MBA DISSERTATION SUMMARIES
The role of corporate branding in Serbian mobile phone operator market
MBA Course in Agribusiness and Commerce Subsidized by the European Union TEMPUS CD_JEP 40067-2005 at University of Belgrade
Key words: Corporate branding, Services & Quality, Loyalty & Trust, Price, Switching and Mobile Network service providers
This research is carried out to know the role of corporate branding in mobile phone network along with different influencing factors involved in the purchase of mobile telephone connections. This thesis discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has.
Theory and Method
This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study is “Belgrade University undergraduate and grad Students”, which is the most of Serbian youth segment who are studying here, and is a valuable source that gives precise information with high probability about market preferences according to the Research of Serbian republic statistical office. In addition to expand my research on the national level I’ve used the latest research from a Serbian republic statistical office on subject of Utilization of information and communication technologies in Serbia 2008 that I’ve gathered and combined it with our source interview from our contact person at Telenor Serbia Public Company Limited with essential information about competitor and consumer preferences insight provided by the Company, which is absolutely in accordance with my research and gives full picture with accuracy about Serbian mobile phone operator market situation. Primary data are obtained by collecting data from questionnaire and interview, while the