The Role of service on the maintenance of SMART Communications market leadership: An exploratory study

Date of Publication

1997

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Our country is undergoing various economic changes that affects the lives of many Filipinos. There is a fast growing need for more innovations that would help us solve the country's problems. The breakthrough of industrialization in our country brought about a lot of improvements and resolved many issues in the government. Part of this breakthrough is the boom in the telecommunications industry where technological advances are rampant and competition is very stiff. In line with this, to be able to be at breast with the improving lifestyles of Filipinos, the cellular phone was created to fit the needs of the different consumers.

The paper is mainly concentrated on the study of Smart Communications current served market's perceptions of the company regarding its cellular phone related services. The proponents decided to focus on this particular aspect because this would benefit the company by being able to understand their current users in terms of perceptions and problems encountered. By knowing a company's current users, Smart will not only be able to satisfy them but provide better enjoyment of their products and services. Through analyzing the current market's expectations and problems encountered, ways and means on how to solve these problems were discovered and improvements were made. The main objective of this paper is to determine the ways in which Smart can maintain its market leadership in the cellular phone industry. To be able to gather all these information and derive results, the researchers used the exploratory approach. Two methods namely survey questionnaire and interviews were used to gather data. Data were analyzed in order to arrive at an accurate recommendation.

With the data gathered, the current served market's perception of SMART's quality level of service is good. Majority of the subscribers are satisfied with the service provided by Smart therefore, this is an opportunity for them to further dwell on it. The cellular phone business goes beyond just the purchasing of the communication gadget but emphasis should be given on the service because it is where differentiation will be dealt. The quality of service provided by Smart is essential in maintaining Smart's position as the market leader.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09824

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

94 numb. leaves

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