© 2013 Research Academy of Social Sciences http://www.rassweb.com 436 International Journal of Management Sciences Vol. 1, No. 11, 2013, 436-444 Measuring Consumers Satisfaction towards the Services of Mobile Phone Operators in Bangladesh Md. Kamrul Hasan 1 , Abu Syeed Muhammed Abdullah 2 Abstract Abstract: The study is exploratory as well as descriptive in nature. The prime objective of the study is to know the customers’ satisfaction towards the various mobile phone operators' services in Bangladesh. The study is based on primary as well as secondary data, applied quantitative method and used 174 questionnaires for collecting primary data. The result shows that customers are satisfied on, network coverage, faster internet service, customer service, price of SIM/RIM card, help line services and news, sports and other value added services. The study also found that there are significant differences between stayers and switchers with respect to factor 1, value added services and factor 2, services price. Switchers are more satisfied than stayers. So, marketing strategies should be designed and executed by the companies to attract and retain their customers by lowest possible price, per second based pulse and bonus facility. Key words: Mobile phone operators, Customer satisfaction, Digital Bangladesh, Expectation and Conformity theory. 1. Introduction: Consumers’ satisfaction is important to successful marketing because it influences the choice of products, the consumption of products and services, and the decision to return (Kozak & Rimmington, 2000). A satisfied customer is expected to be more likely to choose the product and to become a promoter via positive word-of-mouth than a dissatisfied customer (Barsky, 1992; Beeho and Prentice, 1997; Chen, 2003; Chen and Gursoy, 2001; Kozak and Rimmington, 2000; Pizam, 1994; Ross, 1993). A satisfied customer transmits their positive experience to others (Alen Rodriguez & Fraiz, 2007; Halowell 1996; Kozak and Rimmingt, 2000; Pizam 1994; Operman 2000). Jacoby and Chestnut (1978) claim that customers’ repeat purchase behavior might be created through a belief (experience), affect (satisfaction) and cognitive (choice) process. Oliver & Beardon, 1985; Patterson, 1993), Pizam, Neumann, and Reichel (1978) stated that it is important to measure customers’ satisfaction with each attribute of the products, because consumer satisfaction or dissatisfaction with one of the attributes leads to satisfaction or dissatisfaction with the overall products. Furthermore, Rust, Zahorik, and Keininghan (1993) explained that the relative importance of each attribute to the overall impression should be investigated because satisfaction or dissatisfaction can be the result of evaluating various positive and negative experiences. Mobile phone service markets are one of the most turbulent market environments today due to increased competition and change. Like other countries in the world, Bangladesh has adopted information and communications technologies (ICTs) as tools for development. Moreover, the present ruling party currently has a declaration on building a “Digital Bangladesh” by 2021, which shows the government’s commitment. At present there are six mobile phone operators offering their services to customers in Bangladesh. Recent data show that total number of Mobile Phone subscribers has reached 89.457 million at the end of March 2012 in Bangladesh (subscribers' numbers are declared by the mobile operators: BTRC source). Year by year the number of customers who are using and owning cellular phone substantially increases in Bangladesh. 1 Assistant Professor, Department of Business Administration, Sylhet International University, Sylhet, Bangladesh 2 Senior Lecturer, Department of Business Administration, Sylhet International University, Sylhet, Bangladesh