Mobile Telecommunication

Executive summary

This executive summary has been provided to allow managers and executives a rapid appreciation of the content of this research. Mobile technology has developed and provided a wealth of opportunities to mobile service providers. As a result, many mobile phone users enjoy access to data services in addition to basic voice call communication. However the standardization of the mobile technology means that providers needs to look elsewhere in order to develop effective differentiation strategies that will enable them to attract and retain customers.

Mobile service operators need to provide value to their customers if they are to secure loyalty in return. However authors warn firms on customer perceptions of value often vary depending on the product or service type offered. Customer focus strategies are essential in such a context although the Sri Lankan mobile service providers are missing the point. The research will gather knowledge on what are the consumer value propositions exist in the mobile telecommunications market and there fore better understand what satisfies customers in order to retain their patronage.

A similar research conducted in U.S. has suggested strong links between independent variables such as Economic value, service quality, emotional value, social value and the dependant variables of customer satisfaction and loyalty. This has only partial relevance in the Sri Lankan market due to variations in the market developments. The research would gather knowledge on above for independent variables and its relationship with customer satisfaction and loyalty in the Sri Lankan context.

A questionnaire was administered for 200 mobile phone users and their varied range of responses was collected via a likert scale. There were five hypotheses to be tested and all had a significant relationship with the dependant variables. Among the four independent variables economic benefit had the strongest relationship to mobile customer satisfaction which leads to Customer loyalty

CHAPTER I

1. INTRODUTION

1 1.1 Background to the mobile telecommunications industry

The telecommunication regulatory commission of Sri Lanka (TRCSL) was established under the Sri Lanka Telecommunications Act No 27 of 1996. TRCSL is responsible of promoting sustainable development in the telecommunications industry by shaping the regulatory process, protecting public interest and being responsive to challenges in an increasingly competitive market. TRCSL will ensure that competition in the market is open, fair and effective.

Table 1: Mobile subscriber penetration
|Year |1992 |1993 |
| | |1 year |2 years |3 years |
| | | | | |
|Dialog |KIT 123 |1 minute incoming free |2 minute incoming free |3 minute incoming |
| | | | |free |
| | | | | |
|Mobitel |Low tariff rates |Out going |Out going |Out going |
| | |Rs 5 |Rs 4.50 |Rs 4 |
| | | | | |
|Tigo |Bonus Talk time | 10% Bonus | 20% Bonus | 30% Bonus |
| | | | | |
|Hutch |No loyalty Scheme | | | |

Source: Survey findings

1.12 Purpose of the study

Purpose of the study is to identify the relevant dimensions of perceived value propositions in consumer’s experience of mobile services which leads to satisfaction and loyalty in the mobile telecom industry.

1.13 Objectives

• To identify customer value propositions of a mobile telecommunication network

• To identity the key value propositions which leads to customer loyalty

• To provide directions to management as to how mobile telecommunication services should be marketed in order to arrest churn

1.14 Significance of the study

The development of the mobile communication industry is directly related to development of a countries infrastructure facility. Companies could invest on mobile network expansions only if they are profitable and growing its subscriber base. Consumers leaving the network are a significant problem for each individual company as it hinders the growth rate hence profits. This will have a negative impact on the overall industry growth as customers stop using mobile phones will hinder the growth of the industry hence the investment done by the firms to develop the mobile telecommunications infrastructure. Further the cost of acquiring a new customer is more than five times that of retaining an existing customer. This research will give us information about the relationship between customer satisfaction and loyalty among the mobile phone users.

1.15 Methodology

A sample of 200 mobile phone users will be given a questionnaire to find out about their consumer value propositions of a mobile telecommunications network. The sample is restricted to individual users who have full control over decision making for their mobile services. A convenience sampling method has been used to get completed questionnaires from 200 mobile phone users. Sample comprises of students and employees of organizations who are using mobile phones and has the freedom to take decision to obtain the preferred mobile service

1.16 Limitations

• Finding long lasting mobile customers needs to be limited to six months and above as finding 200 customers will have time constrains. • Access to customers who are using other mobile networks apart from Tigo • Time constrains to get completed questionnaires from 200 mobile users.

18. Chapter Framework

Chapters of this report are organized in the following manner. Chapter two will disclose the literature review on concepts such as loyalty, customer satisfaction, Hierarchy of needs and consumer behavior in decision making and marketing strategies such as segmentation, targeting and positioning which builds customer loyalty. Chapter three will cover the conceptual framework and the research methodology. The research problem will be stated and the research questionnaire will be developed for data collection. Chapter four will cover the data analysis and data presentation and this process will support the analysis to document the findings and relationships. Statistical methods will be used to prove the hypothesis empirically. Research findings will be presented in chapter five and recommendations and conclusions will be included in chapter six.

CHAPTER II

2. LITRATURE REVIEW

2.1 Introduction

Customer satisfaction has its roots in the global quality revolution. Formalizing customer satisfaction as a component in national quality competitions such as the Malcom Baldridge National Quality Awards has shown us how important customer satisfaction in an organizational context. Customer focus and satisfaction count for more than 25% of the total points in the evaluation system.

Let us now look at the history of customer satisfaction research. The first research involving customer satisfaction occurred in the early 1980’s. Works by Oliver (1980), Churchill and Surprenant (1983) intended to focus on the operationalization of customer’s satisfaction and its antecedents. By the mid 1980’s the focus of both applied and academic research has shifted to construct refinement and the implementation of strategies to optimize customer satisfaction, according to Zeithamal, Berry, and Parasuraman (1996: 31)

Rigorous scientific inquiry and the development of a general service quality theory can be attributed to Parasuraman, Berry and Zeithaml (1985). Their discussion of customer satisfaction, service quality, and customer expectations represents one of the first attempts to operationalize satisfaction in a theoretical context. They proposed that the ratio of perceived performance to customer expectations was key to maintaining satisfied customers. Several years later, Parasuraman, berry and Zeithaml (1988) published a second related discussion that focused more specifically on the psychometrics aspects of service quality. Their multi item SERVQUAL scale is considered one of the first attempts to operationalize the customer satisfaction construct. The SERVQUAL scale focused on the performance component of the service quality model in which quality was defined as the disparity between expectations and performance. The primary areas considered in the scale involved tangibles, reliability, responsiveness, assurance and empathy. For many years these dimensions were regarded as the basis for service quality measurement
Throughout the 1980’s both applied and academic researchers focused on these issues and their effects on overall customer satisfaction. The primary research question involved which of the five areas was most important vis- a -vis customer expectations. Research commonly sought both importance and performance measures for every item. The gap between these two measures was considered instrumental in resource allocation. Large gaps demanded the most attention.

2. What is customer satisfaction?

Satisfaction is the customer’s evaluation of a product or service in terms of whether that product or service has met their needs and expectations. Failure to meet needs and expectations is assumed to result in dissatisfaction with the product or service. Richard L Oliver, researcher on the topic of customer satisfaction has defined the concept in the following way,
Satisfaction is the consumer’s fulfillment response. It is a judgment that a product or service features, or the product or service itself, provides a pleasurable level of consumption-related fulfillment.
Source – Valarine A. Zeithaml, Mary Jo Bitner, Service marketing PP. 86

2.3 Determinants of Customer Satisfaction

➢ Product and service features

Customer satisfaction with a product or service is significantly influenced by the customer’s evaluation of product or service features. Customers of services will make trade offs among different service features such as Price level, quality, friendliness of employees and the level of customization.

➢ Consumer Emotions

Customer’s emotions can also affect their perceptions of satisfaction with products and services. These emotions can be stable, preexisting emotions. Positive emotions such as happiness, pleasure, elation and sense of warm heartedness enhance customer’s satisfaction with the service provider. In turn negative emotions such as sadness, sorrow, regret and anger leads to diminished customer satisfaction.

➢ Attributions for service success or failure

When consumers have been surprised by an outcome, I.e. the service is either much better or much worse than expected, they tend to look for the reasons and their assessments of the reasons can influence their satisfaction.

➢ Perception of equity or fairness

Customers ask themselves: have I been treated fairly compared with other customers? Did other customers get better treatment, better prices, or better quality services? Was I treated well in exchange for what I paid and the effort I expended? Notions of fairness are central to customer’s perceptions of satisfaction with products and services.

➢ Other consumers, family members and coworkers

Consumer’s satisfaction is often influenced by other people. In a business setting, satisfaction with a new service or technology for example, a new customers satisfaction software service will be influenced by individuals personal experiences with the software itself, but also by what others say about it in the company, how others use it and feel about it.

2.4 Loyalty

Loyalty can be defined as an attitude a consumer has towards a product or service that leads to a long term relationship and customer retention. Loyalty is not purchase behavior it self. Just because a customer repurchases regularly from a supplier does not necessarily mean he or she is loyal. The customer may purchase repeatedly from a supplier from a wide variety of other reasons. Figure 1 illustrates repeat purchase can be a result of widely varying circumstances.

Figure 1: Reasons for repurchase behavior

[pic]

Source: Derck R .Allen: Customer Satisfaction Research Management

As shown in Figure 1 customer retention may be the result of many circumstances. If we take an example a customer may purchase a car from a dealer every two years. The dealer might perceives this customer as a loyal customer. However the customer’s repeat purchase might be due to proximity to his home. Should a competitor move closer to the customer may switch due to convenience factor.

Similarly customers who repeatedly purchases a product or service based solely on price may quickly defect is a lower price alternative emerges.

2.5 Dimensions of Customer Loyalty

The attitude we refer to as loyalty may be defined as having two distinct dimensions as presented in Figure 2.

• Affective dimension

This reflects the emotional attachment a consumer may develop for a product or service. Emotional ties may interweave relationships with the brand its image or the company’s employees.

• Cognitive dimension

These are more rational and may involve the consumer’s critical assessment of his or her relationship with the supplier. These evaluations may involve attitude towards a supplier’s product quality, price, problem resolution or distribution structure. It seems reasonable to conclude that unlike customer satisfaction, attitudinal loyalty is much less dynamic. Customer satisfaction may rise and fall based on service quality experiences, but customer loyalty changes more slowly.

Figure 2: Affective and Cognitive dimensions of loyalty
[pic]
Source: Derck R .Allen: Customer Satisfaction Research Management

Figure 3, explains many factors which contribute towards an individual’s decision to repurchase a product or service. This example suggests a frame work in which customer loyalty, customer satisfaction , customer value perceptions and brand image all interacts to affect behaviors such as Repurchase which in turn drives financial performance. Loyalty, satisfaction, value perceptions and image are strongly related.

Customer loyalty and brand image perceptions are probably not as dynamic as either customer satisfaction or value perceptions. In the latter case a substantial increase in price will lead to a decrease in value perceptions, similarly if product quality begins to slip customer satisfaction will likely decline accordingly. In both cases we would expect loyal customers, i.e. those who with strong emotional and cognitive dimensions to the product or service to continue repurchasing despite of increased price and lower product quality. Marketers should also keep in mind even highly loyal customers will lose their patients if these problems are long term and acute. The point is that customers who are strongly loyal in the attitudinal sense will be more likely to weather adversities than customers who are not, despite high levels of customer satisfactions and positive value perceptions.

Figure 3: Quality and its effect on customer retention

[pic] Source: Derck R .Allen: Customer Satisfaction Research Management

6. Measuring Loyalty

Generally answers to following three questions will measure repurchase intention or more general loyalty,

• How likely are you to purchase this product/Service again in the next three months? • How likely are you to recommend this product/Service to friends or colleagues? • Overall how satisfied are you with this product/Service?
Often a composite of these three items is used as a general measure of loyalty or repurchase likelihood. A score of a 9 or 10 on each of these items when measured on a 10- point scale is a reasonable reflection of repurchase intention.

Figure 4: The secure customer Index
[pic]
Source – Joseph F.Hair, JR., Robert P.Bush, David J. Ortinau, Marketing research

2.7 Consumer Buying Behavior

Consumer buying behavior refers to the buying behavior of final consumers – Individuals and households who buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. Consumer purchase decisions are influenced strongly by cultural, social, personal and psychological characteristics as shown in figure 3. For the most part marketers cannot control such factors but need to take them in to account.

Figure 5: Factors influencing consumer behavior
[pic]
Source – Philip Kotler, Gary Armstrong: Principles of Marketing

• Culture

Cultural factors exert a broad and deep influence on consumer behavior. The marketer must understand the role played by the culture and it is the most basic cause of a person’s wants and behavior. A person learns basic values, perceptions, wants and behaviors from the family and the other important institutions.

• Social Factors
A consumer’s behavior also influenced by social factors such as the consumer’s small group, family, and social roles and status. Reference groups serve as direct or indirect points of comparison or reference in forming a person’s attitude or behavior. Aspirational group is one to which the individual wishes to belong to which they do not belong

Family members can strongly influence buyer behavior. The family is the most important consumer buying organization in society. It is the main reason why marketers are interested in the roles and influences of the husband, wife, and children on the purchase of different products and services.

• Personal Factors

A buyer’s decision is also influenced by personal characteristics such as the buyer’s age and lifecycle stage, occupation, economic situation, lifestyle and personality and life concept.

• Psychological factors

Each person’s distinct personality influences his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. Personality is usually described in terms of traits such as self confidence, sociability, autonomy, defensiveness, adaptability and aggressiveness. Personality is useful in analyzing consumer behavior for certain products or brand choices.

The point which is important from a marketer’s perspective is that brand too has personalities and the consumers are likely to choose brands which match their own. A brand personality is the specific mix of human traits that may be attributed to a particular brand.

• Perceptions

A motivated person is ready to act. How the person acts is influenced by his or her own perception of the situation. Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

• Attitudes
Attitude can be defines as a person’s consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea. In a consumer behavior context an attitude is a learned predisposition to behave in a consistently favorable or unfavorable way

2.8 Tricomponent Attitude Model

According to the tricomponent attitude model, attitudes consist of three major components: a cognitive component, an affective component and a Conative component see figure 5

• The cognitive component

This component consists of a person’s cognitions, that is the knowledge and perceptions that are acquired by a combination of direct experiences with the attitude object and related information from various sources. This Knowledge and resulting perceptions commonly take the form of beliefs that the attitude possess various attributes and that specific behavior lead to specific outcomes.

• The Affective Component

A consumer’s emotions or feelings about a particular product or brand constitute the affective component of an attitude. These emotions and feelings are frequently treated by consumer researchers as primarily evaluative in nature that is they capture an individual’s direct or global assessment of the attitude object.
Affect laden experiences also manifest themselves as emotionally charged states (e.g. Happiness, sadness, shame, disgust, anger, distress, guilt or surprise) Research indicates that such emotional states may enhance or amplify positive or negative experiences and that later recollections of that experiences may impact what comes to mind and how the individual acts.

• The Conative Component

This component is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object .In marketing and consumer behavior research, the conative component is frequently treated as an expression of the consumer’s intention to buy.

Figure 6: Tricomponent Attitude Model

Source: Leon G.Schiffman, Leslie Lazar Kanuk: Consumer Bahavior

9. Market Segmentation

Market place is highly diverse and it’s composed of many different people with different backgrounds and countries of origin, different interests, and different needs and wants which gives reasons to segment the market. Companies has identified that they could not appeal to all buyers in the same way. Instead a company should identify the parts of the market it could better serve and most profitably. Thus most companies have moved away from mass marketing towards market segmentation and targeting. Market segmentation is defined as dividing a market into smaller groups of buyers with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.

10. Segmenting consumer markets

Consumer markets could be segmented by focusing on some major variables. Marketers use geographic, demographic, psychographic and behavioral variable to segment the market

• Geographic Segmentation

This divides the market in to nations, regions, states, countries, cities or neighborhoods. A firm may decide to operate in one or a few geographic areas or to operate in all areas but pay attention to geographical differences in needs and wants. Firms today are localizing their products, advertising, promotions and sales efforts to fit the needs of the individual regions.

In the mobile telecommunications industry geographic segmentation is currently practiced. Firms have divided the rural market in to zones. Mobile consumers in these zones get a special package which has special tariff benefits on calls generated with in the zone. In the mobile industry these zones are called as Home zones and special promotional campaigns are executed with in these zones to attract these customers. Companies have studied the life style of these consumers and has identified majority of the calls are generated with the zone. Companies have demarcated Zones by using its tower coverage. When the customer generates a call which is routed through the assigned zonal tower then the customer is charged a discounted call rate. If the customer moves out of the zone and generates a call then the call will be routed through another tower hence the customer will be charged the standard call rate. This has been a successful strategy for mobile operators to penetrate in to rural markets.

• Demographic Segmentation

Demographic segmentation divides the market into based on variables such as age, gender, family size, family life cycle, income occupation, education, religion, race and nationality. Demographic factors are the most popular bases for segmenting the market as consumer’s needs, wants, and usage rates often vary closely with demographic variables.

In the mobile telecommunications industry firms have segmented the market by using demographic segmentation. Firms have developed special packages targeted at the elderly consumers who are currently in the age group of 50 and above. Special packages have been developed for government servants and couple packages have been developed for lovers. In each of these packages the mobile usage patterns has been studied and products has been developed to cater to needs of the segments. Advertising and promotions has also been customized to attract these segments.

• Psychographic Segmentation

Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics.

Currently we do not see mobile telecom operators using Psychographic segmentation to good effect.

• Behavioral segmentation

Behavioral segmentation divides buyers in to groups based on their knowledge, attitudes, uses or responses to a product. Currently we do not see mobile telecom operators using Behavioral segmentation to good effect.

11. Effective segmentation

Following criteria’s needs to be fulfilled in an effective segmentation

• Measurable

The size, purchasing power and profiles of the segment could be measured. Firms should have the data on number of government servants in the country, number of retired senior citizen etc.

• Accessible

Selected market segment can be effectively reached and served. Suppose majority of the senior citizens could not be reached through mediums such as TV, Radio and press then selecting that segment will not serve company objectives.

• Substantial

The market segments should be large or profitable enough to serve. A segment should be the largest possible homogeneous group pursuing with a tailored marketing program.

• Differentiable

The segments should are conceptually distinguishable and respond differently to different marketing mix elements and programs. If senior citizens and young couples respond similarly to the same product then they do not constitute separate segments.

• Actionable

Firms could identify market segments and develop products, advertising campaigns and promotions to attract those segments, but they should have the resources to action it effectively. If the firm has scarcity on resources then best is to target the most profitable segments which can be served better.

2.12 Segmentation in practice

Procter & Gamble one of the world’s premier consumer goods companies sells seven brands of laundry detergents in the United States. These P&G brands compete with one another on the same supermarket shelf. But why would P&G introduce several brands in one category instead of concentrating its resources in one single brand? The answer lies in the fact that different people want different mixes of benefits from the product they buy.

In the example of detergents people use it to get their cloths clean. But they also expect other things such as economy, bleaching power, fabric softening, fresh smell, strength or mildness and lots of suds or only a few. Consumers will have different priorities for each of the benefits. To some cleaning bleaching power are most important, to others fabric softening matters most thus there are groups or segments of laundry detergent buyers and each segment seeks a special combination of benefits.

Procter and Gamble has identified seven important segments in laundry detergents and has developed a different brand designed to meet the different needs of each.

Tide – Fabric cleaning and care at its best. It’s the all purpose family detergent that is tough on greasy stain.

Cheer – It’s a color expert and protects against fading.

Bold – It’s the detergent with a fabric softener

Gain – Detergent that gives clean and fresh smelling clothes

Era - It has enzymes to remove tough stains

Ivory Snow – Gives mild cleansing benefits for a pure and simple clean

Dreft – A fabric softer

By segmenting the market and having several detergent brands, P&G has an attractive offering for consumers in all important preference groups. As a result all P&G brands combined take a 60 percent share of the U.S. laundry market.

13. Targeting

After evaluating different segments the company must now decide which and how many segments it will target. A target market consists of a set of buyers who share common needs or characteristics that the firm decided to serve.

Figure 7: Target marketing strategies

[pic]

Targeting Broadly Targeting Narrowly

Source – Philip Kotler, Gary Armstrong: Principles of Marketing

• Undifferentiated Marketing

In this approach a firm would decide to ignore market segmentation differences and target the whole market with one offer. This mass marketing strategy focuses on what is common in the needs of the consumers rather than on what is different. In the approach the company designs a product and a marketing program that will appeal to the largest number of buyers.

• Differentiated Marketing

Differentiated marketing strategy focuses on targeting several market segments and develops separate offers for each. Developing a stronger position with in several segments creates more sales to a firm than undifferentiated marketing across all segments. Mobile telecommunication firms are currently following a differentiated marketing strategy to achieve its business objectives.

• Concentrated Marketing

In concentrated marketing strategy firms focus on acquiring a large share of one or few niches instead of going after a small share of a large market. Through concentrated marketing, the firm achieves a strong market position because of its greater knowledge consumer needs in the niches it serves.

In the mobile telecommunications industry firms follows a concentrated marketing strategy when serving to the corporate segment. Corporate segment comprises of customers who are working for companies and in the executive grade. This segment demands a different set of value propositions which will be fulfilled through tailor made marketing mix.

• Micro Marketing

Micro marketing strategy tries to customize its offers to each individual customer which differ from differentiated marketing and concentrated marketing. Mobile telecommunication industry does not pursue this strategy.

• Choosing a target marketing strategy

A firm should consider many factors before it chooses the target marketing strategy. If the company lacks resources then concentrated marketing makes more sense. Product variability will be another factor which would influence the strategy. Undifferentiated marketing is more suited for uniform products such as steel, cement etc. Industries such as mobile telecommunications which has products that can vary should pursue a differentiated or a concentrated strategy.

The product life cycle stage is another factor which influences the strategy to pursue. When a firm introduces a new product launching a single version is more practical hence pursuing an undifferentiated or a concentrated strategy makes sense. However in the mature stage of the product life cycle differentiated strategy begins to make more sense. Market variability is another factor which would decide the strategy to pursue. If most customers have the same tastes, buy the same amounts and react the same way to marketing efforts, undifferentiated marketing is appropriate.

Finally studying the competitor marketing strategy is very important. When competitors pursue a differentiated or a concentrated strategy, pursuing an undifferentiated strategy could be harmful. Conversely when competitors are pursuing an undifferentiated strategy a firm can gain a competitive advantage by using differentiated or concentrated marketing.

14. Positioning

Positioning is an important concept which could be defined as the place the product occupies in the consumer’s mind relative to competing products. When firms have identified its segments and decided on its targeting strategy next step is to position its product in the consumers mind. A product position is the way the product is defined by consumers on important attributes. Positioning involves implanting the brands unique benefits and differentiation in consumer’s mind.

To find points of differentiation marketers should think through the customer’s entire experience with the company’s product or service. Companies should find ways to differentiate it self at every customer contact point. Firms could differentiate along the lines of product, services, channels, people or image.

In the mobile telecommunications industry firms have positioned it self based on technology, price, service and convenience. Owning one single attribute and aggressively promoting it and becoming number one on that attribute was the practice among mobile service providers in the past. But in the recent past competitors are trying to claim many attributes which includes the positions owned by the other players in the industry. In the mobile telecommunications industry it’s the right strategy to pursue as consumers value all of the above attributes. However when firms increases the number of claims for their brands, they risk disbelief and a loss of clear positioning.

• Selecting an overall positioning strategy

Consumers typically choose products and services that give them greatest value. Thus marketers want to position their brands on the key benefits that they offer. The full positioning of a brand is called the brand’s value proposition.

Figure 8: Possible value propositions Price More The Same Less
|More for More |More for the same |More for less |
| | |The same for less |
| | |Less for much less |

More

Benefits The same

Less

Source – Philip Kotler, Gary Armstrong: Principles of Marketing

Following are the five wining value propositions a firm could position their products,

• More for more

More for more positioning involves providing the most upscale product or service and charging a higher price to cover the higher costs. Black berry is a smart phone with additional features such as checking your official mails through your hand set. Mobile operators charge a premium for this black berry device and offers a personalized serve to customers who owns it

• More for the same

A firm could compete with a firm that offers more for more positioning by introducing a brand offering with comparable quality but at a lower price.

• The same for less

The firm offers the same for less. In the mobile telecommunications industry market leader has been currently challenged by other players as they pursue a same for less strategy

• Less for much less A market almost always exists for products that offer less there fore cost less. Few people can afford the very best in every thing they buy. In the mobile telecom market some firms pursue low price strategies and consumers who are attracted to low prices are wiling to compromise on attributes such as network coverage.

• More for less This would be the ideal wining value proposition. Some companies have managed to pursue this value proposition whilst generating profits.

Recent research done in the area of Customer satisfaction and loyalty in the mobile telecommunications industry

2.15 Previous research conducted in the area of Mobile customer satisfaction and Loyalty

A research has been conduct among US mobile subscribers to find out the perceptions of mobile service shows that the level of satisfaction is much lower for carriers compared to other service sectors. (Consumer Report, 2005; Mckinsey quarterly, 2004). In fact, 35 percent of US Mobile subscribers in 2004 reported that they were considering switching mobile services. In recognition of this problem this research was conducted to investigate the drivers of satisfaction and loyalty in the US mobile market. The first purpose of this research has been to identify relevant dimensions of service quality in the mobile services context that consumers perceive in their evaluations. In this research four broder value propositions has been identified and relationships has been built up with customer satisfaction and loyalty. In this study consumer perceived value has been categorized under four dimensions namely quality, economic, emotional and social value.

Research findings support the relationship between perceived economic value and customer satisfaction and the emotional value and satisfaction. The level of satisfaction has increase with improved economic and emotional value. Perceived social value has not shown a relationship with customer satisfaction. Finally a positive relationship has been found on consumer loyalty. The results reveal that the level of customer satisfaction increased the likelihood of consumer loyalty.

However only few studies has been conducted to investigate the various service attributes which influence consumer’s decision making in the Sri Lankan context. Because of the different levels of market development in foreign markets and distinct consumer behavior in foreign markets, study findings may provide only limited applications to the Sri Lankan market. In recognition of this problem this research aims to investigate drivers of satisfaction and loyalty in the Sri Lankan mobile communication market.

2.16 Summary

The literature presented in this chapter has been extracted from textbooks, and websites with references, which are mentioned and listed again at the end of the report. Key terms used in the development of conceptual framework are defined whist related frameworks, which are going to be used for its development, are explained in detail.

CHAPTER III

3. CONCEPTUAL FRAMEWORK

3.1. Introduction

The chapter deals with the core issue of the study. The problem is looked at from different angles by developing various concepts that leads to problem definition. The variables identified enable one to measure the problem from the sources selected for the study.

3.2 Conceptual Framework

Figure 9: Conceptual model for customer satisfaction and loyalty in the mobile telecommunications industry in Sri Lanka [pic] Source: Research Framework

3.3 Perceived Service Quality

There are two distinct dimensions of service quality, which are technical and functional quality. Technical quality is what consumers get as an outcome of an interaction with a mobile service provider, which is equivalent to core service quality related offerings. Technical aspects of mobile service includes network quality and network coverage In turn, functional quality has to do with how the service is delivered. It includes a broad range of service delivery items such as customer care and the manner of service personnel.

3.4 Perceived Economic Value

Economic value is related to perceived economic benefits received in comparison to a monetary cost of the service. This includes tariff plans and to what extent it offers value for money to the consumer.

5. Perceived Emotional Value

Emotional value refers to the utility derived from the feelings or affective states that the service provider leads the customer in to, and this includes advertising stimuli of service providers.

6. Perceived Social Value

Social value is related to enhancement of social self-concept. In the use of technology driven products or services, social image can be an important factor that affects consumers decision making. Mobile phones are a medium through which users keep social contact. Also, consumers consider the possession of a technology driven device as a symbol of social status as well as a fashion item. In this sense, the display and use of their mobile phones is important for mobile phone users to improve the way of being perceived by others. Hence, social value is expected to play an important role in the context of mobile phone usage.

3.7 Hypothesis development

The marketing literature supports a positive influence of perceived service quality and perceived economic value on satisfaction as well as perceived emotional value on satisfaction. This study also proposes social value as an important factor that comprises a consumer’s perceived value. (M-loyalty: winning strategies for mobile carriers, Journal of consumer marketing Volume 23, Number 4 .2006. 208-218) Mobile service is mainly used for communication purpose, and a consumers feeling of belonging to a certain group may enhance perceived value. Satisfaction has been widely studied as a predictor of customer loyalty. Customer satisfaction is an important factor for a long term relationship between a firm and a customer. That is, a consumer’s positive affect towards a service provider is likely to motivate the consumer to stay with the service provider and also recommend the service to others.

Thus following hypotheses are proposed,

H1 – Perceived service quality will have a positive influence on customer satisfaction

H 2 – Perceived Economic value will have a positive influence on customer satisfaction

H3 - Perceived Emotional value will have a positive influence on customer satisfaction

H 4 - Perceived Social value will have a positive influence on customer satisfaction

H5 - The level of customer satisfaction will have a positive influence on loyalty intention

8. Operationalization

Our sample is restricted to individual users who have a full control over decision making for their mobile services, (Mobile carriers and service contacts). The sample has been drawn from employees who are working in organizations and currently uses their personal mobile phones and school students who are using their own mobile phones. A convenience sampling technique was used to get access to 200 mobile phone users. Questionnaires were E-mailed to employees who were working in organizations and a close channel of networking was used such as friends, peers, PIM students to get access to the sample.

Company resources were used to get access to the sample student base as physical questionnaires were administered and filled at the companies hang out place for students known as Tigo Zone.

9. Questionnaire

A questionnaire was developed focusing on the measures defined for each variable. Special effort was made and care was taken to word the questions specifically to get the right response for the targeted measures. Prior to the survey the questionnaire was pre-tested to ensure clarity and readability. A convenience sample of 20 respondents was used on a voluntary basis and participant’s feedback was used to explore the dimensionality of mobile service attributes as well as to refine the questionnaire.

The four independent variables that of mobile service quality, perceived economic value, perceived emotional value and social value along with the two dependant variables of customer satisfaction and loyalty were measured on five – point likert scales ranging from “Strongly disagree” (1) to “Strongly agree” (5). Each item of service attributes was presented to respondents in a different order to avoid order effects. Dimensions and measures of mobile service attributes are presented in table 3

Table 3: Conceptualization of the research problem

|Code |Objective |Variable |Question numbers |
|01 |Relationship between customer satisfaction |Economic value |Q1,Q2,Q4,Q5,Q6 |
| |and perceived economic value | |Q16 |
|02 |Relationship between customer satisfaction |Emotional value |Q3,Q7,Q8,Q9,Q10 |
| |and perceived emotional value | |Q12 |
|03 |Relationship between customer satisfaction |Social Value |Q11,Q13,Q15,Q18 |
| |and perceived social value | | |
|04 |Relationship between customer satisfaction |Mobile Service Quality |Q17,Q19,Q20,Q25 |
| |and perceived service quality | |Q27,Q33 |
|05 |Relationship between customer satisfaction |Customer Satisfaction |Q14,Q21,Q22,Q23 |
| |and customer loyalty | |Q26,Q28,Q34 |
|05 |Relationship between customer satisfaction |Customer Loyalty |Q24,Q29,Q30,Q31 |
| |and customer loyalty | |Q32,Q35 |

Source – Research frame work

10. Sample for the research

A convenience sampling method has been used to collect data from mobile users of all four operators. The questionnaire was administered to mobile customers who walk in to Tigo zone which is a hang out place for all pre-paid mobile users. Questionnaire was also mail to friends, professionals, MBA Students, and relatives who were using mobile phones.

11. Summary

A study frame work is developed and operationalized to facilitate the data collection. Five independent variables are defined and relationships to customer loyalty are anticipated. Five hypotheses are developed and that are to be proved after the collection of data.

Chapter IV

4. Data Gathering and Analysis

Introduction

This chapter deals with the collection and analysis of responses in the questionnaire administered along with the responses given by customers of each mobile operator. Since all the fieldwork carried out for this study will be presented for analysis, this chapter will be an important and interesting one.

Selection of customers for data collection

The questionnaire was administered to 246 respondents and only 195 filled questionnaires were received. Out of 195 questionnaires 25 was rejected due to more than 15% of the questions were blank and 170 questionnaires were taken in for data analysis.

Table 4: Summary of data collection

|Number of questionnaires |246 |
|Circulated | |
|Number of questionnaires received |195 |
|Number of questionnaires |15 |
|Rejected | |
|Number of questionnaires taken for data |170 |
|analysis | |

Source: Survey Data

Demographic details of the sample selected

Out of the170 respondents 135 are males and 35 females. Sixty percent of the sample was under 25 years of age and 40% of the respondents are over 25 years of age. Out of the total respondents 82% had either secondary education or more and 18% of the respondents has completed O/L’s and in pursue of their A/L’s.

Graph 2: Gender wise break up of respondents [pic] Source: Survey Data

Graph 3: Break up of age groups among respondents

[pic] Source: Survey Data

Graph 4: Level of education among respondents

[pic] Source: Survey Data

4.3 Mobile subscriber analysis

Out of the total sample 96 were using Dialog, 35 had Tigo, 29 had Mobitel and 10 had Hutch. From the total base 90 people were using prepaid connections and 80 were using postpaid connections. Out of the sample 60% had used the particular network for a period of six months to one year and 40% had used their network for more than one year.

Graph 5: Mobile network usage among respondents

[pic] Source: Survey Data

Graph 6: Mobile service packages used among respondents

[pic] Source: Survey Data
Graph 7: Mobile network usage among respondents

[pic] Source: Survey Data

4.4 Determination of Descriptive Statistics among each mobile operator

SPSS package will be used to analyze the data and a mobile subscriber sample of 170 from all four operators was used in the analysis.

It would be useful to analyze the mean values for each of the five value proposition of all four mobile operators and the same for the entire sample before going in to inferential statistics. Descriptive statistics such as maximum, minimum, means, standard deviations were obtained for the interval scaled independent and dependant variables and all variables has been measured on a five point scale, results are shown below.

4.5 Descriptive Statistics for Dialog

Dialog customers have given a high mean score for quality of service provided and quite interestingly they feel the network is not offering much economic value. Dialog customers have given a high mean value for both satisfaction and loyalty.

Table 5: Descriptive Statistics - Dialog

| |N |Minimum |Maximum |Mean |Std. Deviation |
|Economic |96 |1.50 |4.67 |3.1962 |.62126 |
|Emotional |96 |1.17 |4.67 |3.4705 |.53802 |
|Social |96 |1.00 |5.00 |3.2786 |.78545 |
|Quality |96 |2.00 |5.00 |3.6528 |.61638 |
|Satisfaction |96 |2.00 |5.00 |3.5744 |.57330 |
|Loyalty |96 |1.50 |5.00 |3.5990 |.68679 |
|Valid N (list wise) |96 | | | | |

Source: Survey Data

6. Descriptive Statistics for Hutch

Hutch perceived to be the price leader in the market which reflects in the findings. Hutch customers have given a high mean vale on economic value.

Table 6: Descriptive Statistics - Hutch

| |N |Minimum |Maximum |Mean |Std. Deviation |
|Economic |9 |3.00 |4.17 |3.4259 |.43390 |
|Emotional |9 |2.17 |4.00 |3.2593 |.47952 |
|Social |9 |2.25 |4.00 |3.3889 |.67443 |
|Quality |9 |2.50 |4.17 |3.5926 |.50766 |
|Satisfaction |9 |3.14 |4.29 |3.7460 |.34090 |
|Loyalty |9 |2.67 |4.17 |3.6481 |.47467 |
|Valid N (list wise) |9 | | | | |

Source: Survey Data
7. Descriptive Statistics for Mobitel

Mobitel customers have given a low mean score for social value but a high mean value for economy.

Table 7: Descriptive Statistics- Mobitel

| |N |Minimum |Maximum |Mean |Std. Deviation |
|Economic |29 |2.33 |4.33 |3.5000 |.48387 |
|Emotional |29 |1.00 |4.00 |3.0402 |.66466 |
|Social |29 |1.00 |4.25 |2.5431 |.93796 |
|Quality |29 |2.50 |4.67 |3.5402 |.53388 |
|Satisfaction |29 |2.00 |4.86 |3.5813 |.66452 |
|Loyalty |29 |1.83 |4.83 |3.4943 |.62438 |
|Valid N (list wise) |29 | | | | |

Source: Survey Data

8. Descriptive Statistics for Tigo

Similar to Mobitel customers Tigo customers too feel there network operator gives value in terms of economy but its low in social value which reflects in the mean values

Table 8: Descriptive Statistics- Tigo

| |N |Minimum |Maximum |Mean |Std. Deviation |
|Economic |36 |2.33 |4.33 |3.5833 |.45163 |
|Emotional |36 |1.50 |3.83 |2.9583 |.53804 |
|Social |36 |1.00 |4.25 |2.5486 |.88200 |
|Quality |36 |1.67 |4.50 |3.4352 |.58592 |
|Satisfaction |36 |1.00 |5.00 |3.3571 |.78432 |
|Loyalty |36 |1.00 |4.33 |3.2361 |.82844 |
|Valid N (list wise) |36 | | | | |

Source: Survey Data

4.9 Descriptive Statistics for the Mobile telecommunications Industry

If we look at the descriptive statistics for the whole sample, quite interestingly the highest mean values have been obtained by the value propositions of economy and mobile service quality.

Table 9: Descriptive Statistics- All network operators

| |N |Minimum |Maximum |Mean |Std. Deviation |
|Economic |170 |1.50 |4.67 |3.3422 |.57970 |
|Emotional |170 |1.00 |4.67 |3.2775 |.59940 |
|Social |170 |1.00 |5.00 |3.0044 |.89809 |
|Quality |170 |1.67 |5.00 |3.5843 |.59315 |
|Satisfaction |170 |1.00 |5.00 |3.5387 |.63338 |
|Loyalty |170 |1.00 |5.00 |3.5069 |.70997 |
|Valid N (list wise) |170 | | | | |

Source: Survey Data

7. Reliability of Data

The cronbach’s alpha reliability coefficients of the five independent variable and the dependant variable were obtained. The results indicate that the cronbach’s alpha for the six item loyalty is 0.811. Thus the internal consistency, reliability of the measures used in this study is good.

Table 10: Case Processing Summary for data reliability

| |N |% |
|Cases |Valid |170 |100.0 |
| |Excluded(a) |0 |.0 |
| |Total |170 |100.0 |

a List wise deletion based on all variables in the procedure.

Source: Survey Data

Table 11: Reliability Statistics

|Cronbach 's Alpha |N of Items |
|.811 |6 |

Source: Survey Data

4.10 Determination of relationships among variables

The data collected from the 170 respondents will be evaluated in order to find the analytical relationship among variables. Regression analysis or correlation analysis are the two statistical methods of choice that are available. Keeping the scope of this study in mind, regression analysis is preferred to describe the relationships. The results obtained are tabulated below. The dependant variable and the independent variables used for this study based on the study frame work are customer loyalty, customer satisfaction, economic value, emotional value, social value and mobile service quality respectively.

4.11 Multiple Regression Analysis used to analyze the relationships

SPSS Package will be used to analyze the data and a customer sample of 170 respondents will be used for the application of the model.

Table 12: Definition of variables for regression analysis

Variables Entered/Removed (b)

|Model |Variables Entered|Variables Removed|Method |
|1 |Satisfaction, |. |Enter |
| |Social, Economic,| | |
| |Quality, | | |
| |Emotional(a) | | |

a All requested variables entered. b Dependent Variable: Loyalty

Source: Survey Data

One dependant variable and five independent variables are defined for the input and result summary is given below.

The below table in the output lists the summary of the independent variables that are entered into the regression model

Table 13: Results Summary for regression analysis

Model Summary

|Model |R |R Square |Adjusted R |Std. Error of the |
| | | |Square |Estimate |
|1 |.791(a) |.625 |.614 |.44125 |

a Predictors: (Constant), Satisfaction, Social, Economic, Quality, Emotional

Source: Survey Data

According to the summary sheet the results show the coefficient of determination 0.791 and 0.625 denotes coefficient of correlation therefore loyalty variance is associated and significantly explained 62.5% by the five independent variables.

Table 14: Summary of coefficients

[pic]
Source: Survey Data

The details in table 11 summarize the beta values, which will provide the contributions of each independent variable to the dependant variable. The contribution can be listed as follows.

Table 15: Association of independent variable

| Independent Variable | Association |
|Economic Value |0.161 |
|Emotional Value |0.052 |
|Social Value |0.101 |
|Mobile service quality |0.267 |
|Satisfaction |0.470 |

Source: Survey Data

Look at sample distribution and Scatter diagram

Scatter diagram for customer satisfaction associated to the independent variable

4.12 Pearson Correlation is used to reinforce the relationships among variables

The Pearson correlation matrix obtained for the six interval scaled variables is shown in table 12. The analysis shows all independent variables are positively correlated to the dependant variable. Testing of hypothesis using null hypothesis have not undertaken in this research. The analysis has obtained a significant result at 0.01 probability. From the results obtained we could conclude the following,

• All five independent variables are positively correlated to the dependant variable loyalty.

• Economic value is positively correlated to loyalty at 0.45

• Emotional value is positively correlated to loyalty at 0.44

• Social value is positively correlated to loyalty at 0.44

• Mobile service quality is positively correlated to loyalty at 0.59

• Satisfaction is positively correlated to loyalty at 0.69

Table 16: Pearson Correlations for Variables

[pic]
Source: Survey Data

Chapter V

5. DISCUSSION OF FINDINGS

5.1 Introduction

In this chapter the intension is to evaluate the facts from the gathered data and the subsequent analysis (Previous chapter). These evaluations will be further discussed and content will be summarized. The results of analysis are presented to focus the attention to the issues derived out of the analysis in the previous chapter. The main purpose of the chapter is to present the factors which are the outcome of data analysis with out ambiguity.

5.1 Consumer value propositions among mobile operators

• Dialog Dialog leads the mobile market and the 96 Dialog respondents feel the operator offers a quality service but does not give much economic value to its subscribers. Further the respondents have given a relatively higher rating on emotional value.

Table 17: Summary of mean value for Dialog
| |N |Mean |
|Economic |96 |3.1962 |
|Emotional |96 |3.4705 |
|Social |96 |3.2786 |
|Quality |96 |3.6528 |
|Satisfaction |96 |3.5744 |
|Loyalty |96 |3.5990 |
|Valid N (list wise) |96 | |

Source: Survey Data

• Tigo

The 36 Tigo customers feel their service provider offers economic value and service quality. Tigo customers do not feel they are emotionally attached to the network which is clear by looking at the mean value which is less than three.

Table 18: Summary of mean value for Tigo
| |N |Mean |
|Economic |36 |3.5833 |
|Emotional |36 |2.9583 |
|Social |36 |2.5486 |
|Quality |36 |3.4352 |
|Satisfaction |36 |3.3571 |
|Loyalty |36 |3.2361 |
|Valid N (list wise) |36 | |

Source: Survey Data

• Mobitel

The 29 Mobitel respondents too feel their service provider offers good economic value and service quality. Like Tigo customers they too are not emotionally attached to the network

Table 19: Summary of mean value for Mobitel

| |N |Mean |
|Economic |29 |3.5000 |
|Emotional |29 |3.0402 |
|Social |29 |2.5431 |
|Quality |29 |3.5402 |
|Satisfaction |29 |3.5813 |
|Loyalty |29 |3.4943 |
|Valid N (list wise) |29 | |

Source: Survey Data

• Hutch

The nine Hutch respondents feel their network operator gives good economic value and mobile service quality. A relatively high mean value on emotional value indicates they are emotionally attached to the network. Further Hutch customer’s shows relatively higher levels of satisfaction

Table 20: Summary of mean value for Hutch

| |N |Mean |
|Economic |9 |3.4259 |
|Emotional |9 |3.2593 |
|Social |9 |3.3889 |
|Quality |9 |3.5926 |
|Satisfaction |9 |3.7460 |
|Loyalty |9 |3.6481 |
|Valid N (list wise) |9 | |

Survey Data

• Mean values for the total sample

Quite interestingly highest mean values have been obtained by Economic value and mobile service quality.

Table 21: Summary of mean value for the entire sample

| |N |Mean |
|Economic |170 |3.3422 |
|Emotional |170 |3.2775 |
|Social |170 |3.0044 |
|Quality |170 |3.5843 |
|Satisfaction |170 |3.5387 |
|Loyalty |170 |3.5069 |
|Valid N (list wise) |170 | |

Survey Data

5.2 Validity of Variables

The important finding is that the independent variables selected have 62.5% significance over the dependant variable of Loyalty. The regression analysis model given in the table 10 explained that economic value of mobile usage is 16.1% related, emotional value of mobile usage is 5.2% related, social value of mobile usage is 10.1% related, mobile service quality is 26.7% related and finally customer satisfaction is 47% related.
The above relationships are developed using the field research data collected exclusively for the study.

The model can be expressed as in table 13. There fore customer loyalty for mobile usage is positively correlated to all five independent variables. Further correlation analysis shown in table 13 proves the positive correlations to all the independent variables with significant level of 99% (Significant level at 0.01 level [2- Tailed])

5.3 Summary of findings

According to research findings mobile subscribers value mobile service quality most and secondly economic value provided by the network operator. Independent variables selected explains 62.5 % of the variance in the dependant variable loyalty. Dialog customers perceive the network offers the highest quality service where as Tigo and Mobitel customers perceive their network provider offers good economic value

CHAPTER VI

6. CONCLUSIONS & RECOMMENDATIONS

6.1 Introduction

This chapter concludes the research project by providing the recommendations for arresting mobile customer churn based on the findings of the previous chapter. The first part of this concluding chapter will outline the reasons for churn and then will proceed to explain the recommendations to management in the mobile telecommunications industry on how to reduce churn successfully

6.2 What are the reasons for mobile subscriber churn?

Based on the research findings it’s clear that mobile subscribers value both mobile service quality and economic value offered by its network providers. In addition customers also seek for social value from its mobile operator which is related to the Brand image projected by each of the service providers. The variance in Mobile subscriber loyalty is explained by Mobile service quality, economic value and social value at percentages of 26.7%, 16.1% and 10.1% respectively.

6.3 Recommendations

Based on the research findings it would be prudent for mobile operators to focus on the three key value propositions in their marketing strategies and following actions needs to be taken in order to reinforce the three key value propositions

• Mobile service quality

➢ Coverage Expansion

Under mobile service quality operators should focus on coverage expansion as it enables subscribers to be connected with out any interruptions. Quite interestingly a mean value of 3.9 was obtained for the question I would like my service provider to have Island wide coverage even though I do not travel quite often. It shows the importance of having a positive coverage perception in the minds of the consumer. Effective advertising campaigns would enable firms to build up this perception hence arrest subscriber churn.

➢ Signal Quality

The strength of signals offered by the service provider determines the clarity of communication. Poor signal quality leads to unable to generate calls due to network being busy, call drops and hence communication break up. A mean value of 3.7 was given for consumers feel bad when the network goes busy shows a high dissatisfaction on poor signal quality.

➢ Customer service

Customer service is also an important element in the mobile service quality. It’s the service offered by both the front end customer care staff and the back end call center staff which leads in to a favorable perception in the consumers mind about the service offered by the operator. Offering prompt service to customer queries reduces dissatisfaction hence churn.

• Economic Value

Mobile operators should look at economic value not in terms of mere price reductions as they should strike a balance between social value and economic value. Focusing purely on price reduction leads to the perception of a cheap brand which leads to low social value. Hence all mobile operators should look at strategies which give more value for consumers on what they already spend on communication. Loyalty schemes which offer more value for high spenders, long lasting consumers, not only ensure they continuously spend more but also they stick to the operator with out switching to another brand.

• Social Value

A consumer plays the role of a communicator. He would like to project about him self to the society with the brands in his possession. A mobile service is no exception. The consumer would like to get accepted in the society and would like to feel that he belongs to a certain group in the society by using his mobile network. This is an important value proposition for the mobile marketers as the brand image would enhance this value proposition. Building up a positive brand image would take relatively a long time compared to mobile service quality and economic value offered. Managers in the mobile telecom sector should give equal prominence to building up a favorable image to their brand as it contributes towards satisfaction hence loyalty.

6.4 Conclusion

The scope of this research was to identify what are the value propositions associated with a mobile network and to figure out the key value propositions which leads to loyalty .Research conducted among 170 mobile users enabled us to figure out which are the most sort after value propositions among mobile subscribers and what action steps which should be taken by the managers in the mobile telecommunication industry, in order to arrest churn in the Industry.

Annexure – 1 (Page 1 of 3)

Data collection for research exercise

Dear Sir/ Madam,

Let me thank you for participating in this research. This exercise expects to identify the factors that determine the loyalty of a mobile phone customer to a Mobile Network in Sri Lanka? You are free to propose your ideas by ticking the most appropriate cage. Your answers will be kept confidentially and used only for this research exercise.
Your corporation to complete this exercise is highly appreciated.
Thank you.

Demographic Information
Job Title: ………………………………………
Mobile Phone Number:………………………………...
Please tick (type “x” mark) the appropriate box

|Age Group |Under 25 26 to 35 36 to 45 46 or Over |
|Sex | Male Female |
|Years with the network |Less than 1 year Less than 2 years Less than 3 years More than 3 years |
| | |
|Package |Pre-paid Postpaid |
|Level of Education |G.C.E O/L G.C.E A/L Bachelor’s Degree Masters Degree |
|Level of Income |< 10000 10000-20000 20000-30000 30000-4000 40000-75000 Over 75000 |

Research Questionnaire
Guide to answering the questions that follow

1- Strongly Disagree 2- Disagree 3- Neither Disagree nor Agree 4- Agree 5- Strongly Agree

|1 |Mobile service offered by the current service provider is reasonably priced | |
| | | |
| | |1 2 3 4 5|
|2 |My current mobile service provider gives me value for money | |
| | | |
| | |1 2 3 4 5|
|3 | My current service provider would make me want to use it | |
| | | |
| | |1 2 3 4 5|
|4 |My current mobile service provider is economical | |
| | | |
| | |1 2 3 4 5|
| | | |
|5 |I value call charges over the brand image, Value added services or Mobile service quality offered | |
| |by the service provider | |
| | |1 2 3 4 5|
|6 | My current service provider offers a good service for the price | |
| | | |
| | |1 2 3 4 5|
|7 |Using my current service provider would make me feel good | |
| | | |
| | |1 2 3 4 5|
|8 |I like the celebrity’s used by the service provider as their spokes person | |
| | | |
| | |1 2 3 4 5|
|9 |I do not feel “emotionally attached” to this network | |
| | | |
| | |1 2 3 4 5|
|10 |I value “Value added services” offered over call charges, brand image or Mobile service quality | |
| | | |
| | |1 2 3 4 5|

Term – Value added services refers to services such as GPRS/MMS/3G/Wall papers

Disagree Agree

|11 |Using my current mobile network would improve the way I am perceived by others | |
| | | |
| | |1 2 3 4 5|
|12 |I use value added services such as GPRS,MMS from my mobile phone | |
| | | |
| | |1 2 3 4 5|
|13 |Using your current mobile network will give you social acceptance | |
| | | |
| | |1 2 3 4 5|
|14 |I believe the network has the ability to deliver all my communication needs | |
| | | |
| | |1 2 3 4 5|
| | | |
|15 |Using my mobile service would make a good impression on others | |
| | | |
| | |1 2 3 4 5|
|16 |I use the phone only for making a call and hardly use it for any other service | |
| | | |
| | |1 2 3 4 5|
|17 |I would like my service provider to have Island wide coverage even though I do not travel often | |
| | | |
| | |1 2 3 4 5|
|18 |I value the brand image over call charges ,value added services or Mobile service quality | |
| | | |
| | |1 2 3 4 5|
|19 |The behavior of the employees of your mobile service provider gives you confidence | |
| | | |
| | |1 2 3 4 5|
|20 |Employees of your mobile service provider always willing to help you. | |
| | | |
| | |1 2 3 4 5|

Disagree Agree

|21 |I am satisfied with my decision to use mobile services from my current service provider | |
| | | |
| | |1 2 3 4 5 |
|22 |My choice to use mobile services from the current service provider was a wise one | |
| | | |
| | |1 2 3 4 5 |
|23 |As long as the present service continues, I doubt that I would switch mobile service | |
| |providers | |
| | |1 2 3 4 5 |
|24 |I try to use my current service provider when ever I need to make a phone call | |
| | | |
| | |1 2 3 4 5 |
|25 |I feel bad when I am unable to take a call due to network being busy | |
| | | |
| | |1 2 3 4 5 |
|26 |I feel badly regarding my decision to choose the current service provider | |
| | | |
| | |1 2 3 4 5 |
|27 |When I am facing a problem my service provider has shown interest in solving it | |
| | | |
| | |1 2 3 4 5 |
|28 |I think I did the right thing by using mobile services from the current service provider| |
| | | |
| | |1 2 3 4 5 |
|29 |I believe that this is my favorite service provider for mobile services | |
| | | |
| | |1 2 3 4 5 |
|30 |I say positive things about the current mobile service provider to other people | |
| | | |
| | |1 2 3 4 5 |
|31 |I would recommend the mobile service provider to those who seek my advice about such | |
| |matters | |
| | |1 2 3 4 5 |
|32 |I would encourage friends and relatives to use the current service provider | |
| | | |
| | |1 2 3 4 5 |
|33 |I value mobile service quality over call charges, brand image and value added services | |
| | | |
| | |1 2 3 4 5 |
|34 |Your mobile service provider understands your specific needs | |
| | | |
| | |1 2 3 4 5 |
|35 |Employees of your mobile service provider offers prompt service | |
| | | |
| | |1 2 3 4 5 |

Disagree Agree

Annexure – 2 (Page 1 of 4)

Master data Sheet No -1 (Questionnaire Analysis – Economic value of mobile usage)

| | Economic Value |
| |Q1 |
| |Q3 |
| |Q11 |Q13 |Q15 |Q18 |Total |Mean |
| |4 |4 |4 |4 |16 |4 |
| |3 |1 |1 |3 |8 |2 |
| |3 |3 |3 |3 |12 |3 |
| |4 |4 |4 |4 |16 |4 |
| |5 |5 |5 |5 |20 |5 |
| |4 |2 |4 |3 |13 |3.25 |
| |5 |4 |4 |5 |18 |4.5 |
| |3 |4 |4 |4 |15 |3.75 |
| |4 |4 |3 |4 |15 |3.75 |
| |4 |4 |4 |3 |15 |3.75 |
| |5 |3 |5 |3 |16 |4 |
| |3 |4 |3 |4 |14 |3.5 |
| |3 |2 |2 |2 |9 |2.25 |
| |3 |4 |3 |3 |13 |3.25 |
| |4 |4 |4 |4 |16 |4 |
| |4 |3 |3 |3 |13 |3.25 |
| |4 |3 |4 |5 |16 |4 |
| |4 |3 |4 |5 |16 |4 |
| |4 |4 |3 |4 |15 |3.75 |
| |4 |4 |4 |5 |17 |4.25 |
| |4 |3 |5 |4 |16 |4 |
| |5 |4 |3 |5 |17 |4.25 |
| |1 |1 |1 |4 |7 |1.75 |
| |4 |4 |4 |4 |16 |4 |
| |4 |2 |4 |2 |12 |3 |
| |2 |2 |2 |3 |9 |2.25 |
| |3 |1 |1 |3 |8 |2 |
| |3 |2 |3 |2 |10 |2.5 |
| |3 |4 |3 |3 |13 |3.25 |
| |3 |2 |3 |2 |10 |2.5 |
| |2 |4 |4 |4 |14 |3.5 |
| |3 |3 |3 |4 |13 |3.25 |
| |3 |4 |3 |4 |14 |3.5 |
| |5 |5 |1 |1 |12 |3 |
| |3 |3 |2 |2 |10 |2.5 |
| |3 |3 |2 |4 |12 |3 |
| |5 |5 |5 |3 |18 |4.5 |
| |2 |3 |3 |3 |11 |2.75 |
| |3 |4 |4 |4 |15 |3.75 |
| |4 |4 |3 |3 |14 |3.5 |
| |3 |4 |2 |3 |12 |3 |
| |5 |4 |5 |5 |19 |4.75 |
| |3 |3 |3 |4 |13 |3.25 |
| |4 |2 |2 |3 |11 |2.75 |
| |3 |3 |2 |4 |12 |3 |
| |4 |3 |3 |4 |14 |3.5 |
| |4 |3 |4 |4 |15 |3.75 |
| |4 |3 |2 |4 |13 |3.25 |
| |4 |4 |4 |4 |16 |4 |
| |3 |2 |2 |2 |9 |2.25 |
| |1 |1 |1 |1 |4 |1 |
| |5 |4 |4 |3 |16 |4 |
| |4 |2 |2 |2 |10 |2.5 |
| |3 |3 |3 |3 |12 |3 |
| |4 |4 |3 |3 |14 |3.5 |
| |4 |1 |2 |3 |10 |2.5 |
| |3 |1 |3 |4 |11 |2.75 |
| |1 |1 |1 |1 |4 |1 |
| |3 |3 |3 |3 |12 |3 |
| |2 |2 |2 |2 |8 |2 |
| |4 |2 |3 |2 |11 |2.75 |
| |1 |3 |2 |1 |7 |1.75 |
| |1 |1 |2 |3 |7 |1.75 |
| |2 |4 |2 |4 |12 |3 |
| |5 |3 |4 |4 |16 |4 |
| |3 |5 |4 |2 |14 |3.5 |
| |3 |3 |4 |3 |13 |3.25 |
| |5 |4 |5 |4 |18 |4.5 |
| |4 |3 |4 |5 |16 |4 |
| |3 |4 |3 |3 |13 |3.25 |
| |4 |4 |3 |3 |14 |3.5 |
| |3 |2 |5 |4 |14 |3.5 |
| |4 |4 |4 |4 |16 |4 |
| |5 |5 |5 |3 |18 |4.5 |
| |3 |4 |4 |4 |15 |3.75 |
| |3 |4 |4 |4 |15 |3.75 |
| |3 |3 |5 |5 |16 |4 |
| |4 |3 |3 |3 |13 |3.25 |
| |2 |4 |5 |4 |15 |3.75 |
| |4 |3 |3 |3 |13 |3.25 |
| |3 |4 |4 |5 |16 |4 |
| |2 |2 |3 |3 |10 |2.5 |
| |2 |2 |2 |2 |8 |2 |
| |5 |4 |3 |3 |15 |3.75 |
| |3 |4 |4 |3 |14 |3.5 |
| |3 |3 |3 |5 |14 |3.5 |
| |3 |3 |3 |2 |11 |2.75 |
| |3 |4 |3 |3 |13 |3.25 |
| |4 |3 |3 |5 |15 |3.75 |
| |3 |4 |2 |3 |12 |3 |
| |3 |3 |3 |4 |13 |3.25 |
| |3 |3 |4 |3 |13 |3.25 |
| |4 |2 |4 |4 |14 |3.5 |
| |3 |1 |1 |3 |8 |2 |
| |4 |3 |3 |3 |13 |3.25 |
| |4 |4 |4 |3 |15 |3.75 |
| |4 |4 |4 |4 |16 |4 |
| |4 |4 |4 |4 |16 |4 |
| |3 |3 |3 |1 |10 |2.5 |
| |4 |4 |4 |3 |15 |3.75 |
| |3 |4 |3 |3 |13 |3.25 |
| |4 |4 |4 |4 |16 |4 |
| |3 |5 |4 |3 |15 |3.75 |
| |3 |3 |3 |3 |12 |3 |
| |2 |1 |3 |3 |9 |2.25 |
| |1 |1 |3 |2 |7 |1.75 |
| |2 |3 |3 |2 |10 |2.5 |
| |2 |5 |3 |2 |12 |3 |
| |2 |1 |2 |2 |7 |1.75 |
| |3 |1 |2 |2 |8 |2 |
| |3 |4 |3 |4 |14 |3.5 |
| |4 |4 |4 |5 |17 |4.25 |
| |4 |4 |4 |2 |14 |3.5 |
| |1 |1 |1 |1 |4 |1 |
| |4 |5 |4 |4 |17 |4.25 |
| |4 |3 |3 |2 |12 |3 |
| |2 |1 |1 |1 |5 |1.25 |
| |2 |2 |2 |3 |9 |2.25 |
| |2 |1 |1 |1 |5 |1.25 |
| |2 |2 |2 |2 |8 |2 |
| |3 |4 |4 |4 |15 |3.75 |
| |3 |3 |3 |2 |11 |2.75 |
| |2 |2 |2 |2 |8 |2 |
| |1 |1 |1 |1 |4 |1 |
| |1 |4 |2 |3 |10 |2.5 |
| |2 |1 |1 |2 |6 |1.5 |
| |3 |3 |3 |1 |10 |2.5 |
| |4 |5 |4 |3 |16 |4 |
| |4 |4 |4 |2 |14 |3.5 |
| |1 |2 |3 |3 |9 |2.25 |
| |3 |3 |4 |2 |12 |3 |
| |3 |2 |3 |2 |10 |2.5 |
| |2 |3 |2 |2 |9 |2.25 |
| |4 |2 |3 |3 |12 |3 |
| |3 |1 |2 |2 |8 |2 |
| |3 |2 |2 |3 |10 |2.5 |
| |4 |3 |4 |2 |13 |3.25 |
| |2 |1 |1 |2 |6 |1.5 |
| |5 |3 |4 |4 |16 |4 |
| |1 |4 |3 |4 |12 |3 |
| |3 |3 |3 |4 |13 |3.25 |
| |3 |2 |3 |1 |9 |2.25 |
| |1 |1 |2 |2 |6 |1.5 |
| |4 |3 |3 |3 |13 |3.25 |
| |2 |2 |1 |4 |9 |2.25 |
| |3 |2 |4 |1 |10 |2.5 |
| |3 |3 |2 |2 |10 |2.5 |
| |2 |3 |3 |2 |10 |2.5 |
| |3 |3 |3 |3 |12 |3 |
| |3 |4 |1 |3 |11 |2.75 |
| |2 |2 |2 |2 |8 |2 |
| |1 |1 |1 |1 |4 |1 |
| |4 |3 |4 |4 |15 |3.75 |
| |2 |2 |2 |2 |8 |2 |
| |4 |3 |4 |4 |15 |3.75 |
| |3 |3 |3 |3 |12 |3 |
| |2 |1 |1 |2 |6 |1.5 |
| |5 |4 |1 |4 |14 |3.5 |
| |5 |4 |4 |4 |17 |4.25 |
| |4 |4 |3 |4 |15 |3.75 |
| |3 |1 |3 |3 |10 |2.5 |
| |1 |1 |1 |1 |4 |1 |
| |2 |2 |2 |2 |8 |2 |
| |3 |4 |4 |4 |15 |3.75 |
| |3 |3 |3 |2 |11 |2.75 |
| |2 |2 |2 |2 |8 |2 |
| |1 |1 |1 |1 |4 |1 |
| |2 |1 |2 |4 |9 |2.25 |
| |2 |1 |1 |2 |6 |1.5 |
| |3 |3 |3 |1 |10 |2.5 |
| |530 |497 |503 |513 |2043 |510.8 |
|Total |530 |497 |503 |513 |2043 |510.8 |
|Sample |170 |170 |170 |170 |170 |170 |
|Mean |3.12 |
| |Q17 |Q19 |Q20 |Q25 |Q27 |Q33 |

|Q24 |Q29 |Q30 |Q31 |Q32 |Q35 |Total |Mean | | |5 |5 |4 |4 |5 |4 |27 |4.50 | | |1 |1 |3 |4 |4 |3 |16 |2.67 | | |4 |5 |5 |5 |5 |3 |27 |4.50 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |5 |4 |4 |3 |3 |4 |23 |3.83 | | |2 |4 |4 |5 |5 |3 |23 |3.83 | | |4 |5 |5 |4 |4 |4 |26 |4.33 | | |4 |2 |2 |2 |2 |3 |15 |2.50 | | |4 |3 |4 |4 |3 |4 |22 |3.67 | | |4 |4 |4 |4 |5 |4 |25 |4.17 | | |4 |4 |4 |4 |5 |5 |26 |4.33 | | |3 |3 |3 |3 |3 |5 |20 |3.33 | | |4 |2 |1 |3 |2 |2 |14 |2.33 | | |5 |5 |4 |3 |4 |3 |24 |4.00 | | |4 |3 |3 |3 |3 |4 |20 |3.33 | | |4 |4 |3 |3 |3 |3 |20 |3.33 | | |3 |5 |4 |3 |4 |4 |23 |3.83 | | |3 |5 |4 |3 |4 |4 |23 |3.83 | | |4 |4 |5 |4 |4 |4 |25 |4.17 | | |3 |3 |3 |4 |4 |3 |20 |3.33 | | |4 |5 |4 |4 |2 |5 |24 |4.00 | | |4 |5 |5 |4 |3 |3 |24 |4.00 | | |5 |2 |4 |2 |3 |1 |17 |2.83 | | |3 |3 |3 |4 |2 |3 |18 |3.00 | | |4 |3 |3 |4 |3 |3 |20 |3.33 | | |3 |3 |3 |3 |3 |3 |18 |3.00 | | |4 |3 |4 |3 |3 |3 |20 |3.33 | | |1 |5 |1 |3 |4 |2 |16 |2.67 | | |4 |2 |2 |2 |2 |2 |14 |2.33 | | |1 |5 |1 |3 |4 |1 |15 |2.50 | | |4 |3 |4 |4 |3 |2 |20 |3.33 | | |4 |3 |4 |3 |3 |4 |21 |3.50 | | |4 |3 |4 |4 |4 |4 |23 |3.83 | | |2 |1 |2 |3 |2 |2 |12 |2.00 | | |4 |4 |3 |4 |2 |4 |21 |3.50 | | |3 |4 |4 |4 |4 |4 |23 |3.83 | | |4 |5 |5 |5 |2 |2 |23 |3.83 | | |4 |1 |2 |3 |4 |5 |19 |3.17 | | |3 |4 |4 |4 |4 |4 |23 |3.83 | | |3 |3 |4 |4 |4 |3 |21 |3.50 | | |4 |3 |4 |4 |4 |4 |23 |3.83 | | |5 |5 |4 |2 |5 |5 |26 |4.33 | | |3 |3 |4 |4 |4 |4 |22 |3.67 | | |2 |3 |2 |3 |2 |2 |14 |2.33 | | |4 |3 |4 |5 |3 |4 |23 |3.83 | | |4 |3 |4 |4 |3 |3 |21 |3.50 | | |4 |4 |4 |3 |4 |4 |23 |3.83 | | |4 |4 |4 |4 |3 |4 |23 |3.83 | | |4 |4 |4 |4 |4 |3 |23 |3.83 | | |4 |4 |4 |5 |5 |5 |27 |4.50 | | |4 |3 |4 |4 |4 |4 |23 |3.83 | | |4 |5 |4 |4 |5 |4 |26 |4.33 | | |4 |4 |3 |4 |4 |3 |22 |3.67 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |5 |5 |5 |5 |5 |5 |30 |5.00 | | |1 |2 |4 |3 |2 |2 |14 |2.33 | | |4 |4 |3 |2 |3 |2 |18 |3.00 | | |2 |2 |1 |1 |1 |2 |9 |1.50 | | |4 |4 |4 |4 |4 |3 |23 |3.83 | | |5 |5 |4 |4 |4 |4 |26 |4.33 | | |5 |5 |2 |4 |3 |3 |22 |3.67 | | |5 |5 |5 |5 |5 |5 |30 |5.00 | | |5 |5 |5 |5 |5 |4 |29 |4.83 | | |4 |2 |2 |2 |2 |4 |16 |2.67 | | |4 |4 |4 |4 |4 |3 |23 |3.83 | | |3 |5 |4 |5 |5 |5 |27 |4.50 | | |4 |4 |3 |3 |4 |3 |21 |3.50 | | |5 |1 |2 |5 |1 |5 |19 |3.17 | | |5 |5 |5 |5 |5 |5 |30 |5.00 | | |5 |2 |1 |3 |3 |4 |18 |3.00 | | |3 |4 |4 |3 |4 |3 |21 |3.50 | | |5 |3 |5 |4 |3 |5 |25 |4.17 | | |4 |4 |4 |2 |4 |4 |22 |3.67 | | |5 |4 |3 |3 |3 |3 |21 |3.50 | | |4 |2 |3 |4 |4 |4 |21 |3.50 | | |4 |2 |3 |3 |3 |4 |19 |3.17 | | |5 |3 |3 |3 |3 |3 |20 |3.33 | | |4 |3 |4 |3 |4 |4 |22 |3.67 | | |4 |3 |4 |2 |4 |5 |22 |3.67 | | |4 |3 |3 |4 |3 |3 |20 |3.33 | | |5 |3 |4 |5 |5 |4 |26 |4.33 | | |2 |4 |1 |3 |4 |3 |17 |2.83 | | |5 |4 |5 |5 |4 |4 |27 |4.50 | | |5 |3 |3 |2 |4 |3 |20 |3.33 | | |4 |3 |4 |5 |5 |4 |25 |4.17 | | |4 |3 |4 |4 |4 |4 |23 |3.83 | | |1 |3 |3 |3 |3 |3 |16 |2.67 | | |5 |5 |5 |5 |5 |5 |30 |5.00 | | |3 |3 |3 |3 |2 |3 |17 |2.83 | | |5 |3 |5 |4 |4 |3 |24 |4.00 | | |5 |3 |4 |3 |3 |4 |22 |3.67 | | |4 |4 |4 |4 |4 |5 |25 |4.17 | | |4 |2 |4 |4 |2 |4 |20 |3.33 | | |3 |3 |4 |4 |3 |1 |18 |3.00 | | |2 |2 |3 |4 |3 |4 |18 |3.00 | | |4 |3 |3 |4 |4 |4 |22 |3.67 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |5 |5 |4 |3 |3 |4 |24 |4.00 | | |4 |5 |5 |3 |4 |4 |25 |4.17 | | |2 |3 |4 |3 |5 |3 |20 |3.33 | | |4 |3 |4 |4 |4 |3 |22 |3.67 | | |4 |4 |3 |3 |3 |3 |20 |3.33 | | |4 |3 |2 |3 |2 |2 |16 |2.67 | | |4 |3 |3 |4 |4 |4 |22 |3.67 | | |2 |4 |4 |4 |4 |3 |21 |3.50 | | |4 |3 |3 |3 |3 |3 |19 |3.17 | | |4 |2 |3 |4 |2 |4 |19 |3.17 | | |5 |4 |3 |3 |3 |3 |21 |3.50 | | |3 |3 |3 |3 |3 |1 |16 |2.67 | | |4 |4 |3 |3 |3 |5 |22 |3.67 | | |4 |4 |4 |4 |3 |4 |23 |3.83 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |4 |1 |1 |2 |2 |1 |11 |1.83 | | |5 |5 |4 |5 |5 |4 |28 |4.67 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |2 |3 |4 |3 |3 |3 |18 |3.00 | | |4 |4 |3 |4 |4 |3 |22 |3.67 | | |2 |3 |3 |4 |4 |4 |20 |3.33 | | |4 |3 |3 |3 |3 |4 |20 |3.33 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |5 |5 |3 |4 |4 |3 |24 |4.00 | | |3 |2 |2 |2 |2 |3 |14 |2.33 | | |4 |2 |3 |2 |2 |3 |16 |2.67 | | |4 |3 |3 |3 |3 |4 |20 |3.33 | | |4 |3 |4 |4 |4 |4 |23 |3.83 | | |4 |3 |3 |3 |3 |3 |19 |3.17 | | |5 |5 |5 |5 |5 |4 |29 |4.83 | | |4 |4 |4 |4 |4 |3 |23 |3.83 | | |4 |4 |4 |4 |4 |3 |23 |3.83 | | |4 |4 |3 |3 |3 |4 |21 |3.50 | | |4 |3 |4 |4 |4 |3 |22 |3.67 | | |4 |3 |4 |4 |4 |1 |20 |3.33 | | |3 |4 |3 |4 |4 |4 |22 |3.67 | | |4 |3 |4 |4 |3 |3 |21 |3.50 | | |5 |4 |4 |4 |3 |4 |24 |4.00 | | |4 |4 |3 |3 |3 |3 |20 |3.33 | | |1 |1 |1 |1 |1 |1 |6 |1.00 | | |3 |4 |3 |2 |3 |4 |19 |3.17 | | |4 |5 |4 |4 |4 |4 |25 |4.17 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |5 |3 |3 |4 |4 |4 |23 |3.83 | | |4 |4 |4 |4 |4 |3 |23 |3.83 | | |4 |3 |3 |3 |3 |3 |19 |3.17 | | |1 |4 |4 |4 |3 |3 |19 |3.17 | | |3 |4 |4 |4 |4 |3 |22 |3.67 | | |4 |3 |3 |3 |4 |3 |20 |3.33 | | |2 |3 |3 |3 |3 |3 |17 |2.83 | | |3 |3 |3 |3 |3 |3 |18 |3.00 | | |4 |4 |4 |3 |4 |4 |23 |3.83 | | |3 |4 |3 |3 |3 |2 |18 |3.00 | | |1 |1 |1 |1 |1 |1 |6 |1.00 | | |3 |3 |4 |3 |3 |4 |20 |3.33 | | |3 |3 |3 |3 |2 |3 |17 |2.83 | | |4 |5 |4 |4 |4 |5 |26 |4.33 | | |4 |3 |3 |3 |3 |3 |19 |3.17 | | |2 |3 |3 |3 |3 |4 |18 |3.00 | | |5 |4 |4 |4 |4 |4 |25 |4.17 | | |5 |4 |4 |4 |4 |4 |25 |4.17 | | |4 |4 |4 |1 |5 |3 |21 |3.50 | | |3 |1 |1 |1 |1 |1 |8 |1.33 | | |2 |3 |3 |3 |3 |1 |15 |2.50 | | |4 |3 |3 |3 |3 |4 |20 |3.33 | | |4 |4 |4 |4 |4 |4 |24 |4.00 | | |5 |5 |3 |4 |4 |3 |24 |4.00 | | |3 |2 |2 |2 |2 |3 |14 |2.33 | | |3 |2 |3 |2 |2 |3 |15 |2.50 | | |4 |3 |3 |3 |3 |4 |20 |3.33 | | |4 |3 |4 |4 |4 |4 |23 |3.83 | | |3 |3 |3 |3 |3 |3 |18 |3.00 | | |635 |589 |588 |594 |588 |583 |3577 |596.2 | | | | | | | | | | | |Total |635 |589 |588 |594 |588 |583 |3577 |596.2 | |Sample |170 |170 |170 |170 |170 |170 |170 |170 | |Mean |3.74 |3.46 |3.46 |3.49 |3.46 |3.43 |21.04 |3.51 | |

Bibliography

• Sixth Edition Consumer Behavior Leon G. Schiffman,Leslie Laser Kanuk

• Customer satisfaction research management Derk R. Allen

• Principles of marketing,Philip kotler, Gary Armstrong Eleventh Edition

• M-Loyalty: Winning strategies for mobile carriers, Heejin Lim

• Customer driven SERVICES MANAGEMENT , S. BALACHANDRAN,1999

• SERVICE QUALITY,Roland T.Rust, Richard L. Oliver ,1994

• Marketing Research, JOSEPH F.HAIR,JR.,ROBERT P.BUSH,DAVID J. ORTINAU, 2000

• RESEARCH FOR MARKETING DECISIONS, FIFTH EDITION, PAUL E. GREEN,DONALD S. TULL,GERALD ALBAUM,2003

• MARKETING RESERCH, THOMAS C.KINNEAR,JAMES R. TAYLOR, FOURTH EDITION, 1991

• RESEARCH METHODS FOR BUSINESS,FOURTH EDITION, Uma Sekaran

• Research Methods and statistics, Tony Malim and Ann Birch,1997

Web sites

• www.trc.gov.lk

• www.tigo.lk

• www.hutch.lk

• www.dialog.lk

• www.mobitel.lk

• www.emeraldinsight.com

END
-----------------------
Financial Performance

Proximity

Habit

Price

Error

Existing Relationships

Repurchase Behavior

Customer Retention

Monopoly

Affective
Drivers

Cognitive
Drivers

Loyalty

Repurchase
Customer Retention

Financial Performance

Cognitive Drivers

Affective
Drivers

Loyalty

Service
Quality

Product

Customer Satisfaction

Price

Quality

Value Perception

Brand Image

Customer Behavior

Financial
Performance

Very Satisfied Overall

Definitely would recommend

Definitely would continue

Secure Customers

Culture

Culture

Subculture

Social Culture

Social

Reference Groups

Family

Roles and Status

Personal
Age and life cycle stage

Occupation
Economic Situation
Lifestyle
Personality and Self - Concept

Psychological

Motivation
Perception
Learning
Beliefs and Attitudes

Buyer

Conation

Cognition Affect

Undifferentiated
(Mass) marketing

Differentiated
(Segmented)
Marketing

Concentrated
(Niche)
Marketing

Micromarketing
(Local or Individual marketing

Perceived Service Quality

Perceived Economic Value

Perceived Emotional Value

Perceived Social
Value

Customer Satisfaction

Customer Loyalty

Bibliography: • Marketing Research, JOSEPH F.HAIR,JR.,ROBERT P.BUSH,DAVID J. ORTINAU, 2000 • RESEARCH FOR MARKETING DECISIONS, FIFTH EDITION, PAUL E • MARKETING RESERCH, THOMAS C.KINNEAR,JAMES R. TAYLOR, FOURTH EDITION, 1991 • RESEARCH METHODS FOR BUSINESS,FOURTH EDITION, Uma Sekaran