Customer Satisfaction in Bangladesh: A Study on Grameenphone Ltd.

Abstract

The study is done on the specific study are on the customer satisfaction of Grameenphone. Keeping good service & customer satisfied is not an easy job to do. It takes number of research; investment and lots of brain work to identify or track the service quality & satisfaction level. Measuring good service quality helps companies to develop their products and customer satisfaction according to the expectation of the customers. Well-known companies of recent time recognize that measuring and managing service quality is the key to growth. Grameen Phone is the sixth telecom operators in Bangladesh. As an emerging company Grameen Phone is doing extremely well. After the launch of Grameen Phone in Bangladesh, the competition has become more strengthen among the telecom operators. Each of them is fighting to boost up its market share by offering new promotion and benefits to the customers. Since, all of the operators are offering almost same categories of products it has become a big challenge to retain the existing subscribers and acquisition of new customers. At this moment GP is trying to reach the customers with various promotional activities and is attempting to make their brand presence felt. Through their significant advances in Bangladesh, GP is moving ahead on the track to achieve their goals. I have conducted a research survey among the Grameen Phone & its customers. After that, I have designed the research in a descriptive way and collected data are analyzed quantitatively. Questionnaire methods have been used for conducting the survey. A total of 100 samples have been taken for conducting the survey. Primary data has been collected from annual report of company staffs and Questionnaire survey to the company subscribers. On other hand, secondary data has been collected from newspaper & magazine ads, Annual report of GP and the MIS of Grameen Phone Ltd. The study area covered is only Dhaka Metropolitan City. The research findings show that, there are two factors that make the customers dissatisfied regarding GP. Poor network quality and bad internet service etc. are the areas for customer dissatisfaction. On the other hand, the customers are satisfied for error free services, employees‘ sincerity, call rate, customer hotline services, availability of the customer care and its modern equipment, and promotional activities. However, the overall analysis describes that the most of the GP subscribers are moderate subscribers. On the basis of information I recommend that GP should focus and improve their network system and they should make upgrade their internet facilities. If GP can improve those lacing‘s then they will be the market leader in Bangladesh.