Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
Perceived Influence of Perceived Salesperson Relationship and Customer Satisf...ijtsrd
The telecommunications industry is fast growing and continues to attract competition. This makes it essential for telecommunication stakeholders to ensure retention of their current customers, in order to wade off patronising other networks. This among other reasons informed the study to investigate the influence of perceived salesperson relationship and customer satisfaction on customer retention of telecommunications Network users. The study adopted cross sectional survey research design and gathered data from two hundred and forty two 242 telecommunications users in Ibadan metropolis. Data was gathered through well designed questionnaire, comprising of different standardized scale of measurements. Frequency distribution revealed that more of the respondents 57.4 were males, while the other 42.6 were females. Findings revealed that there exists significant relationship between customer retention and salesperson relationship among telecommunications network users in Ibadan r = .46 P .01 . Also, there exists significant relationship between customer satisfaction and salesperson relationship among telecommunications network users in Ibadan r = .65 P .01 . When combined, salesperson interaction relationship and customer satisfaction accounted for about 8 variance in customer retention among telecommunications network users in Ibadan.From the findings, it was recommended that more policies should be put in place which will favour retaining customers. This will continue to retain the culture of retention to the product of the telecommunications service providers. Ojo Adeshina Akinwumi | Obi Ugochukwu. E "Perceived Influence of Perceived Salesperson Relationship and Customer Satisfaction on Customer Retention of Telecommunications Network Users" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31807.pdf Paper Url :https://www.ijtsrd.com/management/consumer-behaviour/31807/perceived-influence-of-perceived-salesperson-relationship-and-customer-satisfaction-on-customer-retention-of-telecommunications-network-users/ojo-adeshina-akinwumi
This study investigates the relationship among customer satisfaction, customer trust, switching cost, and
customer loyalty in mobile telecommunication service market of Pakistan. Built on the review of pertinent
literature a research framework is developed based on the mediation of customer trust and moderation of
switching cost on the relationship of customer satisfaction with customer loyalty. The data were collected
from 515 customers in mobile telecommunication service market of Pakistan through convenience
sampling. Correlation matrix and ordinary least squares regression analyses are used to determine the
relationship among the variables. The findings confirm the framework that customer trust partially
mediates the relationship of customer satisfaction with customer loyalty. Switching cost has no moderating
effect in determining the relationship of customer satisfaction with customer trust and customer loyalty in
mobile telecommunication service market of Pakistan. This study addresses the importance of customer
satisfaction, customer loyalty, customer trust, and switching cost for the mobile telecommunication service
firms. The findings suggest that the firms should enhance customer satisfaction in order to gain customer
trust and customer loyalty. The significant relationships between the variables suggest that the research
framework is applicable to the firms of mobile telecommunication service market of Pakistan. Further, this
is probably among the first studies which look at mobile telecommunication service market of Pakistan in
context of customer satisfaction, customer trust, customer loyalty, and switching cost. The most obvious
finding to emerge from this study is that customer satisfaction and customer trust are the key determinants
in predicting customer loyalty.
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Perceived Influence of Perceived Salesperson Relationship and Customer Satisf...ijtsrd
The telecommunications industry is fast growing and continues to attract competition. This makes it essential for telecommunication stakeholders to ensure retention of their current customers, in order to wade off patronising other networks. This among other reasons informed the study to investigate the influence of perceived salesperson relationship and customer satisfaction on customer retention of telecommunications Network users. The study adopted cross sectional survey research design and gathered data from two hundred and forty two 242 telecommunications users in Ibadan metropolis. Data was gathered through well designed questionnaire, comprising of different standardized scale of measurements. Frequency distribution revealed that more of the respondents 57.4 were males, while the other 42.6 were females. Findings revealed that there exists significant relationship between customer retention and salesperson relationship among telecommunications network users in Ibadan r = .46 P .01 . Also, there exists significant relationship between customer satisfaction and salesperson relationship among telecommunications network users in Ibadan r = .65 P .01 . When combined, salesperson interaction relationship and customer satisfaction accounted for about 8 variance in customer retention among telecommunications network users in Ibadan.From the findings, it was recommended that more policies should be put in place which will favour retaining customers. This will continue to retain the culture of retention to the product of the telecommunications service providers. Ojo Adeshina Akinwumi | Obi Ugochukwu. E "Perceived Influence of Perceived Salesperson Relationship and Customer Satisfaction on Customer Retention of Telecommunications Network Users" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31807.pdf Paper Url :https://www.ijtsrd.com/management/consumer-behaviour/31807/perceived-influence-of-perceived-salesperson-relationship-and-customer-satisfaction-on-customer-retention-of-telecommunications-network-users/ojo-adeshina-akinwumi
This study investigates the relationship among customer satisfaction, customer trust, switching cost, and
customer loyalty in mobile telecommunication service market of Pakistan. Built on the review of pertinent
literature a research framework is developed based on the mediation of customer trust and moderation of
switching cost on the relationship of customer satisfaction with customer loyalty. The data were collected
from 515 customers in mobile telecommunication service market of Pakistan through convenience
sampling. Correlation matrix and ordinary least squares regression analyses are used to determine the
relationship among the variables. The findings confirm the framework that customer trust partially
mediates the relationship of customer satisfaction with customer loyalty. Switching cost has no moderating
effect in determining the relationship of customer satisfaction with customer trust and customer loyalty in
mobile telecommunication service market of Pakistan. This study addresses the importance of customer
satisfaction, customer loyalty, customer trust, and switching cost for the mobile telecommunication service
firms. The findings suggest that the firms should enhance customer satisfaction in order to gain customer
trust and customer loyalty. The significant relationships between the variables suggest that the research
framework is applicable to the firms of mobile telecommunication service market of Pakistan. Further, this
is probably among the first studies which look at mobile telecommunication service market of Pakistan in
context of customer satisfaction, customer trust, customer loyalty, and switching cost. The most obvious
finding to emerge from this study is that customer satisfaction and customer trust are the key determinants
in predicting customer loyalty.
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Service Quality Influence on Customer Satisfaction: In the Case of Mongolia O...ijtsrd
According to the Communications Regulatory Commission of Mongolia report, in recent years, the number of online trade sectors in Mongolia has increased at a rapid pace. The purpose of the research is to investigate the relationship between service quality and customer satisfaction in the online trade market in Mongolia. The research was attended by a total of 200 participants. Research questions and objectives were set, alongside the hypothesis that was developed and tested. In order to determine the relationship between service quality and customer satisfaction were using descriptive statistical analysis and regression analysis. According to the result shows, online trade sector service quality effect on positive customer satisfaction. Therefore, the e commerce sector should focus more attention on service quality, because of its effects on customer satisfaction. It is also recommended that the e commerce sector should welcome suggestions from customers. Ganbaatar Otgontsetseg | Batkhuyag Sukhbat "Service Quality Influence on Customer Satisfaction: In the Case of Mongolia Online Trade Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29741.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/29741/service-quality-influence-on-customer-satisfaction-in-the-case-of-mongolia-online-trade-sector/ganbaatar-otgontsetseg
Research on Marketing Strategy of Huawei Brand in KazakhstanDr. Amarjeet Singh
Marketing research is a complex multi-step process
that requires in-depth knowledge of the object of study, the
accuracy and timeliness of the results of which largely
determine the successful operation of the entire enterprise.
Most business failures (from loss of market share to
bankruptcy) are because important strategic decisions are
made either in conditions of lack of information or on the
basis of erroneous or outdated data. Marketing research will
provide the necessary information and reduce the risk when
making important decisions. Marketing strategy is the
collection of information about the activities of the enterprise,
in the main areas (product, price, customers, and promotion)
and the use of the results to choose the direction of business
development.
The goal is to identify possible ways to improve the
effectiveness of Huawei’s marketing strategy in Kazakhstan.
Theoretical issues of marketing are considered, namely the
concept of marketing, goals, objectives, functions and issues
of marketing, marketing macro and microenvironment,
marketing research.
This article will be of positive importance for the
study of foreign investment of Chinese enterprises.
Customer relationship marketing is an emerging customer innovation focused on growing customer’s
satisfaction, retention and loyalty that will culminate into bank profitability. The paper investigated the impact
of investment in implementing customer relationship marketing on the performance of commercial banks in
Nigeria. The study was carried out in Federal capital territory Abuja,
The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on
Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer
Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied
and loyal customer and it is useful to identify the factors through which telecommunication sector may improve
its performance.
A Study on Television Advertisement on Consumer Buying Behaviour at Darling E...ijtsrd
Television advertising helps to make the product appealing to a person's basic motives and influence their behaviour and attitude towards the product. Advertisement assumes a noteworthy job in inducing, educating and reminding both potential and existing customers towards settling on buying behaviour. It plays a vital role in shaping dreams and aspirations and helps the customer to take conscious product and brand decisions. The main objective of the study is to find the association between gender of the respondent and factors influence advertisement on consumer behaviour. In this study Primary and secondary data was used for analyzing the data. Questionnaire was used to collect primary data. In this study 80 samples are selected at random from a population of 100 customers. The data were analyzed using the Karl Pearson coefficient of correlation and chi square. Suitable suggestions and conclusions were made from the findings of the study. Nivetha. M | Gnanapreetha. K "A Study on Television Advertisement on Consumer Buying Behaviour at Darling Electronics Pvt Ltd, Puducherry" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29176.pdf Paper URL: https://www.ijtsrd.com/engineering/other/29176/a-study-on-television-advertisement-on-consumer-buying-behaviour-at-darling-electronics-pvt-ltd-puducherry/nivetha-m
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
Effect of customer value and quality of service on customer satisfaction (cas...Iwan Kurniawan Subagja
The need for transportation services increases due to the heavy traffic in Jakarta. Efficient transport services to congestion in
Jakarta, motorcycle taxi services online such as GO-JEK. This triggers every transportation company to increase customer value
and good service quality to get customer satisfaction in the field of transportation services.
This study aims to describe customer value and service quality to customer satisfaction with descriptive statistic analysis. The
study was conducted to 110 GO-JEK consumers in Jakarta. The sampling technique used was accidental sampling with analysis
tools SPPS 22.
The results show that customer value and service quality give impact to GO-JEK customer satisfaction in Jakarta.
Customer is the most important player of market. All the efforts of companies are directed towards customers. Customer can either remain loyal with a particular brand or switch to another one. This particular study is going to evaluate the factors influencing customers to switch brands. This chapter presents work of previous researchers regarding brand switching. Factors influencing brand switching have been critically analyzed in the light of previous researches on brand switching
This project is related to “Organisational buying behavior for Tata Teleservises Maharashtra Limited”. Nowadays consumer is a king of market. Organisational buying behavior is the most important concept for any company by which many company formulate there marketing strategies. Thus project conducted in Pune city in Maharashtra state. The Pune city is one of the main IT Hub in India.
The Indian Internet Market Dynamics and Forecast (2008-2014) report analyses the latest developments in the fast growing Internet market of India by the main players and provides a market forecast until 2014. ROA Holdings and Optimum forecast that India's internet market is to reach as high as 868.47 million users by 2014, with an estimated compound annual growth rate (CAGR) of 20.45%. During 2008, more than 112 million subscribers were added, increasing the penetration from 20.31% to 29.76% in 2008.
In today’s market each & every firm is selling identical products, which are differentiated by
brands. The sole aim of every company is to promote their brands using different strategies in
order to earn revenue and to occupy a major market share. According to the “consumer reports” a person encounters approximately 247 images per day, but probably do not noticeeven half of them, neither gets exposed to it. This means that mere proximity or visibility ofthe message is not sufficient for the customer to notice it. Since it is not possible for thehuman brain to process so many messages all at once, the viewer often finds it difficult todecode the message communicated by the company, and thus the purpose of the wholecommunication goes in vain and gets wasted.
As the foreign companies, new technologies & consumers prospects towards innovative products, Every Electronics products are coming with internet facilities and trends towards internet usage is becoming high and high, that’s why the organisations also taking help of internet to decreasing the workload. They are extremely higher user of internet services than an individual consumer. Therefore there is a need to Internet service Providers (ISP’s) to grab this market.
Dear students,
Get Projects and Synopsis help,
For - MBA, BBA, BCA, MCA etc. classes.
For Universities - IGNOU, SMU, EMBA, KSOU, ISBM, SYMBIOSIS, IMT, MIT etc.
For Specialization like -
Banking, Banking and Finance, HR, Marketing ,Operation Management, Project Management, Information System ,Healthcare Management, International Business, Inventory Management, Retail Management, Total Quality Management, etc.
Send your Specialization name to our mail id :
“help.mbaassignments@gmail.com”
or
call us at : 08263069601
Factors Affecting On Customer Retention: A Case Study of Cellular Industry of...paperpublications3
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Service Quality Influence on Customer Satisfaction: In the Case of Mongolia O...ijtsrd
According to the Communications Regulatory Commission of Mongolia report, in recent years, the number of online trade sectors in Mongolia has increased at a rapid pace. The purpose of the research is to investigate the relationship between service quality and customer satisfaction in the online trade market in Mongolia. The research was attended by a total of 200 participants. Research questions and objectives were set, alongside the hypothesis that was developed and tested. In order to determine the relationship between service quality and customer satisfaction were using descriptive statistical analysis and regression analysis. According to the result shows, online trade sector service quality effect on positive customer satisfaction. Therefore, the e commerce sector should focus more attention on service quality, because of its effects on customer satisfaction. It is also recommended that the e commerce sector should welcome suggestions from customers. Ganbaatar Otgontsetseg | Batkhuyag Sukhbat "Service Quality Influence on Customer Satisfaction: In the Case of Mongolia Online Trade Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29741.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/29741/service-quality-influence-on-customer-satisfaction-in-the-case-of-mongolia-online-trade-sector/ganbaatar-otgontsetseg
Research on Marketing Strategy of Huawei Brand in KazakhstanDr. Amarjeet Singh
Marketing research is a complex multi-step process
that requires in-depth knowledge of the object of study, the
accuracy and timeliness of the results of which largely
determine the successful operation of the entire enterprise.
Most business failures (from loss of market share to
bankruptcy) are because important strategic decisions are
made either in conditions of lack of information or on the
basis of erroneous or outdated data. Marketing research will
provide the necessary information and reduce the risk when
making important decisions. Marketing strategy is the
collection of information about the activities of the enterprise,
in the main areas (product, price, customers, and promotion)
and the use of the results to choose the direction of business
development.
The goal is to identify possible ways to improve the
effectiveness of Huawei’s marketing strategy in Kazakhstan.
Theoretical issues of marketing are considered, namely the
concept of marketing, goals, objectives, functions and issues
of marketing, marketing macro and microenvironment,
marketing research.
This article will be of positive importance for the
study of foreign investment of Chinese enterprises.
Customer relationship marketing is an emerging customer innovation focused on growing customer’s
satisfaction, retention and loyalty that will culminate into bank profitability. The paper investigated the impact
of investment in implementing customer relationship marketing on the performance of commercial banks in
Nigeria. The study was carried out in Federal capital territory Abuja,
The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on
Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer
Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied
and loyal customer and it is useful to identify the factors through which telecommunication sector may improve
its performance.
A Study on Television Advertisement on Consumer Buying Behaviour at Darling E...ijtsrd
Television advertising helps to make the product appealing to a person's basic motives and influence their behaviour and attitude towards the product. Advertisement assumes a noteworthy job in inducing, educating and reminding both potential and existing customers towards settling on buying behaviour. It plays a vital role in shaping dreams and aspirations and helps the customer to take conscious product and brand decisions. The main objective of the study is to find the association between gender of the respondent and factors influence advertisement on consumer behaviour. In this study Primary and secondary data was used for analyzing the data. Questionnaire was used to collect primary data. In this study 80 samples are selected at random from a population of 100 customers. The data were analyzed using the Karl Pearson coefficient of correlation and chi square. Suitable suggestions and conclusions were made from the findings of the study. Nivetha. M | Gnanapreetha. K "A Study on Television Advertisement on Consumer Buying Behaviour at Darling Electronics Pvt Ltd, Puducherry" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29176.pdf Paper URL: https://www.ijtsrd.com/engineering/other/29176/a-study-on-television-advertisement-on-consumer-buying-behaviour-at-darling-electronics-pvt-ltd-puducherry/nivetha-m
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
Effect of customer value and quality of service on customer satisfaction (cas...Iwan Kurniawan Subagja
The need for transportation services increases due to the heavy traffic in Jakarta. Efficient transport services to congestion in
Jakarta, motorcycle taxi services online such as GO-JEK. This triggers every transportation company to increase customer value
and good service quality to get customer satisfaction in the field of transportation services.
This study aims to describe customer value and service quality to customer satisfaction with descriptive statistic analysis. The
study was conducted to 110 GO-JEK consumers in Jakarta. The sampling technique used was accidental sampling with analysis
tools SPPS 22.
The results show that customer value and service quality give impact to GO-JEK customer satisfaction in Jakarta.
Customer is the most important player of market. All the efforts of companies are directed towards customers. Customer can either remain loyal with a particular brand or switch to another one. This particular study is going to evaluate the factors influencing customers to switch brands. This chapter presents work of previous researchers regarding brand switching. Factors influencing brand switching have been critically analyzed in the light of previous researches on brand switching
This project is related to “Organisational buying behavior for Tata Teleservises Maharashtra Limited”. Nowadays consumer is a king of market. Organisational buying behavior is the most important concept for any company by which many company formulate there marketing strategies. Thus project conducted in Pune city in Maharashtra state. The Pune city is one of the main IT Hub in India.
The Indian Internet Market Dynamics and Forecast (2008-2014) report analyses the latest developments in the fast growing Internet market of India by the main players and provides a market forecast until 2014. ROA Holdings and Optimum forecast that India's internet market is to reach as high as 868.47 million users by 2014, with an estimated compound annual growth rate (CAGR) of 20.45%. During 2008, more than 112 million subscribers were added, increasing the penetration from 20.31% to 29.76% in 2008.
In today’s market each & every firm is selling identical products, which are differentiated by
brands. The sole aim of every company is to promote their brands using different strategies in
order to earn revenue and to occupy a major market share. According to the “consumer reports” a person encounters approximately 247 images per day, but probably do not noticeeven half of them, neither gets exposed to it. This means that mere proximity or visibility ofthe message is not sufficient for the customer to notice it. Since it is not possible for thehuman brain to process so many messages all at once, the viewer often finds it difficult todecode the message communicated by the company, and thus the purpose of the wholecommunication goes in vain and gets wasted.
As the foreign companies, new technologies & consumers prospects towards innovative products, Every Electronics products are coming with internet facilities and trends towards internet usage is becoming high and high, that’s why the organisations also taking help of internet to decreasing the workload. They are extremely higher user of internet services than an individual consumer. Therefore there is a need to Internet service Providers (ISP’s) to grab this market.
Dear students,
Get Projects and Synopsis help,
For - MBA, BBA, BCA, MCA etc. classes.
For Universities - IGNOU, SMU, EMBA, KSOU, ISBM, SYMBIOSIS, IMT, MIT etc.
For Specialization like -
Banking, Banking and Finance, HR, Marketing ,Operation Management, Project Management, Information System ,Healthcare Management, International Business, Inventory Management, Retail Management, Total Quality Management, etc.
Send your Specialization name to our mail id :
“help.mbaassignments@gmail.com”
or
call us at : 08263069601
Factors Affecting On Customer Retention: A Case Study of Cellular Industry of...paperpublications3
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
LITERATURE REVIEW OF MOBILINK (WEEK-9)INTRODUCTIONFor every indiv.docxcroysierkathey
LITERATURE REVIEW OF MOBILINK (WEEK-9)INTRODUCTION:
For every individual cellular service has become a need, to contact with their relatives, family, friends and with the business people. In Pakistan, there are many cellular companies which offer prepaid and postpaid services. The satisfaction level of cellular services customer’s changes with their expectations. This can also be co-related with the potential of services a cellular company can offer to its customers.
In 1962 Telecommunication developed for the first time in Pakistan. In 1991 there was only one Telecommunication provider company which was working by the name of Pakistan Telecommunication Company Limited (PTCL). But in 1994 the situation changed because Multi-national companies started business in Pakistan and launched 1st cellular services “global system for mobile communications (GSM)”
in different cities of Pakistan, by then the services charges of the Network and prices of mobile set was very much high. Only people with good resources can afford cellular services facilities. Cellular services usage had become a sign of richness. In 2001 PTCL established a new cellular service company by the name of U-fone. By now, five major companies Mobilink, Telenor, Ufone, Warid and Zong are operating in Pakistan. Mobilink started its operation in Pakistan in 1994. Mobilink was first cellular service provider to operate on hundred percent digital GSM technology in Pakistan. Mobilink entered first and High market share and market growth, that’s why Mobilink became market leader in mobile companies in Pakistan. Today Mobilink is leading with 36 million subscribers.
In National Economy, according to Pakistan Telecommunication Authority (PTA), Telecom sector is considered as one of the developed sectors. It injected Rs 467 billion into national economy in the year 2018. As compared to last year, it showed 6.4% increase. Pakistan is having good position in Internet and cellular field. Latest statistics released by the PTA showed that registered cellular subscriptions have reached to 150.1+ million till 2019.
Companies learn and take experience when they come in interaction with unhappy & unsatisfied customers. According to Muzammil Hanif Sehrish Hafeez (2010) any cellular company who wants to maintain long term relationship with customers, it is possible only when they satisfy them in first instant, so it is important for a company to concentrate on the affecting factors. This paper is showing few variables which influence and should to be paid much attention which are affecting customers’ satisfaction.
Background of the Study:
In Pakistan, from past few years’ mobile communication has emerged as a fast growing industry. Pakistan is considered one of progressive country of the world in which Mobile phone subscribers has increased over 150 million. That’s the reason that many foreign companies are interested to investing this sector. Telephone & Telegraph (T&T) department provided telecom ...
The international journal of business and managementPatrick Sweet
The study mainly determined the effect of customer satisfaction of service quality on customer retention intention of TiGo in the Abokobi-Madina locality. The study specific determined the extent of customer satisfaction of service delivery by TiGo; evaluated customer retention intention of TiGo; and finally related customer satisfaction of service delivery to customer retention intention. The study used quantitative methodology to investigate the effect of customer satisfaction of service quality on retention of Tigo. A structured questionnaire was used to gather data. Customers’ satisfaction of service quality delivered by Tigo and their intention to retain the service of Tigo were measured perceptually on Five-point scale. Questionnaires with a high reliability (Cronbach’s alpha >0.70) were delivered through personal contact and self-administered by the customers.
Overall, 250 respondent were selected. The study found that: the customers were satisfied with the quality of service delivered by Tigo; the customers could not indicate whether or not they would retain the services of Tigo; of the service quality dimension, tangibility, assurance and reliability had significant positive effect on customer retention intention of Tigo, while responsiveness had significant negative effect on customer retention. The study recommended that maintaining existing customers should be a better option than chasing for new non-existing customers by Tigo and that future study should consider expanding the scope so as to make the findings more dependable.
Customer Perception towards Service Quality in Indian Telecommunication Industryinventionjournals
Customers are the hearts of any industry. Telecommunication being a service oriented industry always puts priority to find ways of making customers happy and satisfied. Sensing this importance, this study was conducted to determine what makes customers perception towards service quality of Telecommunication Industry. Researchers confined the study within sathyamanagalam, in tamil nadu. A structured questionnaire developed based on previous works was distributed among 100 customers who were selected conveniently for the study. A customer perception model was developed including variables taken from the extensive review of previous literature. Those variables are responsiveness, reliability, assurance, tangibility, empathy, perceived network quality. Model was tested using SPSS, statistical software package, and found personal and market factor, perceived quality, perceived value and company image statistically significant
Purpose: The main purpose of this study is to propose an empirical conceptual framework to gauge the elements that would affect loyalty of telecommunication consumers of Pakistan.
Design/methodology/approach: This study intends to use the quantitative approach by getting the responses from actual customers of telecommunication industry. The SEM approach will be used via PLS for data analysis.
Predictive Analytics for Increased Loyalty and Customer Retention in Telecomm...Oladapo Abiodun
Literature has indicated that to engage a new customer cost at least 6 – 10 times higher than retaining the existing ones. The competitive nature of the telecommunication industry has made customer retention to be a crucial responsibility for telephone services provider. Since customer retention is a vital element for every establishment to be conscious of in retaining loyal customers, so also is the ability to perfectly predict customer retention is very necessary. Customer retention prediction models are highly needed by the telecommunication industry to efficiently manage the retention of existing customers. This paper proposes a logistic regression model to predict customer retention in the telecommunication industry. The results indicate that logistic regression can predict customer retention with the accuracy of 95.5%. Furthermore, it was observed that when billing issues are resolved it is more likely to retain customer while value-added service and short message service issues are associated with the likelihood of exhibiting customer retention.
customer brand preferance mobile phone.pdf hariharan23900 hariharan 23900
ABOUT THE AUTHOR
Mr. N. Hariharan BCOM CS ., DDTP., DOA., IBM, Currently pursing MBA Firs year at AR SCHOOL OF BUSINESS , Dindigul, Tamil nadu, India, DDTP – Diploma in desk top publishing in computer Software College, vadipatty, Madurai (13 July 2014) year of completed.DOA – Diploma in office automation in success software academy, vadipatty, Madurai (14 July 2016) year of completed. E- Tally - in success software academy, vadipatty, Madurai (12.06.2017) year of completed. IBM- International Business Management European University. Professional diploma programme 23.04.2021
Sakthi Arts and Science College for Women, Ottanchatram, Dindigul. ONE DAY NATIONAL LEVEL SEMIAR ON “STRATEGICAL SKETCHING OF POST PANDEMIC TRANSFORMATION IN INDAN TREND AND COMMERCE” In won paper presentation FIRST PRIZE and Best paper Award at 23.03.2021.
M.G.R Educational and Research Institute, Maduravoyal, Chennai. ONE DAY NATIONAL LEVEL ONLINE SYMPOSIM “MATHEMA 21” in Paper presentation winning 3rd Place At 05.05.2021.
He has published 58 papers published in international journal. Attended 52 webinars, paper presentation in 18 college national and international conference. Then 7 awars World record holder in AMIRTHAM 2021. Main area of specialization Commerce and Management. Finally total certificate is 205 it’s including quiz, webinar, pledge, workshops.
#hariharan23900
#hedunapublication
#authorhariharan
#hariharan
#hariharan23900
#researchpaper
#articlearea
#hariharan
#awards
#founderofhedunapublication
Impact of Customer Relationship Management on Customers loyalty . Falana Temitope
A survey research on the impact of Customer Attraction , Customer retention, Customer satisfaction programs on Customers loyalty. In Asaba, Delta State, NIgeria .
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Factors Affecting On Customer Retention: A Case Study of Cellular Industry of Pakistan
1. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Factors Affecting On Customer Retention: A Case
1 Department of Faculty of Management Science, National University of Modern Languages (Numl), Islamabad, Pakistan.
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image,
switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the
Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially
for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data
was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone,
Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of
seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image,
price perception, trust and customer satisfaction have the effect on customer retention. However, customer
satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher
switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its
own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be
generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings
can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and
switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
Financial significance of cellular industry encouraged many researchers, marketers and organizational intellectual to dedicate
more teaching and research concentration in this industry. Since 1990s, cellular industry has become an economically key
area for industrialized states. This is the consequence of huge technological progress over and above of increased number of
service providers and the powerful competition that has developed.
It has been understood by earlier researches that when the contest and the costs of obtaining brand new customers boost;
companies ever more give attention on customer retention, thus upholding customer long-term relationships turn out to be a
vital mission for businesses. In the services industry, it is regularly noticed that once customers have been attained by the
particular service providers, their long-term associations with their new customers are of great significance to the success of
the organization.
Customer retention is a more dependable source of better performance, competitive advantage and a success factor for the
cellular company in the rising competitive marketing. For developing customer retention, firms should commence the
diversity of activities and surveys. Lee (2001) articulated that customer satisfaction is significant for cellular companies to
develop elegant programs to boost customer retention.
Page | 1
Study of Cellular Industry of Pakistan
Usman Ahmad Qadri1, M Mahmood Shah Khan2
2University of Management & Technology, Lahore, Pakistan.
I. Introduction
Paper Publications
2. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
As a consequence, a lot of studies were accomplished related to this important issue. They created and developed different
dynamic models to investigate the relationship between customer satisfaction, brand image, price perception, trust, switching
barriers and customer retention. In these days cellular service providers in Pakistan are continuingly dropping their switching
cost in the price war as a strategy to increasing number of subscribers in their company.
Many researchers and academicians have been highlighted the importance of the customer retention. Colgate & Kinsella
(1996), Woodruff (1997), and Jones et al. (2000) investigated that most valuable asset for the companies is their existing
customer. Other researchers such as Reichheld and Sasser (1990), and Fornell (1992) exposed that longer customer
associations are pleasing for the reason that they are very lucrative or profitable for organizations. Albinsson and Hansemark
(2004) said satisfaction is a customer perception about the organization services.
Reichheld & Sasser (1990) and Storbacka et al. (1994) explored that the “more the customer stays with the existing
organization, the more utilizes the organization product as a result; it is very beneficial for the organization to build a longer
relation with the existing customers. Storbacka and Gronroos (1994) explored that consumers also rely on a number of other
aspects. These consist of a wide-ranging of product options, better expediency, good prices, and increased returns. Garbarino
and Johnson (1999) disclosed trust as a positive effect for retaining the existing customer. Eppie (2007) explored that
customer satisfaction and trust are significant factors to increase the customer retention. Andreassen (1999) investigated that
the corporate image has a significant positive impact on the customer retention.
In order to retain the existing customer cellular organization requires identifying the factors affecting the existing customer.
Customer retention will make through raising the switching barriers and it will be a great benefit to organizations as it
operates as free endorsement to them. Ali et al. (2009) investigated that higher the customer satisfaction and switching cost
then higher will be the customer retention in the Cellular industry in Pakistan.
The aim of the study is to investigate the effect of the customer satisfaction, brand image, trust, price perception, and
switching barriers on customer retention in the Cellular industry of Pakistan. Some specific objectives are as follows:
Cellular services obviously show signs of an unexpected industry prototype change and warning sign of a market in
evolution. Supported by the fast expansion of information and communication technologies and increasing demand from
consumers, the prototype of Cellular services is now changing from voice centered communication to a merger of high speed
data communication.
This change of prototype and indicators of a market in conversion are motivating the industry's reform efforts and growing
competition between companies. Mobile movers are coming to a full understanding of the significance of a customer-oriented
business strategy as a situation for supporting their competitive edge and sustaining a steady profit level and
certainly for their continued existence. When the number of subscribers has arrived at its saturation point, generating and
protecting new customers is not only hard but also expensive in conditions of market. Therefore, an industry-wide belief that
the best core marketing plan for the prospect is to aim to retain existing customers by intensifying customer retention. Lee &
Cunningham (2001) and Reichheld (1996) explored that customer retention provides the base of a company's getting
competitive edge, and increasing customer retention is a vital factor in companies' growth and performance.
Cellular Industry in Pakistan
For the precedent few years, the telecom sector in Pakistan has done exceptionally well mainly due to privatization, foreign
investment and introducing a test technologies.
Page | 2
II. Objective of the study
To find out the main influencing factors affecting the existing customer.
To find out the main switching barriers those hinder the customers to stay with the current service provider.
III. Literature Review
Paper Publications
3. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Nowadays, cellular companies in Pakistan are fighting for supremacy and profits have started to focus on consumer retention
than on acquisition. Last decade growth rate in the cellular industry in Pakistan has shown that the number of subscribers has
enlarged from 68,000 in 1996 to 3.3 million in 2003, 80 million in 2007, 95 million in 2009 and accordingly the Pakistan
telecommunication authority (PTA) report (2011) it‟s crossed the 100 million marked in 2010. Currently in the cellular
industry in Pakistan there are five companies (Mobilink, U-Fone, Telenor, Warid, worldcall and Zong) operating, and
fighting with each other for getting better market share.
Customer‟s retention is one of the most significant elements in marketing and it explains how much service provider can pay
for to carry out the retention program amongst existing customers. Moreover customer retention will engender through
mounting the switching barriers and it will be a huge benefit to organizations as it works as free endorsement to them. Ali et
al. (2009) investigated that customer satisfaction and switching cost are the main determinants affecting customer retention in
the cellular industry of Pakistan.
Customer Satisfaction and Customer Retention:
Several companies are setting a lot of attempt into improving customer satisfaction from the time when it is believed that
customer satisfaction produces superior economic returns. Fornell (1992) declared that the high is the customer satisfaction,
the high will be the retention of existing customers, which helps to protect existing consumers from the opposition, decreases
price elasticity, future transaction costs with the customers reduces, costs of failure decreases, need of attracting new
customers reduces, and reputation of the organization increases. Rust and Subramanian (1992) confirmed from their research
that customer satisfaction has a direct positive effect on customer retention and companies.
Reichheld (1996) investigated that even the unsatisfied consumers do not switch the existing service providers because they
are not sure to receive better service from the competitors of the existing service providers.
Kordick (1988) investigated from their research that only forty percent of the satisfied customer said they buy again company
products or services. Gierl (1993) investigated forty and sixty two percent buyers confirmed that the switch the existing
service providers even though they are satisfied. Reichheld (1993) explored in his research paper that between 65 percent and
85 percent buyers confirmed that they leave the existing service providers even though they were very satisfied with the
existing service providers. Based on the above discussion the following hypothesis is proposed:
Brand image and customer retention:
Many researchers have the same opinion that creating brand understanding and building affirmative awareness are
snowballing and occasionally meticulous processes. Alvarez (2001) investigated that all brand should be aware competitors
certain products or services features and principles such as quality of assurance, intensity of service and performance to
expected. Bergstrom and Bresnahan (1996) investigated that brand with a powerful image can enhance customers and
enhance retention level of these customers. Christopher et al. (2006) investigated that higher level of corporate image leads to
higher level of the customer retention. Based on the above discussion the following hypothesis is proposed:
Price perception and Customer retention:
Abrat and Russell (1999) found that customer perception about the price of the company products or services are important
requirement for the customers to keep on with the existing service providers. Customers switch the existing service providers
if the prices are too high of the company‟s products. Schriver (1997) investigated if the customers are given more options,
they are more eager to trying other service providers, particularly if they do not experience the satisfaction for continuing and
they observe that many service providers to be the same of feature and services.
According to Martin-Consuegra (2007) customers those who are price conscious are usually not ready to pay prices for
service or product if they seemed that the price is not reasonable. Munnukka (2005) investigated that the choice of suitable
Page | 3
IV. Hypotheses
H1: Customer satisfaction has an effect on customer retention in the cellular industry of Pakistan.
H2: Brand image has an effect on customer retention in the cellular industry of Pakistan.
Paper Publications
4. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
value is comparatively fine for price conscious consumers. The company should charge that price which is really worth for
the product.
Peng and Wang (2006) explored that customers often switch their service providers mainly due to some pricing issues. Based
on the above discussion the following hypothesis is proposed:
Customer trust and Customer Retention
Garbarino and Johnson (1999) said trust has a significant positive effect on customer retention. Intermarket Group (2004)
reported that trust leads to increase the customer retention. There is a direct relationship between customer trust and customer
retention. Gounaris (2003) explored that trust is a significant factor in any kind of association between the customers and
existing service providers. The more the consumer trusts a service provider, the greater the chances that the customer remains
in the relationship. Based on the above discussion the following hypothesis is proposed:
Switching Barrier and Customer retention:
Ranaweera (2003) mentioned that firms may hold their consumers by building switching barriers that must put in worth to
their existing services. Valenzuela, Pearson et al. (2005) explored from their research that the positive switching barriers have
a positive effect on all variables.
Switching cost and Customer retention:
Jones et al. (2000), Morgan & Hunt (1994) explored that switching cost is a key dimension that has a direct effect on the
retention of the existing customers. Bumham et al. (2003) explored that switching cost is identified as a main cause of
customer retention.
Hess and Ricart (2002) investigated the definite costs of switching are rising or emerging in the cellular industry;
consequently of the progressively more networked atmosphere, service providers have latest cost of switching prospects that
allow them to get better for retention of the existing customer. Based on the above discussion the following hypothesis is
proposed:
Interpersonal relationship and customer retention:
Peterson (1995) investigated the ongoing interpersonal relationship between the firm and consumers give lots of benefits to
the consumers: such as individual identification, emotional benefits, and customization benefits, monetary benefits, and
societal benefits. Therefore the interpersonal relationship between the firm and the consumers can be a significant dimension
of the switching barrier.
Jones et al. (2003) investigated that powerful interpersonal relationship has an optimistic impact on the repurchase intent of
the current consumers. From this following hypothesis is proposed:
Attractiveness of alternatives and Customer retention:
Kim et al. (2004) investigated that attractiveness of alternatives is the term of a distinctive and unique service that opponent
of the existing service providers can‟t offer. Benapudi and Berry (1997) explored that customer always stays with that firms
which offer distinguished services. Ping (1993) and Tahtinen & Vaaland (2006) investigated that low attractiveness of
Page | 4
H3: Price perception has an effect on customer retention in the cellular industry of Pakistan.
H4: Customer trust has an effect on customer retention in the cellular industry of Pakistan.
H5: Switching barriers have an effect on customer retention in the cellular industry of Pakistan.
H5a: higher the switching cost more will be the customer retention.
H5b: The higher the interpersonal relationship, the more will be the customer retention.
Paper Publications
5. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
alternative favors the retention of customers. Colgate and Norris (2001) investigated that if customers consider that
alternative firm has parallel feature, then the observation of high barriers to leave is emphasized.
Jones et al. (2000) investigated that when practical substitutes are absent; the possibility of switching a current association
reduces. From this the following hypothesis is proposed:
The above model shows that the dependent variable is customer retention, which is the variable of primary interest, in which
the variance is attempted to be explained by the five independent variables of
Page | 5
H5c: The higher the attractiveness of alternative, the lesser will be the customer retention.
Theoretical Framework
Figure.1 theoretical framework
Paper Publications
1. Customer satisfaction
2. Price perception
3. Brand image
4. Customer Trust
5. Switching barriers
6. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Page | 6
By reviewing of literature, this study explored that switching barriers contain some variables such as:
Paper Publications
a. Switching cost
b. Interpersonal Relationship
c. Attractiveness of alternative
After studying lot of articles, due to the above mentioned facts it was figured out that Customer satisfaction, Trust, Price
perception, Brand image and Switching Barriers have an effect on customer retention in the cellular industry. Anderson and
Sullivan (1993) investigated that the greater the satisfaction of the customer, the greater is the probability of customer
retention. Gerpott et al. (2001) investigated that customer satisfaction is a direct influential factor for retaining the customers
in the mobile telecommunication industry. Schiffman and Kanuk (2004) argued that organizations need to focus on getting
highly satisfied customers and that is necessary in order to get higher retention.
Christopher (1996), Peng (2006), Andreassen (1999), Boohene (2011) found that Brand image has a significant positive
impact on customer retention. They investigated that the greater the brand image of the company, the greater is the chance of
customer retention. From reviewing some other articles such as Abrat & Russell (1999), Schriver (1997), Martin (2007),
Mouri (2005), Kollmann (2000) where they found that price is the most significant factor for retaining the existing customers.
Mcknight et al. (1998), Gounaris (2003) investigated that customer trust is a vital factor for retaining the existing customers.
Jones et al (2000) explained that switching barriers are the factors that force the customers to stay with existing service
providers. They investigated that switching barriers such as switching cost, interpersonal relationship and attractiveness of
alternative made the switching costly for the customers.
V. Methodology
The proportional stratified sampling technique was used for collecting the data within the Metropolitan city Lahore. In august
2013, 600 questionnaires were distributed. A face-to-face customer survey was conducted for collecting the data from the
customers.
Questionnaire Design
Questionnaire is having two parts. The first part consists of section-A and B. Section-A is requested the General
characteristics of the participant such as the in which network (s) are you, type of Used. In section-B Personal Information of
the customer is requested, there was an inclusive question related to gender, age, employment status, and education level. In
Part-2 Likert Scales was applied in the questionnaire with coding of 1= strongly agree, 2= agree, and 3 = neutral, 4=disagree,
5=strongly disagree. The participants were asked the degree of agreement or disagreement with that statement in the
questionnaire survey. This part consists of forty-three questions which measure the effect of Customer satisfaction, Price
perception, trust, brand image and different switching barriers on Customer retention. Part-2 has five dimensions, Switching
barriers was first dimension which consists of nineteen questions which have three sub-dimensions interpersonal relationship,
Switching cost, and Attractiveness of the alternatives is adopted from Kaveh Peighambari (2007). The second dimension
consists of four questions which measure customer satisfaction, the third dimension measures price perception of the
customer and it consists of five questions. Fourth dimension measures Brand Image, it consists of three questions and the
fifth dimension is Trust having five questions. Second, third, fourth and fifth dimension is adopted from the Xuanzhang and
Feng (2009). The dependent variable customer retention contains 7 questions adopted from Kaveh Peighambari (2007).
Data collection and samples
A total number of 600 questionnaires were distributed among the subscribers of the five Cellular companies in the eight
towns (Ravi town, Shalimar town, Gulberg town, Samanabad town, Iqbal town, Wagah town, Aziz Bhatti town, Data Ganj
Bakhash town & Nishtar town) of Lahore. 510 questionnaires are returned and 10 were rejected because of uncompleted
questionnaires (response rate 85%). Proportional Stratified sampling technique was used in this study for collecting the data
within the Metropolitan city Lahore. Stratified sampling is a probability sampling design that first divides the population into
7. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
meaningful, non - overlapping subsets, and then proportionally chooses the subjects from each subset. Each subset is called
strata. It was used in this study because it facilitated the researcher to comprehend a large number of interviews promptly and
economically. Accordingly the Pakistan telecommunication authority (PTA) reported (2013) there are 131 million mobile
phone subscribers in Pakistan and 7.5 million in the eight towns of Lahore. There are following proportional allocation of
mobile phone users in the eight towns of Lahore.
Page | 7
Paper Publications
1.05
Base sample-size calculation
For a survey design based on a simple random sample, the sample size required is calculated according to the following
formula
n = required sample size, t = confidence level at 95% (standard value of 1.96), p = estimated
prevalence of malnutrition in the project area, m = margin of error at 5% (standard value of
0.05)
Total population of Lahore is 11 million, Total mobile user in lahore =7.5 million
Percentage =7500000/11000000 x 100
= 68.2%
n= t² x p(1-p)
m²
= 1.962 x .68 (1-.68)/.052
= 3.8416 x .68 (.32)/ .0025
= 334 (minimum)
Generally, the larger the sample size, the more reliable the study results are that is why this study distributed 600
questionnaires for getting more reliable results.
This study taken a sample of 600 mobile phone users, stratified according to the above categories the first step is to find total
number of mobile phone users in 7.5 million and calculate the percentage in each town.
100 percentage Ravi town = 1050000/7500000 * 100
= 14%
100 percentage Shalimar town = 750000/7500000 * 100
= 10%
100 percentage Gulberg town = 600000/7500000 * 100
= 8%
100 percentage Samanabad town = 750000/7500000 * 100
= 10%
100 percentage Iqbal town = 8250000/7500000 * 100
= 11%
100 percentage Wagah town = 1050000/7500000 * 100
= 14%
1.05
0.75
0.6
0.75
0.825
0.75
0.825
0.9 Ravi town
shalimar town
Gulberg town
Samabad town
Iqbal town
wagah town
Aziz Nhatti Town
Data Ganj Bakhash town
n= t² x p(1-p)
m²
8. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Page | 8
100 percentage Aziz Bhatti town = 825000/7500000 * 100
= 11%
100 percentage Data Ganj Bakhash town = 8250000/7500000 * 100
= 11%
100 percentage Nishtar town = 1050000/7500000 * 100
= 14
Table .1
Data collection and Response rate
Towns Distribution of
Questionnaires
Paper Publications
Collecting of
Questionnaires
Ravi town 14% of 600=84 70
Shalimar town 10% of 600=60 50
Gulberg town 8% of 600=48 40
Samanabad town 10% of 600=60 50
Iqbal town 11% of 600=66 58
Wagah town 10% of 600=60 52
Aziz Bhatti Town town 11% of 600=66 57
Data Ganj Bakhash town 14% of 600=84 72
Nishtar town 12% of 600=72 64
Total 600 510
Response rate 85%
10 Questionnaires are rejected because of incompletion
Reliability Coefficient
Cronbach‟s alpha or consistency reliability is calculated in provisions of the average inter correlations higher the internal
consistency reliability. Consistency reliability is computed in provision of the average inter correlations between object
determining concepts. The nearer coefficient of the reliability obtains to 1.0 the better. In common, reliabilities less than .60
are indicated to be poor, those in the .70 range, acceptable, and those over .80 good. Table 4.2 shows the rule of thumb which
are commonly used for describing internal consistency by using Cronbach‟s alpha.
Table .2
Cronbach’s alpha Rule of thumb
Cronbach‟s Alpha Internal Consistency
Equal to 1.0 or greater than .90 Alpha ≥ .9 Better or excellent
Less than .90 or greater than .80 .9 > alpha ≥ .8 Good
Those in the .70 range .8 > alpha ≥ .7 Acceptable
Those in the .60 range .7 > alpha ≥ .6 Questionable
Those in the .50 range .6 > alpha ≥ .5 poor
Those in the .40 range .5 > alpha Unacceptable
Table .3 Reliability output
Variables Items Cronbach’s Alpha
Switching barrier Interpersonal relationship 7 .722
Switching barrier Switching cost 5 .873
Switching barrier Attractiveness of alternative 7 .906
9. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Trust 5 .866
Customer Satisfaction 4 .716
Price Perception 5 .908
Brand Image 3 .850
Customer Retention 7 .864
Data obtained in this regard are punched and analyzed through “Statistical Package for Social Science” SPSS 16. The
statistical tools are divided the two main streams, descriptive statistics and inferential statistics
Page | 9
VI. Data Analysis and Finding
General Characteristics of the Respondents
General Characteristics Frequency Valid Percent Cumulative
1. Which Network(s) are you with
Mobilink 160 32.0 32.0
U-Fone 102 20.4 52.4
Telenor 123 24.6 77.0
Warid 82 16.4 93.4
Zong 33 6.6 100.0
Total 500 100.0
Business 101 20.2 20.2
Personal 234 46.8 67.0
Both 165 33.0 100.0
Total 500 100.0
Paper Publications
Descriptive statistics
Table .4
Table .5
Personal Information of the Respondents
Percent
2. Types of Used
Personal Information Frequency Valid Percent Cumulative Percent
1. Gender
Male 313 62.6 62.6
Female 187 37.4 100
Total 500 100
2. Age
18-33 310 62 62
34-49 140 28 90
50-65 40 8 98
Over 65 10 2 100
10. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Page | 10
Total 500 100
Paper Publications
3. Education Level
Below Matric 31 6.2 6.2
Matric 62 12.4 18.6
Intermd‟te 95 19 37.6
Bachelors 187 37.4 75
Masters/upper 125 25 100
Total 500 100
Inferential Statistics:
Regression assumptions
Table 6 shows Durbin-Watson= 1.370 which means there is a highly positive correlations and there no autocorrelation of
regression errors. Table shows that there no multicollinearity problem in this research. The Table 8 shows there is no
variable how‟s tolerance value close to the zero which means there have no multicollinarity among the items. Variance
Inflation Factor (VIF) is another method for measure multicollinearity among the items. If VIF value greater than 10 then
have multicollinearity among the items.
The Table 8 shows that no variable have greater than 10 tolerance which mean they have no multicollinarity among the
items. This study evaluating the normality of the variable through Bell shape of histogram shows that residuals are normally
distributed which is good for the regression model. The normal PP Plot also shows that data is normally distributed only very
minimum points are away from the line.
For evaluating variance of errors this study used the scatter plot, Scatter plot shows the variance of errors is same for all the
data which is homoscedasticity in nature. Data is equally spread between +2 & -2.
11. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Multiple Regressions
To test hypotheses, multiple regression analysis are used, the results of regressing the five independent variables (Switching
Barriers, Brand Image, Customer Satisfaction, Trust and Price perception) against dependent variable (Customer retention).
The table 6 shown that five independent variables that are used into the regression model and R (.986) shown that there is
highly positive associations between these independent variables and customer retention. R2 (R square) is .973 indicate that
97.3% variation in customer retention items explained by its linear relationship with the independent variables (customer
satisfaction, switching barriers, brand image, trust and Price perception).
Std. Error of
the Estimate Durbin-Watson
1 .986a .973 .973 .11209 1.370
Page | 11
Table.6
Model Summary
Model R R Square
a. Predictors: (Constant), BI, SC, CS, IP, AOA, PP, T
Adjusted R
Square
Table .7
Paper Publications
ANOVA b
Sum of Squares df Mean Square Sig.
Model 1 Regression 223.782 7 31.969 .000a
Residual 6.181 492 .013
Total 229.963 499
a. Predictors: (Constant), BI, SC, CS, IP, AOA, PP, T
b. Dependent Variable: CR
Overall Significance of the Retention Model
ANOVA Table 7 shown that P-value is equal to .0001 which is less than .01 so model is highly significant which the
goodness of its model.
VII. Analysis of Hypothesized Relationship
The following data were composed from the pulling out of the five independent variables that have been tested through
regression analysis, as per results for customer retention showed in Table 6.
Table.8
Regression of customer satisfaction, Brand Image, Price Perception, Trust and Switching
Barriers (Switching Cost, Interpersonal relationship & Attractiveness of Alternative against
customer retention
Dependent Variable Customer Retention
Variables Coefficient (Beta) T-value Sig. Outcome
Constant 7.492 0
Customer Satisfaction 0.007 0.532 .595 H1 Not Supported
12. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Page | 12
Brand Image 0.164 2.958 .003 H2 Supported
Price Perception 0.798 12.836 .000 H3 Supported
Trust 0.271 3.149 .002 H4 Supported
Switching Barrier Switching
Cost 0.057 7.048 .000 H5a
Paper Publications
Supported
Switching Barrier
Interpersonal Relationship
0.233 7.002 .000 H5b
Supported
Switching Barrier
Attractiveness of Alternative
-0.496 -7.257 .000 H5c
Supported
Adjusted R2=.973 DW Statistic=1.370
Model: Customer Retention= β + β1IP+ β2SC+ β3AOA + β4T+ β5CS+β6PP+β7BI+ ε
Hypotheses 1: H1: Customer satisfaction has an effect on customer retention in cellular industry of Pakistan.
The result showed in table 8 indicates that customer satisfaction does not make a significant contribution to customer
retention P>.01, β = .007. Customer satisfaction is very near to Zero. Its mean it is not necessary for the customer retention.
Therefore we reject H1. The results support Christopher (1996), Gierl (1993) and Reichheld (1993) findings where they found
that satisfaction of the customer little to do to increase customer retention when other variables taken into the consideration.
Hypotheses 2: Brand image has an effect on customer retention in cellular industry of Pakistan.
The result showed in Table 8 indicated Brand Image has a significant factor to affect the customer retention P<.01, β = .164.
Therefore we accept H2. The result support Christopher (1996), Peng (2006), Andreassen (1999), Boohene (2011) findings
where they found that Brand image has a significant positive impact on customer retention.
Hypotheses 3: Price perception has an effect on customer retention in cellular industry of Pakistan.
The result showed in Table 8indicated that price perception has significant positive effect on customer retention P<.01, β =
.798. Therefore we accept H3. The result support Abrat & Russell (1999), Schriver (1997), Martin (2007), Mouri (2005),
Kollmann (2000) findings where they found that price is the most significant factor for retaining the existing customers.
Hypotheses 4: Trust has an effect on customer retention in cellular industry of Pakistan.
The result showed in Table 8 indicated that Trust has a significant factor of the customer retention P<.01, β = .271. Therefore
we accept H4. The result support Mcknight et al. (1998), Gounaris (2003) findings where they found that trust is a vital factor
for retaining the existing customers.
Hypotheses 5a: higher the switching cost more will be the customer retention.
The result showed in Table 8 indicated that switching cost has a positive effect on customer retention P<.01, β = .057.
Therefore we accept H5b. The results support Peterson (1995), Berry & Parasuraman (1991), Gremler (1995), Young &
Denize (1995).
13. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
The result showed in Table 8indicated that Switching barrier Interpersonal relationship has a significant effect towards the
customer retention P<.01, β = .233. Therefore we accept H5a. The result support Jones et al. (2000), Burnham et al. (2003),
Hess & Ricart (2002) findings where they found that switching cost have an significant barriers which have a important
impact on customer retention towards the Cellular industry.
The result showed in Table 8 indicated that Attractiveness of alternative has a negative affect towards customer retention
P<.01, β = -.499. Beta negative mean if one unit of attractiveness of alternative increased the customer retention decrease
.499. Therefore we accept H5c. The results support Kim et al. (2004), Benapudi & Berry (1997), Peng (2006), Tahtinen &
Vaaland (2006) findings where they found that low alternative of the attractiveness favors the retention of customers towards
the service industry.
The study found that the majority of the respondents are male with (62.6 %) and (37.4 %) are female respondents. Majority
of the respondents are 18 to 33 years old with (62%), 28% are 34 to 49 years old, (8%) are 50 to 65 years old, and only (2%)
are over 65 years old. Most of the respondents are Bachelors degree holder with (37.4%) follows by Masters Degree 25%.
Most of the respondents are students (45.8%) while from full-time job (28.8%) and (15.4%) are do the Part-time job. Most of
the respondents (32%) use the network of Mobilink, while (24.6 %) use Telenor followed by U-Fone (20.4%), Warid
(16.4%) and only (6.6%) respondents use the Zong network. Most of the respondents use the network for the personal use
with (46.8%) while (20.2%) use for the business purposes and (33%) respondents use for both purposes.
The study found that when other variables are taken into consideration Customer satisfaction does not create significant part
for building the customer retention. It has a very little effect on customer retention. Moreover, the coefficient among
customer retention and customer satisfaction was near to Zero (β = .007, Table 8) suggesting that customer satisfaction does
not essentially lead to increased customer retention in Cellular industry of Pakistan. Brand image has a significant positive
factor that affects the customers to stay with existing mobile network service providers (β = .115, Table 8). The Brand image
is small in magnitude comparatively to the other variables but still it has a very significant effect on customer retention
towards the Cellular industry in Pakistan.
The study found that trust is another important factor that should not unnoticed. If Cellular customers no longer trust their
existing service providers, the jeopardy of switching existing service providers is high. The study explored a significant
positive association between trust and customer retention (B=.271, table 8), indicating a high degree of correlation between
trust and customer retention. It is significant to make sure that specialized and common employees offer high value service to
the existing customers as credible as possible.
Table 8 shows that the switching barriers (Interpersonal relationship & switching cost) have significant positive effect on
customer retention in the Cellular industry of Pakistan. However, the interpersonal relationship (B=.278) most influencer than
switching cost (B=.047). Table 8 also shows that switching barrier attractiveness of alternative has a negative effect on
customer retention which is support H5c.
Table 8 shows that price perception has a positive effect on customer retention in the Cellular industry of Pakistan. The study
finds that price perception is the most influencing factor which affects the customer to stay with existing service providers.
In general, all of the hypotheses tested were supported except for customer satisfaction that has a significant effect on the
customer retention is rejected. This result supports Christopher Gan et al. (2006) and Boohene (2011) findings where
customers can be very highly satisfied but still switch their existing organization. The findings in this study provide strong
Page | 13
Hypotheses 5b: higher the interpersonal relationship more will be the customer retention.
Hypotheses 5c: higher the attractiveness of alternative, lesser will be the customer retention.
VIII. Discussion
IX. Conclusion and Further Research
Paper Publications
14. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
support for the applications of customer retention Model in Cellular industry in Pakistan. It is very important for telecom
executives to improve their competitiveness in the Cellular industry. Factors (customer satisfaction, switching barriers, Trust,
Price perception and Brand Image) are considered to be necessary for retaining the existing customers and building long term
association with consumers in order to attain joint benefits of all parties. Although these factors have been broadly executed
by organization, customers still are inclined to leave to opponent. As a result, this study was accomplished to assess the effect
of these factors on customer retention in the Cellular industry in Pakistan.
This study analyzed the structure and effect of the switching barriers, customer satisfaction, trust, price perception and brand
image towards customer retention in the Cellular industry in Pakistan. There are other factors affecting customer retention,
distant from the factors considered in this study such as the Environmental Dynamism is an unpredictable and rapid change
factor which can increase the uncertainty for individuals such as customer preferences, and customer demand for their
product. One of the most important areas of future research is the role of government policy in removal and formation of
switching barriers and increasing or decreasing the price for the services particularly in an under developing country where
government contribution is vital.
Since all the data were collected from a particular region, it would be fascinating to replicate the study on a nationwide
sample. This would give a better generalization for the Cellular sector and obtain a broader view and analysis.
This study found that the factors (Switching barrier Interpersonal relationship & Switching cost, Trust, Brand Image and
Price perception) have a significant effect on customer retention towards the Cellular industry in Pakistan. It also found that
switching barrier attractiveness of alternative has a significant negative effect on customer retention. On the other hand
customer satisfaction has very little to do to increase the customer retention.
Pakistan Cellular industry is not very diversified; holding customers is one of the most vital tactics accessible in Pakistani
Cellular market to remain competitive. Cellular management should place more stress on customer retention than pulling new
clients since it is economical to hold existing customers than to bring in new ones. This study also investigated that Customer
satisfaction does not always direct or lead the customer retention towards the cellular industry in Pakistan but still it plays a
very important part for retaining the existing customers. This point has been reverberate by Gerpott et al. (2001) who said
that customer satisfaction is an essential determinant of customer retention in the cellular industry. Thus, companies must
always try hard to make sure that their consumers are satisfied. The Cellular service providers in Pakistan make sure that
price of the product should be low and the overall package provides by the companies should be better than the competitors.
2. Abrat, R., & Russell, J. (1999). Relationship Marketing in Private Banking South Africa. The International Journal
Page | 14
REFERENCES
1. Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research , 34 (3), 347.
Paper Publications
of Banking Marketing , 17 (1), 5-19.
3. Ahmad, R., & Buttle, F. (2001). Customer Retention: A Potentially Potent Marketing Management Strategy. Journal
of Strategic Marketing , 9, 29-45.
4. Ali, J. F., Ali, I., Waseemullah, Ahmed, I., & Akram, M. (2009). Determinants of Customer Retention In Cellular
Industry In Pakistan. Proceeding 2nd CBRC .
5. Alvarez, E. J. (2001). Your Bank's Image: Keeping it Consistent. Bank Marketing , 33 (3), 30-36.
6. Anderson, E. W., & Mittal, V. (2000). Strengthening The Satisfaction-Profit Chain. Journal of Service Research , 3
(2), 107-120.
15. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
7. Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for
8. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability:
9. Anderson, E., & Weitz, B. (1989). Determinants of Continuity in Coventional Industrial Channel Dyads. Marketing
Page | 15
Firms. Marketing Science , 12 (2), 125-145.
Findings from Sweden. Journal of Marketing , 58, 53-66.
Paper Publications
Science , 54 (1), 42-58.
10. Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Relationship.
Journal of Marketing , 54 (1), 42-58.
11. Andreasen, A. R. (1982). Customer Satisfaction in Loose Monopolies: The Case of Medical Care. Journal of Public
Policy and Marketing , 2.
12. Andreassen, T. W., & Lindestad, B. (1998). Consumer Loyalty and Complex Services. International Journal of
Service Industry Management , 9 (1), 7-23.
13. Anonymous. (1997). Assessing Brand Loyalty in the Netherlands. Strategic Direction , 135, 6-8.
14. Bendapudi, N., & Berry, L. L. (1997). Customers Motivations for Maintaining Relationship with Service Providers.
Journal of Retaining , 73 (1), 15-37.
15. Bergman, B., & Klefsjo, B. (2003). Quality: From Customer Needs to Customer Satisfaction. Studentliterature,
Lund.
16. Boltan, R. N. (45-65). A Dynamic Model of the Duration of the Customer 's Relationship with a Continuous Service
Provider: The Role of Satisfaction. Marketing Science , 17(1).
17. Boulding, W., Kalra, A., staelin, R., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: Form
Expectation to Behavioural Intentions. Journal of Marketing Research , 30, 7-27.
18. Bruhn, M., & Grund, M. A. (2000). Development and Implementation of National Customer Satisfaction Indices:
The Swiss Index of Customer Satisfaction (SWICS). Total Quality Management , 11, 1017-1028.
19. Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer Switching Costs: A Topology, Antecedent and
Consequences. Journal of the Academy of Marketing Science , 32 (2), 213-217.
20. Cacioppo, K. (2000). Measuring and Managing Customer Satisfaction. Quality Digest .
21. Christopher, M. (1996). From Brand Values to Customer Value. Journal of Marketing Practice , 2 (1), 55-66.
22. Colgate, M., & Lang, B. (2001). Switching Barriers in Consumer Markets: An Investigation of the financial Service
Industry. Journal of Consumer Marketing , 18 (4), 332-47.
23. Colgate, M., Kinsella, R., & Stewart, K. K. (1996). Customer Defection: A Study of the Student Market In Ireland.
The International Journal of Bank Marketing , 14 (3), 23.
24. Cunningham, L. F., & Lee, M. (2001). A Cost/Benefit Approach to Understanding service Loyalty. 15 (2), 293-311.
25. Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of The
Academy of Marketing Science , 22 (2), 99-113.
16. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
26. Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships.
Page | 16
Paper Publications
Journal of Marketing , 61, 35-51.
27. Eppie, Y. S. (2007). Factors Affecting Customer Retention In Internet Banking among Hong Kong Professionals
and Business Practitioners. University of Newcastle , 214.
28. Fill, C. (2005). Marketing Communications: Contexts, Strategies, and Applications (4 ed.). New York: Pearson
Education Limited.
29. Fornell, c. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing ,
56, 6-21.
30. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction
Index: Nature, Purpose, and Findings. Journal of Marketing , 60 (4), 7-18.
31. Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer
Relationship. Journal of Marketing , 63 (2), 70-87.
32. Garbarino, E., & Johnson, M. (1999). The Different Roles of Satisfaction, Trust and Commitment in Customer
Relationships. Journal of Marketing , 63 (2), 70-87.
33. Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer Retention, Loyalty, and Satisfaction in the German
Mobile Cellular Telecommunications Market. Telecom Policy , 25 (4), 249-269.
34. Gierl, H. (1993). Zufriedence Kunden als Markenweeshsler (Satisfied Customer as Brand Switchers).
Absatzwirtschaft , 37 (2), 90-94.
35. Gounaris, S. P. (2005). Trust and Commitment Influences on Customer Retention: Insights from Business-to-
Business Services. Journal oF Business Research , 58, 126-140.
36. Gronroos, C. (1996). Relationship Marketing Logic. Asia-Australia Marketing Journal , 4 (1), 7-18.
37. Gummesson, E. (1999). Total Relationship Marketing: From the 4Ps of Traditional Marketing Management to The
30Rs of The Marketing Paradigm. Butterworth-Heinemen,Oxford .
38. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational Benefits in Services Industries: The Customer's
Perspective. Journal of the Academy of Marketing Science , 26, 101-114.
39. Hansemark, O. C., & Albinson, M. (2004). Customer Satisfaction and Retention: The Experience of Individual
Employees. Managing Service Quality , 14 (1), 40-57.
40. Henning-Thurau, T., & Klee, A. (1997). The Impact of Customer Satisfaction and Relationship Quality on Customer
Retention:A Critical Reassessment and Model Development. Psychology and Marketing , 14 (8), 737-764.
41. Heskett, J. L., Jones, T., Loverman, G., Sasser, W. E., & Schlesinger, L. (1997). The Service Profit Chain. New
York: The Free Press.
42. Hess, M., & Ricart, J. E. (2002). The Quest for Customer Loyalty in the Mobile Phone Operator Industry. The
European Academy of Management .
43. Hirschman, A. O. (1970). Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States.
Cambridge, MA: Harvard University Press.
17. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
44. Hoyer, W. D., & Macinnis, D. J. (2001). Consumer Behavior (2 ed.). Boston: Houghton Mifflin Company.
45. Jacoby, J., & Chestnut, R. W. (1978). Brand Loyalty Measurement and Management. New York: John Wiley &
Page | 17
Paper Publications
Sons.
46. Jamieson, D. (1994). Customer Retention: Focus or Failure. T.Q.M Magazine , 6 (5), 11-13.
47. Jones, H., & Farquhar, J. D. (2003). Contact Management and Customer Loyalty. Journal of Financial Services
Marketing , 8 (1), 71.
48. Jones, H., & Farquhur, J. D. (2003). Contact Management and Customer Loyalty. Journal of Financial Services
Marketing , 8 (1), 71-8.
49. Jones, M. A. (1998). Satisfaction and Repurchase Intentions in the Service Industry: The Moderating Influence of
Switching Barriers. University of Alabama .
50. Jones, M. A., Mothersbaugh, D. L., & Beauty, S. E. (2000). Switching Barriers and Repurchase Intentions in
Services. Journal of Retailing , 76 (2), 259-274.
51. Jones, M. A., Reynolds, K. E., MothersBaugh, D. L., & Beauty, S. E. (2007). The Positive and Negative Effects of
Switching Costs on Relational Outcomes. Journal of Service Research , 9 (4), 335-355.
52. Jones, M. A., Taylor, V. A., Becherer, R. C., & Halstead, D. (2003). The Impact of Instruction Understanding on
Satisfaction and Switching Intentions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
, 10-18.
53. Jones, T. O., & Sasser, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review , 73 (6), 88-99.
54. JR, R. A. (1993). The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty,
Opportunism and Neglect. Journal of Retailing , 69 (3), 320-352.
55. Julander, C. R., Soderlund, M., & Soderberg, R. (2003). Effects of Switching Barriers on Customer Satisfaction,
Repurchase Intentions and Attitutinal Loyalty. SSE/EFI Working Paper Series in Business Administration , 1.
56. Kathleem, K. (2005). Custome Loyalty in Retail Banks: Time To Move Beyond Simple Programs or a Product
Orientation View Point Issue. Tower Group .
57. Keller, K. K. Strategic Brand Management (3 ed.).
58. Kim, M.-k., park, M. C., & Jeong, D. H. (2003). The Effects of customer satisfaction and swiitching barrier on
customer loyalty in Korean mobile telecommunication services. Elsevier , 145-159.
59. Kollmann, T. (2000). The Price/Acceptance Function: Perspectives of Pricing Policy in European
Telecommunication Markets. European Journal of Innovation Management , 3 (1), 7-14.
60. Kordick, J. A. (1988). Doing well by doing good: In Ford Motor Company of a Presentation at the 13. Automotive
News World Congress In Detroit .
61. Kotler, P. Marketing Management (10 ed.). New Jersey: Prentice-Hall.
62. Kotler, P., & Armstrong, G. (2010). Principles of Marketing (13 ed.). New Jersey: Prentice-Hall.
63. Kotler, P., Armstrong, G., & Cunningham, P. (2002). Principles of Marketing. New Jersy: Prentice-Hall.
18. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
64. Lictenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price Perception and Consumer Shopping
65. Lin, C. C. (2003). A Critical Appraisal of Customer Satisfaction and E-Commerce. Managerial Auditing Journal ,
Page | 18
Behavior: A Field Study. Journal of Marketing Research , 234-245.
Paper Publications
18 (3), 202-212.
66. Lommerd, K. E., & Sorgard, L. (2003). Entry in Telecommunication: Customer Loyalty, Price Sensitivity and
Access Prices. International Economices and Policy , 15, 55-72.
67. Lommeruda, K. E., & Sorgard, L. (2003). Entry in Telecommunication: Customer loyalty, Price Sensitivity and
Access prices. Information Economics and Policy , 15 (1), 55-72.
68. Martin-Consuegra, D., Molina, A., & Esteban, A. (2007). An Integrated Model of Price, Satisfaction and Loyalty:
An Empirical analysis in the Service Sector. Journal of Product & Brand Management , 16 (7), 459-468.
69. Mcallister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for International Cooperation In
Organization. Academy of Management Journal , 38 (1), 24-59.
70. Mcknight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial Trust Formation in New Organisational
Relationship. Academy of Management Review , 23 (3), 473-490.
71. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of
Marketing , 58, 20-38.
72. Mouri, N. (2005). A Consumer-Based Assessment of Alliance Performance: An Examination of Consumer Value,
Satisfaction and Post-Purchase Behavior. University of Central Florida .
73. Murray, K. B. (1991). A test of Services Marketing theory: Consumer Information Acquisition Acitvities. Journal of
Marketing , 55, 10-25.
74. Narayandas, D. (1998). Measuring and Managing the Benefits of Customer Retention. Journal of Service Research ,
1 (2), 108-28.
75. Nawell, F. (2000). Loyalty.Com: Customer Relationship Management in the New Era of Internet Marketing. New
York: McGraw Hill.
76. Newell, F. (2000). Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing.
McGraw-Hill .
77. Norris, M., & Colgate, M. (2001). Developing a Comprehensive Picture of Service Failure. International Journal of
Service Industry Management , 12 (3/4), 215-34.
78. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived Service Quality As a Customer-Based
Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality
Model. Human Resource Management , 30 (3), 240.
79. Peng, L. Y., & Wang, Q. (2006). Impact of Relationship Marketing Tactices (RMTs) on Switchers and Stayers in a
Competitive Service Industry. Journal of Marketing Management , 22, 25-59.
80. Peterson, R. A. (1995). Relationship Marketing and The Consumer. Journal of The Academy of Marketing Science ,
23, 278-281.
19. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
81. Ranaweera, C., & Neely, A. (2003). Some Moderating Effects on the Service Quality-Customer retention Link.
82. Ranaweera, C., & Prabhu, J. (2033). The Influence of Satisfaction, Trust and Switching Barrier on Customer
Retention in a Continuous Purchasing Setting. International Journal of Service Industry Management , 14 (4), 374-
395.
86. Reichheld, F. F., & Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review ,
Page | 19
International Journal of Operations & Production Management , 23 (2), 230-248.
83. Reichheld, F. F. (1996). Learning from Customer Defections. Harvard Business Review , 56-69.
84. Reichheld, F. F. (1993). Loyalty-Based Management. Harvard Business Review , 64 (73), 64-73.
85. Reichheld, F. F. (1996). The Loyalty Effect. Harvard Business School Press .
Paper Publications
105-111.
87. Reichheld, F. F., & Schefter, P. (2000). E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review , 78
(4), 105-114.
88. Reilly, H. Handling Complaints. Supermarket Business , 52 (7), 100.
89. Rempel, J. K., Holmes, J. G., & Zanna, M. P. (1985). Trust In Close Relationships. Journal of Personality amd
Social Psychology , 49, 17-35.
90. Rosenspan, A. (1998). Delusions of Loyality: Where Loyalty Programmed Go Wrong. Direct Marketing , 60 (10),
24-9.
91. Rotter, J. B. (1967). A New Scale for the Measurement of International Trust. Journal of Personality , 35 (4), 651-
665.
92. Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. F. (1998). Not So Different after All: A Cross-Discipline
View of Trust. Academy of Management Review , 23 (3), 393-404.
93. Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (10 ed.). Harlow, England: Prentice Hall Inc.
94. Schriver, S. (1997). Customer Loyalty: Going, Going. American Demographics , 20-21.
95. Soderlund, M. (1998). Customer Satisfaction and its Consequences on Customer Behaviour Revisited. International
Journal of Service Industry Management .
96. Soderlund, M. (2006). Measuring Customer Loyalty with Multi-item Scales. International Journal of Service
Industry Management , 17 (1), 76-98.
97. Stanton, W. J., Etzel, M. J., & Walker, B. J. (1994). Fundamentals of Marketing (9 ed.). New York: McGraw-Hill
Inc.
98. Stauss, B., & Neuhaus, P. (1996). The dissatisfaction potential of satisfied customers: The Qualitative Satisfaction
Model. Service Marketing Research , 28 (2), 1-3.
99. Storbacka, K., Strandvik, T., & Gronroos, C. (1994). Managing Customer Relationships for Profit: The Dynamics of
Relationship Quality. International Journal of Service Industry Management , 21-38.
100. Swift, R. S. (2001). Accelerating Customer Relationships Using CRM and Relationship Technologies. Prentice Hall
PTR .
20. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
101. Tahtinen, J., & Vaaland, T. l. (2006). Business Relationship Facing The End: Why Restore Them? Journal of
102. Valenzuela, F., Pearson, D., Epworth, R., & Llanos, O. (2005). Consumer Complaining Behavior: The Case of a
103. Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of
Page | 20
Business & Industrial Marketing , 21 (1), 15-23.
South American Country Chile. Contemporary Management Research .
Paper Publications
Marketing Science , 25 (2), 139-53.
104. Young, L., & Denize, S. (1995). A Concept of Commitment: Alternative Views of Relational Continuity in Business
Service Relationship. Journal of Business and Industrial Marketing , 10 (5), 47-62.
105. Zeithaml, V. A., & Bitner, M. J. (2000). Services Marketing: Integrating Customer Focus Across the Firm (2 ed.).
New York: MaGraw Hill.
106. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioural Consequences of Service Quality.
Journal of Marketing , 60 (4), 31-46.
107. Zeithaml, V., & Bitner, M. J. (2002). Services Marketing : Integrating Customer Focus Across The Firm (3 ed.).
Boston: Irwin McGraw-Hill.
108. Zineldin, M. (2000). Total Relationship Management. Studentliteratur .
APPENDIX A
QUESTIONNAIRE
Dear Respondent:
I am Usman Ahmad Qadri and a student of National University of Modern Languages. I am glad to invite you to participate
in a survey of customer retention in the telecommunication industry in Pakistan. This survey is designed as part of my work
for a MSBA degree at the National University of Modern Languages, Lahore. Any information provided in this survey will
be handled with confidentiality and used for research purpose only, and will not be passed on to any third party. If you feel
any threat during the survey, feel free to withdraw any time. It will take about 8 minutes to complete this questionaire. Thank
you for your precious opinions and participation.
Instruction:
Please answer Part 1 and Part 2.
Please circle the number that best matches your opinion.
Part 1:
A. General Characteristics
1. Which network (s) are you with (you
can tick more than one)
a) Mobilink b) U-fone c) Telenor d) Warid e) Zong
2. Type of used a) Business b) personal c) both
21. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Page | 21
Paper Publications
B. Personal Information
1. Gender a) Male b) Female
2. Age a) 18-32 b) 33-47 c) 48-62 d) 63-77 e) Over 77
3. Employment
status
a) Full-time job b) Part-time
job
c) Retired d) Not
working
e) Student
4. Education Level a)Below matric
b) matric c) Intermd‟te d) Bachelors e) Master/upper
Part 2:
Please answer each statement below by putting a circle around the number that best reflects your degree of agreement or
disagreement with that statement.
1=SA-Strongly Agree, 2=A-Agree, 3=N-Neutral, 4=D-Disagree, 5=SD-Strongly Disagree
A. Factors that affecting customer retention
Sr.No
.
Factor 1: Switching Barriers
1.1 Interpersonal Relationship
SA
A
N
D
SD
1. I feel there is a bond between my mobile operator and myself. 1 2 3 4 5
2. I have developed a personal friendship with my mobile operator. 1 2 3 4 5
3. I would be more comfort interacting with the people working for my
mobile operator than I will be if I switch my mobile service provider.
1 2 3 4 5
4. I would miss my mobile operator if I switch operators. 1 2 3 4 5
5. I will lose a friendly and comfortable relationship with my mobile
operator if I change.
1 2 3 4 5
6. I like the public image of my mobile operator. 1 2 3 4 5
7. My mobile operator cares about its customers. 1 2 3 4 5
1.2 Switching Cost 4 5
8. In general switching to a new service provider would be a hassle. 1 2 3 4 5
9. It would cost me a lot of money to switch from my mobile operators to
another mobile operator.
1 2 3 4 5
10. It would cost me a lot of time to switch from my mobile operator to
another mobile operator.
1 2 3 4 5
11. It would cost me a lot of effort to switch from my mobile operator to
another mobile operator.
1 2 3 4 5
12. Prices of other mobile operators are higher. 1 2 3 4 5
1.3 Attractiveness of Alternatives
13. I do not care about the brand/company name of the service provider I
use.
1 2 3 4 5
14. I belief on my mobile operator more than other mobile service providers. 1 2 3 4 5
15. I‟m very likely to switch to another mobile service provider. 1 2 3 4 5
16. I would feel uncertain if I have to choose a new mobile service provider. 1 2 3 4 5
17. I hate spending time finding a new mobile service provider. 1 2 3 4 5
18. I hate re-registering to another mobile service provider. 1 2 3 4 5
19. I‟m not certain about the quality of services that other operators will
providing, there is a risk the new mobile operator won‟t be as good as my
mobile operator.
1 2 3 4 5
22. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Vol. 1, Issue 1, pp: (1-22), Month: April-June 2014, Available at: www.paperpublications.org
Factor 2: Customer satisfaction SA A N D SD
20. I am satisfied with the overall service quality offered by this operator. 1 2 3 4 5
21. I am satisfied with the professional competence of this operator. 1 2 3 4 5
22.
I am satisfied with the performance of the frontline employees of this
Page | 22
Paper Publications
operator.
1 2 3 4 5
23.
I am comfortable about the relationship with this operator. 1 2 3 4 5
Factor 3: Price Perception
SA
A
N
D
SD
24. This operator took effective ways to help us know its pricing policies of
products and services.
1 2 3 4 5
25. The pricing policies of products and services from this operator are
attractive.
1 2 3 4 5
26. The calling rate offered by this operator is reasonable. 1 2 3 4 5
27. This operator is offering flexible pricing for various services that meet
my needs.
1 2 3 4 5
28. I will continue to stay with operator unless the price is significantly
higher for the same service.
1 2 3 4 5
Factor 4: Brand Image SA A N D SD
29. I consider that this operator‟s reputation is high. 1 2 3 4 5
30. I have a good feeling about the operator„s social responsibility. 1 2 3 4 5
31. The operator delivered a good brand image to its customers. 1 2 3 4 5
Factor 5: Trust SA A N D SD
32. This operator is reliable because it is mainly concerned with the
consumers‟ interests.
1 2 3 4 5
33. The billing system of this operator is trustworthy. 1 2 3 4 5
34. The reputation of this operator is trustworthy. 1 2 3 4 5
35. The policies and practice of this operator are trustworthy. 1 2 3 4 5
36. The service process provider by this operator is secure. 1 2 3 4 5
B. Customer Retention
SA
A
N
D
SD
37. If I had needed mobile services now, my mobile operator would be
my first choice.
1 2 3 4 5
38. I plan to continue my relationship with my mobile operators in future. 1 2 3 4 5
39. I would recommend my mobile operator as the best mobile service
provider in the area.
1 2 3 4 5
40. I would encourage friends and relatives to do business with my
mobile operator.
1 2 3 4 5
41. I have said positive things about my mobile operator to others. 1 2 3 4 5
42. The relationship with my mobile operator is important to me. 1 2 3 4 5
43. I consider my mobile operator as my first choice for mobile services. 1 2 3 4 5