CUSTOMER SATISFACTION ANALYSIS OF MOBILE PHONE INDUSTRY

1.0. INTRODUCTION
The inhabitant life in the urban especially in the Dhaka city is becoming more busy and complex than previous. In recent times many women are doing job out of the house as well as their husband. As a result, both husband and wife could not find out any time for them self and for that reason now they are inclined to slander to electric communication media as a way of communication method. More over because of high traffic jam on the street peoples life become stagnant in a single point. So people want to mobilize their life as telecommunication industry makes people life set in motion to any place in the universe at any time. There are few operators in the market to meet the growing demand of the city dwellers need of the busy life for communication. As a result there are hungry demands for communication to make life more mobile and mobile phone industry is ready to explore fulfillment of unmeet demand.

1.1. Origin of the Report

Masters of Business Administration (MBA) course requires a three-month attachment with an organization followed by a report assigned by the supervisor in the organization and endorsed by the faculty advisor. The researcher took the opportunity to do the internship in GrameenPhone Limited at Gulshan, Dhaka. Here the organizational supervisor, Mr. Faisal Saeed, Deputy Manager of Marketing Research Department (MRD) of GP Head Office asked the researcher to conduct a survey on Customer Satisfaction Analysis of Mobile Phone Industry. The researcher faculty advisor Mr. Lt. Col. Amin, Instructor of MIST (University of Dhaka) also approved the topic and authorized the researcher to prepare this report as part of the fulfillment of internship requirement.

1.2. Background of the Report

The Government of Bangladesh is trying hard to accelerate development of Telecommunications and the Information and Communications Technology (ICT) sectors. The government is expected to create a more favorable policy environment that will facilitate GPs development in the coming years. The formation of the Bangladesh Telecommunication Regulatory Commission (BTRC) in year 2002 was a major development within the Telecom and ICT sector. At the same time the Government has also decided that BTTB will soon introduce its own mobile services. New license are also given by BTRC to other operators. The Government would expect incumbent competitors will welcome new competitors, since Telecommunication Industry believe in healthy competition for good business development. But there are urgent needs to ensure a level play field for all operators that will create healthy competition from which subscriber can directly benefited. The Government of Bangladesh wants for new reform measures especially those directed towards promotion of the privatization process, reforming the banking sector and

revitalizing the capital market. Once implemented, the analyst believe this measures will stimulate macro-economic growth which intern will help all business but particularly the Telecommunication sector to grow even faster. GrameenPhone has made a unique partnership amongst enterprises from Norway, Japan, USA and Bangladesh who have now a great stake in putting phones in the hand of the people of Bangladesh. While doing internship in the Marketing Research Department of GP Limited, Head Office and for preparing the report the researcher tried to make customer satisfaction analysis of Mobile Phone Subscribers of GP, Aktel, CityCell and Banglalink & Warid Telecom to know their subscribers expectation on current mobile connection.

1.3. Problem & Purpose

Problem Statement: This report seeks to address the following problem statement
With the increasing customers demand for the mobile phone products and services and increasing customers expectation about products and services, how operators can execute subscribers increasing claim and anticipation.

Purposes: To find out customer satisfaction about various mobile products of mobile
industry, subscribers demographic profile, subscription usages pattern, average bill of different operators, subscribers preference on various advance services, popularity of mobile handsets etc.

1.4. Research Objective

Primary Objective: The primary objective is to fulfill the requirement of formal report of Master in Business Administration of American International University, Banani Dhaka-1213 Secondary Objective: The secondary objective is to acquire practical knowledge about mobile phone industry, subscribers behavior, major market players, and whether customers are satisfied in about the services they are getting, their expectations about the products and services and many other unknown things. On the above mention objective, the researcher have develop the objective as follow:

Customer Satisfaction Analysis of Mobile Phone Industry. Specific Objectives: The specific objectives are as follows To identify subscribers chosen mobile phone brand. To identify the reasons for choosing that particular brand. To find out for how long subscribers are using current connection line. To find out subscribers future plan about current connection line.

 To find out what product attributes measure subscribers satisfaction level about mobile phone. To know subscribers expectations of future mobile products and advance services. To know subscribers expectation of call charges on advance services and usages pattern of advance services. To find out subscribers preference on various GP (GrameenPhone) product features. To find out subscribers demographic profile in terms of gender, age, income and occupation.

1.5. Scope of the Report

This study is conducted basing on mall intercept. The area has been chosen at the GrameenPhone subscriber. The findings of the formal report will limit only the population of GrameenPhone Mobile.So these findings are not applicable to any other population.

1.6. Sources of Information

The following sources have been used for the purpose of gathering and collecting data as required:

Primary Sources: Questionnaire Survey, Observation and Personnel Interview. Secondary Sources: Different Annual Report of GP Limited. and Web Site of
respective operators,.

1.7. Limitation of the Report

For survey study of any project, researcher should analysis many factors like financial analysis; economic growth analysis of the country, industry analysis, capital budgeting, consumer behavior analysis etc. and it takes lots of time for the researcher. Researcher has no enough time and money constrain has limit the study to explore many more discovering facts.

1.8. Definition, Acronyms & Abbreviation

GP SMS WAP MMS VAS Tariff NAM GSM CDMA : GrameenPhone : Short Message Service : Wireless Application protocol : Multi Message Service : Value Added Service : Call Charge : Non-Alliance Movement : Global System for Mobile : Code Division Multiple Access 3

1.10.2.1. Target Population For this formal report, the target population is people who use the GrameenPhone in Dhaka. Here current subscribers & potential subscribers (new procurers with possible churn tendency) is came according to researchers scrutiny. A sample size of 140 respondents was taken for this research work. A sample size of 115 respondents is eligible for this study. This figure is excluding the refusal cases and incomplete questionnaire.

1.10.3. Questionnaire Structure

For data collection the structured, open-ended response question and closed ended response question are used in the questionnaire. There is one set of questionnaire for the eligible subscribers.

1.10.4. Data Collection Techniques

Mall Intercept personal interview is used for data collection purpose. The survey conducted in GrameenPhone Mobile Subscriber.

1.11. Analysis of Data Collection

After collection of all necessary data, are analyzed using appropriate statistical tools. The survey is mostly generate nominal, ordinal and interval data. These data is analyzed using appropriate testing tools.

1.11.1. Statistical Methods Descriptive Analysis: Qualitative data is analyzed critically using judgment and
previous knowledge of the researcher.

Univariate Analysis: Quantitative data is analyzed by mean, standard deviation,

and mood, median.

Bivariate Analysis: Quantitative data is analyzed by regression analysis with two

variables, correlations.

1.11.2. Graphical Methods

Simple Tabulation. Cross Tabulation. Frequency Distribution. Pie Chart. Bar Chart.

1.12. Nature & Forms of Results

This report aims to find out whether subscribers are satisfied with operators services or not. This report will provide an idea about several demographic variablesincome, gender, age, and occupation serve as dimensions of social status. This research will also provide information about the consumer need and their expectations from the mobile phone industry. The findings from the data analysis shall appear as recommendation for user of the report. The recommendations are expected to be very useful for the mobile phone industry to formulate their strategy and action plans.

1.13. Research Trail

The report survey is conducted on around 140 mobile phone users. Ten interviewers are deployed for data collection through a standard questionnaire. Besides that, two people are engaged for data input. Surveyors worked for four days from November 017, 2008 to November 20, 2008 and are taken 30 complete interviews per day.

1.14. Time Frame

The report work is started on November 017, 2008. Data collection through survey and data input was taken place till November 220, 2008. After analyzing data Final report is submitted on november 21, 2008.

1.5. Benefits of the Study

Every study has some benefits. This research is provided with a general idea about the recent trend of the cell phone-buying pattern; using, popularity, value, and also subscribers satisfaction with their connections matter a lot. The overall benefits of the study are stated here: Influencing factors that initiate the consumers in taking their connections. Subscribers expectation of features & facilities from their operators. Satisfaction level of subscribers. Consumers perception about the particular services. Subscribers expectations for advanced services. Image of the existing brands. Findings of the report will also be benefited to take any decision about providing more facilities with connections.

1.17. Report Preview

The report Customer Satisfaction Analysis of Mobile Phone Industry has been divided into two parts: The Organization Part and The Project Part.

The organization part of the report includes Bangladesh wireless communication environment, potentiality of cell phone market, back ground of GrameenPhone (GP), GP business strategy, human resource of GP, organ gram of GP, products and services of GP, management team of GP etc. The project part of the report has been divided into three sections: Data Presentation & Analysis. Findings from Data Analysis. Conclusion & Recommendation. In data presentation analysis section the researcher answered each questions in the questionnaire. Findings of the responses are summarized under each question. More over in the findings of the research section all important and relevant findings are summarized in that section. At the end of the report the researcher has given conclusion and recommendation. At end in the appendix section the researcher include questionnaire for better understanding of the report.

Organization Part
2.2. GrameenPhone Limited
GrameenPhone reached the one million subscribers mark in August 2002, making a major milestone in the development in the countrys Telecommunication sectors. It is now single largest Telephone operator in the country is more than 1.5 million subscriber as of April 2004. Presently the 7 cellular operators (Aktel, CityCell, Bangla link Warid Telecom and Tele Talk) together have more than 3.3 million mobile phone subscribers in the country as against 1800 thousand fixed line Telephone users of the state owned Bangladesh Telegraph and Telephone Board. The Telecommunication Sector has been one of the fastest growing of the economic in recent years. GP is also one of the largest private investments in the country with more than Taka 16,595 million invested up to April 2004. GP has also directly and indirectly contributed substantially to the National Treasury during the last seven years and becoming the second largest taxpayer in the country. Since its inception till March 2004 GP contributed over Taka 21,500 million to Government Exchequer in the form of taxes and levies. Rapid expansion of the coverage of the network, Competetive pricing and unique products and services are the primary reasons for GPs success in such short span of time. GP network now has coverage in 64 districts around the country including all six divisional head quarter, with more than 950 base stations in operation as of April 2008. The mobile to mobile products is now been replicated in some developing countries, as it was found to be more economical to render telecommunications facilities to the people compare to land line telephones. In September 1999, GP has also became the first mobile phone operator in the country to introduced the EASY Pre-Paid Service. This rent on to become very popular with a majority of the GP subscriber.

The Village Phone Programme is another innovative GP products. It is introduced in 1997, this unique service provides Telecommunication Services in remote rural areas where no such exist before. Moreover it also provides an economy and income generating opportunity for the village phone operators who are mostly rural poor women. Presently as of April 2004 there are more than 56 thousand Village Phone in operation in nearly as many villages, providing access to telephone facilities to 60 million people. This Village Phone Programme own the GSM in the Community Award given by GSM World Congress held in Cannes, France in February 2000. GP also introduced a number of value added services over the years. A News Update Service was introduced incorporation with two leading national newspaper of the country. Similar services like Asian Cricket Cup has also provide up to date cricket information. In early 2003, GP has become the first cellular operator in the country to introduce the Text Message Base (SMS), Push-Pull Service, providing access to much more information needed to the subscriber. GP is also the first mobile phone operator to introduce value added services like Voice Mail Service, Text Mail Service, Wireless Application Protocol and Fax and Data Transmission Services. The International Roaming Facilities is another successful services provided by the GrameenPhone. Subscribers of the GP can use their mobile phone in many foreign countries. As of April 2004 GP has international roaming agreements with 202 mobile phone operators in 71 countries. As a socially responsible company, GP actively participate in the development of cricket in the country and has also sponsored a number of socio-culture events. GP has recently become the official sponsor of the Bangladesh Cricket Team. GP is also the only company from Bangladesh that works the development of primary education under the auspicious of UNECEF.

2.3. An Overview of GrameenPhone Ltd. (GP)

GrameenPhone Ltd. is one of the leading private sector mobile phone companies in Bangladesh. GrameenPhone Limited is the preferred choice in telecommunication for friendly personalized services, cutting edge technology, tailored solutions business needs, global reach in trade and commerce and assuring excellence in communication services.

2.3.1. Shareholders of GrameenPhone Ltd.

GrameenPhone is a joint venture company formed among Telenor Mobile Communications AS, Grameen Telecom Ltd., Marubeni Corporation and Gonofone Development Corp. GP was offered a cellular license in Bangladesh by the Ministry of Posts and Telecommunications in November 28, 1996. GP launched its services on March 26, 1997 on Independent Day of Bangladesh.

Telenor Mobile Communications AS is the largest mobile phone company in

Norway, a country with one of the highest mobile phone densities in the world. Telenor has played a pioneering role in the development of cellular communications, particularly GSM technology. In addition to Norway and Bangladesh Telenor owns GSM companies in Denmark, Greece, Austria, Hungary, Russia, Ukraine, 7

Montenegro, Thailand and Malaysia. Telenor is using the expertise it has gained in its home and international markets and putting it to use in an emerging market of Bangladesh.

Grameen Telecom Ltd. is a non-profit organization and is a sister concern of

Grameen Bank. Grameen Telecom with the help of Grameen Bank administers the village phone services to the villagers and trains the operators as well as handles all service related issues. Grameen Telecoms objective are to provide easy access to telephones in rural area of Bangladesh, introduce a new income generating source for villagers, being the information revolution to villagers and provide that telecommunications can serve as a weapon against poverty.

2.3.4. Vision of GrameenPhone Ltd.

Ideas that simplify Connecting Bangladesh with ease and care. Being user friendly. Providing value for money. Providing simple and timely connection. Having a right and understandable process.

2.3.5. Corporate Objectives of GrameenPhone Limited

GrameenPhone has a dual objective- to receive an economic return on its investments and to contribute to the economic development of Bangladesh where telecommunications can play a critical role. This is why GrameenPhone, in collaboration with Grameen Bank, is aiming to place one phone in each village to contribute significantly to the economic uplift of those villages.

2.3.6. The Strategy of GrameenPhone Limited

GrameenPhone basic strategy is coverage of both urban and rural areas. In contrast to the Island strategy followed by some companies, which involves connecting isolated islands of urban coverage through transmission links. GrameenPhone builds continuous coverage, cell after cell. While the intensity of coverage may very from area to area depending on market conditions, the basic strategy of cell-to-cell coverage is applied throughout GrameenPhone network.

2.3.7. The Service of GrameenPhone Limited

GP believes in service, a service that leads to good business and good development. Telephone helps people to work together, raising their connectivity. This gain in productivity is development, which in turn enables them to afford a telephone service, generating a good business. Thus development and business go together.

2.3.8. The Result of GrameenPhone Limited

By brining electric connectivity to rural Bangladesh, GP is delivering the digital revolution to the doorsteps of the poor and unconnected. By being able to connect to urban areas or even to foreign countries, a whole new world of opportunity is opening up for the villagers in Bangladesh.

2.3.10. Business Output of GrameenPhone Limited

The prospect of Bangladesh telecommunication sector is continuously developing. Although the tele-density has increased to 1.90 telephones per hundred people in the country. The potential growth in the telecommunication sector will continue to be strong in future. Moreover countries economy also increasing and 5.3% growth achieved in previous fiscal year. So GP is likely to witness a faster face of growth in the coming years. The company will focus on further developing the small and medium enterprise (SME) and youth segment of the market by introducing more attractive products and services provide to their needs.

2.3.11. Risk Factor of GrameenPhone Limited

There are potential numbers of risk factors, which may hamper the operations of the company. Possible changes in the regulatory environment of the telecommunication sector are a prime concern. This includes any changes to undue advantages for the launch of the mobile phone services by Bangladesh Telegraph and Telephone Board (BTTB), the state owned fixed line monopoly operator. The Government should ensure to all operators that they are subject to the same rules and regulation and none has any undue advantages over the others. Second possible risk factor is currency devaluation; tax system may also have a negative impact on the growth of telecommunication sector. The existing high rate of import duty on mobile phone handsets and other telecommunication equipment is also hampering the growth.

2.3.12. Customer Service of GrameenPhone Limited

GP always takes various steps for further improvement of the delivery of after sales services to valued subscribers. They distribute their customer service in three ways Call Centre, Insta-Care and Customer Relations Centre (CRC). The Computer Telephony Integration (CTI) based Call Centre is the first part of the contact for the valued subscribers through hot lines phone numbers. The automated customer enquiry is known as Insta-Care and it is now even more simplified and customized and easily assessable to the needs of both post paid subscribers and pre paid subscribers. Customer Relations Centre is also responsible to serve their value both in pre paid and post paid subscribers. GP has six CRCs in Bangladesh, 2 of them are in Dhaka City and rests are around Bangladesh. In the coming year they are planning to open 100 CRCs where customer will get services within half an hour from their destination.

2.3.13. Main Events of GrameenPhone Limited Network Expansion: Three Mobile Switching Centers (MSC) and three Base
Station Controllers (BCS) were commissioned during the years 2004. Starting the

year with five hundred Base Stations, GP ended the year with 680 Base Station on the year.

Enhanced Coverage: Coverage of the GP network continued to be expanded

around the country. 59 districts are under the coverage compare to 49 in previous year.

New & Updated Products: GP introduced a new prepaid products named SMAIL
PRYPAID in the market.

New Facility Launched: Friends and Family (F&F) feature was introduced last
year allowing GP national subscriber to call three pre selected GP numbers at a reduced rate. From March 2004 the same facility was made available for GP regular subscribers.

GP Launched Push-Pull Service: Science, information and Communication

Technology Minister Dr. Abdul Moyeen Khan inaugurated the Push-Pull Value Added Services of GrameenPhone in January 2003. The Push-Pull provides access to various information which many be needed by a subscriber, for example if a subscriber writes TAXI in his/her Text Message (SMS) an send it to the number 2000, then instantly the subscriber will get the name and telephone number of major taxi services.

SMS Banking Launched: In September signed and agreement with Standard

Chartered Bank enabling their joint clients to avail SMS Based Banking facilities. In February 2004, Bank Asia and GP has also launched SMS Banking Services for their joint clients.

New Customer Relation Centre: In December GP opened a New Customer

Relation Centre at Motijheel for the convenience of subscriber living in the southern part of the capital. In January 2005, GP has opened another CRC at Dhanmondi. This is the third Customer Relations Centre in Dhaka City.

GP Open Fitness and Recreational Centre: RHYTHM the new Fitness and
recreational Centre of GP was opened for its employees. This centre has been set up to provide its members with facilities for interaction, fitness and reading.

2.3.14. Products & Services

In addition to their services to its subscribers GP has introduced lots of varieties in products and services. This attractive products and services are designed to the needs of individual services. There are six products currently being offered by GP.

Smile: Pre paid mobile-to-mobile connectivity is available with this product. All out
going call charges are BDT 1/min during peak hours and BDT .86/min during offpeak hours..Incoming charges are free and subscriber can call one specific GP number (my time) at a flat rate of BDT .52/min. Pre-Paid scratch cards are available at denomination of BDT 300 and BDT 600.

Smile Standered: This is a Pre-Paid product that allows two ways BTTB (local,
NWD & ISD) connectivity.Call charges to mobile are BDT 6/min during peak hours and BDT 3/min during peak hours. Local and ISD calls are BDT 6/min during peak

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hours and BDT 3/min during off peak hours plus BDT charges. For NWD calls charges BDT 6/min and BDT 3/min during peak hours and off peak hours respectively plus a flat rate of BDT 3/min. However during peak hours call charges BDT 6/min for the first two minutes and BDT 4/min for third minutes onwards. Incoming calls from mobile are free and from BTTB the call charge is BDT 2/min.

Xplore Post Paid: This is a Post-Paid products having two-way connectivity with
landline telephone with BTTB (local, NWD and ISD). Outgoing zonal call charge BDT 4/min and BDT 3/min during peak and off peak hours respectively. Internal zonal call charges are BDT 8/min and 7/min during peak and off peak hour respectively. Local NWD and ISD calls made through BTTB are BDT 4/min and BDT 3/min during peak hours and off peak hours respectively plus BTTB charge. Incoming calls from mobiles are free, while incoming calls from BTTB for the first minutes is free and BDT 2/min is charged from the second minutes onwards. Monthly access fees is Taka 500 and F&F features also allow three pre-selected GP numbers to be called at the flat rate of BDT 1.5/min.

2.3.15. Management Team of GrameenPhone Limited

A good corporate governance practices are a hallmark of a successful and efficient company. GP has also implemented internationally accepted corporate governance standard in its day-to-day operations. The Board of Directors and management team of GP are committed to maintaining effective corporate governance through a culture of accountability, transparency, well-understood policies and procedures. The Board of Director and management team also preserve regarding compliance of all laws of Bangladesh and all internally documented regulations, policies and procedures. Board of Director
Board of Director
Treasury Committee 1: Figure Treasury Committee

Organogram of Grameen PhoneOperational Committee Limited Operational Committee

Managing Director Managing Director
MDs Secretary MDs Secretary

Director Finance & Company Secretary Director Finance & Company Secretary

Director Sales & Marketing Director Sales & Marketing

Director Customer Relations Director Customer Relations

Director Corporate Affairs Director Corporate Affairs

Director Information Technology Director Information Technology

Director Human Resources Director Human Resources

Director Technical Director Technical

GM Information GM Information AGM Internal Audit AGM Internal Audit Deputy Managing Director Deputy Managing Director

AGM, Procurement AGM, Procurement

Director, Fiber Optic Director, Fiber Optic

GM, Revenue Assurance GM, Revenue Assurance

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Represents Member of Management Team

2.4. Major Market Players in Telecommunication Sector

Bangladesh Telephone and Telegraph Board (BTTB) TM Int'l (Bangladesh) Ltd GrameenPhone. Orascom (PVT) Ltd. Warid Telecom

Teletalk Limited Citycell

Table 3: Different Operators Market shares Technology GSM GSM CDMA GSM Rating 1 2 3 4 Market Share 11,15,000 (64%) 400,000 (22%) 207,000 (11%) 51,000 (3%) 1808,000 (100%)

Mobile Phone Companies Grameen Phone TMIB PBTL Banglalink Total Cellular Number
Source: Secondary

Figure 2: Different Operators Market Shares

2.4.1. GrameenPhone Customer Base

Table 4: GP Ltd. Customer Base

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Customer Base Post Paid Pre Paid Village Phone Total Market Share
Source: Secondary

Market Share 11.00% 85.00% 04.00% 100.0%

Figure 3: GP Ltd. Customer Base

Project Part
3.0. DATA ANALYSIS AND INTERPRETATION
Q1: Gender
Table 6: Gender Ratio of Subscribers Gender Male Female Total Respondents Respondents 912 242 1154 Percentage of Respondents 79.00% 21.00% 100%

From the above table it is found that 912 respondents out of 1154 population were male and 242 respondents were female. The graphical presentation has been given below.

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Figure 4: Gender Ratio of Subscribers

Q2: Age

Table 7: Age of Subscribers

Age 15-19 20-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 Total Respondents Respondents 94 470 277 134 89 52 23 9 6 1154 Percentage of Respondents 8.15% 40.73% 24.00% 12.00% 08.00% 05.00% 02.00% 0.078% 0.052% 100.00%

From the above table it is found that most of the respondents age limit is in between 20 to 25 years or near to 41%. Although the average age is 27 years but maximum respondents (470 respondents out of 1154 respondents) age is 20 to 25 years.

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Figure 5: Age of Subscribers

Q 3: Income
Table 8: Income of Subscribers Income (Tk.) Below Tk. 6,000.00 Tk. 6,000.00Tk. 10,000.00 Tk. 10,000.00Tk. 15,000.00 Tk. 15,000.00Tk. 20,000.00 Tk. 20,000.00Tk. 25,000.00 Tk. 25,000.00Tk. 30,000.00 Tk. 30,000.00Tk. 35,000.00 Tk. 35,000.00Tk. 40,000.00 Over Tk. 40,000.00 Total Number of Respondents Respondents 504 207 127 116 63 40 22 14 61 1154 Percentage of Respondents 43.67% 17.94% 11.01% 10.05% 5.46% 3.47% 1.91% 1.21% 5.29% 100.00%

From the above table it is found that 504 respondents out of 1154 income were below Tk. 6,000, while average income is Tk. 11,600.

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Figure 6: Income Group of Subscribers

Q 4: What do you do?

Table 9: Occupation of Subscribers Professions Teen Youth Homemakers Professional SME Corporate Unemployed Retired Entrepreneur Not Responded Total Respondents Respondents 80 430 26 296 64 67 65 16 98 12 1154 Percentage of Respondents 06.93% 37.26% 02.25% 25.65% 05.55% 05.81% 05.63% 01.39% 08.49% 01.04% 100.00%

We have found that 44% of the respondents were student, 26% of the respondents were doing professional job and 9% of the respondents were entrepreneur.

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Figure 7: Occupation of Subscribers

Q 5: Which mobile connection do you own?

Table 10: Subscribers Preference on Operators Operator GP Aktel CityCell Banglalink Warid Telecom Total Respondents Respondents 500 400 174 80 70 1154 Percentage of Respondents 43.32% 34.66% 15.07% 06.90% 02.89 100.00%

From the above table it is shown that GP still is the market leader in the mobile phone industry and they hold 43.32% market share (within sample size of 1154 subscribers). GP become the market leader not just because of numbers but also for their good network coverage, better after sale service, customer responsiveness, environmental friendly organization etc. Aktel is also reaching GP and they hold 34.66% market share. So among the four operators Aktel is core competitor for GrameenPhone. CityCell and Banglalink market shares are 15.07% and 6.9% respectively. The graphical presentation is shown below.

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Figure 8: Subscribers Preferred Operators

Q 6. Are you satisfied with your current mobile connection?

Table 11: Satisfaction Level of Operators Satisfaction Level of Operators Industry GrameenPhone Aktel CityCell Banglalink Mean 6.9 7.3 6.8 6.5 6.2 Standard Deviation 2.08 1.95 2.07 2.13 2.32

In this question researchers want to know the overall satisfaction for using current mobile connection. The industry average for satisfaction mean is 6.9 (at 10 point scale) which means subscribers are average satisfied with their current mobile connection line. GrameenPhone scored 7.3 which means they got higher than industry average. So GP is enjoying competitive advantages over the other competitors in the mobile industry. Aktel is the next closed competitor for GP because Aktel got 6.8 point and the gap is only 0.5. Therefore GP has to increase the satisfaction level to be one step a head from its competitors. CityCell and Banglalink got 6.5, 6.2 respectively which are also lower than industry average.

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Figure 9: Satisfaction Level of Operators

Q7. How long have you been using the current connection?
There were quite dispersion among the longevity of using connection line. It started from 1-month time to 9 years but the average years of using is 2 years 1 month. Average Years of Using Current Connection 2 years 1 month

Q8. What is the main reason for using your current mobile connection?
Brand. Startup Cost. Network Coverage. Call charge. Features. Connectivity. Availability. TNT in coming. Other.

This question has been asked to know subscribers first choice for choosing different operators mobile connection. Table 12: Reasons for Using Current Mobile Connection Reasons Brand Startup Cost Respondents 34 33 Percentage of Respondents 2.95% 2.86%

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Network Coverage Call Charge Features Connectivity Availability TNT In-Coming Other Total Respondents

288 146 28 76 22 398 129 1154

24.96% 12.65% 2.43% 6.59% 1.91% 34.49% 11.18% 100.00%

*Others include ISD, gift, CDMA set, personal etc.

From the above table it is found that 24.96% respondents bought mobile phone because of operator good network coverage. 6.95% respondents bought current connection line because of connectivity or others members of the society have that mobile connection line. Highest numbers of respondents 34.49% bought mobile phone because they want communicate with mobile to land line. Another important reason for buying mobile phone is call charge and 12.65% respondents reason for choosing mobile phone is call charge. The other reasons like start up cost, product features, availability, gift, personal reasons are ranges only 2% to near 3%. Figure 10: Reasons for Using Current Mobile Connection

Q9. How much mobile bill do you pay every month?

In this survey the minimum bills subscribers were pay TK. 200.00 per month and the maximum bills went up to Tk. 25, 00.00 per month. The average bills paid for any operator is Tk. 1, 500.00 per month. Table 13: Operators Average Bill Per Month

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Operators Average Bill Per Month Industry Tk. 1,500.00 GP Tk. 1,600.00 Aktel Tk. 1,400.00 CityCell Tk. 1,650.00 Banglalink Tk. 1,630.00 From he above table it is seen all operators average bill per month is higher than industry average except Aktel subscribers. GP subscribers are paying TK. 1, 600.00 per month; Aktel subscribers are paying TK. 1,400.00 per month, CityCell subscribers are paying TK. 1,650.00 per month and Banglalink subscribers are paying TK. 1, 630.00 per month. Figure 11: Operators Average Bill Per Month

Q10. Do you have any plan to change your mobile phone connection?
Yes No In this question researchers want to know whether subscribers have any plan to change the mobile connection. This question will justify what are the lacks of existing operators with their products and features and why the subscribers want to change. It also gives answer that in which operator subscribers willing to churn most. Table 14: Planning to Change Mobile Phone Connection Planning to change Yes No Respondents 283 871 Percentage of respondents 24.52% 75.48%

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Total Number of Respondents

1154

100.00%

From the above table researcher found that 75.48% of the respondents did not want to change mobile phone connection and 24.52% are willing to change from their current connection within few days. The graphical presentation is been shown below. Figure 12: Planning to Change Mobile Phone Connection

11. If yes, why?

Table 15: Reasons for Changing Current Mobile Connection Reasons for Change Call Charges Network Coverage TNT Billing System Features Others GP 37% 10% 24% 3% 13% 13% Aktel 26% 37% 9% 4% 21% 3% CityCell 22% 61% 4% 0% 1% 12% Banglalink 8% 71% 4% 0% 8% 8%

From the above table it is learned that 37% GP subscribers want to change because of call charge, 24% GP subscribers want to change for TNT connection, 13% GP subscribers want to change for product features. 37% Aktel subscribers reason to change is network coverage, 26% respondents change for call charge, 21% respondents change for product features and rest respondents changes for TNT, billing system etc. A large number of CityCell subscribers like 61% subscribers want to change for network coverage, 22% CityCell subscribers change for call charge, rest for other reasons. 71% Banglalink,Warid, Teletalk subscribers reason to change is network coverage, 8% subscribers change for call charges. The graphical presentation for subscribers reason to change current connection line is given below. 22

Figure 13: Reasons for Changing Current Mobile Connection

12. Which connection will you prefer to take?

Table 16: Operator Wise Respondents Number Operators GP Aktel CityCell Banglalink Others Total Respondents 200 44 1 0 38 283 Percentage of respondents 70.67% 15.55% 0.35% 0.00% 13.42% 100.00%

* Others include AirTel, BTTB etc.

From the above table it is shown that 70.67% respondents want to switch GP, 15.55% respondents want to switch Aktel, 0.35% respondents want to switch CityCell, 13.42% respondents want to switch others like AirTel, BTTB etc., and on respondents want to go Banglalink. The graphical presentation of switching destination is given below.

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Figure 14: Operator Wise Respondents Number

Q13. What are your thoughts on the following about your current mobile operator?
In this question researcher have asked question on basic attributes of the product. The researcher wants to know satisfaction level with getting those service.

Q14. What advanced services (MMS) would you like to have in your mobile connection? (Any three options)
Send pictures over cell phone. Send short video over cell phone. Download songs. Download short video. Browse the Internet. Send Fax, Email. Chat with Friends. Will not use. Table 18: Advance Services Advance Services Send pictures over cell phone Download songs Browse the internet Respondents 210 163 194 Percentage of Respondents 18.20% 14.15% 16.84%

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Chat with Friends Send short video over cell phone Download short video Send Fax, Email Will not use Not Answered Total

121 79 66 170 87 64 1154

10.46% 06.87% 05.72% 14.73% 07.57% 05.46% 100.00%

From the above table it is learned that 18.30% respondents want send picture over cell phone feature, 14.15% respondents want download song feature, 16.84% respondents want browse the internet feature, 10.46% respondents want chat with friends feature, 6.87% respondents want send short video over cell phone, 5.72% respondents want download short video feature, 14.73% respondents want fax or e-mail feature, and 7.57% respondents will not used these advance services. Figure 16: Response on Advanced Services (GPRS, MMS)

Q15. How much would you be willing to pay to send one of these above services (e.g. picture) to your best friend? And how many times a week would you use the following services.
From this query Researchers are verdict to concern amount apiece the consumers are prepared to give back for the exceeding advance services relative to their usage in a week Table 19: Respondents Willingness to Pay & Use GPRS

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Advance Services Download Song Internet Send Video Download Video Fax/E-mail Send Picture

Average Tk. / Unit 4.00 3.00 7.00 7.00 4.00 4.00

Average Usage/Week 1 Times 2 Hours 1 Times 2 Times 2 Times 2 Times

From the above table it is learn that respondents are willing to pay average TK. 3 to TK. 7 for these advance services and respondents will use these services 1 to 2 times per week. The graphical presentation of advance services is given below. Figure 17: Respondents Willingness to Pay & Use GPRS

Q 16: Which handsets are you using currently?

Table 20: Name of Handsets Name of Handsets Alcatel Ericsson Motorola Nokia Panasonic Philips Respondents 16 23 149 428 18 03

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Name of Handsets Samsung Siemens Sony TCL Bird Haier LG Maxson X100 Other Total Number of Respondents

Respondents 166 119 47 46 06 06 15 06 10 96 1154

Others include Bosch, Cyber Bell, Hyundi, NEC, Sagem, Telit, V Tech, X200.

From the above table it is learned that most of the respondents (428) seem to prefer using Nokia set. Samsung seems to be the next most popular set, as (166) users use it. The third highest number of respondents prefers Motorola set (144). Number of Siemens user (119) shows its preference level to be at fourth. Figure 18: Name of Handsets

Q 17: How much more are you willing to pay (to upgrade your handset) if you want to use these services?
Tk 3000 Tk 6000 Tk 6000 Tk 9000 Tk 9000 Tk 12000

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 Not willing to change handset for MMS Table 21: Handset for MMS No Answer 3.73% Willing to Change Handset 78.27% Average Price Tk. 6936.67 From the above table it is found that 78.27% of the respondents are eager to change or upgrade their handset to get those advance services. Respondents are also willing to pay extra price to obtain advance services. The graphical presentation of the above question is given below. Figure 19: Handset for MMS

Q18: Please rank the first 4 following features according to your preference, where 4 being most preferred and 1 being least.
Super off-peak Lower rate at week ends Lower Access fee (Post paid) SMS Card (Prepaid) Extended Validity Period (Prepaid) International Roaming (Prepaid) Bonus on Scratch Card

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(Prepaid) Extended My Time This question has been asked to find out the most preferable features of GP products.

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Table 22: Post Paid Subscribers Preference on GP Products Post Paid Users Preferences on GP Products Super Off-Peak 31.11% Lower Rate at Week Ends 31.11% Lower Access Fee 37.79% Post paid users want Lower Access Fee and 38% respondents give vote in this feature of GP products. Super off-peak and Low rate at Weekends has got equal preference 31.11% respectively. The graphical presentation of post paid users preference is given below. Figure 20: Post Paid Subscribers Preference on GP products

Table 23: Pre Paid Subscribers Preference on GP Products Pre Paid Users Preferences on GP Products Extended Validity Period 23% Extended My Time 23% Lower rate at week ends 14% Super off-peak 13% International Roaming 10% Bonus on Scratch Card 10% SMS Card 08% . Pre paid users most wanted features are Extended Validity Period and Extended My Time. One-reason users choosing these features may be Aktel is offering 30 days validity period where as GP offers 21 days validity period. Prepaid users of 14% wants Lower rate at weekends, 13% respondents want Super Off-Peak, 10%

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respondents want International Roaming and Bonus on Scratch Card correspondingly, and only 10% respondents want SMS Card. Figure 21: Pre Paid Subscribers Preference on GP Products

Extent of Overall Network Coverage: Easiness of Getting Through Out-Going Calls: Satisfaction with Network Quality or Call Drops Innovative:. Understandable Tariff: Satisfaction with Tariff: Easiness of Using VAS (SMS, Voicemail, Ring Tone & Logo): Usefulness of VAS: Is VAS helped subscribers for their day-to-day life. VAS
makes people life easier as example by using voice message service subscribers can record incoming messages. The following section has gives some examples on VAS: VMS (Voice Message Service) Cell-mail SMS (Short Message Service) Charges for SMS:. SMS Push-Pull Services: Fax and Data:. WAP 31

Ability to Listen & Problem Solving: Call center aim is to provide quality and
professional customer service that is specially customized to the need of subscribers. But as a solver of the problem the employee has to listen carefully subscribers problem and then give solution. This question also explains the quality of the service symbolize subscribers satisfaction.

Accuracy of Bills: This covers customers satisfaction regarding the accuracy of the
bill charged by the subscribers. For example, whether the tariff charged, by the billing section, to the postpaid users is accurate or it differs from the actual expenditure of the customers. It is an important feature, because if the customers get the perception that subscribers are charging them higher than their actual usage, then their reliance on the billing system, hence the subscriber will be affected

Simplicity of Billing Method: Customers prefer simple billing method, which is

understandable by people of all literacy level. Besides all other difficulties of daily life, people do not want any complication in the method of paying their phone bills. Like, the scratch card is very convenient for Easy line users.

Ability to Keep Customers Informed on New Services & Schemes:

Subscribers ability to update its users through effective and frequent advertisements is really very important. No matter how innovative its products are, if the company fails to increase awareness among its prospective clients, then its new unique products become a costly failure.

Clarity of the Message Conveyed in the Advertisement: Clear or precise

message is a crucial part of successful advertising. No matter how frequently a company provides advertisements in various media, if the message is not clearly and successfully conveyed to its clients, then those advertisements will result only in oneway expenditure and not any revenue earning. Simple and understandable language and styles are very important in this case.

Attractiveness of Advertisement: Besides simplicity, an effective advertisement

needs to have the capability of drawing its customers attention and keeping them focused on the product in the long run. An attractive advertisement alone is good enough to hold a good impression about the company and its products in the customers mind. Advertisements have to be eye catchers and must be able to hold peoples interest towards it in the long run.

Industry Analysis of Various Attributes of Mobile Phone

Table 25: Industry Analysis of Various Attributes of Mobile Phone
Industry Analysis Extent of overall Network Coverage Easiness of Getting Through for Out-Going Calls Satisfaction with Network Quality Industry GP Aktel CityCell Bangla Link Mean Mean Mean Mean 7.5 7.0 7.2 Mean 4.8 6.5 5.5

8.1 7.8 6.8

7.1 7.3 6.9

5.9 6.2 5.8

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Industry Analysis Innovativeness Understandable Tariffs Satisfaction with Tariff Easiness of using VAS Usefulness of VAS Easiness of getting connected to call centre Friendly/Courteous Attitude Ability to listen & problem solving Accuracy of bill Simplicity of billing method Ability to keep its customers informed on new service & schemes Clarity of the message conveyed in the advertisement Attractiveness of advertisements

Industry GP Aktel CityCell Bangla Link Mean Mean Mean Mean 4.2 7.7 3.5 3.9 7.0 2.4 2.9 2.9 3.6 3.5 7.4 7.0 8.8 Mean 4.2 7.0 6.8 2.9 2.8 3.2 3.7 4.0 6.3 5.7 5.4 5.5 5.3

6.2 6.9 4.4 6.6 6.7 3.9 4.5 4.5 3.5 3.4 7.1 7.9 8.0

4.9 6.5 4.7 3.4 5.5 2.8 3.4 3.4 4.0 4.0 6.6 7.0 6.6

5.3 6.4 5.9 3.2 5.0 3.5 4.0 3.7 4.5 4.7 6.5 7.4 7.4

Network Coverage: From the above table it is found that network coverage is one
of the major factors in mobile phone industry. Here industry mean is 6.5, GP is 8.1, Aktel is 7.1, CityCell is 5.9 and Banglalinnk is 4.8. Shows a clear lead of GP over its competitors. But Aktel is catching up fast.

Easiness of Getting Through for Out-Going Calls: The industry average and
percentage score of all the operators are quite close with GP but still GP in the lead.

Satisfaction with Network Quality: Aktel is better than GP in regards to network

quality though the gap is marginal.

Innovativeness: GP is the clear leader in regards to industry innovativeness. Understandable Tariffs: Interesting enough that subscriber of both GP and
Banglalinnk feels that tariff for both the operators are simple to understand. CityCell scored lowest in this field once again proving that their products are not easily understandable.

Satisfaction with Tariff: Interestingly subscriber for Banglalink feels that they
enjoy the lowest tariff in the industry followed by subscribers of CityCell. GP scored in lowest in this field.

Usefulness of VAS: GP is the clear leader in easiness and usefulness of VAS. Easiness of Getting Connected to Call Centre: Though GP is leading in the
field but the overall score of all the operators in this field is worryingly low.

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Friendly/Courteous Attitude: Though GP is leading in the field but the overall

score of all the operators in this field is dangerously low. Ability to Listen & Problem Solving: Though GP is leading in the field but the overall score of all the operators in this field is dangerously low.

Accuracy of Bill: Banglalinnk is again leading in this field with GP scoring the
lowest.

Simplicity of Billing Method: Banglalinnk is again leading in this field with GP

scoring the lowest.

Ability to Keep its Customers Informed on New Service & Schemes: GP

scored the highest in this attribute while Aktel and CityCell are similar, Banglalinnk got the lowest point. So still GP is the leader in informing customers on news.

Clarity of the Message Conveyed in the Advertisement: GP scored the highest

in the clarity of message in the advertisement and Banglalinnk got the lowest point where as Aktel and CityCell have the same scored

Attractiveness of Advertisements: GP is the leader in the attractiveness of Ad.

And GP got much higher point than industry average. The graphical presentation of four major operators variation in products attributes is given below. Figure 22: Industry Analysis of Various Attributes of Mobile Phone

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GP Products Attributes Mean & SD

Table 26: GP Products Attributes Mean & SD GP Products Attributes Mean & SD Extent of overall Network Coverage Easiness of Getting Through for Out-Going Calls Satisfaction with Network Quality Innovative Understandable Tariffs Satisfaction with Tariff Easiness of using VAS (SMS, Voicemail, Ring Tone, Logo) Usefulness of VAS Easiness of getting connected to call centre Friendly/Courteous Attitude Ability to listen & problem solving Accuracy of bills Simplicity of billing method Ability to keep its customers informed on new service & schemes Clarity of the message conveyed in the advertisement Attractiveness of advertisements (TVC & Newspaper) Mean 8.11 7.86 6.82 6.22 6.98 4.46 6.67 6.72 3.95 4.54 4.52 3.58 3.47 7.18 7.98 8.04

GrameenPhone is the market leader in the mobile phone industry as shown in the above table. GP subscribers are very much satisfied with GP network coverage and attractiveness of advertisement and these two attributes have got 8.11 and 8.04 respectively (at 10 point scale). Subscribers have scored 7 to 8 ranges for easiness of out going calls; keeping customers aware on news, and clarity of the message in the advertisement. This means subscribers are also satisfied in these attributes. Subscribers are averagely satisfied about network quality, innovation, understandability of tariffs; VAS and they scored 6 to less than 7 in these attributes. But subscribers are dissatisfied with tariff, call center, employee attitude and their problem solving capacity, billing system and they scored 3 to 4 range. The graphical presentation of GP products mean and SD is given below.

Figure 23: GP Products Attributes Mean & SD

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Correlation Between GP Products Satisfaction & Different Product Attributes

Table 27: GP Correlation Between Satisfaction & Different Mobile Variables Mean 8.11 7.86 6.82 6.98 SD 1.657 1.893 2.615 2.539 R 0.427 0.343 0.272 0.262

Extent of Overall Network Coverage Easiness of Getting Through for Out-Going Calls Satisfaction with Network Quality Understandable Tariffs

Co-relation between satisfaction level and different variables (like network coverage and easiness for outgoing calls) show somewhat average results. Customers seem to be moderately satisfied with these two attributes. But the correlation of satisfaction with network quality or call drop and understandability of tariffs show poor results or high dissatisfaction of the customers about these attributes. The results are such probably because of the fact that these basic characteristics of mobile phone cannot shape the total satisfaction properly. Only if subscribers offer some new advanced qualities or attributes, then the satisfaction level of customers will change prominently. The graphical presentation of correlation analysis is given below.

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Figure 24: GP Correlation Between Satisfaction & Different Mobile Variables

GP Product Wise Satisfaction

Table 28: GP Product Wise Satisfaction GP Products Easy Easy Gold GP National GP Regular AnyTime 300 AnyTime 450 Before Probing 6.95 7.75 7.61 7.51 7.50 7.40 After Probing 6.33 6.14 6.62 6.55 7.04 7.39

The above table shows the overall customer satisfaction for each GP product in the before Probing column. After Probing column shows customers satisfaction for each product after they have been specifically asked about the sixteen important attributes, like Network coverage, Advertisement Attractiveness and Understandability etc. It is seen that before satisfaction is higher than after satisfaction because respondents are not satisfied or cannot make difference in terms of product attributes. And that is why the gap is negligible. The graphical presentation of before and after satisfaction level is given below.

Figure 25: GP Product Wise Satisfaction

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Interpretation: The researcher observed that Easy and Easy Gold connections
earned the least and highest satisfaction level of the customers respectively. The researcher can see that the satisfaction level decreased after probing, probably because, probing made the customers aware that they were not satisfied having only those basic sixteen attributes or services from their subscribers, they wanted something more with their mobile connection.

Mean & SD of Various Attributes of GP Easy Product

Table 29: Mean & SD of Various Attributes of GP Easy Mean & SD of Various Attributes of GP Easy Extent of overall Network Coverage Easiness of Getting Through for Out-Going Calls Satisfaction with Network Quality Innovative Understandable Tariffs Satisfaction with Tariff Easiness of using VAS (SMS, Voicemail, Ring Tone, Logo) Usefulness of VAS Easiness of getting connected to call centre Friendly/Courteous Attitude Ability to listen & problem solving Ability to keep its customers informed on new service & schemes Clarity of the message conveyed in the advertisement Attractiveness of advertisements (TVC & Newspaper) Mean 7.96 7.69 6.50 6.31 7.12 4.21 6.99 6.98 3.66 4.11 4.11 6.93 7.95 8.03 SD 1.860 2.200 2.679 2.251 2.524 2.610 2.705 3.113 3.710 4.060 4.017 2.489 2.290 2.229

From the above table it has been seen that GP Easy subscribers are satisfied with network coverage, out going calls, call drops, and innovation ranging from 6.31 to

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7.96, which means subscribers are very much satisfied. Easy subscribers understand the tariff but they are dissatisfied with tariff and mean is only 4.21 with standard deviation 2.6. Easy subscribers are think that VAS can easily use and it is useful and mean satisfaction is 6.99 with standard deviation 2.7. Easy subscribers are highly dissatisfied with easily getting connected to call center, friendly attitude of call center employees, their ability to listen and problem solving and mean is ranging from 3.66 to 4.11 with standard deviation from 3.7 to 4.0 which is very disperse from mean. Easy subscribers are greatly happy with ability to keep customers informed on news, clarity of the message in the advertisement and attractiveness of advertisements on TV and newspaper, and means are 6.93, 7.95, and 8.03 respectively. The graphical presentation of GP Easy product attributes mean and SD is given below.

Mean & SD of Various Attributes of GP Easy Gold

Table 30: Mean & SD of Various Attributes of GP Easy Gold Mean & SD of Various Attributes of GP Easy Gold Extent of overall Network Coverage Easiness of Getting Through for Out-Going Calls Satisfaction with Network Quality Innovative Understandable Tariffs Satisfaction with Tariff Easiness of using VAS (SMS, Voicemail, Ring Tone, Logo) Usefulness of VAS Easiness of getting connected to call centre Friendly/Courteous Attitude Ability to listen & problem solving Ability to keep its customers informed on new service & schemes Clarity of the message conveyed in the advertisement Attractiveness of advertisements (TVC & Newspaper) Mean 8.16 8.07 7.74 6.38 7.15 3.98 6.57 6.38 2.34 2.98 2.68 7.25 8.07 8.16 SD 1.496 1.470 2.152 2.303 2.308 2.411 3.207 3.588 3.642 4.052 3.882 2.371 2.308 2.332

GP Easy Gold subscribers are extremely satisfied with network coverage, out going calls, clarity of the message in the advertisement, attractiveness of advertisement in TV and newspaper. Easy Gold subscribers are also dissatisfied with tariff and mean is 3.98, they are extremely dissatisfied with getting connection to call center, employees manner, their capacity of problem solving and means are 2.34, 2.98, 2.68 respectively. So Easy Gold subscribers are totally disappointed with call center and tariff. The graphical presentation of GP Easy Gold product attributes is given below.

4.0. Research Findings

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 79% respondents who visited the Mobile Fair were male and 21% respondents were female. Respondents average age is 27 years. A good number of the respondents age limit is in between 20 to 25 years or near to 41%, 24% respondents age group between 26-30 years, 12% respondents age group are between 31-35 years, 8% respondents age group 36-40 years, 5% respondents age group are between 41-45 years, 2% respondents are between 46-50 years and rest respondents age are between 51-60 years. Respondents average income is TK. 11, 600. 44% respondents monthly income below Tk 6, 000 and 18% respondents monthly income Tk 6,000 to Tk. 10,000; 11% respondents monthly income Tk 10,000 to Tk 15,000; 10% respondents monthly income Tk 15, 000 to Tk 20,000 and rest respondents monthly income range from Tk 20,000 to Tk 35,000. 44% of the respondents were student. 26% of the respondents were doing professional job and 9% of the respondents were entrepreneur. Respondents who visited Mobile Fair among them 42% respondents use GP product, 32% respondents use Aktel product, 17% respondents use CityCell product and 8.5% respondents use Banglalinnk product. About overall satisfaction for using current mobile connection the industry average for satisfaction mean is 6.9 (at 10 point scale) which means subscribers are average satisfied. GrameenPhone subscribers mean satisfaction 7.3 which means subscribers are very satisfied with current mobile connection. Aktel is the next closed competitor for GP because Aktels mean satisfaction is 6.8, which explain Aktels subscribers are also very satisfied. CityCell and Banglalinnk mean satisfactions are 6.5, 6.2 respectively which are also lower than industry average and subscribers are somewhat satisfied. Subscribers two important reasons for choosing the current operator are TNT in-coming and network coverage. Highest number of respondents about 398 respondents reason for choosing current operator is TNT in-coming and 288 respondents reason is network coverage. CityCell subscribers paid highest monthly bills (Tk 1, 630) and Aktel subscribers paid lowest monthly bills (Tk 1,400). Average monthly bill payment for any operator is Tk 1,500 per month. 75% of the respondents did not want to change current mobile phone connection and 25% are willing to change mobile connection in recent or within few months. Respondents who want to change current mobile connection have mostly preferred to go GP and thereafter Aktel and CityCell. None of the respondents want to go Banglalinnk.

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 Extent of overall network coverage mean is 7.5 with 2.12 SD, easiness of getting out going calls mean is 7 with 2.09 SD, call drops mean is 7.2 with 2.60 SD, ability to keep customer inform about new services mean is 7.4 with 2.40 SD, clarity of the message mean is 7 with 2.51 SD, attractiveness of the message mean is 7.8 with 2.57 SD. In the above mention product attributes of all subscribers for any operator are very much satisfied. Subscribers are average satisfied about industry innovativeness and industry tariff with mean 4.2 and 4.5 respectively. But all operator subscribers are highly dissatisfied with after sale service like Call Center services billing system or method with mean satisfaction 3.4 and 4.5 respectively. Most of the subscribers are not aware about VAS (Value Added Service) and usefulness of VAS with mean satisfaction 4.9 and 5.0 respectively. Among the advance services (MMS) 18.20% respondents prefer send picture over cell phone, 14.15% respondents choose down load songs, 16.84% respondents desire browse the internet, 10.46% respondents like chat with friends, 14.73% respondents wish fax, e-mail; 6.87% respondents prefer send short video over cell phone; 5.72% respondents prefer download short video; and 7.57% respondents will not use MMS. Respondents are willing to pay Tk. 4 per unit for downloading songs, fax/email and sending pictures and, on an average will use these services twice a week. They are keen to send video and download songs at a rate of Tk. 7 per unit and will use these once or twice a week. For every two hours of Internet usage, respondents will pay Tk 3. 428 numbers of respondents out of 1154 seem to prefer using Nokia handset, 166 numbers of respondents prefer Samsung handset, and 144 numbers of respondents prefer Motorola handset and 119 numbers of respondents like Siemens handset. 78.27% of the respondents are interested to change or upgrade their handset to get MMS and subscribers are willing to pay on average Tk 6, 936.67 to obtain those advance services. 38% post paid users of GP want Lower Access Fee, 31.11% respondents want Super off-peak and Low rate at Weekends respectively. Pre paid users most wanted features are Extended Validity Period and Extended My Time. Prepaid users of 14% wants Lower rate at weekends, 13% respondents want Super Off-Peak, 10% respondents want International Roaming and Bonus on Scratch Card correspondingly, and only 10% respondents want SMS Card. GP subscribers are very much satisfied with GP network coverage and attractiveness of advertisement mean satisfaction 8.11 and 8.04 respectively. GP subscribers range mean satisfaction from 7 to for easiness of out going calls, keeping customers aware on news, and clarity of the message in the advertisement. Subscribers are averagely satisfied about network quality, innovation, understandable tariffs, VAS and they scored 6 to less than 7 in these attributes. But subscribers are dissatisfied with tariff, call center, employee attitude and their problem solving capacity, billing system mean satisfaction 4.46, 3.95, 4.54, 4.52, and 3.58 respectively. Co-relation between satisfaction level and different product attributes (like network coverage and easiness for outgoing calls) got average results. But 41

the correlation of satisfaction with network quality or call drop and understandability of tariffs got poor results or high dissatisfaction of the customers about these attributes. GP Easy subscribers are satisfied with network coverage, out going calls; call drops, and innovation ranging from 6.31 to 7.96. Easy subscribers are dissatisfied with tariff and mean is only 4.21 with standard deviation 2.6. Easy subscribers are think that VAS can easily use and it is useful and mean satisfaction is 6.99 with standard deviation 2.7. Easy subscribers are highly dissatisfied with easily getting connected to call center, friendly attitude of call center employees, their ability to listen and problem solving and mean is ranging from 3.66 to 4.11 with standard deviation from 3.7 to 4.0 which is very disperse from mean. GP Easy Gold subscribers are extremely satisfied with network coverage, out going calls, clarity of the message in the advertisement, attractiveness of advertisement in TV and newspaper. Easy Gold subscribers are also dissatisfied with tariff and mean is 3.98, they are extremely dissatisfied with getting connection to call center, employees manner, their capacity of problem solving and means are 2.34, 2.98, 2.68 respectively. GP National subscribers are more or less satisfied with the above mention attributes of the product and its mean ranges from 5.0 to 8.31 that imply all are in satisfaction side. National subscribers are highly satisfied with network coverage and out going calls with mean 8.31 and 8.11 respectively. GP Regular subscribers are more or less satisfied with the above mention attributes of the product and its mean ranges from 4.68 to 8.20 that indicate all are quite satisfy. Regular subscribers are highly satisfied with network coverage and out going calls with mean 8.20 and 7.85 respectively. Regular subscribers gave lowest score in satisfaction with tariff that is usual with other GP products, but they are somewhat satisfied with call center services and mean satisfaction ranges are from 5.79 to 4.90. Subscribers position for anytime 300 and anytime 450 are similar. Anytime 300 subscribers are highly satisfied in the above mention attributes but they are dissatisfied in easily getting connected to call center with mean 4.25. Aktel users are moderately satisfied with its Network Coverage. Aktel users seem to be dissatisfied with its innovativeness with its products or new features. Customers seem to understand its tariff or billing system quite well, though they do not think the tariff is low and prefer cheaper rate from their subscriber. CityCell users seem to be just satisfied with the network coverage, but compared to GP and Aktel, it needs much more improvement in this case. Satisfaction on easiness of getting through outgoing calls and network quality seem to be just moderate, which scored about 6. CityCell users do not find its products innovative. They seem to easily understand the tariff method and they think that the tariff rate is moderately low. Among the four major subscribers, Grameen, Aktel, City Cell and Banglalinnk, Banglalinnk seems to have the worst network coverage. Features seem to be very poor in case of Banglalinnk Zero Rental M2M Silver, Banglalinnk Zero Rental M2M Gold and Banglalinnk standard. Banglalinnk users 42

seem to be very much happy with the understandability of the billing system and the tariff rate. But they have been extremely dissatisfied with the usefulness and easiness of Banglalinnks VAS. 10% of present GP subscribers, 30% of present Aktel subscribers, 33% of present CityCell subscribers and 40% of present Banglalinnk users want to shift to some other operators. Among the 10% churn rate of GP, 47% present GP users are willing to shift to Aktel connection and 53% users to any other subscribers. Of the 30% possible churn of Aktel, 88% present users want to shift to GP, 1% to CityCell, 3% to Banglalinnk and 8% to any other connections. Among 33% possible churn of CityCell, 83% want to shift to GP, 8% to Aktel, and 9% to other lines. Of the possible 40% churn of Banglalinnk connection, 91% want to change to GP, 8% to Aktel, and 2% to other mobile connections of the mobile industry. Correlations between over all satisfaction and mobile phone attributes are strongly correlated for GPs products. Subscribers are positively correlated with network coverage, advertisement. But subscribers satisfaction level is low for tariff; call center and average satisfaction with billing method, VAS. Correlation between subscribers satisfaction and network coverage for Easy mobile is 0.544. AnyTime 450 subscribers are highly satisfied about network coverage with r = 0.95. AnyTime 300 subscribers are highly satisfied with call drops with r = 0.782 and Easy Gold subscribers are very dissatisfied with call drops where r = 0.128. Easiness of using VAS represents weak correlation and Any Time 450 subscribers correlation is highest among all other GP products where r = .0177. Subscribers are not aware about VAS and they dont understand its usefulness. Subscribers are not also satisfied with Call Center services and highest correlation value is GP National 0.283. Billing system and method are not very clear to all subscribers and highest correlation value is 0.7 for Any Time 450. Aktel subscribers are not at all happy in network coverage and all products correlation values are very weak and Aktel Ashol Phone pre paid have average correlation of 0.524. Easiness of getting out going call attribute is also show weak correlation satisfaction and Aktel Mobile Plus pre paid have highest correlation among others where r = 0.433. CityCell subscribers are somewhat satisfied of network coverage and CityCell A 24 has strong correlation of 0.652. CityCell Alap B got average correlation value of 0.467 in easiness of getting out going calls. CityCell Alap B subscribers are also satisfied about call drops and correlation value is 0.567. CityCell subscribers are satisfied in understandable tariff but call charge is not satisfactory and CityCell Alap B subscribers have average correlation value of 0.457. Correlation between subscribers satisfaction and network coverage for Banglalinnk Zero Rental M2M Silver is 0.611. Banglalinnk Zero M2M Gold subscribers are highly satisfied with easiness of getting through for outgoing calls with r = 0.761. Banglalinnk Zero M2M Rental subscriber are highly satisfied with Call Disconnection while speaking with r = 0.782. Banglalinnk Zero M2M Rental subscribers are very satisfied with innovative with r = 0.503. Banglalinnk Zero Rental Standard subscribers are satisfied with

43

understandable tariffs with r = 0.396. Banglalinnk Zero Rental Standard subscribers think their tariff is low and got highest correlation of 0.467 but this correlation value is very weak. So all subscribers are not happy about call charge.

5.0. Conclusion & Recommendation

In this report, the researcher has discussed the present status of telecommunication industry in Bangladesh, four major players of the telecommunication industry. The researcher also thrashed out the goals of mobile phone industry in Bangladesh. In addition, the researcher discussed some strategies for attracting new investment for the expansion in this sector. Some examples from advanced and developing services are considered in order to illustrate the innovative strategies that are being used for telecommunication expansion. It seems few operators in the market to meet the growing demand of the city dwellers need for communication. For the high demand of the mobile phone there are many unmeet demand are waiting to acquire. After justifying the customer satisfaction analysis on mobile phone industry questionnaire survey have been done at GrameenPhone Subscribers different place the researchers come across the reality that existing Industry size yet to fulfill the demand of cell services with increasing expectation & such a little Industry can not afford to provide at lower price that inhabitants want. Above all it is providing quite satisfied communication facilities, but still cannot facilitate for specific segments of society. Customers are somehow satisfied yet to looking for cheaper rated added services. Grameen Phone seems to be premier in industry with about 2 million subscribers, then Aktel with 1 million grasp recently, subsequently CityCell get a hold at 0.2 million, Banglalink with 0.06 million & Warid Telecom 1 million. In consequence, majority subscribers are male & students, where prepaid connections are most popular, so industry should look forward to facilitate with more value added services for this segment. As from the survey, it comes to light that after sale services, innovativeness are up till now to satisfy except network coverage a certain degree advancing. Above all telecommunication industry is inevitably ministering our mobility, enhancing intensification of businesses, information systems, utilizing resources, pressing forward our economy & escalating social sensitivity. An open investment environment, market orientation, transparency in information, rule of law and democratic competitive business environments are identified as the basic preconditions for such growth in telecommunication industry. People are gradually becoming informed about the value of information and understand the fact that timely access to the right information slants the balance of market information in their favor. As self-employment and market orientation is increasing among people, information is playing an even greater and more important 44

role in their day-to-day life. Therefore, governments of developing countries in general, and Bangladesh in particular, have to address this issue of increased basic telecommunication connectivity to keep its population in the fast track of economy. The researcher believes the strategies and policies about financial planning of telecommunication infrastructure projects, technological choice, and social, political, legal and cultural support might help achieve the goals. Finally researcher has suggest few points to make telecommunication industry healthy: Promote competition and investment by private firms. Ensure access to advanced services in rural and high-cost areas. Ensure access to advanced services for schools and libraries. Provide and promote education of what telecommunications and information services can do and how to use them.

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