A study on the factors influencing student’s selection of mobile phone service providers in Ho Chi Minh City, Vietnam

Abstract

The purpose of this research is to examine how students perceive telecom service quality and find out the factors that influence their selection of mobile phone service providers in Ho Chi Minh City, Vietnam. There are four main attributes of mobile service quality including Network Quality, Price, Customer Service and Promotion. The Quantitative research and Deductive approach were used in this dissertation. The researcher did a pre-test with 30 respondents in the first time and thereafter conducted large scale of survey with 250 students who were randomly selected in four universities in Ho Chi Minh City by sending emails and direct asking. After two weeks for collecting the responses, there were 233 valid surveys which got 93.2% of total. The responses revealed students’ perception and evaluation in selecting telecom service providers regarding to the four influencing factors that were mentioned above. The findings from data analysis implied that most of students are strongly impacted by Price and Promotion. Besides, they also concerns about Network Quality and Customer Service; however, it is not significant. Based on the result, the researcher also made some recommendations to assist operators more understanding customers’ demand. Since then, they can improve their own business strategies to better serve in the future.