Customer Satisfaction - Mobile Phones

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The British mobile phone market has grown considerably over the previous years and is regarded to be one of the largest mobile markets in Europe in terms of both the number of subscribers and the revenue of mobiles which exceeded £15.4 billion in 2008. With the rapid growth of the market and due to the high competition amongst the mobile networks in the UK, customer satisfaction is required to be considered by those companies in order to retain their customers satisfied and to increase their market shares. Therefore, the focus of this study is to measure customer satisfaction towards mobile phone service operators in the UK. The research approach which is adopted in this project is based on an extensive literature review on customer satisfaction, coupled with gathering and analysis of empirical data. The latter is based on questionnaires. The findings have helped to address the three objectives of the study which are (1) to examine customers’ attitudes towards mobile phone service providers in the UK, (2) to examine the reasons for changing the mobile service operators in the UK, and (3) to identify the key drivers of customer satisfaction. The results indicate that 80% of the respondents are satisfied with the provided service. Also the results provide evidence that respondents have positive attitudes towards the mobile companies in the UK. Further, the findings clarify the reasons for changing mobile phone service providers. Various reasons were examined and identified such as poor customer service, poor coverage network, high monthly fees as well as continuous problems with the bills. The key drivers of customer satisfaction towards mobile networks were also identified. Those key drivers include an excellent customer service, a good management of customers’ complaints, the quality of the technical process such as a good coverage and a good signal reception as well as offering cheap prices. Recommendations for further study are made and managerial implications are recommended so as to improve the service provided by the mobile operators in the UK and to increase their customer satisfaction. Keywords: customer satisfaction, mobile, telecommunications, consumer behaviour, Brand switching, customer attitudes, buying choice.

Firstly, I thank my God for the successful completion of my journey in Britain, which was only through His will and mercy. I would like to express my sincere appreciation to all my tutors, colleagues and my family who provided me with support and guidance during my matters. In particular, I would like to express my sincere appreciation to my supervisor Robert Bradshaw for his support and his guidance. I really thank him for his patience with me. I would also like to thank Ros Masterson for her guidance and encouragement. My special thanks to Anne Broderick for making a huge effort with me and my colleagues during our master’s course. Dr. Ibrahim Abo Saq, thank you so much for your valuable advices and recommendations since I arrived to the UK. My sincere gratitude to my mother and my brother Farid who looked after me and brought me up when my father passed away. My thanks also goes to my friends at De Montfort University, especially Andy Brown who has always supported me. I also thank my friends Abdullah Alsagher and Saed Alahmari who were advising me and supporting me during my study. Many thanks to all the teachers and staff at Olivet English language school in Brighton where I started to learn English (Louise, Christine, Paul, Rosie, Mark, Elizabeth and Angie). Thanks for all your support and encouragement during my language course. I started to learn English with you from the beginning, and I am really indebted to all of you for being able to speak English which helped me achieve my goal in doing my masters degree.

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