The effect of demographic variables on the user's behavior in the Mobile Telecommunication Market of Albania

• Author: Nikollaq Terezi - Elton Karapici - Eda Terezi
• Position: Ministry of Education and Sport of Albania - General Taxation Directory of Tirana, Albania - German Embassy in Tirana, Albania
• Pages: 198-207

ISSN 2410-3918

Acces online at www.iipccl.org IIPCCL Publishing, Tirana-Albania

Academic Journal of Business, Administration, Law and Social Sciences Vol. 2 No. 1

March 2016

198

The effect of demographic variables on the user’s behavior in the Mobile

Telecommunication Market of Albania

PhD (C.) Nikollaq Terezi

Ministry of Education and Sport of Albania

PhD (C.) Elton Karapici

General Taxation Directory of Tirana, Albania

Dr. Eda Terezi

German Embassy in Tirana, Albania

Abstract

This paper analyzes the mobile operator users living in Tirana, urban area and its outskirts.

The level of confidence for sampling is 95%, (p <0.05). The used methodology is implemented

through interviews with experts (the employee of mobile operators), as well as, observation of

the service process in general and face to face interview according to a properly designed

questionnaire. The evaluation methods for approving the hypothesis are based on linear

regression and ÷2 tests. This paper aims to find a significant correlation between the duration

of contractual agreement and the occupation of the mobile service users. There is significant

dependence between groups of age and the variables like Web-page of the operator, signal

coverage and the price of 3Gservice.

Keywords: Speed of 3G signal, Web-page of the operator, Duration of contractual agreements,

signal coverage, Customer satisfaction toward 3G service.

Introduction

Telecommunication companies represent the most successful and developed business

in Albania. During 2000-2005 there was a strong competition AMC (now Telecom)

and Vodafone towards rolling out the network and gaining as many subscribers as

possible. By the end of 2005 Albtelecom was the only fix telephony operator in Albania.

After two years the mobile signal of Eagle Mobile (mobile operator of Albtelecom)

was launched. The first 3G service was launched by Vodafone at the beginning of

this decade. So did AMC one year later. By the end of 2010 the fourth mobile operator

named Plus entered the Albanian mobile market completing the Albanian Market.

This paper is based on the suggestions of (Turel & Serenko, 2006) on the importance

of studying the quality of relations with mobile phone users, the economic growth

and development of society. Therefore, it is very important to establish a better

understanding in the field of telecom industry referring to demographic and

relationship quality indicators. In this study the variables to be considered are the

habitat, gender, age group, education and employment.

Customer satisfaction on the performance of service providers is identified as a key

component of the quality of relationships, (Hennig - Thurau, 2002), (Baker & Simpson,