Assignment

On
Aporna

Title: Factor influencing consumer satisfaction towards the cell phone

service of Banglalink subscriber in Bangladesh.

Prepared For:
Mohammad Fatch Ali Khan Panni Marketing research (MKT 407) Course instructor, School of business City University.

Prepared By:
Nirutpul Mondal Nilay ID# 06313225 BBA 13th Batch Md. Hasan-Uz-Zaman ID# 06313256 BBA 13th Batch

Date of submission: 31/01/2011

Date: 31/01/2011 To, Mohammad Fatch Ali Khan Panni Course Instructor Basic Marketing research City University. Dhaka, Bangladesh. Dear Sir, It is great pleaser to submit our report for your kind perusal an acceptance. In this report we have elaborated our experience about the Managerial functions & roles of Banglalink. I have tried to give our maximum effort on preparing this report. Considering the level of hard works, in formations, processing and analysis, we belief that this report is a compete one. Thanking you,

Preface:
The report is on marketing research system in a marketing enterprise is prepared for the fulfillment of our knowledge & skill. It can increase our knowledge about Basic marketing research. And, in this way I have done this work. I choose Banglalink as a leading telecom company to accomplish our research. It is the renowned company. So, I learn much research in an organization. It helps us to know about the real marketing situation. Through this research I want to identify consumer satisfaction, consumer individual perception, and perceived quality of Managerial functions what are the feelings of the consumer to use this operator?

II

Abstract
As a BBA student, the course Basic Marketing research is a vital and realistic one. It is very essential for business student. Our honorable instructor made us understand the Managerial functions & roles, consumer perception, perceived quality & satisfaction in a marketing context. As a business student we have learned the consumer perception, perceived quality & satisfaction in a realistic way. I target Banglalink, as it is one of the leaders in telecommunication business in Bangladesh. Our maximum effort was to realize their consumer value & satisfaction. The focus of this report is to evaluate the value & satisfaction of the consumer of Banglalink.To accomplishes this report as a successful one, I had to go through primary data collection, questionnaire, face to face interview & sampling. Along with all of this, I searched their web site and gathered additional information.

Objective of the research:

As a research project we have to select some objectives in terms of the title. So the research objectives are To identify the factors which influence consumer satisfaction towards the cell phone service of Banglalink To identify the perceive benefit or quality towards the cell phone service of Banglalink. To identify the individual perception of the performance of the cell phone service of Banglalink.

III

Chapter 1: Introduction
1.1 Overview:
In introduction part we have included Problem Background, Objective of the research, and Justification of the study. We have also included some definition of important factors such as satisfaction, perception and perceived quality.

1.2 Problem Background:

Through searching internet we got some information related to our research title where as the researcher said that Consumer satisfaction has also been defined as "an evaluation rendered that the (consumption) experience was at least as good as it was supposed to be" (Hunt 1977, p. 459), as "an evaluation that the chosen alternative is consistent with prior beliefs with respect to that alternative" (Engel and Blackwell 1982, p. 501), and as "the consumer's response to the evaluation of the perceived discrepancy between prior expectations (or some other norm of performance) and the actual performance of the product as perceived after its consumption] " (Tse and Wilton 1988, p. 204).

1.3 Objective of the research:

As a research project we have to select some objectives in terms of the title. So the research objectives are To identify the factors which influence consumer satisfaction towards the cell phone service of Banglalink To identify the perceive benefit or quality towards the cell phone service of Banglalink.1 To identify the individual perception of the performance of the cell phone service of Banglalink.

1.4 Justification of the study:

This report is mainly based on consumer satisfaction, perception; perceive quality towards the cell phone service of Banglalink. This report will help to know about the consumer satisfaction, perception, perceive quality about the particular product. We have taken this title to identify why the consumer are satisfied? What is there perception as a user of the particular product? What is the perceive benefit of the product? In the Bangladesh perspective we will try to find out the affect consumer satisfaction, consumer perception, consumer perceive benefit as a user of the particular product.Perception in humans describes the process whereby sensory stimulation is translated into organized experience.

Chapter: 2 Literature Review:

2.1 Overview:
In this part we have included definition of important factors such as satisfaction, perception and perceived quality.

2.2 Satisfaction
Customer satisfaction with a purchase depends on who will the products performance lives up to the customer expectation. Customer satisfaction is a key influence on future buying behavior. According to Kotlar (2004).Customer satisfaction is the individuals perception of the performance of the product or service in relation to his or her expectation. According to Schiffman & Kanuk (2005). Satisfaction is personal feelings of pleasure or disappointed resulting from comparing a product perceives performance in the relation to & his or her expectation. According to Kotlar & Keller (2006).

2.3 Perceive Quality

Consumer after judge quality of the product or service on the basis of a variety of information cause that they associated with the product. According to Schiffman & Kanuk (2005).Perceived quality is a special type of association, (Aaker and Joachimsthaler, 2000), partly because it has been empirically shown to affect association in many contexts. Perceived service quality has been defined as the the consumers judgment about the products overall excellence or superiority (Zahorik and Rust, 1992). Pensive quality is defined as the customers judgment about the products conformance to specification. In other words perceive quality can be defined as the customers judgment about a products overall excellence or superiority (Zeithmal, 1988). According to Aaker (1991), the definition of the perceive quality is the overall quality or superiority of the product or service that customers perceive to respect to its intended purpose, relative to alternatives. Patrick (2002) stated that quality outstanding is one of the four dimensions that can use to measure perceiving quality. With an outstanding quality, definitely it can enhance the way consumers perceive the quality of the product to be good.

2.4 Individual perception:

Perception is defined as the process by which an individual select, organize, interprets stimuli into a meaningful & coherent picture of the world. According to Schiffman & Kanuk (2005). Perception can be defined as the process by which an individuals in order to give meaning to their environment. Perception is the process of acquiring, interpreting, selecting & organizing sensory information. It is the individual of the own world. According to Blums & Naylor (2005). Perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of the world and typically involves further processing of sensory input. In practice, sensation and perception are virtually impossible to separate, because they are part of one continuous process. perception in humans describes the process whereby sensory stimulation is translated into organized experience. That experience, or percept, is the joint product of the stimulation and of the process itself. Relations found between various types of stimulation (e.g., light waves and sound waves) and their associated percepts suggest inferences that can be made about the properties of the perceptual process; theories of perceiving then can be developed on the basis of these inferences. Because the perceptual process is not itself public or directly observable (except to the perceiver himself, whose percepts are given directly in experience), the validity of perceptual theories can be checked only indirectly.

Chapter 3: Methodology:
3.1 Overview:
In this part we have included theoretical frame work hypothesis development, sample selection and data collection procedure. Like primary data and secondary data collection. In this part we have also developed a questionnaire through direct questionnaire or face to face interview to the target respondents. Even we collect the data from the user of the particular product & service. We will also collect the information from 15-20 respondents through focus group interview.

3.2 Theoretical Framework:

Through this report we have to identify the consumer satisfaction, perception; perceive quality towards the cell phone service of Banglalink. This report will help to know about the consumer satisfaction, perception, perceive quality about the particular product.

Individual perception Perceived quality

Satisfaction

Figure: 1

3.3 Hypothesis Development:

Through direct questionnaire or face to face interview to the target respondents. Even we collect the data from the user of the particular product & service. We will also collect the information from 15-20 respondents through focus group interview. There are two hypothesis developments in our research H1: There is a significant influence of perceived quality on consumer satisfaction. H2: There is a significant influence of individual perception on consumer satisfaction.

3.4 Data Collection

For the purpose of the research we would collect the data from both primary & secondary sources.

3.4.1 Primary data collection:

Through direct questionnaire or face to face interview to the target respondents. Even we collect the data from the user of the particular product & service. We will also collect the information from 15-20 respondents through focus group interview.

3.4.2 Secondary data collection:

If it is needed we will also use very small amount of secondary data. Such as internet (www. Banglalinkgsm.com). for background of the study. Even we will use different journal & other sources.

3.4.3 Questionnaire Development:

To prepare the questionnaire, we have gone through direct questionnaire or face to face interview to the target respondents. Even we collect the data from the user of the particular product & service. We will also collect the information from 15-20 respondents through focus group interview.

Chapter 4: Findings and data analysis:

4.1 Overview:
In this part we have included demographic characteristic, & influence of satisfaction, individual perception, perceived quality. Also we have to include hypothesis testing, reliability analysis.

4.2 Descriptive analysis: 4.2.1 Demographic characteristics:

The focus of this report is to evaluate the satisfaction of the consumer of Banglalink. To understand the consumer satisfaction, it is important to define the concept related to the consumer. Consumer satisfaction is a persons feelings of pleasure and disappointment of a products performance or outcome in relation to his or her expectations. To know the consumer satisfaction, we had to ask the question to the respondents through face to face interview, sampling & questionnaire. We have got some information through this method. When we collected the information in terms of age, gender & education qualification, income level regarding satisfaction, a few descriptions are given below:

4.2.2 Age:
As partial requirements of the Consumer Behavior research project, we have conducted a survey based on different ages. The total respondents were 20. In this survey, there were some respondents like some were female respondent & some respondents were male.

4.2.3 Gender:
According to our survey, the total respondents were 20. Where as the male respondents were 12 that means 60% of male respondent. & rest of the 8 that means 40% respondents were female.

4.2.4 Education Qualification:

In our survey most of the respondents were from universities. We perceived one thing that mobile talking also varies for education qualification besides age & gender. If this cell phone operator can provide more value by providing better service to its consumer then they can satisfy their consumer

4.2.5 Occupation:
Occupation can be referred as any sort of professional activities where the individuals engaged themselves in order to earn money and to win bread and led life hood. In this survey the academician represents the highest number of respondents which is 12 while the service holder represents the lowest number they have to improve their network facility.

4.3 Hypothesis testing:

4.3.1 H1: There is a significant influence of perceived quality on consumer satisfaction. From our findings the Hypothesis 1 is supported, because the respondent said, though the other operators are providing facilities but comparatively Banglalink providing the better opportunity for their valuable customer. Some subscriber use Banglalink for getting lower call rate. Sometimes free SMS is given to subscriber. By getting free SMS from Banglalink consumers are very happy. To provide the maximum value & satisfy the consumer. So the perceived quality has a grater influence on consumer satisfaction.

4.3.2 H2: There is a significant influence of individual perception on consumer

satisfaction. From our findings the Hypothesis 2 is supported, because the respondent said, the quality of the product is better than others operator & also the service quality is better. They also said about that customer service of Banglalink is better. They also said that they receive higher level of benefit in terms of their services. The amount they are paying for benefit, in terms of that they are receiving networking facility, (free SMS, Internet), psychological benefits (1 sec. pluse, bonus minutes). So the individual perception has a grater influence on consumer satisfaction.

Chapter 5: Conclusion & Recommendation

5.1 Overview:
In this part we have included discussion of objectives, managerial implication, suggestion to the operators, limitation of the study,& the further study.

5.2 Discussion of the objectives: 5.2.1 Objective 1:

In objective 1 from the above findings we can see that the following factors individual perception & perceived quality has an effect on the customer satisfaction. The customer are also happy on the facilities of Banglalink such as free SMS, Bonus Minutes and Low call rate at night etc. we also perceived another thing that the consumer of Banglalink are more satisfied comparing other operators regarding the call rate. So the customers are satisfied.

5.2.2 Objective 2:
In objective 2 from the above findings we can see that the following factors perceived quality has an effect on the customer satisfaction. Though the other operators are providing facilities but comparatively Banglalink providing the better opportunity for their valuable customer. Some subscriber use Banglalink for getting lower call rate. Sometimes free SMS is given to subscriber. By getting free SMS from Banglalink consumers are very happy. To provide the maximum value & satisfy the consumer. So the perceived quality has a grater influence on consumer satisfaction.

5.2.3 Objective 3:
In objective 3 from the above findings we can see that the following factor individual perception has an effect on the customer satisfaction. The quality of the product is better than others operator & also the service quality is better. They also said about that customer service of Banglalink is better. They also said that they receive higher level of benefit in terms of their services. The amount they are paying for benefit, in terms of that they are receiving networking facility, (free SMS, Internet), psychological benefits (1 sec. pluse, bonus minutes). So the individual perception has a grater influence on consumer satisfaction.

5.3 Managerial implication:

In this study a manager should find out how the customers are satisfied. Through the research he should find out the factor that the customers are satisfied. So he give the emphasize on that particular factor& should provide the proper facility & services to the user or the customer. Even though he should identify what the customer need & demand. The manager should fulfill their need & demand. As a result the customer would be satisfied. If the operator is perceived to be able to provide certain level of quality to the customer expectation, the particular operator is perceived to have higher quality compare to the others operators that cant meet up customer expectation. Manager should know that customer is the one who judge the quality of the product & service .So the manager should consider the entire important situation in building the customer satisfaction. The manager should identify the factors that can help in increasing the perceived quality levels to enhance the satisfaction of the customer. From the findings the manager should increase the perceived quality of the product that could enhance the customer satisfaction. In this regard the manager should try to ensure the perceived quality of those particular operators. A manager should identify whats the individual perception of the customer. To ensure, the amount the customer are paying for benefit, in terms of their receiving. So a manager should give the emphasize on customer perception. And also a manager should try to make the long term relationship by emphasizing the individual perception of the customers.

5.4 Recommendations:
In this situation, our recommendations are as follows: 1) Manager should expand their networking coverage to every local area or every rural area. 2) Manager should offer facilities to among different users comparing male & female customers. 3) Manager should set internet connection so that subscribers can browse of send & get e-mail. 4) Manager can use such procedure to retain consumer, sell more products & services to improve the quality & value of their offerings. 5) Manager should enhance available customer service centre to provide the highest value to their consumer. 6) Manager should prepare such an advertisement which appeal has to be more attractive to motivate the consumer. 7) Manager should emphasize the strong network facility comparing to others operator. 8) In order to satisfy the customer a manager should provide their service with reasonable price & better quality of product. 9) A manager should enhance available customer service centre to provide the highest value of their customer. 10) Advertisement appeal has to more attractive to motivate the customer.

5.5 Limitation of the Study:

As with most research, this research is also subjected to limitations despite its contribution to some interesting findings. Due to the time and financial constraints, it was not possible to door to door survey to get information about the satisfaction. The number of the respondents for this study was only 20 from one private university other source. Thus, any further study should be replicated with larger sample and covering a broader area so that the findings can be generalized nationwide. As an undergraduate student we have tried our best to complete this research through the limitations successfully.

5.6 Conclusion:
There are some telecommunication companies in our country. Having some companies, consumers are more aware about their using mobile Sim Card. Some consumers are always switching their Sim Card from one to another. So, Bangladesh telecommunication sector is very competitive. Each company is offering more facilities than other. Above discussion implies that network connection of Banglalink is not strong enough to consumers. And the consumers of Banglalink can not browse the internet. Mainly for those two problems value buyers are not satisfied.

Appendix:
The following survey questionnaire asks a series of questions about the factors that affecting the consumer satisfaction of Banglalink subscriber. The main object of the survey is to investigate how would perceive quality, individual perception affect the consumer satisfaction. It will require 10 to 20 minutes of your time. Please answer all questions. There are no rights or wrong answers. All responses will be kept strictly

Demographic:
1. What is your gender? Male 2. Your age? 10 20 31 40 21 30 41 above Female

3. What is your occupation? Business Student Service House wife

Reference:
1. 2. 3. 4. 5. 6. 7. Kotler & Armstang Principles of Marketing, 8th ed.( Printice- Hall, India, 2004), Satisfaction,P9. Schiffman and Kanuk Consumer Behaviour 9th ed.( Prentice Hall of India, 2005), Satisfaction,P14. Schiffman and Kanuk Consumer Behaviour 9th ed.( Prentice Hall of India, 2005),Perceive Quality,P188. Schiffman and Kanuk Consumer Behaviour 9th ed.( Prentice Hall of India, 2005),Individual Perception,P157. Ali khan & D. Talukder World Journal of Business Management(2008), Perceive Quality.P5 www. Banglalinkgsm.com. www. Perception.com.

Table of content
1. Letter of transmittal..................................................I 2. Preface.II 3. Abstract..III

Chapter 1: Introduction
1.1 Overview1 1.2 Problem background..1 1.3 Objective of the research...1 1.4 Justification of the study1

Chapter 2: Literature review

2.1 Overview ...2 2.2 Satisfaction.2 2.3 Perceived quality2 2.4 Individual perception....3

Chapter 3: Methodology
3.1 Overview4 3.2 Theoretical Framework..4 3.3 Hypothesis development4 3.4 Data collection...5 3.4.1 Primary data..5 3.4.2 Secondary data..5 3.5 Questionnaire development...5

Chapter 4: Findings & data analysis

4.1Overview.6 4.2 Descriptive analysis...6 4.2.1 Demographic characteristic..6 4.2.2 Age6 4.2.3 Gender...6 4.2.4 Education qualification.6 4.2.5 Occupation7 4.3 Hypothesis testing......7 4.3.1 H1 4.3.2 H2

Chapter 5: Conclusion & Recommendation

5.1 Overview...08 5.2 Discussion of objective..08 5.2.1 Objective 1 5.2.2 Objective 2 5.2.3 Objective 3 5.3 Managerial Implication..09 5.4 Recommendation10 5.5 Limitation of study.10 5.6 Conclusion..11 APPENDIX..12 REFERENCE..................................................................................................................12