Customer Satisfaction Level of Banglalink

Research Methodology

BUS -302

Sec -02

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SUBMITTED TO:

Dr. Md. Mamun Habib

Associate Professor

BRAC Business School, BRAC University

SUBMITTED BY:

GROUP-A

Md. Shahjalal Talukder-14104089

Report on

Customer Satisfaction level of “Banglalink”

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Customer satisfaction level of “Banglalink”

1. Generalities to the study

1.1: Introduction

Among all of the telecommunication industry, Banglalink is one of the largest cellular service providers in Bangladesh. 21 years ago back in 1996 Banglalink first entered in the telecommunication industry. Banglalink Digital Communications Ltd. is fully owned by Telecom Ventures Ltd. of Malta, which is a 100% owned subsidiary of global telecom holding. Currently Banglalink has more than 36.61 million with close to 25% of total telecommunication market share. Banglalink was the first company who provide free incoming calls from BTTB for both postpaid and prepaid connections.

Banglalink used to offer different types of offer and packages for the maximum customer satisfaction level relative to the other telecom industry. Depend on the customer stages; Banglalink set their packages as Former package (regular prepaid, ladies first, be linked), Postpaid package (personal package, personal supplementary, personal call and control). Banglaling also concerned about their upper and lower level of customer in different way.

Banglalink remains committed in playing its role as a responsible corporate citizen to contribute in making a difference in the socio-economic development of Bangladesh.The Company undertakes many projects each year for the welfare of community and preservation of the environment for example, they took the initiative to clean up theCox’s Bazar sea beach and international coastal cleanup day. Banglalink follows a simple mission which is bringing mobile telephony to the masses”, which was the cornerstone of Banglalink’s strategy.

1.2: Research objectives

Research objective helps us to fulfill the purpose of research and the way researchers get helped through it. This broad range of research helps the researcher to get rewarding result which helps to boost up the result with a great outcome. Mainly we divided objectives of Bnglalink in two ways:

1. Broad objective
2. Specific objective

Broad objective:

To identify the current condition of “Banglalink” on consumer’s mind and how much they are loyal to this brand.

Specific objective:

• Firstly, identify the prioritize section of customer’s top most telecommunication service
• To identify the customer’s satisfaction level whether they are enough satisfied or not with the current service.
• In the best way to provide feedback and recommendations for the targeted customer whether they are facing any lack behind in the brand comparing with the existing brand.
• To sort out the gap between customer’s expectations and the offering level of Banglalink.
• Find out the level of loyalty of customer to the brand, that easily they will shift to other telecommunication industry or will stick to the company and what kind of changes can increase the loyalty level of existing as well new customers.
• Try to find out the customer user-friendly process as third world developing country like Bangladesh people always look for the user friendly service which is very important to grab the maximum response.

1.3: Scope of research

In spite of, researchers are trying to conduct the research on Banglalink specially to find out the customer satisfaction level of existing customer as well to ensure the satisfaction level of newcomer. Telecommunication industry is a platform where different types of work group of people response and researchers should handle very responsively.

In the campaign strategy of Banglalink, mostly watch they focus on the rural area where people really feel the poor network service, which hampers their daily business activities. So, researcher can do the research by surfing in the remote area by identifying their problems. Overall, internally and externally doing the necessary researches will help the researchers and the company to find out the possible drawbacks and gaps.

1.4: Limitations of the study

Everything has some positive and negative effect. During the time of making project, we faced some limitations though we know which is normal.

• As we had to went in different type of places both the remote as well developed area to understand the peoples need and want which was very time consuming for us.
• In the time being of doing the research we tried to find the data from different sector for the best output but the policy of Banglalink disclosing some important data due to the confidentiality.
• We went door to door of the targeted customer for gathering the information but sometimes we feel that they became uncomfortable and less responsive.
• The cost was a bit high for us to conducting the research and in a stage; we faced some difficulties to analyze the data we gathered.

1. Literature review

Today’s in competitive market and for the long-term sustainability each company must need great innovation and quick changes for adapting the current market. Now a day in Bangladesh when it is about telecom industry the field is highly competitive and without the revolution, not a single company survives for long time as example Citycell. Day by day telecommunication area is becoming wider as well as services are becoming easier and faster and Banglaling plays a effective role in this challenging communication environment and socioeconomic changes of a developing country. According to, Ahsan, “Factors effecting customer satisfactions on Banglalink users in Sylhet city”, Studies in Management & planning, vol:02, pp:202, ISSN:2395-0463, Banglalink improve these factors, there have some probability to build some loyal customer. Otherwise customer will switch to other operators due to switching cost is very low in our country. More over many customers use multi SIM mobile phone to catch some special offers of different mobile companies.Banglalink mostly work for digital marketing as Banglalink is now working relentlessly to bring digital world to each customer to build a true digital Bangladesh, moving away from the traditional mobile operator to a tech company. Since Banglalink unlike other mobile phone operators in the industry values their customers satisfaction level the most and they consider the key to their customer satisfaction is to attend customers with best customer service, we tried to analyze the satisfaction level through a survey and found out some recommendation for the company to improve more with the customer satisfaction. Behind an every successful company, providing good customer service is the lifeblood of a business. A company can offer promotions and slash prices to bring in as many new customers as it wants, but unless it can get some of those customers to come back, its business won’t be profitable for so long (The lawyers & jurists, January 28, 2013).  Apart from all the activities also it need to keep in head that the customer satisfaction level should be provided top on the level and Banglalink is providing the service with an excellence way.