Exploring The Critical Influencing Factors of Customer Satisfaction in Telecommunication Sector in Bangladesh


  • Dhanonjoy Kumar Department of Management, Islamic University, Kushtia, Bangladesh-7003
  • Ahasanul Haque Department of Business Administration, International Islamic University Malaysia Box No. 10, 50728, Kuala Lumpur, Malaysia
  • Pranam Dhar Department of Commerce & Management, West Bengal State University, Kolkata-700126, West Bengal, India




Customer Satisfaction, Organizational Efficiency, Organizational Competency, Service Quality, Connectivity and Network


Telecommunication sector has a great importance for the socio-economic development of a country, and it is immeasurable. In the competitive market, telecommunication sector ensures customer satisfaction and customer’s pivotal attention greatly. The major aims of this study are to know about the degree of customer satisfaction in Bangladesh and to find out its significance factors such as organizational efficiency, organizational competency, service- quality and product price. To achieve these objectives, primary and secondary data have been used. For collecting primary data, Simple random sampling technique has been used and 400-questionnaire was surveyed. Statistical Package for Social Science (SPSS) and Smart PLS 3.2.3 technique was used for analysing the data. The study found that old age and illiterate personality has no feelings and thinking about service offer, price, internet facilities etc. They want good network and talk time service. But educated personality and young age people are very conscious about talk time, network, service quality, internet facility, product offers etc. The study also revealed that organizational competency and organizational efficiency of the organization has no effect on customer satisfaction. The study also finds out that product price and service quality have a significant impact on customer satisfaction of telecom sector in Bangladesh.


Download data is not yet available.


Ahn, J., Han, S. & Lee, Y. (2006) Customer Churn Analysis: Churn Determinants and Mediation Effects of Partial Defection in the Korean Mobile Telecommunications Service Industry. Elsevier Telecommunications Policy, 30, 552–568.

Alam, M. M. D. & Noor, N. A. M. (2020). The relationship between service quality, corporate image, and customer loyalty of Generation Y: An application of SOR paradigm in the context of superstores in Bangladesh. SAGE Open, 10(2), 2158244020924405.

Agbor, J. M. (2011). The Relationship between Customer Satisfaction and Service Quality: a study of three Service sectors in Umeå. http://umu.diva-portal.org/smash/get/ diva2:448657/FULLTEXT02.pdf

Arslan, M., Iftikhar, M. & Zaman, R. (2015) Effect of Service Quality Dimensions on Customer Satisfaction: A Comparative Analysis of Pakistan Telecom Sector. British Journal of Marketing Studies, 3(6), 43-62.

Bala, T., Hossain, I. & Mondal, D. A. G. R. (2018). Measurement of Customer Satisfaction of Different Mobile Operators in Bangladesh: A Study on Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj, Bangladesh. OSR Journal of Business and Management (IOSR-JBM), 20(3), 38-47.

Bei, L.T. &Chiao, Y.C., 2001. An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. 14, 125-140.

BTRC. (2020). Report Bulletin, Dhaka: Bangladesh Telecommunication Regulatory. www.btrc.gov.bd.

Chakraborty, O. & Mazumdar, S. (2014). Impact of the Consumers’ Service Satisfaction on Brand Loyalty with Reference to Indian Telecom Industry, International Journal of Applied Services Marketing Perspectives, 3(4), 1321.

Chen, A., Zhang, H., Cai, W., Lan, K. & Wang, H. (2011, November). The causes of customer satisfaction in telecommunication service: an empirical study. In 2011 7th International Conference on Advanced Information Management and Service (ICIPM) (pp. 129-132). IEEE.

Cheng, T., Lai, L. & Yeung, A. (2008). The Driving Forces of Customer Loyalty: A Study of Internet Service Providers in Hong Kong. International Journal of E-Business Research, 4(4), 26–42.

Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Hillsdale, NJ: Erlbaum.

Danish, R.Q., Ahmad, F., Ateeq, A., Ali, H.Y. &Humayon, A.A. (2015). Factors Affecting Customer Retention in Telecom Sector of Pakistan. American Journal of Marketing Research, 1(2), 28-36.

Dhaka Tribune (June 19, 2020). BTRC: Mobile phone subscribers reach 162.9m in April. Dhaka Tribune.


Diamantopoulos, A. &Siguaw, J.A. (2006). Formative versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical Illustration. British Journal of Management, 17(4), 263-282.

Durdyev, S., Ihtiyar, A., Banaitis, A. & Thurnell, D. (2018). The Construction Client Satisfaction Model: A PLS-SEM Approach. Journal of Civil Engineering and Management, 24(1), 31-42. ISSN1392-3730/eISSN1822-3605. https://doi.org/10.3846/jcem.2018.297

Ehsani, Z. &Ehsani, M.H. (2015). Effect of Quality and Price on Customer Satisfaction and Commitment in Iran Auto Industry. International Journal of Service Sciences, Management and Engineering. 1(5), 52-56.

Farris, P.W., Bendle, N.T., Pfeifer, P.E. &Reibstein, D.J. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13- 705829-2.

Fisher, A., Laing, J. &Stoeckel, J. (1983). Handbook for Family Planning Operations Research Design. Population Council.

Gunarathne, U. (2014). Service Quality and Customer Satisfaction in Sri Lankan Hotel Industry. International Journal of Scientific and Research Publications, 4(11), 1-8.

Hafez, M. &Akther, N. (2017). Determinants of Customer Loyalty in Mobile Telecommunication Industry in Bangladesh. Global Journal of Management and Business Research, 17(1), 140-148.

Hair Jr, J. F., Sarstedt, M., Hopkins, L. &Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.

Hair, J.F., Hult, G.T.M., Ringle, C.M. &Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)., 2nd Ed., Thousand Oakes, CA: Sage.

Henseler, J., Ringle, C.M. &Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling., Journal of the Academy of Marketing Science, 43(1), 115-135.

Hossain, M.S., Hossain, M.A. &Siddikee, M.J. (2012). The Drivers of Customers’ Satisfaction of Airtel Bangladesh Limited. Bangladesh Research Publications Journal, 7(4), 437-445.

Hossain, A., Sultana, J. &Mazmum, F.A. (2016) Addressing the Factors Influencing Customer Satisfaction of 3G Mobile Phone Services: A Case of Dhaka City, Bangladesh. Global Journal of Management and Business Research, 16 (2), 8-16.

Irfan, M., Shamsudin, M.F. &Hadi, N.U. (2016). How important is Customer Satisfaction? Quantitative Evidence from Mobile Telecommunication Market. International Journal of Business and Management, 11(6), 57-69.

Kabir, M. R., Alam, M. M. D. &Alam, Z. (2009). Factors determining the customer satisfaction & loyalty: A study of mobile telecommunication industry in Bangladesh. ASA University Review, 3(2), 147-156.

Khan, S. &Afsheen, S. (2012) Determinants of Customer Satisfaction in Telecom Industry a Study of Telecom industry Peshawar KPK Pakistan. Journal of Basic and Applied Scientific Research, 2 (12), 12833-12840.

Kim, M., Park, M. &Jeong, D. (2004) The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services. Telecommunications Policy, 28 (2004), 145–159.

Kotler, P. &Amstrong, G. (2012). Principle of Marketing.14th Edition. New Jersey. Published by Prentice Hall.

Kumar, D., Mukherjee, S., Haque, A. & Anis, Z. (2020). Measuring Student Satisfaction towards Mobile Service Provider in Bangladesh: With Special Reference to Grameen Phone Limited. Journal of Xidian University, 14(5), 184-200.

Loke, S. P., Taiwo, A. A., Salim, H. M., Downe, A. G. & Petronas, U. T. (2011). Service quality and customer satisfaction in a telecommunication service provider. In International Conference on Financial Management and Economics (Vol. 11, No. 2, pp. 23-29).

Malik, M.E., Ghafoor, M. & Iqbal, H. K. (2012). Impact of Brand Image, Service Quality and Price on Customer Satisfaction in Pakistan Telecommunication Sector. International Journal of Business and Social Science, 3(23), 123-129.

Miah, I., Azad, A.K. & Ferdous, J. (2018). Factors Influencing Customer Satisfaction on Local and Foreign Telecommunication Companies in Malaysia. International Journal of Scientific & Engineering Research, 9(4), 1374-1413.

Mouri, N. (2005). An Examination of Consumer Value, Satisfaction and Post-purchase behavior. University of Central Florida, 156.

Negi, R. (2009). Determining Customer Satisfaction through Perceived Service Quality: A Study of Ethiopian Mobile Users. International Journal of Mobile Marketing, 4(1), 31-38.

Nimako, S.G. (2012). Linking Quality, Satisfaction and Behaviour Intentions in Ghana’s Mobile Telecommunication Industry. European Journal of Business and Management, 4 (7), 1-17.

Nie, N. H., Bent, D. H. & Hull, C. H. (1975). SPSS: Statistical Package for the Social Sciences (Vol. 227). New York: McGraw-Hill.

Nurysh, N., Naghavi, N. & Fah, B.C.Y. (2019). Study on Factors Affecting Customer Satisfaction in Mobile Telecommunication Industry in Malaysia. International Journal of Recent Technology and Engineering (IJRTE), 7(5S), 299- 316.

Ocloo, C.E. & Tsetse, E.K. (2013) Customer Retention in the Ghanaian Mobile Telecommunication Industry. European Journal of Business and Social Sciences, 2 (7), 136-160.

Omotayo, O. & Joachim, A.A. (2008) Customer Service in the Retention of Mobile Phone Users in Nigeria. African Journal of Business Management, 2 (2), 26-31.

Paulrajan, R. & Rajkumar, H. (2011) Service Quality and Customers Preference of Cellular Mobile Service Providers. Journal of Technology Management & Innovation, 6(1), 38-45.

Putri, W. K. &Pujani, V. (2019). The influence of system quality, information quality, e-service quality and perceived value on Shopee consumer loyalty in Padang City. The International Technology Management Review, 8(1), 10-15.

Rahman, H. (2014). Factors affecting customer satisfaction in mobile telecommunication industry in Bangladesh. Business, Management and Education, 12(1), 74-93.

Rigdon, E.E. (2012). Rethinking Partial Least Squares Path Modeling: In Praise of Simple Methods. Long Range Planning, 45 (5/6), 341-358.

Rizomyliotis, I., Konstantoulaki, K., Kaminakis, K., Giovanis, A. &Papastathopoulos, A. (2018). Antecedents of Customer Loyalty in the Mobile Telecommunication Market: A Cross-Cultural Investigation. Academy of Marketing Studies Journal, 22(4), 1-10.

Sekaran, U. (2003). Research Method for Business: A Skill Building Approach. 7th Edition, John Wiley and Sons, New York; 2003.

Shmueli, G. &Koppius, O.R. (2011). Predictive Analytics in Information Systems Research, MIS Quarterly, 35 (3), 553-572.

Silva, K.A. &Yapa, S.T.W.S. (2009). Customer Retention: With Special Reference to Telecommunication Industry in Sri Lanka, Paper presented at International Conference on Business and Information, Kuala Lumpur, Malaysia, July 2009, 1- 15.

Uddin, M.R., Haque, M.E. &Bristy, J.F. (2014). Customer Satisfaction of Telecom Industry in Khulna City, Bangladesh, European Journal of Business and Management, 6(23), 87-94.

Yeo, G.T., Vinh V. Thai, V.V. &Roh, S.Y. (2015). An Analysis of Port Service Quality and Customer Satisfaction: The Case of Korean Container Ports. The Asian Journal of Shipping and Logistics, 31(4), 437-447.

Zeithaml, V.A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.



How to Cite

Dhanonjoy Kumar, Ahasanul Haque, & Pranam Dhar. (2021). Exploring The Critical Influencing Factors of Customer Satisfaction in Telecommunication Sector in Bangladesh. Asia-Pacific Journal of Management and Technology (AJMT), 1(4), 11-21. https://doi.org/10.46977/apjmt.2021v01i04.03