Measuring the Competitiveness Factors in Telecommunication Markets

Abstract

The telecommunication sector has emerged as one of the fastest-growing technology markets in the world. This chapter examines the competitiveness of key factors in telecommunication markets, with a particular focus on service quality and customer satisfaction. The study is primarily descriptive in nature and is based on a combination of primary and secondary data. It proposes an approach for developing a conceptual framework that integrates service quality, competitive factors, customer satisfaction, and customer loyalty within telecommunication markets.

The constructed model and hypothesis development identify six independent competitive factors. Among these, value-added services (VAS), price and tariff, convenience, and customer care are found to have a positive and significant influence on customer satisfaction. In contrast, communication and coverage, as well as sales promotion, are found to have a negative influence on customer satisfaction in telecommunication markets.

The chapter further emphasizes emerging telecommunication markets, highlighting seven key features that arise from ongoing changes: technological advancements, government laws and regulations, value-added services, social media demand, sales promotion strategies, user behavior, and market competition. A summary of the main findings is presented, along with managerial implications and practical recommendations for telecommunication markets. The chapter provides useful insights for researchers to develop new perspectives and for service providers to enhance customer retention based on the study’s findings.