Effectiveness of Push (SMS) Service: A Study on Grameenphone and Airtel Subscribers of Bangladesh

Md. Touhidul Islam; Md. Asfaqur Rahman

Effectiveness of Push (SMS) Service: A Study on Grameenphone and Airtel Subscribers of Bangladesh

Md. Touhidul Islam * §

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Md. Asfaqur Rahman

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§ Pabna University of Science and Technology

Effectiveness of Push (SMS) Service: A Study on Grameenphone and Airtel Subscribers of Bangladesh

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Abstract

The rapid increase of the use of mobile phones has created a new channel for marketing. SMS Marketing can be an effective medium of advertising in Bangladesh. The use of Short Messaging Service (SMS) has become more important to access potential customers through their mobile phones. The purpose of this paper is to measure & compare the effectiveness of push (SMS) service between Grameenphone and Airtel Telecommunication Company of Bangladesh. Results show that in most of the dimensions of push service like language of push SMS, degree of customers’ irritation, degree of annoying, social, educational and govt. information, relevancy to customers’ life style, Airtel is lagging behind GP. Being the young company, Airtel is in the good position regarding information about service activation & deactivation, customer satisfaction level, special offer and advance permission. Most of the dimensions do not match with the effectiveness of push services especially customers of both companies are irritated and annoyed about push SMS. So in case of overall evaluation for both companies the effectiveness of push service is not in satisfactory level.

References

26 Cites in Article

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Md. Touhidul Islam, Md. Asfaqur Rahman. 2015. "Effectiveness of Push (SMS) Service: A Study on Grameenphone and Airtel Subscribers of Bangladesh". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue E7).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M37

Submission ReceivedFebruary 11, 2015
Peer Review Double Blind
Handling Editor
Accepted March 3, 2015
Published March 15, 2015

Version of record

v1.2

Issue date

August 7, 2015

Language

English

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Article Matrices

Total Score: 149

Country: Bangladesh

Subject: Global Journal of Management and Business Research

Authors: Md. Touhidul Islam, Md. Asfaqur Rahman (PhD/Dr. count: 0)

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