Household Service Delivered Informally The Cases From Dhaka City

Household Service Delivered Informally:
The Cases from Dhaka City
Service Marketing
(MKT 412)
Prepared For
SSM Sadrul Huda
Course Instructor
Service Marketing
Department of Business Administration
East West University, Dhaka
Prepared By
Farah Tahsin
ID: 2006-1-10-173
Syed Ahmedul Haque
ID: 2006-1-15-022
Spring 2009
Date of Proposal Submission: 08 April 2009

EAST WEST UNIVERSITY
Contents
Introduction --------------------------------------------------------------------------- 02
Literature Review ------------------------------------------------------------------- 03
Objectives ------------------------------------------------------------------------------ 04
Methodology ---------------------------------------------------------------------------- 05
Findings ------------------------------------------------------------------------------ 06
Analysis --------------------------------------------------------------------------------- 07
Conclusion ----------------------------------------------------------------------------- 08
Appendices ----------------------------------------------------------------------------- 09
2
Introduction
Household service sector in Bangladesh has grown over the past

couple of years, although the country consistently lags behind other
countries. In household services, demand has increased because of the
greater involvement of women in working life. In terms of employment
growth, increase in the number of welfare and social workers was
recorded, and a significant number of new jobs were also created.
Noticeable, increase in jobs in food services and among housekeepers
and maids are seen.
A number of problem areas were identified in the field of household

services, here as elsewhere: the working conditions, which are worse
than in other service sector occupations as regards social protection,
scope, pay, career prospects, recognition and prestige; non-standard or
non-existent regulation of training schemes; inequality of opportunity
between women and men; the tendency to choose jobs on the basis of
the cope they offer for reconciling work and family life. On the
consumer side, demand for services involving regular employment is
held back by the widespread provision of services on the informal
market and self-supply.
3
Literature Review
Most of the families in Dhaka city, taking household services, have
hectic life hence they are buying such services to save time. More over
these services have become quite poplar and are widespread
throughout the city. They are getting newspaper at the time of
breakfast because of the Newspaper Hawker. They can stop getting
tensed about their children’s transportation to school as they have the
Rickshaw Van Service. Cable TV has become a part and parcel of our
life, and the Cable Operator Service made it happen.
In many cases, the quality of the service hampers because sometimes

the service providers cant interact properly with the respondents and
they are not that good in customer service. They sometimes lack in the
tangible aspects of the service and often fail to understand the specific
needs of the customers
Most of our respondents were from gulshan baridhara/ uttara. They are
all job holders having handsome salary. Most of their ages were below
30.
The respondents are still compromising with the service quality of the
household service providers as they are spending hardly 1000 taka to
get this service. So, they don’t have that much expectation from the
service providers. Though most of the respondents are not fully
4
satisfied with the service, they are not willing to change the service
providers. In some cases, monopoly still exists. There may be some
places where only one hawker is available for a large area. There, the
respondents hardly have any option.
Objectives
Broad Objective:
Finding how to satisfy the customers who take informally delivered

household services.
Goal:
Finding what are customers’ needs & wants and the current situation of
household services in consumers’ point of view.
5
Methodology
For the purpose of the study data and information have been collected
from friends, colleagues and relatives. The relevant information from
the sources is collected in an informal way. Knowing a lot of people and
being in good terms with them made it easier to get the appropriate
information. The information was gathered by asking people to fill up
the questionnaire through regular conversations. The results found
were then analyzed which helped justifying our findings. After
collecting primary data using a structured questionnaire,we inputted
the data to SPSS software. The inputted data in SPSS were analyzed
and interpreted.
6
Findings
After finishing the survey we found out that 90% of the sample have
newspaper .50% of them took service from Garbage collector, 80%
took local security services, 90% had cable operator service. None of
them took service from Milk man.
Most of them spent not more than 1000 taka to have those services.
50% of them were recommended by others to have those services and
in 50% cases, service provider came to them offering them the service.
Most of them disagreed that service providers showed sincere interest
in solving problem. They were neutral about Service provider’s
performed service right the first time and Service providers provided
service at the promised time but the Service providers do not always
take the problem seriously. Problem usually don’t come back shortly
after complain. Bill charged by service providers is somewhat accurate,
7
monthly bills are delivered on a regular basis but according to many
respondents, the Service providers are not neat in appearance, they
are not well dressed. The service providing time was not always
specific. The service providers explained the original problems. 50%
felt secured in transaction with the service providers and 50% did not.
The service provider employees were not expected to be courteous
and as well not trusted. The service providers did give personal
attention to customers and were concerned about the customer’s best
interest but they failed to understand the specific needs of the
customers. Satisfaction on service providers complaint handling
behavior were neutral but customers were dissatisfied on the service
provided and did not care if they continued dealing with the service
providers. 90% of the respondents’ age were between 21-30. 50% of
the respodents’ were masters, 30% graduate, 20% undergraduate.
80% of the respondents’ income is over 20000 taka .All of the
respondents were service holder. 70% of the respondents were from
gulshan baridhara/ uttara.
Analysis
• The researchers who will work in this area will know about the quality
of household services provided and if it requires any improvement. If
so then the appropriate authorities will be contacted and will be
informed.
8
• Ultimately the consumers will get benefited since they are the ones
buying such services to have a better standard of life. Since more than
50% are having such services it is very important that these services
are provided accurately.
• Saving Bangladeshi currency by developing a better service i.e. world

class service; If services provided are of better quality it can be spread
all over the country and more local people will be employed and less
people will be hired from abroad to provide such services
Conclusion
The services mentioned are more or less consumed by many families

of the country. The service providers are coming on due time mostly.
9
Most of The service providers have their certain uniforms but there are
some who does not. The employees are not that courteous and
trustworthy. The problems in the services are not always solved and
after many complaints are made some actions are taken yet the
problem occurs again.
Appendices
10
Newspaper,Hawker
Frequency Percent Valid Percent Cumulative Percent
Valid no 1 9.1 10.0 10.0

yes 9 81.8 90.0 100.0
Total 10 90.9 100.0
Missing System 1 9.1
Total 11 100.0
Milk man
Valid no 10 90.9 100.0 100.0
Total 11 100.0
Van service
Valid no 10 90.9 100.0 100.0
Total 11 100.0
Garbage collector
Valid no 5 45.5 50.0 50.0

yes 5 45.5 50.0 100.0
Total 10 90.9 100.0
Total 11 100.0
11
local security service
Valid no 8 72.7 80.0 80.0

yes 2 18.2 20.0 100.0
Total 10 90.9 100.0
Total 11 100.0
cable operator service
Valid no 1 9.1 10.0 10.0

yes 9 81.8 90.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Others
Valid no 10 90.9 100.0 100.0
Total 11 100.0
12
Money spent for getting service
Valid less than 500tk 4 36.4 40.0 40.0

500tk-1000tk 4 36.4 40.0 80.0
1001tk-1500tk 1 9.1 10.0 90.0
1500tk-2000tk 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Recommendation from others
Valid no 5 45.5 50.0 50.0

yes 5 45.5 50.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Service providers come to you
Valid no 5 45.5 50.0 50.0

yes 5 45.5 50.0 100.0
Total 10 90.9 100.0
Total 11 100.0
13
Newspaper advertisement
Valid no 10 90.9 100.0 100.0
Total 11 100.0
leaflets
Valid no 10 90.9 100.0 100.0
Total 11 100.0
Others
Valid no 10 90.9 100.0 100.0
Total 11 100.0
Service providers shows sincere interest in solving problem
Valid disagree 3 27.3 30.0 30.0

somawhat disagree 4 36.4 40.0 70.0
neutral 2 18.2 20.0 90.0
strongly agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
14
Service provider perform service right the first time

neutral 4 36.4 40.0 80.0
somewhat agree 1 9.1 10.0 90.0
Total 10 90.9 100.0
Total 11 100.0
Service providers provide service at the promised time

neutral 4 36.4 40.0 70.0
Total 10 90.9 100.0
Total 11 100.0
15
Service providers does not take the problem seriously
Valid strongly disagree 1 9.1 10.0 10.0

disagree 2 18.2 20.0 30.0
neutral 2 18.2 20.0 50.0
agree 3 27.3 30.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Problem usually comes back shortly after complain

disagree 4 36.4 40.0 50.0
neutral 2 18.2 20.0 70.0
agree 3 27.3 30.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Bill charge by service providers is accurate
Valid somawhat disagree 2 18.2 20.0 20.0

neutral 6 54.5 60.0 80.0
agree 1 9.1 10.0 90.0
Total 10 90.9 100.0
Total 11 100.0
16
Monthly bills are delivered on a regular basis
Valid somawhat disagree 1 9.1 10.0 10.0

neutral 6 54.5 60.0 70.0
agree 1 9.1 10.0 80.0
Total 10 90.9 100.0
Total 11 100.0
Service providers are neat in appearance

disagree 2 18.2 20.0 30.0
neutral 2 18.2 20.0 80.0
Total 10 90.9 100.0
Total 11 100.0
People are smart and well dressed

disagree 3 27.3 30.0 40.0
neutral 2 18.2 20.0 100.0
Total 10 90.9 100.0
Total 11 100.0
17
Specification of service providing time

neutral 3 27.3 30.0 80.0
agree 1 9.1 10.0 90.0
Total 10 90.9 100.0
Total 11 100.0
Explanation of cause of the original problem

disagree 2 18.2 20.0 30.0
neutral 2 18.2 20.0 50.0
agree 3 27.3 30.0 90.0
Total 10 90.9 100.0
Total 11 100.0
18
Feel secure in transaction with service provider

neutral 2 18.2 20.0 60.0
agree 3 27.3 30.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Employees are courteous with me

neutral 4 36.4 40.0 70.0
agree 2 18.2 20.0 100.0
Total 10 90.9 100.0
Total 11 100.0
I turst the employees of service providers

neutral 3 27.3 30.0 70.0
agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
19
Service providers gives personal attention to customer

neutral 5 45.5 50.0 90.0
agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Service provider concern about my best interest

neutral 5 45.5 50.0 90.0
agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
They understand the specific needs of the customers

neutral 2 18.2 20.0 80.0
agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
20
Satisfaction on service providerscomplaint handling behavior

neutral 4 36.4 40.0 90.0
agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Satisfaction on the service provided by service provider

neutral 2 18.2 20.0 60.0
agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
21
Want to continue dealing with the service provider

neutral 4 36.4 40.0 60.0
agree 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Age of the respondents
Valid 21-30 9 81.8 90.0 90.0

31-40 1 9.1 10.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Educational backgroun
Valid below graduate 2 18.2 20.0 20.0

graduate 3 27.3 30.0 50.0
masters 5 45.5 50.0 100.0
Total 10 90.9 100.0
Total 11 100.0
22
Income of the respondents
Valid tk10000-tk20000 2 18.2 20.0 20.0

tk20001-tk30000 8 72.7 80.0 100.0
Total 10 90.9 100.0
Total 11 100.0
Profession of the respondents
Valid Service holder 10 90.9 100.0 100.0
Total 11 100.0
Area of residence
Valid gulshan/banani/baridhara/uttara 7 63.6 70.0 70.0

dhanmondi/mohammadpur 1 9.1 10.0 80.0
malibag/magbazar/khilgaon 2 18.2 20.0 100.0
Total 10 90.9 100.0
Total 11 100.0
23
Gender
Valid male 2 18.2 20.0 20.0

female 8 72.7 80.0 100.0
Total 10 90.9 100.0
Total 11 100.0
24

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Household Service Delivered Informally:

The Cases from Dhaka City

Date of Proposal Submission: 08 April 2009

Literature Review ------------------------------------------------------------------- 03

Household service sector in Bangladesh has grown over the past

A number of problem areas were identified in the field of household

In many cases, the quality of the service hampers because sometimes

Finding how to satisfy the customers who take informally delivered

• Saving Bangladeshi currency by developing a better service i.e. world

The services mentioned are more or less consumed by many families

Frequency Percent Valid Percent Cumulative Percent

Valid no 1 9.1 10.0 10.0

Frequency Percent Valid Percent Cumulative Percent

Valid no 10 90.9 100.0 100.0

Missing System 1 9.1

Frequency Percent Valid Percent Cumulative Percent

Valid no 10 90.9 100.0 100.0

Missing System 1 9.1

Frequency Percent Valid Percent Cumulative Percent

Valid no 5 45.5 50.0 50.0

Frequency Percent Valid Percent Cumulative Percent

Valid no 8 72.7 80.0 80.0

cable operator service

Frequency Percent Valid Percent Cumulative Percent

Valid no 1 9.1 10.0 10.0

Frequency Percent Valid Percent Cumulative Percent

Valid no 10 90.9 100.0 100.0

Missing System 1 9.1

Frequency Percent Valid Percent Cumulative Percent

Valid less than 500tk 4 36.4 40.0 40.0

Recommendation from others

Frequency Percent Valid Percent Cumulative Percent

Valid no 5 45.5 50.0 50.0

Service providers come to you

Frequency Percent Valid Percent Cumulative Percent

Valid no 5 45.5 50.0 50.0

Frequency Percent Valid Percent Cumulative Percent

Valid no 10 90.9 100.0 100.0

Missing System 1 9.1

Frequency Percent Valid Percent Cumulative Percent

Valid no 10 90.9 100.0 100.0

Missing System 1 9.1

Frequency Percent Valid Percent Cumulative Percent

Valid no 10 90.9 100.0 100.0

Missing System 1 9.1

Service providers shows sincere interest in solving problem

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 3 27.3 30.0 30.0

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 3 27.3 30.0 30.0

Service providers provide service at the promised time

Frequency Percent Valid Percent Cumulative Percent

Valid disagree 3 27.3 30.0 30.0

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 1 9.1 10.0 10.0

Problem usually comes back shortly after complain

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 1 9.1 10.0 10.0

Bill charge by service providers is accurate

Frequency Percent Valid Percent Cumulative Percent

Valid somawhat disagree 2 18.2 20.0 20.0

Frequency Percent Valid Percent Cumulative Percent