Investigation on Customer Satisfaction of Mobile Service Provider in Cambodia,A Case Study of CamGSM Company

摘要

It is obvious that customers are important participant in business especially in mobile service and their satisfaction is priority to both strategy and operation management.Customer satisfaction has been a hot topic for most researchers as well as service providers who have a great interest in this area.There are many successful researches have been conducted to understand customer satisfaction on mobile service in different context and choose different dimensions for measuring how users feel joy using the service.Taking a deep investigation，there is no a conducted research to understand Cambodia market situation.That's why this research is purposely conducted to investigate factors significantly influence customer satisfaction in mobile service in case study of CamGSM Company.
　　Identifying the factors considered by subscribers in choosing company service provides critical idea for service provider to focus the right factors to get a better improvement for network delivery and image.This study picked up major theoretical learning to develop conceptual framework which suggests that customer satisfaction in mobile service are strongly involved in signal strength and infrastructure，price，value added service and brand reputation.These main factors were supported by collected data from 300 respondents who have been using mobile service in country，in perspective of random sampling method.These data is going to be analyzed through descriptive statistic，correlation analysis and make a new model by multiple regression analysis at last.The results are found out customer are more than halt satisfied with company service based demographic statistic，however，interesting findings in correlation show that the four main factor significantly related to customer satisfaction.The most correlation factor and regression analysis of most influenced factor are found in the same result.Value added service and brand reputation are the most influence factor to increase customer satisfaction in mobile service usage and followed by signal strength and price.
　　Therefore，to get high satisfaction from mobile user，company have to build stronger of brand reputation and create interesting value added service to make user feel more than normal service and ensure service with a reasonable price in strength of signal covering both rural area and urban areas so they easily be access it.By doing so，customer will get a high satisfaction using company service.

目录

Abstract

Table of Contents

Abreviations

List of figures

List of Tables

CHAPTER ONE INTRODUCTION

1．1．Background

1．2．Introduction of CamGSM Company

1．3．Research Objective and Significance

1．4 Research Problem

1．4．1 Research Question

1．5．Organization of Research

CHAPTER TWO LITERATU RE REVIEW

2．1．Customer Satisfaction in Mobile Service

2．2．Factors Influence on Customer Satisfaction

2．3．Service Quality and Reputation

2．3．1 Signal Strength and Infrastructure

2．3．2 Brand Reputation

2．4．Value-Added Service and Price

2．4．1．Value Added Service

2．4．2．Price

2．5．Conceptual Framework

CHAPTER TH REE RESEARCH DESIGN

3．1 Sampling Method and Selection

3．2．Survey Questionnaire Design

3．3．Interview Structure

3．4．Data Collection

3．5．Data Analysis

3．5．1．Correlation Analysis

3．5．2．Regression Analysis

3．6．Research Hypothesis

CHAPTER FOUR DATA ANALYSIS AND RESULS

4．1 Demographic Analysis

4．2．Descriptive Analysis

4．3．Variable Reliability Analysis

4．4．Correlation Analysis

4．5．Regression Analysis

4．6．Mind Findings

4．7．Recommendation

CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS

5．1．Conclusion

5．2．Research Limitation

5．3．Future Research

References

Appendixes

Acknowledgement

声明