Predicting “customer Satisfaction” and “customer Switching Intention” of Telecom Industry in Bangladesh

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Customer perception for service quality comes in mind from the deference of the service provided by the telecommunication comparing the service they expect. Service would be always considered excellent, if the perception was beyond expectations, it will regarded as good if its equal with expectation but on the other hand it will be regarded as poor or bad if it doesn’t meet any expectations. (Vázquez et al.,2001). [Customer service along with customer loyalty is now a day becoming extra priority factor in the business for their long term and short term survival and relationship with customer (Gronholdtet etal.,2000).Moreover Customer service is the way on how someone behaved with its customer through providing (product, price and service). In term of customer service it varies with its variable and price. If the price get so high regardless of the product service then again customer suffer and service come out too down and its affects customer satisfaction. In customer service only customer can make it possible for holding customer satisfactions accountability by realizing them about their profitability (Roland T.Rust ,1993)

Functional Quality

Functional quality is the process of delivering the service. Functional quality refers to how the service was delivered.

The findings of the study revealed that a service quality has two critical dimension functional and technical service qualities. Functional quality dimensions basically represent the SERVQUAL model. Most of the researchers have found functional quality has an important impact on overall service quality. The evaluation of the quality not only depends on the service but also depends on how the customer gets the service and how much effective the service delivery process is. Functional quality has the most impact on perceived service quality (Ibrahim Masud, R. K Nyame & Aaron Kumah, 2014). Besides this, the researcher Rahhal (2015) gave some examples how the SERVQUAL model related to the functional quality of service. Responsiveness – Willingness of the customer service executives to provide service the best service to customers. Assurance - Knowledge of the customer service employees to build trust in customers’ minds along with pleasant behavior. Empathy - Provide one to one service to customers to make them sure that they are important for their business. Tangibles - Appearance of physical facilities, equipment, personnel and communication materials. Convenience - Provide comfortable service to meet customers each need. Complaint Handling – Receives customer complaints actively and solve the problems on time. Effectiveness in complaint solution is one of the core facts of customer satisfaction.

Another researcher (Agyapong, 2011) mentioned in his paper that the SERVQUAL model illustrates the differences between customers’ expectations about the performance of service providers and the actual service they have got which indicates the satisfaction level of customers.

Customer satisfaction

A man's sentiment delight or dissatisfaction which come about because of contrasting an item's apparent execution or result against his/her desires is called customer satisfaction (Kotler and Keller, 2006). The level of fulfillment given by the products or administrations of an organization as measured by the quantity of the clients is known as customer satisfaction.

It is well known that service quality, customer satisfaction and customer value are becoming the most important factors of business success for either manufacturers or service providers. (Yonggui Wang, Hing‐Po Lo, 2002). Industries should be focusing on satisfying both the internal and external customer. Because loosing internal skilled employees is relative to loosing satisfied customers. It costs about five times to gain a new customer as it does to keep an existing customer (Naumann, 1995). Achieving customer satisfaction is the main goal for most service firms today (Jones and Sasser,1995). Increasing customer satisfaction has been shown to directly affect companies market share, which leads to improved profits, positive recommendation, lower marketing expenditures (Reichheld, 1996; Heskett et al.,1997). (Eithaml ,1988) found that clients who see that they get an incentive for cash are more fulfilled than clients who do not see they get an incentive for cash. So, it is clear that customer satisfaction greatly impacts the corporate image and survival (Pizam and Ellis, 1999).

Trust

Brand trust has been described as a sentiment security held by the client in his/her collaboration with the brand, to such an extent that depends on the preference that the brand is liable and accountable for the interests and welfare of the customer’. Trust has been characterized as one party having faith in the other party regarding satisfying his or her needs. However in case of service offerings, trust is basically the faith held by a client that the service provider will offer the services that addresses client issues (Anderson and Weitz, 1989).Consumer trust can be characterized as an arrangement held by an customer concerning certain attributes of the provider, and also the conceivable conduct of the provider in the near future (Coulter and Coulter 2002). A greater trendy definition of trust is that a party has self-assurance within the honesty and reliability of his associate (Morgan and Hunt, 1994).

(Delgado-Doney and Cannon 1997) argue that there are two main features of trust: perceived credibility and benevolence. There are two levels of trust, as indicated by (Rauyruen and Miller 2007). At the primary level, consumers believes one specific sales agent while at the secondary level, the client starts to believe in the institution (Ballester, 2001). In addition to it has also been recommended that trust grows as the purchaser& seller relationship creates from mereattention to leading exchanges. (Jones and George1998) described trust advancement starts from initial trust, trust stabilization, and lastly trust dissolution, while (Singh and Sirdeshmukh 2000) categorized trust into 2 categories, pre-experience trust and post-experience trust, depending upon the experience involvement amongst purchaser and seller. Initial trust, to a vast degree, relates to pre-experience trust, while stabilized trust and dissolved trust compare to post-experience trust. In business trust is seen as a standout amongst the most significant predecessors of steady and stable connections between the buyers and sellers. Analysts had described that trust is fundamental for building and keeping up long term connections (Rousseau, Sitkin, Burt, and Camerer, 1998; Singh and