Wireless Internet Service And Customer Satisfaction: A .

Asian Journal of Applied Science and Engineering, Volume 2, No 2 (2013)ISSN 2305-915XWireless Internet Service and CustomerSatisfaction: A Case Study on YoungGeneration in BangladeshPapri Shanchita RoyLecturer (Statistics), Department of Business Administration, Stamford University BANGLADESHABSTRACTAs a developing country, Bangladesh has done remarkably well in lastcouple of years in case of adopting internet technology. This studyexamines whether there is difference in satisfaction between male andfemale youngsters in respect of 14 variables. To achieve this objective total100 youngsters have been considered. The difference in satisfaction isdetermined by one-way ANOVA analysis. The findings reveal that thereare only three variables in which there is difference in satisfaction betweenmale and female youngsters.Key-words: Wireless internet, Customer satisfaction, Variables, Male,Female.1 INTRODUCTIONThere are two basic types of wireless Internet: a wireless Internet connection througha device called a router (this type of wireless Internet is called WiFi), and then thereis wireless Internet access through the cell phone network. Wireless routers are verycommon in homes, offices, and "wireless hotspots" is found at coffee shops, airports, andelsewhere. These are basically just small electronic "boxes" that hook up to Internetconnection so people can share the connection between several computers, or simply togive the freedom to place computer wherever people want, and not just next to the cableor phone outlet. The cell phone data network (wireless Internet through the cell phonenetwork in other words) of course is very widespread -- pretty much everywhere wherepeople can get a cell signal -- and can be used not only with a cell phone but also with agrowing number of computers. Now if people want to get really technical, these two typesof wireless Internet work differently. But in a general sense, if people simplify things andexplain them in a basic way that will make sense to the average person, they both workalong the same general lines. With a portable phone, something most of us have in ourhome, the phone has two parts: a handset and a cradle. The cradle gets plugged into thephone line -- the connection to the phone network -- and takes that connection andbroadcasts it via radio waves more or less in all directions. If the handset is within range ofthe signal, it picks up this signal and relays the telephone connection so you can make orreceive a call. Wireless Internet, whether its via a cell network or a wireless router, worksthe same basic way: people have a connection to the Internet, which is sent out wirelesslyCopyright 2012, Asian Business Consortium AJASEPage 96

Asian Journal of Applied Science and Engineering, Volume 2, No 2 (2013)ISSN 2305-915Xto a receiver of some sort, very much like a portable phone cradle sends out the telephoneconnection to the handset. The broadcast can come from a wireless router hooked up to acable or DSL Internet connection, or the broadcast can be from a cell phone tower hookedinto the cell phone network and relaying the Internet connection. On the other end peoplehave a "handset", which is a receiver in a computer, smart phone, or other device. Thiscould be a WiFi card in a laptop or desktop computer for the one type of wireless Internet,or a receiver in a cell phone or laptop using the cell data network.Researchers have focused on antecedents of customer satisfaction because customer‟ssatisfaction is generally assumed to be a significant determinant of repeat sales, positive„word-of-mouth‟, and consumer loyalty (Bearden and Teel, 1983). Although the subject ofsatisfaction has been discussed extensively in the literature of information systems, ecommerce and marketing (DeLone and McLean, 1992; Liu et al., 2008), the exploration ofantecedents to customer satisfaction with wireless internet service is still in its infancy.Unfortunately, there has been very little research on overall consumer‟s satisfaction of thewireless internet service market of Bangladesh. The purpose of this study is to explore thedifference in satisfaction between male and female youngsters about the wireless internetservice in Bangladesh.2 Review of the LiteratureServices have been studied extensively since 1980s. The idea of linking service value andcustomer‟s satisfaction has existed for a long time. Customer satisfaction has been studiedand recognized as an important factor in the management literature for the past fewdecades. Studies indicate that there are links among customer satisfaction, customerloyalty, and profitability. During recent years, there have been studies that haveestablished mechanisms that attempt to link customer‟s satisfaction and customer loyalty.Many studies additionally attempt to establish connections between service quality,customer satisfaction, customer loyalty, and profitability (Grönroos, 1978, Grönroos, 1980,Grönroos, 1982, Parasuraman et al., 1985, Reichheld and Sasser, 1990, Sewell and Brown,1990, Jones and Sasser, 1995, Heskett, 1997, Anderson and Mittal, 2000).Customer satisfaction generally means customer reaction to the state of fulfillment, andcustomer judgment of the fulfilled state (Oliver, 1996). In this paper, we borrow thisdefinition of customer satisfaction. There are many benefits for a company from a highcustomer‟s satisfaction level. It heightens customer loyalty and prevents customer churn,lowers customers‟ price sensitivity, reduces the costs of failed marketing and of newcustomer creation, reduces operating costs due to customer number increases, improvesthe effectiveness of advertising, and enhances business reputation (Fornell, 1992). Themain factor determining customer satisfaction is the customers‟ own perceptions of servicequality (Zeithamal & Bitner, 1996). In this study, we shall define service quality as thecustomers‟ satisfaction or dissatisfaction formed by their experience of purchase and useof the service (Parasuraman, Zeithamal, & Berry, 1994).As a general rule, customer satisfaction and customer loyalty are very closely related.Customer‟s satisfaction functions as an antecedent of customer loyalty. It preventscustomer churn and consolidates retention, thereby constituting an important cause ofcustomer loyalty (Fornell, 1992; Reichheld, 1996). Further, while affected by marketstructure, customer type and customers‟ individual ways of solving problems, theconnection between customer satisfaction and customer loyalty is not always a linearrelation, although it constitutes a positive relation-ship (Fornell, 1992; Soderlund, 1998).Copyright 2012, Asian Business Consortium AJASEPage 97

Asian Journal of Applied Science and Engineering, Volume 2, No 2 (2013)ISSN 2305-915XAnd when customers switch the service provider, they tend to perceive the burden of riskswhich becomes the switching barrier that influences customer loyalty.3 Objectives of the StudyThe objective of the study is to determine whether there is difference in satisfaction ofmale and female youngsters in Bangladesh regarding wireless internet service in respect of14 variables.4 Methodology of the StudyThe data has been collected from 100 students (50 female and 50 male) of differentuniversities in Dhaka on random basis using a structured survey questionnaire. The studyperiod is limited to August-October, 2012. The data has been analyzed through one-wayANOVA technique. The secondary sources are different articles, websites and books.5 Empirical Data AnalysisIn this study, at first the authors tried to find out from which wireless internet serviceprovider, the customers were taking service previous and are using at present.Table-1: Previous Internet Service ProviderInternet service providerFrequencyCumulative 13100.0Total100Table-2: Current Internet Service ProviderInternet service providerFrequency Cumulative 0.0Total100By comparing table-1 and table-2, we find that the number of users of GP, Banglalink andCitycell has decreased whereas the number of customers of Robi, Airtel,Qubee andBanglalion has increased. It is worth mentioning here that the frequency of Teletalk was 1in previous and at present none is its customer and Ollo is the new addition now.Copyright 2012, Asian Business Consortium AJASEPage 98

Asian Journal of Applied Science and Engineering, Volume 2, No 2 (2013)ISSN 2305-915XTable-3: Duration of wireless internet usingDuration of useFrequencyCumulative frequencyLess that 6 months2727.06-12 months2552.013-24 months2274.0Above 2 years26100.0Total100This table shows that the different duration of using wireless internet is more or less same.Type of wirelessPostpaidPrepaidTotalTable-4: Type of wirelessFrequency Cumulative frequency2222.078100.0100This table illustrates that most of the customers use prepaid option between two options.Table-5: Device for internet useType of wirelessFrequency Cumulative al100This table demonstrates that still now most of the customers are using internet throughdesktop followed by laptop and mobile.To determine whether there is difference in satisfaction of male and female youngsters inBangladesh regarding wireless internet service in respect of 14 variables, the authors set 14hypotheses which are as given below:HA1 HA2 HA3 HA4 HA5 HA6 HA7 There are differences in satisfaction level of network coverage between male andfemale.There are differences in satisfaction level of upload/download speed betweenmale and female.There are differences in satisfaction level of dropping network between male andfemale.There are differences in satisfaction level of availability of physical customer carecentre between male and female.There are differences in satisfaction level of 24 hours customer care supportbetween male and female.There are differences in satisfaction level of response of stuffs to complaints ofcustomers between male and female.There are differences in satisfaction level of home service facility between maleand female.Copyright 2012, Asian Business Consortium AJASEPage 99

Asian Journal of Applied Science and Engineering, Volume 2, No 2 (2013)HA8 HA9 HA10 HA11 HA12 HA13 HA14 ISSN 2305-915XThere are differences in satisfaction level of set-up charge between male andfemale.There are differences in satisfaction level of bill of prepaid or post-paid betweenmale and female.There are differences in satisfaction level availability of prepaid card betweenmale and female.There are differences in satisfaction level of promotional offer between male andfemale.There are differences in satisfaction level of updated website between male andfemale.There are differences in satisfaction level of different program arrangementbetween male and female.There are differences in satisfaction level of brand image between male andfemale.Table-6: ANOVASatisfaction withnetwork coverageBetween GroupsWithin GroupsTotalUpload/downloadBetween GroupsspeedWithin GroupsTotalFrequency ofBetween Groupsdropping networkWithin GroupsTotalAvailability ofBetween Groupscustomer care centre Within GroupsTotalAvailability of 24Between Groupshours customersWithin Groupssupport centreTotalCustomer care stuffBetween Groupsresponse of yourWithin GroupscomplaintsTotalHome serviceBetween GroupsfacilityWithin GroupsTotalSetup chargeBetween GroupsWithin GroupsTotalcharge of prepaidBetween Groups/postpaid billWithin GroupsTotalavailability of prepaid Between Groupscard/bill paymentWithin Groupssystem of postpaidTotalSum 056.1601.00061.96062.960Copyright 2012, Asian Business Consortium 9919899MeanSquare F.090 .0621.461Sig.805.010.683.015.904.000.566.000 1.000.250.730.342.5604.410 6.422 .013.687.160.776.206.651.810.6421.262 .2642.250 3.769 .055.597.040.573.070.7921.000 1.582 .212.632Page 100