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The Mobile Telecommunication Industry In Sri Lanka Management Essay

In the recent past there has been significant matter about employee desire and organisational performance. The corporate world is facing swift changes and becoming highly challenging with the daily increasing degree of competition. And areas of globalisation has a major part to try out in this with increasing communications with global communities have created new business opportunities for existing businesses plus more opportunities for multinational companies has also been created. Subsequently this has led the organisations to be highly challenging and competitive. With all of this changes occurring organisations are compelled to enforce best business methods that certify efficiency and effectiveness. Companies have to manage all factors of creation (men, machine, materials and money) correctly to retain and compete in the market. Among these four factors taking care of human source of information is the biggest obstacle, since in employee management it requires skilful handling of thoughts, emotions and feelings if highest productivity to be achieved. In order to face this problem organisations choose the most efficient human resources management strategies that will help in making sure satisfaction and desire of the employees therefore to increase productivity. Schiller (1996) is of the view that the work performance is really the product of an individual's motivation and ability. Also recent research Syptak, M. David, and Ulmer, (1996) has shown that the satisfied employees tend to be beneficial, creative, and committed to their employers. It has also been discovered that human resources is the most important reference that the company possesses and in the recent past so much of emphasis is paid to this very valuable and volatile source. Due to this happening studies and methods and large number of ideas have been generated to ensure that source of information is not taken for granted, or left out.


Organisations operate to achieve profits, and income come from productivity and the utmost result for the type that is imparted. So the mission for enhancing performance in an organisation is one of the main visions of management. There are various factors involved in this, such as getting the right equipments, people with the complete skills, talents and knowledge, properly identified processes and right type of organisational construction. With having all of this in place it is very important that folks should be ready to work and give their all into the organisation. . Employees have to be motivated someway to commence the task which will donate to the business to archive its targets. Motivationis not just a term that derives from the word motive this means wishes, drives, needs or wishes of individuals, but also the buzz expression of twenthieth century company culture and these various motives should be satisfied to have a satisfied employee that will add and stay contributing so long as they will work in the company. .

Motivation is an internal desire and make that drives to accomplish duties and goals. In the ideal situation, we learn, develop skills, and increase as individuals even as move towards these goals. When a company is able to motivate its personnel and help them feel important, well known and appriciated positive results will begin to unfold.

Motivation is highly essential in every working environment and it is different from individual to individual, since needs change from the other person companies necessary to use different strategies to satisfied these needs. Several determination ideas and studies have been reviewed in this study to comprehend what might effect to increase motivation and exactly how those practices translate to this analysis.

High drive will significantly contribute to a fantastic performance. Effectiveness of an individual's work depends on the ability to perform on an activity and a pleasurable working environment. Skills and ability can decide by employee's performance of the given task. Missing of skills can be managed appropriate trainings, on the job coaching or coordinating the abilities with some other task or a role; equally working environment can be upgraded by providing better facilities and resources. However motivating employees are intricate than we think since it changes person to person because their needs, dreams and core values are different to 1 and another.

Motivation broadly can split in to two intrinsic motivations, centered on factors that are in the person and predicated on individual needs. Theses are talked about under some classical ideas such as Herzberg two factor theory, Alderfer's ERG theory, McClelland discovered needs theory, and needs theory of Maslow. One key concern with intrinsic drive is to figuring out the necessity and the potency of the relevant factor since this can be discovered only by watching the particular employee's behaviour. Other inspiration type is extrinsic determination; extrinsically motivated individuals are motivated by external factors like rewards of your tangible characteristics as money and bonuses.

Motivation produces a satisfied and profitable employee who will save you the time and effort. The motivated worker is more interested in work and volunteers to do more work than what's expected always will go the excess mile to complete an activity and more lucrative achievers than others. Those employees are good resources to a corporation and a model to be followed by other employees and add positive contribution for work within the business.

Highly determined employees are true possessions to any group. They're beneficial, energetic, wanting to undertake additional obligations, and pleasant to be with and use. Furthermore, they spread their enthusiasm and work ethic to others (David, 2005)

Employee motivation is necessary in today's corporate world for the success of the company therefore in the modern place of work high emphasis is directed at human resources. Because motivated employee is productive, determined and subsequently reduce turnover, increase performance.

Mobile industry in Sri Lanka

The telecommunication industry always been a state owned industry until 1989 when government made a decision to change the point out monopoly to the privet sector. During this time period, mobile telecommunication was introduces to Sri Lanka by Celltel, the first mobile operator in Sri Lanka, with a "Brick sized" pocket radio type mobile phone only employed by the upper class society. Till then until today with the progression of mobile telecommunication sector, market became more competitivewith entrance of new mobile providers. Today there are five mobile operators namely Dialog, Airtel, Mobitel, Etisalat and Hutch.

The mobile telecom industry in Sri Lanka is one of the very most powerful sector's of the united states. Significantly adding to economic growthby ventures, employment, and creativity with introducing most advanced technology.

Sri Lanka mobile telecommunication industry is one of the speedily changing and widening industries; this is mainly due to the intro of new technology and the increasing demand by the people. It is apparent that penetration and the utilization of mobile and communication facilities are increasing therefore among the fastest growing industry; telecommunication industry has a more substantial affect in other companies and consequently in the country's market all together.

Technology wise Sri Lanka telecommunication industry has been around the forefront in the region being first to start almost all of the technologies such as GSM, CDMA, Wimax, 3G, HSPA etc. . This advancement of communication has lifted the lifestyle and quality of life in all segments of the population and made this island an inferior place scheduled to connectivity and technology.


Dialog Axiata PLC. , a subsidiary of Axiata Group Berhad, is the most significant telecommunication network supplier in Sri Lanka. Dialog has spearheaded the mobile industry because the overdue 90's, it also has extended its business to dish television (DTV), broadband and set telecommunication.

With align to its eye-sight of "To be the undisputed head in the provision of multi-sensory connectivity causing always, in the empowerment and enrichment of Sri Lankan lives and companies" dialog has create itself as the pioneer mobile operator in boosting user experience through value added services (VAS) & introducing new technology such being the 1st operator to present Short concept service, WAP, GPRS, MMS (Cordless internet for phones), Mobile-commerce, mobile email, home elevators demand services well ahead of regional networks as VAS. Also Dialog was the first ever to establish commercial 3G businesses HSPA+ and 4th technology LTE in South-Asia. 'In-flight and sea coverage' which permits customers to safely use mobile on airline flight and in ocean, this just one more initiative of dialog to enrich customers communication experience.

Apart from mobile, Dialog has committed to DTV, the solo largest digital service provider in Sri Lanka, Broadband internet and set telephony forerunner in set data and tone of voice connectivity, Boasting pre-packaged high-speed internet solutions, although this is a hard market to discovery, Dialog managed to enter and maintain a steady platform that officially belonged to SLT. Dialog Tele-Infrastructure, Sri Lanka's leading company of telecommunications infrastructure providing state-of-the-art transmitting for licensed providers makes Dialog the country's pioneer in information & communication technology industry.

22 service centres, 90+ service details (Franchise), 2000+ store points, country's largest customer contact centre and 1600+ 2G & 600+ 3G basic train station are build to deliver quality service to its 7 million+ customers.

Dialog uses about 2544 people, and 9% of it in senior management quality and leftovers as 36% midsection management, 28% executives and 27% non-executives. (Dialog sustainability statement 2011)

Dialog skilled for ISO 26000s

Research problem

The mobile telecommunication industry has come to its maturity stage. In 12 months 2008 Dialog was getting the market share of 53% (Fitch scores) and rest of the operators shared the rest Dialog spearheaded the industry with no competition. Following the privatisation the marketplace became competitive and initially operators extended their coverage in all places and increased their customer platform. Dialog being the 1st to launch GSM technology and with the biggest coverage these were the market head with market share of 53% and was generating robust income and could maintain their own tariffs. Whereas other 3 providers, Mobitel, Etisalat (then Tigo) and Hutch were having medium profits plus they were competing with each other. However as time approved the proper execution of competition altered specially with the introduction of India's one of the primary mobile operator Airtel in 2009 2009 where they hit the market hard with subscribing 1 million customers in just half a year and world 15th greatest telecommunication giant Etisalat overtaking Tigo made an enormous impact to the mobile telecommunication sector. Now with five players on the market competition kept on growing. Dialog still being the market leader, market talk about has gone right down to 38% (Fitch scores), as the new entrants are pulling readers from other networks. In this marketcompeting is becoming more constricted since there are no evident changes in the merchandise and product is becoming standardised each day. All most all the worthiness added services provided are similar. Dialog known because of its technology and first in launching new services; however other operators adjust it quickly. Also every operator is broadening its coverage rapidly island large dialog no longer will have advantage over coverage as well. This led to an intense price warfare and operators had to lessen tariffs to preserve their market talk about which strike their bottom line massively. As well as the telecom regulatory commission(TRC) had to impose floor tariffs to get rid of this price battle. Today the Mobile has almost become a item product and price is not really a competition tool nowadays. Customer acquisition and retention of customers become a tough job.

In 2011 according to Fitch ratings, Sri Lanka Mobile industry was one of the most competitive marketplaces in the AsiaPacific region, where there are five mobile operators competing to focus on a total society of 21 million. And the mobile users for time 2011 is 18. 4 million (Central Lender of Sri Lanka) which is being distributed within five providers from which 82% of the market share has been Dialog, Mobitel&Etisalat.

For sustainability of the providers they are required to retain their customers and also they need to entice customers from other operators and expand the business. Since there are no apparent changes in the merchandise in this highly competitive and volatile market customer churn, quite simply switching networks is absolutely high. Because the industry has reached its maturity level mainly income aren't initiate by preliminary offering but from the long stay of the client therefore in this example it is important to get customer loyalty, which is where customers have a deeply organised commitment to re-buy and re-patronise products and services regularly in the foreseeable future, against all chances and at all costs despite strong marketing efforts of competitors. (Oliver, 1997). Thus to preserve its market talk about and to develop, mainly operators should make an effort to reduce churn, increase customer devotion and make an effort to get customers from other operators.

As discussed above in Sri Lanka Telecommunication industry providers must maintain agility and creative edge all the time. Also a high degree of service should be provided to customers to hold on to and to produce a brand loyalty subsequently increase the profitability of the business.

To produce a satisfied Customer there must be a satisfied and a effective employee to provide that customer, as per a study done by Sears Roebuck & Co. proved that a five-point improvement in employee attitudes led to a 1. 3 go up in client satisfaction which, in turn, produced a 0. 5 increase in profits. Also Wiley & Brook (2000) analyzed the "relationship between financial success and customer and worker adjustable" and found that customer satisfaction and customer devotion was accounted for by staff attitudes. Corresponding to Businessman. com, high degrees of employee inspiration and engagement are directly linked to a company's customer support levels and satisfaction.

In mobile telecommunication industry to be in the business and to increase profits it is essential to preserve its customers, reduce churn by increasing customer loyalty. To make that customer satisfaction and the brand commitment which also really helps to bring in new customer by person to person, company must have a solid marriage with the customer.

This is mainly be based upon the sales, customer service and contact centre Staff as they are the first contact point of customers and how well the communication takes place. However support staff is also offers a larger part including the speed of complaint quality, activating a wanted service or attending to a specialized issue of the client etc. . Therefore company equals the employees and everything is rely upon the performance of the staff.

Employee satisfaction is high does not mean that the employees are beneficial as well. Employees need to have some sort of an internal motivation to perform better in their job. Because if the staff is demotivated, their concentrate get shifted to self-interest and they are no longer thinking about satisfying the customer. Employee will stop going the extra mile to serve the customer better or solve a customer problem faster to provide an improved service.

Providing excellent service is an integral factor to keep customers. If customers will not get an effective service they have a tendency to leave the network since there is no vast difference in the merchandise offered. Corresponding to a fresh Consumer Information' review, 65 percent are "tremendously annoyed" by rude salespeople and 64 percent of respondents said that they had kept a store in the last twelve months because of poor service, with customer satisfaction and the brand loyalty will also helps to bring in new customer by word of mouth.

Rational of the Study

In mobile telecommunication industry if the company really wants to sustain with the best market share, fulfilling the client is important. Happy employee equals happy customer. If the business will not create superior value for its employees, it's very problematic for the employees to create superior value for customers (W. Earl Sasser 2003).

Therefore keeping employees motivated is vital to keep a productive and an effective business. Employers must find ways to encourage employees and make sure they are work up to their full potential. To do this effectively employers should identify and understand the factors that motivate every individual within the framework of their respective job roles.

Due to the key nature of the topic subject and the implecations of drive correctly implemented and grasped, this study becomes an important one as a desirable working conditions and motivated individuals can make the industry more successful and the market better and productive.

In this analysis it is expected that result of this review, would simply be supportive to identify the most important factors that motivates employees to perform effectively and proficiently in their job role in mobile telecommunication sector.

Purpose of the Study

As there have a tendency to be much empirical and theoretical evidence regarding motivated employees performs better, which motivation is key in a successful organsitionand industry. This analysis attempts to research the key factors that motivates staff to perform better in Dialog Axiata PLC, the best telecommunication company in Sri Lanka. Also the problems and problems that the management is facing as well as other implications may also be examined and explored as a part of this research.

Objectives of the Study

To determine the partnership between factors of determination and Performance, at work.

To determine the relationship between motivation factorsand Motivation in the workplace.

To determine the relationship between drive and performance of the employees.

To identify the critical determination factors should be employed by the employers to motivate employees


To verify or disapprove above mentioned objectives below hypotheses will be tested.

Hypothesis 1:

Null hypothesis - selectedmotivation factors does not stimulate employees.

Alternate hypothesis - selectedmotivation factors motivates employees.

Hypothesis 2:

Null hypothesis - selectedmotivation factors does not increase Performance.

Alternate hypothesis - selectedmotivation factors raises Performance

Hypothesis 3:

Null hypothesis - Motivation will not increase Performance.

Alternate hypothesis - Inspiration increases Performance

Limitation of the study

This review has limitation due to the time limitation and practical problems of collecting data and analysing the data. When collecting data the review questionnaire is close ended questionnaire hence this will limit the respondents' selections that actually echo their real emotions.

Therefore it was difficult to obtain the qualitative areas of employee behaviour as it cannot be measured effectively by the close ended study questionnaire. So to overcome that I have included questions that are capable to classify more significant and empirical expressions of the ideas of


Also there would be happenings where employees will be reluctant to answer or even to give the appropriate answer.

Another restriction would be that this questionnaire is solved only by frontline and sales personnel of Dialog. Therefore more research is needed to identify supporting personnel motivational issues.

Structure of the study

The study compromise of 5 chapters and each chapter provides an insight to understand the research review as entire.

Chapter 1 Intro - delivers a brief overview of the background of the study area, research problem, rational, goal and aim of the study with strategy to highlight the research problem. Furthermore the targets and the hypotheses developed to archive those targets.

Chapter 2 Literature Review - addresses the relevant books relate to the analysis to be able to get a knowledge of the research problem by assessing ideas related to motivation and the studies and by other experts. Thereby build the conceptual framework which can only help to develop the questionnaire and the talk of the analysis.

Chapter 3 Research Technique - has an overview of the strategy used for the chosen subject matter in order to handle the study. The areas dealt with under this chapter will be the research design, questionnaire design, the populace and the test size of the study and data collection and analysis methods.

Chapter 4 Finding and research - concentrate on the analyzing gathered data via questionnaire using statistical tools to get more specific results highly relevant to the study. Thus presented in the form of tables or graphs with a clear explanation.

Chapter 5 Discussion - this section highlights the results of the examination in more descriptive manner discussing theories and studied from past literature, checking with the conceptual construction. Also the final results related to objectives are dealt with with the reason and reason.

Chapter 6 Finish and advice -provides the entire final result and summaries all the studies to bring out the main conclusions of the analysis. This gives answers to all raised questions by reaching the objective. And in addition state the tips for expected future implications.

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