The Superior University of Lahore
The impact of customer relationship management on customer satisfaction in telecommunication sector of Pakistan
By
Muhammad bilal
Submitted in Partial Fulfillment
Of the requirements
For the degree of
Master of Business Administration
Acknowledgements
I am thankful to Almighty Allah for granting my health, strength and all the knowledge. Would like to thank to my entire teachers from the first semester to the last semester which help me to develop my communication and presentation skills, they help me to achieve what a dream of. Today I know that I can do the impossible. And my family which help me so much in my life and I love them so much.
Special thanks to Miss jamila for the guideline for making my thesis.
Dedication:
I dedicate this thesis to my family which love me and miss me so much. And special to all my teachers which I love and respect them from my deep heart. I am happy to get the best teacher.
I will miss them.
Abstract:
In the past, it was unpopular and unaccepted concept because companies thought it was more important to gain new customers than retain the existing ones. However, in this present decade, companies have gained better understanding of the importance of customer satisfaction. Customer satisfaction becomes so important to every company in the present day. The companies know without the customer they will be no sales of their product or service. For that they started to give the customer the maximum satisfaction to make the customer loyal and continue with the company. For that purpose they start to apply CRM (customer relationship management) to give the customer what satisfy him and make the customer satisfied by using the product or service. This study is aimed to study the impact of customer relationship management on customer satisfaction in the telecom sector. I have selected five mobile companies working in the country (ufone, warid, telenor, zong and mobilink) in which a used quantitative method, by the help of the questionnaire and 250 participants in my research work. As a result of the research work, they 65% of respondents were satisfied and 10% very satisfied. The combination of the network quality, customer service center and call center shows the strong relationship with satisfaction with the company.
Table of contents
| | Page |
| Acknowledgement | 2 |
| Dedication | 3 |
| Abstract | 4 |
| List of contents | 5 |
| Chapter 1 | 7 |
| Introduction | 7 |
| Background of the study | 8 |
| Customer relationship management | 8 |
| Customer satisfaction | 8 |
| Telecommunication | 9 |
| Problem discussion: | 11 |
| Research objective: | 11 |
| Purpose of the study: | 11 |
| Chapter 2 | |
| Literature review | 12 |
| Background of study: | 12 |
| Customer relationship management: | 13 |
| Customer satisfaction | 17 |
Clear understanding of customer needs and expectations | 22 |
Service quality | 23 |
| Internal satisfaction | 26 |
| Customer loyalty | 27 |
| Chapter 3 | |
| Methodology | 29 |
| Research design | 29 |
| Theoretical model | 30 |
| Hypothesis development: | 31 |
| Population/sample size: | 31 |
| Chapter 4 | |
| Interpretation and findings | 32 |
| Descriptive analysis | 32 |
| Frequency statistics | 33 |
| Descriptive statistics: | 38 |
| Test application | 41 |
| Limitations and delimitations | 44 |
| Chapter 5 | |
| Summary and conclusion | 45 |
| References | 47 |
| Questionnaires | 57 |
Chapter 1:
Introduction:
CRM is short for customer relationship management, the industry term for the set of methodologies and tools that help an enterprise manage customer relationship in an organized way” (strategic management website- 2005).
CRM help the companies to make a customer database on the customer needs and help the companies manage these relationships more intelligently and help the customer in the future. By the help of CRM the gap of the competitive increases and they gain market share and reduce operational costs with retaining their customer. In another word, CRM is an effective tool for allowing customer to perform their own service via a verity of communication channels, and also make sawing and encourage new customers.
CRM strategy implementation is base on the concept that an organization’s most valuable asset is the customer and the organization must manage its customer relationship wisely. Having the various departments of the organization (such as, marketing, sales, customer service etc.) gather qualified information will create a database which is of real value to the company.
By using CRM the telecom companies will know the loophole and with the help of their customer they will give the satisfaction needed by the customer. In Pakistan the telecom companies trying to gain the maximum market, for that they give different packs and best network service to the customer. The telecom companies have increase the call centre and customer service centre to give the best service to the customer.
Telecommunication world is becoming bigger and bigger every day and the competition environment is also increased. . There are more than 80 telecom companies providing service to the customer. For that they try to give the best services to their customer by using CRM to satisfaction there customer. In Pakistan they are five companies (Ufone, Warid, Telenor, Mobilink and Zong) working in the country to provide the service to the customer. We will see that how the telecommunication apply the customer relationship management to satisfaction there customer to get the maximum market in Pakistan. By using the CRM for the satisfaction of the customer they will gain the maximum.
Background:
We will discuss the customer relationship management applied in the telecom sector in Pakistan to give the maximum satisfaction to their customer. In the research we will find out that how the telecom companies apply the CRM in the company.
Customer relationship management:
Customer relationship management (CRM) has today become part of the companies; with the CRM they can know what is requirement of the customer. There is a need for the marketing practitioner to understand what it is, its impact on the organization, and its applicability to an organization and its benefits to customer. There is a need to understand that CRM is an overall strategy for the organization and not just a sales tool with a short-term orientation. CRM requires a long-term plan and anything long-term requires a strong organizational commitment and appropriate investment.
The term CRM gained widespread recognition in the late 1990s. Researchers and partitions both in the academic area and the business field enthusiastically have shared their viewpoint and experience in applying CRM. In less than a decade, CRM has escalated into a topic of major importance. Although the term only came use to a significant extent in the late part of 1990s, the principles on which it has been based have exits for much longer. (Tariq Mohiuddin Ahmed –p.1) A sales force or customer service system can identify high-value customer to sales and service force so these customers will benefit from individualized retention activities.
Customer satisfaction:
To understand the importance of customer satisfaction, we have to know what the demand of the customer is and try to fulfill the need of the customer to give the maximum satisfaction to the customer. “The customer’s mind is still closed to us; it is a “black box” that remains sealed. We can observe inputs to the box and the decisions made as a result, but we can never know how the act of processing inputs truly happens” (John E. G Bateson).
The organization need to understand that what extend to their customers would be satisfy them. For customer satisfaction in marketing context has specific meaning, according to (Michael D. Johnson; 2005) brought customer satisfaction definition as customer overall evaluation of the date. It has positive influences on the satisfaction of the customer among different variety of services and product. In services based enterprises, services quality directly affects customer satisfaction.
Satisfaction refers to achieving the things we want. If the satisfaction interprets as “not going wrong” the firm should decrease the complaint which by its own is not sufficient. In order to satisfy the customer, the telecom company should improve its services and product. By improving the service of the customer will be satisfy and with this there will increase the market share. Customers with less expectation are more satisfaction, the companies by adding innovative features would easily increase the customer satisfaction. In contrast when customers are unaware of improvements but critical of losses in existing quality are less satisfied and expect more. Therefore, the companies should measure their customer’s satisfaction to fortify their strengths and improve their weakness to increase the customer satisfaction and increase the market share.
Telecommunication:
The Global System of Mobile Communications (GSM) is a second-generation digital technology, which was originally developed in Europe and in less than ten years after the commercial launch, it developed into world’s leading and fastest growing mobile standard (GSM Assoc., 2006). (Lonergan et al., 2004) reported that at the beginning of 2004, there were over 1.3 billion mobile phone users worldwide and by 2007, the demand for mobile services would have grown at an average annual rate of 9.1%. The GSM Association estimates that the GSM technology is used by more than one in five people of the world's population, representing approximately 77% of the world’s cellular market and is estimated to account for 73% of the world’s digital market and 72% of the world’s wireless market (GSM Assoc., 2006). This growth principally results from the establishment of new networks in developing countries rather than from an increase in mobile access lines in developed countries (Serenko and Turel, 2006). South asia countries are actively involved in the establishment of the mobile services and specifically, Pakistan telecom is the focus of this study.
(Gerpott et al., 2001) wrote that since 1990s, the telecommunications sector has become an important key in the development of the economy of developed countries. This results from the saturated markets, de-regulation of telecommunications industry (removal of monopoly rights, especially enjoyed by state-owned telecoms networks), and increasing number of mobile service providers, enormous technical development and intense market competition. (Szyperski & Loebbecke, 1999) wrote that this increasing economic importance and benefits of telecommunications firms motivated many management scholars (especially marketing experts) to devote attention to this sector. (Wilfert, 1999); (Gerpott, 1998); and Booz. Allen and Hamilton (1995) pointed out that marketing strategies are very important in telecommunications services because once customers have subscribed to a particular telecommunications service provider, their long-term link with this provider is of greater importance to the success of the company than they are in other industry sectors. Hence, service providers need to form a continuous lasting relationship with their customers to know them better and satisfy their needs adequately.
It also has a growing impact on our lives as individuals, on business in terms of efficiency and customer service and on every country competitiveness as a profitable economy , in the highly competitive market of Pakistan, telecom service are certainly and seriously forces to deliver new services to their customers. The telecommunication industry is experiencing a radical change, generating new opportunities and challenges for infrastructure and service providers.In the present the following 80 companies are working to give the telecom service to the customer.
With the increase in production of mobile devices and services as international market in recent years, according to the triple play of telecom, entertainment and IT convergence the global telecommunication market is growing and changing (ITU publication, 2002)
In the present day the number of mobile phone subscribers worldwide is rise to 4 billion. The telecom industry body and the GSM association have announced that by 2010 mobile networks will cover 90% of the world population. Government has earned over 6 billion dollars from the telecom industry (ITU Publications, 2002).
Problem discussion:
In toady telecommunication marketplace, there have been many marketing strategies for service providers to plan and implement the CRM. There are evidences show that consumer tend to other competitors when they cannot be satisfies with the service quality of the companies. Customer relationship management strategy might be one of the best ways to give the services providers to retain the customers and increase the customer satisfaction.
The challenge for the telecommunication service providers is to attract more customers, focus on building good relationship quality with customers, make customer satisfied and trust, and step by step obtain the customer’s loyalty, through customer relationship management. The telecommunication companies try to give the best service to the customer for building the customer loyalty and satisfaction to the customer.
Research objective:
Form the problem discussion above, the object of the study is to explore the impact of customer relationship management on customer satisfaction in telecom sector, in order to reach our object the following research question is stated:
Ø What is the role customer relationship management process in customer satisfaction?
Ø What type of impact the application of CRM will have on the customer satisfaction?
Purpose of the study:
The purpose of the research is:
Ø Understand the customer satisfaction with the CRM in telecom.
Ø Identify factors that influence customer satisfaction.
The study was conduct by 250 questionnaires in Lahore city, in which customer service center, college, university and customer of the telecom companies was selected for the research work.
Chapter 2
Literature review:
This chapter provides the background and the problem discussion of the area of this research, leading down to the specific research question. As discussed in chapter one, CRM established between CRM, customer satisfaction and telecom has been identified as the research area of this thesis. Hence, theoretical, this study is positioned within this area. Particularly, the focus is given to the study of how company’s uses CRM, with emphasis is on the objective. Furthermore, the CRM process is covered as well show the company’s organizational structure is affected by CRM.
Background of study:
“Today “customers” are very important factors in company’s management with the power to change their short-term and long term-term police strategies. Customer relationship management can be defined as a process that takes place in 4 stages (Kaufman, 2001) and is based on developing relationships with customers. STAGE 1Collecting and processing the data customer behavior and the generated revenues in the past STAGE 2 The continuous update of the profile for the needs and demands of the customer STAGE 3Permanent adaptation and improvement of the services offered to customers STAGE 4 Assuring the connection of the staff’s activity in the 3 stages.”
“A customer is the most important visitor on our premises. He is not depending on us. We are depending on him. He is not interruption on our work. He is the purpose of it. He is not an outsider on our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. ” (mahatma Ghandi)
“According to (lacroix, 1996) for attracting a new customer, the key factor for the success of any company lies in the company ability to broaden its base of customer, And the failure of the policy by recruiting new customers is the means by which a company may enter into decline of the company. The principle for the attraction of the customer is to give the best offer, the most representative targets, the best time and the best argument.”
“The competitors process of the customer that occurs in any market, a process that must be prevented through the design and the implementation of loyalty program. For building a relationship between the company and its customer must be maintained the relationship and developed of the customer relationship management. Any firm is seeking to get the minimize the loss of customer and knowing what is the strong relationship between this indicator and its profitability.”
“Communication skill is the key of customer relationship management. The ideal of CRM is the solution of the streamline to communicate with the clients and collaborates with each other. The customer is more comfortable they are with the tools and the more they are effective they will be at their jobs. The most they are comfortable is a look and feel that you are already know by the company.” (http://www.microsoft.com)
Customer relationship management:
“Customer relationship management is based the customer because survive was made in the global market and focused on the customer and the customer is becoming a key factor for the small and big companies. The companies know that it cost them five time more money to acquire a new customers than to get an existing customer for a making a purchase. And second aspect of survive of CRM is that knowing the customer and his/her problem will allow the companies to acquires new customers more easily and facilitates targets cross-selling.” (tariq mohiuddin ahmed – p.9)
“CRM is based on the basic marketing belief that an organization that knows knows its customer like a individuals. The organization components they include the database warehouse that store all the company information of the customer. For the collection of the customer database they use the customer service system, call center, e-commerce, web marketing, operation system than get the complete information of the customer and the sales system. In the mobile sales communication the CRM is appointment making of the service. In the practice, the CRM system is the range from automated customer-contacts system to the company wide pooling for the customer information.” (kotler –pp.409-410)
“According to Malcolm McDonald the CRM system is a system for capital investment that integrates the strategy, marketing and the IT system. The cut across traditional the organization structure is to force the customer in the integration of the company activities. By the implement of the CRM is not a small task to any organization. And the one that rises for doing a harm of done badly. There is no doubt that the CRM can be major factor that give the competitive advantage for the maximum market and the get the CRM wrong and the company don’t give the quality demand by the customer and the customer leave the company and never return to the organization because of the bad experience with the organization.”
“CRM is a strategic to know how to handle the customer relations from a company point of view. The strategy is based how to develop, establish and increase the relation with the customer for profitability perspective. It is based on the knowledge of the individual customer’s need and potential, the company makes a strategic to find out the different of the customer with other customer to gain the customer for a long period of time. CRM is the basis of the marketing and management activities should be applied for the benefit of the customer and other partners in order to become successful and profitable.”(John Johansson and Fredrik Strom – p.2)
“The activities a company to increase the loyal and profitable customer is to performs identify, quality, acquire, develop and retain the customer by delivering the best service and product, to the right customer by the right channel with at the right time and cost. In CRM integrates sales, marketing, service, enterprise resource planning and the supply chain management through the business process by using technology solution, information resource and automation to maximize he customer contact. The CRM is a process to get long term relationship with the customer and among the enterprises, business partners, supplier and employees of the company.” (John Johansson and Fredrik Strom –p.3)
“CRM a business strategy try to focus on the optimizing value of the organization to delivers the best service to the customer and as a result of the business strategy the value an organization receives from customer. The strategy requires redirection business focus organizational structure, business metrics, customer interaction, and technology capabilities to optimize the customer experience.” (Nykamp, 2001, p. 200).
“Acquiring new customers is the company acquires customers by promoting product and service leadership. To enhance the maximum profitability of existing customers the company should enhances the relationship by encouraging excellence in cross selling and up selling of the product and the relationship will be useful for the company because the customer become loyal to the company and will use the same service or product again. Therefore, by the deepening and broadening of the relationship with the customer and to retain the profitable customers for life time, the customer retention is focuses on service adaptability, delivering the service or product on the right time but not what the market wants but do as the customers want.” (Kalakota et al 2000, P175)
“According to Paul Greenberg (2000) in his summary of CRM definitions, “CRM is a disciplined business strategy to create a Long-term relationship with the customer, and make the profitable customer relationships. With the Successful CRM initiatives start with a business strategy and philosophy that aligns company activities around customer needs. The CRM technology is a technology which is a critical to enabler the process required to turn strategy into business results.”
“The Collaborative of the CRM is an extension of traditional CRM application for the customer relation. It involves relationship management of the customers with the external stakeholders in the value chain, including suppliers, distributors, value added resellers, etc. It is a communication center, coordination network aiming to provide the neural paths to the customers and suppliers.” (Greenberg 2000, P41)
“According to (Dyche Jill’s, 2002) The CRM handbook is a guide line for the business for making the Customer Relationship management. Appropriate adaptation has been conducted in order for the theory to be applicable to the cases of SMEs. Due to its key significance to success of project implementation, risk management is an essential part of whole project management. However, the time for risk management to get involved with CRM is at the beginning of the work and it is stated by (Mclaughlin, 2001) in the article that when the company face the customer and try to find out what is the right and what if it is wrong? In the managing CRM risks, the author points out those risks occur when companies make changes to their internal functions in order to be CRM enabled.”
“CRM is a strategic to know how to handle the customer relations from a company point of view. The strategy is based how to develop, establish and increase the relation with the customer for profitability perspective. It is based on the knowledge of the individual customer’s need and potential, the company makes a strategic to find out the different of the customer with other customer to gain the customer for a long period of time. CRM is the basis of the marketing and management activities should be applied for the benefit of the customer and other partners in order to become successful and profitable.”(John Johansson and Fredrik Strom – p.3)
“CRM is based on the basic marketing belief that an organization that knows its customer like an individual. The organization components they include the database warehouse that store all the company information of the customer. For the collection of the customer database they use the customer service system, call center, e-commerce, web marketing, operation system than get the complete information of the customer and the sales system. In the mobile sales communication the CRM is appointment making of the service. In the practice, the CRM system is the range from automated customer-contacts system to the company wide pooling for the customer information.” (kotler –pp.409-410)
“Customer relationship management (CRM) has today become part of the companies; with the CRM they can know what is requirement of the customer. There is a need for the marketing practitioner to understand what it is, its impact on the organization, and its applicability to an organization and its benefits to customer. There is a need to understand that CRM is an overall strategy for the organization and not just a sales tool with a short-term orientation. CRM requires a long-term plan and anything long-term requires a strong organizational commitment and appropriate investment.”
“The term CRM gained widespread recognition in the late 1990s. Researchers and partitions both in the academic area and the business field enthusiastically have shared their viewpoint and experience in applying CRM. In less than a decade, CRM has escalated into a topic of major importance. Although the term only came use to a significant extent in the late part of 1990s, the principles on which it has been based have exits for much longer.” (Tariq Mohiuddin Ahmed –p.1)
“Significance to success of project implementation, risk management is an essential part of whole project management. However, the time for risk management to get involved with CRM is at the beginning of the work and it is stated by (Mclaughlin, 2001)
Customer satisfaction:
“Customer satisfaction, as a construct, has been fundamental to marketing for over three decades. As early as 1960, (Keith, 1960) has defined the marketing as “satisfying is the needs and desires of the consumer satisfaction”. And in 1982, (Hunt, 1982) reported that by the 1970s, the interest in customer satisfaction by the company had increase to such an extent that over 500 studies were published for the customer satisfaction and how gain the customer loyalty. This trend continued and by 1992, (Peterson and Wilson, 1992) estimated the amount of academic and trade articles on customer satisfaction to be over 15,000.”
“After Several studies on the customer satisfaction has shown that it costs about five times more to gain a new customer as it does to keep an existing customer (Naumann, 1995) and these results into more interest in customer relationships and with the help of it the company try to give the maximum customer satisfaction. Thus, several companies are adopting customer satisfaction for make the customer satisfy as their operational goal with a carefully designed framework.”
“According to (Hill and Alexander, 2000) wrote in their book that “the companies now become to make big investment in database marketing for the purpose to gain the customer satisfaction, relationship management and customer planning to move closer to their customers to make him a loyal customer to the companies”.
“(Jones and Sasser, 1995) wrote that “to achieving customer satisfaction is the main goal for most service firms today because when the customer becomes loyal to the company, the cost of the company will reduce”.
“By increasing the customer satisfaction will shown the direct relationship for the affect companies and market share, which leads to improved profits, positive recommendation, lower marketing expenditures of the companies (Reichheld, 1996; Heskett et al., 1997), and greatly impact the corporate image and survival.” (Pizam and Ellis, 1999).
“(Parker and Mathew, 2001) expressed that there are two basic definitional approaches of the concept of customer satisfaction. The first approach defines satisfaction as a process and the second approach defines satisfaction as an outcome of a consumption experience. These two approaches are complementary, as often one depends on the other.”
“Customer satisfaction is a process is defined the evaluation between what was received and what was expected (Oliver, 1977, 1981; Olson and Dover, 1979; Tse and Wilton, 1988), emphasizing the perceptual, evaluative and psychological processes that contribute to customer satisfaction.” (Vavra, 1997, p. 4)
“(Parker and Mathews, 2001) however noted that the process of satisfaction definitions concentrates on the antecedents to satisfaction rather than satisfaction itself for customers. Satisfaction as a process is the most widely adopted description of customer satisfaction and a lot of research efforts have been directed at understanding the process approach of satisfaction evaluations (Parker and Mathews, 2001). This approach has its origin in the discrepancy theory (Porter, 1961), which argued that satisfaction is determined by the perception of a difference between some standard and actual performance of the company.”
“(Cardozo, 1965) developed the contrast theory, which showed that consumers would exaggerate any contrasts between expectations and product evaluations for customer. The theory show what the consumers what will get from the company for making the customer satisfy.”
“(Olshavsky and Miller, 1972) has developed the assimilation theory, in which its means that perceived quality of the product or service is directly increasing with expectations of the customer satisfaction. Assimilation effects occur when the difference between expectations and quality is too small to be perceived.”
“(Anderson, 1973) further developed this theory into assimilation-contrast theory, which means if the customer satisfaction is too large to be assimilated then the contrast effects occur. The assimilation-contrast effects the occur when the difference between expectations and quality is too large to be perceived and this difference is exaggerated by consumers.”
“According to (Parker and Mathews, 2001), the most popular descendant of the discrepancy theories is the expectation disconfirmation theory (Oliver, 1981), which stated that the result of customers’ perceptions of the difference between their perceptions of performance and their expectations of performance. Positive disconfirmation leads to increased satisfaction, with negative disconfirmation having the opposite effect. “
“According to ( Yi, 1990) expressed that when the customers buy products or services with pre-purchase expectations about anticipated performance, once the customer bought the product or service and the customer use the product or service, the outcomes will be compared against expectations. If the outcome matches expectations, the result is confirmation. When there are differences between expectations and outcomes, disconfirmation occurs. Positive disconfirmation occurs when product or service performance exceeds expectations. Therefore, satisfaction is caused by positive disconfirmation or confirmation of customer expectations, and dissatisfaction is the negative disconfirmation of customer expectations.”
“While several studies support the disconfirmation paradigm, others do not. For instance, (Churchill and Surprenant, 1982) found out that neither disconfirmation nor expectations had any effect on customer satisfaction with durable products because when the customer experiences the product or service, he will come to know about the product or service after the use.”
“(Weiner, 1980, and 1985); and (Folkes, 1984) proposed the attribution theory, which stated that when a customer purchases a product or service, if the consumption is below expectation, the customer is convinced that the supplier causes the dissatisfaction. The complaining customer is focused on restoring justice and the satisfaction outcome is driven by perceived fairness of the outcome of complaining.”
“According to (Westbrook and Reilly, 1983) proposed the value-percept theory, which defines the customer satisfaction as an emotional response caused by a cognitive-evaluative process, which is the comparison of the product or service to one's values rather than an expectation. So, satisfaction is a discrepancy between the observed and the desired for the customer.”
“According to (Fisk and Young, 1985) proposed the equity theory, which stated that individuals compare their input and output ratios with those of others and feel equitable treated. Equity judgment is based on two steps. The first one is the customer compares the outcome to the input and secondly, performs a relative comparison of the outcome to the other party.”
“According to (Pizam and Ellis, 1999) reported that there are two additional distinct theories of customer satisfaction apart from the seven aforementioned ones and these include:
1. Comparison-level
2. Generalized negativity; and
The outcome approach of the customer satisfaction is defined as the end-state satisfaction resulting from the experience of consumption. This post- consumption state can be an outcome that occurs without comparing expectations and (Oliver, 1996); or may be a cognitive state of reward, an emotional response that may occur as the result of comparing expected and actual performance or a comparison of rewards and costs to the anticipated consequences (Vavra, 1997, p. 4).
“Furthermore, (Parker and Mathews, 2001) expressed that attention has been focused on the nature of satisfaction of the outcome approach which include:
1. Emotion - Satisfaction is viewed as the surprise element of product or service purchase and or consumption experiences (Oliver, 1981), or is an effective response to a specific consumption experience (Westbrook and Reilly, 1983). This acknowledges the input of comparative cognitive processes but goes further by stating that these may be just one of the determinants of the affective “state” satisfaction (Park and Mathews, 2001).
2. Fulfillment –The theories of motivation state that people are driven by the desire to satisfy their needs (Maslow, 1943) or by their behavior aimed at achieving the relevant goals (Vroom, 1964). However, the customer satisfaction can be either way viewed as the end-point in the motivational process. Thus “the consumer satisfaction can be seen as the consumer's fulfillment response to the product or service from the company” (Rust and Oliver, 1994, p. 4).
3. State – Oliver (1989) expressed that there are four framework of satisfaction, which relates to reinforcement and arousal. “Satisfaction-as-pleasure” results from positive reinforcement, where the product or service is adding to an aroused resting state and “satisfaction-as-relief” results from negative reinforcement .In relation to arousal, low arousal fulfillment is defined as “satisfaction-as contentment”, a result of the product or service performing adequately in an ongoing passive sense. High arousal satisfaction is defined as “satisfaction as either positive (delight) or negative surprise” which could be a shock (Rust and Oliver, 1994).”
“The other customer satisfaction definitions include: Satisfaction is “the cognitive state of the buyer about the appropriateness or inappropriateness of the reward received in exchange for the service experienced” (Howard and Seth, 1969,)
“For this study, customer satisfaction definition used by (Homburg and Bruhn, 1998) which is an experience-based assessment made by the customer of how far his own expectations about the individual characteristics or the overall functionality of the services obtained from the provider have been fulfilled”.
“The relevance of this definition to this study is that it indicates that customers assess the mobile services based on experience of use and the rating is done in accordance with the mobile services attributes. In this study, customer satisfaction with the Pakistan mobile services will be evaluated based on customer’s experience of network quality of service, validity period, call center and customer care support.”
CLEAR UNDERSTANDING OF CUSTOMER NEEDS AND EXPECTATIONS
The achievement of a strong customer satisfaction is closely related to the understanding customer needs and expectations (William and Bertsch, 1992). According to the (Kano, 2001), Model customer needs can be divided into:
Ø Basic needs – obvious needs of customers and if not met, he is dissatisfied, however meeting this needs may not be enough for customer satisfaction. Its satisfaction results in “must be quality”.
Ø Expected needs – these are important needs that customers are fully aware of and satisfaction is expected in every purchase; their satisfaction creates “expected quality”.
Ø Excitement needs – these are unconscious and unspoken needs of customers. By identifying and satisfying such needs, companies will have added large value to customers and can win loyal customers. This satisfaction creates “attractive quality”.
“Studies that supported the notion that expectations precede satisfaction include, (Anderson, Fornell and Lehmann, 1994), who conducted investigation on Swedish firms and reported that there is a positive and significant relationship between expectations and customer satisfaction. They describe expectation as an accumulation of information about quality from the outside sources (e.g. advertising, word of mouth and general media) and past experiences.”
“According to (Cadotte, Woodruff, and Jenkins, 1987) conducted investigation on food restaurant and reported that expectation is significantly correlated with satisfaction. Additionally, expectation is a pre-purchase choice process and form a part of evaluation standards of conceptualizing satisfaction process.”
“(Churchill and Suprenant, 1982) conducted investigation on durable goods (video disc player) and non-durable good (hybrid plant). For the hybrid plant study, expectation is reported to have a direct impact on satisfaction. ( Oliver, 1981) conducted investigation on retail stores and reported that expectation has direct influence on satisfaction. However, there is other research works that disagree with this finding, examples include, (Churchill and Suprenant, 1982) in their investigation on video disc player, reported expectation to have no impact on satisfaction. (Spreng and Olvshavsky, 1993) conducted investigation on cameras and reported that there is no significant relationship between these two variables.”
“With this aforementioned literature, it is noted that customers purchase services based on their needs and have expectations that the purchased services will meet their needs. Customers in turn assess the service performance in accordance to how well it meets their expectations. Although, customer expectation is not a focus of this study, however satisfaction measurement is useful to understand customer expectations (since most times assessment is done by customers based on past experiences and future beliefs of service performance).
SERVICE QUALITY:
“Another factor that contributes to satisfaction is service quality. Service quality is defined as “the difference between customer expectations and perceptions of service” or “as the customers’ satisfaction or dissatisfaction formed by their experience of purchase and use of the service” (Gronroos, 1984).”
“According to (Oliver, 1993) reported that service quality is a casual antecedent of customer satisfaction, due to the fact that service quality is viewed at transactional level and satisfaction is viewed to be an attitude. (Dabholkar and Zeithaml et al., 1996) reported that the service quality divisions are related to overall service quality and or customer satisfaction. (Fornell et al., 1996) expressed that satisfaction is a consequence of service quality. (Hurley and Estelami, 1998) argued that there is causal relationship between service quality and satisfaction, and that the perceptions of service quality affect the feelings of satisfaction.”
“There are various classifications of the components of service quality in marketing science. (Gronroos, 1984) stated that “in service environments, customer satisfaction will be built on a combination of two kinds of quality aspects; technical and functional”. Technical quality or quality of the output corresponds to traditional quality of control in manufacturing. It is a matter of properly producing the core benefit of the service. Functional quality or process quality is the way the service is delivered. It is the process in which a customer is a participant and co-producer, and in which the relationship between service provider and customer plays an important role.”(Wiele et al., 2002).
“According to (Lewis, 1987) suggested that service quality can be classified as essential and subsidiary. Essential refers to the service offered and subsidiary includes factors such as accessibility, convenience of location, availability, timing and flexibility, as well as interactions with the service provider and other customers.”
“The classification can also be the core (contractual) of the service, and the relational (customer- employee relationship) of the service. The core or the outcome quality, which refers to what is delivered and the relational or process quality, which refers to how it is delivered are the basic elements for most services.” (McDougall and Levesque, 1992)
“According to (McDougall and Levesque, 2000) in their direct approach investigation on four service firms (dentist clinic, automobile shop, restaurant, and haircut salon) demonstrated that both core and relational service quality classes have significant impact on customer satisfaction. (Heskett et al., 1997) conducted studies on several service firms, such as airline, restaurants, etc and reported that service quality, solely defined as relational quality, has consistent effect on satisfaction and is regarded as key factor in delivering customer satisfaction.”
“(Parasuraman et al., 1988) identified five dimensions of service quality (SERVQUAL) that must be present in any service delivery. SERVQUAL helps to identify clearly the impact of quality dimensions on the development of customer perceptions and the resulting customer satisfaction. SERVQUAL include:
Ø Reliability: his ability to perform the promised services dependably and accurately.
Ø Responsiveness: the willingness to help customers and provide prompt service.
Ø Assurance: the knowledge and courtesy of employees as well as their ability to convey trust and confidence.
Ø Empathy: the provision of caring, individualized attention to customers, and
Ø Tangibles: the appearance of physical facilities, equipment, personnel and communication materials.
The model conceptualizes service quality as a gap between customer's expectations (E) and the perception of the service providers' performance (P). According to (Parasuraman et al., 1985), “service quality should be measured by subtracting customer's perception scores from customer expectation scores (Q = P - E)”. The greater the positive score mark means the greater the positive amount of service quality or the greater the negative score mark, the greater the negative amount of the service quality.
(Zeithaml et al., 1990) proposed a comprehensive perception of quality assessment and claimed that they are other factors apart from the dimensions of Parasuraman et al. (1988):
Ø Access: how easy it is to come into contact with the supplier. This is where position, opening hours, supplier availability, and other technical facilities belong.
Ø Communication: the ability to communicate in an understandable way that is natural to customer.
Ø Credibility: referring to being able to trust the supplier
Ø Courtesy: refers to the supplier’s behaviour, e.g. politeness and kindness
(Parasuraman et al.,1988), assurance dimension is a combination of the credibility and courtesy dimensions” (Zeithaml et al., 1990).
“(Pizam and Ellis, 1999) stated that the gap that may exist between the customers' expected and perceived service quality is a vital determinant of customer satisfaction or dissatisfaction, and not just only a measure of the quality of the service.”
“Previous studies on mobile telecommunication services, measured services quality by call quality, pricing structure, mobile devices, value-added services, convenience in procedures, and customer support (Kim, 2000).”
“Customers determine satisfaction level of any purchased service by the perceptions of quality received. Therefore, customer satisfaction assessment captures service quality and in this study, the previous factors used to measure service quality (call quality, billing, customer support, etc) of mobile telecoms will be used to assess customer satisfaction.
INTERNAL SATISFACTION
Research works have shown the importance and the link of internal (employee) satisfaction to the external (customer) satisfaction. (Hill and Alexander, 2000) stated that there is a positive relationship between employee satisfaction and customer satisfaction and this is achieved in companies that practice employee motivation and loyalty.
They reported that “employees that are more motivated to achieve customer satisfaction tend to be more flexible in their approach to their work, make fewer mistakes and use more initiative”. (Fečiková , 2004) conducted studies on the index method for customer satisfaction measurement with chairs in Slovakia and reported that the satisfaction of internal customers is one of the basic factors to satisfy the external customer. Thus, she suggested that employee motivation and loyalty can be achieved through:
Ø Daily leadership: Top management officials motivate others through their performance.
Ø Top management communicates their expectations to the employees.
Ø Development of competencies: feedback on employees performance, work efforts, opportunity for development and improvement of competencies.
Ø Corporation and employee retention, and
Ø Good working conditions
CUSTOMER LOYALTY
Ø (Coyne, 1989) stated that customer satisfaction has measurable impact on customer loyalty in that when satisfaction reaches a certain level; on the high side, loyalty increases dramatically; at the same time, when satisfaction falls to a certain point, loyalty reduces equally dramatically. (Yi, 1990) expressed that the impact of customer satisfaction on customer loyalty by stating that “customer satisfaction influences purchase intentions as well as post-purchase attitude”. In other word, satisfaction is related to behavioral loyalty, which includes continuing purchases from the same company, word of mouth recommendation, and increased scope of relationship.
Ø (Fornell, 1992) found out that there is a positive relationship between customer satisfaction and customer loyalty but this connection is not always a linear relation. This relationship depends on factors such as market regulation, switching costs, and brand equity, existence of loyalty programs, proprietary technology, and product differentiation at the industry level. (Jones and Sasser, 1995) proposed that link between satisfaction and loyalty can be classified into four different groups: loyalist/apostle (high satisfaction, high loyalty), defector/ terrorist (low satisfaction, low loyalty), mercenary (high satisfaction, low loyalty), and hostage (low satisfaction, high loyalty).
Ø (Roger Hallowell, 1996) confirmed the link between customer loyalty (in the context of behavioural loyalty) and customer satisfaction. (Oliver, 1999) stated that the relationship between satisfaction and loyalty is that satisfaction is transformed into loyalty with the assistance of a myriad of other factors. However, this relationship is complex and asymmetric.
Ø High levels of satisfaction lead to high levels of attitudinal loyalty. Attitudinal loyalty involves different feelings, which create a customer’s overall attachment to a product, service, or company (Lovelock et al., 2001). (Gerpott et al.,2001) in their study of the German mobile telecommunication found that customer satisfaction is positively related to customer loyalty, and both factors are important paraments in the mobile telecommunications industry. (Turel and Serenko, 2006), in their study of Canadian mobile telecommunications also confirmed this finding.
Chapter 3:
Methodology:
This chapter provides an overview is related to the research utilized in this study. It addresses the specific issues such as research design, population, sample, instrumentation, Collection of data, data analysis and the limitations of the study. This study investigated the impact of customer relationship management, customer satisfaction and telecommunication. In chapter the research methodology and hypotheses used to answer the question from chapter 1. It describes the survey instruments used, questionnaire designed to assess the impact of customer relationship on customer satisfaction and describe the validity and reliability of the survey. The sample and analysis are described as well as limitation of the study.
Research Design:
The survey research design method was used in this study. It involves using a self-designed questionnaire in collecting data from the respondents. This method was chosen in order to make reference to phenomena as they exist in real life and it is relatively economical in terms of time and resources
Research Questions:
Main question:
Does customer relation management have impact on customer satisfaction?
Sub questions:
Ø What is the role customer relationship management process in customer satisfaction?
Ø What type of impact the application of CRM will have on the customer satisfaction?
Theoretical Model:
 | |||
| |||
Hypothesis development:
The following hypotheses describe the research questions of the study
H1 There is a relationship between CRM and customer satisfaction.
Ho There is a no relationship between CRM and customer satisfaction
H2 There is a strong relationship between network quality and customer satisfaction
H3 There is a strong relationship between customer care support and customer satisfaction
H4 There is a strong relationship between age and customer satisfaction
H5 There is a strong relationship between gender and customer satisfaction
H6 There is a strong relationship between employment and customer satisfaction
H7 There is a strong relationship between age, gender and customer satisfaction
H8 There is a strong relationship between age, employment and customer satisfaction
H9 There is a strong relationship between gender, employment and customer satisfaction
Population/Sample size:
I had distributed 250 questionnaires and exactly collected the same. The information put up on the questionnaire was collected from students, telecommunication employees, and from unemployed people. I have target the Lahore city of the collection of data. The customer service center was target because it is the best place to know about the CRM is applied or not. I have focused of the telecommunication sector in Pakistan, in which they are 5 companies working in the country ( warid, zong, telenor, ufone and mobilink)
Chapter 4
Interpretation and Findings
This chapter presents the findings of the research work. A summary of the demographic data is then displayed follow by the listing of descriptive statistics for each variable. The population was different general customers from college, university, public place and telecom customer service center. A sample of 250 was selected and the data received from the participants were analyzed from summaries of the demographic information, for descriptive statistics.
Descriptive Analysis
Description analysis is used to show collected data in a better way and to understand the finding clear. We have conducting a survey on “the impact of customer relationship management on customer satisfaction in telecom sector in Pakistan” and for the survey we suggest a sample size of 250 customers and the survey is based on the questionnaire which will be filled and for the result we will work on descriptive analysis.
FREQUENCY STATISTICS
| Statistics | ||
| Age: | ||
| N | Valid | 250 |
| Missing | 0 | |
| Age | |||||
| | | Frequency | Percent | Valid Percent | Cumulative Percent |
| Valid | 15 to 20 | 35 | 14.0 | 14.0 | 14.0 |
| 21 to 30 | 174 | 69.6 | 69.6 | 83.6 | |
| 31 to 40 | 41 | 16.4 | 16.4 | 100.0 | |
| Total | 250 | 100.0 | 100.0 | | |
In the questionnaire filled by different participant for this study, and replied to the questions, 14% was between 15 to 20 young which where form school and colleges. 69.6% of age 21 to 30 years, and 16.4% from 31 to 40 years which help me in this study.
| Statistics | ||
| Gender | ||
| N | Valid | 250 |
| Missing | 0 | |
| Gender | |||||
| | | Frequency | Percent | Valid Percent | Cumulative Percent |
| Valid | male | 214 | 85.6 | 85.6 | 85.6 |
| female | 36 | 14.4 | 14.4 | 100.0 | |
| Total | 250 | 100.0 | 100.0 | | |
The questionnaire was filled on general public which are customer of the telecom. In the survey the participant 85.6% male and 14.4% female help in this survey to understand the customer satisfaction better.
| Statistics | ||
| Education | ||
| N | Valid | 250 |
| Missing | 0 | |
| Education | |||||
| | | Frequency | Percent | Valid Percent | Cumulative Percent |
| Valid | inter | 71 | 28.4 | 28.4 | 28.4 |
| graduates | 104 | 41.6 | 41.6 | 70.0 | |
| master | 75 | 30.0 | 30.0 | 100.0 | |
| Total | 250 | 100.0 | 100.0 | | |
This questionnaire was filled from different area of Lahore city. In the survey they are 250 participant replied regarding this question. 28.4% participant are inter student. 41.6% participant are graduates and 30% participant are masters.
| Statistics | ||
| Occupation | ||
| N | Valid | 250 |
| Missing | 0 | |
| Occupation | |||||
| | | Frequency | Percent | Valid Percent | Cumulative Percent |
| Valid | public employment | 20 | 8.0 | 8.0 | 8.0 |
| private employment | 79 | 31.6 | 31.6 | 39.6 | |
| self employment | 18 | 7.2 | 7.2 | 46.8 | |
| student | 133 | 53.2 | 53.2 | 100.0 | |
| Total | 250 | 100.0 | 100.0 | | |
This questionnaire was filled from different area of Lahore city. In the survey they are 250 participant replied regarding this question. 8% are public employee, 31.6% are private employee, 7.2 % are self employee and 53.2% are student which are the participant for the survey
| Statistics | ||
| User | ||
| N | Valid | 250 |
| Missing | 0 | |
| User | |||||
| | | Frequency | Percent | Valid Percent | Cumulative Percent |
| Valid | ufone | 76 | 30.4 | 30.4 | 30.4 |
| telenor | 54 | 21.6 | 21.6 | 52.0 | |
| warid | 41 | 16.4 | 16.4 | 68.4 | |
| zong | 48 | 19.2 | 19.2 | 87.6 | |
| mobilink | 31 | 12.4 | 12.4 | 100.0 | |
| Total | 250 | 100.0 | 100.0 | | |
This questionnaire was filled from different area of Lahore city. In the survey they are 250 participant replied regarding this question to find out the customer of the telecom in Pakistan. 30.4 % are ufone user, 21.6% are telenor user, 16.4 % are warid user, 19.2% are zong user and 12.4% are mobilink user.
Descriptive Statistics:
Now we will use the description statistics of our survey and we are interpreting the outcomes of the questionnaire on sample size of 250 participants, our question’s statistics and their interpretation are as follow,
Customer satisfaction
| Descriptive Statistics | |||||
| | N | Minimum | Maximum | Mean | Std. Deviation |
| Customer satisfaction | 250 | 1 | 5 | 2.19 | .871 |
| Valid N (listwise) | 250 | | | | |
According to the outcome of the description statistics regarding customer satisfaction, the number of the participant in the survey 250, in which the minimum is 1 and the maximum is 5, as the mean value is 2.19 which show our average is near to favorable reply. And the std, derivation is .871 which show that the most of participant in the range between very satisfied and in the area of normal.
Network
| Descriptive Statistics | |||||
| | N | Minimum | Maximum | Mean | Std. Deviation |
| are you satisfied with the network you use? | 250 | 1 | 3 | 2.16 | .641 |
| Valid N (listwise) | 250 | | | | |
According to the outcome of the description statistics regarding customer satisfaction, the number of the participant in the survey 250, in which the minimum is 1 and the maximum is, as the mean value is 2.16 which show our average is near to favorable reply. And the std, derivation is .641 which show that the most of participant in the range between very satisfied and in the area of normal.
Quality
| Descriptive Statistics | |||||
| | N | Minimum | Maximum | Mean | Std. Deviation |
| Quality | 250 | 1 | 4 | 2.14 | .647 |
| Valid N (listwise) | 250 | | | | |
According to the outcome of the description statistics regarding customer satisfaction, the number of the participant in the survey 250, in which the minimum is 1 and the maximum is 4, as the mean value is 2.14 which show our average is near to favorable reply. And the std, derivation is .647 which show that the most of participant in the range between very satisfied and in the area of normal
Service center
| Descriptive Statistics | |||||
| | N | Minimum | Maximum | Mean | Std. Deviation |
| service quality | 250 | 1 | 4 | 2.01 | .931 |
| Valid N (listwise) | 250 | | | | |
According to the outcome of the description statistics regarding customer satisfaction, the number of the participant in the survey 250, in which the minimum is 1 and the maximum is 4, as the mean value is 2.01 which show our average is near to favorable reply. And the std, derivation is .931 which show that the most of participant in the range between very satisfied and in the area of normal
Internal satisfaction
| Descriptive Statistics | |||||
| | N | Minimum | Maximum | Mean | Std. Deviation |
| Internal satisfaction | 250 | 1 | 5 | 2.19 | .871 |
| Valid N (listwise) | 250 | | | | |
.
According to the outcome of the description statistics regarding customer satisfaction, the number of the participant in the survey 250, in which the minimum is 1 and the maximum is 5, as the mean value is 2.19 which show our average is near to favorable reply. And the std, derivation is .871 which show that the most of participant in the range between very satisfied and in the area of normal
Customer loyalty:
| Descriptive Statistics | |||||
| | N | Minimum | Maximum | Mean | Std. Deviation |
| I will encourage my friend and family to use this service | 250 | 1 | 4 | 2.11 | 1.000 |
| Valid N (listwise) | 250 | | | | |
According to the outcome of the description statistics regarding customer satisfaction, the number of the participant in the survey 250, in which the minimum is 1 and the maximum is 4, as the mean value is 2.11 which show our average is near to favorable reply. And the std, derivation is 1.000 which show that the most of participant in the range between very satisfied and in the area of normal.
Test Application
In order to proof the hypothetical statement of the research model and for the support of the statement ANOVA test is applied to find the results and understand the study more, the result from the finding are stated below with their explanation.
| Model Summary | ||||
| Model | R | R Square | Adjusted R Square | Std. Error of the Estimate |
| 1 | .984a | .969 | .968 | .09279 |
| a. Predictors: (Constant), Network Coverage, Service Quality, Service center, Internal satisfaction, Customer loyalty | ||||
The result demonstrates that the interaction the network coverage, service quality, service center. Internal satisfaction and customer loyalty. The implication of this result is that customer satisfaction influence on customer ratings of service performance. This result could be due to the fact the mobile telecoms industry is still has to improve the customer relationship more to give the customer complete satisfaction.. Thus, there is need for routine assessment to investigate this relationship.
| Table-3.6.3(a) | ||||||
| ANOVAb | ||||||
| Model | Sum of Squares | df | Mean Square | F | Sig. | |
| 1 | Regression | 32.055 | 5 | 6.411 | 744.642 | .000a |
| Residual | 1.025 | 119 | .009 | | | |
| Total | 33.080 | 124 | | | | |
| a. Predictors: (Constant), Network Coverage, Service Quality, Service centre, Internal satisfaction, Customer loyalty | ||||||
| b. Dependent Variable: Customer satisfaction | | | | | ||
| | | | | | ||
H1: this is a relationship between CRM and customer satisfaction.
H0: this is no relationship between CRM and customer satisfaction.
As we seen in the table that the sig. value is 0.00<0.05 so, as a result shown by the table we accept the H1 and reject H0. Its show there is jointly effect of the independent variables network coverage, service quality, customer service center, internal satisfaction and customer loyalty and customer value on dependent variable customer satisfaction.
| Table-3.6.3(b) | ||||||
| Coefficientsa | ||||||
| Model | Unstandardized Coefficients | Standardized Coefficients | T | Sig. | ||
| B | Std. Error | Beta | ||||
| 1 | (Constant) | .213 | .075 | | 2.659 | .004 |
| Network Coverage | .078 | .009 | .215 | 11.332 | .000 | |
| Service Quality | .221 | .006 | .665 | 37.429 | .000 | |
| Service centre | .232 | .003 | .340 | 22.932 | .000 | |
| Internal satisfaction | .352 | .018 | .399 | 25.192 | .000 | |
| Customer loyalty | .345 | .021 | .677 | 34.915 | .000 | |
| a. Dependent Variable: Customer satisfaction | | | | | ||
Ho: There is no influence of network coverage on customer satisfaction.
H1: There is an influence of network coverage on customer satisfaction
In the above table shows the values of the price is 0.04<0.05. It shows there is significant effect between the network coverage and customer satisfaction.
Ho: There is no influence of service quality on customer satisfaction.
H1: There is an influence of service quality on customer satisfaction
In the above table shows the values of the quality is 0.00<0.05. It shows there is significant effect between the service quality on customer satisfaction.
Ho: There is no influence of customer service center on customer satisfaction.
H1: There is an influence of customer service center on customer satisfaction
In the above table shows the values of the services is 0.00<0.05. It shows there is significant effect between the customer service center on customer satisfaction.
Ho: There is no influence of internal satisfaction on customer satisfaction.
H1: There is an influence of internal satisfaction on customer satisfaction
In the above table shows the values of the services is 0.00<0.05. It shows there is significant effect between the internal satisfactions on customer satisfaction
Ho: There is no influence of customer loyalty on customer satisfaction.
H1: There is an influence of customer loyalty on customer satisfaction.
In the above table shows the values of the brand image is 0.00<0.05. It shows there is significant effect between the customer value and CRM.
Limitations and Delimitations
Limitations:
Ø The limitation of my study is that network coverage, service quality, internal satisfaction and customer loyalty can be study more deep to understand the customer in a better way.
Ø Telecom has a bright future not in Pakistan but in the whole world.
Ø The impact of the customer satisfaction is better for the telecom companies for gain customer
Delimitations:
Ø The customer relationship management is not apply in every industry in Pakistan
CHAPTER 5
SUMMARY AND CONCLUSION
In thesis the major factors influencing the customer satisfaction for the CRM and these factors are network coverage, service quality, customer service center, internal satisfaction and customer loyalty value. By using the data collected by the survey from 250 participant and the hypotheses were tested through descriptive statistics, testing, frequency table, correlation and multiple regression analyses. The major finding of the research work is discussed below.
SUMMARY
This study is conducted on the factors influencing the customer satisfaction for the CRM and these factors are network coverage, service quality, customer service center, internal satisfaction and customer loyalty value. In this study network coverage, service quality, customer service center, internal satisfaction and customer loyalty value as independent variable and customer satisfaction as dependent variable. The data was collected through questionnaire which filled from different area of Lahore city. The result of the research was put in SPSS 16.0 by applying different methods. As a result of the survey there is a relationship between CRM and customer satisfaction.
CONCLUSION
The finding shows that the dependent variable shows a positive relationship with the other variable. CRM is influenced by network coverage, service quality, customer service center, internal satisfaction and customer loyalty value. The customer satisfaction is the main point which is the important thing in every industry. By apply the CRM in the industry the customer will be satisfied with the service of the company and will be a customer loyal for the company. And the company cost will reduce because they will not focus on the advertisement but they will focus to give the customer better service and satisfaction. Although there is a moderated relationship between these variable are positive and the independent variables (network coverage, service quality, customer service center, internal satisfaction and customer loyalty value) has a position relationship with the dependent variable customer satisfaction. As the result shown in the survey the telecom companies has to give the customer satisfaction for the long term relationship with the customer and by the CRM they will have the complete data of the customer.
References:
2. Cadotte, E, R, R.B.Woodruff and Jenkins, R.L (1987)- Expectations and norms in models of consumer satisfaction, journal of marketing research, 24, Aug. pp 305-314.
3. Churchill, G.A and Surprenant, C (1982) - An investigation into the determinants of customer satisfacti Folkes, V. (1984) –
4. Churchill, G.A and Surprenant, C (1982) - An investigation into the determinants of customer satisfaction, journal of marketing research, 19, Nov, pp. 491- 504.
5. Consumer reactions to product failure: an attribution approach”, Journal of Consumer Research, Vol. 10, March, pp. 398-409.on, journal of marketing research, 19, Nov, pp. 491- 504.
6. Coyne, K. (1989) – “Beyond service fads- meaningful strategies for the real world”, Sloan Management Review, Vol. 30, Summer, pp. 69-76.
8. Dyche Jill (2002) The CRM handbook: A Business Guide to Customer Relationship Management. Addison-Wesley
10. Fisk, R.P. and Young, C.E. (1985) - “Disconfirmation of equity expectations: effects on consumer satisfaction with services”, in Hirschman, E. and Holbrook, H. (Eds), Advances in Consumer Research, Association for Consumer Research, Provo, UT
11. Fornell, C. (1992) - A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56, 6-21.
14. Gerpott, T. J. (1998)- Wettbewerbsstrategien im Telekommunikationsmarkt (3rd ed.). Stuttgart: Schaffer-Poeschel.
15. Gerpott, T.J., Rams, W., and Schindler, A., (2001) – “Customer retention, loyalty, and satisfaction in the German mobile telecommunications market, Telecommunications Policy, Vol. 25 No. 4, pp.249 – 269.
18. Greenberg Paul (2000), CRM at the speed of time---Capturing and Keeping Customers in Internet Real Time. Osborne/McGraw-Hill
21. Gustafsson anders, Johnson Michael D., and ros inger, 2005, ‘the effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention’,American marketing association, ISSN:0022-2429 (print), 1547-7185 (electronic).
22. Heskett, J.L., Sasser, W.E. Jr. and Schlesinger, L.A. (1997)- The Service Profit Chain, Free Press, New York, NY.
23. Hill, N. and Alexander, J. (2000) – Handbook of customer satisfaction and loyalty measurement, 2nd ed., Gower Publishing Ltd., England.
24. Homburg, C., & Bruhn, M. (1998). Kundenbindungsmanagement - Eine EinfuK hrung in die theoretischen and praktischen Problemstellungen. In M. Bruhn, & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement (pp. 3}35).Wiesbaden: Gabler
25. Howard, J.A. and Sheth, J.N. (1969) - The Theory of Buyer Behavior, John Wiley & Sons, New York, NY.
27. Hunt, H.K. (1982) - “ A “10” based on expectations, but normatively a 3.6371”, in Day, R.L. and Hunt, H.K. (Eds), Proceedings of the 7th Annual Conference on Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, University of Tennessee, Knoxville, TN, October, pp. 130-31.
30. Johan Johansson and Fredrik Strom “ customer relationship management” 2002:016 SHU-ISSN:1404=5508
31. Jones, T.O. and Sasser, W.E. Jr (1995) – “Why satisfied customers defect”, Harvard Business Review, Vol. 73, November-December, pp. 88-99
33. Kalakota Ravin et al (2000), e-Business 2.0: roadmap for success. Addison-Wesley Pub Co Addison-Wesley Pub Co.
34. Kaufman, M. 2001, Customer Relationship Management: The Ultimate Guide to the Efficient Use of CRM, Amacom;
35. Keith, R.J. (1960) – “The marketing revolution'', Journal of Marketing”, Vol. 24, January, pp. 35-8.
36. Kim, H. (2000) - The churn analysis and determinants of customer loyalty in Korean mobile phone. Korean Information Society Review, 2000, 1–18.
37. Lacroix, H. 1996, Etes vous vraiment oriente client?, Paris, Ed. Dunod;
38. Lewis, R.C. (1987) – “The measurement of gaps in the quality of hotel services”, International Jour Levesque, T. and McDougall, G.H.G, (1996) - “Determinants of customer satisfaction in retail banking”, International Journal of Bank Marketing, Vol. 14 No. 7, pp. 12-20.nal of Hospitality Management, Vol. 6 No. 2, pp. 83-8.
39. Lonergan, D., Swain, W., Guy, A., Yunus, F., Jackson, J., Mallinson, K., et al. (2004). Asia-Pacific Region to drive global wireless revenue. The Yankee Group Report, Boston, MA, USA.
41. Maslow, A.H. (1943) – “A theory of human motivation”, Psychological Review, Vol. 1, pp. 370-96.
42. McDougall, H.G., and Levesque, T (2000) – “Customer satisfaction with services: putting perceiv McDougall, G. and Levesque, T. (1992) – “The measurement of service quality: some methodological issues”, 2nd International Research Seminar in Service Management, La-Londe-Les Maures, France, pp. 410-31ed value into the equation”, Journal of Services Marketing, Vol., 14 No. 5, pp. 392-410
43. Mclaughlin Michele (2001), Your face to the Customer:What if it is wrong? Managing CRM risks.
45. Nykamp, M. (2001). The customer differential: The complete guide to implementing customer relationship management. New York: AMACOM.
46. Oliver, R.L. (1981) – “Measurement and evaluation of satisfaction process in retail setting”, Journal of Retailing, Vol. 57, pp. 25-48.
47. Oliver, R.L. (1989) - “Processing of the satisfaction response in consumption: a suggested framework and research propositions”, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol. 2, pp. 1-16.
48. Oliver, R.L. (1993) –“Cognitive, affective and attribute bases of the satisfaction response”, Journal of Consumer Research, Vol. 20, December, pp. 418-30.
49. Oliver, R.L. (1996) - Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
50. Oliver, R.L. (1999) - “Whence customer loyalty?” Journal of Marketing, Vol. 63, pp. 33-44.
51. Olshavsky, R.W. and Miller, J.A. (1972) – “Consumer expectations, product performance and perceived product quality”, Journal of Marketing Research, Vol. 9, February, pp. 19-21
52. Olson, J.C. and Dover, P. (1979) – “Disconfirmation of consumer expectation through product trial”, Journal of Applied Psychology, Vol. 64, pp. 179-89.
53. Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1991a) – “Refinement and reassessment of the SERVQUAL scale”, Journal of Retailing, Vol. 67, Winter, pp. 420-50
54. Parker, C., and Mathews, B.P., (2001) – “Customer satisfaction: contrasting academic and consumers' interpretations”, Marketing Intelligence and Planning, 19/1, pp. 38-44.
55. Peterson, R.A. and Wilson, W.R. (1992) – “Measuring customer satisfaction: fact and artifact”, Journal of the Academy of Marketing Science, Vol. 20, pp. 61-71.
56. Philip Kotler, Gary Armstrong, John saunders, Veronica wong “ principle of marketing” – 3rd European edition 2001. Published by: financial times and prentice hall. Chapter 1 page 5-8 Chapter 11_ page 405; page 409- 410; page 411 -412
57. Pizam, A. and Ellis, T. (1999) – “Customer satisfaction and its measurement in hospitality enterprises”, International Journal of Contemporary Hospitality Management 11/7 [1999] 326-339.
58. Pizam, A. and Ellis, T. (1999) – “Customer satisfaction and its measurement in hospitality enterprises”, International Journal of Contemporary Hospitality Management 11/7 [1999] 345-349.
59. Pizam, A. and Ellis, T. (1999) – “Customer satisfaction and its measurement in hospitality enterprises”, International Journal of Contemporary Hospitality Management 11/7 [1999] 356-369.
60. Porter, L.W. (1961) – “A study of perceived need satisfaction in bottom and middle management jobs”, Journal of Applied Psychology, Vol. 45, pp. 1-10
61. Reichheld, F.F. (1996) - The Loyalty Effect, Harvard Business School Press, Boston, MA.
63. Rust, R.T. and Oliver, R.L. (1994) – “Service quality insights and managerial implications from the frontier”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality New Directions in Theory and Practice, Sage, CA.
65. Storbacka Kaj (2001), Customer Relationship Management: Creating Competitive Advantage Through Win-Win Relationship Strategies. Mc Graw Hill Education
66. Strategic management website-2005 (the main page –april 2005)
69. Tariq mohiuddin ahmed “ internet and customer relationship management in SME’s.”2005:087 SHU – ISSN: 1404-5508 –ISRN: LTU-SHU-EX—05/087-SE.LUTH WEBSITE.
70. Turel, O. and Serenko, A. (2006) - Satisfaction with mobile services in Canada: An empirical investigation, Telecommunications Policy 30 (2006), pp.314–331, 2006
72. Vavra, T.G. (1997) - Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs, ASQ Quality Press
73. Vavra, T.G. (1997) - Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs, ASQ Quality Parker, C., and Mathews, B.P., (2001) – “Customer satisfaction: contrasting academic and consumers' interpretations”, Marketing Intelligence and Planning, 19/1, pp. 38-44.Press
74. Weiner, B. (1985) – “An attributional theory of achievement motivation and emotion”, Psychological Review, Vol. 92, October, pp. 548-73.
75. Westbrook, R. and Reilly, M.D. (1983) –“Value- percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction”, in Bagozzi, R.P. and Tybout, A.M. (Eds), Advances in Consumer Research, Association for Consumer Research, Ann Arbor, MI, pp. 256-61
76. Wiele, T. Vander, Boselie, P. and Hesselink, M., 2002- Empirical evidence for the relationship between customer satisfaction and business performance, Managing Service Quality, Vol. 12, No. 3, pp.184-93.
77. Wilfert, A. (1999)- Der Wettbewerb auf dem Mobilfunkmarkt in Deutschland. In D. Fink, & A. Wilfert (Eds.), Handbuch Telekommunikation und Wirtschaft (pp. 187}202). MuK nchen: Vahlen.
78. William, R. and Bertsch, B. (1992) – Quality leadership in Taiwan. Phillips International Corporate Quality Bureau, Eindhoven
79. Yi, Y. (1990) – “A critical review of consumer satisfaction”, in Zeithaml, V.A. (Ed.), Review of Marketing, American Marketing Association, Chicago, IL, pp. 68-123
80. Zeithaml, V., Parasuraman, A. and Berry, L.L. (1990) - Delivering Quality Service, The Free Press, New York, NY.
Questionnaire:
Dear Participant,
I am writing to ask for your help with an important and interesting study being conducting by the student of Masters in Business Administration in Superior University Lahore Pakistan. Your valuable response will help to better understand the implementation of Customer Relationship Management on customer satisfaction in telecommunication sector of Pakistan
It will be highly appreciated if you will provide your personal information. And I assure you that this information will be kept confidential. All answer will require a simple tick.
Thank you very much for your kind assistance in this study.
Regards,
Muhammad bilal
MBP 8219
Superior University of Lahore.
1. Education:
a) Inter
b) graduates
c) Master
d) Above
2. Age:
a) 15 to 20
b) 21 to 30
c) 31 to 40
d) 41 to above
3. Gender
a) Male
b) Female
4. Occupation:
a) Public employment
b) Private employment
c) Self-employment
d) Student
e) Unemployed
- Which of the mobile operators do you subscribe to
a) Ufone
b) Telenor
c) Warid
d) Zong
e) Mobilink
6. Please rate your satisfaction of this service on the following:
1) Very satisfied 2) satisfied 3) normal 4) dissatisfied 5) very dissatisfied
| | 1 | 2 | 3 | 4 | 5 |
| Network service | | | | | |
| Coverage | | | | | |
| Cards availability | | | | | |
| Quality | | | | | |
7. Please select the following
1) Strongly agree 2) agree 3) average 4) disagree 5) strongly disagree
| | 1 | 2 | 3 | 4 | 5 |
| Service quality | | | | | |
| The front line employee is always willing to help you. | | | | | |
| The network always give quickly response to the complains | | | | | |
| The network is consistent for providing good service quality | | | | | |
| The upper manager response to any problem of the customers | | | | | |
| The network providing information about the new package | | | | | |
| Price | | | | | |
| The calling rates offered by the network are reasonable | | | | | |
| The network give new package with low call cost | | | | | |
| Brand image | | | | | |
| I use this network because of the high reputation | | | | | |
| The network provide good image to the customer | | | | | |
| I feel good by using the network | | | | | |
| Trust | | | | | |
| The billing system is trustworthy | | | | | |
| The reputation of the network is trustworthy | | | | | |
| Satisfaction | | | | | |
| I am satisfied with overall service quality | | | | | |
| I am satisfied with the performance of the frontline employee | | | | | |
| I am comfortable with the relationship | | | | | |
| Customer loyalty | | | | | |
| I want to continue with this service for a long time | | | | | |
| If another operation give low call rate, I will continue using my old network | | | | | |
| I will encourage my friend and family to use this service | | | | | |
| To me, this service provide all things needed | | | | | |
8. Overall, how satisfied are you with the use of the service
a) Very satisfied
b) Satisfied
c) Normal
d) Dissatisfied
e) Very dissatisfied
Author please contact me .... I wanna discuss something about your thesis :) Shall be grateful to you ....
ReplyDeleteHit me at email
amannan27@gmail.com
nice blog!!!
ReplyDeleteCrm customer relationship management-Newyork USA,
Great Blog... The information you shared is very effective for learners I have got some important suggestions from it, Keep Sharing such a nice blog.
ReplyDeleteCrm customer relationship management-Newyork USA,