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Introduction
Grameenphone was offered a cellular license in Bangladesh by the
Ministry of Posts and Telecommunications on November 28, 1996
the company launched its service on the Independence Day of
Bangladesh in 1997. After 10 years of operation it achieved to serve
10 million subscribers. Now it is the leading
telecommunications service provider in the country with more
than 23 million subscribers as of December 2009. At present
approximately it has more than 24.8 million customers.
Other than Grameenphone five other cellular companies are operating in the
local market. Amongst all of them Grameenphone is leading the industry for
the last decade. As a student of North South University and serving as a
Customer Manager in Commercial Division of Grameenphone as an Intern
the topic was chosen Evaluation of Customer Satisfaction of
Grameenphone Regarding Key Data Call Service by Academic Supervisor.Thus a brief survey was conducted to find out the satisfaction level of
Grameenphone customers on the basis of the topic considering the brand, its
image, loyalty to the brand, usage of its different data call services, transfer
rate, expectation of customers, packages available currently, tariff
promotions given, current know how of a product, after sales services etc.
During the survey a mass of data was gathered. Then the data was coded
accordingly. Afterwards it has been evaluated by SPSS. This part came up
with different statistical answers. Later on interpretation was made based on
the analysis and real time experience was discussed as well. This whole part
was full of learning. Not only about Grameenphone also about conducting a
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real time survey, coding, analyzing, interpreting and preparing a marketing
research report in a real working situation.
Company Background
Grameenphone is a sister concern of Telenor Group. Its Headquarter
is in Norway. It has telecommunication operations in 14
countries across Europe and Asia. In 1996 with a joint venture
with Grameen Bank with the name Grameenphone it came to
Bangladesh.
Over the years, it has always been a pioneer in introducing new
products and services in the local market. It was the first
company to introduce GSM technology in Bangladesh when it
launched its services in March 1997. The technological know-
how and managerial expertise of Telenor has been
instrumental in setting up such an international standard
mobile phone operation in Bangladesh. Being one of thepioneers in developing the GSM service in Europe, Telenor has
also helped to transfer this knowledge to the local employees
over the years.
Company Vision: WE ARE HERE TO HELP
Company Mission: Knowing Customer Expectations
Knowing Us
Organizing Us
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Company Values:
Make It Easy
Keep Promises
Be Inspiring Be Respectful
Company Slogan:
Stay Close
Investment:
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 crorewas paid in 2006 alone.
Share Holders:
Grameenphone has come a long way. It is a joint venture enterprise
between Telenor (55.8%), the largest telecommunications
service provider in Norway with mobile phone operations in 12
other countries, and Grameen Telecom Corporation (34.2% ), a
non-profit sister concern of the internationally acclaimed
micro-credit pioneer Grameen Bank. The other 10% shares
belong to 10% to general retail and institutional investors.
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Network Coverage:
Since its inception in March 1997, Grameenphone has built the largest
cellular network in the country with over 12,000 base stations in more than
6300 locations. Presently, nearly 99 percent of the country's population iswithin the coverage area of the Grameenphone network.
Introducing Value Added Services:
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, international roaming service,Welcome tune, Call block, Missed call alert, Bill pay, Mobitaka, Balance
transfer, Health line, Study line, Spots news etc.
Pioneer in Data Call Services:
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Telenor, 55.80
%
Grameen
Telecom, 34.20
%
General Retail
& Institutional
Investors, 10%
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Grameenphone was the first to introduce various data call services in
Bangladesh. It has already updated from GPRS to EDGE technology. 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. It also does have a plan to launch first 3G mobile
internet facilities in the country.
Services like mobile fax, email, data transmission services, Bull, Mobile TV,
Mobile back-up, Blackberry dedicated security VPN etc are floating in the
market.
Growing Customer Base:
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. At present approximately it has
more than 24.8 million customers.
Dedicated After Sales Service:
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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 9am-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.
Concern for Rural development:
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. 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
the service while providing the VP operators an opportunity to earn a living.
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 theYear 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, in October 2006, for its Community Information Center
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(CIC) project, and for its Health Line Service project at the 3GSM World
Congress held in Barcelona, Spain, in February 2007.
Rationale of the Study:
Grameenphone has a range of product and services regarding Data Call,
currently operating in the market. Among them there are some key product
and services which are widely used. These are taken into consideration and
tried to evaluate level of satisfaction regarding these few where it mostly
emphasizes its usage, transfer rate, tariff plan, connectivity problems, after
sales services etc of the following
a. Internet Packages for Post-paid & Pre-paid customers.
b. Mobile Backup Service.
c. Mobile TV
d. Bull Service for share market.
e. Blackberry VPN service.
f. GP Branded Modem.
Statement of the Problem & Objective of the
Study:
The report is designed in such a way that it will answer the following
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a. To find out the satisfaction level of Internet packages, Mobile backup
service, Bull service and GP branded modem in the market.
b. To find out the specific areas of dissatisfaction.
c. To find out the probable means of reducing dissatisfaction.
Scope of the Study:
The research is based on different factors like the knowhow, use rate,
awareness and performance of the product and services from customers
perspective. It has gathered valuable information about the topic. Both
satisfaction and dissatisfaction has shown up. This could be a vital clue to
product designers as well. Future products and services could be designed
on keeping these outcomes in consideration. Thus the customer will find the
products and services are performing to their expectation which will benefit
both the parties.
Methodology:
Keeping in mind that it is a partial completion of internship and there will be
many constrains regarding time, respondents availability, answering
attitude, convenient of contact following methods will be applied
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Sample:
Though convenient sample has been used it was always in concern to
include people from different demographics.
Size 101 individuals
Age Category 18 to 45 yearsArea of Pick Dhaka Metropolitan
CityTechnique Convenience
Sampling
Data Collection:
Organizational database were used to prepare the questionnaire. A
supervisors exclusive Interview has been taken which is included in the later
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portion. Questionnaires were used to collect secondary data. Other than that
websites, blogs and newsletters were used.
Secondary
Data
Organizational Database, Supervisor, Serving
EmployeesPrimary Data Questionnaire ResponseOther Websites, Blogs, Newsletters
Survey Method:
Intercept Interviews: It has to be happened by stopping people and
request them for the interview. Some time people felt angry about it and
sometime people felt eager about it. Our contract method was totally bias
free and we are 100% confident that we had gathered genuine data.
Phone Call: As there is a option for telephone interview some people were
called and asked to answer the questionnaire but it was one of the difficult
part to make them understand.
E-mail: This part was easier to conduct as most of respondent answered
within 3 days.
Personal Interview 80 IndividualsTelephone
Interview
10 Individuals
E-mail Survey 11 Individuals
Questionnaire Design:
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Most of the questions initially have multiple choices. Some includes ranking.
There were some rating oriented question as well but major portion was
emphasized by Likert scale questions. A open ended question was given to
know different types of opinion.
Closed Ended
Questions
21 nos
Open Ended
Question
1 only
Application of
Questions
Demographics, Dichotomous-Alternative, Determinant-Choice,
Frequency-Determination, Ranking Options, Likert Scale
Limitation of the Study:
This is very clear and obvious there will be limitations while conducting a
research in these level will be one of the major factor
Time Constrain: As a result I may not be able to conduct survey in rural
areas. Thus the respondents will be selected within Dhaka city that Includes
people of different ages, income, education level, students, household and
known users which will enrich the report. There is also some confidential
information which might not be permitted to declare in the report.
Lack of Support from the Target Group: As already mentioned during
survey some respondent directly refused to fill up the questionnaire. Somepeople have answered even without reading the questions.
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Lack of Secondary Source:Till now very little research has been done on
this topic. So, for finding secondary data we had to rely on website, blogs
and newsletters only.
Language Barrier: Some respondent were from China (Chinese Students of
NSU), making them understand was a bit tough.
Measures
In this case, seven factors were considered as Independent variables (GPC,
Customer Managers Service, After Sales Problem Solving, Data Transfer
Rate, Streaming Facilities, The Brand Image and Network) and Customer
Satisfaction of GP as Dependent variables. A degree of measurement scale
(5- highly agree, 4-moderately agree, 3- neutral, 2- moderately disagree and
1- highly disagree) was used. Besides to justify the actual impact of both
independent and dependent variables on Organizational achievement we use
different reliable statistical model like Correlation coefficient and ANOVA
(Analysis of Variance).
Moreover, In case of Hypothesis it was assumed Alternative Hypothesis-that
there is a positive relationship between two variables against Null There is no
relationship or negative relationship between two variables. According to the
perspective of Hypothesis the report says there is a cause and effect
relationship between Independent Variables of GP GPC, Customer Managers
Service, After Sales Problem Solving, Data Transfer Rate, Streaming
Facilities, The Brand Image and Network and Dependent Variables Customer
Satisfaction of GP.
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Areas of work
The primary data was not satisfactory to make the research as informative
as possible. Therefore, to get to the core of this research paper several
secondary data was used. The research was carried out through
Sample questionnaire.
Direct Interview of Supervisor.
Phone calls and E-mail response.
Weighting and Estimation.
Use of auxiliary information collected from the companys report
prepared by different department of the company.
In addition to these, other information on the companys background and itsobjective and vision were collected from various trusted and relevant
sources
Internet.
Journals & Newsletters.
Other official documents of Grameenphone.
101 respondents were interviewed who all are GP user where people from
different demographics were covered. As technical instruments to prepare
and analyze the information of our project, the followings softwares were
used
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Microsoft Word.
Microsoft Excel.
SPSS 17.0 for Windows.
Research Results and Discussion
Hypothesis:
Ho= No relationship or negatively relationship between two variables.
Ha= Has relationship or positively relationship between two variables.
In hypothesis 1, it is predicted that the GPC has a strong influence and
has a positive relationship with its customers level of satisfaction.
In hypothesis 2, it is forecasted that Customer Managers Service of GP
are positively related with its customers level of satisfaction.
In hypothesis 3, it is anticipated that After Sales Problem Solving has a
positive relationship with its customer satisfaction level.
In hypothesis 4, it is predicted that GPs Data Transfer Rate is positively
related with its customers level of satisfaction.
In hypothesis 5, it is anticipated that the Streaming Facilities has a
positive relationship with its customer satisfaction level.
In hypothesis 6, it is predicted that the Brand Image has a strong
influence and has a positive relationship with its customers level of
satisfaction.
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In hypothesis 7, it is forecasted that Nationwide Network of GP is
positively related with its customers level of satisfaction.
Relationship judgments through the cross tables
1. This tries to find out that, is there any relation between the
income of the subscriber of GP and Streaming from high end
handset
H0: There is no relationship between the income of the subscriber of GP and
Streaming from high end handset.
H1: There is a relationship between the income of the subscriber of GP and
Streaming from high end handset.
Income * I can stream any video via GP internet from a high end handset Cross tabulation
Count
I can stream any video via GP internet from a high
end handset
TotalStrongly agree Agree
Income 5000 or Less 14 9 23
Below 20000 41 14 55
Below 40000 11 1 12
41000 or more 11 0 11
Total 77 24 101
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Here we observe that, lower income level people are less agrees with
streaming video from high end hand set. However, as the income level rises
disagreement has gone down and come to 0% from 40%. Here we found
that, idea of high end hand set has different viewpoint in different income
level which increases the agreement with the streaming option as the
income level ascend.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 8.091a 3 .044
Likelihood Ratio 10.688 3 .014
Linear-by-Linear Association 7.914 1 .005
N of Valid Cases 101
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 2.61.
As the p value is less than the significance level the H0 is rejected and H1 is
accepted.
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2. This tries to tried to find out that, is there any relation between
gender of the subscriber of GP and feeling safe and convinced about
the quality and performance when they see any GP branded product
in the shelf
H0: There is no relationship between gender of the subscriber of GP and
feeling safe and convinced about the quality and performance when I see
any GP branded product in the shelf.
H1: There is a relationship between gender of the subscriber of GP and
feeling safe and convinced about the quality and performance when I see
any GP branded product in the shelf.
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I fill safe and convinced about the quality and performance when I see any GP branded product in the shelf (Internet modems) * Gender Cross
tabulation
Gender
TotalMale Female
I fill safe and convinced about the quality
and performance when I see any GP
branded product in the shelf (Internet
modems)
Agree Count 41 39 80
% within I fill safe and convinced about
the quality and performance when I see
any GP branded product in the shelf
(Internet modems)
51.3% 48.8% 100.0%
% within Gender 66.1% 100.0% 79.2%
Neutral Count 21 0 21
% within I fill safe and convinced about
the quality and performance when I see
any GP branded product in the shelf
(Internet modems)
100.0% .0% 100.0%
% within Gender 33.9% .0% 20.8%
Total Count 62 39 101
% within I fill safe and convinced about
the quality and performance when I see
any GP branded product in the shelf
(Internet modems)
61.4% 38.6% 100.0%
% within Gender 100.0% 100.0% 100.0%
Here it is very clear that most of the female respondents are very confident
about the GP product than the male respondents.
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3. This tries to find out that, is there any relation between the
introducing Communication Information Center and facilitating
internet access and education to route level customers
H0: There is no relationship between the introducing Communication
Information Center and facilitating internet access and education to route
level customers.
H1: There is a relationship between the introducing Communication
Information Center and facilitating internet access and education to route
level customers.
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GP has made it possible for the rural people to use internet by introducing Communication Information Center (CIC) * GP has given internet access and
education to route level customers Cross tabulation
GP has given internet access and education to
route level customers
TotalStrongly agree Agree
GP has made it
possible for the rural
people to use
internet by
introducing
Communication
Information Center
(CIC)
Strongly agree Count 69 0 69
% within GP has made it possible for the rural people to
use internet by introducing Communication Information
Center (CIC)
100.0% .0% 100.0%
% within GP has given internet access and education to
route level customers
69.0% .0% 68.3%
Agree Count 31 1 32
% within GP has made it possible for the rural people to
use internet by introducing Communication Information
Center (CIC)
96.9% 3.1% 100.0%
% within GP has given internet access and education to
route level customers
31.0% 100.0% 31.7%
Total Count 100 1 101
% within GP has made it possible for the rural people to
use internet by introducing Communication Information
Center (CIC)
99.0% 1.0% 100.0%
% within GP has given internet access and education to
route level customers
100.0% 100.0% 100.0%
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Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square 2.178a 1 .140
Continuity Correctionb .157 1 .692
Likelihood Ratio 2.320 1 .128
Fisher's Exact Test .317 .317
Linear-by-Linear Association 2.156 1 .142
N of Valid Cases 101
a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is .32.
b. Computed only for a 2x2 table
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4. This tries to find out that, is there any relation between the
customer managers of GP to be helpful and able to solve
subscribers problem promptly and Brand Grameenphone has an
impact on subscribers while choosing an Internet connection
H0: There is no relation between the customer managers of GP to be helpful
and able to solve subscribers problem promptly and Brand Grameenphone
has an impact on subscribers while choosing an Internet connection.
H1: there is a relation between the customer managers of GP to be helpful
and able to solve subscribers problem promptly and Brand Grameenphone
has an impact on subscribers while choosing an Internet connection.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 48.029a 4 .000
Likelihood Ratio 43.913 4 .000
Linear-by-Linear Association 31.349 1 .000
N of Valid Cases 101
a. 5 cells (55.6%) have expected count less than 5. The minimum expected count is .10.
The following Hypothesis has the p value less than the significant value. So
there is there is a relation between the customer managers of GP to be
helpful and able to solve subscribers problem promptly and Brand
Grameenphone has an impact on subscribers while choosing an Internet
connection.
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I found customer managers of GP to be helpful and able to solve my problem promptly * I think the Brand
Grameenphone has an impact on me while choosing an Internet connection Cross tabulation
I think the Brand Grameenphone has an impact
on me while choosing an Internet connection
TotalStrongly agree Agree Neutral
I found
customer
managers of
GP to be
helpful and
able to solve
my problem
promptly
Strong
ly
agree
Count 21 59 0 80
% within I found customer managers of
GP to be helpful and able to solve my
problem promptly
26.3% 73.8% .0% 100.0%
% within I think the Brand Grameenphone
has an impact on me while choosing an
Internet connection
100.0% 84.3% .0% 79.2%
Agree Count 0 11 9 20
% within I found customer managers of
GP to be helpful and able to solve my
problem promptly
.0% 55.0% 45.0% 100.0%
% within I think the Brand Grameenphone
has an impact on me while choosing an
Internet connection
.0% 15.7% 90.0% 19.8%
Neutra
l
Count 0 0 1 1
% within I found customer managers ofGP to be helpful and able to solve my
problem promptly
.0% .0% 100.0% 100.0%
% within I think the Brand Grameenphone
has an impact on me while choosing an
Internet connection
.0% .0% 10.0% 1.0%
Total Count 21 70 10 101
% within I found customer managers of
GP to be helpful and able to solve my
problem promptly
20.8% 69.3% 9.9% 100.0%
% within I think the Brand Grameenphone
has an impact on me while choosing an
Internet connection
100.0% 100.0% 100.0% 100.0%
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5. This tries to find out that is there any relation between the
customer managers of GP to be helpful and able to solve
subscribers problem promptly and subscribers feel safe and
confident enough, that they will be never out of network while
surfing and travelling across the country
H0: There is no relationship between the Customer Managers of GP to be
helpful and able to solve subscribers problem promptly and subscribers feel
safe and confident enough, that they will be never out of network while
surfing and travelling across the country.
H1: There is a relationship between the Customer Managers of GP to be
helpful and able to solve subscribers problem promptly and subscribers feel
safe and confident enough, that they will be never out of network while
surfing and travelling across the country.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 103.806a 4 .000
Likelihood Ratio 15.954 4 .003
Linear-by-Linear Association .796 1 .372
N of Valid Cases 101
a. 6 cells (66.7%) have expected count less than 5. The minimum expected count is .01.
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I found customer managers of GP to be helpful and able to solve my problem promptly * GP claims they have the strongest network. I feel safe and
confident enough, that I will be never out of network while surfing and travelling across the country Cross tabulation
GP claims they have the strongest network. I feel safe
and confident enough, that I will be never out of network
while surfing and travelling across the country
Total
Strongly
agree Agree Neutral
I found
customer
managers of
GP to be
helpful and
able to solve
my problem
promptly
Strongly
agree
Count 70 10 0 80
% within I found customer managers of GP to be helpful and
able to solve my problem promptly
87.5% 12.5% .0% 100.0%
% within GP claims they have the strongest network. I feel
safe and confident enough, that I will be never out of network
while surfing and travelling across the country
77.8% 100.0% .0% 79.2%
Agree Count 20 0 0 20
% within I found customer managers of GP to be helpful and
able to solve my problem promptly
100.0% .0% .0% 100.0%
% within GP claims they have the strongest network. I feel
safe and confident enough, that I will be never out of network
while surfing and travelling across the country
22.2% .0% .0% 19.8%
Neutral Count 0 0 1 1
% within I found customer managers of GP to be helpful and
able to solve my problem promptly
.0% .0% 100.0% 100.0%
% within GP claims they have the strongest network. I feel
safe and confident enough, that I will be never out of network
while surfing and travelling across the country
.0% .0% 100.0% 1.0%
Total Count 90 10 1 101
% within I found customer managers of GP to be helpful and
able to solve my problem promptly
89.1% 9.9% 1.0% 100.0%
% within GP claims they have the strongest network. I feel
safe and confident enough, that I will be never out of network
while surfing and travelling across the country
100.0% 100.0% 100.0% 100.0%
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6. This tries to find out that, is there any relation between the
subscribers think data transfer rate of GP internet service better
than any other operator and subscribers can stream any video via
GP internet from a high end handset
H0: There is no relationship between the subscribers think data transfer rate
of GP internet service better than any other operator and subscribers canstream any video via GP internet from a high end handset.
H1: There is a relationship between the subscribers think data transfer rate of
GP internet service better than any other operator and subscribers can
stream any video via GP internet from a high end handset.
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Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 64.869a 2 .000
Likelihood Ratio 72.089 2 .000
Linear-by-Linear Association 58.765 1 .000
N of Valid Cases 101
a. 1 cells (16.7%) have expected count less than 5. The minimum expected count is 3.56.
The respective Chi Square test has determined that for the particular relation
the p-value is less than the significance levels which rejects the H0 and
accept H1 So, there is a relationship between the subscribers think data
transfer rate of GP internet service better than any other operator and
subscribers can stream any video via GP internet from a high end handset.
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I think data transfer rate of GP internet service better than any other operator * I can stream any video via GP
internet from a high end handset Crosstabulation
I can stream any video via GP
internet from a high end handset
TotalStrongly agree Agree
I think data
transfer rate of
GP internet
service better
than any other
operator
Strongly agree Count 53 0 53
% within I think data transfer rate of GP
internet service better than any other
operator
100.0% .0% 100.0%
% within I can stream any video via GP
internet from a high end handset
68.8% .0% 52.5%
Agree Count 24 9 33
% within I think data transfer rate of GP
internet service better than any other
operator
72.7% 27.3% 100.0%
% within I can stream any video via GP
internet from a high end handset
31.2% 37.5% 32.7%
Neutral Count 0 15 15
% within I think data transfer rate of GP
internet service better than any other
operator
.0% 100.0% 100.0%
% within I can stream any video via GP
internet from a high end handset
.0% 62.5% 14.9%
Total Count 77 24 101
% within I think data transfer rate of GP
internet service better than any other
operator
76.2% 23.8% 100.0%
% within I can stream any video via GP
internet from a high end handset
100.0% 100.0% 100.0%
7. This tries to find out that, is there any relation between the
willingness of not to switch from GP to another Operator and Brand
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Grameenphone has an impact on me while choosing an Internet
connection
H0: There is no relationship between the willingness of not to switch from GP
to another Operator and Brand Grameenphone has an impact on me while
choosing an Internet connection.
H1: There is a relationship between the willingness of not to switch from GP
to another Operator and Brand Grameenphone has an impact on me while
choosing an Internet connection.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 147.498a 8 .000
Likelihood Ratio 109.410 8 .000
Linear-by-Linear Association 61.360 1 .000
N of Valid Cases 101
a. 8 cells (53.3%) have expected count less than 5. The minimum expected count is .10.
The respective Chi Square test has determined that for the particular relation
the p-value is less than the significance levels which rejects the H0 and
acceptH1 So,There is a relationship between the willingness of not to switch
from GP to another Operator and Brand Grameenphone has an impact on
customer while choosing an Internet connection.
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If I face problems while using a mobile internet connection. I will not switch from GP to another Operator * I think the Brand Grameenphone has an impacton me while choosing an Internet connection Crosstabulation
I think the Brand Grameenphone hasan impact on me while choosing an
Internet connection
TotalStrongly
agree Agree Neutral
If I faceproblemswhile usinga mobileinternetconnection.
I will notswitch fromGP toanotherOperator
Stronglyagree
Count 10 0 0 10
% within If I face problems while using a mobile internet connection. I will not switch from GP to another Operator 100.0% .0% .0% 100.0%
% within I think the Brand Grameenphone has an impact on me while choosing an Internet connection 47.6% .0% .0% 9.9%
Agree Count 11 42 0 53
% within If I face problems while using a mobile internet connection. I will not switch from GP toanother Operator
20.8% 79.2% .0% 100.0%
% within I think the Brand Grameenphone has an impact on me while choosing an Internetconnection
52.4% 60.0% .0% 52.5%
Neutral
Count 0 28 0 28
% within If I face problems while using a mobile internet connection. I will not switch from GP toanother Operator
.0% 100.0% .0% 100.0%
% within I think the Brand Grameenphone has an impact on me while choosing an Internetconnection
.0% 40.0% .0% 27.7%
Disagree
Count 0 0 9 9
% within If I face problems while using a mobile internet connection. I will not switch from GP toanother Operator
.0% .0% 100.0% 100.0%
% within I think the Brand Grameenphone has an impact on me while choosing an Internetconnection
.0% .0% 90.0% 8.9%
Stronglydisagree
Count 0 0 1 1
% within If I face problems while using a mobile internet connection. I will not switch from GP toanother Operator
.0% .0% 100.0% 100.0%
% within I think the Brand Grameenphone has an impact on me while choosing an Internetconnection
.0% .0% 10.0% 1.0%
Total Count 21 70 10 101
% within If I face problems while using a mobile internet connection. I will not switch from GP toanother Operator
20.8% 69.3% 9.9% 100.0%
% within I think the Brand Grameenphone has an impact on me while choosing an Internetconnection
100.0% 100.0% 100.0% 100.0%
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Regression Analysis:
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 1.000a 1.000 1.000 .000
a. Predictors: (Constant), GP has made it possible for the rural people to
use internet by introducing Communication Information Center (CIC) , I
think the Brand Grameenphone has an impact on me while choosing an
Internet connection , While purchasing or consulting for a problem in the
GPC what impression did you get?, I think data transfer rate of GP internet
service better than any other operator , GP claims they have the strongest
network. I feel safe and confident enough, that I will be never out of
network while surfing and travelling across the country , If I face
problems while using a mobile internet connection. I will not switch from
GP to another Operator , I can stream any video via GP internet from a
high end handset
b. Dependent Variable: I think that ranges of Internet Packages like daily
based, monthly based, night plan, mini-pack & unlimited plans serves all
segments
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Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) -2.000 .000 1.3367 .000
While purchasing or consulting for
a problem in the GPC what
impression did you get?
.276 .000 ..25 .000 .000
I think data transfer rate of GP
internet service better than any
other operator
.42 .019 .5 3.345 .000
If I face problems while using a
mobile internet connection. I will
not switch from GP to another
Operator
.24 .0768 .235 1.5377 .000
I can stream any video via GP
internet from a high end handset
.067 .875 .065 1.045 .000
I think the Brand Grameenphone
has an impact on me while
choosing an Internet connection
.285 45 .29 2.57 .000
GP claims they have the
strongest network. I feel safe and
confident enough, that I will be
never out of network while surfing
and travelling across the country
.13 34 .15 3.615 .000
GP has made it possible for the
rural people to use internet by
introducing Communication
Information Center (CIC)
.o765 .564 .09 3.127 .000
a. Dependent Variable: I think that ranges of Internet Packages like daily based, monthly based, night plan, mini-pack &
unlimited plans serves all segments
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Correlations
I think thatranges ofInternet
Packages likedaily based,
monthlybased, nightplan, mini-
pack &unlimited plans
serves allsegments
Whilepurchasing
orconsulting
for aproblem inthe GPC
whatimpression
did youget?
I foundcustomermanagersof GP to
be helpfuland ableto solve
myproblem
promptly
I think datatransfer rate
of GPinternetservice
better thanany otheroperator
I can streamany video viaGP internetfrom a highend handset
I think theBrand
Grameenphone has an
impact on mewhile
choosing anInternet
connection
GP claims theyhave thestrongest
network. I feelsafe andconfident
enough, that Iwill be never outof network while
surfing andtravelling across
the country
GP has made itpossible for therural people touse internet by
introducingCommunication
InformationCenter (CIC)
I think that ranges ofInternet Packages likedaily based, monthlybased, night plan, mini-pack & unlimited plansserves all segments
Pearson Correlation 1 .330**
.491**
.734** .884** .384** .196* .234*
Sig. (2-tailed) .001 .000 .000 .000 .000 .050 .019
N 101 101 101 101 101 101 101 101
While purchasing orconsulting for a problem in
the GPC what impressiondid you get?
Pearson Correlation -.330** 1 -.200* .207* -.224* .080 -.135 -.273**
Sig. (2-tailed) .001 .045 .038 .024 .424 .178 .006
N 101 101 101 101 101 101 101 101
I found customermanagers of GP to behelpful and able to solvemy problem promptly
Pearson Correlation .491** -.200* 1 -.023 .308** .560** .089 .733**
Sig. (2-tailed) .000 .045 .823 .002 .000 .375 .000
N 101 101 101 101 101 101 101 101
I think data transfer rate ofGP internet service betterthan any other operator
Pearson Correlation .734** .207* -.023 1 .767** .197* .251* -.262**
Sig. (2-tailed) .000 .038 .823 .000 .049 .011 .008
N 101 101 101 101 101 101 101 101
I can stream any video viaGP internet from a highend handset
Pearson Correlation .884** -.224* .308** .767** 1 .540** -.056 .120
Sig. (2-tailed) .000 .024 .002 .000 .000 .577 .233
N 101 101 101 101 101 101 101 101
I think the BrandGrameenphone has animpact on me while
choosing an Internetconnection
Pearson Correlation .384** .080 .560** .197* .540** 1 -.346** .097
Sig. (2-tailed) .000 .424 .000 .049 .000 .000 .333
N 101 101 101 101 101 101 101 101
GP claims they have thestrongest network. I feelsafe and confident enough,that I will be never out ofnetwork while surfing andtravelling across thecountry
Pearson Correlation .196* -.135 .089 .251* -.056 -.346** 1 -.109
Sig. (2-tailed) .050 .178 .375 .011 .577 .000 .279
N 101 101 101 101 101 101 101 101
GP has made it possiblefor the rural people to useinternet by introducingCommunicationInformation Center (CIC)
Pearson Correlation .234* -.273** .733** -.262** .120 .097 -.109 1
Sig. (2-tailed) .019 .006 .000 .008 .233 .333 .279
N 101 101 101 101 101 101 101 101
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
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Findings:
1. All the variables taken as the independent variables are significant. All
of them has a good amount significance level.
2. We know -1 r +1
If r = -1, that means perfect negative correlation.
If r = +1, that means perfect positive correlation.
If r > 0.5, that means close to perfect positive correlation or strongly
correlated.
Here ** means the correlation is significant at the 0.01 level (2 tailed). So
there is 1 chance in 100 that we would reject the true null hypothesis when it
should be accepted. Again we can say we are 99% confident that we have
made the right choice.
Here * means the correlation is significant at the 0.05 level (2 tailed). So
there is 1 chance in 100 that we would reject the true null hypothesis when itshould be accepted. Again we can say we are 95% confident that we have
made the right choice.
1. Correlation between compactness of the packages and the GPC
impression:
.330** is a positive correlation between the variables which indicates that, by
increasing the performance of GPC or Customer Care Outlets the usage of
internet will increase. As the manual configuration and the initial start up of
internet is procured by the GPC it will be a key point for developing data call
service with a strong and influencing GPC.
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2. Correlation between compactness of the packages and the helpful
CM to solve problem:
.491** is a positive correlation between the variables which indicates that, if
Customer Managers are able to provide with, quick and quality service over
the phone on demand or face to face usage of different packages will not
decrease rather they will become more loyal.
3. Correlation between compactness of the packages and the data
transfer rate:
.734** is a positive correlation between the variables which indicates that,
more speed or transfer rate customers get they tend to use larger packages.
If transfer rate remains same or increase customers will remain satisfied.
4. Correlation between compactness of the packages and streaming
from high end handset:
.884** is a positive correlation between the variables which indicates that,
streaming means a lot to a internet user and they very well know its
possible form high end handsets. Thus they have grown a faith on
Grameenphone regarding streaming.
5. Correlation between compactness of the packages and the impact
of brand:
.384** is a positive correlation between the variables which indicates that,
brand is a important element here while choosing a mobile internet
connection. Analysis shows that a major part of the customers purchase
Grameenphone connection just because of the brand.
6. Correlation between compactness of the packages and the strong
network:
.196* is a positive correlation between the variables which indicates that, a
major cluster of customer believes of Grameenphones nationwide network.
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Thus they choose it for better connectivity and users are satisfied, a slight
change on it can vary a lot.
7. Correlation between compactness of packages and rural people
learning about internet through CIC:
.234** is a positive correlation between the variables which indicates that, by
increasing performance of CIC Internet usage in rural areas will go up. As CIC
is educating about internet and helping rural people to contact there dear
ones in abroad it creates a positive image. When a customer from rural area
decides to use internet the first things comes in his/her mind is
Grameenphone.
Recommendation
Following recommendation may help the company to improve their future
performance
Few things like the tariff seem to be a bit higher than other operator in
some cases. Though some respondents had a negative impression on
that but the analysis says that they are actually not giving that much
importance on that. As Grameenphone has a large customer base now,
they could revise some tariff & Charges.
The customers who are loyal to Grameenphone mostly they seek for an
uninterrupted network. Still there are some places which do not fall
under any cellular network and some places which have poor network
coverage. Some time network interruption takes places due to
technical failures but customer should be notified beforehand.
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Analysis shows that Grameenphone has a very positive brand Image
which can be considered as the most important thing or asset for
Grameenphone. Thus most of the campaign is successful. A major
customer just makes purchase decision even without any judgment,
just relying on the brand image. Thus continuous branding is must.
After sales services also has a greater impact on customers mind
which is already being provided by Grameenphone and its affiliates like
GPC, GPSD, and Hotline etc. Quality should not fall here. As this part
helps a customer to make purchase decision in the beginning and it
also provides feeling secure to the customer in case he faces any
problem.
Customer relies on the 121 helpline in case of any sudden problem and
analysis shows that they have faith on that. But some time it takes
time to reach them. Thus this portion needs a slight observation from
the authority.
Know how about some data call services like Mobile back up, Bull
services for share market, Mobile TV, Black-Berry secured services are
very low. Grameenphone needs more promotion on this data call
sector.
Customers tend to have 24 hours customer support in case of any
emergency or in case of any query which at the moment cannot be
provided as government has an order to close down Contact Center
from 12am 7am. Though it has a 24 hour IVR (Interactive Voice
Response) support, human interaction is more preferred by customers.
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Conclusion
The research has not involved any participant who might not be able to give
fully informed consent for example children, vulnerable adults, employees,
those with pre-existing relationship with the researcher. This research would
not involve the administration of any substances like, food substances,
addictives, alcohol etc. No invasive producers, like blood sampling,
temperature probes would be part of the research. No physical, social,
psychological, emotional or financial risk to the participant of the research.
No confidential or sensitive data was used. No unlawful activity has been
done. Dhaka Metropolitan city was considered as population and 101
samples were chosen based on the proposal.
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In the beginning of research an assumption was that people will not be that
much helpful and conducting 101 surveys with along questionnaire will be
hard. Though it was a bit difficult but there are many things to learn from
real time experience.
The hypothesis considered before conducting the survey and analysis came
up with a positive result. The entire seven hypotheses were accepted. Thus
we can conclude that the strong brand image of Grameenphone, nationwide
network coverage, unique internet packages transfer rate, streaming
options. And last but not the least quality after sales services by different
affiliates has a major impact on key data call service plus customer
satisfaction and customers are highly satisfied.
Bibliography
http://www.grameenphone.com/index.php?id=1
http://en.wikipedia.org/wiki/Satisfaction
http://www.unisanet.unisa.edu.au/07118/language/reports.htm
http://en.wikipedia.org/wiki/Grameenphone
http://home.ubalt.edu/ntsbarsh/stat-data/topics.htm
http://download.cnet.com/SPSS/3000-2053_4-10982097.html
Journals & Regular Newsletters of GP
http://www.grameenphone.com/index.php?id=1http://en.wikipedia.org/wiki/Satisfactionhttp://www.unisanet.unisa.edu.au/07118/language/reports.htmhttp://en.wikipedia.org/wiki/Grameenphonehttp://home.ubalt.edu/ntsbarsh/stat-data/topics.htmhttp://download.cnet.com/SPSS/3000-2053_4-10982097.htmlhttp://www.grameenphone.com/index.php?id=1http://en.wikipedia.org/wiki/Satisfactionhttp://www.unisanet.unisa.edu.au/07118/language/reports.htmhttp://en.wikipedia.org/wiki/Grameenphonehttp://home.ubalt.edu/ntsbarsh/stat-data/topics.htmhttp://download.cnet.com/SPSS/3000-2053_4-10982097.html