Marketing Mix, Customer Satisfaction and Loyalty: An Empirical Study of Telecom Sector in Bhutan

Yogesh Verma ., Dr. Maithili R. P. Singh .

Abstract


Telecom sector in Bhutan is still in evolving stage. The first network line was made operational in 1963. The study of marketing mix, customer satisfaction and loyalty is important for framing new policies and analysing growth of any service industry. There is nearly no study focusing on these variables especially in telecom sector of Bhutan. So the study attempts to fill the research gap. The study focuses on relationship and impact of marketing mix on customer satisfaction. Study also analyse the impact of customer satisfaction on customer loyalty. Data has been collected from Gedu town located in Chukha district in Bhutan. A total of one hundred one questionnaires were filled by different respondents. Different statistical tools like correlation, regression and t-test were used to analyze the collected data. Results revealed significant and positive correlation among variables under study i.e., marketing mix, customer satisfaction and loyalty. Further, no difference in customer satisfaction was found for public and private telecom service providers in Bhutan.

Abdullah, H. N., & Hilmi, M. F. (2014). Service Quality as Determinat of Customer Loyalty. International Journal of Business and Innovation, 1(6), 1-11.

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.

Biggs, P., & Kelly, T. (2006). Broadband pricing strategies. Info, 8(6), 3-14.

Borden, N. H. (1964). Science in Marketing, George Schwartz (Ed.). New York: John Wiley.

Chakraborty, S., & Sengupta, K. (2014). Structural equation modelling of determinants of customer satisfaction of mobile network providers: Case of Kolkata, India. IIM Management Review, 26(4), 234-248.

Consuegra, D. M., Molina, A., & Esteban, A. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in the service sector. Journal of Product & Brand Management, 16(7), 459-468.

Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Re-examination and extension. Journal of Marketing, 56(3), 55-68.

Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China. International Journal of Information Management, 30(4), 289-300.

Eshghi, A., Haughton, D., & Topi, H. (2007). Determinants of customer loyalty in the wireless telecommunications industry. Telecommunications Policy, 31(2), 93-106.

Field, A. (2005). Discovering statistics using SPSS. New Delhi: Sage Publications.

Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25(4), 249-269.

Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27-42.

Hutcheson, G. D., & Moutinho, L. (1998). Measuring preferred store satisfaction using consumer choice criteria as a mediating factor. Journal of Marketing Management, 14(7), 705-720.

Jain, P. (2013). Telecommunication Service Quality Assessment: A Comparative Study of Bharat Sanchar Nigam Limited and Reliance Communications Limited. Asia-Pacific Journal of Management Research and Innovation, 9(1), 99-106.

Jain, P. (n.d.). Telecommunication Service Quality Assessment: A Comparative Study of Bharat Sanchar Nigam Limited and Reliance Communications Limited. Asia-Pacific Journal of Management Research and Innovation, 99-106.

Kezang, K., & Whalley, J. L. (2004). Telecommunications in the land of the Thunder Dragon: recent developments in Bhutan. Telecommunications Policy, 28(11), 785-800.

Khan, I. (2012). Impact of Customers Satisfaction and Customers Retention on Customer Loyalty. International Journal of Scientific & Technology Research, 1(2), 106-110.

Khurshid, M. (2013). Determinants of Customer Loyalty, its causes and influences in Telecom Industry. International Review of Social Sciences, 1(1), 1-12.

Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.

Lai, T. L. (2004). Service Quality and Perceived Value’s Impact on Satisfaction, Intention and Usage of Short Message Service (SMS). Information Systems Frontiers, 6(4), 353-368.

Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone service in France. Journal of Services Marketing, 15(1), 35-48.

Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 12(3), 177-194.

Munnukka, J. (2005). Dynamics of price sensitivity among mobile service customers. Journal of Product & Brand Management, 14(1), 65-73.

Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343.

Sathish, M., Kumar, K. J., & Jeevanantham, K. J. (2011). A study on consumer switching behaviour in cellular service provider: A study with reference to Chennai. Far East Journal of Psychology and Business, 2(2), 71-81.

Singh, M. (2012). Marketing mix of 4P’S for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45.

Srinuan, C., Srinuan, P., & Bohlin, E. (2013). Pricing strategies and innovations in the Thai mobile communications market. Info, 15(1), 61-77.

Upadhyaya, R. C., & Sharma, V. (2012). Customer satisfaction with network performance of BSNL and Airtel operating in Gwalior division (M.P.). IOSR Journal of Business and Management (IOSR-JBM), 4(3), 18-21.

Wirtz, J. (2003). Halo in customer satisfaction measures. International Journal of Service Industry Management, 14(1), 96-119.



Keywords


Marketing mix, Customer satisfaction, Customer loyalty, Telecom Sector, Bhutan

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References


Abdullah, H. N., & Hilmi, M. F. (2014). Service Quality as Determinat of Customer Loyalty. International Journal of Business and Innovation, 1(6), 1-11.

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.

Biggs, P., & Kelly, T. (2006). Broadband pricing strategies. Info, 8(6), 3-14.

Borden, N. H. (1964). Science in Marketing, George Schwartz (Ed.). New York: John Wiley.

Chakraborty, S., & Sengupta, K. (2014). Structural equation modelling of determinants of customer satisfaction of mobile network providers: Case of Kolkata, India. IIM Management Review, 26(4), 234-248.

Consuegra, D. M., Molina, A., & Esteban, A. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in the service sector. Journal of Product & Brand Management, 16(7), 459-468.

Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Re-examination and extension. Journal of Marketing, 56(3), 55-68.

Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China. International Journal of Information Management, 30(4), 289-300.

Eshghi, A., Haughton, D., & Topi, H. (2007). Determinants of customer loyalty in the wireless telecommunications industry. Telecommunications Policy, 31(2), 93-106.

Field, A. (2005). Discovering statistics using SPSS. New Delhi: Sage Publications.

Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25(4), 249-269.

Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27-42.

Hutcheson, G. D., & Moutinho, L. (1998). Measuring preferred store satisfaction using consumer choice criteria as a mediating factor. Journal of Marketing Management, 14(7), 705-720.

Jain, P. (2013). Telecommunication Service Quality Assessment: A Comparative Study of Bharat Sanchar Nigam Limited and Reliance Communications Limited. Asia-Pacific Journal of Management Research and Innovation, 9(1), 99-106.

Jain, P. (n.d.). Telecommunication Service Quality Assessment: A Comparative Study of Bharat Sanchar Nigam Limited and Reliance Communications Limited. Asia-Pacific Journal of Management Research and Innovation, 99-106.

Kezang, K., & Whalley, J. L. (2004). Telecommunications in the land of the Thunder Dragon: recent developments in Bhutan. Telecommunications Policy, 28(11), 785-800.

Khan, I. (2012). Impact of Customers Satisfaction and Customers Retention on Customer Loyalty. International Journal of Scientific & Technology Research, 1(2), 106-110.

Khurshid, M. (2013). Determinants of Customer Loyalty, its causes and influences in Telecom Industry. International Review of Social Sciences, 1(1), 1-12.

Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.

Lai, T. L. (2004). Service Quality and Perceived Value’s Impact on Satisfaction, Intention and Usage of Short Message Service (SMS). Information Systems Frontiers, 6(4), 353-368.

Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone service in France. Journal of Services Marketing, 15(1), 35-48.

Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 12(3), 177-194.

Munnukka, J. (2005). Dynamics of price sensitivity among mobile service customers. Journal of Product & Brand Management, 14(1), 65-73.

Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343.

Sathish, M., Kumar, K. J., & Jeevanantham, K. J. (2011). A study on consumer switching behaviour in cellular service provider: A study with reference to Chennai. Far East Journal of Psychology and Business, 2(2), 71-81.

Singh, M. (2012). Marketing mix of 4P’S for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45.

Srinuan, C., Srinuan, P., & Bohlin, E. (2013). Pricing strategies and innovations in the Thai mobile communications market. Info, 15(1), 61-77.

Upadhyaya, R. C., & Sharma, V. (2012). Customer satisfaction with network performance of BSNL and Airtel operating in Gwalior division (M.P.). IOSR Journal of Business and Management (IOSR-JBM), 4(3), 18-21.

Wirtz, J. (2003). Halo in customer satisfaction measures. International Journal of Service Industry Management, 14(1), 96-119.


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