Report Airtel

8/14/2019 Report Airtel

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Report On

Customer Satisfaction Of Airtel Bangladesh

Submitted for: Fatima Tuz Zohra Atcha

Lecturer

Submitted b : !azia Tasnim "ot

#$ : %&'()*+)(')',o

School of Business -BBA.

State %ni/ersit of Bangladesh

$ate: '( September *'(+


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Ac0no1ledgement

At first, I want to bid my heartiest thanks to my teacher ,Fatima

Tuz Zohra Atcha, Lecturer-BBS, State University of Bangladesh

for guiding me and for giving me the opportunity to initiate this

report !hen I want to thank Airtel Bangladesh Limited "ABL# for

giving me the opportunity to do my survey in the organi$ation

I want to thank %d Ahsan &abib , who assisted me a lot for the

preparation of this pro'ect I am also very grateful to %r

Auhid$$aman and %r Shahidul Islam, unless their support the

research survey would have been difficult for me

I also would like to thank State University authority for their

library and internet facilities from where I got enormous

information


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23ecuti/e Summar

Airtel is the si(th telecom operators in Bangladesh As an

emerging company Airtel is doing e(tremely well After the launch

of Airtel in Bangladesh, the competition has become morestrengthen among the telecom operators )ach 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 e(isting subscribers and ac*uisition of new

customers At this moment Airtel is trying to reach the customers

with various promotional activities and is attempting to make

their brand presence felt !hrough their significant advances inBangladesh, Airtel is moving ahead on the track to achieve their

goals

As a student BBA program, I got the opportunity to do a survey

program in such a multinational telecom company

I have conducted a research survey among customer satisfaction

of Airtel among the Airtel user After that I have designed the

research in a descriptive way and collected data are analy$ed*uantitatively !he research findings show that there are several

factors that make the customers dissatisfied regarding Airtel +oor

network *uality, e(cessively messaging communication from

Airtel, poor call *uality and bad internet service etc are the areas

for customer dissatisfaction n the other hand, the customers

are satisfied for the price of new prepaid connection, availability

of the prepaid recharge cards)$ee load, tariffs of the prepaid

packages, lives enriching value added service, and for customer

supports after sales &owever, the overall analysis describes that

the most of the airtel prepaid subscribers are moderate

subscribers At the end of the pro'ect, some recommendations are

given to help the Airtel management so that they can deploy

appropriate decisions to reduce the customer dissatisfaction


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Table of Content

(4 Compan O/er/ie1 5 Bac0ground

.. +reface

./ 0ompany Info

.1 Airtel Bangladesh Ltd at 2lance

.3 Bharti Airtel

.4 Bharti 2roup

.5 !imeline of 6arid !elecom in Bangladesh

.7 Brand Airtel

.8 9ision : !agline

.; Airtel Logo

..< +roduct ffers

+re-paid =etails

+ostpaid details

9alue Added Services

International >oaming "I>#

... 0urrent %arket Situation

*4 6ain 7ro8ect

/. Introduction

/.. Background of the problem

/./ rigin of the report

/.1 b'ective of the report


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/.3 Scope of the report4

// Literature review

//. 0ustomer Satisfaction, a theoretical review

/// !he definition of customer satisfaction

/1 0ustomer satisfaction factors of prepaid customers of

Airtel

/3 %ethodology

/3. >esearch =esign

/3/ !ype of the >esearch /31 +roblem =efinition

/33 %easurement and Scaling +rocedure

/34 ?uestionnaire

/35 !he Sampling designing +rocess

/35. =efine the target population

/35/ =etermine the sampling frame

/351 Select a sampling techni*ue

/353 =etermine the sample si$e

/37 =ata 0ollection, +reparation, Analysis

/37. =ata 0ollection

/37/ Sources of =ata

/371 +rocedure of data collection

/373 =ata analysis

/4 @indings


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/4. @indings on respondentsanalysis

/4/ @indings on statements analysis

/41 @indings on general overview

/43 >espondents opinion and suggestion

/5 Limitations

/7 >ecommendation

/8 0onclusion

>eference

Appendi(

(4( 7reface


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!oday, it would be difficult to find a company that does not

proudly claim to be a customer-oriented, customer- focused, or

even-customer driven enterprise Increasing competition "whether

for-profit or nonprofit# is forcing businesses to pay much more

attention to satisfy customers !he state of satisfaction dependson a number of both psychological and physical variables, which

correlate with satisfaction behaviors !he level of satisfaction can

also vary depending on other options the customer may have and

other products against which the customer can compare the

organi$ations product 0ustomerssatisfaction has now become

ma'or concern of the mobile service providers in our country !he

ob'ective of this study is to provide a more comprehensive

understanding of the process of customer satisfaction on theservices provided by the Airtel mobile operator in Bangladesh !o

measure the customer satisfaction a *uestionnaire was designed

by comprising some important variables Based on the findings of

the study some recommendations have been made which may

assist Airtel to increase their customer base through more

satisfied customers

(4* Compan #nfo

Airtel Bangladesh Ltd is a 2S%-based cellular operator in

Bangladesh Airtel is the si(th mobile phone carrier to enter the

Bangladesh market, and launched commercial operations on %ay

.


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under its own airtel brand from /< =ecember /ubaba =owla "0hief Service fficer#, Sugato

&alder "acting 0hief &> officer#

7roducts:!elephony, mobile telephony

Total subscriber: 5418 million "April /


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F All figures include Bangladesh, India and Sri Lanka operations

7arent: Bharti Airtel 7


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installation and maintenance of their e*uipment rather than being

paid up front, which allowed Airtel to provide low call rates

(4> Bharti &roup

Bharti 2roup was founded in .;75 by Sunil Bharti %ittal It hasgrown from being a manufacturer of bicycle parts to one of the

largest and most respected business groups in India 6ith its

entrepreneurial spirit and passion to undertake business pro'ects

that are transformational in nature, Bharti has created world-class

businesses in telecom, financial services, retail, and foods

Bharti started its telecom services business by launching mobile

services in =elhi "India# in .;;4 Since then there has been no

looking back and Bharti Airtel, the groups flagship ./ J + a g e

company, has emerged as one of the top telecom companies in

the world and is amongst the top five wireless operators in the

world !hrough its global telecom operations Bharti group has

presence in /< countries across Asia, Africa and )urope - India, Sri

Lanka, Bangladesh, Cersey, 2uernsey, Seychelles, Burkina @aso,

0had, 0ongo Bra$$aville, =emocratic >epublic of 0ongo, 2abon,

2hana, Denya, %adagascar, %alawi, iger, igeria, Sierra Leone,!an$ania, Uganda, and Kambia ver the past few years, the

group has diversified into emerging business areas in the fast

e(panding Indian economy 6ith a vision to build Indias finest

conglomerate by /


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(4? Timeline of


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Sherpur, >a'bari and arail towns were covered by 6arid

network

n ovember .


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(4, Airtel Logo

!he uni*ue symbol is an interpretation of the

Nain airtel !he curved shape : the gentle

highlights on the red color make it warm : inviting, almost as if it

were a living ob'ect It represents a dynamic force of unparalleled

energy that brings us and our customers closer ur specially

designed logo type is modern, vibrant : friendly It signals our

resolve to be accessible, while the use of all lowercase is ourrecognition for the need for humanity >ed is part of our heritage

It is the color of energy : passion that e(presses the dynamism

that has made airtel the success it is today, in India, and now on

the global stage

(4(' 7roduct Offers

=ifferent people love different things Someone likes to talk for

longer period of time, some people love to talk for seconds, somecustomers make calls more fre*uently on a day, and some users

talk only on few specific numbers !o cater to all customers

needs, airtel offers both prepaid and postpaid connection to its

customers %oreover airtel also offers massive value added

services to its subscribers

7re)paid :!here are 5 "si(# different packages available in one

prepaid connection 0ustomer can switch between the packages

on offer 6hen a user switches from one option to another, the

benefits under the previous option will automatically be changed

to the new one

. @oorti 4 =olbol


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/ Adda 5 Dotha

1 Shobai

3 2olpo

7ostpaidG Airtel postpaid comes with 1 packages that are

designed to furnish to both the professional and personal

communication needs

alue Added Ser/ices 9alue-added services "9AS# are popular

as a telecommunications industry term for non-core services, or in

short, all services beyond standard voice calls transmissions&owever, it can be used in any service industry, for services

available at little or no cost, to promote their primary business In

the telecommunication industry, on a conceptual level, value-

added services add value to the standard service offering,

spurring the subscriber to use their phone more and allowing the

operator to drive up their average revenue per user "A>+U# @or

mobile phones, while technologies like S%S, %%S and data access

were historically usually considered value-added services, but inrecent years S%S, %%S and data access have more and more

become core services, and 9AS therefore has beginning to

e(clude those services

Like other telecom operator airtel also has introduced a distinct

sort of value added services to enhance the level of customer


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satisfaction As its vision is to enrich the lives of millions by /


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continuously offering more value added services to enrich the

lives of the customers At the same time the competition among

the telecom companies has reached to the peak level !his

situation is compelling the one telecom operator providing the

better *uality services and keeping the call charge lower than theother operators

0urrently, the telecom industry is dominating by 2rameen+hone

with its 3.54 market share )gyptian rascom !elecoms

Banglalink retained the second spot !he number of Banglalink

users reached /4


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*4( #ntroduction

0ustomer satisfaction is a fundamental marketing construct in

the last three decades In the past, it was unpopular and

unaccepted concept because companies thought it was more

important to gain new customers than retain the e(isting ones

&owever, in this present decade, companies have gained betterunderstanding of the importance of customer satisfaction

"especially service producing companies# and adopted it as a high

priority operational goal 0ustomer satisfaction, a term fre*uently

used in marketing, is a measure of how products and services

supplied by a company meet or surpass customer e(pectation

0ustomer satisfaction is defined as Pthe number of customers, or

percentage of total customers, whose reported e(perience with a

firm, its products, or its services "ratings# e(ceeds specified

satisfaction goals +eople in Bangladesh are becoming busy day

by day and more professional than previous !hey need to share

more information to each other because demography has

changed due to the era of globali$ation %obile phone has

introduced a tremendous change in the communication sector in

our country It has changed the communication structure also

+eople in various occupations and income levels are using mobile

phone intensively for their occupational purpose and personal

purpose as well

*4(4( Bac0ground of the problem

!here are si( mobile phone operators are running business in

Bangladesh Among them airtel is the late entrant in the market

!he other telecom companies are continuing operations for more


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than . decade e(cept !eletalk If we look back at that time, the

mobile phone services were limited to few numbers of customers

due to high connection price and call charges %oreover, the

network was also restricted to some divisional cities and in few

ma'or cities in the country As the technology developed and thetariffs reduced by the companies people were getting more

engaged with this portable telecommunication services @or this

reason, the early entrants in the market ac*uired enormous time

for the network e(pansion As a result, their subscriber base

reached to more solid stage After entering of Airtel in the market,

there was a remarkable change seen in telecommunication

industry !he competition has been more intensified among the

mobile phone companies Airtel is also struggling with the othercompetitors by offering new and uni*ue services to keep up the

market share

%eanwhile, Airtel is vastly well accepted among young generation

for its youth oriented campaign and promotions )specially the

lower tariffs and highest @n@ facilities are appealing all kinds of

people to use Airtel prepaid connection 0urrently, Airtel offersalmost all types of lives enriching value added services with the

prepaid connection &owever, from my recent observation at my

internship program, I found that the airtel customers are

e(periencing poor service *uality due to the limited network

coverage It is true that, Airtel has not got enough time for the

network e(pansion that the other companies obtained !here are

some other problems prevailing with the prepaid connection

which make the customer feel unpleased &ence, to survive inthis competitive environment, it might be very difficult to keep

the e(isting customers satisfied and to grab more market share It

is therefore imperative for Airtel to analy$e the customer s

opinion in this regard to its services and take care of the

dissatisfaction !his study is aimed at reviewing the prevailing


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situation to assist Airtel so that it can take appropriate measures

for its improvement if needed

*4(4* Origin of the report

!his report has been prepared to fulfill the partial re*uirement of

my survey report on %arketing research of BBA +rogram of State

University of Bangladesh I did my research in Airtel Bangladesh

Limited =uring research session I have earned a lot ofe(periences

*4(4+ Ob8ecti/e of the report

!he ob'ective of the report is divided into two parts !hey are

specific and broad ob'ectives !he specific and broad ob'ective of

this report is given belowG

. Broad Ob8ecti/e:!he broad ob'ective of this report is to

find out the customer satisfaction level of Airtel customers

/ Specific Ob8ecti/es:!he specific ob'ectives will be

!o find out specific areas of satisfaction of Airtel users

!o figure out specific areas of dissatisfaction of Airtel users

!o know the overall satisfaction level of the customers

!o figure out possible improvement sectors to reduce

dissatisfaction

*4(4= Scope of the report

!his report basically deals with a brief description about Airtel

Bangladesh Limited and its product : services as well as mainly


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focus on customer acceptance level &ere no industry analysis is

done !here is only detail description of the 0entral

0ommunication function of Service )(perience department of the

company because of the availability of information to me as I

worked in this function

*4* Literature re/ie1

As my survey area is to find out the customer satisfaction level ofAirtel Bangladesh limited, I have gone through different articles

and 'ournals published for telecom sector I have also reviewed

various websites, research papers and te(t books to enrich my

theoretical knowledge on customer perception level It provides

me with an idea about the current situation in terms of what has

been done, and what I know Sometimes it includes suggestions

about what needs to be done to increase the knowledge and

understanding of a particular problem

*4*4( Customer SatisfactionD a theoretical re/ie1

!he customers are in the mainstream of sales oriented services

!he success of such companies largely depends on the

satisfaction of the customers !he buyers are happy if the product

andor the services meet their e(pectations If their re*uirements

do not meet the e(pectations the buyers become discontented,

they are delighted when the performance fulfills their

re*uirements

0ustomerspast buying e(periences, the opinion of friends,

associates, marketer, competitor information and promises lead

to the e(pectations %arketer must be careful to set the right

level of e(pectations


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If they set e(pectations too low, they may satisfy those who buy

but fail to attract enough buyers In contrast, if they raise

e(pectations too high, buyers are likely to be disappointed

=issatisfaction can arise either from a decrease in product and

service *uality or from an increase in customer e(pectations Ineither case, it presents an opportunity for companies that can

deliver superior customer value and satisfaction

!oday most successful companies have taken the strategy of

raising e(pectations and delivering performance to match Such

companies track their customerse(pectations, perceived

company performance, and customer satisfaction &ighly satisfied

customers produce several benefits for the company Satisfied

customers remain connected for a longer period and talk

favorably to others about the company and its products and

services

*4*4* The definition of customer satisfaction

As the key driver of customer loyalty, many researchers increased

emphasis on customer satisfaction &igh level of customer

satisfaction may lead to more loyal customers which means can

bring more profit for enterprise !here are many kinds of

definition of customer satisfaction, but no precise definition

already been development According to the researchers, the

working of customer mind is like a black bo( !hat is an observer

can only see what goes in and what comes out but not what

happened inside Satisfaction may result from a very simple or a

comple( process involving e(tensive cognitive, affective and

other undiscovered psychological and physiological dynamics

0omparing the definitions of satisfaction, it can be found thatsatisfaction is stated to be a relative concept always 'udged in

relation to a standard !hat means if we define customer

satisfaction on different angles, we can get different definition

Usually, many researchers conceptuali$e customer satisfaction as

a personal feeling that customers compare perceived *uality


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performance with e(pectations !his kind of conception is

represented by livers ".;8


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availed near at home !hey do not wish to go far to have product

and other related services &owever, the prepaid customers

re*uire top-up their credit more fre*uently So, to ensure fre*uent

purchase and to build up long term relationship with the

customers the top-up stores should be conveniently located to theprepaid users

*4+4+ Airtime

Air time is the core offering of Airtel, So, *uality of

communication, network availability, etc, are the most important

customer satisfaction factors ?uality of airtime depends on the

ratio of subscribers and transmission base station If the numbers

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

*4+4= alue Added Ser/ice -AS.

9alue added service has become essential factor in telecom

business !he customers not only wish to get voice

communication but also desire more use of it !he telecom

companies are offering new services apart from voice

communication, for instances, edgegprs, sports update, musicinformation, different sorts of alert services, etc !he more value

added services a company can offer with affordable cost the more

it can achieve and retain its customers

*4+4> Customer Support: 9elpline

Airtel provides the state of the art /3 hours customer supports

through customer hotline for its customers in Bangladesh Airtel

subscriber needs to dial 785 to reach helpline !he hotlinenumber has a language option for )nglish, Bangla 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 785, subscribers are first welcomed

by an automated and standardi$ed process !hen heshe needs to


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wait for ma(imum 1 minutes After that the subscriber reaches

the 0ustomer %anager

*4+4? Customer Care Center: A2CD ARCD 5 ASC

%ost of the problems of the subscribers are solved by the helplineservice But there are some problems that cannot be solved over

the telephone conversation Subscriber need to appear physically

to deal with those problems Airtel has si( customer care centers

around the country, which is known as Airtel )(perience 0enterM

"A)0#, located at key locations !hese centers are directly run by

Airtel itself Airtel has more than two hundred outlets spread

across Bangladesh, the largest chain of retail outlets in the

country, which is further backed up by a chain of sub-dealers,affinity partners : distributors =ealer outlets are known as Airtel

>elationship 0enterM "A>0# Bill payment, address change, SI%

replacement, new connection, scratch cards and sometimes

mobile sets are sold at these outlets Bill collection for postpaid

users and )$ee LoadM top up for pre-paid users can also be

availed at the franchises !hese franchises directly appoint

dealers and sub-dealers in their designated areas @urthermore,

Airtel also has more than four thousand Airtel Service 0enterM"AS0# around the Bangladesh !his service center handles the

customer services, for instances, sim replacement, new

connection, prepaid recharge, postpaid bill payment and other

customer *ueries !hese after sales services are very crucial to

keep the customer informed and satisfied regarding Airtel

*4= 6ethodolog

*4=4( Research $esign

A research design is a framework or blueprint for conducting the

marketing research pro'ect It details the procedures necessary

for obtaining the information needed to structure or solve

marketing research problems Although a broad approach to the

problem has already been developed, the design specifies the


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details of implementing that approach A good research design

will ensure that the marketing research pro'ect is conducted

effectively and efficiently

!ypically, this research design involves the following componentsor tasksG

0lassify the nature of research

=efine the information needed

Specify the measurement and scaling procedures

0onstruct a *uestionnaire for data collection

Specify the sampling process and sample si$e

=evelop a plan for data analysis

*4=4* Tpe of the Research

>esearch design is basically classified as e(ploratory or

descriptive research !he main ob'ective of e(ploratory researchis to e(plore or search through a problem or situation to provide

insights and understanding In general, e(ploratory research is

meaningful in any situation where the researcher does not have

enough understanding to proceed with the research pro'ect !he

research process that is adopted is fle(ible and unstructured It

rarely involves structured *uestionnaires !he primary data are

*ualitative in nature and are analy$ed accordingly

@or e(ample, e(ploratory research may consist of personalinterviews with industry e(perts

A comparison of basic research designs is given below:


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Category Exploratory Descriptive

objective Discover ideas and insights Describe market

characteristics or functions

Characteristics Flexible, versatile,unstructured arked b! prior formulationand h!potheses"ample is small and non#representative $re#planned and structured

ethods %ualitative research Data anal!sis &uantitativel!

'xpert surve!s "urve!s (%uestionnaire)

$ilot surve!s *bservational and other dataFindings+esults -entative Conclusive

*utcome .enerall! followed b! furtherexplorator! or conclusive

research

Findings used as input indecision making

*4=4+ 7roblem $efinition

+roblem definition is the important part of marketing research,

after defining the problem the research can be design and

conducted !he main problem in which the research will focus is

the analysis of customer satisfaction level of user of Airtel

Bangladesh Ltd and the associated problems with the user

which is identified by asking relevant *uestionnaires to the

customer of Airtel !he information needed for the study will be

the customers perception level of using Airtel connection, an

overview of the problem, situation and what sort of problems the

subscriber faces regarding this services @or this research, 'udging

perception level for the prepaid services have been obtained by

asking *uestions and doing survey on the Airtel users

*4=4= 6easurement and Scaling 7rocedure@or measurement and scaling, on-0omparative techni*ue is

selected because each ob'ect will be scaled independently from

other ob'ects in the stimulus test A Liker Scale has been used for

the measurement and scaling A Liker scale is a psychometric

scale commonly used in *uestionnaires, and is the most widely


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used scale in survey research, such that the term is often used

interchangeably with rating scale even though the two are not

synonymous 6hen responding to a Liker *uestionnaire item,

respondents specify their level of agreement to a statement @or

gaining full view of customers perception of the prepaid servicesand their response level on each *uestions five response

categories will be used starting from strongly agree to strongly

disagree !o conduct the analysis, each statement is assigned a

numerical score ranging from . to 4 So the point of strongly

agree is 4, and strongly disagree is .

*4=4> Euestionnaire

Survey and observation are the two basic methods for obtaining

*uantitative primary data in descriptive research Both of these

methods re*uire some procedure for standardi$ing the data-

collection process so that the data obtained are internally

consistent and can be analy$ed in a uniform and coherent

manner A *uestionnaire has been used to conduct the survey forthis research paper It is a formali$ed set of *uestions for

obtaining information from the Airtel customers

I tried my level best in setting up the *uestions, so that it must

translate the information needed into a set of specific *uestions

that the respondents can and will answer @urthermore, I made

this *uestionnaire in such a way that must uplift, motivate and

encourage the respondents to participate, cooperate and

complete the interview

In beginning of the *uestionnaire, I introduce myself, mention the

name of the research topic, and put a little description about the

purpose survey respectively !hen, I proceed to respondent

section !he aim of the respondent section is to get the general


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information about the respondent and to become aware of the

usage pattern of their respective airtel connection In the third

portion of the *uestionnaire, there are .4 direct and correlated

*uestions placed which are very precise with the airtel prepaid

service !hese .4 set of *uestions has been prepared based onthe factors for measuring satisfaction level Lastly, there is some

space given for the respondent if they wish to write some

comment or suggestion regarding Airtel services

*4=4? The Sampling designing 7rocess

*4=4?4( $efine the target population

!he sample design begins by specifying the target population

!arget population is the collection of elements or ob'ects that

possess the information sought by the researcher and about

which inferences are to be made +opulation of this research

could be the mobile phone users evertheless, the targetpopulation must be defined precisely It should be defined in

terms of elements, sampling units, e(tent, and time

*4=4?4* $etermine the sampling frame

A sampling frame is a representation of the elements of the target

population It consists of a list or set of directions for identifying

the target population @or determining sampling frame of this

research I took the help of some studentof State university of

Bangladesh !hey provided me the information about the

members who were using airtel SI% I also prepared myself to

obtain help from my friends and neighbors if I wouldnt get

enough respondents in State university of Bangladesh for

conducting the research @or this reason, I used the phonebook


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directory of my cell phone to know which of my friends ones use

Airtel

*4=4?4+ Select a sampling techniue

In case of selecting a sampling unit, I selected sampling without

replacement techni*ue nce a sample is selected and asked

*uestion, it is removed from the sampling frame so that it cannot

be selected again By this sampling approach, the repetition of

the same sample is not occurred in this pro'ect Another approach

'udgmental sampling has also been followed in this research It is

a kind of non-probability sampling techni*ues that allow me to

apply my observation and personal 'udgment to choose the

elements to be included in the sample

*4=4?4= $etermine the sample size

Sample si$e will be the number of elements to be included in the

study !he important *ualitative factors which should be

considered will beG

!he importance of the decision

!he nature of the research

!he number of variables

!he nature of analysis

Sample si$e used in similar studies

>esource constraints, etc

By considering all this factors and discussing with my supervisor

the sample si$e is considered to be around 1< users of airtel

connection


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*4=4@ $ata CollectionD 7reparationD Analsis

*4=4@4( $ata Collection

=ata collection is a term used to describe a process of preparing

and collecting data for e(ample as part of a process improvementor similar pro'ect !he purpose of data collection is to obtain

information to keep on record, to make decisions about important

issues, to pass information on to others +rimarily, data is

collected to provide information regarding a specific topic !he

planning of data collection for research work is generally

developed in early stage of the research for its importance and

impact on the research work @or this research, the data is

collected from the respondents through a survey *uestionnaireSome other feedback is also obtained from the website and

telecom information

*4=4@4* Sources of $ata

!here are two types of data sources are used to obtain the

re*uired information

. +rimary =ata Sources-

Q =irect interview though a survey *uestionnaire

Q !elephone conversation with the prepaid customers

/ Secondary =ata Sources-

0ommercial websites of airtel

nline articles on telecommunication sector

+reviously conducted research papers on different issues

of telecommunication

0ompanys maga$ines, brochures, etc

*4=4@4+ 7rocedure of data collection


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After determining the target population and sampling frame I was

looking forward to conduct the survey for collecting the

information

As my e(tent of the target population was preplanned andstructured, therefore, I did not have any trouble to collect the

information from the fieldwork

6henever I found a student who was sitting idle or gossiping with

their friends I went to them, cordially introduced myself and

asked them whether they were using airtel or not After receiving

a positive response, I provided a *uestionnaire form and asked

them to participate in the survey @ortunately, no one denied

participating in the survey because it did not take more than 4minutes to finish %oreover, every respondent was looking

enthusiastic in taking part and some of them were very

cooperative and supportive !hey also assisted me to find out

active airtel users By this way, I collected data from /4

respondents on the same day >est 4 set of *uestionnaires were

given to my family member and the neighbors who were the

Airtel users

*4=4@4= $ata analsis

After completing the research survey, I started the data

preparation for the pro'ect As soon as I received the

*uestionnaires from the field I kept all the information in %icrosoft

)(cel program Since, this is a descriptive research and the data

analysis should be done *uantitatively @or this reason, I used %S

)(cel software because I have enough insights of using this

program

In the beginning portion of the *uestionnaire, there were some

general *uestions to aware of the some information about the

respondents, for instances, gender, age, duration of the network

age and some direct *uestion related to their usage pattern !his


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information is analy$ed collectively rather than individually &ere,

no statistical tools have been used

!he ne(t section of the *uestionnaire contains 7 statements )ach

of the statements has been arranged in such a way which isdirectly related to the customer satisfaction factors !o measure

the degree of agreement, each statement is assigned a numerical

score ranging from . to 4 So the point of strongly agree is 4, and

strongly disagree is .

*4> Findings

!he research findings are organi$ed in coherent and logical way

After the completion data analysis successfully I have arranged

the research findings into four segments !he research findings of

this pro'ect begin with the respondent analysis with supporting

interpretation and illustrations In the second segment, the

findings will be on the analysis on each statement of the

*uestionnaire !he findings of the general overview of

respondents will be shown in segments three !he segment four

will reflect the personal opinion and suggestion of respondents to

the airtel

*4>4( Findings on respondents analsis

!he general analysis of the 1< samples is presented in this

section !he main ob'ective of the respondentsanalysis is to get

the overview about respondents &ere, respondents gender, age

limit, duration of their network, and usage pattern, etc have been

discussed briefly !here is no statistical tool used to analysis the


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respondents overview because this information will not affect

directly to the customer satisfaction factors @or collecting data

from the field, the research survey has been conducted among .8

male and ./ female users of airtel prepaid connection !hus, the

ratio of male user is 5


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/ 6hich services are more helpful to you while using Airtel R

Euestion option !umber Of Responses 7ersentage

/hich services are more helpful to !ou while using Airtel 0 Call rates .;

"" service 8

1etwork /

2alue Added "ervices .

total 14+ Respondents opinion and suggestion

In the respondents opinion and suggestion section, ./

respondents did not put any opinion &owever, rest .8 of the

respondents shared their valuable opinion regarding Airtel

services and those are given below accordinglyG

%ost of the respondents suggested airtel to upgrade itsnetwork coverage as soon as possible

Some respondents also suggested toG

Stop sending unwanted S%S

>educe 9AS tariffs

Increase the validity for bonus talk time

ffer attractive handset bundle package


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*4? Limitations

!he study was limited by a number of factors 6ithout these

limitations the research would have been much better Some of

the constraints are given belowG - Such a short internship period was not sufficient to

understand the insights of customer satisfaction level

Lack of information due to inade*uate telecom publications

and 'ournals

Lack of co-operation from the officials from confidential

point of view

!he research was limited only in =haka city !he research

findings could be different if it is carried out with the other

regions of the country

All of the respondents are young generation ".;-/7 years

old#O their opinion and preferences may conflict with the

elders "more than 14 years old subscribers# So it can also

be done in the future

*4@ Recommendation

!he recommendation part of the pro'ect is prepared based on the

research findings By following those recommendations, Airtel can

decrease the dissatisfactions of the customers and thus earn a

sustainable, distinct competitive advantage to achieve more

market share

Airtel must upgrade the network coverage as early as possibleSince, the network up gradation has not been finished yet Airtel

should offer %iscall Alert service for free 0ustomers understand

that network improvement cannot be done overnight But if

miscall alert service is offered at free of cost the e(isting

customers may compromise with the current situation and new


39/45

customers may also wish to 'oin Airtel !hus, dissatisfaction may

reduce regarding network problem

Airtel should not send unnecessary S%S to the subscribers It

makes the customers annoyed when a S%S is received duringworking hours S%S can be sent on weekend, holidays, or in off-

peak hour so that it does not make the customers dissatisfied

Internet is now an integral part of our life Airtel internet

service must be developed reasonably so that people can use

more of it

Airtel must use advanced technology to improve the phone call

*uality

!he tariffs of the value added service "9AS# can be reduced so

that more people can use 9AS to enrich their moments

Airtel offers enormous bonus talk time or S%S to the prepaid

customers usable for short time period 0ustomers get

dissatisfied when they find that validity of using bonus offer

e(pires before it is consumed !herefore, Airtel should increase

the validity date for the bonus talk time and S%S to enhance the

satisfaction level

Airtel can offer attractive handset bundle package with low

price so that low income people can afford to buy an airtel

connection with handset

Airtel must not only be sponsor of recreational programs at !9

channels but they should be an active participant of charity

events to establish a good corporate image

*4 Conclusion

Airtel is a telecom service providing company where customer

satisfaction is both goal and marketing tool !odays customers in


40/45

the telecom industry, where lots of offers are available, are harder

to satisfy !hey are smarter, more price conscious, more

demanding, less forgiving and they are approached by many

more companies with e*ual or better offers !he challenge is not

only to produce satisfied customers also to produce loyal anddelighted customer !his is competitive and customer driven

market It is high time for Airtel to satisfy and retain its e(isting

customers As the mobile connection price, call charge, even the

price of the handset have been reduced due to technological

advancement people of all income level are started using cell

phone owadays, most of the students and the low income

people are deeply relying on Airtel because of the cheap cost

&ence, it has become inevitable for Airtel to e(pand the networkcoverage soon for a sustainable future

References

httpGwwwbdairtelcom

httpGwwwairtelin

httpGenwikipediaorgwiki!elecommunicationsTinTBangladesh

httpGenwikipediaorgwikiAirtelTBangla

httpGwwwgifteduconnedusiegleresearchormalstde(celhtm

httpGwwwbtrcgovbd

%alhotra, aresh DO %arketing >esearchG An Applied

rientationO 4th )ditionO +rentice-&all of IndiaO /


41/45

Appendi3

*4( Current 6ar0et Situation

+4( Euestionnaire

1ame: 3333333333333333

Age: 333 !ears

"ex: ale+Female

Contact no4: 33333333333

"ignature: 3333333333

Customer Satisfaction Of Airtel anglades!

%5) Do !ou have a mobile phone0

6es

1o


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%7) Are !ou aware about telecommunications service0

6es

1o

8f !es, then which operators "ervice do !ou use0

Airtel

.rameenphone

obi

9anglalink

-eletalk

%) Are !ou aware about Airtel 0

6es

1o

%;) From which source !ou came to know about Airtel 0

Advertisement

1ewspapers

outh $ublicit!

%


43/45

9usiness "olution

%?) /hich services are more helpful to !ou while using Airtel 0

Call rates

"" service

1etwork

2alue Added "ervices

%@) ate the following services on the basis of !our satisfaction4

Services Excellent Very Good Fairly good Average Poor

1etwork

"" rates1ew schemes

and offers

Customer Care

echarge outlets

Call ates

2alue Added

"ervices

%@B) /hat makes !ou unhapp! about Airtel 0

=ess Advertisements

=ess $ublicit!

*thers

(8f others then mention 333333333333333333333333)

%5@) /h! !ou are not using Airtel services0

=ack of awareness

igh $rices

$oor "ervices


44/45

$oor network

(8f others then mention 333333333333333333333333)

%55) Are !ou call or visit Airtel Customer Care 0

6es

1o

%57) ow satisfied are !ou about the customer care 0

ighl! satisfied

"atisfied

Dissatisfied

ighl! Dissatisfied

1either satisfied nor dissatisfied

%5) An! suggestions for customer care4

####################################################################################################################

####################################################################################################################

################################################################################################################

%55) /ould !ou like to recommend Airtel to others0

6es

1o

%57) .ive !our suggestions to betterment4

33333333333333333333333333333333333333333333333333333333333333333333333

33333333333333333333333333333333333333333333333333333333333333333333333

33333333333333333333333333333333333333333333333333333333333333333333333

8nterviewer: 1aia -asnim Eot!


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"tudent of "chool of 9usiness

"tate niversit! of 9angladesh

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