Evaluating the Effectiveness of Personalized Communication by Mobile Operators: A Study on Telecom Industry in Bangladesh

Abstract

This study evaluates the effectiveness of personalized communication strategies employed by Grameenphone, Banglalink and Robi in Bangladesh using the SERVQUAL model to assess their impact on customer satisfaction and purchase intention in a saturated telecommunications market with escalating consumer expectations. A quantitative cross-sectional survey collected data from 180 active subscribers in Rangpur Division through a structured, pre-tested questionnaire incorporating five-point Likert scales. Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4.0 tested the measurement model and structural relationships. Empathy (β = 0.357, p < 0.001) and Tangibles (β = 0.361, p < 0.001) emerged as the strongest predictors of satisfaction, emphasising tailored interactions and high-quality interfaces. Responsiveness and Assurance exerted moderate effects, whereas Reliability was non-significant, indicating a consumer shift toward experiential service attributes. Satisfaction strongly droves purchase intention (β = 0.862, p < 0.001; R² = 0.743). Operators should adopt AI-enabled personalization, refine digital platforms and enforce transparent data policies to enhance loyalty. Policymakers are recommended to integrate digital service standards and privacy regulations. This research contextualises SERVQUAL within Bangladesh’s mobile sector, providing empirical insights into empathy-driven competitive advantage in data-centric markets.