MKT2252
Marketing Coursework
Final Report
Henry Onu
1.EXECUTIVE SUMMARY:
The purpose of this report is to collect and collate data related to the customer satisfaction of Du mobile services. This measure can be accomplished in 2 ways. Firstly, determining how satisfied Du customers are overall with the quality of their service and various factors that make up their ratings. Secondly, since a large majority of Du’s customers are previous Etisalat customers, we felt a great source of information would be asking customers for a side-by-side comparison of the 2 services. Since Du is still a relatively young company and still the only competitor to the previous monopoly held by Etisalat, Du’s management decision problem is examining how to increase customer satisfaction and developing methods of encouraging customers to switch from Etisalat.
Through the use of a quantities questionnaire aimed at Du subscribers, the aim of the research to help both rate and rank factors the customer’s value when choosing a mobile service provider. Demographic data was collected to allow us to generate an image of the background and status of the average Du subscriber, which could then potentially be used to highlight market segments that Du has yet to establish itself, fully in. Qualitative focus groups were then conducted in an open-forum style with select subscribers who were encourage to voice their opinions regarding the quality and variety of services as well offering suggestions on how to improve Du services.
Quantitative data was collated and then analyzed using the SPSS software to create graphs and charts which were then interpreted using a variety of methods ranging from statistical to descriptive.
2. BACKROUND – COMPANY PROFILE:
2007 saw the long awaited launch of the nation’s first competitor to the government-owned Etisalat in the U.A.E. rapidly expanding telecommunications industry. The arrival of ‘du’ and its comprehensive package of services... [continues]
Marketing Coursework
Final Report
Henry Onu
1.EXECUTIVE SUMMARY:
The purpose of this report is to collect and collate data related to the customer satisfaction of Du mobile services. This measure can be accomplished in 2 ways. Firstly, determining how satisfied Du customers are overall with the quality of their service and various factors that make up their ratings. Secondly, since a large majority of Du’s customers are previous Etisalat customers, we felt a great source of information would be asking customers for a side-by-side comparison of the 2 services. Since Du is still a relatively young company and still the only competitor to the previous monopoly held by Etisalat, Du’s management decision problem is examining how to increase customer satisfaction and developing methods of encouraging customers to switch from Etisalat.
Through the use of a quantities questionnaire aimed at Du subscribers, the aim of the research to help both rate and rank factors the customer’s value when choosing a mobile service provider. Demographic data was collected to allow us to generate an image of the background and status of the average Du subscriber, which could then potentially be used to highlight market segments that Du has yet to establish itself, fully in. Qualitative focus groups were then conducted in an open-forum style with select subscribers who were encourage to voice their opinions regarding the quality and variety of services as well offering suggestions on how to improve Du services.
Quantitative data was collated and then analyzed using the SPSS software to create graphs and charts which were then interpreted using a variety of methods ranging from statistical to descriptive.
2. BACKROUND – COMPANY PROFILE:
2007 saw the long awaited launch of the nation’s first competitor to the government-owned Etisalat in the U.A.E. rapidly expanding telecommunications industry. The arrival of ‘du’ and its comprehensive package of services... [continues]
Cite This Essay
- APA
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(2008, 06). Marketing Research on Du Communication Network. StudyMode.com. Retrieved 06, 2008, from http://www.studymode.com/essays/Marketing-Research-Du-Communication-Network-154199.html
- MLA
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"Marketing Research on Du Communication Network" StudyMode.com. 06 2008. 06 2008 <http://www.studymode.com/essays/Marketing-Research-Du-Communication-Network-154199.html>.
- CHICAGO
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"Marketing Research on Du Communication Network." StudyMode.com. 06, 2008. Accessed 06, 2008. http://www.studymode.com/essays/Marketing-Research-Du-Communication-Network-154199.html.
