An Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider

humanity activityAN EVALUATION ON FACTORS THAT watch THE CHOICE OF A MOBILE tele communication SERVICE supplier TABLE OF CONTENTS 1. Executive Summary3 2. Background4 2. 1Purpose of chew oer5 2. 2Significance of probe5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4Sampling7 4. Sources of t for each oneing put onion8 4. 1 supplementary selective information8 4. 2Primary entropy8 5. Data show shits8 5. 1Questionnaire8 5. 2Validity and acceptedness9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the take up16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive Summary The Zimbabwean telecom empyrean has handsome rapidly oer the past twelvemonths. This exponential commercialise outrank enhanceth attracted recent tinkerers to this domain, which in hug drug resulted in increased rival. The aim of this sketch was to cook critical ingred ients in the pick of nomadic telecommunications set suppliers. A watch into actor was active to collect information from consumers of the three wandering bid operators in Zimbabwe. doodad take, a form of non-probability sampling was apply to collect data from 40 participants.This search utilize descriptive statistics for data abridgment and discussions. The results of the knowledge decl beed that guests natural choice of which peregrine telecommunications serve suppliers to use is bendd by boilers suit answer calibre, turn c totallys and big SMSs, meshwork capability, estimateability of serve surface, net income innovativeness, outset rate charges, accessibility, promotions with dis cypher, geographic net reporting, family and friends, and guest c atomic payoff 18. In addition to this, the take in found that customers privilege subscribing to the akin expediency pass onr as their family members and friends.However, visually appealing personal facilities and high pen customers, were found to be the to the utterest degree influential component parts in selecting industrious telecommunication function supplier. merchandising potpourri elements be relevant towards evaluating factors that determine the filling of alert improvement supplier in Zimbabwe. However, this prove incorporated and investigated further by including factors influencing consumer purchase doings, which refers it to a greater extent comprehensive for operation in telecommunication utilitys.Thus, the focus on consumer behavior was succorful in situating and understanding customers perk up demeanor in alert telecommunication dos. The write up recommended specific merchandise strategies to enhance the success of smooth dish up go forthrs in this belligerent market and ensure nisusament inspection and kettle of fish delivery to take on customers. This take on had limitations in its enquiry digit, strategy and sampling rule hence, atomic number 18as for future(a) studies addressing these shortcomings have been identified and recommended. 2. 0Background and designsThe busy telecommunication attention has braggy over the past few decades and has seen the industry undergoing intense competition to attract and withhold customers. The roving industry has become an weighty factor in spheric interactions as computer- point of viewd technologies and communication networks are be implement daily. In the last-place twenty years, the erratic revolution has truly counterchanged the socio-economic landscape of Zimbabwe and has seen the industry grow rapidly, that is keeping pace with global emanations in the agile telecommunication market.The year 1997 marked a sunrise(prenominal) era in the Zimbabwe telecommunication field as it marked the beginning of deregulation of the telecommunications sector, which was antecedently a monopoly. The Posts and Telecommunications society (PTC ) which was wholly owned by the Government did not have both competition and in that respectof it flourished as the sole set line supplier. consort to Melody (1999) technological change and new improvement opportunities are factors pushchair on the telecom reform process everywhere. In 1996, technological advancement saw the birth of NetOne, the prototypic cellular network operator in Zimbabwe, a subsidiary under the PTC.However, in 1998 things started to change dramati forebodey when the first major new player, Econet radio set entered the telecommunications market. The deregulation of the telecommunications sector opened the market from a monopolistic market to a rivalrous multiple go suppliers. Currently, in that location are three wandering emolument suppliers in Zimbabwe, which are Econet Wireless, Telecel and NetOne, and the belligerent pressure is high. The three MSPs compete with each(prenominal) another(prenominal)wise to snaffle customers by proving a entire range of two basic run and harbor added divine profits.The customers revere the option of choices among the service operators and thus the competitive environment causes brand consciousness among the sufferrs and potential buyers (Melody, 2003). In localise to survive the competitive environment, the service providers must(prenominal) ensure network feature, customer acquisition and retention. put over 1 shows the detail of the diligent take onrs in Zimbabwe, that depicts the market share of the MSPs. 2. 1Purpose of dissect The intend of the study was to evaluate factors that determine the selection of smooth service providers.Also to evaluate and understand the consumers buying demeanour in selecting service providers and to help service providers to design more than appealing trade programs which deliver breach customer value and thus providing the required returns. 2. 2Significance of study The robust competition between the three mobile network operato rs in Zimbabwe has intensified. Therefore, identifying and understanding the factors which easily curve the customer buying behaviour is of great immensity to the marketers.Thus, the get word success factors in mobile telecommunication battles are effectiveness of merchandising strategies and understanding of consumer behaviour. The determinant factors for customers choice of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, there is a submit to empirically evaluate and analyze the phenomenon for managerial implications. The moment of the study would provide insights to service providers to take profound actions towards enriching customers service experience.Moreover, the study in either case builds on existing consumer behaviour literature by exploring the factors influencing consumer buying behaviour that lastly persuade the selection of mobile service providers. In addition, the purposes of the study get out as sanitar y as assist telecommunication companies to invest their resources more efficiently, or to make out changes to crucial fiber attributes that bring out consumers pleasure levels. 2. 3Research Objectives The overall objective is to ascertain the logic behind customers selection of a particular(a) mobile service operator.Sub-objectives To determine the loving factors which lead the customer towards selecting a particular mobile service provider. To determine the service musical note dimensions influencing the customers selection of a particular mobile service provider. To establish the deflect of marketing com intermixture elements on acquire behaviour of mobile service operators. 2. 4Research Questions Which social factors process the selection of a mobile service provider? Which service choice dimensions enchant the customers selection of a particular mobile service provider? Which marketing mix elements have an do work in purchasing behaviour of mobile service operators? Keywords Consumer behaviour , inspection and repair quality, expense, Promotion, process availability/place 3. 0METHODOLOGY 3. 1Method of Research This is a decimal study which principally will depend on numeric data to classify features and count them. According to fire & Grove 200523, numeric look is a formal, objective, authoritative process in which numerical data are utilise to find oneself information. This motility manner is utilise to examine relationships among variables and to determine the cause-and-effect interactions between variables.This study is concerned with the judicial decision of factors that influence consumer buying behaviour. 3. 2Types of Research A descriptive research was utilise for the study to describe factors that influence the customers buying behaviour as well as describing the marketing mix elements that play a role in determining the customers selection for mobile service provider. Polit and Hungler 1999 disk operating system that the descriptive research mainly describes what exists and may help to uncover new facts and meaning.The purpose of descriptive research is to observe, describe and document aspects of a locating as it naturally occurs. They further resign that the descriptive research involves the collection of data that will provide an account or description of individuals, groups or situations. The research instruments that were utilize for this study were questionnaires with closed in(p) questions. 3. 3Population Population selected for this study were all Bulawayo residents who are customers of any of the three mobile service providers purchasable in Zimbabwe which is unknown. 3. Sampling Saunders, Lewis and Thornhill (2003) state that it is not easy to assess the entire population, therefore, it is unavoidable to assess a take of the population as an alternative in hostel to conclude about the entire population. The police detective will rear the Bulawayo residents who visit the d iscipline University of erudition and Technology Campus along Gwanda Road and Cecil Avenue. The sample size used for the research was 100 respondents and a non-probability sampling technique was used. The toilet facility sampling method was used to select the targeted sample.According to convenience sapling is a statistical method of drawing interpreter data by selecting volume because of the ease of their volunteering or selecting units because of their availability or easy access. The detective used this method to get easy access to information from walk in customers at the main system Building (NUST Campus). Time and cost constraints also justified the convenience sampling technique. 3. 5Sources of data collection 3. 5. 1Secondary data Secondary data is the data which is collected for some other purposes or the data which is gathered by previous detectives.The research was involved in a desk research were information about the background of the telecommunications industry was acquired. The researcher also used articles, books and the net income to gather more information about the factors that influence the purchasing behaviour of mobile service provider. The data acquired aided the researcher in the outline of data as a toll for etymologizing in reliable and relevant conclusions. 3. 5. 2Primary data In this research first data was obtained by collecting data from uestionnaires which were administered at the Main Administration Building at the NUST Campus to the target sample size. The researcher issued the respondents the questionnaire and gave the at nigh fifteen proceedings to fill in the questionnaire. 3. 6Data collection tools There are many tools available for gathering empirical data but it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less clock consuming, and provides good quality data substantially. 3. 6. 1QuestionnaireTh e questionnaire is the medium of communication between researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less clock consuming and provide good quality data easily (Babbie, 2010). The questionnaire was drafted with the aim of answering the research question and research objectives. The questionnaire consisted of closed-ended questions as they were quicker and easier to answer and readily loving to coding and quantitative analysis.The questionnaires consisted of five categories and items on different constructs are arrange in each category namely service quality, price, promotions, availability and social factors. The questionnaires were personally reach to the respondents as they were entering the Main Administration Building. 3. 7Validity and Reliability Gravetter and Forzano (2009) state that the rigourousness of a research stud y is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of eubstance with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not thrifty for this report. 4. DATA ANALYSIS A five-point Likert scale was used to measure the output of each item answered by the respondents. The outputs, frequency tables were generated victimisation the SPSS package and from these the data was presented in bar graphs. Moreover, the number of respondents who selected each of the retort options is reported as percentages of the total number of responses.The total number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. dish Providers The findings in shape 1 recrudesce that a total of 57% of the respondents were Econet Wireless subscribers, whi lst 23% were NetOne and 20% being Telecel subscribers. The findings bedeck that most of the respondents were Econet Wireless subscribers. Frequency Responses from sociable Factors shape 2 Frequencies for Social FactorsThe findings in find 2 reveal that a total of 7% of the respondents dis concur, 36% were unsettled and 57% concord that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents dis hold, 10% were diffident while 60% concord to value friends, colleagues and family members opinions before buying any product from the service provider. On the other hand, 95% of the participants resistd, 1% were changeable and 4% agreed that high compose customers of a particular service provider influence them to film a mobile service provider.Frequency Responses for run look Dimensions name. 3 Frequencies for dish up Quality Dimensions Figure 3 reveal that 8% of the participants disagreed, 10% were unsure , 82% agreed that reliability of service influence their choice of the mobile service provider. Moreover, the embodiment show that 2% of the respondents disagreed, 0% were unsure and 98% agreed that network capabilities of a service provider influence their subscription to a mobile service operator.It is evident that customers choice of mobile service provider is significantly influenced by network coverage. It also reflects that 5% of the respondents disagreed, 7% were unsure and 88% agreed that network innovativeness is an important factor that they consider when subscribing to a mobile service provider. Likewise, the results reveal that 18% of the respondents disagreed, 3% were unsure, and 79% agreed that customer care at the service provider outlets influence them to choose a mobile service provider.Frequency Responses for expense Fig 4 Frequencies for Price Findings in Figure 4 illustrate that 15% of the participants disagreed, 2% were unsure, 83% agreed that low rate charge s influence them to subscribe to a mobile service provider. Frequency responses to promotional Mix Fig 5 Frequencies to promotional mix The findings in Figure 5 reveal that the results shows that 63% of the respondents disagreed, 3% were unsure, and 34% agreed that advertisement influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, thus advertisement was insignificant. Additionally, the findings shows that 17% of the respondents disagreed, 11% were unsure and 72% agreed that offers such as SIM bank bill offered with initial balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that clean-handed calls and kick SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS significantly de termine customers choice of mobile network. Frequency Responses from portion accessibility Aspects Fig 6 Frequencies from Service Availability Aspects The data in Figure 6 reveals that 37% of the respondents disagreed, 30% were unsure, 32% agreed to value visually appealing physical facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of services influence their preference for mobile service provider.That means ease access to telecommunication services influence consumers choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important role when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to Provide service quality by means of and through network quality, network extension and upgrade. Offer quality service a t lower rates. Provide more offers for family and friends. Enrich customers service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, pep pill of technical repair and other measures. Pay attention to staff skill possession, knowledge, attention to customers and their call for, fling of fast and efficient services and general lieu to customer services. consistently monitor what customers want and what they get through the feedbacks, thusly identify the offend in between through research and twosome the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA discussion of the study limitations demonstrates that the researcher understands that no research childbed is perfectly designed consequently, the researcher will make no ebullient claims about generalizability or conclusiveness about what has been erudite (Marshall and Rossman, 2011). This study was restrain to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was limited to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe populations behaviour. Some of the limitations originated from the tool that was used.The use of the closed ended questionnaire meant that it was not possible to ask review questions and thus finding out the primings for selecting a particular service provider over the other. The other concern is that this study was measuring factors affecting consumers comprehension in the telecommunication sectors were measured, but there is a lack of associate literature. The delimitations of a study are those characteristics that limit the scope of the inquiry and congeal boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a unequalled research design as opposed to tr iangulation.The research instrument and the number of test items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwes mobile telecommunication market has grown over the past decade and it is highly competitive. In any competitive environment, firms are in all probability to compete in order to attract and carry on customers. However, it is extremely important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The study employed data representing factors that influence customers selection of mobile network to identify and meet customers needs and wants as well as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ship canal of utilizing available resources to hand over the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to watch over in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing superior service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and save customers. The study suggested that regulators in the Zimbabwes telecommunication sector should take confiscate measures to include these dimensions in undertaking objective mind of quality of service of mobile telephone operators in safeguarding customers interest.In this study, the focus on marketing mix elements and consumer behaviour was helpful in situating and understanding customers preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers choice is largely influenced by marketing mix elements. The current study established that customers look at the call rates promotional mix offers such as free calls/minutes and free SMSs, and promotions with discount and free sample play a indispensable role in customers choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The exercise of Social Research. 2th edition. the States Wadsworth. 2. Burns and Grove aker, M. J. (2003), The Marketing Book. fifth edition. USA Butterworth-Heinemann. 3. Gravetter, F. J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. 3rd edition. USAWadsworth. 4. Hanif, M. , Hafeez, S. , and Riaz, A. (2010). Factors poignant Customer Satisfaction. supranational Research Journal of Finance and Economics online, 60 (2010), p. 44-52. Available from http//www. eurojournals. com/irjfe_60_04. pdf Accessed 22 February 2013. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). Services marketing Concepts and Practices.New Delhi McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). Designing Qualitative Research. 5th edition. California keen-sighted Publications, Inc. 7. Melody, W. H. (1999). Telecom Reform Progress and Prospects. Telecommunications Policy, 23 (1999), p. 7 34. 8. Melody, W. H. , (2003). Preparing the Information home for the Network Economy. World Telecommunications Markets multinational Handbook of Telecommunications Economics, Vol. III, p. 1-27. 9. Paulrajan, R. and Rajkumar, H. (2011). Service Quality and Customers alternative of Cellular Mobile Service Providers.Journal of Technology focus & Innovation, 6(1), p. 38-45. 10. Thornhill, N. (2003). Your research Project. second edition. London Sage. 11. Wilson, R. M. S. and Gilligan, C. (2005). Strategic Marketing Management Planning, writ of execution and Control, 3rd edition. Elsevier Butterworth-Heinemann. supplement 1 Table 1 Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million appurtenance 2 A QUESTIONNAIRE ON EVALUATION OF FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER keen day, my name is Thembelihle Moyo.I am a student at the National University of Science and Technology doing pilot of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a particular mobile service provider. The information solicited herein is purely for academic purposes and will be treated in the strictest confidence. 1. Which service providers connection do you have? Econet Telecel NetOne 2. Social Factors Using a scale of 1 to 5, with 5 being strongly agree and 1 being strongly disagree. Please indicate the extent to which you agree or disagree with the undermentioned statements potently DisagreeDisagreeNot Sure affiliate strongly Agree Family and friends should be the sole reason of choosing a mobile network I value the opinions of my friends whe n making purchasing decisions High profile customers inspire me in making purchase decisions 3. Service Quality Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer care 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. Promotional Mix Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with initial balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible International roaming is one aspe ct that is essential in a mobile line THANK YOUAn Evaluation on Factors That Influence the plectron of a Mobile Telecommunications Service ProviderTITLEAN EVALUATION ON FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER TABLE OF CONTENTS 1. Executive Summary3 2. Background4 2. 1Purpose of study5 2. 2Significance of study5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4Sampling7 4. Sources of data collection8 4. 1Secondary Data8 4. 2Primary Data8 5. Data collection tools8 5. 1Questionnaire8 5. 2Validity and Reliability9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the study16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive Summary The Zimbabwean telecommunication sector has grown rapidly over the past years. This exponential market growth attracted new players to this sector, which in turn resulted in increased competition. The aim of this study was to establish critical factors in the selection of mobile telecommunications service providers. A research instrument was employed to collect data from consumers of the three mobile phone operators in Zimbabwe. Convenience sampling, a form of non-probability sampling was used to collect data from 40 participants.This research used descriptive statistics for data analysis and discussions. The results of the study revealed that customers selection of which mobile telecommunications service providers to use is influenced by overall service quality, free calls and free SMSs, network capability, reliability of service, network innovativeness, low rate charges, accessibility, promotions with discount, geographic network coverage, family and friends, and customer care. In addition to this, the study found that customers prefer subscribing to the same service provider as their family members and friends.However, visually appealing physical facilities and high profil e customers, were found to be the least influential factors in selecting mobile telecommunication service provider. Marketing mix elements are relevant towards evaluating factors that determine the selection of mobile service provider in Zimbabwe. However, this study incorporated and investigated further by including factors influencing consumer buying behaviour, which makes it more comprehensive for application in telecommunication services.Thus, the focus on consumer behaviour was helpful in situating and understanding customers buying behaviour in mobile telecommunication services. The study recommended specific marketing strategies to enhance the success of mobile service providers in this competitive market and ensure quality service delivery to satisfy customers. This study had limitations in its research design, strategy and sampling method hence, areas for future studies addressing these shortcomings have been identified and recommended. 2. 0Background and objectivesThe mobi le telecommunication industry has grown over the past few decades and has seen the industry undergoing intense competition to attract and retain customers. The mobile industry has become an important factor in global interactions as computer-based technologies and communication networks are being implemented daily. In the last twenty years, the mobile revolution has truly changed the socio-economic landscape of Zimbabwe and has seen the industry grow rapidly, that is keeping pace with global advancements in the mobile telecommunication market.The year 1997 marked a new era in the Zimbabwe telecommunication sector as it marked the beginning of deregulation of the telecommunications sector, which was previously a monopoly. The Posts and Telecommunications Corporation (PTC) which was wholly owned by the Government did not have any competition and thus it flourished as the sole fixed line provider. According to Melody (1999) technological change and new service opportunities are factors bearing on the telecom reform process everywhere. In 1996, technological advancement saw the birth of NetOne, the first cellular network operator in Zimbabwe, a subsidiary under the PTC.However, in 1998 things started to change dramatically when the first major new player, Econet Wireless entered the telecommunications market. The deregulation of the telecommunications sector opened the market from a monopolistic market to a competitive multiple service providers. Currently, there are three mobile service providers in Zimbabwe, which are Econet Wireless, Telecel and NetOne, and the competitive pressure is high. The three MSPs compete with each other to grab customers by proving a wide range of both basic services and value added services.The customers enjoy the option of choices among the service operators and thus the competitive environment causes brand consciousness among the subscribers and potential buyers (Melody, 2003). In order to survive the competitive environment, the se rvice providers must ensure network quality, customer acquisition and retention. Table 1 shows the detail of the mobile subscribers in Zimbabwe, that depicts the market share of the MSPs. 2. 1Purpose of study The purpose of the study was to evaluate factors that determine the selection of mobile service providers.Also to evaluate and understand the consumers buying behaviour in selecting service providers and to help service providers to design more appealing marketing programs which deliver better customer value and thus providing the required returns. 2. 2Significance of study The robust competition between the three mobile network operators in Zimbabwe has intensified. Therefore, identifying and understanding the factors which considerably influence the customer buying behaviour is of greatest importance to the marketers.Thus, the key success factors in mobile telecommunication battles are effectiveness of marketing strategies and understanding of consumer behaviour. The determin ant factors for customers choice of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, there is a need to empirically evaluate and analyze the phenomenon for managerial implications. The outcome of the study would provide insights to service providers to take profound actions towards enriching customers service experience.Moreover, the study also builds on existing consumer behaviour literature by exploring the factors influencing consumer buying behaviour that ultimately influence the selection of mobile service providers. In addition, the findings of the study will also assist telecommunication companies to invest their resources more efficiently, or to make changes to crucial quality attributes that bring out consumers satisfaction levels. 2. 3Research Objectives The overall objective is to ascertain the logic behind customers selection of a particular mobile service operator.Sub-objectives To determine the social factors which lead t he customer towards selecting a particular mobile service provider. To determine the service quality dimensions influencing the customers selection of a particular mobile service provider. To establish the influence of marketing mix elements on purchasing behaviour of mobile service operators. 2. 4Research Questions Which social factors influence the selection of a mobile service provider? Which service quality dimensions influence the customers selection of a particular mobile service provider? Which marketing mix elements have an influence in purchasing behaviour of mobile service operators? Keywords Consumer behaviour , Service quality, Price, Promotion, Service availability/place 3. 0METHODOLOGY 3. 1Method of Research This is a quantitative study which mainly will depend on numeric data to classify features and count them. According to Burns & Grove 200523, quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information. Th is research method is used to examine relationships among variables and to determine the cause-and-effect interactions between variables.This study is concerned with the assessment of factors that influence consumer buying behaviour. 3. 2Types of Research A descriptive research was used for the study to describe factors that influence the customers buying behaviour as well as describing the marketing mix elements that play a role in determining the customers selection for mobile service provider. Polit and Hungler 1999 state that the descriptive research mainly describes what exists and may help to uncover new facts and meaning.The purpose of descriptive research is to observe, describe and document aspects of a situation as it naturally occurs. They further state that the descriptive research involves the collection of data that will provide an account or description of individuals, groups or situations. The research instruments that were used for this study were questionnaires wit h closed questions. 3. 3Population Population selected for this study were all Bulawayo residents who are customers of any of the three mobile service providers available in Zimbabwe which is unknown. 3. Sampling Saunders, Lewis and Thornhill (2003) state that it is not easy to assess the entire population, therefore, it is necessary to assess a sample of the population as an alternative in order to generalize about the entire population. The researcher will target the Bulawayo residents who visit the National University of Science and Technology Campus along Gwanda Road and Cecil Avenue. The sample size used for the research was 100 respondents and a non-probability sampling technique was used. The convenience sampling method was used to select the targeted sample.According to convenience sapling is a statistical method of drawing representative data by selecting people because of the ease of their volunteering or selecting units because of their availability or easy access. The re searcher used this method to get easy access to information from walk in customers at the Main Administration Building (NUST Campus). Time and cost constraints also justified the convenience sampling technique. 3. 5Sources of data collection 3. 5. 1Secondary data Secondary data is the data which is collected for some other purposes or the data which is gathered by previous researchers.The research was involved in a desk research were information about the background of the telecommunications industry was acquired. The researcher also used articles, books and the internet to gather more information about the factors that influence the purchasing behaviour of mobile service provider. The data acquired aided the researcher in the analysis of data as a toll for deriving in reliable and relevant conclusions. 3. 5. 2Primary data In this research primary data was obtained by collecting data from uestionnaires which were administered at the Main Administration Building at the NUST Campus to the target sample size. The researcher issued the respondents the questionnaire and gave the at most fifteen minutes to fill in the questionnaire. 3. 6Data collection tools There are many tools available for gathering empirical data but it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less time consuming, and provides good quality data easily. 3. 6. 1QuestionnaireThe questionnaire is the medium of communication between researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less time consuming and provide good quality data easily (Babbie, 2010). The questionnaire was drafted with the aim of answering the research question and research objectives. The questionnaire consisted of closed-ended questions as they were quicker and easier t o answer and readily accessible to coding and quantitative analysis.The questionnaires consisted of five categories and items on different constructs are organised in each category namely service quality, price, promotions, availability and social factors. The questionnaires were personally handed to the respondents as they were entering the Main Administration Building. 3. 7Validity and Reliability Gravetter and Forzano (2009) state that the validity of a research study is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of consistency with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not measured for this report. 4. DATA ANALYSIS A five-point Likert scale was used to measure the output of each item answered by the respondents. The outputs, frequency tables were generated using the SPSS package and fr om these the data was presented in bar graphs. Moreover, the number of respondents who selected each of the response options is reported as percentages of the total number of responses.The total number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. Service Providers The findings in Fig 1 reveal that a total of 57% of the respondents were Econet Wireless subscribers, whilst 23% were NetOne and 20% being Telecel subscribers. The findings illustrate that most of the respondents were Econet Wireless subscribers. Frequency Responses from Social Factors Fig 2 Frequencies for Social FactorsThe findings in Figure 2 reveal that a total of 7% of the respondents disagreed, 36% were unsure and 57% agreed that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents disagreed, 10% were unsure while 60% agreed to value friends, colleagues an d family members opinions before buying any product from the service provider. On the other hand, 95% of the participants disagreed, 1% were unsure and 4% agreed that high profile customers of a particular service provider influence them to choose a mobile service provider.Frequency Responses for Service Quality Dimensions Fig. 3 Frequencies for Service Quality Dimensions Figure 3 reveal that 8% of the participants disagreed, 10% were unsure, 82% agreed that reliability of service influence their choice of the mobile service provider. Moreover, the figure show that 2% of the respondents disagreed, 0% were unsure and 98% agreed that network capabilities of a service provider influence their subscription to a mobile service operator.It is evident that customers choice of mobile service provider is significantly influenced by network coverage. It also reflects that 5% of the respondents disagreed, 7% were unsure and 88% agreed that network innovativeness is an important factor that the y consider when subscribing to a mobile service provider. Likewise, the results reveal that 18% of the respondents disagreed, 3% were unsure, and 79% agreed that customer care at the service provider outlets influence them to choose a mobile service provider.Frequency Responses for Price Fig 4 Frequencies for Price Findings in Figure 4 illustrate that 15% of the participants disagreed, 2% were unsure, 83% agreed that low rate charges influence them to subscribe to a mobile service provider. Frequency responses to Promotional Mix Fig 5 Frequencies to promotional mix The findings in Figure 5 reveal that the results shows that 63% of the respondents disagreed, 3% were unsure, and 34% agreed that advertisement influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, thus advertisement was insignificant. Additionally, the findings shows that 17% of the respondents disagreed, 11% were unsure and 72% agreed that offers such as SIM card offered with initial balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that free calls and free SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS significantly determine customers choice of mobile network. Frequency Responses from Service Availability Aspects Fig 6 Frequencies from Service Availability Aspects The data in Figure 6 reveals that 37% of the respondents disagreed, 30% were unsure, 32% agreed to value visually appealing physical facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of services influence their preference for mobile service provider.That means ease access to telecommunication services influence consumers choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important role when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to Provide service quality through network quality, network extension and upgrade. Offer quality service at lower rates. Provide more offers for family and friends. Enrich customers service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, speed of technical repair and other measures. Pay attention to staff skill possession, knowledge, attention to customers and their needs, offering of fast and efficient services and general attitude to customer services. Consistently monitor what customers want and what they get through the feedbacks, then identify the gap in between through research and bridge the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA discussion of the study limitations demonstrates that the researcher understands that no research project is perfectly designed consequently, the researcher will make no overweening claims about generalizability or conclusiveness about what has been learned (Marshall and Rossman, 2011). This study was limited to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was limited to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe populations behaviour. Some of the limitations originated from the tool that was used.The use of the closed ended questionnaire meant that it was not possible to ask follow-up questions and thus finding out the reasons for selecting a particular service provider over the other. The other concern is that this study was measuring factors affecting co nsumers perception in the telecommunication sectors were measured, but there is a lack of related literature. The delimitations of a study are those characteristics that limit the scope of the inquiry and define boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a singular research design as opposed to triangulation.The research instrument and the number of test items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwes mobile telecommunication market has grown over the past decade and it is highly competitive. In any competitive environment, firms are likely to compete in order to attract and retain customers. However, it is extremely important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The study employed data representing factors that influence customers selecti on of mobile network to identify and meet customers needs and wants as well as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ways of utilizing available resources to supply the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to succeed in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing superior service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and retain customers. The study suggested that regulators in the Zimbabwes telecommunication sector should take appropriate measures to include these dimensi ons in undertaking objective assessment of quality of service of mobile telephone operators in safeguarding customers interest.In this study, the focus on marketing mix elements and consumer behaviour was helpful in situating and understanding customers preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers choice is largely influenced by marketing mix elements. The current study established that customers look at the call rates promotional mix offers such as free calls/minutes and free SMSs, and promotions with discount and free sample play a vital role in customers choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The Practice of Social Research. 2th edition. USA Wadsworth. 2. Burns and Grove aker, M. J. (2003), The Marketing Book. 5th edition. USA Butterworth-Heinemann. 3. Gravetter, F. J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. 3rd edition. USAWadsworth. 4. Hanif, M. , H afeez, S. , and Riaz, A. (2010). Factors Affecting Customer Satisfaction. International Research Journal of Finance and Economics online, 60 (2010), p. 44-52. Available from http//www. eurojournals. com/irjfe_60_04. pdf Accessed 22 February 2013. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). Services marketing Concepts and Practices.New Delhi McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). 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Appendix 1 Table 1 Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million Appendix 2 A QUESTIONNAIRE ON EVALUATION OF FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER Good day, my name is Thembelihle Moyo.I am a student at the National University of Science and Technology doing Master of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a particular mobile service provider. The information solicited herein is purely for academic purposes and will be treated in the strictest confidence. 1. Which service providers connection do you have? Econet Telecel NetOne 2. Social Factors Using a scale of 1 to 5, with 5 being strongly agree and 1 being strongly disagree. Please indicate the extent to which you agree or disagree with the following statementsStrongly DisagreeDisagreeNot SureAgreeStrongly Agree Family and friends should be the sole reason of choosing a mobile network I value the opinions of my friends when making purchasing decisions High profile customers inspire me in making purchase decisions 3. Service Quality Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer care 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. Promotional Mix Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with initial balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible International roaming is one aspect that is essential in a mobile line THANK YOU