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Customer Satisfaction Towards Broadband Service

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Customer Satisfaction Towards Broadband Service
satisfaction towards broadband service

Literature Review on Customer Attitude Towards Broadband Services
Research Title: Measuring Customer Attitude towards Broadband Services

Literature Review

Early studies on impacts of broadband computer networks on society mainly focus on offering expert opinions, forecasting future trends, and speculating about the potential of the technology. More recent studies attempted to assess the penetration rate of broadband by focusing on specific types of applications requiring high speed (Chang, Lee, & Middleton, 2004; Cohill, 2005a, 2005b; Lee, O'Keefe, & Yun, 2003). These studies also attempted to quantify the subscriber volume, which stands for the number and percent of customers purchasing the service. The studies have typically covered the “private sector business case” for broadband deployment and investments (Chang et al., 2004; Cohill, 2005a, 2005b; Lee et al., 2003). This has been especially the case in the United States where there is little public investment in the technology (NBUBRC, 2006).

the business case by attempting to provide quantitative elements on either the return on investment in broadband infrastructure or the economic outcomes of subscribing to or using broadband technology. In other words, these studies attempted to assess either how much economic activity and further investment can be attributed to broadband expenses or how much savings have been achieved, how many jobs have been created, and so on. These attempts have faced challenges with data collection. Another major challenge was the issue of isolating the quantifiable impacts or changes that can be assigned specifically to broadband usage from those which are caused by other factors (Marlin & Bruce, 2006; NBUBRC, 2006). Shaw et al, (2005) revealed that, a positive attitude doesn’t essentially result to the wished behaviour.

Ruiz (2004) found that broadband access is an important part of enhancing rural community development

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    References: 1. 2. CRTC, “CRTC seeks views on the state of competition in the Canadian wireless sector,” news release, April 4, 2012. See especially: the biannual reports of the OECD (OECD Communications Outlook); Berkman Center for Internet and Society at Harvard University, Next Generation Connectivity: A review of broadband Internet transitions and policy from around the world, October 2009; Bank of America Merrill Lynch, Global Wireless Matrix 3Q11: Look beyond the macro storm, September 2011; SeaBoard Group, Long Term Evolutionary Challenge: Limiting Wireless Carrier Gluttony, February 2012. OECD, OECD Communications Outlook 2011, 2011, pp. 285-290, tables 7.9 to 7.14. These figures are from another OECD report published a few days earlier: OECD, International Mobile Data Roaming, May 2011. See also Terence Corcoran’s analysis, “Canada’s data roaming fees look pretty cheap,” Financial Post, June 9, 2011. Wall Communications, Price Comparisons of Wireline, Wireless and Internet Services in Canada and with Foreign Jurisdictions, April 2012. 4G Americas, Global 3G and 4G Deployment Status HSPA / HSPA+ / LTE, August 2012. “Data guzzlers: How the world will use the Internet in 2015,” The Economist, June 1, 2011. Cisco, Visual Networking Index Forecast Highlights, http://www.cisco.com/ web/solutions/sp/vni/vni_forecast_highlights/index.html#~Country. OECD, Fixed and wireless broadband subscriptions per 100 inhabitants, OECD Broadband Portal, December 2011. comScore, Canada Digital Future in Focus, 2012, p. 39. Lawrence Surtees and Steve Yang, Canadian Telecommunications Capex Budgets, IDC, August 2011, p. 50. Rita Trichur and Iain Marlow, “Canada’s newly competitive cellphone market at risk,” The Globe and Mail, February 11, 2012. John Morrissy, “Consumer savings at risk as new wireless players struggle,” Vancouver Sun, April 11, 2012. Rita Trichur and Iain Marlow, op. cit., endnote 12. John Morrissy, op. cit., endnote 13. In various articles, economists have emphasized the possible market distortions caused by the setting aside of spectrum for small players at auctions. See for example: Robert W. Crandall and Allan T. Ingraham, “The Adverse Economic Effects of Spectrum Set-Asides,” Canadian Journal of Law & Technology, Vol. 6 (2007), pp. 131-140. Rita Trichur, “Telecom firms under pressure to keep up with smartphone obsession,” The Globe and Mail, December 30, 2011. Advertising on mobile devices is growing rapidly in Canada. The value of this advertising, which was just $1.1 million in 2006, had risen to $52.1 million in 2010 and reached an estimated $82 million in 2011. Note also that online advertising in general now exceeds newspaper advertising. IAB Canada, Canadian Online Advertising Revenue Survey, 2010 Actual + 2011 Estimated, p. 4.…

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