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Most Popular and Used Cellular Network on the
Basis of Customer Satisfaction in Pakistan
AAQIBA JAVED
MS. SCHOLAR
NAZISH AZAM
MS. SCHOLAR
MADIHA FAZAL
MS. SCHLOR
ARSLAN ALI BUTT
MS. SCHLOR
Faculty of Management and Administration Sciences (FMAS)
University of Gujrat, Pakistan
ABSTRACT:
The study is about the most popular and used cellular network on the basis of
customer satisfaction in the province Punjab of Pakistan. This research aims at
identifying the most used telecom service provider in Punjab as well as the variables
making customer satisfied with its usage and makes it more popular among other
service providers. The usage increase if the customers are satisfied with the offerings
as well as with the services provided to them by the company. So the satisfied
customers will lead to increase in usage of that specific network and as a whole
make it the most popular among other networks. In this research telecom sectors
subscribers likeUfone, Mobilink, Zong, Warid and Telenor were taken as population.
Service quality, price fairness, network coverage, responsiveness and innovation
were taken as independent variables and customer satisfaction was taken as
dependent variable. This research is conducted with the help of structured
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questionnaire. The sample size of this studyis about 150. These questionnaires were
filled randomly from the different age group of people including the three
universities (students and teachers), business class and employees working at
different places, from the main cities of Punjab. For the statistical analysis and
regression analyses and correlation were used. SPSS version 16 is used to conduct
results. Results indicated that out of these networks the most used and popular
telecom service provider is Ufone with 41% of respondents using it. And there is a
positive relationship between dependent and independent variables excluding
innovation which has no relationship with customer satisfaction. Out of the rest of 4
variables service quality is the most influencing variable price fairness is the second
most influencing variable of customer satisfaction which in turns leads to usage of a
network.
Keywords: Most Popular ; Used Cellular Network ; Basis ; Customer Satisfaction ;
Pakistan
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INTRODUCTION
Telecommunication can be defined as communication by telephone, telegraph or
broadcasting over a distance. In the other words, it is transmission of information
through a mean. In the last few decades, telecom industry has grown much in
Pakistan. In Pakistan not only the national companies but also multinational
companies are doing the business and with the passage of time competition being
increased.
In 1962 the role of communication was developed in Pakistan. Pakistan
Telecommunication Company Ltd (PTCL) is the massive provider since 1991. In 1994
multi-national companyPakistan Mobile Communications (Pvt)Limited known as
Mobilinklaunched first Cellular GSM Mobile service in Pakistan. Only the
prosperous used the cell phone as a status symbol at that time. In 2001 mobile service
by the name of Ufone has launched by PTCL. The five major cellular companies
Mobilink, Ufone, Zong, Warid, and Telenor are operating in Pakistan now a day’s.
These companies know that for the growth of their business the customer satisfaction
is an importance factor.
During a year 2012 the telecom sector is one the developed sector with deposited
PRs. 363 billion according to PTA in National Economy. Pakistan has good position
in the internet and cellular industry. At the end of 2012 the cellular subscribers will
be more than 118 million(http/www.wikipedia.com). The unsatisfied customers are
the greatest source of knowledge. Customer satisfaction is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Today with the increase in competition the customers are becoming more
demanding, less tolerant and very critical when their expectations are not met.
This rising industry has attracted the attention of business community and academic
researchers as well. In different countries several researches have been conducted in
the cellular industry that range from engineering to marketing phases of this
industry. As at present the aims of cellular industry likewise other service sectors is
to attract new customers but the most important to satisfy and retain the existing
customers for maintain financial performance. Several researchers have associated
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the retention of consumer with the sustainable financial performance i.e. Sasser,
(1990), Peters, (1988) and Fornell and Wernerfelt, (1987). Customer retention is one
of the determinants that can increase the market share. (Steenkamp, 1989). On
average basis mobile operator’s estimation, acquiring the new customer costs seven
times more than annual cost of retaining the existing customer (Yankee Group,
2001). In maintaining customer base, customer satisfaction can be helpful. (Rust
&Zahorik, 1993); (Anderson and Sullivan, 1993); (Anderson et al., 1994).
Customer satisfaction is the source of long-term relationship between company and
customers,so for a company it is very important to focus on the determinants of
customer satisfaction. ( Hanifet,al. 2010)
Factors that affect the customer satisfaction are I.e. price, perceptions, network
coverage, call quality, network availability and values ( Zeithamal&Bitner, 1996).
Researchers are giving much importance to examine the relationship between
retention, loyalty and profitability (Reichheld&Sasser, 1990;Reichheld, 1996). These
studies mainly focused on investigating the factors that leads towards customer
satisfaction.
This paper studies major valued factors like cost, quality of services, innovation, and
responsiveness of customer care center executives that effects the customer
satisfaction. This paper focuses the customer satisfaction in the cellular industry in
Pakistan. This paper is about to explore those variable which have influence in the
customer satisfaction in the telecom industry.
LITERATURE REVIEWS
This study has investigated the customer satisfaction of mobile telecom industry, the
factors that influence customer satisfaction and relationship between customer
satisfaction and demographic variables in Nigeria, Lagos State, Lagos Island, and
Mushin and in Ikeja. The study showed that customer satisfaction increases with the
improvement of the mobile service attributes. I.e. call quality, coverage, reasonable
pricing and discounts, customer care and reasonable validity period of product.
Study also showed that demographic variables i.e. gender, age, status of employment
and location have a weak influence on customer satisfaction. (Dr.Eniola Samuel,
2006)
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This research has explored the factors that affect the customer satisfaction. In this
research paper telecom sector’s subscribers in Pakistan are taken as population and
customer services and price fairness are taken as independent variables while
customer satisfaction is taken as dependent variable. Price fairness has a greater
influence on the customer satisfaction and if price is affordable for customer they do
use that network for a long period of time. In the same way if customers are
delivered with worthy services i.e. good behavior of sales personnel, prompt
fulfillment of customer’s complaint etc. they feel belongingness with that network.
However results of this study showed that price fairness has a stronger influence of
customer
satisfaction
as
compare
to
customer
service.
(MuzammilHanif,SehrishHafeez, Adnan Riaz, 2010)
This research has examined the factors that contribute towards the customer
satisfaction in mobile cellular services of Pakistani. Both the qualitative and
quantitative research was conducted to gather the factors that contribute to customer
satisfaction and these factors were analyzed by using disconformity analysis. The
results suggested that price and network coverage ( in terms of cities) are the most
influencing factors that determine the customer satisfaction while other two factors
that contributes towards the customer satisfaction are service support and usage
quality. (Muhammad, 2010)
This study investigated the factors that may influence the customer satisfaction in the
Peshawar region’s cellular (Telecom) industry. They collected data through
questionnaires from 5 universities of Peshawar and data was analyzed by using
correlation and regression analysis. . The results indicated the positive and
substantial relationship between the dependent Variable (customer satisfaction) and
the independent variables (customer service, sales promotion, price fairness, signal
strength, Coverage, & promotion). However price fairness, coverage and customer
service are the factors that highly influence the customer satisfaction than the other
factors.(Shahzad Khan, 2012)
This research was conducted to analyze that how innovation influences brand loyalty
and customer satisfaction of users of mobile phone in Pakistan. Data collection was
made from 300 respondents through the questionnaires. The results indicated a
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positive influence of innovation on brand loyalty and customer satisfaction. But this
relationship is not very strong. (Ali,khuram,Moazam, 2010)
This study analyzed the impact of the service quality on the customer satisfaction in
Malaysia’s
telecom
industry.
By
taking
the
service
quality
dimensions
(responsiveness, reliability, empathy, tangible aspects and assurance) their impact
was examined on customer satisfaction by using SERVQUAL model. A GSM
provider 200 users participated in the study. Regression analyses was conducted to
ascertain the relationship between the service quality and the level of customer
satisfaction as well as Gap analysis was conducted to describe the importance and
the satisfaction on each of the service quality’s dimension. Results showed that
empathy, assurance, reliability and responsiveness positively and significantly
affected the attitude of customers in satisfaction and loyalty terms. Service quality is
positively related to the satisfaction in all dimensions except the tangible aspect’s
area.(Siew-PhaikLoke et.al, 2011)
Service quality is backbone for survival and long life of any business enterprise. It
strengthens the relationship between customers and organization. This research tries
to identify the insufficient research on service quality in Nigeria. Research design
and sampling techniques were used in this research method. Strategies adopted by
organizations in providing exceptional services were investigated. Growing telecom
sector in Nigeria paved the way for overall progress in economic development.
(OluOjo, 2008)
Marketing is a dominant field of management. Now service marketing has attained
equal importance as marketing of tangible products. Customer dissatisfaction and
interaction frustrations with ETC employees were identified in this research.
Problems relating to customer satisfaction in ETC were highlighted and for this
purpose quantitative survey and personal interview method using structured
questionnaire were used. ETC should revise existing practices and policies for
customer retention. Total customer satisfaction by expecting attitudinal change
among customers is also important.(Dr. Rajasekhara et.al, 2012)
A wide range of opportunities using advanced technology is essential for building
trust of customers and retaining them. Quality is a key factor in building customer
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loyalty. Relationship among quality, customer satisfaction, corporate image and
customer loyalty is described in this article. Service quality has indirect effect on
customer loyalty while corporate image and customer satisfaction directly affect
loyalty.(Khoshmaram Ali, 2010)
The purpose of this research is to determine the importance and results of customer
satisfaction in telecommunication in Bahrain. The desired data was gathered through
structured questionnaire. The results of this study show that satisfaction
determinants have
the following
categories financial,
communication
and
intercommunication. Financial factors have great importance to determine customer
satisfaction. Satisfaction causes the retention of the customers but satisfaction does
not guarantee loyalty of the customers. (Mohammed M. Almossawi, 2012)
RESEARCH FRAMEWORK
An overview of the hypothesis related to relationship, between the impact of the
different factors like innovation, cost, quality of services, and responsiveness on the
customer satisfaction, usage of network and popularity of network. Following are the
hypothesis of this research paper.
HYPOTHESIS OF THE STUDY
1
When decrease in price of product/service would lead to increase in
customer satisfaction.
2
Qualities of services increase the number of satisfied customer hence,
enhance customer satisfaction.
3
Innovation of products/services increases the customer satisfaction.
4
Customer satisfaction increases with the prompt response to complaints.
5
When increase the area of coverage would lead to increase the customer
satisfaction.
METHODOLOGY
POPULATION
The population includes all the mobile network users all over the Punjab. But
because of accessibility constraint we chose only those mobile network users as our
sample from whom we can personally contact to fill the questionnaires.
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DESCRIPTION OF THE SAMPLE
Our sample includes the mobile network users of Sialkot, Daska, Gujrat and
Gujranwala, Lahore, and Wizraabad.
Sample size: By considering the time and budget constraints the sample size of 150
respondents was be used. Theses respondents will be selected randomly.
PROCEDURE
The questionnaire consists of two parts. First part includes questions about the
demographics like sex, age, name, occupation and residence of the respondents and
the second part includes the questions regarding our topic. Questionnaire was
circulated among 180 students and teachers of different cities of Punjab of Pakistan.
150 questionnaires were collected out of 180, some missed and uncollected. After
collecting all filled questionnaire from the respondents,we made the Pie charts and
check the percentage of answers by respondents.We also used these 150
questionnaires for final analysis and conducted descriptive statistics and correlation
and regression analysis.
THEORATICAL FRAMEWORK
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CUSTOMER SATISFACTION:
Customer satisfaction is defined as "the number of customers, or percentage of
totalcustomers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.Customer satisfaction is a psychological
concept that involves the feeling of comfort and liking that result from obtaining
what one hopes for and expects from an appealing product and/or service Vavra
also define the concept customer satisfaction as a process; stress the perceptual and
psychological processes contributing to customer satisfaction (Vavra, 1997).
Satisfaction is not a universal phenomenon and every user achieves the same level of
satisfaction by consuming the same service practice. The reasons behind that
customer have different needs, wants, objectives, choices and past experiences that
influence their expectations. (Pizam, 1999)
Satisfaction is reaction of the customers towards the customer’s judgment of the
satisfaction level (Kim & Park 2004). The customer satisfaction is how customer
evaluates the performance of the products and services b (Gustafsson, Johnson and
Roos2005). This is the service provider’s ability to make strong relationship with
customers and create high degree of satisfaction level by providing the
differentiations products (Deng 2009).
PRICE:
The amount seller charges against a product from the customer, and it includes both
the production cost and the mark-up cost, which is added by the seller in order for
him to make a profit.Price is an important variable that defines the customer’s
satisfaction and company profits. Price is defined as the amount of money or goods
needed to acquire some combination of another services and goods (Michael, Bruce
and Stanton 1994). Customer will pay the money against the usage of any services
and the benefit which they get from products is known as price. Price is the
important determinant for the customer satisfaction. Price is that element which is
customer is ready to pay and seller is willing to receive and the competition allows
them to charge from the customer against their products and services (2002 &2003).
The assessment of consumers whether a seller’s price is acceptable, justifiable or
reasonable is called price fairness (Xia 2004, Monroe &Kukar-Kinney, 2007). The fair
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price of seller helps them to develop the loyal and satisfied customer. Price is very
important factor lead towards the customer satisfaction. The customer decision about
accept the reasonable price has direct relationship with satisfaction and loyalty
(Martin, Esteban & Molina, 2007). Another research says that customer satisfaction
is directly influenced by price perception of the customer from company(Herrmann,
2007).
Price is the sum of values that customer exchange for having the profits of using the
services and products, or the amount of money charged against the products and
services. The major contributor of satisfaction is the price of goods and services.
(Kotler& Armstrong, 2010)
INNOVATION:
Innovation is the commercialization of invention. It is process that converts an idea
into a service or product for which people pay. An idea should have a quality that
can satisfy a particular need and can be implemented at economical cost for
becoming innovation. In service industry (telecom brand) there exists a positive
relationship innovation of a brand and favorable evaluation of that brand by
customers. (Hem, Chernatony, 2001)
Telecommunication equipment market in mid of a radical change became
widespread as broadband technology with growth of the mobile telecommunication.
Innovation is an initiation of the new products, production and markets with
implementation of new sources of supply and arrival of any new organization in an
industry. (Hausman, 1995)
QUALITY OF SERVICES:
Service quality is a comparison of expectations with performance. A business with
high service quality will meet customer needs whilst remaining economically
competitive. Improved service quality may increase economic competitiveness. The
customers are loyal and satisfied from those companies which provide the excellent
services and products according to the expectation of the customers. In the
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telecommunication sector the quality of service means services that company provide
customer for day to day use to the user of services. They expect the high quality of
services like packages (Hardy, 2001). According to another research service is
intangible, produce and consume at the same time and it is a benefit or activity that
producer offer to consumer(Baker, 2003).
In the economic down turn, the service provider enjoys the loyalty of customer who
provides the quality and reliable services to the customers (Ward, Oodan,
Daneshmand&Savolaine, 2003). The service of telecommunication are produced and
consumed simultaneously, the contact people or the service delivery personnel
become enormously important (Halder, Paul &Kapoor, 2010). Consumer orientation
is the very important factor of success of any business. The process of service
delivery plays the important role on the perception of services by the customers
(Rao, 2011).
RESPONSIVENESS OF CUSTOMER SERVICE CENTER
Customer do not expect everything perfect from the service provider, they only
expect how you deal perfectly when anything go wrong. It is the duty of customer
center representative to behave well, solve the problems, provide the information
about the new services, and cooperate with the customer when they complain about
the services of the network. The managing properly customer complaints lead
toward the customer satisfaction.
Services should be provided to customer on reasonable terms from the social point of
view. And according to the economic factors the services provided to the customer
should satisfy the wants and needs of customers (Melody, 1997 &Turel&Serenko,
2006). The system is which deals with the activities consist of processing of customer
complaints, speed of processing, customer support system, reporting of complaints
and friendly behavior when receiving complaints is known as customer service
system (Kim, Oark&Jeong, 2004). The evaluation of services and products is
determined the customer satisfaction by brand (Gustafsson, Johnson &Roos, 2005).
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This research shows that when the customer complaints not properly handled and
solve
them,
then
the
customer
go
to
another
brand
or
product
(Han,Lee&Ahn,2006).The courteous behavior and friendly attitude of the service
workers with the customer increase the goodwill of company and customer
satisfaction towards service increased (Soderlund&Rosengren, 2008). The indicator
of business success is the way of dealing of customer services. The company creating
the loyal and satisfied customer should provide the high and quality customer
services. Customer services play the vital role in marketing mix for the promotion of
services and products of any business.
COVERAGE OF NETWORK
Communication is wholly about coverage and to remain connected with the whole
world, so in Pakistan in different rural and urban areas about 1900 cell sites are fixed
by 5 cellular companies to provide wide network coverage. If a cellular company
fails to provide coverage in a particular area where customer needs it then leads to a
lack of customer satisfaction for that network. (Shahzad Khan, SaimaAfsheen, 2012)
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ANALYSIS OF THE DATA
Socio- Demographic Profile of Respondents
Measure
Objects
Percentage
Frequency
Age
18-25
10%
15
26-35
51%
77
36-45
20%
30
Above
19%
28
Male
57%
85
Female
43%
65
Less than 3 month
3%
5
3 to 6 month
4%
6
6 to12 month
7%
11
1 to 2 years
23%
34
More than 3 years
63%
94
Prepaid
84%
126
Postpaid
16%
24
Less than 400
57%
86
401 to 800
23%
34
801 to 1200
11%
16
More than 1200.
9%
14
Gender
Usage time
Type of connection
Monthly Budget
1- Our research is based on Pakistani telecom customer. Five telecom companies
Ufone, Mobilink, Zong, Warid, and Telenor operates in Pakistan. Our second
question from the respondents was about the mobile operator that they are
using. After getting the response from the respondents about 40% samples
used Ufone, 21% use Mobilink and Telenor. 13% user of mobile operator
subscribe Warid and 4% use Zong.
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Qw
NETWORK OPERATOR
USAGE
1
Ufone
41%
2
Mobilink
21%
3
Telenor
21%
4
Warid
13%
5
Zong
4%
2- We then asked the 3rd question which was about the feature which help the
customer in choosing or selecting the network. The services like network
availability, call rates, SMS packages and value added services are the options
of this question. Mostly respondent select the favored network due to the SMS
package 53% their percentage with 150 respondents. 27% customers choose
the favored network due to the availability of network in the far areas. 14%
select connection liking the feature of call rates and 6% due to value added
services.
Qw
OPTIONS
RESPONSE
1
SMS package
53%
2
Network Availability
27%
(Coverage)
3
Call rates
14%
4
Value added services
6%
3- The customers have different expectation from the network which they used.
So we ask from the customer which type of services they expected from your
favored networks. The options are Good service, Network coverage, Voice
Quality, Schemes, and price of services. About 40% respondent expect good
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services, 17% expect appropriate prices,21% network coverage, 13% voice
quality, and 9% schemes have the expectation from the connections.
Qw
OPTIONS
RESPONSE
1
Good service
40%
2
Network coverage
17%
3
Voice Quality
21%
4
Schemes
13%
5
Price of services
9%
4- The 10th question from the student do you call at customer center of the
telecom companies. 79% give answer yes and only 21% give answer no.
Qw
OPTIONS
RESPONSE
1
Yes
79%
2
No
21%
5- We ask from the students when they call at customer center, they bargain
which type of behavior of executives of the customer center like pro &
prompt, not responding, warm & helpful , and lazy & slow. 40% answer pro &
prompt, 38% find their behavior warm & helpful, 13% say they not respond on
their quires and 9% the executive are lazy & slow in responding their
complaints.
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Qw
OPTIONS
1
2
3
4
RESPONSE
40%
Pro & Prompt
13%
Not Responding
38%
Warm & Helpful
9%
Lazy & Slow
IMPLICATION OF STATISTICAL TOOLS AND FINDINGS:
For the analysis of data we used the SPPS software and putt all data and find the
linear multiple regressions. When putt all data in SPSS and processed, following
results were attained. The following table shows that adjusted R-square is equal to
0.576. This value show that the dependent variable (customer satisfaction) is about
58% influenced by the independent variables (quality of services, innovation, price,
network coverage, and responsiveness of customer services). The R squares is equal
to .585 approximately close to one, it show that all the independent variable has some
impact on the dependent variable customer satisfaction in the telecom industry in
Pakistan
Model Summary
Model
1
R
R
Adjusted R
Std. Error of the
Square
Square
Estimate
.765a
.585
.571
.526
a. Predictors: (Constant), QUALITY OF SERVICES, RESPONSIVENESS,
INNOVATION, COVERAGE, PRICE
The following table is consisting on ANOVA which explained overall model of this
article is significant or not. The value of significant of this model is equal to 0.00 and
less than 0.05 which explain that the dependent variable customer satisfaction and all
independent variable prices, innovation, quality of services, responsiveness of
customer services, and coverage area of network connected to each other. The value
of significance is show that clearly the model of this article is statistically significant.
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ANOVAb
Model
Sum of
DF
Mean
Squares
1
F
Sig.
40.659
.000a
Square
Regression
56.180
5
11.236
Residual
39.794
144
.276
Total
95.973
149
a. Predictors: (Constant), Coverage area of network, Innovation, Responsiveness of
customer services, Price, Quality of services
b. Dependent Variable: CUSTOMER SATISFACTION
REGRESSION CO-EFFICIENT
Regression Equation = A+Bx1+Cx2+Dx3+Ex4+Fx5
Dependent Variable: CUSTOMER SATISFACTION
Independent Variable:Coverage area of network, Innovation, Responsiveness of
customer services, Price, Quality of services
COEFFICIENTSA
Model
Unstandardized
Standardized
Coefficients
Coefficients
B
Std.
T
Sig.
-
.056
Beta
Error
1
(Constant)
-.519
.269
1.927
Coverage area of
.207
.058
.207
3.584
.000
Innovation
.031
.099
.017
.311
.756
Responsiveness of
.150
.043
.198
3.524
.001
Price
.437
.070
.364
6.281
.000
Quality of services
.326
.046
.399
7.088
.000
network
customer services
a. Dependent Variable: CUSTOMER
SATISFACTION
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In this article use the regression equation for study of impact of independent
variables on the dependent variable customer satisfaction.
Y= .269+.207(coverage of area of network) +.017(innovation) + .198 (responsiveness
of customer services) + .364(price) +.399(quality of services. The significance value of
four variables is less than 0.05 and one innovation has value more than 0.05, the
significance value is 0.756. So in this study the hypothesis number 3 is not supported
means have no relationship between the innovation and the level of customer
satisfaction. Other all independent variable have contact with the dependent variable
customer satisfaction and support the relationship. Among all independent variable
the quality of service has more effect on the customer satisfaction with the
standardized coefficient .399 and second most affecting variable is price with
standardize coefficient .364. Both independent variables have major impact on the
customer satisfaction level towards the service provider of Telecom Company. The
other independent variable has effect on customer satisfaction but less than above
two. The responsiveness of customer service and coverage area of network have
standardize coefficient .198 and .207, effect comparatively less customer satisfaction.
CORRELATION
Coverage
Variables
area of
Responsiveness
Innovation
network
Coverage area of
of customer
Price of Quality of
Customer
services
service
services
Satisfaction
1.000
.078
.199
.283
.251
.451
.078
1.000
.105
.051
.091
.109
.199
.105
1.000
.253
.055
.355
Price
.283
.051
.253
1.000
.216
.560
Quality of services
.251
.091
.055
.216
1.000
.542
.451
.109
.355
.560
.542
1.000
Network
Innovation
Responsiveness of
customer services
Customer
Satisfaction
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The above table show that the relation of explanatory variable with the dependent
variables and also with each other. The result of correlation analysis shows that all
independent variables coverage, responsiveness, price, and quality of services have
positive and significant relationship with the dependent variable customer
satisfaction. All independent have significant impact on the customer satisfaction it
increases with the explanatory variable except innovation. The innovation has
positive but insignificant relationship with customer satisfaction.
CONCLUSION:
The telecommunication sector has grown much and now the growth has slowed
down. The companies in Pakistan like Mobilink, Ufone, Warid, Telenor and Zong are
at maturity stage and have captured almost all the market. So now a day’s main
objective of these companies have become to satisfy the old customer as well as
capturing the new customers.
Main objective of this study was to find the mostly used telecom service provider in
telecom industry and the factors that influence the customer satisfaction of telecom
subscribers. From the results conclusion is drawn that, mostly used network is Ufone
and the service quality is the most contributing factor towards the customer
satisfaction and the second most contributing factor towards the customer
satisfaction in the Telecom industry is price fairness.
Keeping the results of this research in mind, it is evident that companies in the
Telecom sector should have a great focus on service quality and price fairness for
increasing customer satisfaction. But as the customer satisfaction increases with the
increases of network coverage and responsiveness. They must focus on that wider
the coverage, better it is. They should also focus on responsiveness, because if
customers help centers behave in a good way with the customers, customers
establish the emotional attachment with that brand.
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