Factors Influencing the Overall Customer Satisfaction of the Wireless Internet Service Users: An Empirical Study in Bangladesh


  • Mujahid Mohiuddin Babu Lecturer, Institute of Business Administration, University of Dhaka, Bangladesh
  • Panuel Rozario Prince Lecturer, Department of Business Administration, Victoria University of Bangladesh, Bangladesh


Wireless Internet Service, Users in Bangladesh, Customer Satisfaction, Portable Internet Service, Antecedents of Customer Satisfaction, Factor Analysis, Webpage Content Visualization, Availability of Customer Care Centre, Post-purchase Tele Sale, Average Download Data Rate, Participative Programs, Rate of Network Failure, Setup Charge


With the rapid development of wireless internet technology and heavy usage of internet services, wireless internet service has been widely adopted in Bangladesh. Although the subject of customer satisfaction has been discussed worldwide extensively in the literature of information systems, e-commerce and marketing, the exploration of antecedents to customer satisfaction with wireless internet service is still in its infancy in Bangladesh. This study has explored and identified seven specific factors, which act as the significant determinants of the overall customer satisfaction of the wireless internet service users in Bangladesh. The findings confirm that Webpage Content Visualization, Availability of Customer Care Centre, Post-purchase Tele Sale, Average Download Data Rate, Participative Programs, Rate of Network Failure and Setup Charge contribute to forming the overall customer satisfaction with the wireless internet service in Bangladesh. This paper ends with a brief discussion of the business implications of the research findings.



Aladwani, A M and Palvia, P C 2002, ‘Developing and validating an instrument for measuring user-perceived web quality’, Information & Management, vol. 39(6), pp. 467–476.

Anderson, E W and Sullivan, M W 1993, ‘The antecedents and consequences of customer satisfaction for firms', Marketing Science, 12 (2) pp. 125-143.

Anderson, Eugene, W, Fornell, C and Donald R L 1994, ‘Customer satisfaction, market share and profitability: findings from Sweden’, Journal of Marketing, vol. 58 (July), pp. 53–66.

Anderson, Fornell, C and Mazvancheryl, S K 2004, ‘Customer satisfaction and shareholder value’, Journal of Marketing, vol. 68 (4), pp. 172–185.

Australian Communications and Media Authority 2006, Understanding your internet quality of service 2004–05, Viewed on 20 March 2011, http://www.acma.gov.au/webwr/_assets/main/lib310008/internet_quality_of_service_report_2004-05.pdf

Azam, M S 2007, ‘Internet Adoption and Usage in Bangladesh’, Japanese Journal of Administrative Science, vol. 20 (1), pp. 43-54.

Bearden, W O and Teel, J E 1983, ‘Selected determinants of consumer satisfaction and complaint reports’, Journal of Marketing Research, vol. 20(1), pp. 21–28.

Bendapudi, Neeli and Leonard, L B 1997, ‘Customers' motivations for maintaining relationships with service providers’, Journal of Retailing, vol. 73 (Spring), pp. 15–37.

Bernhardt, Kenneth, L, Naveen, D and Pamela, A K 2000, ‘A Longitudinal Analysis of Satisfaction and Profitability’, Journal of Business Research, vol. 47 (February), pp. 161–71.

Bhuiyan, M M 2010, ‘ICT access, use & skills: Bangladesh at the bottom of global ranking’, the Financial Express, July 17, Weekly Review, Vol. 18, Num 114, , http://www.thefinancialexpressbd.com/more.php?news_id=106330

BTRC 2011a, Referencing electronic sources of information, viewed on 15 March 2011;


BTRC 2011b, Referencing electronic sources of information, Viewed on 18 March 2011;


Churchill G A, Jr, 1987, Marketing research: Methodological Foundations, pp. 756-777, The Dryden Press, Chicago, Illinois.

Churchill, G A, Jr. and Surprenant, C 1982. ‘An investigation into the determinants of customer satisfaction’, Journal of Marketing Research, vol. 19(4), pp. 491–504.

Cronin, J J and Taylor, S A 1992, 'Measuring service quality: a reexamination and extension', Journal of Marketing, vol. 56 (3), pp. 55-68.

Davis, F D 1989, ‘Perceived usefulness, perceived ease of use, and user acceptance’, MIS Quarterly, vol. 13(3), pp. 319–340.

De Matos, A C and Rossi C A V 2008, ‘Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators’, Journal of the Academy of Marketing Science, vol. 36 (4), pp. 578–96.

DeLone, W H and McLean, E R 1992, ‘Information system success: the quest for the dependent variable’, Information Systems Research, vol. 3(1), pp. 60–95.

Deng, Z, Lu, Y, Wei, K K and Zhang, J 2009, ‘Understanding customer satisfaction and loyalty: an empirical study of mobile instant messages in China’, International Journal of Information Management, vol. 30, pp. 289–300.

Dillon, W and Goldstein, M 1984, Multivariate Analysis: Methods and Applications, Wiley.

Doll and Torkzadeh 1988, ‘The measure of end-user computing satisfaction’, MIS Quarterly, vol. 12 (2), pp. 258 – 275.

Eggert, A and Ulaga,W 2002, ‘Customer perceived value: a substitute for satisfaction in business markets’, Journal of Business & Industrial Marketing, vol. 17(2–3), pp. 107– 118.

Erevelles, S, Srinivasan, S and Rangel, S 2003, ‘Consumer satisfaction for internet service providers: an analysis of underlying processes’, Information Technology and Management, vol. 4, pp. 69–89.

Eshghi, A, Haughton, D and Topi, H 2007, ‘Determinants of customer loyalty in the wireless telecommunications industry’, Telecommunications policy, vol. 31 (2), pp. 93-106.

Fornell, C 1992, ‘A national customer satisfaction barometer: the Swedish experience’, Journal of Marketing, vol. 56, pp. 6 – 21

Gorsuch, R L 1983, Factor Analysis, 2/E, Hillsdale, Erlbaum, NJ.

Grtnroos, C 1990, ‘Managing the Moments of Truth in Service Competition’, Service Management and Marketing, Lexington, Toronto.

Gruca, Thomas S and Rego L L 2005, ‘Customer satisfaction, cash Flow, and shareholder value’, Journal of Marketing, vol. 69 (July), pp. 115–130.

Guilford, J. P. and Fruchter, B. 1973. “Fundamental Statistics in Psychology and Education.” McGraw-Hill Book Company.

Gustafsson, A, Johnson, M D and Roos, I 2005, ‘The effects of customer satisfaction, relationship commitment

dimensions, and triggers on customer retention’, Journal of Marketing, vol. 69, pp. 210–218.

Hennig-Thurau, T and Klee, A 1997, ‘The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development, Psychology & Marketing, Vol. 14( 8), pp. 737–764.

Johnson, M D and Fornell, C 1991, ‘A framework for comparing customer satisfaction across individuals and product categories’, Journal of Economic Psychology, vol. 12(2), pp. 267–286.

Jones, M A and Suh, J 2000, ‘Transaction-specific satisfaction and overall satisfaction: an empirical analysis’, Journal of Services Marketing, vol. 14(2), pp. 147–159.

Joseph, M and Stone, G 2003, ‘An empirical evaluation of US bank customer perceptions of the impact of technology on service delivery in the banking sector’, International Journal of Retail & Distribution Management, vol. 31(4), pp. 190–202.

Kabir, FHM H 2010, Bangladesh starts online, multimedia journalism practices, Viewed on 10 March 2011, http://www.inwent-iij-lab.org/projects/2010/wordpress/2010/bangladesh-starts-online-multimedia-journalism-practices/

Kaiser, H F and Cerny, B A 1979, ‘Factor analysis of the image correlation matrix’, Educational and Psychological Measurement, vol. 39(4), pp. 711–714.

Kim, M K , Park, MC and Jeong, D H 2004, ‘The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services’, Electronics and Telecommunications Research Institute, School of Business, Information and Communications University, Yusong-gu, Hwaam-dong, Taejon 305-348, South Korea.

Liao, C, Palvia, P and Chen, J L 2009, ‘Information technology adoption behavior life cycle: Toward a technology continuance theory (TCT)’, International Journal of Information Management, vol. 29(4), pp. 309–320.

Liao, Z and Cheung, M T 2002, ‘Internet-based e-banking and consumer attitudes: an empirical study’, Information & Management, vol. 39(4), pp. 283–295.

Liu, X, He, M, Gao, F and Xie, P 2008, ‘An empirical study of online shopping customer satisfaction in China: A holistic perspective’, International Journal of Retail & Distribution Management, vol. 36(11), pp. 919–940.

Malhotra, N K 2008, Marketing Research: An Applied Orientation, 5/E, Pearson Education, India.

Mangold, G W, Miller, F and Brockway, G R, 1999, ‘Word-of-mouth communication in the service marketplace’, The Journal of Services Marketing, vol. 13 (1), pp. 73-89.

McHaney and Cronan 1998, ‘Computer simulation success: on the use of the end-user computing satisfaction’, Decision Sciences, vol. 29 (2), pp. 525- 537.

Mittal, V, Ross, W and Baldasare, P 1998, ‘The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions’, Journal of Marketing, vol. 61(1), pp. 33–47.

Nunnally, J L 1978, Psychometric Theory, McGraw Hill, New York.

Oliver, R L 1997, Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York.

Oliver, R L 1981, ‘Measurement and evaluation of satisfaction processes in retail settings’, Journal of Retailing, vol. 57(3), pp. 25–48.

Oliver, R L 1999, ‘Whence consumer loyalty’, The Journal of Marketing, Fundamental Issues and Directions for Marketing, vol. 63, pp. 33-44.

Parasuraman, A, Zeithaml, V A and Berry, L L 1988, ‘SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, vol. 64 (1) pp. 12-40.

Pfaff, M 1976, ‘The index of consumer satisfaction: Measurement problems and opportunities,’ in Conceptualization and measurement of Consumer Satisfaction and Dissatisfaction, ed. H.K. Hunt (Marketing Science Institute, Cambridge, MA

Punj, Girish N and Staelin R (1983), ‘A Model of Consumer InformationSearch Behavior for New Automobiles’, Journal of Consumer Research, vol. 9(March), pp. 366–380.

Rahman, M F 2011, ‘Net users grow, contents not’, the Daily Star, 21 January, StarTech, Viewed on 10 March 2011, http://www.thedailystar.net/newDesign/news-details.php?nid=170840

Reichheld and Frederick F 2003, ‘The one number you need to grow’, Harvard Business Review, vol. 81, pp. 47–54.

Srinivasan, A 1985, ‘Alternative measures of system effectiveness: associations and implications’, MIS Quarterly, vol. 9(3), pp. 243–253.

Stewart, D W 1981, ‘The application and misapplication of factor analysis in marketing research’, Journal of Marketing Research, vol. 18(1), pp. 51-62.

Swan, J E and Oliver R L 1989, ‘Postpurchase communications by consumers’, Journal of Retailing, vol. 65 (4), pp. 516–33.

The Daily Star 2006, ‘Submarine link opens today but not for users’, 21 May, Vol. 5, Num 702, Online Edition, Viewed on 10 March 2011, http://www.thedailystar.net/2006/05/21/d6052101159.htm

The financial Express 2011, ‘Internet subscribers in country reaches 6m’, 8 January, Vol. 18, Num 55, Viewed on 10 March 2011, http://www.thefinancialexpress-bd.com/more.php?news_id=122240&date=2011-01-08

Thurstone, L L 1947, Multiple Factor Analysis, University of Chicago Press, Chicago.

Timm, N H 1975, Multivariate Analysis, With Applications in Education and Psychology, Brooks, Cole.

Tse, D K and Wilton, P C 1988, ‘Models of consumer satisfaction formation: an extension’, Journal of Marketing Research, vol. 25 (2), pp. 204-212.

Urban, G L and Hauser, J R 1980, Design and Marketing of New Products, Prentice-Hall.

Yi, Y 1991, ‘A critical review of consumer satisfaction’, in V. A. Zeithaml (Ed.), Review of marketing 1990, pp. 68–123, Chicago, IL American Marketing Association.

Zeithaml, Valarie A, Leonard L B, and Parasuraman A 1996, ‘The behavioral consequences of service quality,’ Journal of Marketing, vol. 60 (August), pp. 31–46.

Zwick, W R and Velicer, W F 1986. ‘A comparison of five rules for determining the number of components to retain’, Psychological Bulletin, vol. 99, pp. 432-442.




How to Cite

Mujahid Mohiuddin Babu, & Panuel Rozario Prince. (2011). Factors Influencing the Overall Customer Satisfaction of the Wireless Internet Service Users: An Empirical Study in Bangladesh. Indian Journal of Commerce and Management Studies, 2(6), 14–24. Retrieved from https://ijcms.in/index.php/ijcms/article/view/413