Customers’ Satisfaction on Internet Service

Topics: Internet service provider, Internet, Broadband Internet access Pages: 8 (2211 words) Published: December 27, 2010
Customers’ Satisfaction on Internet Service
Arefeen Arman
Md. Arfanul Hoque Patwary
Abdullah Al Mamun

Abstract: Today’s business world is completely based on customers’ needs, wants and demands. Most business organizations are now focusing on customer satisfaction to attain their goals and objectives. Their all efforts are to increase the value of customers and therefore growth and development of the business. Again the increasing level of competition compels the businesses to focus on the satisfaction of the customers toward their product or services. The purpose of our study is to measure the level of satisfaction of customers on internet service and to develop an effective way to increase it. To do it, we developed a questionnaire based on some variables. The findings of our study will help the internet service providers to take necessary steps in increasing customer’s satisfaction and building a profitable relationship with customers. Keywords: Customer Satisfaction, customers’ Expectation, Internet Service in Bangladesh etc.

Introduction
Now a days, building strong customer relationship is very important to capture the value from customers and this is the ultimate target of all marketing activities taken by the organizations. But this strong customer relationship highly depends on customer satisfaction. So the organizations are now trying to define and evaluate the customer satisfaction. Customer satisfaction is a qualitative measure of a company’s performance and in some cases qualitative variables add more value than quantitative variables. In a competitive marketplace, where businesses compete for retaining customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of marketing strategy. The study of customer satisfaction helps an organization to develop products and services that satisfy the expectation of customers. Our study measures the expectation and satisfaction of the customers in the internet service providing industry. We mainly tried to find out their attitudes and perceptions on internet services and also the deviation (if any) between the expectation and satisfaction of the customers. Rationale of the Study

As the world has entered into the age of information & technology, the demand for information is increasing in Bangladesh day by day. So the demand for internet service has also went up. At first, the T&T was the only internet service provider in Bangladesh. But now, many ISPs are providing internet to the customers by their broadband and wireless services. In recent days, it has been found that the internet service providers are strongly competing with each other to capture customers as well as retain the existing customers. But it must be confessed that in case of competition, the customer retention is the only key for survival which can only be obtained by proper customer satisfaction. In fact, customers satisfaction depends on several variables. If all the variables are fulfilled, the customer is highly satisfied. But if the variables are poorly fulfilled the customers are dissatisfied. So to attain customers’ satisfaction, the service provider must always be concerned and sensitive about the customers’ needs, wants, demands and expectations. Here this study makes such kind of analysis on internet service provided in Bangladesh. Customer Satisfaction Defined

Customer satisfaction is the extent to which a product’s perceived performance matches a customer’s expectation (Philip Kotler). In a broad definition, according to World Trade Organization (1985), “Customer Satisfaction is the psychological concept that involves the feeling of well-being and pleasure that results from obtaining what one hopes for and expects from an appealing product or service.” Customer satisfaction depends on the product’s perceived performance relative to a buyer’s expectation. If the product’s performance falls short of expectations, the customer is...

References: • Sadia Afroze, Suman Paul Chowdhury and Bilkis Akhter, “Customer Satisfaction among Mobile Users: An Empirical Analysis”, The Cost and Management, (January-February 2010), pp 18-21.
• Sunil, Shuba and Steven, “Consumer Satisfaction for Internet Service Providers: An Analysis of Underlying Processes”, Journal Information Technology and Management, Vol. 4, Issue 1, (January 2003).
• Eze, Uchenna Cyril; Sin, Tan Khong; bin Ismail, Hishamuddin; and Siang, Poong Yew, "ISPs’ Service Quality and Customer Satisfaction in the Southern Region of Malaysia" ACIS 2008 Proceedings,(2008), Paper 55.
• Kotler, Armstrong, (2010), “Principles of Marketing”, 13th Edition, Pearson Prentice Hall, USA.
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