customer relationship management- du Telecom.

Table of Contents

Introduction. 1

Review of Literature. 1

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Research Methodology. 3

Research Design. 3

Population and Sample. 4

Data Gathering Instrument 4

Data Gathering Procedure. 5

Results and Finding. 5

Relationship in the employee’s age and customer satisfaction. 5

Relationship between satisfaction and age. 7

Conclusion. 10

Recommendations. 12

References. 13


In backing for the business examination and for further research, I accumulated actualities and articles containing a foundation of du Telecom. Emirates Integrated Telecommunications Company (EITC) is the authority name of du Telecom which started its operation in 2006 in giving versatile and altered telephony and broadband network and IPTV administrations including bearer administrations for organizations and satellite administrations for TV telecasters. Therefore, this paper will discuss customer relationship management at the company.

Review of Literature

In building any business associations, customer satisfaction is an essential viewpoint for their prosperity and proceeded with presence. Clients are the end clients of items and administrations provided food by the organizations and their fulfilment is of high imperativeness to expand the overall revenues and client reliability. On the off chance that the clients are totally fulfilled, they will be more inclined to return and it is likewise conceivable that they will bring their companions.

Parker and Matthews (2001) express that fulfilment as a methodology is the most comprehensively executed depiction of customer satisfaction and a few of exploration endeavours have been administered at comprehension the procedure methodology of fulfilment assessments.

Customer satisfaction as characterized by Fornell (1992) is as a general estimation dependent on the aggregate utilization knowledge of the normal item or administration execution contrasted and repurchase desires sometimes. Oliver (1997, 1999) inspected fulfillment as pleasurable satisfaction which is seen by the clients in the utilization He further clarifies that the costumers’ observations that the utilization addresses a few needs, longings, objectives or any, this is viewed as pleasurable.

Customer satisfaction is to do sufficiently something to be dependent upon the standard of the clients and it is essentially satisfying their essential desires (Eric Jacques, 2010). Customer satisfaction is portrayed as the measure of fulfilment to the items and administrations rendered by the organization and which is ordinarily measured by the quantity of clients making rehash buys. Customer satisfaction is key for the organization to keep subtle elements on high deals benefits. In addition, customer satisfaction is an assessment of how clients are satisfied with the specific items or administrations and to make rehash buys and normally allude others. Customer satisfaction is, basically set a measure of the fulfilment of the shoppers, and how the obtained things satisfied their desires.

Furthermore, customer satisfaction as a procedure is characterized as an assessment between what was gotten and what was normal, accentuating the perceptual, evaluative and mental techniques that help customer satisfaction (Oliver, 1977, 1981; Olson and Dover, 1979; Tse and Wilton, 1988 and Vavra, 1997, p. 4).

Figure 1.Customer Satisfaction 1

 The figure above demonstrates that client desires, saw the quality and general saw quality will show the rate of customer satisfaction and the way that an association handles customers` dissention and the fulfilment of clients can likewise come about to their unwaveringness to the organization. Swan and Combs of 1976 likewise gave their definition of clients’ fulfillment as a post-buy demeanour. This relates to the inclination of the clients whether this is satisfaction or dismay after they have gotten the items or administrations. A fulfilled client will keep on purchasing items, infrequently buy to others, they additionally allude different clients and by and large be a superstar promoter for the business. Rust and Oliver (1994) recommended that the fulfilment or disappointment of the clients seems, by all accounts, to be a reaction to stand out or augmented administrations they experienced. Westbrook (1980) has included the impression of Swan and Combs (1976). He had presented that customer satisfaction incorporates cognitive and full of feeling perspectives in pre-purchase, buy, and post-buy of buying items or getting administrations.

Research Methodology


In this part the study displays the exploration configuration to be utilized, information gathering techniques, and the measurable treatment of information.

Research Design

For this exploration, the scientist utilized the spellbinding overview technique. An expressive overview, by difference, commonly tries to determine respondents’ points of view or encounters on a defined subject in a foreordained organized way.

Population and Sample

The respondents to the survey questionnaire include dataset of 288 participants out of which 168 were female. I have requested them to answer the survey questionnaire to measure their satisfaction and experience with Du Telecom.


Business Investigation Du Telecom

Customer Satisfaction Survey

Survey Areas Number of Respondents
Rak Al Nakheel 221
Alrams Al Muerda 279

Table 1.Survey Respondents


Data Gathering Instrument


            The overview poll was utilized as the primary information social occasion instrument for this business examination. The poll contained the demographic attributes of the respondents, for example, age, sex, occupation, and pay. The review legitimate demonstrated inquiries that measure the level of the customers` fulfillment to the items and administrations of du Telecom and there were additionally a few fields in the poll that permitted the respondents to demonstrate any worry, issue, remark or proposal that they have for du Telecom.


The surveys were haphazardly conveyed among Du Telecom’s clients. A consent was acquired from the administration who gave database to their client for over a time of two years.

The respondents were then picked haphazardly from the recorded and contact for their accessibility to react to the survey. Assume the analyst was not ready to achieve a client, the following on the rundown was contact. The aggregate tested clients were 500 who consented to react to the poll.

Data Gathering Procedure

Prior to the business examination was transmitted, I have asked endorsement first from my Professor about the point that I will concentrate on this exploration study. I have additionally arranged an appeal letter tended to the Human Resources Department of du Telecom asking consent to do the business examination for their organization. The letter contains the reason for the study and the overview poll that will be regulated. After the business examination has been sanction, I had begun regulating the review by asking for individuals which are clients of Du Telecom from Al Nakheel and Alrams Al Muerda to take part in the overview.

Results and Finding

Relationship in the employee’s age and customer satisfaction

Customer satisfaction influences the life of people. Assume the labourers are fulfilled by the clients that they do, this covers all their lives. Specialists who have high customer satisfaction do have more positive practices and better mental wellbeing in the association. The study has investigated the impact of sexual orientation on the clients’ impression of customer satisfaction. The result demonstrates that there are numerous individual variables that impact customer satisfaction in different and complex ways. Trust is one of the components that impact customer satisfaction. Without the trust of the absence of trust among the parts of association, and between the directors and the clients, there may be a nearby down of the associations’ operations. It is an essential element for the adequacy of an association.


Doubt can come about assume there is a detachment between the administrators and the laborers. This detachment may prompt question and client disappointment and henceforth the trouble in the fascination and the maintenance of the gifts that the specialists have. The imperative contrast exists between the administrators/bosses and the nonsupervisors on how they give an elucidation on the expression “initiative” whether they really offer consideration regarding the worry of the clients. It has demonstrated that there is no huge contrast that exists between the female and male clients. The essentialness is just in the disposition that the specialists have towards the executives/administrators. It has additionally demonstrated that there is huge relationship between the sexes, age gathering, and area of client, specialist position, occupation and organization.

The sex parts have been highlighted. There are numerous variables that focus the customer satisfaction of a single person in an association (components like pay, sex, organization and directing among others). It has been noted that the family ties additionally influences the customer satisfaction on a single person in an association.


All downright things with reference to customer satisfaction will be changed to an ordinal scale that ranges from the base quality (case in point “don’t concur whatsoever”) to the greatest worth (for example “completely concur”). Things or surveys that don’t get reaction will be coded as missing qualities. Scale qualities will in this way be figured as the normal or mean of the single things. All things are expected predictable with attributes of a typical circulation.


The subjective information will be coded properly to consider the probability of taking care of it utilizing quantitative procedures. Thus, proper sections will be outlined inside the subjective information and afterward coded. Very organized information (for instance open-reactions from respondents) will be coded without subjecting it to any further division. This makes such information analyzable utilizing both subjective and quantitative strategies (Denzin and Lincoln 2000).

The zero requests, the various, fractional and the association affiliation coefficients will be ascertained for the subjective information. This will be attained by utilizing cross-order strategy proposed by Denzin and Lincoln (2000), in which the ward variable (and for this situation it is customer satisfaction) is cross-arranged with the autonomous variables so that a definitive dividing of the variety in the ward variable is accomplished pretty much as it would be for a relapse investigation in a quantitative information. This strategy is fitting since the information to be gathered is multivariate and henceforth can be cross-characterized. Illustrative insights and Analysis of Variance (ANOVA) performed demonstrate that there is noteworthy relationship between customer satisfaction and the different quantitative variables like the demographic components.

Relationship between satisfaction and age

Among the various investigates that have been done on the relationship between age and customer satisfaction has demonstrated that, there exists a powerless –positive-direct relationship between the two. Age has not clarified the critical extent of straight conflict in our customer satisfaction measure. This can demonstrate that age is not a variable indicator of customer satisfaction

Customer Satisfaction Ratings of du Telecom Customers

Survey Details

Mobile, Landline and Internet Combined

AWM Description
1. Promotion and Advertising of du Telecom 3.82 Agree
2. Brand Recognition 3.80 Agree
3. Access and Communications with du Telecom 4.11 Agree
4. Issue Resolution 3.81 Agree
5. Customer Service


4.06 Agree
OAAWM 3.92 Agree



                                    4.21- 5.00 Strongly Agree                   1.81-2.60 Disagree

                                    3.41- 4.20 Agree                                 1.00- 1.80 Strongly Disagree

                                    2.61-3.40 Neutral



Table43 for du Telecom`s items and administrations customer satisfaction demonstrates a general score of 3.92 and clients have concurred at a large portion of the inquiries in the study survey. In the advancement and promoting fight of du Telecom, numerous individuals concurred that they are mindful of these fights and they see it. Anyhow they didn’t give a brilliant score as they said there are still a great deal to enhance. The organization may contribute on quality with the goal that they can utilize verbal exchange as a method for advancing their image.


In the Brand Recognition, du Telecom got 3.80 general score as they realize that this organization is known as a tight contender of Du. The individuals said that they favor the brand more than whatever other telecom organizations yet did not indicate something that would make it level up from Du. Access and Communications with du Telecom got a score of 4.11 in light of the fact that clients prompted that the organization has entry focuses to du through telephone, email, visit furthermore in their nearby stores. Then again, the respondents said that the score can get to a more elevated amount if the organization enhanced their lines and be more proficient in these sorts of correspondence.


Du Telecom got 3.81 score in Issue Resolution as clients concurred that the organization is trying its hardest to intention issues as opportune as possible. The organization likewise endeavors to have enough individuals to cover all enquiries and concerns so the individuals are truly fulfilled about the administration. Anyhow despite everything they give spaces for development to the organization to have more aggressive edge against its rivals.

Regarding the matter of the rating of front liners, these are all the individuals that arrangement with clients consistently, whether it be through telephone, web or in the retail location, du Telecom got a score of 4.06 which is high. The discoveries on this review as I had seen from the articles and news I have perused from the web about the level of du Telecom`s customer satisfaction is additionally high. The organization is demonstrated to have done well with preparing its kin in giving remarkable client experience.

The general consequence of the overview provides for us a thought that the individuals are fulfilled by du Telecom`s administration and they are content with their client encounters. This result would likewise let us know that the organization is hitting its objectives and goals getting a general score of 3.92 which is as of now considered high. In the proposals area, a few thoughts will be displayed with a mean to help the organization venture into the larger amount. The discoveries in the business examination suggest that the organization, du Telecom is now perceived by individuals and the individuals are ceaselessly purchasing their items and administrations.

Figure 2.Customer Satisfaction Pie Chart

  In the pie diagram, we see the general aftereffect of the business examination. Numerous individuals, the respondents on the study concurred or are fulfilled by the administrations and results of du Telecom getting 35%. There are additionally 30% of the respondents who are to a great degree fulfilled by du Telecom. There are 20% on the unbiased and 10% and 5% on the differ and emphatically differ classes separately. This result reveals to us that du Telecom has a considerable measure to enhance and may need to do an assessment to focus the crevices.


            This paper concentrated on researching the level of customer satisfaction of du Telecom in the United Arab Emirates. We have likewise demonstrated the elements affecting the fulfillment and the relationship between the demographic variables and customer satisfaction in the regions of Rak Al Nakheel, Alrams and Al Muerda.

A few studies about customer satisfaction, its significance, and elements that influencing it are exhibited by the diverse creators. Customer satisfaction is the inclination of each client after they have gotten the items or administrations rendered by the organization. Customer satisfaction is critical to the client devotion wherein the clients will make rehash buys or allude the organization and its items or administrations to others. In this way, customer satisfaction has an incredible effect to the achievement of the business and clients assume a paramount part for the manageability of the organization.

For du Telecom, we have seen great comes about on the study that I had led, getting reactions from diverse individuals, with distinctive ages, sexual orientation, occupation and salary. We have demonstrated that the demographic profile of individuals influence a company`s promoting techniques, their desires and obviously, their rating of customer satisfaction as their needs are influenced by demographics.

Figure 3.Customer Satisfaction Cycle


In this figure, we see the cycle on how customer satisfaction is consistently attained and how the interest and accomplishment of customer satisfaction advantages everybody. When the organization has the capacity focus the holes or the territories that they have to enhance, they can now choose, make arrangements and deal with enhancing the quality which will naturally enhance their gainfulness rate.

When gainfulness enhances, the clients will advantage from it as they get more esteem for their cash, the organization gets to be client driven that they will consistently expect to fulfil and joy their clients. This will then come about to an increment in pieces of the pie and higher benefits which will advantage the organizations thus the workers.


In light of the examination, we can in this manner suggest that du Telecom needs to put more stress on Brand personality and they additionally need to put more concentrate on their vision and mission. They must be steady in satisfying such points and goals and this will give the organization significant profits. For the most part, this examination has suggested to us that versatile commercial enterprises or whatever other organizations ought not exclusively rely on upon net revenues as great pointer of business execution. Rather, they need to create systems that will more pull in client’s hobbies to their items and administrations they offer. Such methods will help the organizations to investigate the distinction of their execution between the clients’ desires, and look at their models between the interior procedures and recognize chances to make strides.


Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994), “Customer satisfaction, market share, and profitability: findings from Sweden”, Journal of Marketing, Vol. 58, July, pp. 53-66.

Anderson, R.E. (1973) – “Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance”, Journal of Marketing Research, Vol. 10, pp. 38-44.

Braun, H. and Scope, A. (2003), “Does it pay to invest in customer satisfaction? Effects of customer satisfaction measurement and improvement on earnings”, in Fellows, D.S. (Ed.),

Du Telecom (2012) Official Homepage

Dubai (2013) Emirates Integrated Telecommunications Company

Edvardsson, B., Johnson, M.D., Gustafsson, A. and Strandvik, T., (2000)- The effects of satisfaction and loyalty on profits and growth: products versus services, Total Quality Management, Vol.11: 7, 917-927.

Eriksson, K and Löfmarck Vaghult, A., (2000) “Customer retention, purchasing behaviour and relationship substance in professional services”, Industrial Marketing Management,       Vol.29 No.4, pp.363-72.

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, purpose, and findings. Journal of Marketing, 60(4),      7–18.

Gale, B., (1992) “Monitoring Customer Satisfaction and Market Perceived Quality, Worth  Repeating Series, No. 922CS01, American Marketing Association, Chicago, IL.

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Keith, R.J. (1960) – “The marketing revolution”, Journal of Marketing”, Vol. 24, January, pp.       35-8.

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Ryan Nelson (2012) “The Importance of Customer Satisfaction”

Xuan Zhang and Yuanyuan Feng (2009) “The Impact of Customer Relationship Marketing           Tactics On Customer Loyalty – Within Swedish Mobile Telecommunication Industry”

Yirenkyi Kofi Ampomah (2012) “Factors Affecting Customer Satisfaction and Preference in the             Telecommunications Industry: A Case Study of Mtn Ghana”

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