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May 04, 2017 at 08:14 AM




CASE STUDY - MOBILINK Executive Summary: Pakistan Mobile Communications Limited (PMCL) is also called Mobilink GSM which is defined as a telecommunication service operator in Pakistan. Mobilink began the first GSM cellular Mobile service in 1994 in Pakistan by MOTOROLA Incorporation, after sometime it was sold to Orascom, which is an Egypt-based multinational organization. It has turned into the market leader in terms of development and additionally having the biggest client supporter base in Pakistan - a base of more than 24 million and developing. Mobilink prides itself on being the first cellular service operator to work on a 100% digital GSM innovation in Pakistan which additionally gives state-of-the-art correspondence solutions to its clients. Mobilink provides exclusively tariff plans which take into account the communication needs of a various group of people, from people to agents to multinationals and corporate. By offering inventive Communication solutions for the Customers, it becomes the main Telecommunication Services Operator in Pakistan while exceeding Employee Expectations and Shareholder value. Consumer satisfaction is an essential component for the success of all organization. One of the greatest difficulties for a market is how to fulfill and hold the client. The reason for this review is to locate the level of fulfillment and dedication among the clients of cellular phones. This review depends on Mobilink’s prepaid clients. The findings recommend that general consumer satisfaction and client loyalty is relatively low among the clients of Mobilink. The Customer reliability in Pakistan’s mobile sector is generally low, since it is a rising industry, in this market new players are entering and clients are more fascinated to attempt the new service operators. Be that as it may it is normal that when the business will be entrenched, the outcomes will be more comparable to different reviews. Planning and data analysis: The population from which the sample of this research is drawn are the customers of Pakistan Mobilink mobile services. A questionnaire was prepared to be distributed into the selected sample, and no specific characteristics were defined for the respondents except being a Mobilink’s customer. An internal consistency analysis was performed for each constructs. The results in Table 1 show that the values of Cronbach's alpha for all constructs are above 0.6 which implies a high reliability of the measures. Some descriptive statistics about the personal information of the respondents were also prepared. Market share of different mobile communication companies The general consumer satisfaction and client loyalty is nearly low in this exploration as contrast with different studies conducted in various nations. In Pakistani mobile sector, the client loyalty is moderately low, since it’s a developing industry. At that point, when this industry will be entrenched, the results might be more upgraded. The Client Satisfaction has an impressive positive effect on corporate picture. This is in understanding to the literature results depicted in the reviews before. However, the impact of corporate picture is littler yet considerable on client loyalty, as demonstrated by other recent studies related to mobile communication area. Mobilink gives the most extensive network, covering more than 5000+ urban communities, villages and towns across Pakistan. It interfaces more than 24 million relatives each and every second of the day with excellent voice quality because of its wide scope. The scope is growing day by day, and it is asserted by the administration that the main other thing covering Pakistan larger than Mobilink would be the clear blue sky. Mobilink is the main telecommunications organize in Pakistan that has achieved development and is the market leader. This is the reason, there costs are somewhat greater than its rivals like World Call Wireless and PTCL Wireless, Paktel and Warid. They made utilization of mental pricing also by offering free roaming facilities during Hajj. At development, as various market sections are focused on the costs must be offered such that suits the focused on the segments. Analysis and Discussion: In Pakistan's telecommunication organization, there are very few players, the opposition between them is more extreme than any other time in recent memory. They contend not only in network quality but a large amount of investment in network upgrading and extension, additionally in client acquisition and fulfillment by immediate and indirect methodologies. Hence client satisfaction and furthermore service quality would be basic element for surviving in this developing market. The result of the research demonstrates a positive connection between all the builds. The impact of perceived quality and cost on client satisfaction is significant and positive. However the indicators demonstrate that general client satisfaction is nearly low in mobile industry. In worldwide examination of mobile-communication organization, the client satisfaction value lies between 0.5 and 0.65; along these lines the said value is moderately low in Pakistan. The research shows that the customers switch to other operators with changing prices or with changing quality of service with time as can be seen from our analysis results as well that the customers are reducing in some cities and states of Mobilink. This is the result of sudden changes made by the company in their pricing and package structure. With the increasing years customer numbers are reduced which can be clearly seen form the analysis results. In the city analysis of Pakistan also this result can be seen. The Customer Satisfaction has a considerable positive impact on corporate image. This is in related to the literature outcomes declared in the study. So, the effect of corporate picture is not contributing towards the customer loyalty in a worthy manner, as proved by other recent studies about mobile communication sector. The customer loyalty result in our study, in contrast with the worldwide situation is generally low. The above expressed certainties are particular to the research test selected, the Mobilink (PMCL) service provider. The general trend is a higher satisfaction in regard to quality of service but lower when we analyze the price in relation to customer satisfaction. One possible explanation is the relative higher service rates of Mobilink in comparison to its competitors. Recent PTA reports clearly show that although Mobilink still maintains the highest number of customers but its percentage growth is not the highest anymore. This is in direct connection to the review conducted which concludes with lower Client Loyalty figures for Mobilink. Owing to advancing competition with smaller rates and corresponding service quality, the percentage of customers switching to other service providers, is higher than vice versa. Despite these factors, Mobilink is still regarded as the market leader in quality provision. In this study, only two drivers are considered, i.e. price and quality. Furthermore, additional research is needed to find out whether other factors more that we studied can be added to the model in mobile telecom of Pakistan or even other industries or not. The research sample was restricted to the cities and state as mentioned in the data. The patterns can adjust with client from Federal and metropolitan administrated urban communities. After the research and paper material, we are of supposition that many people have demonstrated their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first. The main objective of the company is “Connecting People" and “Reshaping Communications” which they are doing wonderfully Recommendations and Findings: Pakistan’s largest cellular provider maintains a tremendous growth rate despite the deregulated market. With the introduction of new products into the market and expansion through various rural and urban cities, Mobilink continues to capitalize on its position in the market. Despite complaints about connectivity and quality issues, the number of clients keeps on developing. Mobilink charges around 46.5% market share and is defined as the market leader. This firm has the largest market share in the relevant product market, and leads the other firms in price changes, new-product introductions, distribution coverage, and promotional intensity. Being the market leader, first, Mobilink must find ways to expand total market demand. Second, it must protect its current market share through good defensive and offensive actions. Third, it must try to increase its market share, even if the market size remains constant. While a company has to keep a watch on its competitors, Mobilink must be a client-centered orientation and view itself as to be a client-centered organization. A client centered organization is in a superior position to distinguish new opportunities and formulate all necessary plans that gurantess to deliver long-run benefits. Same is the case with Mobilink. By monitoring customer needs, it can decide which customer groups and emerging patterns are the most critical to serve given its assets and goals. Mobilink marketers must convey the mobile to deliberately drive client retention, acquisition, and enhanced relationships to defend its market share. Campaign tactics must include an instant response mechanism to TV and poster campaigns, as an immediate medium to drive awareness in focused demographics and for moment win for on or off pack advancements. Effective and Engaging mobile marketing campaigns affects an understanding of the current mobile habits of the objective market. The personal and unique nature of mobile communication directs an approach that is actionable, clear, engaging and instantly compensating for buyers. Recommendations: •Mobilink ought to be work on network enhancement. • As far as their charges are concerned they are somewhat costly when contrasted with their competitors so we propose that the charges ought be reduced. •Mobilink ought to be attract maximum clients and fulfill them. Keeping the results of this research in mind, it is evident that companies in the Telecom sector should have a great focus on service quality and price fairness for increasing customer satisfaction, but as the customer satisfaction increases with the increases of network coverage and responsiveness. They must focus on that wider the coverage, better it is. They should also focus on responsiveness, because if customers help centers behave in a good way with the customers, customers establish the emotional attachment with that brand. References: Rust, R. T., &Zahorik, A. J. (1993).Customer Satisfaction, Customer Retention and Market Share.Journal ofretailing, 69 (2), 193-215. Feick, L., Lee, J. & Lee, J. (2001). The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone services in France. 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