Effectiveness of Push (SMS) Service: A Study on Grameenphone and Airtel Subscribers of Bangladesh

Md. Touhidul Islam; Md. Asfaqur Rahman

Authors

Md. Touhidul Islam
Md. Asfaqur Rahman

Keywords:

push marketing, sms, grameenphone, airtel, medium of advertising

Abstract

The rapid increase of the use of mobile phones has created a new channel for marketing. SMS Marketing can be an effective medium of advertising in Bangladesh. The use of Short Messaging Service (SMS) has become more important to access potential customers through their mobile phones. The purpose of this paper is to measure & compare the effectiveness of push (SMS) service between Grameenphone and Airtel Telecommunication Company of Bangladesh. Results show that in most of the dimensions of push service like language of push SMS, degree of customers' irritation, degree of annoying, social, educational and govt. information, relevancy to customers' life style, Airtel is lagging behind GP. Being the young company, Airtel is in the good position regarding information about service activation & deactivation, customer satisfaction level, special offer and advance permission. Most of the dimensions do not match with the effectiveness of push services especially customers of both companies are irritated and annoyed about push SMS. So in case of overall evaluation for both companies the effectiveness of push service is not in satisfactory level.

Downloads

How to Cite

Effectiveness of Push (SMS) Service: A Study on Grameenphone and Airtel Subscribers of Bangladesh. (2015). Global Journal of Management and Business Research, 15(E7), 17-43. https://journalofbusiness.org/index.php/GJMBR/article/view/1785

Download Citation

References

S Akterujjaman, Md Biswas, Md Siddique (2011) Performance of Grameenphone and Robi in Telecom. Sector of Bangladesh: A Comparative Study.

Md Siddique, S Akterujjaman, Rumana Perveen (2012) Customers' Satisfaction towards the Services of Customer Care Centers of Grameenphone: A Study on Dhaka and Khulna Cities. 6, 2.

M Alam, M Neger (2009) Measuring consumer attitude towards beautification products: A study on some selected brands in Bangladesh. 4(2), 61.

Stuart Barnes (2002) Wireless digital advertising: nature and implications. 21(3), 399-420.

Hans Bauer (2005) Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. 6(3), 181-192.

Deo Sabokwigina, Gabriel Malima, Hosea Mpogole (2013) SMS advertising in Tanzania: Factors affecting consumer attitudes.

Stuart Ewen (2008) Captains of consciousness: Advertising and the social roots of the consumer culture.

Tarun Bose, Kanti (2006) The effectiveness of targeted mobile advertising in selling mobile services: an empirical study. 4(2), 119-127.

Mark Goode, Mh (2005) Determining customer satisfaction from mobile phones: a neural network approach. 21(7-8), 755-778.

Tung Lai, Tung Lai (2004) Service Quality and Perceived Value's Impact on Satisfaction, Intention and Usage of Short Message Service (SMS). 6(4), 353-368.

Felix Leung, Christy Cheung (2004) Consumer attitude toward mobile advertising. 331.

M Hossain THE DRIVERS OF CUSTOMERS'SATISFACTION OF AIRTEL BANGLADESH LIMITED.

Md Islam, Zahidul (2011) Measuring Customer Satisfaction of Mobile Phone Users: A Comparative Study between Grameen Phone and Teletalk Based on Khulna City, Bangladesh. 3(6), 20-29.

Melody Tsang, Shu-Chun Ho, Ting-Peng Liang (2004) Consumer Attitudes Toward Mobile Advertising: An Empirical Study. 8(3), 65-78.

Muhammad Rahman, Sabbir (2012) Service Quality, Corporate Image and Customer's Satisfaction Towards Customers Perception: An Exploratory Study on Telecom Customers in Bangladesh. 5(1), 56-63.

Sahadat Hossain, Farhana Islam Comparison of Customer Satisfaction Between Grameen Phone Ltd and Robi.

Ofir Turel, Alexander Serenko, Nick Bontis (2007) User acceptance of wireless short messaging services: Deconstructing perceived value. 44(1), 63-73.

Gil Kim, Se‐bum Park, Jungsuk Oh (2008) An examination of factors influencing consumer adoption of short message service (SMS). 25(8), 769-786.

Lauri Aalto, Nicklas Göthlin, Jani Korhonen, Timo Ojala (2004) Bluetooth and WAP push based location-aware mobile advertising system. 49-58.

Hasebur Rahman (2014) FACTORS AFFECTING CUSTOMER SATISFACTION IN MOBILE TELECOMMUNICATION INDUSTRY IN BANGLADESH. 12(1), 74-93.

Hasebur Rahman (2014) Factors aFFecting customer satisFaction in mobile telecommunication industry in bangladesh. 1, 74-93.

George Belch, A Michael, Belch (2006) Advertising and Promotion: An Integrated Marketing Communications Perspective.

Prakashraj Kumavat (2010) A Book Review On Principles Of Marketing Management 14Th Edition By Philip Kotler And Gary Armstrong. 1(4), 83-85.

C Lovelock, P Patterson, R Walker (2011) Services Marketing: An Asia-Pacific Perspective.

Naresh Malhotra (2011) Marketing Research: An Applied Orientation. 203-235.

P Kotler, G Amstrong (2006) Principles of Marketing.