Impact of various demographic factors on customer satisfaction in telecommunication sector

Abstract

Satisfaction of customers is extremely critical for any industry especially the highly competitive Telecom industry in India. This research examines statistical association of various demographic factors like age, gender, marital status, income, qualification, profession and locality with customer satisfaction of the mobile users of Gujarat, the 5th largest state of India in terms of area. In this research, responses of 800 mobile users with various demographic factors and from 4 different zones of Gujarat were gathered using various close ended questionnaires and simple random sampling. To capture the information and attributes related to satisfaction from mobile services a 5 point Likert Scale was used. The results were analyzed using ANOVA (Welch test, Brown-Forsythe and F test as applicable) and independent samples T test to reach to the desired objectives. Further post hoc tests (Games Howell and Tukey tests) as applicable were also carried out to pin point the group with significant difference in their mean values. These findings will be useful from telecom operator’s perspective for enhancing the customer retention and accusation of new customer base.