Research Paper on Telecom

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ABSTRACT

This research intends to investigate the relationship between perceived quality, price and brand reputation on habitual behavior (loyalty) in mobile phone service companies in Bangladesh. This kind of research was never done in the context of Bangladesh. This is the researchers’ unique effort in the marketing research sector. This correlation research intended to measure the relationship between perceived quality, price and brand reputation on habitual behavior (loyalty). Considerable literature review of study variables proves that both a causal and a correlation relationship exist between these variables. Data will be collected from Dhaka city. All known mobile phone service providers will be selected for the study. Correlation Analysis and stepwise regression will be used to analyze data for the proposed study.

Introduction

In present day, competition is increasing to attract new consumers for any kind of product or service. Attracting new customer is expensive and for that, firms try to retain their existing customers. All companies depend on repeated purchase. For a single service there are lots of brands available in the market. In order to assess different brands consumers spend a substantial amount of time and energy. In most situations consumers do not have enough time to evaluate different brands, particularly in the case of acquiring repeat services. In this situation, consumers simply engage themselves in a process of habitual decision-making. Consumers basically measure services in terms of perceived quality, price and brand reputation. These factors play an important role on habitual behavior (loyalty) towards different services.

Statement of the problem

Lin and Chang (2003) conducted a study on the effect of brand awareness, perceived quality, channel convenience, price and demographic factors on consumer habitual behavior (loyalty) towards national and leading brands of low involvement product in Mainland China. Fred Selnes (1993) conducted a research, which attempted to discover the effect of product performance on brand reputation, satisfaction and loyalty in Norway. The focal samples were customers of Salmon Feed Suppliers, Telephone Companies, Business Colleges and Insurance Companies. Research into customer loyalty has focused primarily on product related or brand loyalty, whereas loyalty to service organizations (service loyalty) has remained underexposed. The researcher will investigate whether perceived quality, price and brand reputation have significant effect on habitual behavior (loyalty) towards mobile phone service providers in Bangladesh. In this case, however, researchers will consider an additional variable named as brand reputation, instead of brand awareness, channel convenience and demographic factors.

Purpose of the study

The researchers got the interest on this dilemma from a previous study conducted by Lin and Chang (2003), which was on the influence of brand awareness, perceived quality, price, channel convenience and demographic factors on consumer habitual behavior (loyalty) towards national and leading brands of low involvement products in mainland China, Lin and Chang (2003) expressed their opinion that experimental studies on the influence of brand awareness, perceived quality, price, channel convenience and demographic factors on consumer habitual behavior (loyalty) towards national and leading brands of low involvement products need not only be restricted to China but also be done in other countries. Furthermore, Fred Selnes (1993) conducted a research, which attempted to discover the effect of product performance on brand reputation, satisfaction and loyalty in Norway. The focal samples were customers of Salmon Feed Suppliers, Telephone Companies, Business Colleges and Insurance Companies, which also enhanced the researchers’ intention to conduct a study in this particular field.

At present researchers have...
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