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.
Delimitations and Limitations
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
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