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Page 1: Customer Satisfaction Grameen Phone Bangladesh

Report On

GrameenPhone

Page 2: Customer Satisfaction Grameen Phone Bangladesh

Report

On Grameen Phone

Topic: Customer Satisfaction of GrameenPhone

Prepared For: Masud Ibne Rahman

Professor

Department of Business & Economics

Daffodils International University

Prepared By: Md. Firoz Alam

ID : 04218426

BBA 4th Batch

Department of Business & Economics

Daffodils International University

Date of Submission: October 17 July 2007

Page 3: Customer Satisfaction Grameen Phone Bangladesh

Augst 15, 2007

Masud Ibna Rahman

Assistant Professor

Faculty of Business & Economics

Daffodil International University

102- Sukrabad, Dhanmondi, Dhaka-1207

Sub: submission of term paper on Customer Satisfaction of Grameen phone Ltd.

Dear Sir:

It is a great pleasure for me for me to submit my report on the topic “Customer Satisfaction of Grameen Phone Ltds.”

I have prepared this term paper, as a fulfillment of the course requirement. To make this term paper up to the standard, I have tried my level best to fulfill the requirements. I hope that this will help me in my future practical life.

I believe that you will be pleased to see my work. I also believe that this report will be able to fulfill your expectation.

Sincerely yours,

………………….MD: Feroz AlamID: 042-18-426

Page 4: Customer Satisfaction Grameen Phone Bangladesh

Ack nowledgement

First I would like to thank my supervisor Masud Ibn Rahman, Assistant Professor, Faculty of business & Economics who has provided me an attention grabbing course that exposed one more transparently to know users reaction of telecommunication sector (Grameen Phone Customer Satisfaction of Bangladesh Ltd.).I am also thankful to those respondents who filled up the questionnaire, which helped me to make this paper. Without their help, collecting primary data for user’s reaction would have been difficult. I extend my thanks to the personal working in BGP customer satisfaction to provide me some important information. I am ever thankful to my suspected teacher of Daffodil International University from whom, I have been learning continuously.

Page 5: Customer Satisfaction Grameen Phone Bangladesh

Executive Summery

As a market leader, GrameenPhone is continuously coming up with new ideas regarding its

products and services. Recently, the company is mainly focusing on the non-voice services.

Because, the company knows in near future, voice based services will reach to the maturity

stage which will make the business growth constant to some extents. Hence, the company is

trying to maintain the leading position in non-voices services as well like SMS, Push-Pull,

and Information related services at the early growing stage. These services are working as a

building block to increase GP’s service value.

Coming up with innovative service is easier than making subscribers aware of services.

Hence through this internship report I have tried to analyze the present situation of the

cellular phone industry in Bangladesh and GP’s position there in, find out the services that

Grameen phone is presently providing to its valued customers & their satisfaction level. 15

million people out of 140 million total citizen of Bangladesh are presently using cell phone; it

means that out of every 9 people one is using cell phone. In the third world country like

Bangladesh the amount of users is amazing. Grameenphone holds almost 61% market share

of telecom industry that is out of every 10 users 6 belongs to Grameenphone. So

GrameenPhone marketing strategy should be “Profitable growth & expanding market share

through satisfying existing customers”. I have also made a comparative service analysis of

various cellular phone companies in Bangladesh and drawn some valuable recommendation

to GrameenPhone to be the market leader in future in this competitive market.

A comprehensive survey was conducted to know about GP’s present position in the market

and its present service condition that is providing to its valued customers. The survey report

shows that Grameen phone is still a market leader in this industry but as it is becoming more

competitive day by day so Grameen phone should revise its service packages, quality with

more conveniently for the customers.

Among the other cellular phone companies GrameenPhone has some unique competitive

advantages in this industry in Bangladesh so if it is possible for GP to provide better services

with continuous innovative products it will add value to the company. Otherwise, in the long

run new innovation services will not give its ultimate success.

Page 6: Customer Satisfaction Grameen Phone Bangladesh

Table of Contents

TopicsPage No.

Executive Summary

Chapter -1 1-5

Introduction

Chapter -2 6-11

Situation Analysis: An overview of the Wireless Phone Industry

Chapter -3 12-29

Company Profile

Chapter -4 30-56

Customer Management Division

Chapter -5 57-66

A comparison of service among the wireless phone operators

Chapter -6 67-78

Customer Satisfaction & survey findings

Chapter -7 79-84

Recommendation & Conclusion

Appendix-1 85-86

Appendix-2 87

Appendix-3 88-89

Page 7: Customer Satisfaction Grameen Phone Bangladesh

INTRODUCTION

GrameenPhone (GP) today is apparently the largest mobile telecommunication industry in

Bangladesh. It operates its function with an aim to accomplish two principal targets. Firstly,

as with other commercial organizations, it operates in such a manner that it receives a good

economic return on the investment. Nonetheless, secondly, it contributes significantly to the

economic development of the country in making telecommunication a popular medium for

exchange of information.

GP, in its operation, has to address a large number of customers throughout the country. It is

therefore imperative to get to the customers to know their impression on the services of this

important communication medium. This encouraged the researcher to choose the topic of this

internship programme as “Customer satisfaction of GrameenPhone”.

Page 8: Customer Satisfaction Grameen Phone Bangladesh

Background of the Industry:

In a highly populated country like Bangladesh, telecommunication can play a vital role to

boost the economy and social level of people. The introduction of cellular phones has

dramatically changed the lives of businesses and individuals.

As there is a growing trend of workers turning from farming to other occupations, the need

for mobiles is increasing among the thousands of impoverished villages. The overall

efficiency of other business has increased as an aftermath of the government's decision of

deregulating the telecommunications sector, which until the late 1980s had been a state

monopoly.

Privatization of the telecommunications sector began in 1989, when Sheba and BRTA were

awarded 25-year licenses to install and operate fixed-wire lines and wireless services in rural

areas. The same year, Pacific Telecom Bangladesh got the government's permission to launch

the country's first cellular phone and paging service sold under brand name CityCell in

collaboration with a Hong Kong-based company. The company targeted only the higher class

of the society. During that time price of mobile was above Tk 50,000/=. Naturally, the growth

of the industry was too slow. CityCell had a virtual monopoly until 1996, when the

government gave licenses to three more companies to operate cell phones in Bangladesh. So,

the government decided to bring more companies in the market and break the monopoly.

After careful evaluation the government decided to provide three licenses to GrameenPhone,

TM International (AkTel), and Sheba Telecom (Banglalink). Only CityCell is using Code

Division Multiple Access (CDMA) technology, AkTel, GrameenPhone, Banglalink these

three companies are using GSM (Global System for Mobile) technology. GSM is the most

popular mobile telecommunication technology in the world. About 60% of the cell phone

users of the world use GSM technology.

These three new companies entered the market, not only helped trim down over-dependence

on BTTB's fixed-line system, but also made mobile phones cheaper and easier to get. The

Page 9: Customer Satisfaction Grameen Phone Bangladesh

price of a cell phone came down from $2,000 to as low as $100, depending on the features of

the handset and SIM price is only Tk.200-300.

A definite development has been observed in the Business Market with comparatively high

expectations. Customer maturity and anticipation regarding technology has increased over

time. Rumors regarding new entrants have groomed expectations in the market.

Consequently, people are expecting cheaper handsets with lowered airtime.

The existing Cellular phone companies in Bangladesh are CityCell (Pacific Bangladesh

Telecom Limited), GrameenPhone Ltd., AkTel Ltd. Banglalink and TeleTalk. Among these

company GrameenPhone, AkTel and Banglalink adopted GSM technology and Citycell the

market pioneer started with CDMA technology.

Page 10: Customer Satisfaction Grameen Phone Bangladesh

Objectives of the Study:

This Programme was designed to accomplish three objectives. The objectives were identified

through a closer interaction and exchange of views with the management of CMD. The

objectives are:

To find out the satisfaction level of GrameenPhone subscribers.

To locate specific areas of dissatisfaction of the GP users.

To analysis the year-wise contribution of GrameenPhone to the national          treasury.

Page 11: Customer Satisfaction Grameen Phone Bangladesh

METHODOLOGY

Based on the topic chosen, the researcher was assigned the task in the Customer Management

Division (CMD) in GP. This divisions consists of a big team of about 1500 employees. Its

functions relate with the customer service after the sales occur. Prime functions and activities

of the GP Customer Management Divisions cater to all after-sales services starting from

activation of subscriptions, all customer contacts (Centralized Call Center, Customer

Relations Centers, and centralized Customer Communications), billing, bank communication,

bill collection throughout the country, helpline services, GPSDs etc.

Page 12: Customer Satisfaction Grameen Phone Bangladesh

Limitations of the Study:

GrameenPhone basic strategy is widening its market through its emerging countrywide

network. As a result of this strategy, the subscribers are from different segments or from

different income levels. Moreover, the subscribers are scattered all over the country.

The time constraint confined the study mostly on the data collected in Dhaka zone. Moreover,

it was not possible to get all required internal information of the company as these are treated

as confidential to the company.

The outcome of the study can thus be regarded exploratory, and may not be treated as

absolute for the whole country. In latter case a more comprehensive study is required.

Page 13: Customer Satisfaction Grameen Phone Bangladesh

SITUATION ANALYSIS

An Overview of the Wireless Phone Industry

Telecom Market Growth:

At the initial stage of the mobile telecom industry because of high startup cost and high tariff

there was only a few numbers of subscribers. In 1997 there were approximately 23,000

mobile subscribers around the country with a low market penetration rate (.02%). At present,

the number of mobile users in the country is approximately 5.87 million and among them

GP’s subscribers are over 3.5 million. Right now, in mobile industry, Bangladesh has four

private companies and newly TeleTalk a sister concern of BTTB has entered in the market

with a target to get 0.25 million subscribers by first 6 months of launch and 1 million by

2006. TeleTalk has offered lower rate with PSTN connection all over the country. The total

number of districts covered in mobile industry has been increased to 61 in 2004 from 1in

1997. The total telecom growth has increased to 55% in 2004 from 19% in 1998. Initially,

mobile growth rate was too high which was 178% in 1998 and now it is come into 67% in

2004. That means this industry is now going to its maturity stage. From the comparison of

different operators’ subscriber base, it can be concluded that GP is still leading the way with

a sharp distance. Though Citycell is the first mobile operator in Bangladesh, it is not doing its

business so good. It is increasing its subscriber from 2000 in 1997 to 6149111 in 2005. On

the other hand, AkTel is growing its subscribers faster than Citycell which is from 3000 in

1997 to 3000000 in 2005.

Page 14: Customer Satisfaction Grameen Phone Bangladesh

1999 2000 2001 2002 2003 2004 2005 2006 2007

Market

Penetration

0.02

%

0.05

%

0.10

%0.21%

0.53

%0.87% 1.88% 3.13%

3.61%

Districts

Covered1 2 26 36 40 49 59 61

61

Mobile Growth

rate

178

%96% 121% 149% 65% 116% 67%

120%

Telecom Growth

Rate19% 17% 34% 66% 42% 40% 55%

65%

Subscribers base

Grameen

Phone

18,00

0

30,00

0

60,00

0

191,69

0

471,3

71

775,31

0

1878,0

00

2424,1

77

61591

11

Citycell2,000

19,00

0

26,20

033,500

100,0

00

160,00

0

225000

0

370,00

0

35000

00

AkTel3,000

12,00

0

28,50

034,200

96,00

0

150,00

0

300,00

0

1000,0

00

28000

00

BanglaLink- 3,000

11,00

019,000

27,00

060,000 70,000

100,00

0

10000

00

TeleTalk - - - - - - - - 60000

Table : Development of the Telecom Market 1997-2005

The penetration rate of mobile phone industry in Bangladesh is increasing rapidly. The rate

was increasing slowly from 1997 to 1999. After that, the rate was increasing faster and now

till Nov” 05 the penetration rate is 3.61% and only GrameenPhone’s penetration rate is

2.12%. Fixed network penetration is .72%.

Page 15: Customer Satisfaction Grameen Phone Bangladesh

Market Share of Mobile Operators:

The mobile phone market consists of five operators. Out of which, 61% share of the market

belongs to GP, 3% to CityCell, 28% to AkTel, 7% to Banglalink and the rest of 1% to

TeleTalk as of Nov, 05. GP holding the major share maintains a ‘market leader’ strategy to

all other players in the market. The telecom market intends to grow at penetration rate of

more than 3.48%; where GP has already penetrated at 2.12%.

Market Share of Mobile Operators (2005)

61%

28%

7%

3%1%

TeleTalTeleT

Page 16: Customer Satisfaction Grameen Phone Bangladesh

Competitive Position of the mobile operator:

Table : Relative position of mobile phone operators

Target

Custome

r

Price &

TariffQuality Technology Strategy

Corporate

/

Individua

l

LowDeteriorati

ng servicesCDMA

Network

expansion &

attractive

products

Corporate

/SME/

Individua

l

Competitiv

e

High

quality

service but

limited

coverage

GSM

Increase

coverage and

market share

Corporate

/SME/

Individua

l

Very

affordable

Low

quality and

limited

coverage

GSM

Increase

coverage and

Market share

Corporate

/

SME/

Individua

l

Competitiv

e

Good

network

with wider

coverage

GSM

To maintain

the no. 1

position as a

cell phone

operator

Target customers are almost same for the four mobile operators. Regarding to price and tariff,

AkTel and GrameenPhone are very much competitive. Banglalink’s price and tariff is very

affordable and Citycell is able to give low price to its subscribers. In case of service quality

and network coverage, GrameenPhone is leading the number one position among them. Only

Citycell use CDMA technology and others three use GSM technology. By this, Citycell

Page 17: Customer Satisfaction Grameen Phone Bangladesh

differentiates its products from the others. Except GP, Other operators’ recent strategy is

increase coverage and market share through attractive products. On the other hand, GP’s

strategy is to maintain its number one position.

Highlights of Competitive Positioning of Mobile Operators:

The operators have been engaged in intense competition in terms of start-up

cost and tariff. Most of the competitors of GP has adopted and will adopt

network expansion strategy.

The mobile phone market consists of four operators, out of which, 61% share

(End of 2005) of the market belongs to GP.

Good relationship with regularity authority is strength of some of the other

mobile operators while GP has achieved it to some extent by abiding by laws and

showing positive results.

Page 18: Customer Satisfaction Grameen Phone Bangladesh

10. Network And Network Coverage OF Grameen Phone:

GrameenPhone aims to build a full range of service all over the country. The company has

targeted to build extensive network all over the country. For better coverage, GP has taken

1600 Km fiber optic cable network leased from Bangladesh Railway. In April 2004, GP had

750 base stations. Now till Oct’05, it has 1750 base stations. Furthermore, considering the

subscribers’ need of quality network and extensive coverage, the company is planning to set

up another thousand base stations in the following year. Recently GP has doubled its speech

quality 900GSM MHz to 1800GSm MHz. Already the company has expanded its network to

61 districts out of 64 districts and 400 upazillas out of 460 upazillas. It’s the only company

which covers the most of the land areas with its net work. Approximately 52% land area is

covered by GrameenPhone’s network. In over all, GrameenPhone offers the most competitive

network facility to its subscribers, and continue improving it. Existing coverage areas are

divided into six zones according to the divisional boundary. These are

Dhaka Sylhet

Chittagong Rajshahi

Khulna Barisal

District Covered

2636 40

4760 61 61

210

10

20

30

40

50

60

70

1997 1998 1999 2000 2001 2002 2003 2004 Mar' 05Year

Dis

tric

ts

Figure : GrameenPhone’s district coverage.

Page 19: Customer Satisfaction Grameen Phone Bangladesh

Figure : Net Work coverage of GrameenPhone.

The zone in which a subscriber is registered with GrameenPhone is that subscriber's Home

Zone, and all other zones are Remote Zones.

Area under GP net work covered

Page 20: Customer Satisfaction Grameen Phone Bangladesh

CUSTOMER MANAGEMENT DIVISION

The Customer Management Division of GrameenPhone Ltd. provides a full range of after-sales service customized to the needs of the valued customers. Efforts are made to offer complete service through all the contact points dedicated for GP customers at every opportunity through Call Center, Customer Management Centers and Customer Communication.

The Slogan Of CMD is:

“We believe in Involve & Evolve”

Give sustaining positive experience to the customers by understanding and fulfilling/exceeding their service expectations at appropriate time and prices. Make the customer experience as the main differentiator to stand tall in the market.

The organgram of Customer Management Division:

Figure: Organogram of Customer Management Division

Customer Management division

Bidyut Kumar Basu

Communication

Human Capital

Training & Competence Development

Service Quality

Technology for Customer

Experiance

Process Improvement

Program Officer

Budget and Follow up

Call Center Post paid

Call Center

Pre Paid

Customer Management

Center

Calling Center

Credit Management

Collection and

Banking

Corporate customer

IR Customer Service

Customer Demographic

and Activation

Page 21: Customer Satisfaction Grameen Phone Bangladesh

Products and services that have been successful

GP-Regular, the oldest product of GrameenPhone retains its popularity through its full

connectivity to all networks including fixed line telephony services.

EASY Pre-Paid, because of Low flat tariff and nationwide mobility, it’s a Pre-paid

service, no monthly rent required and instant use due to pre-activation, no hassles of

bill payment.

Information Service through mobile because of easy access, interesting theme, and

reasonable rate and for being new and innovative.

Village phone because of use of Grameen Bank’s borrower network and for having

access to BTTB & ISD.

Subscription Unit

Customer Management Division (CMD) of GrameenPhone Limited is consists of 15 units;

Subscription Unit is one on them. This is the unit that remains very close to the customer and

always busy to meet the satisfaction of GPs’ valued customer.

Subscription Services

Subscription Unit is the unit that performs its job in touch with all other divisions. The

following figure [Fig-3.1] shows us the subscription services in a whole.

i) Sales and MarketingSales and marketing is one of the important services of subscription. Among the services they allocate phone number for various packages. They planed for new product and packages. They receive the subscription papers all over the country from the dealers.

ii) Technical

Subscription unit also has some technical responsibilities. Among them quality

assurance of the SIM features, testing the SIM, SIM problem is important.

iii) Legal

Subscription service also deals with the legal issue and various legal procedures.

iv) IT

Subscription Unit also has IT services. This service mainly develop the customize

software for maintaining the customer database and other soft wares to maintain

efficient customer relation. All the Customer Relation Centers all over the country

Page 22: Customer Satisfaction Grameen Phone Bangladesh

are connected with central database. This network maintenance is also a

subscription unit’s service.

Fig : Subscription Services

Finance

Another important service of subscription unit is to monitor the international

roaming facilities of the subscriber as well as the credit of the subscriber.

This is the flow of subscription services.

SUBSCRIPTION

SERVICES

Sales & Marketing● Number allocation● Activation Papers

● International Roaming● Subscription Paper Receiving

● Product and Planning● Test SIM

Technical● Quality Assurance

● Test SIM● Pre Paid Reconnection

● SIM Problem

IT● Software Development

● Networking between all CRC

Legal● Procedure

Finance● International Roaming

Subscriber

Information Center

Dealers or Agents

Sales Center

Fax or courier

Services

Instant Services

Corporate Care

Sales and Marketing

Hotline- 155

Check, Provisioning,

Quality Check

Activation, Migration,

SIM Change, International

Roaming, WAP

Number allocation

Manual filing

Electronic Filing

Sorting

Page 23: Customer Satisfaction Grameen Phone Bangladesh

Fig: Subscription Services flow Chart

CUSTOMER SATISFACTION

The Customers are in the mainstream of sales oriented services. The success of such

companies largely depends on the satisfaction of the customers .The buyers are happy if the

product and/or the services meet their expectations. If their requirements do not meet the

expectations the buyers become discontented, they are delighted when the performance fulfils

their requirements.

Customers’ past buying experiences, the opinion of friends, associates, marketer, competitor

information and promises lead to the expectations. Marketer must be careful to set the right

level of expectations. If they set expectations too low, they may satisfy those who buy but fail

to attract enough buyers. In contrast, if they raise expectations too high, buyers are likely to

bedisappointed. Dissatisfaction can arise either from a decrease in product and service quality

or from an increase in customer expectations. In either case, it presents an opportunity for

companies that can deliver superior customer value and satisfaction.

To-day most successful companies have taken the strategy of are raising expectations and

delivering performance to match. Such companies track their customers’ expectations,

perceived company performance, and customer satisfaction. Highly satisfied customers

produce several benefits for the company. Satisfied customers are fewer prices sensitive

remain customers for a longer period and talk favorably to others about the company and its

products and services.

Although the customer centered firm seeks to deliver high customer satisfaction relative to its

competitors, it does not attempt to maximize customer satisfaction. A company can always

increase customer satisfaction by lowering its price and increasing its services, but it may

result in lower profits. Thus, the purpose of marketing is to generate customer value

profitably.

Now, we have a very good idea regarding the importance of customer satisfaction. So, it is

also important for the company to know about the satisfaction level of the customers. When

any problem is identified, it becomes easier to solve the problem.

Page 24: Customer Satisfaction Grameen Phone Bangladesh

The next part of this paper has focused on the “Customer Satisfaction Factors of

GrameenPhone”. It is done through a research survey to find out the customer satisfaction

level of GrameenPhone.

Customer Satisfaction Factors of GP:

GrameenPhone is a fast growing mobile company. In mobile telecommunication industry,

there are direct and indirect factors that influence customer satisfaction. Here focus on the

most important factors that influence customer satisfaction at GrameenPhone which relates

with after sales services.

Airtime:

Air time is the core offering of GrameenPhone, So, quality of communication network

availability, etc, are the most important customer satisfaction factors, quality of airtime

depends on the ratio of subscribers and transmission base station. It the numbers of

subscribers are increased without developing the network, quality of airtime goes down

After Sales Services:

After sales services is very important in the mobile telecommunication industry. GP has

extensive after sales customer care tools. Here foucus on these step by step.

1. Helpline:

GP is the first company that introduced 24hours helpline in Bangladesh. In this part of my

paper I tried to focus on the existing operations of the helpline service of GP.which will

enable us to understand the importance of the helpline service.

A GP subscriber needs to dial 122, 121,148 to reach Grameen Phone Helpline. It is a

computer aided information base to afford immediate access to the information about the

subscribers, but the operations are done manually. After dialing 122, 121,148 subscribers are

first welcomed by an automated and standarilized process. Then he needs to wait for few

seconds. After that the subscriber reaches the Customer Manager. CM starts the conversation

with a greeting. The subscriber explains his/her problems to the CM (some basic queries are

enclosed in Appendix-2)

Page 25: Customer Satisfaction Grameen Phone Bangladesh

If the inquiry is regarding general information, the customer relations officer does not need to

take help of information system. She/he just provides the information and the subscriber keep

the phone.

There are some queries that are much more personalized and the CM needs to get into the

account of that particular subscriber to provide the service. In some case, the subscriber just

keeps the complaint/ request and later action is needed to be taken.

Customer need to pay TK. 4 per minute to take the service from helpline.

2 Interactive Voice Responses (IVR):

This newly introduced service by GrameenPhone. This is automated helpline service. A GP

subscriber needs to dial 123 to reach this service. After that she/he can get information

regarding the bill, usage, credit policy, bank name that receives GP’s bill and so on by

choosing different options.Itisfree of charge for the first minute, from the second minute the

subscriber needs to pay tk.2 per minute.

3. Information Centers:

Most of the problems of the subscribers are solved by the helpline service. But there are

some problems that can not be solved there. Subscriber need to come physically to deal with

that problems.Grameen Phone has seven customer relation centers and 380 GPSDs which

provide services all over the country.

These Customer Relation Centers are situated in the prime divisional head quarters like

Dhaka, Chittagone, Sylhet, Rajshahi and Khulna and GPSDs situated all most everywhere in

Bangladesh. In these information centers the subscribers can come directly with their

problems like billing, address change, SIM change, handset problems, etc.

These after sales services are very crucial to keep subscribers satisfied regarding

GrameenPhone.

Survey Findings:

In order to measure the satisfaction of the customers a series of questions were asked to the

customers with the help of a questionnaire, the data from these questions are tabulated below.

For clear understanding, the overall satisfaction has been divided into satisfaction with the

package and satisfaction with the after sales service. As already mentioned, the survey was

Page 26: Customer Satisfaction Grameen Phone Bangladesh

conducted among hundred GrameenPhone subscribers, it was conducted in the information

center as subscribers from different areas in Dhaka come to this center

Interpretation of Survey Data:

a. I use GrameenPhone because it is the best:

Strongly Agree 25%

Agree 55%

Neither Agree nor Disagree 15%

Disagree 5%

Strongly Disagree 0%

b. I use GP mobile as it has additional features in comparison to other operators.

Strongly Agree 29%

Agree 63%

Neither Agree nor Disagree 8%

Disagree 0%

Strongly Disagree 0%

Page 27: Customer Satisfaction Grameen Phone Bangladesh

c. Price of Gramophone’s different package is affordable.

Strongly Agree 4%

Agree 49%

Neither Agree nor Disagree 13%

Disagree 23%

Strongly Disagree 11%

d. I am satisfied with the service (quality of airtime and network availability)

of GP.

Strongly Agree 9%

Agree 26%

Neither Agree nor Disagree 24%

Disagree 30%

Strongly Disagree 11%

Page 28: Customer Satisfaction Grameen Phone Bangladesh

e. Whenever I want to have a GP connection, I can get it.

Strongly Agree 23%

Agree 28%

Neither Agree nor Disagree 17%

Disagree 19%

Strongly Disagree 13%

Page 29: Customer Satisfaction Grameen Phone Bangladesh

f. GP helpline is very helpful in meeting my queries and other needs

Strongly Agree 10%

Agree 35%

Neither Agree nor Disagree 20%

Disagree 15%

Strongly Disagree 20%

g. GP helpline is very helpful in meeting my queries and other needs

Strongly Agree 9%

Agree 40%

Neither Agree nor Disagree 20%

Disagree 15%

Strongly Disagree 10%

Page 30: Customer Satisfaction Grameen Phone Bangladesh

h. Billing rate of GP is low:

Strongly Agree 3%

Agree 18%

Neither Agree nor Disagree 14%

Disagree 37%

Strongly Disagree 28%

i. Criteria’s important while purchasing any cellular service

Criteria No. of subscribers

Network Coverage 68

International Roaming 11

Value added Services 12

After Sales service 16

Easy Bill Payment System. 37

Page 31: Customer Satisfaction Grameen Phone Bangladesh

As we can see from the above table and the chart, maximum number of subscribers would

purchase a cellular service which has a good network coverage, apart from that the other

criteria which is they consider after network coverage is easy bill payment system.

j. Criteria’s which were considered while purchasing GrameenPhone

Criteria No. of subscribers

Network Coverage 68

International Roaming 8

Value added Services 7

24 hrs customer service 48

Pre-paid facility and bill

payment facility

37

From the chart and the table above it can be seen that most of the subscribers purchased

GrameenPhone due its network coverage. Also by looking at the figures the bill payment

system and the 24 hrs customer service were the other common attributes which attracted the

subscribers to purchase GrameenPhone

k. Satisfaction with the after sales service

When you are faced with a problem what do you do?

Criteria No. of subscribersCall up the GP hotline 54Write a letter 6Go to the Information center 48

Page 32: Customer Satisfaction Grameen Phone Bangladesh

From the above table it can be seen that most of the subscribers either call up the GP hotline

or they go to the information center.

l. Are the GP employees able to solve your problem regarding the following criteria’s?

Criteria’s Always Sometimes Never N/A Total

Billing 32 25 4 39 100

Bar/ unbar line 29 22 2 47 100

After sales service 49 31 5 15 100

Special service

(International roaming)

17 21 2 60 100

Value Added services 60 22 18 18 100

Total 187 121 31 179 100

From the table above it can be seen that regarding almost every criteria, the Grameen Phone

employees are able to solve the problem most of the time.

But at the same time there is quite a large number who always do not get a solution to their

problem this occur because for certain queries a subscriber has to go to the information

center and GrameenPhone has only one information center, due to this shortage a customer is

made to wait long hours in a queue. Also many times when the line takes more than a day to

be reconnected.

Page 33: Customer Satisfaction Grameen Phone Bangladesh

m. Subscribers’ perception of the different Grameen Phone package

What is your perception of GrameenPhone?Excellent, I am fully

satisfied

Good, but the

services could be improved

Alright, I use GP because

no other company

offers

Bad, I am looking

for alternative

Total

Which GP prepaid

6 34 14 0 54

Grameen GP regular

3 9 1 0 13

Phone GPGP 1 12 2 1 16Package do you use?

Regular GP-GP

0 14 1 3 17

Total 10 69 18 3 100

It can be seen from the above table that most of the subscribers from every package perceive

their respective packages as good packages but they feel that the services can be improved.

According to the four faces of customer loyalty by Smart Loyalty, we could consider the 10%

to fall under truly loyal customers as highly satisfied, 69% of the subscribers could be

considered as accessible because they feel that the services can be improved, these

subscribers want to give a chance to GP to earn their loyalty. 18% could be considered as

trapped because they use GrameenPhone as no other company offers them the services and

only 3% fall under High-risk as these subscribers do not like the GrameenPhone services and

are looking for alternatives.

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Negative attributes: Neither agree or disagree + disagree =33+20 = 53Positive attributes: agree + strongly agree = 28+19 =47

n. Opinion whether GrameenPhone subscribers would remain loyal if another company came up with packages of similar features.

Disagree Neither agree or disagree

Agree Strongly agree

Total

WhichGrameen

Phonepackage do you use?

GP prepaid 9 17 20 8 54GP regular 3 3 3 4 13

GPGP 5 5 3 3 16regular GPGP

3 8 2 4 17

Total 20 33 28 19 100

Some Representative “Additional Comments”:

Helpline is not so easy to reach.

Behavior of helpline officers is quite rough.

Helpline gives support to solve our problem.

Info Centers take a whole day to solve a small problem.

In Dhaka city, there should be more info centers, especially in old side.

Prepaid connections are very difficult to avail.

Billing rate should be reduced, it is too high.

GrameenPhone does not think about the subscribers, their main intensions are to make

money.

Page 35: Customer Satisfaction Grameen Phone Bangladesh

Finding on Analysis

Several frequency distribution have been constructed to find the answers

regarding the customers perspective of grameen phone line users. By the

analysis. Some limitation of grameen providers have been identified. The most

important finding of the analysis is customers have claimed some problem on

their network system. It is found that some of the customer of grameen hardly

got connected after calling more then 4 or 5 times. This problem happens

especially in case of connecting outside Dhaka . it is found from the analysis on

customers occupation that the grameen is being more used by the students. Also

the have been frequently changing their choices regarding mobile service

providers. By proper customer care, once they catch this group for long

time,they can better perform in the market. Analysis shows that80% of the

customers use prepaid lines. One of the significant finding from the analysis is

that customer who use grameen , use the line because of minimum call charge

compared to other. So further study is needed to understand the related

problems and the company should offer more facilities to the competitors to

increase their customer and present users satisfaction.

Page 36: Customer Satisfaction Grameen Phone Bangladesh

RECOMMENDATION & CONCLUSION

The means to overcome the needs of the customers have been discussed in this chapter. These

lead to the various recommendations given in chapter 7. Hopefully these recommendations

will create awareness to GrameenPhone authority to resolve the problems of the customers.

Analysis of the Results:

It is already discussed that GrameenPhone is the leading company in the mobile

telecommunication industry in Bangladesh. This has been possible because it has a created a

superior image in comparison to the other operators. In other words, GP has a clear advantage

over competitors.

GrameenPhone has some additional advantageous features in comparisons to its competitors.

There is easier access to person to person contract. Another important thing is that GP users

are mostly satisfied with the initial price of GP connections and handsets. Before GP’s

introduction to the market, mobile phones were virtually out of reach to the major part of the

current market. Moreover, GrameenPhone subscribers are happy with the country wide

network.

However, there is dissatisfaction among the GP users with the service of the company. Many

important factors are acting as reasons behind this overall dissatisfaction. Quality of airtime

and network availability is not satisfactory.Grameen Phone connections are difficult to reach

sometimes. It so happens that the subscribers used to pay extra money to get the access. This

is especially true for prepaid service. It is encouraging that very recently situation has

improved to a certain extent bases on the findings in this report.

The “Info Centers” of GP are very important for some after sales services. But, there is

shortage of capacity of this service, In Dhaka “Info Centers” are located at Gulshan,

Dhanmondhi, Mothijheel, Uttara, these four centers cannot cope with the demand of vastly

populated Dhaka city. The GP helpline is also an important customer care tool. But it is also

in shortage of capacity. Subscribers need to spend significant amount of time to reach the

helpline. Behavior of the helpline CM is also sometimes unmanageable. They are to handle

Page 37: Customer Satisfaction Grameen Phone Bangladesh

continuous queries. So it may so happen at times the CMs cannot keep up smiling voice and

amenable behavior.

Most of the subscribers are not happy with the billing rate of GP.They think it is too high in

the context of Bangladesh, But they are still using the service as GP is still more easily

accessible. Many newer companies are coming up with the lower price; it is thus a great

challenge to GP to face,

Another significant dissatisfaction of the GP users is that most of the GP connections are mobile to mobile. Access to BTTB is rare. Wider access with BTTB will boast the subscribers. Most alarming thing is that most of the GrameenPhone users are not loyal towards the company. If BTTB or any other company comes up with same sort of services, the GP subscribers might switch to that company

Page 38: Customer Satisfaction Grameen Phone Bangladesh

References

1. James Brian Quinn, Jordan J. Baruch and Penny Cushman Paquette1987,

Technology in Services, Scientific American

2. Image Guide Book & Intranet of GrameenPhone

3. Divisional Annual report(Customer Management Division)-July-2005

4. Charles W.L.Hill and Gareth R. Jones, Strategic Management

5. Cooper & Schindler, Business Research Method

6. Newsletter of GrameenPhone Limited

7. Web Site: www.grameenphone.com

Annual Report

Page 39: Customer Satisfaction Grameen Phone Bangladesh

Sample Questioner

1. User’s Name:……………………………………………………

2. Age:………………………………………………………………

3. Occupation:…………………………………………………………

4. Length of phone use:……………………………………………….

5. Type of sim card: Pre-Paid Post-Paid

6. Reason for using the line: Minimum call charge Good network Minimum pulse Special Bonus Others

7. Per month Expense: 100 – 500 501 -1000 1001 -2000 More than 2000

8. Location of user’s: Dhaka Out side Dhaka

9. Problems from Grsmeen use: Bad network No network in village

Others No problem

10. Do you wannachange your line? Yes NoIf yes why- Often network problem faced No voice SMS sometime charged more Others