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CHAPTER-1
INTRODUCTION
The term paper is prepared for Mr. Md. Humayun Kabir Chowdhury, the
course teacher of Service Marketing, MBA program, BRAC Business School
at BRAC University. Submission of this report is a part of fulfilling the
requirement of the course Service Marketing (MKT-602). Following the
standard procedure and instruction given by the course teacher does this
formal report.
The consumer perception regarding a product will not always be the same.
To buy a product or services a consumer needs to know the key attributes
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Consumers Attitude toward the Service Quality of Banglalink
of that product or service. This project helps us to have a clear view about
how a consumer perceives a service. It also helps to identify the major
attributes and decision making system based on those attributes.
The basic objective of study was to focus on the basis of SERVQUAL. The
objectives of the project are as follows:
Significance
We expect that, this report will help to:
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Consumers Attitude toward the Service Quality of Banglalink
Methodology gives shape of the total study. It actually designs the entire
work. It helps to complete the work in a systematic & organized way. For
that, selection of an appropriate methodology is very much essential and
the total success of the study depends on it.
For making any study successful data collection, processing & the best use
of it are very important. Research methodology includes the sources we
have used to collect the data. The data that we have used for research
purposes mainly of two types- primary or raw data and secondary data or
published source.
Primary Sources
We have collected data by interviewing people directly. We have prepared
questionnaire using five rating scale and asked them to choose best option
according to them. For better understanding, we also discussed about the
topic.
Secondary Sources
The data and information is also taken from related books of marketing,
magazines, catalogs, newspapers and also from the Internet.
Survey
We have mainly basing our research based on survey. We have personally
interviewed people to collect data and gone for the observational approach
as well. We also browsed the internet to get more related information.
Questionnaire
We have prepared a questionnaire with a set of 23 questions and ask the
consumers and we also ask random people. Our questionnaire pattern is
close ended; so that we can understand properly and also use that
information in our report effectively.
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Consumers Attitude toward the Service Quality of Banglalink
Sampling Unit
For study purpose, we have chosen Banglalink as sampling unit. To conduct
survey we have taken interview of 20 respondents’ opinion to evaluate their
decision-making procedure while consuming service of Banglalink.
Judgmental and purposive sampling method is being followed to get the
data from the respondents. Same sampling method is being followed to get
experience person’s opinion. We have selected our survey participants
randomly.
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Consumers Attitude toward the Service Quality of Banglalink
Personal Interview
We took personal interview procedure for data collection and contact
people to conduct our survey. When we took the interview personally, we
prepared a set of questions so that we do not miss out taking any important
information.
1.11 Limitations
We have given our level best effort to work on SERVQUAL model and tried
to find out vast outcomes of our concerned topics. To complete this work
we have tried to find out all possible documents about the SERVQUAL
Model. Our honorable teacher has given us the guidelines for completing
the project.
Though our teacher helps us to solve the project, but still we have faced
some problems to do our work because of some limitations. Some of the
limitations for this study were as follows:
Though all these limitations we have tried our level best to provide an
excellent outcome. Now we are thankful to our respectful teacher and our
classmates and almighty Allah, to help us to perform our jobs properly.
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Consumers Attitude toward the Service Quality of Banglalink
CHAPTER-2
AN OVERVIEW OF BANGLALINK
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. Now it is a wholly owned
subsidiary of Orascom Telecom.
Banglalink had 1.03 million connections until December, 2005. The number
of Banglalink users increased by 257 per cent and stood at 3.64 million at
the end of 2006, making it the fastest growing operator in the world of that
year. In August, 2006, Banglalink became the first company to provide free
incoming calls from BTTB for both postpaid and prepaid connections. On
August 20, 2008, Banglalink got past the landmark of 10 million subscriber
base. As of January, 2010, Banglalink has a subscriber base of 14.07
million.
Banglalink aims to achieve its vision through being number ‘one’ not only in
terms of market share but also by being an employer of choice with up-to-
date knowledge and products geared to address the ever changing needs of
our budding nation.
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Consumers Attitude toward the Service Quality of Banglalink
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Consumers Attitude toward the Service Quality of Banglalink
CHAPTER-3
SERVICE QUALITY AND SERVQUAL SCALE
3.1 Services
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Consumers Attitude toward the Service Quality of Banglalink
The emergence of service quality and its assessment has attracted the
attention of numerous researchers in the past two decades or so. In this
sense, there are two main lines of thoughts on measuring service quality an
American and a European perspective. The focus on functional quality
attributes is referred to as the American perspective of service quality while
the European perspective suggests that service quality considers two more
components.
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Consumers Attitude toward the Service Quality of Banglalink
a. Reliability
This dimension is shown to have the highest influence on the customer
perception of quality. It is the ability to perform the promised service
dependably and accurately.
When service delivery fails the first time, a service provider may get a
second chance to provide the same service in the phase called ‘Recovery’.
The expectations of the customer are usually higher during the recovery
phase than before because of the initial failure. Thus, the service provider is
likely to come under greater scrutiny, thereby increasing the possibility of
customer dissatisfaction. The reliability dimension, which ensures timely
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Consumers Attitude toward the Service Quality of Banglalink
delivery time after time, helps the service provider to meet the customer
expectations fully at the lowest level of service expectation.
b. Responsiveness
It is the willingness of the service firm’s staff to help customers and to
provide them with prompt service. The customers may have queries,
special requests, complaints, etc. In fact, each customer may have
problems of his or her own. While the front-end employee may have been
trained or equipped to deliver standardized services, the customers want
them to go beyond this limit. It is the willingness to help the customer or
willingness to go that extra distance that is responsiveness.
c. Assurance
It defined as the ability of the company to inspire trust and confidence in
the service delivery. It refers to knowledge and courtesy of the service
firm’s employees and their ability to inspire trust and confidence in the
customer toward the company. This dimension is considered vital for
services that involve high risk as customers may not be able to evaluate all
the uncertainties involved in the process by them.
d. Empathy
It refers to the caring, individualized attention the service firm provides
each customer. When service provider puts himself in the shoes of the
customers, he may see the customer’s viewpoint better. When customers
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Consumers Attitude toward the Service Quality of Banglalink
feel that the provider is making his best effort to see their viewpoint, it may
be good enough for most.
Example: a lady customer with a young child arrives slightly late at the
check-in counter and requests the agent for a seat along the aisle and near
the toilet. Even if all such seats have already been taken up, the agent and
the airline may make even effort to request another passenger to exchange
seats and meet the customer demand. The lady passenger would be
delighted if her request could be honored despite the last minute checking
in, and even if she does not get such a seat, she would be grateful for their
effort.
e. Tangibles
It refers to physical facilities, equipment, and appearance of a service firm’s
employees. The job of the tangible and physical evidence of a service is
multifunctional.
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Consumers Attitude toward the Service Quality of Banglalink
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Consumers Attitude toward the Service Quality of Banglalink
The second problem with SERVQUAL is its generic nature. Since its not
industry specific, it does not measure variables that may be important for a
particular industry. For example, in the airline business, on-time arrival is a
very important dimension to travelers, but SERVQUAL does not measure
travelers’ perceptions of this variable.
The third problem with problem with SERVQUAL deals with the gap theory
methodology used for measuring the level of service quality. Measuring
consumer expectations after a service has been provided will bias
consumers’ responses. If customers had a positive experience at
Blockbuster, they will tend to report lower scores for their expectations, so
there is a measurable gap between what they expected and the actual
service they received.
3.7 Questionnaire
OA1: What is your overall attitude about the service quality of Banglalink?
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Consumers Attitude toward the Service Quality of Banglalink
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Consumers Attitude toward the Service Quality of Banglalink
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Consumers Attitude toward the Service Quality of Banglalink
E5: Banglalink has operating hours that are convenient to all its customers.
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Consumers Attitude toward the Service Quality of Banglalink
CHAPTER-4
ANALYSIS AND RESULTS
For the study, twenty two questions have been used to identify the service
Gap. A five point likert scale is used to measure the customer attitude,
expectation and perception across the five dimension of the study. The
RESULTS of the survey are shown in the following tables.
Model Summary
Taking overall attitude (OA1) as dependent variable and five dimensions
(AR, ARES, AA, AE, AT) as independent variable we get the following model
summary:
Coefficients (a)
Taking overall attitude (OA1) as dependent variable and five dimensions
(AR, ARES, AA, AE, AT) as independent variable we get the following
Coefficients table:
Unstandardized Standardized
Coefficients Coefficients
Here, AR, ARES, AA, AE and AT stands for average reliability, average
responsiveness, average assurance, average empathy and average
tangibles respectively.
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Consumers Attitude toward the Service Quality of Banglalink
CHAPTER-5
FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1 Findings
From the overall model summary we can say that, our model is 64 percent
compatible/fit in measuring the overall service quality of Banglalink.
Therefore it can be considered as a good model.
On the other hand, from the coefficients table we can see that the error on
significance level for reliability among the five dimensions is the lowest
(0.041). Therefore we can say that we are 96 percent confident that
reliability has significant influence on the overall service quality of
Banglalink.
Similarly, the error on significance level for tangibles is the second lowest
(0.072). Therefore we can say that we are 93 percent confident that
tangibles has significant influence on the overall service quality of
Banglalink. The error on significance level for empathy is the third lowest
(0.204). Therefore we can say that we are 80 percent confident that
empathy has significant influence on the overall service quality of
Banglalink.
The error on significance level for assurance is the fourth lowest (0.490).
Therefore we can say that we are 51 percent confident that assurance has
significant influence on the overall service quality of Banglalink. Last of all,
the error on significance level for responsiveness is the highest (0.730)
among the five dimensions. Therefore we can say that we are 27 percent
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Consumers Attitude toward the Service Quality of Banglalink
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Consumers Attitude toward the Service Quality of Banglalink
5.2 Recommendations
5.3 Conclusion
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Consumers Attitude toward the Service Quality of Banglalink
Although there are few players in Bangladesh’s mobile telecom market, the
competition between them is more intense than ever. They compete not
only in terms of network quality by substantial investments in network
extensions and upgrades, but also in terms of customer acquisition and
satisfaction via direct and indirect strategies. Based on the studied model,
the present research successfully applies what is derived from service
quality literature to the mobile telecom sector with evidence from
Bangladesh, providing a comprehensively integrated framework to
understand the dynamic relationships among dimensions of SERVQUAL in
the marketplace.
According to the results of this study, firms expecting to build and maintain
competitive advantages in this market must seek to deliver higher and
better service quality. In other words, they must pay attention to and invest
more on programs and approaches that increase their service quality, if
they want to survive this market. As a result of the findings, a managerial
priority should be to identify the most important factors in assessing service
quality. Additionally, managers should make key performers aware of their
role in customer perceived quality and provide these individuals with
adequate training in order to offer a consistently high standard of service
delivery. It is important that service quality be reassessed on a regular
basis.
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Consumers Attitude toward the Service Quality of Banglalink
BIBLIOGRAPHY
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