Research on Qubee

7/29/2019 Research on Qubee

1/24

Executive Summary

This study is catered for evaluating the performance of Oubee, the WiMax internet service

provider of Bangladesh and the satisfaction level of its customers. The two companies currently

operating in the WiMax technology oriented market are Qubee Ltd and Banglalion

Communications Ltd. WiMax is a state of the art technology that has the potential of replacing

the traditional internet technologies fairly promptly and it has become evident from the

high growth rate of WiMax subscribers around not only Dhaka city but also the other parts of

the country. Both the companies started with great promises and enormous promotional effort.

Question arises whether the WiMax technology based service provider Qubee have really been

able to provide the customers with solutions to the problems they have been facing for long or

how are they performing comparing to one another in terms of the factors determining their

performance in respective fields. The study however, has first identified and validated the factors

determining the performance of the ISPs from the customers point of view through an

exploratory research involving expert interviews. A descriptive research was conducted

afterwards to collect and analyze users view on the performance of the company. The data was

analyzed using statistical tools like descriptive statistical tools and the hypothesis testing

methods. However, the findings found that the WiMax service providers are successful regarding

some of the factors and in some cases they have lacking. Recommendations have been made in

order to improve the customer satisfaction level for operators and also to rule over the future

competitions.

1


2/24

Introduction

WiMax is an IP based, wireless broadband access technology that provides performance similar

to 802.11/Wi-Fi networks with the coverage and QOS (quality of service) of cellular networks. It

is an acronym meaning "Worldwide Interoperability for Microwave Access (WiMax). It is a

telecommunications technology that offers transmission of wireless data via a number of

transmission methods; such as portable or fully mobile internet access via point to multipoint

links. The WiMax technology offers around 72 Mega Bits per second without any need for the

cable infrastructure and is based on Standard that is IEEE 802.16.

The name WiMax, was created by the WiMax Forum (http://www.WiMaxforum.org), which was

formed, in June 2001 to promote conformity with and interoperability of the standard. The forum

has more than 522 members comprising the majority of operators, component and equipment

companies in the communications ecosystem, among which, 15 are board members. The current

board members of the WiMax forum are ZTE Corporation (China), Samsung (South Korea),

Aperto Networks (USA), Airspan Networks (UK), Alcatel-Lucent (France), Alvarion (Israel),

Fujitsu (Japan), Intel Corporation (USA), KDDI (Japan), British Telecom (UK), KT Corp (South

Korea), Sprint Nextel (USA), Motorola (USA), AT&T (USA) and Nokia (Finland).

Less than one out of five people of the developed world and an even smaller, little percentage of

people across the world have broadband access today. Existing technologies such as Digital

Subscriber Line (DSL), cable, and fixed wireless are overwhelmed by expensive installs,

problems with loop lengths, upstream upgrade issues, line-of-sight restrictions, and poor

scalability. New organizations as well as individuals are increasingly adopting broadband,

whereas those already using broadband are becoming dependent on it and are demanding better

services with added benefits. To support this exceptional new demand, WiMax (802.16) has

emerged as a feasible solution, because of its inherent features that holds great promise for the

future of wireless communications.

WiMax also enables the users to experience rich multimedia services on the go. This technology

has the potential to do the same to broadband internet access what cell phones have done to

telephone access. It could replace cable and DSL services, like how many people have given up

their "land lines" in favor of cell phones.

2


3/24

WiMax technology became available in most parts of the developed countries whereas in our

country, it is relatively a new concept. In September 2008, Bangladesh Telecommunication

Regulatory Commission (BTRC) allowed companies to bid for WiMax license and among nine

of them, only three won the licenseBanglalion Communication, BRAC BD Mail Network Ltd

and Augere Wireless Broadband Bangladesh Ltd. However, BRAC later refused to take the

license.

Banglalion Communications was the top bidder among nine companies. The bidding for license

acquisition started at Tk. 25 crore and the highest bidding was settled at Tk. 215 crore for each

license acquisition fee. The duration of the licenses will initially be for a term of 15 years. On

expiry of the initial term, the license may be renewed for subsequent terms, each of five years in

duration, subject to the approval from the commission and other such conditions, including the

payment of fees specified by the commission. The annual license fee is Tk 3 crore and the

licensee had to submit a bank guarantee of Tk. 15 crore in favor of the BTRC within 15 days

from the date of issue of the license.

The Tk 215 crore bid price had become a double bind for both the telecom regulator and

licensees. The regulator extended the deadline for launching WiMax services several times.

Bangladesh, with the lowest internet penetration in the world at 4 percent, now experiences high-

speed wireless internet by the launch of the WiMax technology. At present, the country has fourmillion internet users among which, there are 200,000 WiMax subscribers. As Bangladesh's

Telecom Industry is booming with a growing middle-class, experts expect a big demand for

broadband wireless services and WiMax. Bangladesh will have around 12 million WiMax

subscribers by 2012, they expect. WiMax, 30 times faster than 3G mobile technology and 100

times faster than wireless data rates, can solve the problems of rural connectivity. WiMax can

replace GSM and CDMA cellular phone technologies, or increase capacity, used as a layover. It

has been used as a wireless backhaul technology for 2G, 3G, and 4G networks in both developed

and developing countries.

Objective of the Study

The objective of the study is to customer satisfaction level of the customer of Qubee Ltd in terms

of different performance factors involved in making up the equity of satisfaction. The outcomes

3


4/24

of this research will be helpful for the company under scrutiny for getting a clear picture of their

respective brand perception and their effectiveness of the efforts towards achieving higher

customer satisfaction level. Most of the times the increasing sales figure or amount of monthly

bills collected fail to show the possible future downturns due to decline in customer satisfaction

and their perceived level of the brand. So, this study will help the brand look into possibly the

most significant area to concentrate on.

However, this study also serves as the first step of fulfilling the researchers course requirement

of conducting a practical marketing research implementing thelearning from the lecture sessions.

Problem Definition

The broad marketing research problem for this research is

Evaluating the satisfaction level of the Qubee .

Being specific, the research should provide information on the following questions (components

of the broad problem statements)

1. What are the factors contributing in customer satisfaction in terms of internet services?

2. Do these factors vary when it comes to wireless internet service?

3. How are Qubee doing in terms of these factors?

4. How do the customers perceive the brands overall?

5. Which company is leading the market in terms of customer satisfaction?

Company Profile

Qubee Ltd.

UK-based Augere Holdings, the parent company of Quebee Ltd., owns 60 percent of Augere

Wireless Broadband Bangladesh Ltd. along with two other local companies. Teleport

Bangladesh owns 30 percent and Aamra Resources Ltd. owns 10 percent in the company.

4


5/24

Quebee is one of the two WiMax service providers in Bangladesh primarily focusing on the

capital Dhaka and Chittagong alone. It shares a belief that everyone should have access to hassle-

free internet connectivity and to the opportunities it brings along. It also promises speed and

reliable customer service to its customers. Magical internet experience is for everyone is its

motto.

8Ps of Qubee Ltd.

When marketers develop strategies to market manufactured goods, they usually address four

basic strategic elements- Product, Price, Place and Promotion which are also known as 4 Ps

of the marketing mix. But as Qubee Ltd. is in service business, apart from the usual 4 Ps ,

there are additional four Ps such as: Process, People, Physical Environment and Productivity

and Quality (Lovelock & Wirtz, 2007, pp. 22-25). Lets analyze these Ps for Qubee Ltd.

1. Product:

Here, for Qubee, the products are the different WiMax internet packages it offers to the

customers. There are in total nine different packages available for the users according to their

need and affordability. The packages offer 256 Kbps, 512 Kbps and 1Mbps speed with 5GB,

10GB and unlimited usage limit. Users have the flexibility to migrate from one package to

another any time they want. Apart from these packages, Qubee has 512 Kbps pre-pay packagesas well which have a validity of 15 days and 30 days with a usage volume of 1GB and 2GB

respectively.

2. Place:

Qubee has around 150 stores and 16 experience booths all over Dhaka, covering most parts of it.

Better distribution and location always gives the edge to reach the target market in a better way

than the competitor. Potential buyers can easily go to any of the stores and register for the service

or they can just go to the experience booths to find out the quality of the service that Qubee

provides. For the current customers, the stores have made the payment system easier. However,

the scenario in Chittagong is not as good as it is in Dhaka.

5


6/24

3. Pricing:

The pricing of the Packages offered by Qubee is given below:

Normal Packages Monthly Usage Allowance*

Speed 5 GB 10 GB Sky

256 Kbps BDT 850 BDT 950 BDT 1,250

512 Kbps BDT 1,250 BDT 1,450 BDT 2,250

1 Mbps BDT 2,250 BDT 2,750 BDT 5,250

Pre Paid Packages

Speed Usage Volume Validity Price**

512 Kbps 1 GB 15 days BDT 400

512 Kbps 2 GB 30 days BDT 700*Vat is applicable on all the charges ** VAT

inclusive

A customer has to buy a modem worth BDT 3,000 regardless of the packages and there is no

installation fee. The normal package-fee is payable at the beginning of every month. In both type

of packages, the customers have to pay the fee in advance. So the differences among the

packages lie in the speed, usage volume and the validity period.

4. Promotion:

When it comes to promotion, Qubee focuses more on the direct approaches. It takes part in

different sort of education fairs and various events and runs different activations to reach its

target market. Sometimes, it sets up kiosks and experience booths in the educational and business

institutes to raise awareness and to educate the potential customers. Through the magical internet

experience brought by WiMax technology, it wants to build the brand image in the mindset of

the target market. Personal communication is another promotional tool that it uses effectively to

grab more market share. Moreover, it advertises in the newspapers, magazines, social networking

websites like facebook and twitter, billboards, and other outdoor advertising and gives away

flyers and brochures. But so far there are no promotional activities in the electronic media such

as television and radio.

6


7/24

For a service based business, words of mouth is the most efficient and effective measure to

promote the brand. Qubee tries to capitalize the fact and encourages its users to spread the

experience they have with the service of the company to others so that they also might end up

subscribing the packages.

5. Process of the service

According to the level of customers involvement, the service delivery can be categorized- low

participation level, moderate participation level and high participation level. For the Qubee

subscribers, its a low participation level where the customers do not need to be associated with

the process deeply and employees and systems do all the work. Perhaps, in this case, the role of

the customers is only to make payments to the service. But in moderate and high participation

level, the customers are more intertwined with the process and the service delivery is different

from the other one.

6. Physical Environment

Physical environment plays a key role making an impression in the minds of the customers.

Office building, furniture, interior design, printed material and overall appearance of the

company reflect the tangible evidence of a firms service quality. Qubee is successful conveying

this message to its clients as it has a good physical environment.

7. People

In a service business, people who work there is no less important than technology or any other

assets. Sometimes they have to interact and communicate with the customers directly and based

on their way of communication, people perceive the quality of the service. The sales team of

Qubee is very efficient in this regard as they all are well-trained and give proper attention to each

customer. It also has a dedicated customer service hotline which aims to solve the problems

faced by the subscribers any time round the clock.

8. Productivity and Quality

7


8/24

Productivity and quality are two sides of a coin, having equal important impact on the service

providing firm. Managers should cut costs as much as possible without compromising the quality

so the service delivery and process get more productive. On the other hand, quality of the service

depends on the external view i.e. on the customers. Product differentiation and product line help

the customers distinguish the quality of the service provided from the competitors. Qubee

focuses a lot on how its subscribers evaluate the quality of the internet service and how it can be

augmented.

SWOT

STRENGTH:

Product Quality:

Within a very short time Qubee established itself by its quality. They use very high quality

technology.

Utility:

In Bangladesh Qubee use very high quality technology and instrument. People use Qubee

modem in a large number after they enter in the market and its growing very fast because of their

quality speed and service. So we consider it is a important strength of Qubee.

Reputation:

Within a very short time Qubee developed its goodwill and popularity among its user. This is

also another reputation.

Uniqueness:

The service offered by Qubee is unique as the service provided by the company is unique and

fastest internet service provider in Bangladesh.

WEAKNESS:

8


9/24

Lack of Marketing:

We found that Qubee is little behind in place marketing. There are lots of opportunities in the

marketing sector which their competitor frequently uses. They framed their self as a high class

product. They stand behind to reach their product to the ordinary people comparing to their

competitor.

Lack of awareness:

Qubee fail to create awareness among people.this is also a weakness of Qubee.

OPPORTUNITY:

Technological advancement:

In technological sector they are far ahead from their competitor. Only qubee is using the most

costly and useful modern machines. For this it is very easy for them to achieve their goal which

is to provide people a very good service. This is also very cost effective.

Established Marketing Base:

Marketing is one of the most crucial factors for a company who is competing in the industry with

other competitors. Therefore, in order to gain market share in the competitive market inBangladesh Qubee has resorted to mass marketing. It can be regarded as highly fortunate on their

part that the marketing sector in our country has developed and improved at an impressive place

and level. Now Qubee can enjoy the facilities of the marketing sector in Bangladesh.

Target Market:

Another advantage or opportunity for Qubee is their target market. They are at a more advanced

level of in regards to customer segmentation. They are now using a universal approach in regards

to consumers.

Market Growth:

9


10/24

The internet market of Bangladesh is growing rapidly. In last few years the market becomes very

opportunistic. So it becomes very easy to established one brand if it has the quality.

THREAT:

High Competition:

The Internet market in Bangladesh has become highly competitive because now there are many

competitors in the country. So the market has become highly oligopolistic. So its a thread for

qubee.

Government intervention:

Government intervention is another threat. Mostly Bangladesh govt. charges high tax on thistype of Company. Govt. also gives high rules and regulation in case of spreading out the business

and use network.

Market Sustainability:

The market in Bangladesh is not that large, so many competitors in one market is a little too

much for the market. So if the company cannot operate successfully accomplishing all their

targets, they have the threat of losing their business in a bad way.

Recession:

Nowadays recession is surrounding worldwide and its harms many industrial sector. But this

recession do not affect our economy yet. But if is harms it may bring a great loss for the

company. The expansion of the industry is vulnerable to the downturn of the economy.

Research Design

10


11/24

Type of Research Design

The entire research has been approached at two different phases. At the first stage the exploration of the

customer satisfaction factors has been accomplished and later the second phase analyzed the customers

rating in those areas for the brands.

Phase 1 (Exploratory): At this phase, qualitative data has been collected through expert interviews and

interviews of employees of the company. Those data are expected to help figure out the factors that are to

be served in order to build customer satisfaction in terms of internet services and specifically wireless

internet services. In addition, international researches on internet users satisfaction will be used as

secondary data.

Phase 2 (Descriptive): The results of the first phase worked as the ground work of this phase. The factors

figured out in the earlier phase have been used as the criteria of evaluating the customers satisfaction

level for the company. Survey methods have been used to obtain quantitative information; mostly online

survey to obtain data from a large sample within short time duration.

Determination of the samples and sample size

For the qualitative part of the research, a total of 5 persons have been interviewed, who are

students in the IT concentration and have deep knowledge about the broadband and wireless

internet technology. However, 2 operational level managers from Qubee have been interviewedfor gaining insight about the market and identify the trends in the market, which are more likely

to be well known by the operational level managers.

For the quantitative part, 50 usersof WiMax internet have been surveyed. Due to the constraint

of time and human resource, the sample size had to be small. A total of 57 people have been

reached for data collection.

Data Collection

All the surveys are conducted by our team members and the respondents of the internet users

were selected randomly by non-probability method of sampling.

Descriptive tools

11


12/24

Mean: Mean has been used to understand the central tendency of the data.

Standard deviation: Standard deviation has been used to identify the dispersion of the

variables from the mean and any possible misleading indication by the mean.

Count: Counting respondents frequency in a particular factor has given insight about thepopularity or preference of that factor.

Pareto diagram: This special type of combined line chart and bar chart has been used to

identify the vital few factors responsible for the users switching their service

providers.

Multiple R: This estimator is used to determine whether the variables of a particular

regression are correlated to the dependent variable or not. A high absolute value

represents high degree of correlation.

R-squared and adjusted R-squared: The percentage of variables explainable by a

regression is expressed with the R-squared. It tends to increase as the number of variables

used as dependent variables increases.

Hypothesis testing tools

Two sample T-test for mean: This test has been used widely in the study to determine any

variation in the mean of the samples. For instance, the question asking if the average daily usage

in hours has increased after switching to Qubee is answered by a T-test with 2 samples, Qubee

and previous ISP considering the variable hours used (daily) . In all the tests unequal

variances are assumed as further data to be sure about the equality of variance is unknown.

Significance level () was invariably assumed to be 0.05 for all the tests. The decision rule used

was that reject the null hypothesis if P-value < or vice versa.

Two factor ANOVA with replication: To figure out that if there is any difference between the

speeds provided by the companies at different hours and on different days. The two factors were

the time shifts4 and weekdays or weekends. Several observations have been found that demanded

a test with replication. Significance level () was assumed to be 0.05 for the tests. The decision

rule used was that reject the null hypothesis that the factor (shifts or days in a week) doesnt

12


13/24

show any difference in speed, if P-value < or vice versa. Linear regression: Linear regression

has been used to identify the performance factors that are significant in describing the overall

rating a user gives the company. Significance level () was assumed to be 0.05 for the tests. The

decision rule used was that the factor is significant, if corresponding P-value < or vice versa.

However, the regressions were run twice. Firstly, all the performance factors had been taken as

independent variables and then only significant factors have been singled out. Finally the

regressions were run using only those variables.

Analysis & Findings (Exploratory Phase)

As mentioned earlier, for getting insights and understanding regarding to the issue in hand, we

interviewed the experts to get a slice of their perception. They encountered us with many

technical and fascinating terms which will be very helpful for our project.

Factors behind switching ISP

At the beginning, the experts explained the reasons or factors behind the switching the brands

among the internet users. The factors are illustrated below-

1. Price- this is one of the most important factors for switching brands. Usual broadband or

Mobile connections are comparatively more expensive than the WiMax internet. By paying the

same price, now they are allowed to access to many facilities.

2. Customer service- a strong customer service always pays off in service industries. Qubee and

Banglalion both offer superior customer services to the customers. To many of the experts, its a

very crucial factor that helps retain and nurture customers for a longer period of time.

3. Speed- to cope up with the up-to-dated world, everyone needs high speed internet connectivity

which the typical internet providers cannot provide. No one likes slow internet connection.

4. Network availability- in a month, it is frequently seen that the users of cable broadband line

have no connection or very fluctuating speed. People in our country are ready to pay a good price

13


14/24

for a good, hassle-free service. Thats why WiMax internet connectivity is getting more and

more popular every day.

5. Extra features- in some internet connections, users are not allowed to access to some features.

But in WiMax, the opportunities are immense. Many users switch to WiMax packages only to

capitalize these facilities like torrent support, LAN sharing etc.

6. Download limit- This is a key feature for the users who download a lot over the internet.

Generally, most of the people dont even have proper idea about the subject matter. If they can

be educated properly, it may increase their revenue. Still price and speed are the core benefits a

customer looks for.

7. Technical support- people count on this factor only in the time of need. If they get it properly,

they are very satisfied and tell others about it. It creates good brand image for the company.

8. Payment flexibility- the payment systems and policies for WiMax internet Connection are

more or less same like the other ISP packages apart from a fact that one have to.

So far, the factors responsible for switching brands were explained. Now its time to illustrate theperformance factors of the WiMax connection.

Performance factors

Speed- the customers should be quite happy with the connection as they receive the desired

speed most of the time. (There might be some exceptions).

Consistency in speed- The consistency rate of the WiMax packages is far better than the

consistency rate of other broadband connections as they have better technology and support. For

the prior bad experiences, the customers are expected to rate this factor pretty well. Network

14


15/24

Coverage- rating for this factor can be confusing as some WiMax users might get better network

than the others. It depends on the number of bits present in that area and the density of building

and other barriers.

Hassle free setup process- the WiMax users love this facility as the set up process is really easy.

On the top of that, WiMax gives the people mobility with good speed- the best selling point for

WiMax internet users.

Setup charge- few users especially the new ones might rate this factor low as initially, they had

to pay a good amount of money for the modem. But for the old customers, it wont matter to

them that much considering the facilities that it provide.

Customer care center- it is a very important part of the service process after the sales is made. As

it is a service product, interaction with the clients is mandatory. So companies with better

customer care service will be rated high, whereas, the company with no-so-good customer care

service will be rated low.

Information service- As WiMax is a very sophisticated telecommunication service, people might

expect smart ways to get interacted, feedback. They will love it if the services are provided to

their doors even before they ask for it. Good customer relationship is a competitive advantage

over the competitors and it ensures more sustainability in the market.

Analysis & Findings (Descriptive Phase)

Popularity of offerings

Download limit: In case of download limit, Banglalion offers unlimited packages at fairly

low price ranges5 while Qubee offers unlimited download packages at no less than BDT 1250.

Apparently this enables Banglalion to attract more customers to the unlimited packages and to

the company overall. Though most of the customers really dont use the full capacity of their

download limits, they like to go for the unlimited packages as people dont like to be constrained

from any aspect and always want to at least have the exposure to the best and the most. However,

15


16/24

observing the data about download limit and amount of monthly bill paid, it is concluded that the

responses about the download limit are susceptible to being inaccurate. Because, in many cases

the respondents are really ignorant about their lines download limit and even unaware of the

exact sense of download limit.

Modem type: Interestingly, almost all Banglalion subscribers use portable USB dongles.

However, Qubee shows consistency in the sales of desktop and portable modems. The reason

behind this is that Banglalion has been offering the portable device (USB Dongle) for a long

time, apparently from a few months after its inception. But Qubee has recently introduced its

portable solution (Qubee UH235) and the device has become popular right away. Nevertheless,

Qubee had introduced the USB dongle much before, but the device couldnt gain much

popularity as the customer managers and the technicians used to suggest the desktop modems

over the USB dongle.

Factors which are important for internet users

The respondents were asked to rate the factors that is important to them for choosing the internet

connection. The following are the responses for each of the factors:

Speed:

16


17/24

Consistency of Speed

Consistency in Connection

17


18/24

Network Coverage

Hassle free Setup Process

18


19/24

Monthly Charge

Setup Charge

19


20/24

Customer Care Center

From the above pie charts, it is seen that speed, consistency of speed, consistency of connection

are the driving factors for choosing the type of internet connection.

Performance of Qubee

Rating of the performance factors: Based on the ratings the respondents gave in terms of

different performance factors (validates earlier in the exploratory phase) the performance of

Qubee is illustrated in the following figure through mean and standard deviation.

Factors Mean Standard DeviationSpeed 8 2

Speed Consistency 7 2

Connection Consistency 8 2

2 Network Coverage 7 2

Spontaneous Setup 8 2

Monthly Charge 6 3

Initial Charge 7 2

20


21/24

Customer Service 7 3

Information Update 8 2

Overall 7 2Figure 3: Average performance rating by users (Qubee)

The figure shows that Qubee is rated 8 (on a scale ranging 1-10) in speed, connection

consistency, spontaneity in setup process and regular information update. However, in terms of

monthly charge Qubee is rated 6, which is the lowest for it. So Qubee is observed as having a

pricing strategy not reasonable enough in the customers opinion. Nevertheless, a high standard

deviation shows a fairly high dispersion in the respondents perception towards the price.

Overall, Qubee is rated 7 by the users that represents its moderate performance as a whole. From

the rating obtained from the sample, it can be assumed that the overall rating by all the users of

Qubee will be between 6.2 and 7.8.

Difference in speed during different shifts of the day: As the users have rated Qubees

performance during different shifts in a day during weekdays and weekends over a scale of 1-10,

a test11 has been conducted to find out if there is any significant discrepancy in the speed for

different shifts or weekdays and weekends. This test has been done because of the users

experiencing similar issues for their previous broadband and mobile internet connections.

The hypothesis for the test was that the average rating for speed during 4 different shifts 12 (6

hours each) doesnt vary and the average rating for speed during weekdays and weekends

doesnt vary. However, the test result shows that for Qubee, performance in terms of speed

remains same for the whole day regardless of being a weekday or a weekend (not rejecting null

hypothesis as P-value Day shifts = 0.285 > = 0.05 and P-value Week shifts = 0.903 > = 0.05)13.

However, different shifts of weekdays or weekends also dont show variance in mean (not

rejecting null hypothesis as P-value Interaction = 0.998 > = 0.05).

Factors Significant in Overall Impression

This analysis is targeted for singling out the performance factors that are consistent with the

overall rating of performance or in other words the factors that might contribute to create an

21


22/24

overall impression of an internet service provider. To achieve the objective a regression has been

done taking the overall rating as the dependent variable and all the other performance factors

as independent variables. The test has been done for all the respondents, individually for Qubee

users and for Banglalion users.

Overall: The factors those are found to be significant in explaining the overall performance of all

the WiMax vendors are speed, connection consistency and customer care service18. The

regression equation is Overall Rating = 0.49 + 0.38*Speed rating + 0.24*Connection

Consistency Rating + 0.27*Customer Care Rating The regression is a valid and acceptable one

as the correlation of the variables is as high as 0.89 and approximately 77.85% of the variables

can be explained by this model.

Qubee: The factors those are found to be significant in explaining the overall performance of all

the Qubee are connection consistency and customer care service19. The regression equation is

Overall Rating = 2.08 + 0.38*Connection Consistency Rating + 0.33*CustomerCare Rating The

regression is a valid and acceptable one as the correlation of the variables is as high as 0.87 and

approximately 72.86% of the variables can be explained by this model.

Conclusion & Recommendation

Based on the findings illustrated in the previous section, it may be concluded that

1) Most users are interested in subscribing in the lines featuring 256 Kbps of bandwidth,

unlimited download permission. They prefer buying portable modems over the desktops.

2) While switching their service provider the users usually look for high speed, consistency in

speed and connection, sincere support on any technical issue, justified price and convenient and

useful customer service center.

3) WiMax internet services have been able to increase the satisfaction of internet users by

reducing zero and fluctuating connectivity issues.

22


23/24

4) Due to most users being mainly plain browsers, the need of high usage in terms of time and

download merely changes with increase in convenience in internet experience.

5) Qubee is performing well in terms of speed, connection consistency, spontaneity in setup

process and regular information update.

6) Qubee is perceived to be charging higher with regard to the service provided.

7) The speed doesnt vary shift to shift or during weekdays and weekends.

8) Overall performance of Qubee is moderate, rated 7 on a scale of 10.

9) Speed, consistency in connection and customer care service are the factors explaining the

overall performance rating to the highest extent. However, this doesnt show any cause and

effect relationship between the variables, rather its a mere correlation.

As the findings show that both the companies are lagging behind in terms of some performance

factors, it is evident that they should take necessary actions to cover up the shortcomings beforethe competition increases. Even if the companies are financially sound for the time being; in the

long run, these drawbacks are likely to become the selling points of the upcoming competitors

and the existing service providers are likely to be defeated in terms of brand equity and thus

market share. Based on the findings the following actions are recommended for Qubee

1) The company should promote packages with 256 Kbps bandwidth and unlimited download

permission in general. The other packages should not be promoted in the same manner; rather

they should be communicated to niche segments like movie lovers, music lovers, corporate

houses etc. More direct approach should be adopted for attracting these segments. The

communication efforts should take care of the fact that people are still ignorant about the

meanings of an internet connections features. Educating the customers is a prime concern as the

packages offered are not often well understood by the customers.

23


24/24

2) Portable modems should be focused more during advertisements and sales.

3) The important factors like high speed, consistency in speed and connection, sincere support on

any technical issue, justified price and convenient and useful customer service center should be

focused more.

4) Qubee should revise on their price plan. Either the monthly payment has to be brought down

or features should be enhanced to justify the high price.

Research on Qubee

Documents

Transcript of Research on Qubee