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Report On
Customer Satisfaction Of Airtel Bangladesh
Submitted for: Fatima Tuz Zohra Atcha
Lecturer
Submitted b : !azia Tasnim "ot
#$ : %&'()*+)(')',o
School of Business -BBA.
State %ni/ersit of Bangladesh
$ate: '( September *'(+
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Ac0no1ledgement
At first, I want to bid my heartiest thanks to my teacher ,Fatima
Tuz Zohra Atcha, Lecturer-BBS, State University of Bangladesh
for guiding me and for giving me the opportunity to initiate this
report !hen I want to thank Airtel Bangladesh Limited "ABL# for
giving me the opportunity to do my survey in the organi$ation
I want to thank %d Ahsan &abib , who assisted me a lot for the
preparation of this pro'ect I am also very grateful to %r
Auhid$$aman and %r Shahidul Islam, unless their support the
research survey would have been difficult for me
I also would like to thank State University authority for their
library and internet facilities from where I got enormous
information
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23ecuti/e Summar
Airtel is the si(th telecom operators in Bangladesh As an
emerging company Airtel is doing e(tremely well After the launch
of Airtel in Bangladesh, the competition has become morestrengthen among the telecom operators )ach of them is fighting
to boost up its market share by offering new promotion and
benefits to the customers Since, all of the operators are offering
almost same categories of products it has become a big challenge
to retain the e(isting subscribers and ac*uisition of new
customers At this moment Airtel is trying to reach the customers
with various promotional activities and is attempting to make
their brand presence felt !hrough their significant advances inBangladesh, Airtel is moving ahead on the track to achieve their
goals
As a student BBA program, I got the opportunity to do a survey
program in such a multinational telecom company
I have conducted a research survey among customer satisfaction
of Airtel among the Airtel user After that I have designed the
research in a descriptive way and collected data are analy$ed*uantitatively !he research findings show that there are several
factors that make the customers dissatisfied regarding Airtel +oor
network *uality, e(cessively messaging communication from
Airtel, poor call *uality and bad internet service etc are the areas
for customer dissatisfaction n the other hand, the customers
are satisfied for the price of new prepaid connection, availability
of the prepaid recharge cards)$ee load, tariffs of the prepaid
packages, lives enriching value added service, and for customer
supports after sales &owever, the overall analysis describes that
the most of the airtel prepaid subscribers are moderate
subscribers At the end of the pro'ect, some recommendations are
given to help the Airtel management so that they can deploy
appropriate decisions to reduce the customer dissatisfaction
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Table of Content
(4 Compan O/er/ie1 5 Bac0ground
.. +reface
./ 0ompany Info
.1 Airtel Bangladesh Ltd at 2lance
.3 Bharti Airtel
.4 Bharti 2roup
.5 !imeline of 6arid !elecom in Bangladesh
.7 Brand Airtel
.8 9ision : !agline
.; Airtel Logo
..< +roduct ffers
+re-paid =etails
+ostpaid details
9alue Added Services
International >oaming "I>#
... 0urrent %arket Situation
*4 6ain 7ro8ect
/. Introduction
/.. Background of the problem
/./ rigin of the report
/.1 b'ective of the report
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/.3 Scope of the report4
// Literature review
//. 0ustomer Satisfaction, a theoretical review
/// !he definition of customer satisfaction
/1 0ustomer satisfaction factors of prepaid customers of
Airtel
/3 %ethodology
/3. >esearch =esign
/3/ !ype of the >esearch /31 +roblem =efinition
/33 %easurement and Scaling +rocedure
/34 ?uestionnaire
/35 !he Sampling designing +rocess
/35. =efine the target population
/35/ =etermine the sampling frame
/351 Select a sampling techni*ue
/353 =etermine the sample si$e
/37 =ata 0ollection, +reparation, Analysis
/37. =ata 0ollection
/37/ Sources of =ata
/371 +rocedure of data collection
/373 =ata analysis
/4 @indings
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/4. @indings on respondentsanalysis
/4/ @indings on statements analysis
/41 @indings on general overview
/43 >espondents opinion and suggestion
/5 Limitations
/7 >ecommendation
/8 0onclusion
>eference
Appendi(
(4( 7reface
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!oday, it would be difficult to find a company that does not
proudly claim to be a customer-oriented, customer- focused, or
even-customer driven enterprise Increasing competition "whether
for-profit or nonprofit# is forcing businesses to pay much more
attention to satisfy customers !he state of satisfaction dependson a number of both psychological and physical variables, which
correlate with satisfaction behaviors !he level of satisfaction can
also vary depending on other options the customer may have and
other products against which the customer can compare the
organi$ations product 0ustomerssatisfaction has now become
ma'or concern of the mobile service providers in our country !he
ob'ective of this study is to provide a more comprehensive
understanding of the process of customer satisfaction on theservices provided by the Airtel mobile operator in Bangladesh !o
measure the customer satisfaction a *uestionnaire was designed
by comprising some important variables Based on the findings of
the study some recommendations have been made which may
assist Airtel to increase their customer base through more
satisfied customers
(4* Compan #nfo
Airtel Bangladesh Ltd is a 2S%-based cellular operator in
Bangladesh Airtel is the si(th mobile phone carrier to enter the
Bangladesh market, and launched commercial operations on %ay
.
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under its own airtel brand from /< =ecember /ubaba =owla "0hief Service fficer#, Sugato
&alder "acting 0hief &> officer#
7roducts:!elephony, mobile telephony
Total subscriber: 5418 million "April /
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F All figures include Bangladesh, India and Sri Lanka operations
7arent: Bharti Airtel 7
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installation and maintenance of their e*uipment rather than being
paid up front, which allowed Airtel to provide low call rates
(4> Bharti &roup
Bharti 2roup was founded in .;75 by Sunil Bharti %ittal It hasgrown from being a manufacturer of bicycle parts to one of the
largest and most respected business groups in India 6ith its
entrepreneurial spirit and passion to undertake business pro'ects
that are transformational in nature, Bharti has created world-class
businesses in telecom, financial services, retail, and foods
Bharti started its telecom services business by launching mobile
services in =elhi "India# in .;;4 Since then there has been no
looking back and Bharti Airtel, the groups flagship ./ J + a g e
company, has emerged as one of the top telecom companies in
the world and is amongst the top five wireless operators in the
world !hrough its global telecom operations Bharti group has
presence in /< countries across Asia, Africa and )urope - India, Sri
Lanka, Bangladesh, Cersey, 2uernsey, Seychelles, Burkina @aso,
0had, 0ongo Bra$$aville, =emocratic >epublic of 0ongo, 2abon,
2hana, Denya, %adagascar, %alawi, iger, igeria, Sierra Leone,!an$ania, Uganda, and Kambia ver the past few years, the
group has diversified into emerging business areas in the fast
e(panding Indian economy 6ith a vision to build Indias finest
conglomerate by /
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(4? Timeline of
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Sherpur, >a'bari and arail towns were covered by 6arid
network
n ovember .
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(4, Airtel Logo
!he uni*ue symbol is an interpretation of the
Nain airtel !he curved shape : the gentle
highlights on the red color make it warm : inviting, almost as if it
were a living ob'ect It represents a dynamic force of unparalleled
energy that brings us and our customers closer ur specially
designed logo type is modern, vibrant : friendly It signals our
resolve to be accessible, while the use of all lowercase is ourrecognition for the need for humanity >ed is part of our heritage
It is the color of energy : passion that e(presses the dynamism
that has made airtel the success it is today, in India, and now on
the global stage
(4(' 7roduct Offers
=ifferent people love different things Someone likes to talk for
longer period of time, some people love to talk for seconds, somecustomers make calls more fre*uently on a day, and some users
talk only on few specific numbers !o cater to all customers
needs, airtel offers both prepaid and postpaid connection to its
customers %oreover airtel also offers massive value added
services to its subscribers
7re)paid :!here are 5 "si(# different packages available in one
prepaid connection 0ustomer can switch between the packages
on offer 6hen a user switches from one option to another, the
benefits under the previous option will automatically be changed
to the new one
. @oorti 4 =olbol
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/ Adda 5 Dotha
1 Shobai
3 2olpo
7ostpaidG Airtel postpaid comes with 1 packages that are
designed to furnish to both the professional and personal
communication needs
alue Added Ser/ices 9alue-added services "9AS# are popular
as a telecommunications industry term for non-core services, or in
short, all services beyond standard voice calls transmissions&owever, it can be used in any service industry, for services
available at little or no cost, to promote their primary business In
the telecommunication industry, on a conceptual level, value-
added services add value to the standard service offering,
spurring the subscriber to use their phone more and allowing the
operator to drive up their average revenue per user "A>+U# @or
mobile phones, while technologies like S%S, %%S and data access
were historically usually considered value-added services, but inrecent years S%S, %%S and data access have more and more
become core services, and 9AS therefore has beginning to
e(clude those services
Like other telecom operator airtel also has introduced a distinct
sort of value added services to enhance the level of customer
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satisfaction As its vision is to enrich the lives of millions by /
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continuously offering more value added services to enrich the
lives of the customers At the same time the competition among
the telecom companies has reached to the peak level !his
situation is compelling the one telecom operator providing the
better *uality services and keeping the call charge lower than theother operators
0urrently, the telecom industry is dominating by 2rameen+hone
with its 3.54 market share )gyptian rascom !elecoms
Banglalink retained the second spot !he number of Banglalink
users reached /4
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*4( #ntroduction
0ustomer satisfaction is a fundamental marketing construct in
the last three decades In the past, it was unpopular and
unaccepted concept because companies thought it was more
important to gain new customers than retain the e(isting ones
&owever, in this present decade, companies have gained betterunderstanding of the importance of customer satisfaction
"especially service producing companies# and adopted it as a high
priority operational goal 0ustomer satisfaction, a term fre*uently
used in marketing, is a measure of how products and services
supplied by a company meet or surpass customer e(pectation
0ustomer satisfaction is defined as Pthe number of customers, or
percentage of total customers, whose reported e(perience with a
firm, its products, or its services "ratings# e(ceeds specified
satisfaction goals +eople in Bangladesh are becoming busy day
by day and more professional than previous !hey need to share
more information to each other because demography has
changed due to the era of globali$ation %obile phone has
introduced a tremendous change in the communication sector in
our country It has changed the communication structure also
+eople in various occupations and income levels are using mobile
phone intensively for their occupational purpose and personal
purpose as well
*4(4( Bac0ground of the problem
!here are si( mobile phone operators are running business in
Bangladesh Among them airtel is the late entrant in the market
!he other telecom companies are continuing operations for more
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than . decade e(cept !eletalk If we look back at that time, the
mobile phone services were limited to few numbers of customers
due to high connection price and call charges %oreover, the
network was also restricted to some divisional cities and in few
ma'or cities in the country As the technology developed and thetariffs reduced by the companies people were getting more
engaged with this portable telecommunication services @or this
reason, the early entrants in the market ac*uired enormous time
for the network e(pansion As a result, their subscriber base
reached to more solid stage After entering of Airtel in the market,
there was a remarkable change seen in telecommunication
industry !he competition has been more intensified among the
mobile phone companies Airtel is also struggling with the othercompetitors by offering new and uni*ue services to keep up the
market share
%eanwhile, Airtel is vastly well accepted among young generation
for its youth oriented campaign and promotions )specially the
lower tariffs and highest @n@ facilities are appealing all kinds of
people to use Airtel prepaid connection 0urrently, Airtel offersalmost all types of lives enriching value added services with the
prepaid connection &owever, from my recent observation at my
internship program, I found that the airtel customers are
e(periencing poor service *uality due to the limited network
coverage It is true that, Airtel has not got enough time for the
network e(pansion that the other companies obtained !here are
some other problems prevailing with the prepaid connection
which make the customer feel unpleased &ence, to survive inthis competitive environment, it might be very difficult to keep
the e(isting customers satisfied and to grab more market share It
is therefore imperative for Airtel to analy$e the customer s
opinion in this regard to its services and take care of the
dissatisfaction !his study is aimed at reviewing the prevailing
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situation to assist Airtel so that it can take appropriate measures
for its improvement if needed
*4(4* Origin of the report
!his report has been prepared to fulfill the partial re*uirement of
my survey report on %arketing research of BBA +rogram of State
University of Bangladesh I did my research in Airtel Bangladesh
Limited =uring research session I have earned a lot ofe(periences
*4(4+ Ob8ecti/e of the report
!he ob'ective of the report is divided into two parts !hey are
specific and broad ob'ectives !he specific and broad ob'ective of
this report is given belowG
. Broad Ob8ecti/e:!he broad ob'ective of this report is to
find out the customer satisfaction level of Airtel customers
/ Specific Ob8ecti/es:!he specific ob'ectives will be
!o find out specific areas of satisfaction of Airtel users
!o figure out specific areas of dissatisfaction of Airtel users
!o know the overall satisfaction level of the customers
!o figure out possible improvement sectors to reduce
dissatisfaction
*4(4= Scope of the report
!his report basically deals with a brief description about Airtel
Bangladesh Limited and its product : services as well as mainly
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focus on customer acceptance level &ere no industry analysis is
done !here is only detail description of the 0entral
0ommunication function of Service )(perience department of the
company because of the availability of information to me as I
worked in this function
*4* Literature re/ie1
As my survey area is to find out the customer satisfaction level ofAirtel Bangladesh limited, I have gone through different articles
and 'ournals published for telecom sector I have also reviewed
various websites, research papers and te(t books to enrich my
theoretical knowledge on customer perception level It provides
me with an idea about the current situation in terms of what has
been done, and what I know Sometimes it includes suggestions
about what needs to be done to increase the knowledge and
understanding of a particular problem
*4*4( Customer SatisfactionD a theoretical re/ie1
!he customers are in the mainstream of sales oriented services
!he success of such companies largely depends on the
satisfaction of the customers !he buyers are happy if the product
andor the services meet their e(pectations If their re*uirements
do not meet the e(pectations the buyers become discontented,
they are delighted when the performance fulfills their
re*uirements
0ustomerspast buying e(periences, the opinion of friends,
associates, marketer, competitor information and promises lead
to the e(pectations %arketer must be careful to set the right
level of e(pectations
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If they set e(pectations too low, they may satisfy those who buy
but fail to attract enough buyers In contrast, if they raise
e(pectations too high, buyers are likely to be disappointed
=issatisfaction can arise either from a decrease in product and
service *uality or from an increase in customer e(pectations Ineither case, it presents an opportunity for companies that can
deliver superior customer value and satisfaction
!oday most successful companies have taken the strategy of
raising e(pectations and delivering performance to match Such
companies track their customerse(pectations, perceived
company performance, and customer satisfaction &ighly satisfied
customers produce several benefits for the company Satisfied
customers remain connected for a longer period and talk
favorably to others about the company and its products and
services
*4*4* The definition of customer satisfaction
As the key driver of customer loyalty, many researchers increased
emphasis on customer satisfaction &igh level of customer
satisfaction may lead to more loyal customers which means can
bring more profit for enterprise !here are many kinds of
definition of customer satisfaction, but no precise definition
already been development According to the researchers, the
working of customer mind is like a black bo( !hat is an observer
can only see what goes in and what comes out but not what
happened inside Satisfaction may result from a very simple or a
comple( process involving e(tensive cognitive, affective and
other undiscovered psychological and physiological dynamics
0omparing the definitions of satisfaction, it can be found thatsatisfaction is stated to be a relative concept always 'udged in
relation to a standard !hat means if we define customer
satisfaction on different angles, we can get different definition
Usually, many researchers conceptuali$e customer satisfaction as
a personal feeling that customers compare perceived *uality
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performance with e(pectations !his kind of conception is
represented by livers ".;8
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availed near at home !hey do not wish to go far to have product
and other related services &owever, the prepaid customers
re*uire top-up their credit more fre*uently So, to ensure fre*uent
purchase and to build up long term relationship with the
customers the top-up stores should be conveniently located to theprepaid users
*4+4+ Airtime
Air time is the core offering of Airtel, So, *uality of
communication, network availability, etc, are the most important
customer satisfaction factors ?uality of airtime depends on the
ratio of subscribers and transmission base station If the numbers
of subscribers are increased without developing the network,*uality of airtime goes down
*4+4= alue Added Ser/ice -AS.
9alue added service has become essential factor in telecom
business !he customers not only wish to get voice
communication but also desire more use of it !he telecom
companies are offering new services apart from voice
communication, for instances, edgegprs, sports update, musicinformation, different sorts of alert services, etc !he more value
added services a company can offer with affordable cost the more
it can achieve and retain its customers
*4+4> Customer Support: 9elpline
Airtel provides the state of the art /3 hours customer supports
through customer hotline for its customers in Bangladesh Airtel
subscriber needs to dial 785 to reach helpline !he hotlinenumber has a language option for )nglish, Bangla It is a
computer aided information base to afford immediate access to
the information about the subscribers, but the operations are
done manually After dialing 785, subscribers are first welcomed
by an automated and standardi$ed process !hen heshe needs to
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wait for ma(imum 1 minutes After that the subscriber reaches
the 0ustomer %anager
*4+4? Customer Care Center: A2CD ARCD 5 ASC
%ost of the problems of the subscribers are solved by the helplineservice But there are some problems that cannot be solved over
the telephone conversation Subscriber need to appear physically
to deal with those problems Airtel has si( customer care centers
around the country, which is known as Airtel )(perience 0enterM
"A)0#, located at key locations !hese centers are directly run by
Airtel itself Airtel has more than two hundred outlets spread
across Bangladesh, the largest chain of retail outlets in the
country, which is further backed up by a chain of sub-dealers,affinity partners : distributors =ealer outlets are known as Airtel
>elationship 0enterM "A>0# Bill payment, address change, SI%
replacement, new connection, scratch cards and sometimes
mobile sets are sold at these outlets Bill collection for postpaid
users and )$ee LoadM top up for pre-paid users can also be
availed at the franchises !hese franchises directly appoint
dealers and sub-dealers in their designated areas @urthermore,
Airtel also has more than four thousand Airtel Service 0enterM"AS0# around the Bangladesh !his service center handles the
customer services, for instances, sim replacement, new
connection, prepaid recharge, postpaid bill payment and other
customer *ueries !hese after sales services are very crucial to
keep the customer informed and satisfied regarding Airtel
*4= 6ethodolog
*4=4( Research $esign
A research design is a framework or blueprint for conducting the
marketing research pro'ect It details the procedures necessary
for obtaining the information needed to structure or solve
marketing research problems Although a broad approach to the
problem has already been developed, the design specifies the
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details of implementing that approach A good research design
will ensure that the marketing research pro'ect is conducted
effectively and efficiently
!ypically, this research design involves the following componentsor tasksG
0lassify the nature of research
=efine the information needed
Specify the measurement and scaling procedures
0onstruct a *uestionnaire for data collection
Specify the sampling process and sample si$e
=evelop a plan for data analysis
*4=4* Tpe of the Research
>esearch design is basically classified as e(ploratory or
descriptive research !he main ob'ective of e(ploratory researchis to e(plore or search through a problem or situation to provide
insights and understanding In general, e(ploratory research is
meaningful in any situation where the researcher does not have
enough understanding to proceed with the research pro'ect !he
research process that is adopted is fle(ible and unstructured It
rarely involves structured *uestionnaires !he primary data are
*ualitative in nature and are analy$ed accordingly
@or e(ample, e(ploratory research may consist of personalinterviews with industry e(perts
A comparison of basic research designs is given below:
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Category Exploratory Descriptive
objective Discover ideas and insights Describe market
characteristics or functions
Characteristics Flexible, versatile,unstructured arked b! prior formulationand h!potheses"ample is small and non#representative $re#planned and structured
ethods %ualitative research Data anal!sis &uantitativel!
'xpert surve!s "urve!s (%uestionnaire)
$ilot surve!s *bservational and other dataFindings+esults -entative Conclusive
*utcome .enerall! followed b! furtherexplorator! or conclusive
research
Findings used as input indecision making
*4=4+ 7roblem $efinition
+roblem definition is the important part of marketing research,
after defining the problem the research can be design and
conducted !he main problem in which the research will focus is
the analysis of customer satisfaction level of user of Airtel
Bangladesh Ltd and the associated problems with the user
which is identified by asking relevant *uestionnaires to the
customer of Airtel !he information needed for the study will be
the customers perception level of using Airtel connection, an
overview of the problem, situation and what sort of problems the
subscriber faces regarding this services @or this research, 'udging
perception level for the prepaid services have been obtained by
asking *uestions and doing survey on the Airtel users
*4=4= 6easurement and Scaling 7rocedure@or measurement and scaling, on-0omparative techni*ue is
selected because each ob'ect will be scaled independently from
other ob'ects in the stimulus test A Liker Scale has been used for
the measurement and scaling A Liker scale is a psychometric
scale commonly used in *uestionnaires, and is the most widely
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used scale in survey research, such that the term is often used
interchangeably with rating scale even though the two are not
synonymous 6hen responding to a Liker *uestionnaire item,
respondents specify their level of agreement to a statement @or
gaining full view of customers perception of the prepaid servicesand their response level on each *uestions five response
categories will be used starting from strongly agree to strongly
disagree !o conduct the analysis, each statement is assigned a
numerical score ranging from . to 4 So the point of strongly
agree is 4, and strongly disagree is .
*4=4> Euestionnaire
Survey and observation are the two basic methods for obtaining
*uantitative primary data in descriptive research Both of these
methods re*uire some procedure for standardi$ing the data-
collection process so that the data obtained are internally
consistent and can be analy$ed in a uniform and coherent
manner A *uestionnaire has been used to conduct the survey forthis research paper It is a formali$ed set of *uestions for
obtaining information from the Airtel customers
I tried my level best in setting up the *uestions, so that it must
translate the information needed into a set of specific *uestions
that the respondents can and will answer @urthermore, I made
this *uestionnaire in such a way that must uplift, motivate and
encourage the respondents to participate, cooperate and
complete the interview
In beginning of the *uestionnaire, I introduce myself, mention the
name of the research topic, and put a little description about the
purpose survey respectively !hen, I proceed to respondent
section !he aim of the respondent section is to get the general
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information about the respondent and to become aware of the
usage pattern of their respective airtel connection In the third
portion of the *uestionnaire, there are .4 direct and correlated
*uestions placed which are very precise with the airtel prepaid
service !hese .4 set of *uestions has been prepared based onthe factors for measuring satisfaction level Lastly, there is some
space given for the respondent if they wish to write some
comment or suggestion regarding Airtel services
*4=4? The Sampling designing 7rocess
*4=4?4( $efine the target population
!he sample design begins by specifying the target population
!arget population is the collection of elements or ob'ects that
possess the information sought by the researcher and about
which inferences are to be made +opulation of this research
could be the mobile phone users evertheless, the targetpopulation must be defined precisely It should be defined in
terms of elements, sampling units, e(tent, and time
*4=4?4* $etermine the sampling frame
A sampling frame is a representation of the elements of the target
population It consists of a list or set of directions for identifying
the target population @or determining sampling frame of this
research I took the help of some studentof State university of
Bangladesh !hey provided me the information about the
members who were using airtel SI% I also prepared myself to
obtain help from my friends and neighbors if I wouldnt get
enough respondents in State university of Bangladesh for
conducting the research @or this reason, I used the phonebook
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directory of my cell phone to know which of my friends ones use
Airtel
*4=4?4+ Select a sampling techniue
In case of selecting a sampling unit, I selected sampling without
replacement techni*ue nce a sample is selected and asked
*uestion, it is removed from the sampling frame so that it cannot
be selected again By this sampling approach, the repetition of
the same sample is not occurred in this pro'ect Another approach
'udgmental sampling has also been followed in this research It is
a kind of non-probability sampling techni*ues that allow me to
apply my observation and personal 'udgment to choose the
elements to be included in the sample
*4=4?4= $etermine the sample size
Sample si$e will be the number of elements to be included in the
study !he important *ualitative factors which should be
considered will beG
!he importance of the decision
!he nature of the research
!he number of variables
!he nature of analysis
Sample si$e used in similar studies
>esource constraints, etc
By considering all this factors and discussing with my supervisor
the sample si$e is considered to be around 1< users of airtel
connection
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*4=4@ $ata CollectionD 7reparationD Analsis
*4=4@4( $ata Collection
=ata collection is a term used to describe a process of preparing
and collecting data for e(ample as part of a process improvementor similar pro'ect !he purpose of data collection is to obtain
information to keep on record, to make decisions about important
issues, to pass information on to others +rimarily, data is
collected to provide information regarding a specific topic !he
planning of data collection for research work is generally
developed in early stage of the research for its importance and
impact on the research work @or this research, the data is
collected from the respondents through a survey *uestionnaireSome other feedback is also obtained from the website and
telecom information
*4=4@4* Sources of $ata
!here are two types of data sources are used to obtain the
re*uired information
. +rimary =ata Sources-
Q =irect interview though a survey *uestionnaire
Q !elephone conversation with the prepaid customers
/ Secondary =ata Sources-
0ommercial websites of airtel
nline articles on telecommunication sector
+reviously conducted research papers on different issues
of telecommunication
0ompanys maga$ines, brochures, etc
*4=4@4+ 7rocedure of data collection
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After determining the target population and sampling frame I was
looking forward to conduct the survey for collecting the
information
As my e(tent of the target population was preplanned andstructured, therefore, I did not have any trouble to collect the
information from the fieldwork
6henever I found a student who was sitting idle or gossiping with
their friends I went to them, cordially introduced myself and
asked them whether they were using airtel or not After receiving
a positive response, I provided a *uestionnaire form and asked
them to participate in the survey @ortunately, no one denied
participating in the survey because it did not take more than 4minutes to finish %oreover, every respondent was looking
enthusiastic in taking part and some of them were very
cooperative and supportive !hey also assisted me to find out
active airtel users By this way, I collected data from /4
respondents on the same day >est 4 set of *uestionnaires were
given to my family member and the neighbors who were the
Airtel users
*4=4@4= $ata analsis
After completing the research survey, I started the data
preparation for the pro'ect As soon as I received the
*uestionnaires from the field I kept all the information in %icrosoft
)(cel program Since, this is a descriptive research and the data
analysis should be done *uantitatively @or this reason, I used %S
)(cel software because I have enough insights of using this
program
In the beginning portion of the *uestionnaire, there were some
general *uestions to aware of the some information about the
respondents, for instances, gender, age, duration of the network
age and some direct *uestion related to their usage pattern !his
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information is analy$ed collectively rather than individually &ere,
no statistical tools have been used
!he ne(t section of the *uestionnaire contains 7 statements )ach
of the statements has been arranged in such a way which isdirectly related to the customer satisfaction factors !o measure
the degree of agreement, each statement is assigned a numerical
score ranging from . to 4 So the point of strongly agree is 4, and
strongly disagree is .
*4> Findings
!he research findings are organi$ed in coherent and logical way
After the completion data analysis successfully I have arranged
the research findings into four segments !he research findings of
this pro'ect begin with the respondent analysis with supporting
interpretation and illustrations In the second segment, the
findings will be on the analysis on each statement of the
*uestionnaire !he findings of the general overview of
respondents will be shown in segments three !he segment four
will reflect the personal opinion and suggestion of respondents to
the airtel
*4>4( Findings on respondents analsis
!he general analysis of the 1< samples is presented in this
section !he main ob'ective of the respondentsanalysis is to get
the overview about respondents &ere, respondents gender, age
limit, duration of their network, and usage pattern, etc have been
discussed briefly !here is no statistical tool used to analysis the
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respondents overview because this information will not affect
directly to the customer satisfaction factors @or collecting data
from the field, the research survey has been conducted among .8
male and ./ female users of airtel prepaid connection !hus, the
ratio of male user is 5
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/ 6hich services are more helpful to you while using Airtel R
Euestion option !umber Of Responses 7ersentage
/hich services are more helpful to !ou while using Airtel 0 Call rates .;
"" service 8
1etwork /
2alue Added "ervices .
total 14+ Respondents opinion and suggestion
In the respondents opinion and suggestion section, ./
respondents did not put any opinion &owever, rest .8 of the
respondents shared their valuable opinion regarding Airtel
services and those are given below accordinglyG
%ost of the respondents suggested airtel to upgrade itsnetwork coverage as soon as possible
Some respondents also suggested toG
Stop sending unwanted S%S
>educe 9AS tariffs
Increase the validity for bonus talk time
ffer attractive handset bundle package
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*4? Limitations
!he study was limited by a number of factors 6ithout these
limitations the research would have been much better Some of
the constraints are given belowG - Such a short internship period was not sufficient to
understand the insights of customer satisfaction level
Lack of information due to inade*uate telecom publications
and 'ournals
Lack of co-operation from the officials from confidential
point of view
!he research was limited only in =haka city !he research
findings could be different if it is carried out with the other
regions of the country
All of the respondents are young generation ".;-/7 years
old#O their opinion and preferences may conflict with the
elders "more than 14 years old subscribers# So it can also
be done in the future
*4@ Recommendation
!he recommendation part of the pro'ect is prepared based on the
research findings By following those recommendations, Airtel can
decrease the dissatisfactions of the customers and thus earn a
sustainable, distinct competitive advantage to achieve more
market share
Airtel must upgrade the network coverage as early as possibleSince, the network up gradation has not been finished yet Airtel
should offer %iscall Alert service for free 0ustomers understand
that network improvement cannot be done overnight But if
miscall alert service is offered at free of cost the e(isting
customers may compromise with the current situation and new
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customers may also wish to 'oin Airtel !hus, dissatisfaction may
reduce regarding network problem
Airtel should not send unnecessary S%S to the subscribers It
makes the customers annoyed when a S%S is received duringworking hours S%S can be sent on weekend, holidays, or in off-
peak hour so that it does not make the customers dissatisfied
Internet is now an integral part of our life Airtel internet
service must be developed reasonably so that people can use
more of it
Airtel must use advanced technology to improve the phone call
*uality
!he tariffs of the value added service "9AS# can be reduced so
that more people can use 9AS to enrich their moments
Airtel offers enormous bonus talk time or S%S to the prepaid
customers usable for short time period 0ustomers get
dissatisfied when they find that validity of using bonus offer
e(pires before it is consumed !herefore, Airtel should increase
the validity date for the bonus talk time and S%S to enhance the
satisfaction level
Airtel can offer attractive handset bundle package with low
price so that low income people can afford to buy an airtel
connection with handset
Airtel must not only be sponsor of recreational programs at !9
channels but they should be an active participant of charity
events to establish a good corporate image
*4 Conclusion
Airtel is a telecom service providing company where customer
satisfaction is both goal and marketing tool !odays customers in
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the telecom industry, where lots of offers are available, are harder
to satisfy !hey are smarter, more price conscious, more
demanding, less forgiving and they are approached by many
more companies with e*ual or better offers !he challenge is not
only to produce satisfied customers also to produce loyal anddelighted customer !his is competitive and customer driven
market It is high time for Airtel to satisfy and retain its e(isting
customers As the mobile connection price, call charge, even the
price of the handset have been reduced due to technological
advancement people of all income level are started using cell
phone owadays, most of the students and the low income
people are deeply relying on Airtel because of the cheap cost
&ence, it has become inevitable for Airtel to e(pand the networkcoverage soon for a sustainable future
References
httpGwwwbdairtelcom
httpGwwwairtelin
httpGenwikipediaorgwiki!elecommunicationsTinTBangladesh
httpGenwikipediaorgwikiAirtelTBangla
httpGwwwgifteduconnedusiegleresearchormalstde(celhtm
httpGwwwbtrcgovbd
%alhotra, aresh DO %arketing >esearchG An Applied
rientationO 4th )ditionO +rentice-&all of IndiaO /
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Appendi3
*4( Current 6ar0et Situation
+4( Euestionnaire
1ame: 3333333333333333
Age: 333 !ears
"ex: ale+Female
Contact no4: 33333333333
"ignature: 3333333333
Customer Satisfaction Of Airtel anglades!
%5) Do !ou have a mobile phone0
6es
1o
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%7) Are !ou aware about telecommunications service0
6es
1o
8f !es, then which operators "ervice do !ou use0
Airtel
.rameenphone
obi
9anglalink
-eletalk
%) Are !ou aware about Airtel 0
6es
1o
%;) From which source !ou came to know about Airtel 0
Advertisement
1ewspapers
outh $ublicit!
%
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9usiness "olution
%?) /hich services are more helpful to !ou while using Airtel 0
Call rates
"" service
1etwork
2alue Added "ervices
%@) ate the following services on the basis of !our satisfaction4
Services Excellent Very Good Fairly good Average Poor
1etwork
"" rates1ew schemes
and offers
Customer Care
echarge outlets
Call ates
2alue Added
"ervices
%@B) /hat makes !ou unhapp! about Airtel 0
=ess Advertisements
=ess $ublicit!
*thers
(8f others then mention 333333333333333333333333)
%5@) /h! !ou are not using Airtel services0
=ack of awareness
igh $rices
$oor "ervices
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$oor network
(8f others then mention 333333333333333333333333)
%55) Are !ou call or visit Airtel Customer Care 0
6es
1o
%57) ow satisfied are !ou about the customer care 0
ighl! satisfied
"atisfied
Dissatisfied
ighl! Dissatisfied
1either satisfied nor dissatisfied
%5) An! suggestions for customer care4
####################################################################################################################
####################################################################################################################
################################################################################################################
%55) /ould !ou like to recommend Airtel to others0
6es
1o
%57) .ive !our suggestions to betterment4
33333333333333333333333333333333333333333333333333333333333333333333333
33333333333333333333333333333333333333333333333333333333333333333333333
33333333333333333333333333333333333333333333333333333333333333333333333
8nterviewer: 1aia -asnim Eot!
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"tudent of "chool of 9usiness
"tate niversit! of 9angladesh
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