Exploring Multi-Dimensional Metrics for Assessing Customer Satisfaction in the Pakistani Cellular Industry
- سال انتشار: 1403
- محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 17، شماره: 4
- کد COI اختصاصی: JR_JIJMS-17-4_004
- زبان مقاله: انگلیسی
- تعداد مشاهده: 122
نویسندگان
Office of the Registrar, University of Okara, Punjab, Pakistan
Department of Business Administration, The Islamia University Bahawalpur, Bahawalnagar Campus, Punjab, Pakistan
چکیده
In Pakistan's intensely competitive mobile market, cellular service providers' profitability and long-term viability are largely dependent on customer satisfaction. As a result, this study looks into the various factors that influence customer satisfaction with Pakistan's cellular service providers, with a particular emphasis on factors like brand image, network coverage and quality, price fairness, sales promotion, and service quality. For this study, data from ۵۰۰ potential customers of Pakistan's four mobile phone providers—Jazz, Telenor, Zong, and U-Fone—was acquired using a stratified sampling technique. Further data analysis included a two-stage structural modeling methodology. The structural model was used to evaluate the relationship between the underlying variables, while the measurement model was utilized to evaluate the validity and reliability. According to the survey, customer satisfaction is significantly and favorably impacted by brand image, network coverage and quality, sales promotion, and service quality. Pricing, on the other hand, had a negative and considerable impact on customer satisfaction among Pakistani cellular providers. This study examines how multi-dimensional metrics might be used to measure customer satisfaction in the Pakistani cellular industry.کلیدواژه ها
Brand image, Customer Satisfaction, Network Coverage & Quality, Sale Promotions, and Service Qualityاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.