Most Popular and Used Cellular Network on the Basis of Customer Satisfaction in Pakistan

Transcription

1 Most Popular and Used Cellular Network on the Basis of Customer Satisfaction in Pakistan AAQIBA JAVED MS. SCHOLAR NAZISH AZAM MS. SCHOLAR MADIHA FAZAL MS. SCHLOR ARSLAN ALI BUTT MS. SCHLOR Faculty of Management and Administration Sciences (FMAS) University of Gujrat, Pakistan ABSTRACT: The study is about the most popular and used cellular network on the basis of customer satisfaction in the province Punjab of Pakistan. This research aims at identifying the most used telecom service provider in Punjab as well as the variables making customer satisfied with its usage and makes it more popular among other service providers. The usage increase if the customers are satisfied with the offerings as well as with the services provided to them by the company. So the satisfied customers will lead to increase in usage of that specific network and as a whole make it the most popular among other networks. In this research telecom sectors subscribers likeufone, Mobilink, Zong, Warid and Telenor were taken as population. Service quality, price fairness, network coverage, responsiveness and innovation were taken as independent variables and customer satisfaction was taken as dependent variable. This research is conducted with the help of structured COPY RIGHT 2013 Institute of Interdisciplinary Business Research 205

2 questionnaire. The sample size of this studyis about 150. These questionnaires were filled randomly from the different age group of people including the three universities (students and teachers), business class and employees working at different places, from the main cities of Punjab. For the statistical analysis and regression analyses and correlation were used. SPSS version 16 is used to conduct results. Results indicated that out of these networks the most used and popular telecom service provider is Ufone with 41% of respondents using it. And there is a positive relationship between dependent and independent variables excluding innovation which has no relationship with customer satisfaction. Out of the rest of 4 variables service quality is the most influencing variable price fairness is the second most influencing variable of customer satisfaction which in turns leads to usage of a network. Keywords: Most Popular ; Used Cellular Network ; Basis ; Customer Satisfaction ; Pakistan COPY RIGHT 2013 Institute of Interdisciplinary Business Research 206

3 INTRODUCTION Telecommunication can be defined as communication by telephone, telegraph or broadcasting over a distance. In the other words, it is transmission of information through a mean. In the last few decades, telecom industry has grown much in Pakistan. In Pakistan not only the national companies but also multinational companies are doing the business and with the passage of time competition being increased. In 1962 the role of communication was developed in Pakistan. Pakistan Telecommunication Company Ltd (PTCL) is the massive provider since In 1994 multi-national companypakistan Mobile Communications (Pvt)Limited known as Mobilinklaunched first Cellular GSM Mobile service in Pakistan. Only the prosperous used the cell phone as a status symbol at that time. In 2001 mobile service by the name of Ufone has launched by PTCL. The five major cellular companies Mobilink, Ufone, Zong, Warid, and Telenor are operating in Pakistan now a day s. These companies know that for the growth of their business the customer satisfaction is an importance factor. During a year 2012 the telecom sector is one the developed sector with deposited PRs. 363 billion according to PTA in National Economy. Pakistan has good position in the internet and cellular industry. At the end of 2012 the cellular subscribers will be more than 118 million(http/ The unsatisfied customers are the greatest source of knowledge. Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. Today with the increase in competition the customers are becoming more demanding, less tolerant and very critical when their expectations are not met. This rising industry has attracted the attention of business community and academic researchers as well. In different countries several researches have been conducted in the cellular industry that range from engineering to marketing phases of this industry. As at present the aims of cellular industry likewise other service sectors is to attract new customers but the most important to satisfy and retain the existing customers for maintain financial performance. Several researchers have associated COPY RIGHT 2013 Institute of Interdisciplinary Business Research 207

4 the retention of consumer with the sustainable financial performance i.e. Sasser, (1990), Peters, (1988) and Fornell and Wernerfelt, (1987). Customer retention is one of the determinants that can increase the market share. (Steenkamp, 1989). On average basis mobile operator s estimation, acquiring the new customer costs seven times more than annual cost of retaining the existing customer (Yankee Group, 2001). In maintaining customer base, customer satisfaction can be helpful. (Rust &Zahorik, 1993); (Anderson and Sullivan, 1993); (Anderson et al., 1994). Customer satisfaction is the source of long-term relationship between company and customers,so for a company it is very important to focus on the determinants of customer satisfaction. ( Hanifet,al. 2010) Factors that affect the customer satisfaction are I.e. price, perceptions, network coverage, call quality, network availability and values ( Zeithamal&Bitner, 1996). Researchers are giving much importance to examine the relationship between retention, loyalty and profitability (Reichheld&Sasser, 1990;Reichheld, 1996). These studies mainly focused on investigating the factors that leads towards customer satisfaction. This paper studies major valued factors like cost, quality of services, innovation, and responsiveness of customer care center executives that effects the customer satisfaction. This paper focuses the customer satisfaction in the cellular industry in Pakistan. This paper is about to explore those variable which have influence in the customer satisfaction in the telecom industry. LITERATURE REVIEWS This study has investigated the customer satisfaction of mobile telecom industry, the factors that influence customer satisfaction and relationship between customer satisfaction and demographic variables in Nigeria, Lagos State, Lagos Island, and Mushin and in Ikeja. The study showed that customer satisfaction increases with the improvement of the mobile service attributes. I.e. call quality, coverage, reasonable pricing and discounts, customer care and reasonable validity period of product. Study also showed that demographic variables i.e. gender, age, status of employment and location have a weak influence on customer satisfaction. (Dr.Eniola Samuel, 2006) COPY RIGHT 2013 Institute of Interdisciplinary Business Research 208

5 This research has explored the factors that affect the customer satisfaction. In this research paper telecom sector s subscribers in Pakistan are taken as population and customer services and price fairness are taken as independent variables while customer satisfaction is taken as dependent variable. Price fairness has a greater influence on the customer satisfaction and if price is affordable for customer they do use that network for a long period of time. In the same way if customers are delivered with worthy services i.e. good behavior of sales personnel, prompt fulfillment of customer s complaint etc. they feel belongingness with that network. However results of this study showed that price fairness has a stronger influence of customer satisfaction as compare to customer service. (MuzammilHanif,SehrishHafeez, Adnan Riaz, 2010) This research has examined the factors that contribute towards the customer satisfaction in mobile cellular services of Pakistani. Both the qualitative and quantitative research was conducted to gather the factors that contribute to customer satisfaction and these factors were analyzed by using disconformity analysis. The results suggested that price and network coverage ( in terms of cities) are the most influencing factors that determine the customer satisfaction while other two factors that contributes towards the customer satisfaction are service support and usage quality. (Muhammad, 2010) This study investigated the factors that may influence the customer satisfaction in the Peshawar region s cellular (Telecom) industry. They collected data through questionnaires from 5 universities of Peshawar and data was analyzed by using correlation and regression analysis.. The results indicated the positive and substantial relationship between the dependent Variable (customer satisfaction) and the independent variables (customer service, sales promotion, price fairness, signal strength, Coverage, & promotion). However price fairness, coverage and customer service are the factors that highly influence the customer satisfaction than the other factors.(shahzad Khan, 2012) This research was conducted to analyze that how innovation influences brand loyalty and customer satisfaction of users of mobile phone in Pakistan. Data collection was made from 300 respondents through the questionnaires. The results indicated a COPY RIGHT 2013 Institute of Interdisciplinary Business Research 209

6 positive influence of innovation on brand loyalty and customer satisfaction. But this relationship is not very strong. (Ali,khuram,Moazam, 2010) This study analyzed the impact of the service quality on the customer satisfaction in Malaysia s telecom industry. By taking the service quality dimensions (responsiveness, reliability, empathy, tangible aspects and assurance) their impact was examined on customer satisfaction by using SERVQUAL model. A GSM provider 200 users participated in the study. Regression analyses was conducted to ascertain the relationship between the service quality and the level of customer satisfaction as well as Gap analysis was conducted to describe the importance and the satisfaction on each of the service quality s dimension. Results showed that empathy, assurance, reliability and responsiveness positively and significantly affected the attitude of customers in satisfaction and loyalty terms. Service quality is positively related to the satisfaction in all dimensions except the tangible aspect s area.(siew-phaikloke et.al, 2011) Service quality is backbone for survival and long life of any business enterprise. It strengthens the relationship between customers and organization. This research tries to identify the insufficient research on service quality in Nigeria. Research design and sampling techniques were used in this research method. Strategies adopted by organizations in providing exceptional services were investigated. Growing telecom sector in Nigeria paved the way for overall progress in economic development. (OluOjo, 2008) Marketing is a dominant field of management. Now service marketing has attained equal importance as marketing of tangible products. Customer dissatisfaction and interaction frustrations with ETC employees were identified in this research. Problems relating to customer satisfaction in ETC were highlighted and for this purpose quantitative survey and personal interview method using structured questionnaire were used. ETC should revise existing practices and policies for customer retention. Total customer satisfaction by expecting attitudinal change among customers is also important.(dr. Rajasekhara et.al, 2012) A wide range of opportunities using advanced technology is essential for building trust of customers and retaining them. Quality is a key factor in building customer COPY RIGHT 2013 Institute of Interdisciplinary Business Research 210

7 loyalty. Relationship among quality, customer satisfaction, corporate image and customer loyalty is described in this article. Service quality has indirect effect on customer loyalty while corporate image and customer satisfaction directly affect loyalty.(khoshmaram Ali, 2010) The purpose of this research is to determine the importance and results of customer satisfaction in telecommunication in Bahrain. The desired data was gathered through structured questionnaire. The results of this study show that satisfaction determinants have the following categories financial, communication and intercommunication. Financial factors have great importance to determine customer satisfaction. Satisfaction causes the retention of the customers but satisfaction does not guarantee loyalty of the customers. (Mohammed M. Almossawi, 2012) RESEARCH FRAMEWORK An overview of the hypothesis related to relationship, between the impact of the different factors like innovation, cost, quality of services, and responsiveness on the customer satisfaction, usage of network and popularity of network. Following are the hypothesis of this research paper. HYPOTHESIS OF THE STUDY 1 When decrease in price of product/service would lead to increase in customer satisfaction. 2 Qualities of services increase the number of satisfied customer hence, enhance customer satisfaction. 3 Innovation of products/services increases the customer satisfaction. 4 Customer satisfaction increases with the prompt response to complaints. 5 When increase the area of coverage would lead to increase the customer satisfaction. METHODOLOGY POPULATION The population includes all the mobile network users all over the Punjab. But because of accessibility constraint we chose only those mobile network users as our sample from whom we can personally contact to fill the questionnaires. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 211

8 DESCRIPTION OF THE SAMPLE Our sample includes the mobile network users of Sialkot, Daska, Gujrat and Gujranwala, Lahore, and Wizraabad. Sample size: By considering the time and budget constraints the sample size of 150 respondents was be used. Theses respondents will be selected randomly. PROCEDURE The questionnaire consists of two parts. First part includes questions about the demographics like sex, age, name, occupation and residence of the respondents and the second part includes the questions regarding our topic. Questionnaire was circulated among 180 students and teachers of different cities of Punjab of Pakistan. 150 questionnaires were collected out of 180, some missed and uncollected. After collecting all filled questionnaire from the respondents,we made the Pie charts and check the percentage of answers by respondents.we also used these 150 questionnaires for final analysis and conducted descriptive statistics and correlation and regression analysis. THEORATICAL FRAMEWORK COPY RIGHT 2013 Institute of Interdisciplinary Business Research 212

9 CUSTOMER SATISFACTION: Customer satisfaction is defined as "the number of customers, or percentage of totalcustomers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.customer satisfaction is a psychological concept that involves the feeling of comfort and liking that result from obtaining what one hopes for and expects from an appealing product and/or service Vavra also define the concept customer satisfaction as a process; stress the perceptual and psychological processes contributing to customer satisfaction (Vavra, 1997). Satisfaction is not a universal phenomenon and every user achieves the same level of satisfaction by consuming the same service practice. The reasons behind that customer have different needs, wants, objectives, choices and past experiences that influence their expectations. (Pizam, 1999) Satisfaction is reaction of the customers towards the customer s judgment of the satisfaction level (Kim & Park 2004). The customer satisfaction is how customer evaluates the performance of the products and services b (Gustafsson, Johnson and Roos2005). This is the service provider s ability to make strong relationship with customers and create high degree of satisfaction level by providing the differentiations products (Deng 2009). PRICE: The amount seller charges against a product from the customer, and it includes both the production cost and the mark-up cost, which is added by the seller in order for him to make a profit.price is an important variable that defines the customer s satisfaction and company profits. Price is defined as the amount of money or goods needed to acquire some combination of another services and goods (Michael, Bruce and Stanton 1994). Customer will pay the money against the usage of any services and the benefit which they get from products is known as price. Price is the important determinant for the customer satisfaction. Price is that element which is customer is ready to pay and seller is willing to receive and the competition allows them to charge from the customer against their products and services (2002 &2003). The assessment of consumers whether a seller s price is acceptable, justifiable or reasonable is called price fairness (Xia 2004, Monroe &Kukar-Kinney, 2007). The fair COPY RIGHT 2013 Institute of Interdisciplinary Business Research 213

10 price of seller helps them to develop the loyal and satisfied customer. Price is very important factor lead towards the customer satisfaction. The customer decision about accept the reasonable price has direct relationship with satisfaction and loyalty (Martin, Esteban & Molina, 2007). Another research says that customer satisfaction is directly influenced by price perception of the customer from company(herrmann, 2007). Price is the sum of values that customer exchange for having the profits of using the services and products, or the amount of money charged against the products and services. The major contributor of satisfaction is the price of goods and services. (Kotler& Armstrong, 2010) INNOVATION: Innovation is the commercialization of invention. It is process that converts an idea into a service or product for which people pay. An idea should have a quality that can satisfy a particular need and can be implemented at economical cost for becoming innovation. In service industry (telecom brand) there exists a positive relationship innovation of a brand and favorable evaluation of that brand by customers. (Hem, Chernatony, 2001) Telecommunication equipment market in mid of a radical change became widespread as broadband technology with growth of the mobile telecommunication. Innovation is an initiation of the new products, production and markets with implementation of new sources of supply and arrival of any new organization in an industry. (Hausman, 1995) QUALITY OF SERVICES: Service quality is a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive. Improved service quality may increase economic competitiveness. The customers are loyal and satisfied from those companies which provide the excellent services and products according to the expectation of the customers. In the COPY RIGHT 2013 Institute of Interdisciplinary Business Research 214

11 telecommunication sector the quality of service means services that company provide customer for day to day use to the user of services. They expect the high quality of services like packages (Hardy, 2001). According to another research service is intangible, produce and consume at the same time and it is a benefit or activity that producer offer to consumer(baker, 2003). In the economic down turn, the service provider enjoys the loyalty of customer who provides the quality and reliable services to the customers (Ward, Oodan, Daneshmand&Savolaine, 2003). The service of telecommunication are produced and consumed simultaneously, the contact people or the service delivery personnel become enormously important (Halder, Paul &Kapoor, 2010). Consumer orientation is the very important factor of success of any business. The process of service delivery plays the important role on the perception of services by the customers (Rao, 2011). RESPONSIVENESS OF CUSTOMER SERVICE CENTER Customer do not expect everything perfect from the service provider, they only expect how you deal perfectly when anything go wrong. It is the duty of customer center representative to behave well, solve the problems, provide the information about the new services, and cooperate with the customer when they complain about the services of the network. The managing properly customer complaints lead toward the customer satisfaction. Services should be provided to customer on reasonable terms from the social point of view. And according to the economic factors the services provided to the customer should satisfy the wants and needs of customers (Melody, 1997 &Turel&Serenko, 2006). The system is which deals with the activities consist of processing of customer complaints, speed of processing, customer support system, reporting of complaints and friendly behavior when receiving complaints is known as customer service system (Kim, Oark&Jeong, 2004). The evaluation of services and products is determined the customer satisfaction by brand (Gustafsson, Johnson &Roos, 2005). COPY RIGHT 2013 Institute of Interdisciplinary Business Research 215

12 This research shows that when the customer complaints not properly handled and solve them, then the customer go to another brand or product (Han,Lee&Ahn,2006).The courteous behavior and friendly attitude of the service workers with the customer increase the goodwill of company and customer satisfaction towards service increased (Soderlund&Rosengren, 2008). The indicator of business success is the way of dealing of customer services. The company creating the loyal and satisfied customer should provide the high and quality customer services. Customer services play the vital role in marketing mix for the promotion of services and products of any business. COVERAGE OF NETWORK Communication is wholly about coverage and to remain connected with the whole world, so in Pakistan in different rural and urban areas about 1900 cell sites are fixed by 5 cellular companies to provide wide network coverage. If a cellular company fails to provide coverage in a particular area where customer needs it then leads to a lack of customer satisfaction for that network. (Shahzad Khan, SaimaAfsheen, 2012) COPY RIGHT 2013 Institute of Interdisciplinary Business Research 216

13 ANALYSIS OF THE DATA Socio- Demographic Profile of Respondents Measure Objects Percentage Frequency Age Above 10% 51% 20% 19% Gender Male Female 57% 43% Usage time Less than 3 month 3 to 6 month 6 to12 month 1 to 2 years More than 3 years 3% 4% 7% 23% 63% Type of connection Prepaid Postpaid 84% 16% Less than % 86 Monthly Budget 401 to % to % 16 More than % Our research is based on Pakistani telecom customer. Five telecom companies Ufone, Mobilink, Zong, Warid, and Telenor operates in Pakistan. Our second question from the respondents was about the mobile operator that they are using. After getting the response from the respondents about 40% samples used Ufone, 21% use Mobilink and Telenor. 13% user of mobile operator subscribe Warid and 4% use Zong. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 217

14 Qw NETWORK OPERATOR USAGE 1 Ufone 41% 2 Mobilink 21% 3 Telenor 21% 4 Warid 13% 5 Zong 4% 2- We then asked the 3 rd question which was about the feature which help the customer in choosing or selecting the network. The services like network availability, call rates, SMS packages and value added services are the options of this question. Mostly respondent select the favored network due to the SMS package 53% their percentage with 150 respondents. 27% customers choose the favored network due to the availability of network in the far areas. 14% select connection liking the feature of call rates and 6% due to value added services. Qw OPTIONS RESPONSE 1 SMS package 53% 2 Network Availability (Coverage) 27% 3 Call rates 14% 4 Value added services 6% 3- The customers have different expectation from the network which they used. So we ask from the customer which type of services they expected from your favored networks. The options are Good service, Network coverage, Voice Quality, Schemes, and price of services. About 40% respondent expect good COPY RIGHT 2013 Institute of Interdisciplinary Business Research 218

15 services, 17% expect appropriate prices,21% network coverage, 13% voice quality, and 9% schemes have the expectation from the connections. Qw OPTIONS RESPONSE 1 Good service 40% 2 Network coverage 17% 3 Voice Quality 21% 4 Schemes 13% 5 Price of services 9% 4- The 10 th question from the student do you call at customer center of the telecom companies. 79% give answer yes and only 21% give answer no. Qw OPTIONS RESPONSE 1 Yes 79% 2 No 21% 5- We ask from the students when they call at customer center, they bargain which type of behavior of executives of the customer center like pro & prompt, not responding, warm & helpful, and lazy & slow. 40% answer pro & prompt, 38% find their behavior warm & helpful, 13% say they not respond on their quires and 9% the executive are lazy & slow in responding their complaints. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 219

16 Qw OPTIONS RESPONSE Pro & Prompt Not Responding Warm & Helpful Lazy & Slow 40% 13% 38% 9% IMPLICATION OF STATISTICAL TOOLS AND FINDINGS: For the analysis of data we used the SPPS software and putt all data and find the linear multiple regressions. When putt all data in SPSS and processed, following results were attained. The following table shows that adjusted R-square is equal to This value show that the dependent variable (customer satisfaction) is about 58% influenced by the independent variables (quality of services, innovation, price, network coverage, and responsiveness of customer services). The R squares is equal to.585 approximately close to one, it show that all the independent variable has some impact on the dependent variable customer satisfaction in the telecom industry in Pakistan Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), QUALITY OF SERVICES, RESPONSIVENESS, INNOVATION, COVERAGE, PRICE The following table is consisting on ANOVA which explained overall model of this article is significant or not. The value of significant of this model is equal to 0.00 and less than 0.05 which explain that the dependent variable customer satisfaction and all independent variable prices, innovation, quality of services, responsiveness of customer services, and coverage area of network connected to each other. The value of significance is show that clearly the model of this article is statistically significant. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 220

17 ANOVA b Model Sum of DF Mean F Sig. Squares Square 1 Regression a Residual Total a. Predictors: (Constant), Coverage area of network, Innovation, Responsiveness of customer services, Price, Quality of services b. Dependent Variable: CUSTOMER SATISFACTION REGRESSION CO-EFFICIENT Regression Equation = A+Bx1+Cx2+Dx3+Ex4+Fx5 Dependent Variable: CUSTOMER SATISFACTION Independent Variable:Coverage area of network, Innovation, Responsiveness of customer services, Price, Quality of services COEFFICIENTS A Model Unstandardized Coefficients Standardized Coefficients T B Std. Beta Error 1 (Constant) Sig..056 Coverage area of network Innovation Responsiveness of customer services Price Quality of services a. Dependent Variable: CUSTOMER SATISFACTION COPY RIGHT 2013 Institute of Interdisciplinary Business Research 221

18 In this article use the regression equation for study of impact of independent variables on the dependent variable customer satisfaction. Y= (coverage of area of network) +.017(innovation) (responsiveness of customer services) +.364(price) +.399(quality of services. The significance value of four variables is less than 0.05 and one innovation has value more than 0.05, the significance value is So in this study the hypothesis number 3 is not supported means have no relationship between the innovation and the level of customer satisfaction. Other all independent variable have contact with the dependent variable customer satisfaction and support the relationship. Among all independent variable the quality of service has more effect on the customer satisfaction with the standardized coefficient.399 and second most affecting variable is price with standardize coefficient.364. Both independent variables have major impact on the customer satisfaction level towards the service provider of Telecom Company. The other independent variable has effect on customer satisfaction but less than above two. The responsiveness of customer service and coverage area of network have standardize coefficient.198 and.207, effect comparatively less customer satisfaction. CORRELATION Coverage Responsiveness Variables area of Innovation of customer Price of Quality of Customer network services service services Satisfaction Coverage area of Network Innovation Responsiveness of customer services Price Quality of services Customer Satisfaction COPY RIGHT 2013 Institute of Interdisciplinary Business Research 222

19 The above table show that the relation of explanatory variable with the dependent variables and also with each other. The result of correlation analysis shows that all independent variables coverage, responsiveness, price, and quality of services have positive and significant relationship with the dependent variable customer satisfaction. All independent have significant impact on the customer satisfaction it increases with the explanatory variable except innovation. The innovation has positive but insignificant relationship with customer satisfaction. CONCLUSION: The telecommunication sector has grown much and now the growth has slowed down. The companies in Pakistan like Mobilink, Ufone, Warid, Telenor and Zong are at maturity stage and have captured almost all the market. So now a day s main objective of these companies have become to satisfy the old customer as well as capturing the new customers. Main objective of this study was to find the mostly used telecom service provider in telecom industry and the factors that influence the customer satisfaction of telecom subscribers. From the results conclusion is drawn that, mostly used network is Ufone and the service quality is the most contributing factor towards the customer satisfaction and the second most contributing factor towards the customer satisfaction in the Telecom industry is price fairness. Keeping the results of this research in mind, it is evident that companies in the Telecom sector should have a great focus on service quality and price fairness for increasing customer satisfaction. But as the customer satisfaction increases with the increases of network coverage and responsiveness. They must focus on that wider the coverage, better it is. They should also focus on responsiveness, because if customers help centers behave in a good way with the customers, customers establish the emotional attachment with that brand. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 223

20 REFERENCES 1. H.Muzammil,H.Sehrish, R.Adnan (2010),Factors Affecting Customer Satisfaction, International Research Journal of Finance and Economics, Volume 60, Page B.M.Muhammad,Ernest Cyril de run (2009),Modeling Customer Satisfaction in Cellular phone Services, Journal Kemanusiaan bil.13, June N.R.Ali, K. Khurram, I.Moazzam (2010), Impact of Innovation on Customer Satisfaction and Brand Loyalty, A study of mobile phones users in Pakistan 4. K.Shahzad&A.Saima (2012), Determinants of Customer Satisfaction in Telecom Industry, a Study of Telecom Industry Peshawar KPK Pakistan 5. Journal of Basic and Applied Scientific research, Issue L.Siew-Phaik, T.A.Ayankunle,S.M.Hanisah, Downe (2011) Service Quality and Customer Satisfaction in a Telecommunication Service Provider 7. The Relationship between Service Quality and Customer Satisfaction in the Telecommunication Industry: evidence from Nigeria Brand. Broad Research in Accounting, Negotiation, and Distribution, Issue , Volume 1, Issue 1, Dr. P.M.Rajasekhara, V.S. Mangnale, An Assessment of Ethiopian Telecom Customer Satisfaction, Volume 10, Issue 4 (Version 1.0) June A.Fazlzadeh (corresponding author), How quality, Value, Image, and Satisfaction Create Loyalty at an Iran Telecom,(2011). http/ 10. A.M. Mohammed, (2012) Customer Satisfaction in the Mobile Telecom Industry in Bahrain:antecedents and consequences, http/www. doi: /ijms.v4n6p Deng, Z., Lu, Y, Wei, K. K., Zhang, J. (2009), Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China, International Journal of Information Management, Vol. 30, pages COPY RIGHT 2013 Institute of Interdisciplinary Business Research 224

21 12. Gustafsson, A., Johnson, M.D., and Roos, I. (2005), The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention, Journal of Marketing, Vol. 69, pg Kim, M.K., Park, M.C., and Jeong, D.H. (2004) The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services, Electronics and Telecommunications Research Institute, School of Business, Information and Communications University, Yusong-gu, Hwaam-dong, Taejon , South Korea. 14. Melody, W. H. (1997). Policy objectives and models of regulation. In W. H. Melody (Ed.), Telecom reform: Principles, policies and regulatorypractices (1st ed., pp ). Lyngby, Denmark: Technical University of Denmark. 15. Stanton, W. J., Michael J. E, and Bruce J. W. (1994) Fundamentals in Marketing.10th ed. McGraw-Hill 16. Xia, L., Monroe, K.,& Cox, J.. (2004). The PriceIs Unfair! A Conceptual Framework of Price Fairness Perceptions, Journal of Marketing, Volume: 68, Issue: 4, Pages: Kukar-Kinney, M., Xia, L, Monroe, L.B., (2007) Consumers perceptions of the fairness of price-matching refund policies, Journal of Retailing, Volume 83, pp Martin-Consuegra, D., Molina, A. and Esteban, A., (2007), An Integrated Model of Price, Satisfaction and Loyalty: an Empirical Analysis in the Service Sector, Journal of Product & Brand Management, Volume. 16, Issue.7, pages Herrmann, A., Xia, L., Monroe, K.B., and Huber. F.,(2007) "The Influence of Price Fairness on Consumer Satisfaction: An Empirical Test in the Context of Automobile Purchases," Journal of Product & Brand Management, Vol. 16, No. 1, Kotler, P. & Armstrong, G. (2010), Principles of Marketing, 13th ed. New Jersey: Prentice Hall. 21. Peters, T. (1988), Thrivingon Chaos, Alfred A.Knopf, NewYork, NY. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 225

22 22. Fornell, C. and Wernerfelt, B. (1987). Defensive marketing strategybycustomer complaint management: a theoretical analysis. Journal of Marketing Research, 24: Steenkamp, J.-B.E.M. (1989), Product Quality, Van Gorcum, Assen/Maastrichts. 24. Yankee group (2001) 'Churnmanagementinthe mobile market: ABraziliancase study', Pub ID: YANL Anderson, E. and Sullivan, M.W.(1993). The antecedents and consequences of customer satisfactionfor firms. MarketingScience, 12(2): Anderson, E. W., Fornell,C., & Lehmann, D.R. (1994). Customer satisfaction, market share,and profitability: Findings fromsweden. Journalof Marketing, 58(July): Rust, R.T. and Zahorik, A.J. (1993). Customersatisfaction,customer retention, and market share. Journal of Retailing, 69(2): Zeithaml, Valarie A. and Mary Jo Bitner (1996), Services Marketing. New York: McGraw-Hill. 29. Reichheld, F. F. (1996). Theloyaltyeffect: The hiddenforce behind growth, profits, and lasting value.boston, MA: Harvard Business School Press. 30. ReichheldF.F. andsasser, W.E. (1990), ``Zero defections: quality comes toservices'', Harvard Business Review, September-October, Hanif, M., Hafeez,S., &Riaz, A. (2010), Factors effecting customer satisfaction, International Research Journal of Finance and Economics Issue 60, COPY RIGHT 2013 Institute of Interdisciplinary Business Research 226