The influence of the supply time for initial

connection on customer satisfaction

Harun Ku, dipl. ing. el.

Mr. Sci. Adnan Ku

Dr. Sci. Omer pirtovi

BH Telecom d.d. Sarajevo

Zenica, Bosna i Hercegovina
harun.kuc@bhtelecom.ba

BH Telecom d.d. Sarajevo

Zenica, Bosna i Hercegovina
adnan.kuc@bhtelecom.ba

Dravni univerzitet
Novi Pazar, Srbija
ospirtovic@np.ac.rs

AbstractIncreasing the level of competition inside the

telecommunications sector forcing telecom operators to
increasingly recognize and accept the fact that the retention
of existing customers much more profitable than attracting
new ones. Therefore, the retention of existing customers is
increasingly at the center of their interest and the priority of
each perspective telecom operator. In this paper we present
the results of research of the customer satisfaction through
supply time for initial connection. We tested hypotheses
about how the supply time for initial connection fixed,
mobile and packet networks affect customer satisfaction.
Keywordssupply time for initial connection, customer
satisfaction;

I.

INTRODUCTION

The exponential growth of competition in the

telecommunications market, forcing telecom operators to
provide the service in accordance with the needs and
views of service users. In a situation where all competing
telecom operators have quality service, user does not
matter who they select unless they have a feeling that
telecom operator wants to they feels satisfied when using
their services. A happy user is not a coincidence, it is a
concept that is being built, so customers behavior can and
should be measured and results of those measurements
need to be used in the development strategy of satisfied
customers. Telecom operators should regularly measure
customer satisfaction precisely because they represent a
stable source of insurance profitability. Also, telecom
operators need to understand customer needs and to
deliver such a service that matches the same, and they
need to continuously monitors customer satisfaction
using specific measurement methods. Whether the
resulting data congruent with what really is customer
satisfaction, an issue that is constantly present and should
be subject to constant analysis and adjustment of telecom
operators.
II.

PREVIOUS RESEARCH

QoS (Quality of Service) is a key factor for customer

satisfaction according to a study [9]. Previous research
[8] have shown that customer satisfaction has a
significant impact during construction and long-term

profitable relationships with their customers. User

satisfaction can be defined as "the difference between
expectations and actual perceptions of service" and is
considered the most
important factor leading to
competitive advantage [4]. The quality of services has an
impact on customer satisfaction [4] [5] and is a
prerequisite for customer satisfaction [6].
III.

QUALITY OF SERVICE

The general parameters of quality of service (QoS)

(recommended by ETSI EG 201 769 V1.1.2 (2000-10))
adopted by telecom operators represent the quality of
services offered by telecom operators, which represents
the expected level of quality that is offered by the user
[1]. In this way defined, the parameters are set
benchmarks for quality with the telecom operators. So,
they does not represent a measure of customer
satisfaction. QoS perceived by the user/subscriber is their
impression of the level of quality. It is usually expressed
by satisfaction level. General QoS parameters
(recommended by ETSI EG 201 769 V1.1.2 (2000-10))
are:
1.

Supply time for initial activation - time from

receipt of a valid request for service, up to the
moment when the service is available for use;

2.

Faults rate - a parameter that takes any valid

notice of termination or degradation of service,
sent by the user and refers to the network of the
service
provider
or
another
public
interconnected network;

3.

Fault repair time - the length of time when the

fault is reported from user at the point of access
to the network service provider until the service
is restored to normal operation;

4.

Bill correctness complaints - the relationship

between the number of users complain accounts
and total number of accounts.

From this group of general parameters below we

consider only parameter during the initial activation of

V.

services by the user/subscriber services. The observed

parameter characterizes the time course consisting of times a
particular process in the implementation. (Figure 1)

Fig 1. The time course for the initial activation of service

From the above, a research model is developed to see

how the supply time for initial connection fixed, mobile
and packet networks affect customer satisfaction.
IV.

PROPOSED RESEARCH MODEL OF MEASUREMENT

How is satisfied user a source of stable income and a

promoter of service it is very important to test hypotheses
about influence of initial time activation of the service
fixed, mobile and packet networks on customer
satisfaction. Based on the recommendations of ETSI EG
201 769 V1.1.2 (2000-10), we developed a model of
measuring customer satisfaction of fixed, mobile and
packet networks, depending on the time of the initial time
activation of the service, which is shown in Figure 2,
where the labels F1 -F6, M1-M3, P1-P5, and Z1-Z4 are
related to a series of questions that correspond to the
construct in the questionnaire, given in Table I. (Appendix
A)

POPULATION SAMPLE AND RESEARCH

INSTRUMENT

This study was conducted on a sample of 307

randomly selected users of telecom services. Data were
collected through a questionnaire (working classical
survey interceptions) on the territory municipality of
Zenica. Respondents completed a questionnaire in which
they were required to by Likert scale (from 1-strongly
disagree to 5-strongly agree) to assess degree of
agreement with 18 questions in which they outlined
assumptions that telecom operators must provide in order
to create conditions for customer satisfaction.
Respondents characteristics of population sample is given
in Table II.
TABLE II.
Variable
Gender
Age

Period of time
using the services
of telecom
operators
Telecom operator

RESPONDENTS CHARACTERISTICS OF
POPULATION SAMPLE
Category
Male
Female
Less than 20 years
From 20 to 24 years
From 25 to 34 years
More than 34 years
Less than 6 months
From 7 to 12 months
From 13 to 24 months
From 25 to 36 months
More then 36 months
Eronet
BH Telecom
M:tel

Frequency
109
198
44
126
112
25
3
37
89
118
60
46
148
113

%
35,5
64,5
14,3
41,0
36,5
8,1
1,0
12,1
29,0
38,4
19,5
15,0
48,2
36,8

Fig 2. The proposed model for measuring customer satisfaction

through service during the initial activation of the service

From the above, we can define the following

hypotheses about the relationship between customer
satisfaction through service during the initial activation of
the service fixed, mobile and packet networks:
H1: Supply time for initial activation fixed network has
a direct impact on user satisfaction.
H2: Supply time for initial activation mobile network
has a direct impact on user satisfaction.
H3: Supply time for initial activation packet network has
a direct impact on user satisfaction.

Fig 3. Graphical representation of respondents characteristics of

population sample

For the characteristics of the respondents, in terms of

gender, 35.5% of the respondents were males and 64.5%
were females. 14.3% of the respondents were below 20
years, 41.0% of them were within the ages of 20 to 24
years, 36.5% were between 25 and 34 years, and 8.1%
were above 34 years. In term of period of time using the
services of telecom operators, 1.0% of the respondents
were below 6 months, 12.1% of them were from 7 to 12
months, 29.0% of them were from 13 to 24 months,
38.4% of them were from 25 to 36 months, and 19.5%
were above 36 months. In term of the telecom operator,

15.0% of them were from Eronet, 48.2% of them were

from BH Telecom, and 36.8% of them were from M:tel.
VI.

RESULT OF RESEARCH

The collected data were analyzed by the statistical

program SPSS (Statistical Package for the Social
Sciences) and STATA. As a prerequisite for assessing the
suitability of the proposed model it is necessary to meet
highly demanding conditions relating to the validity and
reliability of the measuring instrument and consists in
checking unidimensionality measuring scales, ie. ability
of the measuring instrument that by using it we get
consistent results.
A. Testing the Reliability of the Scale
Measuring scale for research purposes should be
trusted. Reliability can be viewed from several aspects.
One of the major issues relating to the internal consent of
the scale, that is, the degree of similarity of the statements
from which the scales. Do they all measure the same
factor or construct? Among the most commonly used
indicators of internal approval is Cronbach- coefficient.
Ideally, this ratio should be greater than 0.7. However, its
values are very sensitive to the number of statements on a
scale. On observed data from our sample testing of
internal approvals of each subscales was conducted in
accordance with the statements relating to the appropriate
factor, by means of a measuring instrument. Thus, on
responses of service users analyze the similarity of certain
testimony whether they measure the appropriate factor [8].
In Table III. it was given an overview of the value of
Cronbach alpha coefficients corresponding variables
related to individual construct fixed, mobile, packet and
customer satisfaction.
TABLE III.

VALUE OF CRONBACH ALPHA COEFFICIENTS

Questions
mark

Cronbach
alpha

q16 to q18

0,863

q10 to q15

0,905

The initial time of activation

of the service packet network

q5 to q9

0,896

Coustomer satisfaction

q1 to q4

0,865

Construct
The initial time of activation
of the service mobile network
The initial time of activation
of the service fixed network

Based on the Cronbach alpha coefficients obtained by

the SPSS program it is possible to conclude that the
applied measurement subscales possess ideal levels of
reliability.
B. SEM Analysis
SEM (Structural Equation Modeling) is a multivariate
statistical technique that is a combination of CFA
(Confirmatory Factor Analysis), PA (Path Analysis) and
regression analysis and applied in the analysis of
hypothetical relationships between endogenous (variables
that can not be directly measured) and exogenous

(variables which can be directly measured) variables.

Using STATA statistical software (which is used for the
modeling and simulation of SEM, SEM statistical analysis
and data processing as well as the graphical representation
of the results of SEM analysis) we conducted testing of
ours hypothesis [3].
Figure 3. shows the diagram of the model for
measuring customer satisfaction through service during
the initial activation of the service with the calculated
parameters through STATA program, whereby labels e1e18 represent the residual variance (formed under the
influence of uncontrolled factors) exogenous variables p1p18, while mark e19 represent residual variance of
endogenous variables [7]. (Appendix B)
Based on the SEM analysis first sought to ascertain the
degree of appropriateness of the proposed model with
empirical model. In Table IV. it was given an overview of
index that measure the degree of suitability
TABLE IV.

GOODNESS-OF-FIT FOR STRUCTURAL MODEL

Fit statistic

Value

Limit
value

RMSEA

0.048

< 0.05

CFI

0.974

> 0.9

TLI

0.969

> 0.9

SRMR

0.036

< 0.08

CD

0.997

> 0.9

Description
Root mean squared error of
approximation
Comparative fit index
Tucker-Lewis index
Standardized root mean
squared residual
Coefficient of determination

Index TLI and CFI represent the relative suitability

indicators mounted model with two reference models: the
measurement and the ideal model, while indices CD,
SRMR and RMSEA represent absolute suitability
indicators presented model and the observed data [3].
Values obtained index (taking into account the limit
values: RMSEA < 0.05, CFI > 0.9, TLI > 0.9, SRMR <
0.08, CD > 0.9) indicate that the level of appropriateness
defined model data is satisfactory, ie there is overlap
empirical and target matrix, and model is acceptable for
further analysis. Table V. shows the standardized
structural coefficients that estimate the direct causal
relations between the latent variables specified in the
previously defined structural model. In the table, it can be
seen that the p-value for each correlation is less than or
equal to 0.001 (*** p < 0.001), which means that there is a
statistically significant difference between these
constructs. Also, it can be seen in Table V. that the
estimated coefficient of construct fixed is 0.435 (has the
strongest impact on coustomer satisfaction) and the
estimated coefficient of factor packet is 0.236 ( has the
least impact on coustomer satisfaction). This means that
satisfaction depends mostly on the time of the initial
activation of the fixed service, at least from the time of the
initial activation of the packet service packet network of
telecom operators. (Appendix C)

APPENDIX A

VII. CONCLUSION
This research deepens the understanding of the impact
of the initial activation of the service fixed , mobile and
packet networks to customer satisfaction . Applying SEM
analysis were tested hypotheses. We confirmed all three
hypotheses at the significance level = 5 %. Based on the
results, we have shown that during the initial activation of
the service fixed, mobile and packet networks have a
major direct impact on customer satisfaction telecom
operators. In this study, we confirmed that the initial
activation time service fixed , mobile and packet networks
directly affects customer satisfaction.

Z1 - q1
Z2 - q2
Z3 - q3
Z4 - q4
P1 - q5

Although this research methodology has its advantages

and disadvantages, in order to give a deeper insight into
causal relationships between variables, it is necessary to
conduct a series of additional research to examine the
impact of other concerns of the general parameters of
service quality on customer satisfaction.
For future research it would be interesting to investigate
the effect of the bill correctness complaints on customer
satisfaction, as well as the influence of the fault repair
time on customer satisfaction.
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[1]

[2]
[3]

[4]

[5]

[6]
[7]
[8]

[9]

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Quality Aspects (STQ); QoS parameter definitions and
measurements; Parameters for voice telephony service required
under the ONP Voice Telephony Directive 98/10/EC, 2000.
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E. Anderson, C. Fornell, and D. Lehmann, Customer
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H. Ku, Statistika u Excelu, Zenica, 2001.
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telekomunikacijskih usluga, Magistarski rad, Sarajevo, 2011.
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P2 - q6

P3 - q7

P4 - q8

P5 - q9
F1 q10
F2 q11
F3 q12
F4 q13
F5 q14
F6 q15
M1 q16
M2 q17
M3 q18

1.
I am pleased with how this
telecom operator handled incoming user
requests.
2.
I am satisfied with the
professional competence of this telecom
operator.
3.
I am satisfied with the
performance of the frontline employees
of this telecom operator.
4.
I am comfortable about the
relationship with this telecom operator.
5.
Time of implementation requests
for activation MojaTV service packages
by telecom operators is satisfactory.
6.
Time of implementation requests
for activation xDSL service packages
by telecom operators is satisfactory.
7. Time of implementation requests
for activation TopInternet
service
packages by telecom operators is
satisfactory.
8.
Time of implementation requests
for activation dial-up service packages
by telecom operators is satisfactory.
9.
Time of implementation requests
for activation additional service
packages by telecom operators is
satisfactory.
10.
Time of implementation requests
for activation telephone line (PSTN) by
telecom operators is satisfactory.
11.
Time of implementation requests
for activation activation ISDN BA line
by telecom operators is satisfactory.
12.
Time of implementation requests
for activation activation ISDN PRA line
by telecom operators is satisfactory.
13.
Time of implementation requests
for activation rent line by telecom
operators is satisfactory.
14.
Time of implementation requests
for take over existing access lines by
other users by telecom operators is
satisfactory.
15.
Time of implementation requests
for additions/changes of service
according the existing port by telecom
operators is satisfactory.
16.
Time of implementation requests
for activation of the SIM card postpaid
by telecom operators is satisfactory.
17.
Time of implementation requests
for activation of additional services
(GPRS, MMS, ...) for postpaid users by
telecom operators is satisfactory.
18.
Time of implementation requests
for activation of additional services
(GPRS, MMS, ...) for prepaid users by
telecom operators is satisfactory.

Strongly Agree

Measurement items

Agree

Mark

MEASUREMENT ITEMS IN SURVEY RELATED TO

PARTICULAR CONSTRUCT IN THE RESEARCH

Uncertain

TABLE I.

Strongly
disagree
Disagree

Thus, we can conclude that customer satisfaction can

be achieved directly from the initial time of activation of
service (QoS parameters from the general). The resulting
standardized structural coefficients indicate that the
hypothesis H1 to H3 can be considered confirmed. All
structural coefficients are statistically significant and have
the expected direction.

APPENDIX B

Fig 3. STATA diagram model for measuring customer satisfaction through service during the initial activation of the service with the calculated
parameters

APPENDIX C
TABLE V.
Coustomer
satisfaction
Coustomer
satisfaction
Coustomer
satisfaction

Path
The initial time of activation of
the service mobile network
The initial time of activation of
the service packet network
The initial time of activation of
the service fixed network

STANDARDIZED COEFFICIENTS
Estimate

S.E.

C.R.

p -value

0,234

0,067

3,47

0,001

0,236

0,072

3,25

0,001

0,435

0,076

5,69

***