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Submitted to
Prepared by
ID. NO.0920MBA00439
Sub: Submission of Report on “Customer Satisfaction of ROBI Postpaid Mobile Phone Subscribers”.
Dear Sir,
Assalamu Alaikum,
I have tried my best to complete the report with the necessary information and suggested
proposals in quite a concise and comprehensive manner as possible.
I hope that the report will meet the expectations.
Ma’assalam.
Sincerely yours,
I further affirm that the work reported in this thesis is original and no part or whole of the report
has been submitted to, any other university or institution for any degree or award or any other
purpose.
It is our pleasure to certify that, Shamsun Nahar Siddique , a student of Master of Business
Administration (MBA), Manarat International University, Dhaka; has been completed in the
practical Internship Program at the Robi Corporate Business Division, on “Customer
satisfaction of ROBI postpaid Mobile subscriber.” successfully with excellent
performance under my supervision from 20th December to 23rd May , 2010.
Date:
ACKNOWLEDGEMENTS
First of all, I would like to express my deep gratitude to the almighty Allah for fruitfully
preparing this internship report.
My special gratitude is to our honorable Internship Supervisor MD. Mamun Ur Rashid,
Lecturer, Department of Business Administration, Manarat International University
for giving me the opportunity to work with this project, which is very much individual oriented.
Every time he has not only been the teacher but also a friend and a mentor for us. By doing such
research paper, I have gathered a lot of valuable experiences that will definitely help me in the
future. His advises, guidance and support helped me enormously to do this report properly. I
would like to express my thankfulness towards Mr. Enaytul Karim Corporate Business Division,
TM International Bangladesh. Without his heartiest interest and massive
inspiration, it would have never been possible for me to complete my internship program. I
would like to give thanks to Mr. Asif Mahmood Khan, Executive, Business Development
Compliance , TM International Bangladesh , for inspiring me every single moment at work and
guiding me properly throughout the time period that have been suspending in ROBI.
Finally, I would like to convey our appreciation and thanks for those who have guided us
generously with the right knowledge for this report.
I thank you all.
EXECUTIVE SUMMARY
ROBI, which has inaugurated its business in 1997 has experienced increasing growth
trend from the very inception phase. At present, in the 13th year of its operations ROBI has
achieved a subscriber base of approximately six million. The company has a number of plans for
the forthcoming future years. ROBI believes in the practice of Market oriented Strategic
Planning, developing and maintaining a viable fit between the organization’s objectives skills
and resources. The aim of such approach is to shape and reshape the businesses and services so
that they yield target profits and growth.
ROBI is a service providing company where customer satisfaction is both goal and marketing
tool. Today’s customers in the telecom industry, where lots of offers are available, are harder to s
atisfy. They are smarter, more price conscious, more demanding, less forgiving and they are
approached by many more companies with equal or better offers. The challenge is not only to
produce satisfied customers also to produce loyal and delighted customer ROBI has adopted a
customer centered philosophy placing the customer at the centre of all its decisions and the basis
for designing its marketing strategies whilst simultaneously delivering superior value to the
target consumers because of today’s highly competitive market demand.
To some extent, ROBI post-paid subscribers are not satisfied with the network quality and with
the customer care center. But post-paid subscribers are satisfied with their tariff
rate. So, averagenumbers of ROBI customers are not satisfied with ROBI’s customer care,
Coverage and connectivity. This study has attempted to describe the satisfaction level of
post-paid subscribers of ROBI. This is competitive and customer driven market. It is high time
for ROBI to satisfy and retain its existing customers. Since the customer’s are always the
driving forces for any service‐oriented business, ROBI needs to shape up its customer related
philosophy and aim to become the market leader through these Customers.
TABLE OF CONTENTS
– Title flyer
– Cover page
– Letter of Transmittal
– Certificate of the Supervisor
– Declaration
– To whom it may Concern
– Acknowledgement
– Executive Summary
– Table of contents
Chapter – 1
1. Introduction
1.1.Objective
1.2.Significance of the study
1.3.Literature review
1.4.Research Questions
1.5.Hypothesis
1.6.Limitation of the study
Chapter – 2
2. Company Overview
2.1.Company at a glance
2.2.Name & Organizational History of ROBI
2.3.Company Acquaintance
2.3.1.Vision
2.3.2.Mission
2.3.3.Theme
2.3.4.The Business Slogan
2.3.5.Objectives
2.3.6.SWOT Analysis
2.3.7.Network Coverage
2.3.8.Shareholders of ROBI
2.3.9.The Major Milestone of ROBI
Chapter – 3
Chapter – 4
4. Findings
4.1. Result Analysis
Chapter – 5
5. Recommendation
Chapter – 6
6. Conclusion
– Appendix
- Bibliography
CHAPTER – 1
1.0. INTRODUCTION
Telecommunication is the most advanced and most rapidly growing sector
throughout the world. It is the sector which is primarily driving the nation’s
time but the latest innovation that has actually differentiated the entire world’s
situation is the mobile phone technology. The mobile phone technology does not
necessarily mean that the communication through the transfer of voice where two
person will be involved to make the communication a two way complete process.
Rather technology has gone too far that the question arise what not can be done
with the help of this mobile technology. And there are innovations related with the
mobile technology everyday and the entire world is actually waits for the latest
In order to provide the telecommunication there are two basic segments one is the
hardware which deals with the handsets and the network equipments and the other
one is the service segment which deals with the providing the service to the end
users. Both of the segments are important as without one other is not possible to
survive.
The service segment includes the network that actually supports the mobile users
to get connected through the medium to another user and actually communicate.
This is more service based than product base. And thus this nature has made this
very sensitive in dealing the consumers and to maintain the standard they need to
ensure that the employees understand and are motivated to perform their task
appropriately. And this made the management of human resource inside the
organization very much vital. And this actually put the firm in a position to create
the team so to ensure the higher quality in managing the organization in order to
1.Are the Post-paid customers of ROBI satisfied with the service provided in terms of
customer care, coverage, connectivity and tariff rate?
3. is the tariff reasonable and has satisfied customer’s needs and wants?
1.5. Hypothesis
To complete this research paper successfully I will consider several hypotheses. These are as
follows:
H1: ROBI’s brand image will have a positive impact on the customer satisfaction
level.
H2: ROBI’s network coverage and connectivity will have a positive impact on the
customer satisfaction level.
H3: ROBI’s product pricing and billing will have a positive impact on the customer
satisfaction level.
H4: ROBI’s customer care will have a positive impact on the customer satisfaction
level.
1.6 Limitations:
The study is not free from some practical limitations. Following limitations have faced during the
study and the time of working & data collection:
Time is the main limitation for my study. Due to unavailability of sufficient time, the researcher
will not be able to do survey among all of the sample size. That’s why the findings of the
research will not be fully but partially true.
• Work load during the internship program at the work place was also a barrier to prepare
this report.
• Due to lack of practical experience, some errors might be occurred during the study.
CHAPTER - 2
Since the commencement of its operation, ROBI has been a force to be reckoned
with in the telecommunication industry of Bangladesh, being one of the fastest
growing mobile communication companies offering comprehensive GSM mobile
solutions to more than two million subscribers. Today, ROBI boast the widest
international Roaming service in the market connecting 315 operators across 170
countries. With a network covering all the 61 (allowable) districts of Bangladesh,
coupled with the first Intelligent Network (IN) prepaid platform in the country, ROBI
is geared to provide a wide range of products and services to customers all over
Bangladesh. At the heart of all of the success of ROBI today, is a young dynamic
workforce comprising of about 1350 highly motivated and skilled professionals.
Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by its
persistent pursuit of quality and technology, putting it clearly ahead of the rest. The
future with ROBI is promised to be exciting as it strives to employ the best
resources and latest technology in offering many more innovative and exciting
products and services.
That is, the objective for ROBI’s Communication seems to generate sales and to
approach toward building a strong and consistent brand image in the mind of the
consumers to provide them a reason to select ROBI over others.
2.3.1 Vision
“To be a leader of Telecommunication Service provider in
Bangladesh”
2.3.2 Mission
To provide total customer satisfaction the company strives to become the most
preferred GSM cellular service provider in Bangladesh. TMIB will achieve this
through developing people, products, and services of the highest quality and
meeting the needs of its customers, employees, shareholders, and the nation.
2.3.3. Theme
ROBI always strives to uphold the dictum “Customer First”
Publicnetwork
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Long Range
Main competitors
Strategic have
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Market
of its Research
unplanned Unitcustomer
Strong Dealer Network
growth.
2.3.7. Network Coverage
ROBI network covers all the 61 districts of Bangladesh, and with the first intelligent
network (IN) pre-paid platform.
Telekom
Malaysia
70%
► First time introduced the ‘Mobile Plus (PSTN Incoming Connectivity Only)
Product Services’ in Bangladesh.
► First time introduced the Tele-Ramadan (timing of Iftar and Sehri during
Ramadan) under Tele-info Services in Bangladesh.
► First time introduced the Seamless Coverage throughout the Dhaka-
Chittagong Highway and named it as ‘Chittagong Dhaka Corridor (CDC)’.
► First time introduced the full-fledged IVR based Customer Services (Call
Center) in telecom market.
► Introduced the automatic system generated bill amount and payment request
for the Post-paid subscribers in 2002. The automatic unbarring facility, after
necessary payment making by the subscribers, is also a part of this system.
► Introduced GPRS (General Packet of Radio Service) for the first time in
Bangladesh.
► First time introduced 30-second pulse rate in Bangladesh, recently ROBI has
introduced 10-second pulse for the pre-paid users and 1-second pulse for the
Post-paid users.
► First time introduced club membership offer for the exclusive users of ROBI.
The club is known as Club Magnate, which offers extra services with its
Platinum, Gold and Silver cards.
► First time introduced the concept of Tele-marketing and Door-to-Door
delivery services for the newly launched post-paid package ‘ROBI Infinity’.
Because of the rapid expansions of its networks and enormous growth of its
subscriber base, the company has increased its workforce. ROBI has successfully
hired some key senior managers who were recruited on the basis of their
professional expertise and experience. In order to cope up with the dynamic nature
of the company’s business, initiatives are always taken to restructure and recognize
the company’s existing set up. It always evolves standardized management
systems and procedures across functional divisions, focusing in particular, on the
effective integration and assimilation of all the organizational units.
Marketing division constitutes seven units. A brief description of each unit is given
below:
This unit is also responsible for communicating with the advertising agencies, since
ROBI does not have any in-house agency. Each unit has a unit-head who reports to
the AGM of Marketing.
• Product Development
Product development unit is like the R&D unit of a company, which is responsible
for developing new products and services. This unit is closely related to the
marketing research unit and together the units come up with new service concepts
and ideas. Product development unit is also responsible for monitoring the core
services (Pre-Paid and Post-Paid). Like other units, this unit also has a head
reporting to the AGM.
• Marketing division
Marketing division unit deals with the sales of products and services to other
companies. The unit makes agreements with different companies to be the
corporate clients of ROBI and only handle the corporate level sales.
• Direct Sales
Direct sales unit is responsible for the sales of products and services to the mass
customers through the customer service centers. ROBI has eleven customer service
centers around the country and these centers sell the services to the customers
directly.
• Dealer Management
Dealer management unit oversees the dealers of the company around the country.
Has four dealers and one agent and they need to be monitored and supervised
constantly. The head of this unit reports to the AGM of Marketing.
• Rating (Post-Paid)
This unit is responsible for charging the rates of Post-Paid service. The unit fixes
per-minute and pulse rates and also fix the pulse durations. It also changes the
rates on demand basis.
• Treasury Management
Corporate finance unit consists of treasury management and L/C. Treasury
management deals with the inflow and outflow of the company, whereas L/C (Letter
of credits) deals with the L/C opening banks and other foreign banks.
• Accounts Payable
This unit keeps track on the accounts payable of the company.
• Accounts Receivable
This unit keeps track on the accounts receivables of the company while preparing
the balance sheet. As TMIB is a large company with thousands of financial
transactions every day, a unit to keep track on the accounts is necessary.
• Core: Account
Core account is an important unit of the finance division dealing with the budget and fixed
assets. The annual budget of various departments is prepared under the close observation of this
unit.
• Revenue Assurance
Revenue assurance unit consists of revenue assurance and fraud management.
Revenue assurance monitors the transactions and assures full protection of the
finances. On the other hand, fraud management protects the fraudulences take
place in the daily transactions.
• Taxation
Taxation unit takes care of the tax, VAT and tariffs of the company.
• Reporting Unit
The reporting unit reports the entire financial transactions of TMIB to the parent
company in Malaysia.
• Costing
This unit forecasts the costing of different departments and resorts them regarding
the expected expenditure of any alteration.
• Planning
The planning unit makes plans regarding the technical matters such as the RF,
SWITCH etc. They assure the proper placement of technical devices and
equipments.
• Infrastructure
The infrastructure unit selects the locations and builds the base transceiver station
(BTS) towers. They are also responsible for the maintenance of the towers.
2.4.6. Human Resource Division
Human resource department is responsible for the recruitment and training of the
employees of the company. They also monitor the performance and handle the
promotion and salary related matters. Along with the HR department, there is an
Administration. The administration is responsible for supplying furnishings and
equipments to all the divisions and departments. They also administer the
regulations of the company.
The corporate strategy department determines the long-term strategies and the
short-term plans. All the corporate level policies come from them and they are also
responsible for the implementation.
The corporate affairs department is responsible for maintaining a liaison with other
major companies. Through this department, TMIB makes business deals with other
corporations and assist each other.
ROBI
Previously there were many sub-categories under the post-paid package of ROBI. In
the month of August’ 06, the company has redefined its post-paid package and
named it as “Signature”.Under this package, all the post-paid M2M subscribers have
been auto upgraded to Post-paid Standard NWD, Post-paid M+ to Post-paid
Standard NWD and Post-paid Standard NWD to Post-paid Standard IDD at free of
cost. The subscribers are also going to enjoy the reduced line rent.
International for a cost of TK 1,000 (VAT included). Another key factor is, there will
be a 50% discount on line rent if monthly bill amount ranges from Tk 1500-Tk. 2000,
and 100% discount if bill amount exceeds Tk. 2000. The subscribers have the
facility to enjoy off-peak rate all day long (8am-12am) on any Government holiday.
Fig: Products & Services of ROBI
ROBI JOY
One of the most successful packages in the mobile telecom history of Bangladesh is
ROBI JOY. This package is in the market as ‘Joy Partner Pack’ where there are two
SIMs in the pack. This pack is designed with the extra facility of talking to the joy
partner at a cost of Tk 0.75 per minute. Connection Price for JOY Partner Pack (2
SIMs) Standard + Standard: Tk. 400. Link + Link (with T&T incoming-outgoing) Tk.
400. (Source: see appendix 1.3: ROBI Joy tariff plan)
ROBI Power
Power is another powerful package for ROBI product portfolio. Another product line
for power is power pack introduced very recently, where all the existing ROBI
Exceed connections will be auto-migrated to ROBI Power. Pre-Paid REGULAR Mobile
Link and Mobile Plus customers will also able to enjoy the facilities of Pre-Paid
REGULAR Standard under ROBI POWER. The connection charge for ROBI Power is
BDT 225.
ROBI Phurti
ROBI Phurti is the recently launched package for ROBI. This package targeted
towards lower end consumers and a very successful one. With ROBI Phurti customer
will enjoy 10% bonus talk time, which they can use after the starting of the next
month for the first week. 10% bonus talk time (ROBI to ROBI) based on monthly
incoming air time (valid for 7 days). The Package price: Tk.150. (Source: Appendix
1.5: ROBI Phurti tariff plan)
The value added services are those that are additional services available upon
request:
Few months back, ROBI introduced Mayer Bhasha Bangla SMS, with which the
customers can enjoy the Bangla SMS by installing “ROBI Mayer Bhasha" software in
their respective handsets.
Voice Mail Service (VMS) has the advanced facilities as it can respond-
a. Voice SMS
ROBI ‘Kothar Chithi’ allows the customers to send SMS with their own voice to any
ROBI or other mobile numbers with ROBI Voice SMS. With this service, someone can
even surprise your dearest one by sending Voice SMS anonymously.
b. International SMS
A few months back ROBI has launched its International SMS service with more than
500 operators globally. It will facilitate the customers to communicate
internationally without the high expenses of voice calls. With this service, the
customers can send or receive SMS to and from other mobile networks across the
world. ROBI International SMS allows exchanging messages with family, friends, and
associates staying far away, at regular SMS tariff.
c. E-fill
ROBI has launched the first ever Electronic Refill system in Bangladesh whereby
Pre-Paid customers will be able to recharge their accounts via SMS, available at
dealers/outlets/designated agents around the country. Electronic Refill is a great
new recharge option for Pre-Paid subscribers, as it does not rely on the availability
of scratch cards for topping up any ROBI Pre-Paid account. The customer benefits
from this system through extensive availability, convenience to recharge Pre-Paid
accounts anywhere, anytime, without the hassle of buying and scratching cards. For
the vast demographic size of Bangladesh and for the complex physical distribution
system, sometimes our sales points have trouble keeping adequate stocks of ROBI
Scratch Card, and as a result, the valued customer can't find the Scratch card as
per their requirements. On the other hand, due to frequent natural disaster and
hartal/ strike, distribution of physical scratch card becomes hard. The company
believes that the new system can really give customers the opportunity and
convenience to buy airtime in the period of inconvenience. Apart from it, the
Electronic Refill solution will allow our authorized sales outlets to electronically
generate a voucher for the denomination customer requires. The customers can
recharge their account by a dialing 111 or through simple refill process.
d. Fun Dose
ROBI Fun Dose is an enhanced IVR (Interactive Voice Response) voice greetings
platform through which the users can send a voice greeting to your desired number.
By dialing 8FUN (i.e. 8386 on your mobile keypad), the subscribers have to follow
the voice prompts and choose from several categories available in Bangla and
English. Each category will have different greetings. The ROBI Fun Dose lets the
customers’ emotions run wild and show happiness, sadness, express love, hatred or
just tease around.
e. ROBI GPRS
ROBI GPRS is only available for those who have post-paid connections. These
customers can send and receive multimedia messages such as color pictures. The
subscribers also have the facility to download colorful logos, animations, wallpapers,
screensavers, real music (MP3), polyphonic tones, video clips, and can browse WAP
enabled websites with their handset.
h. Share-a-Fill
Share-a-fill is a new balance transfer system between ROBI Pre-Paid numbers
anytime, anywhere. The service allows the registered subscribers to transfer
balance from their account to another Pre-Paid account through SMS. Under this
service, Tk 20 to Tk 300 can be transferred through one SMS and there will be no
extra validity on transferred amount.
i. ROBI GoonGoon
The newly launched ROBI GoonGoon is a Ring-Back tone service that allows the
users to set a song, tone, music, funny messages or sounds as a Ring-Back Tone for
their callers at a monthly subscription tariff of Tk 30. The unique features of this
service are that one can set an ROBI GoonGoon to any single number, to a group,
for a specific time of the day such morning, afternoon or evening. Not only this, the
subscribers can also set an ROBI GoonGoon for a special day such as a birthday,
anniversary, Bangla New Year, Valentine’s Day, Christmas Day, New Years day,
Friendship Day, etc.
j. Club Magnate
Club Magnate is something that has never been experienced before in the mobile
industry in Bangladesh, which rewards and pampers the individual post-paid
customers of ROBI. Its objective is to serve those customers who have been the
pillar of the success of ROBI. The members-only Club will have Platinum, Gold and
Silver Cardholders. Membership is based on loyalty to ROBI and to qualify, one has
to be an ROBI customer for a minimum six months. Membership is also based on
the payment of bills on time and in full. Club magnate entitles members to a range
of privileges not limited to ROBI services only, but with other partner organizations
as well, such as Dhaka Sheraton Hotel, hotel Seagull, Medinova Medical Services,
Hertz, Malaysian Airlines and many more. Memberships are valid for one year. As a
telecommunications service provider, ROBI is working on continuously improving
every aspect of its service in delighting stakeholders. With the launch of Club
magnate, ROBI expresses its special appreciation to longstanding customers, and
reiterates its pledge to be the most preferred telecom operator in the country.
a. LOCAL
This service allows receiving calls or message from any phone service from
anywhere of the world within ROBI coverage area. He can also make a call to BTTB
number and all other mobile phones within specific zone.
b. NWD
Under this service one may receive a call or message from any phone service from
anywhere of the world within ROBI coverage area. He can also make a call to BTTB
number and all other mobile phones in Bangladesh.
c. ISD
This service enjoys every facility of NWD. Besides this, one can make a call to the
foreign countries with which ROBI has International roaming agreements.
d. GSM
The cutting edge technology-GSM stands for Global System Mobile communications.
GSM is the world's most advanced and extensively used mobile phone system. More
than 20 million subscribers in almost 130 countries worldwide and ROBI in
Bangladesh use the latest GSM technology because ROBI is committed to give the
customer the very best. ROBI subscribers enjoy the following GSM features without
bearing any additional costs.
f. Call Waiting and Holding: While talking to the first caller, subscribers will
hear a special tone informing subscribers about the second call on the line. At
that moment subscribers can put the first caller on hold and talk to the
second caller.
For this research work to determine the level of satisfaction of ROBI GSM Service, I
am going to follow the quantitative research design method because to what level
those elements are having impact on customer satisfaction. That is why the
hypothesis has been developed and based on that the approach to the problem. All
the questionnaires are close-ended to judge the exact level of satisfaction among
the
switchedcustomers.Customer satisfaction is the most important aspect of doing busi
ness. It is also the most important asset of a business. The mobile telephone in
Bangladesh has seen fierce competitions emerge. As a result the subscribers have
various alternatives to choose their carrier there from at convenience. ROBI has
been riddled with complaints of customer dissatisfaction concerning its network
coverage, customer service and connectivity. This is a huge headache for ROBI if it
wants to retain its existing customers and attract new ones.
Therefore, to maintain its position in the market, ROBI has to identify the factors
related to customer’s
satisfaction and loyalty.This study will help me to understand the real scenario of thi
s telecommunication industry & its environment.
I will attempt to understand the customer demand, needs, and expectations from th
is industry and its significance in doing business. I shall also make an effort to under
stand how ROBI is achieving its customer’s expectation and whether it is retaining t
hem.
Chapter – 4
4.0. Findings
4.1. Result analysis
Frequency Analysis
Frequency Analysis of Gender
Table 2: frequency table of gender
Gender
80
60
40
P
n
c
e
r
72.8
t
20
27.2
0
male female
Gender
Analysis:
The majority of the respondents are male that is 72.8% and the female portion
occupies 27.2%. Actually there is no main reason behind this kind of proportion.
Frequency Analysis of Age
Frequenc Valid Cumulative
y Percent Percent Percent
50 and
7 4.0 4.0 100.0
above
15-25
26-30
31-35
4
36-50
8.1 50andabove
2.9
19.1
65.9
Chart of Age.
Analysis:
The majority of the respondents are between 15-25 years of age that is 65.9%.
19.1% respondents are between 26-30 years of age, 2.9% are 31-35 years of age,
8.1% are 36-50 years of age, and 4% are 50 and above.
So the questionnaire covers all age group of people and all the age group
people are using ROBI services. The young generations are the maximum
respondents.
Household Income
Frequenc Valid Cumulative
y Percent Percent Percent
10001-
29 16.8 16.8
25000
25001-
37 21.4 21.4
35000
35001-
31 17.9 17.9
45000
45001 to
14 8.1 8.1
above
40
30
20
nP
rc
te
35.8
21.4
10
17.9
16.8
8.1
0
10000 or less 10001-25000 25001-35000 35001-45000 45001 to above
Household Income
Analysis:
From the respondents mode of the above question it is said that 35.8% of the
respondents (majority) have the family monthly income between tk.10000 or less,
16.8% have the family income between 10001-25000, 21.4% have the family
income between 25001-35000, 17.9% have the family income between 35001-
45000 and 8.1% have the family income of above tk.45000.
So from the above situation we can say that to use a mobile, it is not
necessary to have huge family income. Now a day anybody having a
minimum income can use mobile.
Profession
Valid Job
58 33.5 33.5 33.5
Holder
Business
23 13.3 13.3 46.8
man
Service
19 11.0 11.0 57.8
Sector
Job Holder
Businessman
Service Sector
8.7 Student
Others
33.5
33.5
13.3
11
Analysis:
The mode for the responses of this question is 1 that is the majority of the
respondents are job holders. From the pie chart we can say that 33.5% are job
holders, 13.3% are businessman, 11% are in the service sector (doctor, engineer,
and teacher), 33.5% are students and the remaining 8.7% belongs to others.
So from the above analysis it can be said that all kinds of professional
people are more or less using the mobile as an ROBI subscriber. But the
dominant respondents are job holders and students.
Service Uses
Valid Pre
122 70.5 70.5 70.5
Paid
Post
51 29.5 29.5 100.0
Paid
80
60
40
nP
rc
te
70.5
20
29.5
0
Pre Paid Post Paid
Service Uses
Analysis:
The mode of the question is 1 that means the majority of the respondents are pre
paid subscriber which is 70.5%. And the remaining 29.5% respondents are post paid
subscriber.
So it can be said that prepaid subscribers are dominant respondents and
also it can be said that using prepaid service is comfortable to them.
14.5
45.7
32.4
Analysis:
From the above pie chart it has seen that the majority of the respondents (45.7%)
are using the ROBI service for less than 1 year. The others are 32.4% are using
ROBI service for 1-3 years, 14.5% are using for 3-5 years, 7.5% are using for 5-7
years. In addition one thing has to be mentioned that I failed to find a single
respondent who is using Robi for more than 7 years.
So from the analysis, we can see that the dominant respondents are using
Robi for less than 1 year. Another thing is ROBI’s loyal customer is not
that much high if we carefully see the results. Only 25 respondents among
173 customers are using ROBI for 3-5 years.
Valid Strongly
3 1.7 1.7 1.7
Disagree
Strongly
26 15.0 15.0 100.0
Agree
80
60
40
5,776
n
u
q
F
y
c
e
r
20
1,089 1,225
676
Mean = 3.51
Std. Dev. = 1.021
9 N= 173
0
0 1 2 3 4 5 6
a reliable mobile connection
Analysis:
From the above pie chart it has been seen that 43.9% consider ROBI service to be a
reliable mobile connection. It means that the maximum respondents think ROBI
service is reliable enough. 20.2% are neutral of considering ROBI service to be a
reliable mobile service. Only 1.7% are disagree that ROBI is a reliable mobile
connection.
Frequency Analysis of getting clear voice using
ROBI
Valid Strongly
11 6.4 6.4 6.4
Disagree
Strongly
42 24.3 24.3 100.0
Agree
50
40
30
2,304
n
u
q
y
cF
re
1,764
20
1,296 1,296
10
121
Mean = 3.36
Std. Dev. = 1.234
0 N = 173
0 1 2 3 4 5 6
clear voice using AKTEL
Analysis:
The mode of the question is 3 that is 27.7% of the respondents are neutral of
getting the clear voice using Aktel service. 24.3% are strongly agree of getting clear
voice, 28.3% are agree and 20.8% are disagree of getting the clear voice.
So we can say that the maximum respondents are satisfied with clear
voice of ROBI service.
Frequency Analysis of never getting disconnected
in middle of the conversation
Valid Strongly
19 11.0 11.0 11.0
Disagree
Strongly
14 8.1 8.1 100.0
Agree
50
40
30
2,500
2,025 2,025
n
u
q
F
y
c
e
r
20
10 361
196
Mean = 2.91
Std. Dev. = 1.146
0 N = 173
0 1 2 3 4 5 6
never get disconnected
Analysis:
The mode of this question is 2 means 28.9% of the respondents are disagree about
the situation that the calls made through ROBI services never get disconnected in
middle of the conversation. 26% of the respondents are both neutral and agree of
never getting disconnected in middle of the conversation.
So it can be said that according to maximum respondents, sometimes the
calls made through ROBI service get disconnected in middle of the
conversation.
Valid Strongly
41 23.7 23.7 23.7
Disagree
Strongly
30 17.3 17.3 100.0
Agree
70
Figur
e 23:
60
50
40
n
u
q
y
cF
re
30
20
10
Mean = 3.17
Std. Dev. = 1.444
0 N = 173
0 1 2 3 4 5 6
market responsive company
Analysis:
The mode of this question is 4 that is maximum respondents (38.2%) believe ROBI
is a highly market responsive cell phone company. 23.7% disagree of believing
ROBI, a highly market responsive cell phone company. 17.3% also believe that ROBI
is a highly market responsive cell phone company.
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly
7 4.0 4.0 4.0
Disagree
Strongly
27 15.6 15.6 100.0
Agree
60
50
40
30
n
u
q
F
y
c
e
r
20
10
Mean = 3.42
Std. Dev. = 1.051
0 N = 173
0 1 2 3 4 5 6
easily connect to other mobile
Analysis:
The mode of this question is 4 means 33.5% agreed that they can easily connect to
other mobile using ROBI. 31.8% are neutral, 15.6% are strongly agree that they can
easily connect to other mobile using ROBI service.
Valid Strongly
12 6.9 6.9 6.9
Disagree
Strongly
38 22.0 22.0 100.0
Agree
60
50
40
30
n
u
q
y
cF
re
20
10
Mean = 3.35
Std. Dev. = 1.199
0 N = 173
0 1 2 3 4 5 6
do not face any network problem
Analysis:
The mode of the question is 3 means maximum respondents (31.8%) are neutral
that they not face any network problem using ROBI service. 22% are both strongly
agree and agree about not facing any network problem using ROBI service. And the
rest few respondents are disagree about not facing any problem.
Valid Strongly
19 11.0 11.0 11.0
Disagree
Strongly
19 11.0 11.0 100.0
Agree
80
60
40
n
u
q
F
y
c
e
r
20
Mean =3.36
Std. Dev. = 1.146
0 N= 173
0 1 2 3 4 5 6
easily access other competitors' network
Analysis:
The mode of the question is 4 means 45.7% of the respondents (maximum) agree
that they can easily access other competitors’ network. 22.5% of the respondents
are neutral, 11.0% are both strongly agree and strongly disagree about the fact.
Valid Strongly
12 6.9 6.9 6.9
Disagree
Strongly
33 19.1 19.1 100.0
Agree
Analysis:
The mode of the question is 4 means maximum respondents (33.5%) agree that the
tariff rate of ROBI service is very economical. 23.7% are neutral, 19.1% are strongly
agree and 16.8% are disagree about the economical call rate of ROBI.
So, maximum respondents are more or less happy about the economical
call rate of ROBI.
Billing procedure
Valid Strongly
8 4.6 4.6 4.6
Disagree
Strongly
33 19.1 19.1 100.0
Agree
70
60
50
40
n
u
q
F
y
c
e
30
r
20
10
Mean = 3.54
Std. Dev. = 1.07
0 N = 173
0 1 2 3 4 5 6
Billing procedure
Analysis:
The mode of the question is 4 means 37% of the respondents agree that billing
procedure of ROBI is comfortable. 27.7% are neutral, 19.1% are strongly agree,
11.6% are disagree and 4.6% are strongly agree of the fact.
Valid Strongly
1 .6 .6 .6
Disagree
Strongly
31 17.9 17.9 100.0
Agree
60
50
40
30
n
u
q
y
cF
re
20
10
Mean = 3.52
Std. Dev. = 0.998
0 N = 173
0 1 2 3 4 5 6
SMS sent about billing
Analysis:
The mode of the question is 4. That is 34.7% of the respondents (maximum) agree
of the fact that the notification SMS of billing is sent on time by ROBI. 29.5% are
neutral, 17.9% are strongly agreed and 17.3% are disagreeing of the fact.
So, maximum respondents are more or less happy about the billing system
of ROBI.
Frequency Analysis of economical call charge to
fixed phone
Call charge from fixed phone
Valid Strongly
18 10.4 10.4 10.4
Disagree
Strongly
35 20.2 20.2 100.0
Agree
70
60
50
40
n
u
q
F
y
c
e
30
r
20
10
Mean=3.46
Std. Dev. =1.208
0 N=173
0 1 2 3 4 5 6
Call chargefromfixedphone
Analysis:
The mode of the question is 4 means 35.3% of the respondent (which is maximum)
agree of the fact that call charge from ROBI to fixed phone is economical. 25.4% of
the respondents are neutral and 20.2% of the respondents are strongly agreed of
the fact.
So, maximum respondents are satisfied with the call charge from ROBI to
fix a phone.
Frequency Analysis of promptness of
representatives in handling queries
Representatives are very prompt in handling queries
Valid Strongly
10 5.8 5.8 5.8
Disagree
Strongly
19 11.0 11.1 100.0
Agree
80
60
40
n
u
q
F
y
c
e
r
20
Mean=3.3
0 Std. Dev. =1.111
0 1 2 3 4 5 6 N=171
representativesareveryprompt inhandling
queries
Analysis:
The mode of the question is 4 means 41% of the respondents (maximum) agree of
the fact that ROBI representatives are very prompt in handling queries. 19.1% are
neutral, 11.0% are strongly agreed and 22.0% are disagreeing of the fact.
Valid Strongly
29 16.8 16.8 16.8
Disagree
Strongly
39 22.5 22.5 100.0
Agree
Analysis:
The mode of the question is 3 means 28.3% of the respondents (maximum) are
neutral. 20.8% are agreed, 22.5% are strongly agreed, and 16.8% are strongly
disagreed of the fact that ROBI can resolve all problems very quickly.
So, ROBI subscribers are more or less satisfied of resolving the problems
by ROBI.
Frequency Analysis of availability of customer care
point of ROBI
Valid Strongly
15 8.7 8.7 8.7
Disagree
Strongly
33 19.1 19.1 100.0
Agree
70
60
50
40
n
u
q
F
y
c
e
30
r
20
10
M ean=3.41
Std. Dev. =1.239
0 N=173
0 1 2 3 4 5 6
customercarepoint available
Analysis:
The mode of the question is 4 means 39.3% of the respondents are agreed about
the fact that ROBI customer care point is available in different places. 13.9%
respondents are neutral and 19.1% are strongly agreed of the fact. 19.1% are also
disagreed of the fact.
Valid Strongly
22 12.7 12.7 12.7
Disagree
Strongly
36 20.8 20.8 100.0
Agree
50
40
30
n
u
q
F
y
c
e
r
20
10
Mean=3.13
Std. Dev. =1.347
0 N=173
0 1 2 3 4 5 6
emergencyserviceofferedbycustomer care
Analysis:
So the ROBI subscribers more or less use the emergency service offered
by customer care.
Frequency Analysis of satisfaction status of ROBI
network coverage
Network coverage of ROBI
Valid Strongly
16 9.2 9.2 9.2
Disagree
Strongly
17 9.8 9.8 100.0
Agree
100
80
60
F
q
u
n
e
c
y
r
40
20
Mean =3.49
Std. Dev. =1.06
0 N=173
0 1 2 3 4 5 6
network coverage of AKTEL
Analysis:
The mode of the question is 4 means 53.8% of the respondents (maximum) are
agreed, 21.4% are neutral, 9.8% are strongly agreed of the fact that they are
satisfied with the network coverage of ROBI.
So, it can be said that maximum ROBI subscribers are more or less
satisfied with the network coverage of ROBI.
Frequency Analysis of recommending ROBI service
to others
Valid Strongly
35 20.2 20.2 20.2
Disagree
Strongly
39 22.5 22.5 100.0
Agree
60
50
40
30
n
u
q
F
y
c
e
r
20
10
Mean=3.28
Std. Dev. =1.42
0 N=173
0 1 2 3 4 5 6
recommendAKTELService
Analysis:
So, maximum respondents or ROBI users are satisfied with ROBI and they
would recommend ROBI service to others.
Frequency Analysis of satisfaction status of ROBI
product differentiation
Valid Strongly
16 9.2 9.2 9.2
Disagree
Strongly
16 9.2 9.2 100.0
Agree
Strongly
16 9.2 9.2 100.0
Agree
Analysis:
The mode of the question is 4 means 54.9% of the respondents are satisfied about
ROBI product differentiation. 15.0% are neutral, 9.2% are strongly agreed, 11.6%
are disagreed and 9.2% are strongly disagreed or not satisfied with ROBI product
differentiation.
So, maximum respondents are more or less satisfied with ROBI product
differentiation. Recently ROBI provides Phurti, joy & power as the prepaid,
ROBI postpaid, and INFINITY & SIGNATURE as the corporate package.
Frequency Analysis of satisfaction status of ROBI
call rate structure
Valid Strongly
5 2.9 2.9 2.9
Disagree
Strongly
32 18.5 18.5 100.0
Agree
Analysis:
The mode of the question is 4 means 47.4% are agreed of the fact they are satisfied
of the ROBI call rate structure. 18.5% are strongly agreed, 15.6% are both neutral
and disagreed and the remaining 2.9% are strongly disagreed of the fact.
So, maximum respondents are more or less satisfied with ROBI call rate
structure.
Frequency Analysis of satisfaction status of ROBI
customer care Program
Valid Strongly
21 12.1 12.1 12.1
Disagree
Strongly
25 14.5 14.5 100.0
Agree
Analysis:
The mode of the question is 3 means the maximum respondents are neutral which
27.7% is. 26% are agreed, 14.5% are strongly agreed, 19.7% are disagreed and
12.1% are strongly disagreed.
So, from the above analysis we can say that more than 60% of the
respondents are more or less satisfied with the customer care.
Frequency Analysis of satisfaction status of the
emergency service offered by ROBI customer care
Valid Strongly
25 14.5 14.5 14.5
Disagree
Strongly
59 34.1 34.1 100.0
Agree
Histogram
60
50
40
30
n
u
q
F
y
c
e
r
20
10
Mean=3.55
Std. Dev. =1.378
0 N=173
0 1 2 3 4 5 6
emergencyserviceofferedby AKTELservice
Figure 40: histogram of emergency service offered by customer care
Analysis:
The mode of the question is 5 means the maximum respondents agreed that they
are satisfied with the emergency service offered by ROBI. The maximum
respondents are 34.1%. 20.8% are agreed, 26.0% are neutral and 14.5% are
strongly disagreed with the emergency service offered by ROBI.
So, from the above situation we can say that the satisfaction level of
customer regarding the emergency service is more than average or
maximum no. of respondents is more or less satisfied with the emergency
service provided by ROBI.
Regression Analysis
A Regression Model for overall network coverage of ROBI by easily connect to
other mobile, do not face any network problem, do not face echo problem and
other competitors' network.
I have used a multiple regression model to provide estimates of the effect of each
variable in combination with other variables in this model. Several of the
independent variables are excluded because those variables are not strongly
significant. The dependent variable Y is the overall performance network coverage
of ROBI. Independent variables include easily connect to other mobile x1, do not face
any network problem x2, do not face echo problem x3, other competitors' network.x4.
The resulting model is
Y = β0 + β1 x1 + β2x2 + - - - - - - - - - - - + β4x4+ E
β0 = constant
E = Error Term
Coefficients (a)
Standardiz
ed
Unstandardized Coefficient
Coefficients s
Std.
Model B Error Beta t Sig.
easily
connect to
.113 .073 .112 1.539 .126
other
mobile
do not face
any network -.226 .070 -.256 -3.210 .002
problem
do not face
echo .263 .059 .296 4.449 .000
problem
easily
access other
.491 .069 .531 7.113 .000
competitors'
network
ANOVA (b)
Sum of Mean
Model Squares df Square F Sig.
1 Regressio
75.941 4 18.985 27.192 .000(a)
n
Residua 117.29
168 .698
l 6
Total 193.23
172
7
A Predictors: (Constant), easily access other competitors' network, do not face echo
problem, easily connect to other mobile, do not face any network problem
B Dependent Variable: network coverage of ROBI
So, it can be said that network coverage of ROBI vary do not face any network
problem, do not face echo problem and easily access other competitors' network.
PROPOSED RECOMMENDATIONS
Recommendation 2: ROBI should take Preliminary Action while finds any problem regarding
new offers.
CONCLUSION
Majority of the customers are satisfied with brand image and product pricing. Network connectivity has
an also positive effect on the satisfaction via brand image. But customer care service has a negative
impact on the customer satisfaction.
To get the initial customers who will spread the word about how wonderful the organization is, there will
have to be initial advertising. One important area is employee relations and training. If employees are
disgruntled, under trained or underpaid, they will never interact in a positive manner with customers and
all of the knowledge and good intentions are for nothing.
Major parts of the postpaid user are not satisfied with ROBI services. People are facing different sorts of
problem.This is a competitive and customer drivenmarket. Customerhas so many choices. So if ROBI can
not satisfy its customers properly then they will lose its Valuable customer and also the market share.
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