The Effect of Service Quality on the Customer Relationship Quality to

Customer Loyalty in Ooredoo Myanmar Telecommunication service

Supervised by Submitted by
Dr. Hla Hla Mon Paing Soe Tun
Professor ID-200202
Department of Management Studies Online MBA
 Proposal Contents

 Introduction
 Rationale of the study
 Objective of the study
 Scope and Method of the study
 Literature review
 Conceptual Framework
 Tentative outline
 Introduction
• Tangibility had a significant positive influence on trust only and also has a significant positive influence on trust,
which is contrary to the previous research, which demeaned the importance of tangibility for service provider.

• Reliability is the capability to performed the pledged service without fail and correctly. Customers are more
likely to return to a business if they can rely on the business to consistently provide high-quality products or
services.

• Responsiveness is defined as ability and readiness to assist customers at earliest possible. Companies that
prioritize responsiveness are better equipped to build long-term customer relationships, enhance their reputation,
and achieve sustainable growth.

• Assurance and empathy significantly contribute toward commitment and trust. Empathy was found important for
postpaid users for trust-building, whereas trust was found to be more important for prepaid users to stay loyal to
the service provider.
 Introduction (Continued)

• Customer satisfaction is typically measured through surveys, feedback mechanisms, and other methods that allow
customers to express their opinions and feelings about their experience with a business.

• Trust refers to the confidence and belief that one party has in the reliability, integrity, and competence of another
party to act in their best interest and fulfill their obligations.

• Customer loyalty refers to the extent to which a customer consistently chooses to do business with a particular
company or brand, rather than its competitors. A loyal customer is more likely to continue purchasing products or
services from the same company over time and may also be more willing to recommend the company or brand to
others.

• Switching cost refers to the cost a customer incurs when switching from one product or service provider to
another. This cost can include the financial cost of purchasing a new product or service, the time and effort
required to learn how to use a new product or service, and the potential loss of benefits or discounts associated
with the previous product or service .
 Rationale of the study

• The service quality of customer relationship to customer loyalty is based on the understanding that loyal customers are
essential for the long-term success of any business. In today's highly competitive market, where customers have a
plethora of options to choose from, it is becoming increasingly important for companies to not only attract new
customers but also retain existing ones.

• Service quality has emerged as a critical factor in determining customer loyalty, with research indicating that customers
are more likely to remain loyal to companies that provide high-quality service. Additionally, customer relationship
management has gained prominence in recent years as a way for companies to build and maintain strong relationships
with their customers.

• Therefore, to investigate the relationship between service quality of customer relationship management and customer
loyalty, the study will aim to identify the key factors that influence customer loyalty and determine the extent to which
service quality of customer relationship management plays a role in influencing customer loyalty. The findings of the
study will be of value to companies in understanding how to improve their customer relationship management practices
to build stronger customer relationships and increase customer loyalty .
 Objectives of the study

• To examine the effect of service quality on the relationship quality of Ooredoo’s Telecom service
customer in Myanmar.

• To analyze the effect of relationship quality on the customer loyalty to Ooredoo’s Telecom service
customer.

• To analyze the moderating effect of switching cost on the relationship between relationship quality
and Customer loyalty.
 Scope and Method of the study

• The study will also examine the role of demographic factors, such as age, gender, and income, in influencing the
relationship between service quality and customer loyalty. Sample of 500 from 14.7 Million Ooredoo’s Telecom service
customers in Myanmar nation wide will be randomly selected and invited to participate in the survey.

• Sample size : Yamane’s Formula will be used:

• Sample Random Sampling method : 500 Telecom service customer will be randomly selected.

• Primary data : Structured questionnaires from 500 randomly selected employees will be used.

• Secondary data : Documents of Ooredoo Myanmar’s annual survey data, Previous Research papers, Text Books,
Websites and other related information resources.

• Data analysis : Multiple Linear Regression Method will be used.

• Study Period : From April-2023 to May-2023 .

 Literature Review
The literature review of this study is based on:

1) Jawwad Ahmad, Mazhar Hussain,, and Amer Rajput,1University Institute of Management Sciences: CUSTOMER
LOYALTY FRAMEWORK OF TELECOMMUNICATION SERVICE MARKET, International Journal of
Managing Value and Supply Chains (IJMVSC) Vol. 6, No. 1, March 2015.

2) Prateek Kalia,Department of Corporate Economy, Masaryk University, Brno, Czech Republic: Determining the role
of service, quality, trust and commitment to customer loyalty for telecom, service users: a PLS-SEM approach, 13
April 2021.

3) Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring
consumer perceptions of service quality. Journal of retailing, 64(1), 12-40. doi: 10.1016/0022-4359(88)90002-6.

4) Grönroos, C. (1990). Service Management and Marketing: Managing the Moments of Truth in Service Competition.
Lexington Books.

5) Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit
chain to work. Harvard business review, 72(2), 164-174.

6) Reichheld, F. F., & Sasser Jr, W. E. (1990). Zero defections: quality comes to services. Harvard business review,
68(5), 105-111.
 Conceptual Framework of Prateek Kalia (13 April 2021)

https://www.emerald.com/insight/1754-2731.htm
 Conceptual Framework of Jawwad Ahmad (March 2015)

https://airccse.org/journal/mvsc/papers/6115ijmvsc06.com
 Conceptual Framework of the Study

Service Quality

Tangibility

Relationship Quality
Reliability
Satisfaction

Responsiveness Customer Loyalty

Trust
Empathy

Assurance
Switching cost
 Tentative Outline

Chapter 1: Introduction
1.1 : Rationale of the Study
1.2 : Objective of the Study
1.3 : Scope and Method of the Study
1.4 : Organization of the study
Chapter 2: Theoretical Background.
Chapter 3: Profile and Service Quality provided by Ooredoo Myanmar Limited.
Chapter 4: Analysis on Service Quality affect on the Relationship quality to Customer Loyalty.
Chapter 5: Conclusion.
 BOD

CEO

CFO CMO Sale Director CTO Legal CHO

Officer

Logistic Engineering Customer Legal and Human

Corporate B2B Sale
Department Department service Regulatory Resource
Affairs and Department
Public Relations Department Affairs Department
Audit (CAPR) Department
Department Regional Sale and
Department Help Desk
Distribution
Department
Commercial
Finance and and Marketing
Accounting Department Yangon
Department
Lower Myanmar
Digital
Admin Marketing
Department Upper Myanmar
 SERVQUAL

Tangibles RELIABILITY Responsiveness Assurance EMPATHY

Up to date Respond within Inform customers when Up to date Up to date

equipment timeframe service will occur equipment equipment

Visually appealing Reassuring when Prompt Service Visually appealing Visually appealing
facilities problem arise from employees facilities facilities

Well-dressed Dependable Employees willing Well-dressed Well-dressed

employees to help employees employees

Service deliver at
Facilities Consistent times promised Employees respond Facilities Consistent Facilities Consistent
with the industry to requests with the industry with the industry

Service deliver at
times promised
 Conceptual Framework of the Study

Service Quality
Relationship Quality

• Trust
Price • Commitment
• Communication Customer Loyalty

Brand Image • Reciprocity

• Satisfaction

Value Offer
 Conceptual Framework of the Study

Reliability Service Situation

Quality Factor
Responsiveness

Assurance
Product Customer
Empathy Customer Loyalty
Quality Satisfaction

Tangibles

Personal
Price
Factor
 Thank you

Ref…

https://airccse.org/journal/mvsc/papers/6115ijmvsc06.pdf
https://www.ejournalofbusiness.org/archive/vol3no2/vol3no2_8.pdf