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\title{Effectiveness of Push (SMS) Service: A Study on Grameenphone and Airtel Subscribers of Bangladesh}
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             \author[1]{Md. Touhidul  Islam}

             \author[2]{Md. Asfaqur  Rahman}

             \affil[1]{  Pabna University of Science and Technology}

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\date{\small \em Received: 11 February 2015 Accepted: 3 March 2015 Published: 15 March 2015}

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\begin{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. The findings of this study necessitate the ways for Airtel as well as GP to adopt customer-centric strategic approach through competitive offerings & quality services to enhance the customer attractiveness towards push SMS and improve the effectiveness of push service. The study will contribute significantly regarding the policy making of the business professionals, advertising professionals as well as Telecommunications Company (especially GP & Airtel) in selecting, evaluating and establishing the proper SMS marketing and push service methods.

\end{abstract}


\keywords{push marketing, sms, grameenphone, airtel, medium of advertising.}

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\let\tabcellsep& 	 	 		 
\section[{Introduction}]{Introduction}\par
ver the last few years, the number of mobile subscribers in Bangladesh has been more than or close to more than doubling on an annual basis. The subscriber base had reached 119.623 million at the end of November 2014and is continuing to grow at a fast rate. Individually, Bangladesh's leading mobile operator, Grameenphone, has 51.119 Million customers, Banglalink has 30.681 Million, Robi has 25.251 Million and Airtel has 7.468 Million subscribers. On the other side, City cell, Bangladesh oldest mobile operator, has added 1.306 Million subscribers and finally Government phone company Tele talk has 3.805 Million subscribers. 
\section[{Operator}]{Operator}\par
Subscriber(in million) Bangladeshi Mobile Phone Company takes these huge mobile phone subscribers as the source or medium to reach the enormous people to conduct Mobile marketing. Mobile advertisers can deliver timely phone message service (SMS) ads to consumers based on their demographic characteristics and geographic information. Worldwide, wireless advertisers have already integrated SMS into the media mix. As the mobiles are in high use, advertising companies are also running after people who use mobile phones. Mobiles were invented for the purpose of communications only but on the way they have got a new dimension. This dimension is that mobiles are used for advertisement. Most of the companies have started sending promotional messages in the form of SMS to people because of today mobile marketing is one of the cheapest means of advertisements. Mobile marketing can be done through SMS, MMS, Voice call etc. Also, people keep mobiles with them, and hence, as soon as people get messages on their cell phones they instantly check their messages. Moreover, mobile marketing saves much time.\par
Companies through push marketing can make people to read their promotional messages. O as well as Airtel is the growing mobile phone company in Bangladesh. Both companies conduct their push marketing activity to their subscribers. Although today pull marketing is the new concept in the market but both push Marketing \&pull marketing are used by those company. The effectiveness of push Marketing varies from company to company. This paper will show the comparative effectiveness of push marketing between Grameenphone and Airtel mobile company. Hence, Present study emphasizes and tries to measure the Effectiveness of push Marketing of GP and Airtel Company towards the customers. 
\section[{a) Research Problem}]{a) Research Problem}\par
The present study is basically a customer survey, conducted with the objective of knowing the customer opinion about the effectiveness of push marketing of cellular phone service providers. Today there is a stiff competition prevailing among the cellular phone service providers. Hence under this scenario, it is important to know the factors that impact on the push marketing towards potential customer as well as to know the effectiveness of push (SMS) Marketing of selected mobile phone company(GP and Airtel) which are the leading and growing mobile phone operator of telecom service in Bangladesh. 
\section[{b) Significance of the Study}]{b) Significance of the Study}\par
This paper will help the telecom industry to know the current scenario of customer opinion about their push service as well as it helps to understand them assess their comparative position in context of push marketing. 
\section[{c) Objectives of the Study}]{c) Objectives of the Study}\par
The general objective of this research is to assess the effectiveness of push marketing toward potential customer of GP and Airtel.\par
Specifically, the study is aimed at the following objectives:\par
? To know about the overview of  {\ref Grameenphone and} Airtel company.\par
? To determine and compare the perception of mobile phone users in Bangladesh about push service in respect of selected variables with regard to GP and Airtel.\par
? To know about the level of Performance \& Effectiveness of GP and Airtel regarding the push service.\par
? To make a comparison between Grameenphone and Airtel in the context of push service by analyzing customer opinion and experience.\par
? To evaluate the overall position and measure the effectiveness of push services for both companies.\par
? To provide some recommendations to increase the effectiveness of push service of Grameenphone and Airtel Company in regard to the selected variables. 
\section[{d) Scope of the Study}]{d) Scope of the Study}\par
The scope of the research is based on two mobile phone companies and it throws light on the effectiveness of push marketing with respect to Grameenphone and Airtel Company. The report is written from the point of view of Grameenphone \& Airtel users of Pabna city from Bangladesh. This report will represent the overall condition of effectiveness of push service of mobile phone subscribers based on the survey conducted over 100 mobile phone users. 
\section[{e) Limitations of the Study}]{e) Limitations of the Study}\par
? The study concentrates only on the customers of GP and Airtel of Pabna city in Bangladesh. ? Due to time constraints it is not possible to cover vast area. So that survey has limited scope for application in wide market. ? Few customers are hesitate to deliver some information's due to the time wasted in the providing the same. ? Cost constraints leads to reduction in number of respondents.\par
II. 
\section[{Organizational Overview}]{Organizational Overview}\par
Since its inception Grameenphone has built the largest cellular network in the country with over 13,000 base stations in more than 7000 locations. Presently, nearly 98 percent of the country's population is within the coverage area of the It established the first \hyperref[b20]{24}-Hour Call Center, introduced value-added services such as VMS, SMS, fax and data transmission services, international roaming service, WAP, SMS-based Push-pull services, EDGE,3G, personal ring back tone and many other products and services.\par
Year 2015 a) Overview of  {\ref Grameenphone} Grameenphone Ltd., the largest telecommunications service provider in Bangladesh received its operating license in November, 1996 and started its operations from  {\ref March 26, 1997}, the Independence Day of Bangladesh. Grameenphone was also the first operator to introduce the pre-paid service in September 1999. Today, Grameenphone is the leading telecommunications service provider in Bangladesh with more than 51.112 million subscribers as of November 2014 (http://www.btrc.gov.bd). It is a joint venture enterprise between Telenor and Grameen Telecom Corporation, a non-profit sister concern of the internationally acclaimed microfinance organization and community development bank Grameen Bank. Telenor, the largest telecommunications company in Norway, owns 55.8\% shares of Grameenphone; Grameen Telecom owns 34.2\% and the remaining 10\% is publicly held. 
\section[{b) Overview of Airtel}]{b) Overview of Airtel}\par
Airtel, formerly known as Warid Telecom, is a GSM and 3G based cellular operator in Bangladesh. Airtel is the sixth mobile phone carrier to enter the Bangladesh market, and originally launched commercial operations under the brand name Warid on May 10, 2007. In 2010, Bharti Airtel bought out majority share of the company. As of August 2013, Airtel Bangladesh has 7.97 million subscribers with 7.3\% of market share. Warid Telecom International, an Abu Dhabi based consortium, sold a majority 70\% stake in the company to India's Bharti Airtel Limited. Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom. This is the largest investment in Bangladesh by an Indian company. This is Bharti Airtel's second operation outside of India. Dhabi Group continues as a strategic partner retaining 30\% shareholding and has its nominees on the Board of the Company. Bharti Airtel Limited took management control of the company and its board, and rebranded the company's services under its own Airtel brand from December 20, 2010. The Bangladesh Telecommunication Regulatory Commission approved the deal on Jan 4, 2010. The company offers a wide array of innovative mobile services, including voice, value added services, data and m-commerce products and is focused on expanding its state-of-the-art mobile network both for coverage and capacity.\par
With a customer base of more than 7.468 million (www.btrc.gov.bd), Airtel Bangladesh is the most preferred youth brand of the country that thrives on excellent data service. And data experience with Airtel will only be better when the company will introduce its array of 3G services. To make customers' lives easier Airtel Bangladesh has Doorstep Service by which customers can enjoy all kinds of service at their preferred place. M-Commerce opened a new Horizon in money transfer that gives Airtel customers the freedom to send money to their dear ones instantly from their mobile. Through M-health, customers can now reach professional doctors over phone 24/7 and get basic treatment. To enrich the lives of the customers Airtel has  
\section[{Review of Related Literature and}]{Review of Related Literature and}\par
Origin of Push Marketing a) Mobile Advertising Traditionally, the purpose of advertising has been to communicate brand messages to consumers in order to understand the communication process behind advertising  {\ref [Shannon's (1948)}]. Advertising, in today's business world is the most prioritize filed that a business normally concentrate and put large emphasize on that. During recent years, the popularity of text messaging (SMS) has grown exponentially, which has led to the rise of the mobile advertising phenomenon  {\ref [James, 2004]}.  {\ref Chang and Villegas (2008)} argue that the mobile phone has tremendous potential for delivering advertisements because of its high penetration rate. 
\section[{b) SMS Advertising}]{b) SMS Advertising}\par
In this competitive world, where in each step you will find competition. In order to have win-win position in this competitive world there should be some strong weapons to be used to have winning edge. One of the strong weapons is advertising through SMS. In the current scenario people are lacking time, there is a very urgent need for quick and effective communication system. Bulk SMS Solutions are considered as the safest and quickest mode of communication. The marketer shave found a new way of advertising to reach the consumers with the growth in the cellular market. Millions of SMS or more are sent in a month. SMS advertising has emerged as the most suitable and effective medium for advertising due addiction towards SMS and its popularity among youths. According to the GSM association, the cellular phone users send 10 million or more SMS in a month. The addiction towards SMS and its popularity among youths has contributed to SMS advertising to emerge as the most suitable and effective medium for advertising. The SMS has emerged as marketing communication phenomenon for the advertisers to reach their clients anywhere, anytime. One can use SMS gateways to generate the maximum awareness in client's mind with the minimum possible costs. The SMS gateway can also be used for brand recalling. According to the research the text message advertisements have found to boost the clients' inclination to purchase by 36\% which explains its popularity among marketers. This is perhaps because SMS advertising is the most popular form of mobile advertising  {\ref [Scharl, 2005]}. 
\section[{c) Origin of Push Marketing}]{c) Origin of Push Marketing}\par
Actually push marketing concept comes from mobile advertising or mobile marketing. Mobile marketing is can be defined as "Using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders" This definition includes an important concept of adding value not just for the marketing party, but also for the consumer.\par
Mobile marketing can be categorized into two types one is push marketing and other is pull marketing. ].Providers can take the form of pull-based (user request information and services based on their locations) or Push-based (location-sensitive content is automatically sent to users based on their location) advertising. Push advertising without any filtering is something like spam e-mail which might be perceived as annoying or irritating. Lawer and Knox (2006) describe Push marketing as company centric marketing strategies that push the benefits of company offerings to specific marketing segments. When defining mobile marketing a further distinction can be made between push and pull marketing campaigns. Lawer and Knox (2006) describe Push marketing as company centric marketing strategies that push the benefits of company offerings to specific marketing segments.\par
i. Push Marketing Push marketing focuses on taking the product to the customer, and putting the product in front of the customer at the point of purchase. This type of marketing strategy hopes to minimize the amount of time between a customer discovering a product and buying that product. To accomplish this, companies use aggressive and wide-reaching ads to make the biggest and most immediate impact they can on customers. Node performs order planning for succeeding node. Like stated by Bonney et al. (1999) control information flow is in the same direction of goods flow. Push Marketing sounds much more aggressive than it actually is It creates a situation within the retail environment 
\section[{Mobile marketing}]{Mobile marketing}\par
Pull Marketing Push Marketing where the manufacturer and the retailer work together to promote one specific product model or entire product line. This strategy makes use of a company's sales force, trade promotion activities, and promotional relationships to create consumer demand for a product (i.e. sales incentives/spiffs, coupons or discounts, and heavy product training for retail staff).With a Push strategy, the producer (1) promotes the product to wholesalers, the wholesalers to the retailers, and the retailers to the consumers, and (2) sets production levels based on the wholesalers and/or retailers' historical ordering patterns and product sales, and forecasted demand. Often it takes time for Push-based supply to respond to changes in demand, as they are basing their inventory on historical data. 
\section[{Fig. 3 : Push strategies}]{Fig. 3 : Push strategies}\par
Often manufacturers look at incorporating a Push strategy into their overall marketing efforts when:\par
? Consumers do not know their product's brand, benefits or How to use it and therefore need to be educated; ? Consumers are price sensitive;\par
? They are competing with an industry leader that has a large marketing budget; or when their goal is to inspire trial with the hope of building long-term product loyalty.\par
ii. PULL Marketing Pull marketing, on the other hand, takes the opposite approach. The goal of pull marketing is to get the customers to come to you, hence the term pull, where marketers are attempting to push customers in. Common sales tactics used for push marketing include mass media promotions, word-of-mouth referrals and advertised sales promotions. From a business perspective, pull marketing attempts to create brand loyalty and keep customers coming back, whereas push marketing is more concerned with phone-term sales. Pull Marketing creates a situation in which consumers knowingly request a branded product and "pull" it through the distribution channel. For this strategy to work, manufacturers must build consumer demand through heavy (and often expensive) advertising and promotional campaigns. A pull strategy could arguably be more effective than a push strategy because it is easier to sell to a consumer who has a strong positive view of the product. However, creating this positive impression often requires a high amount of exposure over a long period of time.\par
Often manufacturers look to use mediums such as: Although this sounds easy, it often takes considerable time and resources to build awareness for a product to the point where it is identifiable by consumers. Often manufacturers will look at incorporating a push strategy when:\par
? Consumers want to purchase the product because of a strong affiliation to the brand.\par
? They have created a product that is easily differentiated and identifiable from competitor products.\par
? They have adequate funds to support a large advertising campaign. 
\section[{e) Short Message Service (SMS)}]{e) Short Message Service (SMS)}\par
SMS is a text messaging service component of phone, Web, or mobile communication systems. It uses standardized communications protocols to allow fixed line or mobile phone devices to exchange phone text messages. SMS was the most widely used data application, with an estimated 3.5 billion active users, or the world. SMS is also employed in direct marketing, known as SMS marketing. SMS in subscriber mobile acts like an advanced pager. Subscriber can send and receive text messages of up to 160 characters. Subscriber can use your mobile phone attached to a computer to send faxes or transfer date, even they need not to be connected with a fixed line. 
\section[{f) Voice Mail Service (VMS)}]{f) Voice Mail Service (VMS)}\par
VMS is a unique answering machine. It provides subscriber with a personal electronic mail box in our voice mail center. When subscriber is not available or outside the coverage area or simply busy even switch off his or her cell phone, the caller can leave a message in subscriber's voice mailbox, which subscriber may listen or retrieve at subscriber's convenience. It provides 24-Hour automatic secretarial service makes one available to his calling person anytime. When users are unreachable or unable to answer any call within 20 s, the service will automatically divert the call to voice mail. User will receive a SMS notifying us that we have a message and we may retrieve it at a convenient time. 
\section[{g) Multimedia Message Service (MMS)}]{g) Multimedia Message Service (MMS)}\par
Multimedia message service (MMS) on the other hand, provides more visual and active messages. Marketers can benefit from use of photos, music, logos and animation, videos in advertising to consumers' mobile phones. SMS and MMS advertising are expected to achieve higher response rates compared to e-mail or television advertising, because all advertisements can be sent personally  {\ref [Zabadi, Shura \& Elsayed, 2012]}. MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (applicationto-person) mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person). 
\section[{h) Voice Call}]{h) Voice Call}\par
Actually voice call is a service provide by mobile phone operator that enables people to communicate and exchange their voice by using transmission frequency. The 3GPP has defined the Voice Call Continuity (VCC) specifications in order to describe how a voice call can be persisted, as a mobile phone moves between circuit switched and packet switched radio domains. 
\section[{i) Voice SMS}]{i) Voice SMS}\par
A voice SMS is a text message that people can send that includes a message (usually 30 seconds or less) that the other person can hear in the text message. Save time and personalize subscribes message through a voice SMS. This service provides user the flexibility to record up to 120 s of audio; so even if user desired number is unreachable, message will reach out live! j) Service Quality Service quality was defined differently through the view of many researchers. For example: Bitner, Booms and Mohr (1994) defined service quality as 'the consumer's overall impression of the relative inferiority / superiority of the organization and its services'. Therefore, service quality is the key of survival to all servicing companies. Cronin and Taylor (1994) viewed service quality as a form of attitude representing a longrun overall evaluation. Maintaining service quality at certain level and improving service quality must be lifetime efforts to those companies who desire life-time prosperity in customers' heart. Parasuraman, Zeithaml and Berry (1985) defined service quality as 'a function of the differences between expectation and performance along the quality dimensions' [Likewise, Roest and Pieters  {\ref ' (1997)}]. The same definition that service quality is a relativistic and cognitive discrepancy between experiences based norms and performance concerning service benefits. Service quality is a critical element of customer perceptions. Service quality will be the dominant element in customers' evaluations. Service quality may also be very critical in determining customer satisfaction. 
\section[{k) Customers Perception and Evaluation}]{k) Customers Perception and Evaluation}\par
Customer perception of services refers how they assess whether they have experienced quality service, and whether they are satisfied. Perceptions are always considered relative to expectations. 
\section[{IV.}]{IV.} 
\section[{Methodology and Hypotheses Development}]{Methodology and Hypotheses Development}\par
The business research used in this report is descriptive nature. Through this descriptive research this report seeks to determine the answers the research questions of the GP and Airtel Bangladesh Ltd. The users of GP and Airtel were the population of this study. This study was mainly based on primary data that were collected by using a structured survey questionnaire and secondary data that were collected from journal, books, sampling method with structured questionnaire from July to December 2014. After collection of primary data, hypotheses were formulated and T-test, Z test, one-way ANOVA analysis, frequency analysis, and descriptive analysis ware used to test the hypotheses with 0.05 level of statistical significance. The statistical computer package SPSS version 17.0 was used to analyze the data. Out of 100 respondents, 21 were service holders and 79 were students. 
\section[{a) Population and Sample}]{a) Population and Sample}\par
Sampling Size-100 respondents, Convenient Sampling method is used for the study. 
\section[{b) Sources of Data}]{b) Sources of Data}\par
This study is based on both primary and secondary data. Primary data were collected through a structured questionnaire survey. Secondary data were collected from the published official statistics, report documents, laws, ordinance, books, articles, annual reports of concerned cell phone operators, ministry of posts \& telecommunications, websites etc. 
\section[{c) Data Collection Methods}]{c) Data Collection Methods}\par
Primary data has been used by me in the form of Questionnaire \& Observation, which are the two basic methods of collecting primary data, which suffices all research objectives. Secondary data sources like website of the company \& some articles with reference to web-sites. 
\section[{d) Data Analysis Methods}]{d) Data Analysis Methods}\par
A five-point Likert type scale statements were used to measure the variables where 1 stands for strongly disagreed and 5 stands for strongly agreed effect on the statements  {\ref [(Luthans, 2002)}]. After collection of primary data, hypotheses were formulated and paired samples t-test, Frequency analysis, and regression analysis ware used to test the hypotheses with 0.05 level of statistical significance. The statistical computer package SPSS version 17.0 was used to analyze the data. 
\section[{e) Questionnaire Design}]{e) Questionnaire Design}\par
The primary data were collected from relative mobile phone companies' customers from Pabna city. Total 100 customers (50 customers of Grameenphone and 50 customers of Airtel) were surveyed through the convenience sampling method with questionnaire from July to December 2014. 
\section[{f) Hypotheses Formulation}]{f) Hypotheses Formulation}\par
Research hypothesis is an unproven statement, which helps the researcher to draw the suggestion on his hypothetical assumption whether it is true or false based on some specific statistical test \hyperref[b2]{(Alam and Neger, 2009)}. For the convenience of the study the following hypotheses are developed which are to be tested. 
\section[{i. Hypotheses}]{i. Hypotheses}\par
Formulation (For comparing effectiveness of push service between GP and Airtel) Hypothesis 1:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel in terms of Service Charge. Hypothesis 2:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel regarding Language of SMS. Hypothesis 3:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel on the subject of Contents of SMS. Hypothesis 4:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel in context of irritation. Hypothesis 5:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel with regard to annoying SMS. Hypothesis 6:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel in terms of Update information about product \& service. Hypothesis 7:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel regarding Information about service activation \& deactivation. Hypothesis 8:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel on the subject of Customer satisfaction of Push service. Hypothesis 9:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel in context of Hypothesis 10:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel with regard to Contents those relevant to customers' lifestyle. Hypothesis 11:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel on the subject of Special offers to customers. Hypothesis 12:Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel in context of Advance permission to provide SMS. 
\section[{Hypothesis 13:}]{Hypothesis 13:}Ho: ? MG = ? MA Ha: ? MG ? ? MA\par
Where, Ho: There is no significant difference between Mean of GP and Mean of Airtel with regard to Service of customer care center about Push service.\par
ii. Hypotheses Formulation (For overall evaluation and to test the effectiveness of push service for both companies) Hypothesis 1: H 0 : Both companies (GP and Airtel) have satisfactory service charge to the customers. Ha: Both companies (GP and Airtel) have not satisfactory service charge to the customers. 
\section[{Hypothesis 2:}]{Hypothesis 2:}\par
H 0 : Language of push SMS of GP and Airtel is easily readable to the customers. Ha: Language of push SMS of GP and Airtel is not easily readable to the customers. 
\section[{Hypothesis 3:}]{Hypothesis 3:}\par
H 0 : Contents of push SMS of GP and Airtel are phone and to the point. Ha: Contents of push SMS of GP and Airtel are not phone and to the point. 
\section[{Hypothesis 4:}]{Hypothesis 4:}\par
H 0 : Respondents of both companies are irritated when they receive push SMS. Ha: Respondents of both companies are not irritated when they receive push SMS. 
\section[{Hypothesis 5:}]{Hypothesis 5:}\par
H 0 : Contents of push SMS of GP and Airtel are often annoying to the customers. Ha: Contents of push SMS of GP and Airtel are not often annoying to the customers.\par
Hypothesis 6: H 0 : Both companies provide update information about their products \& services to the customers through push SMS. Ha: Both companies do not provide update information about their products \& services to the customers through push SMS.\par
Hypothesis 7: H 0 : Both companies provide information about activation and deactivation of push service through push SMS. Ha: Both companies do not provide information about activation and deactivation of push service through push SMS. Hypothesis 8: H 0 : Respondents of both companies are satisfied on getting the push service. Ha: Respondents of both companies are not satisfied on getting the push service. Hypothesis 9: H 0 : Both companies provide available push SMS to customers about social, educational, govt. info. Ha: Both companies do not provide available push SMS to customers about social, educational, govt. info. Hypothesis 10: H 0 : Push SMS are relevant to customers' life style. Ha: Push SMS are not relevant to customers' life style. 
\section[{Hypothesis 11:}]{Hypothesis 11:}\par
H 0 : Both companies provide special offers to customers through push SMS. Ha: Both companies do not provide special offers to customers through push SMS. 
\section[{Hypothesis 12:}]{Hypothesis 12:}\par
H 0 : Both companies take the permission from respondents in advance to provide push SMS. Ha: Both companies do not take the permission from respondents in advance to provide push SMS. 
\section[{Hypothesis 13:}]{Hypothesis 13:}\par
H 0 : Services of customer care center of GP and Airtel regarding push service are in satisfactory level. Ha: Services of customer care center of GP and Airtel regarding push service are not in satisfactory level.\par
V. 
\section[{Data Analysis, Hypotheses Testing and Findings}]{Data Analysis, Hypotheses Testing and Findings}\par
An analysis is generated from the questionnaire to achieve the objectives of the study. In order to analyze the collected data a 5-point Likert type scale has been used, where 5 stands for highly satisfied (Strongly Agreed) customers, 4 stands for satisfied  It also reveals that 50\%of the respondents use GP and 50\% of the respondents use Airtel from the total 100 of respondents. 
\section[{b) Customer Opinion about SMS, MMS and Voice SMS}]{b) Customer Opinion about SMS, MMS and Voice SMS}\par
Customer opinion about SMS, MMS, and Voice SMS is an important factor to the customers. They give more emphasis in this particular point in receiving the PUSH SMS.   
\section[{c) Attractiveness of push SMS to Customer}]{c) Attractiveness of push SMS to Customer}\par
Customer incentive is the strong factor to determine the effectiveness of push service. Customers always expect that their operators will give some incentive to them regularly. The operators, who are providing incentive to customers, are getting more customers. Table \hyperref[tab_5]{3} reveals that about 44\% respondents of GP receive the incentive where 38\% respondents of Airtel receive the incentive. Here the frequency about "Yes" of GP and Airtel respondents regarding incentive to the customers are respectively 22 and 19the frequency about "No" of GP and Airtel respondents regarding incentive to the customers are respectively 28 and 31. It indicates that GP is in a better position than Airtel in case of providing incentive to the customers. 
\section[{d) Necessary Push SMS Received and Read by Customer}]{d) Necessary Push SMS Received and Read by Customer}\par
It is possible to compare the effectiveness of push service between GP and Airtel by analyzing the frequency of push SMS reception and amount of SMS reading. Customer will read the SMS if it contains more attractive and necessary element for what the customer will wait. Mean value of GP (1.68) is lower than of Airtel (1.80) which refer Airtel in good position than GP because it provides 3 categories of SMS that match among categories of respondents. Sometime Bangla by English spelling SMS is ambiguous so respondents will be more comfortable to read the Bangla SMS. If both companies increase the amount of Bangla SMS than effectiveness of PUSH service will be high. 
\section[{f) Number of Necessary push SMS Reception and Activation}]{f) Number of Necessary push SMS Reception and Activation}\par
It is possible to measure the effectiveness of push service between GP and Airtel by analyzing the number of necessary push SMS to the respondents and the number of service activation also the sign of measuring effectiveness.\par
Table \hyperref[tab_8]{6} reveals that, out of 50 respondents of GP 18\% respondents are argue that they receive 1 necessary push SMS within one month where out of 50 respondents of Airtel 10\% respondents are argue that they receive 1 necessary push SMS within one month. 24\%, 10\%, 14\%, 10\%, 24\% of GP 's respondent argue that they receive respectively 2, 3, 4, 5, and above 5 necessary push SMS within one month where 22\%, 40\%, 2\%, 8\%, 18\% of Airtel's respondent argue that they receive respectively 2, 3, 4, 5, and above 5 necessary push SMS within one month. The mean value (3.46) and CV (3.519) of GP is higher than the mean value (3.30) and CV (2.541) of Airtel in context reception of necessary push SMS. It indicates that GP's push SMS match more with respondent's demand than of Airtel and effectiveness of push service of GP is high than of Airtel. From the table -6 it is clear that number of service activation is more in respect of Airtel subscribers. 84\% of Airtel's subscribers activate minimum one service within one month where 62\% of GP's subscribers activate minimum one service within one month.SD of Airtel is lower than of GP which refer that effectiveness of push SMS of Airtel is high than of GP. It is possible because of attractive power of that push SMS higher than of GP. 
\section[{g) Time of PUSH SMS Reception and Preference of Customers' Push SMS Reception}]{g) Time of PUSH SMS Reception and Preference of Customers' Push SMS Reception}\par
If the service provider able to provide the push SMS to the subscriber mobile phone at the right time it means when the customer prefer to receive than the effectiveness of push SMS will be high. Table-7 Shows that 68\% of GP's subscribers get push SMS when they are busy where 82\% respondents of Airtel are get push SMS when they are busy. Both companies should find out the customers busy time and avoid sending the push SMS in their busy time because 38\% of GP's respondents prefer to receive push SMS in the relax time as well as 34\% of Airtel's respondents prefer to receive push SMS in the relax time. Airtel should more concern to provide push SMS than GP to increase the effectiveness of push service. It is needed to know about the level of customer satisfaction regarding the push SMS reception to enhance the effectiveness of push service. The table-8 states the overall satisfaction level of the respondents' views towards the push SMS reception from their service provider. 
\section[{Table 8 : Satisfaction Level}]{Table 8 : Satisfaction Level}\par
Source: Field Survey, From the table-8, it is found that 12 respondents of GP are dissatisfied, 14 respondents are satisfied and no highly satisfied respondent towards the level of satisfaction on getting push SMS and its service.14 respondents of GP are highly dissatisfied and 10 respondents showed their neutrality on getting push SMS and its service. On the other hand, no respondents of Airtel are highly satisfied, 1 respondent of Airtel is highly dissatisfied and 18 respondents are satisfied 21 respondents are dissatisfied and 10 respondents showed their neutrality regarding push SMS reception. Here mean value of GP and Airtel respondents regarding push SMS reception from their service provider are respectively 4.48 and 2.90 and the coefficient of variation are respectively 1.398 and .867, which indicate that Airtel is in a very strong position than GP. Respondents of GP as well as Airtel are significantly satisfied but respondents are not highly satisfied for both companies so both companies should increase the quality and attractiveness of push SMS and service to reach the optimum position of effectiveness to their push service. 
\section[{i) Service Charge of Push Service}]{i) Service Charge of Push Service}\par
Service charge of push service is the vigorous factor to determine the customer evaluation towards push service and service charge has a prodigious impact to the effectiveness of push service. Respondents of GP and Airtel have comment on their own service provider's service charge of push service.\par
Table -9 indicates that service charge to the 48\% respondents of GP is not important at all it means they are not at all happy where service charge to the 38\% respondents of Airtel is not important at all. 38\% respondents of GP said, service charge is not bad where 56\% respondents of Airtel said, service charge is not bad. 6\% respondents of GP said, service charge is extremely important to them it means they are highly satisfied where only 2\% respondents of Airtel said, service charge is extremely important to them. Here the mean of GP is 1.80 and Airtel is 1.74 which refer subscribers are not satisfied about their service charge. Both companies should set their service charge at minimum level it means important level so that customer s can be satisfied. 
\section[{j) Respondents' Opinion about Time Chosen for Push SMS}]{j) Respondents' Opinion about Time Chosen for Push SMS}\par
Sending time and receiving time of push SMS has a great effect on the effectiveness of push service. ' 
\section[{Table 10 : Satisfaction Level}]{Table 10 : Satisfaction Level}\par
Source: Field Survey, Table-10 presents that 15 and 21 of GP among 50 respondents are respectively strongly agree and agree to receive the push SMS in which it's receiving time chosen by themselves where 19 and 23respondents of Airtel among 50 respondents are respectively strongly agree and agree to receive the push SMS in which it's receiving time chosen by themselves. Only 4 respondents of GP and 1 respondent of Airtel are disagreeing about this statement. Most of the respondents of GP and Airtel are eager to choose the time by themselves for receiving Push SMS from their service provider. So the both companies gather the data from the subscribers about their preference time to provide push SMS so that their push service will be effective. 
\section[{k) Customers' Perception and Sensation about Existing}]{k) Customers' Perception and Sensation about Existing}\par
Push SMS and Intent towards Future Is the push SMS service effective or not, it is possible to measure by analyzing the respondent's opinion regarding push SMS reception. In present customer are more sensitive and awareness as well their demand is changing. For the rivalry among existing mobile phone company the communication strategy has been changing. Customers also comfort to accept the service in their convenient way and time. It is possible to measure the existing perception and future perception about push SMS by analyzing the following questions and answers.  
\section[{July to December 2014}]{July to December 2014}\par
Table-11shows 42\% respondents of GP are strongly agree that they are irritated when they receive push SMS from their service provider where only 12\% respondents of GP disagree about this statement. On the other hand 44\%42\% respondents of Airtel are strongly agree that they are irritated when they receive push SMS in their cell phone where narrowly 6\% respondents of Airtel disagree about this statement. Mean of GP and Airtel for current perception of respondents are respectively 4.04 and 4.20 that means respondents negative effect is high here. In context of future push SMS reception, 26\%respondents of GP strongly disagree and also 26\% respondents of GP disagree to receive push SMS in future where only 4\% strongly agree and 26\% agree to receive push SMS in future. On the other hand 16\%respondents of Airtel strongly disagree and 36\% respondents of Airtel disagree to receive push SMS in future. Although 30\% respondents of Airtel are agree to receive the push SMS in future. Mean (2.70) of Airtel is higher than the mean(2.56) of GP. It means the number of respondents of Airtel is more than of GP to receive the push SMS in future. Although the position of Airtel is good than GP in context of future push SMS reception but most of the respondents for both companies would not like to receive the push SMS in future. 
\section[{l) Customers' Overall Evaluation as a Whole towards the Push Service of Grameen Phone and Airtel}]{l) Customers' Overall Evaluation as a Whole towards the Push Service of Grameen Phone and Airtel}\par
It is possible to determine the effectiveness of push service by analyzing the following factors in respect of GP and Airtel mobile phone Company. Table-12 shows the GP's and Airtel's frequency, mean, standard deviation and variance in respect of related variables. From analyzing the result of GP and Airtel, we can measure the overall and comparative effectiveness of push service.\par
Factor 1 reveals that Airtel's mean(1.62) is higher than GP's mean(1.56) as well SD(.501)of GP is higher than SD(.490) of Airtel it means the position of Airtel is higher than GP in context of providing incentive SMS.\par
Factor 2 reveals that the mean (2.86) of GP is higher than the mean (2.70) of Airtel and variance (1.796) of GP is higher than the variance  {\ref (1.194)} of Airtel that means the condition of GP is higher than of Airtel regarding push SMS read by respondents. So the effectiveness of push service is high of GP.\par
Factor 3 shows that the mean (3.46) of GP is higher than the mean (3.30) of Airtel and variance (3.519) of GP is higher than the variance (2.541) of Airtel that means the condition of GP is higher than of Airtel regarding the necessary push SMS received by respondents. So the effectiveness of push service of GP is higher than of Airtel. Factor 4 shows that the mean (1.54) of GP is higher than the mean (1.24) of Airtel and variance (.621) of GP is higher than the variance (.349) of Airtel that means the condition of GP is higher than of Airtel regarding the service activation after reading PUSH SMS by respondents. So the effectiveness of push service of GP is higher than of Airtel.\par
Factor 5 reveals that, out of 50 respondents of GP 14 respondents are highly dissatisfied and 12 respondents are dissatisfied where out of 50 respondents of Airtel only 1 respondent is highly dissatisfied and 21 respondents are dissatisfied. On the other hand 14 respondents of GP are satisfied where 18 respondents of Airtel are satisfied. The mean (2.90) of Airtel is higher than the mean (2.48) of GP that indicate the customers of Airtel are more satisfy towards Airtel than of GP regarding push SMS reception from their operator.\par
Factor 6indicates that the mean of GP is 1.80 and Airtel is 1.74 which refer subscribers are not satisfied about their service charge. Both companies should set their service charge at minimum level it means important level so that customer s can be satisfied.\par
Factor 7shows that the mean (3.48) of GP is higher than the mean (3.04) of Airtel and variance (1.234) of GP is higher than the variance (1.182) of Airtel that means the condition of GP is higher than of Airtel regarding the language of Push SMS. So the effectiveness of push service of GP is higher than of Airtel.\par
Factor 8 exposes that the mean (3.54) of GP is higher than the mean (3.40) of Airtel and variance (.988) of GP is higher than the variance (.980) of Airtel that directs the condition of GP is higher than of Airtel concerning the contents of push SMS. So the effectiveness of push service of GP is higher than of Airtel.\par
Factor 9 reveals that the mean (3.26) of Airtel is higher than the mean (2.62) of GP and SD (1.006) of Airtel is lower than the SD (1.141) of GP that directs the condition of Airtel is higher than of GP in relation to the information about products and services through push SMS. So the effectiveness of push service of Airtel is higher than of GP.\par
Factor 10 discloses that the mean (3.20) of Airtel is higher than the mean (3.10) of GP and variance (2.245) of Airtel is higher than the variance (1.141) of GP that directs the condition of Airtel is higher than of GP regarding the information about service activation and deactivation process. Subsequently the effectiveness of push service of Airtel is higher than of GP.\par
Factor 11unveils that the mean (3.20) of GP is equal the mean (3.20) of Airtel but SD (1.229) of GP is lower than the SD (1.262) of Airtel that leads the condition of GP is higher than of Airtel regarding service activation and deactivation method. Afterward the effectiveness of push service of Airtel is higher than of GP.\par
Factor 12 exposes that the mean (3.86) of GP is higher than the mean (3.16) of Airtel and SD(1.010) of GP is lower than the SD (1.167) of Airtel that directs the condition of GP is higher than of Airtel regarding the . 
\section[{July to December 2014}]{July to December 2014}\par
push SMS reception about social awareness, educational and govt. info. So it is clear that effectiveness of push service of GP is higher than of Airtel.\par
Factor 13 divulges that the mean (2.80) of Airtel is higher than the mean (2.56) of GP and variance (1.796) of Airtel is higher than the variance (1.141) of GP that directs that the condition of Airtel is higher than of GP in relation to relevancy of push SMS to subscribers' lifestyle. So the effectiveness of push service of Airtel is higher than of GP.\par
Factor 14 exposes that the mean (2.94) of Airtel is higher than the mean (2.86) of GP and SD (1.058) of   
\section[{m) Effectiveness of Push Service in Respect of Following Interrelated Variables (A Comparative Presentation between GP and Airtel)}]{m) Effectiveness of Push Service in Respect of Following Interrelated Variables (A Comparative Presentation between GP and Airtel)}\par
Table  {\ref -}13 represent the total frequency, number of respondents, Mean, Standard deviation and variance of selected factors that present the comparative picture of effectiveness of push service between GP and Airtel. offers to customers'. So it is clear that effectiveness of push service of Airtel is higher than of GP. This table show, in case of service charge the mean (1.80) value of GP is higher than the mean (1.74) value of Airtel. So it indicates that GP is in good position than of Airtel. In case of ambiguous SMS, most of the respondents of Airtel agree to receive the ambiguous SMS and the mean (3.50) value of Airtel is higher than the mean (3.26) value of GP. It impact negatively so it refers that GP is in good position than of Airtel.\par
In case of language of SMS the mean (3.48) value of GP is higher than the mean (3.04) value of Airtel. So it indicates that GP is in good position than of Airtel.\par
In case of contents of SMS the mean (3.54) value of GP is higher than the mean (3.40) value of Airtel. So it specifies that GP is in good position than of Airtel. In case of perception about offer the mean (3.38) value of GP is lower than the mean (3.56) value of Airtel. It refers most of the respondents of GP disagree that offers of push SMS are misleading in nature. So it states that regarding effectiveness of push service GP is in then good position than of Airtel. In case of Irritation most of the respondents of Airtel is agree and strongly agree that they are irritated when they receive the push SMS. The mean (4.20) value of Airtel is higher than the mean (4.04) value of GP that negatively present this statement that specifies Airtel is in the poor position than GP. In case of Annoying SMS most of the respondents of Airtel is agree and strongly agree that they are Annoyed when they receive the push SMS. The mean (4.24) value of Airtel is higher than the mean (3.96) value of GP that negatively impacts this statement that specifies Airtel is in the poor position than GP regarding Push service. In case of SMS restriction, the mean (4.40) value of Airtel is higher than the mean (4.38) value of GP. That indicates the position of Airtel is good than GP. In case of Service information, the mean (3.26) value of Airtel is higher than the mean (2.62) value of GP. That states the effectiveness of Push service of Airtel is higher than of GP. In case of prior permission most of the respondents of Airtel agree and strongly agree that prion permission is necessary to send push SMS. GP's mean is 3.90 and Airtel's mean is 4.14. so it is negatively refers that Airtel should take prior permission than of GP. In case of information about activation and deactivation of service, the mean (3.20) value of Airtel is higher than the mean (3.10) value of GP. That indicates the effectiveness of push service of Airtel is higher than of GP. In case of activation and deactivation method of service, the mean (3.20) value of Airtel is equal the mean (3.20) value of GP but the SD (1.229) of GP is lower than the SD (1.262) of Airtel that indicates the effectiveness of push service of GP is Higher than of Airtel. In case of intention to receive more information about products, services by push SMS, the mean (3.38) value of Airtel is higher than the mean (3.14) value of GP. That indicates the effectiveness of push service of Airtel is higher than of GP. In case of customers' satisfaction regarding push service, the mean (2.90) value of Airtel is higher than the mean (2.62) value of GP. That indicates the effectiveness of push service of Airtel is higher than of GP. In case of push SMS about social welfare, Educational \& govt. information the mean (3.86) value of GP is higher than the mean (3.16) value of Airtel. That specifies the effectiveness of push service of GP is higher than of Airtel. In case of "Contents of SMS are Relevancy to life style" the mean (2.80) value of Airtel is higher than the mean (2.56) value of GP. That indicates the effectiveness of push service of Airtel is higher than of GP. In case of special offer to customers, the mean (2.94) value of Airtel is higher than the mean (2.86) value of GP. That indicates the effectiveness of push service of Airtel is higher than of GP. In case of Time chosen for push SMS, most of the respondents of Airtel want to choose the time for receiving the push SMS than of GP. Mean of GP is 3.90 and mean of Airtel is 4.20. This mean negatively impact the statement so the effectiveness of push service of Airtel is lower than of GP. In case of advance permission to provide SMS, the mean (2.20) value of Airtel is higher than the mean (2.10) value of GP. That indicates the effectiveness of push service of Airtel is higher than of GP. In case of service of customer care center, the mean (3.68) value of GP is higher than the mean (3.34) value of GP. That indicates the effectiveness of push service of GP is higher than of Airtel. . 
\section[{Global}]{Global} 
\section[{July to December 2014}]{July to December 2014}\par
Data were analyzed with a Likert type 5-point scale ranging from highly dissatisfied (1) to highly satisfied \hyperref[b4]{(5)}. Z-test is done to test hypotheses 1 to 13. 
\section[{n) Hypotheses testing (For comparing effectiveness of push service between GP and Airtel)}]{n) Hypotheses testing (For comparing effectiveness of push service between GP and Airtel)}\par
Test of hypotheses and results have been presented in the below table 14 by the help of the statistical package SPSS version 17.0. The interpretations of the hypotheses testing have been given after the table 14. From the above table \hyperref[tab_16]{(Table: 14}) the hypotheses are tested by using differences between the two means of GP and Airtel. At 5\% level of significance, the critical value of z for two tailed test is = ± 1.96. If the computed value of Z is greater than +1.96 or less than -1.96, then reject Ho, otherwise accept Ha.\par
According to the test statistics, calculated Z value of 'Service charge' is 0.31227 which are lower than our critical value 1.96. Hence, we may accept the null hypothesis. That means Ha is rejected.\par
According to the test statistics, calculated Z value of 'Language of SMS' is 2.84256 which are greater than our critical value 1.96. So, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'Contents of SMS' is 0.70282 which are lower than our critical value 1.96. Hence, we may accept the null hypothesis. That means Ha is rejected.\par
According to the test statistics, calculated Z value of 'Irritation' is -0.81863 which are lower than our According to the test statistics, calculated Z value of 'Annoying SMS' is -1.39582 which are lower than our critical value -1.96. Hence, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'update information about products and services' is -3.08851 which are higher than our critical value -1.96. Hence, we may accept the null hypothesis. That means Ha is rejected.\par
According to the test statistics, calculated Z value of 'Information about service activation \& deactivation' is -0.41944 which are lower than our critical value -1.96. Hence, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'Customer satisfaction of push service' is -1.32643 which are lower than our critical value -1.96. So, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'Push SMS about social, educational and govt. information' is 3.35470 which are greater than our critical value 1.96. So, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'Contents of lifestyle relevant to lifestyle' is -1.08844 which are lower than our critical value -1.96. So, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'Special offers to customers' is -0.36530 which are lower than our critical value -1.96. So, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'Advance permission to provide SMS' is -0.42812 which are lower than our critical value -1.96. So, we may reject the null hypothesis. That means Ha Accepted.\par
According to the test statistics, calculated Z value of 'Service of customer care center' is 1.70128 which is lower than our critical value 1.96. So, we may accept the null hypothesis. That means Ha is rejected. 
\section[{o) Summary of findings (Comparing effectiveness between GP and Airtel in case of push services)}]{o) Summary of findings (Comparing effectiveness between GP and Airtel in case of push services)}\par
The above table represents that 4 variables are accepted whereas rest of the 9 variables are rejected i.e. there is a significant difference in terms of the 9 variables whereas, there are no significant differences in terms of the 4 variables (service charge, contents of SMS, update information about products and services, service of customer care center).\par
? It leads us to the decision that here is no significant difference between Mean of GP and Mean of Airtel in terms of service charge. Which refer, subscribers are not satisfied about their service charge.\par
? It is found that here is significant difference between Mean of GP and Mean of Airtel regarding language of SMS. So, it is refers that the opinion of the customers of GP is less scattered than Airtel that indicates GP is in good position than of Airtel in context of language. ? It leads us to the decision that there is no significant difference between GP and Airtel regarding contents of SMS. p) Hypotheses Testing (For overall evaluation and test the effectiveness of push service for both companies) Data were analyzed with a Likert type 5-point scale ranging from highly dissatisfied (1) to highly satisfied \hyperref[b4]{(5)}. In this study weighted average value of 3.50 (test value) has been considered as the optimum level for every case. One-sample t-test is done to test hypotheses 1to13. 
\section[{Global Journal of Management and Business Research}]{Global Journal of Management and Business Research}\par
Volume XV Issue VII Version I Year 2015 ( E ) Consequently, in favor of the factor "push SMS are relevant to customers' life style" confidence interval lies entirely below 0. As a result, H 0 is rejected that is Ha is accepted.\par
Hence, for the factor "Both companies provide special offers to customers through push SMS" confidence interval lies entirely below 0. As a result, H 0 is rejected that is Ha is accepted.\par
Consequently, in favor of the factor "Both companies take the permission from respondents in advance to provide push SMS" confidence interval lies entirely below 0. As a result, H 0 is rejected that is Ha is accepted.\par
Consequently, in favor of the factor "Services of customer care center of GP and Airtel regarding push service are in satisfactory level." confidence interval lies entirely above 0. Thus, H 0 is accepted and Ha is rejected.\par
q) Summary of Findings (Overall evaluation for both companies in case of effectiveness of push services) ? It can be concluded that both companies (GP and Airtel) have not satisfactory service charge to the customers. ? It can be decided that the Language of push SMS of GP and Airtel is not satisfactory level to read the SMS easily. ? It can be determined that both companies do not take the permission from respondents in advance to provide push SMS.\par
? Finally, it can be concluded that Services of customer care center of GP and Airtel regarding push service are in satisfactory level. 
\section[{VI. Recommendations and Conclusion a) Recommendations for Grameenphone}]{VI. Recommendations and Conclusion a) Recommendations for Grameenphone}\par
This study suggested some recommendations for improving the effectiveness of push service for Grameenphone are as followsi. The authority of Grameenphone should reduce its higher Service charge so that the customers can be satisfied to activate their services. ii. It should provide push SMS which contents will be phone and to the point. iii. The Company should Provide update information about their products and services to increase the effectiveness of push service.\par
iv. GP should provide information about activation and deactivation of Push services through Push SMS so that customers can easily activate as well deactivate the push service.\par
v. GP should increase their quality and attractiveness of push service to make satisfy their customers.\par
vi. The authority of GP should give more concern for providing special offer to customers.\par
vii. In case of push service GP should take advance permission to provide push SMS to the phone of customers to increase the effectiveness of push service. So, if GP takes initiative to remove or reduce these drawbacks as well enhance the effectiveness of push service to customers then it will be more successful in the telecommunications industry of Bangladesh. 
\section[{b) Recommendations for Airtel}]{b) Recommendations for Airtel}\par
The following are the provided recommendations by this study to improve the effectiveness of push service of Airteli. Customers are not more satisfy about the service charge. So, Airtel should set a service charge in affordable level so that customers can activate their services frequently.\par
ii. Airtel should ensure that the language of push SMS should be easy and understandable to the customers. iii. The authority of Airtel should give more concern about the contents of SMS. Content of SMS should be phone and to the point. iv. Customers are irritated when they get push SMS. So Airtel should enhance the attractiveness of push SMS or take another way to enhance the effectiveness of push service like PULL SMS, door to door to campaign etc. 
\section[{Global}]{Global}\par
v. Customers are more Annoy when they get push SMS. So, Airtel should take another strategy to communicate with customer. vi. Airtel should provide up to date information about their products and services to enhance their effectiveness of push service. vii. Providing information about activation and deactivation of push services through push SMS. viii. Airtel should provide Push SMS about social, educational and govt. information to enhance their effectiveness of push service. ix. Airtel should provide push SMS that is relevant to customers' life style. x. To enhance the effectiveness and acceptance of push SMS, Airtel may take the advance permission from customers to provide push SMS to their mobile phone. 
\section[{c) Conclusion}]{c) Conclusion}\par
The general objective of this study was to determine the effectiveness of push service and comparing among selected dimensions between Grameen phone and Airtel as well as to evaluate the overall effectiveness of push service of both companies. The research has provided insights like what are positive and negative aspects of both of the operators. 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 customer life style, GP seems to be better than Airtel. Being the young company, Airtel is in the good position regarding information about service activation \& deactivation, customer satisfaction level, special offer and advance permission. Although Grameenphone is in a better position in comparison to Airtel but it cannot be said that its services are much attractive to the customers. It has some other problems like lack of providing special offer, advance permission, service activation \& deactivation process. It is found that customers are irritated and annoyed when they receive push SMS from their service providers so that it has a negative impact on effectiveness of push service. Irritating SMS are regarded by consumers as unwanted. Also the more frequently consumers are exposed to push SMS the more they become immune and regard these SMS as unwanted. A major finding is that consumers have fairly negative attitudes towards push SMS.\par
The negative attitude toward push SMS implies that marketers have to take lot of strategy and plan to make push SMS and service more attractive. The results indicate that attitude toward push service via mobile devices strongly depends on language, contents and characteristics of message. The message language, contents and characteristics need to be developed carefully. Marketers may use the findings to design mobile push SMS and push service that create positive attitudes and avoid possible negative effects. While push SMS and service offer lots of benefits to subscribers, its low acceptance rate will hinder and effectiveness of push Service will be enhanced. Marketers of GP and Airtel can take a new concept of service that is Pull SMS strategy, advertising campaigns, fair, door to door campaigns and media advertising etc. to enhance their services. The manager of Airtel should improve all the factors and the manager of Grameen phones hold reduce service charge and provide better facilities for the customers of other operator. \hyperref[b22]{26} \begin{figure}[htbp]
\noindent\textbf{1}\includegraphics[]{image-2.png}
\caption{\label{fig_0}Figure 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{}\includegraphics[]{image-3.png}
\caption{\label{fig_1}?}\end{figure}
      \begin{figure}[htbp]
\noindent\textbf{01} \par 
\begin{longtable}{P{0.23181818181818178\textwidth}P{0.1803030303030303\textwidth}P{0.43787878787878787\textwidth}}
Frequency\tabcellsep Percent\tabcellsep Cumulative\\
\tabcellsep \tabcellsep Percent\end{longtable} \par
 
\caption{\label{tab_2}Table 01 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{2} \par 
\begin{longtable}{P{0.25270270270270273\textwidth}P{0.13783783783783785\textwidth}P{0.3216216216216216\textwidth}P{0.13783783783783785\textwidth}}
\multicolumn{2}{l}{Frequency}\tabcellsep \multicolumn{2}{l}{Percent (\%)}\\
GP\tabcellsep Airtel\tabcellsep GP\tabcellsep Airtel\end{longtable} \par
  {\small\itshape [Note: © 2015 Global Journals Inc. (US)]} 
\caption{\label{tab_3}Table 2 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{2} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_4}Table 2}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{3} \par 
\begin{longtable}{P{0.25270270270270273\textwidth}P{0.13783783783783785\textwidth}P{0.3216216216216216\textwidth}P{0.13783783783783785\textwidth}}
\multicolumn{2}{l}{Frequency}\tabcellsep \multicolumn{2}{l}{Percent (\%)}\\
GP\tabcellsep Airtel\tabcellsep GP\tabcellsep Airtel\end{longtable} \par
 
\caption{\label{tab_5}Table 3 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{4} \par 
\begin{longtable}{P{0.25270270270270273\textwidth}P{0.13783783783783785\textwidth}P{0.3216216216216216\textwidth}P{0.13783783783783785\textwidth}}
Frequency\tabcellsep \tabcellsep \multicolumn{2}{l}{Percent (\%)}\\
GP\tabcellsep Airtel\tabcellsep GP\tabcellsep Airtel\end{longtable} \par
 
\caption{\label{tab_6}Table 4 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{5} \par 
\begin{longtable}{P{0.25270270270270273\textwidth}P{0.13783783783783785\textwidth}P{0.3216216216216216\textwidth}P{0.13783783783783785\textwidth}}
\multicolumn{2}{l}{Frequency}\tabcellsep \multicolumn{2}{l}{Percent (\%)}\\
GP\tabcellsep Airtel\tabcellsep GP\tabcellsep Airtel\end{longtable} \par
 
\caption{\label{tab_7}Table 5 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{6} \par 
\begin{longtable}{P{0.25270270270270273\textwidth}P{0.13783783783783785\textwidth}P{0.3216216216216216\textwidth}P{0.13783783783783785\textwidth}}
Frequency\tabcellsep \tabcellsep \multicolumn{2}{l}{Percent (\%)}\\
GP\tabcellsep Airtel\tabcellsep GP\tabcellsep Airtel\end{longtable} \par
 
\caption{\label{tab_8}Table 6 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{7} \par 
\begin{longtable}{P{0.25270270270270273\textwidth}P{0.13783783783783785\textwidth}P{0.3216216216216216\textwidth}P{0.13783783783783785\textwidth}}
Frequency\tabcellsep \tabcellsep \multicolumn{2}{l}{Percent (\%)}\\
GP\tabcellsep Airtel\tabcellsep GP\tabcellsep Airtel\end{longtable} \par
 
\caption{\label{tab_9}Table 7 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{9} \par 
\begin{longtable}{P{0.85\textwidth}}
Source: Field Survey,\end{longtable} \par
 
\caption{\label{tab_10}Table 9 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{11} \par 
\begin{longtable}{P{0.85\textwidth}}
Source: Field Survey,\end{longtable} \par
 
\caption{\label{tab_11}Table 11 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{12} \par 
\begin{longtable}{P{0.85\textwidth}}
Gp\end{longtable} \par
 
\caption{\label{tab_12}Table 12 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{13} \par 
\begin{longtable}{P{0.06538461538461539\textwidth}P{0.19615384615384615\textwidth}P{0.3051282051282051\textwidth}P{0.2833333333333333\textwidth}}
S.N\tabcellsep Key Issue\tabcellsep Name of\tabcellsep Strongly\\
\tabcellsep \tabcellsep company\tabcellsep Agree\end{longtable} \par
 
\caption{\label{tab_13}Table 13 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{14} \par 
\begin{longtable}{P{0.36974584555229717\textwidth}P{0.04819159335288367\textwidth}P{0.054007820136852396\textwidth}P{0.051515151515151514\textwidth}P{0.052346041055718474\textwidth}P{0.09638318670576734\textwidth}P{0.08308895405669599\textwidth}P{0.09472140762463342\textwidth}}
\tabcellsep GP\tabcellsep \tabcellsep Airtel\tabcellsep \tabcellsep Calculated\tabcellsep 5\% level of\tabcellsep Result\\
Key factors\tabcellsep Mean\tabcellsep SD\tabcellsep Mean\tabcellsep SD\tabcellsep Z value\tabcellsep significance Critical z\tabcellsep (Ho)\\
\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep Value\tabcellsep \\
1. Service charge\tabcellsep 1.80\tabcellsep 1.069\tabcellsep 1.74\tabcellsep .777\tabcellsep 0.31227\tabcellsep 1.96\tabcellsep Accepted\\
2. Language of\tabcellsep 3.48\tabcellsep 1.111\tabcellsep 3.04\tabcellsep 1.087\tabcellsep 2.84256\tabcellsep 1.96\tabcellsep Rejected\\
SMS\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
3. Contents of SMS\tabcellsep 3.54\tabcellsep .994\tabcellsep 3.40\tabcellsep .990\tabcellsep 0.70282\tabcellsep 1.96\tabcellsep Accepted\\
4. Irritation\tabcellsep 4.04\tabcellsep 1.029\tabcellsep 4.20\tabcellsep .881\tabcellsep -0.81863\tabcellsep -1.96\tabcellsep Rejected\\
5. Annoying SMS\tabcellsep 3.96\tabcellsep 1.142\tabcellsep 4.24\tabcellsep .870\tabcellsep -1.39582\tabcellsep -1.96\tabcellsep Rejected\\
6. Update\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
information about\tabcellsep 2.62\tabcellsep 1.141\tabcellsep 3.26\tabcellsep 1.006\tabcellsep -3.08851\tabcellsep -1.96\tabcellsep Accepted\\
products\& services\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
7. Information\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
about service\tabcellsep 3.10\tabcellsep 1.344\tabcellsep 3.20\tabcellsep 1.498\tabcellsep -0.41944\tabcellsep -1.96\tabcellsep Rejected\\
activation \&\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
deactivation\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
8. Customer\tabcellsep 2.62\tabcellsep 1.193\tabcellsep 2.90\tabcellsep 1.035\tabcellsep -1.32643\tabcellsep -1.96\tabcellsep Rejected\\
satisfaction of\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
PUSH service\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
9. Push SMS\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
about social,\tabcellsep 3.86\tabcellsep 1.010\tabcellsep 3.16\tabcellsep 1.167\tabcellsep 3.35470\tabcellsep 1.96\tabcellsep Rejected\\
educational and\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
govt. information\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
10. Contents of\tabcellsep 2.56\tabcellsep 1.091\tabcellsep 2.80\tabcellsep 1.340\tabcellsep -1.08844\tabcellsep -1.96\tabcellsep Rejected\\
lifestyle relevant to\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
lifestyle\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
11. Special offers\tabcellsep 2.86\tabcellsep 1.340\tabcellsep 2.94\tabcellsep 1.058\tabcellsep -0.36530\tabcellsep -1.96\tabcellsep Rejected\\
to customers\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
12. Advance\tabcellsep 2.10\tabcellsep 1.403\tabcellsep 2.20\tabcellsep 1.325\tabcellsep -0.42812\tabcellsep -1.96\tabcellsep Rejected\\
permission to\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
provide SMS\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
13. Service of\tabcellsep 3.68\tabcellsep .935\tabcellsep 3.34\tabcellsep 1.062\tabcellsep 1.70128\tabcellsep 1.96\tabcellsep Accepted\\
customer care\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
center\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
Source: SPSS output.\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \end{longtable} \par
 
\caption{\label{tab_16}Table 14 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_17}?}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{15} \par 
\begin{longtable}{P{0.85\textwidth}}
Test Value = 3.5\\
95\% Confidence\\
Interval of the\\
Difference\end{longtable} \par
 
\caption{\label{tab_18}Table 15 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{} \par 
\begin{longtable}{P{0.8214699074074074\textwidth}P{0.010821759259259258\textwidth}P{0.004918981481481481\textwidth}P{0.009837962962962962\textwidth}P{0.002951388888888889\textwidth}}
\multicolumn{5}{l}{? It can be concluded that Respondents of both}\\
\multicolumn{5}{l}{companies are irritated when they receive push}\\
SMS.\tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\multicolumn{5}{l}{? It can be established that Contents of push SMS of}\\
\multicolumn{5}{l}{GP and Airtel are often annoying to the customers.}\\
\multicolumn{5}{l}{? It can be concluded that both companies do not}\\
\multicolumn{5}{l}{provide update information about their products \&}\\
\multicolumn{4}{l}{services to the customers through push SMS.}\tabcellsep \\
\multicolumn{5}{l}{? It can be concluded that both companies do not}\\
provide\tabcellsep information\tabcellsep about\tabcellsep activation\tabcellsep and\\
\multicolumn{4}{l}{deactivation of push service through push SMS.}\tabcellsep \\
\multicolumn{5}{l}{? It can be decided that the Respondents of both}\\
\multicolumn{5}{l}{companies are dissatisfied on getting the push}\\
service.\tabcellsep \tabcellsep \tabcellsep \tabcellsep \\
\multicolumn{5}{l}{? It can be concluded that both companies provide}\\
\multicolumn{5}{l}{available push SMS to customers about social,}\\
\multicolumn{2}{l}{educational, govt. info.}\tabcellsep \tabcellsep \tabcellsep \\
\multicolumn{5}{l}{? It can be concluded that push SMS are not relevant}\\
\multicolumn{2}{l}{to customers' life style.}\tabcellsep \tabcellsep \tabcellsep \\
\multicolumn{5}{l}{? It can be settled that both companies do not}\\
\multicolumn{5}{l}{provide special offers to customers through push}\\
SMS.\tabcellsep \tabcellsep \tabcellsep \tabcellsep \end{longtable} \par
 
\caption{\label{tab_19}?}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{} \par 
\begin{longtable}{P{0.707696151924038\textwidth}P{0.06371814092953523\textwidth}P{0.025487256371814093\textwidth}P{0.015292353823088455\textwidth}P{0.006371814092953523\textwidth}P{0.008920539730134933\textwidth}P{0.0072213893053473255\textwidth}P{0.0012743628185907046\textwidth}P{0.014017991004497752\textwidth}}
25\tabcellsep \multicolumn{5}{l}{Customer care provides relative solutions to my objections about the PUSH SMS service}\tabcellsep \tabcellsep \\
\tabcellsep \tabcellsep \tabcellsep 1\tabcellsep 2\tabcellsep 3\tabcellsep 4\tabcellsep \tabcellsep 5\\
\tabcellsep \tabcellsep \tabcellsep Strongly\tabcellsep \tabcellsep Neutral\tabcellsep Agree\tabcellsep \tabcellsep Strongly\\
\tabcellsep \tabcellsep \tabcellsep Disagree\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep Agree\\
a.\tabcellsep ? Positive\tabcellsep \multicolumn{2}{l}{? Negative (select one option)}\tabcellsep ?\tabcellsep ?\tabcellsep ?\tabcellsep ?\tabcellsep ?\\
b.\tabcellsep \multicolumn{3}{l}{?High quality ?Low quality (select one option)}\tabcellsep ?\tabcellsep ?\tabcellsep ?\tabcellsep ?\tabcellsep ?\\
c.\tabcellsep ?Valuable\tabcellsep \multicolumn{2}{l}{?Worthless (select one option)}\tabcellsep ?\tabcellsep ?\tabcellsep ?\tabcellsep ?\tabcellsep ?\\
\multicolumn{3}{l}{27. I am satisfied with the service of my}\tabcellsep 1\tabcellsep 2\tabcellsep 3\tabcellsep 4\tabcellsep \tabcellsep 5\\
\multicolumn{2}{l}{network provider-}\tabcellsep \tabcellsep ? Strongly\tabcellsep ? Disagree\tabcellsep ? Neutral\tabcellsep ? Agree\tabcellsep \tabcellsep ? Strongly\\
\tabcellsep \tabcellsep \tabcellsep Disagree\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep Agree\\
\multicolumn{9}{l}{\textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore \textunderscore }\end{longtable} \par
  {\small\itshape [Note: * "PUSH SMS"-]} 
\caption{\label{tab_20}}\end{figure}
 			\footnote{© 2015 Global Journals Inc. (US) 1} 			\footnote{Year 2015From the above table, it is found that 20\% respondents of GP receive below 3 push SMS per day where 40\% respondents of Airtel receive below 3 push SMS per day.68\% respondents of GP receive 3 to 5push SMS per day where 42\% respondents of Airtel receive 3 to 5 push SMS per day. On the other hand, 12\%July to December 2014 . July to December 2014} 			\footnote{( E ) © 2015 Global Journals Inc. (US) . July to December 2014 . July to December 2014} 			\footnote{© 2015 Global Journals Inc. (US)} 		 		\backmatter  			 \par
Source: SPSS output.\par
The test statistic table \hyperref[b12]{15} shows the results of the one-sample t test. The t column displays the observed t statistic for each sample, calculated as the ratio of the mean difference divided by the standard error of the sample mean. The 95\% confidence interval of the difference provides an estimate of the boundaries between which the true mean difference lies in 95\% of all possible random samples of the factors (13 factors) in the test.\par
Since, for the factor "Both companies (GP and Airtel) have satisfactory service charge to the customers" confidence interval lies entirely below 0. Hence H 0 is rejected that is Ha is accepted. Hence, for the factor "Language of push SMS of GP and Airtel is easily readable to the customers" confidence interval lies entirely below 0. Thus, H 0 is rejected and Ha is accepted.\par
Therefore, in support of the factor "Contents of push SMS of GP and Airtel are phone and to the point" confidence interval lies entirely below 0. As a result, H 0 is rejected that is Ha is accepted.\par
Therefore, in support of the factor "Respondents of both companies are irritated when they receive push SMS" confidence interval lies entirely above 0. As a result, H 0 Holds true. That means, H 0 is accepted and Ha is rejected.\par
Hence, for the factor "Contents of push SMS of GP and Airtel are often annoying to the customers" confidence interval lies entirely above 0. As a result, H 0 Holds true. That means, H 0 is accepted and Ha is rejected.\par
Consequently, in favor of the factor "Both companies provide update information about their products \& services to the customers through push SMS" confidence interval lies entirely below 0. Thus, H 0 is rejected and Ha is accepted.\par
Hence, for the factor "Both companies provide information about activation and deactivation of push service through push SMS" confidence interval lies entirely below 0. Thus, H 0 is rejected and Ha is accepted.\par
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