The Social Environment And Implementation Services Marketing Mix Program Of The Cellular Telecomunication Toward Customers Preference And Requirements, And Loyalty

Globalization has an oblique impact on people’s way of life and norms. Some companies in the telecommunications industry have indeed found it difficult to adjust to the new customer behavior patterns, especially in the matters of customer preference and requirement. Such that a noticeable gap has opened up between the service provider and their customer’s expectations. This research focus on the resulting expectations and perceptions of Service Quality customer in the Celular Telecommunication Industry. It also aims to (1 ) examine the overall environmental factors that influence customer preference and requirement of pre-paid or post-paid cellular telecommunication services in the industry (2) analyze the effect of the service marketing mix of the cellular telecommunication industry to customer preference and requirement (3) find out customer evaluation on SERVQUAL of cellular telecommunication industry (4) analyze the effect of cellular telecommunication service marketing mix on customer satisfaction and loyalty. The customer loyalty is analyzed as an industry, under the assumption that the customer have known their provider well enough and the research tools used are the same. Therefore a loyalty index for the Cellular Industry can be achieved. The results of this research indicated that the market environment influence the nature of preference and requirement in the pre and postpaid telecommunication services. Meanwhile, the service marketing mix by the telecommunications service providers influence the nature of customer preference and requirement in the case of pre-paid services and in the case of post-purchase, there is only physical evidence variable that doesn’t show evidence of influence over customer preference and requirement. This reveals a movement in customer preference and furthermore, the cellular telecommunication service marketing mix positively influence levels of customer satisfaction and loyalty achieved will depend on the price, location, process, and personnel offered by the company. Therefore they must always pay attention to the rapid changes in customer priority, preference and requirement in order for them to achieve a high level of customer loyalty.