customer satisfaction of mobile netwrok companies in bangladesh
DESCRIPTION
It is a report of Five recognized mobile network operators customers satisfaction.TRANSCRIPT
CUSTOMER SATISFACTION
OF MOBILE PHONE
NETWORK SERVICE
COMPANIES IN
BANGLADESH: A STUDY IN
KHULNA REGION
A report on:
Customer Satisfaction Of Mobile Phone Network Service
Companies in Bangladesh: A study in Khulna region
Course title: Tutorial of Business Communication
Course no: BA-1220
Submitted by
Submitted to
Nusrat Zahan Lopa
Lecturer
Khulna University
Business Administration Discipline, BBA program
1st year, 2
nd term
April 02, 2012
INFERNO
Md. Rafsan Jani
110313
Saurav Chatterjee 110316
Shuvro Kumar Paul 110326
Md. Rezwanur Rahman 110332
A.N.M Alimuzzaman Khan 110345
April 02, 2012
Nusrat Zahan Lopa
Lecturer
Business Administration Discipline
Khulna University
Dear Madam:
Subject: Submission of report
Enclosed here with is the report on “Customer Satisfaction Of Mobile Phone
Network Service Companies in Bangladesh: A study in Khulna region” that
you have assigned us for the course “Tutorial of Business Communication (BA-
1220) on March, 2012 from group Inferno.
While preparing this report, we tried to gather what we believed to be the most
complete as well as relevant information regarding our study. The primary data
has been collected through survey conducted on individual respondents and the
secondary data has been collected from various secondary sources.
The report contains a comprehensive analysis on customer satisfaction regarding
the services provided by Mobile Phone Network Service Companies. I have
provided some key findings and analysis and also suggested some
recommendations.
We shall remain ever grateful to you for rendering me the opportunity on such an
interesting field. If you need any clarification regarding this report, We will
always be available for this regard. Thank You.
Sincerely Yours,
______________________
Shuvro Kumar Paul
ID: 110326 (On Behalf of the Group Inferno)
ACKNOWLEDGEMENT
First of all, we thank The God for giving us the ability to finish this report
successfully in due time. Then, we would like to extend our heartfelt gratitude and
thanks to our honorable teacher Mr. Nusrat Zahan Lopa, Business Administration
Discipline, Khulna University, for her invaluable guidelines, suggestions and advices
when needed.
Our sincere thank goes to Mr. Sanjay Datta, Customer Care Executive,
Grameenphone Customer Care Center, Kushtia Branch, for guiding me to the relevant
sources for this study. Our sincere appreciation must also be conveyed to Mr. Anup
Biswas, Customer Care Executive, Orascom telecom Ltd, Kushtia branch for helping
us in understanding the operator’s perspective regarding customer’s attitudes.
We also acknowledge the cooperation of Mobile phone users who assisted us with
their time by replying to the questionnaire and providing valuable opinions for the
successful completion of the study.
TABLE OF CONTENTS
Executive Summary v
1. Introduction
1.1 Background of study 1
1.2 Objective of the study 1
1.3 Scope of the study 2
1.4 Methodology 2
1.4.1 Sample Design 2
1.4.1.1 Target Population & sample size 3
1.4.1.2 Sampling Method 3
1.4.2 Data Collection Sources 3
1.4.3 Data Collection Method 4
1.4.4 Procedure 4
1.5 Limitations of the Study 4
2. Literature Review
2.1 Customer Satisfaction 6
2.2 Tools of measuring customer satisfaction 6
2.3 Complaint and Suggestion System 7
2.4 Customer satisfaction surveys 7
2.5 Service Quality 8
2.6 Customer queries 8
2.7 Factors Affecting Customer Satisfaction 9
2.8 Customer Satisfaction & Service Industry 9
2.9 Importance of Measuring Customer Satisfaction in the Mobile
Phone Network Service Industry
11
2.10 Significance of This Study from Earlier World Wide
Researches Context and Adding Value to Existing Literatures
12
3. Organization Overview
3.1 Introduction of Mobile Phone Network Service Industry in 13
Bangladesh
3.2 Teletalk 13
3.2.1 Basic objectives 14
3.2.2 Incorporation of Teletalk 14
3.2.3 Company’s Network Expansion 15
3.2.4 Scope to be explored 15
3.3 Grameenphone 16
3.3.1 Overview 16
3.3.2 Achievement History 17
3.4 Airtel Bangla Ltd. Overview 17
3.5 Banglalink GSM 19
3.5.1 Introduction in Bangladesh 19
3.5.2 Overview 20
3.5.3 Management Team 21
3.5.4 Behind the Organiztion 21
3.6. Citycell 22
3.6.1 Introduction Stage 22
3.6.2 Overview 23
3.7 Robi 24
4. Organization Services Overview
4.1 Service Catagories 25
4.2 TeleTalk – Services 25
4.2.1 Connection Services 25
4.2.2 Easy bill Payment 27
4.2.3 Mobile Internet 27
4.2.4 VAS 27
4.2.5. International Roaming 27
4.3 Grameenphone Services 28
4.3.1 Packages 28
4.3.2 Internet Service 28
4.3.3 International Roaming 29
4.3.4 Blackberry Service 29
4.3.5 VAS 29
4.4 Airtel – Services 30
4.4.1 Packages 30
4.4.2 Airtel international Roaming 30
4.4.3 Internet 31
4.4.4 Useful Services 31
4.5 Citycel Services 32
4.5.1 Normal Services 32
4.5.2 CityCell Zoom 32
4.6 Banglalink Services 32
4.6.1 Packages 32
4.6.2 International Roaming 33
4.6.3 Value Added Services 33
5. Data Analysis & Interpretation
5.1 Data Analysis & Interpretation 34
6. Findings of The Study
6.1 Findings of the Study 43
7. Conclusion & Recommendation
7.1 Conclusion 45
7.2 Recommendations 45
Appendix
References a
Reference Website c
Questionnaire d
LIST OF FIGURES Page no:
Figure 1: Overall Customer Satisfaction 35
Figure 2: Customer Satisfaction in Network Factor 36
Figure 3: Customer Satisfaction in Call Factor 37
Figure 4: Customer Satisfaction in Internet Factor 38
Figure 5: Customer Satisfaction in VAS Factor 39
Figure 6: Overall Customer Satisfaction Female 40
Figure 7: Overall Customer Satisfaction Male 41
Figure 8: Overall Customer Satisfaction in all Factors of all companies 41
Figure 9:Customer Emphasis on Factors 42
LIST OF TABLES:
Table1: Weights of importance of the attributes (Top ten). 34
Table 2: Overall Customer Satisfaction 34
Table 3: Customer Satisfaction in Network Factor 35
Table 4: Customer Satisfaction in Call Factor 36
Table 5: Customer Satisfaction in Internet Factor 37
LIST OF FIGURES & TABLES
Table 6: Customer Satisfaction in VAS Factor 38
Table 7: Overall Customer Satisfaction Female 39
Table 8: Overall Customer Satisfaction Male 40
Table 8:Customer Emphasis on Factors 41
Contemporary business world is very much competitive and the success in the
competition is achieved mainly through giving satisfaction to the ultimate consumer.
In service oriented industry, it is very difficult to set a standard rule to satisfy
customers. Several factors influence customer’s decision making to take the service
from an organization. The Mobile Phone Network Service industry is a service
industry; it provides the customer various communication services. So a Mobile
Phone Network Service Company must be keen in identifying the factors which
influence their decision in taking the communication service. Thus the Mobile Phone
Operator also needs to know the perception and satisfaction level of the customers
about their performance.
The present study is about an analysis of the customers’ satisfaction about services by
five Mobile Phone Network Service Company in Bangladesh. Customers’ satisfaction
regarding the services of the Mobile Phone Network Operator depends on several
factors. So, first of all, in order to analyze customers’ satisfaction level, factors which
are used as the performance measurement criteria of the operators, are analyzed. Here
four identified factors are: Network, Call, Internet and Value added Service. Then the
questionnaire is developed .Here sixteen statements have been used under these four
factors in the questionnaire and data are collected through a survey to know the
satisfaction towards the several factors. Mean and percentage are used as statistical
tool to analyze the data and interpret the result. The questionnaire is used also to
identify the customers’ overall level of satisfaction.
From the study it is found that customers are satisfied with the services provided by
the Airtel. In differnet factors, Grameenpone from Network & Internet factor, Airtel
From Call & VAS factor. Female are satisfied with Banglalink services and Male with
Grameenhpone services.
So, every company should satisfiy their customers in all factors, not in single factor.
All organization should develop their features to lessen dissatisfaction.
EXECUTIVE SUMMARY
v
CHAPTER ONE
INTRODUCTION
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1.1 Background of study:
Communication is important for every living objective. It is impossible to live without
communicating with others. Communication has made it possible for man to survive in
all environments. The need to communicate comes from our basic instincts that keep us
safe.
Now a day’s telephonic conversation plays a great role in our daily part of oral
communication. In this report we have analyzed this Mobile Phone Network Industry on
the basis of its customer, competitors, industry perspectives, environmental analysis,
marketing perspectives and finally have made some recommendations that we believe
would contribute to the further growth and expansion of the industry.
1.2 Objective of the study:
Our honorable course teacher assigned us the report “Customer satisfaction of mobile
phone Network Service Companies in Bangladesh: A survey on Khulna region” - as
a part of our course. We have two types of objective
Primary Objective:
Primary objective of the study is to explain and brought to light the Customer
Satisfaction of Mobile Phone Network Service Companies in Bangladesh.
Secondary Objective:
The secondary objective of the study is-
To get a better knowledge about customer thought.
Use of mobile phone in different situation of communication.
What would be the next stage of this industry?
Necessity of communication in different sectors of our society.
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Providing an overview on customer’s satisfaction toward mobile phone operating
companies in Bangladesh.
We hope that our study will provide information to the Mobile Phone Network Service
Companies in Bangladesh to understand the want of their customers and satisfied them.
If the every mobile phone operator companies are benefited to use this report, our
purpose will be succeeded.
1.3 Scope of study:
To prepare the report on customer satisfaction in mobile phone operating industry: a
serve on the users on Bangladesh we have surveyed 50 peoples of different age and
profession in Khulna and talked with the official’s .We talked with the retailers. From the
survey, we got very good information to prepare the report. However we have surveyed
only in Khulna due to time and funds availability, we have learnt a lot about customer’s
satisfaction in Khulna. We got different information from internet. But we give our effort
to prepare the report as a right one.
1.4 Methodology:
Methodology refers to the overall procedures of research. Since the study is focused
on determining the customer satisfaction of mobile phone network companies, the
research design is mainly survey based. The study has been conducted through
ensuring involvement of mobile phone consumers and the people from marketing
and research department of the organization.
1.4.1 Sample Design:
The number of items or units included in the sample from the total population is
called the sample size. In this study, the sample has been determined by normal
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survey basis. Mobile phone communication is very much common. So, generally
picking any people can complete the survey. We picked some business people,
students and serviceman for the survey. The sample sizes of consumers have been
50 from Khulna Division.
In order to ensure the view of the responsible persons we interviewed one business
person and one serviceman of different aspects.
1.4.1.1 Target Population & sample size:
The target population will be the customers who are taking banking services from
Exim bank, Gulshan-1 branch. Total 50 customers will be selected as sample.
1.4.1.2 Sampling Method:
Convenience sampling method, a non-probability sampling technique, will be
used for the selection of sample.
The profile of the consumers who have been surveyed for the study is given
below-
Age: Most of the respondents are between the age of 18-40.
Frequency Percent
18-30 38 76
31-40 10 20
40- 2 4
Total 50 100.0
Table 1: Age of the respondents
1.4.2 Data Collection Sources:
Data collection is a significant part of the study. The sources of data can be
classified into two types. They are Primary Data, and Secondary Data. In this
research both the primary data and the secondary data has been used.
Primary Sources:
Primary data has been collected from the sample through questionnaire. To
differentiate responses, we have developed an questionnaire that consists of both
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positive and negative statements. Data from consumers has been collected through a
face to face interview and the interviews of inside of their respective offices. It is
collected from universities, during travel, inside different organizations and overall
in open area.
Secondary Data sources:
Secondary data has been collected from the executed and planned activities of the
organization. In this study the secondary data sources will include newspapers,
magazines and company web sites along with other respective web sites.
1.4.3 Data Collection Method:
Data will be collected through a structured questionnaire. Customers will be
interviewed directly to collect the primary data.
1.4.3 Procedure:
After conducting survey, all data has been collected from different locations. We
have analyzed the survey and made graphical presentations of different companies
in different aspects and different factors. We have developed four factors to
elaborate the customer satisfaction. We developed the factors by conducting a pilot
study. We developed 4 question in each factor in the questionnaire. Comparing
through graphical presentation made easier to explain everything.
1.5 Limitations of the Report:
It is a natural thing to do work and face different limitation during working .To prepare
the report we had to face so many problems and limitations. Some of those are given
below-
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There are very small numbers of source from where we can get adequate
information.
People are not willing to give information because they are afraid of publicity.
Users of different mobile company do not feel comfortable to talk about their
personal uses.
Most of the survey persons are students and a very low number of persons are
businessman and serviceman.
CHAPTER TWO
LITERATURE
REVIEW
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2.1 Customer Satisfaction
Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business. It is an ambiguous and abstract concept and the
actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. Customer satisfaction represents a modern approach
for quality in enterprises and organizations and serves the development of a truly
customer-focused management and culture. Measuring customer satisfaction offers an
immediate, meaningful and objective feedback about clients’ preferences and
expectations. In this way, Mobile Phone Network Service Companies’ performance may
be evaluated in relation to a set of satisfaction dimensions that indicate the strong and the
weak points of a business organization. This paper presents an original customer
satisfaction survey in the private Mobile Phone Network Service sector. The
implemented methodology is based on the principles of multi criteria analysis and
preference disaggregation modeling. The most important results are focused on the
determination of the critical service dimensions and the segmentation to customer
clusters with distinctive preferences and expectations.
It is also the inner feelings of the customer about the service product they purchase.
Customer thinks of it when they purchase the service product of the bank and of course
the satisfactions encourage or persuade them to purchase or to take the decision to
purchase (Kotler, 1998).
2.2 Tools of measuring customer satisfaction:
Measurement of customer satisfaction plays a very vital role in current days. Without
satisfying customer needs and wants properly, it might be difficult for the company to
survive in the competition. Measuring the satisfaction of consumer is a difficult job. But
there are some ways these are as bellow.
While it seems clear that increasing customer satisfaction is beneficial to a marketing
manager, how to measure it is less clear. Customer satisfaction has been studied from the
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perspective of the individual customer and what drives their satisfaction (Oliver and
Swan 1989; Oliver 1993; Fournier and Mick 1999) as well as from an industry-wide
perspective to compare customer satisfaction scores across firms and industries (Fornell
1992; Anderson, Fornell, and Lehmann 1994; Fornell et al. 1996; Mittal and Kamakura
2001), while other research has examined customer satisfaction in a single organization
(Schlesinger and Zornitsky 1991; Hallowell 1996; Loveman 1998) or across several
organizations (DeWulf, Odekerken-Schröder, and Iacobucci 2001).
In attempting to measure customer satisfaction, it is possible that attributes can have
different satisfaction implications for different consumer and market segments – the
usage context, segment population, and market environment can influence satisfaction
and product use (Anderson and Mittal 2000). Failure to take into account segment-
specific variation may lead a firm to focus on the wrong aspect for a given set of
consumers (Anderson and Mittal 2000). Furthermore, consumers with similar satisfaction
ratings, yet different characteristics, may exhibit different levels of repurchase behavior
(Mittal and Kamakura 2001). It is clear, then, that market and consumer segments should
be important factors to consider when measuring customer satisfaction and its
implications.
2.3 Complaint and Suggestion System
Now a day, complaint and suggestion system is treated as an effective mechanism of
measuring customer level. Most of the companies are now establishing hot lines with toll
free numbers. These are also practicing Web sites and e-mail for quick and both way
communication. (Kotler,2004)
2.4 Customer satisfaction surveys
Responsive companies measure customer satisfaction directly by conducting periodic
surveys. While conducting customer satisfaction data, it is also useful to ask additional
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questions to measure repurchase intension and to measure the likelihood or willingness to
recommend the company and brand to others. (Kotler, 2004)
2.5 Service Quality
The primary responsibilities of employees in customer service positions usually entail
creating and delivering the service in the customers’ presence as well as providing
information, taking instructions and receiving payments and solving problems. New
customers in particular, often rely on customer service personnel for assistance in
learning how to use a service effectively and how to resolve problems. For example, in
the Networking Service industry, the combination of a highly competitive and new
technologies have forced Network Operators to add more services in an attempt to
increase their profitability(Bolton and Drew,1991).
During the 1980s and early 1990s, improving service quality has become a major
priority. In a service context, this strategy required efforts to improve customer
satisfaction by creating better service process and outcomes. Quality means different
things to people according to the contest. Quality focuses on the benefits created for
customers’ side at the equation. (Bolton and Drew, 1991)
2.6 Customer queries
Customer queries are an important feature of customer satisfaction. Different customers
come to the bank with their different queries. They may have both the product and
service related queries. Customers’ queries indicate the customer’s information search
about the service of the operator. When a customer comes to the Customer Care Center to
search their information the staffs must have to be helpful and knowledgeable. When a
customer comes to a Customer Care Center he or she expects the best level of service
from the Customer Care Executives. Employees won’t be able to help these customers if
they are not enough knowledgeable about the products and services they are providing.
Customer queries in term of their SIM Card Purchasing or Connection purchasing has to
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be efficient and employees’ attention to be needed. When a customer purchases a new
connection he or she has lots of queries about the Operator as he/she is new in the
Network Service. Customer has queries also in other area like their transaction with the
bank. They have many queries about the transaction like the procedure, instruction,
accuracy and efficiency. Customers have queries in terms of their complaints also. When
they place a complaint they seek responsiveness, concern, expectations and arrangement.
When a Customer Care Center can efficiently provide the information of’ customer
queries, they will be able to make their customer highly satisfied. (Kotler, 2004)
2.7 Factors Affecting Customer Satisfaction
Several studies in the marketing literature have considered the relationship between
customer satisfaction and performance at the firm level. Not surprisingly, the results
generally show that customer satisfaction provides economic benefits to the firm. For
example, customer satisfaction has been linked to increased revenues (Fornell, 1992;
Gómez, McLaughlin & Wittink, 2004; Rust, Zahorik, & Keiningham, 1995), more
inelastic demand (Anderson, 1996), and reduced costs for attracting new customers and
other costs associated with poor quality, defects and complaints (Anderson, Fornell, &
Rust, 1997). Reflecting these benefits, customer satisfaction has been found to positively
affect a firm’s profitability (Anderson, Fornell, & Lehmann, 1994; Aaker & Jacobson,
1994; Capon, Farley, & Hoeni, 1990), and its market value (Aaker & Jacobson, 1994;
Ittner & Larcker, 1998). While extant literature provides evidence for the positive effect
of a firm’s customer satisfaction, little if any research has considered the effect of rivals’
customer satisfaction on a firm’s performance.
2.8 Customer Satisfaction & Service Industry
Customers’ satisfaction is one of the vital important factors in every organization. There
exists a link between the customers’ satisfaction and the organization’s overall
performance. To know the level of customers’ satisfaction is essential because it helps the
institutions to know how well they are doing in comparison to others and also what the
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customers’ desire from them, what they need to add, removes or change along with core
offering. In a Mobile phone Network service Company, customer satisfaction is a vital
need to run the business. Manager need to be concerned on a day-to-day basis that the
customers are satisfied, the operational system are running smoothly and efficiently and
the employees are not working productively but are also doing a good jobs either of
serving customers directly or helping other employees to deliver good services. However,
the distinctive nature of services performances, especially such aspects as involvement in
production and the importance of time factors i.e. procedures of services require that
some strategic elements be included. To capture the nature of the challenge, 8Ps model of
integrated service can be used, which highlights the strategic decision variables facing
managers of service organizations (Lovelock, 2001). According to him these are products
elements, place cyberspace and time, process, productivity and quality, people,
promotion, education, physical evidence, price and other user costs.
Increased customer repurchases increase the profitability of firms (Fornell. 1992) and
maintaining customer satisfaction is key to retaining customers (Mittal, Katrichis and
Kumar, 2001). Price has been a traditional form of competition but with increased
competitive pressures, TQM, instantaneous worldwide communication, and flexible
manufacturing, price competition is no longer sufficient. Product design, quality,
performance, and delivery have become more important factors in creating customer
relationships (Flint, Woodruff and Gardial, 2002). To be competitive, it is important that
today’s marketers understand exactly which factors drive customer satisfaction
judgments and focus on fulfilling those elements. (Journal of the Academy of Business
and Economics, 2003)
The most widely accepted model of customer satisfaction is the expectancy
disconfirmation paradigm (Patterson, Johnson and Spreng, 1997). In this model, when a
consumer’s expectation of performance is met, the expectation is said to be confirmed.
When actual performance is below the expected level of performance, the expectation is
negatively disconfirmed and when actual performance exceeds the expected level of
performance, the expectation is positively disconfirmed. Overall satisfaction is
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considered a multi-attribute model in which overall satisfaction has multiple components.
(Journal of the Academy of Business and Economics, 2003).
2.9 Importance of Measuring Customer Satisfaction in the Mobile Phone Network
Service Industry
In case of Mobile Phone Network Service Industry, the services are intangible in nature,
here the core services is the products and features (Mobile Connections and Call
Benefits) but the supplementary services are the procedure of getting the services, speed
of service providing, the physical environment and also the attitude of personnel. As
technology serves all services of a company, so technology must be very modern and
new with high performance. Technical fault can be happened. But fault must be repaired
as soon as possible. Highly qualified technician can serve in this purpose. There are many
factors that affect customer satisfaction. Those factors must be fulfilled with satisfaction
to gain market position. A company can improve their service to gain market when they
know about the customer satisfaction of their services. In a mobile phone network service
company, they can include new offers, new features and new attracting services to gain
full satisfaction from the customers. To improve the service a company must know about
their customer satisfaction. And to know that they must measure customer satisfaction. In
a service industry, customer satisfaction is a must to run the business effectively. By
conducting customer satisfaction surveys they can know where their fault in service is
and improve their market and increase customer. Service with relevance to motto and
advertisement can improve customer satisfaction. To know about all the things, a
company must measure customer satisfaction. So, the main theme is that to improve
companies position and increase demand, customer satisfaction measurement is needed.
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2.10 Significance of This Study from Earlier World Wide Researches Context and
Adding Value to Existing Literatures
Mobile Phone Network Service industry is one of the largest industries in Bangladesh. So
far there are 6 Mobile Phone Network Service Operator in Bangladesh and many more
are coming. Huge number of customers is involved in Mobile Phone Network Service
industry taking the Networking services regularly. This study basically focuses on
customer’s satisfaction regarding the services provided by the 5 major Mobile Phone
network companies. This study will measure the customer’s satisfaction and will
determine how this attitude can be changed. With the help of this study Operators can
make necessary changes to their services so that customers can have a positive attitude
towards their services. This will help them to survive in the competition among the
Mobile Phone Network Service industry. Besides in the social and economic perspective
this study will also contribute. Our attitude towards the values, belief, and customs can be
identified through this study. In addition to the Networking sector there are some other
sectors where consumer’s satisfaction is an important factor to achieve success. For
example: fast moving consumer goods industry can apply this model to measure their
customer’s satisfaction and make necessary changes in their products and services.
Therefore we can say that this study will definitely contribute to the social and economic
perspective in the country.
CHAPTER THREE
ORGANIZATION
OVERVIEW
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3.1 Introduction of Mobile Phone Network Service Industry in Bangladesh
The expansion of Bangladesh‟s telecommunications sector began with small steps in
1989 with the issuance of a license to a private operator for the provision of inter alia
cellular mobile services to compete with the previous monopoly provider of
telecommunications services the Bangladesh Telegraph and Telephone Board (BTTB).
Significant changes in the number of fixed and mobile services deployed in Bangladesh
occurred in the late 1990s and the number of services in operation has subsequently
grown exponentially in the past five years. The incentives both from government and
public sectors have helped to grow this sector. It is now one of the biggest sectors of
Bangladesh. As a populous country, its huge market has attracted many foreign investors
to invest in this sector.
1st of all Sheba Telecom got license to operate exchange is 199 sub-districts in 1989.
Now it is called Banglalink. In that year Cellular mobile phone company Pacific
Bangladesh Telephone Limited and Bangladesh Telecom got license. It is now called
CityCell. In 1996 GrameenPhone got cellular mobile Telephone license. Telecom
Malaysia International Bangladesh got cellular mobile license in that year also. After that
in 2004 Teletalk under Bangladesh Telecommunication Regulatory Commission
(BTRC). In December 2005, Warid Telecom International LLC obtained a 15 year GSM
license to operate as the sixth mobile phone operator in Bangladesh for US$ 50 million.
Warid Bangladesh started rolling out its network from mid-2006, and launched
commercial operations on May 10, 2007 covering 26 districts. In 2006, an Egypt-based
Orascom Telecom acquired Sheba Telecom and named Banglalink GSM. In 2008,
Japanese NTT DoCoMo bought 30 percent stake in Aktel. It was named then Robi from
2010. Bharti Airtel acquired 70 percent stake in Warid Telecom and named that Airtel
Bangla Ltd.
3.2 Teletalk
Teletalk Bangladesh Limited is a public limited company, registered under the Registrar
of the Joint stock companies of Bangladesh. Total shares owned by the Government of
the Peoples Republic of Bangladesh. Teletalk Bangladesh Limited brand name “Teletalk”
is a GSM based state-owned mobile phone company in Bangladesh. TeleTalk started
operating on 29 December 2004. Now it is one of the largest mobile phone operators in
Bangladesh. Now it has over 1.15 million subscribers.
The mission statement of Tele Talk is "Desher Taka Deshey Rakhun" ("Keep your
Money in your Country")
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Teletalk Bangladesh limited was established keeping a specific role in mind. Teletalk has
forged ahead and strengthened its path over the years and achieved some feats truly to be
proud of, as the only Bangladeshi mobile operator and the only operator with 100%
native technical and engineering human resource base, Teletalk thrives to become the
true people‟s phone – “Amader Phone”.
3.2.1 Basic objectives
Basic objectives for which the Company was formed are highlighted here under:
To provide mobile telephone service to the people from the public sector
To ensure fair competition between public and private sectors and thereby
to safeguard public interest
To meet a portion of unmitigated high demand of mobile telephone
To create a new source of revenue for the government.
3.2.2 Incorporation of Teletalk:
Teletalk Bangladesh Limited (the “Company”) was incorporated on 26 December, 2004
as a public limited company under the Companies Act, 1994 with an authorized capital of
Tk.20,000,000,000 being the only government sponsored mobile telephone company in
the country. On the same day the Company obtained Certificate of Commencement of
Business.
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3.2.3 Company’s Network Expansion:
Teletalk Bangladesh Limited has continually expanded its network, to better
accommodate its growing customer base as well as to keep the promise of providing
better service. As of now, Teletalk has already established its network foothold in 64
Districts, 402 Upazilas, and most of the highways. Teletalk is continuing its network
expansion to reach more corners of Bangladesh.
3.2.4 Scope to be explored:
M-Governance is derived from e-governance refers to government‟s use of information
and communication technology to exchange information and services with citizens,
businesses, and other arms of government. Teletalk is ready to provide with the help of
third party software, mobile interactivity for the citizens of Bangladesh with m-
Governance. This may include, but not limited to
Mobile based Live Citizen Reporting Solution
Mobile User Info bank (Database of Mobile Users of Bangladesh)
Agriculture information services for the farmers and also for the end users,
like product price in different parts of the country.
Product ID for all consumer products/ Organization.
Interactivity between Government and the Citizens.
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3.3 Grameenphone
3.3.1 Overview
Before Grameenphone‟s inception, the phone
was for a selected urbanized few. The cell
phone was a luxury: a flouting accessory for
the select elite.The mass could not contemplate mobile telephony as being part of their
lives.
Grameenphone started its journey with the Village Phone program: a pioneering initiative
to empower rural women of Bangladesh. The name Grameenphone translates to “Rural
phone”.
Starting its operations on March 26, 1997, the Independence Day of Bangladesh,
Grameenphone has come a long way. Grameenphone pioneered the then breakthrough
initiative of mobile to mobile telephony and became the first and only operator to cover
98% of the country‟s people with network
Since its inception Grameenphone has built the largest cellular network in the country
with over 13,000 base stations in more than 7000 locations. Presently, nearly 99 percent
of the country's population is within the coverage area of the Grameenphone network.
Grameenphone has always been a pioneer in introducing new products and services in the
local market. GP was the first company to introduce GSM technology in Bangladesh
when it launched its services in March 1997.
Grameenphone was also the first operator to introduce the pre-paid service in September
1999. It established the first 24-hour Call Center, introduced value-added services such as
VMS, SMS, fax and data transmission services, international roaming service, WAP,
SMS-based push-pull services, EDGE, personal ring back tone and many other products
and services. The entire Grameenphone network is also EDGE/GPRS enabled, allowing
access to high-speed Internet and data services from anywhere within the coverage area.
There are currently nearly 2.6 million EDGE/GPRS users in the Grameenphone network.
GrameenPhone has invested more than BDT 17,093 million to build the network
infrastructure. There are now more than 1600 GP Service Desks across the country
covering nearly all upazilas of all districts and 94 Grameenphone Centers in all the
divisional cities. Grameenphone has more than 5000 full and temporary employees.
300,000 people are directly dependent on Grameenphone for their livelihood, working for
the Grameenphone dealers, retailers, scratch card outlets, suppliers, vendors, contractors
and others.
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Today, Grameenphone is the leading telecommunications service provider in Bangladesh
with more than 36 million subscribers as of December 2011.
3.3.2 Achievement History
Started operation on the independence day of Bangladesh in March 1997. Got
Bangladesh Business
Award for "Best Joint
Venture Enterprise" in
2002. In August 2004, it
reached 2 million
subscribers. Launched
EDGE and Voice SMS
service in September 2005
and reached 5 million
subscribers on December.
Launched Internet Modem
and reached 21 million
subscribers by 2009. 1st Annual General Meeting of Grameenphone is held in 2010. Now
its subscriber number is over 21 million.
3.4 Airtel Bangla Ltd. Overview
Warid Telecom International LLC paid US$ 50 million
to obtain a GSM license from the BTRC and became
the sixth mobile phone operator in Bangladesh in 2005 and launched at the end of
January 2007. It gave away complimentary subscriptions among a selected group of
individuals, whose job was to make 'test calls' and the operator adjusted its network's
quality based on their comments.
On May 9, 2007, Warid in an advertisement in some daily newspaper stated that it would
be launching publicly on May 10, 2007. However, no call rate nor any package details
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were revealed. The advertisement included an announcement for the people interested to
buy Warid connections to bring the documents like ID Card, etc., to the designated
franchise and customer care centres. By November 10, 2007, 61 districts under Warid
network coverage.
Airtel Bangladesh is the sixth mobile phone carrier to enter the Bangladesh market, and
launched commercial operations on May 10, 2007. On June 10, 2008, Warid Telecom
expanded its network to 3 more districts Bandarban, Khagrachhari and Rangamati. Now
all 64 districts of Bangladesh are under Warid network coverage meaning Warid Telecom
now has nationwide coverage.
On December 20, 2010, Warid Telecom was rebranded to Airtel. Warid Telecom
International LLC, an Abu Dhabi based consortium, sold a majority 70% stake in the
company to India's Bharti Airtel Limited for US$300 million. Bharti Airtel Limited will
take management control of the company and its board, and rebranded the company's
services under its own airtel brand from 20 December 2010. The Bangladesh
Telecommunication Regulatory Commission approved the deal on Jan 4, 2010.
In January 2010, Bharti Airtel Limited, Asia‟s leading integrated telecom services
provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-
based Abu Dhabi Group.
Bharti Airtel is making a fresh
investment of USD 300 million to
rapidly expand the operations of Warid
Telecom and have management and
board control of the company. This is
the largest investment in Bangladesh by
an Indian company. Dhabi Group
continues as a strategic partner retaining
30% shareholding and has its nominees
on the Board of the Company.
The new funding is being utilized for expansion of the network, both for coverage,
capacity, and introduction of innovative products and services. As a result of this
additional investment, the overall investment in the company will be in the region of
USD 1 billion.
This is Bharti Airtel‟s second operation outside of India. The company launched its
mobile services in Sri Lanka in January 2009 on a state-of-the-art 3.5G network. On July
19, 2007, the company crossed the 1 million customers mark in the first 70 days of
operation.
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3.5 Banglalink GSM
3.5.1 Introduction in Bangladesh
Sheba Telecom (PVT Ltd)-after talking lots- finally was granted
license in 1989 to operate in the rural areas of 199 upazilas. Later it
obtained GSM license in 1996 to extend its business to cellular
mobile, radio telephone services. It launched operation in the last
quarter of 1997 as a Bangladesh-Malaysia joint venture.
In July, 2004, it was reported that Egypt based Orascom Telecom is set to purchase the
Malaysian stakes in Sheba Telecom through a hush-hush deal, as Sheba had failed to tap
the business potentials in Bangladesh mainly due to a chronic feud between its Malaysian
and Bangladeshi partners. An agreement was reached with Orascom worth US$25
million was finalized in secret. The pact has been kept secret for legal reasons,
considering financial fallout and because of the feud.
The main reason for the undercover dealing was the joint venture agreement between the
Bangladeshi and the Malaysian partners, which dictates that if any party sells its Sheba
shares, the other party will enjoy the first right to buy that.
Banglalink attained 1 million subscribers by december 2005 and 3 million subscribers in
october 2006. in less than two years which is by december 2007, banglalink overtook
aktel to become the second largest operator in bangladesh with more than 7.1 million
customers. banglalink currently has
20.05million subscribers as of april 2011,
representing a market share of 27.03%
Growth over the last years have been fuelled
with innovative products and services targeting
different market segments, aggressive
improvement of network quality and dedicated
customer care, creating an extensive
distribution network across the country, and
establishing a strong brand that emotionally
connected customers with banglalink.
Integrated Services Ltd. (ISL), the Bangladeshi
partner, was being „officially‟ shown as
purchasing the shares held by Technology
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Resources Industries (TRI) of Malaysia for $15 million. ISL then paid another $10
million to Standard Chartered Bank to settle Sheba's liabilities.
In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba
Telecom (Pvt.) Limited (“Sheba”). It was acquired for US$60 million. Sheba had a base
of 59,000 users, of whom 49,000 were regular when it was sold. Afterward it was re-
branded and launched its services under the “Banglalink” brand on February 10, 2005.
Banglalink‟s license is a nationwide 15-year GSM license and will expire in November,
2011.
In March, 2008, Sheba Telecom (Pvt.) Limited changed its name as Orascom Telecom
Bangladesh Limited, matching its parent company name. banglalink attained 1 million
subscribers by december 2005 and 3 million subscribers in october 2006. in less than two
years which is by december 2007, banglalink overtook aktel to become the second largest
operator in bangladesh with more than 7.1 million customers. banglalink currently has
20.05million subscribers as of april 2011, representing a market share of 27.03%.
3.5.2 Overview
Orascom Telecom Bangladesh Limited ("banglalink") is fully owned by Orascom
telecom holding s.a.e, egypt, ("oth"); the ultimate parent company of the group is
vimpelcom, the 6th largest mobile phone operator in the world. banglalink was acquired
by oth in 2004, and after a complete overhaul and the deployment of a new gsm network,
its telecommunication services were re-launched under the brand name banglalink. when
banglalink began operations in bangladesh in february 2005, its impact was felt
immediately: overnight mobile telephony became an affordable option for customers
across a wide range of market segments.
Banglalink‟s success was based on a simple mission: "bringing mobile telephony to the
masses" which was the cornerstone of its strategy. banglalink changed the mobile phone
status from luxury to a necessity and brought mobile telephone to the general people of
bangladesh and made a place in their hearts. the mobile phone has become the symbol for
the positive change in bangladesh.
This positive change that is quite correctly attributed to banglalink, has become the
corporate positioning of banglalink and is translated in their slogan "making a difference"
or "din bodol". "making a difference" not only in the telecom industry, but also through
its products and services, to the lives of its customers. this corporate stance of "making a
difference" has been reflected in everything banglalink does.
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3.5.3 Management Team
Management Team includes
Post Name
Managing Eirector & Chief Executive
Officer
Ahmed Abou Doma
Chief Financial Officer Mohamed Hassan Osman
Chief Technical Officer Ahmed Mohamed Fady
Chief Commercial Officer Asher Yaqub Khan
Human Resources & Administration
Director
Tarek Beram
Head of PMO & Supply Chain Abdus Saboor
Regulatory & Legal affairs director Zakiul Islam
Information Technology Director Nizar el-assaad
Company Secretary M Nurul Alam
3.5.4 Behind the Organiztion
Orascom Telecom (oth) established
itself as a global brand and is
considered today to be one of the
largest and most diversified telecom
operators. Operating in eleven
emerging markets, the company has
a population under license of
approximately 512 million with an
average mobile telephony
penetration of approximately 50%
as of june, 2010. Orascom telecom
operates gsm networks in algeria
("ota"), pakistan ("mobilink"), egypt
("mobinil"), bangladesh
("banglalink"), burundi (leo
burundi), namibia (leo namibia), central african republic (telecel car), north korea
("koryolink") and canada ("wind mobile") through its indirect equity shareholding in
globalive wireless and its indirect equity ownership in telecel zimbabwe (zimbabwe). in
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2009, the company was also awarded the management contract of one of the two
lebanese mobile telecommunications operators ("alfa") from the government of the
republic of lebanon. oth‟s parent company "wind telecom" is owned by "vimpelcom".
Vimpelcom is the 6th largest telecom operator in the world, providing service to over 186
million subscribers, as of 31st march 2011, through its operation in 20 countries. It
provides services via a wide range of wireless, fixed, and broadband services in russia,
ukraine, kazakhstan, uzbekistan, tajikistan, armenia, georgia, kyrgyzstan, vietnam,
cambodia, laos, algeria, bangladesh, pakistan, burundi, zimbabwe, central african
republic, italy and canada. the brands under which the company operates are "beeline",
"kyivstar", "djuice", "wind", "infostrada" "mobilink", "leo", "banglalink", "telecel", and
"djezzy"
Vimpelcom ltd.‟s reporting structure is divided into five business units - europe and north
america, russia, ukraine, the commonwealth of independent states (cis), and africa and
asia, all of which report to the company‟s headquarters in amsterdam.
In september 2004, oth purchased 100% of sheba telecom (pvt.) limited in bangladesh.
oth re-branded and launched its services as "banglalink" in february 2005. Immediately
after the launch, oth started its aggressive plans to develop banglalink into a leader in the
mobile sector by rapidly expanding its gsm network to provide high quality
communications services at affordable prices. banglalink serves over 20 million
subscribers with 27.03% market share (as of april 2011).
3.6. Citycell
3.6.1 Introduction Stage
In 1989 Bangladesh Telecom Limited (BTL) was awarded a license to operate cellular,
paging, and other wireless communication networks. Then in 1990 Hutchison Bangladesh
Telecom Limited (HBTL) was incorporated in Bangladesh as a joint venture between
BTL and Hutchison Telecommunications (Bangladesh) Limited. HBTL began
commercial operation in Dhaka using the AMPS mobile technology in 1993 and became
the 1st cellular operator in South Asia.[2] Later that year Pacific Motors bought 50% of
BTL. By 1996 HBTL was renamed as Pacific Bangladesh Telecom Limited (PBTL) and
launched the brand name "Citycell Digital" to market its cellular products.
Citycell (Pacific Bangladesh Telecom Limited) is the first mobile communications
company of Bangladesh. It is the only CDMA network operator in the country. As of 1
March 2008, Citycell's total mobile subscriber base is 1.56 million, up 137 per cent or
680,000 from two years ago, giving it the best growth rate of the company till date.
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Citycell is currently owned by Singtel with 45% stake and the rest 55% owned by Pacific
Group and Far East Telecom.
By the end of 2007 Citycell had refurbished its old brand identity and introduced a new
logo and corporate identity; the new logo is very reminiscent of the old logo. However
the slogan has remained unchanged "because we care"
.
3.6.2 Overview
Citycell (Pacific Bangladesh Telecom Limited) is Bangladesh‟s and South Asia‟s
pioneering mobile communications company and the only CDMA mobile operator in the
country. Citycell is a customer-driven organization whose mission is to deliver the latest
in advanced telecommunication services to Bangladesh.
The company offers a full array of mobile services for consumers and businesses that are
focused on the unique needs of the Bangladeshi community. Citycell‟s growth strategy is
to integrate superior customer service, highest standards of technology and a choice of
packages at affordable rates.
The company operates a 24-hour call centre with well trained operators to respond to
customer queries. Citycell‟s customer service are open 7 days a week to ensure customers
can access Citycell at any convenient time.
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3.7 Robi
Robi Axiata Limited is a joint venture company
between Axiata Group Berhad, Malaysia and NTT
DOCOMO INC, Japan. It was formerly known as
Telekom Malaysia International (Bangladesh) which
commenced operations in Bangladesh in 1997 with the
brand name AKTEL. On 28 March 2010, the service
name was rebranded as „Robi‟ and the company came
to be known as Robi Axiata Limited.
Robi Axiata Limited, DBA Robi (formerly known as
Aktel), is a joint venture between Axiata Group Berhad, Malaysia (70%) and NTT
DoCoMo Inc, Japan (30%). Robi is the third largest mobile phone operator in
Bangladesh with more than 14 million subscribers as of June 2011. Robi boasts of the
widest international roaming service in the market, connecting over 500 operators across
207 countries. It is the first operator in the country to introduce GPRS. Robi uses GSM
900/1800 MHz standard and operates on allocated 12.8 MHz frequency spectrum
CHAPTER FOUR
ORGANIZATION
SERVICES
OVERVIEW
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4.1 Service Catagories
Calling Service: To communicate with one another through mobile.
Internet Service: Now a days Internet is very important to move with the trend.
Mobile Internet service enables one to use the web anywhere and keep updated.
Value Added Service: VAS has some characteristics that is given below
o Not a form of basic service but rather adds value total service offering
o Stands alone in terms of profitability and/or stimulates incremental
demand for core service(s)
o Can sometimes stand-alone operationally.
o Does not cannibalize basic service unless clearly favorable
o Can be an add-on to basic service, and as such, may be sold at a premium
price
o May provide operational and/or administrative synergy between or among
other services – not merely for diversification
Value added services are
FnF- Friends and Family
Push Pull services
VMS- Voice Mail Service
SMS- Short Message Service
International SMS
Internet
Weather Information
Cricket And News Update
Corporate Services: There are some services to give a push to professional
activities and help professionals a lot.
4.2 TeleTalk - Services
TeleTalk Provides different types of quality services. It gives the lowest International call
rate (ISD) compared to others. It offers 3 types of connection services
Prepaid
Postpaid
Corporate
4.2.1 Connection Services
Teletalk gives a wide range of variety in prepaid connection services. Starting from BDT
150 connection price it gives variety of choices in different packages. It has designed its
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packages that suits specific type of people in specific package. There are packages
named-
Ekush
Bijoy
Shadheen
Shadheen 66
Standard
Shapla (Pre)
There are also some postpaid
services also that is starting
from BDT 790. Those are
Standard and Shapla.
Teletalk Provides corporate connection services. TBL has always been keen on
introducing new and different services for its valued customers. Corporate Service is one
of them. This Package is especially arranged for those customers who have their own
enterprise/company/service organization etc and they are interested to take this special
opportunity to avail catered services from TBL.
Corporate Facilities Are:
One Second Pulse
Low call rates and simple tariff plan
FnF
No GPRS registration fee
GPRS unlimited available on Prepaid & Postpaid
No use no bill
No financial liability for the organization because the package is prepaid
Call Conference available. [Number of caller 3 persons at a time]
SIM price is negotiable.
Corporate Packages:
Teletalk provides its customers with varied catered packages like-
Teletalk Executive [Prepaid]
Teletalk Executive [Postpaid]
Professional [Prepaid]
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4.2.2 Easy bill Payment
TeleTalk offers their postpaid customers to pay their bill through Scratch Card and Bank
Booth. It is very flexible to pay bill or deposit any amount against your number. Your
balance will be updated depending on bank acknowledgment. Also customers can pay at
our Customer Care Center.
4.2.3 Mobile Internet
A new addition in Teletalk services. Teletalk invites customers to use GPRS and browse
the internet, check your mail or chat with your friend while moving. GPRS stand for
General Packet Radio Service. GPRS is a type of cellular mobile service by which we can
transfer data. This can be compared with the fixed phone dial-up internet service. You
can use your PC or the mobile set itself to get the internet service. GPRS offers up to 115
kbps which is faster than fixed phone dial-up service.
4.2.4 VAS
Along with normal value added services Teletalk provides some extra service like-.
Bangla SMS
Missed Call Alert
Malicious call Blocking Service
Phone Book Backup Service
Online Recharge Portal: PayPoint
Teletalk Voice Adda
64 District News(upcoming)
Teletune
4.2.5. International Roaming
Currently Teletalk is providing
International Roaming service to
54 operators in 38 countries for
Postpaid and to 12 operators in
11 countries for Prepaid to its
valued subscribers.
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4.3 Grameenphone Services
4.3.1 Packages
Grameenphone offers variation of connection
packages for different people. Different
packages are offered for customer satisfaction of different types of people.
Xplore: Xplore is a postpaid connection and is available with Mobile to Mobile
with BTCL connectivity. BTCL incoming is absolutely free in Xplore.
Shohoj: Grameenphone prepaid connection comes with this pre-activated
package where you will be able to talk to any operator number at a low, flat rate
of Tk 0.79.
Bondhu: This package with the highest number of F&Fs allows you to talk to
your near and dear ones at the lowest rate.
Apon: You can talk to over 31 million Grameenphone numbers at a very low rate
of 49 Paisa per minute.
Badhon: "Baadhon" is a special package which is very suitable for the rural
population of Bangladesh.
Spondon: “Spondon” is the new attractive price plan from Grameenphone which
gives you the opportunity to “Pay only as much as you will talk”
Smile: The Grameenphone Smile prepaid connection now gives you more
freedom, more opportunities and more reasons to smile.
Djuice: New djuice price plan from Grameenphone Ltd. is designed with the
Youth in mind!
4.3.2 Internet Service
When-ever, where-ever a customer want to get online to access the internet,
Grameenphone has got the coverage & right solutions that will suit customer. Whether
customer searching for
information or looking for
entertainment & social
networking on your phone
or a laptop/personal
computer they have the
right packages & devices
to cater to customer needs.
Internet is the most
convenient medium of
information.
Communication solutions
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developed by Grameenphone across all the media have always focused one single thing –
to help people stay close to their dear ones and to enlighten their lives through free and
flawless access to information. Grameenphone internet is another step towards fulfilling
this goal.
4.3.3 International Roaming
In March 1999, Grameenphone introduced this premium service for the first time in
Bangladesh and now provides International Roaming service to its own subscribers
traveling abroad as well as to foreign operators' subscribers traveling in Bangladesh. For
the first time in Bangladesh in
July 2006, Grameenphone
launched Roaming Services
(both GSM and EDGE/GPRS)
with CAMEL Phase II for Pre-
paid In-bound subscribers.
Grameenphone has unique 'One
to One' relationship with all its
International Roaming partner
operators. As of November 2010,
Grameenphone has more than
380 GSM partner operators in
over 120 countries in 6 continents and 176 EDGE/GPRS partner operators in 60
countries.
4.3.4 Blackberry Service
GrameenPhone(GP) came out with Blackberry service under the umbrella of their
Business Solution. They are providing two packages of Blackberry service:
BLACKBERRY ENTERPRISE SERVICE (BES) and BLACKBERRY INTERNET
SERVICE (BIS
4.3.5 VAS
Just like others GP has normal VAS
and also some unique ones like
Pay For Me
Balance Transfer
Vehicle Tracking
Buddy Tracker
Quick Search
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4.4 Airtel – Services
4.4.1 Packages
Airtel gives exclusive prepaid packages to attract customers that includes
Foorti: To keep dancing on feet all day & night long with friends
Adda: For the kind of person who loves to keep in touch with a close group.
Golpo: If customer is someone who loves making long conversations, our 'golpo'
package with 24 hours.
Dolbol: Now join own community & talk at the lowest rate!
Kotha: Share every little moment with the ones love with airtel 'kotha'-the
package plan.
Again Different Packages for those, who want to pay the bill after talk, the postpaid
package. 3 types of postpaid packages are offered named Airtel Classic, Airtel Advantage
and Airtel Exclusive
4.4.2 Airtel international Roaming
With Airtel, customers don't have to worry about roaming around the world. No matter
where in the world customer travel, their vast roaming coverage will keep customers
seamlessly connected.
Their International Roaming provides customers the freedom of using customers Airtel
number when travel outside Bangladesh. They empower customers to roam anywhere &
everywhere around the globe. They keep customers connected to all those who matter,
their friends and family.
A big world requires big coverage and that is exactly what Airtel is all about. They now
bring the whole world to your mobile phone. Leave the country, see the world, but never
lose contact with home. Take Airtel International Roaming services with customers; from
sightseeing to business, customers’ Airtel number will let him/her maintain his
connections worldwide without changing his number or the hassle of getting multiple
bills.
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4.4.3 Internet
Airtel Internet lets one connect to the web whenever he/she require. On the beach, on the
way to a meeting, in the garden –anywhere. Just login to Airtel Internet from mobile,
laptop or PC and it is on the web. Download music, checking emails or simply stay in
touch with friends.
4.4.4 Useful Services
Additional to normal VAS services airtel offers –
Customer service for Query
Voice Adda
Promotional IVR
Namaz timing, Commodity pricing and Traffic updates
Welcome tune service menu
USSD menu for valu added service
Bonus query
One of the unique service of Airtel is
Cash back Bonus. One can enjoy talking
and getting free talk time instantly.
Free services to new customers is an
exclusive way to satisfy customers.
Giving instant discount to postpaid users
is also an unique and exclusive offer.
Another useful service is Airtel SIM
Genie Menu. It is basically SIM STK
menu from Airtel through which the subscribers can access several Airtel services. SIM
Menu eases the life of the subscriber to access several types of services. SIM STK menu
is also provided by other operators also (AKTEL, GrameenPhone etc) but Airtel is
branding SIM Genie Menu massively.
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4.5 Citycel Services
4.5.1 Normal Services
Citycell provides simple and an unique call tariff connection service with a great array of
benefit. Citycell Provides
Less call rate with Prepaid and Postpaid Connection
Different VAS
High Speed Internet
International Roaming
4.5.2 CityCell Zoom
Zoom is a broadband service to the CityCell subscribers which created a massive gossip.
Zoom is using CDMA200 1x technology to provide high speed internet service. Also
Zoom has introduced a different sort of tariff plan for browsing which is basically usage
based pricing.
4.6 Banglalink Services
4.6.1 Packages
Banglalink offers different packages in different situation for different people. It gives
segmented service to people.
Prepaid is a system where to pay for phone
calls in advance. Prepaid Packages Includes-
Banglalink desh
Banglalink desh ek rate
Banglalink desh ekrate darun
Banglalink desh rangdhanu
Banglalink desh 7 fnf
1 second pulse
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For the unique usage pattern for different people, banglalink gives postpaid packages
includes – Banglalik Postpaid, Inspire, Business, SME.
4.6.2 International Roaming
Enjoy worldwide coverage with Banglalink
international roaming. Banglalink
international roaming enables one to use
mobile when traveling abroad. One can use
mobile abroad just like use it while are in
Bangladesh.
4.6.3 Value Added Services
Different Types of Value Added
Services are offered. Most Special
is Healthlink, Krishi Jiggasha,
music station etc. Many other
Value Added Services in different
aspects are available-
Entertainment
Data
Call management
Mobile Financial Services
CHAPTER FIVE
DATA ANALYSIS
&
INTERPRETATION
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5.1 Data Analysis & Interpretation
The study was intended to analyze the satisfaction of the customers towards the services
provided by Mobile Phone Network Service Companies in Bangladesh. For these purpose
50 customers were selected as respondents with the help of a structured questionnaire as
the instrument of data collection. Therefore that data has been analyzed by calculating
mean with the help of Microsoft Excel. Four (4) different factors were selected from a
primary survey as the basis of attitude measurement. First a pilot survey has been
conducted to find out the attributes related to customer satisfaction. We asked them and
got the ranking of the factors. From that 4 important factor have been selected for
designing the questionnaire. Then the respondents were asked to rank the attributes’
importance as weighted from strongly disagree to strongly agree (numerically ranging
from 1 to 5).
Table1: Weights of importance of the attributes (Top ten). (From most important to least
important)
Rank Factors Points (Mean)
1 Network 3.8
2 Call 3.1
3 Internet 2
4 Value Added Services 1.3
Source: Survey data
Table 2: Overall Customer Satisfaction
No. Company Percentage
1 Teletalk 62.25
2 Grameenphone 65
3 Airtel 59.79
4 Banglalink 61.45
5 Citycell 60
Source: Survey Data
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Figure 1: Overall Customer Satisfaction
Observation 1: From the analysis we can see that customers are satisfied with the
services provided by the Airtel followed by Grameenphone, Teletalk, Citycell and
Banglalink. I have made some recommendation in the concluding part.
Now there is attribute wise evaluations. Here four factors have been analyzed with mean.
Table 3: Customer Satisfaction in Network Factor
No. Company Percentage
1 Teletalk 57
2 Grameenphone 84
3 Airtel 60
4 Banglalink 57.5
5 Citycell 54.09
Source: Survey Data
57
58
59
60
61
62
63
64
65
62.25
65
59.79
61.4583
60
GP Airtel Banglalink Teletalk Citycell
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
36 | P a g e
Figure 2: Customer Satisfaction in Network Factor
Observation 2: From the analysis we can see that in Network factor customer is very
much satisfied with Grameenphone. Others are followed by Airtel, Banglalink, Teletalk
and Citycell. I have made recommendation on the factor.
Table 4: Customer Satisfaction in Call Factor
No. Company Percentage
1 Teletalk 72
2 Grameenphone 56
3 Airtel 79.5
4 Banglalink 65.5
5 Citycell 70
Source: Survey Data
0
10
20
30
40
50
60
70
80
90 84
60 57.5
57 54.09090909
GP Airtel Banglalink Teletalk Citycell
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Figure 3: Customer Satisfaction in Call Factor
Observation 3: From the analysis, it is brought to light that Customer is satisfied most by
the service provided by Airtel followed by Teletalk, Citycell, Banglalink and
Grameenphone.
Table 5: Customer Satisfaction in Internet Factor
No. Company Percentage
1 Grameenphone 60
2 Airtel 54
3 Banglalink 53
4 Teletalk 50.5
5 Citycell 53.63636364
Source: Survey Data
0
10
20
30
40
50
60
70
80
56
79.5
65.5
72 70.45454545
GP Airtel Banglalink Teletalk Citycell
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
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Figure 4: Customer Satisfaction in Internet Factor
Observation 4: We can analyze from the graph that Customer is satisfied by service
provided by Grameenphone in Internet Factor. Followed by Airtel, Citycell, Teletalk,
Banglalink.
Table 6: Customer Satisfaction in VAS Factor
No. Company Percentage
1 Grameenphone 49
2 Airtel 68
3 Banglalink 66
4 Teletalk 66
5 Citycell 53.63
Source: Survey Data
44
46
48
50
52
54
56
58
60
60
54
53
50.5
53.63636364
GP Airtel Banglalink Teletalk Citycell
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
39 | P a g e
Figure 5: Customer Satisfaction in VAS Factor
Observation 5: From the analysis, we observed that Value added service satisfaction is
somewhat same in all companies but Airtel (68%) satisfies most, then followed by
Banglaink (66%) and Teletalk (66%) , then Citycell (53.63%) and at last Grameenphone
(49%).
Randomly we picked 2 male and 2 female customers from 5 companies and their report
shows -
Table 7: Overall Customer Satisfaction Female
No. Company Percentage
1 Grameenphone 52
2 Airtel 57
3 Banglalink 61
4 Teletalk 42
5 Citycell 46
Source: Survey Data
0
10
20
30
40
50
60
70
49
68 66 66
53.63636364
GP Airtel Banglalink Teletalk Citycell
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
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Figure 6: Overall Customer Satisfaction Female
Observation 6: From the analysis it is clear that women are satisfied by Banglalink.
Followed by Airtel, Grameenphone, Citycell and Teletalk.
Table 8: Overall Customer Satisfaction Male
No. Company Percentage
1 Grameenphone 56
2 Airtel 53
3 Banglalink 45
4 Teletalk 52
5 Citycell 47
Source: Survey Data
0
10
20
30
40
50
60
70
52 57
61
42 46
GP Airtel Banglalink Teletalk Citycell
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
41 | P a g e
Figure 7: Overall Customer Satisfaction Male
Observation 6: From the analysis it is clear that women are satisfied by Grameenphone.
Followed by Airtel, Teletalk, Citycell and Banglalink.
So, Overall Customer Satisfaction in all Factors of all companies looks like this
Figure 8: Overall Customer Satisfaction in all Factors of all companies
0
10
20
30
40
50
60 56 53
45
52
47
GP Airtel Banglalink Teletalk Citycell
0
20
40
60
80
100
Network Call Internet VAS
GP
Airtel
Banglalink
Teletalk
Citycell
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
42 | P a g e
0
10
20
30
40
50
60
70
Network Call Internet VAS Overall
Table 9:Customer Emphasis on Factors
No. Factor Percentage
1 Network 62.51818182
2 Call 68.69090909
3 Internet 54.22727273
4 VAS 60.52727273
5 Overall 61.49090909
Figure 9:Customer Emphasis on Factors
Observation 7: It is found that customer mostly emphasis on Call factor in case of
satisfaction. Followed by Network.
CHAPTER SIX
FINDINGS
OF THE STUDY
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
43 | P a g e
6.1 Findings of the Study
The study was intended to find out the customer’s satisfaction on the services provides by
the 5 Mobile Phone Network Service Companies. After analyzing the survey results we
have found different types of value and it indicates different meaning. The general
findings are as follows:
Overall analysis of the data has found that, customers are satisfied with the
services provided by the Airtel followed by Grameenphone , Teletalk, Citycell
and Banglalink. Airtel got 65% and that is most satisfied one.
In network Factor, we found that Grameenphone won the battle with 84%
followed by Airtel, Banglalink, Teletalk and Citycell. Others point was very much
same as Airtel got 60%, Banglalingg got 57.5%, Teletalk got 57% and Citycell
got 54.09%.
It was found that customers are very much satisfied by calling services provided
by Airtel as it got 79.5%. Followed by Teletalk, Citycell, Banglalink and
Grameenphone.
Internet facilities of Grameenphone is very much good as customers are satisfied
with 60% customer satisfaction. It is followed by Airtel with 54%, Banglalink
with 54%, Citycell with 53.63%, Teletalk with 50.5%,
All companies have good value added services. Analysis shows the same
language. But Airtel is leading from in front with 68% followed by Banglaink
(66%) and Teletalk (66%) , then Citycell (53.63%) and at last Grameenphone
(49%).
We can see from the analysis that overall satisfaction of all companies is 61.49 %
that is 3.07. It is above neutral.
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
44 | P a g e
Another point of analysis shows that Female customers are very much satisfied
with services provided by Banglalink. On the other hand services of
Grameenphone satisfies male customers.
Study explains that customer mostly emphasis on Call factor in case of
satisfaction. Followed by Network.
CHAPTER SEVEN
CONCLUSION &
RECOMENDATION
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
45 | P a g e
7.1 Conclusion
Measuring customer’s satisfaction has become an important phenomenon in the service
industry. As a service industry mobile phone network service companies should deliver
quality services so that customers are satisfied and have positive attitudes towards the
services. The study has been conducted in the Khulna region and found some important
factors regarding customer’s satisfaction in order to measure the customer satisfaction of
Mobile Phone Service Companies in Bangladesh. It has been found from the study that
customers give much emphasis on Call services as well as Networks but mostly Call.
Therefore the study recommends that the Mobile Operators can improve the quality of
services further.
Every Companies are giving quality services. But one is not giving all types of services
nicely. Some are good at some factor that other are good at some other different factor.
This is virtually a partial study for evaluating the customer’s satisfaction because all the
variables have not been taken for consideration for factor measurement. The study has
been conducted despite some of the limitations. The study is expected to contribute to the
social and economic perspective in the country.
7.2 Recommendations
Though Mobile Phone Network service Companies performing well in delivering desired
services to their valued customers, they can be careful about some service issues. After
analyzing the study we have made the following recommendation that can be taken to
improve customer satisfaction by the operators:
Here call charge reduced and charges of Value added services can also be
deducted. It can improve customer satisfaction of Grameenphone. Some attractive
offers that females want most. It can attract female customers.
Network can be improved so that satisfaction will go up of Airtel.
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh
46 | P a g e
Good service strategy to get the market and give attractive features that attracts
male customers most can be implemented by Banglalink.
An All in all effort to make condition good of Citycell.
Improved Internet service and Network Facilities may increase Customer
satisfaction of Teletalk.
Lessening call prices, giving attractive VAS, Lowering cost of Internet service
and a good network may improve all companies customer satisfaction.
APPENDIX
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh a | Page
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Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh c | Page
Reference Websites
http://www.bd.airtel.com/
http://www.teletalk.com.bd/
http://www.grameenphone.com/
http://www.citycell.com/
http://www.banglalinkgsm.com/
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh d | Page
Questionnaire:
Customer Satisfaction of Mobile Phone Service
companies in Bangladesh Dear Respondent,
This research is being conducted as a partial fulfillment of BBA Program of Khulna University. Data provided by you will be used for academic purposes only & will be kept confidential.
Name :
Occupation : Institution/ Organization
:
Gender :
Mobile Operator: Teletalk Grameen Phone Airtel Banglalink
CityCell
Monthly Usage: Below 1000 Tk. 1000-2000 Tk. Above 2000 Tk.
Mark Statements within the following scale
Strongly Disagree Disagree Neutral Agree Strongly Agree 1 2 3 4 5
a) Network
1 Network Availability is very good
2 Network Disconnection rate is very high 3 Frequently call disconnection during call
4 Network is available during traveling
b) Call
1 Call charge is affordable
2 Flexible Tariff 3 Gives Free talk time
4 Low call charge in FNF numbers
Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh e | Page
c) Internet
1 EDGE service available in everywhere
2 Internet disconnects frequently
3 Flexible Internet Tariff 4 Speed is very slow
d) Value Added Services
1 Affordable offers 2 Low costs for Welcome Tune
3 Lots of services offered
4 Essential Services with low cost
Thank you for your kind co-operation