitude towards the existing factors of Grameen Phone and Teletalk individually. Now, the overall attitudes of Grameen Phone and Teletalk were shown below in the following table Insert Table 4 here From the table it can be observed that, the overall attitude of customers towards the existing attributes of Grameen Phone Ao= 166.1923, whereas, Teletalk Ao= 78.939. From the above table, it is seen that for most of the factors, customers hold positive attitude towards the Grameen phone such as Pick/off pick hour, SMS, International SMS, Internet SMS, Voice SMS, Call Block, MMS, GPRS/Internet, WAP, Puss-pull service, Instant Recharging, Voice based Service, International Roaming, Economy ISD, Customer care Services, Network, Electronic Payment System, Missed Call Alert but in case of Call Rates, FnF customers hold better attitude towards Teletalk than that of Grameen phone. It is also noted that there is a negative attitude of customer towards the network facilities of Teletalk. Insert Table 5 here From the above table (table: 5) the hypotheses are tested by using differences between the two means. The calculated ‘z’ values on above table are determined by using the following formula: X1  X 2 Z S12 S 2 2  n n Where, Z = Calculated value X 1 = The mean value of the variables of Grameen phone X 2 = The mean value of the variables of Teletalk S12 = The standard deviation of the variables of Grameen phone 2 S 2 = The standard deviation of the variables of Teletalk n = Number of respondents At 5% level of significance, the critical value of z for two tailed test is = ± 1.96. If the computed value of z 23
  • 5. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 is greater than +1.96 or less than -1.96, then reject Ho, otherwise accept H1. The above table represents that 3 variables are accepted whereas rest of the 17 variables are rejected i.e. there is a significant difference in terms of the 17 variables whereas, there are no significant differences in terms of the 3 variables (call rate, pick/ off-pick hour, missed call alert). 6. Recommendations and Conclusion At present customer satisfaction is the main factor in choosing the best alternative; customers always consider the different service of a mobile company when they purchase the connection. That means, they expect more benefits than the cost. So the customers want to get more opportunities and attributes from the mobile company to their connection. To add new attributes with the current services and satisfying customers, the manager of Teletalk should improve all the factors and the manager of Grameen phone should reduce call rate and provide better facilities for the customers of other operator. This study finds that the overall customer satisfaction of Grameen phone is 5.57 and Teletalk is 4.74. However, the customer satisfaction of cell phones is significantly dependent upon call rate, different charges, strong network, customer care centre services and smooth talking The remaining factors, sms charge, voice sms charge, sms sending and help line charge do not have significant statistical evidence to improve the customer satisfaction of cell phones. Call rate of cell phone is found to be the most relevant with the cell phones’ customer satisfaction irrespective to the occupation, age, and gender differences. The customers of Grameen phone is comparatively more satisfied than that from Teletalk as they enjoy low call rate, better customer services, additional benefits, different bonus given by the companies yield higher level of satisfaction. Teletalk, on the other hand, have inadequate benefits, facilities and very poor network, resulting in comparatively lower level of customer satisfaction.. References: Anderson, E.W., and Fornell, C. (1994).“A customer satisfaction research prospectus” In R. Rust and R.J. Oliver (Eds.), Service quality: New direction in theory and practice (pp. 241-268). Thousand Oaks: Sage Drucker, Peter F. (1954), The Practice of Management, New York: Harper & Row, p-22. Fornell, C. (1992). “A national satisfaction barometer: the Swedish experience.” International Journal of Marketing, p-6 Fornell, C. (1992). “A national satisfaction barometer: the Swedish experience.” Journal of Marketing, p-21. File, K.M., & Prince, R.A. (1992). “Positive word of mouth: customer satisfaction and buyer behavior.” International Journal of Marketing, 10(1), 25-9. Kellar, G. M. and M. W. Preis, “Modeling Increased Repurchase Intentions in High-Tech B2B Markets Using Information Theoretic Approach”. Academy of Marketing Studies Journal, 2003 Metawa, S. A. and Almossawi, M. (1998). “Behavior of Mobile phone customers: perspectives and i mplications.” International Journal of Marketing 16 (7), pp. 299-313. Naser, K., Jamal, A., & Al-Khatib, K. (1999). “A study of customer satisfaction and preferences in Jordan.” International Journal of Marketing. 17(3), 135-150. Reidenbach, R.E. (1995). Value-Driven: Strategies for Total Market Satisfaction. Irwin Professional, U.K Reichheld, F. F. (1996). “Learning from Customer Defections.” Harvard Business Review, March/April, pp. 56-69. Storbacka, K., Strandvik, R and Gronroos, C. (1994). “Managing Customer Relationship for Profit: The Dynamics of Relationship Quality.” International Journal of Service Industry Management, 5(5), pp. 21-38. 24
  • 6. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 Stafford, M. R. (1996). “Demographic discriminators of service quality in the mobile industry. The Journal of Services Marketing, 10(4), 6-22. Web References: BTRC [Online] Available: www.btrc.gov.bd (25, September, 2011) Mobile Phone Companies of Bangladesh [Online] Available: http://en.wikipedia.org/wiki/ Category:Mobile_phone_companies_of_Bangladesh (25, September, 2011) About Grameen Phone [Online] Available: www.grameenphone.com (25, September, 2011) Market share of Grameen Phone [Online] Available: http://press.telenor.com (25, September, 2011) About Teletalk[Online] Available: www.teletalk.com.bd (25, September, 2011) Table- 1: The Increasing Scenario of Mobile Phone Users in Bangladesh Year Total number of Mobile Phone Active Subscribers June 2007 27.72 million June 2008 43.7 million June 2009 46.69 million June 2010 59.98 million June, 2011 76.434 million Source: www.btrc.gov.bd/newsandevents/mobile_phone_subscribers Table-2: Customers’ Overall Satisfaction towards the Existing Attributes of Grameen Phone and Teletalk Grameen Phone Teletalk Satisfaction Level F Percent Mean SD Var F Percent Mean SD Var NS 0 0 3 3 VD 2 2 8 8 D 6 6 13 13 N 12 12 5.57 1.29 1.68 18 18 4.74 1.59 2.53 S 23 23 21 21 VS 27 27 20 20 HS 30 30 17 17 Total 100 100 100 100 Source: Field survey 25
  • 7. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 Table-3: Customers’ Overall evaluation about the Attributes as a whole regarding Grameen Phone and Teletalk Grameen Phone Teletalk Satisfaction Level F Percent Mean SD Var F Percent Mean SD Var SD 1 1 3 3 VD 2 2 8 8 D 6 6 12 12 N 12 12 5.48 1.33 1.76 16 16 4.79 1.58 2.50 B 24 24 23 23 SB 28 28 21 21 VSB 27 27 17 17 Total 100 100 100 100 Source: Field Survey Table 4: Measuring overall customer attitude toward the existing Attributes of Grameen Phone and Teletalk S.L Factors/Attributes GP Teletalk ei bi eibi ei bi eibi 1 Call Rates 1.16 5.19 6.02 1.73 5.75 9.94 2 FnF 0.74 5.03 3.72 0.86 4.98 4.28 3 Pick/off pick hour 0.88 4.91 4.32 0.61 4.38 2.67 4 SMS 1.29 5.56 7.17 0.5 4.63 2.31 5 International SMS 1.57 5.61 8.80 0.36 4.4 1.58 6 Internet SMS 1.83 5.86 10.72 1.2 4.63 5.55 7 Voice SMS 1.29 5.36 6.91 0.48 4.44 2.13 8 Call Block 1.2 5.57 6.68 0.61 4.86 2.96 9 MMS 1.31 5.46 7.15 0.42 4.08 1.71 10 GPRS/Internet 1.65 5.92 9.76 1.07 4.88 5.22 11 WAP 1.62 5.45 8.82 1.11 5.29 5.87 12 Puss-pull service 1.14 5.24 5.97 0.79 4.5 3.55 13 Instant Recharging 2.27 6.28 14.25 1.44 5.06 7.28 14 Voice Based Service 1.91 5.67 10.82 1.21 5.07 6.13 15 International Roaming 1.81 5.65 10.22 0.92 4.46 4.10 16 Economy ISD 1.02 4.91 5.00 0.52 4.77 2.48 17 Customer care Services 1.64 6.07 9.95 0.4 4.36 1.74 18 Network 2.18 6.21 13.53 -0.63 3.29 -2.07 19 Electronic Payment System 1.4 5.6 7.84 0.86 5.1 4.38 26
  • 8. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 20 Missed Call Alert 1.48 5.71 8.45 1.32 5.35 7.06 Total 166.19 78.93 Source: Field Survey Table – 5: Test of Hypothesis Attributes GP Teletalk 5% level of significance Calculated Critical z Result Mean SD Mean SD Z value value (Ho) Call Rates 1.16 1.254751 1.73 0.947154 -3.84128 -1.96 Accepted FnF 0.74 1.418591 0.86 1.421408 -0.71207 -1.96 Rejected Pick/off pick hour 0.88 1.531535 0.61 1.548515 1.538455 1.96 Accepted SMS 1.29 1.313735 0.5 1.609348 4.620687 1.96 Rejected International SMS 1.57 1.266925 0.36 1.670449 7.060017 1.96 Rejected Internet SMS 1.83 1.03976 1.2 1.392839 4.039292 1.96 Rejected Voice SMS 1.29 1.336376 0.48 1.65215 4.685506 1.96 Rejected Call Block 1.2 1.555635 0.61 1.586789 3.328278 1.96 Rejected MMS 1.31 1.610559 0.42 1.72731 4.871418 1.96 Rejected GPRS/Internet 1.65 1.089725 1.07 1.505025 3.600644 1.96 Rejected WAP 1.62 1.120536 1.11 1.392085 3.217412 1.96 Rejected Push-pull service 1.14 1.456159 0.79 1.681041 1.976046 1.96 Rejected Instant Recharging 2.27 0.759671 1.44 1.134196 6.031195 1.96 Rejected Voice Based Service 1.91 1.049714 1.21 1.491945 4.390757 1.96 Rejected International Roaming 1.81 1.101771 0.92 1.591729 5.422899 1.96 Rejected Economy ISD 1.02 1.455885 0.52 1.64 2.841696 1.96 Rejected Customer care Services 1.64 1.08185 0.4 1.311488 8.015298 1.96 Rejected Network 2.18 0.804736 -0.63 1.277928 19.47138 1.96 Rejected Electronic Payment System 1.4 1.456022 0.86 1.618765 3.079543 1.96 Rejected Missed Call Alert 1.48 1.276558 1.32 1.441388 0.970509 1.96 Accepted Source: Field Survey 27
  • 9. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 Table – 6: Survey Data Very Strongly Very Strongly Name of Believe Strongly Believe Neutral Disbelieve Disbelieve Disbelieve SN Key Issue Company (3) Believe(2) (1) (0) (-1) (-2) (-3) Mean SD Var Call Rates GP 12 34 27 15 9 3 0 1.16 1.254751 1.5744 1 Teletalk 23 39 26 12 0 0 0 1.73 0.947154 0.8971 FnF GP 13 15 36 17 10 6 3 0.74 1.418591 2.0124 2 Teletalk 14 20 33 14 12 4 3 0.86 1.421408 2.0204 Pick/off pick GP 16 25 23 13 15 6 2 0.88 1.531535 2.3456 3 hour Teletalk 12 22 21 19 14 10 2 0.61 1.548515 2.3979 SMS GP 20 27 30 13 6 3 1 1.29 1.313735 1.7259 4 Teletalk 14 16 23 20 11 12 4 0.5 1.609348 2.59 International GP 30 24 28 11 5 2 0 1.57 1.266925 1.6051 5 SMS Teletalk 17 13 14 22 19 9 6 0.36 1.670449 2.7904 Internet SMS GP 32 34 19 15 0 0 0 1.83 1.03976 1.0811 6 Teletalk 18 33 19 16 10 3 1 1.2 1.392839 1.94 Voice SMS GP 20 28 31 9 8 2 2 1.29 1.336376 1.7859 7 Teletalk 14 18 22 12 19 12 3 0.48 1.65215 2.7296 Call Block GP 25 30 10 15 16 3 1 1.2 1.555635 2.42 8 Teletalk 15 18 22 20 12 9 4 0.61 1.586789 2.5179 MMS GP 32 22 18 12 8 5 3 1.31 1.610559 2.5939 9 Teletalk 16 18 15 20 11 14 6 0.42 1.72731 2.9836 GPRS/Internet GP 28 25 35 8 4 0 0 1.65 1.089725 1.1875 10 Teletalk 22 18 31 12 9 7 1 1.07 1.505025 2.2651 WAP GP 27 29 26 15 3 0 0 1.62 1.120536 1.2556 11 Teletalk 20 24 20 23 10 2 1 1.11 1.392085 1.9379 Puss-pull GP 26 18 16 28 9 2 1 1.14 1.456159 2.1204 12 service Teletalk 19 23 20 13 11 9 5 0.79 1.681041 2.8259 Instant GP 45 38 16 1 0 0 0 2.27 0.759671 0.5771 13 Recharging Teletalk 22 25 33 15 5 0 0 1.44 1.134196 1.2864 Voice Based GP 37 29 24 8 2 0 0 1.91 1.049714 1.1019 14 Service Teletalk 26 22 20 18 9 3 2 1.21 1.491945 2.2259 International GP 35 28 21 15 1 0 0 1.81 1.101771 1.2139 15 Roaming Teletalk 20 19 30 9 11 8 3 0.92 1.591729 2.5336 Economy ISD GP 19 22 25 16 13 4 1 1.02 1.455885 2.1196 16 Teletalk 16 15 22 16 17 11 3 0.52 1.64 2.6896 Customer care GP 24 34 28 11 2 1 1.64 1.08185 1.1704 17 Services Teletalk 5 17 26 28 15 7 2 0.4 1.311488 1.72 28
  • 10. European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.6, 2011 Network GP 42 35 22 1 0 0 0 2.18 0.804736 0.6476 18 Teletalk 0 10 15 22 18 25 10 -0.63 1.277928 1.6331 Electronic GP 25 35 16 12 6 3 3 1.4 1.456022 2.12 Payment 19 System Teletalk 20 19 26 11 13 8 3 0.86 1.618765 2.6204 Missed Call GP 26 30 18 19 6 1 0 1.48 1.276558 1.6296 20 Alert Teletalk 25 27 22 13 8 4 1 1.32 1.441388 2.0776 29