ABSTRACT
The degree of confusion/illusion and domestic revenue wastages by GSM subscribers due to GSM promotional products increase annually. The GSM network operators are often ingenious and are typically motivated by money, anonymity or both. Due to the rising competition in the GSM promotion, network operators are becoming more collaborative, and as a result, more ingenious. Because of this, comparison of GSM promotion subscribers’ application services is required as an advisor to keep pace with the numerous promotional products churn out by GSM Operators regularly. A system to compare GSM promotion subscribers in changing GSM operations with high impact on time is proposed. The study uses Scheffe’s Method of Pair Wise Multiple Comparison techniques to detect the significant differences between the subscribers’ data and rank the alternatives to determine the best promotion and applied the multivariate analysis in evaluating the last releases to help us improve the processes. The system compares the potential and profitable GSM promotion subscriptions drawn from twenty states across the six geo-political zones in Nigeria for effective decision making. The system has been developed using AJAX for UI, JAVA as a development language, Netbeans as a development environment and Microsoft Visio as an UML tool for analysis & design. The analysis of the data shows a reasonably strong correlation between the input variables. The result shows that more than 87% of the outputs were accurate. From the result that has been produced, multivariate analysis and Scheffe’s Method of Multiple Comparison has the potential to be used for comparing GSM promotion subscriptions.
CHAPTER ONE
INTRODUCTION
1.1 Background
GSM promotion subscribers are increasing and changing frequently resulting in higher degree of confusion in comparison and selection of the right GSM operators that provides low tariff promotion products, hence, the loss of billions of domestic revenue worldwide annually by different subscribers. The history of GSM promotion was reviewed by Coyles and Gokey (2005). The promotion subscribers’ comparison is the act or process of examining two or more set of promotion subscribers in order to discover similarities and differences between them. The GSM promotion subscribers’ comparison is an identified process for examining two or more set of GSM promotion subscribers in order to discover similarities and differences between them. It has identified itself as one of the remedies for domestic revenue wastage by subscribers.
According to the International Journal of Business and Social Sciences; The
Determinants of Customer Loyalty in Nigeria’s GSM Market; Volume 3, No 14, page
210 (Special Issue – July 2012) – The explosive growth rate in the market has thrown up intense rivalry among the GSM operators and necessitated the need to engage in marketing activities that would enable them to retain a large chunk of their customers and make them loyal. The resultant competition has led to the reduction in tariff, introduction of new and innovative products, advertising blitz, rising sales promotion, and innovative customer service. The choice of these promotion products and subscription in GSM networks has been a problem that has always beleaguered the base line of subscribers who are interested in different packages according to their requirements/benefits.
According to Deng et al (1998) the ability of a service provider to create high degree of satisfaction is crucial for subscription differentiation and developing strong relationship with the user. The lure of this satisfaction derived from promotion subscription differentiation and development turns many people into an ocean of confusion/illusion facing the stress of which network and/or package to subscribe to.
With the competition becoming tough, service providers realized that retaining one’s existing customer base is important as much as the acquiring of a new customer (Coyles and Gokey (2005)). The situation, according to Long and Chun (2004) makes mobile telecommunication companies not only to promote their service quality, but also change their marketing core strategy to holding their existing customers by enhancing and optimizing the customer loyalty. In the light of this intense competition, the major challenge confronting all the mobile operators in Nigeria, therefore is the determination, comparison, selection and execution of promotion subscriptions that would not only lead to attraction of new subscribers, but also retention of the existing ones who would then become loyal customers. This generated strong argument on the quest for subscription differentiation and development as identified by Deng et al. Consequently, great number of GSM promotion products is released on the daily basis. Considering this, there is a need for the comparison of GSM promotion subscribers which is basically ignored in our society and cause a lot of damages to mobile network operators’ financial and customer base, rendering subscribers to change service providers regularly.
Price plays a vital role in telecommunication market especially for the mobile telecommunication service providers (Kollmann (2000)). Customers can suffer from indiscriminate tariff/service charges due to loss of confidence in benefits attached to a particular promotion package and can also experience ‘overcharged bills’ (that is, bills that could be ordinarily lesser if the right promotion package is subscribed to) due to lack of loyalty to a particular GSM promotion provider that serve them best at a given period. It is therefore necessary according to Gustafsson et al. (1998) for a telecommunication service provider to concentrate on the improvement of service quality and charge appropriate fair price in order to satisfy its subscribers which will ultimately help in retaining them. Hence, proper comparison of these essential promotion subscribers has become inevitable so as to estimate and engage those with fair prices.
On the other hand, Ahn et al (2003) noted that users get satisfied to a brand more if they get all the needed services accumulated in that very brand. Consequently, subscribers attach themselves to those brands that usually provide the needed and
accumulated qualities. Therefore, there is a need for both network operators and potential subscribers to have an effective, current, fast and accurate automated system that should be able to compare different set of promotion subscribers (considering all the embedded and accumulated services) with each other within or between networks.
Nigeria has maintained its lead as African’s largest telecom market with active subscribers of 92,006,608 by the end of February, 2012 (Nigerian Communications Commission (2012), relegating South Africa to second place with about 60 million subscribers. This represents a tele-density of 68.68% up from a tele-density of 0.73% in
2001. The more we experience high growth of subscribers the more different promotion packages are developed and confusion in the choice of suitable GSM promotion service provider. More so, the high growth of subscribers resulting in impressive financial performance of the GSM providers has necessitated the need to examine the factors that minimize the rate of domestic income expenditure/wastage (on the side of subscribers) and influence customer loyalty in the market (on the side of GSM service providers).
In today’s market, the mobile technology has been extremely competitive and service providers are moving aggressively to attract versatile subscribers by offering some meaningful attractive promotions and services. The comparison and estimation of these set of promotion subscribers become an integral part of the processes to this attraction as to enable different service providers achieve this major objective.
The image of a service provider is also a consideration to a subscriber and according to Lambert (1999), brand plays an important role in user’s selection of service provider even when the call rate offered by that provider is high. It is therefore, an affirmation that GSM subscribers often attribute quality to branded products on the basis of price, brand reputation, store image, market share, product features and service provider. This serves as a major reason for proper comparison of the set of promotion subscribers to avoid fatal lost of domestic income due to the associated illusion created by the service providers.
The mobile operators are concerned about changes in users’ behavior in response to its service offerings. Hence any development in the telecom sector is of great concern
to the mobile subscribers and the mobile operators and it is physically seen in promotion subscriptions which models directly the needs and benefits of the promotion to different subscribers. The comparison, estimation and engagement of these promotion subscription become an integral part of the reaction to this effect as to enable different service providers achieve their major objective.
The aim of this project is to develop a system to compare the set of GSM promotion subscribers within large quantity and camouflaged GSM promotion services providers. In particular, this study focused on the identification of promotion services providers whose behaviour has made Nigerian mobile subscribers to appreciate more the importance of minimizing the income used on the service. For this problem the objectives was to compare and estimate promotion subscription while minimizing domestic income wastage. This study was conducted with real data obtained from Nigerian Communications Commission in Nigeria.
1.2 Statement of the Problem
The focus is to create a sophisticated system to compare and estimate GSM promotion subscribers of large quantity and camouflaged promotion products release on a daily basis by GSM promotion services providers in Nigeria.
There are a lot of limitations with the current manual systems for comparing and estimating the promotion subscription because of the huge quantity of the promotions in circulation, the increase in different promotion packages, the rise in competition among the service providers, the sophisticated nature of the products, the frequency of introduction of new products and similarities in the features of the products which have allowed each to be seen as the best, thereby confusing subscribers. However, the major problem in the promotion subscription comparison application is to choose the suitable matching technique for comparing the promotion subscription; hence, the motivation for this study by using multivariate Analysis and Scheffe’s Method of Pair Wise Multiple Comparison technique.
An efficient comparison of promotion subscription application services can help subscribers to diminish their sufferings from major revenue losses. To conquer this
problem, the subscribers to GSM Service Providers like Globacom, MTN, Airtel, Etisalat, Visafone etc. need a system that is competent in comparing and estimating a suitable promotion subscription. Therefore, the suggested Comparison of GSM Promotion Subscribers Application Services which would enable the subscribers to respond to the best and suitable GSM promotion service providers can be a tool to help improve the existing circumstances.
1.3 Objectives of the Study
The main objective of this project is to create a system to compare and estimate promotion subscriptions. The system developed should be able to:
I. Compare GSM promotion subscribers’ data.
II. Compare selected GSM promotion subscriptions using multivariate analysis and
Scheffe’s Method of Pair Wise Multiple Comparison technique.
1.4 Significance of the Study
The proposed research will help in the following ways;
a. The findings will provide an overview of the usage of multivariate analysis and Scheffe’s Method of Pair Wise Multiple Comparison technique for the comparison of GSM promotion subscribers’ application services.
b. Quickening the process of investigation for GSM promotion subscription.
c. The domestic revenue wastages due to GSM promotion products will be minimized; hence maximizing domestic income savings for GSM subscribers, once the solution is validated and implemented.
d. The research findings will help GSM service providers to have a constant maintenance culture of their customer loyalty.
e. The research findings will create more awareness to deal with disguised/faked promotion subscriptions initiators in the GSM world.
f. Suggested solutions will add more knowledge on the ways to comparing promotion subscribers in GSM.
g. Suggested solutions can be used by the user as a recommendation in heightening the use of comparison of GSM promotion subscribers’ application services model.
1.5 Scope of the Study
The scope of this project is to develop a system for comparing GSM promotion subscribers. This system will focus on comparing as many GSM promotion subscribers as possible. The system will use multivariate analysis and Scheffe’s Method of Pair Wise Multiple Comparison techniques to compare GSM promotion subscribers and also use real data provided by Nigerian Communications Commission in Nigeria.
1.6 Definitions of Relevant Terms used in the Research
1.6.1 GSM Promotion
The commercial activity or package aimed at encouraging or advertising the patronage of GSM promotional products.
1.6.2 GSM Promotion Subscribers
This is the technical words for the consumers of GSM promotional products.
1.6.3 GSM Promotion Subscribers’ Data
This is statistical raw facts for the set of consumers of GSM promotional products.
1.6.4 GSM Promotion Subscribers’ Comparison
The GSM promotion subscribers’ comparison is an identified process for examining two or more set of GSM promotion subscribers in order to discover similarities and differences between them.
1.6.5 GSM Promotion Provider
This simply means the GSM Network Operator that is involved in rendering GSM
promotional products for the subscribers.
1.6.6 Best Promotion
This is GSM operator with the largest number of promotion subscribers in a state or geo-political area or Nigeria, and high regard for time.
This material content is developed to serve as a GUIDE for students to conduct academic research
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