Abstract:
The telephone system has been modernized after the introduction of the mobile phones which provide effective communication to all with desired persons at any time any place. Today mobile communication industry is rapidly growing all over the countries in the world. There are five major GSM mobile communication systems in Srilanka. Namely Mobitel, Dialog, Etisalat, Hutch, and Airtel. With these five organizations, Dialog GSM and Mobitel are leading in the mobile phone services market in Srilanka. The objective of this study is to determine the level of customer satisfaction & preferences of the services of Dialog GSM and Mobitel and to make suggest to these organizations for further development of their services. They compete one to another by introducing new technologies, modern services and enhance better customer relationship management techniques to capture the market share and satisfy their customers in the market. Even though they introduced new services and new ways of marketing techniques, some of their customers are dissatisfied with these services due to the reason of poor network coverage in some area,
unavailability of some services and higher charges. For the study purpose, 60 number of users selected from the Vavuniya District by using random sampling method. Data gathered from the respondents through the questionnaire and observation. Data were entered in to the SPSS 16.0 package. Mean and Standard Deviation were calculated for each Variables of (7P’s) Product, Price, Place, Promotion, People, Process and Physical evidence. However, the Dialog company has more satisfied customers than Mobitel company. Therefore, the consumer preference towards the Dialog GSM mobile phone 5ervice provider is More than Mobitel mobile phone Service Provider as the Dialog GSM provide more customer satisfaction than the Mobitel.
