Assessing the user satisfaction with mobile Internet service providers based on technical and demographic factors

Abstract

In the contemporary digital landscape, where the internet has become an intrinsic component of daily life, this study titled "Assessing User Satisfaction with Mobile Internet Service Providers Based on Technical and Demographic Factors" sheds light on the pivotal role of the internet in Sri Lanka. This research is driven by three core objectives. The first aims to quantify the technical performance quality of internet services, the second to gauge customer satisfaction and ascertain alignment with service provider performance, and the third to pinpoint customer demographic factors influencing selection of the most effective internet service providers. The study commences in the Narthanagala Grama Niladhari Division, specifically the 616C division in Horana, employing a methodically structured questionnaire to capture demographic data and glean insights into customer experiences. Technical data were observed using “Open Signal” and “Network Cell info” mobile applications. The research hinged on three primary objectives, each facilitated by various statistical theories and techniques. The first objective was achieved through Principal Component Analysis, effectively reducing the initial 9 dimensions of internet service quality to a singular dimension with the primary principal component explaining 84.40% of variance. This reduction was corroborated through the composite index of "Application-Based Technical Performance of Mobile Data Service". Subsequently, the second objective was approached using Factor Analysis and simple linear regression, revealing two influential latent factors: Customer-Perceived Technical Performance of Mobile Data Service and Customer Service Satisfaction, which collectively accounted for 60.66% of variability within a 6-dimensional framework. Lastly, the third objective employed 2-way Frequency Tables and Binary Logistic Regression to discern pivotal demographic variables that significantly impacted the selection of a mobile internet service provider, namely: Period of time using the mobile service to access internet, Client’s knowledge of internet data packages available connection, The way client activate data packages, Average monthly fee you pay to access the Internet with their interaction terms. The consistent outcomes from Forward Wald and Forward LR step-wise methods pointed to a 94.4% likelihood of selecting Dialog and a 54.4% likelihood of opting for Mobitel as the mobile internet service provider, culminating in an overall prediction success rate of 78.8%.