Customer Perception and Responsiveness Behavior Study on Bulk SMS Advertisements for Target Customer Identification: The case of Ethio Telecom
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Date
2020-02-25
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Addis Ababa University
Abstract
Bulk-messaging, one of the technologies carried by the telecom industry, is a process
of sending a large number of messages to many people at once. It is likely
a more economical and effective way of marketing media as compared to others.
Therefore, many companies are using this service for advertisement. Since it is
most likely flooding without customers’ consent, it can be one of the services that
affect customers’ responsiveness behavior. Studying customers’ preferences prior
to sending a message will help to overcome resource dissipation due to messaging
and reduces customers’ offensiveness.
The aim of this thesis is to identify factors that affect customers’ responsiveness
attitude and classify customers based on the level of responses, towards bulkmessaging
advertisements in the case of Ethio Telecom customers. In this thesis,
two different types of data were used i.e. data collected in-person via questionnaire
and a Call Detail Records (CDR) data. Among 620
distributed questionnaires
528
were replied. Moreover, a CDR data of 29
,506
messages got responses
among 419
,249
delivered messages. A statistical mean method and data mining
techniques were used to classify a survey and CDR data respectively.
As a finding, all scale factors do have a significant influence on the responsiveness
behavior of customers towards bulk-messaging except informativeness and
relevancy. Furthermore, customers were classified into three levels i.e. a high-level,
medium level, and low-level responsive customers with percentage responses of
16
%, 44
%, and 40
% of the total respectively. Additionally, an entertaining type of
advertisement has got more responses than others. The experiment result of both
data set shows a good level of agreement. Finally, the thesis recommended that all senders should give attention to care for customers’ preferences towards any
promoting services.
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Keywords
Bulk-SMS advertisement, Responsiveness, CDR, Classification, Survey data