The Qualitative Analysis of the results reveals that customer profile has a relationship with their affinity towards using the internet. Maximum respondents are from the lower age group and they devote the maximum amount of time over-consumption of the internet. A considerable chunk of the respondents belongs to the ‘gamer Group’. Beside this, most of the internet usages are limited to 20 to 30 hours of week usage. These customers consider Customer Service as an import criterion towards determining the service quality. Current users determine that the only iiNet has the best customer service. However, the current perception of the maximum usage group is that the Stability or consistency of the internet connection over time is not uniform. Hence, this factor will be very critical towards improving the quality of the service. The speed of the connection and cost has been the most sought out factors for choice so far. However, it is clear that ‘Customer service’, ‘Stability’ and ‘responsiveness’ of the customer service is an important determining factor for quality in the future. Further, when given the choice for change, these factors have been revealed as the primary factor for the customer to switch to a new operator.
Hence, it is clear that the requirement for the customers is dependent on the profile which in this case is in accordance to the ‘hours of use’ and ‘gamers’. These two factors determine the consumption of internet per customer. The consumption is also dependent on the hours of usage. The technological factors which weighs the consumption is the speed of Internet connection. In addition to this the cost is also relatively important. Because the lower the cost, the increase in affinity of the customers towards the service until it becomes a core product. Thus, the prime factors are Speed and Cost. The research also establishes that if the relative cost of the internet is lower than the speed it provide; the customers are satisfied. However, users with moderate usage (20 30 hours per week) are expecting efficient ‘Customer service’ and ‘Stability’ of Connection. And clearly, with the changing needs, the operators are not able to satisfy their customers. The ‘Speed’ and ‘cost’ has become a core product in the current scenario. The existing customers are thinking of switching to a different operator because of the fall of quality with respect to the above parameters. Therefore, it can be said that the key improvement areas for the operators are in the field of ‘Responsiveness’, ‘Assurance’. Further, ‘Empathy’ by the customer service department has been identified to be lacking in the existing business scenario. It is essential while addressing various challenges of customer. As per research this has become extremely critical with the increase of customer base. In addition to this, the stability of the internet connection has been flickering in the existing scenario. The research identified that the ‘gamer’ profile and medium term users require stable connection specially during the peak using hours. To gain improvement the organisations can improve this parameter to ensure customer retention.
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