Crs Grameen Phone

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Executive Summary

An internship is an opportunity to integrate career related experience into an

undergraduate education by participating in planned, supervised work. Internship program

provide students the opportunity to relate theory to practice. Therefore, this report is the result of

three months internship program at Online Customer Service in Grameenphone Ltd.

In the Introductory part I have provide brief information on Telecom industry, organization of the

report and origin of the report. At the next part (Organization) I have tried to provide illustrate the

organization itself.

At part C, I have discussed about my job responsibility at Online Customer Service in

Grameenphone Ltd. In that part I have focused on the specific task that I have done during my

three month placement at Grameenphone as an Intern with the working procedure. I have also

provided the problems that identified during my internship period as well as the recommendation.

At part D, I showed the calculation and analysis of the survey I conducted to find out the users

satisfaction level with Grameenphone Online Communication. I have also provided the problems

that identified after all the analysis and suggest necessary recommendations to overcome those

problems.

Online Communication Page 1


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PART A: INTRODUCTION

1.0 Prolegomenon:

Currently Telecom Industry (Mobile) is the largest private sector infrastructure provider with

more than BDT 300 billion investment. This industry contributed o far around BDT 200 billion to

Government where it has more than 90% geographic and 98% population coverage. And it has

more than 8.0% contribution to GDP in 2009.

GSM technology was introduced in Bangladesh from 26th march 1997 by GrameenPhone.

The first year after the GrameenPhone was launched, there were no other operators using the

GSM technology. From 1998 AKtel (Axiata/Robi at present) started their operation using the

same technology to serve the subscribers of Chittagong. With time both the operator extended

their coverage and service feature. Within a short period of time SHEBA Telecom joined the

market which is now named as Banglalink with a new management called Orascom.

GrameenPhone is the market leader having more than 23 million subscribers; Banglalink is the

market follower with 14.22 millions. Recently, Airtel started its operation in Bangladesh through

buying out the market share of Warid telecom and started taking initiative to capture the market.



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1.1 Origin of the report:

After completion of all the courses of BBA at North South University Bangladesh, 10

weeks organizational attachment is must, which I have done at Online Communication

depertment, Contact Center of Grameenphone Ltd. Only theoretical knowledge without any

practical experience makes a person sterile. On the other hand a person having practical

experience but no theoretical exposure keeps him blind. The internship program is designed to

overcome such sterile position. This program gives the chance to fulfill the theoretical knowledge

that is acquired from class lectures, books, journals etc. in the practical settings. Here, I got an

opportunity to realize the relevance and usefulness of the classroom learning as I was placed in

the Online Customer Service of Grameenphone Ltd.

1.2 Organization of the Report:

This report is broadly organized into four broad parts. The first part is on the introductory

part. The second part is on the overview of the organization itself. The third part concentrates on

work experience. And finally the fourth part describes all the calculation, analysis and

recommendation part of the survey conducted for the completion of this project.



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PART B: ORGANIZATION

2.0 Telecom Industry in Bangladesh:

Figure1: Ownership Structures of Telecom industry in Bangladesh

The total number of Mobile Phone Active Subscribers has reached 54.7 million at the end of

March 2010.The Mobile Phone subscribers are shown below:

Operators Active Subscribers

Grameenphone Ltd. (GP) 23.9

Axiata (Bangladesh) Limited. (Robi) 10.59

Orascom Telecom Bangladesh Limited (Banglalink) 14.22

PBTL (Citycell) 1.91

Teletalk Bangladesh Ltd. (Teletalk) 1.07

Warid Telecom International L.L.C (Warid) 3.01

Total 54.7

Table 1: Number of total subscribers



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*Subscribers in Millions,

**The above subscribers' numbers are declared by the mobile operators

2.1 Historical Profile of Grameenphone Ltd:

The company has so far invested more than BDT 10,700 crore (USD 1.6 billion) to build

the network infrastructure since its inception in 1997. It has invested over BDT 3,100 crore (USD

450 million) during the first three quarters of 2007 while BDT 2,100 crore (USD 310 million)

was invested in 2006 alone. Grameenphone is also one the largest taxpayers in the country,

having contributed nearly BDT 7000 crore in direct and indirect taxes to the Government

Exchequer over the years. Of this amount, over BDT 2000 crore was paid in 2006 alone.

Since its inception in March 1997, Grameenphone has built the largest cellular network in

the country with over 10,000 base stations in more than 5700 locations. Presently, nearly 98

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



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Figure 2: GP Wireless Penetration in Bangladesh

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

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

SMS, fax and data transmission services, international roaming service, WAP, SMS-based push-

pull services, EDGE, personal ring back tone and many other products and services.The entire

Grameenphone network is also EDGE/GPRS enabled, allowing access to high-speed Internet and

data services from anywhere within the coverage area. There are currently nearly 3 million

EDGE/GPRS users in the Grameenphone network.

Grameenphone nearly doubled its subscriber base during the initial years while the growth

was much faster during the later years. It ended the inaugural year with 18,000 customers, 30,000

by the end of 1998, 60,000 in 1999, 193,000 in 2000, 471,000 in 2001, 775,000 in 2002, 1.16

million in 2003, 2.4 million in 2004, 5.5 million in 2005, 11.3 million in 2006, and it ended 2007

with 16.5 million customers.



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Figure 3: GP Milestones

From the very beginning, Grameenphone placed emphasis on providing good after-sales

services. In recent years, the focus has been to provide after-sales within a short distance from

where the customers live. There are now more than 600 GP Service Desks across the country

covering nearly all upazilas of 61 districts. In addition, there are 72 Grameenphone Centers in all

the divisional cities and they remain open from 8am-7pm every day including all holidays.

GP has generated direct and indirect employment for a large number of people over the

years. The company presently has more than 5,000 full and temporary employees. Another

100,000 people are directly dependent on Grameenphone for their livelihood, working for the

Grameenphone dealers, retailers, scratch card outlets, suppliers, vendors, contractors and others.

In addition, the Village Phone Program, also started in 1997, provides a good income-earning

opportunity to more than 210,000 mostly women Village Phone operators living in rural areas.



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The Village Phone Program is a unique initiative to provide universal access to

telecommunications service in remote, rural areas. Administered by Grameen Telecom

Corporation, it enables rural people who normally cannot afford to own a telephone to avail

these devices while providing the VP operators an opportunity to earn a living.

Figure 4: Accolades won by Grammeenphone Ltd

The Village Phone initiative was given the "GSM in the Community" award at the global

GSM Congress held in Cannes, France in February 2000. Grameenphone was also adjudged the

Best Joint Venture Enterprise of the Year at the Bangladesh Business Awards in 2002.

Grameenphone was presented with the GSM Association's Global Mobile Award for Best use of

Mobile for Social and Economic Development' at the 3GSM World Congress held in Singapore,



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in October 2006, for its Community Information Center (CIC) project, and for its HealthLine

Service project at the 3GSM World Congress held in Barcelona, Spain, in February 2007.

Grameenphone considers its employees to be one of its most important assets. GP has an

extensive employee benefit scheme in place including Gratuity, Provident Fund, Group

Insurance, Family Health Insurance, Transportation Facility, Day Care Centre, Children's

Education Support, and Higher Education Support for employees, in-house medical support and

other initiatives.

2.2 Current Profile of Grameenphone Ltd:

Currently there are three shareholders in Grameenphone Ltd; Telenor 61.2%, Grameen

Telecom 28.8% and Public 10%.

Telenor is emerging as one of the fastest growing providers of mobile communications

services worldwide with ownership interests in 12 mobile operators across Europe and Asia.

Telenor is organized into three business areas; Mobile operations covering 12 countries, and

Fixed-line and Broadcast services covering the Nordic region. Telenor holds 61.2% per cent of

Grameenphone, with Grameen Telecom Corporation owning 28.8% per cent and remaining 10%

shares distributed to public.

The Telenor Group

More than 150 million mobile subscribers worldwide

Strong subscription growth, particularly in our Asian operations



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Listed as No.1 on Dow Jones Sustainability Index 2008

Ranked as the world's seventh largest mobile operator

Revenues 2007: NOK 105 billion

Workforce 2007: 35 800 man-years

Listed on the Oslo Stock Exchange, with headquarters in Norway

Grameen Telecom Corporation, which owns 28.8% of the shares of Grameenphone, is a not-

for-profit company and works in close collaboration with Grameen Bank. Grameen Telecom,

with the help of Grameen Bank, administers the Village Phone Program. Grameen Telecom trains

the operators, supplies them with handsets and handles all service-related issues.

2.3 Mission and Vision Statement of Grameenphone Ltd:

Mission Statement of Grameenphone Ltd:

We will lead the industry and exceed customer expectations by providing the best wireless

services, making life and business easier.

Vision Statement of Grameenphone Ltd:



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Were here to help. That is the vision of Grameenphone Ltd which implies we exist to

help our customers get the full benefit of communications services in their daily lives.

2.4 Values of Grameenphone Ltd:

Make it easy

Were practical

We dont complicate thing

Everything we produce should be easy to understand and use

No waste. No jargon. Because we never forget were trying to make customers lives

easier

Keep promises

Everything we do should work perfectly. If it doesnt, were there to put things right

We are about delivery, not over promising

We are about actions, not words

Be inspiring

We are creative

We strive to bring energy into the things we do



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Everything we produce should look good, modern and fresh

Be respectful

We acknowledge and respect our culture

We treat customers and each other with the utmost respect

We adapt to the communities in which we operate

We believe loyalty has to be earned

2.5 Management and Organizational Structure:

Grameenphone Ltd has a flatter, customer-centric, efficient and more responsive

organizational structure with reduced layers, distinguish Leader & Expert roles. And the reason is

to increase span of control for leaders to improve communication and decision making.

Recently there is change took place in GP Organization Structure. At present the company

consist of following broad divisions:

I) Technology:

This division is responsible for base transceiver station (BTS) operations, network functions

for voice and data, servers, internal IT related solutions.

II) Commercial:



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Commercial division includes 7 departments named as Product Mgt Voice, Product Mgt

I&BB, Consumer Segment, Business Segment, CRM, Sales and Customer Service. Commercial

division is responsible for various activities like Voice and VAS management, Pricing of I&BB,

Campaign management and execution, Customer Insight, Sales etc.

Figure 5: GP Organ gram and Management

III) Communication:



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Communication division involves in managing company reputation, different events

and engagements, timely and consistent communication of company position,

information security, media relations, creating awareness among the employees.

IV) Finance:

Finance division comprises of Treasury Operation, Fund Management & Collections,

Financial Strategy & Information Management, Business Finance, Governance &

Control, and Supply Chain Management.

V) Corporate Affairs:

Corporate Affairs deals with regulatory issues and compliance, inter-operator issues,

stakeholder management.

VI) People & Organization:

People & Organization is responsible for Recruitment, Compensation & Benefit

structure, Career Development Policy, ensures employees to follow Codes of

Conducts, Health and Safety environment.

2.6 Product Profile of Grameenphone Ltd:

2.6.1 Core Product:



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At present Grameenphone have eleven prepaid and two postpaid packages as core

products and services which are Aapon, Bondhu, Shohoj, Djuice Gang, Smile, Djuice existing,

Business Solution Prepaid, GP Public Phone, Village Phone, Ekota, Bangladesh Post Office

Prepaid and Xplore Postpaid, Business Solution Postpaid.

Figure 6: Grameenphone Core Products

Grameenphone also introduced two other specialized products which are only dedicated to

data services (e.g. Internet/Edge, SMS). Voice call is disabled for those products and those are

Internet SIM prepaid and Internet SIM postpaid. The Start Up offer of Grameenphone Core

products is provided below:

2.6.2 Value Added Service:

With GrameenPhones VAS, you can use your mobile phone to:

Send and receive text messages, picture messages, voice messages



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Download ring tones, logos, wallpapers

Obtain news updates, cricket score updates

Browse the Internet and also send and receive e-mails

Transfer data and send fax

Participate in competitions and vote for your opinions

You will be able to use all these services whenever you need them, wherever you are. All you

need is to have a GP mobile phone to get these services.

Messaging Services

Information Alerts

Data Transfer

Fax

Entertainment Services

Browsing the Internet

Send and receive e-mails

Download Contents



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Customize Your Handset

Participate in Competitions

Figure 7: Innovative Services of Grameenphone Ltd.

2.7 Corporate Social Responsibility:

Corporate Social Responsibility is a complimentary combination of

Ethical corporate behavior

Responsible corporate actions

Generate positive impact on society through economic, environmental and social

actions.



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Grameenphone Ltds CSR ambition is to be perceived as a Development Partner of

Bangladesh by positioning GP as a leading socially responsible company. And the main focus

area is Environment, Health and Education.

Health Initiatives

To Stay Healthy, Stay Close; Grameenphone took several initiatives as follows:

GP Safe Motherhood & Infant Care Project

Free Eye Camp

SMS Alert for Swine Flu & NID

Education Initiatives:

To Stay Enlightened, Stay Close; the taken steps are:

Launched 4 Information Boats

Skill Development Center & CIC at APONGAON

Scholarship Program for Underprivileged Students

Environment Initiatives:

Environmental & Climate Change Campaign Stay Green, Stay Close

Non-formal Primary School cum Cyclone Shelter



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Other CSR Activities:

Blanket for cold wave affected population

Emergency relief works during SIDR & Aila

PART C: PROJECT

3.0 Customer Service:

Grameenphone is committed to provide quality after-sales service to its valued customers.

That is why Grameenphone set up the first 24-hour Hotline in 1999 and now has the largest Call

Center. And to provide the better after sale service is has more than 600 GP Service Desks around

the country. 82 flagship Grameenphone Centers providing all sales and after-sales service under

single roof. Grameenphone have more than 11,000 Retail Outlets and 46 distribution Centers.

As a valued subscriber of GP, they might require contacting Customer service for any after

sales service, service related queries and complaints. And they have the options like:

Customer Service Hotline (24*7):

By simply dialing 121/12115 (to talk directly with GP Customer Service Agent) you can

find the answers to any query in the cheapest way. GP customer managers are always at hand to



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listen to any kind of complaints regarding products and services - we promise you proper

feedback. GP provide information related to the different products and services they offer, to help

the subscribers make the purchase decision that is most suitable to them for communication

needs.

Subscribers also can communicate with customer service using other operator at

+8801711594594

Online Customer Service (24*7):

Step into the world of online customer care - Whenever the need arises, we are here to serve

you. Grameenphone always committed towards continually bringing unique, innovative and

relevant services to its subscribers and constantly meeting and exceeding their expectations.

Through Online Customer Service; subscribers can get the services through live chat and email

([email protected] and [email protected] )

Complaint Management (24*7):

Complaint Management handling queries, complain, requests on mails, faxes (029882948-51)

and letters from customers. Subscriber has also the option to visit has more than 600 GP Service

Desks, Grameenphone Centers, more than 11,000 Retail Outlets and 46 distribution Centers

round the year.

The goal of Grameenphone Customer Service is -To be the best in class Customer Service in Asia

to gain competitive advantage for Grameenphone in the market place.

mailto:[email protected]:[email protected]:[email protected]:[email protected]


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3.1 Customer Service Organgram:

Figure 8: Customer Service Organogram

3.2 My Position as Intern at Grameenphone:

During my Intern period, I was assigned at Online Customer service in Contact Center

(Service Operations, 10th Floor) as a Customer Manager. My key responsibilities can be divided

into following categories:



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Ensure customer satisfaction through online communication medium regarding customers

Query, Complain and Request with agreed KPI.

Provide accurate information with adequate knowledge

Maintain proper Insights for each and every query complain and request of customers

Initiate follow up for unsolved status until fully resolved

To be more caring, reliable, inspiring and friendly with the subscribers to enhance and

maintain Grameenphone Brand promise.

4.0 Background of Online Customer Service:

Online Customer Service is an Internet-based service that allows subscribers to directly

interact with Grameenphones personals, is going to complete its first year on December 18 th,

2007 and the name was Grahak Katha Online. It was launched in an effort to offer more

innovative and diverse customer service to the customers and thereby retain and expand our

customer base. This internet-based service was the first of its kind in Bangladesh.

The service was designed keeping in mind the International Roamers, Youth, and Business

Solution subscribers. But anyone can log in and enjoy the service at Online Customer Service.

The divergent features of this internet-based service are:

First of its kind in Bangladesh



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24 hours open Corporate one to one Chat and Email Channel

One can avail this service from anywhere in the world where you have internet access.

Both existing and potential customers can log in to Online Customer Service for

Grameenphones product and service related information.

Its a very cost effective service for customers as it is totally free, however, respective

Edge/internet browsing charge applicable from customers end.

5.0 Task Performed:

Online Customer Service is team of 24 members and depending on the knowledge level, skills

the team divided into two sub team. All of the 24 members deal subscribers with chat and another

team deals through Email and Chat. Providentially, I was asked to provide customer service

through Chat as well as Email.

5.1 Chat:

Chat service is fun and convenient for both the service provider and customer. My core job in

Chat Service is to deal with subscribers and provide the service accordingly as the subscriber

demand. The service is categorized in three segments: Query, Complaint and Request.



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Figure 9: General Service Delivery process at Online Customer Service

In case of subscribers query I had to provide the information promptly and it needs to be 100%

accurate. And after completion of each contact, Customer Insight needs to be maintained.

Regarding complaint, I had to follow several checkpoints. First of all I had to find out the

possible reasons for which the subscriber might face problem. Most of the time its found that the

problem can be resolved from Online Customer Service end. But many issues (Edge

Connectivity, Internet Bandwidth, Network, Product related, Billing and Service Delivery as

common) should be forward to the concern end and inform the subscribers accordingly.

The entire customer managers of Grameenphone are empowered with executable tools to

activate/deactivate the different services that the subscribers are enjoying. And as per subscribers

request I have activated as well as deactivated many services. Which was not executable due to

technical difficulty or verification as well as limitations, I had to forward it to the concern unit



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and provide the feedback to subscribers time to time after follow up. Suggestion is the familiar

concern from subscribers. And for Grameenphone it is considered as valuable insight as

Grameenphone believe We are here to help. Grameenphone always try to provide positive

experience to its valued subscribers. Keeping with that, the subscribers request always treat with

utmost interest and it was conveyed the subscribers escalated issue to the concern end.

5.2 Email:

Email is more challenging than Chat Service. Service delivery is almost same as Online Chat

service though Email service delivery a bit more formal. I have assigned to provide services as

per subscribers email to [email protected] , [email protected] . I have

also got many emails which do not belong to customer service which I had to forward to the

concern department/division.

5.3 Skills Requires Online Customer Service:

Online Customer Service is unique in Bangladesh so the skills. Customer managers have to be

excellent in typing, work under tremendous pressure. In case of 121/Call Center the Customer

Manager needs to deal one customer at a time but in case of Online Customer service I had to

deal 3 Customers at Chat and 2 email contacts and reply as soonest possible time. Agents at

Online Customer service need to reply within 10 seconds from subscribers query. It varies in

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case of Email service depending on the situation. Amazingly the service level of Online Customer

Service is 96.17% for last one year.

6.0 Supervision of duties:

To keep the employees updated, Grameenphone set one to one session between supervisors

and subordinates. During my intern period I had session with my supervisor regarding my

performance, action plan for future. He discussed with me the report from Service Quality unit

and took my opinion. At that performance appraisal he comments his observation as satisfactory.

PART D

Research Process: The Way Research Proceeds

7.1 Problem Definition & Research Objective:

The purpose of this study is to determine the satisfaction level of the users of

Grameenphone Online Communication service. There are four population groups based on their

monthly usage, who are taken into consideration. In careful review of this area, the identification

ofspecific objectives will guide the research:


To determine why users are choosing Grameenphone rather than

other operators.

To determine what are the reasons for current popularity of

Grameenphone among the users.

To determine the service level of Online Communication.

To determine what the steps are needed to be taken in order toim rove the service level.


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7.2 Research Design:

It is mainly a combination of both qualitative and quantitative research. Both primary and

relevant secondary data are used in the study. The survey is systematically designed to capture a

representative view to discover the satisfaction level of the users of Grameenphone Online

Communication service. A standard and well organized questionnaire is used. The questionnaire

was mostly formed by following LIKERT SCALE. The questions are picked up based on a wide

variety of relevant items.

7.3 Sample Design:

A survey of 100 users who regularly visit Grameenphone Online Communication service,

provides the data for this study. Both male and female users participate in the survey. Eligible

respondents are users of Grameenphone with different monthly usage. Of the above categories,

the respondents are selected randomly. Each and every respondent has an equal chance to be

selected. Any sort of partiality is eradicated.


Problem

Discovery

and

Definition

Researc

h

Design Samplin

Data

Gatherin

g

Data

Processing

And

Analysis

Conclusions

and Report

Discovery

and

DefinitionAnd so on


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Figure 10: Flow Chart: Stages of the Research Process

7.4 Gathering Data:

Data has been collected in a systematic way. Unnecessary data has been cut off from the

research. To some extend respondents new ideas add value to the research.

7.5 Data Processing and Analysis:

SPSS (version 15 & 17) is used to accomplish statistical analysis. Frequency distribution,

Crosstab, Correlation, Analysis of Variance (ANOVA) and Regression Analysis are mostly

covered for pinpointing analysis.

7.6 Conclusion and Report Preparation:

Finally a formally written report is prepared which summarizes the vital finding of critical

issues about the satisfaction level of the users of Grameenphone Online Communication service.

7.7 Research Scope:

The scope of this study is quite explanatory. Higher relevancy enhances the scope of the research

which will focus the importance of the Grameenphone Online Communication service amongst


e n on


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the GP users. It may provide some educated findings which have maximum importance. So; there

is no chance to take the issue lightly.

7.8 Methodology

7.8.1 Survey Design: It was mainly a combination of both qualitative and quantitative research.

Primary data were mostly used in the study. The Survey was systematically designed to capture a

representative view of the GP users towards currentOnline Communication service. A standard

questionnaire response approach was used. The questionnaire was mostly formed by following

LIKERT SCALE. The questions were distributed across a wide variety of relevant items. An

example of the question used in the survey:

Agreeabl

e

Intensity

Strongly

Disagree

Disagree Neutral Agree Strongly

Agree

Rating 1 2 3 4 5

Table 2: Rating of the survey answers

7.8.2 Survey Administration: The Survey was launched on 9th October, 2010 and it was

terminated on 21st October, 2010. During that time frame the survey was conducted among the

different users. A structured and well framed questionnaire was provided to the students who



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were chosen randomly. Responds were obtained collected subsequently from among 100

respondents.

7.8.3 Survey Analysis: The information were then assembled and arranged in a standardize way.

For that reason, SPSS data view and variable view were undertaken. Then, based on those survey

information different hypothesizes were assumed selectively. Moreover, those collected

information and responses are critically compared with different fundamental theories of

Marketing Research.

7.9 SPSS Function: Following SPSS functions were mostly taken into consideration-

Frequency distribution (Used for tabulation of the values that one or more variables

take in a sample).

Cross tabulation (Which is used for the process of creating a contingency table from

the multivariate frequency distribution of statistical variables).

Regression Analysis (Undertaken to analyze the variance or ANOVA and

Coefficients).

Level of Significance (For analysis 5% level of significance is assumed everywhere).

Independent variable ( DependabilityResponsiveness,Understanding, Assurance)

Dependent Variables (Overall satisfaction level with Grameenphone Online

Communication service)



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7.10 Design of Questionnaire: For capturing the responses and answers, a standard

questionnaire approach was adopted. The questionnaire was based on the following principles:

- Relates explicitly to particular analysis objectives;

- Presents no ambiguity to survey respondents ;

- Asks for factual information or attitudes that respondents can recall from memory;

- Most of the questions covered online customer service related issues.

- Avoids response bias of other negative influence on respondents decision process;

- Provides minimum chances for entry errors.

7.11 Survey Data Collection: Respondents were encouraged to extend their responses as per the

Survey and interview tool. They were assured that the information they will provide will be kept

strictly confidential and will be used for academic research purpose only.

7.12 Some Inadequacies & Limitations:

Time Constraints

Small sample size

Unwillingness to provide sufficient information by the respondents

Inability to understand the problem properly



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Inadequate knowledge of the respondents

Due to companys information security and confidentiality I could not provide all of

the experience that I have gathered.

.

7.13 Data Analysis Techniques:

A codebook is created from the survey to label each variable and aid in the analysis

(Appendix).All the survey responds are coded with numerical values. The data that is obtained

from the survey are analyzed and interpreted by using statistical tools such as Graphical

presentation, frequency distribution, percentage analysis, means, correlation, cross tabulations

(t-test, z-test, chi-square test), ANOVA, regression etc.

7.14 Data Coding:

A survey of 100 respondents is conducted. As mentioned above both male and female

students response in the survey. GP users consist of different age and income group are taken into

consideration to unfold the true picture. Collected data are coded with numeric values. There is a

scale followed for coding where higher and lower values are determined. For instance, estimated

value 1 for higher satisfaction and 5 for lower satisfaction are chosen.



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Part E: Data Calculation& Analysis

8.1 Regression Analysis:

Satisfaction (dependent variable) Vs Dependability (independent variable)


Model Summary

R R Square Adjusted R

Square

Std. Error of the

Estimate

.364 .132 .124 .506

The independent variable is Reliability.


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Here in the above table we can see Correlation R= 0.364.It means the correlation between

Dependability and Satisfaction is not that much high. To some extend we can say the

correlation is weak.

Here the R Square is .132 which means that 13.2% of satisfaction can be explained by

reliability.

Hypothesis

H0: There is not that much relationship between Dependability and Satisfaction

H1: There is relationship between Dependability and Satisfaction

Graphical Representation



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Figure 11: Regression Cure

ANOVA

Sum of Squares df Mean Square F Sig.

Regression 3.827 1 3.827 14.956 .000

Residual 25.074 98 .256

Total 28.901 99

The independent variable is Dependability.

Here we can see SSR= 3.827 and df = k-1=1 [k means number of variables]

SSE = 25.074 and df = n-k =100 2= 98

SST = 28.901 and df = n-1 = 100 -1= 99

MSR = SSR/df = 3.827/1 = 3.827

MSE = SSE/df = 25.074/98 = 0.256

F = MSR/MSE =3.827/0.256 = 14.956

Here Sig or P-value 0.000 < 0.05 (level of significance)

Decision Rule



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Here Sig or P-value 0.000 is less then 0.05 (level of significance) so we can reject null hypothesis

H0.It means that there is relationship between Dependability and Satisfaction. And the above

graph also shows the similar sort of scenario. Here we can say that reliability does have impact on

satisfaction.

Coefficients

Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

Dependabilit

y

.398 .103 .364 3.867 .000

(Constant) 2.449 .390 6.286 .000

The estimated regression equation is: Satisfaction = 2.449 + 0.398 (Dependability) + E. It

means 1% positive change in the reliability will increase 39.8% of the satisfaction.

Satisfaction (dependent variable) Vs Responsiveness (independent variable)



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Responsiveness and Satisfaction is not that much high. To some extend we can say the

correlation is weak.


responsiveness.

Hypothesis

H0: There is not that much relationship between Responsiveness and Satisfaction

H1: There is relationship between Responsiveness and Satisfaction


Model Summary

R R Square Adjusted R

Square

Std. Error of the

Estimate

.251 .063 .053 .526

The independent variable is Responsiveness.


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ANOVA


Regression 1.817 1 1.817 6.576 .012

Residual 27.084 98 .276

Total 28.901 99

The independent variable is Responsiveness.



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SSE = 27.084 and df = n-k =100 2= 98

SST = 28.901 and df = n-1 = 100 -1= 99

MSR = SSR/df = 1.817/1 = 1.817

MSE = SSE/df = 27.084/98 = 0.276

F = MSR/MSE =1.817/ 0.276 = 6.576


Decision Rule


H0.It means that there is relationship between Responsiveness and Satisfaction. And the above

graph also shows the similar sort of scenario. Here we can say that responsiveness does have

impact on satisfaction.

Coefficients


Coefficients

t Sig.

B Std. Error Beta

Responsiveness .336 .131 .251 2.564 .012

(Constant) 2.701 .487 5.540 .000

The estimated regression equation is: Satisfaction = 2.701 + 0.336 (Responsiveness) + E.

It means 1% positive change in responsiveness will increase 33.6% of the satisfaction.

Satisfaction (dependent variable) Vs Understanding (independent variable)



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Here in the above table we can see Correlation R= 0422.It means the correlation between

Understanding and Satisfaction is not that much high. To some extend we can say the

correlation is feeble.


Understanding.

Hypothesis

H0: There is not that much relationship between Understanding and Satisfaction

H1: There is relationship between Understanding and Satisfaction


Model Summary

R R Square Adjusted R Square Std. Error of the

Estimate

.422 .178 .170 .492

The independent variable is Empathy.


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ANOVA

Sum of Squares df Mean Square F Sig.Regression 5.142 1 5.142 21.210 .000

Residual 23.759 98 .242

Total 28.901 99

The independent variable is Understanding.



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SSE = 23.759 and df = n-k =100 2= 98

SST = 28.901 and df = n-1 = 100 -1= 99

MSR = SSR/df = 5.142/1 = 5.142

MSE = SSE/df = 23.759/98 = 0.242

F = MSR/MSE =5.142/ 0.242 = 21.210


Decision Rule


H0.It means that there is relationship between Understanding and Satisfaction. And the above

graph also shows the similar sort of scenario. Here we can say that Understanding does have

impact on satisfaction.

Coefficients


Coefficients

t Sig.

B Std. Error Beta

Understandi

ng

.394 .086 .422 4.605 .000

(Constant) 2.480 .322 7.710 .000

The estimated regression equation is: Satisfaction = 2.480 + 0.394 (Understanding) + E.

It means 1% positive change in e Understanding will increase 39.4% of the satisfaction.



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Satisfaction (dependent variable) Vs Assurance (independent variable)


Assurance and Satisfaction is not that much high. To some extend we can say the

correlation is a little bit feeble.


Assurance.

Hypothesis

H0: There is not that much relationship between Assurance and Satisfaction

H1: There is relationship between Assurance and Satisfaction


Model Summary

R R Square Adjusted R Square Std. Error of the

Estimate

.246 .061 .051 .526

The independent variable is Assurance.


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ANOVA


Regression 1.749 1 1.749 6.313 .014

Residual 27.152 98 .277

Total 28.901 99

The independent variable is Assurance.


SSE = 27.152 and df = n-k =100 2= 98

SST = 28.901 and df = n-1 = 100 -1= 99



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MSR = SSR/df = 1.749/1 = 1.749

MSE = SSE/df = 27.152/98 = 0.277

F = MSR/MSE =1.749/ 0.277 = 6.313


Decision Rule


H0.It means that there is relationship between Assurance and Satisfaction. And the above graph

also shows the similar sort of scenario. Here we can say that assurance does have impact on

satisfaction.

Coefficients


Coefficients

t Sig.

B Std. Error Beta

Assurance .312 .124 .246 2.513 .014

(Constant) 2.792 .461 6.051 .000

The estimated regression equation is: Satisfaction = 2.792 + 0.312 (Assurance) + E.

It means 1% positive change in assurance will increase 31.2% of the satisfaction.

8.2 Frequency Distribution & Cross Tabulation (Crosstab):

Gender



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Frequency Percent Valid Percent Cumulative

PercentValid Male 87 87.0 87.0 87.0

Female 13 13.0 13.0 100.0

Total 100 100.0 100.0


Figure 15: Percentage of male and female

From the above table and chart It seems that from our selected sample 87% respondents are males

and 13% are female.



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Age


Percent

Valid 15-22 26 26.0 26.0 26.0

23-35 72 72.0 72.0 98.0

35-50 2 2.0 2.0 100.0

Total 100 100.0 100.0


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Figure 16: Percentage of different age groups

From the above table and chart it seems that from the selected sample highest 72% respondents

are between 23-35 years age group, 26% are between 15-22 years age group and rest are between

35-50 years age group.

How much do you spend per month on an average for mobile phone bills?


Percent

Valid Less than 500 tk 33 33.0 33.0 33.0

501- 1000 tk 43 43.0 43.0 76.01001-3000 tk 10 10.0 10.0 86.0

More than 3000 tk. 8 8.0 8.0 94.0

5.00 2 2.0 2.0 96.0

6.00 4 4.0 4.0 100.0

Total 100 100.0 100.0



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Figure 17: Frequency distribution of average monthly mobile phone bills

From the above table and chart it seems that majority of the respondents average mobile phone

bill is within 501-1000 TK.

Which Grameen Phone Package do you use?


Percent

Valid Smile 37 37.0 37.0 37.0

Aapon 13 13.0 13.0 50.0

Shohoj 6 6.0 6.0 56.0

Bondhu 16 16.0 16.0 72.0

Djuice 12 12.0 12.0 84.0

Business solution 1 1.0 1.0 85.0

Xplore 15 15.0 15.0 100.0

Total 100 100.0 100.0



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Figure 18: Frequency distribution of the usability of GrameenPhone package

From the above table and chart it seems that majority of the respondents use Smile package and

only a small portion use Business solution.

You use GrameenPhone because of


Percent

Valid Strong Network Base 70 70.0 70.0 70.0

Value Added Services 28 28.0 28.0 98.0

Billing Rate 1 1.0 1.0 99.0

After Sales Service 1 1.0 1.0 100.0

Total 100 100.0 100.0



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Figure 19: Frequency distribution of the reasons to use GrameenPhone

From the above table and chart it seems that majority of the respondents use GrameenPhone

because of its strong network base.

Duration of using GP SIM


Percent

Valid Less than 1 year 37 37.0 37.0 37.0

1 Years 10 10.0 10.0 47.0

2 years 4 4.0 4.0 51.03 years 21 21.0 21.0 72.0

4 years 24 24.0 24.0 96.0

More than 4 years 4 4.0 4.0 100.0

Total 100 100.0 100.0



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Figure 20: Frequency distribution of the duration to use GrameenPhone

From the above table and chart it seems that majority of the respondents are using

GrameenPhone SIM for less than one year. Second and third highest respondents are using

GrameenPhone SIM for four and three years respectively.

Rate the importance of attributes while purchasing any cellular service


Percent

Valid Value added Services 7 7.0 7.0 7.0

Network Coverage 73 73.0 73.0 80.0

After Sales service 3 3.0 3.0 83.0

Billing rate 16 16.0 16.0 99.0

5.00 1 1.0 1.0 100.0

Total 100 100.0 100.0



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Figure 21: Frequency distribution of the rate the importance of attributes while purchasing any

cellular service

From the above table and chart it seems that majority of the respondents attribute more on

Network Coverage when they purchase their cellular service.


Gender : You have trust on Online Communication service of GP : Cross tabulation

You have trust on Online Communication service of GP Total


Agree

Gender Male 3 28 39 17 87

Female 1 5 6 1 13

Total 4 33 45 18 100


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Figure 22: Cross tabulation between Gender and trust on Online Communication service of GP

Among 87 male respondents, (majority) 39 respondents agree that they have trust on

Online Communication service of GP. And among 13 female respondents, (majority) 6

respondents agree that they have trust on Online Communication service of GP.



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Gender : You always get prompt services from Online Communication: Cross tabulation

You always get prompt services from Online Communication Total


Agree


Female 0 0 12 1 13

Total 3 32 61 4 100


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Figure 23: Cross tabulation between Gender and You always get prompt services from Online

Com.

Among 87 male respondents, (majority) 49 respondents agree that they get prompt

services from Online Communication. And among 13 female respondents,( majority) 12

respondents agree that they get prompt services from Online Communication.

Gender : You think that the employees of Online Communication are polite and amiable to

their customers : Cross tabulation

You think that the employees of Online Communication are

polite and amiable to their customers

Total


Agree


Female 0 1 7 5 13

Total 6 30 48 16 100



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Figure 24: Cross tabulation between Gender and employee politeness and amiability

Among 87 male respondents, (majority) 41 respondents agree that the employees of

Online Communication are polite and amiable to their customers And among 13 female

respondents,( majority) 7 respondents agree that the employees of Online Communication are

polite and amiable to their customers.

Gender: You sometimes feel that you are getting personal care from the employees of

Online Communication : Cross tabulation

Count

You sometimes feel that you are getting personal care from

the employees of Online Communication

Total


Agree

Gender Male 4 27 48 8 87Female 0 3 6 4 13

Total 4 30 54 12 100



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Figure 25: Cross tabulation between Gender and feeling toward personal care

Among 87 male respondents, (majority) 48 respondents agree that they sometimes feel

that they are getting personal care from the employees of Online Communication And among 13

female respondents; (majority) 6 respondents agree that they sometimes feel that they are getting

personal care from the employees of Online Communication.

Gender: You are satisfied with the services of GP Online Communication service- Cross

tabulation

You are satisfied with the services of GP Online

Communication service-

Total


Agree


Female 5 1 7 0 13Total 10 21 51 18 100



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Figure 26: Cross tabulation between Gender and satisfaction with service

Among 87 male respondents, (majority) 44 respondents agree that they are satisfied with

the services of GP Online Communication service. And among 13 female respondents,( majority)

7 respondents agree that they are satisfied with the services of GP Online Communication service



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Figure 27: Cross tabulation betweenDuration of using GP SIM and Online Communication has

able to solve any GP product related problem of yours sincerely and quickly

Majority 37% respondents, who are using GP SIM for less than one year, agree that

Online Communication has able to solve any GP product related problem of yours sincerely and

quickly.

Age: You always get accurate information from online service : Cross tabulation

You always get accurate information from online service Total

Disagree Neutral Agree Strongly Agree

Age 15-22 0 6 11 9 26


Duration of using GP SIM 1: Online Communication has able to solve any GP product

related problem of yours sincerely and quickly :Cross tabulation

Online Communication has able to solve any GP

product related problem of yours sincerely and

quickly

Total


Agree

Duration of using

GP SIM

Less than 1

year

3 8 24 2 37

1 Years 0 5 5 0 10

2 years 0 1 1 2 4

3 years 0 9 12 0 21

4 years 0 5 19 0 24

More than 4

years

0 0 4 0 4


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23-35 3 29 28 12 72

35-50 0 1 0 1 2

Total 3 36 39 22 100

Figure 28: Cross tabulation between Age and Information accuracy

The respondents whose ages are between 23-35, mostly neutral about getting accurate

information from online service. And in addition to that almost a similar proportion of the

respondent also said they agree that they are getting accurate information from online service.

Age: You feel the willingness to help you out Cross tabulation

You feel the willingness to help you out Total


Age 15-22 0 15 8 3 26

23-35 4 28 33 7 72

35-50 0 0 2 0 2



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Total 4 43 43 10 100

Figure 29: Cross tabulation between Age and feeling toward employee willingness

The respondents whose ages between 23-35 are agreed that they feel the willingness to

help them out. The respondents whose ages between 15-22 are neutral regarding they feel the

willingness to help them out. The respondents whose ages between 35-50 are agreed that they

feel the willingness to help them out.

Age: The employees of Online Communication have excellent knowledge about the

problems of customer and can satisfactorily help you out in any case :Cross tabulation

The employees of Online Communication have excellent

knowledge about the problems of customer and can satisfactorily

help you out in any case

Total


Agree

Age 15-22 1 8 11 6 26



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23-35 3 28 26 15 72

35-50 0 1 1 0 2

Total 4 37 38 21 100

The respondents whose ages between 15-22 are agreed that the employees of Online

Communication have excellent knowledge about the problems of customer and can

satisfactorily help you out in any case.

The respondents whose ages between 23-35 are neutral regarding the employees of

Online Communication have excellent knowledge about the problems of customer and

can satisfactorily help you out in any case.

Age: Employees understand the specific needs of the customer Cross tabulation

Employees understand the specific needs of the customer Total

Disagree Neutral Agree Strongly AgreeAge 15-22 0 13 5 8 26

23-35 5 27 28 12 72

35-50 0 1 1 0 2

Total 5 41 34 20 100



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Figure 30: Cross tabulation between Age andEmployees understanding to the specific needs of

the customer

The respondents whose ages between 23-35 are mostly agree that employees understand

the specific needs of the customer. On the other hand, the respondents whose ages between 15-22

are mostly neutral those employees understand the specific needs of the customer.

Age: You will refer GP Online Communication service to others Cross tabulation

You will refer GP Online Communication service to others Total


Age 15-22 0 3 3 20 26

23-35 1 12 22 37 72

35-50 0 2 0 0 2

Total 1 17 25 57 100

Figure 31: Cross tabulation between Age and preference for GP Online Communication



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The respondents whose ages between 23-35 are mostly agree that they will refer GP

Online Communication service to others. And the respondents whose ages between 35-50 are

mostly neutral that they will refer GP Online Communication service to others.

8.3. Outcomes of the Analysis:

The purpose of my doing this report was to find out the satisfaction level of users with

Grameenphone Online Communication. After conducting the survey and analyzing the gathered

data with SPSS, I would like to conclude that, Online Communication is adding an extra

satisfaction level to the Grameenphone users. Reasons of my statement are, the users are satisfied,

because they think it is a dependable source to get service from. They get accurate information

and problem solving at a very short time, which has build trust amongst the users. They feel that

the service is responsive to their needs and querys. They feel the willingness to help them out

from their problems. Satisfaction is also increases, when the users feel empathy from Online

Communication service. They are also satisfied with the knowledge and behavior of the

employees.

Therefore, Online Communication should maintain its current service level and also try to

come with new features and services for the GP users, because the customers are the kings who

give their valuable fund to Grameenphone and therefore Grameenphone is able to run its

business. So it is to be remembered that the customers are always right and come first in all

aspects and no matter what happens, their satisfaction level cannot be compromised. The service



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awareness level is a very important attribute of the customers and mobile is the major thing about

which the customers want to know more and more and explore. Making the customers happy

and aware puts the operators in less risk as they will not expect more and expect less when they

are loyal to their operator.

8.4 Problems Identified:

As Online Customer Service is new in Bangladesh, some core problems have been

identified to delivery service which is listed below:

Lack of Customer Trust

Most of the time customers do not want to provide personal information (e.g. subscription

information, FF numbers, and last recharged amount) which requires for verification purpose

most of the time in case of providing information/service against a number. Verification is not

needed if the subscribers are registered to chat but subscribers also do not want to register

because it also requires some information to signup.

Incomplete/Vague Query

Through chat if the subscriber unable to make his/her query/complaint/request clear then I

had to ask questions one after another till get the clear idea. If it is not possible then I had to

communicate with the subscriber verbally. But for Email service, sometimes it has been found

email without contact number, it is always not possible to communicate verbally, therefore, I had



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to send another email asking the details with contact number. In this case service delivery

requires more time than usual.

Lack in promotion

Most of the subscribers however has the edge/internet connectivity can not avail services

through Online Customer Service due to lack of awareness.

8.5 Recommendation:

During evening users have to wait in the queue at Online Communication website.

Therefore extra men power needed to be arranged that time.

Most of the GP users are not aware of this service. So the link of this service should be

posted at the front page of Grameenphone website.

Users have to go for a long verification process if they are not registered user. This

verification process should be simpler.

Proper initiative needed to be taken so that this website remains free from all technical

interruption.

Till now the employees are not allowed to write in Bangla in chat session. Sometimes,

many users visiting the website, faces difficulty to understand English. Therefore, for

some special cases like this, employees should be permitted to use Bangla because that

will increase customer satisfaction.

The web site of Grameenphone needed to be updated regularly. So that users can get all

the information by visiting the website.



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Right now users can visit Online Communication service from 07:00 AM- 12:00 AM.

However this service should be 24/7, so that any time a user can visit for his problem.

Enough training should be provided to the employees, while launching any new product

or service.

Management must be more efficient to integrate all the service.

Uniqueness must be maintained while providing service.

Promotional activities needed to be implemented to make all the GP users aware of

Online Communication service.

Grameenphone should launch Web self care service so that users can activate and

deactivate different service by there own. It will decrease pressure of customer handling

and increase satisfaction of the users.

8.6 Conclusion:

Grameenphone introduced GSM technology first ever in Bangladesh, though

Grameenphone also got the license for CDMA. So far Grameenphone is the best in case of

subscriber base, introducing new product and services, innovative services, corporate social

responsibility. The goal of Customer Service in Grameenphone is To be the best in class

Customer Service in Asia to gain competitive advantage for Grameenphone in the market place.



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Through Internship program at North South University, Bangladesh, I have got a life time

opportunity to complete my internship in Grameenphone. I have closely observed the service

delivery process, positive mindset towards customers practically which we have learned

academically. I can relate the academic lessons with the practical experience. I have also got the

opportunity to build up professional growth and learnt corporate culture.

From my supervisor I have leant how to become target oriented. He taught me regarding

leadership and decision making process in time. I would also like to mention that my supervisor

helped me out in case of any critical situation and guided me with the procedures how to solve

those issues. For me, Internship at Online Customer Service in Grameenphone Ltd was really a

great experience and life time achievement. In my opinion this experience will help me to

develop my career in near future.



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Reference

1. Bangladesh Telecommunication Regulatory Commission. (2010, April 26). Mobile Phone

Subscribers. Retrieved from

http://www.btrc.gov.bd/newsandevents/mobile_phone_subscribers/mobile_phone_subscri

bers_march_2010.php

2. The Ohio State University. (2010, April 30). What is an internship?Retrieved from

http://polisci.osu.edu/ugrads/internship.pdf

3. Grameenphone Ltd.(2010, April 18). History. Retrieved from

http://www.grameenphone.com/index.php?id=63

4. Grameenphone Ltd. (2010, April 7). Grameenphone Organogram.Retrieved from



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5. http://www.grameenphone.com/index.php?id=65

6. Grameenphone Ltd. (2010, April 7). Shareholders. Retrieved from

http://www.grameenphone.com/index.php?id=66

7. Phill-Anders, L., (June. 2009). Strategy. Corporate Magazine. Retrieved from

http://grameenphone.com/p/articles/mi_m5595//ai_81933367/
http://www.grameenphone.com/index.php?id=66http://www.grameenphone.com/index.php?id=66

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