Antecedents OF Customer Satisfaction: A Case OF Nepal Telecom Gsm Network
Volume 3 - Issue 8, August 2019 Edition
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Rewan Kumar Dahal
Brand image, customer satisfaction, innovation, network service.
The study sought to understand and analyze the antecedents of customer satisfaction of Nepal Telecom’s global system for mobile (GSM) network. It accompanied descriptive research design with using structured questionnaire survey instrument. The population of this study comprised all GSM customer of Nepal Telecom and the sample consisted 562 customers selected through judgmental sampling techniques. Targeted respondents of the study were: universities faculties, post graduate students, service holders, enterprise folks and freelancers. The survey questionnaire was set in three sections with 43 questions of various types to collect data. Collected data were analyzed with the help of statistical package for the social sciences (SPSS) and analysis of moment structures (AMOS) software. Seven constructs having with six moderator variables were examined as the antecedents of customer satisfaction. Out of them, five constructs (innovation, corporate social responsibilities, network, brand image, and price and services) and one moderator (occupation) were accepted as the antecedents of customer satisfactions of the GSM network. The findings of the study would deliver helpful guidelines for Nepalese GSM industry in appreciation key drivers of customer satisfaction.
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