An Analytical Study on Consumers’ Attitude towards Telecommunication Sector in Bangladesh: Evidence from Tricomponent Attitude Model

This study has conducted empirically to measure consumers’ attitude towards telecommunication sector in Bangladesh. A conceptual model has been developed based on some components. Telecommunication service-related intrinsic and extrinsic attributes (network availability, service quality, service charge strategies, brand image, offered value) and three components (affect, cognition, conation) are considered for the study. Tricomponent Attitude Model has been applied to find out the attitude formation towards telecommunication sector. Primary data have been collected from the respondents who have direct role for receiving telecommunication service. Likert and Semantic Differential scales have been used as measurement instruments. Primary data have been also collected from different professional through a set of structured questionnaires. The result of Tricomponent Attitude Model reveled that the consumers of Grameenphone showed significantly positive feelings on the network availability, brand image and service quality dimensions (p < 0.01). The score indicates that the service charge strategies and offered value attributes of Grameenphone are not up to the mark. On the other hand, the study explores that consumers have significant positive feelings (p < 0.01) on Banglalink only for network availability. The score also indicates that feelings of the consumers about offered value, service charge strategies, brand image and service quality are not significantly positive towards Banglalink. The affection level about Robi is not significantly positive for all said attributes. Consumers’ vast knowledge and experiences about the product or service and their long-term observation and interactions have played an important role in a service sector. The implications of these findings can be applied to the enhancement of competitive position of different telecommunication firms in the competitive market. From research perspective, the study suggests fruitful directions about the appropriate methods of measuring consumers’ attitude and detecting reasons behind positive or negative attitude for further research.