Abstract:
The research project, titled "Gauging the Relation of Customer Satisfaction and Network Quality
with Net Promoter Score," delves into the intricate web of relationships between customer
satisfaction, Network quality of service (QoS), and the Net Promoter Score (NPS) for Zong. This
study analyzes the data from the third and fourth quarters of 2022, aiming to untangle the critical
connections between these key variables.
In this study, the backdrop of Pakistan's telecom landscape, where major players like Zong have
played a pivotal role in transforming the industry. With a population exceeding 208 million
people, Pakistan's telecom sector has become a crucial driver of digital inclusion, bridging
remote communities with the global digital wave. The report highlights the sector's remarkable
growth, with mobile and internet penetration soaring, transforming communication paradigms.
The core research variables are elucidated, with NPS taking center stage as the dependent
variable. Customer Satisfaction is recognized as a crucial independent variable, while Network
QoS assumes another pivotal role within the study. The Net Promoter Score, as an essential
metric, provides businesses with profound insights into how customers perceive their products,
services, or overall brand. By asking a simple but profound question, "How likely are you to
recommend us to a friend or colleague?" on a scale from 0 to 10, the NPS categorizes customers
into promoters, passives, and detractors. This methodology offers several benefits to businesses,
including a standardized approach to measure customer loyalty and a focus on actionable
feedback.
The research project's findings, based on multi-variable regression analysis, underscore a robust
correlation between NPS, Customer Satisfaction, and Network QoS. Cities with higher Customer
Satisfaction and superior Network QoS tend to exhibit more favorable NPS scores. The report
concludes with practical recommendations for elevating both Network QoS and Customer
Satisfaction, recognizing their direct impact on subscriber base and Average Revenue Per User
(ARPU). This research provides valuable insights into the intricate dynamics of customer
perception, network quality, and business success within Pakistan's telecom sector.
