The Impact of Advertising on Customer Satisfaction with Special Reference to Hutch Sri Lanka

Topics: Advertising, Mobile phone, Sri Lanka Pages: 14 (3816 words) Published: January 13, 2013
“The impact of Advertising on customer Satisfaction with special reference to Hutch Sri Lanka”.

STUDENT NAME: Muhammad Naveed Zafar
STUDENT ID: T21200674
SUPERVISOR: Mr Nalin Abeysekera

Table of Contents
Table of Contents2
2Study Back Ground:4
2.1Table 1- Number of Sri Lankan Mobile Subscribers in Millions5
3Study Area:6
3.1Hutch Telecom:6
3.2Hutch Sri Lanka advertisement:7
3.3Public Relation activities:8
3.4Least Customer Satisfaction:8
4Research Objectives and Research Questions:9
4.1Research Objectives:9
4.2Research Question:10
5Literature Review:10
5.2Customer Satisfaction:11
5.3Relationship between advertising and Customer Satisfaction:12
6.1Conceptual frame work:13
Independent variable Dependent Variable13
6.2Comparison between primary and secondary data13
6.3Why secondary data is better choice for this research14
This research is about customer satisfaction through advertising among Hutch Sri Lanka consumers. Secondary data in this research paper will be more prominent. Since introduction of mobile industry in Sri Lanka in 1990s lot of reliable academic research has been done already regarding mobile telecom industry in Sri Lanka. Hutch Sri Lanka previous research papers available on different websites, Customer satisfaction and Advertising research papers are available in bulk on online data bases. Primary data can be collected in this research but responses will be unreliable which may affect the reliability of data sources.14

6.4Benefit of using secondary data14
6.5Limitations of using secondary data14
6.6Reliability of the data15
6.7Data analysis15
7.1When, where, and how data has been collected15
The table below shows when, where, and how data has been collected.15
Table 1-18
Number of Sri Lankan Mobile Subscribers in Millions18

Mobile technology introduced in 1957 after introduction of first fully automatic  mobile phone. Prince Philip was the first consumer to use mobile phone in his car in 1957.He uses that phone to talk with Queen while he was away on the road. Those days mobile technology has considered high end luxury even Dukes not allowed to use mobile, but now trends has changed completely , mobile phone considered as necessity of life. It is now using to communicate and keep in touch. (UK Telephone History 2010)

In Sri lanka Luxembourg based  Millicom International cellular was first company to introduce and launch its services in Early 1990s called Celltel, later in 2007 its rebranded as Tigo .Current  Etisalat is exist after acquisition of Tigo by Etisalat UAE in 2010.Those days mobiles was used by higher market segment , only Business executives and well paid employees afford to talk using mobiles. Later in 1993 introduction of digital based mobile system by Dialog (Axiata Telecom) Malaysian based mobile phone company ,which provides more secured and clear services than previous analog mobile phones with Sms ( Short Message service) under GSM technology using 2G and 2.5G. In 2004 Mobitel (Subsidiary of Sri lanka telecom)was launched and later introduced first ever 3G services not only in Sri lanka in whole south Asia which ranks Sri lanka first country to launch 3G services, Study Back Ground: Mobile Phone technology in Sri Lanka has grown tremendously during last few years. currently in 2013 all five operators providing 3G coverage almost in every main district with claiming of 70 percent area covered with 3G.Mobile technology in Sri Lanka provides wireless voice and data service at very affordable price. It eases day to...

References: Anderson, E.W,& Sulivan m.W (1993) “ The Antecedents and consequences of Customer Satisfaction for firms”, Marketing science 2, 2
( spring), pp 125-143
Deborah F Spake, Mathew Joseph, R Zachary Finney. (2009). Journal of Medical Marketing “Consumer opinion and effectiveness of direct-to-consumer advertising” 21-28
Dr Charles H Patti 1997, University of Sheffield “Evaluating the role of advertising” 32-35
Lavidge, Robert J. and Gary A. Steiner. 1961. A model for predictive measurements of advertising effectiveness. Journal of Marketing. 25(October), 59-62.
Micheal.R Solomon (2009).Consumer behaviour, buying having and being, 8th edition, Pearson education, inc
Naresh K Malhotra 2007 “ A critical view of marketing research of diffusion of new products” 2nd edition Marketing research 92-107.
Phillip Nelson 1974, Journal of economy University of Chicago “Advertising as Information” 1 , 2-5
Puth, G, Mostert, P, & Ewing, M (1999) Consumer perceptions of mentioned product attributes in magazine advertising
Schiffman,L.G and LazarKanuk, L.(2004) Consumer Behaviour. 8th edition. New Jersy Pearson Education Inc, Upper Saddle RiverTitus
Tse, David K, & Petter, C
UK telephone history (2010) British telephone history [online] available from<> [10th January 2013]
Hutch staff blood Donation (2010) Hutch staff join save a life [online] available
International telecommunication union ITU, (2013) Facts and figure Sri Lanka mobile telecom [online] available From <>
[6th January 2013]
NBRI (2009) Customer Survey White paper:
[online] available From <>
[November 27th, 2012)
Hutch Lose its Customer (2008) Lanka Business Online report [online] available From
Piet Levy, (2009,),Advertising and Customer Satisfaction [Online] available From
[November 5th, 2012)
Island Cricket 2005, Sangakkara Quits Hutch [online] available From
[November 22th 2012)
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Impact of Advertising on Customer Satisfaction Essay
  • A Study on Customer Satisfaction in Banking Industry in Sri Lanka Essay
  • Impact of Advertising on Customer Loyality Essay
  • Essay about Customer Satisfaction
  • Customer Satisfaction Essay
  • Customer Satisfaction Essay
  • Advertising Essay
  • Essay on Customer Satisfaction

Become a StudyMode Member

Sign Up - It's Free