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org
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#*
Customer Satisfaction of Telecom Industry in Khulna City,
Bangladesh

Md +ea, -ddin
1
. Md Enalul /a0ue
1
Jannatul 1erdous Brist2
2

1.3ssistant !rofessor( Business 3dministration 4is5ipline( 67ulna -ni8ersit2( Banglades7(
2.MB3 Student( Business 3dministration 4is5ipline( 67ulna -ni8ersit2( Banglades7
.Email of 5orresponding aut7or9 mruddin:;d<2a7oo.5om

Abstract
=ustomers are t7e 7earts of an2 industr2. >ele5ommuni5ation ;eing a ser8i5e oriented industr2 alwa2s puts
priorit2 to find wa2s of ma?ing 5ustomers 7app2 and satisfied. Sensing t7is importan5e( t7is stud2 was
5ondu5ted to determine w7at ma?es 5ustomers of >ele5ommuni5ation Industr2 satisfied. +esear57ers 5onfined
t7e stud2 wit7in 67ulna =it2( a di8isional 5it2 of Banglades7. 3 stru5tured 0uestionnaire de8eloped ;ased on
pre8ious wor?s was distri;uted among $00 5ustomers of @rameen !7one( >eletal?( +a;i w7o were sele5ted
5on8enientl2 for t7e stud2. %nl2 2## 5ompeted 0uestionnaire properl2 t7us used for anal2sis. 3 5ustomer
satisfa5tion model was de8eloped in5luding 8aria;les ta?en from t7e eAtensi8e re8iew of pre8ious literature.
>7ose 8aria;les are 5ustomer ser8i5e( personal and mar?et fa5tors( per5ei8ed 0ualit2( per5ei8ed 8alue(
te57nologi5al ad8an5ement and 5ompan2 image. Model was tested using S>3>3( statisti5al software pa5?age(
and found personal and mar?et fa5tor( per5ei8ed 0ualit2( per5ei8ed 8alue and 5ompan2 image statisti5all2
signifi5ant.
Keywords: >ele5ommuni5ation Industr2( =ustomer Satisfa5tion( =ompetition

1. Introduction:
>7is is t7e era of glo;ali,ation- age of 5ompetition. Not onl2 for t7e su55ess ;ut for t7e eAisten5e( 5ompanies are
alwa2s struggling 7ere. In t7is ;attle for sur8i8al( 5ompanies are now more 5on5erned a;out t7eir 5ustomers t7an
t7e s7are7olders. Moreo8er( rat7er t7an getting new 5ustomers( retaining old one satisfied and wit7 t7e 5ompan2
for long time 7as ;een a mu57 greater 57allenge. %n t7e ot7er 7and( 5ompetition is not same in all industries.
>7ere are onl2 a few industries li?e tele5om industr2 t7at is re5entl2 undergoing su57 a fier5e 5ompetition all
o8er t7e world. E8er2da2 more and more people are using tele5om ser8i5es in di8erse wa2s ;ut num;er of
ser8i5e pro8iders are also growing and t7e2 are 5oming up wit7 inno8ati8e ideas to ma?e t7e 5ompetition e8en
;itter Mali? et al.( 2012".
>ele5om industr2 is now of a paramount importan5e in de8eloping 5ountries wit7 emerging mar?ets
3ro?iasam2 B 3;dulla7( 201$". Banglades7 is su57 a lu5rati8e mar?et for tele5om ser8i5e pro8iders. >7oug7
Banglades7 is still a poor 5ountr2 wit7 8er2 low le8el of pur57asing power( lower per 5apita in5ome and poor
standard of li8ing( t7is 5ountr2 is 8er2 rapidl2 progressing in t7e adoption of tele5om ser8i5es. >oda2 t7ere are
more t7an 100 million users of tele5om ser8i5es of t7e total 150 million population of Banglades7. >7e2 are not
using mo;iles Cust to ma?e 5alls rat7er to use it for multiple 8alue added ser8i5es li?e messaging( 8ideo-5alling(
entertainment( finan5ial ser8i5es( 7ealt75are ser8i5es( e-5ommer5e and internet ;rowsing. >ele5om industr2 is
7ugel2 influen5ing t7e growt7 prospe5t of Banglades7 and t7e go8ernment of t7is 5ountr2 is also en5ouraging
t7e augmentation of t7is industr2. Mo;ile is not a de8i5e of luAur2 to t7e people of Banglades7 toda2( it is a
ne5essit2. >7erefore( it 7as ;e5ome 8er2 57allenging ;ut opportunisti5 for t7e operators of t7is industr2 to
a50uire and retain 5ustomers.
It is well ?nown fa5t t7at su55ess of a ser8i5e pro8ider depends on t7e long term relations7ip wit7
5ustomers w7i57 is determined ;2 5ustomer satisfa5tion and lo2alt2 Mosa7a;( et al.( 2010". It is also well
esta;lis7ed ;2 worldwide resear57es t7at 7ig7er ser8i5e 0ualit2 results in 5ustomerDs satisfa5tion and lo2alt2(
greater willingness to re5ommend to someone else( redu5tion in 5omplaints and impro8ed 5ustomer retention
rates 4ana?er( 199*( Magi and Julander( 199' B Ee8es0ue and M54ongall( 199' 5ited in 47anda;ani( 2010". It
in turn results in5rease in sales( profit and mar?et s7are( en7an5ement of 5orporate image and t7ere;2 leads t7e
organi,ation toward superior performan5e and sustaina;le 5ompetiti8e ad8antages Mosa7a;( et al.( 2010".
>7erefore( 5ustomer satisfa5tion 7as gained 5onsidera;le attention and interest and 7as a57ie8ed t7e
5entralit2 in mar?eting a5ti8ities. =ompanies are de8eloping different strategies in order to esta;lis7 long term
profita;le relations7ip wit7 5ustomers ;2 ensuring 5ustomer satisfa5tion. Being on t7e flames of ri8alr2 tele5om
ser8i5e pro8iders are also tr2ing to emplo2 t7eir ;est strategies to attra5t( satisf2 and retain t7e 5ustomers to
sur8i8e in long run /anif et al.( 2010 B Nima?o( 2012". >7is stud2 is intended to in8estigate t7e le8el of
5ustomer satisfa5tion in t7e tele5om industr2 of Banglades7.

. Bac!ground of Telecom Industry in Bangladesh:
>7e eAtraordinar2 and almost eAponential growt7 in t7e tele5ommuni5ation se5tor in Banglades7 7as ;roug7t
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t7is industr2 to t7e line wit7 +ead2made @arments and +emittan5es in terms of transformati8e impa5t on t7e
e5onom2 wit7 respe5t to aggregate in8estment or 1oreign 4ire5t In8estment. Besides ;eing one of t7e largest
5ontri;utors to 14I and taA re8enue of Banglades7 go8ernment( rapid mo;ile penetration is signifi5antl2
5ontri;uting to t7e de8elopment of standard of li8ing of t7e people of t7is 5ountr2. Sin5e t7e formation of
Banglades7 >elegrap7 and >ele5ommuni5ation Board in 19*1( t7ree tele5om li5enses were issued in5luding one
mo;ile li5ense in 19#9. But 5ompetition in t7is se5tor ;e5ame meaningful in 199' after t7e allo5ation of t7ree
more li5enses. @rowt7 in tele5om mar?et of Banglades7 was 5$.#F during 2005-2009 t7oug7 t7e 2ear to 2ear
growt7 rate 7as slowed re5entl2. /owe8er( t7e o8erall growt7 in t7e total num;er of Mo;ile !7one su;s5ri;ers
7as ;een magnifi5ent from onl2 ) million in 200) to '5.1 million in 2010 to 115.9#2 million at t7e end of
1e;ruar2 201).
>7is rapid growt7 in t7e mo;ile tele5om industr2 in Banglades7 7as ;een fa5ilitated and en7an5ed ;2
t7e deregulation of t7e 5ountr2Ds tele5om se5tor. 3t present t7ere are siA mo;ile tele5om operators in Banglades7.
>7ose are9 >eletal? state-owned"( @rameen !7one Banglalin?( =it25ell( +o;i and 3irtel. 3mong all t7ese
mo;ile operators( @rameen !7one wit7 mu57 greater num;er of su;s5ri;ers is leading t7e industr2 despite t7e
;est 5ommer5ial efforts of its fi8e 5ompetitors. %n t7e ot7er 7and( 3irtel and +o;i 7ad seen rapid growt7 in t7eir
respe5ti8e mo;ile su;s5ri;er ;ases during 2012. In t7e following figure( t7ere are t7e num;ers of su;s5ri;ers in
million and mar?et s7are ;2 per5entage of t7e siA operators9

In Banglades7( present 8oi5e penetration rate is said to ;e '5F( ;ut t7e a5tual penetration is $#-)0F as
a 7uge num;er of people are using multiple SIMs. >7erefore( t7ere is still room for t7e operators to grow >7e
4ail2 Star( 201$". 3mong t7e siA operators( onl2 =it25ell is using =4M3 =ode 4i8ision Multiple 355ess"
met7od w7ile t7e ot7ers are using @SM @lo;al S2stems for Mo;ile =ommuni5ations" met7od. >7ese are t7e
onl2 two met7ods used ;2 t7e operators to pro8ide t7eir ser8i5es /ossain B Su572( 201$". /owe8er( in spite of
a progressi8e and 7elpful regulator2 regime( t7is 5ountr2 is still mu57 slower to mo8e forward wit7 $@ mo;ile
ser8i5es t7at man2 ot7er 5ountries. =urrentl2 four pri8ate operators G @rameen !7one( Banglalin?( +o;i and
3irtel and t7e onl2 state-owned operator >eletal? 7a8e t7e $@ operating li5ense. >7oug7 >eletal? was t7e first
one to laun57 $@ in late 2012( t7e ot7er operators 7a8e a50uired $@ li5ense Cust in late 201$ E8ans( 201$".
>7is se5tor 5urrentl2 5ontri;utes #.9 per5ent to t7e national funds. But t7is industr2 is also su;Ce5ted to
7uge taA ;urden in 5ompare to ot7er 5ountries. 3gain( 38erage +e8enue !er -ser 3+!-s" is 5ontinuousl2
de5lining. Moreo8er( rural su;s5ri;ers w7o are more pri5e sensiti8e t7at t7ose of ur;an ones are t7e neAt p7ase
of mo;ile su;s5ri;er addition. In addition to t7at( su;s5ri;ers now 7a8e a greater propensit2 to 7old multiple
SISs and engage in 5areer swit57ing for t7e ;est rates w7i57 in turn leads to lower marginal spending and lower
re8enue for operators. >7erefore( t7is industr2 is fa5ing a maCor 57allenge to maintain t7e growt7 in t7eir re8enue.

". #iterature $e%iew:
%8er t7e time( in different resear57( it 7as ;een found t7at t7ere is a signifi5ant positi8e relations7ip ;etween
5ustomer satisfa5tion and 5ustomer lo2alt2 or retention 67eng et al.( 2010". In fa5t( 5ustomer satisfa5tion 7as
;een per5ei8ed as a ?e2 determinant ;e7ind t7e 5ustomerDs de5ision to lea8e or sta2 wit7 an organi,ation
>7a?ur( 2011". B2 definition( 5ustomer satisfa5tion is t7e H5ustomerDs fulfillment responseI +ust and %li8er(
199)". It is a personal feeling of eit7er pleasure or disappointment resulting from t7e e8aluation as well as an
emotion-;ased response to a ser8i5e 47anda;ani( 2010 B Eo?e et al.( 2011". >7is e8aluation 5omes from t7e
@rameen !7one
)2F( )#.21$
Banglalin? 25F(
29.051
+o;i 22F( 25.*)5
3irtel *F( #.$'2
=it25ell 1F( 1.$9# >eletal? $F( $.212
Subscribers &in million'
@rameen !7one )2F
Banglalin? 25F
+o;i 22F
3irtel *F
=it25ell 1F
>eletal? $F
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5omparison of eApe5ted ser8i5es wit7 t7e ser8i5es a5tuall2 re5ei8ed ;2 t7e 5ustomer %li8er( 19#0J Eeisen and
&an5e( 2001 5ited in Eo?e et al.( 2011".
%ne of t7e mostl2 important and targeted out5omes of mar?eting a5ti8ities of an2 ser8i5e pro8ider is
5ustomer satisfa5tion Siddi0i( 2011". =ompanies pla5e 7ig7er priorit2 on 5ustomer satisfa5tion( ;e5ause it
influen5es 5ustomerDs desires for future pur57ase Mittal B 6ama?ura( 2001" and t7eir tenden52 to sa2
affirmati8e or negati8e words a;out t7e ser8i5e to ot7ers. Satisfied 5ustomers are eApe5ted to ma?e repeat
pur57ases( to pa2 fre0uent 8isits( to parti5ipate in positi8e word of mout7 ad8ertising and displa2 less swit57ing
tenden52 or to s7ow ultimate lo2alt2 Mosa7a; et al.( 2010". %n t7e ot7er 7and( dissatisfied 5ustomers will s7ow
up wit7 t7e opposite a5tions li?e 5omplaining( swit57ing and also spreading negati8e eAperien5e wit7 t7e ser8i5e
pro8iding 5ompan2. >7erefore( ?eeping 5ustomers satisfied 7as ;e5ome prere0uisite to not onl2 5ustomer
retention ;ut also to prote5t t7e 5ompan2 image. =ustomer satisfa5tion 5an ;e 5on5eptuali,ed as eit7er
transa5tion-spe5ifi5 satisfa5tion or 5umulati8e satisfa5tion Boulding( et al.( 199$". 3gain( satisfa5tion 5an ;e
related to attri;ute-spe5ifi5 and o8erall performan5e Nima?o( 2012".
In t7e 5ompetiti8e tele5ommuni5ation industr2( 5ustomer satisfa5tion is 5onsidered as t7e ?e2 to
su55ess Siddi0i( 2011" /owe8er( 5ustomer satisfa5tion is not stati5 in nature. =ompanies 5anDt feel safe wit7
t7eir presentl2 Happeared to ;e satisfied 5ustomersI. +at7er 5ompanies need to ?now 7ow to ?eep t7eir
5ustomers 5onsistentl2 satisfied ;e5ause satisfied 5ustomers ma2 loo? for ;etter ser8i5es elsew7ere. 3gain( some
5ustomers ma2 not swit57 ;e5ause of t7e una8aila;ilit2 of ;etter ser8i5e to ot7er ser8i5e pro8iders ;ut a5tuall2
t7e2 are not t7ose of t7e satisfied 5ustomers >7a?ur( 2011". @enerall2( le8el of satisfa5tion in5reases w7en
5ustomers re5ei8e maAimum usage and profit for minimum pri5e paid Jamal and 6amal( 2002 5ited in 3fsar et
al.( 2010".
Sil8a and Kapa 2009" 5ondu5ted an eAplanator2 stud2 to identif2 t7e attri;utes 5orporate 5ustomers
5onsider rele8ant in de5iding w7et7er to retain wit7 t7e 5urrent ser8i5e pro8ider or to migrate or swit57
5ompletel2. >7e resear57 found t7at t7e 5ommon ;elief of pri5e or t7e low 5ost ;eing t7e most important fa5tor
t7at determines t7e 5ustomer lo2alt2 did not wor? 7ere( rat7er t7e most important fa5tor for all t7e groups was
8alue addition to t7e 5ustomer. It was also found t7at t7e relati8e importan5e of t7e determinants was different to
different user groups.
3lmossawi 2012" 5ondu5ted a stud2 to in8estigate t7e importan5e( determinants( and 5onse0uen5es of
5ustomer satisfa5tion in t7e mo;ile tele5om industr2 in Ba7rain. >7e stud2 found insignifi5ant asso5iation
;etween 5ustomer satisfa5tion and lo2alt2 as ##F of t7e mo;ile users de5lared t7at t7e2 would swit57 if t7e2 get
a ;etter offer w7i57 indi5ates la5? of lo2alt2. 3gain t7e stud2 also re8ealed tri8ial relations7ip of 5ustomer
retention and lo2alt2 ;e5ause #'F of w7o 5laimed t7at t7e2 will remain wit7 t7eir 5urrent pro8iders said t7at
t7e2 would swit57 for a ;etter offer.
67an and 3fs7een 2012" ;elie8e t7at most un7app2 5ustomers are t7e greatest sour5e of learning and
attempted to in8estigate mostl2 5ru5ial fa5tors t7at 5an influen5e 5ustomer satisfa5tion in >ele5om industr2 of
!a?istan. >7e stud2 found t7at man2 fa5tors 7a8e impa5t on 5ustomer satisfa5tion( ;ut pri5e fairness mostl2
important"( 5o8erage se5ondl2 important" and 5ustomer ser8i5es t7irdl2 important" were t7ree maCor fa5tors
w7i57 5an 7ig7l2 affe5t t7e 5ustomer satisfa5tion.
6im et al. 200)" 5ondu5ted a stud2 to determine t7e effe5ts of 5ustomer satisfa5tion and t7e swit57ing
;arrier on 5ustomer lo2alt2 and t7e stru5tural relations7ip ;etween t7ese fa5tors in t7e 6orean mo;ile
tele5ommuni5ation ser8i5es industr2. >7e stud2 found t7at 7ig7er le8els of 5all 0ualit2( 8alue-added ser8i5es(
and 5ustomer support were asso5iated wit7 7ig7er le8els of 5ustomer satisfa5tion w7ile 7ig7er le8el of t7e
pri5ing stru5ture( mo;ile de8i5e and 5on8enien5e in pro5edures didnDt affe5t 5ustomer satisfa5tion
Nima?o 2012" eAamined t7e effe5ts of ser8i5e 0ualit2 on 5ustomer satisfa5tion and ;e7a8ioral
intention in mo;ile tele5ommuni5ation industr2 appl2ing stru5tured e0uation modeling te57ni0ues. >7is stud2
identified t7at >angi;les( =ustomer +elations( +eal Networ? Lualit2 and Image 0ualit2 aspe5ts of ser8i5e 0ualit2
positi8el2 affe5t 5ustomer satisfa5tion( w7i57 in turn affe5ts ;e7a8ior intention in @7anaDs mo;ile tele5om
industr2. >7e findings furt7er s7ow a strong relations7ip ;etween ser8i5e 0ualit2( satisfa5tion and ;e7a8ior
intention and t7at ser8i5e 0ualit2 and satisfa5tion.
%2eni2i and Joa57im 2012" wor?ed on t7e mo;ile p7one users in Nigeria to identif2 relations7ips of
5ustomer ser8i5e on 5ustomer retention. >7e2 in8estigated intention from 8arious point of 8iews li?e 5ustomer
ser8i5e( satisfa5tion( 8alue and ;e7a8ioral intention. >7is stud2 7ad s7own a strong relations7ip ;etween
5ustomersD per5ei8ed 0ualit2 le8el and 5ustomer satisfa5tion. It is also re8ealed from t7e stud2 t7at 5ustomersD
retention is ensured w7en 5ustomers ;elie8e t7at t7e2 are offered effe5ti8e and 7ig7 0ualit2 ser8i5es.
3l-Mou;i 201$" in8estigated t7e effe5t of SE+&L-3E model on 5ustomer lo2alt2 among Jordanian
tele5ommuni5ation se5tor. >7e2 assessed t7e effe5t of t7is model ;ased on t7e appli5ation of regression model.
>7e stud2 found a strong and positi8e 5orrelation ;etween SE+&L-3E model and 5ustomer lo2alt2 in
tele5ommuni5ation industr2. >7e2 5on5luded t7at t7is model 7as signifi5ant impa5t on t7e 5ustomer lo2alt2.
/aridasan and &en?ates7 2011" intended to anal2,e t7e eAtent to w7i57 Indian tele5om 5ompanies are
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pra5ti5ing 5ustomer relations7ip management =+M" effe5ti8el2 and its impa5t on ser8i5e 0ualit2 of t7e
pra5ti5ing 5ompanies and t7erefore on 5ustomer lo2alt2. >7e stud2 found t7at two pro8iders were full2 effi5ient
and ot7er ser8i5e pro8iders need to anal2,e t7e input and output parameters of t7e effi5ient frontiers to identif2
t7eir wea?er areas and ta?e appropriate steps to 5orre5t t7ose areas so t7at t7e2 5an impro8e t7eir performan5e
and rea57 t7e effi5ient frontier.
Eo?e et al. 2011" attempted to 7ig7lig7t t7e ser8i5e 0ualit2 and 5ustomer satisfa5tion of a
tele5ommuni5ation ser8i5e pro8ider in Mala2sia. >7e2 eAamined t7e impa5ts of relia;ilit2( responsi8eness(
assuran5e( empat72 and tangi;le aspe5ts on 5ustomer satisfa5tion. >7is stud2 found t7at relia;ilit2(
responsi8eness( assuran5e and empat72 signifi5antl2 positi8el2 influen5ed 5ustomer attitudes in terms of
satisfa5tion and lo2alt2. Moreo8er( a signifi5ant gap ;etween t7e per5ei8ed satisfa5tion and importan5e on all of
t7e ser8i5e 0ualit2 dimensions was also found.
6a;ir et al. 2009" loo?ed for t7e fa5tors determining t7e 5ustomer satisfa5tion and lo2alt2 of mo;ile
tele5ommuni5ation industr2 in Banglades7. >7e2 stri8ed to identif2 t7e relations7ip ;etween ser8i5e 0ualit2 and
5ustomer satisfa5tion along wit7 ser8i5e 0ualit2( swit57ing 5ost and trust wit7 5ustomer lo2alt2 5olle5ting data
a;out t7e per5eptions of $00 pre-paid mo;ile su;s5ri;ers of @rameen !7one( Banglalin? and 3?tel. >7e stud2
found t7e eAisten5e of signifi5ant linear relations7ip ;etween ser8i5e 0ualit2 and 5ustomer satisfa5tion. It 7as
also identified t7at ser8i5e 0ualit2( swit57ing 5ost( and trust are signifi5ant predi5tors of 5ustomer lo2alt2.
3mong ot7er fa5tors( trust 7as ;een found to ;e t7e most signifi5ant predi5tor of 5ustomer lo2alt2.
Mali? et al. 2012" anal2,ed t7e impa5t of ;rand image( ser8i5e 0ualit2 and pri5e on 5ustomer
satisfa5tion in !a?istan tele5ommuni5ation se5tor. >7is stud2 found ;rand image( ser8i5e 0ualit2 and pri5e to ;e
5orrelated to 5ustomer satisfa5tion. 3mong t7ese( t7ere was negati8e 5orrelation of 5ustomer satisfa5tion wit7
pri5e ;ut positi8e 5orrelation wit7 ;rand image and ser8i5e 0ualit2.
%Co 2010" in8estigated t7e relations7ip ;etween ser8i5e 0ualit2 and 5ustomer satisfa5tion in t7e
Nigerian tele5ommuni5ation industr2. >7e stud2 re8ealed a positi8e relations7ip ;etween ser8i5e 0ualit2 and
5ustomer satisfa5tion. It also re5ommended t7at organi,ations s7ould fo5us more attention on ser8i5e 0ualit2.
37n et al. 200'" sear57ed for t7e determinants of 5ustomer 57urn in t7e 6orean mo;ile
tele5ommuni5ations ser8i5e mar?et. +esults 7a8e indi5ated t7at 5all 0ualit2-related fa5tors and 5ustomerDs
parti5ipation in mem;ers7ip 5ard programs as t7e determinants. /owe8er( 57anges in 5ustomerDs status 7a8e
found to eAplain t7e relations7ip ;etween 57urn determinants and t7e pro;a;ilit2 of 57urn.
%5loo B >setse 201$" 7as underta?en a stud2 to find out t7e relations7ip ;etween 0ualit2 ser8i5e and
5ustomer retention and ;etween 5ustomer satisfa5tion and retention in @7anaian mo;ile tele5ommuni5ation
industr2. >7e stud2 re8ealed a relations7ip ;etween 0ualit2 ser8i5e and satisfa5tion w7ile 5ustomer satisfa5tion
7as ;een found to influen5e 5ustomer retention in large eAtent.
-sing SE+&L-3E model( @3! anal2sis( regression and t-test( 3ro?iasam2 B 3;dulla7 201$"
studied on ser8i5e 0ualit2 and 5ustomer satisfa5tion in t7e 5ellular tele5ommuni5ation ser8i5e pro8ider in
Mala2sia. 1rom t7is stud2 t7e2 found t7at all ser8i5e 0ualit2 dimensions of SE+&L-3E model positi8el2
influen5ed 5ustomer satisfa5tion in terms of lo2alt2 and attitudes( w7ile t7ere was a signifi5ant gap ;etween t7e
per5ei8ed satisfa5tion and eApe5tation on all of t7ese ser8i5e 0ualit2 dimensions.
/ossain B Su572 201$" eAplored t7e influen5e of 5ustomer satisfa5tion on 5ustomer lo2alt2 in t7e
5onteAt tele5ommuni5ation industr2 of Banglades7. >7is stud2 fo5used on siA fa5tors- 5ommuni5ation( pri5e
stru5ture( 8alue-added ser8i5e( 5on8enien5e( sales-promotions and 5ustomer ser8i5e and t7e result indi5ated t7at
eA5ept for sales-promotion( all ot7er fi8e fa5tors 7a8e positi8e 5orrelations wit7 5ustomer lo2alt2.
S7afi0 et al. no date" e8aluated t7e 7otelsD ser8i5e 0ualit2 t7roug7 5ustomer satisfa5tion in !a?istan.
3dopting SE+&!E+1 tool t7is stud2 found t7at among t7e fi8e dimensions of SE+1!E+1( tangi;le and
empat72 dimensions are more influential in !a?istan and t7erefore needed to ;e fo5used more ;2 t7e 7otel
ser8i5e pro8iders.
>urela and Seren?o 200'" performed an empiri5al in8estigation of 210 2oung adult 5ellular
su;s5ri;ers in =anada to eAamine t7e ante5edents of 5ustomer satisfa5tion and lo2alt2. 3dapting t7e 3meri5an
=ustomer Satisfa5tion Model t7is stud2 offered insig7ts for ser8i5e pro8iders( poli52ma?ers and su;s5ri;ers.
3lso it formed t7e foundation for future ;en57mar?ing of t7e performan5e of wireless networ? operators in
terms of user satisfa5tion and lo2alt2.

(. $esearch )uestion
>7is stud2 7as ;een designed to find answer of w7at determines 5ustomer satisfa5tion in tele5ommuni5ation
industr2.

*. +ethodology
>7is stud2 was 5ondu5ted ;ased on t7e opinions of 5ustomers in 67ulna 5it2. 3ll su;s5ri;ers of mo;ile operators
a5ti8e in t7is 5it2 were t7e population of t7is stud2. 3 5on8enien5e sampling met7od was applied to sele5t
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&ol.'( No.2$( 201)

91
intended num;er of respondents as sample from t7e population. Initiall2 t7ree 7undred su;s5ri;ers were targeted
and inter8iewed wit7 master le8el students wit7 ;usiness ;a5?ground of Business 3dministration 4is5ipline(
67ulna -ni8ersit2 to ensure relia;ilit2 of data 5olle5tion. 3 total of $00 respondents were inter8iewed wit7
stru5tured 0uestionnaires ;ut 2## were found flawless t7us used for data anal2sis. 3 stru5tured 0uestionnaire was
generated ;ased on pre8ious stud2 wit7 fi8e point li?ert s5ale. >7is stud2 7as tested a 5ausal model wit7 multiple
regression te57ni0ue to find t7e answer of resear57 0uestions. >7e relia;ilit2 of 0uestionnaire was tested wit7
5ron;a57 alp7a N". Statisti5al software pa5?age S>3>3 was used for data anal2sis.

,. Theoretical Setting of the +odel
&aria;les sele5ted in t7is stud2 from t7e su;stantial re8iew of t7e pre8ious studies. >7e 8aria;les are 5ustomer
ser8i5e( personal B mar?et fa5tors( per5ei8ed 0ualit2( per5ei8ed 8alue( te57nologi5al ad8an5ement and 5ompan2
image. /en5e( t7e e0uation of t7e model 7as ta?en t7e following form.
%S O N P Q
1
=us PQ
2
Mar?et P Q
$
!L P Q
)
!& P Q
5
>3 P Q
'
=I P R
S7ere %S O %8erall Satisfa5tion( =us O =ustomer Ser8i5e( Mar?et O Mar?et B !ersonal 1a5tor( !L O !er5ei8ed
Lualit2( !& O !er5ei8ed &alue( >3 O >e57nologi5al 3d8an5ement( =I O =ompan2 Image( RO Error

>a;le 19 +egression Statisti5s
-ariables Coefficients &.' Cronbach Al/ha &0'
=ustomer Ser8i5e =-S" -0.15#59 0.*$'
0.0#29"
Mar?et B !ersonal 1a5tor Mar?et" 0.2229.. 0.*1*
0.0#$$"
!er5ei8ed Lualit2 !L" 0.$)*$.. 0.#01
0.0')2"
!er5ei8ed &alue !&" 0.2)95.. 0.5$#
0.0519"
>e57nologi5al 3d8an5ement >3" 0.1)$5 0.*#9
0.0'95"
=ompan2 Image =I" 0.15$5. 0.')5
0.0'95"
+ S0uare 0.)$5'
3dCusted + S0uare 0.)2$5
1 &alue $'.1)..
&arian5e Inflation 1a5tor &I1" T10
Breus57-@odfre2 EM 2.#'*
Breus57-!agan =7i 2 " 0.0)
.. pT.01( . pT.05. Standard errors are in parent7esis.

1. 2indings and 3m/irical Analysis
+egression statisti5s s7ows t7at )$.5'F of dependent 8aria;les 5an ;e eAplained ;2 independent 8aria;les. >7is
signifies t7at )$.5'F 8ariation of 5ustomer satisfa5tion is eAplained ;2 5ustomer ser8i5es( personal and mar?et
fa5tor( per5ei8ed 0ualit2( per5ei8ed 8alue( te57nologi5al ad8antages and 5ompan2 image. 3ll of t7ese 8aria;les
are found positi8el2 related wit7 5ustomer satisfa5tion eA5ept 5ustomer ser8i5es. !ersonal and mar?et fa5tor(
per5ei8ed 0ualit2( per5ei8ed 8alue( and 5ompan2 image are found statisti5all2 signifi5ant. =ustomer satisfa5tions
of >ele5ommuni5ation Industr2 in 67ulna =it2 depend on personal and mar?et fa5tor( per5ei8ed 0ualit2(
per5ei8ed 8alue and 5ompan2 image.
/omogeneit2 of 8arian5e of residuals is one of t7e main assumptions of ordinar2 least s0uare
regression model. 3 model is said to ;e 8alid w7en 8arian5e of residuals is 5onstant t7at means
/omos5edasti5it2 of residuals. Breus57-!agan test was applied to 57e5? t7is status w7ere t7e null 72pot7esis is
8arian5e is 7omogeneous. E8iden5e s7ows a55eptan5e of null 72pot7esis p U.05" so t7e residuals are
7omogeneous.
3 model 5annot estimate properl2 if its predi5tors are linearl2 related wit7 one anot7er.
Multi5ollinearit2 pro;lem appear w7en two or more predi5tors independent 8aria;les" found perfe5tl2 linear.
&arian5e Inflation 1a5tor &I1" is 5al5ulated to 57e5? t7e presen5e of t7is pro;lem. E8iden5e s7ow t7e model
7as no 5ollinearit2 pro;lem 8ifT10".
3uto5orrelation pro;lem appears in model w7en errors are found 5orrelated. 3 model must ;e free
from t7is pro;lem. Breus57 G@odfre2 EM test is applied to 57e5? t7is pro;lem w7ere t7e null 72pot7esis is no
serial 5orrelation. E8iden5e s7ows t7at t7e null 72pot7esis is a55epted pU.05". It signifies t7at model 7as not
serial 5orrelation pro;lem.
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&ol.'( No.2$( 201)

92
4. Conclusion
Banglades7 is a poor de8eloping 5ountr2. But t7is 5ountr2 is rapidl2 progressing in adoption of different modern
te57nologies. !eople of t7is 5ountr2 are 5ontinuousl2 ;e5oming more and more li;eral and interested in testing
somet7ing new 5oming into t7e mar?et( parti5ularl2 in 5ase of te57nolog2. >ele5ommuni5ation se5tor is one of
t7e maCor parti5ipants of t7e modern te57nologies entering into Banglades7. >7oug7 t7e in5eption of t7is
industr2 in Banglades7 5an ;e tra5ed ;a5? to 19*1 and 19#9 in 5ase of mo;ile tele5om operators( 7ast2 growt7
and fier5e 5ompetition in t7is industr2 is a fairl2 re5ent p7enomenon. >7is 5ompetition wit7in tele5om industr2
7as a5ted as an impetuous to t7is resear57. >7is stud2 was designed to figure out w7at determine satisfa5tions of
5ustomers in >ele5ommuni5ation Industr2 ta?ing data from 67ulna =it2( Banglades7. 3 5ausal model was
de8eloped and implemented 5olle5ting data from t7e 5ustomers of @rameen !7one( +o;i and >ele >al? for t7is
purpose. >7is stud2 7as found 8aria;les are positi8el2 related wit7 5ustomer satisfa5tion eA5ept 5ustomer
ser8i5e .>7at means( in 5ase of Banglades7( mar?et fa5tors( per5ei8ed 0ualit2 of t7e ser8i5e pro8ided ;2 t7e
5ompan2( per5ei8ed 8alue addition to t7e 5ustomers and image of t7e tele5om ser8i5e pro8ider are t7e fa5tors
t7at determine t7e satisfa5tion of t7e 5ustomers. %n t7e ot7er 7and( 5ustomer ser8i5es pro8ided ;2 t7e 5ompanies
7a8e found not to ;e t7at mu57 influential to t7e 5ustomers. 1indings of t7ese aspe5ts in t7is stud2 7a8e a great
importan5e to t7e o8erall su55ess of t7e tele5om ser8i5e pro8iders in Banglades7. It is ;e5auseJ ;2 5on5entrating
on t7e spe5ifi5 aspe5ts t7at positi8el2 influen5e 5ustomer satisfa5tion( 5ompanies 5an attra5t new 5ustomers(
retain t7e eAisting ones and ma?e t7em lo2al. Besides( t7e2 5an sa8e 5osts and efforts ;2 not fo5using mu57 on
less important one. 3s t7e resear57 7a8e found t7at mar?et fa5tors along wit7 per5ei8ed 0ualit2 7a8e a great
impa5t on 5ustomer satisfa5tion( 5ompanies s7ould tr2 to impro8e t7eir ser8i5e 0ualit2 and de8elop new ser8i5es
to augment 5ustomerDs satisfa5tion. Moreo8er( 5ompanies s7ould spot t7e lig7t to t7e 8alue addition to different
5ustomer segments in t7eir mar?eting and ad8ertising strategies. Moreo8er( t7e tele5om ser8i5e pro8iders s7ould
;e more 5on5erned a;out t7eir produ5tDs or ser8i5eDs image and t7e o8erall 5ompan2 image. >7oug7 t7is stud2 is
;ased on 67ulna =it2 onl2 and 7as 5o8ered t7e users of @rameen !7one( +o;i and >ele >al?( along wit7 t7ese
5ompanies( ot7er tele5om operators of t7is 5ountr2 5an 7a8e an o8erall idea of t7e fa5tors ;e7ind 5ustomer
satisfa5tion and a5t a55ordingl2.

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