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 INFERNO Md. Rafsan Jani Saurav Chatterjee Shuvro Kumar Paul Md. Rezwanur Rahman A.N.M Alimuzzaman Khan Submitted to
Nusrat Zahan Lopa Lecturer

110313 110316 110326 110332 110345

Khulna University Business Administration Discipline, BBA program 1st year, 2nd term April 02, 2012

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 (BA1220) 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 operators perspective regarding customers 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 1.2 Objective of the study 1.3 Scope of the study 1.4 Methodology 1.4.1 Sample Design 1.4.1.1 Target Population & sample size 1.4.1.2 Sampling Method 1.4.2 Data Collection Sources 1.4.3 Data Collection Method 1.4.4 Procedure 1.5 Limitations of the Study 1 1 2 2 2 3 3 3 4 4 4

2. Literature Review 2.1 Customer Satisfaction 2.2 Tools of measuring customer satisfaction 2.3 Complaint and Suggestion System 2.4 Customer satisfaction surveys 2.5 Service Quality 2.6 Customer queries 2.7 Factors Affecting Customer Satisfaction 2.8 Customer Satisfaction & Service Industry 2.9 Importance of Measuring Customer Satisfaction in the Mobile Phone Network Service Industry 2.10 Significance of This Study from Earlier World Wide Researches Context and Adding 3. Organization Overview 3.1 Introduction of Mobile Phone Network Service Industry in 13 Value to Existing Literatures 12 6 6 7 7 8 8 9 9 11

Bangladesh 3.2 Teletalk 3.2.1 Basic objectives 3.2.2 Incorporation of Teletalk 3.2.3 Companys Network Expansion 3.2.4 Scope to be explored 3.3 Grameenphone 3.3.1 Overview 3.3.2 Achievement History 3.4 Airtel Bangla Ltd. Overview 3.5 Banglalink GSM 3.5.1 Introduction in Bangladesh 3.5.2 Overview 3.5.3 Management Team 3.5.4 Behind the Organiztion 3.6. Citycell 3.6.1 Introduction Stage 3.6.2 Overview 3.7 Robi 4. Organization Services Overview 4.1 Service Catagories 25 25 25 27 27 27 27 28 28 28 29 29 29 4.2 TeleTalk Services 4.2.1 Connection Services 4.2.2 Easy bill Payment 4.2.3 Mobile Internet 4.2.4 VAS 4.2.5. International Roaming 4.3 Grameenphone Services 4.3.1 Packages 4.3.2 Internet Service 4.3.3 International Roaming 4.3.4 Blackberry Service 4.3.5 VAS 13 14 14 15 15 16 16 17 17 19 19 20 21 21 22 22 23 24

4.4 Airtel Services 4.4.1 Packages 4.4.2 Airtel international Roaming 4.4.3 Internet 4.4.4 Useful Services 4.5 Citycel Services 4.5.1 Normal Services 4.5.2 CityCell Zoom 4.6 Banglalink Services 4.6.1 Packages 4.6.2 International Roaming 4.6.3 Value Added Services 5. Data Analysis & Interpretation 5.1 Data Analysis & Interpretation 6. Findings of The Study 6.1 Findings of the Study 7. Conclusion & Recommendation 7.1 Conclusion 7.2 Recommendations

30 30 30 31 31 32 32 32 32 32 33 33

34

43

45 45

Appendix References Reference Website Questionnaire a c d

LIST OF FIGURES & TABLES

LIST OF FIGURES Page no: 35 36 37 38 39 40 41 41 42

Figure 1: Overall Customer Satisfaction Figure 2: Customer Satisfaction in Network Factor Figure 3: Customer Satisfaction in Call Factor

Figure 4: Customer Satisfaction in Internet Factor Figure 5: Customer Satisfaction in VAS Factor Figure 6: Overall Customer Satisfaction Female Figure 7: Overall Customer Satisfaction Male Figure 8: Overall Customer Satisfaction in all Factors of all companies Figure 9:Customer Emphasis on Factors LIST OF TABLES: Table1: Weights of importance of the attributes (Top ten). Table 2: Overall Customer Satisfaction Table 3: Customer Satisfaction in Network Factor Table 4: Customer Satisfaction in Call Factor Table 5: Customer Satisfaction in Internet Factor

34 34 35 36 37

Table 6: Customer Satisfaction in VAS Factor Table 7: Overall Customer Satisfaction Female Table 8: Overall Customer Satisfaction Male Table 8:Customer Emphasis on Factors

38 39 40 41

EXECUTIVE SUMMARY
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 customers 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.

CHAPTER ONE

INTRODUCTION

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 days 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 customers 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 officials .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 customers 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 popu lation 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 belowAge: Most of the respondents are between the age of 18-40.

Frequency 18-30 31-40 40Total 38 10 2 50

Percent 76 20 4 100.0

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.

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CHAPTER TWO

LITERATURE REVIEW

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-Schrder, 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 segmentspecific 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 customers 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 wont 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; Gmez, 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 firms 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 firms customer satisfaction, little if any research has considered the effect of rivals customer satisfaction on a firms 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 organizations 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 todays 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 consumers 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 customers satisfaction regarding the services provided by the 5 major Mobile Phone network companies. This study will measure the customers 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 consumers satisfaction is an important factor to achieve success. For example: fast moving consumer goods industry can apply this model to measure their customers 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.

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CHAPTER THREE

ORGANIZATION OVERVIEW

3.1 Introduction of Mobile Phone Network Service Industry in Bangladesh The expansion of Bangladeshs 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 peoples 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 Companys 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 governments 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 mGovernance. 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 Grameenphones 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 countrys 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, Asias leading integrated telecom services provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAEbased 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 Airtels 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 rebranded and launched its services under the Banglalink brand on February 10, 2005. Banglalinks 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.

Banglalinks 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 Ahmed Abou Doma Officer Mohamed Hassan Osman Chief Financial Officer Ahmed Mohamed Fady Chief Technical Officer Asher Yaqub Khan Chief Commercial Officer Human Resources & Administration Tarek Beram Director Abdus Saboor Head of PMO & Supply Chain Zakiul Islam Regulatory & Legal affairs director Information Technology Director Company Secretary Nizar el-assaad 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. oths 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 companys 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 Bangladeshs and South Asias 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. Citycells 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. Citycells 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

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CHAPTER FOUR

ORGANIZATION SERVICES OVERVIEW

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 namedEkush 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 likeTeletalk 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 Prepaid 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 IncludesBanglalink 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

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CHAPTER FIVE

DATA ANALYSIS & INTERPRETATION

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 1 2 3 4 Network Call Internet Value Added Services Source: Survey data Table 2: Overall Customer Satisfaction No. 1 2 3 4 5 Company Teletalk Grameenphone Airtel Banglalink Citycell Source: Survey Data
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Factors

Points (Mean) 3.8 3.1 2 1.3

Percentage 62.25 65 59.79 61.45 60

65 65 64 63 62 61 60 59 58 57 59.79 60 62.25 61.4583

GP

Airtel

Banglalink

Teletalk

Citycell

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. 1 2 3 4 5 Company Teletalk Grameenphone Airtel Banglalink Citycell Source: Survey Data Percentage 57 84 60 57.5 54.09

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90 80 70 60 50 40 30 20 10 0

84

60

57.5

57 54.09090909

GP

Airtel

Banglalink

Teletalk

Citycell

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. 1 2 3 4 5 Company Teletalk Grameenphone Airtel Banglalink Citycell Source: Survey Data
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Percentage 72 56 79.5 65.5 70

79.5 80 72 70 60 50 40 30 20 10 0 56 65.5 70.45454545

GP

Airtel

Banglalink

Teletalk

Citycell

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. 1 2 3 4 5 Company Grameenphone Airtel Banglalink Teletalk Citycell Source: Survey Data
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Percentage 60 54 53 50.5 53.63636364

60 60 58 56 54 52 50 48 46 44 50.5 54 53 53.63636364

GP

Airtel

Banglalink

Teletalk

Citycell

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. 1 2 3 4 5 Company Grameenphone Airtel Banglalink Teletalk Citycell Source: Survey Data
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Percentage 49 68 66 66 53.63

70 60 50 40 30 20 10 0 49

68

66

66 53.63636364

GP

Airtel

Banglalink

Teletalk

Citycell

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. 1 2 3 4 5 Company Grameenphone Airtel Banglalink Teletalk Citycell Source: Survey Data
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Percentage 52 57 61 42 46

70 60 50 42 40 30 20 10 0 52 57 61

46

GP

Airtel

Banglalink

Teletalk

Citycell

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. 1 2 3 4 5 Company Grameenphone Airtel Banglalink Teletalk Citycell Source: Survey Data Percentage
56 53 45 52 47

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60 50 40 30 20 10 0

56 53 45 52 47

GP

Airtel

Banglalink

Teletalk

Citycell

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
100 80 60 40 20 0 Network Call Internet VAS GP Airtel Banglalink Teletalk Citycell

Figure 8: Overall Customer Satisfaction in all Factors of all companies

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Table 9:Customer Emphasis on Factors No. 1 2 3 4 5 Overall Factor Network Call Internet VAS 61.49090909 Percentage 62.51818182 68.69090909 54.22727273 60.52727273

70 60 50 40 30 20 10 0

Network

Call

Internet

VAS

Overall

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.

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CHAPTER SIX

FINDINGS OF THE STUDY

6.1 Findings of the Study The study was intended to find out the customers 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.

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 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.

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CHAPTER SEVEN

CONCLUSION & RECOMENDATION

7.1 Conclusion Measuring customers 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 customers 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 customers 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.

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 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.

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APPENDIX

REFERENCES
Anderson, E.W., and Fornell, C. (1994).A customer satisfaction research prospectus In R. Rust and R.J. Oliver (Eds.), Service quality: New direction in theory and practice (pp. 241-268). Thousand Oaks: Sage. Bitner, M. J., The service encounter, diagnosing favorable and unfavorable incidents Journal of Marketing, Vol. 54, 1990 Anderson, Eugene W., Claes Fornell, and Donald R. Lehmann (1994), Customer Satisfaction, Market Share, and Profitability: Findings from Sweden, Journal of Marketing, 58 (3), 53-66. Bolton, Ruth N. (1998), A Dynamic Model of the Duration of Customer's Relationship with A Continuous Service Provider: The Role of Satisfaction, Marketing Science, 17 (1), 45-65. Colgate, M., Stewart, K and Kinsella, R. (1996). Customer Defection: A Study of the Student Market in Ireland. The International Journal of Bank Marketing, 14(3) Fornell, C., A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, Vol. 56 (January), 1992, 6-21. Lovelock, C, (1999), Defining and Measuring Service Quality. Service Marketing .pp.334-355. Andaleeb, and Conway (2006) Customer satisfaction in the restaurant industry: an examination of the transaction-specific model: Journal of Services Marketing. 20, pp. 6-8 Pui (2005) The Role of Karaoke Box Servicescapes Play in Customer Satisfaction: Hong Kong Baptist University Journal (2),pp.3-7 Adams, A and John, H (2009), Art of Customer Satisfaction, Journal of Marketing, 11(9), pp-8-12. Available from: www.sage pub.com, Accessed by June 11,2010. Neng A (2009), Business Research Strategies, McGraw-Hill Publications, 12th edition, New Delhi.
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History of Banking Business in Bangladesh (Bangladesh Bank, 1998) Rahman and Rahman (2006).p-97. Hallowell, Roger (1996), The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study, International Journal of Service Industry Management, 7 (4), 27-42. Innis, Daniel E Customer service: The key to customer satisfaction, customer loyalty, and market share. Journal of Business Logistics.1994. Kauffman. R. G., Influences on Industrial Buyers Choice of Products: Effects of Product Application, Product Type, and Buying Environment. International Journal of Purchasing and Materials Management, (Spring). 1994 Michael W. Preis A information theoretic approach to modeling customer satisfaction for low-tech industrial offering Journal of the Academy of Business and Economies Feb.2003. Wood, W., 2000. Attitude change: persuasion of social influence. Annual Review of Psychology. Mittal, V., J.M. Katrichis and P. Kumar, Attribute Performance and Customer Satisfaction Over Time: Evidence From Two Field Studies. The Journal of Services Marketing, Vol. 15(4/5), 2001. Reidenbach, R.E. (1995). Value-Driven Bank: Strategies for Total Market Satisfaction. Irwin Professional, U.K Sureshchandra, G.S., Rajendran, C., and Ananthoraman, R.N., Journal of Service Marketing, Vol. 33, 2002 Naylor, M. and Greco, S. (2002), Customer Chemistry: How to Keep the Customers You Want and Say Good-bye to the Ones You Dont, Chicago: McGraw-Hill. Trading Corporation of Bangladesh, (1997), Journal -3, Volume 2

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Reference Websites http://www.bd.airtel.com/ http://www.teletalk.com.bd/ http://www.grameenphone.com/ http://www.citycell.com/ http://www.banglalinkgsm.com/

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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 1 Disagree 2 Neutral 3 Agree 4 Strongly Agree 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 2 3 4

Call charge is affordable Flexible Tariff Gives Free talk time Low call charge in FNF numbers
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c) Internet
1 2 3 4 EDGE service available in everywhere Internet disconnects frequently Flexible Internet Tariff 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

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