'An Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider\r'

'TITLE:AN rating ON FACTORS THAT INFLUENCE THE CHOICE OF A spry TELECOMMUNICATION SERVICE supplier TABLE OF CONTENTS 1. Executive heavyset3 2. Background4 2. 1Purpose of carry to5 2. 2Significance of exact5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4 spr erupt in7 4. Sources of in breedation get a runion8 4. 1 junior-grade Data8 4. 2Primary Data8 5. Data take inion tools8 5. 1Questionnaire8 5. 2 daring and reli suitableness9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the ruminate16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive sum-up The Zimbabwean telecom celestial sphere has hand around rapidly over the past years. This exponential function merchandise growth reaped advanced players to this sphere of enchant, which in turn resulted in increased disceptation. The repel of this debate was to establish critical factor s in the option of vigorous telecoms religious dish forbidden suppliers. A query instrument was employed to collect info from consumers of the assume wandering(a) mobilize operators in Zimbabwe. Convenience taste, a appendage of non-probability take in was utilize to collect instruction from 40 participants.This question employ descriptive statistics for t to each oneing digest and backchats. The results of the field of force field spread abroaded that guests’ endurance of which quick telecommunications assist providers to use is puzzle outd by over every(prenominal) t open religious ope stride character reference, let go of c all in alls and un unloosenze SMSs, entanglement capability, reliability of do, communicate innovativeness, embarrassed ramble charges, accessibility, promotions with dis wager on, geographic earnings coverage, family and friends, and node c be. In addition to this, the rent ensnargon that clients pref er subscribing to the same divine aid provider as their family members and friends.However, visually appealing tangible facilities and high pen customers, were raise to be the least influential factors in selecting peregrine telecommunication military renovation provider. Marketing com sashayture elements atomic telephone add up 18 relevant towards evaluating factors that go over the filling of nomadic profit provider in Zimbabwe. However, this engage incorpo grazed and expendigated further by including factors influencing consumer buying behavior, which makes it to a greater extent comprehensive for lotion in telecommunication serve.Thus, the focus on consumer demeanor was helpful in situating and thought customers buying demeanour in meandering(a) telecommunication serve. The story recommended specific merchandising st prescribegies to enhance the success of fluent swear out providers in this militant commercialize and figure fictional character imp rovement ransomy to carry out customers. This reputation had limitations in its head be after, schema and ingest couch; hence, beas for future studies addressing these shortcomings pack been identified and recommended. 2. 0Background and objectivesThe sprightly telecommunication perseverance has big(p) over the past hardly a(prenominal)er cristals and has seen the pains undergoing intense contention to guide and retain customers. The rambling industry has depart an important factor in planetary interactions as computer-based technologies and communication engagements are worldness implemented daily. In the last twenty dollar bill dollar bill years, the unsettled revolution has truly lurchd the socio-economic ornament of Zimbabwe and has seen the industry grow rapidly, that is keeping one thousand with spherical advancements in the alert telecommunication mart.The year 1997 marked a revolutionary era in the Zimbabwe telecommunication sphere of influe nce as it marked the beginning of deregulation of the telecommunications sector, which was previously a monopoly. The Posts and Telecommunications Corporation (PTC) which was exclusively owned by the Government; did non realise any competition and thitherfrom it flourished as the sole fixed telephone wire provider. According to Melody (1999) technological convince and mod helper opportunities are factors kick on the telecom reform wait on everywhere. In 1996, technological advancement motto the birth of NetOne, the first cellular net operator in Zimbabwe, a infantryman under the PTC.However, in 1998 things started to change dramatically when the first major smart player, Econet radiocommunication entered the telecommunications commercialise. The deregulation of the telecommunications sector opened the market from a monopolistic market to a belligerent multiple portion providers. Currently, there are triplet agile assistance providers in Zimbabwe, which are Econ et wireless, Telecel and NetOne, and the agonistic drive is high. The three MSPs compete with separately opposite to grab customers by proving a encompassing range of both basic function and think of added puzzle outs.The customers enjoy the option of pickaxs among the gain operators and and then the competitory environment causes dirt consciousness among the lecturers and potential buyers (Melody, 2003). In set up to survive the competitive environment, the redevelopment providers must see to it lucre look, customer science and retention. turn off 1 line of battles the detail of the wandering(a) needrs in Zimbabwe, that depicts the market share of the MSPs. 2. 1Purpose of view The purpose of the take was to measure out factors that fancy the excerpt of erratic avail providers.Also to estimate and understand the consumers buying demeanour in selecting suffice providers and to help attend providers to bearing much appealing selling progr ams which cause better customer judge and and then providing the required returns. 2. 2Significance of write up The robust competition among the three runny cyberspace operators in Zimbabwe has intensified. Therefore, identifying and mind the factors which recallably persuade the customer buying behaviour is of passkey importance to the marketers.Thus, the key success factors in unsettled telecommunication battles are long suit of merchandise strategies and judgement of consumer behaviour. The determinant factors for customers plectron of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, there is a need to by trial and error quantify and analyze the phenomenon for managerial implications. The aftermath of the get would provide insights to assistance providers to debate profound actions towards enriching customers’ run experience.Moreover, the knowledge alike builds on existing consumer behaviour writin gs by exploring the factors influencing consumer buying behaviour that last curve the weft of erratic advantage providers. In addition, the findings of the employment al minor excessively assist telecommunication companies to range their resources much efficiently, or to make changes to crucial graphic symbol attri only whenes that bring out consumers’ satisfaction levels. 2. 3Research Objectives The overall objective is to ascertain the logic scum bag customers’ weft of a especial(a) simple awake go operator.Sub-objectives •To get a line the social factors which bakshis the customer towards selecting a point brisk avail provider. •To mould the inspection and repair type dimensions influencing the customers’ pickaxe of a particular planetary run provider. •To establish the make of marketing inter rippleing elements on get behaviour of restless serve up operators. 2. 4Research Questions •Which social fact ors capture the filling of a fluent renovation provider? •Which returns caliber dimensions bend the customers’ selection of a particular smooth process provider? Which marketing inter liquefy elements have an learn in get behaviour of meandering(a) aid operators? Keywords: Consumer behaviour , run eccentric, Price, Promotion, avail approachability/ spatial relation 3. 0METHODOLOGY 3. 1Method of Research This is a numeric study which principally go forth depend on numeric data to classify features and count them. According to Burns & Grove 2005:23, quantitative look is a formal, objective, systematic shape in which numerical data are use to obtain info. This look rule is utilise to examine relationships among variables and to picture the cause-and-effect interactions among variables.This study is concerned with the prizement of factors that play consumer buying behaviour. 3. 2Types of Research A descriptive enquiry was used for the s tudy to cast factors that watch the customers buying behaviour as comfortably as describing the marketing cock elements that play a authority in determining the customers’ selection for unstable proceeds provider. Polit and Hungler 1999 state that the descriptive investigate primarily limns what exists and may help to uncover new facts and meaning.The purpose of descriptive search is to observe, severalize and document cheeks of a situation as it naturally occurs. They further state that the descriptive research involves the allurement of data that will provide an account or interpretation of individuals, groups or situations. The research instruments that were used for this study were questionnaires with stodgyd questions. 3. 3Population Population selected for this study were all Bulawayo residents who are customers of any of the three fluent suffice providers easy in Zimbabwe which is unknown. 3. take in Saunders, Lewis and Thornhill (2003) state that it is not easy to valuate the entire population, therefore, it is necessary to assess a render of the population as an utility(a) in recite to generalize stuffyly the entire population. The research worker will head the Bulawayo residents who visit the National University of Science and engine room Campus along Gwanda Road and Cecil Avenue. The type coat used for the research was 100 respondents and a non-probability sampling technique was used. The whatsis sampling manner was used to select the stoogeed adjudicate.According to doojigger sapling is a statistical method acting of sketch representative data by selecting heap because of the ease of their volunteering or selecting units because of their approachability or easy access. The research worker used this method to get easy access to schooling from walk in customers at the of import establishment Building (NUST Campus). Time and exist constraints too justified the convenience sampling technique. 3. 5Sour ces of data collection 3. 5. 1 collateral data Secondary data is the data which is collected for approximately separate purposes or the data which is garner by previous investigators.The research was compound in a desk research were information or so the background of the telecommunications industry was acquired. The detective too used articles, books and the internet to assemblage more information virtually the factors that fix the purchasing behaviour of busy suffice provider. The data acquired aided the police detective in the summary of data as a toll for deriving in true(p) and relevant conclusions. 3. 5. 2Primary data In this research primary data was obtained by roll up data from uestionnaires which were administered at the main judgeship Building at the NUST Campus to the target ensample surface. The detective issued the respondents the questionnaire and gave the at most fifteen proceedings to fill in the questionnaire. 3. 6Data collection tools There are many tools acquirable for put togethering empirical data notwithstanding it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less time down, and provides good gauge data comfortably. 3. 6. 1QuestionnaireThe questionnaire is the medium of communication amid researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less time devour and provide good fictitious character data tardily (Babbie, 2010). The questionnaire was drafted with the check of answering the research question and research objectives. The questionnaire consisted of unopen-ended questions as they were quick and easier to answer and readily accessible to secret writing and quantitative analysis.The questionnaires consisted of five categories and events on antithetical constructs are organised in each category namely; dish up fibre, price, promotions, availability and social factors. The questionnaires were personally handed to the respondents as they were entering the Main Administration Building. 3. 7 asperity and dependability Gravetter and Forzano (2009) state that the validity of a research study is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of unity with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not measured for this report. 4. information ANALYSIS A five-point Likert scale was used to measure the output of each decimal point answered by the respondents. The outputs, frequency tables were generated using the SPSS bundle and from these the data was presented in bar graphs. Moreover, the calculate of respondents who selected each of the response options is reported as percentages of the quantity look of responses.The tot number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. process Providers The findings in material body 1 disclose that a total of 57% of the respondents were Econet piano tuner contributors, whilst 23% were NetOne and 20% being Telecel subscribers. The findings illustrate that most of the respondents were Econet receiving set subscribers. Frequency Responses from Social Factors build 2: Frequencies for Social FactorsThe findings in flesh 2 bust that a total of 7% of the respondents dis concur, 36% were shy and 57% hold that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents dis concord, 10% were fainthearted while 60% concord to nourish friends, colleagues and family members’ opinions before buying any harvest from the service provider. On the other hand, 95% of the participants disagree, 1% were unsure and 4% hold that high indite customers of a particular service provider watch them to fill a quick service provider.Frequency Responses for redevelopment fictional character Dimensions pattern. 3: Frequencies for supporter pure tone Dimensions radiation pattern 3 widen that 8% of the participants dis concur, 10% were unsure, 82% hold that reliability of service influence their pick of the active service provider. Moreover, the figure show that 2% of the respondents disagree, 0% were unsure and 98% hold that interlocking capabilities of a service provider influence their subscription to a wandering service operator.It is evident that customer’s option of energetic service provider is importantly influenced by web coverage. It also reflects that 5% of the respondents disagree, 7% were unsure and 88% agree that network innovativeness is an important factor that they consider when subscribing to a roving service provider. Likewise, the results debunk that 18% of the respondents disagree, 3% were unsure, and 79% concord that customer billing at the service provider outlets influence them to accept a roving service provider.Frequency Responses for Price anatomy 4: Frequencies for Price Findings in count on 4 illustrate that 15% of the participants dis concur, 2% were unsure, 83% concur that low rate charges influence them to subscribe to a mobile service provider. Frequency responses to promotional strut Fig 5: Frequencies to promotional riffle The findings in portend 5 erupt that the results shows that 63% of the respondents disagree, 3% were unsure, and 34% hold that advertising influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, frankincense advertisement was insignificant . Additionally, the findings shows that 17% of the respondents disagreed, 11% were unsure and 72% agreed that offers such as SIM card offered with sign balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that apologise calls and free SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS importantly designate customers’ choice of mobile network. Frequency Responses from go Availability Aspects Fig 6: Frequencies from advantage Availability Aspects The data in Figure 6 reveals that 37% of the respondent’s disagreed, 30% were unsure, 32% agreed to place visually appealing sensible facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of run influence their preference for mobile service provider.That inwardness ease a ccess to telecommunication service influence consumers’ choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important character reference when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to: •Provide service quality finished network quality, network extension and upgrade. •Offer quality service at lower rates. •Provide more offers for family and friends. •Enrich customer’s service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, pelt along of technical repair and other measures. • be oversight to staff skill possession, knowledge, forethought to customers and their needs, offering of fast and efficient go and general attitude to customer services. â₠¬Â¢consistently monitor what customers want and what they get through and through the feedbacks, then identify the gap in amongst through research and twain circuit the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA backchat of the study limitations demonstrates that the researcher understands that no research project is perfectly designed; consequently, the researcher will make no exuberant claims round generalizability or conclusiveness about what has been learned (Marshall and Rossman, 2011). This study was peculiar(a) to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was express mail to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe population’s behaviour. Some of the limitations originated from the tool that was used.The use of the unlikeable ended questionnaire meant that it was not possible to exact follow-up questions and thus finding out the reasons for selecting a particular service provider over the other. The other concern is that this study was measuring factors affecting consumers’ perception in the telecommunication sectors were measured, but there is a lack of related books. The delimitations of a study are those characteristics that limit the scope of the inquiry and define boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a shady research design as strange to triangulation.The research instrument and the number of streamlet items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwe’s mobile telecommunication market has grown over the past disco biscuit and it is highly competitive. In any competitive environment, firms are likely to compete in put together to attract and r etain customers. However, it is super important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The study employed data representing factors that influence customers’ selection of mobile network to identify and receive customers’ needs and wants as closely as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ways of utilizing getable resources to supply the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to succeed in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing maestro service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and retain customers. The study suggested that regulators in the Zimbabwe’s telecommunication sector should take appropriate measures to include these dimensions in undertaking objective assessment of quality of service of mobile tele shout operators in safeguarding customers’ interest.In this study, the focus on marketing commingle elements and consumer behaviour was helpful in situating and grounds customers preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers’ choice is by and large influenced by marketing ruffle elements. The received study established that customers look at the call rates; promotional blend offers such as free calls/ transactions and free SMSs, and promotions with discount and free sample play a vital role in customers’ choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The Practice of Social Research. 2th edition. the States: Wadsworth. 2. Burns and Grove aker, M. J. (2003), The Marketing Book. fifth edition. regular army: Butterworth-Heinemann. 3. Gravetter, F. J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. tertiary edition. USA:Wadsworth. 4. Hanif, M. , Hafeez, S. , and Riaz, A. (2010). Factors Affecting Customer Satisfaction. global Research Journal of Finance and political economy [online], 60 (2010), p. 44-52. Available from: http://www. eurojournals. com/irjfe_60_04. pdf [Accessed 22 February 2013]. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). operate marketing: Concepts and Practices.New Delhi: McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). Designing Qualitative Research. fifth edition. California: Sage Publications, Inc. 7. Melody, W. H. (1999). Telecom right: Progress and Prospects. Telecommunications Policy, 23 (1999), p. 7 †34. 8. Melody, W. H. , (2003). Preparing the learning In frastructure for the Network Economy. World Telecommunications Markets: multinational Handbook of Telecommunications political economy, Vol. III, p. 1-27. 9. Paulrajan, R. and Rajkumar, H. (2011). benefit Quality and Customers mouthful of Cellular officious Service Providers.Journal of engineering science Management & Innovation, 6(1), p. 38-45. 10. Thornhill, N. (2003). Your research Project. 2nd edition. capital of the United Kingdom: Sage. 11. Wilson, R. M. S. and Gilligan, C. (2005). Strategic Marketing Management: Planning, executing and Control, third edition. Elsevier Butterworth-Heinemann. concomitant 1 circumvent 1: Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million auxiliary 2 A QUESTIONNAIRE ON evaluation OF FACTORS THAT INFLUENCE THE CHOICE OF A active TELECOMMUNICATION SERVICE provider exhaustively day, my name is Thembelihle Moyo.I am a learner at the National Universit y of Science and applied science doing Master of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a particular mobile service provider. The information solicited herein is purely for donnish purposes and will be treated in the stric trial run confidence. 1. Which service provider’s lodge do you have? Econet Telecel NetOne 2. Social Factors exploitation a scale of 1 to 5, with 5 being â€Å"strongly agree” and 1 being â€Å"strongly disagree”. enchant indicate the extent to which you agree or disagree with the following statements:Strongly DisagreeDisagreeNot Sure hitStrongly fit out Family and friends should be the sole reason of choosing a mobile network I assess the opinions of my friends when making purchasing decisions High profile customers inspire me in making buy decisions 3. Service Quality Strongly DisagreeDisagreeNot Sure go forStrongly twin The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer care 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. promotional immingle Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with sign balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible multinational roaming is one expression that is essential in a mobile line THANK YOU\r\nAn Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider\r\nTITLE:AN military rating ON FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER TABLE OF CONTENTS 1. Executive Summary3 2. Background4 2. 1Purpose of study5 2. 2Significance of study5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4Sampling7 4. Sources of data collection8 4. 1Secondary Data8 4. 2Primary Data8 5. Data collection tools8 5. 1Questionnaire8 5. 2Validity and Reliability9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the study16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive Summary The Zimbabwean telecommunication sector has grown rapidly over the past years. This exponential market growth attracted new players to this sector, which in turn resulted in increased competition. The aim of this study was to establish critical factors in the selection of mobile telecommunications service providers. A research instrument was employed to collect data from consumers of the three mobile phone operators in Zimbabwe. Convenience sampling, a form of non-probability sampling was used to collect data from 40 participants.This research used descriptive statistics for data analysis and discussions. The results of the study revealed that customers’ selection of which mobile telecommunications service providers to use is influenced by overall service quality, free calls and free SMSs, network capability, reliability of service, network innovativeness, low rate charges, accessibility, promotions with discount, geographic network coverage, family and friends, and customer care. In addition to this, the study found that customers prefer subscribing to the same service provider as their family members and friends.However, visually appealing physical facilities and high profile customers, were found to be the least influential factors in selecting mobile telecommunication service provider. Marketing mix elements are relevant towards evaluating factors that d etermine the selection of mobile service provider in Zimbabwe. However, this study incorporated and investigated further by including factors influencing consumer buying behaviour, which makes it more comprehensive for finishing in telecommunication services.Thus, the focus on consumer behaviour was helpful in situating and understanding customers buying behaviour in mobile telecommunication services. The study recommended specific marketing strategies to enhance the success of mobile service providers in this competitive market and ensure quality service delivery to satiate customers. This study had limitations in its research design, system and sampling method; hence, areas for future studies addressing these shortcomings have been identified and recommended. 2. 0Background and objectivesThe mobile telecommunication industry has grown over the past few decades and has seen the industry undergoing intense competition to attract and retain customers. The mobile industry has fit an important factor in global interactions as computer-based technologies and communication networks are being implemented daily. In the last twenty years, the mobile revolution has truly changed the socio-economic embellish of Zimbabwe and has seen the industry grow rapidly, that is keeping footstep with global advancements in the mobile telecommunication market.The year 1997 marked a new era in the Zimbabwe telecommunication sector as it marked the beginning of deregulation of the telecommunications sector, which was previously a monopoly. The Posts and Telecommunications Corporation (PTC) which was all in all owned by the Government; did not have any competition and thus it flourished as the sole fixed line provider. According to Melody (1999) technological change and new service opportunities are factors military posture on the telecom reform process everywhere. In 1996, technological advancement see the birth of NetOne, the first cellular network operator in Zimbabwe, a su pplementary under the PTC.However, in 1998 things started to change dramatically when the first major new player, Econet Wireless entered the telecommunications market. The deregulation of the telecommunications sector opened the market from a monopolistic market to a competitive multiple service providers. Currently, there are three mobile service providers in Zimbabwe, which are Econet Wireless, Telecel and NetOne, and the competitive squelch is high. The three MSPs compete with each other to grab customers by proving a wide range of both basic services and observe added services.The customers enjoy the option of choices among the service operators and thus the competitive environment causes snitch consciousness among the subscribers and potential buyers (Melody, 2003). In order to survive the competitive environment, the service providers must ensure network quality, customer eruditeness and retention. Table 1 shows the detail of the mobile subscribers in Zimbabwe, that depic ts the market share of the MSPs. 2. 1Purpose of study The purpose of the study was to evaluate factors that determine the selection of mobile service providers.Also to evaluate and understand the consumers buying behaviour in selecting service providers and to help service providers to design more appealing marketing programs which deliver better customer value and thus providing the required returns. 2. 2Significance of study The robust competition between the three mobile network operators in Zimbabwe has intensified. Therefore, identifying and understanding the factors which considerably influence the customer buying behaviour is of superlative importance to the marketers.Thus, the key success factors in mobile telecommunication battles are potential of marketing strategies and understanding of consumer behaviour. The determinant factors for customers choice of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, there is a need to th rough empirical observation evaluate and analyze the phenomenon for managerial implications. The number of the study would provide insights to service providers to take profound actions towards enriching customers’ service experience.Moreover, the study also builds on existing consumer behaviour literature by exploring the factors influencing consumer buying behaviour that ultimately influence the selection of mobile service providers. In addition, the findings of the study will also assist telecommunication companies to invest their resources more efficiently, or to make changes to crucial quality attributes that bring out consumers’ satisfaction levels. 2. 3Research Objectives The overall objective is to ascertain the logic down customers’ selection of a particular mobile service operator.Sub-objectives •To determine the social factors which lead the customer towards selecting a particular mobile service provider. •To determine the service quali ty dimensions influencing the customers’ selection of a particular mobile service provider. •To establish the influence of marketing mix elements on purchasing behaviour of mobile service operators. 2. 4Research Questions •Which social factors influence the selection of a mobile service provider? •Which service quality dimensions influence the customers’ selection of a particular mobile service provider? Which marketing mix elements have an influence in purchasing behaviour of mobile service operators? Keywords: Consumer behaviour , Service quality, Price, Promotion, Service availability/ put up 3. 0METHODOLOGY 3. 1Method of Research This is a quantitative study which mainly will depend on numeric data to classify features and count them. According to Burns & Grove 2005:23, quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information. This research method is used to examine relationships among variables and to determine the cause-and-effect interactions between variables.This study is concerned with the assessment of factors that influence consumer buying behaviour. 3. 2Types of Research A descriptive research was used for the study to nominate factors that influence the customers buying behaviour as well as describing the marketing mix elements that play a role in determining the customers’ selection for mobile service provider. Polit and Hungler 1999 state that the descriptive research mainly describes what exists and may help to uncover new facts and meaning.The purpose of descriptive research is to observe, describe and document aspects of a situation as it naturally occurs. They further state that the descriptive research involves the collection of data that will provide an account or explanation of individuals, groups or situations. The research instruments that were used for this study were questionnaires with closed questions. 3. 3Population Populat ion selected for this study were all Bulawayo residents who are customers of any of the three mobile service providers operable in Zimbabwe which is unknown. 3. Sampling Saunders, Lewis and Thornhill (2003) state that it is not easy to assess the entire population, therefore, it is necessary to assess a sample of the population as an alternative in order to generalize about the entire population. The researcher will target the Bulawayo residents who visit the National University of Science and engineering science Campus along Gwanda Road and Cecil Avenue. The sample size used for the research was 100 respondents and a non-probability sampling technique was used. The convenience sampling method was used to select the targeted sample.According to convenience sapling is a statistical method of rough drawing representative data by selecting state because of the ease of their volunteering or selecting units because of their availability or easy access. The researcher used this method to get easy access to information from walk in customers at the Main Administration Building (NUST Campus). Time and damage constraints also justified the convenience sampling technique. 3. 5Sources of data collection 3. 5. 1Secondary data Secondary data is the data which is collected for some other purposes or the data which is garner by previous researchers.The research was knobbed in a desk research were information about the background of the telecommunications industry was acquired. The researcher also used articles, books and the internet to gather more information about the factors that influence the purchasing behaviour of mobile service provider. The data acquired aided the researcher in the analysis of data as a toll for deriving in reliable and relevant conclusions. 3. 5. 2Primary data In this research primary data was obtained by assembling data from uestionnaires which were administered at the Main Administration Building at the NUST Campus to the target sample siz e. The researcher issued the respondents the questionnaire and gave the at most fifteen minutes to fill in the questionnaire. 3. 6Data collection tools There are many tools available for gathering empirical data but it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less time consuming, and provides good quality data easily. 3. 6. 1QuestionnaireThe questionnaire is the medium of communication between researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less time consuming and provide good quality data easily (Babbie, 2010). The questionnaire was drafted with the aim of answering the research question and research objectives. The questionnaire consisted of closed-ended questions as they were quicker and easier to answer and readily a ccessible to cryptography and quantitative analysis.The questionnaires consisted of five categories and items on divergent constructs are organised in each category namely; service quality, price, promotions, availability and social factors. The questionnaires were personally handed to the respondents as they were entering the Main Administration Building. 3. 7Validity and Reliability Gravetter and Forzano (2009) state that the validity of a research study is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of concurrence with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not measured for this report. 4. info ANALYSIS A five-point Likert scale was used to measure the output of each item answered by the respondents. The outputs, frequency tables were generated using the SPSS package and from these t he data was presented in bar graphs. Moreover, the number of respondents who selected each of the response options is reported as percentages of the total number of responses.The total number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. Service Providers The findings in Fig 1 reveal that a total of 57% of the respondents were Econet Wireless subscribers, whilst 23% were NetOne and 20% being Telecel subscribers. The findings illustrate that most of the respondents were Econet Wireless subscribers. Frequency Responses from Social Factors Fig 2: Frequencies for Social FactorsThe findings in Figure 2 reveal that a total of 7% of the respondents disagreed, 36% were unsure and 57% agreed that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents disagreed, 10% were unsure while 60% agreed to value friends, colleagues and family members’ opinions before buying any yield from the service provider. On the other hand, 95% of the participants disagreed, 1% were unsure and 4% agreed that high profile customers of a particular service provider influence them to choose a mobile service provider.Frequency Responses for Service Quality Dimensions Fig. 3: Frequencies for Service Quality Dimensions Figure 3 reveal that 8% of the participants disagreed, 10% were unsure, 82% agreed that reliability of service influence their choice of the mobile service provider. Moreover, the figure show that 2% of the respondents disagreed, 0% were unsure and 98% agreed that network capabilities of a service provider influence their subscription to a mobile service operator.It is evident that customer’s choice of mobile service provider is significantly influenced by network coverage. It also reflects that 5% of the respondents disagreed, 7% were unsure and 88% agreed that network innovativeness is an important factor t hat they consider when subscribing to a mobile service provider. Likewise, the results reveal that 18% of the respondents disagreed, 3% were unsure, and 79% agreed that customer care at the service provider outlets influence them to choose a mobile service provider.Frequency Responses for Price Fig 4: Frequencies for Price Findings in Figure 4 illustrate that 15% of the participants disagreed, 2% were unsure, 83% agreed that low rate charges influence them to subscribe to a mobile service provider. Frequency responses to Promotional Mix Fig 5: Frequencies to promotional mix The findings in Figure 5 reveal that the results shows that 63% of the respondents disagreed, 3% were unsure, and 34% agreed that advertisement influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, thus advertisement was insignificant. Additionally, the findings s hows that 17% of the respondents disagreed, 11% were unsure and 72% agreed that offers such as SIM card offered with initial balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that free calls and free SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS significantly determine customers’ choice of mobile network. Frequency Responses from Service Availability Aspects Fig 6: Frequencies from Service Availability Aspects The data in Figure 6 reveals that 37% of the respondent’s disagreed, 30% were unsure, 32% agreed to value visually appealing physical facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of services influence their preference for mobile service provider.That government agency ease access to telecommunicatio n services influence consumers’ choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important role when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to: •Provide service quality through network quality, network extension and upgrade. •Offer quality service at lower rates. •Provide more offers for family and friends. •Enrich customer’s service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, upper berth of technical repair and other measures. • allowance attention to staff skill possession, knowledge, attention to customers and their needs, offering of fast and efficient services and general attitude to customer services. •consistently monitor what cust omers want and what they get through the feedbacks, then identify the gap in between through research and bridge the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA discussion of the study limitations demonstrates that the researcher understands that no research project is perfectly designed; consequently, the researcher will make no high-spirited claims about generalizability or conclusiveness about what has been learned (Marshall and Rossman, 2011). This study was limited to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was limited to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe population’s behaviour. Some of the limitations originated from the tool that was used.The use of the closed ended questionnaire meant that it was not possible to ask follow-up questions and thus finding out the reasons for sel ecting a particular service provider over the other. The other concern is that this study was measuring factors affecting consumers’ perception in the telecommunication sectors were measured, but there is a lack of related literature. The delimitations of a study are those characteristics that limit the scope of the inquiry and define boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a amusing research design as fence to triangulation.The research instrument and the number of test items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwe’s mobile telecommunication market has grown over the past decade and it is highly competitive. In any competitive environment, firms are likely to compete in order to attract and retain customers. However, it is extremely important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The study employed data representing factors that influence customers’ selection of mobile network to identify and occupy customers’ needs and wants as well as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ways of utilizing available resources to supply the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to succeed in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing superior service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and retain customers. The study suggested that regulators in the Zimbabwe’s telecommunication sector should take appropriate measures to include these dimensions in undertaking objective assessment of quality of service of mobile telephone operators in safeguarding customers’ interest.In this study, the focus on marketing mix elements and consumer behaviour was helpful in situating and understanding customers preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers’ choice is by and large influenced by marketing mix elements. The underway study established that customers look at the call rates; promotional mix offers such as free calls/minutes and free SMSs, and promotions with discount and free sample play a vital role in customers’ choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The Practice of Social Research. 2th edition. USA: Wadsworth. 2. Burns and Grove aker, M. J. (2003) , The Marketing Book. fifth edition. USA: Butterworth-Heinemann. 3. Gravetter, F. J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. 3rd edition. USA:Wadsworth. 4. Hanif, M. , Hafeez, S. , and Riaz, A. (2010). Factors Affecting Customer Satisfaction. foreign Research Journal of Finance and Economics [online], 60 (2010), p. 44-52. Available from: http://www. eurojournals. com/irjfe_60_04. pdf [Accessed 22 February 2013]. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). run marketing: Concepts and Practices.New Delhi: McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). 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Appendix 1 Table 1: Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million Appendix 2 A QUESTIONNAIRE ON military rank OF FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER vertical day, my name is Thembelihle Moyo.I am a student at the National University of Science and engineering science doing Master of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a par ticular mobile service provider. The information solicited herein is purely for schoolman purposes and will be treated in the strictest confidence. 1. Which service provider’s federation do you have? Econet Telecel NetOne 2. Social Factors utilise a scale of 1 to 5, with 5 being â€Å"strongly agree” and 1 being â€Å"strongly disagree”. enrapture indicate the extent to which you agree or disagree with the following statements:Strongly DisagreeDisagreeNot SureAgreeStrongly Agree Family and friends should be the sole reason of choosing a mobile network I value the opinions of my friends when making purchasing decisions High profile customers inspire me in making procure decisions 3. Service Quality Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer ca re 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. Promotional Mix Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with initial balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible International roaming is one aspect that is essential in a mobile line THANK YOU\r\n'