Collection Title: | SIU IS | Title : | Comparative Study on Customer Based Brand Equity (CBBE) of GSM Mobile Service Provider Nepal Telecom and Ncell | Material Type: | printed text | Authors: | Pradeep Parajuli, Author ; Ousanee Sawagvudcharee, Associated Name ; Puskar Sharma, M. Phil, Associated Name | Pagination: | ix, 59 p. | Layout: | ill, Tables | Size: | 30 cm. | Price: | 500.00 | General note: | SIU IS: SOM-MBA-2016-N14
IS [MS. [MBA]] -- Shinawatra University, 2016 | Languages : | English (eng) | Descriptors: | [LCSH]Branding [LCSH]Telecommunication -- Nepal
| Keywords: | Brand equity,
Telecom,
Customer based brand equity,
Brand Trust,
Branding,
Perceived quality | Abstract: | Brand equity is in the minds of consumers and results from what they have learned, felt, seen, and heard about a brand over time. Marketers know that brand equity is not easily or quickly succeeded. The comparative study on CBBE of the two leading and competing telecom, Ncell and NTC is an interesting phenomenon. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity. The study intends to recommend the suggestion for building and developing brand equity for telecom companies. The research adopted a qualitative approach to acquire insights of 271 respondents on the area of study, who have been service receiver of Nepal Telecom and Ncell.
The result showed that the brand awareness of Ncell is higher than NTC among the two mobile service operators. Similarly the perceived quality of the Ncell is higher than NTC however, NTC has higher brand trust and loyalty as compared to Ncell. In the study among the six study variables, call quality is the first important factor while selecting mobile service operator. Similarly, price is the second important factor followed by geographical coverage, internet service, availability of SIM card and promotional offers in order respectively.
This study shows the comparative analysis of both the mobile service brands where the improvement of Nepal Telecom needs to have more awareness and improve perceived quality. Similarly, Ncell needs to improve on the brand trust and brand loyalty. This kind of study on the comparative analysis gives a insight on the attributes to be improved among the brand equity. This will help the telecom service operator performance and make them more comparative by fulfilling the gaps. | Curricular : | BBA/MBA | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26918 |
SIU IS. Comparative Study on Customer Based Brand Equity (CBBE) of GSM Mobile Service Provider Nepal Telecom and Ncell [printed text] / Pradeep Parajuli, Author ; Ousanee Sawagvudcharee, Associated Name ; Puskar Sharma, M. Phil, Associated Name . - [s.d.] . - ix, 59 p. : ill, Tables ; 30 cm. 500.00 SIU IS: SOM-MBA-2016-N14
IS [MS. [MBA]] -- Shinawatra University, 2016 Languages : English ( eng) Descriptors: | [LCSH]Branding [LCSH]Telecommunication -- Nepal
| Keywords: | Brand equity,
Telecom,
Customer based brand equity,
Brand Trust,
Branding,
Perceived quality | Abstract: | Brand equity is in the minds of consumers and results from what they have learned, felt, seen, and heard about a brand over time. Marketers know that brand equity is not easily or quickly succeeded. The comparative study on CBBE of the two leading and competing telecom, Ncell and NTC is an interesting phenomenon. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity. The study intends to recommend the suggestion for building and developing brand equity for telecom companies. The research adopted a qualitative approach to acquire insights of 271 respondents on the area of study, who have been service receiver of Nepal Telecom and Ncell.
The result showed that the brand awareness of Ncell is higher than NTC among the two mobile service operators. Similarly the perceived quality of the Ncell is higher than NTC however, NTC has higher brand trust and loyalty as compared to Ncell. In the study among the six study variables, call quality is the first important factor while selecting mobile service operator. Similarly, price is the second important factor followed by geographical coverage, internet service, availability of SIM card and promotional offers in order respectively.
This study shows the comparative analysis of both the mobile service brands where the improvement of Nepal Telecom needs to have more awareness and improve perceived quality. Similarly, Ncell needs to improve on the brand trust and brand loyalty. This kind of study on the comparative analysis gives a insight on the attributes to be improved among the brand equity. This will help the telecom service operator performance and make them more comparative by fulfilling the gaps. | Curricular : | BBA/MBA | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26918 |
|