Unions And The Hotel Industry Management Essay

Unions And The Hotel Industry Management Essay While trade unions have been a significant factor for workers in the United States, beginning in the late 18th century and peaking in 1945 when 35 percent of the non-agricultural workforce was unionized, it is no secret that the membership of trade unions in the private sector has significantly been declining. The reason for decline may be the globalization of products, completion with overseas competition with overseas manufacturers causing a decline in sales; and work may be. Several studies point to compositional changes in the U.S. labor force in terms of demographic, industrial, or occupational factors (Bronfenbrenner, 2005). In addition, the cost of union workers have also become so expensive that it may be difficult for some industries to compete. Recently both Chrysler and General Motors went through bankruptcies primarily to regain the ability to compete by disavowing union contracts which impose specific wages and benefits that the company said they could no longer afford. While the service/hospitality industry in the past was a weak section of the union movement, it is now seen a ripe target for the unions to increase their membership (Source.. BLS). Given the low wages, poor job security, lack of trust of corporations and managers, and for many English not being their first language (which often increases the fear of asking for something), it was only a matter of time that hotel workers would embrace the idea and welcome someone coming in and saying they can make their life better with increased, wages, benefits and working conditions. It should be noted that even with the decline of numbers, unions are still an influential force. (Silverman, Jacob. how Labor Unions Work. June 2007. How Stuff Works.http://money.how stuff works.com/labor.union.htm June 26 2010 and it hopes to be an influential force within the hospitality industry. John Wilhelms said What workers in this industry need, what the country needs is a permanent campaign to do in the service sector what we did in the manufacturing 70 years ago: transform low-wage work into decent jobs that give people the opportunity to make it into the middle class. (Source). With all this being said the large percentage of hotel workers are not union members yet. In fact approximately 8% of hospitality workers are union members. However, with the new CARD CHECK, and the feeling of powerlessness in their employment, time is coming. But the question is why? Every hotelier knows that people are our business and people are our greatest resource to profits, yet many in the hospitality industry have forgotten about their prime asset, their workers This paper reviews certain key human relations practices at leading luxury hotel companies and the goals and methods of the leading trade union representing hotel and hospitality workers in the United States and Canada. The purpose is to assess whether the HR practices employed by leading luxury hotel companies are compatible with the goals and methods of the leading hospitality union. In this paper we will look at the unions within the hospitality industry, goals of the employees and the methods the leading trade union representing hotel and hospitality workers in the United States are using. We will also look at leading luxury hotel companies, some of which have been named in the top 100 companies to work, and assess whether the HR practices employed by leading luxury hotel companies are compatible with the goals and methods of the leading hospitality union. (Fortune). The objective herein is to assess whether the human resource practices employed by these hotels are compatible with those of the unions is to provide an understanding of unions within the hospitality industry as well as to assess whether these leading luxury hotels human resource practices are compatible with the goals of the unions. The questions are: a) with good human resource practices do we need unions and b) if unions are here to stay, can we work as partners with benefit to both industries. To achieve these goals, this paper will first provide a short history of unions which will include the methods of which they are presently using to increase membership of the hotel workers. We will look at the specific goals of the employees and how it relates to unions within the industry; how lack of attaining these goals may be impacting the industry. The luxury hotels we focus on are Marriott and the Four Seasons. Review of Union History Unions in the United States date back to the 18th century, with its first strike by the printers in New York City, in 1794. The issues then were not much different from today; a shorter work week and an increase in wages. The idea of coming to together to achieve a common goal was began to take hold in the 1800s. Workers as a Federation were seeking shorter work hours, from a 12 to 10 hour work week. In the beginning of the 20th century the union membership rose to 6.78 percent of workers to 13.24 percent in 1936. In 1945, shortly after World War II and a booming economy, the unions reached their peak with 35% of the industrial and manufacturing work force becoming members. Even the great hotels in large American Cities were unionized at that time. (Summer 2006). Unions and the Hotel Industry While during the peak of the labor movement, great hotels in American Cities were unionized, today approximately 8% of hotel workers belong to a union. Even considering the general decline in union members, the gap is quite significant. What happened? Characteristically hotel workers are low paid, work for tips, and due to large turnover they are not around long enough to be in a bargaining position throughout their career. Considering that at that time they did not fit the conventional union pattern, unions went on to the automotive, industrial, and manufacturing sectors. However, with the outsourcing of materials, competitive products from overseas and loss of dominance from many of the manufacturing and industrial industries, these industries are not as prominent as they once were. It appears that what once caused the service industry to be neglected by unions, now may be become their holy grail (Sherwyn, Eigen and Wagner, 2006à ¢Ã¢â€š ¬Ã‚ ¦.The Hotel Industrys Summer of 2006) UN ITE AND HERE joined forces to become UNITE HERE in 2004 and are putting 50% of their national budget to organize the non organized as that is their goal and main focus. ((Sherwyn, Eigen and Wagner, 2006à ¢Ã¢â€š ¬Ã‚ ¦.The Hotel Industrys Summer of 2006) UNITEs John Wilhelms said What workers in this industry need, what the country needs is a permanent campaign to do in the service sector what we did in the manufacturing 70 years ago: transform low-wage work into decent jobs that give people the opportunity to make it into the middle class. (Source). Why do the workers of the hospitality industry want to organize? Everyone wants their fair share of the pie and power comes with numbers. What they want is improved wages, better working hours, better working condition, benefits and job security. It is interesting to note that while the hospitality membership is growing in the United States, Great Britain still has difficulty unionizing this group. The reasons are similar, low pay, low j ob security, high labor turnover and arbitrary management. Current interviews with managers in Scotland concurred early studies that there is tension by the managers as well as reluctance to accept a need for union for union representation. In fact they believe that unions are irrelevant. What do hotel workers want that they feel the unions can get for them? What do they want and what goals does the Union have for them? Better Wages, job security, safe environment to work and respect. Since the 1980s the hotel industry has been steadily growing. Even with the glitch after 9/11, the industry is growing, yet the salaries of hotel workers are not keeping up. The median salary of most hotel workers like, housekeepers, doormen, servers, bell hops have not kept up with the median salary of the average U.S. worker. (This of course is without tips). Moreover, the gap between the high earner and low earner in this industry has grown wider and wider, creating more anger and distrust towards management. Back in 2000, for hotel service workers, the median wage was $8.62 per hour, $3.41 per hour below the overall median hourly wage of $12.03 (These wages may not include tips for such workers as waiters and waitresses, bartenders, and bellhops.) The wage gap between high- and low-wage hotel workers has grown during the last two decades. In 1979, high-wage hotel workers earned 240 percent of what their low-wage counterparts earned and in 2000, 325 percent of what their low wage counterpart workers earned. Moreover, the disparity between high and low wage earners was larger in the hospitality industry that in several others even if the overall wage levels are similar, including meatpacking, nursing homes, building services, laundry services, department stores, grocery stores, and child care. (Bureau of Statistics) Even more disparaging are the non-supervisory hotel employees salary with the CEOs of a number of chains these people work for. For example, the Hyatt CEO earns 3,670,913 per year which calculates to $1,835.46 per hour; Starwoods ($ 8,240,034 per year/ $4,120.02 per hour); Marriott ($4,280,311 per year/$2,140.16 per hour) and Wyndham ($6,095,801/ $3,047.90 per hour. Source: Proxy Statements for annual meetings filed with US Securities and Exchange Commission available at: www.sec.gov With regards to a safe environment; blue collar and service workers have a higher risk of injury, work related injuries and exposure to chemicals. (Public Health Reports/September 2007/Volume 122 670-679). Without a union, many service workers may never get the opportunity to express their concerns and needs regarding their job related health issues. However, with the union behind the worker, a 40 year old immigrant from Aguascalientes, Mexico was able to do just that. As part of a campaign to raise awareness regarding health perils in the hotel housekeeping, she will be able to improve her workplace environment and will not have to trade their health for any wage. Housekeepers have a high rate of pain with some having to take pain pills before going to work. In addition the rate of injury among housekeepers is almost twice as much as other service workers. Because this worker is in a unionized hotel, she can now seek medical health, where others working in a non unionized environmen t have no insurance, thus impeding their ability to obtain care. Opportunities to improve the health of a worker is a benefit to not only management but to the public as well. This was further demonstrated in a study reported by in Public Health Reports. (Public Health Reports/ September October 2007. Even though every employer has to follow the Occupational Safety Health Act, the environment can sometimes be unsafe and unhealthy; such has cleaning materials and second hand smoke. Union Contract Provisions Reviewing the union contract between Sunstone Hotel Properties, Inc. and UNITE HERE Local 21 of Rochester, Minnesota for the period September 5, 2005 through August 31, 2010, a number of the hotel workers goals were addressed with standard provisions concerning wages, overtime, benefits, seniority, termination only for cause, and grievance procedures. In addition, there are some provisions which reflect the unique nature of hotel operations. A Guest Service addendum states that premiere guest service is essential to the success of the hotel and provides progressive discipline up to discharge for poor, rude or discourteous guest service. This addendum also requires the hotel to train the employees in providing premiere guest service and allows termination of employees who fail the course or tests concerning the hotels service standards. ( Conflicts with between union and employer Successful luxury hotels such as Four Seasons and Marriott know that their employees are their greatest asset. They seek to embrace their employees into their family and have a culture of caring, open communication, fair resolution of disputes, innovative staffing initiatives and supportive management. Unions also consider the employees as their asset and seek to insinuate into the relationship and communication process between the employer and the employee and tend to stifle creative problem solving by the formal grievance procedure and the desire for uniformity. Creative staffing is also more difficult due to the union work rules. The hotels want to embrace their employees into their corporate culture and family. The union seeks to have the employees consider the union as their family and necessary to protect them from the employer. Some hotels have more difficult labor relations than others. In its 2009 initial public offering prospectus, Hyatt Corporation identified one of the major risk factors of its business as, Negotiations of collective bargaining agreements, or changes in labor legislation, could disrupt our operations, increase our labor costs or interfere with the ability of our management to focus on executing our business strategies. Hyatt is now the subject of a nationwide boycott due to the firing of 100 housekeepers in Boston after replacing them with minimum wage temporary workers. Resource Functions and Unions Impact A review of the literature notes via surveys, conferences, that human resource issues remain the most frequently noted area of concern. Much of the literature suggests that human resources is the central area of concern. Among a number of the issues within this area are retention and job satisfaction. According to one survey conducted in 2008, hotel managers. What one or two problems or concerns are most troubling to you as a manager? A total of 243 individuals from over sixty countries participated and the most frequently identified area of concern is human resources issues, such as attraction, retention, training and development of the industrys workforce Human resources are key to grown the overwhelming sentiment, similar to a paper written seven years earlier. (March 2009; Cornell Hospitality Report) A major human resource concern in the hospitality industry is the large turnover. Every time an employee leaves there are costs connected to new training, loss of productivity and loss of knowledge (Tracey Hinki 20606). With this in mind it would only behoove the companys to provide an exit interview to find out where the problem lies. (Tracey Hinkin, 2008) In another study indicated that while job satisfaction, extrinsic rewards, constituent attachments, organizational commitment and organizational prestige were the most frequently mentioned . However, what it is noteworthy is that those employees who were non hourly and high perormers were more likely to endorse advancement opportunities and prestige as reasons for remaining with the firm. On the other hand, low performers and hourly employees were more likely to choose extrinsic rewards as the reason or staying. With regards to unions and its impact on retention, non union personnel were more likely to leave if they were not satisfied, while union employees may indicate poor satisfaction but with no intent to leave. This indicates that the voice given to employees by the union was significant (Friedman, etal 2007) People are our most important commodity. Steven Porter, urged accountability from HR and senior leadership on people-related issues..Its not the bricks and morter. Its not the creativity. Its the people He also basically told more than 600 people that if this industry does not pay well we should at least do a better job of respecting individuals, engaging the heart of employees and expanding their horizons. On partnering with Unions interests are much great stated Christopher T. Chee, managing director of an equity firm that invests heavily in the hotel industry and further stated that partnership with unions is more productive than not. labor is a huge issue in hotels President of UNITE-HERE said both employers and unions will be losers unless they join together to create good public policy. And the (Human Resource Executive Online-Story:2010) Our employees are our most important commodity, satisfied employees..satisfied customers result is increased revenue. People are our most important resource If we are in the people business, shouldnt we know how to make our own employees satisfied and committed; do we need unions for this? Conclusion To provide superb customer service luxury hotels must motivate their employees to give more than the minimum level of effort to their jobs. They must build a culture where each employee is motivated to provide an extra level of effort. Although unions are seeking the best for their members the union culture with its us versus them confrontational style is not designed to encourage the level of engagement need by luxury hotels. If a hotel is focused on the employees well being, open communication, and a general sense of care and really direct their energy on taking care of their employees first, then the entire purpose of the union would cease to exist.  Not every hotel is willing or able to provide employees with the types of benefits and environment that will increase employee job satisfaction and retention.  This may due to competitive reasons or the desire to generate superior economic returns for the owners and management.   The unions may be able to help the employees of s uch ventures.  Ã‚  They will not be successful at luxury hotels with progressive employee relations models.

Essay --

INT. CLASS ROOM 303 EXT. ALFRED NEW YORK - AFTERNOON ENTER FRAME, DANIEL STANDs BY A WHITE BOARD POINTING TO THE LIGHT POSITIONS, EACH TURNING ON AS HE POINTS TO IT. A VOICE OVER IS HEARD. VOICEOVER HELLO EVERYONE, THIS VIDEO WILL HELP YOU TO UNDERSTAND THE BASICS OF PRODUCTION WITH US TODAY WE HAVE DANIEL. HI DANIEL THE THREE COMPONENTS TO 3 POINT LIGHTING ARE... YOUR KEY LIGHT; WHICH IS THE MAIN ILLUMINATOR IN THE SCENE AND CAUSE THE STRONGEST SHADOWS... NEXT IS YOUR FILL LIGHT, THE FILL LIGHT IS FROM THE OPPOSITE SIDE AND IS USUALLY A LITTLE LOWER, ITS MAIN PURPOSE IS TO ILLUMINATE THE DARKER SHADOWS CASTED FROM THE KEY LIGHT... LASTLY IS THE BACKLIGHT, THE BACKLIGHT HIGH LIGHTS THE CONTOURS OF THE SUBJECT AND GIVES A SENCE OF DEPTH. CUT TO: TWO X MARKS ARE PLACED ON THE FLOOR SIGNIFYING WERE DANIEL AND RANDY WILL WALK TO. AFTER ARIVEING AT THERE DESIGNATED SPOT THE TWO WILL LOOK TO BE HAVING A CONVERSATION AS A VOICE OVER IS USED. VOICEOVER NOW WE WILL TALK ABOUT BLOCKING BLOCKING IS THE PLAN OF ACTION MADE BY THE DIRECTOR FOR WHICH THE ACTORS WILL FOLLOW AS CAN BE SEEN, THE "X" ... Essay -- INT. CLASS ROOM 303 EXT. ALFRED NEW YORK - AFTERNOON ENTER FRAME, DANIEL STANDs BY A WHITE BOARD POINTING TO THE LIGHT POSITIONS, EACH TURNING ON AS HE POINTS TO IT. A VOICE OVER IS HEARD. VOICEOVER HELLO EVERYONE, THIS VIDEO WILL HELP YOU TO UNDERSTAND THE BASICS OF PRODUCTION WITH US TODAY WE HAVE DANIEL. HI DANIEL THE THREE COMPONENTS TO 3 POINT LIGHTING ARE... YOUR KEY LIGHT; WHICH IS THE MAIN ILLUMINATOR IN THE SCENE AND CAUSE THE STRONGEST SHADOWS... NEXT IS YOUR FILL LIGHT, THE FILL LIGHT IS FROM THE OPPOSITE SIDE AND IS USUALLY A LITTLE LOWER, ITS MAIN PURPOSE IS TO ILLUMINATE THE DARKER SHADOWS CASTED FROM THE KEY LIGHT... LASTLY IS THE BACKLIGHT, THE BACKLIGHT HIGH LIGHTS THE CONTOURS OF THE SUBJECT AND GIVES A SENCE OF DEPTH. CUT TO: TWO X MARKS ARE PLACED ON THE FLOOR SIGNIFYING WERE DANIEL AND RANDY WILL WALK TO. AFTER ARIVEING AT THERE DESIGNATED SPOT THE TWO WILL LOOK TO BE HAVING A CONVERSATION AS A VOICE OVER IS USED. VOICEOVER NOW WE WILL TALK ABOUT BLOCKING BLOCKING IS THE PLAN OF ACTION MADE BY THE DIRECTOR FOR WHICH THE ACTORS WILL FOLLOW AS CAN BE SEEN, THE "X" ...

An Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider

TITLE:AN EVALUATION ON FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER TABLE OF CONTENTS 1. Executive Summary3 2. Background4 2. 1Purpose of study5 2. 2Significance of study5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4Sampling7 4. Sources of data collection8 4. 1Secondary Data8 4. 2Primary Data8 5. Data collection tools8 5. 1Questionnaire8 5. 2Validity and Reliability9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the study16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive Summary The Zimbabwean telecommunication sector has grown rapidly over the past years. This exponential market growth attracted new players to this sector, which in turn resulted in increased competition. The aim of this study was to establish critical factors in the selection of mobile telecommunications service providers. A research instrument was e mployed to collect data from consumers of the three mobile phone operators in Zimbabwe. Convenience sampling, a form of non-probability sampling was used to collect data from 40 participants.This research used descriptive statistics for data analysis and discussions. The results of the study revealed that customers’ selection of which mobile telecommunications service providers to use is influenced by overall service quality, free calls and free SMSs, network capability, reliability of service, network innovativeness, low rate charges, accessibility, promotions with discount, geographic network coverage, family and friends, and customer care. In addition to this, the study found that customers prefer subscribing to the same service provider as their family members and friends.However, visually appealing physical facilities and high profile customers, were found to be the least influential factors in selecting mobile telecommunication service provider. Marketing mix elements a re relevant towards evaluating factors that determine the selection of mobile service provider in Zimbabwe. However, this study incorporated and investigated further by including factors influencing consumer buying behaviour, which makes it more comprehensive for application in telecommunication services.Thus, the focus on consumer behaviour was helpful in situating and understanding customers' buying behaviour in mobile telecommunication services. The study recommended specific marketing strategies to enhance the success of mobile service providers in this competitive market and ensure quality service delivery to satisfy customers. This study had limitations in its research design, strategy and sampling method; hence, areas for future studies addressing these shortcomings have been identified and recommended. 2. 0Background and objectivesThe mobile telecommunication industry has grown over the past few decades and has seen the industry undergoing intense competition to attract and retain customers. The mobile industry has become an important factor in global interactions as computer-based technologies and communication networks are being implemented daily. In the last twenty years, the mobile revolution has truly changed the socio-economic landscape of Zimbabwe and has seen the industry grow rapidly, that is keeping pace with global advancements in the mobile telecommunication market.The year 1997 marked a new era in the Zimbabwe telecommunication sector as it marked the beginning of deregulation of the telecommunications sector, which was previously a monopoly. The Posts and Telecommunications Corporation (PTC) which was wholly owned by the Government; did not have any competition and thus it flourished as the sole fixed line provider. According to Melody (1999) technological change and new service opportunities are factors bearing on the telecom reform process everywhere. In 1996, technological advancement saw the birth of NetOne, the first cellular network operator in Zimbabwe, a subsidiary under the PTC.However, in 1998 things started to change dramatically when the first major new player, Econet Wireless entered the telecommunications market. The deregulation of the telecommunications sector opened the market from a monopolistic market to a competitive multiple service providers. Currently, there are three mobile service providers in Zimbabwe, which are Econet Wireless, Telecel and NetOne, and the competitive pressure is high. The three MSPs compete with each other to grab customers by proving a wide range of both basic services and value added services.The customers enjoy the option of choices among the service operators and thus the competitive environment causes brand consciousness among the subscribers and potential buyers (Melody, 2003). In order to survive the competitive environment, the service providers must ensure network quality, customer acquisition and retention. Table 1 shows the detail of the mobile subscribers in Zi mbabwe, that depicts the market share of the MSPs. 2. 1Purpose of study The purpose of the study was to evaluate factors that determine the selection of mobile service providers.Also to evaluate and understand the consumers buying behaviour in selecting service providers and to help service providers to design more appealing marketing programs which deliver better customer value and thus providing the required returns. 2. 2Significance of study The robust competition between the three mobile network operators in Zimbabwe has intensified. Therefore, identifying and understanding the factors which considerably influence the customer buying behaviour is of greatest importance to the marketers.Thus, the key success factors in mobile telecommunication battles are effectiveness of marketing strategies and understanding of consumer behaviour. The determinant factors for customers choice of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, ther e is a need to empirically evaluate and analyze the phenomenon for managerial implications. The outcome of the study would provide insights to service providers to take profound actions towards enriching customers’ service experience.Moreover, the study also builds on existing consumer behaviour literature by exploring the factors influencing consumer buying behaviour that ultimately influence the selection of mobile service providers. In addition, the findings of the study will also assist telecommunication companies to invest their resources more efficiently, or to make changes to crucial quality attributes that bring out consumers’ satisfaction levels. 2. 3Research Objectives The overall objective is to ascertain the logic behind customers’ selection of a particular mobile service operator.Sub-objectives †¢To determine the social factors which lead the customer towards selecting a particular mobile service provider. †¢To determine the service qualit y dimensions influencing the customers’ selection of a particular mobile service provider. †¢To establish the influence of marketing mix elements on purchasing behaviour of mobile service operators. 2. 4Research Questions †¢Which social factors influence the selection of a mobile service provider? †¢Which service quality dimensions influence the customers’ selection of a particular mobile service provider? Which marketing mix elements have an influence in purchasing behaviour of mobile service operators? Keywords: Consumer behaviour , Service quality, Price, Promotion, Service availability/place 3. 0METHODOLOGY 3. 1Method of Research This is a quantitative study which mainly will depend on numeric data to classify features and count them. According to Burns & Grove 2005:23, quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information. This research method is used to examine relationships among va riables and to determine the cause-and-effect interactions between variables.This study is concerned with the assessment of factors that influence consumer buying behaviour. 3. 2Types of Research A descriptive research was used for the study to describe factors that influence the customers buying behaviour as well as describing the marketing mix elements that play a role in determining the customers’ selection for mobile service provider. Polit and Hungler 1999 state that the descriptive research mainly describes what exists and may help to uncover new facts and meaning.The purpose of descriptive research is to observe, describe and document aspects of a situation as it naturally occurs. They further state that the descriptive research involves the collection of data that will provide an account or description of individuals, groups or situations. The research instruments that were used for this study were questionnaires with closed questions. 3. 3Population Population select ed for this study were all Bulawayo residents who are customers of any of the three mobile service providers available in Zimbabwe which is unknown. 3. Sampling Saunders, Lewis and Thornhill (2003) state that it is not easy to assess the entire population, therefore, it is necessary to assess a sample of the population as an alternative in order to generalize about the entire population. The researcher will target the Bulawayo residents who visit the National University of Science and Technology Campus along Gwanda Road and Cecil Avenue. The sample size used for the research was 100 respondents and a non-probability sampling technique was used. The convenience sampling method was used to select the targeted sample.According to convenience sapling is a statistical method of drawing representative data by selecting people because of the ease of their volunteering or selecting units because of their availability or easy access. The researcher used this method to get easy access to info rmation from walk in customers at the Main Administration Building (NUST Campus). Time and cost constraints also justified the convenience sampling technique. 3. 5Sources of data collection 3. 5. 1Secondary data Secondary data is the data which is collected for some other purposes or the data which is gathered by previous researchers.The research was involved in a desk research were information about the background of the telecommunications industry was acquired. The researcher also used articles, books and the internet to gather more information about the factors that influence the purchasing behaviour of mobile service provider. The data acquired aided the researcher in the analysis of data as a toll for deriving in reliable and relevant conclusions. 3. 5. 2Primary data In this research primary data was obtained by collecting data from uestionnaires which were administered at the Main Administration Building at the NUST Campus to the target sample size. The researcher issued the r espondents the questionnaire and gave the at most fifteen minutes to fill in the questionnaire. 3. 6Data collection tools There are many tools available for gathering empirical data but it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less time consuming, and provides good quality data easily. 3. 6. 1QuestionnaireThe questionnaire is the medium of communication between researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less time consuming and provide good quality data easily (Babbie, 2010). The questionnaire was drafted with the aim of answering the research question and research objectives. The questionnaire consisted of closed-ended questions as they were quicker and easier to answer and readily accessible to coding and quanti tative analysis.The questionnaires consisted of five categories and items on different constructs are organised in each category namely; service quality, price, promotions, availability and social factors. The questionnaires were personally handed to the respondents as they were entering the Main Administration Building. 3. 7Validity and Reliability Gravetter and Forzano (2009) state that the validity of a research study is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of consistency with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not measured for this report. 4. DATA ANALYSIS A five-point Likert scale was used to measure the output of each item answered by the respondents. The outputs, frequency tables were generated using the SPSS package and from these the data was presented in bar graphs. More over, the number of respondents who selected each of the response options is reported as percentages of the total number of responses.The total number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. Service Providers The findings in Fig 1 reveal that a total of 57% of the respondents were Econet Wireless subscribers, whilst 23% were NetOne and 20% being Telecel subscribers. The findings illustrate that most of the respondents were Econet Wireless subscribers. Frequency Responses from Social Factors Fig 2: Frequencies for Social FactorsThe findings in Figure 2 reveal that a total of 7% of the respondents disagreed, 36% were unsure and 57% agreed that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents disagreed, 10% were unsure while 60% agreed to value friends, colleagues and family members’ opinions before buying an y product from the service provider. On the other hand, 95% of the participants disagreed, 1% were unsure and 4% agreed that high profile customers of a particular service provider influence them to choose a mobile service provider.Frequency Responses for Service Quality Dimensions Fig. 3: Frequencies for Service Quality Dimensions Figure 3 reveal that 8% of the participants disagreed, 10% were unsure, 82% agreed that reliability of service influence their choice of the mobile service provider. Moreover, the figure show that 2% of the respondents disagreed, 0% were unsure and 98% agreed that network capabilities of a service provider influence their subscription to a mobile service operator.It is evident that customer’s choice of mobile service provider is significantly influenced by network coverage. It also reflects that 5% of the respondents disagreed, 7% were unsure and 88% agreed that network innovativeness is an important factor that they consider when subscribing to a mobile service provider. Likewise, the results reveal that 18% of the respondents disagreed, 3% were unsure, and 79% agreed that customer care at the service provider outlets influence them to choose a mobile service provider.Frequency Responses for Price Fig 4: Frequencies for Price Findings in Figure 4 illustrate that 15% of the participants disagreed, 2% were unsure, 83% agreed that low rate charges influence them to subscribe to a mobile service provider. Frequency responses to Promotional Mix Fig 5: Frequencies to promotional mix The findings in Figure 5 reveal that the results shows that 63% of the respondents disagreed, 3% were unsure, and 34% agreed that advertisement influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, thus advertisement was insignificant. Additionally, the findings shows that 17% of the respondents disagre ed, 11% were unsure and 72% agreed that offers such as SIM card offered with initial balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that free calls and free SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS significantly determine customers’ choice of mobile network. Frequency Responses from Service Availability Aspects Fig 6: Frequencies from Service Availability Aspects The data in Figure 6 reveals that 37% of the respondent’s disagreed, 30% were unsure, 32% agreed to value visually appealing physical facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of services influence their preference for mobile service provider.That means ease access to telecommunication services influence consumers’ choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important role when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to: †¢Provide service quality through network quality, network extension and upgrade. †¢Offer quality service at lower rates. †¢Provide more offers for family and friends. †¢Enrich customer’s service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, speed of technical repair and other measures. †¢Pay attention to staff skill possession, knowledge, attention to customers and their needs, offering of fast and efficient services and general attitude to customer services. †¢Consistently monitor what customers want and what they get through the feedbacks, then identify t he gap in between through research and bridge the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA discussion of the study limitations demonstrates that the researcher understands that no research project is perfectly designed; consequently, the researcher will make no overweening claims about generalizability or conclusiveness about what has been learned (Marshall and Rossman, 2011). This study was limited to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was limited to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe population’s behaviour. Some of the limitations originated from the tool that was used.The use of the closed ended questionnaire meant that it was not possible to ask follow-up questions and thus finding out the reasons for selecting a particular service provider over the other. The other concern is that this study was measuring factors affecting consumers’ perception in the telecommunication sectors were measured, but there is a lack of related literature. The delimitations of a study are those characteristics that limit the scope of the inquiry and define boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a singular research design as opposed to triangulation.The research instrument and the number of test items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwe’s mobile telecommunication market has grown over the past decade and it is highly competitive. In any competitive environment, firms are likely to compete in order to attract and retain customers. However, it is extremely important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The stu dy employed data representing factors that influence customers’ selection of mobile network to identify and meet customers’ needs and wants as well as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ways of utilizing available resources to supply the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to succeed in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing superior service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and retain customers. The study suggested that regulators in the Zimbab we’s telecommunication sector should take appropriate measures to include these dimensions in undertaking objective assessment of quality of service of mobile telephone operators in safeguarding customers’ interest.In this study, the focus on marketing mix elements and consumer behaviour was helpful in situating and understanding customers' preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers’ choice is largely influenced by marketing mix elements. The current study established that customers look at the call rates; promotional mix offers such as free calls/minutes and free SMSs, and promotions with discount and free sample play a vital role in customers’ choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The Practice of Social Research. 2th edition. USA: Wadsworth. 2. Burns and Grove aker, M. J. (2003), The Marketing Book. 5th edition. USA: Butterworth-Heinemann. 3. Gravetter, F . J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. 3rd edition. USA:Wadsworth. 4. Hanif, M. , Hafeez, S. , and Riaz, A. (2010). Factors Affecting Customer Satisfaction. International Research Journal of Finance and Economics [online], 60 (2010), p. 44-52. Available from: http://www. eurojournals. com/irjfe_60_04. pdf [Accessed 22 February 2013]. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). Services marketing: Concepts and Practices.New Delhi: McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). Designing Qualitative Research. 5th edition. California: Sage Publications, Inc. 7. Melody, W. H. (1999). Telecom Reform: Progress and Prospects. Telecommunications Policy, 23 (1999), p. 7 – 34. 8. Melody, W. H. , (2003). Preparing the Information Infrastructure for the Network Economy. World Telecommunications Markets: International Handbook of Telecommunications Economics, Vol. III, p. 1-27. 9. Paulrajan, R. and Rajkumar, H. (2011). Service Quality and Customers Preference of Cellular Mobile Service Providers.Journal of Technology Management & Innovation, 6(1), p. 38-45. 10. Thornhill, N. (2003). Your research Project. 2nd edition. London: Sage. 11. Wilson, R. M. S. and Gilligan, C. (2005). Strategic Marketing Management: Planning, Implementation and Control, 3rd edition. Elsevier Butterworth-Heinemann. Appendix 1 Table 1: Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million Appendix 2 A QUESTIONNAIRE ON EVALUATION OF FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER Good day, my name is Thembelihle Moyo.I am a student at the National University of Science and Technology doing Master of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a particular mobile service provider. The information solicited herein is purely for academic purposes and will be treated in the stric test confidence. 1. Which service provider’s connection do you have? Econet Telecel NetOne 2. Social Factors Using a scale of 1 to 5, with 5 being â€Å"strongly agree† and 1 being â€Å"strongly disagree†. Please indicate the extent to which you agree or disagree with the following statements:Strongly DisagreeDisagreeNot SureAgreeStrongly Agree Family and friends should be the sole reason of choosing a mobile network I value the opinions of my friends when making purchasing decisions High profile customers inspire me in making purchase decisions 3. Service Quality Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer care 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. Promotion al Mix Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with initial balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible International roaming is one aspect that is essential in a mobile line THANK YOU An Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider TITLE:AN EVALUATION ON FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER TABLE OF CONTENTS 1. Executive Summary3 2. Background4 2. 1Purpose of study5 2. 2Significance of study5 2. 3Research Objectives5 2. 4Research Questions6 3. Methodology7 3. 1Method of Research7 3. 2Types of Research7 3. 3Population7 3. 4Sampling7 4. Sources of data collection8 4. 1Secondary Data8 4. 2Primary Data8 5. Data collection tools8 5. 1Questionnaire8 5. 2Validity and Reliability9 6. Data Analysis10 7. Recommendations15 8. Limitations and Delimitations of the study16 9. Conclusion17 0. References18 11. Appendices19 1. 0Executive Summary The Zimbabwean telecommunication sector has grown rapidly over the past years. This exponential market growth attracted new players to this sector, which in turn resulted in increased competition. The aim of this study was to establish critical factors in the selection of mobile telecommunications service providers. A research instrument was e mployed to collect data from consumers of the three mobile phone operators in Zimbabwe. Convenience sampling, a form of non-probability sampling was used to collect data from 40 participants.This research used descriptive statistics for data analysis and discussions. The results of the study revealed that customers’ selection of which mobile telecommunications service providers to use is influenced by overall service quality, free calls and free SMSs, network capability, reliability of service, network innovativeness, low rate charges, accessibility, promotions with discount, geographic network coverage, family and friends, and customer care. In addition to this, the study found that customers prefer subscribing to the same service provider as their family members and friends.However, visually appealing physical facilities and high profile customers, were found to be the least influential factors in selecting mobile telecommunication service provider. Marketing mix elements a re relevant towards evaluating factors that determine the selection of mobile service provider in Zimbabwe. However, this study incorporated and investigated further by including factors influencing consumer buying behaviour, which makes it more comprehensive for application in telecommunication services.Thus, the focus on consumer behaviour was helpful in situating and understanding customers' buying behaviour in mobile telecommunication services. The study recommended specific marketing strategies to enhance the success of mobile service providers in this competitive market and ensure quality service delivery to satisfy customers. This study had limitations in its research design, strategy and sampling method; hence, areas for future studies addressing these shortcomings have been identified and recommended. 2. 0Background and objectivesThe mobile telecommunication industry has grown over the past few decades and has seen the industry undergoing intense competition to attract and retain customers. The mobile industry has become an important factor in global interactions as computer-based technologies and communication networks are being implemented daily. In the last twenty years, the mobile revolution has truly changed the socio-economic landscape of Zimbabwe and has seen the industry grow rapidly, that is keeping pace with global advancements in the mobile telecommunication market.The year 1997 marked a new era in the Zimbabwe telecommunication sector as it marked the beginning of deregulation of the telecommunications sector, which was previously a monopoly. The Posts and Telecommunications Corporation (PTC) which was wholly owned by the Government; did not have any competition and thus it flourished as the sole fixed line provider. According to Melody (1999) technological change and new service opportunities are factors bearing on the telecom reform process everywhere. In 1996, technological advancement saw the birth of NetOne, the first cellular network operator in Zimbabwe, a subsidiary under the PTC.However, in 1998 things started to change dramatically when the first major new player, Econet Wireless entered the telecommunications market. The deregulation of the telecommunications sector opened the market from a monopolistic market to a competitive multiple service providers. Currently, there are three mobile service providers in Zimbabwe, which are Econet Wireless, Telecel and NetOne, and the competitive pressure is high. The three MSPs compete with each other to grab customers by proving a wide range of both basic services and value added services.The customers enjoy the option of choices among the service operators and thus the competitive environment causes brand consciousness among the subscribers and potential buyers (Melody, 2003). In order to survive the competitive environment, the service providers must ensure network quality, customer acquisition and retention. Table 1 shows the detail of the mobile subscribers in Zi mbabwe, that depicts the market share of the MSPs. 2. 1Purpose of study The purpose of the study was to evaluate factors that determine the selection of mobile service providers.Also to evaluate and understand the consumers buying behaviour in selecting service providers and to help service providers to design more appealing marketing programs which deliver better customer value and thus providing the required returns. 2. 2Significance of study The robust competition between the three mobile network operators in Zimbabwe has intensified. Therefore, identifying and understanding the factors which considerably influence the customer buying behaviour is of greatest importance to the marketers.Thus, the key success factors in mobile telecommunication battles are effectiveness of marketing strategies and understanding of consumer behaviour. The determinant factors for customers choice of the MSP in Zimbabwe is not clear as there is insufficient documentation on the issue. Therefore, ther e is a need to empirically evaluate and analyze the phenomenon for managerial implications. The outcome of the study would provide insights to service providers to take profound actions towards enriching customers’ service experience.Moreover, the study also builds on existing consumer behaviour literature by exploring the factors influencing consumer buying behaviour that ultimately influence the selection of mobile service providers. In addition, the findings of the study will also assist telecommunication companies to invest their resources more efficiently, or to make changes to crucial quality attributes that bring out consumers’ satisfaction levels. 2. 3Research Objectives The overall objective is to ascertain the logic behind customers’ selection of a particular mobile service operator.Sub-objectives †¢To determine the social factors which lead the customer towards selecting a particular mobile service provider. †¢To determine the service qualit y dimensions influencing the customers’ selection of a particular mobile service provider. †¢To establish the influence of marketing mix elements on purchasing behaviour of mobile service operators. 2. 4Research Questions †¢Which social factors influence the selection of a mobile service provider? †¢Which service quality dimensions influence the customers’ selection of a particular mobile service provider? Which marketing mix elements have an influence in purchasing behaviour of mobile service operators? Keywords: Consumer behaviour , Service quality, Price, Promotion, Service availability/place 3. 0METHODOLOGY 3. 1Method of Research This is a quantitative study which mainly will depend on numeric data to classify features and count them. According to Burns & Grove 2005:23, quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information. This research method is used to examine relationships among va riables and to determine the cause-and-effect interactions between variables.This study is concerned with the assessment of factors that influence consumer buying behaviour. 3. 2Types of Research A descriptive research was used for the study to describe factors that influence the customers buying behaviour as well as describing the marketing mix elements that play a role in determining the customers’ selection for mobile service provider. Polit and Hungler 1999 state that the descriptive research mainly describes what exists and may help to uncover new facts and meaning.The purpose of descriptive research is to observe, describe and document aspects of a situation as it naturally occurs. They further state that the descriptive research involves the collection of data that will provide an account or description of individuals, groups or situations. The research instruments that were used for this study were questionnaires with closed questions. 3. 3Population Population select ed for this study were all Bulawayo residents who are customers of any of the three mobile service providers available in Zimbabwe which is unknown. 3. Sampling Saunders, Lewis and Thornhill (2003) state that it is not easy to assess the entire population, therefore, it is necessary to assess a sample of the population as an alternative in order to generalize about the entire population. The researcher will target the Bulawayo residents who visit the National University of Science and Technology Campus along Gwanda Road and Cecil Avenue. The sample size used for the research was 100 respondents and a non-probability sampling technique was used. The convenience sampling method was used to select the targeted sample.According to convenience sapling is a statistical method of drawing representative data by selecting people because of the ease of their volunteering or selecting units because of their availability or easy access. The researcher used this method to get easy access to info rmation from walk in customers at the Main Administration Building (NUST Campus). Time and cost constraints also justified the convenience sampling technique. 3. 5Sources of data collection 3. 5. 1Secondary data Secondary data is the data which is collected for some other purposes or the data which is gathered by previous researchers.The research was involved in a desk research were information about the background of the telecommunications industry was acquired. The researcher also used articles, books and the internet to gather more information about the factors that influence the purchasing behaviour of mobile service provider. The data acquired aided the researcher in the analysis of data as a toll for deriving in reliable and relevant conclusions. 3. 5. 2Primary data In this research primary data was obtained by collecting data from uestionnaires which were administered at the Main Administration Building at the NUST Campus to the target sample size. The researcher issued the r espondents the questionnaire and gave the at most fifteen minutes to fill in the questionnaire. 3. 6Data collection tools There are many tools available for gathering empirical data but it depends upon research question and purpose of study that which tool is used for study. For this study, the researcher used the questionnaire because it is less time consuming, and provides good quality data easily. 3. 6. 1QuestionnaireThe questionnaire is the medium of communication between researcher and respondent. The researcher used close ended questions because of the quantitative nature of the study. The researcher chose the questionnaire because it is considered to be inexpensive, less time consuming and provide good quality data easily (Babbie, 2010). The questionnaire was drafted with the aim of answering the research question and research objectives. The questionnaire consisted of closed-ended questions as they were quicker and easier to answer and readily accessible to coding and quanti tative analysis.The questionnaires consisted of five categories and items on different constructs are organised in each category namely; service quality, price, promotions, availability and social factors. The questionnaires were personally handed to the respondents as they were entering the Main Administration Building. 3. 7Validity and Reliability Gravetter and Forzano (2009) state that the validity of a research study is the degree to which the study accurately answers the question it was intended to answer.According to Babbie (2010), the reliability of a research instrument is the degree of consistency with which the instrument measures the attributes it is supposed to be measuring. Validity and reliability were not measured for this report. 4. DATA ANALYSIS A five-point Likert scale was used to measure the output of each item answered by the respondents. The outputs, frequency tables were generated using the SPSS package and from these the data was presented in bar graphs. More over, the number of respondents who selected each of the response options is reported as percentages of the total number of responses.The total number of questionnaires issued was 40 but there were three spoilt questionnaires, so for the data analysis 37 questionnaires were analysed. Service Providers The findings in Fig 1 reveal that a total of 57% of the respondents were Econet Wireless subscribers, whilst 23% were NetOne and 20% being Telecel subscribers. The findings illustrate that most of the respondents were Econet Wireless subscribers. Frequency Responses from Social Factors Fig 2: Frequencies for Social FactorsThe findings in Figure 2 reveal that a total of 7% of the respondents disagreed, 36% were unsure and 57% agreed that it is important to subscribe to the same service provider with family members and friends. Additionally, 30% of the respondents disagreed, 10% were unsure while 60% agreed to value friends, colleagues and family members’ opinions before buying an y product from the service provider. On the other hand, 95% of the participants disagreed, 1% were unsure and 4% agreed that high profile customers of a particular service provider influence them to choose a mobile service provider.Frequency Responses for Service Quality Dimensions Fig. 3: Frequencies for Service Quality Dimensions Figure 3 reveal that 8% of the participants disagreed, 10% were unsure, 82% agreed that reliability of service influence their choice of the mobile service provider. Moreover, the figure show that 2% of the respondents disagreed, 0% were unsure and 98% agreed that network capabilities of a service provider influence their subscription to a mobile service operator.It is evident that customer’s choice of mobile service provider is significantly influenced by network coverage. It also reflects that 5% of the respondents disagreed, 7% were unsure and 88% agreed that network innovativeness is an important factor that they consider when subscribing to a mobile service provider. Likewise, the results reveal that 18% of the respondents disagreed, 3% were unsure, and 79% agreed that customer care at the service provider outlets influence them to choose a mobile service provider.Frequency Responses for Price Fig 4: Frequencies for Price Findings in Figure 4 illustrate that 15% of the participants disagreed, 2% were unsure, 83% agreed that low rate charges influence them to subscribe to a mobile service provider. Frequency responses to Promotional Mix Fig 5: Frequencies to promotional mix The findings in Figure 5 reveal that the results shows that 63% of the respondents disagreed, 3% were unsure, and 34% agreed that advertisement influences them to subscribe to a mobile service provider.These finding revealed that, the majority of the customers indicated that advertisement does not influence their choice of mobile service provider, thus advertisement was insignificant. Additionally, the findings shows that 17% of the respondents disagre ed, 11% were unsure and 72% agreed that offers such as SIM card offered with initial balance influences their selection of a service provider. Similarly, Figure 5 reveal that 13% of the participants disagreed, 2% were unsure and 85% agreed that free calls and free SMS encourage them to subscribe to a mobile service provider.The findings show that free calls and free SMS significantly determine customers’ choice of mobile network. Frequency Responses from Service Availability Aspects Fig 6: Frequencies from Service Availability Aspects The data in Figure 6 reveals that 37% of the respondent’s disagreed, 30% were unsure, 32% agreed to value visually appealing physical facilities than customer care. Likewise, it illustrates that 11% of the participants disagreed, 10% were unsure and 79% agreed that accessibility of services influence their preference for mobile service provider.That means ease access to telecommunication services influence consumers’ choice. On the other hand, the findings reveal that 51% of the respondents disagreed, 24% were unsure, 25% agreed that international roaming plays an important role when choosing a mobile network. 5. 0RECOMMENDATIONS Based on the findings of this research, the mobile service providers are recommended to: †¢Provide service quality through network quality, network extension and upgrade. †¢Offer quality service at lower rates. †¢Provide more offers for family and friends. †¢Enrich customer’s service experience and loyalty.Value the importance of day-to-day interactions, such as response quality in call centers, skills of staffs in retail outlets, speed of technical repair and other measures. †¢Pay attention to staff skill possession, knowledge, attention to customers and their needs, offering of fast and efficient services and general attitude to customer services. †¢Consistently monitor what customers want and what they get through the feedbacks, then identify t he gap in between through research and bridge the gap through continuous innovation. 6. 0LIMITATIONS AND DELIMITATIONS OF THE STUDYA discussion of the study limitations demonstrates that the researcher understands that no research project is perfectly designed; consequently, the researcher will make no overweening claims about generalizability or conclusiveness about what has been learned (Marshall and Rossman, 2011). This study was limited to evaluate the factors that determine the selection of mobile service provider. In fact, considering resources and time constraints, the research was limited to one town in Zimbabwe. Therefore, it cannot be representative of the whole of Zimbabwe population’s behaviour. Some of the limitations originated from the tool that was used.The use of the closed ended questionnaire meant that it was not possible to ask follow-up questions and thus finding out the reasons for selecting a particular service provider over the other. The other concern is that this study was measuring factors affecting consumers’ perception in the telecommunication sectors were measured, but there is a lack of related literature. The delimitations of a study are those characteristics that limit the scope of the inquiry and define boundaries for the study (Ledez, 2008). Furthermore, the delimitations of this study were also related to the use of a singular research design as opposed to triangulation.The research instrument and the number of test items were also limited. 7. 0CONCLUSION This study aimed to evaluate the factors that determine the selection of mobile service providers in Zimbabwe. Zimbabwe’s mobile telecommunication market has grown over the past decade and it is highly competitive. In any competitive environment, firms are likely to compete in order to attract and retain customers. However, it is extremely important that a company recognizes the needs, wants, tastes, criteria and the perceptions of its customers.The stu dy employed data representing factors that influence customers’ selection of mobile network to identify and meet customers’ needs and wants as well as to establish the perceived and preferred service quality, activities that would entice customers, the prices that customers are willing and able to pay, and the possible best ways of utilizing available resources to supply the needed/desired services. The Zimbabwean mobile networks must maintain a combination of all these variables in order to succeed in a competitive telecommunication market as well as to enjoy the uch-needed profit to invest in network infrastructure, innovations and human resources. Providing superior service quality, particularly, in the dimensions of network quality and performance, reliability, responsiveness, and convenience, is of utmost importance that requires mobile service provider managerial attention in order to attract and retain customers. The study suggested that regulators in the Zimbab we’s telecommunication sector should take appropriate measures to include these dimensions in undertaking objective assessment of quality of service of mobile telephone operators in safeguarding customers’ interest.In this study, the focus on marketing mix elements and consumer behaviour was helpful in situating and understanding customers' preferences and buying behaviour in mobile telecommunication services. Besides, it is evident that customers’ choice is largely influenced by marketing mix elements. The current study established that customers look at the call rates; promotional mix offers such as free calls/minutes and free SMSs, and promotions with discount and free sample play a vital role in customers’ choice of mobile service provider . REFERENCES 1. Babbie, E. R. (2010), The Practice of Social Research. 2th edition. USA: Wadsworth. 2. Burns and Grove aker, M. J. (2003), The Marketing Book. 5th edition. USA: Butterworth-Heinemann. 3. Gravetter, F . J. and Forzano, L. B. (2009). Research Methods for the Behavioural Sciences. 3rd edition. USA:Wadsworth. 4. Hanif, M. , Hafeez, S. , and Riaz, A. (2010). Factors Affecting Customer Satisfaction. International Research Journal of Finance and Economics [online], 60 (2010), p. 44-52. Available from: http://www. eurojournals. com/irjfe_60_04. pdf [Accessed 22 February 2013]. 5. Kapoor, R. , Paul, J. and Halder, B. (2011). Services marketing: Concepts and Practices.New Delhi: McGraw-Hill. 6. Marshall, C. and Rossman, G. (2011). Designing Qualitative Research. 5th edition. California: Sage Publications, Inc. 7. Melody, W. H. (1999). Telecom Reform: Progress and Prospects. Telecommunications Policy, 23 (1999), p. 7 – 34. 8. Melody, W. H. , (2003). Preparing the Information Infrastructure for the Network Economy. World Telecommunications Markets: International Handbook of Telecommunications Economics, Vol. III, p. 1-27. 9. Paulrajan, R. and Rajkumar, H. (2011). Service Quality and Customers Preference of Cellular Mobile Service Providers.Journal of Technology Management & Innovation, 6(1), p. 38-45. 10. Thornhill, N. (2003). Your research Project. 2nd edition. London: Sage. 11. Wilson, R. M. S. and Gilligan, C. (2005). Strategic Marketing Management: Planning, Implementation and Control, 3rd edition. Elsevier Butterworth-Heinemann. Appendix 1 Table 1: Subscriber base in Zimbabwe Service ProviderNumber of Subscribers Econet Wireless10. 2 million NetOne2. 6 million Telecel1. 8 million Appendix 2 A QUESTIONNAIRE ON EVALUATION OF FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER Good day, my name is Thembelihle Moyo.I am a student at the National University of Science and Technology doing Master of Science Degree in Marketing. I am carrying out a evaluation on factors that influence the selection of a particular mobile service provider. The information solicited herein is purely for academic purposes and will be treated in the stric test confidence. 1. Which service provider’s connection do you have? Econet Telecel NetOne 2. Social Factors Using a scale of 1 to 5, with 5 being â€Å"strongly agree† and 1 being â€Å"strongly disagree†. Please indicate the extent to which you agree or disagree with the following statements:Strongly DisagreeDisagreeNot SureAgreeStrongly Agree Family and friends should be the sole reason of choosing a mobile network I value the opinions of my friends when making purchasing decisions High profile customers inspire me in making purchase decisions 3. Service Quality Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The mobile service provider I use is reliable The mobile service provider has a wide network coverage The mobile service provider has high quality in network innovativeness The have high standards of customer care 4. Price Strongly DisagreeDisagreeNot SureAgreeStrongly AgreeThe low rate charges attract customers to this service provider 5. Promotion al Mix Elements Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The advertisements of this mobile service provider attracted me to be their subscriber The sim card with initial balance attracted me to this mobile service provider The free calls and free sms attracted me to be a subscriber 6. Service Availability Aspects Strongly DisagreeDisagreeNot SureAgreeStrongly Agree The offices are visually appealing The service is easily accessible International roaming is one aspect that is essential in a mobile line THANK YOU

Essay William Shakespeares A Midsummer Nights Dream

William Shakespeares A Midsummer Nights Dream Shakespeare’s A Midsummer Night’s Dream can be considered an archetypal comedy due in large part to the ill-defined characters. Part of what makes this play work so well is that rather than becoming too invested in any one character’s hopes and fears or desires and struggles, the audience is simply rooting for things to work out well in general. If the audience became too attached to any one character, they might lose sight of the bigger picture in their concern over, for example, Demetrius remaining drugged at the end of the play, or the disturbing repercussions of Helena marrying a man who only a few acts earlier she had urged to â€Å"Use me but as your spaniel†¦Ã¢â‚¬  (2.i.212). The†¦show more content†¦Once Demetrius and Lysander are bewitched with the love potion, their love for Hermia is entirely tossed aside in favor of singing Helena’s praises. 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