Adoption of Mobile Telephony and its User

Satisfaction in Kurdistan Region of Iraq

Empirical Analysis

By
Nabaz T. Khayyat
TEMEP-SNU
nabaz.tahir@spray.se

Dec 02, 2010

 Outline
1. Introduction
1. General Overview
2. Objective
3. Problem Discussion
2. Methodology
1. Review of Literature
2. Theoretical Framework
3. Model Specification
4. Research Hypotheses
3. Estimation of Results and Discussion
4. Summary and Policy Implication
1. Summary of the Finding
2. Policy Implications
3. Implications for Telecom Business
4. Recommendations for Further Research
5. References
2
 1.1 General Overview
1. Introduction • Kurdistan Region of Iraq KRI at glance
– Population : 5 Million.
– Language: Mainly Kurdish, others (Turkish, Persian, and Arabic).
1. INTRODUCTION

– Area : 40 000 Sq Km.

– Mineral Sources: Oil and Gas.
– Communication System : GSM, CDMA and ASDM available.
• One of the few success stories in KRI is the Mobile
Telecommunication Market.
– The mobile market witnessed a tremendous growth after the recognition
of Federalism System in late 2003.
• The main ICT giants in KRI (more than 5 million subscribers)
– KorekTelecomm
– AsiaCell
– MobiTel
– Media, and AriaFon
3
 1.1 General Overview (cont.)
1. Introduction
• The rapid development of ICT is one of the main
problems facing today’s business.
1. INTRODUCTION

– The continues increase in competition due to globalization and

deregulation.
– Companies in the competitive market are expected to not only
acquire new customers but to retain their existing customers.
• Customer satisfaction with Quality services is the key
success factor of today’s business.
– The need to focus on CS as a route to sustain high performance
is the highly recommended for mangers in doing business.

4
 1.2 Problem Description
1. Introduction The ICT business in KRI needs to be tracked and studied to
1. INTRODUCTION

• Derive the necessary policy implications and regulations to serves

the customer’s need and to ensure their business sustainability.
• There is no marketing or management research attention to this
sector.

This study will have better contribution through investigating the

factors affect the Kurdish customer in adoption of mobile telephony
and empirically measure customer satisfaction with service quality
of mobile telecommunication in KRI

5
 1.3. Research Objective
1. Introduction
•Identify the key determinant factors and measure their
influence and impacts on the adoption of the mobile
1. INTRODUCTION

telephony service in KRI.

• Identify and measure the main purpose of using the
mobile telephony service in KRI.
– The aim of this objective is to quantify the impact of these
determinants on the adoption of Mobile telephony Service in
KRI.
• Investigate the overall user satisfaction, quality of
service, and user preferences for the preferred brand of
Cell Phone and available features.

6
 1.4 Research Questions
1. Introduction • What are the main factors driving the adoption of mobile
telephony service?
1. INTRODUCTION

•How much influence do demography factors (such as gender,

age, income, occupation, location, and education) have on the
adoption of the service?
• What are the main reasons of using the service among the
Kurdish customers? Model Set 1
• How the CS with service quality can be described in KRI?
• Which dimension of service quality is customer satisfied or
dissatisfied with?
• What are the preferred technological features in mobile
telephony handset among the Kurdish customers, and what
brand of cell phone is the preferred one?
Model Set 2

7
 2.1 Literature Review
2. Methodology Adoption Model: To assist in determining the relevant
factors that predict the intention to purchase (adopt) a
2. METHODOLOGY

mobile phone, the following class of behavioral

theories related to technology adoption were reviewed:
–Theory of Reasoned Action TRA (Fishbein and Ajzen,
1975).:attitude and subjective norms .
–Technology Acceptance Model TAM (Davis, 1989): describes
the causal relationships between system design features,
perceived usefulness, perceived ease of use, attitude toward
using, and actual usage behavior: summarized by (Davis et al.,
1989) and (Malhorta et al., 1999)

8
 2.1 Literature Review (cont.)

2. Methodology – Theory of Planned Behavior TPB (Ajzen, 1991): Added observed

behavioral control as a third component of TRA(attitude and subjective
norms )
2. METHODOLOGY

–Unified Theory of Acceptance

• What are theand
mainuse of Technology
factors UTAUT
driving the adoption of mobile telephony
(Venkatesh et al., 2003)service?
• How much influence do demography factors (such as gender, age,
• The UTAUT explains income,
user intentions to use
occupation, an information
location, system
and education) and
have on the adoption
technology and subsequent
of theusage behavior. UTAUT was developed through a
service?
• What
review and consolidation of the
are constructs of theofmentioned
the main reasons theories
using the service (Judy
among and
the Kurdish
Paula, 2007) customers?

• Customer Satisfaction Model:

– Measurement of Customer Satisfaction: CS is a predictive tool in
which enables the business organization to evaluate its ability to meet
customer’s expectation, desires, and needs effectively (Parasuraman et
al., 1988).
– To measure the customer satisfaction, there are market techniques such
as survey methods, study a focus group, standardize packages for
monitoring customer satisfaction, and different computer software.
9
 2.1 Literature Review (cont.)
2. Methodology – Customer Purchasing Process : Customers are passing through five
steps of decision making process when they make a purchase (Kotler and
Kelvin, 2006), (Lovelock and Wirtz, 2007): Need recognition and
2. METHODOLOGY

problem awareness, Search for information, Evaluation of the set of

available alternatives, Purchasing and post purchase evaluation.
– Perceived Value: The results or benefits customers receive in relation to
total costs or the consumers' overall assessment of what is received
• How the CS with service quality can be described in KRI?
relative to what is given• (Zeithaml, 1988)of(Holbrook,2006).
Which dimension service quality is customer satisfied
– Quality of Service: Refers to customer
or dissatisfied with?perceived quality as it basically
defined from customer’s pointare
• What of the
view and nottechnological
preferred from the producer’s
features in point
mobile
of view. telephony handset among the Kurdish customers, and what
brand of cell phone is the preferred one?
• Confirmation or disconfirmation of a consumer’s expectations of service
compared with consumer’s perception of the service actually received
(Gronroos, 1984) .
Based on these theories, researchers of mobile adoption studied the effects
of factors such as usefulness, ease of use, enjoyment of using a service,
content and system quality, and impact of technical issues, and so on.
10
 2.2 Theoretical Framework
2. Methodology

TAM USM
2. METHODOLOGY

Satisfy Overall
SP Satisfaction
Choice
Intention
to
Brand Purchase
Use
Purpose

Preferred
Features

11
 2.3 Model Specification
2. Methodology • Methodology:
– Quantitative Discrete Choice Analysis Research Techniques including
2. METHODOLOGY

(Binomial and Multinomial logit models).

• Models:
• 1- TAM
– Choice of Service Provider : Multinomial Logit
– Main Purpose of Using the Mobile Telephony Service : Multinomial
Logit

• 2- USM
– User Satisfaction: Binomial Logit
– Brand Selection : Multinomial Logit
– User Preferences : Multinomial Logit

12
 2.4 Research Hypotheses
2. Methodology 10 hypotheses are tested within the five models:

• H1: Perceived usefulness of the mobile technology positively affects the

2. METHODOLOGY

adoption intentions.
• H2: Positive relation between the entertainment features in the Cell Phone
and the adoption.
• H3: Positive relation between the ease of use and the adoption
• H4: Age of individual has an influence on the adoption intentions CS.
• H5: Gender of the individuals has an influence on the adoption intentions and
CS.
• H6: Occupation of individual has an influence on the adoption intentions and
CS.
• H7: Educational Level of individual has an influence on the adoption
intentions and CS.
• H8: Location of individual has an influence on the adoption intentions and
CS.
• H9: Income of individual has an influence on the adoption intentions and CS.
• H10: There is a strong relationship between the Adoption and the price of the
purchased service and CS.
13
 3. Estimation of Results
3. Results
• Model 1: Choice of Service Provider : Multinomial Logit
Model 1: SPNAM: Parameter Estimates
Variables Y=1 Y=2
• Proved Hypotheses : Main Sub Korek OtherSP
3. RESULTS

Constant Constant -5.984*** -4.769***

• H4, FEMALE Reference
• H6, Gender MALE 0.211 -0.006
ERBIL Reference
• H7, SULI 3.168*** -.911*
• H8, Location DHOK 1.048*** .611*
Age AGE .033*** 0.015
• H9, Income INCOME -.0003*** -0.0001
• H1 PRIMS Reference
MIDS -0.311 -0.318
HS -.508* -2.061***
Frequencies of Actual and Predicted Outcomes COLLEGE -0.236 -1.213***
POSTGRA
Education D -.641* -0.717
Predicted Alternatives (Service Total
Provider) None Reference
Actual Alternative AsiaCell: Korek: OtherSP: PRIVATE 1.809*** 1.281**
STUDENT 1.939*** 0.0504
Service Provider 0 1 2
Occupation PUBLIC 2.411*** 0.406
AsiaCell: 0 608 (79%) 140 0 748
WORK Reference
Korek: 1 123 529(78%) 2 654
SOCIAL .302* 0.529
OtherSP: 2 38 10 8(80%) 56 ENTMNT 0.262 1.258**
Total 769 679 10 1458 Purpose of
Use OTHEPRPS 0.215 .947*
COST COST 14
.0417*** .0623***
Likelihood Ratio: LR 814.75 (32 df) ***
 3. Estimation of Results (cont.)
3. Results
• Model 2: Main Purpose of Using the Mobile Telephony
Model 2: USPRPOS : Parameter Estimates
Service : Multinomial Logit Variables Y=1 Y=2 Y=3
Entertainm
3. RESULTS

Main Sub Social ent Combined

• Proved Hypotheses : Constant Constant

FEMALE
2.834 -10.307**
Reference
2.897

• H2, Gender MALE -.918*** -0.30813 -.50022**

Age AGE -.028*** -.109*** -.041***
• H4, Income INCOME -.96D-04 -.006*** -.006***
COST COST -0.076 .390** -0.14
• H5, Ease of Use Reference
• H9, TECH -.523*** 0.57514 0.282
MEDIA .370* 2.288*** .696*
• H1. Preferred BATTERY 0.239 1.515** 0.585
Features COLOR .557*** 2.187*** 0.0318
Frequencies of Actual and Predicted Outcomes HOURUSE
Predicted Alternatives (Use Purpose) Total 1 Reference
Actual Alternative Work: Social: Entertainment Others HOURUSE
: 2 1.672 -7.716** 3.152
Use Purpose 0 1 2 3 HOURUSE
Work: 0 709(63%) 110 5 0 824 HOURSUSE 3 2.782 -12.537* 6.248
Social: 1 314 139(44.5%) 11 1 465 NOKIA Reference
Entertainment: 2 37 34 9(36%) 0 80 KOREAN 0.077 .691** -0.1826
1.57574**
Others: 3 61 28 0 0(0%) 89
Brand Name OTHEBND .681*** * .793**
Total 1121 311 25 1 1458 AsiaCell Reference
Korek -.634* 1.963** -0.857
SP NAME OtherSP 15
-0.27916 2.65292** -0.39378
Likelihood Ratio: LR 327.41 (42 df)
 3. Estimation of Results (cont.)
3. Results
• Model 3: Satisfaction: Binomial Logit
Model3: Satisfaction: Parameter EstimatesVariables
Variables Y=1: Yes
• Proved Hypotheses : Constant Constant -0.05266
3. RESULTS

FEMALE Reference
• H4, Gender
MALE .15953***
• H5, ERBIL -.10111***
• H7, Location SULI Reference
DHOK -.05655*
• H8.
Age AGE .73274D-05
Income INCOME -.39775D-05
Frequencies of Actual and Predicted Outcomes PRIMS -.18390***
MIDS -.15402***
Actual Value Predicted Value Education HS -.12710***
Satisfy Dissatisfy Satisfy Dissatisfy COLLEGE Reference
POSTGRAD -0.05756
WORK Reference
972 486 676(46.4 %) 179(12.3%)
SOCIAL -0.02421
1458 855(58.7 %) Purpose of Use
ENTMNT -.19105***
OTHEPRPS .13236**
Price Price -0.04202

16
 3. Estimation of Results (cont.)
3. Results • Model 3: Heteroscedasticity Test

• Education groups are negative in

3. RESULTS

relation with the college degree as Standard

SSTF Coefficient Error t statistics p Value Mean of X
reference group and they all Constant -0.48* 0.286 -1.68 0.093
statistically significant , they are AGE -0.00004 0.003 -0.02 0.988 34.108
MALE 0.385*** 0.089 4.31 0 0.535
decreasing the conditional variance INCOME -0.00007 0.0003 -0.25 0.805 928.326
by exp(-1.1)2, exp(-0.72)2 and exp(- PRICE -0.032 0.218 -0.15 0.885 1.227
ERBIL -0.196** 0.082 -2.4 0.017 0.381
0.74)2 respectively, hence the DHOK -0.129 0.101 -1.27 0.203 0.162
heteroscedasticity test proves that the SOCIAL -0.141* 0.081 -1.74 0.083 0.319
ENTMNT -0.689*** 0.241 -2.86 0.004 0.055
model under homoskadasticity is OTHEPRPS 0.343** 0.153 2.25 0.025 0.061
misspecified and the less educated Disturbance Variance Terms
has less variation in user satisfaction PRIMS -1.1003*** 0.224 -4.91 0 0.119
MIDS -0.721*** 0.221 -3.26 0.001 0.112
than more educated. HS -0.745*** 0.192 -3.88 0 0.243
POSTGRAD -0.509 0.372 -1.37 0.172 0.056

17
 3. Estimation of Results (cont.)
3. Results • Model 4: Brand Selection : Model4: Brand Selection: Estimates Variables
Variables Y=1; Korean Y=2; Others
Multinomial Logit Constant Constant
FEMALE
-0.09195* -0.31258***
Reference
Gender
• Proved Hypotheses : MALE -0.02344 0.03249**
3. RESULTS

Age AGE -.00312*** 0.00126*

• H4, Education
PRIMS -0.03419 0.00946
MIDS -.09971** 0.03117
• H5, HS 0.01508 -0.00256

• H6, COLLEGE
POSTGRAD -0.12824**
Reference
-0.00371
• H7, None -0.08285 0.04089
Occupation PRIVATE 0.04945 0.03481
• H9. STUDENT 0.05979** 0.01995
PUBLIC Reference
• H1 WORK Reference
Purpose of
Frequencies of Actual and Predicted Outcomes Use SOCIAL -0.00642 0.05873***
ENTMNT 0.06412 .13236***
Predicted Alternatives (Brand) Total OTHEPRPS -0.01841 0.08160***
Actual Nokia Korean Others TECH -0.0316 0.01064
Preferred
Alternative (Sony Features MEDIA 0.12047*** -0.00842
Ericson, BATTERY -0.08595* 0.08577***
(LG and Motorola, COLOR 0.14752*** 0.07155***
Samsung) etc...) Ease of Use Reference
0 1 2 HOURUSE1 Reference
Nokia: 0 959(73%) 39 9 1007 HOURSUSE HOURUSE2 0.02528 0.03774**
HOURUSE3 0.02065 0.08111***
Korean: 1 215 65(57%) 3 283
SP NAME AsiaCell Reference
Others: 2 131 10 27(69%) 168
Korek 0.02023 0.01403
18
Total 1305 114 39 1458 OtherSP 0.03241 0.16002***
 3. Estimation of Results (cont.)
3. Results
• Model 5: Preferred Features: Model 5: Preferred Features: Parameters Estimates
Ease of
Variables Color Multimedia Battery Use
Multinomial Logit Constant Constant -.17989*** -.16038*** -.12851*** -.18828***

• Proved Hypotheses : FEMALE Reference

3. RESULTS

Gender MALE 0.01338 0.02327 0.0253 -0.01578

• H1, Age AGE 0.00033 .00181** .00133* .00633***

-.51623D- .17838D- -.56252D- -.54396D-
• H2, Income
Education
INCOME 05
PRIMS
04* 05
Reference
05

• H4, None -0.00982 .15373*** .11284*** -0.01943

PRIVATE -0.00468 0.02111 -0.02599 -0.01181
• H6, Occupation
STUDENT .08431*** 0.02994 0.01933 -.14567***
PUBLIC Reference
Frequencies of Actual and Predicted Outcomes WORK 0.03187 -0.05252 -0.02613 0.05128
SOCIAL .10605** 0.00623 0.00586 0.05991
Predicted Alternatives (Mobile Phone Features) Total
Purpose of ENTMNT .16321*** .13903*** 0.04637 -0.17284
Colour Media Battery Technology User OTHEPRP
Actual Friendly Use S Reference
Alternative HOURUSE
1 Reference
0 1 2 3 4 HOURUSE
Colour: 376(75%) 20 5 6 92 499 HOURSUSE 2 0.02228 0.02387 0.00658 -0.00154
HOURUSE
Media: 98 66(30%) 9 1 41 215 3 -.08879* 0.01546 .07255* 0.04244
Battery: 96 39 11(5%) 5 54 205 NOKIA Reference
Technology 85 17 6 10(17.3%) 55 173 Brand Name KOREAN .13879*** .10589*** -.08046*** -0.04484
: OTHEBND .10150*** -0.03246 .06902*** -0.06224
User 172 10 7 8 169(46%) 366 AsiaCell Reference
Friendly: SP NAME Korek -.03964** -0.01744 0.01157 .06904***
Total 827 152 38 30 411 1458
19
OtherSP -0.02461 -0.09374 -0.01512 -0.01702
 4.1 Summary of the Findings
4. Conclusion TAMs and USMs show the overall significance of the explanatory
variables:
4. CONCLUSION

• The models have high explanatory power and individual

parameters were strongly significant and with expected effects.
This indicates that the model as a whole explains customers’
intentions to use mobile services very well.

• The analysis and tests conducted show evidence of reliability of

the factors measuring TA and US which indicate that despite lack
of previous empirical measurements of TA and US of mobile
telephony service in Kurdistan Region of Iraq, a well established
scale for measuring of TA has now been developed which can be
used by business managers, and policy makers and regulators.
20
 3.1 Summary of the Finding (cont.)

•The models show that the mobile telephony users in

4. Conclusion

Kurdistan region are generally satisfied with the

4. CONCLUSION

service they have purchased.

• Regarding satisfaction with service quality rate. Only
6 % of the satisfied customers have rated the quality as
low which indicate the high service quality and imply
the power of the estimated user satisfaction model.
• Customers vastly prefer Nokia brand among the other
available brands in the region’s market, however, the
market or Korean brand has potential to grow.

21
 3.2 Policy Implications
4. Conclusion
Enablement of the ICT in KRI for short run is as much of
a development issue as it is a policy issue.
4. CONCLUSION

– Initial policy guidance should set the basis for the evolution of a
policy environment that will facilitate rapid growth and
exploitation of the telecommunication.
•To catch up in long run period, KRG to create :
– Suitable regulatory environment,
– Act to create international connectivity with neighboring states,
– Join partnerships with industry companies to ensure that network
roll out is optimized, and
– Ensure that the education sector is working toward developing
ICT skills.

22
 3.3 Implications for Telecom Business
4. Conclusion
• The study has shown that the mobile phone already is
used extensively within the region and it is an
4. CONCLUSION

appreciated means of communication, however, the

quality of the services provided to the users are not
monitored by the government and thereby there are
needs to develop a proper regulation policy from the
government side.
• Managerial priority should be directed to identify the
important factors in assessing service quality. This study
can be considered a first attempt and initiative to the
telecommunication firms in the region to make regular
reassessment of their service quality in order to meet the
CS.
23
 3.3 Implications for Telecom Business (cont.)

4. Conclusion
• Not consider only the profit margins as a good indicator
of business performance.
4. CONCLUSION

- Develop alternative strategies to address the

customer’s perceptions of their service offerings.
•Customer satisfaction will enhance the firms to
• Compare their performance against customer standards,
• Compare customer standards against internal process, and
• Identify opportunities for further improvements.

24
 3.3 Implications for Telecom Business (cont.)

4. Conclusion
• AsiaCell service is the most favorite among the other
SPs, therefore, Korek should address the weakness
4. CONCLUSION

points of its services (network quality and service fee)

to attract more customers.
• Young generation prefer to use Korek over AsiaCell
and other providers, therefore, Korek should pay
attention to this group of age and make further service
offers and also to identify the factors affecting the non
use of the service by other groups of age.

25
 3.4 Recommendations for Further
Research
4. Conclusion
• Examine CS with specific service such as SMS, MMS, internet,
and customized service.
4. CONCLUSION

• Further research needed to see if other factors should be included

in the proposed models such as calling cost and the price of the
cell phone.
–We calculated these variables by ourselves. It is recommended
these variables to be included in the survey questionnaire to
allow variation of the data for individual.
• Different models and methodologies to be applied for similar
study and compares the results in comprehensive sensitivity
analysis. The questionnaire has not been formulated such that it
pertains to choices and to individual in order to apply the Bayesian
approach and mixed logit model instead of classical approach to
have more accurate results.

26
 3.4 Recommendations for Further
Research
4. Conclusion

• Cooperation is needed between academic researchers and mobile

4. CONCLUSION

telecommunication firms so as to achieve better customer oriented

investigations.

– Establishments of internship programs and research funds

supported by the industry will help in better understanding of
the financial, regulatory and education needs of the industry and
consumers. Future studies can broadly investigate the factors
that affect customer satisfaction, such as education level, word
of mouth, life cycles and usage pattern of customers, switching
barriers.

27
THANK YOU

Q&A
28
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