Last Part

Comparative analysis of Customer Satisfaction level between Robi
Axiata Ltd. and Banglalink Subscribers
Chapter One:
Introduction
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1.1 Background of the Study:

The telecommunication infrastructure is considered as one of the important economic
indicators which boast the economic development of a country through creating employment
opportunity, improving the efficiency of business activities and widening the scope of mass
communication. As the concept of customer satisfaction is changing and widening day by
day companies should focus on the core competitiveness of their business. By providing
distinctive products companies can achieve competitive advantage in the market place and
gain customer loyalty. In telecommunication industry companies are becoming more
customer-centric to attain customer loyalty. They are providing more emphasis on the
customer’s needs and wants and transforming them into the capacity development of the
company.
As telecommunication industry is service related industry, companies need to investigate the
degree of customer sensitivity and expectations towards service quality and develop
appropriate strategy to adapt with the emerging market needs and provide quality service.
There are four mobile phone operators running business in Bangladesh. Among them Robi
Axiata and Banglalink are in the leading position in the market after Grameenphone. The
other telecom companies are continuing operations for more than 1 decade (except Teletalk).
At the beginning of this era the mobile phone services were limited to few numbers of
customers due to high connection price and call charges.
Moreover, the network was also restricted to some divisional cities and in few major cities in
the country. However, at that period, price being excessively high, a big chunk of the
investment had been regained very smoothly by the telecommunication companies. As the
technology developed and the tariffs reduced by the company’s people were getting more
engaged with this portable telecommunication services. For this reason, the early entrants in
the market acquired enormous time for the network expansion. As a result, their subscriber
base reached to more solid stage.
After entrance of Banglalink and Robi in the market, there was a remarkable change seen in
telecommunication industry. The competition has been more intensified in terms of pricing
and service providing among the mobile phone companies. Both companies are struggling
with the other competitors by offering new and unique services to keep up the market share.
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Though both companies are well established and somehow making profit in Bangladesh
without regular survey and improvement of diversified services they will not be able to
maintain their leading position and high satisfaction among existing customers have been a
challenge.
This study is aimed at reviewing the prevailing situation to make a comparison between Robi
and Banglalink on the context of their subscriber’s satisfaction from the subscribers of
Mymensingh so that it can take appropriate measures for its improvement if needed and thus
customers can be more benefited. In this study customers satisfaction of Banglalink and Robi
subscribers has been measured and some recommendations has been made that would
contribute to the further growth and expansion of the industry.
1.2 Scope of the Study:

This study gives a clear idea about the customer satisfaction level of the subscribers from
both Banglalink and Robi. The research has been conducted within the Mymensingh area.
All the subscribers of Banglalink and Robi are selected as sample to conduct the research.
Data have been collected through personal interview and questionnaires from 100 subscribers
by convenient sampling method.
1.3 Objectives of the Study:

The prime objective of the study is to make comparison between Robi Axiata and Banglalink
in the context of customer satisfaction from the subscribers of Mymensingh. The specific
objectives are:
1. To identify the factors that maintain the customer satisfaction of Robi Axiata and
Banglalink from the subscribers of Mymensingh.
2. To make a comparison between Robi and Banglalink in the context of customer
satisfaction.
3. To provide recommendation for increasing customer satisfaction for both companies.
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1.4 Contribution of the Study:

Mobile phone network service industry is one of the largest industries in Bangladesh. There
are 4 mobile phone network service operator in Bangladesh. Huge numbers of customers are
involved in mobile phone network service industry taking the networking services regularly.
This study basically focuses on customer’s satisfaction regarding the services provided by the
two major mobile phone network companies as Robi and Banglalink. This study measures
the customer’s satisfaction and determines how this attitude can be changed in Mymensingh.
This study helps to render a clear view of the customer satisfaction level of Robi and
Banglalink mobile service operators in Mymensingh and it shows which company is
providing the best services. Due to technological progress subscribers want more diversified
services from the mobile network operators. In this study there is a reflection of their
expectation and what actually they get.
The findings both operators have benefits in taking promotional initiatives to match with
customer’s expectations. They can use this for their decision making purposes. Thus overall
subscribers will be benefited. With the help of this study operators can make necessary
changes to their services so that customers can have a positive attitude towards their services.
This study helps them to survive in the competition among the mobile phone network service
industry. Besides in the social and economic perspective this study has contribution. In
addition to the Networking sector there are some other sectors where consumer’s satisfaction
is an important factor to achieve success. For example: fast moving consumer goods industry
can apply this model to measure their customer’s satisfaction and make necessary changes in
their products and services. The outcome of the study can be further used by researchers for
academic and research purposes. Therefore, it can be said that this study definitely
contributes to the social and economic perspective in the country.
1.5 Organization of the Study:
The study has been organized into six different chapters including this introductory chapter
which will consists of background, origin of study, objectives and scope of the study,
contribution of the study and the organization of the study. In second chapter, relevant
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literature has been discussed which shows the factors of customer satisfaction. In third
chapter, methodology of this study has been discussed.
Chapter Two:
Literature Review
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The usage of 4G mobile services has been increasing & gaining popularity globally where
Bangladesh is no exception. The 4G technology can expedite in value addition to business
and to make a quick profit. It is vastly used in most of the sectors of Bangladesh and helping
to bring a growth in business and economy (Islam, 2019). 4G technology is making a
positive impact on government organizations, private organizations, educational institutes,
electronic industries, healthcare, telecommunications sector, citizen and banking sector in
Bangladesh by providing easy and fast platform for business entity and business customers.
By using 4Gtechnology, private and public organizations can bring progress to their
performances by reducing its travelling costs, employees tracking and so on. Nowadays,
instant update and monitoring system on all government projects can be implemented by
deploying high quality video conferencing in Bangladesh and beyond (Islam, 2019). It would
not be overstated saying that winning strategies at different levels can be utilized to
accelerate mobile telecommunication services in Bangladesh. Towards 4G acceptance,
intensity of visible dependent facts is image, a variation on services, the seeming enjoyment,
comfort to use, personal innovativeness, and obviously last but not the least is network
effects. In addition, the service prices and the usefulness do not have a positive impact, but
acceptance tendency got a huge potentiality (Hasan, 2019). In measuring customers’
satisfaction-levels, there are five major factors (Hadi and Chakrabarty, 2015). The first factor
is about “convenient usage” that is to get internet connection quickly with high speed and
people want it available everywhere at a reasonable price. The second factor is “logistical
support” which is about to update the technology recurrently by confirming security. In
addition, customers want comfort zone in recharging accounts. The thirdly factor is “delight
factors” which is about the desire of customers to get additional features with regular
notifications of internet services from time to time. The fourth factor is about “promotional
and competitive pricing”. This is to make the customer happy by providing a comparative
price and better promotional offers on a comparison to the competitors. The fifth factor is
about “billing accuracy” that means customers will pay the rate which they initially signed up
for without any hidden charges and condition (Hadi and Chakrabarty, 2015). Another study
reveals that factors affecting customers’ satisfaction-levels are namely i) network coverage
ii) network quality iii) internet iv) tariff v) customer care services vi) value added services
vii) bill payment system viii) promotional offers (Bala et al., 2018). Therefore, it would not
be overstated saying that there are thirteen factors that can be used for measuring customer’s
satisfaction level in case of service-provider’s performance.
In today’s 4G market in Bangladesh, advertisement plays a vital role convincing customers to
purchase the targeted connection. Currently, brand value and trustworthiness are getting
much more concerns from customers and the service providers are very conscious about it.
Other factors, especially, “friendly customer care service” plays significant role in
establishing strong relationship between customer and service-provider. On the selection of
mobile connection, getting SIM at ease is an important factor. Customers of all ages, gender,
occupations and of different monthly income prefer prepaid connection and more
comfortable with it (Ahmed, 2012). On this aspect, the important & significant positive
impact has been found in perceived quality, perceived value, customer expectations and
corporate image on customers’ satisfactions (Islam et al., 2015). Service quality, customer
satisfaction, trust, corporate determinants, these are the four causes specified here on
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prompting customers’ loyalties. These significant factors are responsible for customers’
loyalties in mobile telecommunication sector in Bangladesh. From the perspective of
Bangladeshi mobile telecommunication industry, changing cost is inconsistent on the
establishment of customers’ loyalties. Service quality is the most important key factor in
acquiring customers’ loyalties in Bangladeshi mobile telecommunication industry (Hafez and
Akther, 2017). However, the significant determinants of customers’ satisfactions are network
quality, price (overall charges) and promotional offers. Other determinants are also there like
the availability of customer service center, value added service and internet speed.
Telecommunication organizations are providing services but alongside they should focus on
the determinants also, which can derive customers’ satisfactions further. It has been made
prominent that network quality, price (overall charges), promotional offers, availability of
customer service center, value added service and speed are important & significant factors
toward customers’ satisfactions (Hossain et al., 2016). On top of this, the significant factors
that make the customer satisfied are service innovation, service reliability, service
competitiveness, and service consistency. With this fact in hand, the most significant factors
are the operators’ network coverage, offering, pricing, value added services, fulfillment of
customers’ demands, brand value and operators’ contributions to the society. In Bangladesh
telecommunication sector, mobile service providers should take care of the factors, which
have significant impact on promoting customers’ satisfactions and they should be more
concerned for the factors, which are accountable for immaterial impact on customers’
satisfactions (Rahman, 2014). In this aspect, there are other factors or variables, which can be
utilized to attract more users when it come choosing mobile operator or service-provider.
These factors are i) high speed data transmission facility ii) low cost on internet usage and iii)
better customer care services. These variables can be helpful to operator(s) identifying the
elements, which are needed to improve satisfying the needs of the subscribers. Based on the
theme, satisfying the subscribers’ needs, the operator should design, build and manage its
services so that subscribers can stick with the service-providers in one hand. On the other
hand, service-providers can encourage new customers with offers of packages. On top of this,
ensuring uninterrupted network services can encourage subscribers to stick with their mobile
service operator as noted in literature (Ali et al., 2014). It would not be overstated saying that
higher cost for accessing mobile services has a larger impact on customers’ decisions
choosing the service-provider, as it constitutes a significant chunk of their monthly income.
In addition to service-charges, the higher taxes and other fees imposed on the mobile
telecommunication sector also affect the total cost of mobile ownership. Furthermore, taxes
on usages of mobile services in Bangladesh represent a higher share of tariff-costs compared
to that of our neighboring countries for example India (GSMA, 2018). Since customers’
satisfaction-levels of 4G usage are not impressive, it would not be overstated claiming that
these issues are needed to be investigated, which is very much missing in literature on 4G
mobile services in Bangladesh. This study takes on the challenges to fill the gap in literature
on 4G mobile services in Bangladesh.
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2.1 Introduction:
Customer satisfaction can be conceptualized as an individual’s feeling of pleasure or
disappointment resulting from comparing products perceived performance (or outcome) in
relation to his or her expectations .If the products performance falls short of expectation, the
customer is dissatisfied. If performance matches expectations, the customer is satisfied. If
performance exceeds expectations, the customer is highly satisfied or delighted. Customer
satisfaction varies from industry to industry and factors of customer satisfaction are also
different.
2.2 Customer Satisfaction:

Customer satisfaction is business term which is a measure of how products and services
supplied by a company match with customer expectation. Customer satisfaction with a
company’s products or services is often seen as the key to a company’s success and long-
term sustainability. It is considered as a key performance variable within business.
Customer satisfaction has developed extensively as a basic construct for monitoring and
controlling activities in the relationship marketing. It is an ambiguous and broad concept and
the actual expectation and level of satisfaction will vary from person to person and
product/service to product/service. Customer satisfaction represents a modern way for quality
in companies and serves the development of a truly customer-oriented management and
culture.
Measuring customer satisfaction offers an immediate, meaningful and objective feedback
about clients chooses and expectations. In this way, mobile phone network service
Company’s performance may be evaluated in relation to a set of satisfaction variables that
identify the strong and the weak points of a business organization. This paper presents an
original customer satisfaction survey in the private mobile phone network service sector and
show a comparison between two renounced operators like Robi and Banglalink. The
implemented methodology is based on the method of multi criteria analysis and preference
disaggregation modeling. The most important results are focused on the identification of the
critical service dimensions and the segmentation to customer clusters with distinctive
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chooses and expectations. It is also the inner feelings of the customer about the service
product they purchase. Customer thinks of it when they purchase the service product of the
bank and of course the satisfactions encourage or persuade them to purchase or to take the
decision to purchase. Satisfaction is regarded as a short-term emotional state that results from
an intrapersonal comparison of the customer’s expectations with the evaluation of a single
product or service encounter (Kotler, 2004)
Customer satisfaction can be conceptualized as an individual’s feeling of pleasure or
disappointment resulting from comparing a products perceived performance (or outcome) in
relation to his or her expectations. If the products performance falls short of expectation, the
customer is dissatisfied. If performance matches expectations the customer is satisfied. If
performance exceeds expectations the customer is highly satisfied or delighted. Simply
stated, customer satisfaction is essential for corporate survival or existence. Customer
satisfaction is defined as the result of a cognitive and affective evaluation, where some
comparison standard is compared to the actually perceived performance.
If the perceived performance is less than expected, customers will be dissatisfied. On the
other hand, if the perceived performance exceeds expectations, customers will be satisfied.
Otherwise, if the perceived expectations are met with performance, customers are in an
indifferent or neural stage. In general, increased customer satisfaction leads to high profit and
retention.
As this study is based on the customer satisfaction of Robi compared to Banglalink from the
subscribers of Mymensingh, there is no previous research on this topic. But several reports
and articles are available related to this topic. Review of some articles and reports are
specified here.
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2.3 Tools of Measuring Customer Satisfaction:

Measurement of customer satisfaction plays a very vital role in current days. Without
satisfying customer needs and wants properly, it might be difficult for the company to
survive in the competition. Measuring the satisfaction of consumer is a difficult job. But
there are some ways these are described below. While it seems clear that increasing customer
satisfaction is beneficial to a marketing manager, how to measure it is less clear.
Customer satisfaction has been studied from the perspective of the individual customer and
what drives their satisfaction as well as from an industry-wide perspective to compare
customer satisfaction scores across firms and industries .While other research has examined
customer satisfaction in a single organization or across several organizations. In attempting
to measure customer satisfaction, it is segment population and market environment can
influence satisfaction and product use. Failure to take into account segment-specific variation
may lead a firm to focus on the wrong aspect for a given possible outcome that attributes can
have different satisfaction implications for different consumer and market segments, the
usage context of consumers (Fornell,2004).Furthermore, consumers with similar satisfaction
ratings, yet different characteristics, may exhibit different levels of repurchase behavior. It is
clear, then, that market and consumer segments should be important factors to consider when
measuring customer satisfaction and its implications.
2.3.1 Complaint and Suggestion System:

Now a day, complaint and suggestion system is treated as an effective mechanism of
measuring customer satisfaction level. Most of the companies are now establishing hot lines
with toll-free numbers. These are also practicing Web sites and e-mail for quick and both
way communication. (Kotler, 2004).
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2.3.2 Customer Satisfaction Surveys:

Responsive companies measure customer satisfaction directly by conducting periodic
surveys. While conducting customer satisfaction data, it is also useful to ask additional
questions to measure repurchase intension and to measure the likelihood or willingness to
recommend the company and brand to others (Kotler, 2004).
2.3.3 Service Quality:

The primary responsibilities of employees in customer service positions usually entail
Creating and delivering the service in the customer’s presence as well as providing
information, taking instructions and receiving payments and solving problems. New
customers in particular, often rely on customer service personnel for assistance in learning
how to use a service effectively and how to resolve problems. For example, in the
Networking Service industry, the combination of a highly competitive and new technologies
have forced Network Operators to add more services in an attempt to increase their
profitability. In a service context, this strategy required efforts to improve customer
satisfaction by creating better service process and outcomes. Quality means different things
to people according to the contest. Quality focuses on the benefits created for Customers side
at the equation (Drew, 1991).
2.3.4 Customer Queries:

Customer queries are an important feature of customer satisfaction. Different customers
come to the bank with their different queries. They may have both the product and service
related queries. Customer queries indicate the customer’s information search about the
service of the operator. When a customer comes to the customer care center to search their
information the staffs must have to be helpful and knowledgeable. When customer comes to
a customer care center he or she expects the best level of service from the customer care
executives. Employees won’t be able to help these customer s if they are not enough
knowledgeable about the products and services they are providing. When a customer
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purchases a new connection he or she has lots of queries about the Operator as he/she is new
in the network service. Customer has queries also in other area like their transaction with the
bank. They have many queries about the transaction like the procedure, instruction, accuracy
and efficiency. Customers have queries in terms of their complaints also. When they place a
complaint they seek responsiveness, concern, expectations and arrangement. When a
customer care center can efficiently provide the information of customer queries, they will be
able to make their customer highly satisfied. (Kotler, 2004)
2.4 Customer Satisfaction and Service Industry:

Customer satisfaction is one of the vital important factors in every organization. There exists
a link between the customers satisfaction and the organizations overall performance. To
know the level of customer satisfaction is essential because it helps the institutions to know
how well they are doing in comparison to others and also what the customer’s desire from
them, what they need to add, removes or change along with core offering. In a mobile phone
network service company, customer satisfaction is a vital need to run the business. Manager
need to be concerned on a day- to-day basis that the customers are satisfied, the operational
system are running smoothly and efficiently and the employees are not working productively
but are also doing a good jobs either of serving customers directly or helping other
employees to deliver good services.
However, the distinctive nature of services performances, especially such aspects as
involvement in production and the importance of time factors i.e. procedures of services
require that some strategic elements be included. To capture the nature of the challenge, 8Ps
model of integrated service can be used, which highlights the strategic decision variables
facing managers of service organizations .According to him these are products elements,
place cyberspace and time, process, productivity and quality, people, promotion, education,
physical, evidence, price and other user costs. Increased customer repurchases increase the
profitability of firms and maintaining customer satisfaction is key to retaining customers
(Fornell 2004). Price has been a traditional form of competition but with increased
competitive pressures, TQM, instantaneous worldwide communication, and flexible
manufacturing, price competition is no longer sufficient. Product design, quality,
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performance, and delivery have become more important factors in creating customer
relationships (Fornell 2004)
2.5 Factors Affecting Customer Satisfaction in the Mobile

Phone Network Service Industry:
Several studies in the marketing literature have considered the relationship between customer
satisfaction and performance at the firm level. Not surprisingly, the results generally show
that customer satisfaction provides economic benefits to the firm.
In a comparative study about customer care service between GP and Robi conducted by
Hossain (2017) found that customer satisfaction arises from quick feedback to customer
complaints, designing the offer based on customer need and offer should be well
communicated. Besides offered package should have clear meaning and customer care center
must be available
Another study about Bangladesh telecommunication was conducted by Ibrahim et al., (2007)
explained that customer satisfaction arises from customer care. There is a positive
relationship between customer satisfaction and customer support by mobile phone operator.
The more the customer support the stronger the customer satisfaction.
Hossain (2007) showed that Grameenphone has both, some strengths and some weaknesses.
The biggest strength identified by this study is the widest network coverage offered by
Grameenphone. This study recommended that Grameenphone should deliver their best
services to not only in the divisional zones, but also in the village areas, for contributing to
the betterment of the people.
In a study on customer satisfaction of Grameenphone by Wazed (2009) found that not all the
customers are satisfied on the various services provided by Grameenphone; but it has
revealed the important fact that Grameenphone is taking different steps to make its
subscribers more comfortable and satisfied with their services.
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Islam (2011) conducted a comparative analysis on consumer satisfaction between
Grameenphone and Teletalk using primary data collected from different areas of Khulna
City. The study revealed the fact that overall customer satisfaction for Grameenphone is
higher than Teletalk. The biggest strength of the Grameenphone identified in this study is its
widest network coverage. Islam & Bulbul (2011) examined customer’s attitude toward
wireless internet service in Bangladesh. They found that customer satisfaction arises from
strong bill payment and recharge system, low fluctuation rate in bandwidth connection speed
and other network sharing facilities. There are some factors that could be the reasons behind
the satisfaction like service innovativeness, service reliability, service competitiveness and
customer demand fulfillment etc. Dissatisfaction arises from Billing rate, shortage of network
coverage, poor after sale services etc. (Kalam et al., 2011).
There are several measure of critical factors affecting customer satisfaction. The identifying
factors (price, network quality, product diversity, and facilities for the customers are
significantly and positively correlated with overall customer satisfaction level in the telecom
industry of Bangladesh. So mobile service providers should develop appropriate marketing
strategies by taking into consideration of price level (lower call rate for net tariff, off net
tariff, FNF tariff) network quality (strong network coverage, infrequent call drops, minimum
time required for dialing numbers, voice clarity), product diversity, value added services and
facilities for the customers (Saha, 2019) .Customer satisfaction arises from the companies
level of attachment with customers. Advertisements acts as great way of convincing the
customers to purchase the targeted connection. To consumers economical call rate is very
important factor. Network availability and convenience of preferred SIM are also important
factors (Ahmed, 2019).Customer service quality and customer satisfaction has strong
relationship. Besides service quality, switching cost and trust variables are significant
predictors of customer loyalty (Kabir, 2015).
In a study using factor analysis done in India Paulrajan (2019) revealed that communication
and price are the key and influencing factors that motivate the customers to prefer their
service provider. Another factor found is the relationship it has with the customer which is
determined by the promptness of response to the complaints and how quickly it is resolved.
Short message service was considered as important, mobile entertainment as moderately
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important and technology use as less important; call forwarding and call waiting attributes
were not considered as important.
In comparative study of customer satisfaction between Grameenphone and Robi conducted
by Akhtaruzzaman (2011) found out some important variables for customers satisfaction like
network coverage , effectiveness of network, call rate, availability of flexi load/easy load
facility, friends & family number facility, location of the service center and value added
service facilities.
2.6 Importance of Measuring Customer Satisfaction in the

Mobile Phone Network Service Industry:
In case of mobile phone network service industry, the services are intangible in nature, here
the core services is the products and features (mobile connections and call benefits) but the
supplementary services are the procedure of getting the services, speed of service providing,
the physical environment and also the attitude of personnel. As technology serves all services
of a company, so technology must be very modern and new with high performance.
Technical fault can be happened. But fault must be repaired as soon as possible. Highly
qualified technician can serve in this purpose.
There are many factors that affect customer satisfaction. Those factors must be fulfilled with
satisfaction to gain market position. A company can improve their service to gain market
when they know about the customer satisfaction of their services. In a mobile phone network
service company, they can include new offers, new features and new attracting services to
gainful satisfaction from the customers.
To improve the service a company must know about their customer satisfaction. And to
know that they must measure customer satisfaction. In a service industry, customer
satisfaction is a must to run the business effectively. By conducting customer satisfaction
surveys they can know where their fault in Service delivery improves their market and
increase customer. Service with relevance to motto and advertisement can improve customer
satisfaction. To know about all the things, a company must measure customer satisfaction.
So, the main theme is that to improve company’s position and increase demand, customer
satisfaction measurement is needed.
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Chapter Three:
Methodology
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3.1 Introduction:
Satisfaction is the consequence of number of both psychological and physical factors which
associate with satisfaction behaviors. In case of mobile commerce, customer satisfaction is
customer’s post-purchase appraisal and emotional response or reaction to the overall product
or service familiarity in a mobile commerce environment. Mobile industry is an emerging
industry in Bangladesh. As there are several established mobile operators in Bangladesh so
customers have several options to choose. Several factors influences the level of customer
satisfaction and when there is a change in those factors then satisfaction level and retention
level both changes. As students are the most important market for mobile phone operators so
students are used as sample in this study and then a comparison will be made between Robi
and Banglalink. This research is based on both primary and secondary data.
3.2 Research Approach:

This study bases mainly on qualitative research. As per the objective is to find out the
customer satisfaction level of Robi subscribers compared to Banglalink subscribers in
Mymensingh thats why it is descriptive in nature and it is based on mostly primary data.
Secondary data has been used in a minimal extent. The primary data has been collected
through a survey questionnaire. From the previous literature review fourteen dependent
variables have been identified. These variables are (On net and Off net tariff that is call rate,
network coverage, FNF tariff and number of FNF, network quality, value added services,
customer care service, behavior of personnel in customer care service, availability of SIM
and recharge, replacement facility of SIM, bill payment system, Internet services,
promotional offers and pulse facilities) etc. The target populations are individual subscribers
of these two mobile phone operators because they are homogeneous in their use of services
and the sampling frame has been short listed from the subscribers of Mymensingh. Then a
comparison is made among the satisfaction variables of and Robi Axiata and Banglalink.
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3.3 Population and Sample:

Data have been collected from the subscribers of Mymensingh. Due to time constraint and
complexity this study has been conducted by using 100 respondents as sample .The study
will use convenient sampling method to collect the primary data from 100 respondents.
Among the respondents 50 are Banglalink subscribers and 50 are Robi subscribers. Among
the 50 respndents of Robi 17 respondents are female and 33 are male. Among Banglalink
respondents 11 are female and 39 are male. Following figure is a comparative reflection of
the respondents:
Figure 1: Comparative sample
45
39
40
33 34
35
30 28
25 22
20 17 16
15 11
10
5
0
MaleFemaleBelow 30 yearsAbove 30 years
RobiBanglalink
Source: Primary data collection, 2020
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3.4 Data Collection Method:

The overall method of collecting data can be divided into two categories. Primary method of
data collection and secondary method of data collection. For the purpose of the study data
and information have been collected from both primary and secondary sources. For the
primary data the standard survey questionnaire has been used. From 100 subscribers of both
Banglalink and Robi primary information has been collected. Secondary information has
been collected from reliable websites, Journals, newspapers and different periodical studies.
This study has been conducted within Mymensingh area where respondents from 64 districts
are not available. A zone based data collection is main concern. The timeframe of the study is
from July to December of 2020
3.5 Questionnaire Design:

For the research purpose a standard questionnaire has been developed. The questionnaire
includes different independent factors like tariff, network quality, network coverage, service
diversity and promotional offers for subscribers. The dependent variable of the study is
customer satisfaction. To measure the satisfaction level likert scale has been used. Where
satisfaction scale is highly satisfied = 5, satisfied = 4, Neutral = 3, Dissatisfied =2, Highly
Dissatisfied=1. The questionnaire has been formulated with simple and understandable
question and the English has been used for the questionnaire as respondents are educated.
Some open ended questions has been used to collect respondents suggestion and complaints.
3.6 Data analysis Technique:

After collection of primary data hypotheses have been formulated and paired samples t test
and frequency analysis has been used to test the hypotheses with 5% level of significance.
Microsoft Excel, SPSS has been used to analyze the data.
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3.7 Research Framework and Hypothesis Development:

To find out the customer satisfaction level of both companies 14 independent variables are
identified that influences customer satisfaction. The relationship between dependent and
independent variable has been shown in a framework:
Table 1: Dependent and Independent factors
Independent factors Dependent factors
Call rate
Network coverage
Network Quality
FNF facilities
Value added services (SMS, MMS,
VMS)
Customer care services Customer Satisfaction
Behavior of personnel in customer care
service
Availability of SIM
SIM replacement facility
Availability of recharge
Bill payment system
Internet services
Promotional offers ( Bonus, free talk
time)
Pulse facilities
These independent variables determine the level of customer satisfaction of Robi Axiata and
Banglalink. Based on these variables following hypotheses are developed:
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H0: There is no significant difference between Robi Axiata and Banglalink in case of
customer satisfaction.
Ha: There is significant difference between Robi Axiata and Banglalink in case of customer
satisfaction.
Factor hypotheses are summarized in the following table:
Table 2: Null hypotheses and Alternative hypotheses
Factors Null hypothesis (H0) Alternative

hypothesis (Ha)
Call rate x crm=0 x crm≠0
Network coverage x ncm=0 x ncm≠0
Network Quality x nqm=0 x nqm≠0

FNF facilities x ffm=0 x ffm≠0
Value added services (SMS, MMS, x vasm=0 x vasm≠0
VMS)
Customer care services x ccsm=0 x ccsm≠0
Behavior of personnel in customer x bpccsm=0 x bpccsm≠0
care service
Availability of SIM x asm=0 x asm≠0
SIM replacement facility x srfm=0 x srfm≠0

Availability of recharge x arm=0 x arm≠0
Bill payment system x bpsm=0 x bpsm≠0
Internet services x ism=0 x ism≠0
Promotional offers ( Bonus, free x pom=0 x pom≠0
talk time)
Pulse facilities x pfm=0 x pfm≠0
m= Two Mobile Companies (i.e. Banglalink and Robi)
21 | P a g e
Chapter Four:
Organizational Overview
22 | P a g e
4.1 Robi Axiata Limited:

Robi Axiata Limited is the second largest mobile network operator of Bangladesh. It is a
joint venture between Axiata Group Berhad of Malaysia, Bharti Airtel Limited of India and
NTT DOCOMO Inc. of Japan. Axiata holds 68.7% controlling stake in the entity, Bharti
holds 25% while the remaining 6.3% is held by NTT DOCOMO of Japan. Robi holds 34% of
the total market share and it covers 95% geographical area.
The first merger of Bangladesh's telecom sector has come into effect with the beginning of
the operation of Robi Axiata Limited as the merged company on November 16, 2016.
Following the merger of Robi and Airtel, the merged company is now known as Robi Axiata
Limited. Having successfully completed the merger process, Robi has emerged as the second
largest mobile phone operator in Bangladesh. The merged company has nationwide network
coverage.
Robi first commenced operation in 1997 as Telekom Malaysia International (Bangladesh)
with the brand name Aktel. In 2010 the company was re-branded to Robi and the company
changed its name to Robi Axiata Limited. As of November 2016, Robi Axiata uses two
brands 'Robi' and 'Airtel' for its mobile services. Airtel is as an independent product brand of
Robi Axiata. Robi Axiata has spectrum on GSM 900, 1800 and 2100 MHz bands.
On January 28, 2016, it was announced that Robi Axiata and AIRTEL Bangladesh will
merge in Q1 2016. The combined entity will be called Robi, to serve about 40 million
subscribers combined by both networks. Axiata Group will own 68.3% share, while Bharti
Group will own 25%. The remaining shares will be owned by NTT Docomo. Finally, Robi
and Airtel were merged on November 16, 2016 and Robi set sail as the merged company.
As a customer focused Information Communications Company, Robi believes in providing
superior service that leads to good business and good development in the society. Robi
believes that quality is continuous and never-ending journey. Hence, any step taken by Robi
is always upgrading, in order to expanding their network for better and more efficient
services to the subscribers (http://www.robi.com/about-us/corporate-information/ownership).
23 | P a g e
4.1.1 Nature of Business:

Robi Axiata limited is a mobile telecommunication service provider in Bangladesh providing
voice, data and other related services. The Company also provides international roaming
services through international roaming services through international roaming agreements
with various operators of different countries across the world. The company obtained a radio
system operating license from the ministry of Posts and telecommunications (MOPT),
Government of Bangladesh in 1996 which was expired on 10 November 2011. The license
was renewed for a period of 15 years effect from 11 November 2011.
The Company obtained 3G cellular mobile phone services operator license from Bangladesh
Telecommunication Regulatory Commission (BTRC) on 12 September, 2013 to establish,
maintain and operate 3G mobile phone systems and to provide 3G services throughout the
country. The license is given for a period of 15 years with effect from 12 September, 2013.
The Company launched its commercial operations on 15 November 1997 and currently has
nationwide network coverage which spreads over 64 districts including Mymensingh and 531
thanas/ upazilas. The Subsidiary Company is primarily involved in providing necessary
complete passive telecom infrastructure solutions to any business entities. Recently it gasses
introduced 4G network services. It has covered 95% of the area including Mymensingh
region except Garo hill tracts area. According to BTRC Robi has 50.91 million subscribers
within 2020 and secured second position in the marketplace after Grameenphone
(http://www.robi.com/about-us/corporate-information/ownership).
24 | P a g e
4.1.2 Products Offered by Robi:

Prepaid Packages: Robi Pre-paid is continuously offering new features and plans to provide
absolute freedom to the subscribers. Robi offers a single Pre-paid package with different
tariff plans to meet different types of needs of their customers which includes easy and
multiple migration facility from one tariff to another. Tariff packages are Muhurto, Shorol,
Nobanno, Goti, Robi club, Robi prothema, Robi Shasroyee. For the entrepreneurs Robi offers
a different package like Uddokta and Easy Load Tariff.
Postpaid Packages: Robi offers a small number of worthwhile Post-paid Packages like,
Simple plans, Normal plans. Robi‟s post-paid product comes with various packages. Robi
Push mail is a secure and reliable e-mail solution at an affordable price.
Now customers can work as if at their desktop from anywhere. Customers can know their bill
information through Web Bill, E-Bill, SMS, USSD and Customer Care Center.
Robi Corporate: It is a cutting-edge technology providing the ultimate solution to the
corporate customer. It offers a wide range of packages to the corporate clients, zero monthly
deposits, convenient bill payment option, and Robi corporate insurance policy along with the
cutting-edge value-added services.
International Roaming: This service allows the Robi subscribers to make and receive
calls while traveling as it is connected with 600 operators of more than 200 countries of the
world.
Value added Services: The value added services of Robi are: Robi music,
entertainments, downloads internet and data service, messaging, community chat,
information service, mobile assistance, education and career, lifestyle, finance, balance
transfer and request, call management, Facebook, job alert, Robi locator, GPRS, phone back
up, call block and so many other services (http://www.robi.com/about-us/corporate-
information/ownership).
25 | P a g e
4.2 Banglalink Digital Communications Ltd:

Banglalink Digital Communications Ltd (previously Orascom Telecom Bangladesh Ltd.) is
the third largest cellular service provider in Bangladesh. It is fully owned by Telecom
Ventures Ltd. of Malta, which is a 100% owned subsidiary of Global Telecom Holding
which is in turn a subsidiary of the Dutch holding company VEON.
Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in
October 2006. In less than two years, by December 2007, Banglalink overtook Aktel (Now
Robi) to become the second largest operator in Bangladesh with more than 7.1 million
customers.
As of September 2020, Banglalink had a subscriber base of 35.27 million with 24.81%
market share.It is a wholly owned subsidiary of Telecom Ventures Ltd. of Malta which is
owned by Global Telecom Holding (http://www.banglalink .com/about-us).
4.2.1 Nature of Business:

Sheba Telecom (Pvt.) Ltd. was granted license in 1989 to operate in the rural areas of 199
upazilas. Later it obtained GSM license in 1996 to extend its business to cellular mobile,
radio telephone services. It launched operation in the last quarter of 1997 as a Bangladesh-
Malaysia joint venture.
In July, 2004, it was reported that Egypt based Orascom Telecom is set to purchase the
Malaysian stakes in Sheba Telecom through a hush-hush deal, as Sheba had failed to tap the
business potentials in Bangladesh mainly due to a chronic feud between its Malaysian and
Bangladeshi partners. An agreement was reached with Orascom worth US$25 million was
finalized in secret. The pact has been kept secret for legal reasons, considering financial
fallout and because of the feud.
The main reason for the undercover dealing was the joint venture agreement between the
Bangladeshi and the Malaysian partners, which dictates that if any party sells its Sheba
26 | P a g e
shares, the other party will enjoy the first right to buy that. Integrated Services Ltd. (ISL), the
Bangladeshi partner, was being ‘officially’ shown as purchasing the shares held by
Technology Resources Industries (TRI) of Malaysia for $15 million. ISL then paid another
$10 million to Standard Chartered Bank to settle Sheba's liabilities.
In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba
Telecom (Pvt.) Limited (“Sheba”). It was acquired for US$60 million. Sheba had a base of
59,000 users, of whom 49,000 were regular when it was sold. Afterward it was re-branded
and launched its services under the “Banglalink™” brand on February 10, 2005. Banglalink’s
license is a nationwide 15-year GSM license. In March, 2008, Sheba Telecom (Pvt.) Limited
changed its name as Orascom Telecom Bangladesh Limited, matching its parent company
name. When Banglalink™ entered the Bangladesh telecom industry in February 2005, the
scenario changed overnight with mobile telephony becoming an extremely useful and
affordable communication tool for people across all segments. Banglalink has covered 80%
of the area with 4G network including Mymensingh region (http://www.banglalink
.com/about-us).
4.2.2 Products offered by Banglalink:

The main function of Banglalink is to provide Mobile Telecom Product and Services to its
valued customer including Voice Communication, SMS service and other Value-Added
Services (VAS). It also Provides Data & Fax services to its customers. Main Product and
services are described below:
Prepaid Packages: Banglalink entered the market with a promise of making mobile
phone affordable for people. This promise was kept and Banglalink was the first operator to
introduce a flat rate for all calls (inside own network and to other operators) for the
convenience and ease of customers. T&T incoming and outgoing with NWD and ISD). All
connections provide GPRS to subscribers.
Desh: Desh is the best prepaid package for making calls to any network. With the slogan Ek
desh Ek Rate! (Means one country one rate!), is one of the cheapest prepaid plans in the
27 | P a g e
country by tariff. Users of desh can call any mobile operator at cheapest rate throughout the
whole day at different time slot. It also has three FnF facilities to any operator. Desh package
was launched on September 14, 2006.
Desh rang: “Desh rang" has also been launched as a brand extension to enrich the brand of
desh. “Rang” is a Bengali word that means "color" - the objective is to give customers a
brand that they can refer to as colorful and lively. This package is beneficial for customers
who mainly make calls to their own network and are heavy SMS users. It offers four on-net
FnF numbers. Ek rate darun , Desh ek rate regular prepaid was the first package Banglalink
had to offer. It is currently unavailable in the market. Ladies, first! with the slogan
Shomporker Network (means network of relationships), was tailored for women. It was
launched on September 3, 2005. It had introduced 1 second pulse for the first time in the
prepaid market. It offered four FNF numbers. It is currently unavailable in the market.
“Be linked” was launched on November 16, 2005. It was later taken over by desh package as
all the be linked! Customers were automatically migrated to desh. The Customer Satisfaction
on Employees of Banglalink Customer Care 15 Currently there are three postpaid plans from
Banglalink for its retail customers. These packages are known as enterprise personal, which
is a subset of much larger Banglalink enterprise.
Internet: Banglalink provides Internet service in its coverage area. As it has
EDGE/GPRS/3G/4G enabled network, any subscriber can access to internet through this
network. Banglalink was the second mobile operator in Bangladesh to offer EDGE and 3G,
4G services to its subscribers Value added services: Various other services like stock
information, Instant Messaging, SMS Based Alerts/Services, Voice-based Services,
Downloads, music, Cricket Updates, Web SMS, and Mobile Backup etc.Banglalink is also
working with the fledgling innovation eco-system of Bangladesh and is host to the country's
first Telco driven Startup Accelerator known as Accelerator & an Innovation Lab known as
White-Board where startups can seek mentorship & advice (http://www.banglalink
.com/about-us).
28 | P a g e
Chapter Five:
Analysis and Discussion
29 | P a g e
5.1 Introduction:
An analysis has been conducted from the collected data to fulfill the objectives of the study.
In this section the result of descriptive statistics of each variable has been showed. Then
hypotheses have been tested and results have been described. Finally summery of all findings
and results has been presented.
5.2 Variables for measuring the satisfaction of the subscribers:

The following table 3 shows the descriptive statistics at a glance to show the comparative
satisfaction of Robi and Banglalink:
Table 3: Descriptive Statistics
Factors of Satisfaction Robi Banglalink

Std.
Mean Std. Mean Deviati
Deviation on
Call rate 1.94 0.98 2.76 1.04
Network coverage 4.20 0.73 3.28 1.21
Network quality 4.14 0.61 3.72 1.25
FNF services 4.28 0.86 4.30 0.91
Value added services 3.32 1.35 4.22 1.18
Customer care services 3.92 1.18 3.44 1.33
Behavior of personnel 3.66 1.36 3.38 1.28
in customer care services
Availability of SIM 4.14 1.01 4.10 0.51
SIM replacement facility 3.90 1.04 3.86 0.67
Availability of recharge 4.52 0.79 3.76 1.13
Bill payment services 3.12 1.04 4.24 0.92
Internet services 3.88 1.04 3.68 1.22
Promotional offers 2.66 1.12 3.56 1.26
Pulse facilities 2.34 0.96 3.38 1.21
In the above table 3 the mean value and standard deviation of factors of customer satisfaction
have been specified and a comparison has been made between Robi and Banglalink. It shows
that customers of Robi are more satisfied in case of network coverage, network quality,
customer care services, behavior of personnel in customer care services, availability of SIM
card, SIM replacement facility, recharge facility and internet services. On the other hand
30 | P a g e
customers of Banglalink are more satisfied than Robi in case of call rate, FNF services, value
added services, bill payment services, promotional offers and pulse facilities.
5.3 Call Rate:

Call Rate is the most influencing factors of customer satisfaction in telecom service industry.
Customers choose their operator based on the low call rate. Recently Government of
Bangladesh ensured level playing system in mobile service industry that there should be no
on net and off net tariff. Lower call rate is increased from 0.25 TK. to 0.45 TK. excluding
VAT. But in case of other operator higher call rate is not fixed. Following figure shows the
satisfaction regarding call rate:
Figure2: Satisfaction Regarding Call Rate
25
20
20 18 18
15 14
10
10 8
7
5
5
1.94 2.76
0 0
0
Highly satisfied Satisfie Neutra Dissatisfie Highly Mean Value
d l d Dissatisfied
RobiBanglalink

The above figure 2 shows that only 5 respondents of Roi are satisfied and there is no highly
satisfied customer. Among the Robi respondents 7 respondents showed their neutrality, 18
respondents are dissatisfied and 20 respondents are highly dissatisfied. On the other hand, 14
respondents of Banglalink are satisfied with call rate which constitute 28% of the
respondents. Among them 18 showed their neutrality, 10 are dissatisfied and only 8
31 | P a g e
respondents are highly dissatisfied which constitute 16% of the respondents. Here means
value of Robi and Banglalink respondents are respectively 1.94 and 2.76 indicate that
Banglalink is in strong position than Robi regarding call rate.
5.4 Network Coverage:

Network availability is another important factor to the subscribers. They give high emphasis
in this particular point in purchasing the brand. When network coverage is stronger than
other operator than customers of particular operators are more satisfied. Following figure
shows the customer satisfaction regarding network coverage:
Figure 3: Customer satisfaction regarding network coverage
30
25
25
20 18
16
15 13
9
10 7
6 5 4.4
5 3.28
1 0
0
Highly satisfied Satisfied Neutral Dissatisfied Highly Mean Value
Dissatisfied
RobiBanglalink

The above figure 3 shows that 18 respondents of Robi are highly satisfied and 25 respondents
are satisfied, 6 respondents showed their neutrality regarding network coverage. Among the
50 respondents only 1 respondent is dissatisfied. On the other hand, 9 respondents of
Banglalink are highly satisfied and 13 respondents are satisfied and 16 respondents showed
their neutrality regarding network coverage. Here mean value of Robi and Banglalink
respondents regarding network coverage are respectively 4.4 and 3.28.So customer
satisfaction of Robi subscribers fall in satisfied category and customer satisfaction of
32 | P a g e
Banglalink subscribers fall in neutral category in case of network coverage. Which indicate
that Robi is in a very strong position than Banglalink.
5.5 Network Quality:

Network quality is a factor that determines the effectiveness of the network coverage. When
customers have several options to choose and they are well informed about the network
effectiveness then it will be difficult for the operators to exist if network quality is poor.
Following figure shows the customer satisfaction from network quality:
Figure 4: Customer satisfaction regarding network quality
35
31
30
25
20 18
15 13 12 11
10
6 6
3 4.14 3.72
5
0 0
0
Highly Satisfie Neutra Dissatisfie Highly Mean
satisfied d l d Dissatisfie Value
d
RobiBanglalink

The above figure 4 shows that 13 customers of Robi are highly satisfied regarding the
network quality which constitutes 26 % of the customers. Among them 31 respondents are
satisfied, 6 respondents showed neutrality and there is no dissatisfied customer of Robi in
case of network quality. On the other hand 18 respondents of Banglalink are highly satisfied,
12 respondents, are satisfied, 11 respondents showed their neutrality. But 6 respondents are
dissatisfied and 3 respondents are highly dissatisfied. The mean value of customers response
towards the network quality of Robi is 4.14, which lies in satisfied category, while mean
33 | P a g e
value of Banglalink is 3.72 which lies in neutral category of customers opinion. So in case of
network quality Robi is better than Banglalink.
5.6 FNF Services:

FNF services means Friends and Family Number services. This is the special facility
provided by mobile phone operators to subscribers that they can enjoy special call rate with
their friends and family members. Every customer has some special number which is very
important for them. To understand their need mobile operators reduce some tariff for those
special numbers. Mobile operators who provide lower tariff are capable of gaining more
satisfaction and customer retention. Following figure 5 shows the satisfaction regarding FNF
services:
Figure 5: Customer satisfaction regarding FNF services
30 27
25
25
20
16
14
15
10 7 6
4.284.3
5 2 3
0 0
0
d
RobiBanglalink

The above figure 5 shows that 25 respondents of Robi subscribers are highly satisfied
regarding FNF services which constitute 50% of respondents. Among the total respondents
16 are satisfied,
7 showed their neutrality and only 2 respondents are dissatisfied. On the otherhand 27
respondents of Banglalink subscribers are highly satisfied regarding FNF services which
constitute 54% of total respondents. Among the total Banglalink subscribers 14 respondents
are satisfied, 6 respondents are neutral and only 3 respondents are dissatisfied. . The mean
34 | P a g e
value of customer’s response towards the FNF services of Robi is 4.28, which lies in satisfied
category, while mean value of Banglalink is 4.30 which also lies in satisfied category of cust
5.7 Value Added Services:

Value added services of telecommunication industry means all non-core services beyond
standard voice calls and fax transmission. Value added services provided by Robi and
Banglalink includes SMS, MMS, and VMS services. Following figure 6 shows the customer
satisfaction regarding value added services:
Figure 6: Customer satisfaction regarding value added services
35
31 30
30
25
20
14
15 12 12
10 8 7 7
5
5 3.32 4.22
1
0
d
RobiBanglalink

From the above table it is found that 12 respondents are highly satisfied, 14 respondents are
satisfied,7 respondents are neutral ,12 respondents are dissatisfied and 5 respondents are
highly dissatisfied in case of value added services facilities provided by Robi. On the other
hand 31respondents are highly satisfied, 8 respondents are satisfied, 30 respondents are
neutral, 7 respondents are dissatisfied and only 1 respondent is highly dissatisfied regarding
pulse facilities provided by Banglalink. Here the mean value of customer response towards
value added services facilities of Robi is 3.32 which fall in neutral category and the mean
value of customer response towards value added services facilities of Banglalink is 4.22
which falls in satisfied category. So Banglalink is in better position than Robi.
35 | P a g e
5.8 Customer Care Services:

Customer care services refer to the service provided by the mobile operators to customers
before, during and after the purchase of SIM and subscription. Mobile operators are much
concern about the customer care services as they are service based company. Following
figure 7 shows customer satisfaction regarding customer care services:
Figure 7: Customer care services
20 19 19
18
16 14
14 13
12 11
10
8 7
6 6
6
3.92 3.22
4 3
2
2
0
Highly satisfiedSatisfiedNeutralDissatisfied Highly Mean
Dissatisfie Value
d
RobiBanglalink

The above figure 7 shows that 19 respondents are highly satisfied, 19 respondents are
satisfied, 3 respondents are neutral, 7 respondents are dissatisfied and only 2 respondents are
highly dissatisfied in case of customer care services provided by Robi. On the other hand 13
respondents are highly satisfied, 14 respondents are satisfied, 11 respondents are neutral, 6
respondents are dissatisfied and 6 respondents are highly dissatisfied regarding customer care
services provided by Banglalink. Here the mean value of customer response towards
customer care services of Robi is 3.92 which falls in neutral category and the mean value of
36 | P a g e
customer response towards customer care services of Banglalink is 3.44 which also falls in
neutral category. Robi is in better position than Banglalink in case of customer care services.
5.9 Behavior of Personnel in Customer Care Services:

Behavior of personnel in customer care services implies the responsiveness of personnel
towards the customers when they communicate with them to satisfy their need. Following
figure 8 shows the satisfaction of customers regarding the behavior of personnel:
Figure 8: Behavior of personnel in customer care services
20 18
18
16 15
14
14 13
12
12
10 8
8 7
6
6 5
3.66 3.38
4 2
2
0
d
RobiBanglalink

The above figure 8 shows that18 respondents are highly satisfied, 14 respondents are
satisfied, 6 respondents are neutral, 7 respondents are dissatisfied and 5 respondents are
highly dissatisfied in case of behavior of personnel in customer care services provided by
Robi. On the other hand 13 respondents are highly satisfied, 12 respondents are satisfied, 8
respondents are neutral, 15 respondents are dissatisfied and 2 respondents are highly
dissatisfied regarding behavior of personnel in customer care services provided by
Banglalink. Here the mean value of customer response towards behavior of personnel in
37 | P a g e
customer care services of Robi is 3.66 which falls in neutral category and the mean value of
customer response towards behavior of personnel in customer care services of Banglalink is
3.38 which also falls in neutral category. Both operators are near about equal position but
Robi is slightly in better position than Banglalink.
5.10 Availability of SIM:

Customers always expect that they will get the SIM card in convenient place when they feel
the necessity and the price of SIM will be low. The following figure 9 shows the customer
satisfaction regarding availability of SIM:
Figure 9: Customer satisfaction regarding availability of SIM
40 37
35
30
25 22
20
20
15
9
10 7
4 4.144.1
5 1 0 0 0
0
Highly satisfiedSatisfiedNeutralDissatisfied Highly Mean
Dissatisfie Value
d
RobiBanglalink

satisfied, 1 respondent is neutral and 7 respondents are dissatisfied in case of availability of
SIM card provided by Robi. On the otherhand 9 respondents are highly satisfied, 37
respondents are satisfied and 4 respondents are neutral regarding availability of SIM card
provided by Banglalink. Here the mean value of customer response towards availability of
SIM card of Robi is 4.14 which falls in satisfied category and the mean value of customer
response towards availability of SIM card of Banglalink is 4.10 which also falls in satisfied
category. Robi is in better position than Banglalink in case of availability of SIM.
38 | P a g e
5.11 SIM Replacement Facility:

Subscribers of mobile phone operators also expect that they will get the SIM replacement
facility when they face any problem related to SIM. The following figure 9 shows the
customer satisfaction regarding SIM replacement facility:
Figure 10: Customer satisfaction regarding FNF services
35 33
30
25
21
20
16
15
9 8
10
6 5 3.93.86
5 2
0 0
0
d
RobiBanglalink

satisfied, 5 respondents are neutral, and 8 respondents are dissatisfied in case of SIM
replacement facility provided by Robi. On the otherhand 6 respondents are highly satisfied,
33 respondents are satisfied, 9 respondents are neutral, and 2 respondents are dissatisfied
regarding SIM replacement facility provided by Banglalink. Here the mean value of
customer response towards SIM replacement facility of Robi is 3.90 which falls in neutral
category and the mean value of customer response towards SIM replacement facility of
Banglalink is 3.86 which also falls in neutral category. Robi is in better position than
Banglalink in case of SIM replacement facility.
39 | P a g e
5.12 Availability of Recharge:

Customers always expect that they will get the recharge facility in convenient place without
much effort. The following figure 11 shows the customer satisfaction regarding availability
of recharge:
Figure 11: Customer satisfaction regarding availability of recharge
35 32
30
25
20 18
15 15
15
10
10
6
4.52 3.76
5 3
0 0 1
0
d
RobiBanglalink

satisfied, and 3 respondents are dissatisfied in case of availability of recharge provided by
Robi. On the otherhand 18 respondents are highly satisfied, 10 respondents are satisfied, 15
respondents are neutral, 6 respondents are dissatisfied and only 1 respondent is highly
dissatisfied regarding availability of recharge provided by Banglalink. Here the mean value
of customer response of Robi towards availability of recharge is 4.52 which falls in satisfied
category and the mean value of customer response of Banglalink towards availability of
recharge is 3.76 which falls in neutral category. Robi is in better position than Banglalink in
case of availability of recharge.
40 | P a g e
5.13 Bill Payment Services:

Bill payment services means money transfer from one location to another location through
mobile telecom services. Both Robi and Banglalink provide bill payment services .Here
customer satisfaction arises from the effectiveness of the services. The following figure 12
shows the customer satisfaction from bill payment services:
Figure 12: Customer satisfaction regarding bill payment services
30
25
25
20
20
16 15
15
10 7 6 5 4.24
533 3.12
0
0
d
RobiBanglalink

satisfied,20 respondents are neutral ,6 respondents are dissatisfied and 5 respondents are
highly dissatisfied in case of bill payment services provided by Robi. On the otherhand 25
respondents are highly satisfied, 15 respondents are satisfied, 7 respondents are neutral and 3
respondents are dissatisfied regarding bill payment services provided by Banglalink. Here the
mean value of customer response towards bill payment services of Robi is 3.12 which falls in
neutral category and the mean value of customer response towards bill payment services of
Banglalink is 4.24 which falls in satisfied category. So Banglalink is in better position.
41 | P a g e
5.14 Internet Services:

Internet is one of the important factors for young mobile phone users and they expect that
they will get the facility at a relatively low cost. The following figure 12 shows the customer
satisfaction regarding internet services:
Figure 13: Customer satisfaction regarding internet services
35
31
30
25
25 22
2018
15 14 14
12
108
6
3.88 3.68
5
0
0
d
RobiBanglalink

satisfied, 12 respondents are neutral, 6 respondents are dissatisfied in case of internet services
provided by Robi. On the otherhand 8 respondents are highly satisfied, 25 respondents are
highly dissatisfied regarding internet services provided by Banglalink. Here the mean value
of customer response towards internet services of Robi is 3.88 which falls in neutral category
and the mean value of customer response towards internet services of Banglalink is 3.68
which also falls in neutral category. Robi is in better position than Banglalink in case of
internet services.
42 | P a g e
5.15 Promotional Offers:

Promotional offers like free talk time & bonus facilities are very important for the customers
to choose a particular mobile phone service provider. So, they always like to use the
connection of that operator who will offer them free talk time & bonus facilities. The
following figure 14 shows the customer satisfaction regarding promotional offers:
Figure 14: Customer satisfaction regarding promotional offers
25 23
20
16
15
15
11 11
10
10 9
7
4
5 2.66 3.56
0
0
d
RobiBanglalink

The above figure 14 shows that 16 respondents are satisfied, 10 respondents are neutral, 15
respondents are dissatisfied and 9 respondents are highly dissatisfied in case of promotional
offers provided by Robi. On the otherhand 11 respondents are highly satisfied, 7 respondents
are satisfied, 4 respondents are neutral, 23 respondents are dissatisfied and 11 respondents
are highly dissatisfied regarding promotional offers provided by Banglalink. Here the mean
value of customer response towards promotional offers of Robi is 2.66 which falls in
dissatisfied category and the mean value of customer response towards promotional offers of
Banglalink is 3.56 which falls in neutral category. Banglalink is in better position than Robi
in case of promotional offers.
43 | P a g e
5.16 Pulse Facility:

Customers who want to talk in short time demands pulse facility. To match with customers‟
expectations mobile operators also introduced pulse facility. The following figure 1s shows
the customer satisfaction regarding pulse facility:
Figure15: Satisfaction regarding pulse facility
30
26
25 23
20
15
10 9 8 8
7 7 7
5
5 3.38
2.34
0
0
d
RobiBanglalink

The above figure 15 shows that 9 respondents are satisfied, 7 respondents are neutral, 26
respondents are dissatisfied and 8 respondents are highly dissatisfied in case of pulse facility
provided by Robi. On the other hand 7 respondents are highly satisfied, 23 respondents are
highly dissatisfied regarding pulse facility provided by Banglalink. Here the mean value of
customer response towards pulse facility of Robi is 2.34 which falls in dissatisfied category
and the mean value of customer response towards pulse facility of Banglalink is 3.38 which
falls in neutral category. Banglalink is in better position than Robi in case of pulse facility.
44 | P a g e
5.17 Test of Hypotheses and Results
Table 4: Paired sample t test
Paired Differences
95% Confidence
Variables Interval of the
Std.
Differen
Mean Deviat Std. ce Sig.
io Error t df (2-
Lower Upper
n Mean tailed
)
1 Call Rate
-.82000 1.96593 .27803 -1.37871 -.26129 -2.949 49 .005
2 Network coverage .92000 .75160 .10629 .70640 1.13360 8.655 49 .000
.42000 1.48585 .21013 -.00227 .84227 1.999 49 .051
3 Network Quality
-.02000 .62237 .08802 -.19688 .15688 -.227 49 .821
4 FNF Services
-.90000 1.79853 .25435 -1.41114 -.38886 -3.538 49 .001
5 Value Added services
6 Customer care .48000 .50467 .07137 .33657 .62343 6.725 49 .000

services
7 Behavior of .28000 .72955 .10317 .07266 .48734 2.714 49 .009
Personnel
in customer care
services
8 Availability of SIM .38000 .49031 .06934 .24065 .51935 5.480 49 .000

9 SIM Replacement
.04000 .69869 .09881 -.15856 .23856 .405 49 .687
Facility
10 Availability of .76000 .71600 .10126 .55652 .96348 7.506 49 .000

Recharge
-
11 Bill Payment services -1.12000 .59385 .08398 -1.28877 -.95123 13.33649 .000
12 Internet services -.60000 4.02543 .56928 -1.74401 .54401 -1.054 49 .297
13 Promotional Offers -.90000 .70711 .10000 -1.10096 -.69904 -9.000 49 .000

14 Pulse facility -1.04000 .72731 .10286 -1.24670 -.83330 10.11149 .000
45 | P a g e
The above table 17 shows that in case of call rate the calculated value of t(-2.949) is less than
the tabulated value of t(1.96) at 5% level of significance. So, H0 is accepted. That is there is
no significant difference of customer satisfaction between Robi and Banglalink in case of call
rate. Regarding network coverage the calculated value of t (8.655) is greater than the
tabulated value of t(1.96) at 5% level of significance. So, H0 is rejected. That means, Ha is
accepted. That is there is significant difference of customer satisfaction between Robi and
Banglalink in case of network coverage.
Regarding network quality the calculated value of t (1.999) is greater than the tabulated value
of t (1.96) at 5% level of significance. So, H0 is rejected. That means, Ha is accepted. That is
there is significant difference of customer satisfaction between Robi and Banglalink in case
of network quality.
Regarding FNF services the calculated value of t (-.227) is less than the tabulated value of t
(1.96) at 5% level of significance. So, H0 is accepted. That is there is no significant
difference of customer satisfaction between Robi and Banglalink in case of FNF services.
Regarding value added services the calculated value of t (-3. 538) is less than the tabulated
value of t (1.96) at 5% level of significance. So, H0 is accepted. That is there is no significant
difference of customer satisfaction between Robi and Banglalink in case of value added
services. Regarding customer care services the calculated value of t is 6.729 which is greater
than the tabulated value of t (1.96) at 5% level of significance. So, H0 is rejected. That
means, Ha is accepted. That is there is significant difference of customer satisfaction between
Robi and Banglalink in case of customer care services.
Regarding behavior of personnel in customer care services the calculated value of t is 2.714
which is greater than the tabulated value of t(1.96) at 5% level of significance. So, H0 is
rejected. That means, Ha is accepted. That is there is significant difference of customer
satisfaction between Robi and Banglalink in case of behavior of personnel in customer care
services.
Regarding availability of SIM the calculated value of t is 5.480 which is greater than the
tabulated value of t (1.96) at 5% level of significance. So, H0 is rejected. That means, Ha is
Banglalink in case of availability of SIM.
46 | P a g e
Regarding SIM replacement facilities the calculated value of t (.405) is less than the
tabulated value of t (1.96) at 5% level of significance. So, H0 is accepted. That is there is no
significant difference of customer satisfaction between Robi and Banglalink in case of SIM
replacement facilities.
Regarding availability of recharge the calculated value of t is 7.506 which is greater than the
tabulated value of t (1.96) at 5% level of significance. So, H0 is rejected. That means, Ha is
Banglalink in case of availability of recharge.
Regarding bill payment services the calculated value of t (-13.336) is less than the tabulated
difference of customer satisfaction between Robi and Banglalink in case of bill payment
services.
Regarding internet services the calculated value of t (-1.054) is less than the tabulated value
of t (1.96) at 5% level of significance. So, H0 is accepted. That is there is no significant
difference of customer satisfaction between Robi and Banglalink in case of internet services.
Regarding promotional offers the calculated value of t (-9.000) is less than the tabulated
difference of customer satisfaction between Robi and Banglalink in case of promotional
offers
Regarding pulse facilities the calculated value of t (-10.111) is less than the tabulated value
of t (1.96) at 5% level of significance. So, H0 is accepted. That is there is no significant
difference of customer satisfaction between Robi and Banglalink in case of pulse facilities.
47 | P a g e
5.18 Summary of Findings

From above empirical findings and analysis following results are found:
1. Customers of Robi are more dissatisfied for the call rate they charge than customers
of Banglalink. Though both operators’ customers are dissatisfied regarding call rate
but Banglalink is better position than Robi.
2. Robi is in strong position in case of network coverage than Banglalink. So, customers
of Robi are more satisfied in case of network coverage than customers of Banglalink.
3. Customer satisfaction of Robi subscribers fall in satisfied category and customer
satisfaction of Banglalink subscribers fall in neutral category in case of network
quality. So Robi is in better position than Banglalink.
4. Customer satisfaction of both Robi and Banglalink subscribers fall in satisfied
category but Banglalink is in slightly better position in case of FNF services.
5. Robi and Customer satisfaction of Robi and Banglalink regarding value added
services fall in neutral and satisfied category respectively. That indicates that
Banglalink is in better position than Robi in case of value-added service
6. Customer satisfaction of Robi and Banglalink regarding customer care services fall in
neutral and dissatisfied category respectively. So Robi is in better position
7. Customer satisfaction of both Robi and Banglalink regarding behavior of personnel in
customer care services fall in neutral category. But Robi is in better position than
Banglalink.
8. Customer satisfaction of Robi and Banglalink regarding bill payment services fall in
neutral and satisfied category respectively. Here Banglalink is in better position.
9. Customer satisfaction of both Robi and Banglalink regarding availability of SIM fall
in satisfied category but Robi is slightly in better position than Banglalink.
10. Customer satisfaction of both Banglalink regarding SIM replacement facility fall in
neutral. But Robi is slightly in better position.
48 | P a g e
11. Customer satisfaction of Robi and Banglalink regarding availability of recharge fall
in satisfied and neutral category respectively. Here Robi is in better position than
Banglalink.
Chapter Six:
Conclusion
Recomm-endations
49 | P a g e
6.1 Conclusion:
Quality of telecommunications service depends on both the network coverage and the
supporting services. The first is known as equipment and system-oriented quality and the
second as people and process-oriented quality. Equipment and system-oriented quality
consists of activities directly related to the network while people and process-oriented quality
consists of activities provided over the telephone network or face to face (Alam, 2010) The
quality of service of mobile telecommunications is usually measured in terms of some
common parameters such as call completion rate, call drop rate, voice quality, percentage of
complaints resolved within a stipulated time and customer service etc. Accessibility and
connectivity need to be further improved. This can be achieved through the upgrading of
technological infrastructure as well as the lowering of the internet usage costs through mobile
phones to a more affordable level (Chowdhury, 2010)
The research has found out insights like what are positive and negative aspects of both of the
operators. For example, the total number of customers of Robi are very high than Banglalink
as it holds 46.3% of total market share. Robi Company spent a large amount of money in the
establishment year for the network tower purpose and is doing better for the network
facilities. On the other hand, Banglalink is doing better in case of call rate, value added
services, bill payment services, promotional offers and pulse facilities, bonus system etc.
Banglalink needs to improve its network coverage, network quality, availability of SIM
problem related to SIM replacement, recharge facilities, lack of convenient location of the
service center etc.
On the other hand, Robi is in a better position in comparison to Banglalink. It is doing better
in case of following services like network coverage, network quality, availability of SIM,
solution of the problem related to SIM replacement, customer care services, availability flexi
load facilities, location of the service center and internet services etc. But it cannot be said
that its services are much attractive to the customers. It has some other problems like lack of
limited friends and family (FNF) number facilities and lack of bonus system (Free talk time,
50 | P a g e
SMS), high call rate, lack of special offers to the customers, lack of pulse facilities, bill
payment services and value-added services etc. If Robi takes corrective measures to remove
or reduce these drawbacks, then it will be more successful in the telecommunications
industry of Bangladesh.
6.2 Recommendations:
6.2.1 Recommendations for Robi:
Some recommendations for improving the performance of Robi are as follows:
1. The authority of Robi should reduce its higher call charge. At the same time, the
reduced call charge should be applied for off net and on net operators.
2. It should increase more friends and family number facilities with Robi to Robi and
other operators.
3. The Company should focus on the bill payment services for the customers. That will
increase customer retention.
4. SIM replacement (in case of lost or damaged SIM) charge should be reduced.
5. Charge for internet connection should be reduced for all customers.
6. It should provide more and more promotional offers like free talk time and bundle
offers.
7. Pulse facilities should be improved.
6.2.2 Recommendations for Banglalink:

Some recommendations for improving the performance of Banglalink are as follows:
1. It should improve the overall network coverage and network quality by establishing
more tower.
2. Time duration of easy load and scratch card should lengthen. Easy load facility
should be made easily available.
3. The privilege services of the customer retention scheme of Banglalink should be
launched as soon as possible as “djuice’ of Gp has already started to saturate a certain
segment of the market through its “X-tra Khatir Card”.
51 | P a g e
4. The Value-Added Services (VAS) department should be coming up with more ideas
to entertain its customers.
5. Customer Care has turned out to be one of the most focused points in the telecom
industry. It should provide more offers with variation.
6. Problem related to SIM replacement should be reduced.
6.3 Limitation of the study:

This is an academic study. For this reason, it is impossible to study the overall customer
satisfaction of Robi and Banglalink. As the study has been conducted in Mymensingh area
with 100 respondents, it does not reflect the overall situation of the country. The limitations,
which have been perceived during the time of conducting the study, are as follows:
1. As the study has to be finished within a time frame, it could not be taken enough
samples as required in survey study to prepare a standardized thesis paper.
2. In this study sample size is too small to conduct a standardized dissertation paper.
3. The respondents of this study are from Mymensingh area only.
52 | P a g e
References:
Ahmed, S. (2014). Measuring consumer’s expectations from mobile
telecommunication operators: A Bangladesh perspective. DU Journal of Marketing,
Volume no 15, 20-30.
Ahmed, S. M. (2011). Customer’s attitude towards wireless internet services in
Bangladesh: An Empirical Study. Journal of Business and Technology (Dhaka),
Number-01, 55-60.
Akhtaruzzaman, S. M.(2011). Performance of Grameenphone and Robi in
Telecom.Sector of Bangladesh: A Comparative Study. ASA University
Review, Vol. 5 No. 2,, 162.
Alam, Y. (2010).Measuring consumer attitude towards beautification products: A
study on some selected brands in Bangladesh. Journal of Business and Technology
(Dhaka), vol. 4, issue 2, 61.
Chowdhury, S. M. (2010). Prospects of mobile learning for digital Bangladesh’,.
Journal of Business and Technology (Dhaka), vol. 5, issue 1, January-June, 61-65.
Drew, B.(1991).The service encounter, diagnosing favorable and unfavorable
incidents.
Journal of Marketing,voloume 57, 56-60.
Fornell, M. (1994). A customer satisfaction research prospectus. Journal of
Marketing, Vol.
Fornell, A. (2004). A Dynamic Model of the Duration of Customer's Relationship
with A Continuous Service Provider: The Role of Satisfaction. Business Science,
volume 17, 37-42.
53 | P a g e
http://www.robi.com/about-us/corporate-information/ownership (Retrieved on 22
February 2020).
http://www.robi.com.bd/index.php/page/view/98 (Accessed on 12 November, 2020)
http://www.banglalink .com/about-us (Retrieved on 11 March 2020)
Hossain, M. (2007). Customer satisfaction of Grameenphone (Doctoral dissertation,
East West University).
Hossain, M. T. (2017). A Comparative Study about Customer Care service in
between GP and Robi.
Ibrahim, I. (2007). Factors Affecting the Customer Satisfaction of Mobile Telecom
Operators.
Islam, Z. (2011). Measuring Customer Satisfaction of Mobile Phone Users: A
Comparative study on GP and Robi. Khulna.
Kalam, A. (2011). Customer satisfaction of Mobile phone services: An Empirical
study on GP.Journal of International Business Management, Volume 05, Issue 03,
140-150.
Kabir, M. R. (2009). Factors Determining the customers satisfaction and loyalty: A
Study of mobile telecommunication Industry in Bangladesh. ASA University Review,
Volume 3, no 2.
Saha, N. K. (2016). Factors Affecting customers satisfaction of mobilr phone
subscribers: An Empirical study on mobile telecom industry in Bangladesh.
International Jounal of Business and Management, Volume 11, No 6.
Paulrajan, R. (2011). “Service Quality and Customers Preference of Cellular Mobile
telecommunication service providers. Journal of Technology Management &
Innovation, Volume 6, Issue 1, 40-47.
Wazed, F. (2009). Assessing the Level of Customer Satisfaction of Grameenphone.
54 | P a g e
Appendices:
1. Paired Samples Test:
Paired Sig.
Differences (2-
tailed
)
95%
Confidence
Interval of the
Std.
Std. Difference t df
Error
Mea
n Deviatio Mean Lowe Uppe
n r r
Pair 1 TARIFF1 - -
TARIFF.2 1.0600 1.15016 .16266 -1.38687 -.73313 -6.517 49 .000
0
Pair 2 NETWORK1 - -
5.64241 .79796 -2.00355 1.20355 -.501 49 .618
NETWORK2 .40000
Pair 3 N.QUALITY1 - -
5.71057 .80760 -1.66293 1.58293 -.050 49 .961
NETWORK2 .04000
Pair 4 FNF1 - FNF.2 .28000 1.38564 .19596 -.11379 .67379 1.429 49 .159
Pair 5 V.SERVICE1 - -
1.69284 .23940 -1.02110 -.05890 -2.256 49 .029
V.SERVICE.2 .54000
Pair 6 C.SERVICE1 -
.16000 1.26749 .17925 -.20022 .52022 .893 49 .376
C.SERVICE.2
Pair 7 BEHAVIOR.P1 - -
1.68801 .23872 -.73973 .21973 -1.089 49 .281
BEHAVIOR.P.2 .26000
Pair 8 SIM1 - SIM.2 -
1.41479 .20008 -.68208 .12208 -1.399 49 .168
.28000
Pair 9 SIM.REP -
.08000 1.53649 .21729 -.35667 .51667 .368 49 .714
SIM.REP.2
Pair RECHARGE1 -
.26000 1.32187 .18694 -.11567 .63567 1.391 49 .171
10 RECHARGE.2
Pair BILL.PAY1 - -
1.68838 .23877 -1.39983 -.44017 -3.853 49 .000
11 BILL.PAY.2 .92000
Pair INTERNET.S.1 - -
2.11930 .29971 -.88230 .32230 -.934 49 .355
12 INTERNET.S.2 .28000
Pair PROMOTIONAL.1 - -
1.86362 .26355 -.94963 .10963 -1.594 49 .117
13 PROMOTIONAL.2 .42000
Pair PULSE.1 - -
55 | P a g e
14 PULSE.2 1.2000 1.72615 .24411 -1.69057 -.70943 -4.916 49 .000
0
56 | P a g e
QUESTIONNAIRE:
On
CUSTOMER SATISFACTION OF ROBI AND BANGLALINK:
I would be grateful if you could spare a few minutes to complete this customer satisfaction
questionnaire to help me to prepare my report on Customer satisfaction of Robi compared to
Banglalink as a partial requirement to complete my MBA program.
Name
Age Less than 20 Between 20-30 More than 30
Gender Male Female Others
1. You are current subscriber of-------(place a tick)
Banglalin
Robi
Both
2. Which type of connection do you
use? Prepaid
Postpaid
3. Do you think that your mobile service provider can be relied upon in keeping to its
promises? Yes
No
6. How long you are availing the mobile phone operator?
1 year
2 years
3 years
More than 3 years
57 | P a g e
5. Place a tick on each factor about your satisfaction level of your operator
(Banglalink/Robi). For all factors (highly satisfied = 5, satisfied = 4, neutral= 3,
Dissatisfied =2, Highly Dissatisfied=1).
Highly Highly
Factors satisfied Satisfied Neutral Dissatisfied Dissatisfie
d
5
Call
rate
3
Network coverage
2
Network quality
3
FNF facilities
4
Customer care service
Behavior of personnel 1
in customer care
service
1
Availability of SIM
2
SIM replacement facility
3
Value added services
1
Availability of recharge
2
Bill payment system
2
Internet services
3
Promotional offers
2
Pulse facilities
 Do you have any complaints? If answer is yes then specifying below ---
Both Robi and Banglalink telecommunication should improve their services to

attract more customers.
 Write your suggestion for the mobile service provider to improve your satisfaction
level------------
a) Improve Networking system
b) Lower call rate
c) Reduces the price of data package.

Thank you for your Co-operation.
58 | P a g e

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Comparative analysis of Customer Satisfaction level between Robi

Axiata Ltd. and Banglalink Subscribers

1.1 Background of the Study:

1.2 Scope of the Study:

1.3 Objectives of the Study:

1.4 Contribution of the Study:

2.2 Customer Satisfaction:

2.3 Tools of Measuring Customer Satisfaction:

2.3.1 Complaint and Suggestion System:

2.3.2 Customer Satisfaction Surveys:

2.3.3 Service Quality:

2.3.4 Customer Queries:

2.4 Customer Satisfaction and Service Industry:

2.5 Factors Affecting Customer Satisfaction in the Mobile

2.6 Importance of Measuring Customer Satisfaction in the

3.2 Research Approach:

3.3 Population and Sample:

Figure 1: Comparative sample

Source: Primary data collection, 2020

3.4 Data Collection Method:

3.5 Questionnaire Design:

3.6 Data analysis Technique:

3.7 Research Framework and Hypothesis Development:

Independent factors Dependent factors

Source: Primary data collection, 2020

Table 2: Null hypotheses and Alternative hypotheses

Factors Null hypothesis (H0) Alternative

Network coverage x ncm=0 x ncm≠0

Network Quality x nqm=0 x nqm≠0

SIM replacement facility x srfm=0 x srfm≠0

4.1 Robi Axiata Limited:

4.1.1 Nature of Business:

4.1.2 Products Offered by Robi:

4.2 Banglalink Digital Communications Ltd:

4.2.1 Nature of Business:

4.2.2 Products offered by Banglalink:

5.2 Variables for measuring the satisfaction of the subscribers:

Factors of Satisfaction Robi Banglalink

5.3 Call Rate:

Source: Primary data collection, 2020

5.4 Network Coverage:

Figure 3: Customer satisfaction regarding network coverage

Source: Primary data collection, 2020

5.5 Network Quality:

Source: Primary data collection, 2020

5.6 FNF Services:

Source: Primary data collection, 2020

5.7 Value Added Services:

Source: Primary data collection, 2020

5.8 Customer Care Services:

Source: Primary data collection, 2020

5.9 Behavior of Personnel in Customer Care Services:

Source: Primary data collection, 2020

5.10 Availability of SIM:

Source: Primary data collection, 2020

5.11 SIM Replacement Facility:

Source: Primary data collection, 2020

5.12 Availability of Recharge:

Source: Primary data collection, 2020

5.13 Bill Payment Services: