Methodological approach for estimating the influence of the management problems of mobile operators in the republic of bulgaria on their organizational image

The relationship "management problems-organizational image" in Telecommunication services sector is poorly discussed in the specialized literature. A methodical approach for identifying the management problems of the mobile operators in the Republic of Bulgaria and estimating their influence on the organizational image is proposed in the paper. The study used primary data from 335 individual and 204 business customers of mobile services. The key management problems of the mobile operators in the country are identified and ranked. According to the users they are related to high prices of services, technical reasons, inaccuracies in the bill and contract preparation, unfair trading practices and etc. The influence of the management problems on the image of the mobile operators in the Republic of Bulgaria is estimated by mean indicators and scattering indicators. According to the individual users the greatest influence on the image presents problems related to poor quality of offered services and products, technical problems and etc. For business users management problems such as: poor quality of information, application of unfair commercial practices, small variety of services and products, unfairness in the preparation of the contract have the most significant impact on the organizational image. The results show that the formulated working hypothesis has been proven. Individual and business customers assess the influence of identified management problems on the organizational image in a different way. This means that mobile operators in orders to build their image and achieve leadership should apply an individual approach to each user, taking into account the influence of all management problems, even the unimportant ones.