RESEARCH PAPER

Submitted by:

Rimsha (19), Ayesha lal (29), Maryam(41), Yashfa Rao(71), Ghazia(85),

Adan(91), Zarqa(93), Wajeeha(61), Ayesha Ashraf(79), Amna Nazir(53),
Afeefa(43)

Session: BBA (21-25)

Section: A

Semester: 4TH

Course title: Principles of Marketing

Submitted to: Mam Maria Kanwal

Submission date: April 3, 2023

 Consumer’s Loyalty to Telecommunication Network
Services Providers

Title:
Factors Influencing Customer Preferences and Loyalty Towards Telecommunication

Service Providers in Pakistan

Abstract:
This research paper aims to investigate the factors that contribute to customer preferences

and loyalty towards telecommunication service providers in Pakistan. The study analyzes the

responses of individuals who expressed their satisfaction with the network coverage, internet

services, affordable packages, and additional benefits provided by various telecommunication

service providers. Furthermore, the paper explores reasons behind the reluctance to switch to

other networks, including the presence of bank accounts and official use tied to specific service

providers. The research findings provide valuable insights into the key determinants of customer

satisfaction and loyalty, helping telecommunication companies in Pakistan tailor their services to

meet customers' needs and retain their loyalty.

Introduction:
The telecommunication industry in Pakistan is highly competitive, with several service

providers vying for market share. Understanding the factors that drive customer preferences and

loyalty is crucial for telecommunication companies to gain a competitive edge. This research
focuses on various telecommunication service providers and aims to identify the reasons behind

customers' satisfaction and loyalty towards their services.

Methodology:
The data was gathered by face to face communication method from the respondents. The

research gathered data through individual responses, which were analyzed to extract key themes

and factors influencing customer preferences and loyalty towards telecommunication service

providers. Qualitative analysis was conducted to identify recurring patterns and themes within

the responses.

Population:
Group of people who did not change their telecom services provider.

Sample Size:
The sample size is 109 as the data was collected from 109 respondents.

Findings and discussion:

 Network Coverage and Service Quality:

Individuals 1, 3, 13, 19, 38, and 54 expressed positive opinions about the network coverage

and service quality of their chosen telecom service provider, highlighting its extensive reach and

reliable performance.
  Affordability and Economic Packages:

Persons 8, 35, 46, 59, and 77 emphasized the affordability of the telecom service provider's

packages, mentioning cost-effective options that make it a preferable choice for users seeking

budget-friendly plans.

 Customer Satisfaction with the Services:

People 7, 27, 37, 63, and 75 expressed their satisfaction with the services provided by their

chosen telecom service provider, emphasizing positive customer experiences and effective

support.

 Benefits of Free MBs and Packages:

Respondents 3, 11, 15, 31, and 43 appreciated the benefits of the telecom service provider's

free MBs and attractive package offers, which provide additional value and cost savings to users.

 Comparing the Telecom Service Provider with Other Networks:

Individuals 4, 39, 49, 56, and 89 compared their chosen telecom service provider with other

networks, highlighting its superior features, wider coverage, and better network signals in

comparison.

 Convenience of Using the Same Sim Card:

Persons 6, 10, 14, 24, and 34 cited convenience as a reason for using the same sim card from

their chosen telecom service provider, as it allows for seamless communication with existing

contacts and avoids the hassle of changing numbers.

  Stability and Reliable Signals:

Respondents 9, 16, 26, 46, and 68 praised their chosen telecom service provider for its stable

network signals, which are reliable even in remote areas, making it a preferred choice for

consistent connectivity.

 Business and Official Use:

Individuals 18, 26, 28, 36, and 45 mentioned using the sim card from their chosen telecom

service provider for business and official purposes, highlighting the integration of their bank

accounts or the need to transfer money through their services.

 Familiarity and Long-Term Usage:

Persons 14, 30, 48, 51, and 106 expressed their attachment to their chosen telecom service

provider due to long-term usage and familiarity, indicating a preference for a network they are

accustomed to.

 Night Packages and Low-Cost Offers:

Respondents 39, 44, 58, 73, and 99 appreciated the telecom service provider's night packages

and low-cost offers, allowing them to enjoy discounted rates and additional benefits during

specific hours.

 Positive Feedback on the Internet Service:

Individuals 2, 21, 42, 61, and 92 commended their chosen telecom service provider for its

reliable and high-quality internet service, emphasizing its speed and performance.
  Influence of Family Usage:

People 14, 32, 50, 75, and 105 mentioned that the presence of the chosen telecom service

provider's sims among family members influenced their choice, enabling easy communication

within the family circle.

 Benefits of the Cash App and Money Transfers:

Respondents 26, 28, 48, 76, and 88 highlighted the convenience of the telecom service

provider's cash app for money transfers, which played a role in their preference for the services

provide by their chosen provider.

 Customizable Package Bundles :

Individuals 11, 16, 51, 66, and 107 appreciated the telecom service provider's offering of

customizable package bundles, allowing users to tailor their plans according to their specific

needs and preferences.

 Reluctance to Change Number and Network:

Persons 6, 18, 34, 65, and 95 expressed reluctance to change their number and network due

to various reasons such as financial accounts tied to the number, business implications, or long-

term usage, indicating a resistance to switching to a different telecom service provider.

Demographic Representation of Respondents:
VARIABLES FREQUENCY
Age 18-25 30
25-35 41
35-45 26
>45 12
Gender Male 60
Female 40
Occupation Students 34
Housewives 15
Others 60

Implications and Conclusion:

The findings of this research paper shed light on the factors that contribute to customer

satisfaction and loyalty towards telecommunication service providers in Pakistan. The positive

perception of network coverage, internet services, affordable packages, and additional benefits

were key drivers of customer preferences. Moreover, the presence of bank accounts and official use

linked to specific providers created a barrier to switching. Telecommunication companies can

utilize these insights to enhance their service offerings, improve customer experiences, and foster

long-term loyalty.
 1. Network coverage 2. Affordable packages

10. Network speed 3. Benefits of free Mbs &

packages

9. Money transfer
Customer 4. Convenience of using
ttttttttttttttttt
same sim card

loyalty
8 .Influence of family usage 5 Stability & reliable signals

7. Familiarity & long term 6. Business & Official use

usage

Prepositions:
Preposition 1

 Overcome network coverage issues by investing in infrastructure development and

expanding network coverage to remote areas.

Preposition 2
  Offer flexible pricing options and customizable packages to suit different budget

requirements.

Preposition 3

 Provide free MBs and packages as promotional offers to attract new customers and

reward existing ones

Preposition 4

 Enable SIM card portability, allowing customers to switch between devices while

retaining the same SIM card and phone number.

Preposition 5

 Regularly monitor and maintain network infrastructure to ensure stable and

uninterrupted signal quality

Preposition 6

 Offer value-added services like virtual private networks (VPNs) and dedicated

business communication tools to facilitate efficient operations.

Preposition 7

 Promote brand loyalty by consistently delivering reliable services and maintaining

excellent customer support.

Preposition 8
  Provide family plans that offer discounted rates and shared data or minutes among

family members.

Preposition 9

 Collaborate with financial institutions to enable seamless and secure mobile money

transfer services.

Preposition 10

 Continuously upgrade network infrastructure to provide faster and more reliable

internet speeds.