Relationship between consumer’s preference and service attributes in mobile telecommunication service

The mobile telecommunication sector is increasing, thus becoming a key area for economic development in global and local markets. One of potential ways to promote competition among service providers is to introduce a mobile number portability (MNP) service. Consumer preferences are estimated using conjoint analysis. Results indicate that subscribers do not consider the MNP service an import attribute, while price and service quality are the most valuable attributes. The results of this study provide important information to implement the first service launch in mobile telecommunication and other similar information and communication technology (ICT) services.

Research highlights
► PRI plays the main role when selecting a MNO.
► CSQ appears as a significant impact on customer satisfaction and their choice.
► COM significantly affects the choice of customers.
► DIS shows a stable importance score across all demographic groups.