Investigating value from the perspective of Irancell's customers

Letter for receiving Master of Business Administration

Marketing Orientation (M.A)

Abstract:

In the concept of marketing, it is believed that achieving organizational goals depends entirely on defining and determining the needs and demands of target markets and providing customer satisfaction in a more favorable and effective way than competitors. The present research has investigated the value from the customers' point of view of Irancell company in Ilam city and the value-creating factors from the customers' point of view have been selected and ranked. This research is applied in terms of purpose, which was done by survey method. The tool of data collection was a questionnaire whose face validity was measured based on the opinion of experts and its reliability was measured using Cronbach's alpha coefficient (71%), the statistical population of the study (N = 9531) Irancell SIM card holders who registered for Irancell SIM cards from April 1, 1992 to September 31, 1992 at Irancell sales offices in Ilam city, the sample size was using Cochran's formula (S = 369). It was determined that their selection was based on a simple random sampling method. Data analysis was done based on research assumptions, using descriptive and inferential statistical methods (linear regression) with the help of software (16SPSS). The findings show that there is a significant relationship between the independent variables of service quality, service diversity, mental image of the network, network price and call rate and the dependent variable of value from the customer's point of view (05%). It is suggested that in order to gain the satisfaction of mobile phone operator customers, all kinds of day-to-day services with the highest quality and the most appropriate price should be provided on a wide scale. The main limitation of this research was communicating with Irancell operator customers to complete the questionnaires.

Key words: value from the customer's point of view, Irancell operator customers, service quality, mental image of the network, network price, call rate.

Chapter 1

Overview

1- Introduction

Today, success in various economic fields depends on paying attention to the name of value. In this research, value is evaluated and defined by the criteria of service quality, customer satisfaction with variety, network mental image, network price and call rate. Considering that value creation is the paradigm of today's era, different areas are trying to use it and implement it in different parts of their business (Ghafarian, 2018).

Considering that in today's era, competitive markets are at their peak, paying attention to consumer priorities and satisfying customers is the guarantee of survival in these markets (Maki, 2018)

In this research, we aim to Let's examine the value from the perspective of Irancell's customers. The reason for that is the importance of knowing the value-creating factors from the customers' point of view in order to gain their satisfaction and loyalty and to compete effectively and profitably with other mobile phone operators. The multifaceted needs of customers make them loyal to themselves. For this reason and other technical reasons such as meeting better quality communications, more variety of services and lower cost, many telecommunications companies and mobile phone operators have turned to diversification (Saber Rahman et al., 2011). The result of this study will help the future telecommunications service providers to take passionate actions to enrich and experience customer services, this research especially focuses on the consumer in the mobile industry. In addition to this research, based on a previous consumer study, it is made by examining the role of perceptions that ultimately affect the choice of an operator's services (Karamati et al., 2018).

This research, by understanding the customer selection criteria for a mobile phone operator, tries to find value-creating factors from the customer's point of view, and also tries to accurately describe the perceptions of consumers and their reviving demands regarding mobile telecommunication service providers and their services. (Karamti et al., 2018).

The purpose of this research is to investigate the factors for which the customer gets satisfaction from his operator. In this research, factors such as service quality, network price, call rate, available facilities (variety) and network brand etc.. which can attract customers and keep them in the long term, as well as increase the ability to compete with other telecommunications companies that are growing and developing rapidly. In this research, we intend to examine the value from the perspective of Irancell's customers. 1-3- The importance and necessity of research The telephone always creates extensive social interactions between individuals, groups, organizations, as well as governments, and creates an international environment and a wide network in relation to countries, cultures, identities, and national business. The progress of today's communication technology ignores the global border and makes the world a "global village". The telecommunications sector is experiencing the change of global events by the liberalization and privatization of this sector, which in turn makes a fierce competition widespread (Rangbar Yazdi, Mirzai Nejad, 2015).

Due to the fierce competition, companies try to get the maximum market share by providing multiple services to meet the needs of customers, demands and They have demands. (Maki, 2007).

Because the competition among operators has increased, it is necessary to be aware of consumer perceptions about service quality, brand image, and customer satisfaction. In addition, there is a large research gap related to service quality, brand image, and customer satisfaction regarding customer perceptions of mobile operators. In particular, empirical research that enhances new research in this field is rare in this field.  (Sabir Rahman, 2012). Since the current research in our country has not investigated the relationship between operator services and value from the customer's point of view, therefore, different aspects of this investigation are new. On the other hand, with the emergence of different operators in the country, including (Hamra first, Irancell, Rightel), the need to investigate this matter is more understood. If this research is successful, it can help the marketing of different operators so that by identifying the desired values ??of the customer, they can better meet their demands and naturally act more successfully in marketing. They have not taken into consideration, especially the issue of value from the point of view of the operator's customer, which has not been investigated at all.

B- Although this issue has been investigated abroad, but first of all, these studies are not very extensive, and secondly, in the conducted studies, at most three factors (of course, different factors in different studies) have been examined, but in the current study, 5 factors (service quality, service variety, mental image of the network, network price, call rate) have been examined.

C- The current research is based on field surveys, which is the strength of this research and with 380 people, a suitable coverage of people has been formed, while most of the materials related to this field in the country are theoretical articles prepared by experts related to telecommunications and the customers have not been researched.

1-5- Study history

1- Mahnaz Ranjir Yazdi and Mohammad Reza Mirzainejad, 1387, in a research called "Framework for Mobile Telecommunication Development Strategy" has described the different generations of SIM cards and obstacles to the development of telecommunication in developing countries.

2- Abbas Karamati, Mohsen Ardabili and Babak Sohrabi, 1388 in a research called "Analysis of customer churn, examining the situation of one of Iran's mobile phone operators" determined the factors that cause customers to turn away from their operators.

3- Mohammadreza Mirzainejad, Khashayar Seyedshakri and Pegah Pelangi, 2006 in a research called "Estimating the demand function of mobile phone with emphasis on the entry of a new operator" have listed the factors that are effective on the demand function for the purchase of a mobile phone operator. The value network: an insight from the mobile operator" has determined the value-creating factors for success among competitors in the mobile phone operator industry".

5- Saber Rahman, Ahsanul Hako,[3] Ismail Sidahmad, 2011 in a research called "Selecting criteria for purchasing a telecom operator among Malaysian customers" have obtained 3 criteria for purchasing a mobile phone operator.

6- Saber Rahman, 2012 in a research to The name "Customer perception of the operator and value-creating factors" has examined 3 value-creating factors for the customer's perception of the operator.