Gauging the Relation of Customer Satisfaction & Network Quality with Net Promoter Score (Zong)

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.