Customer Satisfaction On Telecommunication Industry in Bangladesh

Customer Satisfaction on Telecommunication Industry in Bangladesh
Chapter-1
Introduction
Origin of the Report:

Human then to make communication easier people has been working on it and finally in the present we see the birth of the initial maneuver and that is the wireless telecommunication. Bangladesh history provokes the communication as a very important event in regular life of the people. Since is not far away from such technological involvements, compared with the rest of the world, and has seen a rapid boom in the mobile industry. Within the last nine years, the user base of mobile phones has skyrocketed to massive proportions. In modern economy marketing decision is an important thing to make a good marketing strategy. All marketing decisions are based on assumptions and knowledge of customer satisfaction. resently it can be definitely assumed that, the market for mobile telephones in Bangladesh is by any scale, promising. !or mobile operators, at least two things are worth to be born in mind. !irstly, the core product itself is a highly technical service, so brand"image and noticeable product features are needed to differentiate the product. Secondly, a recent study indicated that awareness level of the target market is e#tremely high.
Customer Satisfaction:
$he %ustomers are in the mainstream of sales oriented services. $he successes of such %ompanies largely depend on the satisfaction of the customers .$he buyers are happy if the product and&or the services meet their e#pectations.
Customer Satisfaction on Telecommunication Industry in Bangladesh If their re'uirements do not meet the e#pectations the buyers become (iscontented, they are delighted when the performance fulfils their re'uirements. %ustomers) past buying e#periences, the opinion of friends, associates, marketer, competitor information and promises lead to the e#pectations. *arketer must be careful to set the right level of e#pectations. If they set e#pectations too low, they may satisfy those who buy but fail to attract enough buyers. In contrast, if they raise e#pectations too high, buyers are likely to be disappointed. (issatisfaction can arise either from a decrease in product and service 'uality or from an increase in customer e#pectations. In either case, it presents an opportunity for companies that can deliver superior customer value and satisfaction. $o"day most successful companies have taken the strategy of are raising e#pectations and delivering performance to match. Such companies track their customers) e#pectations, perceived company performance, and customer satisfaction. Highly satisfied customers produce several benefits for the company. Satisfied customers are fewer prices sensitive remain customers for a longer period and talk favorably to others about the company and its products and services. Although the customer centered firm seeks to deliver high customer satisfaction relative to its competitors, it does not attempt to ma#imi+e customer satisfaction. A company can always increase customer satisfaction by lowering its price and increasing its services, but it may result in lower profits. $hus, the purpose of marketing is to generate customer value profitably.
Customer Satisfaction on Telecommunication Industry in Bangladesh ,ow, we have a very good idea regarding the importance of customer satisfaction. So, it is also important for the company to know about the satisfaction level of the customers. When any problem is identified, it becomes easier to solve the problem.
Customer Satisfaction Factors of Mobile Phone Company:

It is done through a research survey to find out the customer satisfaction level of telecommunication industry. In mobile telecommunication industry there are direct and indirect factors that influence customer satisfaction. $hey are"
Airtime:
Air time is the core offering of mobile hone company, So, 'uality of communication network availability, etc, are the most important customer satisfaction factors, 'uality of airtime depends on the ratio of subscribers and transmission base station. It the numbers of subscribers are increased without developing the network, 'uality of airtime goes down.
After Sales Services:

After sales services is very important in the telecommunication industry. *obile phone operator has e#tensive after sales customer care tools. Here focus on these step by step.
Helpline:
Customer Satisfaction on Telecommunication Industry in Bangladesh In this part of my aper I tried to focus on the e#isting operations of the helpline service of mobile phone operator which will enable us to understand the Importance of the helpline service. %ustomer need to pay $-. . per minute to take the service from helpline. !or /#ample" A 0 subscriber needs to dial 122, 121,1.3 to reach 0rameen hone Helpline. It is a %omputer aided information base to afford immediate access to the information about the Subscribers, but the operations are done manually. After dialing 122, 121,1.3 subscribers are first welcomed by an automated and standardi+ed process. $hen he needs to wait for few seconds. After that the subscriber reaches the %ustomer *anager. %* starts the conversation with a greeting. $he subscriber e#plains his&her problems to the %*. If the in'uiry is regarding general information, the customer relations officer does not need to take help of information system. She&he 4ust provides the information and the subscriber keep the phone.
Interactive Voice Responses (IVR):

$his is automated helpline service. !or /#ample" A 0 subscriber needs to dial 125 to reach this service. After that she&he can get information regarding the bill, usage, credit policy, bank name that receives 0 )s bill and so on by choosing different options. It)s free of charge for the first minute, from the second minute the subscriber needs to pay tk.2 per minute.
Information Centers:
*ost of the problems of the subscribers are solved by the helpline service. But there are some problems that can not be solved there. Subscriber need to come physically to deal with those problems. *obile hone operator has number of customer relation centers and which provide services all over the country. $hese %ustomer 6elation %enters are situated at different district in Bangladesh. In these information centers the subscribers can come directly with their roblems like billing, address change, SI* change, handset problems, etc. $hese after sales services are very crucial to keep subscribers satisfied regarding *obile phone operator. The study of customer satisfaction helps firms and organizations improve their mar eting strategies !y understanding issues such as" $he psychology of how customer think, feel, reason, and select between different alternatives 7e.g., brands, products89 $he psychology of how the customer is influenced by his or her environment 7e.g., culture, family, signs, media89 :imitations in customer knowledge or information processing abilities influence decisions and marketing outcome9 How customer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer9 and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
%ustomer satisfaction involves the use and disposal of products as well as the study of how they are purchased. roduct use is often of
Customer Satisfaction on Telecommunication Industry in Bangladesh great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. However %ustomer satisfaction involves services and ideas as well as tangible
Objective:
$he following ob4ectives are pursued in this very study in the conte#t of telecommunication sector of Bangladesh; 1. $o make a brief review of the telecommunication industry of Bangladesh emphasi+ing the business performance of all the ma4or players in this industry. 2. $o investigate whether the service perceptions vary across the different mobile phone operators of Bangladesh. 5. $o report the reliability of the different dimensions of the S/6<=>A: model in terms of %ronbach Alpha.
Scope:
$he report covers the customer satisfaction of mobile phone. $his report also covers the overall market situation and analysis of different mobile phone operators in Bangladesh.
Methodology:
Type of Research Desi ned
$his is a descriptive type of research. All the data have separately analy+ed to know which factors affect the customers most. $
Information !eeds:
$hree types of information have been collected through the 'uestioner form fill up. Basic information is collected, which are directly related to the research topic. %lassification information is collected for separating customers in two segments and identifying information is collected for identifying and separating each respondent from others. $he information collected has been analy+ed along with various numerical observations and graphical representations. $he empirical part is mainly based on the primary data that is to be collected through 'uestionnaire.
Type of Data:
$hree types of data have been used to get the needed information for preparing the report.
"rimary data:
!irst hand data has been collected through the 'uestionnaire fill up by 13? respondents for the research purpose.
Secondary data:
Secondary data such as literature review, @verview of the telecommunication sector in Bangladesh, background of the study has been collected from the website, maga+ine 4ournal.
#uestioner Development:
Customer Satisfaction on Telecommunication Industry in Bangladesh $he 'uestionnaire has been designed to get all information regarding the superstore preferences. $his 'uestionnaire has designed to get 5 types of data from the respondents. !irst the basic 'uestions identification and classification 'uestions have been placed in the 'uestionnaire. $hese 'uestions have been designed in optional response and interval scale format. After the basic 'uestions have placed in five point :ikert scale format, which is easy for the respondent to understand.
Data Description:
!or my research work, both open and close ended 'uestions were asked. $he =uestionnaire was designed in such a way that, respondents can easily e#press their opinion with 4ust a single tick on the available option. !or the respondents) %onvenience, in some of the 'uestions I have used numerical figure to represent their opinion. !or e#ample" If you strongly disagree, please put tick mark in the number 1. If you strongly agree, please put tick mark in the number A. If your feelings are not strong, please put tick mark in one of the numbers in the *iddle numbers 2, 5 or ..
Descriptive Analysis:
&
Customer Satisfaction on Telecommunication Industry in Bangladesh It refers to the transformation of raw data into a form that will make them easy to understand and interpret9 rearranging , ordering and manipulating data to provide descriptive information.
Data nalysis !echni"ue:

!or the analysis of the collected data I will be conducting a primary or rough analysis to validate the 'uestionnaire for gathering the ade'uate information. If the gathered information is not up to the mark, I will make further change in the 'uestionnaire. I will also scan the filled up 'uestionnaire to discard unwanted or insincere responses. $he data analysis will be conducted using S SS. I will be doing several statistical analyses on the collected data. !or the hypothesis testing !re'uency Analysis will also be used for this research work. $he analy+ed date will be presented both in graphical and tabulated format. Based on these figures and findings recommendations will be made to improve the state of the company.
#imitation:
Some limitation can be mentioned which may have to be faced during the preparation of the report, which are"
$he industry does not have sufficient source of secondary data and collecting of data was not smooth. Analy+ing financial data is much more confusing and complicated than any other data. 1'
Customer Satisfaction on Telecommunication Industry in Bangladesh Information about revenue, accounting of telecom industry which is the most confidential sector of an industry so it was really difficult for me to accumulate confidential financial data. $here is some lacking in the market research and consumer survey method and approach. Another limitation of this report is the lack of organi+ed data. $he limited scope of primary data.
11
Chapter-2
$r ani%ational $vervie& of Telecommunication Industry in 'an ladesh
12
!elecommunication $ndustry in %angladesh:

$here are currently si# competitors in the industry, namely, 0rameen $elecom. hone, A-$/:, %ity%ell, Banglalink, $eletalk and Warid acific $elecom introduced cellular telephones in Bangladesh
using A* S technology in early nineties. Initially a monopoly, they charged very high for their connections and were affordable to upper" upper segment of (haka and %hittagong. $heir network was also limited to this (haka"%hittagong region. $hey are still remembered by many for their initial overcharging. In those days, they became a symbol of affluence. A years later, 0rameen hone and $*IB came up with 0S* technology and soon Sheba $elecom and Warid $elecom followed suit with well technology.
&rameen Phone:
0rameen phone is the leading telecommunications service provider in Bangladesh. With more than 2? million subscribers 7as of Bune 2??3, 0rameen phone is the largest cellular operator in the country. It is a 4oint venture enterprise between $elenor and 0rameen $elecom %orporation, a non"profit sister concern of the internationally acclaimed microfinance organi+ation and community development bank 0rameen Bank. $elenor, the largest telecommunications company in ,orway, owns C2D shares of grameen phone and 0rameen $elecom owns the remaining 53D.
13
History:
received a license for cellular phone operation in Bangladesh from the *inistry of Bangladesh. originally offered a mobile"to"mobile connectivity 7widely known as 0 "0 connection8, which created a lot of enthusiasm among the users. It became the first operator to reach the million subscriber milestone as well as ten million subscriber milestones in Bangladesh osts and $elecommunications on ,ovember 23, 1EEC. started operations on *arch 2C, 1EEF, the Independence (ay in
(rameen "hone)At a (lance:

Events Products Particulars Post-Paid and Prepaid
xplore Postpaid: F&F: T GP and other local operators: Tk.1 International: Tk.2. !ine "ent: Tk.# $%onth k. .# Product Price &%ile '(T) Facilities: &tart-up *++er !o, rates *++er Great F&F *++er There are no, %ore than GP &ervice (esks across the countr. coverin/ nearl. all upa0ilas o+ -1 districts. In addition1 there are nine GP Custo%er Care Centers in all the divisional cities. &o +ar1 Gra%een Phone has covered -1 districts alon/ ,ith all divisional 3$4s. GP uses G&5 6Glo7al &.ste% +or 5o7ile8 technolo/.
Post-Paid
Pre-Paid
&ales & In+or%ation centers
2et,ork Covera/e Technolo/.
14
International Roamin
0rameen *arch 1EEE. hone became the first mobile phone operator in Bangladesh to offer its subscribers International 6oaming facilities in
Citycell:
%itycell 7 acific Bangladesh $elecom :imited8 is the first mobile communications company of Bangladesh. It is the only %(*A network operator in the country. As of Buly, 2??3 %itycell has 1.CF million subscribers, up 15F per cent or C3?,??? from two years ago, giving it the best growth rate of the company till date. %itycell is currently owned by Single with .AD stake and the rest AAD owned by 0roup and !ar /ast $elecom. acific
History:
In 1E3E Bangladesh $elecom :imited 7B$:8 was awarded a license to operate cellular, paging, and other wireless communication networks. $hen in 1EE? Hutchison Bangladesh $elecom :imited 7HB$:8 was incorporated in Bangladesh as a 4oint venture between B$: and Hutchison $elecommunications 7Bangladesh8 :imited. HB$: began commercial operation in (haka using the A* S mobile technology in 1EE5 and became the 1st cellular operator in South Asia. :ater that year acific *otors bought A?D of B$:. By 1EEC HB$: was renamed as acific Bangladesh $elecom :imited 7 B$:8 and launched the brand name G%itycell (igitalG to market its cellular products
15
CityCell * At a (lance:
Events Products Post-Paid
Particulars Post-Paid and Pre-Paid

Cit.cell *ne: The Postpaid su7scri7ers en9o. : FnF nu%7ers to other operators1; sec pulse applica7le +or all out/oin/1<oo% (ata service etc in additional =alap Call 5e plan: The +irst phone
Pre-Paid
plan ,ith ne/ative tari++ in the countr.. In this plan custo%ers /et credit added to their 7alance ,hen the. receive calls +ro% other Cit.cell su7scri7ers =alap &uper plan: The su7scri7ers o+ this plan could %ake +ree calls to other Cit.cell su7cri7ers durin/ late ni/ht hours.
&ales and in+or%ation centers
There are - Custo%er care centers o+ Cit.cell in the countr.. *ne +or each division and there are another # Custo%er care Points scattered around the countr.. Cit.cell has covered -1 districts alon/ ,ith all divisional 3$4s
2et,ork Covera/e
Technolo/.
C(5=
1#
$ther Services;
6ecently in Int. $read fair 2??E, %itycell Introduced a new postpaid service called <@I%/"(A$A plan with cheaper tarrif voice call and sms on any operator and B$$B 7,W(8 and ?.2A $k&minute voice call and sms on any %itycell ,umber
'enefits of CD+A:
Superior *inimum voice health 'uality risks and clarity to by eliminating wireless
background noise. compared other technologies. Increased security and privacy as none other then the called person can listen to your conversation Higher data transfer rates. 6educed interference on other electronic devices.
Robi:
6obi formerly known as Aktel is the third largest mobile phone operator in Bangladesh in terms of revenue and subscribers 73.AE million as of !ebruary 2??E8. 6obi 7formerly known as Aktel8 boasts of the widest international roaming service in the market, connecting over .?? operators across 1F? countries. It is the first operator in the country to introduce 0 6S. A-$/: uses 0S* E??&13?? *H+ standard and operates on allocated
1$
Customer Satisfaction on Telecommunication Industry in Bangladesh 12.3*H+ fre'uency spectrum. 6obi 7formerly known as $* International 7B(8 :imited8 is a 4oint venture between $elekom *alaysia Sdn. Bhd. 7F?D8 and ,$$ (o%o*o 75?D8.
History:
6obi 7formerly known as Aktel8 launched its operations on the 1A ,ovember, 1EEF in (haka and on 2C *arch, 1EE3 in %hittagong. Its founding chairman is :ate *r. Hahiruddin -han, an e#"commerce minister. 6obi was formed as a 4oint"venture between $elekom *alaysia and A.-. -han. In mid 2??3 news broke out that A.-.-han I %ompany was selling its 5?D and <odafone, etisalat and ,$$ (o%o*o were among the potential buyers. *r. A- Shamsuddin -han, %hairman A.-.-han I %ompany and *r. Salahuddin -asem -han, former %hairman of 6obi and *anaging (irector of A.-.-han I %o :td represented the sellers..
Ro,i * At a (lance:
Events Products Pre-Paid
Particulars
Pre-Paid and Post-Paid
1( >ddokta "e/ular tari++ 2( &uper &i%ple tari++ 3( &i%ple tari++

=n. *perator '(T .-?$%in .-?$%in .-?$%in
Post-Paid
FnF: =n. *perator '(T Partner 2u%7er '(T
!ine "ent: Tk#oo
1%
Customer Satisfaction on Telecommunication Industry in Bangladesh &ales and in+or%ation centers

=@TE! has 1) Custo%er Care Centers and 2 Custo%er &ervice Points in -1 allo,a7le districts all over the countr..
-1 districts alon/ ,ith all divisional 3$4s G&5
$ther Services:
6obi offers a wide range of value added products and services such as, S*S, 0 6S, mobile data services, infotainment services, S*S banking, %aller 6ing Back $one, 6ingtones download, icture *essaging, **S, <oice 0reetings, %all backing on . august in 2??3August 2??3.
%anglalin':
Banglalink is the second largest cellular service provider in Bangladesh after 0rameen phone. In August, 2??C, Banglalink As of ,ovember, 2??E, became the first company to provide free incoming calls from B$$B for both postpaid and prepaid connections. subsidiary of @rascom $elecom( Banglalink has a subscriber base of 12.EE million. It is a wholly owned
1&
History:
Sheba $elecom 7 vt.8 :td. was granted license in 1E3E to operate in the rural areas of services. It launched operation in the last 'uarter of 1EEF as a Bangladesh"*alaysia 4oint venture. In Buly, 2??., it was reported that /gypt based @rascom $elecom is set to purchase the *alaysian stakes in Sheba $elecom through a hush"hush deal, as Sheba had failed to tap the business potentials in Bangladesh mainly due to a chronic feud between its *alaysian and 1EE upa+ilas. :ater it obtained 0S* license in1EEC to e#tend its business to cellular mobile, radio telephone Bangladeshi partners.
'an lalin- * At a (lance:
Particulars
Pre-Paid and Post-Paid A7an/lalink deshA tari++ plan 2or%al '!-'! 6Tk .:#- 1.2# '!*thers Tk .-)- 1.:# 8 FnF '!-'! 6Tk .:# 1'!-*thers Tk .)) 8 !ine "ent Tk: 1
Personal packa/e
Post-Paid
2or%al '!-'! 6Tk .:#- 1.2# '!*thers Tk .))- 1.2# 8 FnF '!-'! 6Tk .:# 1'!-*thers Tk .B) 8 Tk: #
!ine "ent:
2'
Customer Satisfaction on Telecommunication Industry in Bangladesh &ales and in+or%ation centers

'an/lalink to operate at least +ort. 'an/lalink points throu/h out the countr.. -1 districts alon/ divisional 3$4s G&5 ,ith all
2et,ork Covera/e
Technolo/.
!eletal':
In Bangladesh, As four *obile phone operator could not fulfill the public demand as anticipated as well as could not cover the whole geographical area of the country *oreover, as the 'uality of service being provided by them was not satisfactory and, above all, their call charges were too high,. the idea of establishing mobile telephone pro4ect 7the J ro4ectK8 in the public sector was conceived. $itle of the ro4ect was L1? 7$en8 :akh $I$ *obile $elephone ro4ect 71st hase " 2.A :akh8) at an estimated cost of $k.F.EC billion. State"owned $ele$alk Bangladesh :imited launched its commercial operation on 51st *arch 2??A as the country)s fifth cellular operator and first ever in public sector. $he company managed by fi#ed phone operator Bangladesh $elegraph and $elephone Board 7B$$B8 would spend about >S(555 for its 2A?,??? 0S* mobile phones.
21
History:
$eletalk Bangladesh :imited 7the J%ompanyK8 was incorporated on 2C (ecember, 2??. as a public limited company under the %ompanies Act, 1EE. with an authori+ed capital of $k.2?, ???,???,??? being the only government sponsored mobile telephone %ompany in the country. @n the same day the %ompany obtained %ertificate of %ommencement of Business.
Tele Tal- * At a (lance:
Particulars
Pre-Paid and Post-Paid Shadheen66 Package: Normal TE-TE (Tk .66 TE-Others Tk .66) FnF TE-TE (Tk .2 !"#-Others Tk . Standard $ackage: Normal TE-TE (Tk .6% to &.'%) TE-Others Tk .(% to &) FnF TE-TE (Tk .) !"#- ) Others Tk &.2 ) )
22

Standard* +o,onigondha
Post-Paid
Normal TE-TE (Tk .2 -.-% TE-Others Tk . (() FnF TE-TE (Tk .2 !"#-Others Tk .-% ) #ine +ent: Tk: )(%
Tele Talk to o$erate at least thirt. TeleTalk $oints through out the countr. /s o0 1arch! 2%%-. 6& districts along 2ith all di3isional 4*5s 6S1
(arid !elecoml:
Warid $elecom International is an Abu (habi based mobile telecommunication firm providing telephony services in Bangladesh, %ongo, akistan and >ganda. Warid is e#pected to launch in the Ivory %oast and 0eorgia soon.
History:
In (ecember 2??A, Warid $elecom International ::% obtained a 1A year 0S* license to operate as the si#th mobile phone operator in Bangladesh for >SM A? million. Warid Bangladesh started rolling out its 23
Customer Satisfaction on Telecommunication Industry in Bangladesh network from mid"2??C, and launched commercial operations on *ay 1?, 2??F covering 2C districts. Warid Bangladesh has ac'uired a million subscribers within F? days of launch. Warid $elecom sold F?D of its stake in Bangladesh operations to IndiaNs Bharti Airtel for >SM 5?? million receiving regulatory approval from the Bangladesh $elecommunication 6egulatory %ommission 7B$6%8 on Ban ., 2?1?.
.arid * At a (lance:
Particulars
Pre-Paid and Post-Paid
'asic product Packa/e: sec Pulse
5.
Favorites
Packa/e:
-FnF1 2)paisa$%in 3 (a. Talker )a% to #p% other operators. Packa/e: -)paisa$%in
24
Customer Satisfaction on Telecommunication Industry in Bangladesh Post-Paid

Coice Calls *ut/oin/: 6in Tk. per %in8 *n 2et FnF "ate *++ 2et FnF "ate *n 2et *++ 2et T@. T@. .:) .?) T@. T@. .2# .-#
1; in (haka1 2 in Chitta/on/1 2 in &.lhet1 1 in @hulna1 1 in "a9shahi1 1 in 'o/ura1 1 in 'arisal. -1 districts alon/ divisional 3$4s G&5 ,ith all
2et,ork Covera/e
Technolo/.
"roduct related services:

$o enable consumers to maintain their postpaid and prepaid accounts more conveniently, Warid gives product related services, to ensure that consumers can easily charge up their account with desired amount of airtime, so that they never fall out of the communication loopO
&cratch Cards - Warid scratch cards are widely available and can be purchased from any one of our authori+ed dealers, outlets, franchises and %ustomer Service %enters. Available in C different denominations, these scratch cards
25
Customer Satisfaction on Telecommunication Industry in Bangladesh can be used by both re" aid users to refill their prepaid accounts and ost" aid users to pay their postpaid billsO E0ee !oad and E0ee Char/e - (ue to maintenance purpose, the service is temporarily unavailable. E0ee Trans+er - (ue to maintenance purpose, the service is temporarily unavailable
Mar'et Share of Mobile Phone Companies in %angladesh:
resently, A-$/: has a total market share of 13D with 0rameen hone having .3D, %ity%ell ?.D, and Banglalink 21D Warid ?FD. $he new public company, $ele$alk, has a share of ?2D within the span of 1 month since its inception.
O$erators )rameen*hone ,o!i CityCell Banglalin TeleTal -arid Telecom
1arket Share 4%+ 1%+ '4+ 21+ '2+ '$+
2#
Ta,le : +ar-et Share of the +o,ile $perators
Market Share
C? A? .? 5? 2? 1? ?
ph on Ba e ng la lin k 6o bi W ar id %i ty ce ll $e le ta lk
0rameen phone Banglalink 6obi Warid %itycell $eletalk
Illustration: +ar-et Share of +o,ile Companies in 'D
0 ra m ee n
2$
Comparative Study of the Mobile Phone Companies :
*perato Technolo rs /. Warid $elecom $ele$alk 6obi
(ate o+ launchin /
1a. 2%%) 1arch 2%% 2ove%7er F)B
0S* 0S* 0S*
*,nersh EDuip%e 2o. o+ ip nt &u7scri7 supplies er 1 E Eriksson1 2&"&'"'''

(ha7i Group 1 E 'TT' 2okia1 5otorola =lcatel1 &ie%ens =lcatel1 Ericsson1 3ua,ei Ericsson
1"'$'"''' &"2&'"'''
0rameen 0S* hone
=prilF)B
%ity%ell
%(*A
/ugust7(8
Banglalin 0S* k
Se$tem9er7(-
B E Teleko% 5ala.sia1 ; E =@ khan -1E Telenor1 ;)E Gra%een Teleco% ##E Paci+ic Group1 :#E &in/Tel 1 E *rasco% Teleco% !i%ited
232#''''
5otorola
1&"5'"'''
&ie%ens1 3ua,ei
13"%$'"'''
2%
Chapter-;
/iterature Revie&
2&
#iterature Revie):
Service can be defined as any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything. Its production may or may not be tied to a physical product. A company)s offerings often include some services. 7:ovelock %hristopher, 2??.8. $he instrument used in this study was adapted from S/6<=>A: model 7 arasuraman, Heithaml and Berry, 1E338. $his model highlights the main re'uirements for developing service 'uality. !ew studies have used S/6<=>A: to mesure I$ services 'uality 7-I* 1EE?; itt, Watson and -avan 1EEA9 Shaw, (elone and ,iedman 2??28. $hese studies have confirmed that S/6<=>A: can be used in I$ environment. $he S/6<=>A: is based on the concept of a Jservice 'uality gapK that e#its between the customers e#pected level of service and their perception of actual level of services delivery. And the model also identifies seven gaps that cause unsuccessful delivery. $he figure of the gaps of S/6<=>A: *odel is stated below"
3'
1odel o0 ser3ice :ualit. ga$s ($arasuraman et al.! &(- (;urr.! &(((! #uk and #a.ton! 2%%2). Based on this service"'uality model the researchers identified the following five determinants of service"'uality in order of importance(
Relia,ility:
Ability to perform the promised service dependably and accurately.
31
Responsiveness:
Willingness to help customers and provide prompt service.
Assurance:
/mployee knowledge and courtesy and their ability to inspire trust and confidence.
0mpathy:
%aring, individuali+ed attention given to customer.
Tan i,les:
Appearance of physical facility, e'uipment, personnel and written materials. Based on five factors the researchers developed the 21"item S/6<=>A: scale. $hese are listed below;
"elia7ilit.:
roviding service as promised, (ependability in handling customers service problem, erforming the services right the first time, roviding services at the promised time, *aintaining error"free records.
"esponsiveness: -eeping customer informed as to when services will be performed, rompt service to customer, Willingness to help customers,
=ssurance: 32
Customer Satisfaction on Telecommunication Industry in Bangladesh /mployees who instill confidence in customers, *aking customers feel safe in their transactions, /mployees who consistently courteous, /mployees who have the knowledge to answer customer 'uestion.
E%path.: 0iving customers individual attention, /mployees who deal with courteous in a caring fashion, Having the customers best interest at heart, /mployees customers, %onvenient business hours. who understand the needs of their
Tan/i7les: *odern e'uipment, <isually appealing facilities, /mployees who have a neat, professional appearance, <isually appealing materials associated with the service.
33
Chapter-:
Impact of Telecommunication Industry on the Society of 'an ladesh
34
$mpact on !elecommunication industry in %angladesh:

.o/ the /orld is called the 0 )lo!al 1illage 0 and it is possi!le only through the !lessings of modern technology and one of /hich is the mo!ile phone or cell phone( .o/ it is possi!le through cell phone to connect /ith people and share information as /ell as feelings to the remote corner of the /orld( In Bangladesh the infrastructure is not so developed as people can communicate /ith one another /ithin a short time( But through cell phone no/ people from any location can communicate to the desire location and perform their tas more easily and speedy than previous( There is a theme 0-here ever you are stay in touch 0and it is possi!le only through cell phone( 2t present one is more interested to no/ the cell phone num!er instead of residential address( Certainly it is the output of cell phone /hich shrin s the /orld as /ell as Bangladesh(
+o,ile "hone and Teena ers:

$eenagers are not associated with being the most mature age group. Pet, as a recent study shows, increasing use of mobile phones may, in part, be due to the willingness of teenagers to represent an image of maturity and adulthood. Among numerous teenagers surveyed as to whether they rated mobile phones are popular or unpopular, 3FD gave positive answer. It may be hard to believe that teenagers might want to emulate adults, but research says it)s the case. $he first study mentioned also has an interesting outcome. In the >nited -ingdom, a recent Jdecline in cigarette smoking also coincided with a dramatic increase in mobile phone use.K $he implications of this observation could truly affect teenage smoking in the >nited States, where currently 1ED of males and 2FD of females smoke regularly. A large amount 755D of all teenagers8 also already owns a mobile phone. 35
Customer Satisfaction on Telecommunication Industry in Bangladesh An anti"smoking campaign could very well change the balance between teenage smokers and non"smokers(
Contri,ution to Customers:
*obile hone companies believe that good business leads to
good development, since high level of productivity is development. $he activities of different mobile phone companies contribute to the socio" economic development of Bangladesh in many different ways.
0mployment $pportunities:
*obile phone companies create huge number of employment opportunities both directly and indirectly. *ore than A?,??? people are directly related and more than 2, ??,??? people are indirectly related with this sector. $he people related are working for the dealers, agents, contractors, suppliers and a ma4or portion of that figure are working in service. .%.@. or ublic %all %enter and <. . or <illage hone
Contri,ution to the (1D1":

An increase of 1? mobile phones per 1?? people boosts 0.(. growth by ?.CD. A 1D increase in the number of internet user increase total e#ports by ..5D. $elecommunication contributes appro#imately 1..CD of national 0.(. and its significant proportion is contributed by mobile sector.
3#
3$
+o,ile "hone Companies and Socio)Cultural Activities:

*obile phone operators also actively participate in promoting different socio"cultural activities and sports events in the country. $hey sponsored publication many and activities :aunching over of the an years like of Hainul"=uamrul contemporary International %hildren)s Art %ompetition, the 11 th Asian Art Biennale, anthology Bangladeshi paintings, the Independence (ay hotography and
ainting /#hibition and many other activities. Some mobile operators sometimes give pri+es to the national contributors to inspire them in national building.
0rameen design. 0 operators
hone has restored the e#terior of the historic @ld
6ailway Station Building in %hittagong as per its original architectural sponsored to build the Bangla Academy *onument. *obile give different discount facilities and bonuses to its ahela Boishak,
consumers to inaugurate different festivals like Boshonto Boron, /id !estival and other ,ational days(
"rovidin
Health Care 2acilities:
*obile operators are now playing important role in health care facilities. $hey are now working with different ,.0.@. s and hone 0overnment organi+ations. it also made campaign for hospital. *obile phone !or e#ample 0 or 0rameen
recently has taken steps to work against AI(S with >,AI(. Besides this olio <accine, blood donation program, also provide facilities for 3% awareness for child and mother care, donating fund for cancer companies
Customer Satisfaction on Telecommunication Industry in Bangladesh telemedicine. *obile phone operators sometimes collect fund through sms 7short message service8 competition for the better treatment of the patients.
+o,ile "hone and /ife Style:

*obile phone has also impact on our lifestyle. $hrough mobile phone now people can easily pay different utility bills like water, electricity and gas bill. Before this people had to wait on the 'ueue to pay their bills which wasted their valuable time and energy. Women can know different food recipe through their mobile phone and cook delicious foods for their family members and guests. $hese reduced our cost for leading a standard life.
Chapter-#
3&
S.$T Analysis
!he cronym for S(O! Stands for:
&tren/th Geakness
*pportuni t. Threat
$he SW@$ analysis comprises of the organi+ation)s internal strength and weaknesses and e#ternal opportunities and threats. SW@$ analysis gives an organi+ation an insight of what they can do in future and how they can compete with their e#isting competitors. $his tool is very important to identify the current position of the organi+ation relative to others, who are playing in the same field and also used in the strategic analysis of the organi+ation.
4'
Customer Satisfaction on Telecommunication Industry in Bangladesh !or my practical observation, I understood the following as the strength, weakness, opportunity and threat of the *obile Industry;
Stren th:
$elecommunication Industry has taken many positive steps to address Bangladesh)s current broadband divide. :ot of professional manpower. Sufficient logistic support. Some captive market. rovide sufficient services as part of a industrial responsibilities.
.ea-ness:
$elecommunication Industry is not undertaking a data gathering e#ercise. $elecommunication Industry is not undertaking re'uire 'uterly reporting by the licensed operators on a range of issues including revenues split between voice Idata, *inutes or tariff. $elecommunication Industry is not doing to review and address a number of related access 7interconnection8 issues. $his includes access to the cable landing station, co"location etc. $elecommunication Industry is not interesting to take a 50 spectrum scheme for the A,S operators. *andates are not clear. :ack of business rules. ,o competitive selection procedure for :icense.
41
Customer Satisfaction on Telecommunication Industry in Bangladesh Absence of skilled governance.
$pportunities:
:iberal policy of the 0overnment. Security I e#change communication. 6estructuring policy. :easing out.
Threat:
olitical environment. *inistries environment. :ack of professional employees. $elecommunication sector dependant on 0overnment subsidies. <ery poor management.
Chapter--
42
2indin s
Findings:
In this chapter, all empirical information that was gathered to be analy+ed in 6elation to the 21"item S/6<=>A: scale is presented. !irstly, we have classified five main headings under which we have classified the information which relates with the model supported. In these headings facts about the reliability of the services, the responsiveness, the assurance, the empathy and then finally the operator)s tangibility9 however, those are given below;
&ender of Customer:
0ender of customers is describing below by fre'uency table and graph under the S SS result.
2re3uency Ta,le of (ender:

<alid (6ender) Fre:uenc. Percent <alid Percent ;umulati3e Percent
43
Customer Satisfaction on Telecommunication Industry in Bangladesh 3ale 4emale Total 14' 4' 1%' $$(% 22(2 1'' $$(% 22(2 1'' $$(% 1''
Frequency Table of Gender

160 140
140
120
Frequency
100
80
60 40
40
20
0 Male Female
Gender
Description:
Accordance with the fre'uency table of 0ender, valid male I female)s fre'uency are 1.? I .? that are FF.3 I 22.2 percent and valid percent is the same that of male I female)s percent and cumulative percent of male I female)s are FF.3 I 1?? gradually. However9 male and female)s total fre'uency is 13? that)s total percent 1?? is the same of total valid percent and cumulative percent.
ge of Customer:
Age of customers is describing below by fre'uency table and graph under the S SS result.
44
2re3uency Ta,le of A e:
<alid /ge 1#525 years 2#535 years 3#545 years 4#555 years 5#5#5 years Total Fre:uenc. 13$ 31 & 2 1 1%' Percent $#(1 1$(2 5(' 1(1 (# 1''(' <alid Percent $#(1 1$(2 5(' 1(1 (# 1''(' ;umulati3e Percent $#(1 &3(3 &%(3 &&(4 1''('
Frequency Table of Age

160 140 120 100 80 60 40 20 0 16-25 years 26-35 years 36-45 years 46-55 years 56-65 years
Frequency
Age
Description:
45
Customer Satisfaction on Telecommunication Industry in Bangladesh 6nder the fre7uency ta!le of 2ge" valid age of 13$" 31" &" 2 and 1" customers are 1#522" 2#535" 3#545" 4#555 and 5#5#5 years" and percent are $#(1" 1$(2" 5('" 1(1 and (# and valid percent are same that of percent and cumulative percent are $#(1" &3(3" &%(3" &&(4 and 1'' gradually that is total customer 1%'" percent 1'' and valid percent also 1''(
*ducation of Customer:
/ducation of customers is describing below by fre'uency table and graph under the S SS result.
4#
2re3uency Ta,le of 0ducation:
<alid Education *ostgraduate 6ndergraduate 8(S(C S(S(C Belo/ S(S(C Total
Fre:uenc. 1$ $& 5# 1# 1# 1%'
Percent &(4 43(& 31(1 %(& #($ 1''('
<alid Percent &(4 43(& 31(1 %(& #($ 1''('
;umulati3e Percent &(4 53(3 %4(4 &3(3 1''('
Education of Customer
90 80 70 60
Frequency
50 40 30 20 10 0 Postgraduate Undergraduate H. .! . .! "elo# . .!
Education
Description:
Based on fre7uency ta!le of 9ducation" 4re7uency of valid *ostgraduate" 6ndergraduate" 8(S(C" S(S(C and !elo/ S(S(C: are 1$" $&" 5#" 1#" and 12 comparatively that is total 1%'( -hose *ercent and valid percent are similar !ut cumulative percent is different from these(
4$
!ype of Customer:
$ype of customers is describing below by fre'uency table and graph under the S SS result.
2re3uency Ta,le of Customer4s Type:

<alid =ser T.$e *ost *aid *re *aid 3('' 4('' Total Fre:uenc. & 1#& 1 1 1%' Percent 5(' &3(& (# (# 1''('
Type of Customer
180 160 140 120
<alid Percent 5(' &3(& (# (# 1''('
;umulati3e Percent 5(' &%(& &&(4 1''('
Frequency
100 80 60 40 20 0 Post Pa$d Pre Pa$d
User Type
Description:
In terms of fre'uency table of >ser $ype, valid post paid and
prepaid fre'uency are E and 1CE that are denoted as the percent A.? and E5.E, valid percent are e'ual of percent A.? and E5.E.
4%
+ser Duration in ,ears:

$ype of customers is describing below by fre'uency table and graph under the S SS result.
2re3uency Ta,le of 5ser Duration in 6ears;
<alid using >uration '51 years 152 years 253 years 354 years 455 years 55# years 2#('' Total
Fre:uenc. 12 23 #3 33 2& 1& 1 1%'
Percent #($ 12(% 35(' 1%(3 1#(1 1'(# (# 1''('
<alid Percent #($ 12(% 35(' 1%(3 1#(1 1'(# (# 1''('
;umulati3e Percent #($ 1&(4 54(4 $2(% %%(& &&(4 1''('
User %urat$on $n &ears 70 60 50 Fre'uen(y 40 30 20 10 0 0-1 years 1-2 years 2-3 years 3-4 years 4-5 years 5-6 years Us$ng %urat$on
4&
Description:
>nder the fre'uency table of >ser (uration in years, valid years are ?"1, 1"2, 2"5, 5"., ."A, A"C and 2C, of fre'uency 12, 25, C5, 55, 2E, 1E and 1gradualy that is total 13?.$he percent is same that of valid percent but different in cumulative percent from these percent and valid percent.
Descriptive nalysis:
Ta,le of Relia,ility:
S#. No. Banglalin ,o!i Citycell )rameen *hone Teletal -arid Total N 3' 2& 31 31 3' 2& 1%' 1ean 4('#'' 3($31' 3($22# 3(##45 3(44#$ 3(4'#& 3(#$33 Stander >e3iation (45531 (5$%%# (45513 (%3&## (521$# (51#%1 (#'&'2 Standard Error ('%313 (1'$4& ('%1$4 (15'%1 ('&52# ('&5&$ ('453&
Hypothesis Related to Relia,ility: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q ..E.. and significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired value of alpha 7?.?A8. In terms of S SS result of reliability dimension of S/6</=>A: model,
5'
Customer Satisfaction on Telecommunication Industry in Bangladesh si# mobile operators different reliability means are put down from higher level order to lower level order in the reliability table.
Ta,le of Responsiveness:
S#. No. Banglalin )rameen *hone ,o!i Teletal -arid Citycell Total N 3' 31 2& 3' 2& 31 1%' 1ean 4(4''' 3(%$1' 3(551$ 3(4333 3(413% 3(3&$% 3(#$&# Stander >e3iation (4$4#$ (&2&#$ (52&12 (5#154 (#'1&5 (5&%%% ($2412 Standard Error ('%### (1##&$ ('&%25 (1'252 (111$% (1'$5# ('53&$
Hypothesis Related to Responsiveness: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q 11.C2Eand significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8. In terms of S SS result of reliability dimension of S/6</=>A: model, si# mobile operator different reliability means are put downed from higher level order to lower level order in the reliability table.
51
Ta,le of Assurance:
S#. No Banglalin )rameen *hone ,o!i Citycell Teletal -arid Total
N 3' 31 2& 31 3' 2& 1%'
1ean 4('&1$ 3(%&52 3(#%&$ 3(45&$ 3(4'%3 3(2%45 3(#4'3
Stander >e3iation (3#24% (#'%1& (5#1#3 (45#%% (5511& ($1253 (#141$
Standard Error ('##1% (1'&23 (1'42& ('%2'# (1''#3 (13231 ('45$%
Hypothesis Related to Assurance:
8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q E.A12 and significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8. In terms of S SS result of reliability dimension of S/6</=>A: model, si# mobile operator different reliability means are put downed from higher level order to lower level order in the reliability table.
52
Ta,le of 0mpathy:
S#. No Banglalin )rameen *hone Citycell ,o!i -arid Teletal Total N 3' 31 31 2& 2& 3' 1%' 1ean 4(2'%3 3(&435 3(#12& 3(45#& 3(2414 3('&1$ 3(5&$2 Stander >e3iation (3##'3 (#541% (531## (#2$'3 (5$##4 (5$'4' (#$#'' Standard Error ('##%3 (11$4& ('&54& (11#44 (1'$'% (1'414 ('5'3&
Hypothesis Related to 0mpathy:
8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q 1C.EEA and significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8. In terms of S SS result of reliability dimension of S/6</=>A: model, si# mobile operator different reliability means are put downed from higher level order to lower level order in the reliability table.
53
Ta,le of Tan i,ility:
S#. No Banglin )rameen *hone ,o!i Teletal -arid Citycell Total
N 3' 31 2& 3' 2& 31 1%'
1ean 3(&4#$ 3($$42 3(#&## 3(44#$ 3(3'34 3(25%1 3(5$11
Stander >e3iation (41334 (4%3$1 (511#4 (5#&$% (4$&&4 (#15$% (5#&#$
Standard Error ('$54$ ('%#%% ('&5'1 (1'4'3 ('%&12 (11'#' ('424#
Hypothesis Related to Tan i,ility: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q 3.C55 and significant level Q ?.??? In the basis of 13? sample si+e, null the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8. In terms of S SS result of reliability dimension of S/6</=>A: model, si# mobile operator different reliability means are put downed from higher level order to lower level order in the reliability table.
54
( ? ;on0idence @nter3al For 1ean S#. No Banglalin )rameen *hone ,o!i Citycell Teletal -arid Total #o2er "ound 3(%&'' 3(35#5 3(51'% 3(555# 3(251% 3(21'3 3(5%3% =$$er "ound 4(23'' 3(&$25 3(&512 3(%%&5 3(#415 3(#'35 3($#2& 1inimum 2(%' 1(#' 2(2' 2(#' 2(2' 2(4' 1(#' 1aAimum 4(#' 4(#' 4(#' 4(4' 4(4' 4(#' 4(#'
Hypothesis Related to Relia,ility: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q ..E.. and significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8.
55
( ?;on0idence @nter3al For 1ean S#. No #o2er "ound =$$er "ound Banglalin 4(222% 4(5$$2 )rameen *hone 3(53'' 4(212' ,o!i 3(35'5 3($53' Teletal 3(223$ 3(#43' -arid 3(1%4% 3(#42% Citycell 3(1$%2 3(#1$5 Total 3(5$31 3($%#1
1inimum 3('' 1(33 2(#$ 2('' 1(33 1(#$ 1(33
1aAimum 5('' 4(#$ 5('' 4(#$ 4(#$ 4(33 5(''
Hypothesis Related to Responsiveness: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q 11.C2Eand significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8.
5#
Ta,le of Assurance:
S#. No Banglalin )rameen *hone ,o!i Citycell Teletal -arid Total
( ? ;on0idence @nter3al For 1ean #o2er "ound =$$er "ound 3(&5#3 4(22$' 3(#$21 4(11%2 3(4$#' 3(&'33 3(2&21 3(#2$3 3(2'25 3(#142 3('135 3(5555 3(54&& 3($3'#
1inimum 3(25 2(5' 2('' 2(5' 2(5' 2('' 2(''
1aAimum 4($5 4($5 4(5' 4(25 5('' 4(5' 5(''
Hypothesis Related to Assurance: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q E.A12 and significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8.
5$
Ta,le of 0mpathy:
&5+ Confidence Interval 4or 3ean S?( .o Banglalin )rameen *hone Citycell ,o!i -arid Teletal Total ?o/er Bound 4('$1$ 3($43# 3(41$& 3(21%4 3('22' 2(%$%$ 3(4&$% 6pper Bound 4(345' 4(1%35 3(%'$& 3(#&54 3(4#'$ 3(3'4$ 3(#&## 3inimum 3(5' 2(5' 2($5 2(25 2(25 2(25 2(25 3a@imum 4($5 4($5 4($5 5('' 4(5' 4($5 5(''
Hypothesis Related to 0mpathy: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q 1C.EEA and significant level Q ?.??? In the basis of 13? sample si+e,l the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8.
5%
S#. No Banglalin )rameen *hone ,o!i Teletal -arid Citycell Total
( ? ;on0idence @nter3al For 1ean #o2er "ound =$$er "ound 3($&23 4(1'1' 3(5&#% 3(&51# 3(5'1& 3(%&12 3(233& 3(#5&4 3(12'& 3(4%#' 3('322 3(4%3& 3(4%$3 3(#54&
1inimum 3('' 2(#' 2(3' 2('' 2(%' 2(4' 2(''
1aAimum 4(#' 4(4' 4(#' 4(%' 4(#' 4(4' 4(%'
Hypothesis Related to Tan i,ility: 8' ;
<1= <2= <3= <4= <5= <# 81; <1> <2> <3> <4> <5> <#
Here ! Q 3.C55 and significant level Q ?.??? In the basis of 13? sample si+e, the null hypothesis will be re4ected because the significant value is less than the re'uired alpha 7?.?A8.
5&
A!$VA T0ST:
Bet/een )roup -ithin )roup Total
Sum o0 S:uares %(25& 5%(133 ##(3&2
d0 5 1$4 1$&
1ean S:uares 1(#52 (334
F 4(&44
Sig. ('''
Sum o0 S:uares 23(5'% $'(351 &3(%5&
d0 5 1$4 1$&
1ean S:uares 4($2' (4'4
F 11(#2&
Sig.
Ta,le of Assurance:
Sum o0 S:uares 14(4&3 53('2$ #$(52'
d0 5 1$4 1$&
1ean S:uares 2(%&& (3'5
F &(512
Sig.
#'
Ta,le of 0mpathy:
Sum o0 S:uares 2#(%4' 54(&5% %1($&& >0 5 1$4 1$& 1ean S:uares 5(3#% (31# F 1#(&&5 Sig.

Sum o0 S:uares 11(44# 4#(543 5%('&' d0 5 1$4 1$& 1ean S:uares 2(3'& (2#$ F %(#33 Sig.
Construct Reliability:
$he report related to the different tructly under the study is summari+ed in the table given bellow;
Relia,ility Statistic
;onstruct ,elia!ility ,esponsiveness 2ssurance 9mpathy Tangi!ility Total No. o0 @tems 5 3 4 4 5 21 ;ron9achBs /l$ha (5#% (4$& (544 (5&3 (5'4
#1
Reliability Statistic
6
1
0.568 0.479 0.544
0.593
0.504
0 )el$a*$l$ty )es+ons$,eness -ssuran(e .m+at/y 0ang$*$l$ty
No. of tems ! Cronbac"#s Alp"a
#2
Chapter-B
Recommendations 7 Conclusion
#3
Recommendations:
As the revolution of mobile phones has radically changed the world of telecommunications, I think that the mobile phone companies should be more careful to arrange their service plan and call rates so that the mobile will continuously act as a blessing to the society. *obile phone operators need to develop some other value add service that)s very
popular to the customer such as, call blocking, balance transfer and they also need to provide more internet facility because the demand of internet service increasing day by day. ,ew e#ternal high gain antenna should also be set up which will ensure smooth call completion at areas of weak signal. $his will e#tend coverage for < operator without further investment in network e#pansion. !i#ed Wireless $erminal 7!W$8 may be another solution for e#tended coverage with good 'uality but it will cost at least double the present cost of mobile cell"phone. Solar panel and (% batteries may be used as alternatives to run the B$S station. *oreover, mobile phone operators needs to develop the features of the products and value additions to achieve comparative advantage in market competition. $he management of mobile phone operators should regularly administer marketing research activities in order to keep a regular track of satisfaction levels of its customers. 6egular research should also be conducted to find out customer e#pectations about various product features. As customer e#pectations and satisfaction are not static figures, regular research at sufficient intervals should be conducted. $hrough research, the need for promotional campaigns, recruitments and outlets can also be identified. !rom the result of regression it was found that five dimension of S/6</=>A: model 7reliability, 6esponsiveness, Assurance, empathy and $angibles8 are significantly related with the customer satisfaction level $herefore, these issues should be taken more care for customer.
#4
Conclusion:
!rom the above analysis we have come to know that overall performance of mobile operator is appro#imately good but best most of them are the banglalink and also know that most of the customers are satisfied by using Banglalink)s service. However some of them are not happy about the mobile operator)s promotional activities and from the analysis I find out that their promotional tools are not working properly, that)s why they are failing to achieve their targeted market share. $hey need to give more emphasi+e on their advertisement and promotional activities. *oreover, we can reali+e from the analysis that the
telecommunication industry are playing vital role in the modern society by the cell phone. *obile phone is very much related with our social life. $he mobile phone is used for real time coordination while on the run9 adolescents use it to manage their freedom, and teenager)s te#t to each other day and night. $hough cell phone has various positive and negative impacts on our society, its positive impact is more than negative. In this technology dependent society no society can be thought without cell phone. !or maintaining social communication and social structure it has a vital need. %ell phone companies should be more careful for the betterment of the society.
#5
Chapter-?
Appendi8
##
Reference:
Constant Touch: = Glo7al 3istor. o+ the 5o7ile Phone 7. Hon =/ar. Perpetual Contact: 5o7ile Co%%unication1 Private Talk1 Pu7lic Per+or%ance 7. Ha%es E. @at0. Personal1 Porta7le1 Pedestrian: 5o7ile Phones in Hapanese !i+e 7. 5a0urka Ito . 5a/ic in the =ir: 5o7ile Co%%unication and the Trans+or%ation o+ &ocial !i+e 7. Ha%es E. @at0 . &%art 5o7s: The 2ext &ocial "evolution 7. 3o,ard "hein/old Cell Phone Culture 7. Gerard Go//in . 2e,spaper1 Hurnal and 5o7ile *perators. Principle o+ 5arketin/ 1 Philip @otlar & Gar. =nnual "eporoon (i++ernnt
=r%stron/1 Prentice-3all. Inside o+ 'an/ladesh Econo%.1=nu 5aha%ood. 5arketin/ "esearch1 2oresh @. 5alhotra1 Prentice 3all Inc. http:$$,,,.aktel.co% http:$$,,,./ra%eenphone.co% http:$$,,,.7an/lalink.co% http:$$,,,.cit.cell.co% http:$$,,,.teletalk.co%
#$
Customer Satisfaction on Telecommunication Industry in Bangladesh http:$$,,,.,aridtel.co%.7d http:$$,,,.deshi%o7ile.co%
!ovelock 5arketin/:
Christopher1 People1
Girt01
I&ervices # th
Technolo/.1
&trae/.F1
edition1 Pearson Education 6&in/apur8 Pte.1pp : -:11. Parasura%an =.1 <eitha%l C.=.1 and 'err. !.!.1 1)??1 I&E"C4>=!J = 5ultiple-Ite% &cale +or 5easurin/ Consu%er Perception o+ &ervice 4ualit.F1 Hournal o+ "etailin/ -: 6sprin/ 1)??81pp 12-: .
-uestionnaire for Customer:
;ustomer Satis0action On Telecommunication @ndustr. @n "angladesh Name: 6ender:
3ale
4emale

/ge: 1#525 4#555 Education

2#535 5#5#5

3#545 #5 and a!ove

Aoctorate 8( S( C
*ostgraduate S(S(C
6ndergraduate Belo/ S( S( C
@ am a user o0
*ost *aid
*re *aid
#%
Customer Satisfaction on Telecommunication Industry in Bangladesh @ am currentl. using

2BT9? Banglalin
Citycell )rameen p
Teletal -arid
@ am a customer o0 the current o$erator 0or
'51 year 3 year to less than
1 to less than 2 year 4 year to less than 5
2 to less than 3 year 5 year to less than # year
4year year 15Strongly disagree 25 Aisagree 35.either agree nor disagree 45 2gree 55 Strongly 2gree Please $ut tick marks in a$$ro$riate 9oA 2here
The relia9ilit. o0 the ser3ice: <aria9les 1( -hen my operator promises to do something !y a certain time it does 2( -hen I have a pro!lem" my operator sho/s a sincere interest in solving it 3( 3y operator performs the service right the first time 4( 3y operator provides its service at the time it promises to do so 5( The Company eeps me informed a!out /hen services /ill !e performed #& 8 2 &
'
The res$onsi3eness: <aria9les 1( 9mployees in the company give me prompt service 2( 9mployees are al/ays /illing to help me 3( 9mployees are never too !usy to respond to my re7uest 8 2 &
'
The assurance: <aria9les #( The !ehavior of employees in stills confidence in me $( I feel safe in your transactions /ith my operator %( 9mployees are consistently courteous /ith me &( 9mployees have the no/ledge to ans/er my 7uestions 4 8 2 1
The em$ath. and the :uestions 0rom:
$'
Customer Satisfaction on Telecommunication Industry in Bangladesh <aria9les 1'( They gives me individual attention 11( 3y operators have !est interests at my heart 12( 9mployees of my operator understand my specific needs 13( They have modern5loo ing e7uipment The tangi9ilit. o0 the organiCation; <aria9les 14( Their physical facilities are visually appealing 15( The employees appear neat 1#( 3aterials associated /ith the service Csuch as pamphlets or statementsD are visually appealing 1$( The pac age of the SI3 or ,I3 is attractive 1%( The logo of the company is appealing 4 3 2 1 4 3 2 1
$1

Customer Satisfaction On Telecommunication Industry in Bangladesh

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Customer Satisfaction On Telecommunication Industry in Bangladesh

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