February 25, 2020 Thesis Open Access

samuel getachew

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    <subfield code="a">Customer Perception and Responsiveness Behavior Study on Bulk SMS Advertisements for Target Customer Identification: The case of Ethio Telecom</subfield>
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    <subfield code="a">&lt;p&gt;Bulk-messaging, one of the technologies carried by the telecom industry, is a process&lt;br&gt;
of sending a large number of messages to many people at once. It is likely&lt;br&gt;
a more economical and effective way of marketing media as compared to others.&lt;br&gt;
Therefore, many companies are using this service for advertisement. Since it is&lt;br&gt;
most likely flooding without customers&amp;rsquo; consent, it can be one of the services that&lt;br&gt;
affect customers&amp;rsquo; responsiveness behavior. Studying customers&amp;rsquo; preferences prior&lt;br&gt;
to sending a message will help to overcome resource dissipation due to messaging&lt;br&gt;
and reduces customers&amp;rsquo; offensiveness.&lt;br&gt;
The aim of this thesis is to identify factors that affect customers&amp;rsquo; responsiveness&lt;br&gt;
attitude and classify customers based on the level of responses, towards bulkmessaging&lt;br&gt;
advertisements in the case of Ethio Telecom customers. In this thesis,&lt;br&gt;
two different types of data were used i.e. data collected in-person via questionnaire&lt;br&gt;
and a Call Detail Records (CDR) data. Among 620 distributed questionnaires&lt;br&gt;
528 were replied. Moreover, a CDR data of 29,506 messages got responses&lt;br&gt;
among 419,249 delivered messages. A statistical mean method and data mining&lt;br&gt;
techniques were used to classify a survey and CDR data respectively.&lt;/p&gt;</subfield>
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