Contents

Introduction about Dialog Axiata PLC.............................................................................................3

Customer Expectations of Dialog Axiata PLC..................................................................................4

Comparison of Customer Expectation with Real Performance.......................................................6

Areas to be improved.....................................................................................................................8

References....................................................................................................................................13

List of Figures

Figure 1...........................................................................................................................................9

Figure 2...........................................................................................................................................9

Figure 3.........................................................................................................................................10

Figure 4.........................................................................................................................................10

List of Tables

Table 1............................................................................................................................................6

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Introduction about Dialog Axiata PLC

Dialog Axiata PLC is one of the leading companies in the telecommunication industry in
Sri Lanka. The company was formerly known as Dialog Telekom PLC and changed its
name to Dialog Axiata PLC in July 2010. Dialog Axiata PLC was incorporated in 1993 and
is based in Colombo, Sri Lanka. (Annual Report - Dialog Axiata PLC, 2019)

A subsidiary of the Axiata Group Berhad (formerly TM International), Dialog is one of the
largest listed companies on the Colombo Stock Exchange in terms of market
capitalization with wide range of products and services, including mobile voice, mobile
broadband, internet, devices, and TV, and so forth. (Annual Report - Dialog Axiata PLC,
2019)

The company also provides a portfolio of multi-sensory connectivity services, including

Dialog TV, a direct-to-home satellite television service, and Dialog Global which operates
a portfolio of international telecommunication services. In addition, the company offers
broadband Internet, fixed-telephony, data networks, and converge solutions, and
telecommunications infrastructure services comprising transmission and co-location
facilities, as well as television broadcasting services. (Annual Report - Dialog Axiata PLC,
2019)

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Customer Expectations of Dialog Axiata PLC

Customer expectations are crucial criterion for every company that drives the company
to success. In case customers are not satisfied with the products or services, a company
may lose those dissatisfied customers. Additionally, it can lead to negative word of
mouth. Since the customer is the deciding factor of a company's existence, the primary
purpose of a company must be to develop customer expectations. For
telecommunication industry, retaining customers, increasing loyalty, and engaging in
positive word of mouth advertising are the key to future success.

Listed below are the expected qualities that customers are expecting from Dialog Axiata
PLC.

 Service quality - Customer expectations can be influenced by service quality.

When customers are getting their expected service quality it led to higher
customer satisfaction. We can gain service quality through tangibles, reliability,
responsiveness, assurance, empathy.
 Pricing - Price is a major component to indicate the quality of the product, which
results in better expectations from the product and determines higher
satisfaction. The customers can switch to any other connection brand provider
who offers fair prices that the consumers can be held on to for a longer duration
by offering them the fair prices, because of that fairness of price is also can
influence customer satisfaction.
 Complaints Managements - Complains management is a major strategic
component to communicate directly with customers. This factor is one of the
main factors that directly can impact to the customer satisfaction, and poor
complaint management service can dissatisfy customers. Encouraging the
expression of customers complaints today can decrease future complaints. IT is

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 very important that any customer that wants to complaint about services must
direct correctly by proper consideration.
 Innovativeness- This means introducing latest trends before other players. The
technology is rapidly changing. Dialog is also facing many challenges because of
them. Improving facilities and adapting to the latest technology continuously and
providing latest technology to customers, customers will always be with dialog to
experience the latest technology. And also, being innovative is important to
provide a quality product.
 Network quality and coverage - This factor is an essential customer expectation.
During previous years network coverage was limited only for some specific
locations. But today the network quality has been improved and network
coverage has grown extent. Network coverage and quality is directly can impact
to the image of the company.
 Promotions - Special Occasional Discounts Enhance Credit Limit: By enhancing
credit limit, customer feels that the organization has a faith on you, and it exceed
the customer expectations.
 App Performance - Customer satisfaction can be increased through App
performance (low interruptions) and Intelligent features of the app. Dialog is
having My Dialog App and it can increase the opportunity for capitalizing the
relationship with customers through enhanced mobile information services.
Apps can provide more opportunities to present the service and solutions to
customers.
 Security and privacy - Trust on telecommunication services is very important and
can significantly impact to acceptance of people. Specialized culture and
customize servicers such as considering religious beliefs and adaption of
language will increase the acceptance.

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Comparison of Customer Expectation with Real Performance
Table 1

Key Factor Expectation Real Performance

Pricing Obtained a service that is Dialog Axiata is having high
reasonably priced. complains about high pricing
and not providing a worthful
service.
Complaints Ability for people to easily Dialog is having a poor
Management connect with agents to complaint management;
present their issues and through Dialog Axiata’s
needs. Facebook page we can see it.
Get the easiest, fastest Spending so much time to
solution to customers provide solutions for customers
problems. problems.
Innovativeness Ability to keep up with Dialog is providing their
changing technology. services by using latest
Utilizing new technological technological knowledge and
knowledge for ease of use by they used to provide them
customers. before their competitors.
Network Quality and Ability to easily access the Previously, Dialog has been
Coverage service anywhere with considered as the speediest
quality signal. network service in Sri Lanka.
But now there are lacking areas
in their network service. Their
signal coverage is considered as
the most secure network in Sri
Lanka.

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Promotions People expects various Dialog will gift Star Points for all
promotions when it comes other customers for their
to long-term services. Such birthdays. Dialog provides
promotions are expected on special occasional discounts
festival seasons and special such as free roaming minutes
occasions. during December season, etc.
App Performance Ability to use easily as a time According to internal reports
saving solution. My Dialog App is likely to be
Easy to handle. interpreted and it is not in
friendly way to handle.
Security and Privacy Customers are expecting Dialog is having very much
from them to keep their responsiveness and Dialog is
information in a very safety one of the most secure
manner. telecommunication company in
Sri Lanka.
Service Quality Empathy is Including access, Sometime there are some
communication, caring complaints about empathy
understanding, and violence in service centers.
attention for customers.
Assurance is about warranty Warranty status is satisfactory.
service.
Tangibility is also about Dialog Axiata id having high
providing good customer quality service centers to

care provide good customer care.

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Areas to be improved

While the word is heading to a new generation of telecommunication, the Sri Lankan
telecommunication industry is growing through a rapid speed, although with the fact of
growing incurably the industry is going on path of dominating the business by few
telecommunication companies. Among few standings as a giant in the industry dialog is
making its way to a new era. As a solo telecommunication giant in the industry dialog is
lacking in customer base in many areas considered to the international industry.

Currently within the pandemic situation most of the customers use the online option as
the basic of helping center. But the wide range of online unwanted data plans are
making the uneducated customers suffer a quite bit. And the call center of the company
is making unwanted attention to the sim users and television users by unknown charges.

The speed and stability are considered the key factors in determining the quality of the
internet connections. Dialog is having slow and unstable connections inhibit daily use
and diminish work efficiency. Sri Lanka has been listed as the country with worst
Internet Quality by the Surf shark Digital Quality of Life Index 2020.

The Information Technology Society of Sri Lanka points out the data mafia and the
monopoly handled by several Internet Service Providers (ISP) has been the key reason
behind the tragic situation. As the major Internet service provider Dialog Axapta must
pay their attention to improve the quality and stability of internet connection in the
country.

The below chart shows that Sri Lanka is 128th in the Speediest Global index rankings. It
explains that Sri Lanka has a very low download and upload speed.

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Figure 1

According to the survey conducted by nPerf

map below image shows the internet
coverage of Dialog company in Sri Lanka.

Figure 2

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 This is the internet coverage map of Dialog. This has
published in the dialog web site. According to this
most of the Ares are not covered. Ex. Jaffna,
Trincomalee.

Figure 3

Figure 4

These are the Negative customer comment and complains in the Dialog official
Facebook page. There are so many negative comments in the comments section
regarding their poor Wi-Fi quality and speed.

Considering the economic structure of the country although the growth is quite slow the
telecommunication industry is making the backbone of the industry. Dialog as the
leading group of telecommunications has started many programs within the country to
help the future generations and the growth of the telecommunication industry.

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Recommendations

Over the past few years, the Dialog Axiata PLC’s management has seen a slight decline in
customer satisfaction with the measurement of customer satisfaction after delivering
the service through official social media interaction. The appropriate factors to the
organizational context such as app performance (low interruptions), complaints
management, empathy, pricing, reliability, and social media memes. Those factors have
been identified as predictors of Dialog Axiata PLC’s customers’ satisfaction.

Customer Complaints Management should be improved and all receiving complaints

should be resolved by respective staff. Besides, service personnel must be trained to
understand and respond to customers' emotions and to address them to the
management properly. The bugs of the app should be corrected by conducting an IT
audit through an independent IT firm.

Moreover, it is recommended to consider affordable prices for providing services. Also,

to improve reliability, Dialog Axiata PLC should offer the promised services. They have to
check the competitor’s price and come up with a pricing strategy in order for the
consumer to purchase their product at affordable rate.

The wrong social media memes regarding the company created by customers or non-
customers should be overcome by creating their own positive featured memes.

To grow more and earn more profits dialog can improve its pull marketing strategy and
as well as it can introduce new value-added services to attract more customers. The
impact of service quality and consumer purchase behaviors on behavioral aims
of customers are joined (Yonggui Wang, Hing- Po Lo, Yongheng Yan, 2004),
therefore, Dialog can improve their service quality of 4G and 5G network in
order to improve the quality-of-service standard, hence it will increase the quality of
Dialog Axiata and the consumer can use the service of Dialog effectively and
efficiently.

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online shopping has more dangerous operation when consumer buy goods from online
site and also companies developing trust by online shopping is complicated than in
normal outlet, therefore Companies needs to provide proper information and
creates a trust for the consumer that the page is originated by the company and the
transactions will be done much ease.

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References

Dialog Axiata PLC

Annual Report - Dialog Axiata PLC, 2019. Annual Report - Dialog Axiata PLC. s.l.:s.n.

Daily Mirror, 2017. Daily mirror online. [Online]

Available at: https://www.dailymirror.lk/article/Dialog-Mobile-services-fully-restored-
137043.html
[Accessed 8 August 2021].

PLC, D. A., 2020. Annual Report, s.l.: s.n.

Yonggui Wang, Hing- Po Lo, Yongheng Yan, 2004. An Integrated Framework for Service Quality,
Customer Value, Satisfaction: Evidence from China's, s.l.: s.n.

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