LONDON SCHOOL OF COMMERCE

COURSE TITLE: QUANTITATIVE TECHNIQUES IN BUSINESS
STUDENT NAME: ALBRIGHT MADELEINE KORBEL AMANKWAH.
PROGREMME: BA1

SEMESTER: SEMESTER ONE

TOPIC: FACTORS CONSUMERS CONSIDER IN CHOOSING A MOBILE PHONE SERVICE PROVIDER

Contents
Introduction……………………………………………………………………………………………2
Introduction to the sector……………………………..………………………………………. 3
Factors influencing choice……………………………………………………………………… 4
Literature supporting inclusion………………………………………………………………. 4
Sample characteristics……………………………………………………………………………. 6
The conceptual model for analysis………………………………………………………....10
The conceptual model……………………………………………………………………………..11
Regression Analysis………………………………………………………………………………….12
Regression analysis model………………………………………………………………………..12
Goodness-of-fit…………………………………………………………………………………………14
Interpretation of model coefficients………………………………………………………….14
Significance of coefficients…………………………………………………………………………14
Descriptive statistics…………………………………………………………………………………..15
Conclusion………………………………………………………………………………………………….16
References………………………………………………………………………………………………….17
Questionnaire…………………………………………………………………………………………….18

INTRODUCTION
The aim of this assignment is to assess the factors that have played significant role to network service providers. This research is also to determine the factors and examining their relationship of those factors towards consumer perception in selecting an operator’s service. Also, the findings of this study are to assist mobile network operator’s managers to invest their resources more efficiently, making changes to crucial quality attributes that elicit the consumer’s satisfaction level. The proliferation of different network firm’s brands in the country has led to cut-throat competition for increased market share being witnessed among operators in the network industry. When competition is keen and the consumers are faced with telecom service choice in the market, it becomes imperative for the manufacturer to understand major factors that can attract attention of buyers to his own service. These then forms the basis of marketing planning and action. The success of the network industry depends on prudent efforts and feasible investments. The growth rate in the use of telecommunication facilities has increased dramatically, especially in the rank of increasing number of telephones users. A survey instrument in the form of a questionnaire was employed on mobile network consumers to determine their perception in selecting an operator’s services. This research includes information of limited variables and from few people in the UK with limited sample size. However, further research should be considered to gather more information regarding the brand image, corporate image, and customers’ satisfaction dimensions in context of the UK mobile network operators with larger sample. The data analysis was constructed using SPSS.
INTRODUCTION TO THE SECTOR
The telecommunication network has been the fastest growing sector in business these days with a lot of competition. Since the National Telephone Company (NTC) was formed in 1881 to bring together localized telephone landline services, the field was largely a monopoly until the 1980’s and the arrival of Mercury onto the consumer market as a direct competitor to British Telecom. Until this point, mobile phones required a separate battery the size of a small suitcase, and very poor call making and receiving capabilities the real mobile revolution began as handsets and batteries got smaller, more transmitters were installed and the market got competitive. As consumers demand increased for faster and more reliable mobile connectivity, the network operators are becoming increasingly inventive and competitive. They offer super deals, mobile broadband as fast as a fixed home connection and in recent months, rolling out fourth generation connectivity (www.mycustomer.com). Mobile phones have improved over the years significantly. Fig.