Customer’s perspective on non-financial performance metrics of telecommunication companies: The emerging market case

Abstract

Organizational performance monitoring and management are crucial in today’s fast-paced corporate world. Performance metrics show how much an organization improves. The study’s objective was to quantify the non-financial performance metrics (NPMs) in the telecommunication business performance from the customers’ perspective. The method of quantitative research and standardized questionnaire was used to obtain primary data from Nepal’s renowned and the largest telecommunication corporation cell phone subscriber. The questionnaire contained three general demographics-related inquiries and 32 non-financial performance metrics on a 6-point Likert-type scale. The study gathered a total of 389 responses using a convenience sampling technique. The findings revealed that non-financial performance metrics contributed to around 54% of the success and capabilities of Nepalese telecommunications enterprises. The study resulted in the development of a reliable and valid instrument for measuring the performance of the emerging market for telecommunications services using non-financial performance criteria. The study confirmed Adhikari and Chalise’s (2021) conclusions that the Nepalese telecommunication industry’s performance assessment has been a significant managerial instrument, evolving to reflect strategic aims by including non-financial performance criteria. Non-financial performance measurements help the company integrate its business performance with its strategy, enhancing market success.