Customer Perception And Responsiveness Behavior Study On Bulk Sms Advertisements For Target Customer Identication The Case Of Ethio Telecom

Bulk-messaging, one of the technologies carried by the telecom industry, is a processrnof sending a large number of messages to many people at once. It is likelyrna more economical and effective way of marketing media as compared to others.rnTherefore, many companies are using this service for advertisement. Since it isrnmost likely flooding without customers’ consent, it can be one of the services thatrnaffect customers’ responsiveness behavior. Studying customers’ preferences priorrnto sending a message will help to overcome resource dissipation due to messagingrnand reduces customers’ offensiveness.rnThe aim of this thesis is to identify factors that affect customers’ responsivenessrnattitude and classify customers based on the level of responses, towards bulkmessagingrnadvertisements in the case of Ethio Telecom customers. In this thesis,rntwo different types of data were used i.e. data collected in-person via questionnairernand a Call Detail Records (CDR) data. Among 620rndistributed questionnairesrn528rnwere replied. Moreover, a CDR data of 29rn,506rnmessages got responsesrnamong 419rn,249rndelivered messages. A statistical mean method and data miningrntechniques were used to classify a survey and CDR data respectively.rnAs a finding, all scale factors do have a significant influence on the responsivenessrnbehavior of customers towards bulk-messaging except informativeness andrnrelevancy. Furthermore, customers were classified into three levels i.e. a high-level,rnmedium level, and low-level responsive customers with percentage responses ofrn16rn%, 44rn%, and 40rn% of the total respectively. Additionally, an entertaining type ofrnadvertisement has got more responses than others. The experiment result of bothrndata set shows a good level of agreement. Finally, the thesis recommended that all senders should give attention to care for customers’ preferences towards anyrnpromoting services.

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