Literature review

Many studies have sought to identify the criteria for selection of service provider, especially in retail banking (Kugyte and Sliburyte, 2005b). The starting point of research in retail banking could be the work by Anderson and Cox (1976, 1977) where the determinant criteria for bank selection were found measuring importance of criteria and difference between banks. Unfortunately, this approach wasnt widely utilized by later studies and most of researchers limited themselves by determinance of individual important choice criteria (Almossawi, 2001, Kennington, Hill and Rakowska, 1996, Devlin, 2002). Few studies used individual criteria that were classified into different groups. Haron, Ahmad and Planisek (1994) tried to cluster determinants of service selection into groups using a Varimax rotation. A similar approach is used by Zineldin (1996) and Gerrard and Cunningham (2001). Unfortunately Haron et al.s research has been ended without naming the determinant clusters or without some conclusions why these clusters were named as very important limiting themselves by highlighting only individual criteria that were of the most importance to Muslim and non-Muslim customers. Zineldin (1996) surveyed 400 consumers in Sweden and based on their responses grouped bank selection criteria into five attribute groups: servi- [29] 07 497 september december 2007 esic market a cross-national investigation of service provider selection criteria in the lithuanian and nordic mobile telecommunications sectorsce quality, credit availability and price competition, delivery system, promotion and reputation, word-of-mouth and differentiation. Gerrard and Cunningham (2001) in a study of bank selection criteria for Singapore undergraduates grouped individual criteria into seven factor groups (appearances, service provision, people influences, non-people influences, convenience, electronic services and secure feeling).Unfortunately, even if these two studies (by Zineldin and Gerrard and Cunningham) use definite criteria groups, because of different criteria grouping it is impossible to compare their results and thus these researches loose part of their practical appeal. A different approach is selected by Ta and Har (2000). They employ the Analytical Hierarchy process when determining the most important criteria for choosing a bank by Singapore students. In the Analytical Hierarchy Process, a decision problem is decomposed into a hierarchy with the overall objective (decision to choose a bank), the selection criteria and the decision alternatives (banks). This approach corresponds to service provider selection decision process described by Day and Barksdale (1994, 2003), Kugyte and Sliburyte (2005b) and thus is not applied in this research directly. The latest research by Babakus, Eroglu and Yavas (2004) demonstrates how search, experience and credence attributes could be utilized in service provider selection criteria determination. Lacking only more concise criteria grouping that could be found in Haron et al. (1994), Zineldin (1996) and Gerrard and Cunningham (2001) works, this research serves as a basis for applying search, experience and credence attributes in a wider selection criteria context. That is, they group all individual selection criteria into search, experience and credence groups and evaluate different banks according this scheme. This innovative enough approach has some disadvantages because it allows to compare, for example, search criteria for different banks that could be quite incomparable such as monthly paid subscription price and convenient location but does not offer possibility to evaluate the whole pricing or conve[30] 498 07 a cross-national investigation of service provider selection criteria in the lithuanian and nordic mobile telecommunications sectors september december 2007 esic market nience criteria group. While Babakus et al. (2004) approach is very useful

when service providers struggle for a place in a customers provider short list, an additional grouping into criteria categories would allow comparing of these categories between competitors and understand how particular image of a service provider occurs (for example, cheap provider or technology leader). While the literature on selection of retail banking institution by consumers is well developed, it still lacks a conceptual framework to structuralize research. Moreover, different descriptions of criteria and their different weights did not add clarity to the results and diminish their practical application value. These scientific shortcomings raise a need in a structuralized common model that could be applied to and that could enable some comparability between different types of services.

Literature review
Telecom industry is one of the fastest growing industries in the world. People are now a days considering to have frequent communication among them. So in course of time and with the growth rate of population and also appeal for high standard living, telecom industry is growing in a high pace. This fastest growing industry has already attracted many marketing geniuses, researchers, research companies to explore the opportunities. Researchers are trying to investigate different markets and potentials of those markets. Marketing geniuses are

making theoretical forecast or theoretical model for suitable market investigation. Multinational giants are always in a desire to be extended globally. Observation says telecom multinationals are trying to diversify into the markets with high growth rate. A lot of studies have provided the pathway or the map of reaching into a foreign potential market. Bangladesh telecom industry is such a market which has already attracted lot of researchers to explore the opportunities. Lot of literatures has been published by number of researchers regarding such markets. Most research needs to begin with a literature review: earlier studies on and around the topic of research. These include books, journals articles, and online pages for example government websites, corporate websites and catalogs (Ghauri & Gronhaug 2005, p91). 11 We have conducted the literature search connected to the topic to support and direct the research. This search was mainly conducting on the University databases, Journal databases, Library Journals, websites and Textbooks. We have searched the databases provided by University library access, like Emerald, Business Insight, ABI/Inform, Global Information Inc (professional Research reports) and search engines like Google scholar and university special search engine connected to all databases and textbooks Samsok, Elin@malardalen. The key words mainly used were TeliaSonera in Asia, Bangladesh Telecom industry, Telecom future, Trends in Telecom, New market entry strategy and Bangladesh telecom Market. In the full range of articles and journals on the subject of internationals marketing, investing in a new market, the We have found one of them very useful on the subject of Bangladesh Telecom Brief (Ken Zita1, 2004) This paper tells the inside of offering and the potential what Bangladesh market offers, not exactly the same subject but one major side of our paper has the subject of same interest. There were two sections of study, one from Bangladesh market side other one is TeliaSonera market but to evaluate the potential this was a great help for understanding the market potential. To understand the company and its strategy over the growing market, Corporate annual report (2007) published by TeliaSonera has been studied. Some other research papers also have been used for this project. Doing business 2008: Bangladesh is an interesting research conducted by the World Bank. This research revealed the economic condition and the risks rating of starting a business in Bangladesh. Another interesting research paper was conducted by the Ministry of Foreign Affairs Denmark. This is a sector study prepared for Danish Federation of small and medium sized business. The paper was named Business opportunities within the IT and Telecommunication industry, Bangladesh published in November 2006. This was an excellent paper and helped us a lot while analyzing our data. The Theoretical Framework has been created with the help of some text books on International Marketing and marketing in general. Text books of marketing such as International marketing by Cateora & Ghauri (2006), Entry Strategy for
1

Ken Zita is president of Network Dynamics Associates LLC (www.ndaventures.com), a telecom sector management consultancy active in 35 countries worldwide.

12 International Marketers by Franklin R. Root. (1998), International Marketing by Bennett & Blythe (2002) and On Competition of Porter M. (1998) has been

used for this project. The main theories were chosen for the competitive environment and Porters (1998) five forces, Countrys International Competence and Porters (1998) National diamond. The last one is the classification of entry mode and factors influencing the entry mode, Franklin (1998).

LITERATURE REVIEW
In India cellular phone service provider are facing high competition. There are ten service provider who are providing service in India. Due to this they have to different every time to maintain their customer loyalty. Roni Peleg(2003)- Major problem people are facing is connectivity problem. Mobile is very important part of peoples life, and they are so much depend on it for their daily routine and some other wok like consulting Physician. Eric Ford in his research (2005) the major problem service provider are facing is arrangement of towers to get maximum profit. Andrews, Edmund. L (The New York Times, 2006) Customer is more concerning about new service like TV in mobile phone, and many providers are also thinking about it. So to maintain their customer loyalty service provider should focus on better connectivity, with availability of recharge coupon, more advertisement, good scheme and should accurate in the choice of brand ambassador. Andrews, Edmund L (2006) The Federal Communications Commission is expected to rule soon on whether to allow Fleet Call Inc to provide a new form of mobile telephone service. The ruling, should it be in favor of the company, will have far reaching effects on the cellular industry. Currently, regulations only allow two cellular companies to operate in a single city. The ruling would allow private radio service companies that cater to taxi fleets and delivery services, for example, to provide mobile telephone services to individuals. The FCC is said to be in favor of the scheme as this would open up the market to greater competition. The new services may have some drawbacks when compared to regular cellular systems and may turn out to be no cheaper, but critics of the current system claim that the competition factor alone should reduce market prices. Fleet Call would initially set up networks in only six major cities. Sunitha, N.R. Ambedkar (2008) everyday cellphone service providers are growing like mushrooms after rain providing reliable facilities for customers to meet their budget. In view of the growing demand, service providers require the services of various local agents all over the world. The service providers must delegate the power to these agents to execute the Factors affecting the selection of Mobile Phone Network Service Providers Mini Project Page National Institute of Technology Calicut services and monitor their performance. If found efficient the agents can continue to operate else they may need to be revoked. S.A. Pandya ,Rajput (2008) Mobile networks reuse frequency bands based on a color map to increase the capacity of the network. A handoff should occur when a mobile unit moves from the influence of one base station with weaker signal into another's that has stronger signal. Handoff behavior of all units is an important factor in quality of service of a mobile phone service. Handoff decisions, also called mobility decisions, are made by mobile phone based on the observed power from base stations. Premature, delayed or exceedingly sensitive decisions are considered poor decisions. Excessive poor decisions result in degradation of service quality in otherwise a healthy mobile system.

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