A Markov Chain Model Analysis of GSM Network Service Providers Marketing Mix

First order Markov Chain is used to find out the equilibrium market share of products in the present period as a basis for predicting future market shares. The strength of subscribers' loyalty to selected network service providers over a period using variance analysis revealed that subscribers' loyalty is functionally not dependent on the subjective perception of subscribers, but on its five marketing mix determinants; network coverage, tariff, free SMS, connectivity and customer services. By estimating the Transition Probability Matrix (TPM), using the method of Unweighted Restricted Ordinary Least Squares; the scope of subscribers' loyalty, subscribers switching probabilities among service providers were calculated to suggest the probable marketing mix on equilibrium market share.

Provided by: International Journal of Engineering and Technology Topic: Mobility Date Added: Aug 2011 Format: PDF

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