Discover the patterns of prepaid mobile phone user to predict the customer behavior for marketing strategy / Wan Nuradlina Wan Ismail

The way in which telecommunication companies interact with their customers
has changed dramatically over the past few years. A customer's loyalty to a certain
telecommunication company is no longer guaranteed. The telecommunication
companies must deal with a large amount of competitors. To succeed,
telecommunication companies must be proactive and anticipate what customer
desires. It was found that telecommunication companies need to understand their
customers well and to quickly feedback to them wants and needs in order to success.
The objectives of this research are to discover the patterns of prepaid mobile
phone user using SPSS as one of the method in data mining and to predict the
customer behavior for marketing strategy.
In this research, primary and secondary resources are used in order to fulfill the
research objectives. Primary data are collected through the distribution of
questionnaire. The questionnaire consists of 29 questions and was distributed to the
prepaid mobile phone users in Shah Alam. The total of 100 questionnaires was
collected within two-week period. While secondary data is taken from journals and
Internet resources. All data gathered from this research were analyzed using SPSS
version 12.0 software. Data were presented in the form of frequency distribution tables
for selected variables and via graphical presentation like bar and pie charts.
From the research conducted, majority of the prepaid user are student. Most of
them subscribed to Maxis the their family also subscribe to Maxis. Most of the users
choose to subscribe to the same operator as their families subscribe to. Majority of the
user prefer to use SMS rather than make a phone call. Majority of the user spend
above RM50 a month to reload the credit. Most of the user likes to travel as their
leisure activities. They also like to go shopping and watching movies. Most of the users
choose which mobile operators to subscribe to because of the call and SMS rate
charge by the operator, network coverage of the mobile operator, promotions and
innovative services provided by the mobile operator.