-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
1/33
Report On
Service quality of customer care center of
telecommunication sector
Date of Submission: December 19th, 2011
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
2/33
Report On
Service quality of customer care center of telecommunication sector:
SUBMITTED TO
Abdullah Mohammad Ibrahim
Assistant Professor
Department of Business Administration
Northern University Bangladesh
SUBMITTED BY
Name ID Section Semester
Md. Milonur Rahman BBA 080202742 A Fall 2011
Farzana Sultana (Sumi) BBA 090103077 A Fall 2011
Syeda Bashira Khatun BBA 080260787 A Fall 2011
Mrinaliny Bhoumick BBA 080260796 A Fall 2011
Date of submission: December 19th 2011
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
3/33
Acknowledgement
This report is prepared on the basis of the assignment given by Abdullah Mohammed Ibrahim assistant
professor of Northern University Bangladesh. It was a wonderful experience while working on the Service
quality of customer care center of telecommunication sector. At first my thanks go to the almighty
Allah and than to my course instructor. A great number of people have made significant contributions in
preparing this paper. I am heavily indebted to all of them. I am expressing my immense gratitude to all of
them who have extended enormous support, guidance and speared their valuable time in preparing this
paper.
This paper perhaps couldnt have been completed without the continues help and generous assistance that
has been rendered by Abdullah Mohammed Ibrahim a special debt goes to him for being so generous. It
would unjust if I do not make a mention of and all those people helped with the survey who despite of their
busy schedule speared sometime to answer my quarries. My heartiest gratitude and sincere thanks goes for
all of them. Most importantly I am thankful to all those members of my group who after assigning the
subject constantly worked with me for preparing this paper.
December, 2011.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
4/33
Executive Summery
This report was about the factors the Service quality of customer care center of telecommunication
sector.
This report mainly covers three stages. At the first stage we gave a short brief regarding thesix mobile phone operator companies. After that we discussed about their Customer care
center that they provide customer service.
In the second chapter, Findings, we discussed about our survey method and its detail. We
discussed the questions related with the five stages with the help of graph and explained.
That was how the second chapter was completed.
And in the final chapter, we had conclusive words regarding the report findings. We
suggested some recommendation forcustomer care center of telecommunication sectorfor their
betterment.
Thats how the report work came to its end.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
5/33
An overview ofsix mobile phone operator companies and their
customer care center
About Grameenphone:
Before Grameenphones inception, the phone was for a selected urbanized few. Thecell 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 toempower rural women of Bangladesh. The name Grameenphone translates to Rural phone.
Starting its operations on March 26, 1997, the Independence Day of Bangladesh, Grameenphonehas come a long way. Grameenphone pioneered the then breakthrough initiative of mobile tomobile telephony and became the first and only operator to cover 98% of the countrys people withnetwork
Since its inception Grameenphone has built the largest cellular network in the country with over13,000 base stations in more than 7000 locations. Presently, nearly 98 percent of the country'spopulation is within the coverage area of the Grameenphone network. Grameenphone has alwaysbeen a pioneer in introducing new products and services in the local market. GP was the firstcompany 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. Itestablished the first 24-hour Call Center, introduced value-added services such as VMS, SMS, faxand 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 servicesfrom anywhere within the coverage area. There are currently nearly 2.6 million EDGE/GPRS usersin the Grameenphone network.
Today, Grameenphone is the leading telecommunications service provider in Bangladesh with morethan 35 million subscribers as of October 2011.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
6/33
In briefly
Grameenphone has so far invested more than BDT 16,797 crore to build thenetwork infrastructure
Grameenphone is one of the largest taxpayers in the country, having
contributed more than BDT 22,153 crore in direct and indirect taxes to theGovernment Exchequer over the years. 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 thedivisional 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.
Grameenphone Centers:
Our Customer managers are people just like your near and dear ones. They are caring
brothers, caring mothers, caring sisters, caring fathers in their own families. Who
better to serve with care than the ones closest to you? You can reach our Customer
service in a various ways.
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
A grameenphone center (GPC) serves as a one stop solution for customers, with all telecommunications
products and services, under a single roof. A grameenphone center also sells phones from vendors like
Nokia, Samsung, Motorola, Sagem and Benq. EDGE/GPRS modems and accessories such chargers and
headphones are also sold at GPCs.
Customer care center provide such type of Customer Service:
New connection purchase
SIM Replacement
Address Change
Auto Debit
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
7/33
Correction of wrong payment
Duplicate Subscription Paper
Itemized Bill / Call Detail
International Roaming
Postpaid International Call Access Request
Lost Phone barring
Cancellation of subscription
Reconnection
IVR information and short codes etc.
Mobile Service
o Call Block
o Friends & Family
o
Missed Call Alert
o Mobile Backup
o MMS
o Voice Mail Service
o Pay for Me
o Balance Transfer
o
Vehicle Tracking
o Voice SMS
o International SMS
o International MMS
o Smart Load
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
8/33
o Buddy Tracker
o Quick Search
Community Information Center:
The Grameenphone Community Information Center is a shared premise where rural people mayaccess a wide-range of state of art services such as Internet, voice communications, videoconferencing and other information services. This initiative by Grameenphone is in line with the
company's objective to serve local community needs by:
Bridging the "digital divide" by providing information access to rural people- Alleviating poverty
Educating the underserved and underprivileged on information-based services- Building local entrepreneurships and improving capacity- Creating employment opportunities for the unemployed youth
Banglalink:
About banglalink:
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.
Banglalinks success was based on a simple mission: "bringing mobile telephony to the masses" which was
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
9/33
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" notonly 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. 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%
Nokia-Siemens network & Hawaii provides technological support to banglalink. The tower range of
banglalink exists 5-9 km. in case sometime it varies to about 13-15 km. The technology used by banglalink
is 1G (First Generation) which is supportable to 2G (Second Generation). Banglalink also has 1500 km. of
Fiber Optic cable which gives the surety of good network. During the occasional periods banglalink
ensures much better service than the other operators.
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.
Banglalink Point:
CUSTOMER CARE CENTER:
As one of the topmost mobile operators in Bangladesh, Banglalink continued on its quest of making a
difference through the year 2011. Our sustained efforts and the stellar success of our SWAS (Serve with a
Smile) initiative has firmly established Banglalink Customer Care as the symbol of a trusted brand and
peoples choice among the crowded telecom industry of Bangladesh. To serve and assist over 20.04
million valued subscribers, Banglalink Call Center continued to provide excellent round-the-clock
customer service. With a state-of-the-art call center system and a highly efficient customer focused staff,
we catered to over 90 thousand customer queries everyday. Specifically, our one call service has created
a pioneering positive impact in the service industry. In 2011, we increased our Customer Service resence
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
10/33
and visibility all across the country. At the time of this reports publication, more than 1500 Customer
Care Touch Points (Care Center, Banglalink Point and Banglalink Service Point) are operational with
highly skilled staff members ensuring exemplary services. Our customer care was on the leading edge last
year by promoting personalized service to our high value postpaid segment. A group of well-trained and
dedicated credit monitoring team was assigned to serve these high value customers in terms of their
payment clarifications, reminders, billing queries and all other service requirements. Banglalink CustomerCare continued to play a major aggressive role in business development and customer retention. A highly
committed and dedicated team of Enterprise Relation Managers were on hand to serve a large number of
corporate and high value customers. In the meantime, our Telesales team has done a significant number of
acquisitions from our competitors' high value segments. Furthermore, an experienced customer service
research team has assisted the company to be aware and up-to-date about the market pulse and voices of
the customers and competitors of Banglalink. Banglalink Customer Care has been maintaining Customer
Satisfaction Index (CSI) at more than 92%, measured by both in-house expertise and well reputed out-
sourced agencies, which is well above the industry standard. This is a proclamation that our customers are
highly satisfied with our quality of service. With significant differentiation factors like customer turn
around time of less than 6 (six) minutes at all front end touch points, one call service at call centers, the
largest customer service network across the country and many more, Banglalink Customer Care promises
to continue delivering the highest quality of service in the coming years.
Banglalink points are aimed at providing a complete mobile solution, connections, handsets, accessories
and provide selected customer services like SIM replacement, reconnection, bill payment etc. They are
strategically located at key points around the country.
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 28th March 2010, the
service name was rebranded as Robi and the company came to be known as Robi Axiata Limited.
Robi is truly a people-oriented brand of Bangladesh. Robi, the people's champion, is there for the people of
Bangladesh, where they want and the way they want. Having the local tradition at its core, Robi marches
ahead with innovation and creativity.
To ensure leading-edge technology, Robi draws from the international expertise of Axiata and NTT
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
11/33
DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service with high speed
internet connectivity. Its GSM service is based on a robust network architecture and cutting edge
Robi Care Points:
Robi has now extended its customer service delivery to 443 Channel Partners across the country. Inaddition to selling Robi products, these 443 Channel Partners are now providing the followingcustomer services:
SIM Change Scheme Migration (Postpaid)
Re-initialization (Prepaid) Itemized Bill (Postpaid)
Reconnection (Postpaid) Activation of Value Added Services
Ownership Change (Postpaid) Easy Load
Address Change (Postpaid)
Airtel
Airtel Telecom International Ltd. is a GSM-based cellular operator in Bangladesh. Airtel is the sixth
mobile phone carrier to enter the Bangladesh market. It is currently struggling but is trying to find a wayout.
Airtel officially launched their commercial services in Bangladesh on the May 10, 2007 with a GSM
Mobile Cellular network covering 64 districts of the country and encompassing 70% of the mobile phone
using population- the single largest launch the country has ever seen.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
12/33
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
13/33
We continue to grow and engage our customers through our clear commitment to offering highquality products and services as well as leading customer retention and loyalty programmers.Teletalk continues to be a part of the revolution thats connecting millions of Bangladeshi peopleand around the world.
Teletalk Bangladesh limited was established keeping a specific role in mind. Teletalk has forgedahead and strengthened its path over the years and achieved some feats truly to be proud of, as theonly Bangladeshi mobile operator and the only operator with 100% native technical andengineering human resource base, Teletalk thrives to become the true peoples phone AmaderPhone.
Teletalk Customer Care Point (CCP):
Teletalk has established their customer care point only in the divisional cities and the big citied
only. In their CCPs they provides free services to their customer and also sells the mobile hand
sets, and mobile accessories. Teletalk have 25 customer care point allover Bangladesh.
Citycell
About Citycell:
Citycell (Pacific Bangladesh Telecom Limited) is Bangladeshs and South Asias pioneering mobilecommunications company and the only CDMA mobile operator in the country. Citycell is acustomer-driven organization whose mission is to deliver the latest in advanced telecommunicationservices to Bangladesh. The company offers a full array of mobile services for consumers andbusinesses that are focused on the unique needs of the Bangladeshi community. Citycells growthstrategy is to integrate superior customer service, highest standards of technology and a choice of
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
14/33
packages at affordable rates. The company operates a 24-hour call centre with well trained operatorsto respond to customer queries. Citycells customer service is open 7 days a week to ensurecustomers can access Citycell at any convenient time.
Citycell (Pacific Bangladesh Telecom Limited) is the first mobile communications company of
Bangladesh. It is the only CDMA (Code division multiple access) network operator in the country.As of 1st March, 2008, Citycells 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. Citycell is
currently owned by Singtel with 45% stake and the rest 55% owned by Pacific Group and Far East
Telecom.
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 thatyear 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. Michel Seymour is the present CEO of Citycell
Customer Care Points:
Customer Service is now even closer to your doorstep. Our Customer Care Points (CCP) are nowlocated throughout the 64 districts of the country at Thana level wherever Citycell's network isavailable. These Points are equipped with online Customer Care tools and capable of fulfilling any
of your Customer Service requirements ensuring the same standard of service all across the country.There are 6 Customer care centers of Citycell in the country. One for each division and there areanother 500 Customer care Points scattered around the country
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
15/33
Survey Strategy
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
16/33
Nature of questionnaire:
The questionnaire has been sorted into two parts. The first part was designed to collect the
demographic information of the customers. The second part is associated with the customer
expectation & service performance of customer care center telecommunication sectors. A
sample questionnaire is attached in the Appendix part.
Scaling technique:
The five point scaling method (5 for strongly agree to 1 for strongly disagree) has been used
to measure the customer expectation & service performance of customer care center
telecommunication sectors.
Sample plan:
The sample plan covers target population, sampling technique and sample size. These are
the followings.
Target population:
The target population was the all level of people who using mobile phone.
Sampling technique:
The Convenience sampling technique was used to collect the desired data for the research.
Sample size:
The sample size of the research was 40.
SERVQUAL Attributes
Reliability:
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
17/33
In our servqual our 1st seven questions are depending on reliability of service performance attribute.
In overall survey we found that customers expectation is not fully fulfilled by the service
performer. So our suggestion to the customer care center of telecommunication sector should
increase their effort that customers can relay more on them.
1. They provide service as promised.
0
2
4
6
8
10
12
14
16
18
20
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 48% were strongly agree, 45% are agree, 3% strongly Disagree, 3% Disagree, 3%
are neutral about customer Expectation. One the other hand we see that, 33% were strongly agree,
38% are agree , 8% Strongly Disagree, 10% Disagree, 13% are neutral about the service
performance. So the overall service performance is less than the customer expectation.
2. They listen your problem carefully.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
18/33
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
19/33
0
2
4
6
810
12
14
16
18
20
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 45% were strongly agree, 28% were agree, 3% Strongly Disagree, 20%
Disagree,5% are neutral about customer Expectation. One the other hand we see that, 38% were
strongly agree, 28% were agree, 10% Strongly Disagree, 8% Disagree,23% are neutral about theservice performance. So the overall service performance is less than the customer expectation.
7. They perform accurate service to their customer first time.
0
2
4
6
8
10
12
14
16
18
20
Customer Expectation Service Performance
SDD
NA/DA
A
SA
Here we see that, 48% were strongly agree, 45% where 3% Strongly Disagree, 3% Disagree,3% areneutral about customer Expectation. One the other hand we see that, 48% were strongly agree, 45%
where 3% Strongly Disagree, 3% Disagree,3% are neutral about the service performance. So the
overall service performance is less than the customer expectation.
2. Responsiveness:
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
20/33
In our servqual 2nd four questions (8-11) are depending on responsiveness of service performance
attributes. In overall survey we found that customers expectation of the response of customer care
center of telecommunication sector is not fully fulfilled. They think the performers responsibility
should be high. So our suggestion to the customer care of telecommunication should increase their
effort that customers can found them more responsible.
8. They are willing to help customer.
Here we see that, 38% were strongly agree, 43% were agree, 3% strongly Disagree, 8% Disagree,
10% are neutral about customer Expectation. One the other hand we see that, 30% were stronglyagree, 53% were agree, 3% Strongly Disagree, 5% Disagree,10% are neutral about the service
performance. So the overall service performance is higher than the customer expectation.
9. They provide service prompt.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
21/33
0
5
10
15
20
25
30
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 68% were strongly agree, 23% were agree, 3% strongly Disagree, 3% Disagree,
5% are neutral about customer Expectation. One the other hand we see that, 48% were stronglyagree, 18% were agree, 23% Strongly Disagree, 10% Disagree,23% are neutral about the service
performance. So the overall service performance is less than the customer expectation.
10. They are ready to quick respond to customer request.
0
5
10
15
20
25
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 50% were strongly agree, 20% were agree, 10% strongly Disagree, 15% Disagree,5% are neutral about customer Expectation. One the other hand we see that, 33% were strongly
agree, 43% were agree, 3% Strongly Disagree, 5% Disagree,18% are neutral about the service
performance. So the overall service performance is equal to the customer expectation.
3. Assurance:
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
22/33
In our servqual our 3rd four questions (12-15) are depending on assurance of service performance
attributes. In overall survey we found that they fulfill to the customers expectation. So our
suggestion to the customer care of telecommunication sector should taken holding strategy to
maintain the level of service performance.
12. Employees are knowledgeable about the service.
0
5
10
15
20
25
30
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 45% were strongly agree, 28% were agree, 5% strongly Disagree, 13% Disagree,
10% are neutral about customer Expectation. One the other hand we see that, 25% were strongly
agree, 60% were agree, 3% Strongly Disagree, 5% Disagree,8% are neutral about the service
performance. So the overall service performance is better than the customer expectation.
14. They make sure their providing information is correct.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
23/33
0
2
4
6
8
10
12
14
16
18
20
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 35% were strongly agree, 45% were agree, 8% strongly Disagree, 5% Disagree,
8% are neutral about customer Expectation. One the other hand we see that, 38% were stronglyagree, 40% were agree, 3% Strongly Disagree, 8% Disagree,13% are neutral about the service
performance. So the overall service performance is satisfied.
15. There employees are consistently courteous.
0
5
10
15
20
25
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 43% were strongly agree, 35% were agree, 3% strongly Disagree, 5% Disagree,
15% are neutral about customer Expectation. One the other hand we see that, 43% were strongly
agree, 50% were agree, 3% Strongly Disagree, 3% Disagree,3% are neutral about the service
performance. So the overall service performance is balancing the customer expectation.
4. Empathy:
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
24/33
In our servqual our 4th four questions (16-19) are depending on empathy of service performance
attributes. In overall survey we found that they fulfill to the customers expectation. So our
suggestion to the customer care of telecommunication should maintaining and increase their effort
that customers can get more attention by the performers.
16. Employees are understands individual customer need.
0
5
10
15
20
25
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 35% were strongly agree, 30% were agree, 10% strongly Disagree, 18% Disagree,
8% are neutral about customer Expectation. One the other hand we see that, 25% were strongly
agree, 53% were agree, 3% Strongly Disagree, 8% Disagree,13% are neutral about the service
performance. So the overall service performance is higher than the customer expectation.
18. They provide service with convenient time.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
25/33
0
5
10
15
20
25
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 48% were strongly agree, 28% were agree, 3% strongly Disagree, 18% Disagree,
5% are neutral about customer Expectation. One the other hand we see that, 18% were strongly
agree, 55% were agree, 3% Strongly Disagree, 5% Disagree,20% are neutral about the service
performance. So the overall service performance and customer expectation maintain
balancing.
19. They provide service with kind heart.
0
2
4
6
8
10
12
14
1618
20
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 48% were strongly agree, 28% were agree, 3% strongly Disagree, 5% Disagree,
18% are neutral about customer Expectation. One the other hand we see that, 30% were strongly
agree, 40% were agree, 3% Strongly Disagree, 10% Disagree,18% are neutral about the service
performance. So the overall service performance is less than the customer expectation.
5. Tangibles:
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
26/33
In our servqual our 5th three questions (20-22) are depending on tangibles of service performance
attributes. In overall survey we found that customers expectation is fulfilled by the service
performer. So our suggestion to the customer care of telecommunication should maintain the level
by giving sufficient effort.
20. They use modern equipment or technology.
0
5
10
15
20
25
30
35
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 73% were strongly agree, 18% were agree, 5% strongly Disagree, 3% Disagree,
3% are neutral about customer Expectation. One the other hand we see that, 58% were strongly
agree, 25% were agree, 3% Strongly Disagree, 5% Disagree,10% are neutral about the service
performance. So the overall service performance is equal to customer expectation.
21. The environment of customer care center is comfortable.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
27/33
0
5
10
15
20
25
30
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 68% were strongly agree, 25% were agree, 3% strongly Disagree, 3% Disagree,
3% are neutral about customer Expectation. One the other hand we see that, 65% were strongly
agree, 25% were agree, 3% Strongly Disagree, 3% Disagree,5% are neutral about the service
performance. So the overall service performance is equal to customer expectation.
22. They provide or receive any document when you service received.
0
2
4
6
8
10
12
14
16
Customer Expectation Service Performance
SD
D
NA/DA
A
SA
Here we see that, 33% were strongly agree, 28% were agree, 18% strongly Disagree, 18% Disagree,5% are neutral about customer Expectation. One the other hand we see that, 38% were strongly
agree, 23% were agree, 20% Strongly Disagree, 13% Disagree,8% are neutral about the service
performance. So the overall service performance is less than the customer expectation.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
28/33
Conclusion:
From our over all survey we found that the performance of telecommunication
sector in Bangladesh is good. They provide service all over Bangladesh. So, for
better service they established customer care centers and provide customer
service.
We know there are five SERVQUAL Attributes which are responsible for Service
quality of customer satisfaction at different situations. In the same way, in case
of Service quality of customer care center of telecommunication sector there
are some factors which work as the most important factors behind Service
quality. From the survey of this report we find out telecommunication sector
maintain three SERVQUAL Attributes factors- Assurance, Empathy, and tangible
properly that the customers are expected. One the other hand, another two
SERVQUAL Attributes factors- Reliability & Responsiveness they do not properly
maintain. As a result the over-all Service quality is badly performs.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
29/33
Recommendation:
They should increase their effort that customers can relay more on them.
They should increase their effort that customers can found them more responsible.
They should taken holding strategy to maintain the level of service performance.
They should maintaining and increase their effort that customers can get more attention by
the performers.
They should maintain the level of tangibility factors by giving sufficient effort.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
30/33
Bibliography:
1. Valarie A. Zeithaml & Mary Jo Bitler, Service Marketing (Integrating CustomerFocus Across The Firm); 4th edition (2007-08).
2. http://www.grameenphone.com3. http://www.robi.com.bd4. http://www.airtel.com.bd5. http://www.banglalinkgsm.com6. http://www.citycell.com7. http://www.teletalk.com.bd
8. http://www.google.com
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
31/33
Appendix:
Questionnaire for Service quality & customer satisfaction in customer care
center of telecommunication sector:
Dear Respondent,
I am a student of Business Administration of Northern University Bangladesh, I am going to
conduct a research entitled Service quality & customer satisfaction in customer care center of
telecommunication sector. For this regard your kind cooperation is highly appreciated.
Please read the following question carefully and answer it.
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
32/33
Demographic information of respondent:
1. What is your name?
2. What is your occupation?a. Student b. Businessc. Service d. Other
3. What is your age?a. 10-22 b. 22-38c. 38-50 d. above 50
4. What is your gender?a. Maleb. Female
5. Where are you from?a. Dhakab. Out of Dhaka
6. Which mobile phone are you using?a. GP b. Banglalink c. Robid. Airtel e. Citycell f. Teletalk
Questions / Statement Customer expectation Serviceperformance
S
D
D N.A/
D
A S
A
SD D N.A/
D
A S
A
1 They provide service as promised. 1 2 3 4 5 1 2 3 4 5
2 They listen your problem carefully. 1 2 3 4 5 1 2 3 4 5
3 They solved your problem properly. 1 2 3 4 5 1 2 3 4 5
4 They provide service at the promisedtime.
1 2 3 4 5 1 2 3 4 5
5 They maintaining error free customerrecord. 1 2 3 4 5 1 2 3 4 5
6 They are dependable in handlingcustomer service problem.
1 2 3 4 5 1 2 3 4 5
7 They perform accurate service totheir customer first time.
1 2 3 4 5 1 2 3 4 5
8 They are willing to help customer. 1 2 3 4 5 1 2 3 4 5
9 They provide service prompt. 1 2 3 4 5 1 2 3 4 5
-
7/31/2019 Service Quality of Customer Care Center of Telecommunication Sector
33/33
10 They are ready to quick respond tocustomer request.
1 2 3 4 5 1 2 3 4 5
11 They are keeping customers informed as to when service will beperformed.
1 2 3 4 5 1 2 3 4 5
12 Employees are knowledgeable aboutthe service.
1 2 3 4 5 1 2 3 4 5
13 Employees are confidently performsto the customer service.
1 2 3 4 5 1 2 3 4 5
14 They make sure their providinginformation is correct.
1 2 3 4 5 1 2 3 4 5
15 There employees are consistentlycourteous.
1 2 3 4 5 1 2 3 4 5
16 Employees are understandsindividual customer need.
1 2 3 4 5 1 2 3 4 5
17 Employees give attention to every
customer.
1 2 3 4 5 1 2 3 4 5
18 They provide service withconvenient time.
1 2 3 4 5 1 2 3 4 5
19 They provide service with kind heart. 1 2 3 4 5 1 2 3 4 5
20 They use modern equipment ortechnology.
1 2 3 4 5 1 2 3 4 5
21 The environment of customer carecenter is comfortable.
1 2 3 4 5 1 2 3 4 5
22 They provide or receive any documentwhen you service received.
1 2 3 4 5 1 2 3 4 5
Do you have any suggestion regarding the Service quality in customer care center of telecommunication sector?
......
.
Thanks for your kind co-operation