intern report NAHAR

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An Internship Report on

CUSTOMER SATISFACTION OF ROBI POSTPAID MOBILE PHONE SUBSCRIBERS

An Internship Report Presented in Fulfillment of the

Requirements for the

Degree Masters of Business Administration (MBA)

Submitted to

Md. Mamun Ur Rashid

Lecturer (Management)

Department of Business Administration

Manarat International University

Gulshan, Dhaka-1212

Prepared by

Shamsun Nahar Siddique

Master of Business Administration (MBA)

ID. NO.0920MBA00439

Manarat International UniversityJune, 2010

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LETTER OF TRANSMITTAL

Md. Mamun Ur Rashid

Lecturer



Gulshan, Dhaka-1212

Sub: Submission of Report on “Customer Satisfaction of ROBI Postpaid Mobile Phone Subscribers”.

Dear Sir,

Assalamu Alaikum,

This is my pleasure to present my internship report on ‘Customer Satisfaction of ROBI Postpaid Mobile Phone Subscribers’, which I was assigned by your good self.

I have tried my best to complete the report with the necessary information and suggested proposals in quite a concise and comprehensive manner as possible.

I hope that the report will meet the expectations.

Ma’assalam.

Sincerely yours,

(Shamsun Nahar Siddique)


ID. No. 0920MBA00439


Date:

10

DECLARATION

I declare that the Internship Report on “Customer satisfaction of ROBI postpaid

Mobile subscriber.” embodies the results of my own research works, pursued under the

arrangement of ROBI Corporate Business Division.

I further affirm that the work reported in this thesis is original and no part or whole of the report

has been submitted to, any other university or institution for any degree or award or any other

purpose.

(Shamsun Nahar Siddique)


ID. No. 0920MBA00439


Date:

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CERTIFICATE OF THE SUPERVISOR

It is our pleasure to certify that, Shamsun Nahar Siddique , a student of Master of Business

Administration (MBA), Manarat International University, Dhaka; has been completed in the

practical Internship Program at the Robi Corporate Business Division, on “Customer

satisfaction of ROBI postpaid Mobile subscriber.” successfully with excellent

performance under my supervision from 20th December to 23rd May , 2010.

I wish him every success in his life.

(Md. Mamun Ur Rashid)

Lecturer



Gulshan, Dhaka-1212

Date:

10

TO WHOM IT MAY CONCERN

It is our pleasure to certify that, Shamsun Nahar Siddique, a student of Master of Business

Administration (MBA), Manarat International University, Dhaka; has been completed in the

practical Internship Program at the Robi Corporate Business Division, on “Customer

satisfaction of ROBI postpaid Mobile subscriber.” successfully with excellent

performance under my supervision from 20th December to 23rd May , 2010.

I wish him every success in his life.

(Mr. Asif Mahmood Khan)

Head of Service & Compliance

Date:

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ACKNOWLEDGEMENTS

First of all, I would like to express my deep gratitude to the almighty Allah for fruitfully

preparing this internship report.

My special gratitude is to our honorable Internship Supervisor MD. Mamun Ur Rashid, Lecturer, Department of Business Administration, Manarat International University for giving me the opportunity to work with this project, which is very much individual oriented. Every time he has not only been the teacher but also a friend and a mentor for us. By doing such research paper, I have gathered a lot of valuable experiences that will definitely help me in the future. His advises, guidance and support helped me enormously to do this report properly. I would like to express my thankfulness towards Mr. Enaytul Karim Corporate Business Division, TM International Bangladesh. Without his heartiest interest and massive inspiration, it would have never been possible for me to complete my internship program. I would like to give thanks to Mr. Asif Mahmood Khan, Executive, Business Development Compliance , TM International Bangladesh , for inspiring me every single moment at work and guiding me properly throughout the time period that have been suspending in ROBI.

Finally, I would like to convey our appreciation and thanks for those who have guided us generously with the right knowledge for this report.

I thank you all.

Shamsun Nahar Siddique

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EXECUTIVE SUMMARY

ROBI, which has inaugurated its business in 1997 has experienced increasing growth

trend from the very inception phase. At present, in the 13th year of its operations ROBI has

achieved a subscriber base of approximately six million. The company has a number of plans for

the forthcoming future years. ROBI believes in the practice of Market oriented Strategic

Planning, developing and maintaining a viable fit between the organization’s objectives skills

and resources. The aim of such approach is to shape and reshape the businesses and services so

that they yield target profits and growth.

ROBI is a service providing company where customer satisfaction is both goal and marketing

tool. Today’s customers in the telecom industry, where lots of offers are available, are harder to s

atisfy. They are smarter, more price conscious, more demanding, less forgiving and they are

approached by many more companies with equal or better offers. The challenge is not only to

produce satisfied customers also to produce loyal and delighted customer ROBI has adopted a

customer centered philosophy placing the customer at the centre of all its decisions and the basis

for designing its marketing strategies whilst simultaneously delivering superior value to the

target consumers because of today’s highly competitive market demand.

To some extent, ROBI post-paid subscribers are not satisfied with the network quality and with

the customer care center. But post-paid subscribers are satisfied with their tariff

rate. So, averagenumbers of ROBI customers are not satisfied with ROBI’s customer care,

Coverage and connectivity. This study has attempted to describe the satisfaction level of

post-paid subscribers of ROBI. This is competitive and customer driven market. It is high time

for ROBI to satisfy and retain its existing customers. Since the customer’s are always the

driving forces for any service‐oriented business, ROBI needs to shape up its customer related

philosophy and aim to become the market leader through these Customers.

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TABLE OF CONTENTS

- Title flyer

- Cover page

- Letter of Transmittal

- Certificate of the Supervisor

- Declaration

- To whom it may Concern

- Acknowledgement

- Executive Summary

- Table of contents

Chapter – 1

1.0. Introduction1.1. Objective

1.2. Significance of the study

1.3. Literature review

1.4. Research Questions

1.5. Hypothesis

1.6. Limitation of the study

Chapter – 2

2.0. Company Overview2.1. Company at a glance

2.2. Name & Organizational History of ROBI

2.3. Company Acquaintance

2.3.1. Vision

2.3.2. Mission

2.3.3. Theme

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2.3.4. The Business Slogan

2.3.5. Objectives

2.3.6. SWOT Analysis

2.3.7. Network Coverage

2.3.8. Shareholders of ROBI

2.3.9. The Major Milestone of ROBI

2.4. Organization Structure of ROBI

2.4.1.The Board of Directors

2.4.2.Marketing Division 2.4.3.Information Technology Division2.4.4. Finance Division2.4.5. Technical Division 2.4.6. Human Resource Division2.4.7. Corporate Strategy Department2.4.8. Corporate Affairs Department

2.5. Products & Services of ROBI

2.5.1. Post-Paid Service

Chapter – 3

3.0. Topic Analysis & Description 3.1. Research & Analysis

Chapter – 4

4.0. Findings 4.1. Result Analysis

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Chapter – 5

5.0. Recommendation

Chapter – 6

6.0. Conclusion

- Appendix

- Bibliography

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CHAPTER – 1

1.0. INTRODUCTION

Telecommunication is the most advanced and most rapidly growing sector throughout the world. It is

the sector which is primarily driving the nation’s communication worldwide. Telecommunication was

there for a very longer period of time but the latest innovation that has actually differentiated the entire

world’s situation is the mobile phone technology. The mobile phone technology does not necessarily

mean that the communication through the transfer of voice where two person will be involved to make

the communication a two way complete process. Rather technology has gone too far that the question

arise what not can be done with the help of this mobile technology. And there are innovations related

with the mobile technology everyday and the entire world is actually waits for the latest invention of

this sector.

In order to provide the telecommunication there are two basic segments one is the hardware which

deals with the handsets and the network equipments and the other one is the service segment which

deals with the providing the service to the end users. Both of the segments are important as without

one other is not possible to survive.

The service segment includes the network that actually supports the mobile users to get connected

through the medium to another user and actually communicate. This is more service based than product

base. And thus this nature has made this very sensitive in dealing the consumers and to maintain the

standard they need to ensure that the employees understand and are motivated to perform their task

accurately so that the standard created by the organization is maintained appropriately. And this made

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the management of human resource inside the organization very much vital. And this actually put the

firm in a position to create the team so to ensure the higher quality in managing the organization in

order to serve their customers best.

1.1. Research Objectives

The fundamental objective of this report is how to retain customers to use ROBI Service. This

subsequent objective will be to find out the following queries: -

What are the factors that playing a vital part in customers satisfaction?

To determine whether ROBI subscribers are satisfied or not with ROBI service.

1.2. Significance of the study

At present ROBI is the 3rd market position in the telecommunication industry of Bangladesh. Their

growth rate is not that much high. But in this edge of competition, it is very difficult to keep the second

position. In order to remain competitive companies need to be more customers focused and also

introduce new products and services. They need to keep their existing customers satisfied and at the

same time attract new potential customers. So, this report will allow the ROBI management to have a

good view of their existing service comparing to the competition and make necessary strategic decision

to improve the service.

1.4. Research Questions

My research is intended for understanding customer satisfaction level of ROBI subscribers. I shall strive t

o understand what the fallacies of ROBI customer service are and other difficulties

associated with network coverage and call connectivity. The research questions to pursue are as

follows:

1.Are the Post-paid customers of ROBI satisfied with the service provided in terms of

customer care, coverage, connectivity and tariff rate?

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2. Has ROBI connectivity been able to satisfy customers’ needs?

3. is the tariff reasonable and has satisfied customer’s needs and wants?

1.5. Hypothesis

To complete this research paper successfully I will consider several hypotheses. These are as

follows:

H1: ROBI’s brand image will have a positive impact on the customer satisfaction level.

H2: ROBI’s network coverage and connectivity will have a positive impact on the customer satisfaction

level.

H3: ROBI’s product pricing and billing will have a positive impact on the customer satisfaction level.

H4: ROBI’s customer care will have a positive impact on the customer satisfaction level.

1.6 Limitations:

The study is not free from some practical limitations. Following limitations have faced during the study and the time of working & data collection:

Time is the main limitation for my study. Due to unavailability of sufficient time, the researcher will not be able to do survey among all of the sample size. That’s why the findings of the research will not be fully but partially true.

Work load during the internship program at the work place was also a barrier to prepare

this report.

Due to lack of practical experience, some errors might be occurred during the study.

Therefore maximum efforts have given to avoid mistakes.

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CHAPTER - 2

2.0. COMPANY OVERVIEW

2.1. Company at a GlanceIn this age of communication, Bangladesh is not staying behind in terms of keeping pace with the

rhythmic movement of this age of information. Among the key players who are having a significant role

to fasten the growth of telecommunication in Bangladesh, ROBI is the second market leader in the

telecommunication sector in Bangladesh. The company achieved remarkable success during this period.

It is now able to say that it has the second biggest subscriber base and more value added services than

any other mobile phone operators in Bangladesh. ROBI has a very strong competitive position in the

telephone industry in the country.

2.2 Name & Organizational History of ROBIROBI is the dynamic and leading end-to-end countrywide GSM mobile communication solutions of

Telecom Malaysia International (Bangladesh) Limited. The ministry of post and telecommunication of

the government of Bangladesh offered TM international Bangladesh Limited a nationwide digital cellular

license in 1996. TM International Bangladesh Limited launched its services in Bangladesh on November

15, 1997 under the brand name of ROBI.

Since the commencement of its operation, ROBI has been a force to be reckoned with in the

telecommunication industry of Bangladesh, being one of the fastest growing mobile communication

companies offering comprehensive GSM mobile solutions to more than two million subscribers. Today,

ROBI boast the widest international Roaming service in the market connecting 315 operators across 170

countries. With a network covering all the 61 (allowable) districts of Bangladesh, coupled with the first

Intelligent Network (IN) prepaid platform in the country, ROBI is geared to provide a wide range of

products and services to customers all over Bangladesh. At the heart of all of the success of ROBI today,

is a young dynamic workforce comprising of about 1350 highly motivated and skilled professionals.

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Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by its persistent pursuit of

quality and technology, putting it clearly ahead of the rest. The future with ROBI is promised to be

exciting as it strives to employ the best resources and latest technology in offering many more

innovative and exciting products and services.

Through aggressive investment to extend network coverage and improving call quality, ROBI has been in

constant motion to maintain its commitment to provide subscribers the best possible cellular service.

The momentum enveloped all (allowed) upazilas by the end of 2007. ROBI is looking forward to massive

investment to target 8 million subscribers by 2007, facilitated by more than doubling the number of the

base stations.

That is, the objective for ROBI’s Communication seems to generate sales and to approach toward

building a strong and consistent brand image in the mind of the consumers to provide them a reason to

select ROBI over others.

2.3 Company Acquaintance

2.3.1 Vision

“To be a leader of Telecommunication Service provider in Bangladesh”

2.3.2 MissionTo provide total customer satisfaction the company strives to become the most preferred GSM cellular

service provider in Bangladesh. TMIB will achieve this through developing people, products, and services

of the highest quality and meeting the needs of its customers, employees, shareholders, and the nation.

2.3.3. Theme

ROBI always strives to uphold the dictum “Customer First”

2.3.4. The Business Slogan

“CLEARLY AHEAD”

Effective HR PolicyGood ReputationStrong Top ManagementQuality Billing SystemQuality Customer CareSupport from Parent CompanyLong Range StrategicPlanningMarket Research UnitStrong Dealer Network

Poor network coverage than competitorsNot enough channel with BTTBAbsence of HR policiesShortage of HR in the helplinePackage pricing is expensive and less attractive

Unstable political culture or political unrest in the economyRecession in the economyNon-cooperative telecommunication regulatory bodyPossible health risk

Public Sector unable to meet demandsProduct with a very long life-cycleNew technologyGrowing middle class populationMain competitors have congested network because of its unplanned customer growth.

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2.3.5. Objective

Total commitment to the needs of customers

To follow the highest ethical standards

Continuous improvement of all work processes

Permanent improvement of all the employees’ knowledge and skills

Securing the quality of the service to match the quality of service offered by the world's

most successful companies in the field

Preserving the company's leading position in the national market of mobile

telecommunication.

2.3.6. SWOT Analysis AKTEL

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2.3.7. Network CoverageROBI network covers all the 61 districts of Bangladesh, and with the first intelligent network (IN) pre-

paid platform.

2.3.8. Shareholders of ROBIThe Company ROBI, with a full title being: TM International Bangladesh Ltd. was founded as a joint

company of the Telecom Malaysia Berhad from Malaysia and the A. K. Khan & Co. of Dhaka, Bangladesh.

It operates as a Limited Liability Company, where a founder and a majority shareholder, the TMIB –

member of the Telecom Malaysia, owns 70% shares, while the minority shares of 30% are being

controlled by the A. K. Khan & Co. Bangladesh. ROBI is proud to be associated as part of the Telecom

Malaysia Group (TM), which is strong financially, and internationally renowned for its successful

ventures like MTN, the market leader in the telecommunication industry in Sri Lanka. It has a global

presence in 11 countries with staff strength of 30,000 Group wide. TM has recently made a couple of

major acquisitions in India and Indonesia in the effort to stamp its presence internationally. In Indonesia,

TM has acquired 27.3 per cent interest of PT Excelcomindo Pratama, the third largest mobile operator

and in India, 47.7 per cent stake in Idea Cellular. TM hopes to extend its regional and global presence

with these new acquisitions.

2.3.9. Major Milestones of ROBI

The shareholders of AKTEL

Telekom Malaysia

70%

A. K. Khan &

Co.30%

Telekom Malaysia

A. K. Khan & Co.

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ROBI is one of the major players in the mobile telecommunication industry in Bangladesh, which

concentrates on offering GSM communication services for private and corporate customers. The

company’s intention is to promote the wireless lifestyle – the complete mobile society. ROBI is

renowned for bringing new service offers in Bangladesh. Below, some of the first time offers are

mentioned: -

► First time introduced the ‘Mobile Plus (PSTN Incoming Connectivity Only) Product Services’ in

Bangladesh.

► First time introduced the Tele-Ramadan (timing of Iftar and Sehri during Ramadan) under Tele-

info Services in Bangladesh.

► First time introduced the Seamless Coverage throughout the Dhaka-Chittagong Highway and

named it as ‘Chittagong Dhaka Corridor (CDC)’.

► First time introduced the full-fledged IVR based Customer Services (Call Center) in telecom

market.

► Introduced the automatic system generated bill amount and payment request for the Post-paid

subscribers in 2002. The automatic unbarring facility, after necessary payment making by the

subscribers, is also a part of this system.

► Introduced GPRS (General Packet of Radio Service) for the first time in Bangladesh.

► First time introduced 30-second pulse rate in Bangladesh, recently ROBI has introduced 10-

second pulse for the pre-paid users and 1-second pulse for the Post-paid users.

► First time introduced club membership offer for the exclusive users of ROBI. The club is known

as Club Magnate, which offers extra services with its Platinum, Gold and Silver cards.

► First time introduced the concept of Tele-marketing and Door-to-Door delivery services for the

newly launched post-paid package ‘ROBI Infinity’.

2.4. Organization Structure of ROBI

ROBI places a high value on human resource development and the contributions made by its employees.

They preserve to maintain a productive and harmonious working environment in the whole

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organization. ROBI always continues with its efforts to improve the efficiency of its employees and align

them to the right positions with well-defined responsibilities.

Because of the rapid expansions of its networks and enormous growth of its subscriber base, the

company has increased its workforce. ROBI has successfully hired some key senior managers who were

recruited on the basis of their professional expertise and experience. In order to cope up with the

dynamic nature of the company’s business, initiatives are always taken to restructure and recognize the

company’s existing set up. It always evolves standardized management systems and procedures across

functional divisions, focusing in particular, on the effective integration and assimilation of all the

organizational units.

2.4.1. The Board of DirectorsTMIB started with six members in its board of directors. Mr. A. M. Zahiruddin Khan was the first

Chairman of the board of directors and Hazi Omar Zakir Mustafa was the first Managing Director of

TMIB. Mr. A. M. Zahiruddin Khan was the Chairman of TMIB till March 2005. He passed away on March

29, 2005. AT TMIB's recently concluded Board Meeting in Kuala Lumpur, Mr. Salauddin Kasem Khan is

elected as its new Chairman. Mr. Khan is a founder Director of ROBI and Managing Director of A.K. Khan

& Co. Ltd.

2.4.2. Marketing Division

Marketing division constitutes seven units. A brief description of each unit is given below:

Brand and A&PBrand and A&P denotes to brand and advertising & promotion. This unit deals with the overall brand

management and promotion activities of the company. The unit covers both outdoor (billboards, road-

overhead etc) media and indoor (print & electronic) media.

This unit is also responsible for communicating with the advertising agencies, since ROBI does not have

any in-house agency. Each unit has a unit-head who reports to the AGM of Marketing.

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Product Development

Product development unit is like the R&D unit of a company, which is responsible for developing new

products and services. This unit is closely related to the marketing research unit and together the units

come up with new service concepts and ideas. Product development unit is also responsible for

monitoring the core services (Pre-Paid and Post-Paid). Like other units, this unit also has a head

reporting to the AGM.

Marketing Research and MISROBI has one unit covering both marketing research and marketing information system (MIS). This unit

conducts quarterly research through research firms and in-house interns. The unit is also responsible to

keep track on the latest innovations and new offers of other operators. In TMIB, this unit is not a full-

fledged unit yet.

International Roaming

International roaming (IR) unit is basically responsible for ISD, international SMS etc services. The core

task of this unit is to negotiate with foreign telecommunication companies and to expand the

international coverage by making deals with them. There is a head of IR who reports to the AGM.

Marketing division

Marketing division unit deals with the sales of products and services to other companies. The unit makes

agreements with different companies to be the corporate clients of ROBI and only handle the corporate

level sales.

Direct Sales

Direct sales unit is responsible for the sales of products and services to the mass customers through the

customer service centers. ROBI has eleven customer service centers around the country and these

centers sell the services to the customers directly.

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Dealer Management

Dealer management unit oversees the dealers of the company around the country. Has four dealers and

one agent and they need to be monitored and supervised constantly. The head of this unit reports to

the AGM of Marketing.

2.4.3. Information Technology Division

IT division constitutes seven units and they closely work together.

Value added Services (VAS)

Value added service is a unit that implements the developed concepts and ideas of the marketing

division. The unit is responsible for the development of the software, which will be used for the

application of the new services developed by the product development unit. Simultaneously, this unit

handles the VAS content providers who are the third party to the company.

Billing

The billing unit is responsible for processing and monitoring the billing systems for the Post-Paid users.

The unit has a manager who reports to the AGM of IT.

Rating (Post-Paid)

This unit is responsible for charging the rates of Post-Paid service. The unit fixes per-minute and pulse

rates and also fix the pulse durations. It also changes the rates on demand basis.

Billing Operation Team

Billing operation team is responsible for administering the entire billing process and developing required

software for collecting bills from Post-Paid users.

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Customer Relations Management (CRM)

This unit supplies required software to the customer ca-e centers and work with these centers side by

side. The centers usually inform CRM concerning their necessaries and the unit prepares suitable

software for them.

2.4.4. Finance Division

Financial division has eight units dealing with financial matters of the company.

Treasury Management

Corporate finance unit consists of treasury management and L/C. Treasury management deals with the

inflow and outflow of the company, whereas L/C (Letter of credits) deals with the L/C opening banks and

other foreign banks.

Accounts Payable

This unit keeps track on the accounts payable of the company.

Accounts Receivable

This unit keeps track on the accounts receivables of the company while preparing the balance sheet. As

TMIB is a large company with thousands of financial transactions every day, a unit to keep track on the

accounts is necessary.

Core: Account

Core account is an important unit of the finance division dealing with the budget and fixed

assets. The annual budget of various departments is prepared under the close observation of this

unit.

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Revenue Assurance

Revenue assurance unit consists of revenue assurance and fraud management. Revenue assurance

monitors the transactions and assures full protection of the finances. On the other hand, fraud

management protects the fraudulences take place in the daily transactions.

Taxation

Taxation unit takes care of the tax, VAT and tariffs of the company.

Reporting Unit

The reporting unit reports the entire financial transactions of TMIB to the parent company in Malaysia.

Costing

This unit forecasts the costing of different departments and resorts them regarding the expected

expenditure of any alteration.

2.4.5. Technical Division

The technical division consists of three major units - planning, infrastructure and property management.

Planning

The planning unit makes plans regarding the technical matters such as the RF, SWITCH etc. They assure

the proper placement of technical devices and equipments.

Infrastructure

The infrastructure unit selects the locations and builds the base transceiver station (BTS) towers. They

are also responsible for the maintenance of the towers.

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2.4.6. Human Resource Division

Human resource department is responsible for the recruitment and training of the employees of the

company. They also monitor the performance and handle the promotion and salary related matters.

Along with the HR department, there is an Administration. The administration is responsible for

supplying furnishings and equipments to all the divisions and departments. They also administer the

regulations of the company.

2.4.7. Corporate Strategy Department

The corporate strategy department determines the long-term strategies and the short-term plans. All

the corporate level policies come from them and they are also responsible for the implementation.

2.4.8. Corporate Affairs Department

The corporate affairs department is responsible for maintaining a liaison with other major companies.

Through this department, TMIB makes business deals with other corporations and assist each other.

2.5. Products & Services of ROBI

2.5.1. Post-Paid Service

ROBI

Previously there were many sub-categories under the post-paid package of ROBI. In the month of

August’ 06, the company has redefined its post-paid package and named it as “Signature”.Under this

package, all the post-paid M2M subscribers have been auto upgraded to Post-paid Standard NWD, Post-

paid M+ to Post-paid Standard NWD and Post-paid Standard NWD to Post-paid Standard IDD at free of

cost. The subscribers are also going to enjoy the reduced line rent.

Signature allows the customers to enjoy the following the services: -

- BTTB incoming & outgoing.

ROBI PRODUCT PORTFOLIO

PREPAID POSTPAID

STANDARD MOBILE +

1. POWER2. JOY

1. PHURTI

1. SIGNATURE (NWD)2. SIGNATURE (STD)3. SERVICE

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- NWD and IDD facility.

- Per second billing facility.

- Reduced Line Rent.

- Smart Pay - to enjoy uninterrupted service by paying monthly bill even staying at your

home.

- 5FnF numbers (including 1BTTB) that allow you to talk at a reduced rate.

- All other additional facilities of ROBI Post-Paid.

For the new customers, the Standard NWD (Domestic) package is priced Tk 1000 with a credit limit of Tk

1000 and the Standard IDD is priced Tk 2000 with a credit limit of Tk 1000. Under this package, the

customers will also be able to block or unblock a particular facility such as BTTB outgoing or IDD

connectivity by sending a message to a short code. To avail the service right now, please visit any ROBI

Customer Care Centers. Customers will be able to migrate from Domestic to International for a cost of

TK 1,000 (VAT included). Another key factor is, there will be a 50% discount on line rent if monthly bill

amount ranges from Tk 1500-Tk. 2000, and 100% discount if bill amount exceeds Tk. 2000. The

subscribers have the facility to enjoy off-peak rate all day long (8am-12am) on any Government holiday.

Fig: Products & Services of ROBI

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ROBI JOY

One of the most successful packages in the mobile telecom history of Bangladesh is ROBI JOY. This

package is in the market as ‘Joy Partner Pack’ where there are two SIMs in the pack. This pack is

designed with the extra facility of talking to the joy partner at a cost of Tk 0.75 per minute. Connection

Price for JOY Partner Pack (2 SIMs) Standard + Standard: Tk. 400. Link + Link (with T&T incoming-

outgoing) Tk. 400. (Source: see appendix 1.3: ROBI Joy tariff plan)

ROBI Power

Power is another powerful package for ROBI product portfolio. Another product line for power is power

pack introduced very recently, where all the existing ROBI Exceed connections will be auto-migrated to

ROBI Power. Pre-Paid REGULAR Mobile Link and Mobile Plus customers will also able to enjoy the

facilities of Pre-Paid REGULAR Standard under ROBI POWER. The connection charge for ROBI Power is

BDT 225.

(Source: Appendix 1.4: ROBI Power tariff plan)

ROBI Phurti

ROBI Phurti is the recently launched package for ROBI. This package targeted towards lower end

consumers and a very successful one. With ROBI Phurti customer will enjoy 10% bonus talk time, which

they can use after the starting of the next month for the first week. 10% bonus talk time (ROBI to ROBI)

based on monthly incoming air time (valid for 7 days). The Package price: Tk.150. (Source: Appendix 1.5:

ROBI Phurti tariff plan)

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Value Added Services

The value added services are those that are additional services available upon request:

a. Short Message Service

In our mobile phone SMS acts like an advanced pager, through this we can send messages up to 160

characters directly from one ROBI mobile to another ROBI or to other mobile phone operators. The

Short Message Service (SMS) center number of ROBI is +8801801000004.

Post-Paid / Pre-Paid Tariff Per SMS

ROBI– ROBI Tk 1.50 + VAT

ROBI – Others Tk 2.00 + VAT

Few months back, ROBI introduced Mayer Bhasha Bangla SMS, with which the customers can enjoy the

Bangla SMS by installing “ROBI Mayer Bhasha" software in their respective handsets.

b. Voice mail Service (VMS)

Voice Mail Service (VMS) is an easy to use personal answering service. It answers the calls when

someone is not available to take them. The unanswered calls are forwarded to voicemail. Caller will hear

a recorded voice or his/her personalize greetings requesting them to leave a message. The receiver may

retrieve these messages later.

Voice Mail Service (VMS) has the advanced facilities as it can respond-

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When your line is busy or Unanswered or You are unreachable And it will respond to more than one caller at a time.

c. Voice SMS

ROBI ‘Kothar Chithi’ allows the customers to send SMS with their own voice to any ROBI or other mobile

numbers with ROBI Voice SMS. With this service, someone can even surprise your dearest one by

sending Voice SMS anonymously.

d. International SMS

A few months back ROBI has launched its International SMS service with more than 500 operators

globally. It will facilitate the customers to communicate internationally without the high expenses of

voice calls. With this service, the customers can send or receive SMS to and from other mobile networks

across the world. ROBI International SMS allows exchanging messages with family, friends, and

associates staying far away, at regular SMS tariff.

e. E-fill

ROBI has launched the first ever Electronic Refill system in Bangladesh whereby Pre-Paid customers will

be able to recharge their accounts via SMS, available at dealers/outlets/designated agents around the

country. Electronic Refill is a great new recharge option for Pre-Paid subscribers, as it does not rely on

the availability of scratch cards for topping up any ROBI Pre-Paid account. The customer benefits from

this system through extensive availability, convenience to recharge Pre-Paid accounts anywhere,

anytime, without the hassle of buying and scratching cards. For the vast demographic size of Bangladesh

and for the complex physical distribution system, sometimes our sales points have trouble keeping

adequate stocks of ROBI Scratch Card, and as a result, the valued customer can't find the Scratch card as

per their requirements. On the other hand, due to frequent natural disaster and hartal/ strike,

distribution of physical scratch card becomes hard. The company believes that the new system can

really give customers the opportunity and convenience to buy airtime in the period of inconvenience.

Apart from it, the Electronic Refill solution will allow our authorized sales outlets to electronically

generate a voucher for the denomination customer requires. The customers can recharge their account

by a dialing 111 or through simple refill process.

10

f. Fun Dose

ROBI Fun Dose is an enhanced IVR (Interactive Voice Response) voice greetings platform through which

the users can send a voice greeting to your desired number. By dialing 8FUN (i.e. 8386 on your mobile

keypad), the subscribers have to follow the voice prompts and choose from several categories available

in Bangla and English. Each category will have different greetings. The ROBI Fun Dose lets the customers’

emotions run wild and show happiness, sadness, express love, hatred or just tease around.

g. ROBI GPRS

ROBI GPRS is only available for those who have post-paid connections. These customers can send and

receive multimedia messages such as color pictures. The subscribers also have the facility to download

colorful logos, animations, wallpapers, screensavers, real music (MP3), polyphonic tones, video clips,

and can browse WAP enabled websites with their handset.

h. Friends & Family (F n F)

The Friends & Family (FnF) feature allows all customers to add at least 3 ROBI numbers as their FnF

number. The customers can talk to these 3 FnF numbers at reduced rates (Post-paid: Tk 1.5, and Pre-

paid: Tk 2.00 excluding VAT) at anytime of the day.

i. Night Bird Talk Plan (NBTP)

Night Bird Talk Plan is a feature that allows subscribers to talk during the nighttime from 12AM

(00:00Hrs) to 08:00AM the next morning at a discounted tariff or airtime rate. This facility was before

only offered to all the ROBI Post-Paid customers but now is also offered to all the ROBI Pre-Paid

customers.

j. Share-a-Fill

10

Share-a-fill is a new balance transfer system between ROBI Pre-Paid numbers anytime, anywhere. The

service allows the registered subscribers to transfer balance from their account to another Pre-Paid

account through SMS. Under this service, Tk 20 to Tk 300 can be transferred through one SMS and there

will be no extra validity on transferred amount.

k. ROBI GoonGoon

The newly launched ROBI GoonGoon is a Ring-Back tone service that allows the users to set a song,

tone, music, funny messages or sounds as a Ring-Back Tone for their callers at a monthly subscription

tariff of Tk 30. The unique features of this service are that one can set an ROBI GoonGoon to any single

number, to a group, for a specific time of the day such morning, afternoon or evening. Not only this, the

subscribers can also set an ROBI GoonGoon for a special day such as a birthday, anniversary, Bangla New

Year, Valentine’s Day, Christmas Day, New Years day, Friendship Day, etc.

l. Club Magnate

Club Magnate is something that has never been experienced before in the mobile industry in

Bangladesh, which rewards and pampers the individual post-paid customers of ROBI. Its objective is to

serve those customers who have been the pillar of the success of ROBI. The members-only Club will

have Platinum, Gold and Silver Cardholders. Membership is based on loyalty to ROBI and to qualify, one

has to be an ROBI customer for a minimum six months. Membership is also based on the payment of

bills on time and in full. Club magnate entitles members to a range of privileges not limited to ROBI

services only, but with other partner organizations as well, such as Dhaka Sheraton Hotel, hotel Seagull,

Medinova Medical Services, Hertz, Malaysian Airlines and many more. Memberships are valid for one

year. As a telecommunications service provider, ROBI is working on continuously improving every aspect

of its service in delighting stakeholders. With the launch of Club magnate, ROBI expresses its special

appreciation to longstanding customers, and reiterates its pledge to be the most preferred telecom

operator in the country.

ROBI Standard Services

10

Under-standard service ROBI has 3 products. They are as follows:

a. LOCAL

This service allows receiving calls or message from any phone service from anywhere of the world within

ROBI coverage area. He can also make a call to BTTB number and all other mobile phones within specific

zone.

b. NWD

Under this service one may receive a call or message from any phone service from anywhere of the

world within ROBI coverage area. He can also make a call to BTTB number and all other mobile phones

in Bangladesh.

c. ISD

This service enjoys every facility of NWD. Besides this, one can make a call to the foreign countries with

which ROBI has International roaming agreements.

d. GSM

The cutting edge technology-GSM stands for Global System Mobile communications. GSM is the world's

most advanced and extensively used mobile phone system. More than 20 million subscribers in almost

130 countries worldwide and ROBI in Bangladesh use the latest GSM technology because ROBI is

committed to give the customer the very best. ROBI subscribers enjoy the following GSM features

without bearing any additional costs.

e. CLIP (Calling Line Identification Presentation)/ Caller ID: Display of the phone number of an

incoming call in subscribers' handset before the call is answered.

f. Call Waiting and Holding : While talking to the first caller, subscribers will hear a special tone

informing subscribers about the second call on the line. At that moment subscribers can put the

first caller on hold and talk to the second caller.

10

g. Call Forwarding : Call forwarding allows the subscribers to redirect or reroute the subscribers’

call to another ROBI mobile or any other fixed (if subscriber has BTTB Connectivity) or mobile

phone.

h. Call Barring : Enables subscribers to restrict certain types of calls to be made from subscribers

mobile. This feature is especially important for security purposes.

i. Itemized Billing : If customers are not satisfied with his phone bill then he can collect the

Itemized Bill, which describes the elaborately Incoming and Outgoing call with phone number

and duration.

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CHAPTER – 3

3.0 . Topic Analysis & Description

3.1. Research & Analysis

For this research work to determine the level of satisfaction of ROBI GSM Service, I am going to follow

the quantitative research design method because to what level those elements are having impact on

customer satisfaction. That is why the hypothesis has been developed and based on that the approach

to the problem. All the questionnaires are close-ended to judge the exact level of satisfaction among the

switchedcustomers.Customer satisfaction is the most important aspect of doing business. It is also the

most important asset of a business. The mobile telephone in Bangladesh has seen fierce competitions

emerge. As a result the subscribers have various alternatives to choose their carrier there from at

convenience. ROBI has been riddled with complaints of customer dissatisfaction concerning its network

coverage, customer service and connectivity. This is a huge headache for ROBI if it wants to retain its

existing customers and attract new ones.

Therefore, to maintain its position in the market, ROBI has to identify the factors related to customer’s

satisfaction and loyalty.This study will help me to understand the real scenario of this telecommunicatio

n industry & its environment.

I will attempt to understand the customer demand, needs, and expectations from this industry and its si

gnificance in doing business. I shall also make an effort to understand how ROBI is achieving its custome

r’s expectation and whether it is retaining them.

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Chapter – 4

4.0. Findings

4.1. Result analysis

Frequency Analysis

Frequency Percent Valid PercentCumulative

Percent

Valid male 126 72.8 72.8 72.8

female 47 27.2 27.2 100.0

Total 173 100.0 100.0

10

Frequency Analysis of Gender

Table 2: frequency table of gender

male female

Gender

0

20

40

60

80

Percen

t

72.8

27.2

Gender

Figure 14: histogram of gender

Analysis:

The majority of the respondents are male that is 72.8% and the female portion occupies 27.2%. Actually

there is no main reason behind this kind of proportion.

10

Frequency Analysis of Age

Table 3: frequency table of age.

65.9

19.1

2.9

8.1

4

15-25

26-30

31-35

36-50

50 and above

Age

Chart of Age.


Percent

Valid 15-25 114 65.9 65.9 65.9

26-30 33 19.1 19.1 85.0

31-35 5 2.9 2.9 87.9

36-50 14 8.1 8.1 96.0

50 and above

7 4.0 4.0 100.0

Total 173 100.0 100.0

10

Analysis:

The majority of the respondents are between 15-25 years of age that is 65.9%. 19.1% respondents are

between 26-30 years of age, 2.9% are 31-35 years of age, 8.1% are 36-50 years of age, and 4% are 50

and above.

So the questionnaire covers all age group of people and all the age group people are using ROBI

services. The young generations are the maximum respondents.

Frequency Analysis of Household income

Household Income


Percent

Valid 10000 or less 62 35.8 35.8 35.8

10001-25000 29 16.8 16.8 52.6

25001-35000 37 21.4 21.4 74.0

35001-45000 31 17.9 17.9 91.9

45001 to above 14 8.1 8.1 100.0

Total 173 100.0 100.0

Table 4: frequency table of household income

10

10000 or less 10001-25000 25001-35000 35001-45000 45001 to above

Household Income

0

10

20

30

40

Pe

rce

nt

35.8

16.8

21.4

17.9

8.1

Household Income

Figure 16: histogram of household income

Analysis:

From the respondents mode of the above question it is said that 35.8% of the respondents (majority)

have the family monthly income between tk.10000 or less, 16.8% have the family income between

10001-25000, 21.4% have the family income between 25001-35000, 17.9% have the family income

between 35001-45000 and 8.1% have the family income of above tk.45000.

So from the above situation we can say that to use a mobile, it is not necessary to have huge family

income. Now a day anybody having a minimum income can use mobile.

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Frequency Analysis of Profession

Profession


Percent

Valid Job Holder 58 33.5 33.5 33.5

Businessman

23 13.3 13.3 46.8

Service Sector

19 11.0 11.0 57.8

Student 58 33.5 33.5 91.3

Others 15 8.7 8.7 100.0

Total 173 100.0 100.0

Table 5: frequency table of profession.

10

33.5

13.3

11

33.5

8.7

Job Holder

Businessman

Service Sector

Student

Others

Profession

Figure 17: pie chart of profession

Analysis:

The mode for the responses of this question is 1 that is the majority of the respondents are job holders.

From the pie chart we can say that 33.5% are job holders, 13.3% are businessman, 11% are in the service

sector (doctor, engineer, and teacher), 33.5% are students and the remaining 8.7% belongs to others.

So from the above analysis it can be said that all kinds of professional people are more or less using

the mobile as an ROBI subscriber. But the dominant respondents are job holders and students.

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Frequency Analysis of service of ROBI using

Service Uses


Percent

Valid Pre Paid 122 70.5 70.5 70.5

Post Paid 51 29.5 29.5 100.0

Total 173 100.0 100.0

Table 6: frequency table of service of ROBI using

10

Pre Paid Post Paid

Service Uses

0

20

40

60

80

Pe

rce

nt

70.5

29.5

Service Uses

Figure 18: histogram of service of ROBI using.

Analysis:

The mode of the question is 1 that means the majority of the respondents are pre paid subscriber which

is 70.5%. And the remaining 29.5% respondents are post paid subscriber.

So it can be said that prepaid subscribers are dominant respondents and also it can be said that using

prepaid service is comfortable to them.

10

Frequency Analysis of Time period of using ROBI service

How many years


Percent

Valid Less than 1 yrs

79 45.7 45.7 45.7

1-3 yrs 56 32.4 32.4 78.0

3-5 yrs 25 14.5 14.5 92.5

5-7 yrs 13 7.5 7.5 100.0

Total 173 100.0 100.0

Table 7: Frequency table of time period of ROBI service.

10

45.7

32.4

14.5

7.5

Less than 1 yrs

1-3 yrs

3-5 yrs

5-7 yrs

How many years

Figure 19: pie chart of time period of ROBI service

Analysis:

From the above pie chart it has seen that the majority of the respondents (45.7%) are using the ROBI

service for less than 1 year. The others are 32.4% are using ROBI service for 1-3 years, 14.5% are using

for 3-5 years, 7.5% are using for 5-7 years. In addition one thing has to be mentioned that I failed to find

a single respondent who is using Robi for more than 7 years.

So from the analysis, we can see that the dominant respondents are using Robi for less than 1 year.

Another thing is ROBI’s loyal customer is not that much high if we carefully see the results. Only 25

respondents among 173 customers are using ROBI for 3-5 years.

10

Frequency Analysis of Reliable mobile connection of ROBI

A reliable mobile connection


Percent

Valid Strongly Disagree

3 1.7 1.7 1.7

Disagree 33 19.1 19.1 20.8

Neutral 35 20.2 20.2 41.0

Agree 76 43.9 43.9 85.0

Strongly Agree

26 15.0 15.0 100.0

Total 173 100.0 100.0

Table 8: frequency table of reliable mobile connection

10

.

0 1 2 3 4 5 6

a reliable mobile connection

0

20

40

60

80

Fre

qu

en

cy

9

1,089 1,225

5,776

676

Mean = 3.51Std. Dev. = 1.021N = 173

Histogram

Figure 20: histogram of reliable connection

Analysis:

From the above pie chart it has been seen that 43.9% consider ROBI service to be a reliable mobile

connection. It means that the maximum respondents think ROBI service is reliable enough. 20.2% are

neutral of considering ROBI service to be a reliable mobile service. Only 1.7% are disagree that ROBI is a

reliable mobile connection.

10

Frequency Analysis of getting clear voice using ROBI

Clear voice using ROBI


Percent


11 6.4 6.4 6.4

Disagree 36 20.8 20.8 27.2

Neutral 48 27.7 27.7 54.9

Agree 36 20.8 20.8 75.7

Strongly Agree

42 24.3 24.3 100.0

Total 173 100.0 100.0

Table 9: frequency table of clear voice of using ROBI

10

0 1 2 3 4 5 6

clear voice using AKTEL

0

10

20

30

40

50

Fre

qu

en

cy

121

1,296

2,304

1,296

1,764

Mean = 3.36Std. Dev. = 1.234N = 173

Histogram

Analysis:

The mode of the question is 3 that is 27.7% of the respondents are neutral of getting the clear voice

using Aktel service. 24.3% are strongly agree of getting clear voice, 28.3% are agree and 20.8% are

disagree of getting the clear voice.

So we can say that the maximum respondents are satisfied with clear voice of ROBI service.

10

Frequency Analysis of never getting disconnected in middle of the conversation

Never get disconnected


Percent


19 11.0 11.0 11.0

Disagree 50 28.9 28.9 39.9

Neutral 45 26.0 26.0 65.9

Agree 45 26.0 26.0 91.9

Strongly Agree

14 8.1 8.1 100.0

Total 173 100.0 100.0

Table 10: frequency table of never getting disconnected in the middle of the conversation.

10

0 1 2 3 4 5 6

never get disconnected

0

10

20

30

40

50

Fre

qu

en

cy

361

2,500

2,025 2,025

196

Mean = 2.91Std. Dev. = 1.146N = 173

Histogram

Figure 22: histogram of never get disconnected.

Analysis:

The mode of this question is 2 means 28.9% of the respondents are disagree about the situation that the

calls made through ROBI services never get disconnected in middle of the conversation. 26% of the

respondents are both neutral and agree of never getting disconnected in middle of the conversation.

So it can be said that according to maximum respondents, sometimes the calls made through ROBI

service get disconnected in middle of the conversation.

10

Frequency Analysis of being ROBI a highly market responsive cell phone company

Market responsive company


Percent


41 23.7 23.7 23.7

Disagree 14 8.1 8.1 31.8

Neutral 22 12.7 12.7 44.5

Agree 66 38.2 38.2 82.7

Strongly Agree

30 17.3 17.3 100.0

Total 173 100.0 100.0

Table 11: frequency table of being ROBI a market responsive company

10

Figure 23: histogram of being ROBI a market responsive company.

Analysis:

The mode of this question is 4 that is maximum respondents (38.2%) believe ROBI is a highly market

responsive cell phone company. 23.7% disagree of believing ROBI, a highly market responsive cell phone

company. 17.3% also believe that ROBI is a highly market responsive cell phone company.

So we can say that maximum respondents or ROBI subscribers believe ROBI, a highly market cell

phone company.

0 1 2 3 4 5 6

market responsive company

0

10

20

30

40

50

60

70

Fre

qu

en

cy

Mean = 3.17Std. Dev. = 1.444N = 173

Histogram

10

Frequency Analysis of easily connect to other mobile using ROBI

Easily connect to other mobile


Percent


7 4.0 4.0 4.0

Disagree 26 15.0 15.0 19.1

Neutral 55 31.8 31.8 50.9

Agree 58 33.5 33.5 84.4

Strongly Agree 27 15.6 15.6 100.0

Total 173 100.0 100.0

Table 12: frequency table of easily connect to other mobile

10

0 1 2 3 4 5 6

easily connect to other mobile

0

10

20

30

40

50

60

Fre

qu

en

cy

Mean = 3.42Std. Dev. = 1.051N = 173

Histogram

Figure 24: histogram of easily connect to other mobile from ROBI

Analysis:

The mode of this question is 4 means 33.5% agreed that they can easily connect to other mobile using

ROBI. 31.8% are neutral, 15.6% are strongly agree that they can easily connect to other mobile using

ROBI service.

So according to maximum respondents from ROBI it is easy to connect to other mobile.

10

Frequency Analysis of facing any network problem using ROBI

Do not face any network problem


Percent


12 6.9 6.9 6.9

Disagree 30 17.3 17.3 24.3

Neutral 55 31.8 31.8 56.1

Agree 38 22.0 22.0 78.0

Strongly Agree

38 22.0 22.0 100.0

Total 173 100.0 100.0

Table 13: frequency table of facing network problem

10

0 1 2 3 4 5 6

do not face any network problem

0

10

20

30

40

50

60

Fre

qu

en

cy

Mean = 3.35Std. Dev. = 1.199N = 173

Histogram

Figure 25: histogram of facing network problem

Analysis:

The mode of the question is 3 means maximum respondents (31.8%) are neutral that they not face any

network problem using ROBI service. 22% are both strongly agree and agree about not facing any

network problem using ROBI service. And the rest few respondents are disagree about not facing any

problem.

So in conclusion we can say that maximum ROBI subscribers do not face any network problem by

analyzing the respondent’s opinion.

10

Frequency Analysis of easily access other competitors network using ROBI

Easily access other competitors' network


Percent


19 11.0 11.0 11.0

Disagree 17 9.8 9.8 20.8

Neutral 39 22.5 22.5 43.4

Agree 79 45.7 45.7 89.0

Strongly Agree

19 11.0 11.0 100.0

Total 173 100.0 100.0

Table 14: frequency table of easily access of other competitors’ network

10

0 1 2 3 4 5 6

easily access other competitors' network

0

20

40

60

80

Fre

qu

en

cy

Mean = 3.36Std. Dev. = 1.146N = 173

Histogram

Figure 26: histogram of easily access to other competitors’ network

Analysis:

The mode of the question is 4 means 45.7% of the respondents (maximum) agree that they can easily

access other competitors’ network. 22.5% of the respondents are neutral, 11.0% are both strongly agree

and strongly disagree about the fact.

So by analyzing the respondents’ opinion maximum ROBI subscribers can easily access other

competitors’ network.

10

Frequency Analysis of tariff rate of ROBI

Tariff rate of ROBI


Percent


12 6.9 6.9 6.9

Disagree 29 16.8 16.8 23.7

Neutral 41 23.7 23.7 47.4

Agree 58 33.5 33.5 80.9

Strongly Agree

33 19.1 19.1 100.0

Total 173 100.0 100.0

Table 15: frequency table of Robi tariff rate

10

Figure 27: histogram of ROBI tariff rate

Analysis:

The mode of the question is 4 means maximum respondents (33.5%) agree that the tariff rate of ROBI

service is very economical. 23.7% are neutral, 19.1% are strongly agree and 16.8% are disagree about

the economical call rate of ROBI.

10

So, maximum respondents are more or less happy about the economical call rate of ROBI.

Frequency Analysis of billing procedure of ROBI

Billing procedure


Percent


8 4.6 4.6 4.6

Disagree 20 11.6 11.6 16.2

Neutral 48 27.7 27.7 43.9

Agree 64 37.0 37.0 80.9

Strongly Agree

33 19.1 19.1 100.0

Total 173 100.0 100.0

Table 16: frequency table of billing procedure of ROBI

10

0 1 2 3 4 5 6

Billing procedure

0

10

20

30

40

50

60

70

Fre

qu

en

cy

Mean = 3.54Std. Dev. = 1.07N = 173

Histogram

Figure 28: histogram of ROBI billing procedure

Analysis:

The mode of the question is 4 means 37% of the respondents agree that billing procedure of ROBI is

comfortable. 27.7% are neutral, 19.1% are strongly agree, 11.6% are disagree and 4.6% are strongly

agree of the fact.

So, maximum respondents think that billing procedure is more or less comfortable for them.

10

Frequency Analysis of notification SMS sent by ROBI about billing on time

SMS sent about billing


Percent


1 .6 .6 .6

Disagree 30 17.3 17.3 17.9

Neutral 51 29.5 29.5 47.4

Agree 60 34.7 34.7 82.1

Strongly Agree

31 17.9 17.9 100.0

Total 173 100.0 100.0

Table 17: frequency table of SMS sent about billing on time.

10

0 1 2 3 4 5 6

SMS sent about billing

0

10

20

30

40

50

60

Fre

qu

en

cy

Mean = 3.52Std. Dev. = 0.998N = 173

Histogram

Figure 29: histogram of SMS sent about billing

Analysis:

The mode of the question is 4. That is 34.7% of the respondents (maximum) agree of the fact that the

notification SMS of billing is sent on time by ROBI. 29.5% are neutral, 17.9% are strongly agreed and

17.3% are disagreeing of the fact.

So, maximum respondents are more or less happy about the billing system of ROBI.

10

Frequency Analysis of economical call charge to fixed phone

Call charge from fixed phone


Percent


18 10.4 10.4 10.4

Disagree 15 8.7 8.7 19.1

Neutral 44 25.4 25.4 44.5

Agree 61 35.3 35.3 79.8

Strongly Agree

35 20.2 20.2 100.0

Total 173 100.0 100.0

Table 18: Frequency table of call charge to fix a phone.

10

0 1 2 3 4 5 6

Call charge from fixed phone

0

10

20

30

40

50

60

70

Freq

ue

nc

y

Mean = 3.46Std. Dev. = 1.208N = 173

Histogram

Figure 30: histogram of call charge to fix a phone.

Analysis:

The mode of the question is 4 means 35.3% of the respondent (which is maximum) agree of the fact that

call charge from ROBI to fixed phone is economical. 25.4% of the respondents are neutral and 20.2% of

the respondents are strongly agreed of the fact.

So, maximum respondents are satisfied with the call charge from ROBI to fix a phone.

10

Frequency Analysis of promptness of representatives in handling queries

Representatives are very prompt in handling queries


Percent


10 5.8 5.8 5.8

Disagree 38 22.0 22.2 28.1

Neutral 33 19.1 19.3 47.4

Agree 71 41.0 41.5 88.9

Strongly Agree 19 11.0 11.1 100.0

Total 171 98.8 100.0

Missing System 2 1.2

Total 173 100.0

10

0 1 2 3 4 5 6

representatives are very prompt in handling queries

0

20

40

60

80

Fre

qu

en

cy

Mean = 3.3Std. Dev. = 1.111N = 171

Histogram

Figure 31: histogram of promptness of handling queries

Analysis:

The mode of the question is 4 means 41% of the respondents (maximum) agree of the fact that ROBI

representatives are very prompt in handling queries. 19.1% are neutral, 11.0% are strongly agreed and

22.0% are disagreeing of the fact.

So by analyzing the above figure it can be said that maximum subscribers are satisfied by the

promptness of representatives in handling queries.

10

Frequency Analysis of resolving all problems quickly by ROBI

ROBI can resolve all problems very quickly


Percent


29 16.8 16.8 16.8

Disagree 20 11.6 11.6 28.3

Neutral 49 28.3 28.3 56.6

Agree 36 20.8 20.8 77.5

Strongly Agree

39 22.5 22.5 100.0

Total 173 100.0 100.0

Table 20: Frequency table of resolving all problems quickly.

10

Figure 32: histogram of resolving all problems quickly

Analysis:

The mode of the question is 3 means 28.3% of the respondents (maximum) are neutral. 20.8% are

agreed, 22.5% are strongly agreed, and 16.8% are strongly disagreed of the fact that ROBI can resolve all

problems very quickly.

So, ROBI subscribers are more or less satisfied of resolving the problems by ROBI.

10

Frequency Analysis of availability of customer care point of ROBI

Customer care point available


Percent


15 8.7 8.7 8.7

Disagree 33 19.1 19.1 27.7

Neutral 24 13.9 13.9 41.6

Agree 68 39.3 39.3 80.9

Strongly Agree

33 19.1 19.1 100.0

Total 173 100.0 100.0

Table 21: frequency table of availability of customer care point.

10

0 1 2 3 4 5 6

customer care point available

0

10

20

30

40

50

60

70

Fre

qu

en

cy

Mean = 3.41Std. Dev. = 1.239N = 173

Histogram

Figure 33: histogram of availability of customer care point.

Analysis:

The mode of the question is 4 means 39.3% of the respondents are agreed about the fact that ROBI

customer care point is available in different places. 13.9% respondents are neutral and 19.1% are

strongly agreed of the fact. 19.1% are also disagreed of the fact.

So, according to maximum respondents ROBI customer care point is available in different places.

10

Frequency Analysis of using the emergency service offered by customer care

Emergency service offered by customer care


Percent


22 12.7 12.7 12.7

Disagree 44 25.4 25.4 38.2

Neutral 32 18.5 18.5 56.6

Agree 39 22.5 22.5 79.2

Strongly Agree

36 20.8 20.8 100.0

Total 173 100.0 100.0

Table 22: frequency table of emergency service offered by CCP

10

0 1 2 3 4 5 6

emergency service offered by customer care

0

10

20

30

40

50

Fre

qu

en

cy

Mean = 3.13Std. Dev. = 1.347N = 173

Histogram

Figure 34: histogram of emergency service offered by CCP

Analysis:

The mode of the question is 2 means 25.4% of the respondents (maximum respondent) are disagreed

that they often use the emergency service offered by customer care. 18.5% are neutral, 22.5% are

agreed, 20.8% are strongly agreed, 25.4% are disagreed and 12.7% are strongly disagreed of using the

emergency service often offered by customer care.

So the ROBI subscribers more or less use the emergency service offered by customer care.

10

Frequency Analysis of satisfaction status of ROBI network coverage

Network coverage of ROBI


Percent


16 9.2 9.2 9.2

Disagree 10 5.8 5.8 15.0

Neutral 37 21.4 21.4 36.4

Agree 93 53.8 53.8 90.2

Strongly Agree

17 9.8 9.8 100.0

Total 173 100.0 100.0

Table 23: frequency table of overall network coverage of ROBI

10

0 1 2 3 4 5 6

network coverage of AKTEL

0

20

40

60

80

100

Fre

qu

en

cy

Mean = 3.49Std. Dev. = 1.06N = 173

Histogram

Figure 35: histogram of network coverage of ROBI

Analysis:

The mode of the question is 4 means 53.8% of the respondents (maximum) are agreed, 21.4% are

neutral, 9.8% are strongly agreed of the fact that they are satisfied with the network coverage of ROBI.

So, it can be said that maximum ROBI subscribers are more or less satisfied with the network coverage

of ROBI.

10

Frequency Analysis of recommending ROBI service to others

Recommend ROBI Service


Percent


35 20.2 20.2 20.2

Disagree 12 6.9 6.9 27.2

Neutral 35 20.2 20.2 47.4

Agree 52 30.1 30.1 77.5

Strongly Agree

39 22.5 22.5 100.0

Total 173 100.0 100.0

Table 24: Frequency table of recommending ROBI service to others.

10

0 1 2 3 4 5 6

recommend AKTEL Service

0

10

20

30

40

50

60

Freq

ue

nc

y

Mean = 3.28Std. Dev. = 1.42N = 173

Histogram

Figure 36: histogram of recommending ROBI service to others

Analysis:

The mode of the question is 4 means maximum respondents are certainly recommend ROBI service to a

friend or family member. 30.1% of the respondents are agreed (maximum), 22.5% are strongly agreed,

and 20.2% are neutral of the fact. 20.2% are strongly disagreed means they not recommend ROBI

service to a friend or family member.

So, maximum respondents or ROBI users are satisfied with ROBI and they would recommend ROBI

service to others.

10

Frequency Analysis of satisfaction status of ROBI product

differentiation

ROBI product differentiation


Percent


16 9.2 9.2 9.2

Disagree 20 11.6 11.6 20.8

Neutral 26 15.0 15.0 35.8

Agree 95 54.9 54.9 90.8

Strongly Agree

16 9.2 9.2 100.0

Strongly Agree

16 9.2 9.2 100.0

Total 173 100.0 100.0

Table 25: frequency table of satisfaction status of ROBI product differentiation.

10

Figure 37: histogram of ROBI product differentiation

Analysis:

The mode of the question is 4 means 54.9% of the respondents are satisfied about ROBI product

differentiation. 15.0% are neutral, 9.2% are strongly agreed, 11.6% are disagreed and 9.2% are strongly

disagreed or not satisfied with ROBI product differentiation.

So, maximum respondents are more or less satisfied with ROBI product differentiation. Recently ROBI

provides Phurti, joy & power as the prepaid, ROBI postpaid, and INFINITY & SIGNATURE as the

corporate package.

10

Frequency Analysis of satisfaction status of ROBI call rate structure

ROBI call rate structure


Percent


5 2.9 2.9 2.9

Disagree 27 15.6 15.6 18.5

Neutral 27 15.6 15.6 34.1

Agree 82 47.4 47.4 81.5

Strongly Agree

32 18.5 18.5 100.0

Total 173 100.0 100.0

Table 26: frequency table of ROBI call rate structure.

10

Figure 38: histogram of ROBI call rate structure

Analysis:

The mode of the question is 4 means 47.4% are agreed of the fact they are satisfied of the ROBI call rate

structure. 18.5% are strongly agreed, 15.6% are both neutral and disagreed and the remaining 2.9% are

strongly disagreed of the fact.

So, maximum respondents are more or less satisfied with ROBI call rate structure.

10

Frequency Analysis of satisfaction status of ROBI customer care Program

ROBI customer care program


Percent


21 12.1 12.1 12.1

Disagree 34 19.7 19.7 31.8

Neutral 48 27.7 27.7 59.5

Agree 45 26.0 26.0 85.5

Strongly Agree

25 14.5 14.5 100.0

Total 173 100.0 100.0

Table 27: frequency table of ROBI customer care program

10

Figure 39: histogram of ROBI customer care program

Analysis:

The mode of the question is 3 means the maximum respondents are neutral which 27.7% is. 26% are

agreed, 14.5% are strongly agreed, 19.7% are disagreed and 12.1% are strongly disagreed.

So, from the above analysis we can say that more than 60% of the respondents are more or less

satisfied with the customer care.

10

Frequency Analysis of satisfaction status of the emergency service offered by ROBI customer care

Emergency service offered by ROBI service


Percent


25 14.5 14.5 14.5

Disagree 8 4.6 4.6 19.1

Neutral 45 26.0 26.0 45.1

Agree 36 20.8 20.8 65.9

Strongly Agree

59 34.1 34.1 100.0

Total 173 100.0 100.0

Table 28: frequency table of emergency service by customer care

10

Figure 40: histogram of emergency service offered by customer care

Analysis:

The mode of the question is 5 means the maximum respondents agreed that they are satisfied with the

emergency service offered by ROBI. The maximum respondents are 34.1%. 20.8% are agreed, 26.0% are

neutral and 14.5% are strongly disagreed with the emergency service offered by ROBI.

So, from the above situation we can say that the satisfaction level of customer regarding the

emergency service is more than average or maximum no. of respondents is more or less satisfied with

the emergency service provided by ROBI.

0 1 2 3 4 5 6

emergency service offered by AKTEL service

0

10

20

30

40

50

60

Freq

uen

cy

Mean = 3.55Std. Dev. = 1.378N = 173

Histogram

10

Regression Analysis

A Regression Model for overall network coverage of ROBI by easily connect to other mobile, do not face

any network problem, do not face echo problem and other competitors' network.

I have used a multiple regression model to provide estimates of the effect of each variable in

combination with other variables in this model. Several of the independent variables are excluded

because those variables are not strongly significant. The dependent variable Y is the overall performance

network coverage of ROBI. Independent variables include easily connect to other mobile x1, do not face

any network problem x2, do not face echo problem x3, other competitors' network.x4. The resulting model

is

Y = β0 + β1 x1 + β2x2 + - - - - - - - - - - - + β4x4+ E

Y = Network coverage of ROBI

β0 = constant

β1 = Regression co - efficient associated with independent variable x1




x1= easily connect to other mobile

x2 = Do not face any network problem

x3 = Do not face echo problem

x4 = Easily access other competitors' network

E = Error Term

10

Coefficients (a)

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig.B Std. Error Beta

1 (Constant) 1.419 .256 5.545 .000

easily connect to other mobile

.113 .073 .112 1.539 .126

do not face any network problem

-.226 .070 -.256 -3.210 .002

do not face echo problem

.263 .059 .296 4.449 .000

easily access other competitors' network

.491 .069 .531 7.113 .000

A Dependent Variable: network coverage of ROBI

Table 33: regression of network coverage of ROBI

Y = 1.419 + 0.113 x1 - .226x2 + 0.263 x3 + .491x4

From the p – value of the model it is evident that –

Easily connect to other mobile, x1 is not significant for the model.

(As p- value 0.126 > 0.05)

10

Do not face any network problem, x2 is significant for the model.

(As p- value 0.002 < 0.05)

Do not face echo problem, x3 is significant for the model.

(As p- value .000 < 0.05)

Easily access other competitors' network, x4 is significant for the model.

(As p- value .000 < 0.05)

An AVOVA test is conducted to test whether the model is adequate or not.

Null hypothesis H0: β1 = β2 = β3 = β4 = 0

Alternative hypothesis H1: At least one of them is not zero.

ANOVA (b)

Model Sum of Squares df

Mean Square F Sig.

1 Regression 75.941 4 18.985 27.192 .000(a)

Residual 117.296 168 .698

Total 193.237 172

A Predictors: (Constant), easily access other competitors' network, do not face echo problem, easily connect to other mobile, do not face any network problem

B Dependent Variable: network coverage of ROBI

Here, p-value is .000

10

So, the calculated p-value is lesser than the critical p-value.

That is, p-cal, .000 < p-cric, .05

So, we reject the null hypothesis.

So, it can be said that network coverage of ROBI vary do not face any network problem, do not face

echo problem and easily access other competitors' network.

Figure 41: histogram of network coverage of ROBI

10

Figure 42: normal p-p plot of regression of network coverage

Figure 43: scatter plot network coverage of ROBI

10

PROPOSED RECOMMENDATIONS

Recommendation 1: ROBI should come up with a proper Segmentation Strategy.

Recommendation 2: ROBI should take Preliminary Action while finds any problem regarding new offers.

Recommendation 3: ROBI should follow “Beforehand Cushioning” to reduce uncertainty avoidance.

Recommendation 4: ROBI can introduce Customer Suggestion Hotlines to direct contact with valued customers.

Recommendation 5: ROBI should Efficient in Door-to-Door Delivery System through sub ambassador.

Recommendation 6: Ensuring Improved Network Quality.

Recommendation 7: Creating Special Customer Care Desk for Infinity Subscribers.

Recommendation 8: Developing Effective Advertising and Promotional Strategy.

CONCLUSION

Majority of the customers are satisfied with brand image and product pricing. Network connectivity has

an also positive effect on the satisfaction via brand image. But customer care service has a negative

impact on the customer satisfaction.

To get the initial customers who will spread the word about how wonderful the organization is, there will

have to be initial advertising. One important area is employee relations and training. If employees are

disgruntled, under trained or underpaid, they will never interact in a positive manner with customers and

all of the knowledge and good intentions are for nothing.

Major parts of the postpaid user are not satisfied with ROBI services. People are facing different sorts of

problem.This is a competitive and customer drivenmarket. Customerhas so many choices. So if ROBI can

not satisfy its customers properly then they will lose its Valuable customer and also the market share.

10

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