Selection of Cellular Operators in Bangladesh: An Empirical Analysis
Khairul Alom, Ashik Imran Khan and ANM Meshquat Uddin
Abstract:
This study attempts to identify the determinants of cellular operator selection based on a multi-item measure used for data collection. Results reveal that two factors, brand image and perceived call rate, have strong positive and significant influence on consumers' selection of a cellular operator in Bangladesh. Perceived value-added services and perceived customer services have less impact compared to other factors, but have positive and significant influence on consumers' brand selection. Only strong network coverage has shown comparatively...