Influencing Customer Perception in the Mobile Telecommunication Services

Abstract

The opinions, feelings, and beliefs customers have about a brand are termed as customer perception. Customer perception plays an important role in building customer loyalty; and brand reputation and awareness. The aim of the study is to evaluate the influence of the companies of mobile telecommunication services on customer perception.

Currently, telecommunication industries have made rebellion in the world such as mobile phone devices which now become a part of our daily life during the last few years. It not only provides great help to us (as users) by allowing the occasion to access from anywhere in the world but also become an important part of business, society, and commerce as well. The use of the mobile phone was introduced in Bangladesh in the middle of 1989 by the City Cell Company. Now over time, another five mobile operators including Grameenphone, Banglalink, Robi, Airtel, and Teletalk have been introduced in the market. The function of mobile is not only communication but also its communicative use it spread with value-added service after the internet started generally.

In this study, five variables were used to evaluate the customer perception of mobile phone operators in Bangladesh. They are consumer perception, brand reputation, brand quality, brand preference, and brand price. Through this research, we have tried to find out and evaluate consumer perception levels with mobile operators’ value-added services. Most of the respondents think that mobile operators are charging higher prices for their packages. They are not providing the services as opposed to their changes from the subscribers. Based on the findings, several avenues are identified for further development by mobile phone operators in Bangladesh.