Determinants of Users’ Satisfaction Regarding Mobile Operators in Bangladesh: An Exploratory Factor Analysis Approach on University Students

Customer satisfaction is an important issue in current marketing field. This paper basically prepared based on 444 respondents (University Students) to understand which factors make them most satisfied toward their using cell phone operator’s service. Five major cell phone operators (Grameenphone, Banglalink, Robi, Airtel, and Teletalk) have been picked up along with 28 service items (Such as call charge rate, network facility, various offers, balance transfer system etc.) The study is conducted by factor analysis to identify the major factors that influencing users’ satisfaction. The study attained 7 factors as-Various Offers, Charge Rate, Digital Services, Internet Services, Recharge Facilities, Network Coverage and Customer Care Services. The study reveals that users (University Students) have more emphasis on various offers. The findings confirmed that Various Offers, Charge Rate, Digital Services, Internet Services, Recharge Facilities, Network Coverage and customer Care Services contribute strongly to generating customer satisfaction. From the study cell phone operators of Bangladesh can get a specific view about the factors that directly influence customer satisfaction especially the University students’ demands. Keywords: Users’ Satisfaction, Cell Phone Operators, Factor Analysis, Banglades