Factors Affecting University Students' Satisfaction toward Mobile Operator Services: An Empirical Study at Rajshahi in Bangladesh

Abstract

Mobile market is one of the most competitive service markets in Bangladesh. An extensive competition is visible among the existing mobile operators for capturing market share. This empirical study is conducted to understand the relationship between service factors and satisfaction of the university students. It applies descriptive study, EFA and regression analysis to meet the study objectives. This quantitative research considers convenience sampling to collect data using 7-points Likert-scale. A total 260 samples were collected from the students at 3 universities in Rajshahi. The collected data was analyzed using SPSS.15.00. The exploratory factor analysis explores six factors (i.e., value added service, network and communication, customer care service, price/billing, promotional activities and convenience) which are the main service offerings provided to customers by different mobile operators in Bangladesh. The six factors contain 21 service attributes and the satisfaction of students contains 7 attributes. The result of regression analysis confirmed that these six factors are positively related with the satisfaction of university students. This result is also supported with existing literatures. The result of descriptive study shows the distribution of data and it was applied to characterize the sample of this study. Furthermore, this study will contribute in existing literatures in the field of mobile telecommunication study and the stakeholders will also get some sought of valuable information. Beside these theoretical implications of the study were discussed with limitation and future research directions.