Customer Satisfaction Of Telenor Versus Zong Among University Students

Abstract

Customer satisfaction has always been an important concept for various successful organizations. Every company always tries to satisfy its customers for business growth and to get customer loyalty. The telecom industry of Pakistan is growing in a rapid way. Various international companies entered into the market in the recent few years and have achieved a larger market share in a very short time period and this sector continued its growth yearly. Telenor is the fastest growing mobile network player among telecom companies in the country with an effective coverage towards the remotest areas of Pakistan. Zong is a new entrant in the industry but even then, performed well. This report initially showed the objectives and scope of the research and reason of the service comparison of both companies, as customer satisfaction is very significant for the future of both companies and specially the satisfaction of youth segment. Literature review has further elucidated the importance of customer satisfaction. The research report is concluded with the results from the consumer response survey of the youth segment based around 7 P’s such as product/service (quality of service), price, physical evidence, promotion, people, process and place. Analysis has shown that although considered a “mix,” each single P plays an important role in marketing and it is required to completely focus and emphasize on each and every P, if a company wants to fulfill customer’s needs and if it wants to know that customers are satisfied or not by the service of the company to that extent at which the company desires. Analysis proved that the university students are more satisfied by Telenor as compared to Zong, because Telenor is giving them all that they want. Telenor is fulfilling all their needs, even those which they do not voice. Therefore Telenor tries to give something extra to its customers and satisfies them more this way. The marketers of Telenor recognize the fact, that not all youngsters are the same and therefore have designed different types of packages representing different segments of the youth. Zong however does not offer such flexibility and has considered the entire youth population to be the same. While Telenor is making conscious efforts to improve its service, Zong is not doing so. Zong should bring more functional marketing strategies and also need to make its network coverage and quality more effective. Zong will take more time to compete at the level of Telenor. The last part of the research report is the recommendations based on the results derived of what changes both companies should make in their marketing mix in order to be more successful in the foreseeable future.