CHAPTER I

INTRODUCTION
1.1 Background

The growth of internet service and information technology (IT) has significant
impacts in various aspects. Nowadays, applying information technology improves the
productivity and enhances efficiency in business. In addition, using high-tech devices
associated with Internet connection facilitated communication as well as changed the
way people entertain. In order to compete with other rivals, enhance the business
performance, retain current customers and attract the new ones, Internet Service
Providers need to have appropriate strategies and focus on customers need; increasing
level of customer satisfaction is the crucial issue that can help the Internet Service
Provider has competitive advantage over the others (Fornell, 2010).

Customer satisfaction is supposed to be the most essential weapons for provider

to overcome other rivals because it’s major reason that affects customer’s retention.
The Internet Service Providers which fulfill customers need may expect higher profit
and increase the market share. Rising customer satisfaction may lead to customer
loyalty and therefore support creating business’s profitability because the cost of
attracting new customers usually greater than retaining current customers of internet
service (Reichheld, 1996).

Customer’s satisfaction is a crucial antecedent in having customer retention as it

can influences considerably to customer’s attitude to remain a relationship with
businesses. Most firms realize that the higher level of customer’s satisfaction, the
higher profit they may gain. Because when the level of customer’s satisfaction is
increasing, that means they are more likely to continue using products and services
offered and they are more loyal with businesses. The most significant influence on
customer’s loyalty is satisfaction, followed by company’s reputation and switching
costs. However, since the development of society and the availability of information
source, what customer’s need and how they satisfy are not understandable (Nysveen,
1999).
Service quality is becoming one of the most important aspects in the field of
services. Customers are now more aware of the level of the service they get which has

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led the organization to give more attention to the level of the service they provide to
their customers in order to be able to get more satisfaction which can lead to better
loyalty from customers. Due to the exceptional rivalry and the antagonistic vibe of
natural components, service quality has turned into a foundation advertising
procedure for organizations. This features how vital enhancing service quality is to
associations for their survival and development since it could enable them to handle
these difficulties they look in the aggressive markets. This implies benefit based
organizations are constrained to give astounding service to their clients with a specific
end goal to have a reasonable upper hand. There is in any case, a requirement for
these associations to comprehend what service quality is with a specific end goal to
achieve their destinations (Khatibi, 2002).
Service providers often seek to understand what external or internal customer
care about or are concerned about. Product quality, or service quality count and they
are a good guess. This is also a concern for most customers. As defined by
Parasuraman et al. (1988), service quality is the evaluation of a service by customers
achieved by comparing its actual performance and the genera expectations of its
performance. It can also refers to the difference in expectations by customers
regarding its performance and its actual performance. Parasuraman et al. (1988)
identified five dimensions of service quality identified as SERVQUAL dimensions:
tangibles, reliability, assurance, empathy and responsiveness. Tangible concerns the
appearance of equipment, physical facilities, communication materials and personnel.
This dimension translates to the appearance and interior of the organization. It signals
quality and conveys the image of a firm. Reliability concerns the ability of service to
dependably and accurately perform the promised service or delivering on its promises.
According to Zeithaml et al. (2006) noted that reliability as a dimension of
service quality is critical as customers often want to companies that implicitly
communicate and keep to their promises. Responsiveness refers to the willingness to
offer prompt service and help customers. It is concerned with customers’ requests,
complaints and questions attentively and promptly. A responsive firm often
communicates with them and how long it takes to deal with their problems or answer
their questions. Assurance refers to the employees’ courtesy and knowledge and their
ability to convey confidence and trust to customers. Lastly, empathy refers to the
caring and individualized attention provided by affirms to its customers. Empathy can
be offered in several ways: knowing customers’ name, their needs and preferences.

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 Customer satisfaction has played a big role in the market share as well as in the
company investment. Researches in the field have proposed several definitions of
customer satisfaction. Many definitions focus on the disconfirmation of all
expectations. Some theories explain how customer satisfaction relates to customer
needs, where a customer will be satisfied once he or she feels satisfied with the
product offered to them. Many times the customers have expectations towards a given
product. After buying a product, a customer will expect the new product to meet his
expectation. In situations where the expectations towards the product are not met, the
customer will be dissatisfied (Harr, 2008).
Customer satisfaction is redefined by considering the response towards
fulfillment. Customer satisfaction refers to judging the features of the product or
service and ensuring that the service or the product offers pleasurable consumption
levels that are linked to fulfillment. In this regard, measurements of customer
satisfaction consider satisfaction of needs as well as expectations. The term
satisfaction comes from the word comfort, which relates to the satisfaction level with
no excitement. Customer satisfaction relates to contentment, which involves passive
response where customers would be less involved emotionally. Even though the
definition of satisfaction touches on contentment, the presentation of a pleasant
product say food, may elicit high to moderate arousal effect that may cause happiness
and joy (Oliver, 1997).
Satisfaction has also been linked to the feeling of delight. Delight, in this case,
refers to an individual developing a surprise in a positive way. If a customer was
contented with a given product or service and the service goes through some
challenges and creates a discomfort, the customer will be dissatisfied. If for some
reasons the service is recovered the customer will experience relief. To put it
differently, dissatisfaction model has no place for the complexities of customer
satisfaction. In fact, a customer who buys a cell phone is likely to be influenced by
myriad of factors that influence the product such as users’ experience, the treatment
given to him by the sales person, and after sale service. While a customer may be
satisfied by a single aspect of the product, he or she is likely to be dissatisfied with
other components of the product causing conflicting feelings on the overall product.
In addition several components in a product tend to influence customer satisfaction in
a different way. For instance, a customer may be satisfied with aspect of the product
in the short run but not in the long run. Also, the same customer is likely to be

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dissatisfied with another component of the same product. In some situations, negative
evaluations on a product will influence the satisfaction for the customer (Vargo, 2008)
Satisfaction is influenced by satisfiers, neutrals, and dissatisfies. Accordingly,
the satisfiers influence the customer’s intrinsic needs, while dissatisfies influence the
extrinsic needs of customers. As such, customers have basic needs put in a rank of
satisfaction. Once the basic needs are satisfied, the customer will require other needs
to be satisfied. Customer satisfaction will be realized once the intrinsic needs are met.
Another customer satisfaction model considers it as a complete assessment of
accumulated consumption and purchase experience that reflects a comparison
between perceived rewards and the sacrifice experienced. In this context, sacrifice
include intangible costs such as energy and time spend to make arrangements and
reservations and the monetary costs involved in the purchase of a service (Iglesias,
and Guillen, 2004).
In reality, most Internet Service Providers appreciate the importance of
customer’s satisfaction with their service to help them promote a competitive
advantage and increase brand images in consumer’s eyes. Customer’s satisfaction is
vital and fundamental necessities in order to retain existing customers and make
shareholder values, which can affect company’s reputation and create customer’s
loyalty (Guo, 2009).
To fulfill the customer’s needs, company’s activities need to base on previous
experiences with products and services which resulting in existing customers and
attracting the new ones. Regarding to the service marketing area in general or internet
service in particular, customer satisfaction is believed that it plays the primary role in
business strategies and service quality is a core element for any businesses to generate
profit and enhance the level of customer loyalty. In context of Internet Service, when
internet users are satisfied with quality of internet service or have positive perception
with received values from service, they are likely to continue using more regularly. In
contrast, if internet users intend to gather information or use service about another
Internet Service Providers, it means that they feel unhappy or dissatisfied with current
providers. For that reason, Internet Service Providers have to consider this issue and
find out solutions to reduce customer dissatisfaction and improve the quality of
service offered to meet customer’s demand. So, the connection between customers
and their current service providers can be developed (Srinivasan, 2013).

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 In general, a variety of benefits arise when companies or service providers can
gain when having customer satisfaction such as generating profit, increasing long-
term relationship and commitment with customers, lowering marketing costs by
positive word-of-mouth from existing customers and increasing switching barriers to
stop customers from changing their service provider (Frederick F. Reichheld, 1996).
Several factors such as service quality, speed of internet and cost are important
for the choice of the customers towards internet service. These elements are also
considerably relevant to satisfaction of internet users. In addition, service quality,
corporate image, perceived value and trust directly influence overall customer
satisfaction (Laeheem, 2012).
Network Quality
Regarding to network quality provided by ISPs (Internet Service Providers), the
stability and transmission speed of internet service had significant impact on
customers’ mind to choose the internet service providers. In addition, server uptime of
the internet was examined to have influence on customer satisfaction (Wang, 2004).
Therefore, if ISPs want to have competitive advantage over other competitors, they
need to improve their services.

Cost
About perception of users about cost offered by ISPs, higher cost for better
service is usually accepted by the internet users. However, if another ISP offers a
more reasonable cost with same service quality, these customers will consider
changing. It proves that customers (internet users) take much attention to cost offered
for internet service and therefore the higher cost reduces the demand of users and vice
versa. In telecommunication sector, there is a direct linear impact between cost
perceptions and customer indifference on retention (Ranaweera, 2003). In the context
of Vietnam, the severe competition between ISPs made that influence of cost on
consumers to be more concerned.
Perceived Value toward Customer Satisfaction
Perceived value points out that success of products or services provided depends
mainly on perception of customer, whether these can satisfy them or not.. The
perceived value is subjective and varies among customers. In the telecommunication
sector, customers in general or internet users in particular who perceive their money
are worthy for services or products then being more satisfied with ISPs. A customer

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who prefers using a service from providers in a long time because they feel pleased
with current service quality and tends to use other services from that is providers
(Boulding, 1993).
Reliability
Customer satisfaction and loyalty can be achieved if a business’s staff play a
role in creating and maintain trust between customers and enterprises. When internet
users have trust on Internet Service from Provider, they are likely to continue using
other service offered by this firm without the need for advertising. Trust from
customers can be seen as a complement to satisfaction which ensures the relationships
between business and customers. Therefore, when internet users trust their preferred
brand, it will affect their decision of making a choice for further services offered but
Internet Service Provider in telecommunication sector (Hart, 1999).

WorldLink

WorldLink is the largest Internet and Network Service Provider in Nepal and
one of the most prominent IT companies. Founded in September 1995 with the aim of
providing Internet and IT services by its present Chairman and Managing Director,
Dileep Agrawal. WorldLink started off by providing store-and-forward e-mail
services over a dial-up link to the Internet in the US. In March 1997, WorldLink
started providing full Internet access over a dedicated leased-line to the Internet
backbone in the US through Teleglobe International. From September 1999 till June
2008, WorldLink has been connecting to the Internet over a direct satellite uplink
through its own VSAT terminal, thereby completely bypassing Nepal
Telecommunications Corporation, the local PTT.

At present WorldLink owns its own leased fiber backbone and buys IP
bandwidth from various IP transit locations of the world at Mumbai, Chennai,
Singapore and London interconnecting with various service providers like TATA,
Airtel, Singtel and Cogent. It also interconnects with various Internet Exchange like
NPIX in Nepal, Equinix in Singapore and LINX in London. Beside purchasing IP
transit WorldLink also partners with various Content Delivery Network (CDN) like
Google, Facebook and Akamai and host their servers serve the content locally.

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WorldLink operates state-of-the-art network built upon the network equipment
manufacturer like Nokia for DWDM, Juniper and Cisco for IP/MPLS Core and
Aggregation, Extreme Network in Switching, Nokia and Huawei for the Access side.
It operates the one of the finest and the largest fiber backbone and access network
across the country serving 63 districts providing services like high speed Internet up
to 100Mbps along with HD IPTV services.

Over the past 20 years, WorldLink has grown from a small business to a
strong and stable corporation with professional staff and a strong customer base. The
company has also positioned itself as a complete IT service provider rather than just
an ISP, by providing services such as data connectivity, network integration and
consulting, web hosting and development, hardware sales and maintenance, and
software development and systems integration through its partnership with WorldLink
Technologies Pvt Ltd. Our success as an excellent service provider is exemplified by
the satisfaction of our customers, which include such reputed names as the United
Nations, American Embassy and the Government of Nepal.

WorldLink is a success story, the likes of which are usually found in the
Silicon Valley. It has thus served as a role model for other startup IT companies. It
has demonstrated to young entrepreneurs that IT is the wave of the future, even in a
relatively small market like Nepal. It has undoubtedly contributed to the ongoing IT
revolution visible in this small Himalayan country. In recognition of its contribution,
Nepal Government has invited WorldLink to be a part of IT taskforces such as the
National IT Infrastructure Development Committee and contribute to the development
of IT in the country.

1.2 Scope of the Study

The accessibility of high-speed internet is considered to be a primary factor to

increasing the competitiveness of firms and enhancing economic growth. Many
internet service providers try to acquire new users with the aim to expand market
share and retain existing customers at the same time. Understanding the customer’s
needs and focusing on internet users therefore are necessary for ISPs to achieve these
above objectives. Exploring customer’s perception toward Internet Service through
this research helps ISPs to know about attributes of Internet Service Quality which

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significantly affect customer’s satisfaction. So, they can have methods to upgrade
facilities, improve service quality, innovate the customers care service and satisfy the
internet user’s need better.
Moreover, the result in this research can be seen as references which help the
managers of ISPs have a general and clear view about WorldLink Internet Service
Quality and the core elements maintaining customer’s satisfaction and creating
positive attitudes of users toward Internet Service. As a result, providers may make
suitable adjustments in order to improve the level of customer’s satisfaction and
loyalty and rise the probability to occupy the market share and create competitive
advantage as well. The research also contributes to clarify the measurement of
internet service quality in Surkhet valley in general. Besides, it plays a role for further
research in this field.

1.3 Objectives of the Study

The objectives of this study are as follows:

1. To find out the impacts of network quality of WorldLink internet service on

customer satisfaction.

2. To analyze the impacts of cost of WorldLink internet service on customer

satisfaction.

3. To assess the impacts of reliability of WorldLink internet service on customer

satisfaction.

4. To analyze the impacts of trustworthiness of WorldLink internet service on

customer satisfaction.

1.4 Research Questions of the Study

This study has tried to find out the answers of the following research
questions:

1. What is the impact of network quality of WorldLink internet service on customer

satisfaction?

2. In what ways does the cost of WorldLink internet service affect customer
satisfaction?

3. How does reliability of WorldLink internet service affect customer satisfaction?

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4. What is the impact of trustworthiness of WorldLink internet service on customer
satisfaction?

1.5 Conceptual Framework

A conceptual framework is a specific exploration of an aspect of the

theoretical framework. In other words, the conceptual framework is used to arrive at a
hypothesis. It is a bit like a recipe or a blueprint. It provides an outline of how to plan
to conduct a research, but it goes further than that by also positioning the work within
the larger field of research. Writing a conceptual framework cannot only help to guide
a thesis to ensure that a research stays on track, but it also helps to guide fellow
researchers or advisers who are analyzing the thesis.

This study has been carried out to find out the satisfaction of customers
towards WorldLink internet service in Surkhet valley. In this study, network quality,
cost, reliability and trustworthiness have been taken as the independent variables
while customer satisfaction towards internet service has been taken as the dependent
variable. On the basis of the objectives of the study, a conceptual framework has been
developed which is as follows:

Independent Variables
- Network quality
- Cost Dependent Variable
- Reliability
- Trustworthiness Customer Satisfaction

Figure 1: Conceptual Framework

Network Quality
In the field of telecommunications and internet service, network quality
comprises of requirements on all the aspects of a connection, such as service response
time, loss, signal-to-noise ratio, crosstalk, echo, interrupts, frequency response,
loudness levels, and so on. A subset of telephony requirements, which comprises
aspects of a connection relating to capacity and coverage of a network, for example
guaranteed maximum blocking probability and outage probability (Wayback
Machine, 2007).

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 Kim, K.-J. et al. (2007) aimed to identify the causal relationship among
network performance, customer satisfaction, and customer loyalty in the high-speed
internet service context. Using the data collected from 51 current users of a VDSL
service in Korea, this paper derives two types of the causal relationship models,
namely, cross-sectional model and longitudinal model. The modeling results are
discussed from both descriptive and prescriptive perspectives. . The high-speed
internet service has achieved a remarkable increase in penetration in recent years. In
order to survive in this competitive market, companies should continue to improve
their service performance. The high level of service performance is believed to be an
effective way to improve customer satisfaction and loyalty.

Cost
Cost is typically the expense incurred for making a product or service that is
sold by a company. Price is the amount a customer is willing to pay for a product or
service. The cost of producing a product has a direct impact on both the price of the
product and the profit earned from its sale (Murphy, 2020).
According to Cao, Gruca and Klemz (2003), the interaction between pricing
and customer satisfaction is of great interest to e-tailers given the challenges of
increasing margins and building a loyal customer base. The study models the
relationships between e-tailer pricing, price satisfaction, and satisfaction with the
ordering and fulfillment processes. The model is calibrated using data about book e-
tailers from BizRate.com and a database of market-basket prices. By providing a
satisfactory ordering process, e-tailers can somewhat ameliorate the negative effects
of higher prices and will have higher overall ratings for fulfillment satisfaction. This
is critical because fulfillment satisfaction creates loyal customers. As expected, higher
prices lead to lower price satisfaction, but the effect of price satisfaction on fulfillment
satisfaction was negative. This unexpected result has important implications for e-
tailers intending to compete based on low prices. Increased levels of price satisfaction
due to low prices do not positively affect satisfaction with the fulfillment process.
Therefore, competing on price may not be a viable long-term strategy for on-line
retailers.

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Reliability
Reliability is the quality of being reliable or of performing consistently well.
Reliable internet means that the users are able to meet any applicable deadlines as
needed. Users don’t have to struggle to keep their bandwidth high and won’t have to
worry about a deadline passing by.
Stiawan, Idris and Abdullah (2010) proposed an approach fundamental keys
factor to impact directly causing reliability aspect, which provides an analysis,
evaluation, and management of the reliability of systems in wide as the heterogeneity
of devices and the complexity of interconnection network. The aspect of availability,
performance and security have an important role in creating aspect to make high
reliability and that it can be still need improvement, especially in the internet services
system with many devices and applications systems. With this description and
analysis of expected service providers or companies that use information technology
as a primary strategies can make this as a framework in making the rules and policy.
This study we presented measurement influencing factors for make high reliability
especially of internet services. This factors not be separated is must combine to
integrated systems.

Trustworthiness
Trustworthiness is the ability to be relied on as honest or truthful.
Trustworthiness is a moral value considered to be a virtue.

Winne (2014) attempted to identify the impact of trustworthiness on customer

e-loyalty and customer e-satisfaction in Malaysia context. Trust, is tremendously
essential element of basic human feelings (e.g., sincerity) in addition to being an
element of website confidence in this digital world. In this regard, to enrich
consumer’s trust in the comprehensive virtual environment, e-service providers or e-
stores have to be trustworthy. In fact, trustworthy online stores itself may therefore
affect online consumer purchasing intention. In this study, commitment-trust theory is
used as the theoretical base to explain the impact of trustworthiness on customer e-
loyalty and customer e-satisfaction among Malaysian Internet users. The researcher
used smartPLS 2.0 (M3) as the main analytical tool to test the proposed hypotheses.
Three hundred ninety-five respondents participated in the study. Empirical results
indicated that trustworthiness is positively related to customer e-loyalty and e-

11
satisfaction. Several implications of the findings, limitations of the study and
directions for future research were discussed in further.

1.6 Research Methodology

This section is concerned with formulating the plans and procedures,
measurement instrument development, methods for data collection, analysis and
interpretation. It deals with justification the methodology used for finding solutions to
the research problems. The strategy of sampling design (i.e. universe of population,
sampling frame, and sample selection technique and sample size) has also been
discussed. It also describes the participating organization and outlines the methods
gathering the data, characteristics of data and statistical tools to be used to analyze the
data.

1.6.1 Research Design

Research design is a master plan specifying the methods and procedures for
collecting and analyzing the needed information. It consists of the structure for the
collection, measurement and analysis of the research data and aims at allocation of
limited resources for the crucial choices in the methodology. Research design includes
structure of the research problems and the plans of investigation in order to obtain
empirical evidences. The research design that the researcher adopted in this study was
the survey research design. Survey refers to the collection of data through different
methods such as interview or questionnaire. This method is widely used in research
process. With the help of survey, one can easily analyze the individuals' opinion on
certain topics. A survey may focus on opinions or factual information depending on
its purpose. All surveys involve administering questions to individuals. Survey
research design is an efficient method for systematically collecting data and
generalization the result. Therefore, this study adopted quantitative research design.

1.6.2 Population of Study

The target population for the study includes the customers of WorldLink
internet service in Surkhet valley.

1.6.3 Sampling Design

Sampling is the process of selecting units (e.g., people, organizations) from a
population of interest so that by studying the sample, we may relatively generalize our

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results back to the population. Choosing targeted individual in sample is important to
control the resource for data is suitable for research. The target group in this research
is person, individual using internet service in Surkhet valley. The process of sampling
was random to minimize bias in the sample.
Sample size is important in statistical analysis. The bigger sample size chosen
will facilitate the opportunity if significance because it reflect the population mean
more reliably. In this study, convenience sampling method was used to select the
sample. However, an excessive number of respondents can be costly. So, determining
sample size is necessary. This survey was conducted on 55 customers of WorldLink
internet service.

1.6.4 Data Collection Instrument

For this report, both the primary and secondary sources were used for data
collection.

i. Primary Source

This research used self-design questionnaires for the data collection. The survey
questionnaires were justified because it was affordable and effective way of collecting
information from a population in a short period of time and at a reduced cost. The
questionnaires also facilitated easier coding and analysis of data collection. The
closed ended questions ensured that the respondents were restricted to certain
categories in their responses. Thus, the major information of this research was
collected through primary source.

In this study, primary data was collected from the customers of WorldLink
internet service.

ii. Secondary Source

Secondary data refers to the data which is collected by someone who is

someone other than the user. Common sources of secondary data for social science
include censuses, information collected by government departments, organizational
records and data that was originally collected for other research purposes. The
secondary source of information was also applied in this research. This source was
used while preparing literature review and other places. The major sources of
secondary information were website of the bank, books, journals, and articles.

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1.6.5 Questionnaire Development
Questionnaire has been developed in Nepali and English language because all
the respondents were not to understand English language. Some questions were self-
developed and some have been adopted from previous researches. Most of the
questions have been formulated in close-ended patterns. All questions have been
formulated in multiple choice categories questionnaire. Out of them, 7 questions were
respondents profile questions and 11 were subject related questions.

1.6.6 Questionnaires Administration

Direct communication has been made with the respondents to collect
information and discuss about the survey work. Then the respondents were requested
to set the proper time for visit. Same size of the survey was 55 users of WorldLink
internet. Questionnaires were self-administered to the customers of different products
individually. Based on this, all the questions were self-filled up.

1.6.7 Data Analysis and Presentation

Preliminary cleaning and formatting is the first step in the data preparation.
For the analysis of data, frequency, percentages were used to describe the nature of
data. After analysis of each question, the figures have been shown in different table as
per the requirement of the subject matter.

1.7 Limitations of the Study

Today's world is dynamic. Everything existing here are of limited characters.

Every principle, role, formula and conditions are applied within limitations. Likewise,
this study cannot escape from limitations. Therefore, the limitations of this study are
as follows:

1. This study was limited to only the customers of WorldLink internet service in
Surkhet valley.

2. The respondents were limited upto 55 only.

3. The study is based on the primary data.

4. The data were collected from the customers of WorldLink internet service.
Therefore, the data may not be generalized to other group of customers.

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1.8 Organization of the Study
This study has been organized within the following chapters:

Chapter I: Introduction
Chapter I has included the background of the study, justification of the study,
objective of the study, research question of the study, conceptual framework of the
study, research methodology, limitations of the study and organization of the study.

Chapter II: Data Presentation and Analysis

Second chapter includes the presentation and analysis of data. This chapter
also includes the finding of the result.

Chapter II: Summary, Conclusion and Recommendations

Third chapter includes the summary, conclusion and recommendations.

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 CHAPTER II
PRESENTATION AND ANALYSIS OF DATA
This chapter includes data presentation, analysis of data and findings. The
personal information of the respondents and presentation of data is done using tables,
figures and percentages. This study used the primary data collected by the
questionnaires provided at annex. These questionnaires were asked with the
customers of internet service and the impacts of WorldLink internet service on
customer satisfaction

The data collected through primary sources are presented in the following sub-
sections. The data are divided into two parts. The first is the personal information of
the respondents whereas the second part is related to the WorldLink internet service
and its impacts on customer satisfaction. The data are presented as follows:

2.1 Age Status of the Respondents

This question measured the age of the respondents. To collect the information
from the respondents regarding the age, 15-24 years, 25-34 years, 35-44 years and 45
years and above options were used. The following table shows the detail information
of the respondents on the basis of age.

Table 1: Age Status of the Respondents

Age Status Frequency Percent

15-24 years 21 38.18
25-34 years 18 32.73
35-44 years 11 20.00
45 years and above 5 9.09
Total 55 100.00
Source: Field Survey, 2076

Table 1 shows that 38.18 percent of the respondents were 15-24 years of age,
32.73 percent were 25-34 years of age, 20 percent were 35-44 years of age and 9.09
percent were 45 years and above of age. The data shows that majority of the
respondents were 15-24 years of age.

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 The above data have also been presented in figure as follows:

25 21
18 No.

No. of Respondents
20
15 11
10
5
5
0
15-24 years 25-34 years 35-44 years 45 years and
above
Age of the Respondents

Figure 2: Age Status of the Respondents

2.2 Gender Status of the Respondents

This question measured the gender status of the respondents. To collect the
information regarding their gender status, male and female options were used. The
following table shows the information of the respondents on the basis of their gender
status.

Table 2: Gender Status of the Respondents

Gender Frequency Percent

Male 51 92.73
Female 4 7.27
Total 55 100.00
Source: Field Survey, 2076

Table 2 shows that 92.73 percent were males and 7.27 percent were females.
The data shows that majority of the respondents were males.

The above data have also been presented in figure as follows:

7.27% Male
Female

92.73%

Figure 3: Gender Status of the Respondents

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2.3 Marital Status of the Respondents

This question measured the marital status of the respondents. To collect the
information from the respondents on marital status, married and unmarried options
were used. The following table shows the detail information of the respondents on the
basis of marital status.

Table 3: Marital Status of the Respondents

Marital Status Frequency Percent

Married 20 36.36
Unmarried 35 63.64
Total 55 100.00
Source: Field Survey, 2076

Table 3 shows that 36.36 percent of the respondents were married and 63.64
percent were unmarried. The data shows that majority of the respondents were
unmarried.

The above data have also been presented in figure as follows:

M arried
36.36%
63.64%
Unmaried

Figure 4: Marital Status of the Respondents

2.4 Caste Status of the Respondents

This question measured the caste of the respondents. To collect the

information from the respondents on caste, Brahman, Chhetri, Janajati and others
options were used. The following table shows the detail information of the
respondents on the basis of caste.

Table 4: Caste Status of the Respondents

Caste Status Frequency Percent

Brahman 12 21.82
Chhetri 22 40.00

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 Janajati 7 12.73
Others 14 25.45
Total 55 100.00
Source: Field Survey, 2076

Table 4 shows that 21.82 percent of the respondents were Brahmans, 40

percent were Chhetris, 12.73 percent were Janajatis and 25.45 percent were other
castes. The data shows that majority of the respondents were Chhetris.

The above data have also been presented in figure as follows:

25 22
No. of Respondents

20
14
15 12
10 7

5
0
Brahman Chhetri Janajati Others
Caste of the Respondents

Figure 5: Caste Status of the Respondents

2.5 Religious Status of the Respondents

This question measured the age of the respondents. To collect the information
from the respondents on religion, Hindu, Buddhist, Christian and Others options were
used. The following table shows the detail information of the respondents on the basis
of religion.

Table 5: Religious Status of the Respondents

Religious Status Frequency Percent

Hindu 31 56.36
Buddhist 8 14.55
Christian 10 18.18
Others 6 10.91
Total 55 100.00
Source: Field Survey, 2076

Table 5 shows that 56.36 percent of the respondents were Hindus, 14.55
percent were Buddhists, 18.18 percent were Christians and 10.91 percent were other
religions. The data shows that majority of the respondents were Hindus.

19
 The religion of the respondents has also been presented in figure as follows:

31
35

No. of Respondents
30
25
20
15 10
8 6
10
5
0
Hindus Buddhsits Christians Others

Religious Status of the Respondents

Figure 6: Religious Status of the Respondents

2.6 Educational Status of the Respondents

This question measured the educational status of the respondents. To collect

the information from the respondents regarding the educational status, school level,
higher secondary, bachelor and masters options were used. The following table shows
the detail information of the respondents on the basis of educational status.

Table 6: Educational Status of the Respondents

Educational Status Frequency Percent

School level 0 0
Higher secondary 13 23.64
Bachelor 31 56.36
Masters 11 20.00
Total 55 100.00
Source: Field Survey, 2076

Table 6 shows that 23.64 percent of the respondents were higher secondary
level educated, 56.36 percent were bachelor level educated and 20 percent were
masters level educated. The data shows that majority of the respondents were
bachelor level educated.

20
 The above data have also been presented in figure as follows:

35 31
30

No. of Respondents
25
20
13
15
10 4
5
0
Higher Secondary Bachelor Masters
Education of the Respondents

Figure 7: Educational Status of the Respondents

2.7 Occupational Status of the Respondents

This question measured the occupational status of the respondents. To collect

the information from the respondents regarding the occupation, job, business, students
and others options were used. The following table shows the detail information of the
respondents on the basis of occupation.

Table 7: Occupational Status of the Respondents

Occupational Status Frequency Percent

Job 15 27.27
Business 14 25.45
Students 21 38.18
Others 5 9.09
Total 55 100.00
Source: Field Survey, 2076

Table 7 shows that 27.27 percent of the respondents had job, 25.45 percent
had business, 38.18 percent were students and 9.09 percent were involved in other
occupations. The data shows that majority of the respondents were students.

The above data have also been presented in figure as follows:

21
 25 21
20

No. of Respondents
15 14
15
10
5
5
0
Service Business Students Others
Occupation of the Respondents

Figure 8: Occupation Status of the Respondents

2.8 Duration of Using WorldLink Internet Service

This question measured the duration of using WorldLink internet service. To

collect the information from the respondents on the duration of using WorldLink
internet service, less than 1 year and more than 1 year options were used. The
following table shows the detail information of the respondents on basis of duration of
using WorldLink Internet service.

Table 8: Duration of Using WorldLink Internet Service

Duration Frequency Percent
Less than 1 year 11 20
More than 1 year 44 80
Total 55 100
Source: Field Survey, 2076

Table 8 shows that 20 percent of the respondents have been using WorldLink
internet service for less than a year and 80 percent have been using WorldLink
internet service for more than one year. The data shows that majority of the
respondents have been using WorldLink internet service for more than a year.

The above data have also been presented in figure as follows:

22
 20% <1 year

80% >1 year

Figure 9: Duration of Using WorldLink Internet Service

2.9 Up-to-datedness of WorldLink Internet Service

This question measured the up-to-datedness of WorldLink internet service. To

collect the information from the respondents on the up-to-datedness of WorldLink
internet service, yes and no options were used. The following table shows the detail
information of the respondents on the basis of up-to-datedness of WorldLink internet
service.

Table 9: Up-to-datedness of WorldLink Internet Service

Response Frequency Percent
Yes 49 89.09
No 6 10.91
Total 55 100.00
Source: Field Survey, 2076

Table 9 shows that 89.09 percent of the respondents said that the WorldLink
internet services are up-to-date and 10.91 percent said that the WorldLink internet
services are not up-to-date. The data shows that majority of the respondents said that
the WorldLink internet services are up-to-date.
The above data have also been presented in figure as follows:

10.91%
Yes No

89.09%

Figure 10: Up-to-datedness of WorldLink Internet Service

23
2.10 Problems in Network Quality while Using WorldLink Internet

This question measured problems in using WorldLink internet service. To

collect the information from the respondents on the problems in WorldLink internet
service, yes and no options were used. The following table shows the detail
information of the respondents on the basis of problems in using WorldLink internet
service.

Table 10: Problems in WorldLink Network Quality while Using Internet

Response Frequency Percent
Yes 45 81.81
No 10 18.19
Total 55 100.00
Source: Field Survey, 2076

Table 10 shows that 81.81 percent of the respondents said that there are
problems in using WorldLink internet service and 18.19 percent said that there are no
problems in using WorldLink internet service. The data shows that majority of the
respondents said that there are problems in using WorldLink internet service.
The above data have also been presented in figure as follows:

18.19% Yes
81.81%
No

Figure 11: Problems in WorldLink Network Quality while Using Internet

2.11 Types of Problems in Using WorldLink Internet Service

This question measured the types of problems in using WorldLink internet

service. To collect the information from the respondents on the types of problems in
WorldLink internet service, frequent breakdown, slow network, others and no
problems options were used. The following table shows the detail information of the
respondents on the basis of type of problems in using WorldLink internet service.

Table 11: Type of Problems in Using WorldLink Internet

24
 Difficulties Frequency Percent
Frequent breakdown 25 45.45
Slow network 17 30..90
Others 3 5.46
No problems 10 18.19
Total 45 100.00
Source: Field Survey, 2076

Table 11 shows that 45.45 percent of the respondents said that there is
problem of frequent breakdown, 30.9 percent said that the network is slow, 5.46
percent said that there are other problems while using WorldLink internet service and
18.19 percent said that there are no problems in using WorldLink internet service. The
data shows that majority of the respondents said that there are problems of frequent
breakdown during WorldLink internet use.
The above data have also been presented in figure as follows:

25
25
No. of Respondents

20 17

15
10
10
3
5
0
Breakdown Slow Network Others No Problems
Problems in Using Internet Srevice

Figure 12: Type of Problems in Using WorldLink Internet

2.12 Satisfaction towards the Network Quality of WorldLink Internet

Service

This question measured the satisfaction towards the network quality of

WorldLink internet service. To collect the information from the respondents regarding
the satisfaction towards the network quality of internet service, highly satisfied,
satisfied, neutral, dissatisfied and highly dissatisfied options were used. The following
table shows the detail information of the respondents on the basis of the satisfaction
towards the network quality of WorldLink internet service.

Table 12: Satisfaction towards the Network Quality of WorldLink Internet Service

Categories Frequency Percent

25
 Highly satisfied 3 5.45
Satisfied 9 16.36
Neutral 13 23.64
Dissatisfied 17 30.91
Highly dissatisfied 13 23.64
Total 55 100.00
Source: Field Survey, 2076

Table 12 shows that 5.45 percent of the respondents highly satisfied, 16.36
percent were satisfied, 23.64 percent were neutral, 30.91 percent were dissatisfied and
23.64 percent were highly dissatisfied with the network quality of WorldLink internet
service. The data shows that majority of the respondents were dissatisfied with the
network quality of WorldLink internet service.

2.13 Cost of WorldLink Internet service Used by the Respondents

This question measured cost of WorldLink internet service used by the

respondents. To collect the information from the respondents on the cost of
WorldLink internet service they use, expensive, cheap and neither expensive nor
cheap options are used. The following table shows the detail information of the
respondents on the basis of the cost of WorldLink internet service they use.

Table 13: Cost of WorldLink Internet Service Used by the Respondents

Cost Frequency Percent
Expensive 13 23.64
Cheap 16 29.09
Neither cheap nor expensive 26 47.27
Total 55 100.00
Source: Field Survey, 2076

Table 13 shows that 23.64 percent of the respondents said that the internet
service of WorldLink they use is expensive, 29.09 percent said that the internet
service of WorldLink is cheap and 47.27 percent said that the internet service of
WorldLink they use is neither cheap nor expensive. The data shows that majority of
the respondents use the internet service of WorldLink that is neither cheap nor
expensive.

The above data have also been presented in figure as follows:

26
 30 26
25
16

Respondents
20
13

No. of
15
10
5
0
Expensive Cheap Nei. Cheap nor
Expensive
Cost of WorldLink Internet Service

Figure 13: Cost of WorldLink Internet Service Used by the Respondents

2.14 Affordability of Cost of WorldLink Internet for All Customers

This question measured affordability of cost of WorldLink internet service for

all customers. To collect the information from the respondents on the affordability of
cost of WorldLink internet service for all customers, yes and no options are used. The
following table shows the detail information of the respondents on the basis of the
affordability of cost of WorldLink internet service for all customers.

Table 14: Affordability of Cost of WorldLink Internet for All Customers

Cost Frequency Percent
Yes 47 85.45
No 8 14.55
Total 55 100.00
Source: Field Survey, 2076

Table 14 shows that 85.45 percent of the respondents said that the cost of
WorldLink internet service is affordable for all the customers and 14.55 percent said
that the cost of WorldLink internet service is not affordable for all the customers. The
data shows that majority of the respondents said that the cost of WorldLink internet is
affordable for all customers.

The above data have also been presented in figure as follows:

27
 Yes
14.55%
No
85.45%

Figure 14: Affordability of Cost of WorldLink Internet for All Customers

2.15 Impact of Cost of Internet Service on Customer Satisfaction

This question measured the impacts of cost of internet service on customer
satisfaction. To collect the information from the respondents regarding the impacts of
cost of internet service on customer satisfaction, strongly agree, agree, neutral,
disagreed and strongly disagree options were used. The following table shows the
detail information of the respondents on the basis of impacts of cost of internet service
on customer satisfaction.

Table 15: Impact of Cost of Internet Service on Customer Satisfaction

Categories Frequency Percent

Strongly agree 18 32.73
Agree 29 52.73
Neutral 3 5.45
Disagree 3 5.45
Strongly disagree 2 3.64
Total 55 100.00
Source: Field Survey, 2076

Table 15 shows that 32.73 percent of the respondents strongly agreed, 52.73
percent agreed, 5.45 percent were neutral, 5.45 percent disagreed and 3.64 percent
strongly disagreed that cost of internet service has impact on customer satisfaction.
The data shows that majority of the respondents agreed that cost of internet service
has impacts on customer satisfaction.

2.16 Satisfaction with the Cost of WorldLink Internet Service

28
 This question measured the satisfaction of respondents with cost of WorldLink
internet service. To collect the information from the respondents on satisfaction with
cost of WorldLink internet service, highly satisfied, moderately satisfied and not
satisfied options were used. The following table shows the detail information of the
respondents on the basis of satisfaction with cost of WorldLink internet service.
Table 16: Satisfaction with Cost of WorldLink Internet Service

Categories Frequency Percent

Highly satisfied 16 29.09
Satisfied 31 56.36
Neutral 3 5.45
Dissatisfied 2 3.64
Highly dissatisfied 3 5.45
Total 55 100.00
Source: Field Survey, 2076

Table 16 shows that 29.09 percent of the respondents were highly satisfied,
56.36 percent were satisfied, 5.45 percent were neutral, 3.64 percent were dissatisfied
and 5.45 percent were highly dissatisfied with the cost of WorldLink internet service.
The data shows that majority of the respondents were satisfied with the cost of
WorldLink internet service.

2.17 Consideration of Reliability while Taking Internet Service

This question measured the consideration of reliability while taking the

internet service. To collect the information from the respondents regarding the
consideration of reliability while taking the internet service, yes and no options were
used. The following table shows the detail information of the respondents on the basis
of consideration of reliability while taking the internet service.

Table 17: Consideration of Reliability while Taking Internet Service

Measures Frequency Percent

Yes 47 85.45
No 8 14.55
Total 55 100.00
Source: Field Survey, 2076

Table 17 shows that 85.45 percent of the respondents always consider

reliability while taking internet service and 14.55 percent never consider reliability

29
while taking internet service. The data shows that majority of the respondents
considered reliability while purchasing Internet service.

The above data have also been presented in figure as follows:

Yes
No
14.55%
Slice 3
85.45%

Figure 15: Consideration of Reliability while Taking Internet Service

2.18 Impact of Reliability of Internet Service on Customer

Satisfaction

This question measured the impacts of reliability of internet service on

customer satisfaction. To collect the information from the respondents on the impacts
of reliability of internet service on customer satisfaction, strongly agree, agree,
neutral, disagree and strongly disagree options were used. The following table shows
the detail information of the respondents on the basis of the impacts of reliability of
internet service on customer satisfaction.

Table 18: Impact of Reliability of Internet Service on Customer Satisfaction

Categories Frequency Percent
Strongly agree 10 18.18
Agree 37 67.27
Neutral 4 7.27
Disagree 3 5.45
Strongly disagree 1 1.82
Total 55 100.00
Source: Field Survey, 2076

Table 18 shows that 18.18 percent of the respondents strongly agreed, 67.27
percent agreed, 7.27 percent were neutral, 5.45 percent disagreed and 1.82 percent
strongly disagreed that reliability of internet service has impacts on customer

30
satisfaction. The data shows that majority of the respondents agreed that reliability of
internet service has impacts on customer satisfaction.

2.19 Satisfaction with the Reliability of WorldLink Internet Service

This question measured the satisfaction of respondents with the reliability of

WorldLink internet service. To collect the information from the respondents on
satisfaction with the reliability of internet service, highly satisfied, satisfied, neutral,
dissatisfied and highly dissatisfied options were used. The following table shows the
detail information of the respondents on the basis of satisfaction with the reliability of
WorldLink internet service.

Table 19: Satisfaction with the Reliability of WorldLink Internet Service

Categories Frequency Percent
Highly satisfied 9 16.36
Satisfied 38 69.09
Neutral 3 5.45
Dissatisfied 4 7.27
Highly dissatisfied 1 1.82
Total 55 100.00
Source: Field Survey, 2076
Table 19 shows that 16.36 percent of the respondents were highly satisfied,
69.09 percent were satisfied, 5.45 percent were neutral, 7.27 percent were dissatisfied
and 1.82 percent were highly dissatisfied with the reliability of WorldLink internet
service. The data shows that majority of the respondents were satisfied with the
reliability of WorldLink internet service.

2.20 Trustworthiness of Services of World Link

This question measured the trustworthiness of internet service of WorldLink.
To collect the information from the respondents regarding the trustworthiness of
internet service of WorldLink, very trustworthy, trustworthy and not so trustworthy
options were used. The following table shows the detail information of the
respondents on the basis of trustworthiness of internet service of WorldLink.

Table 20: Trustworthiness of Services of World Link

Categories Frequency Percent

Very trustworthy 13 23.63

31
 Trustworthy 34 61.82
Not so trustworthy 8 14.55
Total 55 100.00
Source: Field Survey, 2076

Table 20 shows that 23.63 percent of the respondents said that the services of
WorldLink are very trustworthy, 61.82 percent said that the services of WorldLink are
trustworthy and 14.55 percent said that the services of WorldLink are not so
trustworthy. The data shows that majority of the respondents said that the services of
WorldLink are trustworthy.

The above data have also been presented in figure as follows:

Very T rustworthy

14.55% 23.63% T rustworthy

Not so T rustworthy

61.82%

Figure 16: Trustworthiness of Services of World Link

2.21 Impact of Trustworthiness of WorldLink Internet Service on

Customer Satisfaction
This question measured the impacts of trustworthiness of internet service of
WorldLink on customer satisfaction. To collect the information from the respondents
on the impacts of trustworthiness of internet service of WorldLink on customer
satisfaction, strongly agree, agree, neutral, disagree and strongly disagree options
were used. The following table shows the detail information of the respondents on the
basis of the impacts of trustworthiness of internet service of WorldLink on customer
satisfaction.

Table 21: Impact of Trustworthiness of WorldLink Internet Service on Customer

Satisfaction

Categories Frequency Percent

Strongly agree 16 29.09
Agree 31 56.36

32
 Neutral 3 5.45
Disagree 3 5.45
Strongly disagree 2 3.65
Total 55 100.00
Source: Field Survey, 2076

Table 21 shows that 29.09 percent of the respondents strongly agreed, 56.36
percent agreed, 5.45 percent were neutral, 5.45 percent disagreed and 3.65 percent
strongly disagreed that trustworthiness of WorldLink internet service has impacts on
customer satisfaction. The data shows that majority of the respondents agreed that
trustworthiness of WorldLink internet service has impacts on customer satisfaction.

2.22 Satisfaction with Trustworthiness of WorldLink Internet

Service
This question measured the satisfaction of respondents with the
trustworthiness of WorldLink internet service. To collect the information from the
respondents on satisfaction with the reliability of internet service, highly satisfied,
satisfied, neutral, dissatisfied and highly dissatisfied options were used. The following
table shows the detail information of the respondents on the basis of satisfaction with
the reliability of WorldLink internet service.
Table 22: Satisfaction with Trustworthiness of WorldLink Internet Service
Categories Frequency Percent
Highly satisfied 19 34.55
Satisfied 28 50.91
Neutral 4 7.27
Dissatisfied 2 3.64
Highly dissatisfied 2 3.64
Total 55 100.00
Source: Field Survey, 2076
Table 22 shows that 34.55 percent of the respondents were highly satisfied,
54.91 percent were satisfied, 7.27 percent were neutral, 3.64 percent were dissatisfied
and 3.64 percent were highly dissatisfied with the trustworthiness of WorldLink
internet service. The data shows that majority of the respondents were satisfied with
the reliability of WorldLink internet service.

2.23 Major Findings

33
 After the presentation and analysis of data, the following findings have been
drawn:

1. The study found that 38.18 percent of the respondents were 15-24 years of
age, 32.73 percent were 25-34 years of age, 20 percent were 35-44 years of
age and 9.09 percent were 45 years and above of age. It has been found that
majority of the respondents were 15-24 years of age.

2. In this study, 92.73 percent of the respondents were males and 7.27 percent
were females. It can be found that majority of the respondents were males.

3. Among the total respondents, 36.36 percent were married and 63.64 percent
were unmarried. It has been found that majority of the respondents were
unmarried.

4. The study found that 21.82 percent of the respondents were Brahmans, 40
percent were Chhetris, 12.73 percent were Janajatis and 25.45 percent were
other castes. It has been found that majority of the respondents were Chhetris.

5. In this study, 56.36 percent of the respondents were Hindus, 14.55 percent
were Buddhists, 18.18 percent were Christians and 10.91 percent were other
religions. It has been found that majority of the respondents were Hindus.

6. The study found that 23.64 percent of the respondents were higher secondary
level educated, 56.36 percent were bachelor level educated and 20 percent
were masters level educated. It can be found that that majority of the
respondents were bachelor level educated.

7. Among the total respondents, 27.27 percent had job, 25.45 percent had
business, 38.18 percent were students and 9.09 percent were involved in other
occupations. It has been found that majority of the respondents were students.

8. Out of the total respondents, 20 percent have been using internet service for
less than a year and 80 percent have been using internet service for more than
one year. It has been found that majority of the respondents have been using
Internet service for more than a year.

9. The study found that 89.09 percent of the respondents said that the internet
services are up-to-date and 10.91 percent said that the internet services are not

34
 up-to-date. It can be understood that majority of the respondents said that the
internet services are up-to-date.
10. Among the total respondents, 81.81 percent said that there are problems in
using internet service and 18.19 percent said that there are no problems in
using internet service. It can be found that majority of the respondents said
that there are problems in using internet service.
11. In this study, 45.45 percent of the respondents said that there is problem of
frequent breakdown, 30.9 percent said that the network is slow, 5.46 percent
said that there are other problems while using WorldLink internet service and
18.19 percent said that there are no problems in using WorldLink internet
service. It can be found that majority of the respondents said that there are
problems of frequent breakdown during WorldLink internet use.
12. The study found that 5.45 percent of the respondents highly satisfied, 16.36
percent were satisfied, 23.64 percent were neutral, 30.91 percent were
dissatisfied and 23.64 percent were highly dissatisfied with the network
quality of internet service. It can be found that majority of the respondents
were dissatisfied with the network quality of internet service.

13. In this study, 23.64 percent of the respondents said that the internet service
they use is expensive, 29.09 percent said that the internet service is cheap and
47.27 percent said that the internet service they use is neither cheap nor
expensive. It can be found that majority of the respondents use the internet
service that is neither cheap nor expensive.

14. Among the total respondents, 85.45 percent said that the cost of internet
service is affordable for all the customers and 14.55 percent said that the cost
of internet service is not affordable for all the customers. It has been found
that majority of the respondents said that the cost of internet is affordable for
all customers.

15. The study found that 32.73 percent of the respondents strongly agreed, 52.73
percent agreed, 5.45 percent were neutral, 5.45 percent disagreed and 3.64
percent strongly disagreed that cost of internet service has impact on customer
satisfaction. It can be understood that majority of the respondents agreed that
cost of internet service has impacts on customer satisfaction.

35
16. The study found that 29.09 percent of the respondents were highly satisfied,
56.36 percent were satisfied, 5.45 percent were neutral, 3.64 percent were
dissatisfied and 5.45 percent were highly dissatisfied with the cost of internet
service. It can be understood that majority of the respondents were satisfied
with the cost of internet service.

17. Among the total respondents, 85.45 percent always consider reliability while
taking internet service and 14.55 percent never consider reliability while
taking internet service. It has been found that majority of the respondents
considered reliability while purchasing Internet service.

18. In this study, 18.18 percent of the respondents strongly agreed, 67.27 percent
agreed, 7.27 percent were neutral, 5.45 percent disagreed and 1.82 percent
strongly disagreed that reliability of internet service has impacts on customer
satisfaction. It can be understood that that majority of the respondents agreed
that reliability of internet service has impacts on customer satisfaction.

19. The study found that 16.36 percent of the respondents were highly satisfied,
69.09 percent were satisfied, 5.45 percent were neutral, 7.27 percent were
dissatisfied and 1.82 percent were highly dissatisfied with the reliability of
internet service. It can be understood that majority of the respondents were
satisfied with the reliability of internet service.
20. The study found that 23.63 percent of the respondents said that the services of
WorldLink are very trustworthy, 61.82 percent said that the services of
WorldLink are trustworthy and 14.55 percent said that the services of
WorldLink are not so trustworthy. It has been found that majority of the
respondents said that the services of WorldLink are trustworthy.

21. Out of the total respondents, 29.09 percent strongly agreed, 56.36 percent
agreed, 5.45 percent were neutral, 5.45 percent disagreed and 3.65 percent
strongly disagreed that trustworthiness of WorldLink internet service has
impacts on customer satisfaction. It can be understood that majority of the
respondents agreed that trustworthiness of WorldLink internet service has
impacts on customer satisfaction.

22. Among the total respondents, 34.55 percent were highly satisfied, 54.91
percent were satisfied, 7.27 percent were neutral, 3.64 percent were

36
 dissatisfied and 3.64 percent were highly dissatisfied with the trustworthiness
of WorldLink internet service. It can be found that majority of the respondents
were satisfied with the reliability of WorldLink internet service.

CHAPTER III
SUMMARY, CONCLUSION AND RECOMMENDATIONS
3.1 Summary

The topic of this study was Customer Satisfaction of WorldLink Internet

Service in Surkhet Valley. The purpose of this study was to assess the customer
satisfaction towards internet service. The population of this study was all the
customers of WorldLink internet service in Surkhet valley. This study aims to identify
the customer satisfaction towards WorldLink internet service.

To measure the customer's satisfaction towards WorldLink internet service,

network quality, cost, reliability and trustworthiness are taken as the independent
variables and customer satisfaction has been taken as the dependent variable. This
study was divided into three chapters with different sub-topics. The required data
were collected through primary and secondary sources. Primary data were collected
through the survey questionnaire and the secondary data were collected from previous
researches, journals, books, articles and newspapers. To collect the primary data,
survey questionnaire has been used.

Questionnaire consisted of the questions related to the personal information of

the customers and the questions on the customer satisfaction towards internet service.
Most of the questions were formulated in closed-ended pattern and some were
formulated in yes/no pattern. Convenience sample method was used to select the
sample for this study. The purpose of sampling was to secure a representation group
which enables the researcher to gain information about the whole population of the
consumers of internet service. The information was collected from the customers of
WorldLink internet service in Surkhet valley.

The data were analyzed using different tables and figures to find out the
satisfaction of the respondents towards internet service. After analysis and
presentation of data, the conclusion has been made.

37
3.2 Conclusion

This study was conducted to find out the customer satisfaction towards
WorldLink internet service in Surkhet valley. The study was conducted among the
customers of internet service. The study concludes that customers were 15 to 45 years
and above of age. Most of the respondents were males. Majority of the respondents
were, unmarried, Chhetris and Hindus. Majority of the respondents were bachelor
level passed. The respondents have different occupations like job, business, student
and others.

The study concludes that the respondents have been using WorldLink internet
service for less than a year to more than a year. Internet services of WorldLink in
Surkhet are up-to-date. There are difficulties in using internet service like frequent
breakdown, slow network and others. The respondents were dissatisfied with the
network quality of internet service. The internet service in Surkhet is qualitative but
some of the respondents viewed that the network service is not so qualitative. Quality
of internet service has impact on customer satisfaction and the respondents were
satisfied with the service quality of internet service. The cost of internet service in
Surkhet is neither cheap nor expensive and is affordable for most of the customers.
The cost of internet is affordable for all customers and the respondents agreed that
cost of internet service has impacts on customer satisfaction. The respondents were
satisfied with the cost of internet service. The respondents considered reliability while
purchasing Internet service. Reliability of internet service has impacts on customer
satisfaction. The respondents were satisfied with the reliability of WorldLink internet
service. The services of WorldLink are trustworthiness and the respondents are
satisfied with the trustworthiness of internet services of WorldLink.

It can be concluded from the study that the customers were satisfied with the
network quality, cost, reliability and trustworthiness factors and these factors of
internet service have impacts on customer satisfaction.

3.3 Recommendations

On the basis of the findings of the study, some suggestions are made which are
as follows:

38
1. The findings of the study showed that 10.91 percent of the respondents said
that the internet services in Surkhet are not up-to-date. It is suggested to the
internet service providers that the internet services should be up-to-date.

2. The findings of the study revealed that 81.81 percent of the respondents said
that there are problems in using internet service. It is suggested to the internet
service providers that the problems in using internet service should be
immediately removed and provide qualitative services to the customers.

3. The findings of the study showed that 37.78 percent of the respondents said
that the network is slow. It is suggested to the internet service providers that
the fast and continuous internet service should be provided to the customers.
4. The findings of the study revealed that 23.64 percent of the respondents said
that the internet service is expensive. It is suggested to the internet service
providers that the cost of internet service should be reasonable and affordable
for the customers.

5. It is suggested to the customers of internet service providers that they should

use internet service which are reliable, qualitative network, affordable cost and
trustworthy.

39