The factors influencing customers' decisions to choose Banglalink operator services.

Abstract

Banglalink, a pioneer in the telecommunications industry, has exerted a profound impact on the digital landscape of Bangladesh from its outset. Since its establishment in February 2005, Banglalink has continuously enhanced the availability of mobile telecommunications. Through steadfast commitment to innovation, customer-centric approaches, and technological progress, Banglalink has played a significant role in driving the country's digital transformation to a new level. This study investigates the factors that significantly impact customers' decisions when choosing Banglalink operator services in the telecommunications industry. The study explores three key variables: the Banglalink App, New SIM offers, and Customer Services. By examining the intricate interplay of these factors, this research aims to provide a better understanding of customer preferences and behaviors in the context of selecting telecom services. The Banglalink App is examined as a key determinant in customers' decision-making processes. A user-friendly and feature-rich mobile application can enhance customer experience and satisfaction, influencing their choice of the Banglalink operator. Evaluating the impact of the app on customer decisions provides valuable insights into the role of digital interfaces in shaping telecom service preferences. The study also explores the significance of New SIM offers in attracting and retaining customers. Competitive and appealing promotions related to acquiring a new SIM card can be crucial in influencing the decision-making process. Understanding the effectiveness of such offers helps Banglalink tailor promotions to better meet customer expectations and increase subscriber acquisition. The research employs a quantitative method, including surveys, data analysis, and customer feedback, to comprehensively explore the relationships between the identified independent variables and customers' decisions. The findings aim to provide actionable insights for Banglalink to optimize its services and marketing strategies, ultimately enhancing customer satisfaction and loyalty in the competitive telecommunications landscape.