Customer Satisfaction of Mobile Netwrok companies in Bangladesh

CUSTOMER SATISFACTION

OF MOBILE PHONE

NETWORK SERVICE

COMPANIES IN

BANGLADESH: A STUDY IN

KHULNA REGION

A report on:

Customer Satisfaction Of Mobile Phone Network Service

Companies in Bangladesh: A study in Khulna region

Course title: Tutorial of Business Communication

Course no: BA-1220

Submitted by

Submitted to

Nusrat Zahan Lopa

Lecturer

Khulna University

Business Administration Discipline, BBA program

1st year, 2

nd term

April 02, 2012

INFERNO

Md. Rafsan Jani

110313

Saurav Chatterjee 110316

Shuvro Kumar Paul 110326

Md. Rezwanur Rahman 110332

A.N.M Alimuzzaman Khan 110345

April 02, 2012

Nusrat Zahan Lopa

Lecturer

Business Administration Discipline

Khulna University

Dear Madam:

Subject: Submission of report

Enclosed here with is the report on “Customer Satisfaction Of Mobile Phone

Network Service Companies in Bangladesh: A study in Khulna region” that

you have assigned us for the course “Tutorial of Business Communication (BA-

1220) on March, 2012 from group Inferno.

While preparing this report, we tried to gather what we believed to be the most

complete as well as relevant information regarding our study. The primary data

has been collected through survey conducted on individual respondents and the

secondary data has been collected from various secondary sources.

The report contains a comprehensive analysis on customer satisfaction regarding

the services provided by Mobile Phone Network Service Companies. I have

provided some key findings and analysis and also suggested some

recommendations.

We shall remain ever grateful to you for rendering me the opportunity on such an

interesting field. If you need any clarification regarding this report, We will

always be available for this regard. Thank You.

Sincerely Yours,

______________________

Shuvro Kumar Paul

ID: 110326 (On Behalf of the Group Inferno)

ACKNOWLEDGEMENT

First of all, we thank The God for giving us the ability to finish this report

successfully in due time. Then, we would like to extend our heartfelt gratitude and

thanks to our honorable teacher Mr. Nusrat Zahan Lopa, Business Administration

Discipline, Khulna University, for her invaluable guidelines, suggestions and advices

when needed.

Our sincere thank goes to Mr. Sanjay Datta, Customer Care Executive,

Grameenphone Customer Care Center, Kushtia Branch, for guiding me to the relevant

sources for this study. Our sincere appreciation must also be conveyed to Mr. Anup

Biswas, Customer Care Executive, Orascom telecom Ltd, Kushtia branch for helping

us in understanding the operator’s perspective regarding customer’s attitudes.

We also acknowledge the cooperation of Mobile phone users who assisted us with

their time by replying to the questionnaire and providing valuable opinions for the

successful completion of the study.

TABLE OF CONTENTS

Executive Summary v

1. Introduction

1.1 Background of study 1

1.2 Objective of the study 1

1.3 Scope of the study 2

1.4 Methodology 2

1.4.1 Sample Design 2

1.4.1.1 Target Population & sample size 3

1.4.1.2 Sampling Method 3

1.4.2 Data Collection Sources 3

1.4.3 Data Collection Method 4

1.4.4 Procedure 4

1.5 Limitations of the Study 4

2. Literature Review

2.1 Customer Satisfaction 6

2.2 Tools of measuring customer satisfaction 6

2.3 Complaint and Suggestion System 7

2.4 Customer satisfaction surveys 7

2.5 Service Quality 8

2.6 Customer queries 8

2.7 Factors Affecting Customer Satisfaction 9

2.8 Customer Satisfaction & Service Industry 9

2.9 Importance of Measuring Customer Satisfaction in the Mobile

Phone Network Service Industry

11

2.10 Significance of This Study from Earlier World Wide

Researches Context and Adding Value to Existing Literatures

12

3. Organization Overview

3.1 Introduction of Mobile Phone Network Service Industry in 13

Bangladesh

3.2 Teletalk 13

3.2.1 Basic objectives 14

3.2.2 Incorporation of Teletalk 14

3.2.3 Company’s Network Expansion 15

3.2.4 Scope to be explored 15

3.3 Grameenphone 16

3.3.1 Overview 16

3.3.2 Achievement History 17

3.4 Airtel Bangla Ltd. Overview 17

3.5 Banglalink GSM 19

3.5.1 Introduction in Bangladesh 19

3.5.2 Overview 20

3.5.3 Management Team 21

3.5.4 Behind the Organiztion 21

3.6. Citycell 22

3.6.1 Introduction Stage 22

3.6.2 Overview 23

3.7 Robi 24

4. Organization Services Overview

4.1 Service Catagories 25

4.2 TeleTalk – Services 25

4.2.1 Connection Services 25

4.2.2 Easy bill Payment 27

4.2.3 Mobile Internet 27

4.2.4 VAS 27

4.2.5. International Roaming 27

4.3 Grameenphone Services 28

4.3.1 Packages 28

4.3.2 Internet Service 28

4.3.3 International Roaming 29

4.3.4 Blackberry Service 29

4.3.5 VAS 29

4.4 Airtel – Services 30

4.4.1 Packages 30

4.4.2 Airtel international Roaming 30

4.4.3 Internet 31

4.4.4 Useful Services 31

4.5 Citycel Services 32

4.5.1 Normal Services 32

4.5.2 CityCell Zoom 32

4.6 Banglalink Services 32

4.6.1 Packages 32

4.6.2 International Roaming 33

4.6.3 Value Added Services 33

5. Data Analysis & Interpretation

5.1 Data Analysis & Interpretation 34

6. Findings of The Study

6.1 Findings of the Study 43

7. Conclusion & Recommendation

7.1 Conclusion 45

7.2 Recommendations 45

Appendix

References a

Reference Website c

Questionnaire d

LIST OF FIGURES Page no:

Figure 1: Overall Customer Satisfaction 35

Figure 2: Customer Satisfaction in Network Factor 36

Figure 3: Customer Satisfaction in Call Factor 37

Figure 4: Customer Satisfaction in Internet Factor 38

Figure 5: Customer Satisfaction in VAS Factor 39

Figure 6: Overall Customer Satisfaction Female 40

Figure 7: Overall Customer Satisfaction Male 41

Figure 8: Overall Customer Satisfaction in all Factors of all companies 41

Figure 9:Customer Emphasis on Factors 42

LIST OF TABLES:

Table1: Weights of importance of the attributes (Top ten). 34

Table 2: Overall Customer Satisfaction 34

Table 3: Customer Satisfaction in Network Factor 35

Table 4: Customer Satisfaction in Call Factor 36

Table 5: Customer Satisfaction in Internet Factor 37

LIST OF FIGURES & TABLES

Table 6: Customer Satisfaction in VAS Factor 38

Table 7: Overall Customer Satisfaction Female 39

Table 8: Overall Customer Satisfaction Male 40

Table 8:Customer Emphasis on Factors 41

Contemporary business world is very much competitive and the success in the

competition is achieved mainly through giving satisfaction to the ultimate consumer.

In service oriented industry, it is very difficult to set a standard rule to satisfy

customers. Several factors influence customer’s decision making to take the service

from an organization. The Mobile Phone Network Service industry is a service

industry; it provides the customer various communication services. So a Mobile

Phone Network Service Company must be keen in identifying the factors which

influence their decision in taking the communication service. Thus the Mobile Phone

Operator also needs to know the perception and satisfaction level of the customers

about their performance.

The present study is about an analysis of the customers’ satisfaction about services by

five Mobile Phone Network Service Company in Bangladesh. Customers’ satisfaction

regarding the services of the Mobile Phone Network Operator depends on several

factors. So, first of all, in order to analyze customers’ satisfaction level, factors which

are used as the performance measurement criteria of the operators, are analyzed. Here

four identified factors are: Network, Call, Internet and Value added Service. Then the

questionnaire is developed .Here sixteen statements have been used under these four

factors in the questionnaire and data are collected through a survey to know the

satisfaction towards the several factors. Mean and percentage are used as statistical

tool to analyze the data and interpret the result. The questionnaire is used also to

identify the customers’ overall level of satisfaction.

From the study it is found that customers are satisfied with the services provided by

the Airtel. In differnet factors, Grameenpone from Network & Internet factor, Airtel

From Call & VAS factor. Female are satisfied with Banglalink services and Male with

Grameenhpone services.

So, every company should satisfiy their customers in all factors, not in single factor.

All organization should develop their features to lessen dissatisfaction.

EXECUTIVE SUMMARY

v

CHAPTER ONE

INTRODUCTION

Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh

1 | P a g e

1.1 Background of study:

Communication is important for every living objective. It is impossible to live without

communicating with others. Communication has made it possible for man to survive in

all environments. The need to communicate comes from our basic instincts that keep us

safe.

Now a day’s telephonic conversation plays a great role in our daily part of oral

communication. In this report we have analyzed this Mobile Phone Network Industry on

the basis of its customer, competitors, industry perspectives, environmental analysis,

marketing perspectives and finally have made some recommendations that we believe

would contribute to the further growth and expansion of the industry.

1.2 Objective of the study:

Our honorable course teacher assigned us the report “Customer satisfaction of mobile

phone Network Service Companies in Bangladesh: A survey on Khulna region” - as

a part of our course. We have two types of objective

Primary Objective:

Primary objective of the study is to explain and brought to light the Customer

Satisfaction of Mobile Phone Network Service Companies in Bangladesh.

Secondary Objective:

The secondary objective of the study is-

To get a better knowledge about customer thought.

Use of mobile phone in different situation of communication.

What would be the next stage of this industry?

Necessity of communication in different sectors of our society.


2 | P a g e

Providing an overview on customer’s satisfaction toward mobile phone operating

companies in Bangladesh.

We hope that our study will provide information to the Mobile Phone Network Service

Companies in Bangladesh to understand the want of their customers and satisfied them.

If the every mobile phone operator companies are benefited to use this report, our

purpose will be succeeded.

1.3 Scope of study:

To prepare the report on customer satisfaction in mobile phone operating industry: a

serve on the users on Bangladesh we have surveyed 50 peoples of different age and

profession in Khulna and talked with the official’s .We talked with the retailers. From the

survey, we got very good information to prepare the report. However we have surveyed

only in Khulna due to time and funds availability, we have learnt a lot about customer’s

satisfaction in Khulna. We got different information from internet. But we give our effort

to prepare the report as a right one.

1.4 Methodology:

Methodology refers to the overall procedures of research. Since the study is focused

on determining the customer satisfaction of mobile phone network companies, the

research design is mainly survey based. The study has been conducted through

ensuring involvement of mobile phone consumers and the people from marketing

and research department of the organization.

1.4.1 Sample Design:

The number of items or units included in the sample from the total population is

called the sample size. In this study, the sample has been determined by normal


3 | P a g e

survey basis. Mobile phone communication is very much common. So, generally

picking any people can complete the survey. We picked some business people,

students and serviceman for the survey. The sample sizes of consumers have been

50 from Khulna Division.

In order to ensure the view of the responsible persons we interviewed one business

person and one serviceman of different aspects.

1.4.1.1 Target Population & sample size:

The target population will be the customers who are taking banking services from

Exim bank, Gulshan-1 branch. Total 50 customers will be selected as sample.

1.4.1.2 Sampling Method:

Convenience sampling method, a non-probability sampling technique, will be

used for the selection of sample.

The profile of the consumers who have been surveyed for the study is given

below-

Age: Most of the respondents are between the age of 18-40.

Frequency Percent

18-30 38 76

31-40 10 20

40- 2 4

Total 50 100.0

Table 1: Age of the respondents

1.4.2 Data Collection Sources:

Data collection is a significant part of the study. The sources of data can be

classified into two types. They are Primary Data, and Secondary Data. In this

research both the primary data and the secondary data has been used.

Primary Sources:

Primary data has been collected from the sample through questionnaire. To

differentiate responses, we have developed an questionnaire that consists of both


4 | P a g e

positive and negative statements. Data from consumers has been collected through a

face to face interview and the interviews of inside of their respective offices. It is

collected from universities, during travel, inside different organizations and overall

in open area.

Secondary Data sources:

Secondary data has been collected from the executed and planned activities of the

organization. In this study the secondary data sources will include newspapers,

magazines and company web sites along with other respective web sites.

1.4.3 Data Collection Method:

Data will be collected through a structured questionnaire. Customers will be

interviewed directly to collect the primary data.

1.4.3 Procedure:

After conducting survey, all data has been collected from different locations. We

have analyzed the survey and made graphical presentations of different companies

in different aspects and different factors. We have developed four factors to

elaborate the customer satisfaction. We developed the factors by conducting a pilot

study. We developed 4 question in each factor in the questionnaire. Comparing

through graphical presentation made easier to explain everything.

1.5 Limitations of the Report:

It is a natural thing to do work and face different limitation during working .To prepare

the report we had to face so many problems and limitations. Some of those are given

below-


5 | P a g e

There are very small numbers of source from where we can get adequate

information.

People are not willing to give information because they are afraid of publicity.

Users of different mobile company do not feel comfortable to talk about their

personal uses.

Most of the survey persons are students and a very low number of persons are

businessman and serviceman.

CHAPTER TWO

LITERATURE

REVIEW


6 | P a g e

2.1 Customer Satisfaction

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business. It is an ambiguous and abstract concept and the

actual manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. Customer satisfaction represents a modern approach

for quality in enterprises and organizations and serves the development of a truly

customer-focused management and culture. Measuring customer satisfaction offers an

immediate, meaningful and objective feedback about clients’ preferences and

expectations. In this way, Mobile Phone Network Service Companies’ performance may

be evaluated in relation to a set of satisfaction dimensions that indicate the strong and the

weak points of a business organization. This paper presents an original customer

satisfaction survey in the private Mobile Phone Network Service sector. The

implemented methodology is based on the principles of multi criteria analysis and

preference disaggregation modeling. The most important results are focused on the

determination of the critical service dimensions and the segmentation to customer

clusters with distinctive preferences and expectations.

It is also the inner feelings of the customer about the service product they purchase.

Customer thinks of it when they purchase the service product of the bank and of course

the satisfactions encourage or persuade them to purchase or to take the decision to

purchase (Kotler, 1998).

2.2 Tools of measuring customer satisfaction:

Measurement of customer satisfaction plays a very vital role in current days. Without

satisfying customer needs and wants properly, it might be difficult for the company to

survive in the competition. Measuring the satisfaction of consumer is a difficult job. But

there are some ways these are as bellow.

While it seems clear that increasing customer satisfaction is beneficial to a marketing

manager, how to measure it is less clear. Customer satisfaction has been studied from the


7 | P a g e

perspective of the individual customer and what drives their satisfaction (Oliver and

Swan 1989; Oliver 1993; Fournier and Mick 1999) as well as from an industry-wide

perspective to compare customer satisfaction scores across firms and industries (Fornell

1992; Anderson, Fornell, and Lehmann 1994; Fornell et al. 1996; Mittal and Kamakura

2001), while other research has examined customer satisfaction in a single organization

(Schlesinger and Zornitsky 1991; Hallowell 1996; Loveman 1998) or across several

organizations (DeWulf, Odekerken-Schröder, and Iacobucci 2001).

In attempting to measure customer satisfaction, it is possible that attributes can have

different satisfaction implications for different consumer and market segments – the

usage context, segment population, and market environment can influence satisfaction

and product use (Anderson and Mittal 2000). Failure to take into account segment-

specific variation may lead a firm to focus on the wrong aspect for a given set of

consumers (Anderson and Mittal 2000). Furthermore, consumers with similar satisfaction

ratings, yet different characteristics, may exhibit different levels of repurchase behavior

(Mittal and Kamakura 2001). It is clear, then, that market and consumer segments should

be important factors to consider when measuring customer satisfaction and its

implications.

2.3 Complaint and Suggestion System

Now a day, complaint and suggestion system is treated as an effective mechanism of

measuring customer level. Most of the companies are now establishing hot lines with toll

free numbers. These are also practicing Web sites and e-mail for quick and both way

communication. (Kotler,2004)

2.4 Customer satisfaction surveys

Responsive companies measure customer satisfaction directly by conducting periodic

surveys. While conducting customer satisfaction data, it is also useful to ask additional


8 | P a g e

questions to measure repurchase intension and to measure the likelihood or willingness to

recommend the company and brand to others. (Kotler, 2004)

2.5 Service Quality

The primary responsibilities of employees in customer service positions usually entail

creating and delivering the service in the customers’ presence as well as providing

information, taking instructions and receiving payments and solving problems. New

customers in particular, often rely on customer service personnel for assistance in

learning how to use a service effectively and how to resolve problems. For example, in

the Networking Service industry, the combination of a highly competitive and new

technologies have forced Network Operators to add more services in an attempt to

increase their profitability(Bolton and Drew,1991).

During the 1980s and early 1990s, improving service quality has become a major

priority. In a service context, this strategy required efforts to improve customer

satisfaction by creating better service process and outcomes. Quality means different

things to people according to the contest. Quality focuses on the benefits created for

customers’ side at the equation. (Bolton and Drew, 1991)

2.6 Customer queries

Customer queries are an important feature of customer satisfaction. Different customers

come to the bank with their different queries. They may have both the product and

service related queries. Customers’ queries indicate the customer’s information search

about the service of the operator. When a customer comes to the Customer Care Center to

search their information the staffs must have to be helpful and knowledgeable. When a

customer comes to a Customer Care Center he or she expects the best level of service

from the Customer Care Executives. Employees won’t be able to help these customers if

they are not enough knowledgeable about the products and services they are providing.

Customer queries in term of their SIM Card Purchasing or Connection purchasing has to


9 | P a g e

be efficient and employees’ attention to be needed. When a customer purchases a new

connection he or she has lots of queries about the Operator as he/she is new in the

Network Service. Customer has queries also in other area like their transaction with the

bank. They have many queries about the transaction like the procedure, instruction,

accuracy and efficiency. Customers have queries in terms of their complaints also. When

they place a complaint they seek responsiveness, concern, expectations and arrangement.

When a Customer Care Center can efficiently provide the information of’ customer

queries, they will be able to make their customer highly satisfied. (Kotler, 2004)

2.7 Factors Affecting Customer Satisfaction

Several studies in the marketing literature have considered the relationship between

customer satisfaction and performance at the firm level. Not surprisingly, the results

generally show that customer satisfaction provides economic benefits to the firm. For

example, customer satisfaction has been linked to increased revenues (Fornell, 1992;

Gómez, McLaughlin & Wittink, 2004; Rust, Zahorik, & Keiningham, 1995), more

inelastic demand (Anderson, 1996), and reduced costs for attracting new customers and

other costs associated with poor quality, defects and complaints (Anderson, Fornell, &

Rust, 1997). Reflecting these benefits, customer satisfaction has been found to positively

affect a firm’s profitability (Anderson, Fornell, & Lehmann, 1994; Aaker & Jacobson,

1994; Capon, Farley, & Hoeni, 1990), and its market value (Aaker & Jacobson, 1994;

Ittner & Larcker, 1998). While extant literature provides evidence for the positive effect

of a firm’s customer satisfaction, little if any research has considered the effect of rivals’

customer satisfaction on a firm’s performance.

2.8 Customer Satisfaction & Service Industry

Customers’ satisfaction is one of the vital important factors in every organization. There

exists a link between the customers’ satisfaction and the organization’s overall

performance. To know the level of customers’ satisfaction is essential because it helps the

institutions to know how well they are doing in comparison to others and also what the


10 | P a g e

customers’ desire from them, what they need to add, removes or change along with core

offering. In a Mobile phone Network service Company, customer satisfaction is a vital

need to run the business. Manager need to be concerned on a day-to-day basis that the

customers are satisfied, the operational system are running smoothly and efficiently and

the employees are not working productively but are also doing a good jobs either of

serving customers directly or helping other employees to deliver good services. However,

the distinctive nature of services performances, especially such aspects as involvement in

production and the importance of time factors i.e. procedures of services require that

some strategic elements be included. To capture the nature of the challenge, 8Ps model of

integrated service can be used, which highlights the strategic decision variables facing

managers of service organizations (Lovelock, 2001). According to him these are products

elements, place cyberspace and time, process, productivity and quality, people,

promotion, education, physical evidence, price and other user costs.

Increased customer repurchases increase the profitability of firms (Fornell. 1992) and

maintaining customer satisfaction is key to retaining customers (Mittal, Katrichis and

Kumar, 2001). Price has been a traditional form of competition but with increased

competitive pressures, TQM, instantaneous worldwide communication, and flexible

manufacturing, price competition is no longer sufficient. Product design, quality,

performance, and delivery have become more important factors in creating customer

relationships (Flint, Woodruff and Gardial, 2002). To be competitive, it is important that

today’s marketers understand exactly which factors drive customer satisfaction

judgments and focus on fulfilling those elements. (Journal of the Academy of Business

and Economics, 2003)

The most widely accepted model of customer satisfaction is the expectancy

disconfirmation paradigm (Patterson, Johnson and Spreng, 1997). In this model, when a

consumer’s expectation of performance is met, the expectation is said to be confirmed.

When actual performance is below the expected level of performance, the expectation is

negatively disconfirmed and when actual performance exceeds the expected level of

performance, the expectation is positively disconfirmed. Overall satisfaction is


11 | P a g e

considered a multi-attribute model in which overall satisfaction has multiple components.

(Journal of the Academy of Business and Economics, 2003).

2.9 Importance of Measuring Customer Satisfaction in the Mobile Phone Network

Service Industry

In case of Mobile Phone Network Service Industry, the services are intangible in nature,

here the core services is the products and features (Mobile Connections and Call

Benefits) but the supplementary services are the procedure of getting the services, speed

of service providing, the physical environment and also the attitude of personnel. As

technology serves all services of a company, so technology must be very modern and

new with high performance. Technical fault can be happened. But fault must be repaired

as soon as possible. Highly qualified technician can serve in this purpose. There are many

factors that affect customer satisfaction. Those factors must be fulfilled with satisfaction

to gain market position. A company can improve their service to gain market when they

know about the customer satisfaction of their services. In a mobile phone network service

company, they can include new offers, new features and new attracting services to gain

full satisfaction from the customers. To improve the service a company must know about

their customer satisfaction. And to know that they must measure customer satisfaction. In

a service industry, customer satisfaction is a must to run the business effectively. By

conducting customer satisfaction surveys they can know where their fault in service is

and improve their market and increase customer. Service with relevance to motto and

advertisement can improve customer satisfaction. To know about all the things, a

company must measure customer satisfaction. So, the main theme is that to improve

companies position and increase demand, customer satisfaction measurement is needed.


12 | P a g e

2.10 Significance of This Study from Earlier World Wide Researches Context and

Adding Value to Existing Literatures

Mobile Phone Network Service industry is one of the largest industries in Bangladesh. So

far there are 6 Mobile Phone Network Service Operator in Bangladesh and many more

are coming. Huge number of customers is involved in Mobile Phone Network Service

industry taking the Networking services regularly. This study basically focuses on

customer’s satisfaction regarding the services provided by the 5 major Mobile Phone

network companies. This study will measure the customer’s satisfaction and will

determine how this attitude can be changed. With the help of this study Operators can

make necessary changes to their services so that customers can have a positive attitude

towards their services. This will help them to survive in the competition among the

Mobile Phone Network Service industry. Besides in the social and economic perspective

this study will also contribute. Our attitude towards the values, belief, and customs can be

identified through this study. In addition to the Networking sector there are some other

sectors where consumer’s satisfaction is an important factor to achieve success. For

example: fast moving consumer goods industry can apply this model to measure their

customer’s satisfaction and make necessary changes in their products and services.

Therefore we can say that this study will definitely contribute to the social and economic

perspective in the country.

CHAPTER THREE

ORGANIZATION

OVERVIEW


13 | P a g e

3.1 Introduction of Mobile Phone Network Service Industry in Bangladesh

The expansion of Bangladesh‟s telecommunications sector began with small steps in

1989 with the issuance of a license to a private operator for the provision of inter alia

cellular mobile services to compete with the previous monopoly provider of

telecommunications services the Bangladesh Telegraph and Telephone Board (BTTB).

Significant changes in the number of fixed and mobile services deployed in Bangladesh

occurred in the late 1990s and the number of services in operation has subsequently

grown exponentially in the past five years. The incentives both from government and

public sectors have helped to grow this sector. It is now one of the biggest sectors of

Bangladesh. As a populous country, its huge market has attracted many foreign investors

to invest in this sector.

1st of all Sheba Telecom got license to operate exchange is 199 sub-districts in 1989.

Now it is called Banglalink. In that year Cellular mobile phone company Pacific

Bangladesh Telephone Limited and Bangladesh Telecom got license. It is now called

CityCell. In 1996 GrameenPhone got cellular mobile Telephone license. Telecom

Malaysia International Bangladesh got cellular mobile license in that year also. After that

in 2004 Teletalk under Bangladesh Telecommunication Regulatory Commission

(BTRC). In December 2005, Warid Telecom International LLC obtained a 15 year GSM

license to operate as the sixth mobile phone operator in Bangladesh for US$ 50 million.

Warid Bangladesh started rolling out its network from mid-2006, and launched

commercial operations on May 10, 2007 covering 26 districts. In 2006, an Egypt-based

Orascom Telecom acquired Sheba Telecom and named Banglalink GSM. In 2008,

Japanese NTT DoCoMo bought 30 percent stake in Aktel. It was named then Robi from

2010. Bharti Airtel acquired 70 percent stake in Warid Telecom and named that Airtel

Bangla Ltd.

3.2 Teletalk

Teletalk Bangladesh Limited is a public limited company, registered under the Registrar

of the Joint stock companies of Bangladesh. Total shares owned by the Government of

the Peoples Republic of Bangladesh. Teletalk Bangladesh Limited brand name “Teletalk”

is a GSM based state-owned mobile phone company in Bangladesh. TeleTalk started

operating on 29 December 2004. Now it is one of the largest mobile phone operators in

Bangladesh. Now it has over 1.15 million subscribers.

The mission statement of Tele Talk is "Desher Taka Deshey Rakhun" ("Keep your

Money in your Country")


14 | P a g e

Teletalk Bangladesh limited was established keeping a specific role in mind. Teletalk has

forged ahead and strengthened its path over the years and achieved some feats truly to be

proud of, as the only Bangladeshi mobile operator and the only operator with 100%

native technical and engineering human resource base, Teletalk thrives to become the

true people‟s phone – “Amader Phone”.

3.2.1 Basic objectives

Basic objectives for which the Company was formed are highlighted here under:

To provide mobile telephone service to the people from the public sector

To ensure fair competition between public and private sectors and thereby

to safeguard public interest

To meet a portion of unmitigated high demand of mobile telephone

To create a new source of revenue for the government.

3.2.2 Incorporation of Teletalk:

Teletalk Bangladesh Limited (the “Company”) was incorporated on 26 December, 2004

as a public limited company under the Companies Act, 1994 with an authorized capital of

Tk.20,000,000,000 being the only government sponsored mobile telephone company in

the country. On the same day the Company obtained Certificate of Commencement of

Business.


15 | P a g e

3.2.3 Company’s Network Expansion:

Teletalk Bangladesh Limited has continually expanded its network, to better

accommodate its growing customer base as well as to keep the promise of providing

better service. As of now, Teletalk has already established its network foothold in 64

Districts, 402 Upazilas, and most of the highways. Teletalk is continuing its network

expansion to reach more corners of Bangladesh.

3.2.4 Scope to be explored:

M-Governance is derived from e-governance refers to government‟s use of information

and communication technology to exchange information and services with citizens,

businesses, and other arms of government. Teletalk is ready to provide with the help of

third party software, mobile interactivity for the citizens of Bangladesh with m-

Governance. This may include, but not limited to

Mobile based Live Citizen Reporting Solution

Mobile User Info bank (Database of Mobile Users of Bangladesh)

Agriculture information services for the farmers and also for the end users,

like product price in different parts of the country.

Product ID for all consumer products/ Organization.

Interactivity between Government and the Citizens.


16 | P a g e

3.3 Grameenphone

3.3.1 Overview

Before Grameenphone‟s inception, the phone

was for a selected urbanized few. The cell

phone was a luxury: a flouting accessory for

the select elite.The mass could not contemplate mobile telephony as being part of their

lives.

Grameenphone started its journey with the Village Phone program: a pioneering initiative

to empower rural women of Bangladesh. The name Grameenphone translates to “Rural

phone”.

Starting its operations on March 26, 1997, the Independence Day of Bangladesh,

Grameenphone has come a long way. Grameenphone pioneered the then breakthrough

initiative of mobile to mobile telephony and became the first and only operator to cover

98% of the country‟s people with network

Since its inception Grameenphone has built the largest cellular network in the country

with over 13,000 base stations in more than 7000 locations. Presently, nearly 99 percent

of the country's population is within the coverage area of the Grameenphone network.

Grameenphone has always been a pioneer in introducing new products and services in the

local market. GP was the first company to introduce GSM technology in Bangladesh

when it launched its services in March 1997.

Grameenphone was also the first operator to introduce the pre-paid service in September

1999. It established the first 24-hour Call Center, introduced value-added services such as

VMS, SMS, fax and data transmission services, international roaming service, WAP,

SMS-based push-pull services, EDGE, personal ring back tone and many other products

and services. The entire Grameenphone network is also EDGE/GPRS enabled, allowing

access to high-speed Internet and data services from anywhere within the coverage area.

There are currently nearly 2.6 million EDGE/GPRS users in the Grameenphone network.

GrameenPhone has invested more than BDT 17,093 million to build the network

infrastructure. There are now more than 1600 GP Service Desks across the country

covering nearly all upazilas of all districts and 94 Grameenphone Centers in all the

divisional cities. Grameenphone has more than 5000 full and temporary employees.

300,000 people are directly dependent on Grameenphone for their livelihood, working for

the Grameenphone dealers, retailers, scratch card outlets, suppliers, vendors, contractors

and others.


17 | P a g e

Today, Grameenphone is the leading telecommunications service provider in Bangladesh

with more than 36 million subscribers as of December 2011.

3.3.2 Achievement History

Started operation on the independence day of Bangladesh in March 1997. Got

Bangladesh Business

Award for "Best Joint

Venture Enterprise" in

2002. In August 2004, it

reached 2 million

subscribers. Launched

EDGE and Voice SMS

service in September 2005

and reached 5 million

subscribers on December.

Launched Internet Modem

and reached 21 million

subscribers by 2009. 1st Annual General Meeting of Grameenphone is held in 2010. Now

its subscriber number is over 21 million.

3.4 Airtel Bangla Ltd. Overview

Warid Telecom International LLC paid US$ 50 million

to obtain a GSM license from the BTRC and became

the sixth mobile phone operator in Bangladesh in 2005 and launched at the end of

January 2007. It gave away complimentary subscriptions among a selected group of

individuals, whose job was to make 'test calls' and the operator adjusted its network's

quality based on their comments.

On May 9, 2007, Warid in an advertisement in some daily newspaper stated that it would

be launching publicly on May 10, 2007. However, no call rate nor any package details


18 | P a g e

were revealed. The advertisement included an announcement for the people interested to

buy Warid connections to bring the documents like ID Card, etc., to the designated

franchise and customer care centres. By November 10, 2007, 61 districts under Warid

network coverage.

Airtel Bangladesh is the sixth mobile phone carrier to enter the Bangladesh market, and

launched commercial operations on May 10, 2007. On June 10, 2008, Warid Telecom

expanded its network to 3 more districts Bandarban, Khagrachhari and Rangamati. Now

all 64 districts of Bangladesh are under Warid network coverage meaning Warid Telecom

now has nationwide coverage.

On December 20, 2010, Warid Telecom was rebranded to Airtel. Warid Telecom

International LLC, an Abu Dhabi based consortium, sold a majority 70% stake in the

company to India's Bharti Airtel Limited for US$300 million. Bharti Airtel Limited will

take management control of the company and its board, and rebranded the company's

services under its own airtel brand from 20 December 2010. The Bangladesh

Telecommunication Regulatory Commission approved the deal on Jan 4, 2010.

In January 2010, Bharti Airtel Limited, Asia‟s leading integrated telecom services

provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-

based Abu Dhabi Group.

Bharti Airtel is making a fresh

investment of USD 300 million to

rapidly expand the operations of Warid

Telecom and have management and

board control of the company. This is

the largest investment in Bangladesh by

an Indian company. Dhabi Group

continues as a strategic partner retaining

30% shareholding and has its nominees

on the Board of the Company.

The new funding is being utilized for expansion of the network, both for coverage,

capacity, and introduction of innovative products and services. As a result of this

additional investment, the overall investment in the company will be in the region of

USD 1 billion.

This is Bharti Airtel‟s second operation outside of India. The company launched its

mobile services in Sri Lanka in January 2009 on a state-of-the-art 3.5G network. On July

19, 2007, the company crossed the 1 million customers mark in the first 70 days of

operation.


19 | P a g e

3.5 Banglalink GSM

3.5.1 Introduction in Bangladesh

Sheba Telecom (PVT Ltd)-after talking lots- finally was granted

license in 1989 to operate in the rural areas of 199 upazilas. Later it

obtained GSM license in 1996 to extend its business to cellular

mobile, radio telephone services. It launched operation in the last

quarter of 1997 as a Bangladesh-Malaysia joint venture.

In July, 2004, it was reported that Egypt based Orascom Telecom is set to purchase the

Malaysian stakes in Sheba Telecom through a hush-hush deal, as Sheba had failed to tap

the business potentials in Bangladesh mainly due to a chronic feud between its Malaysian

and Bangladeshi partners. An agreement was reached with Orascom worth US$25

million was finalized in secret. The pact has been kept secret for legal reasons,

considering financial fallout and because of the feud.

The main reason for the undercover dealing was the joint venture agreement between the

Bangladeshi and the Malaysian partners, which dictates that if any party sells its Sheba

shares, the other party will enjoy the first right to buy that.

Banglalink attained 1 million subscribers by december 2005 and 3 million subscribers in

october 2006. in less than two years which is by december 2007, banglalink overtook

aktel to become the second largest operator in bangladesh with more than 7.1 million

customers. banglalink currently has

20.05million subscribers as of april 2011,

representing a market share of 27.03%

Growth over the last years have been fuelled

with innovative products and services targeting

different market segments, aggressive

improvement of network quality and dedicated

customer care, creating an extensive

distribution network across the country, and

establishing a strong brand that emotionally

connected customers with banglalink.

Integrated Services Ltd. (ISL), the Bangladeshi

partner, was being „officially‟ shown as

purchasing the shares held by Technology


20 | P a g e

Resources Industries (TRI) of Malaysia for $15 million. ISL then paid another $10

million to Standard Chartered Bank to settle Sheba's liabilities.

In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba

Telecom (Pvt.) Limited (“Sheba”). It was acquired for US$60 million. Sheba had a base

of 59,000 users, of whom 49,000 were regular when it was sold. Afterward it was re-

branded and launched its services under the “Banglalink” brand on February 10, 2005.

Banglalink‟s license is a nationwide 15-year GSM license and will expire in November,

2011.

In March, 2008, Sheba Telecom (Pvt.) Limited changed its name as Orascom Telecom

Bangladesh Limited, matching its parent company name. banglalink attained 1 million

subscribers by december 2005 and 3 million subscribers in october 2006. in less than two

years which is by december 2007, banglalink overtook aktel to become the second largest

operator in bangladesh with more than 7.1 million customers. banglalink currently has

20.05million subscribers as of april 2011, representing a market share of 27.03%.

3.5.2 Overview

Orascom Telecom Bangladesh Limited ("banglalink") is fully owned by Orascom

telecom holding s.a.e, egypt, ("oth"); the ultimate parent company of the group is

vimpelcom, the 6th largest mobile phone operator in the world. banglalink was acquired

by oth in 2004, and after a complete overhaul and the deployment of a new gsm network,

its telecommunication services were re-launched under the brand name banglalink. when

banglalink began operations in bangladesh in february 2005, its impact was felt

immediately: overnight mobile telephony became an affordable option for customers

across a wide range of market segments.

Banglalink‟s success was based on a simple mission: "bringing mobile telephony to the

masses" which was the cornerstone of its strategy. banglalink changed the mobile phone

status from luxury to a necessity and brought mobile telephone to the general people of

bangladesh and made a place in their hearts. the mobile phone has become the symbol for

the positive change in bangladesh.

This positive change that is quite correctly attributed to banglalink, has become the

corporate positioning of banglalink and is translated in their slogan "making a difference"

or "din bodol". "making a difference" not only in the telecom industry, but also through

its products and services, to the lives of its customers. this corporate stance of "making a

difference" has been reflected in everything banglalink does.


21 | P a g e

3.5.3 Management Team

Management Team includes

Post Name

Managing Eirector & Chief Executive

Officer

Ahmed Abou Doma

Chief Financial Officer Mohamed Hassan Osman

Chief Technical Officer Ahmed Mohamed Fady

Chief Commercial Officer Asher Yaqub Khan

Human Resources & Administration

Director

Tarek Beram

Head of PMO & Supply Chain Abdus Saboor

Regulatory & Legal affairs director Zakiul Islam

Information Technology Director Nizar el-assaad

Company Secretary M Nurul Alam

3.5.4 Behind the Organiztion

Orascom Telecom (oth) established

itself as a global brand and is

considered today to be one of the

largest and most diversified telecom

operators. Operating in eleven

emerging markets, the company has

a population under license of

approximately 512 million with an

average mobile telephony

penetration of approximately 50%

as of june, 2010. Orascom telecom

operates gsm networks in algeria

("ota"), pakistan ("mobilink"), egypt

("mobinil"), bangladesh

("banglalink"), burundi (leo

burundi), namibia (leo namibia), central african republic (telecel car), north korea

("koryolink") and canada ("wind mobile") through its indirect equity shareholding in

globalive wireless and its indirect equity ownership in telecel zimbabwe (zimbabwe). in


22 | P a g e

2009, the company was also awarded the management contract of one of the two

lebanese mobile telecommunications operators ("alfa") from the government of the

republic of lebanon. oth‟s parent company "wind telecom" is owned by "vimpelcom".

Vimpelcom is the 6th largest telecom operator in the world, providing service to over 186

million subscribers, as of 31st march 2011, through its operation in 20 countries. It

provides services via a wide range of wireless, fixed, and broadband services in russia,

ukraine, kazakhstan, uzbekistan, tajikistan, armenia, georgia, kyrgyzstan, vietnam,

cambodia, laos, algeria, bangladesh, pakistan, burundi, zimbabwe, central african

republic, italy and canada. the brands under which the company operates are "beeline",

"kyivstar", "djuice", "wind", "infostrada" "mobilink", "leo", "banglalink", "telecel", and

"djezzy"

Vimpelcom ltd.‟s reporting structure is divided into five business units - europe and north

america, russia, ukraine, the commonwealth of independent states (cis), and africa and

asia, all of which report to the company‟s headquarters in amsterdam.

In september 2004, oth purchased 100% of sheba telecom (pvt.) limited in bangladesh.

oth re-branded and launched its services as "banglalink" in february 2005. Immediately

after the launch, oth started its aggressive plans to develop banglalink into a leader in the

mobile sector by rapidly expanding its gsm network to provide high quality

communications services at affordable prices. banglalink serves over 20 million

subscribers with 27.03% market share (as of april 2011).

3.6. Citycell

3.6.1 Introduction Stage

In 1989 Bangladesh Telecom Limited (BTL) was awarded a license to operate cellular,

paging, and other wireless communication networks. Then in 1990 Hutchison Bangladesh

Telecom Limited (HBTL) was incorporated in Bangladesh as a joint venture between

BTL and Hutchison Telecommunications (Bangladesh) Limited. HBTL began

commercial operation in Dhaka using the AMPS mobile technology in 1993 and became

the 1st cellular operator in South Asia.[2] Later that year Pacific Motors bought 50% of

BTL. By 1996 HBTL was renamed as Pacific Bangladesh Telecom Limited (PBTL) and

launched the brand name "Citycell Digital" to market its cellular products.

Citycell (Pacific Bangladesh Telecom Limited) is the first mobile communications

company of Bangladesh. It is the only CDMA network operator in the country. As of 1

March 2008, Citycell's total mobile subscriber base is 1.56 million, up 137 per cent or

680,000 from two years ago, giving it the best growth rate of the company till date.


23 | P a g e

Citycell is currently owned by Singtel with 45% stake and the rest 55% owned by Pacific

Group and Far East Telecom.

By the end of 2007 Citycell had refurbished its old brand identity and introduced a new

logo and corporate identity; the new logo is very reminiscent of the old logo. However

the slogan has remained unchanged "because we care"

.

3.6.2 Overview

Citycell (Pacific Bangladesh Telecom Limited) is Bangladesh‟s and South Asia‟s

pioneering mobile communications company and the only CDMA mobile operator in the

country. Citycell is a customer-driven organization whose mission is to deliver the latest

in advanced telecommunication services to Bangladesh.

The company offers a full array of mobile services for consumers and businesses that are

focused on the unique needs of the Bangladeshi community. Citycell‟s growth strategy is

to integrate superior customer service, highest standards of technology and a choice of

packages at affordable rates.

The company operates a 24-hour call centre with well trained operators to respond to

customer queries. Citycell‟s customer service are open 7 days a week to ensure customers

can access Citycell at any convenient time.


24 | P a g e

3.7 Robi

Robi Axiata Limited is a joint venture company

between Axiata Group Berhad, Malaysia and NTT

DOCOMO INC, Japan. It was formerly known as

Telekom Malaysia International (Bangladesh) which

commenced operations in Bangladesh in 1997 with the

brand name AKTEL. On 28 March 2010, the service

name was rebranded as „Robi‟ and the company came

to be known as Robi Axiata Limited.

Robi Axiata Limited, DBA Robi (formerly known as

Aktel), is a joint venture between Axiata Group Berhad, Malaysia (70%) and NTT

DoCoMo Inc, Japan (30%). Robi is the third largest mobile phone operator in

Bangladesh with more than 14 million subscribers as of June 2011. Robi boasts of the

widest international roaming service in the market, connecting over 500 operators across

207 countries. It is the first operator in the country to introduce GPRS. Robi uses GSM

900/1800 MHz standard and operates on allocated 12.8 MHz frequency spectrum

CHAPTER FOUR

ORGANIZATION

SERVICES

OVERVIEW


25 | P a g e

4.1 Service Catagories

Calling Service: To communicate with one another through mobile.

Internet Service: Now a days Internet is very important to move with the trend.

Mobile Internet service enables one to use the web anywhere and keep updated.

Value Added Service: VAS has some characteristics that is given below

o Not a form of basic service but rather adds value total service offering

o Stands alone in terms of profitability and/or stimulates incremental

demand for core service(s)

o Can sometimes stand-alone operationally.

o Does not cannibalize basic service unless clearly favorable

o Can be an add-on to basic service, and as such, may be sold at a premium

price

o May provide operational and/or administrative synergy between or among

other services – not merely for diversification

Value added services are

FnF- Friends and Family

Push Pull services

VMS- Voice Mail Service

SMS- Short Message Service

International SMS

Internet

Weather Information

Cricket And News Update

Corporate Services: There are some services to give a push to professional

activities and help professionals a lot.

4.2 TeleTalk - Services

TeleTalk Provides different types of quality services. It gives the lowest International call

rate (ISD) compared to others. It offers 3 types of connection services

Prepaid

Postpaid

Corporate

4.2.1 Connection Services

Teletalk gives a wide range of variety in prepaid connection services. Starting from BDT

150 connection price it gives variety of choices in different packages. It has designed its


26 | P a g e

packages that suits specific type of people in specific package. There are packages

named-

Ekush

Bijoy

Shadheen

Shadheen 66

Standard

Shapla (Pre)

There are also some postpaid

services also that is starting

from BDT 790. Those are

Standard and Shapla.

Teletalk Provides corporate connection services. TBL has always been keen on

introducing new and different services for its valued customers. Corporate Service is one

of them. This Package is especially arranged for those customers who have their own

enterprise/company/service organization etc and they are interested to take this special

opportunity to avail catered services from TBL.

Corporate Facilities Are:

One Second Pulse

Low call rates and simple tariff plan

FnF

No GPRS registration fee

GPRS unlimited available on Prepaid & Postpaid

No use no bill

No financial liability for the organization because the package is prepaid

Call Conference available. [Number of caller 3 persons at a time]

SIM price is negotiable.

Corporate Packages:

Teletalk provides its customers with varied catered packages like-

Teletalk Executive [Prepaid]

Teletalk Executive [Postpaid]

Professional [Prepaid]


27 | P a g e

4.2.2 Easy bill Payment

TeleTalk offers their postpaid customers to pay their bill through Scratch Card and Bank

Booth. It is very flexible to pay bill or deposit any amount against your number. Your

balance will be updated depending on bank acknowledgment. Also customers can pay at

our Customer Care Center.

4.2.3 Mobile Internet

A new addition in Teletalk services. Teletalk invites customers to use GPRS and browse

the internet, check your mail or chat with your friend while moving. GPRS stand for

General Packet Radio Service. GPRS is a type of cellular mobile service by which we can

transfer data. This can be compared with the fixed phone dial-up internet service. You

can use your PC or the mobile set itself to get the internet service. GPRS offers up to 115

kbps which is faster than fixed phone dial-up service.

4.2.4 VAS

Along with normal value added services Teletalk provides some extra service like-.

Bangla SMS

Missed Call Alert

Malicious call Blocking Service

Phone Book Backup Service

Online Recharge Portal: PayPoint

Teletalk Voice Adda

64 District News(upcoming)

Teletune

4.2.5. International Roaming

Currently Teletalk is providing

International Roaming service to

54 operators in 38 countries for

Postpaid and to 12 operators in

11 countries for Prepaid to its

valued subscribers.


28 | P a g e

4.3 Grameenphone Services

4.3.1 Packages

Grameenphone offers variation of connection

packages for different people. Different

packages are offered for customer satisfaction of different types of people.

Xplore: Xplore is a postpaid connection and is available with Mobile to Mobile

with BTCL connectivity. BTCL incoming is absolutely free in Xplore.

Shohoj: Grameenphone prepaid connection comes with this pre-activated

package where you will be able to talk to any operator number at a low, flat rate

of Tk 0.79.

Bondhu: This package with the highest number of F&Fs allows you to talk to

your near and dear ones at the lowest rate.

Apon: You can talk to over 31 million Grameenphone numbers at a very low rate

of 49 Paisa per minute.

Badhon: "Baadhon" is a special package which is very suitable for the rural

population of Bangladesh.

Spondon: “Spondon” is the new attractive price plan from Grameenphone which

gives you the opportunity to “Pay only as much as you will talk”

Smile: The Grameenphone Smile prepaid connection now gives you more

freedom, more opportunities and more reasons to smile.

Djuice: New djuice price plan from Grameenphone Ltd. is designed with the

Youth in mind!

4.3.2 Internet Service

When-ever, where-ever a customer want to get online to access the internet,

Grameenphone has got the coverage & right solutions that will suit customer. Whether

customer searching for

information or looking for

entertainment & social

networking on your phone

or a laptop/personal

computer they have the

right packages & devices

to cater to customer needs.

Internet is the most

convenient medium of

information.

Communication solutions


29 | P a g e

developed by Grameenphone across all the media have always focused one single thing –

to help people stay close to their dear ones and to enlighten their lives through free and

flawless access to information. Grameenphone internet is another step towards fulfilling

this goal.

4.3.3 International Roaming

In March 1999, Grameenphone introduced this premium service for the first time in

Bangladesh and now provides International Roaming service to its own subscribers

traveling abroad as well as to foreign operators' subscribers traveling in Bangladesh. For

the first time in Bangladesh in

July 2006, Grameenphone

launched Roaming Services

(both GSM and EDGE/GPRS)

with CAMEL Phase II for Pre-

paid In-bound subscribers.

Grameenphone has unique 'One

to One' relationship with all its

International Roaming partner

operators. As of November 2010,

Grameenphone has more than

380 GSM partner operators in

over 120 countries in 6 continents and 176 EDGE/GPRS partner operators in 60

countries.

4.3.4 Blackberry Service

GrameenPhone(GP) came out with Blackberry service under the umbrella of their

Business Solution. They are providing two packages of Blackberry service:

BLACKBERRY ENTERPRISE SERVICE (BES) and BLACKBERRY INTERNET

SERVICE (BIS

4.3.5 VAS

Just like others GP has normal VAS

and also some unique ones like

Pay For Me

Balance Transfer

Vehicle Tracking

Buddy Tracker

Quick Search


30 | P a g e

4.4 Airtel – Services

4.4.1 Packages

Airtel gives exclusive prepaid packages to attract customers that includes

Foorti: To keep dancing on feet all day & night long with friends

Adda: For the kind of person who loves to keep in touch with a close group.

Golpo: If customer is someone who loves making long conversations, our 'golpo'

package with 24 hours.

Dolbol: Now join own community & talk at the lowest rate!

Kotha: Share every little moment with the ones love with airtel 'kotha'-the

package plan.

Again Different Packages for those, who want to pay the bill after talk, the postpaid

package. 3 types of postpaid packages are offered named Airtel Classic, Airtel Advantage

and Airtel Exclusive

4.4.2 Airtel international Roaming

With Airtel, customers don't have to worry about roaming around the world. No matter

where in the world customer travel, their vast roaming coverage will keep customers

seamlessly connected.

Their International Roaming provides customers the freedom of using customers Airtel

number when travel outside Bangladesh. They empower customers to roam anywhere &

everywhere around the globe. They keep customers connected to all those who matter,

their friends and family.

A big world requires big coverage and that is exactly what Airtel is all about. They now

bring the whole world to your mobile phone. Leave the country, see the world, but never

lose contact with home. Take Airtel International Roaming services with customers; from

sightseeing to business, customers’ Airtel number will let him/her maintain his

connections worldwide without changing his number or the hassle of getting multiple

bills.


31 | P a g e

4.4.3 Internet

Airtel Internet lets one connect to the web whenever he/she require. On the beach, on the

way to a meeting, in the garden –anywhere. Just login to Airtel Internet from mobile,

laptop or PC and it is on the web. Download music, checking emails or simply stay in

touch with friends.

4.4.4 Useful Services

Additional to normal VAS services airtel offers –

Customer service for Query

Voice Adda

Promotional IVR

Namaz timing, Commodity pricing and Traffic updates

Welcome tune service menu

USSD menu for valu added service

Bonus query

One of the unique service of Airtel is

Cash back Bonus. One can enjoy talking

and getting free talk time instantly.

Free services to new customers is an

exclusive way to satisfy customers.

Giving instant discount to postpaid users

is also an unique and exclusive offer.

Another useful service is Airtel SIM

Genie Menu. It is basically SIM STK

menu from Airtel through which the subscribers can access several Airtel services. SIM

Menu eases the life of the subscriber to access several types of services. SIM STK menu

is also provided by other operators also (AKTEL, GrameenPhone etc) but Airtel is

branding SIM Genie Menu massively.


32 | P a g e

4.5 Citycel Services

4.5.1 Normal Services

Citycell provides simple and an unique call tariff connection service with a great array of

benefit. Citycell Provides

Less call rate with Prepaid and Postpaid Connection

Different VAS

High Speed Internet

International Roaming

4.5.2 CityCell Zoom

Zoom is a broadband service to the CityCell subscribers which created a massive gossip.

Zoom is using CDMA200 1x technology to provide high speed internet service. Also

Zoom has introduced a different sort of tariff plan for browsing which is basically usage

based pricing.

4.6 Banglalink Services

4.6.1 Packages

Banglalink offers different packages in different situation for different people. It gives

segmented service to people.

Prepaid is a system where to pay for phone

calls in advance. Prepaid Packages Includes-

Banglalink desh

Banglalink desh ek rate

Banglalink desh ekrate darun

Banglalink desh rangdhanu

Banglalink desh 7 fnf

1 second pulse


33 | P a g e

For the unique usage pattern for different people, banglalink gives postpaid packages

includes – Banglalik Postpaid, Inspire, Business, SME.

4.6.2 International Roaming

Enjoy worldwide coverage with Banglalink

international roaming. Banglalink

international roaming enables one to use

mobile when traveling abroad. One can use

mobile abroad just like use it while are in

Bangladesh.

4.6.3 Value Added Services

Different Types of Value Added

Services are offered. Most Special

is Healthlink, Krishi Jiggasha,

music station etc. Many other

Value Added Services in different

aspects are available-

Entertainment

Data

Call management

Mobile Financial Services

CHAPTER FIVE

DATA ANALYSIS

&

INTERPRETATION


34 | P a g e

5.1 Data Analysis & Interpretation

The study was intended to analyze the satisfaction of the customers towards the services

provided by Mobile Phone Network Service Companies in Bangladesh. For these purpose

50 customers were selected as respondents with the help of a structured questionnaire as

the instrument of data collection. Therefore that data has been analyzed by calculating

mean with the help of Microsoft Excel. Four (4) different factors were selected from a

primary survey as the basis of attitude measurement. First a pilot survey has been

conducted to find out the attributes related to customer satisfaction. We asked them and

got the ranking of the factors. From that 4 important factor have been selected for

designing the questionnaire. Then the respondents were asked to rank the attributes’

importance as weighted from strongly disagree to strongly agree (numerically ranging

from 1 to 5).

Table1: Weights of importance of the attributes (Top ten). (From most important to least

important)

Rank Factors Points (Mean)

1 Network 3.8

2 Call 3.1

3 Internet 2

4 Value Added Services 1.3

Source: Survey data

Table 2: Overall Customer Satisfaction

No. Company Percentage

1 Teletalk 62.25

2 Grameenphone 65

3 Airtel 59.79

4 Banglalink 61.45

5 Citycell 60

Source: Survey Data


35 | P a g e

Figure 1: Overall Customer Satisfaction

Observation 1: From the analysis we can see that customers are satisfied with the

services provided by the Airtel followed by Grameenphone, Teletalk, Citycell and

Banglalink. I have made some recommendation in the concluding part.

Now there is attribute wise evaluations. Here four factors have been analyzed with mean.

Table 3: Customer Satisfaction in Network Factor


1 Teletalk 57

2 Grameenphone 84

3 Airtel 60

4 Banglalink 57.5

5 Citycell 54.09

Source: Survey Data

57

58

59

60

61

62

63

64

65

62.25

65

59.79

61.4583

60

GP Airtel Banglalink Teletalk Citycell


36 | P a g e

Figure 2: Customer Satisfaction in Network Factor

Observation 2: From the analysis we can see that in Network factor customer is very

much satisfied with Grameenphone. Others are followed by Airtel, Banglalink, Teletalk

and Citycell. I have made recommendation on the factor.

Table 4: Customer Satisfaction in Call Factor


1 Teletalk 72

2 Grameenphone 56

3 Airtel 79.5

4 Banglalink 65.5

5 Citycell 70

Source: Survey Data

0

10

20

30

40

50

60

70

80

90 84

60 57.5

57 54.09090909



37 | P a g e

Figure 3: Customer Satisfaction in Call Factor

Observation 3: From the analysis, it is brought to light that Customer is satisfied most by

the service provided by Airtel followed by Teletalk, Citycell, Banglalink and

Grameenphone.

Table 5: Customer Satisfaction in Internet Factor


1 Grameenphone 60

2 Airtel 54

3 Banglalink 53

4 Teletalk 50.5

5 Citycell 53.63636364

Source: Survey Data

0

10

20

30

40

50

60

70

80

56

79.5

65.5

72 70.45454545



38 | P a g e

Figure 4: Customer Satisfaction in Internet Factor

Observation 4: We can analyze from the graph that Customer is satisfied by service

provided by Grameenphone in Internet Factor. Followed by Airtel, Citycell, Teletalk,

Banglalink.

Table 6: Customer Satisfaction in VAS Factor


1 Grameenphone 49

2 Airtel 68

3 Banglalink 66

4 Teletalk 66

5 Citycell 53.63

Source: Survey Data

44

46

48

50

52

54

56

58

60

60

54

53

50.5

53.63636364



39 | P a g e

Figure 5: Customer Satisfaction in VAS Factor

Observation 5: From the analysis, we observed that Value added service satisfaction is

somewhat same in all companies but Airtel (68%) satisfies most, then followed by

Banglaink (66%) and Teletalk (66%) , then Citycell (53.63%) and at last Grameenphone

(49%).

Randomly we picked 2 male and 2 female customers from 5 companies and their report

shows -

Table 7: Overall Customer Satisfaction Female


1 Grameenphone 52

2 Airtel 57

3 Banglalink 61

4 Teletalk 42

5 Citycell 46

Source: Survey Data

0

10

20

30

40

50

60

70

49

68 66 66

53.63636364



40 | P a g e

Figure 6: Overall Customer Satisfaction Female

Observation 6: From the analysis it is clear that women are satisfied by Banglalink.

Followed by Airtel, Grameenphone, Citycell and Teletalk.

Table 8: Overall Customer Satisfaction Male


1 Grameenphone 56

2 Airtel 53

3 Banglalink 45

4 Teletalk 52

5 Citycell 47

Source: Survey Data

0

10

20

30

40

50

60

70

52 57

61

42 46



41 | P a g e

Figure 7: Overall Customer Satisfaction Male

Observation 6: From the analysis it is clear that women are satisfied by Grameenphone.

Followed by Airtel, Teletalk, Citycell and Banglalink.

So, Overall Customer Satisfaction in all Factors of all companies looks like this

Figure 8: Overall Customer Satisfaction in all Factors of all companies

0

10

20

30

40

50

60 56 53

45

52

47


0

20

40

60

80

100

Network Call Internet VAS

GP

Airtel

Banglalink

Teletalk

Citycell


42 | P a g e

0

10

20

30

40

50

60

70

Network Call Internet VAS Overall

Table 9:Customer Emphasis on Factors

No. Factor Percentage

1 Network 62.51818182

2 Call 68.69090909

3 Internet 54.22727273

4 VAS 60.52727273

5 Overall 61.49090909

Figure 9:Customer Emphasis on Factors

Observation 7: It is found that customer mostly emphasis on Call factor in case of

satisfaction. Followed by Network.

CHAPTER SIX

FINDINGS

OF THE STUDY


43 | P a g e

6.1 Findings of the Study

The study was intended to find out the customer’s satisfaction on the services provides by

the 5 Mobile Phone Network Service Companies. After analyzing the survey results we

have found different types of value and it indicates different meaning. The general

findings are as follows:

Overall analysis of the data has found that, customers are satisfied with the

services provided by the Airtel followed by Grameenphone , Teletalk, Citycell

and Banglalink. Airtel got 65% and that is most satisfied one.

In network Factor, we found that Grameenphone won the battle with 84%

followed by Airtel, Banglalink, Teletalk and Citycell. Others point was very much

same as Airtel got 60%, Banglalingg got 57.5%, Teletalk got 57% and Citycell

got 54.09%.

It was found that customers are very much satisfied by calling services provided

by Airtel as it got 79.5%. Followed by Teletalk, Citycell, Banglalink and

Grameenphone.

Internet facilities of Grameenphone is very much good as customers are satisfied

with 60% customer satisfaction. It is followed by Airtel with 54%, Banglalink

with 54%, Citycell with 53.63%, Teletalk with 50.5%,

All companies have good value added services. Analysis shows the same

language. But Airtel is leading from in front with 68% followed by Banglaink

(66%) and Teletalk (66%) , then Citycell (53.63%) and at last Grameenphone

(49%).

We can see from the analysis that overall satisfaction of all companies is 61.49 %

that is 3.07. It is above neutral.


44 | P a g e

Another point of analysis shows that Female customers are very much satisfied

with services provided by Banglalink. On the other hand services of

Grameenphone satisfies male customers.

Study explains that customer mostly emphasis on Call factor in case of

satisfaction. Followed by Network.

CHAPTER SEVEN

CONCLUSION &

RECOMENDATION


45 | P a g e

7.1 Conclusion

Measuring customer’s satisfaction has become an important phenomenon in the service

industry. As a service industry mobile phone network service companies should deliver

quality services so that customers are satisfied and have positive attitudes towards the

services. The study has been conducted in the Khulna region and found some important

factors regarding customer’s satisfaction in order to measure the customer satisfaction of

Mobile Phone Service Companies in Bangladesh. It has been found from the study that

customers give much emphasis on Call services as well as Networks but mostly Call.

Therefore the study recommends that the Mobile Operators can improve the quality of

services further.

Every Companies are giving quality services. But one is not giving all types of services

nicely. Some are good at some factor that other are good at some other different factor.

This is virtually a partial study for evaluating the customer’s satisfaction because all the

variables have not been taken for consideration for factor measurement. The study has

been conducted despite some of the limitations. The study is expected to contribute to the

social and economic perspective in the country.

7.2 Recommendations

Though Mobile Phone Network service Companies performing well in delivering desired

services to their valued customers, they can be careful about some service issues. After

analyzing the study we have made the following recommendation that can be taken to

improve customer satisfaction by the operators:

Here call charge reduced and charges of Value added services can also be

deducted. It can improve customer satisfaction of Grameenphone. Some attractive

offers that females want most. It can attract female customers.

Network can be improved so that satisfaction will go up of Airtel.


46 | P a g e

Good service strategy to get the market and give attractive features that attracts

male customers most can be implemented by Banglalink.

An All in all effort to make condition good of Citycell.

Improved Internet service and Network Facilities may increase Customer

satisfaction of Teletalk.

Lessening call prices, giving attractive VAS, Lowering cost of Internet service

and a good network may improve all companies customer satisfaction.

APPENDIX

Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh a | Page

REFERENCES

Anderson, E.W., and Fornell, C. (1994).“A customer satisfaction research prospectus” In

R. Rust and R.J. Oliver (Eds.), Service quality: New direction in theory and practice (pp.

241-268). Thousand Oaks: Sage.

Bitner, M. J., “The service encounter, diagnosing favorable and unfavorable incidents”

Journal of Marketing, Vol. 54, 1990

Anderson, Eugene W., Claes Fornell, and Donald R. Lehmann (1994), “Customer

Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of

Marketing, 58 (3), 53-66.

Bolton, Ruth N. (1998), “A Dynamic Model of the Duration of Customer's Relationship

with A Continuous Service Provider: The Role of Satisfaction,” Marketing Science, 17

(1), 45-65.

Colgate, M., Stewart, K and Kinsella, R. (1996). Customer Defection: A Study of the

Student Market in Ireland. The International Journal of Bank Marketing, 14(3)

Fornell, C., “A National Customer Satisfaction Barometer: The Swedish Experience”.

Journal of Marketing, Vol. 56 (January), 1992, 6-21.

Lovelock, C, (1999), Defining and Measuring Service Quality. Service Marketing

.pp.334-355.

Andaleeb, and Conway (2006) Customer satisfaction in the restaurant industry: an

examination of the transaction-specific model: Journal of Services Marketing. 20, pp. 6-8

Pui (2005) The Role of Karaoke Box Servicescapes Play in Customer Satisfaction: Hong

Kong Baptist University Journal (2),pp.3-7

Adams, A and John, H (2009), Art of Customer Satisfaction, Journal of Marketing, 11(9),

pp-8-12. Available from: www.sage pub.com, Accessed by June 11,2010.

Neng A (2009), Business Research Strategies, McGraw-Hill Publications, 12th

edition,

New Delhi.

Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh b | Page

History of Banking Business in Bangladesh (Bangladesh Bank, 1998) Rahman and

Rahman (2006).p-97.

Hallowell, Roger (1996), “The Relationships of Customer Satisfaction, Customer

Loyalty, and Profitability: An Empirical Study,” International Journal of Service Industry

Management, 7 (4), 27-42.

Innis, Daniel E “Customer service: The key to customer satisfaction, customer loyalty,

and market share”. Journal of Business Logistics.1994.

Kauffman. R. G., “Influences on Industrial Buyers’ Choice of Products: Effects of

Product Application, Product Type, and Buying Environment”. International Journal of

Purchasing and Materials Management, (Spring). 1994

Michael W. Preis “A information theoretic approach to modeling customer satisfaction

for low-tech industrial offering” Journal of the Academy of Business and Economies

Feb.2003.

Wood, W., 2000. Attitude change: persuasion of social influence. Annual Review of

Psychology.

Mittal, V., J.M. Katrichis and P. Kumar, “Attribute Performance and Customer

Satisfaction Over Time: Evidence From Two Field Studies”. The Journal of Services

Marketing, Vol. 15(4/5), 2001.

Reidenbach, R.E. (1995). Value-Driven Bank: Strategies for Total Market Satisfaction.

Irwin Professional, U.K

Sureshchandra, G.S., Rajendran, C., and Ananthoraman, R.N., “Journal of Service

Marketing”, Vol. 33, 2002

Naylor, M. and Greco, S. (2002), Customer Chemistry: How to Keep the Customers You

Want and Say “Good-bye” to the Ones You Don’t, Chicago: McGraw-Hill.

Trading Corporation of Bangladesh, (1997), Journal -3, Volume 2

Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh c | Page

Reference Websites

http://www.bd.airtel.com/

http://www.teletalk.com.bd/

http://www.grameenphone.com/

http://www.citycell.com/

http://www.banglalinkgsm.com/

http://www.bd.airtel.com/

http://www.teletalk.com.bd/

http://www.grameenphone.com/

http://www.citycell.com/

http://www.banglalinkgsm.com/

Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh d | Page

Questionnaire:

Customer Satisfaction of Mobile Phone Service

companies in Bangladesh Dear Respondent,

This research is being conducted as a partial fulfillment of BBA Program of Khulna University. Data provided by you will be used for academic purposes only & will be kept confidential.

Name :

Occupation : Institution/ Organization

:

Gender :

Mobile Operator: Teletalk Grameen Phone Airtel Banglalink

CityCell

Monthly Usage: Below 1000 Tk. 1000-2000 Tk. Above 2000 Tk.

Mark Statements within the following scale

Strongly Disagree Disagree Neutral Agree Strongly Agree 1 2 3 4 5

a) Network

1 Network Availability is very good

2 Network Disconnection rate is very high 3 Frequently call disconnection during call

4 Network is available during traveling

b) Call

1 Call charge is affordable

2 Flexible Tariff 3 Gives Free talk time

4 Low call charge in FNF numbers

Customer Satisfaction of Mobile Phone Network Service Companies in Bangladesh e | Page

c) Internet

1 EDGE service available in everywhere

2 Internet disconnects frequently

3 Flexible Internet Tariff 4 Speed is very slow

d) Value Added Services

1 Affordable offers 2 Low costs for Welcome Tune

3 Lots of services offered

4 Essential Services with low cost

Thank you for your kind co-operation

Documents

Customer Satisfaction of Mobile Netwrok companies in Bangladesh