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ISSUES IN MARKETING: CUSTOMER RETENTION OF USER MOBILE SERVICE PROVIDER QUESTIONNAIRE

PREPARED BY: ILLY AMALIENA BINTI IBRAHIM NUR FARAH IRMA BT. MOHD FARIT SOFIAH BINTI SAMSUDIN MOHAMAD SHUKRI BIN MOHD YUSSOF MOHD SHAHIR BIN MOHD SHARIFF MUHAHAD ADAM BIN IBRAHIM NURNABILAH BINTI ABD. RAHIM PREPARED FOR: EN. HJ. MOHD AMIN

2010988641 2010178367 2009759431 2010194593 2010546919 2010918305 2010992019

INTRODUCTION
Customer retention is essential for all firms in the service sector in the present consumer market and it will receive a great deal of attention over the next few years. The major mobile network operators in the Malaysia, including Maxis, Celcom, Digi, U Mobile and others lose over a third of their youth subscribers to rival providers.

Customer retention is that part of relationship marketing knowledge concerned mainly with maintaining existing customers by manipulating the relationship in a way that enables parties, the firm and the customer, to benefit through long-term, repeat business. This study is conducted in one of todays most rapidly growing and competitive sectors, the cellular phone industry.

Mobile phones are described as those telephones that are fully portable and not attached to a base unit operating on dedicated mobile phone networks, where revenue is generated by all voice and data transmissions originating from such mobile phones The importance of the mobile business has increased since it has now entered all aspects of life, including education, health, business, and entertainment.

PROBLEM STATEMENT
It is a study of customer retention from a variety of angles, including economic, behavioural and psychological perspectives, was rigorously carried out. This study approaches the customer retention problem in the mobile phone sector from a behavioural perspective.

FINDINGS

FREQUENCY AND GRAPH

gender Frequency 40 60 100 Percent 40. 0 60. 0 100.0 Valid Percent 40. 0 60. 0 100.0 Cumulat iv e Percent 40. 0 100.0

Valid

male f emale Tot al

age Frequency below 23 y ears old 38 24 - 39 y ears old 46 40 - 59 y ears old 13 60 y ears old and abov e 3 Tot al 100 Percent 38. 0 46. 0 13. 0 3. 0 100.0 Valid Perc ent 38. 0 46. 0 13. 0 3. 0 100.0 Cumulat iv e Percent 38. 0 84. 0 97. 0 100.0

Valid

educati on Cumulat iv e Percent 11. 0 14. 0 43. 0 92. 0 97. 0 100.0

Valid

spm st pm diploma degree master PhD. Tot al

Frequency 11 3 29 49 5 3 100

Percent 11. 0 3. 0 29. 0 49. 0 5. 0 3. 0 100.0

Valid Percent 11. 0 3. 0 29. 0 49. 0 5. 0 3. 0 100.0

income Frequency below RM 1000 67 RM 1001 - RM 1500 5 RM 1501 - RM 2500 18 RM 2501 and abov e 10 Tot al 100 Perc ent 67. 0 5. 0 18. 0 10. 0 100.0 Valid Percent 67. 0 5. 0 18. 0 10. 0 100.0 Cumulat iv e Perc ent 67. 0 72. 0 90. 0 100.0

Valid

current Frequency 48 39 11 2 100 Percent 48. 0 39. 0 11. 0 2. 0 100.0 Valid Percent 48. 0 39. 0 11. 0 2. 0 100.0 Cumulat iv e Percent 48. 0 87. 0 98. 0 100.0

Valid

maxis celc om digi u mobile Tot al

swi tched Frequency 54 46 100 Percent 54. 0 46. 0 100.0 Valid Percent 54. 0 46. 0 100.0 Cumulat iv e Percent 54. 0 100.0

Valid

y es no Tot al

previous Frequency 31 13 13 1 58 42 100 Perc ent 31. 0 13. 0 13. 0 1. 0 58. 0 42. 0 100.0 Valid Percent 53. 4 22. 4 22. 4 1. 7 100.0 Cumulat iv e Perc ent 53. 4 75. 9 98. 3 100.0

Valid

Miss ing Tot al

maxis celc om digi u mobile Tot al Sy s tem

used Frequency less then one y ear 1 1 - 3 y ears 10 4 - 6 y ears 18 5 - 7 y ears 29 8 - 10 y ears 30 more than 10 y ears 12 Tot al 100 Percent 1. 0 10. 0 18. 0 29. 0 30. 0 12. 0 100.0 Valid Perc ent 1. 0 10. 0 18. 0 29. 0 30. 0 12. 0 100.0 Cumulat iv e Percent 1. 0 11. 0 29. 0 58. 0 88. 0 100.0

Valid

payment Frequency 75 25 100 Percent 75. 0 25. 0 100.0 Valid Perc ent 75. 0 25. 0 100.0 Cumulat iv e Percent 75. 0 100.0

Valid

prepaid pos t-paid Tot al

spend Frequency below RM 50 61 RM 50 - RM 100 23 RM 101 - RM 150 9 RM 151 - RM 200 5 RM 201 and abov e 2 Tot al 100 Percent 61. 0 23. 0 9. 0 5. 0 2. 0 100.0 Valid Percent 61. 0 23. 0 9. 0 5. 0 2. 0 100.0 Cumulat iv e Percent 61. 0 84. 0 93. 0 98. 0 100.0

Valid

pays Frequency 67 28 5 100 Percent 67. 0 28. 0 5. 0 100.0 Valid Percent 67. 0 28. 0 5. 0 100.0 Cumulat iv e Percent 67. 0 95. 0 100.0

Valid

me parent s employ ers Tot al

MEAN & STD. DEVIATION CUSTOMER RETENTION


MOBILE SERVICE USER PROFILE
N current switched previous used payment spend pays Valid N (listwise) 100 100 58 100 100 100 100 58 Mean 1.6900 1.4600 1.7414 4.1300 1.2700 1.6400 1.3800 Std. Deviation .82505 .50091 .92831 1.20315 .50960 .97980 .58223

CUSTOMER RETENTION
N coverage aftersales customers minutes broadbands gift service friendly salespersons airtime Valid N (listwise) 100 100 100 100 100 100 100 100 100 100 100 Mean 2.3500 2.7000 2.6600 2.4500 2.6700 2.7300 2.6300 2.6200 2.5300 2.5900 Std. Deviation 1.45904 1.11464 1.16532 1.20080 1.08297 1.11785 .97084 1.08040 .98939 1.14676

DEMOGRAPHIC
N gender age education income Valid N (listwise) 100 100 100 100 100 Mean 1.6000 1.8100 3.4300 1.7100 Std. Deviation .49237 .77453 1.12146 1.08521

CORRELATION PEARSON
Correlati ons brand brand Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N 1 100 -. 197* .050 100 -. 086 .397 100 -. 024 .815 100 -. 131 .195 100 gender -. 197* .050 100 1 100 .090 .373 100 .022 .828 100 -. 219* .028 100 age -. 086 .397 100 .090 .373 100 1 100 -. 231* .021 100 .499** .000 100 education -. 024 .815 100 .022 .828 100 -. 231* .021 100 1 100 -. 071 .484 100 income -. 131 .195 100 -. 219* .028 100 .499** .000 100 -. 071 .484 100 1 100

gender

age

education

income

*. Correlat ion is signif icant at t he 0.05 lev el (2-tailed). **. Correlat ion is signif icant at t he 0.01 lev el (2-tailed).

Correlati ons cov erage Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N cov erage 1 100 -. 239* .017 100 -. 191 .057 100 .055 .585 100 -. 095 .348 100 gender -. 239* .017 100 1 100 .090 .373 100 .022 .828 100 -. 219* .028 100 age -. 191 .057 100 .090 .373 100 1 education .055 .585 100 .022 .828 100 -. 231* .021 100 100 -. 231* 1 .021 100 100 .499** -. 071 .000 .484 100 100 income -. 095 .348 100 -. 219* .028 100 .499** .000 100 -. 071 .484 100 1 100

gender

age

education

income

*. Correlat ion is signif icant at t he 0.05 lev el (2-tailed). **. Correlat ion is signif icant at t he 0.01 lev el (2-tailed).

Correlati ons cos t cos t Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N 1 100 -. 141 .160 100 -. 211* .035 100 .078 .440 100 -. 050 .625 100 gender -. 141 .160 100 1 100 .090 .373 100 .022 .828 100 -. 219* .028 100 age -. 211* .035 100 .090 .373 100 1 100 -. 231* .021 100 .499** .000 100 education .078 .440 100 .022 .828 100 -. 231* .021 100 1 100 -. 071 .484 100 income -. 050 .625 100 -. 219* .028 100 .499** .000 100 -. 071 .484 100 1 100

gender

age

education

income

*. Correlat ion is signif icant at t he 0.05 lev el (2-tailed). **. Correlat ion is signif icant at t he 0.01 lev el (2-tailed).

Correlati ons serv ic e Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N serv ic e 1 100 -. 080 .427 100 -. 135 .181 100 .083 .414 100 -. 055 .587 100 gender -. 080 .427 100 1 100 .090 .373 100 .022 .828 100 -. 219* .028 100 age -. 135 .181 100 .090 .373 100 1 education .083 .414 100 .022 .828 100 -. 231* .021 100 100 -. 231* 1 .021 100 100 .499** -. 071 .000 .484 100 100 income -. 055 .587 100 -. 219* .028 100 .499** .000 100 -. 071 .484 100 1 100

gender

age

education

income

*. Correlat ion is signif icant at t he 0.05 lev el (2-tailed). **. Correlat ion is signif icant at t he 0.01 lev el (2-tailed).

Correlati ons f riendly f riendly Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N 1 100 -. 023 .822 100 -. 172 .088 100 .036 .721 100 -. 086 .393 100 gender -. 023 .822 100 1 100 .090 .373 100 .022 .828 100 -. 219* .028 100 age -. 172 .088 100 .090 .373 100 1 education .036 .721 100 .022 .828 100 -. 231* .021 100 100 -. 231* 1 .021 100 100 .499** -. 071 .000 .484 100 100 income -. 086 .393 100 -. 219* .028 100 .499** .000 100 -. 071 .484 100 1 100

gender

age

education

income

*. Correlat ion is signif icant at t he 0.05 lev el (2-tailed). **. Correlat ion is signif icant at t he 0.01 lev el (2-tailed).

Correlati ons gif t gif t Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N Pears on C orrelation Sig. (2-t ailed) N 1 100 .040 .690 100 -. 118 .242 100 -. 051 .611 100 -. 049 .631 100 gender .040 .690 100 1 100 .090 .373 100 .022 .828 100 -. 219* .028 100 age -. 118 .242 100 .090 .373 100 1 education -. 051 .611 100 .022 .828 100 -. 231* .021 100 100 -. 231* 1 .021 100 100 .499** -. 071 .000 .484 100 100 income -. 049 .631 100 -. 219* .028 100 .499** .000 100 -. 071 .484 100 1 100

gender

age

education

income

*. Correlat ion is signif icant at t he 0.05 lev el (2-tailed). **. Correlat ion is signif icant at t he 0.01 lev el (2-tailed).

CONCLUSION
How suppliers maintain relationships with their customers to ensure they retain them, by administrating and selling these essential benefits. The problem of how to transfer current mobile users from prepaid subscriptions to post-paid subscriptions is one of the service suppliers main concerns because it affects the composition of a good customer base.

Having the competitive advantages of a reasonable customer base enables mobile operators to secure reasonable cash flows in order to survive in the competitive world Relationship marketing between two parties is seen as a set of continuous interactions that need to be stimulated and motivated if they are to continue. From the research, it show that most of the user influenced to buy the product based on the service and the advertisement seen.

RECOMENDATION
Service firms should take care when designing special mobile offerings to satisfy this segment, which apparently buys contracts with great regard to their economic situation and income.

THANK YOU

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