Consumers’ Expectation and Perception toward Mobile Telecommunication Usage in Bangladesh


  • Md. Ashraful Alam Lecturer, Department of Human Resource Management, University of Chittagong, BANGLADESH
  • Debashish Roy Assistant professor, Department of Business Administration, Metropolitan University, BANGLADESH
  • Rehana Akther Lecturer, Department of Business Administration, BGC Trust University, BANGLADESH



Mobile telecommunication, Consumers’ Perception, Consumers’ expectation, price, promotion


Recently telecommunication sector like the mobile phone has made a revolution in the world. For the last few years, it has become part and parcel of our daily life. Business, commerce, and society cannot go out without the use of mobile phone. With the continuous diversification, the use of mobile is not only limited to talking, but its use ranges from using internet, sending messages, listening to music, to organizing various works are comfortably completed in time. City Cell Company introduced the use of mobile phone in Bangladesh in the middle of 1989 .Now with the lapse of time; another five operators have in the market. The mobile operators need to understand well, the perceptions of service quality of customers and their expectations. The study “Consumers’ expectations and perception toward mobile telecommunication usage in Bangladesh” attempts to analyze the gap in telecom sector regarding customers’ expectations and perceptions. It is important to investigate the differences which may provide scope for improvement of mobile service operators. Descriptive analysis, cross tabulation, Chi-square, frequency distribution was used to test the collected data and hypotheses of the research study. The study concludes that, given the severe competition in the business arena where mobile operators have to stay alive and breed by pricing strategy, network facilities, and promotional activities. Telecom companies will have to focus on the reduction of the gap in customer expectations and perceptions about their service quality if they are to race internationally. Hence, mobile operators should continually assess and reassess how customers perceive their services and to implement appropriate corrective action for retaining the existing customers and getting new customers.


Download data is not yet available.


Archibald RB, Haulman CA, Moody CE Jr (1983). “Quality, price, advertising, and published quality ratings,” J. Consum. Res., 9(3): 347-56.

Barny JB (1991). “Firm Resources and Sustained Competitive Advantage”, J. Manage. 17(3): 99-120.

Bedeian AG (1971). “Consumer Perception of Price as an Indicator of Product Quality,” MSU Business Topics, Summer, pp. 59-65,

Boyer KK, Hult GT (2005). “Customer Behavior in an Online Ordering Application: A Decision Scoring Model”, Dec. Sci., 36(4): 569-598.

Cato Iacob, Garden Daniel Adrian,( 2010) “Romania Consumer perception towards mobile marketing campaigns, ” Annales Universitatis Apulensis Series Oeconomica, 12(2),

Draganska M, Jain DC (2003). “Consumer Preferences and Product line Pricing Strategies: An Empirical Analysis”, Conference Paper, Marketing Science Conference, Maryland, Available at: /,

Gerstner E (1985). “Do higher prices signal higher quality?” J. Mark.Res., 22(5): 209-15.

Janakiraman N, Meyer RJ, Morales AC (2006). “Spillover effects: how consumers respond to unexpected changes in prices and quality,” J.Consum. Res., 33(3): 361-72.

Johnson WC, Sirikit A (2002). “Service Quality in the Thai Telecommunication Industry: A Tool for Achieving a Sustainable Competitive Advantage,” Manage. Dec. 40(7): 693-701.

Kang, Gi-Du. (2006). The Hierarchical Structure of Service Quality: Integration of Technical and Functional Quality. Managing Service Quality, 16(1), 37-50.

Kollmann T (2000). “The Price/Acceptance Function: Perspectives of a Pricing Policy in European Telecommunication Markets,” Eur. J.Innov. Manage. 3(1): 7-14.

Lambert DR (1980). “Price as a quality signal: the tip of the iceberg,” Econ. Inq., 18(1): 144-50

Lehtinen, J.R., & Lehtinen, U. (1991). Two approaches to service quality dimensions. The Service Industries Journal, 11(3), 287-303

Leisen B, Vance C (2001). “Cross-national Assessment of Service Quality in the Telecommunication Industry: Evidence from the USA and Germany,” Manag. Ser. Qual., 11(5); 307-317

Lovelock CH (1996). Services Marketing, 3rd Edition, Prentice-Hall, Upper Saddle River, NJ. pp. 47-82.

Parasuraman, A., Zeithaml, Valarie .A., & Berry, Leonard. L. (1985). A Conceptual Model of Service Quality and its Implication for Future Research. Journal of Marketing, 49, 41-50

Rahman Dr.Muhammad Sabbir(2012) “ Service quality, corporate image, and customer’s satisfaction towards customer perception: An exploratory study of telecom customers in Bangladesh.”

Rahman Sabbir, Haque Ahasanul, Ahmad Mohd Ismail Sayyed (2011) “Choice Criteria for Mobile Telecom Operator: Empirical Investigation among Malaysian Customers” International Management Review Vol. 7 No. 1

Sjolander R (1992), “Cross-cultural Effects of Price on Perceived Product Quality”, Eur. J. Mark. 26(7): 34-44.

Ting DH (2004). “Service quality and satisfaction perceptions: curvilinear and interaction effect,” Int. J. Bank Mark., 22(6): 407-420.

Trebing HM (2001). “Emerging Market Structures and Options for Regulatory Reform in Public Utility Industries,” Telecom Reform: Principles, Policies and Regulatory Practices, Editor William H.Melody, Reprint 2001, Schultz DocuCenter, Denmark.

Vanhuele M, Laurent G, Dreze X (2006). “Consumers’ immediate memory for prices,” J. Consum. Res., 33(2): 163-74.

Wal RWE, Van der PA, Bond C (2002). “Service Quality in a Cellular Telecommunications Company: A South African Experience”, Managing Serv. Q., 12(5): 323-335.

Yoon E, Kijewski V (1997). “Dynamics of the Relationship between Product Features, Quality Evaluation, and Pricing,” Pricing Strat. Pract., 5(2): 45-60.

Zeithaml VA (2000). “Service Quality, Probability and the Economic Worth of Customers: What We Know, and What We Need to Learn,” J. Acad. Mark. Sci. 28(1): 67-85.

Zeithaml VA, Bitner MJ (2000). Services Marketing: Integrating Customer Focus Across the Firm, 2nd Edition, McGraw Hill, New York, NY.

-- 0 --




How to Cite

Alam, M. A., Roy, D., & Akther, R. (2016). Consumers’ Expectation and Perception toward Mobile Telecommunication Usage in Bangladesh. Asian Business Review, 6(1), Art. #8, pp. 57–64.