Scw 952 - Research Methodology

SCW 952

Research Methods

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Defining & Measuring the Quality of Customer Service of Telecom Operators in UAE: Targeting MNP Customers Based on Data & Voice Services

Introduction:

The ability of telecommunication operators to focus successfully on the customer has proven to be one of the most competitive issues toward the end of the 20th century. The services management literature is short of theoretical and empirical studies on customer satisfaction measurement in the telecommunications industry. This, however, is contrary to the industry practice since almost all major telecommunications companies around the world gather information about customer satisfaction and other related information about the quality of their services. Our research focuses on the customer satisfaction which they were under Du operator & transferred to Etisalat operator & vice versa. Those customers called MNP (Mobile Number Portability) customers.

Customer satisfaction has been a central theme of managerial decision making worldwide over the last 20 years. If the customer is satisfied on the services that operator proposed so no need to leave this operator & to change to other operator but some of customers are not satisfied so they have only one solution to do instead of make a complaints & waiting for fair solutions, this solution is to accept to transfer to other operator.

The Telecommunications Regulatory Authority (TRA) of the United Arab Emirates (UAE) was established according to the UAE Federal Law by Decree No. 3 of 2003 – Telecom Law, on regulating the telecommunications sector in the UAE. Since its establishment, the TRA has exceeded expectations by achieving its projected goals in record time. The role of TRA focuses on two fields: regulating the telecommunications sector, and enabling government entities in the field of smart transformation.

Mobile number portability (MNP) is one of those telecommunications offerings that seem to be available everywhere in the world but the Middle East. Having your phone number tied to you instead of a SIM card is a concept that the Telecommunications Regulatory Authority has been talking about introducing but not yet delivering to the UAE. 
Once the MNP switch is turned on, one would expect both Etisalat and du would see a healthy amount of customers leaving each respective operator for the other. Mobile phone rates would likely decrease while the operator's would introduce promotions at a feverish pace to reduce subscriber churn. Personally, it would also really make my job a lot more fun writing about all of these developments. This service has been launched in 2014 for both Du & Etisalat customers. To measure the quality of the services & customer satisfaction we have to know exactly, the customer demands, customer feedback & then to fix or to improve the issues that the telecom operators have.

TRA Survey Shows the Two Operators in UAE Depending on Customer Satisfaction Before & After MNP Service:

The “UAE Cellular Mobile Networks Benchmarking 2014” survey is conducted annually to assess and track the current status of mobile networks and identify the main issues that need to be addressed in order to ensure better quality and reliability.

In the outdoor voice indicators, Etisalat scored 98.59 per cent in call completion success rate with Du at 98.55 per cent. Etisalat scored 98.83 per cent in call set-up success rate and Du was at 98.84 per cent.

Du performed better in voice quality at 97.02 per cent and Etisalat at 95.33 per cent while in terms of double service coverage (for both 2G and 3G), both Etisalat and Du exceeded 99 per cent.

In the indoor voice indicators, Etisalat scored 98.89 per cent in call completion success rate and Du at 98.80 per cent, and for call set-up success rate, Etisalat scored 99.24 per cent and Du 99.42 at per cent, for call drop rate, Etisalat was at 0.36 per cent while Du was at 0.63 per cent, and voice quality placed Etisalat at 97.73 per cent and du at 97.48 per cent.

Below is the summarize survey – 2014 of the above details:

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The below figure is showing the results of TRA-2014 Survey depending on customer feedback on mobile services (voice & data):

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The project aims to show the customer feedback on both operators (Du & Etisalat) & what is the reasons behind the changing from operator to operator? Are they feeling happy with new operator services? What is the percentage of population transferred to other operator? Is there any rejected application while they are transferring the customers who is applied?