Factors Affecting Customers’ Satisfaction of Mobile Phone Subscribers: An Empirical Study on Mobile Telecommunication Industry in Bangladesh

Netai Saha, Md. Rashidul Islam and Asif Hoque

International Journal of Business and Management, 2016, vol. 11, issue 6, 252

Abstract: In today’s complex business environment, identification of factors affecting customer satisfaction is one of the paramount concerns for the marketing scholars and marketers. This study seeks to explore customer satisfaction and its influencing factors on the mobile telecommunication industry in Bangladesh. As per BTRC, the numbers of mobile phone subscribers are more than 134 million at the end of December, 2015 in Bangladesh. Due to the stiff competition, companies are trying to capture the maximum market share by introducing different new packages, promotional offers and value added services to satisfy the customer’s needs, wants and demands. The existing literature suggests factors such as, price, network quality, product diversity and facilities for the subscribers influence customers’ satisfaction on mobile telecommunication industry. The results of this study signify that all of the identifying factors are significantly and positively correlated with overall customer satisfaction level of Bangladeshi mobile telecom industry. The findings of this study suggest that mobile operators should develop appropriate strategies by taking into consideration of their strengths in satisfying their subscribers as well as by overcoming of their weaknesses by learning from each other services.

Date: 2016
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