Customers’ culture also influences the desires and needs of the customer to the goods and services in the market. In order viaduct the gap between customers and the company, market survey is exceedingly essential. Service marketing helps the company in understanding the customers’ needs and expectations. The paper below will analyse MTN misconception of its customers’ need in different cultural settings. It will also expound on the theories relevant in analysing the situation affecting the MTN Company Introduction MTN is a multinational telecommunication company. It has its headquarters in Johannesburg in South Africa. It offers communication services in many parts of Africa and in Middle East countries (MTN group, 2012). In the recent years, the company has been challenged for customer services impediment in Middle East countries like Iran and also in many African countries where it operates. It has been held liable of violating its customer’s privacy right which was contrary to their expectation. In January 2012, the company was blamed and condemned for assisting the Iran government in locating and tracking the MTN cell phone users. The same fault was raised in South African and Lesotho in February 2012. On December 2010, MTN customers in Nigeria complained to the company for the discloser of their information to the security agencies. The customers expressed their distress through the company’s customer service but there was no action taken. Some customer also reported to be ignored by customer service attendants when they raised the issue (MTN website, 2012). In general, the MTN Company has been blamed for disclosing the customers’ information to the government and security agencies which is contrary to the customer expectation. Privacy is one of the human basic rights and it’s valued all over the diverse cultures. By disclosing the customers’ private information, the company did contrary to their customers cultural beliefs. Discussion The critics have to a great extent affected the service marketing of MTN all over the affected countries thus raising customer service issues in the company. It has complicated their marketing effort in the affected countries and in other countries where it operates. There are lobby group in Iran (United against Nuclear Iran) which is advocating for the cessation of MTN operations in the country due to desecration of their customers cultural beliefs as well as being incompetent in fulfilling the customers’ expectation. In South Africa, the Communication Association have expressed their dissatisfaction with the MTN initiative. The customer rights are very imperative in ensuring there is workable service marketing in any company. According to the United against Nuclear Iran, “assisting the government to track and locate the cell phone users is total contravention of the customers’ service rights as well as their basic fundamental and cultural rights. This ought not to be allowed to continue in an independent country like Iran”. In the beginning of March 2012, the Communication Association in South Africa threatened to prosecute the company for disclosing the customer personal information to the security agencies and the government. Literature review According to Sheth (2000, p. 171), services marketing has it bases on the concepts of marketing.
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SERVICE MARKETING: A CASE STUDY THE MTN COMPANY Institution’s name: Table of Contents Table of Contents 1 Discussion 3 Literature review 4 Theory 5 Issue analysis 6 Limitations in the study 11 References 12 Abstract Understanding of the customer demand and needs is exceptionally indispensable for the success of any company…
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