Browsing by Author "Priyanthi, H.J."

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    Impact of Marketing Strategies on Customer Satisfaction in Mobile Telecommunication Sector: A study with special reference to Badulla region
    (Uva Wellassa University of Sri Lanka, 2010) Priyanthi, H.J.; Rohan, D.N.N.
    The Telecommunication Sector in Sri Lanka is under rapid changes with the increasing of telecommunication operators and their changing strategical perspectives to capture the biggest portion of the market. The scope of their strategies spread from the beating the competitors severely to offering higher value added products and services to the customers. Hence they should highly concentrate on well designing the marketing strategies since they consider customer satisfaction is a fundamental marketing construct. The objective of this study was to identify the relationship between the marketing strategies and customer satisfaction in mobile telecommunication sector in Badulla region. A structured questionnaire was administered to two hundred users and the direct interviews were carried out with every branch manager for the purpose of identifying the existing strategies among mobile telecommunication sector. Both quantitative and qualitative techniques were used to analyze the data. The results indicated a strong positive relationship between the marketing strategies and customer satisfaction. The study concluded that the service providers in Badulla region should highly focus the marketing strategies in order to acquire new customers and to retain the existing customers. Key words: Marketing strategies, Customer satisfaction
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    The Impact of Marketing Strategies on Customer satisfaction in Mobile telecommunication Sector: A Study with Special Reference to Badulla Region
    (Uva Wellassa University of Sri Lanka, 2010) Priyanthi, H.J.
    The telecommunication sector in srilanka has been developed rapidly in last couple of years since the deregulation in telecommunication sector in early 1990s.Number of service providers have been increased in advance with in a short period of time. Recently mobile service providers have to be coped with head to head competition to survive in the market. With the expansion of competition the service providers pay special attention to retain their existing customers. Thus to face the competition in the market place the service providers always try to add value to the customers. In the context of adding value they tend to be implemented variety of marketing strategies regard to position the place in the customer's mind. Hence they should highly concentrate on well designing the marketing strategies because they consider customers are the king of their business and the customer satisfaction is a fundamental marketing construct. In this context the objective of this research is to identify the relationship between the marketing strategies and customer satisfaction and the existing strategies which they are practicing. A questionnaire survey was carried out among two hundred users and the direct interview with every branch managers for the purpose of identifying the existing strategies among mobile telecommunication sector revealed that the most important factor determining the marketing strategies was service process to satisfy the customers. The output through the analysis indicated the strong positive relationship between the marketing strategies and customer satisfaction.