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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

COPY RIGHT © 2013 Institute of Interdisciplinary Business Research

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VOL 5, NO 2

Most Popular and Used Cellular Network on the

Basis of Customer Satisfaction in Pakistan

AAQIBA JAVED

MS. SCHOLAR

NAZISH AZAM

MS. SCHOLAR

MADIHA FAZAL

MS. SCHLOR

ARSLAN ALI BUTT

MS. SCHLOR

Faculty of Management and Administration Sciences (FMAS)

University of Gujrat, Pakistan

ABSTRACT:

The study is about the most popular and used cellular network on the basis of

customer satisfaction in the province Punjab of Pakistan. This research aims at

identifying the most used telecom service provider in Punjab as well as the variables

making customer satisfied with its usage and makes it more popular among other

service providers. The usage increase if the customers are satisfied with the offerings

as well as with the services provided to them by the company. So the satisfied

customers will lead to increase in usage of that specific network and as a whole

make it the most popular among other networks. In this research telecom sectors

subscribers likeUfone, Mobilink, Zong, Warid and Telenor were taken as population.

Service quality, price fairness, network coverage, responsiveness and innovation

were taken as independent variables and customer satisfaction was taken as

dependent variable. This research is conducted with the help of structured

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questionnaire. The sample size of this studyis about 150. These questionnaires were

filled randomly from the different age group of people including the three

universities (students and teachers), business class and employees working at

different places, from the main cities of Punjab. For the statistical analysis and

regression analyses and correlation were used. SPSS version 16 is used to conduct

results. Results indicated that out of these networks the most used and popular

telecom service provider is Ufone with 41% of respondents using it. And there is a

positive relationship between dependent and independent variables excluding

innovation which has no relationship with customer satisfaction. Out of the rest of 4

variables service quality is the most influencing variable price fairness is the second

most influencing variable of customer satisfaction which in turns leads to usage of a

network.

Keywords: Most Popular ; Used Cellular Network ; Basis ; Customer Satisfaction ;

Pakistan

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INTRODUCTION

Telecommunication can be defined as communication by telephone, telegraph or

broadcasting over a distance. In the other words, it is transmission of information

through a mean. In the last few decades, telecom industry has grown much in

Pakistan. In Pakistan not only the national companies but also multinational

companies are doing the business and with the passage of time competition being

increased.

In 1962 the role of communication was developed in Pakistan. Pakistan

Telecommunication Company Ltd (PTCL) is the massive provider since 1991. In 1994

multi-national companyPakistan Mobile Communications (Pvt)Limited known as

Mobilinklaunched first Cellular GSM Mobile service in Pakistan. Only the

prosperous used the cell phone as a status symbol at that time. In 2001 mobile service

by the name of Ufone has launched by PTCL. The five major cellular companies

Mobilink, Ufone, Zong, Warid, and Telenor are operating in Pakistan now a day’s.

These companies know that for the growth of their business the customer satisfaction

is an importance factor.

During a year 2012 the telecom sector is one the developed sector with deposited

PRs. 363 billion according to PTA in National Economy. Pakistan has good position

in the internet and cellular industry. At the end of 2012 the cellular subscribers will

be more than 118 million(http/www.wikipedia.com). The unsatisfied customers are

the greatest source of knowledge. Customer satisfaction is a measure of how

products and services supplied by a company meet or surpass customer expectation.

Today with the increase in competition the customers are becoming more

demanding, less tolerant and very critical when their expectations are not met.

This rising industry has attracted the attention of business community and academic

researchers as well. In different countries several researches have been conducted in

the cellular industry that range from engineering to marketing phases of this

industry. As at present the aims of cellular industry likewise other service sectors is

to attract new customers but the most important to satisfy and retain the existing

customers for maintain financial performance. Several researchers have associated

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the retention of consumer with the sustainable financial performance i.e. Sasser,

(1990), Peters, (1988) and Fornell and Wernerfelt, (1987). Customer retention is one

of the determinants that can increase the market share. (Steenkamp, 1989). On

average basis mobile operator’s estimation, acquiring the new customer costs seven

times more than annual cost of retaining the existing customer (Yankee Group,

2001). In maintaining customer base, customer satisfaction can be helpful. (Rust

&Zahorik, 1993); (Anderson and Sullivan, 1993); (Anderson et al., 1994).

Customer satisfaction is the source of long-term relationship between company and

customers,so for a company it is very important to focus on the determinants of

customer satisfaction. ( Hanifet,al. 2010)

Factors that affect the customer satisfaction are I.e. price, perceptions, network

coverage, call quality, network availability and values ( Zeithamal&Bitner, 1996).

Researchers are giving much importance to examine the relationship between

retention, loyalty and profitability (Reichheld&Sasser, 1990;Reichheld, 1996). These

studies mainly focused on investigating the factors that leads towards customer

satisfaction.

This paper studies major valued factors like cost, quality of services, innovation, and

responsiveness of customer care center executives that effects the customer

satisfaction. This paper focuses the customer satisfaction in the cellular industry in

Pakistan. This paper is about to explore those variable which have influence in the

customer satisfaction in the telecom industry.

LITERATURE REVIEWS

This study has investigated the customer satisfaction of mobile telecom industry, the

factors that influence customer satisfaction and relationship between customer

satisfaction and demographic variables in Nigeria, Lagos State, Lagos Island, and

Mushin and in Ikeja. The study showed that customer satisfaction increases with the

improvement of the mobile service attributes. I.e. call quality, coverage, reasonable

pricing and discounts, customer care and reasonable validity period of product.

Study also showed that demographic variables i.e. gender, age, status of employment

and location have a weak influence on customer satisfaction. (Dr.Eniola Samuel,

2006)

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This research has explored the factors that affect the customer satisfaction. In this

research paper telecom sector’s subscribers in Pakistan are taken as population and

customer services and price fairness are taken as independent variables while

customer satisfaction is taken as dependent variable. Price fairness has a greater

influence on the customer satisfaction and if price is affordable for customer they do

use that network for a long period of time. In the same way if customers are

delivered with worthy services i.e. good behavior of sales personnel, prompt

fulfillment of customer’s complaint etc. they feel belongingness with that network.

However results of this study showed that price fairness has a stronger influence of

customer satisfaction as compare to customer service.

(MuzammilHanif,SehrishHafeez, Adnan Riaz, 2010)

This research has examined the factors that contribute towards the customer

satisfaction in mobile cellular services of Pakistani. Both the qualitative and

quantitative research was conducted to gather the factors that contribute to customer

satisfaction and these factors were analyzed by using disconformity analysis. The

results suggested that price and network coverage ( in terms of cities) are the most

influencing factors that determine the customer satisfaction while other two factors

that contributes towards the customer satisfaction are service support and usage

quality. (Muhammad, 2010)

This study investigated the factors that may influence the customer satisfaction in the

Peshawar region’s cellular (Telecom) industry. They collected data through

questionnaires from 5 universities of Peshawar and data was analyzed by using

correlation and regression analysis. . The results indicated the positive and

substantial relationship between the dependent Variable (customer satisfaction) and

the independent variables (customer service, sales promotion, price fairness, signal

strength, Coverage, & promotion). However price fairness, coverage and customer

service are the factors that highly influence the customer satisfaction than the other

factors.(Shahzad Khan, 2012)

This research was conducted to analyze that how innovation influences brand loyalty

and customer satisfaction of users of mobile phone in Pakistan. Data collection was

made from 300 respondents through the questionnaires. The results indicated a

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positive influence of innovation on brand loyalty and customer satisfaction. But this

relationship is not very strong. (Ali,khuram,Moazam, 2010)

This study analyzed the impact of the service quality on the customer satisfaction in

Malaysia’s telecom industry. By taking the service quality dimensions

(responsiveness, reliability, empathy, tangible aspects and assurance) their impact

was examined on customer satisfaction by using SERVQUAL model. A GSM

provider 200 users participated in the study. Regression analyses was conducted to

ascertain the relationship between the service quality and the level of customer

satisfaction as well as Gap analysis was conducted to describe the importance and

the satisfaction on each of the service quality’s dimension. Results showed that

empathy, assurance, reliability and responsiveness positively and significantly

affected the attitude of customers in satisfaction and loyalty terms. Service quality is

positively related to the satisfaction in all dimensions except the tangible aspect’s

area.(Siew-PhaikLoke et.al, 2011)

Service quality is backbone for survival and long life of any business enterprise. It

strengthens the relationship between customers and organization. This research tries

to identify the insufficient research on service quality in Nigeria. Research design

and sampling techniques were used in this research method. Strategies adopted by

organizations in providing exceptional services were investigated. Growing telecom

sector in Nigeria paved the way for overall progress in economic development.

(OluOjo, 2008)

Marketing is a dominant field of management. Now service marketing has attained

equal importance as marketing of tangible products. Customer dissatisfaction and

interaction frustrations with ETC employees were identified in this research.

Problems relating to customer satisfaction in ETC were highlighted and for this

purpose quantitative survey and personal interview method using structured

questionnaire were used. ETC should revise existing practices and policies for

customer retention. Total customer satisfaction by expecting attitudinal change

among customers is also important.(Dr. Rajasekhara et.al, 2012)

A wide range of opportunities using advanced technology is essential for building

trust of customers and retaining them. Quality is a key factor in building customer

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loyalty. Relationship among quality, customer satisfaction, corporate image and

customer loyalty is described in this article. Service quality has indirect effect on

customer loyalty while corporate image and customer satisfaction directly affect

loyalty.(Khoshmaram Ali, 2010)

The purpose of this research is to determine the importance and results of customer

satisfaction in telecommunication in Bahrain. The desired data was gathered through

structured questionnaire. The results of this study show that satisfaction

determinants have the following categories financial, communication and

intercommunication. Financial factors have great importance to determine customer

satisfaction. Satisfaction causes the retention of the customers but satisfaction does

not guarantee loyalty of the customers. (Mohammed M. Almossawi, 2012)

RESEARCH FRAMEWORK

An overview of the hypothesis related to relationship, between the impact of the

different factors like innovation, cost, quality of services, and responsiveness on the

customer satisfaction, usage of network and popularity of network. Following are the

hypothesis of this research paper.

HYPOTHESIS OF THE STUDY

1 When decrease in price of product/service would lead to increase in

customer satisfaction.

2 Qualities of services increase the number of satisfied customer hence,

enhance customer satisfaction.

3 Innovation of products/services increases the customer satisfaction.

4 Customer satisfaction increases with the prompt response to complaints.

5 When increase the area of coverage would lead to increase the customer

satisfaction.

METHODOLOGY

POPULATION

The population includes all the mobile network users all over the Punjab. But

because of accessibility constraint we chose only those mobile network users as our

sample from whom we can personally contact to fill the questionnaires.

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DESCRIPTION OF THE SAMPLE

Our sample includes the mobile network users of Sialkot, Daska, Gujrat and

Gujranwala, Lahore, and Wizraabad.

Sample size: By considering the time and budget constraints the sample size of 150

respondents was be used. Theses respondents will be selected randomly.

PROCEDURE

The questionnaire consists of two parts. First part includes questions about the

demographics like sex, age, name, occupation and residence of the respondents and

the second part includes the questions regarding our topic. Questionnaire was

circulated among 180 students and teachers of different cities of Punjab of Pakistan.

150 questionnaires were collected out of 180, some missed and uncollected. After

collecting all filled questionnaire from the respondents,we made the Pie charts and

check the percentage of answers by respondents.We also used these 150

questionnaires for final analysis and conducted descriptive statistics and correlation

and regression analysis.

THEORATICAL FRAMEWORK

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CUSTOMER SATISFACTION:

Customer satisfaction is defined as "the number of customers, or percentage of

totalcustomers, whose reported experience with a firm, its products, or its services

(ratings) exceeds specified satisfaction goals.Customer satisfaction is a psychological

concept that involves the feeling of comfort and liking that result from obtaining

what one hopes for and expects from an appealing product and/or service Vavra

also define the concept customer satisfaction as a process; stress the perceptual and

psychological processes contributing to customer satisfaction (Vavra, 1997).

Satisfaction is not a universal phenomenon and every user achieves the same level of

satisfaction by consuming the same service practice. The reasons behind that

customer have different needs, wants, objectives, choices and past experiences that

influence their expectations. (Pizam, 1999)

Satisfaction is reaction of the customers towards the customer’s judgment of the

satisfaction level (Kim & Park 2004). The customer satisfaction is how customer

evaluates the performance of the products and services b (Gustafsson, Johnson and

Roos2005). This is the service provider’s ability to make strong relationship with

customers and create high degree of satisfaction level by providing the

differentiations products (Deng 2009).

PRICE:

The amount seller charges against a product from the customer, and it includes both

the production cost and the mark-up cost, which is added by the seller in order for

him to make a profit.Price is an important variable that defines the customer’s

satisfaction and company profits. Price is defined as the amount of money or goods

needed to acquire some combination of another services and goods (Michael, Bruce

and Stanton 1994). Customer will pay the money against the usage of any services

and the benefit which they get from products is known as price. Price is the

important determinant for the customer satisfaction. Price is that element which is

customer is ready to pay and seller is willing to receive and the competition allows

them to charge from the customer against their products and services (2002 &2003).

The assessment of consumers whether a seller’s price is acceptable, justifiable or

reasonable is called price fairness (Xia 2004, Monroe &Kukar-Kinney, 2007). The fair

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price of seller helps them to develop the loyal and satisfied customer. Price is very

important factor lead towards the customer satisfaction. The customer decision about

accept the reasonable price has direct relationship with satisfaction and loyalty

(Martin, Esteban & Molina, 2007). Another research says that customer satisfaction

is directly influenced by price perception of the customer from company(Herrmann,

2007).

Price is the sum of values that customer exchange for having the profits of using the

services and products, or the amount of money charged against the products and

services. The major contributor of satisfaction is the price of goods and services.

(Kotler& Armstrong, 2010)

INNOVATION:

Innovation is the commercialization of invention. It is process that converts an idea

into a service or product for which people pay. An idea should have a quality that

can satisfy a particular need and can be implemented at economical cost for

becoming innovation. In service industry (telecom brand) there exists a positive

relationship innovation of a brand and favorable evaluation of that brand by

customers. (Hem, Chernatony, 2001)

Telecommunication equipment market in mid of a radical change became

widespread as broadband technology with growth of the mobile telecommunication.

Innovation is an initiation of the new products, production and markets with

implementation of new sources of supply and arrival of any new organization in an

industry. (Hausman, 1995)

QUALITY OF SERVICES:

Service quality is a comparison of expectations with performance. A business with

high service quality will meet customer needs whilst remaining economically

competitive. Improved service quality may increase economic competitiveness. The

customers are loyal and satisfied from those companies which provide the excellent

services and products according to the expectation of the customers. In the

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telecommunication sector the quality of service means services that company provide

customer for day to day use to the user of services. They expect the high quality of

services like packages (Hardy, 2001). According to another research service is

intangible, produce and consume at the same time and it is a benefit or activity that

producer offer to consumer(Baker, 2003).

In the economic down turn, the service provider enjoys the loyalty of customer who

provides the quality and reliable services to the customers (Ward, Oodan,

Daneshmand&Savolaine, 2003). The service of telecommunication are produced and

consumed simultaneously, the contact people or the service delivery personnel

become enormously important (Halder, Paul &Kapoor, 2010). Consumer orientation

is the very important factor of success of any business. The process of service

delivery plays the important role on the perception of services by the customers

(Rao, 2011).

RESPONSIVENESS OF CUSTOMER SERVICE CENTER

Customer do not expect everything perfect from the service provider, they only

expect how you deal perfectly when anything go wrong. It is the duty of customer

center representative to behave well, solve the problems, provide the information

about the new services, and cooperate with the customer when they complain about

the services of the network. The managing properly customer complaints lead

toward the customer satisfaction.

Services should be provided to customer on reasonable terms from the social point of

view. And according to the economic factors the services provided to the customer

should satisfy the wants and needs of customers (Melody, 1997 &Turel&Serenko,

2006). The system is which deals with the activities consist of processing of customer

complaints, speed of processing, customer support system, reporting of complaints

and friendly behavior when receiving complaints is known as customer service

system (Kim, Oark&Jeong, 2004). The evaluation of services and products is

determined the customer satisfaction by brand (Gustafsson, Johnson &Roos, 2005).

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This research shows that when the customer complaints not properly handled and

solve them, then the customer go to another brand or product

(Han,Lee&Ahn,2006).The courteous behavior and friendly attitude of the service

workers with the customer increase the goodwill of company and customer

satisfaction towards service increased (Soderlund&Rosengren, 2008). The indicator

of business success is the way of dealing of customer services. The company creating

the loyal and satisfied customer should provide the high and quality customer

services. Customer services play the vital role in marketing mix for the promotion of

services and products of any business.

COVERAGE OF NETWORK

Communication is wholly about coverage and to remain connected with the whole

world, so in Pakistan in different rural and urban areas about 1900 cell sites are fixed

by 5 cellular companies to provide wide network coverage. If a cellular company

fails to provide coverage in a particular area where customer needs it then leads to a

lack of customer satisfaction for that network. (Shahzad Khan, SaimaAfsheen, 2012)

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ANALYSIS OF THE DATA

Socio- Demographic Profile of Respondents

Measure Objects Percentage Frequency

Age 18-25

26-35

36-45

Above

10%

51%

20%

19%

15

77

30

28

Gender Male

Female

57%

43%

85

65

Usage time Less than 3 month

3 to 6 month

6 to12 month

1 to 2 years

More than 3 years

3%

4%

7%

23%

63%

5

6

11

34

94

Type of connection Prepaid

Postpaid

84%

16%

126

24

Less than 400 57% 86

Monthly Budget 401 to 800 23% 34

801 to 1200 11% 16

More than 1200. 9% 14

1- Our research is based on Pakistani telecom customer. Five telecom companies

Ufone, Mobilink, Zong, Warid, and Telenor operates in Pakistan. Our second

question from the respondents was about the mobile operator that they are

using. After getting the response from the respondents about 40% samples

used Ufone, 21% use Mobilink and Telenor. 13% user of mobile operator

subscribe Warid and 4% use Zong.

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Qw NETWORK OPERATOR USAGE

1 Ufone 41%

2 Mobilink 21%

3 Telenor 21%

4 Warid 13%

5 Zong 4%

2- We then asked the 3rd question which was about the feature which help the

customer in choosing or selecting the network. The services like network

availability, call rates, SMS packages and value added services are the options

of this question. Mostly respondent select the favored network due to the SMS

package 53% their percentage with 150 respondents. 27% customers choose

the favored network due to the availability of network in the far areas. 14%

select connection liking the feature of call rates and 6% due to value added

services.

Qw OPTIONS RESPONSE

1 SMS package 53%

2 Network Availability

(Coverage)

27%

3 Call rates 14%

4 Value added services 6%

3- The customers have different expectation from the network which they used.

So we ask from the customer which type of services they expected from your

favored networks. The options are Good service, Network coverage, Voice

Quality, Schemes, and price of services. About 40% respondent expect good

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services, 17% expect appropriate prices,21% network coverage, 13% voice

quality, and 9% schemes have the expectation from the connections.

Qw OPTIONS RESPONSE

1 Good service 40%

2 Network coverage 17%

3 Voice Quality 21%

4 Schemes 13%

5 Price of services 9%

4- The 10th question from the student do you call at customer center of the

telecom companies. 79% give answer yes and only 21% give answer no.

Qw OPTIONS RESPONSE

1 Yes 79%

2 No 21%

5- We ask from the students when they call at customer center, they bargain

which type of behavior of executives of the customer center like pro &

prompt, not responding, warm & helpful , and lazy & slow. 40% answer pro &

prompt, 38% find their behavior warm & helpful, 13% say they not respond on

their quires and 9% the executive are lazy & slow in responding their

complaints.

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Qw OPTIONS RESPONSE

1 Pro & Prompt

40%

2 Not Responding

13%

3 Warm & Helpful

38%

4 Lazy & Slow

9%

IMPLICATION OF STATISTICAL TOOLS AND FINDINGS:

For the analysis of data we used the SPPS software and putt all data and find the

linear multiple regressions. When putt all data in SPSS and processed, following

results were attained. The following table shows that adjusted R-square is equal to

0.576. This value show that the dependent variable (customer satisfaction) is about

58% influenced by the independent variables (quality of services, innovation, price,

network coverage, and responsiveness of customer services). The R squares is equal

to .585 approximately close to one, it show that all the independent variable has some

impact on the dependent variable customer satisfaction in the telecom industry in

Pakistan

Model Summary

Model R R

Square

Adjusted R

Square

Std. Error of the

Estimate

1 .765a .585 .571 .526

a. Predictors: (Constant), QUALITY OF SERVICES, RESPONSIVENESS,

INNOVATION, COVERAGE, PRICE

The following table is consisting on ANOVA which explained overall model of this

article is significant or not. The value of significant of this model is equal to 0.00 and

less than 0.05 which explain that the dependent variable customer satisfaction and all

independent variable prices, innovation, quality of services, responsiveness of

customer services, and coverage area of network connected to each other. The value

of significance is show that clearly the model of this article is statistically significant.

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ANOVAb

Model Sum of

Squares

DF Mean

Square

F Sig.

1 Regression 56.180 5 11.236 40.659 .000a

Residual 39.794 144 .276

Total 95.973 149

a. Predictors: (Constant), Coverage area of network, Innovation, Responsiveness of

customer services, Price, Quality of services

b. Dependent Variable: CUSTOMER SATISFACTION

REGRESSION CO-EFFICIENT

Regression Equation = A+Bx1+Cx2+Dx3+Ex4+Fx5

Dependent Variable: CUSTOMER SATISFACTION

Independent Variable:Coverage area of network, Innovation, Responsiveness of

customer services, Price, Quality of services

COEFFICIENTSA

Model Unstandardized

Coefficients

Standardized

Coefficients

T Sig.

B Std.

Error

Beta

1 (Constant) -.519 .269 -

1.927

.056

Coverage area of

network

.207 .058 .207 3.584 .000

Innovation .031 .099 .017 .311 .756

Responsiveness of

customer services

.150 .043 .198 3.524 .001

Price .437 .070 .364 6.281 .000

Quality of services .326 .046 .399 7.088 .000

a. Dependent Variable: CUSTOMER

SATISFACTION

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In this article use the regression equation for study of impact of independent

variables on the dependent variable customer satisfaction.

Y= .269+.207(coverage of area of network) +.017(innovation) + .198 (responsiveness

of customer services) + .364(price) +.399(quality of services. The significance value of

four variables is less than 0.05 and one innovation has value more than 0.05, the

significance value is 0.756. So in this study the hypothesis number 3 is not supported

means have no relationship between the innovation and the level of customer

satisfaction. Other all independent variable have contact with the dependent variable

customer satisfaction and support the relationship. Among all independent variable

the quality of service has more effect on the customer satisfaction with the

standardized coefficient .399 and second most affecting variable is price with

standardize coefficient .364. Both independent variables have major impact on the

customer satisfaction level towards the service provider of Telecom Company. The

other independent variable has effect on customer satisfaction but less than above

two. The responsiveness of customer service and coverage area of network have

standardize coefficient .198 and .207, effect comparatively less customer satisfaction.

CORRELATION

Variables

Coverage

area of

network

Innovation

Responsiveness

of customer

services

Price of

service

Quality of

services

Customer

Satisfaction

Coverage area of

Network 1.000 .078 .199 .283 .251 .451

Innovation .078 1.000 .105 .051 .091 .109

Responsiveness of

customer services .199 .105 1.000 .253 .055 .355

Price .283 .051 .253 1.000 .216 .560

Quality of services .251 .091 .055 .216 1.000 .542

Customer

Satisfaction .451 .109 .355 .560 .542 1.000

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The above table show that the relation of explanatory variable with the dependent

variables and also with each other. The result of correlation analysis shows that all

independent variables coverage, responsiveness, price, and quality of services have

positive and significant relationship with the dependent variable customer

satisfaction. All independent have significant impact on the customer satisfaction it

increases with the explanatory variable except innovation. The innovation has

positive but insignificant relationship with customer satisfaction.

CONCLUSION:

The telecommunication sector has grown much and now the growth has slowed

down. The companies in Pakistan like Mobilink, Ufone, Warid, Telenor and Zong are

at maturity stage and have captured almost all the market. So now a day’s main

objective of these companies have become to satisfy the old customer as well as

capturing the new customers.

Main objective of this study was to find the mostly used telecom service provider in

telecom industry and the factors that influence the customer satisfaction of telecom

subscribers. From the results conclusion is drawn that, mostly used network is Ufone

and the service quality is the most contributing factor towards the customer

satisfaction and the second most contributing factor towards the customer

satisfaction in the Telecom industry is price fairness.

Keeping the results of this research in mind, it is evident that companies in the

Telecom sector should have a great focus on service quality and price fairness for

increasing customer satisfaction. But as the customer satisfaction increases with the

increases of network coverage and responsiveness. They must focus on that wider

the coverage, better it is. They should also focus on responsiveness, because if

customers help centers behave in a good way with the customers, customers

establish the emotional attachment with that brand.

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