Telecommunication: Public Relations Program

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SCHOOL OF BUSINESS MANAGEMENT

BINARY UNIVERSITY COLLEGE OF MANAGEMENT & ENTREPRENEURSHIP DIPLOMA IN BUSINESS MANAGEMENT

RESEARCH

THE STUDY OF PUBLIC RELATIONS AND CUSTOMER SATISFACTION IN THE WIRELESS TELECOMMUNICATION INDUSTRY IN MALAYSIA

STUDENT NAME STUDENT ID CLASS

: REGAN A/L RAJAN : 2202 33 : DBA, YEAR 3 SEM 1

SUBMISSION DATE : 30th NOVEMBER 2007 WORD COUNT : 7,627 WORDS

CHAPTER 1: INTRODUCTION 1.0 Introduction This chapter will provide introduction to this research paper. Introduction consists of background of studies, research objectives, research question, scope of the study, and followed by short conclusion.

1.1 Background of Studies Telecommunication industry is among one of the fast growing industry in Malaysia. Telecommunication industry represents the technology related to communication in various form. The industry consist of several player but limited to Redtone-CNX Broadband Sdn Bhd (Redtone), Bizsurf Sdn Bhd (Bizsurf), MIB Comm Sdn Bhd (MIB), Asiaspace Dotcom Sdn Bhd (Asiaspace), Celcom (Malaysia) Berhad (Celcom), Maxis Communications Bhd (Maxis), DiGi Telecommunications Sdn Bhd (Digi) and Telekom Malaysia Berhad (Telekom). They all focuses on providing best communication service to as much as customers they could.

Telecommunication can be in the form of audio signal transmission, broadband, audio broadcasting and so on which highly related and represent the technology. Telecommunication related technologies developing each and every day around the world. The technology development will never stop. This statement proved true by the recent telecommunication technology which is Worldwide Interoperability for Microwave Access (WiMAX). WiMAX is the newest technology for wireless telecommunication which able to provide high speed broadband access to mobile devices.

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Although the industry consists of many players, the leading three players for wireless telecommunication industry in Malaysia are Maxis, Celcom and Digi. All of they are different in their own way. Some of them focus much on providing new technology to attract new customers, while some tries to increase their customer base which could be the baseline of the marketing, and some tries to retain their customers by giving lots of benefits and so on.

The way they do business has many differences with each other. This is mainly because of their strength and weakness. In another name, we could classify it as their competitive advantages and disadvantage. Each of the company will try to over come their disadvantages by using their advantage as a factor of winning. The most visible disadvantage that this telecommunication industry and player has is they are limited to technology license.

1.2 Problem Statement ‘Public relations’ is not a new term in business management. It is an important function as marketing is. Each and every company will have strong marketing which promises a long run success to the organization and they also should have strong public relations. Marketing will focus only on generating revenue from sales while public relations on the other hand focus on generating goodwill and publicity in the community.

Although publicity is a term related to advertising, public relations can also be a cause of publicity. But ‘public relations’ is a serious method of getting publicity whereas it can

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result to a good publicity or the other way around by resulting to a wrong publicity. Besides publicity, Public Relations are also related to sponsorships and exhibitions.

By conducting sponsorships and exhibitions, the organization will expect their brand and public image to grow stronger and well recognize. They believe this will enhance the customers’ trust on their organization products or services.

Most organization that believe and interested in Public Relations will conduct their own event or program to impress their customer. And if the organization does not have the capability of conducting...
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