Service Marketing: A Case Study the MTN Company

Service Marketing: A Case Study the MTN Company Essay example
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SERVICE MARKETING: A CASE STUDY THE MTN COMPANY Student’s name: Institution’s name: Course code: Instructor’s name: Date of Submission: 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.


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. ...
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