Real Problems Faced by Dialog Axiata PLC and Its Impact on Manual Processes

This research focuses on the real problems faced by Dialog Axiata PLC and their impact on the manual processes of the company. It aims to analyze the issues causing a decrease in the adoption of Dialog's digital channels and recommend ways to resolve them.

Delivering Innovation Project
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Table of Contents
INTRODUCTION...........................................................................................................................3
Project aim and objective............................................................................................................3
Research Questions.....................................................................................................................4
About company...........................................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY....................................................................................................6
PROJECT MANAGEMENT PLAN...............................................................................................8
REFERENCES..............................................................................................................................10
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Topic: Proposing an overview of the real problems faced by Dialog Axiata PLC and its impact
on manual processes on the company.
INTRODUCTION
Introduction and background
Every company in any industry strive shard to lead its competitors in order to become the
market leader. This can be done by satisfying the majority of the needs of its customers and
increase the customer base. Telecom industry also faces various issues which must be met up so
that majority of the customers use its digital channels. Dialog Axiata is considered as the most
valuable consumer brand of Sri Lanka. The company is facing rapid success since the time it was
established in 1993 in providing telecommunication services to its millions of subscribers. But
due to some issues, the company is facing decline in the customer base that uses its digital
channels (Nizar and Janathanan, 2018). The research will be based on those issues and their
impact on the manual processes of the company. The research will make use of the technology
acceptance model commonly referred as UTAUT (Unified Theory of Acceptance and Use of
Technology) which will help in gaining deeper insight about the issues and their impact on the
company due to which the customer base is decreasing. The research will be based on the
quantitative type in which the dependent variable will be low digital adoption of the dialog
mobile app and the independent variables will be effort expectancy, performance expectancy,
facilitating conditions and the social influence (Ramesh and Vidhya, 2019). Though the research
is quantitative, various SPSS tools will be used to analyse the data collected from various
sources. The topic chosen will help in resolving the most important issue faced by Dialog Axiata
which can help in increasing the customers who adopt the digital channels of the company. This
will also help the other telecommunication companies in gaining the competitive advantage
among all the competitors. It will also help the company in improving its poorly designed
applications which will force the customers to utilize its digital channels.
Project aim and objective
Aim: To analyse real problems faced by organization in terms of adoption of Dialog’s digital
channels. A case study of Dialog Axiata PLC.
Objectives:
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 To evaluate main issues because of which adoption of Dialog’s Digital channels among
customers is decreasing.
 To evaluate .
 To analyse ways in which poorly designed applications of organization is impacting
digital experience of customers
 To recommend ways in which internal and external issues faced by Dialog Axiata’s can
be resolved.
Research Questions
 What are the major issues due to which the digital channels of Dialog Axiata are less
adopted by its customers?
 What is the impact of those issues on the manual processes of the company?
 What ate the ways in which the poorly designed applications of Dialog impacts the
digital experience of customers?
 What strategies can be recommended to Dialog Axiata which can help it to resolve
the internal and external issues?
About company
Dialog Axiata PLC is a renowned telecommunication service provider in Sri Lanka. Not
just in Sri Lanka but, Dialog Axiata PLC also provides international services to the consumers
via roaming facilities. The company facilitates Foreign Direct Investment (FDI) to the national
economy worth USD 2.7 Billion. It has a huge consumer base across the domestic frontiers of
Sri Lanka.
Dialog Axiata PLC has been contributing immensely to the innovation of technological
upgrades and advancements to the nations’ telecommunication industrial segment. The
organizational objective of Dialog Axiata PLC is to provide quality services to the consumers at
the best value for the products. Further, the vision and mission of the company is to enable the
consumers to avail broader and wider connectivity across the globe (Dlg.dialog.lk., 2021).
LITERATURE REVIEW
According to the view of Stankovska, Josimovski and Edwards, (2016) adoption of
digital channels only depends upon overall experience of customers while using digital channels.
While using any kind of digital channels if customers face any kind f issue or problem then it
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can directly impact satisfaction level of customers. Customers of Dialog Axiata are also focusing
issues while using these digital channels. Most of the times these issues are faced by customer
experience metrics such as NPS, CSAT, CES and NES scores. This issue can into light when
forecasted customers adapting digital channels for self-service through Dialog mobile App,
social media, Dialog website, WhatsApp, IVR, Dialog community portal and self-service Bot
were quite low as compared to actual customers physically working on these channels. Despite
of continuous investment on self-help channels, Adoption of these channels among customers
were reducing. Universtiy and et. al., (2018) further explains that there are various kinds of
problems because of which adoption of digital channels among customers can reduce some of
them are: poorly designed applications makes it difficult for people to use digital channels. UX
or UI which is user friendly and that has been developed using advance technology are likely to
become successful. But many times, development of optimal design is a bit challenging. Lower
computer literacy of people further makes it difficult for people to understand ways in which
they should use those digital channels or work on them.
Another issue because of which digital channel adoption is low is because of smart phone
penetration. As per the view of Palalic and et.al., (2020) in Sri Lanka smart phone penetration is
quite low which is below 50 percent. These issues in digital channel can impact organizations
like Dialog Axiata in many different ways. some of the main real- life problem that Dialog
Axiata can face due to these issues are: reducing customers base because whenever customers
face issues while using digital channels their loyalty towards the organization reduces and they
tend to shift their loyalty towards other organizations. Iqbal, Hassan and Habibah, (2018) says
that, Whenever a person is using digital channel for payments, while using mobile,
simultaneously with other applications etc. They need up to date digital channel without any
kind of issues such as penetration. Most of the customers further expect that user interface used
by the customers should be advance and up to date. But not focusing upon these issues can
directly impact their satisfaction level and experience. Due to this, it becomes much more
difficult for companies to maintain high satisfaction level and loyalty of customers towards their
products and services. Due to this, manual work of companies like Dialog Axiata increases, their
operational and maintenance cost increases.
Hult, and et. al., (2019) explains that, due to these internal and external issues it becomes
important for organizations to identify ways in which poorly designed applications of
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organization can impact digital experience of customers. This analysis can help them in
identifying ways in which they can bring improvement within their digital channels and products
in order to retain their customers and attract a greater number of customers.
RESEARCH METHODOLOGY
Research methodology is based on the process or method that help for gathering, collecting large
amount of information regarding the research topic or subject (Dodds and Hess, 2020). Usually,
it starts the research analysis but it is necessary part to use appropriate research methodology in
sequential ways to find the suitable information and data. For explanation of research
methodology Onion Research Methodology will be used.
Research philosophy- Research philosophy can be defied as akin of phenomenon
through which data can be collected and analysed. There are four types of research philosophies
namely, pragmatism, realism, positivism and interpretative (Turnbull, Chugh and Luck, 2020).
But most commonly used philosophies are: interpretivism and positivism. Interpretivism is
mostly used in qualitative research papers whereas positivism is used with quantitative studies.
For the present research on sustainable operations and management strategies, positivism
philosophy will be used as it is a quantitative research project so for this positivism philosophy
will e more suitable.
Research approach- Research approach refer to the process in which the researcher will
choose different approach to make the research on the given topic. It is done in different ways
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one is inductive and other one is deductive. Inductive approach are the one in which the
researcher made new methods and model and deductive are the models and approach which are
done by others. The researcher will choose the deductive approach because the research is done
in the quantitative research type.
Strategy: it helps in explaining type of method used by researcher for data collection. In
order to collect data from 384 sample population questionnaire will be used. Data collected from
interview helps in testing research hypothesis so that main purpose of the study can be identified.
Choice of method- Research strategy is the overall blueprint of the strategy. The data for
the research is collected in two ways which are in quantitative and qualitative terms. Quantitative
methods are used when numerical data is required to be collected and qualitative methods are
used when non-numerical data is required to be collected. Researcher will be using quantitative
research method for this project as it will help the researcher in collecting and analysing primary
numerical data.
Data collection- It is other main important element if research methodology. Data
collection is also being divided into 2 types such as primary and secondary. In primary type of
data, researcher gathers all first-hand data related to the topic. Such data have never been used
before that is why it is called primary (Babii, 2020). In secondary type of data collection, scholar
collects second hand data that have been published already. There are some sources of collecting
primary data such as questionnaire, survey, interview and others. Some sources of secondary
data collection are: books and journals, literature review. For this study, questionnaire will be
developed for collecting data.
Data analysis- After collecting data it becomes important for scholar to analyse them.
By analysing all gathered data, researcher makes their study authenticate and validate. It helps
researcher in making decision. Data analysis are also being categorized into 2 types such as
qualitative and quantitative. Qualitative data analysis tools are being used when researcher have
gathered data in non-numerical form. Whereas, quantitative data analysis tools such as SPSS are
being used when data are being gathered in numerical form. For this study, Quantitative data
analysis method will be chosen by researcher and for this researcher will be using UATUT
model for analysis of users experience.for conducting quanittiatve data analysis SPSS tool will
be used. For this, following test will be conduced: descriptive statistics, reliability analysis,
correlation analysis, regression analysis, hypothesis tests - chi-square.
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UATUT MODEL
UTAUT stands for unified theory of acceptance and use of modern technology. In this research
study, researcher will focus on the concern UTAUT model in order to formulate the user
acceptance regarding the information technology. Through this way, it help to identify the
demand of interest of users towards modern concept of Digitalization process. This is always
consider the best way to examine the user behavior and buying decision in regards of
Digitalization process. Whenever, researcher has chosen the technology related topic, so that it
will try to implement UTAUT model and establish a strong relationship. In this way, it gained
brief insight about the conceptual things, which become useful in future research analysis
purpose.
Dependent variable used in the study are: low digital adoption of mydialog mobile app
Independent variable used in the study are: Performance Expectancy, Effort Expectancy, Social
Influe andnce, Facilitating conditions
Sample- sampling method chosen for this research is Morgan sampling method in which
approximately 384 samples were selected.
PROJECT MANAGEMENT PLAN
Budget
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The overall budget require for completing the project approximately $12, 0000
Resources
Usually, it will be focused on the essential resources that help for performing the
different research processes during case study. it involves pen, paper, hardware and software,
testing tools, equipment’s. These are consider the useful resources to manage or control the
essential tasks in research study.
Task Activities
TASKS START DATE END DAT
ing the topic for research 10/5/2020 10/13/2020
Literature review 10/14/2020 10/19/2020
Understanding and determing the
research objectives and aims 10/19/2020 10/29/2020
Research Methodology 7/6/2020 11/6/2020
Data collection 11/7/2020 11/14/2020
Research Accessibility 11/15/2020 11/18/2020
Research Ethics 11/19/2020 11/22/2020
Research Resources 11/28/2020 31/11/2020
Research Time frame 6/24/2020 12/24/2020
Evaluation and assessment 9/11/2021 9/15/2021
Final Submission
Gant chart
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REFERENCES
Books and journals
Babii, A., 2020. Important aspects of the experimental research methodology. Вісник
Тернопільського національного технічного університету. 97(1). pp.77-87.
Bhandari, A. and et.al., 2019, January. Performance and Improvement of GSM and 4G
Networking in Development Countries. In 2019 Third International Conference on
Inventive Systems and Control (ICISC) (pp. 273-278). IEEE.
Dodds, S. and Hess, A.C., 2020. Adapting research methodology during COVID-19: lessons for
transformative service research. Journal of Service Management.
Hult, G.T.M., andet. al., 2019. Antecedents and consequences of customer satisfaction: do they
differ across online and offline purchases?. Journal of Retailing. 95(1). pp.10-23.
Iqbal, M.S., Hassan, M.U. and Habibah, U., 2018. Impact of self-service technology (SST)
service quality on customer loyalty and behavioral intention: The mediating role of
customer satisfaction. Cogent Business & Management. 5(1). p.1423770.
Nizar, N.A. and Janathanan, C., 2018. Impact of digital marketing on consumer purchase
behaviour. In APIIT Business, Law & Technology Conference.
Palalic, R., and et.al., 2020. Social media platformand consumer buying behavior decision: what
entrepreneurs should know?. Management Decision.
Ramesh, M. and Vidhya, B., 2019. DIGITAL MARKETING AND ITS EFFECT ON ONLINE
CONSUMER BUYING BEHAVIOR. Journal of Services Research. 19(2). pp.61-77.
Stankovska, I., Josimovski, S. and Edwards, C., 2016. Digital channels diminish SME barriers:
the case of the UK. Economic research-Ekonomska istraživanja. 29(1). pp.217-232.
Turnbull, D., Chugh, R. and Luck, J., 2020. Learning management systems: a review of the
research methodology literature in Australia and China. International Journal of
Research & Method in Education. pp.1-15.
Universtiy, K.L., and et. al., 2018. A study on digital payments in India with perspective of
consumers adoption. International journal of pure and applied mathematics. 118(24).
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