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Organizational Consulting Project


BUSA: 695

Report Title An Analysis of the Level of Employee Satisfaction in Robi and Understanding Its Effect on the Competitive Position

Prepared For RobiAxiata Limited

Prepared By KhandakerMdQuamrulAhsan RRU ID: 316479

Date of Submission July 30, 2012

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TABLE OF CONTENT Name of the Topic


Chapter One 1.0 Introduction . 10

Page

Chapter Two 2.0 Business Environment 11

Chapter Three 3.0 History 3.1 3.2 3.3 3.4 14 14 15 15 16 16 17 17 17 17 18 18 19 20 20

The objective of the company

Purpose and Principles of the Company Shareholder of the Company Product and Services 3.4.1 3.4.2

Prepaid Package Postpaid Package

3.5

Marketing Strategy of Robi 3.5.1 3.5.2 Product Positioning Marketing Mix

3.6 3.7 3.8 3.9 3.10 Chapter Four 4.0

Market Share of Robi

Different Departments and Divisions of Robi Organization Structure SWOT Analysis of Robi . Relationship among Different Departments

Problem Study Literature Review 5.1 5.2 5.3 5.4 5.5 5.6 5.7 Job Satisfaction

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Chapter Five 5.0 25 25 26 27 27 28 29 30

Factors of Jos Satisfaction

Relation between Job Satisfaction and Employee Performance Effect of Job Satisfaction with Ultimate Organizations Performance Motivator Relation between Work Motivation and Job Satisfaction Effect Of Job Satisfaction

Chapter Six 6.0 Research Introduction 6.1 32 33 Benefit of The Study

Page |3 6.2 Management Interest 34

Chapter Seven 7.0 Research objective 7.1 7.2 Chapter Eight 8.0 Research Methodology 8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 8.9 Research Design Target Population Sampling Frame.. Sampling Design Survey Method Questionnaire Design 40 40 41 41 41 41 42 42 44 44 36 36 38 Research Questions Objectives of the Report

Questions Rating and Justification Data Analysis and Interpretation Five Steps of Research Plan

Chapter Nine 9.0 Survey Data Analysis 9.1 9.2 Chapter Ten 10.0 Summary of The Findings 10.1 10.2 10.3 . 65 66 66 67 Quantitative Findings Qualitative Findings Overall Findings Frequency Analysis .. 45 46 58

Qualitative Analysis

Chapter Eleven 11.0 Recommendation 68

Chapter Twelve 12.0 Implementation Conclusion 71

Chapter Thirteen 13.0 77

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LIST OF TABLE
1. Mobile Phone Subscribers in Bangladesh 2. Responses of the Questionnaire Rating Scale 3. Patter of Responses and its value 4. Employees Feedback towards the Company and their Supervisor 5. Employees feedback towards Corporate Environment 6. Employees Feedback towards Remuneration and Responsibility 7. Employees Feedback towards Motivation and Development 8. Employees Feedback towards Benefits and Incentives 9. Employees Feedback towards Safety, Security and Cleanliness 10. Summary Findings of the Chi-square Tests of the Survey Questions

LIST OF FIGURE 1. Organizational Hierarchy of Robi 2. Frequency Analysis of Respondents Age 3. Frequency Analysis of Respondents Sex 4. Frequency Analysis of Employment Year 5. Frequency Analysis of Respondents Level of Education 6. Frequency Analysis of Respondents Marital Status 7. Employees Feedback towards the Company and their Supervisors 8. Employees Feedback toward Corporate Environment 9. Employees Feedback towards Remuneration and Responsibility 10. Employees Feedback towards Motivation and Development 11. Employees Feedback towards Benefits and Incentives 12. Employees Feedback towards Safety, Security and Cleanliness

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ACKNOWLEDGEMENT
Compiling a research is a rewarding task that requires both mental stamina and attention to detail. The varied nature of the matters dealt with has entitled references from too many sources, starting from books to brochures. I gladly acknowledge my indebtedness for all these ideas and information they have provided.

First of all, I would like to thank almighty Allah, who gave me the ability and strength to carry out this report. Then I would like to convey my gratitude to Md. SajedurRahman,Chief Operating Officer, PML, for instructing me to do this research in a proper way.

I am highly grateful to Mr. Md. MizanurRahman, General Manager (Administration, Robi), Mr. SK NasirAhamedRazib, Manager (HR, Robi) and Mr. Shariful Islam, General Manager, (Administration, Robi), for helping me with their valuable time and company information. I am also thankful to them for suggesting other departments to cooperate me. I have taken a collection of information from the website address of Robito complete my research.

I am very grateful to my family who always give me constant support and encouragement. I would like to thank my seniors who helped me greatly to complete this report. In addition, I will mention my friends who also inspired and helped me to finish my work.

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EXECUTIVE SUMMARY
Business Environment Communication in Bangladesh is based on Telephone, mobile communication, TV Broadcast, Radio, Internet etc. The mobile phone is becoming a very common measure of communication in our country. The number of mobile users is increasing day by day. Today is the era when telecom companies in our country are fighting with each other to grab the market share of customer. The fights can decently be named as Healthy Competition. Each and every silly single issue needs to be observed and handled in a competitive way to survive and win the competition. Bangladesh telecom sector possesses such healthy competition by 6 competitors, where Grameenphonehas held the peak strongly for several years. Robi has been just behind of Grameenphone.

There can be thousands of issues behind this competitive position of Robi, among which employee satisfaction can be a significant one. This is because, the employee is the one who prepare the product, convince the customer, deliver the product and make them the loyal one. So, if companys profit and growth depend upon customer then the employees are the medium to bring that profit into the home. Robis Background Robi is a dynamic and leading countrywide GSM communication solution provided. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. RobiAxiata Limited, formerly known as Telekom Malaysia International (Bangladesh), commenced its operation in 1997 under the brand name Aktel among the pioneer GSM mobile telecommunications service providers in Bangladesh. Later, on 28th March, 2010 the company started its new journey with the brand name Robi. There is no doubt that Robi has earned name and fame in telecom industry in Bangladesh. It might have not achieved the peak but it has surely left some competitors behind. Unfortunately, the business world is completely unpredictable where a small negativity can pull the company down anytime.

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Problem Study A casual look at the top list of telecom companies can count the name of GrameenPhone at first and Robi is roaming around between 2nd and 3rd. So, why Robi is remaining behind of GP? Or at which points GP excels the level of Robi? Careful observations may bring out the inappropriateness in any one or more than one department of Robi. Issues can be raised from the human resource section of the company. And this has influenced this project to scrutinize the employee satisfaction level of Robi through which the project will be able to be specific and organized.Human resource is a kind of resource that runs and empowers all other resources of an organization.

The Overall Research The research plan has started out from the review of the literature to draw the research questions, figuring out the whole research population and designing the sample, fixing up the questionnaire, conducting survey on the sample and finally analyzing the collected data. The main objective of this report is to find out the effect of employee satisfaction on Robis competitive position. In order to initiate the analysis and design the roadmap of it, some very basic questions have been fixed up at first as the research questions. Research questions are set to identify the level of satisfaction related to the job prevailing at the present state of satisfaction compared to other contemporary telecom company in the country. In order to conduct the survey employee of Robis head office was taken as sample unit. Among them 80 people, including male female equally, were picked up randomly under the Simple Random Sampling Method. All these respondents were being interviewed on a one to one questionnaire approach. Primary data were collected through this questionnaire survey and secondary data was collected from Robis website and other newspaper, journal, etc. Although this research project has been conducted upon a business organization but the base of research is not related to profit earning concern. This research has been signified the role of human resource aspect of an organization under the category of descriptive research. The entire research has been encompassed by both quantitative and qualitative aspects. In case of both aspect survey method has been applied to data collection and it was one and same survey for both aspect to keep the base or data of analysis exactly same.

Findings Quantitative and qualitative both analyses showed that employees are quite satisfied with Robis employee policies. However, an exception to this, employees have a dissatisfaction

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stand on corporate environment and remuneration and responsibility issues. Besides, some employee suggested few suggestions to improvise disciplinary and regulatory acts and policies more to make the company more competitive.These findings indicate that, employee satisfaction cannot be the reason behind Robis competitive position. This is because, the analysis found out that employees are quite satisfied and giving their best to the company and Robi also giving appropriate return to them.

Recommendation This is true that, complete satisfaction is hard to achieve, but it's also true that Robi has ensured a level of employee satisfaction, where employees think themselves as an integral part of the company and serves as their best. And now they need to remove every point of dissatisfaction and enhance the existing level of satisfaction. This can be done by many activities like-Salary review, increasing training and development, upgrading corporate environment etc. The recommended steps can be implemented by Employee development program, reverse evaluation method, HR Policy implementation and monitoring committee etc. Besides the employee satisfaction, there are lots of other issues that can hamper Robis competitive position. In fact it would be better to say, that those issues are more powerful than employee satisfaction. Robis competitive position is might be suffering for any one or more of these issues that need to be investigated properly.

Implementation On the basis of recommended guidelines, implementation strategies have been outlined to enhance the existing level of satisfaction or to retain the present level. Robis employees expressed dissatisfaction on Robis corporate environment and to improve it the research suggested to initiate policy implementation and monitoring committee for 6 months duration. The committee will be stood up by the employees of Robi and they will be selected through an electoral process. This committee will do several things. Robi can conduct an employee development program for a different duration period by both internal and external experts. Robi can offer different appraisal programs including advertisement by their own employees. All these implementer actions might raise some risks, especially, Robi needs to incur financial expenses for employee development program and salary review. This might initiate a financial risk, even though its worthy of the long term benefit of the company.

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Benefit of the Study to Robi Primarily three benefits come up on focus that Robi can avail from this study. First of all, Robi got a chance to review their human resource policy and compare it to the standard policy for human resource in telecommunication sector. Robi got a scope to review that the personality of the employee matches to the type of the job being allotted to the employee. So, now it is easy for them to determine that whether employee satisfaction or human resource issues are affecting their competitive position or not. Secondly, Robi knew the level of satisfaction of their employee and the factor that can create dissatisfaction into the employees. This employee satisfaction study helped them to make any necessary rectification through desirable development programs, promotion, reward etc. As an additional aspect, these motivational steps inspired the employee get more dedicated toward the work. This will increase the work but will decrease the employee turnover rate. Finally, this study also helped Robi and the employees to find the gap in between them and they got the chance for clarification and erosion of all kinds of misunderstandings. Al these surely helped Robi to increase productivity and upward its performance. Besides, Robi will also be able to refer this paper for further consultancy in case of any relevant problems and research.

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CHAPTER ONE
1.0 Introduction Watson, come here: I want you.This has been the first message ever transmitted from one place to another, through a device called the telephone. American genius, Alexander Graham Bell (1847-1922) along with his assistant Thomas Watson invented the device. It was March 10, 1876, an important day for human civilization, the first step towards developing means of communication1. Weve come a long way since then. Today, the telephone is a part of our everyday life. Besides telephone, now-a-days mobile phones are playing a great role to communicate from one place to another. Today, The Globe is a village and telecommunication has become a day-to-day necessity of the people. Communication in Bangladesh is based on Telephone, mobile communication, TV Broadcast, Radio, Internet etc. The mobile phone is becoming a very common measure of communication in our country. The number of mobile users is increasing day by day. Presently there are six companies in the market. Robi is one of the leading companies in this sector.

It is not so before when BTRC land line telephone was the only means of verbal communication in our country. And today is the era when telecom companies in our country are fighting with each other to grab the customer. The fights can decently be named as Healthy Competition. Each and every silly single issue needs to be observed and handled in a competitive way to survive and win the competition. Bangladesh telecom sector possesses such healthy competition by six competitors, where Grameenphone has held the peak strongly for several years. Robi has been just behind of Grameenphone. There can be thousands of issues behind this competitive position of Robi, among which employee satisfaction is a significant one. This is because, the employee is the one who prepare the
1

Alamgir & Anand, A Study of Bangladesh Telecom Market (Master Thesis in Business Administration, School of Sustainable Development of Society and Technology Mlardalen University, Sweden, 2008): 1-2.

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product, convince the customer, deliver the product and make them the loyal one. So, if companys profit and growth depend upon customer then the employees are the medium to bring that profit into the home.

CHAPTER TWO
2.0 Business Environment

The term competition defies definition because the view of competition held by different group varies. Most firms define competition in crude, simplistic and unrealistic terms. Some firms fail to identify the true source of competition; others underestimate the capabilities and reactions of their competitors. When the business climate is stable, a shallow outlook toward business might work, but in the current environment a business strategy has to be real competition oriented.

The telecommunication sector in Bangladesh is the most attractive and booming sector at present. The concept of mobile telephone has become largely familiar and astonishingly in our country since early 90swith the ongoing technological advancement. Since then the entire mobile phone companies have tried to attract their subscribers through various worthwhile offers.

The mobile phone operations decisions were never being influenced by any International agreement but held up as an independent entity for making the market grow. Self learning and liberalizing the mobile phone sector shaped up in a sequential strategy for Bangladesh. From 1993 till 1996 the mobile phone services were monopolized by one company; Pacific Bangladesh Telecom Ltd. which didnt let the customer benefitted, however, with the commissioning of mobile phone service by Grameen Phone Limited and Aktel in 1997, the situation started to improve in terms of price reduction and quality. The later period could be said Grameen phone Ltd. golden period, but the arrival of Banglalink in (2005) the mobile phone market brought immense price competition. The intensity of competition came as a blessing for the customers. This change in trend forced every player to adjust their price policy and quality.

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The Telecom regulatory authority of Bangladesh with the related agencies has been doing a crucial role of monitoring. The Bangladesh experience of mobile phone liberalization has a rich experience and presents a role model and suggests some important lesson for others; that is, in an industry like the mobile phone sector where network externalities and switching costs are important, Moreover, in liberalizing the telecom sector, the policy makers should keep in mind that a minimum number of players (May be three, four or more, depending on the market size, Tele-density and availability of radio spectrum) are needed in the sector to have a competitive environment.

In the telecom sector of Bangladesh, the competition is really strategy oriented. Ever changing technological advances, customer demand and scope of investment in this sector has made Bangladesh a profitable target for various multinational companies to set up their business plant here. Currently there are 6 mobile operators in Bangladesh, among them Teletalk Bangladesh is the only government owned company and another 5 are privately owned. They are namely

Grameenphone Joint venture ownership between Telenor and Grameen Telecom. Robi Joint venture between Telecom Malaysia Berhad TM and A. K. Khan& company limited Banglalink Joint venture with Orascom Telecom Co. Originated from Egypt. Airtel An investment in Dubai and Abu Dhabi Group UAE. Citycell Joint venture with SingTel Asia pacific investment Pvt. Limited.

Robi's major competition comes from all the four companies mentioned above. All of them are aggressively marketing their product. Especially when the Orascom entered the market, it has given the competition a new edge. The entry of Banglalink in February 2005 has sparked a price war. The Banglalinks attractive launch offer included a new connection and handset at a low start-up cost. Following Banglalink, three other private operators Grameen Phone, Robi and CityCell have also come up with various value-added offers resulting in an intense price battle. The development of a competitive mobile phone market is expected to prompt an easing in cell phone tariffs going forward, after years of escalation in what was a captive market. Consumers will also benefit from cheaper connection and call rates. State-owned

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operator Teletalk, however, is expected to struggle in this new environment as it is still grappling with poor network coverage and inefficient management.

The explosion of telecoms penetration in the last decade has been extra ordinary. As reported by Bangladesh Telecommunication Regulatory Commission (BTRC), the number of Mobile Phone Active Subscribers was 72.963 million at the end of March 2011 and at the end of February 2012, this total number of Mobile Phone Active Subscribers has been increased by 14.924 million new subscribers and reached at 87.887 million with an compound annual growth rate (CAGR) of 20.45% per year. In fact Bangladesh telecom market is growing at a CAGR of 53.8% in last fouryears period 2005-20092. According to the BTRC report of May 2012, the chronology of the companies in terms of subscribers is as follows-

Table 1: Mobile Phone Subscribers in Bangladesh Operators Grameenphone Banglalink Robi Airtel Citycell Teletalk TOTAL Source: BTRC Report of May 2012 3 **Subscribers in Millions **The above subscribers' numbers are declared by the mobile operators Active Subscribers 38.412 25.252 18.733 6.667 1.713 1.342 92.120

Mobile Phone Subscribers in Bangladesh,Bangladesh Telecommunication Regulatory Commission, Accessed June28,2012,http://www.btrc.gov.bd/index.php?option=com_content&view=article&id=448:march2011&catid =96:2011&Itemid=850
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Mobile Phone Subscribers in Bangladesh,Bangladesh Telecommunication Regulatory Commission, accessed June28, 2012, http://www.btrc.gov.bd/index.php?option=com_content&view=article&id=504:mobile-phonesubscribers-in-bangladesh-january-2012&catid=49:telco-news&Itemid=502.

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In our developing economy mobile phone industry is one of the fastest growing areas, as we can see the number of customers is increasing day by day. So, the rising demand says that it will continue to develop vigorously in the near future.

CHAPTER THREE
3.0 History Robi is a dynamic and leading countrywide GSM communication solution provided. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. RobiAxiata Limited, formerly known as Telekom Malaysia International (Bangladesh), commenced its operation in 1997 under the brand name Aktel among the pioneer GSM mobile telecommunications service providers in Bangladesh. Later, on 28th March, 2010 the company started its new journey with the brand name Robi.

Robi is truly a customer-oriented brand of Bangladesh.Robi marches ahead with innovation and creativity having the local tradition at its core. To ensure leading-edge technology, Robi has the international expertise of Axiata and NTT DOCOMO INC. It supports 2G voices, CAMEL Phase II & III and GPRS/EDGE service with high-speed Internet connectivity. Its GSM service is based on a robust network architecture and cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage and multiple global partners for international roaming. It has the widest International Roaming coverage in Bangladesh connecting 550 operators across 205 countries. Its customer centric solution includes value added services (VAS), quality customer care, easy access call centers, digital network security and flexible tariff rates.

With its strengths and competencies developed over the years, Robi aims to provide the best quality service experience in terms of coverage and connectivity to its customers all over Bangladesh. Together with its unique ability to develop local insights, Robi create distinct services with local flavor to remain close to the hearts of its customer.

3.1

Objective of The Company

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RobiAxiata Limited started its commercial operations as a GSM cellular phone operator with the objective of offering state-of-the-art and modern telecommunication services to the people of Bangladesh at competitive prices.

3.2

Purpose and Principles of the Company

Robi is unique. Our new brand is people-centric. We exist because of them. Anything is now possible. Any new idea is appreciated no matter where it comes from within the organization. It is all in our own hands now.

In order to help people to understand the idea mentioned above, the company described the new brand in terms of purpose and principles.

Purpose The purpose statement is to set a common direction for new brand, a framework for all their strategic planning. Robis purpose is also to empower their customers. They claim that, We are there for you, where you want and in the way you want, in order to help you develop, grow and make the most of your life through our services. The new brand is here to help people to empower and enable them to make a better life. They also believe that, We will keep our promises and deliver. We will innovate, execute fresh ideas and, as a nationwide organization, we will be respectful of our customers and stakeholders.

Principles Principle statements define how people want to behave with each other in the organization. The statements are about how the organization will value customers, suppliers, and the internal community.

3.3

Shareholder of the Company

RobiAxiata Limited is a Joint Venture company between Axiata Group Berhad (70%) and NTT DOCOMO INC. (30%) Axiata Group BerhadAxiata is an emerging leader in Asian telecommunications with significant presence in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia. In addition, the Malaysian grown holding company has strategic mobile and non mobile telecommunications operations and investments in India, Singapore, Iran,

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Pakistan and Thailand. Axiata Group Berhad, including its subsidiaries and associates, has approximately 50 million mobile subscribers in Asia, and is listed on Malaysias stock exchange (Bursa Malaysia).

3.4

Products and Services

Robi offers an array of different packages. In addition to offering the fundamental pre-paid and post-paid mobile services, it offers a wide range of value- added products and services such as, SMS, GPRS, EDGE, International Roaming SMS banking, Caller Ring Back Tone, MMS, Voice Greetings, Call Blocking on 4 August 2008, which give the subscriber to control which call he or she receive or not and Bengali SMS. Robi has got the widest International Roaming coverage among all the operators in Bangladesh. Robi has 20 Customer Care Centers and 430 Robi Care Points in 64 districts all over the country. Robi has over 25,000 retail selling points along with 100,000-voucher sales point all over Bangladesh.

Product Portfolio Robi mainly offer two types of product based on the subscription category for general subscribers-Pre-paid and postpaid.

3.4.1 Prepaid package: Robi'sPrepaid package is continually offering new features and plans to provide absolute freedom to the customer.Robi offers a single prepaid package with different tariff plans to meet different types of needs instant, easy and multiple migration facility from one tariff to another. Tariff plans are as follows Robi Club Tariff Plan RobiProthom Muhurto Tariff Shoccho Tariff Shasroyee Tariff Shorol Tariff For the entrepreneurs Robi offer a different package called Uddokta& Easy Load Tariff. Robi Prepaid has everything to offer; a single package that delivers simplicity and flexibility

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at the same time. Robi has the single prepaid package with the best rates in the market. Moreover, there are different tariff plans in one package to meet different types of needs of customers. There is instant, easy & multiple migration facility from one tariff plan to another. A customer can have 5 FnF to any operator mobile with one Robi partner facility. There is full BTCL connectivity with FREE BTCL incoming. There is extended and simplified refill validity for ease and freedom. Moreover, there are nationwide Easy Load facility and highspeed internet connectivity. All available Value Added Services (e.g. SMS, MMS, Goon Goon, ringtone, wallpaper, games, and animation download) are available in the service. Customers can recharge their Robi Prepaid by using scratch cards and Easy Load facilities.

3.4.2 Postpaid Robi also offers post-paid service; along with the various packages. Robi Push Mail is a secure, reliable and feature rich email solution for price customers can afford. 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

Customers can pay their bills by following: Scratch Card Auto Debit Easy load Bank Customer Care Center

3.5

Marketing Strategy of Robi

Robi always wants to achieve a desired sales growth and customer base and also wants to encourage the existing customers to use more of their services.

3.5.1 Product Positioning Initially the target of Robi was to reach the top, but the other mobile operators were also targeting the grassroots level and thus increasing their customer base. Robi wants to be the leader with good quality and designing products for all classes of people.

3.5.2 Marketing Mix Product Continuous improvement of quality Repositioning of products to different target markets Always branding Robi with all packages with a GSM service

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Price Necessary changes in tariff structure, and changes and terms and condition Penetration pricing in the face of competition Skimming policy

Promotion Brochures with all necessary information Press ads TV Commercials Billboards

Place Make effective use of distribution Make the product service delivery system more effective and less time consuming Wider distribution network to make services more accessible

3.6

Market Share of Robi

Robi, formerly known as AKTEL, owned by Axiata (Bangladesh) Ltd, remained in the third position with 11.10 million customers. It added 2.25 million subscribers in last one year raising the total number of its customers to 11.10 million. In terms of subscriber or customer size Robi has got 19.08% market share in the Telecommunication industry in Bangladesh and is in the third position among 6 companies. When the revenue matter comes, Robi is in second position with its number of valuable customers.4

3.7

Different Departments and Division of Robi

RobiAxiata Limited operates by following Divisions and Departments having its establishment in different locations in Dhaka, Chittagong and other regions of Bangladesh.

4Robi achieves 19.08pc market share in 3 yrs, Daily-sun.com (2012) daily sun, Business,

[online],accessed: 26 May 2012,http://www.daily-sun.com/details_yes_28-03-2012_Robi-achieves19.08pc-market-share-in-3-yrs_98_1_3_1_13.html.

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Offices in Dhaka: Head Office, other offices and Customer Care Centers are situated in Dhaka. Offices in Chittagong: There are corporate offices and Customer Care Centers in Chittagong. Other Regional Offices: There are Customer Care Centers situated in Bogra, Khulna, Sylhet, Comilla, Coxs Bazar, Feni, Rajshahi and Barisal. Moreover, Regional Technical Offices are in Khulna, Sylhet, Bogra and Coxs bazaar.

3.8

Organization Structure

The organization is headed by its Chief Executive designated as the Managing Director entrusted with overall responsibilities of business direction of the organization and leading dynamically towards the attainment of its purpose and principles. In attaining the purpose and principles, the Chief Financial Officer, General Managers & department Heads assist the MD.Robi has established a strong and formidable sales channel, which consists of direct dealers and its own sales force.
Chairman

Managing Director

Chief Technical Officer

General Manager IT

Chief Financial Officer

Head of Marketing

Head of Human Resource

Head of Customer care

Other Department s

General Manager Finance Head of Corporate Sales Head of Dealer Management

Head of Internal Audit

Head of Administration

Head of Corporate Strategy

Head of Corporate Affairs

Head of Revenue Assurance

Head of procurement

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Figure 1: Organizational Hierarchy of Robi The organization has an executive committee, which includes Chairman, Directors, Managing Director, Chief Financial Officer and other General Managers. 3.9 Relationship Among Different Departments

An organization is like complex machinery consists of different parts. Different functional divisions and departments are the different part of this organizational machinery. Therefore, to make an organization a success, the divisions and departments must work accordingly. In Robi, all the departments and divisions are closely tied with one another.

Sales unit makes sales forecast, identifies market potential opportunity and sends it to the technical division for doing the plan for the new coverage area. These two divisions jointly plan for increasing coverage area. If there is any complaint regarding the network, customer relation management unit informs it to the technical division to solve it. Again customer relation management unit informs the marketing division about the problems and suggestions regarding the product and their selling procedure. Finance division is related to all the divisions for fund allocation and fund management for all sorts and for giving salary to all the employees. The human resource department meets the employee need of every department by conducting total recruitment process.

3.10

SWOT Analysis of Robi

Strength Quality of management: Robi has ensured a standard management system in the entire organization from top level to field level. And because of this it has hardly any rumor or negative impression in general.

Quality of billing system: Billing system of Robi is very up to date. Robi postpaid and prepaid customers can pay their bills or can recharge their credit in through various convenient modes. The example includes: web bill, E-bill, auto debit, Easy load etc. This flexibility has made Robi more preferable than others.

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Quality of customer care system: Robi is committed to serve their customers at their best. To make the customer service more easy and user friendly, Robi has a detailed guideline for how to seek help to the customer service officer promptly.Moreover, Robihas developed numbers of service and the number of options to make those services more and more available to the customer.

Strong dealer network: Robi has a wide dealer network around the country which includes 25,000 retail sales points along with 100,000 voucher sales point.Market research unit: Robi has an efficient market research unit that keeps researching on customers emerging demands and solution to their problems. Loyal customer base: Robi
is the third largest mobile phone operator in Bangladesh with more than 18.2 million subscribers as of April 2012.5

Weakness Lack of brand appeal: Compare to Grameenphone, Robis brand appeal doesnt possess a strong effect on customers mind.

Lower and declining ARPU (Average Revenue Per Unit): Robi might achieve a higher profit on overall sales but it has a lower average revenue in terms of per unit calculation.

Poorer coverage than the leading telecom service provider GP: Although Robi has a huge arena under their coverage but still there are some remote areas where Robi couldnt reach yet.

Opportunity New technology: World is getting upgraded everyday with new technology. Robi can adopt more and more new and advanced technology from developed countries.

Mobile Phone Subscribers in Bangladesh, Bangladesh Telecommunication Regulatory Commission, accessed June28, 2012, http://www.btrc.gov.bd/index.php?option=com_content&view=article&id=504:mobile-phonesubscribers-in-bangladesh-january-2012&catid=49:telco-news&Itemid=502.

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Network Up gradation: Main competitor has a congested network because of its unplanned customer growth. Robi can use the opposite aspect of this problem as their opportunity.

Growing middle class population: Cell phone has become the almost a basic need of a person nowadays. Even a day labor can afford a mobile at present and this is an opportunity sector for Robi to increase the number of customers.

Public sector unable to meet the demand: Inability of the government to fulfill the huge demand of cell phone network and to give proper service is an opportunity of Robi to flourish its business.

Product with very long life cycle:Robi can make offers which can grab the customer for a long time like corporate offers.

Threats Robis business line has some threat that can turn their strength into weakness, these are as followsPossible Health Risk: nowadays, awareness of health risk from the use of mobile is in focus. Several articles and reports are coming up with internet everyday regarding this issue. This can be a hidden threat for Robi along with other competitors.

Hostile government policies: Sometimes government takes some policies that might help in one way but hamper in many other ways. Telecommunication sector is not free from this policy effect. The government has already applied tax on mobile SIM and planning to apply a tax on every call. People are already fighting with the price hike, if government applies the tax on call rate, then people might lose motivation to keep on mobile phone.

Political culture: Political culture badly affects our businesses including mobile companies. Sudden strike, violence, unrest all these are very common in our country and hampers the regular work of the company.

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Chapter Four
4.0 Problem Study Like any other construction every organization needs to be built and stand upon the strong pillar. And employees of the organization act just like the pillar for that organization. The strength of these employees can enhance the power of the organization and at the same time, if these employees lose their strength then the whole organization can collapse.

This is why employee satisfaction significantly matters to the success of the organization. Measuring employee satisfaction is very imperative because several issues are directly engaged with employee satisfaction such as employee retention, increase productivity, increase customer satisfaction, reduce turnover, recruiting, and training costs, enhance customer satisfaction and loyalty, improve teamwork and so on.

The reason for which job satisfaction matters are also the reason for which job dissatisfaction matters. In fact the negativity of job dissatisfaction works two times more than the positivity of job satisfaction works. Job dissatisfaction is by definition unpleasant and people intended to search for the means to remove that unpleasant. And result appears in job switch, low productivity, and customer dissatisfaction. End of the day the company has to face low profit figure and tough competition from the competitors.

This is how the employee component of the organization signifies its consideration to ensure companys success. A company might have 5 or 50 departments but satisfaction of every employee in every case is important. This is because some of each single turn into a whole. Moreover, dissatisfaction of one employee can be transmitted into another one.

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Consequently, we need to measure the employee satisfaction in fact on a regular basis. So that, the company can be aware is there any negativity is rising or not and take step according to that.

There is no doubt that Robi has earned name and fame in telecom industry in Bangladesh. It might have not achieved the peak but it has surely left some competitors behind. Unfortunately, the business world is completely unpredictable where a small negativity can pull the company down anytime. A casual look at the top list of telecom companies can count the name of GrameenPhone at first and Robi is roaming around between 2nd and 3rd. So, why Robi is remaining behind of GP? Or at which points GP excels the level of Robi? Careful observations may bring out the inappropriateness in any one or more than one department of Robi. Issues can be raised from the human resource section of the company. And this has influenced this project to scrutinize the employee satisfaction level of Robi through which the project will be able to be specific and organized.

These inner issues do not become vigilant by the employee only. It can come from completely the opposite side but root will be that same employee dissatisfaction issue. These issues are like Employee Turnover- High turnover rate in entry and mid-level position-this is the effect that directly comes from the employees actions. This problem has been raised in Robi because of career growth and the remuneration package compare to the competitors. Sometimes, employees accept a lower ranked company if that gives higher remuneration. Low financial performance- This is an indirect but a severe effect of employee dissatisfaction. When an employee keeps working with his disappointment, he loses his motivation to speed up his work. And this results in a low productivity as well as lower financial performance. Customer Service- Customer service is directly related to employee satisfaction. Very obviously a satisfied employee serves a customer with full of spirit and opposite appears in case of a dissatisfied employee.

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Employee training and development program- Employee development programs are essential to improve morale as well as to motivate the employees to perform well. Employees like to learn new skills and meet challenges and they are more motivated when they feel there is great potential for personal growth. When the company shows interest in employee development, the employee naturally has a greater interest in the company's development too. All the above issues are directly or indirectly linked up with employee performance and involvement. A satisfied group of employee can change the route of success. So, finding a critical level of satisfaction of employee can direct towards the solution of the above issues. CHAPTER FIVE

5.0

Literature Review

5.1

Job Satisfaction

Job satisfaction has remained a remarkable area of discussion in the field of management, psychology and especially in organizational behavior and human resource management, for a long period. Many economists have paid attention and inclination towards this subject in recent years6. Job satisfaction is phenomenon of different aspects to which employees in organization respond effectively7. Job satisfaction as stated by Dawes is having two components: a cognitive component and an affective component8. McNamara defines job satisfaction as: Ones feelings or state of mind regarding the nature of their work. Job satisfaction can be influenced by a variety of factors, e.g. the quality of ones relationship with their supervisor, the quality of the physical environment in which they work, the degree of the fulfillment of their work, etc.9.

According to Ramayah, Jantan, and Tadisina, Job satisfaction explain how employees are buoyant to come to work and how they get enforced to perform their jobs 10. What are the
6

Kosteas and Vasilios.D, Job Satisfaction and Promotions, Social science research network, (2009): 1-2, accessed June25, 2012. 7 Kreitner, R. and Kinicki, A. Organizational Behavior (New York: McGraw Hill, 2006), 32-34. 8 Dawes, M. Hersen& J.C. Thomas (Eds.), Job satisfaction: Comprehensive Handbook of Psychological Assessment.(Hoboken, N.J.: John Wiley & Sons).Vol. 4,470-481. 9 Job satisfaction, McNamara (1999), Retrieved December 6, 2006, from http://managementhelp.org/personalwellness/job-satisfaction.htm accessed 20th July 10 Ramayah, T., Jantan, M., &Tadisina, S.K,Job satisfaction: empirical evidence for alternatives to JDI. (32nd Annual Meeting of Decision Sciences Institute Conference, Track OB2, San Francisco: USA, 2001)

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things that make happy an employee for doing work and not to leave the job? Other researchers narrate job satisfaction as being the outcome of the workers appraisal of the extent to which the work environment fulfills the individuals needs11. According to Locke, job satisfaction is a state of emotional gladness, results from the achievement of the goals that one gets through performing his part of contribution inside an organization12. Rao in his study discussed that satisfaction in the job for a person acts as a motivation to work 13. In addition motivation leads people to their job satisfaction. It is not only self-satisfaction and identity pleasure, but also blends of psychological and environmental effect of the people for their happiness with their work14.

5.2

Factors of Job Satisfaction

Job satisfaction is a result of employee's perception of how well their job provides those things that are viewed as important. Job satisfaction is so important in that its absence often leads to lethargy and reduced organizational commitment15. Lack of job satisfaction is a predictor of quitting a job16. Job satisfaction is essentially controlled by factors described in Adeyemo's perspectives as external to the worker17. From this viewpoint satisfaction on a job might be motivated by the nature of the job, its persistent social climate and the extent to which workers peculiar needs are met. Working conditions that are similar to local and international standard18, and the extent to which they resemble work conditions of other professions in the locality. Other inclusions are the availability of power and status, pay satisfaction, promotion opportunities, and task clarity19. High levels of job satisfaction are observed in those professions that are of good standing in society. It includes compensation
11

Dawis, R., &Lofquist, L. A psychological theory of work adjustment. Minneapolis, MN,(University of Minnesota Press, 1984)112-130. 12 Locke, E. A, What is job satisfaction? Organizational Behavior and Human Performance,(CA: Sage Publications, 1969): 4, 309336. 13 RaoSubbaP,Essential of HRM & Industrial Relationships,(Newyork: Wiley, 2005): 480 482. 14 Khan N.V,Personal management,(Bowling Green State University, Bowling Green, OH,2006): 132-134. 15 Moser, K.,Commitment in organizations.Psychologies,(Elmsford, NY: Pergamon Press, 1997): 41 (4), 160-170. 16 Alexander, J.A; Liechtenstein, R.O, & Hellmann, E, A causal model of voluntary turnover among nursing personnel in long term psychiatric setting. Research in Nursing and Health 21 (5), (NJ: Prentice-Hall, 1998) : 415-427. 17 Adeyemo, D.A,Job involvement, career commitment, organizational commitment and job satisfaction of the Nigerian police.A multiple regression analysis. Journal of Advance Studies in Educational Management, 5(6), (2000): 35-4 18 Oshagbemi, T,How satisfied are academics with their primary tasks of teaching research and administration and management. International Sustainable in Higher Education 1 (2),(2000): 124 -136. 19 Gomez-Hernandez, R., Max, J.E., Kosier, T., Paradiso, S. & Robinson, R.G,Social impairment and depression after traumatic brain injury. Archives of Physical Medicine and Rehabilitation 78 (12),(1997): 132136.

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and benefits, advancement opportunities, and technological challenges. The result of some other studies has shown meaningful relations between job satisfaction and wages, management policy, working conditions, possibilities of promotion, gaining respect, the size of the organization and self-development and achievement in the use of talents20.

5.3

Organizational Commitment

Organization's commitment can be defined as affiliation of employees to the organization and involvement in it. Porter et al. defines the organizational commitment as believing and accepting the goals and values of the organization and possessing and showing a desire to be part of the organization21. Committed employees show strong intentions to serve their organizations and are low at intentions to leave22. Emotional attachment to the objectives and values of an organization is committed23. Organizational commitment is the aggregate internalized normative demands to perform in a manner which meets organizational objectives and interests 24. Relation Between Job Satisfaction And Employees Performance

5.4

The argument that employee satisfaction improves service quality is grounded in the theory of equity in social exchanges25. In the context of social exchange theory, when an employer offers favorable working conditions that make its service employees satisfied, the latter will

20

Ergenc, A, Kose, M.R,Yincir, G. A study of job satisfaction of employees in three research organizations in Turkey. (University of Nebraska-Lincoln, 1990): 401.
21

Porter, Steers, Mowday, and Boulian Organizational Commitment, Job Satisfaction, and Turnover among Psychiatric Technicians, Journal of Applied Psychology, (1974), Vol: 59, 603-609. 22 Porter, Steers, Mowday, and Boulian Organizational Commitment, Job Satisfaction, and Turnover among Psychiatric Technicians, Journal of Applied Psychology, (1974), Vol: 59, 603-609.
23

Buchanan, B., II. Building organizational commitment: The socialization of managers in work organizations.Administrative Science Quarterly, 1974. 19, 533-546.
24

Wiener, Commitment in Organizations: A Normative View, Academy of Management Review, (1982), Vol: 7, No: 3, 418-28.
25

Gouldner, A. W,The norm of reciprocity: A preliminary statement. American Sociological Review 25 (2), 1960: 161-178. Homans, G. C, Social Behavior: Its Elementary Forms,1961. Routledge and Kegan Paul, London. Blau, P. M,Exchange and Power in Social Life(Wiley, New York. 1964).Organ,D. W,A reappraisal and reinterpretation of the satisfaction-causes-performance hypothesis, (Academy of Management Review 2 (1)1977) : 46-53.

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in return tend to be committed to making an extra effort to the organization as a means of reciprocity for their employer26, leading to a higher level of service quality.

Velnampy in his study on job attitude and employee performance concluded that job satisfaction contains positive influence on the performance of the employees as it enhances job involvement and the higher performance also makes people feel more satisfied and committed to the organization27. The satisfaction and performance of the employee work in a cycle and are interdependent. Job satisfaction and involvement of the employee leads him to have high levels of performance. Studies conducted by Opkara and Samad concluded that if the workforce is satisfied with their job as well as the organizational environment including its colleagues, compensation, and leadership they will be more committed with their organization as compared to when they are not satisfied28,29

5.5

Motivators

Luthans asserts that motivation is the process that arouses, energizes, directs, and sustains behavior and performance30. Motivation encourages people internally towards the actions which helps them to achieve a preferred task employ effectiveness is a way which can inspire people to their work and can bring more work motivation to their commitment of their jobs. Intrinsic motivation, however, can be defined as the motivation to perform an activity for it, in order to experience the pleasure and satisfaction inherent in the activity31. According to cognitive evaluation theory and self-determination theory32, rewards that are interpreted as information about ones competence and satisfy the individuals need for autonomy, will enhance intrinsic motivation.

26

Wayne, S. J., L. M. Shore, R. C. Linden.Perceived organizational support and leader-member exchange: A exchange perspective,Academy of Management Journal 40 (1)(1997): 82-111. 27 Velnampy T. Job Attitude and Employees Performance of Public Sector Organizations in Jaffna District, Sri Lanka. GITAM Journal of Management, (2008)Vol. 6, Issue-2, (66-73) 28 Okpara, Job Satisfaction and Organizational Commitment: Are there differences between American and Nigerian Managers Employed in the US MNCs in Nigeria? (Academy of Business & Administrative Sciences, Briarcliffe College, Switzerland,2004). 29 Samad, Assessing the Effects of Job Satisfaction and Psychological Contract on Organizational Commitment among Employees in Malaysian SMEs, (The 4thSMES In A Global Economy Conference 2007). 30 Luthans, F. Organizational Behavior, (Boston: Irwin McGraw-Hill 1998), 8th ed. 56
31

Deci, E. L., Connell, J. P., & Ryan, R. M. Self-determination in a work organization, Journal of Applied Psychology 74 (1989):580590.
32

Deci, E. L., Connell, J. P., & Ryan, R. M. Self-determination in a work organization, Journal of Applied Psychology 74 (1989):510530.

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Simon has clearly defined in his research work, why motivation is mandatory33? The essential confront for all companies nowadays, are to motivate their staff towards work for the organizational goals, but Pfeffer has also given his findings in his research that, the companies who had learned the tactics of how to utilize and manage their employees would be victorious in the long term34. And also know how to build importance of work and having satisfied personnel in their organization is a way to organizational effects.

Frey showed that extrinsic rewards, like monetary benefits may interact negatively with the intrinsic work motivation35. It has just seen that there is crucially dependence of intrinsic motivation on the extrinsic incentives. Wright and Pandey described in their work that emotional attachment and loyalty is one of the most important factors of employee motivation that binds the employee to stick to the organization, many other benefits associated with the organization are also part of the motivation36. Horwitz et al predicted that employees get high motivation through challenging work environment and support of the top management37. If the employees are competitive and want to do work with full efficiency as it will utilize all their capabilities, then challenging work is the best motivator. Many of the employees like to make relationships and thus need to contact more and more to the higher authorities, so making more regular contacts make them feel that they are being observed and work with more motivation.

5.6

Relation between Work Motivation and Job Satisfaction

Gupta & Joshi have argued the impact and the connection between the job contentment and work inspiration for the employees in this research38. Productivity in the work of an employee is an outcome of satisfaction and productivity can be taken as an indicator of

33

Simon, Herbert. Administrative Behavior: A Study of Decision-Making Processes in Administrative Organizations, (New York, NY: Macmillian Company. 5th edition), 165-180.
34

Pfeffer, J. Competitive Advantage through People: Unleashing the Power of the Workforce. (Boston, MA: Harvard Business School Press 1994), 290-295.
35

Frey, Bruno. Not Just For the Money. An Economic Theory of Personal Motivation.(Cheltenham: Edward Elgar Publishing, 1997), 106-115.
36

Wright, E. B. &Pandey, K. S. Exploring the Nomological Map of PublicService Motivation Concept. (Universityof North Carolina atCharlotte.Department of Political Science.2005). 64
37

Horwitz, M. F., Heng, T.C., &Quazi, A.H. Finders, Keepers? Attracting, motivating and retaining knowledge workers,Human Resource Management Journal, Vol 13 No 4,( 2003), 23-44
38

Gupta K. Shashi& Joshi Rosy.(Human Resource Management, 2008):20.9-20.17.

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satisfaction. Employees have to spend most of their time in the workplace and need satisfaction at that place. Herzberg et al.s has described a relationship between two variables as Job Satisfaction is the result of two kinds of factors, intrinsic and extrinsic factor; intrinsic factors appraised the job satisfaction and extrinsic factors cause dissatisfaction and reduce the level of job satisfaction39. The extrinsic factors were also called as hygiene factors. According to Herzberg, the hygiene factors results in the form of dissatisfaction and these were external or environmental features e.g. company policy and administration, supervision, work conditions, salary and benefits. The intrinsic factors are also called satisfiers and motivators, included creative or challenging work, responsibility and advancement opportunities. Kovach also tried to identify the relationship; the need to provide the basic necessities of life motivates most people which in return make the employees satisfied with their jobs40. Whereas Brown examines that when an organization is having some satisfied or delighted employees, it is likely to have satisfied or delighted customers41. Brown said the employee satisfied and delights as a prerequisite of customer satisfaction. Thus Wagar explained that in the global market, one can be successful when it has highly motivated, skilled, and satisfied workforce that can produce quality goods at low costs42.

5.7

Effect Of Job Satisfaction With Ultimate Organizational Performance

Job satisfaction and employees performance, the importance of these two areas cannot be overlooked because they are the key factors that influence employee turnover, the employee's performance, and their productivity. Satisfied and committed workforce is usually are contributor and performer towards enhancing organizational productivity. On the basis of above given literature it is evident that employee compensation has some positive impact on the employees job satisfaction and organizational commitment. Organizations that have a better compensation management system put a very positive impact on their employees. It is
39

Herzberg, F., Mausner, B., &Snyderman, B. S. (The Motivation to Work. New York, NY: Wiley & Sons. 1959). 84-86.
40

Kovach, K. What Motivates Employees? Workers and Supervisors Give Different Answers. Business Horizons. (1987). 384-390.
41

Brown, Mark G. Keeping Score: Using the Right Metrics to Drive World-Class Performance. (New York: Quality Resources. 1996). 109-111. 42 Wagar, Terry H. Determinants of Human Resource Management Practices in Small Firms: some Evidence from Atlantic Canada.Journal of Small Business Management, (1998). 13-23.

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also logical that employees with better compensation will be more satisfied with their job and also committed to the organization. According to the Sociotechnical approach, organizational performance depends on congruence between the technical and social structures of the organization. Building on this notion, the Human Relations perspective posits that satisfied workers are productive workers43,44. Thus, organizational productivity and efficiency is achieved through employee satisfaction and attention to employees physical as well as socioemotional needs.

Schneider et al. report analyses of employee attitude survey data aggregated to the organizational level of analysis45. These authors explored the relationships between several facets of employee satisfaction and organizational financial (return on assets; ROA) and market performance (earnings per share; EPS) using data from 35 organizations over a period of eight years. Thus, in contrast to previous studies, Schneider and his colleagues study were able to make some inferences about directional causality (i.e., are employee attitudes a stronger cause of organizational performance than the reverse). Their results showed consistent and statistically significant positive relationships (over varied time lags) between attitudes concerning satisfaction with security, satisfaction with pay, and overall job satisfaction with financial (ROA) and market performance (EPS). Although these findings are consistent with applied researchers and managers implicit beliefs, their study was not without some surprises. One of the more surprising findings was related to overall job satisfaction and the performance criteria. Results demonstrated that the causal directionality flows from financial and market performance to overall job satisfaction. This latter result does not deny the fact that there were significant relations going from overall job satisfaction to ROA and EPS; nevertheless, the reverse direction relationships tended to be stronger in magnitude. Moreover, the relationship between satisfaction with pay and the performance indicators appeared to be reciprocal in nature.

43 44

Likert, R. L,The human organization, ( New York: McGraw-Hill1961). 64-65. McGregor, D, The human side of enterprise, (New York: McGraw-Hill 1960). 35-36. 45 Schneider, B., Hanges, P. J., Smith, D. B., &Salvaggio, A. N,Which comes first: Employee attitudes or organizational financial and market performance? Journal of Applied Psychology, (2003): 88, 836-851.

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CHAPTER SIX

6.0

Research Introduction

A company consists of a number of departments and each department runs with numbers of employees. The success of each of these departments comes from the efficient contribution of every employee. And an Integration of all these success results in the overall success of the company. Efficiency and dedicated involvement of each employee can bring the Big Change for the organization. Its all about team work and participation of each member is very important. If the entire employees are satisfied with the company obviously they will give their best effort to increase productivity, customer satisfaction and loyalty. When this individual effort will turn into an improved team effort then this will surely reduce the employee turnover rate and increase the employee retention rate. And the result will place the company on top of the competitors. So, it is very much clear that success of few individuals cant hold the overall companys success. Satisfied employee delivers their maximum input and loyalty where a dissatisfied employee has delivered just the opposite. Interestingly, dissatisfaction works 2 times more than satisfying works. That is why, Measuring employee satisfaction is very imperative to determine the ultimate success of the organization.

Robi rightly positioned in the market place but with the fact of being behind from the peak. It has every resource along with human resource to run those resources. Unfortunately, the power of all resources sometime leaks out through the improper use of human resource. And this might be the case for Robi as well.

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Like any other company, there are several issues in Robis human resource that can make the simple loophole into a big hole by which success goes in vain. Remuneration package, facilities, promotion, reward, acknowledgement all these boost up an employee satisfaction, and then the employee are motivated to contribute more dedicatedly.

In this regard, employee development is crucial for any organization specially company like Robi which has to face a tough competitive market. The more capable and qualified the employees the better the performance of the company. When they are well trained, they can easily handle situations, please customers ensuring customer retention as well as resolve any glitches easily without much ado. Moreover, training for development creates a hope and opportunity for the employee to avail a promotion with better salary and facility package.

All these factors related to human resource do exist in Robi, whether they are in a competitive shape or not is a considerable issue. Because, this can be the reason for which employee satisfaction of Robi might go down pulling the companys success along with it.

6.1

Benefit of the Study

Human resource is a kind of resource that runs and empowers all other resources of an organization. Through this study Robi will be able to review the actual present scenario of their human resource and its effect on their position in the completion. In present Bangladesh, telecommunication sector is the most challenging and competitive one. Primarily three benefits come up on focus that Robi can avail from this study. First of all, Robi will get a chance to review their human resource policy and compare it to the standard policy for human resource in telecommunication sector. Robi will get a scope to review that the personality of the employee matches to the type of the job being allotted to the employee. After that it will be easy for them to determine that whether employee satisfaction or human resource issues are affecting their competitive position or not.

Secondly, Robi will get to know the level of satisfaction of their employee and the factor that can create dissatisfaction into the employees. This employee satisfaction study will help them to make any necessary rectification through desirable development programs, promotion, reward etc. As an additional aspect, these motivational steps will inspire the employee get

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more dedicated toward the work. This will increase the work but will decrease the employee turnover rate.

Finally, this study will help Robi and the employees to find the gap in between them and they will get the chance for clarification and erosion of all kinds of misunderstandings. Al these will surely help Robi to increase productivity and upward its performance. Besides, Robi will also be able to refer this paper for further consultancy in case of any relevant problems and research.

Every day, competitors throw a new challenge to each other and also defeat another with unique ideas. Robi has designed itself with all the competitive attributes but still it is behind from the peak and the problem can be hidden with their human resource policy. So knowing the level of employee satisfaction can enhance the possibility of formulating and implementing right strategic planning for the upcoming future.

6.2

Management Interest

Robi views its people as the prime capital of the company. The company represents a world of opportunity, challenge and fulfillment. This is a performance driven organization, which believes that performance comes from belongings and ownership and they always reward the performers in all aspects. Functional skills development focuses on developing & sharpening the technical skills of their people that they may be the best-in-class in their areas of expertise technology, marketing, sales, finance, customer analytics, strategy, and human resource, internal audit, regulatory & legal.

Robi is truly a customer-oriented brand of Bangladesh.Robi believes that quality is continuous and never ending journey because quality ensures the satisfaction and loyalty of the customer. This is the point where customer satisfaction needs to be based upon the employees satisfaction as employees are the one for whom the customer is getting the quality service. This is why, measuring employee satisfaction is very imperative to Robi.

Robi cares about their people and their development. Here they will find opportunities for continued education and training. The organization is also working on the process and strategies to empower their people through leadership program. Robi is committed to help

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their people learn, develop & enhance their functional skills, leadership capabilities & personal effectiveness.

Their leadership development focuses developing leaders who think before they act and act according to the values that the organization embraces.

This is the reason for which Robi paid its full concentration and support to conduct this research. This research will help Robi to know whether their efforts to ensure employee satisfaction is on the right track or not, whether their employees are truly satisfied or not. If they are happy with the companys policies then what are those positive drives that should continue and if they are unhappy then what are the missing points.

Management showed their honest and serious interest to this research as this will also help Robi to convey companys limitations, rules and intentions to the employees. So that employees can adjust their expectations within that. Through this paper Robi will also be able to know whether employee satisfaction is pulling them behind in the competition or not and this can instigate the need of conducting other research.

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CHAPTER SEVEN
7.0 Research Objectives This research project has two dimensions to study on, namely employee satisfaction and competitive position. The analysis is aimed to find out whether employee satisfaction hinders Robi to achieve peak or not. The main objective of this report is to find out the effect of employee satisfaction on Robis competitive position. In order to initiate the analysis and design the roadmap of it, some very basic questions have been fixed up at first as the research questions. Research questions are set to identify the level of satisfaction related to the job prevailing at the present state of satisfaction compared to other contemporary telecom company in the country. Research Questions focus some of the factors that are related to satisfaction and competitive position. Some of those factors are common to every company and some are completely unique to the Robi. These questions instigated the research and answer of these questions will automatically formulate the entire analysis.

7.1

Research Questions 1) Is Robi more preferable workplace than other telecom companies? Robi is a joint venture of two foreign companies and working in Bangladesh for so many years. So, apparently Robi is a desired company to work at, but sticking up with a company in a competitive industry depends upon the complete satisfaction with that company. And this satisfaction depends upon many other factors like salary, benefits, companys employee policies, fairness, promotion, progression etc. All of these issues are proportionally significant to ensure employees satisfaction and employee retention in the competitive industry.

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2) Does Robi possess truly efficient and competent line managers? Line manager or supervisor is a very important concept for the companies in any competitive industry. This is because a company cannot hold the promising employees only with high salary. These promising employees always tend to grab new things and enrich themselves. If they dont find anything to learn from their supervisor then they lose their motivation to work on and might switch to the competitor company. As a modernized telecom company Robi has to have efficient supervisors to supervise these promising employees who will bring in the profit.

3) Does Robi have a competitive salary policy? Salary is the one and only prime issue that is considered at first to measure job satisfaction. It motivates the employee from not only the financial aspect but also from the dignity and the social recognition aspect. That is why salary structure, salary increment, salary handover time all these are top most concerned issue to save employees from the competitors. In a situation where Robi has to face a tough competition at every point, it must offer comparatively higher salary than the toppers.

4) Are the work load and the compensation for extra hour duty justified? The workload is another issue that pulls down employees satisfaction. Workload for any special occasion can be ignored but if it becomes a regular practice then it makes employee tried to continue with the company. This can be adjusted with satisfactory compensation which is another competitive issue in the telecom industry. Although telecom companies have regular work pressure but Robi has to adjust that with a satisfactory compensation package. This can be overtime payment for extra hour duty or day offs or pleasure trip after every 6 months. Whatever the scheme Robi adopts, that has to be competitive enough and satisfactory to the employees.

5) Is Robi up to date in performance appraisal and training and development activities for the employee? Performance appraisal is a very important issue for employee satisfaction. If the employee doesnt get his recognition for good effort then he loses his spirit to give more effort or to keep doing the same. And this directly hampers companys overall performance and competitive position. The same happens in case of the company's training and development offers to the employees.Robi has to be up to date about each

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and every employees performance and they should appraise that regularly. Robi has to offer up to date training to the employees to make them more efficient.

6) Does Robi provide competitive benefits and incentives package? Benefits and incentives are something more to add up with salary in order to increase more satisfaction. Sometimes these become one of the priority factors of the employees to be satisfied with the company. This is because it helps the employee to perform their job with ease, as it includes transport, retirement schemes, bonus, medical facilities, leave with pay etc. In order to survive in the competition with Robi has to offer all the mention benefits in at least one step higher level than the competitors. Otherwise Robi might lose its soldiers to beat the fight.

7) Does Robi have better career progression compared to other telecom companies? Every employee faces a point in his career when he looks for career progression rather just the salary and benefits. If they cannot provide the opportunity to go up then the employee is sure to find it by himself by switching to somewhere else. As a telecom company Robi must ensure an environment where an employee can enrich himself and explore the ladder of progression. It might provoke employee to switch to any other better option but this risk turns out in positive most of the time. Exception to few cases, generally progression opportunity motivates employee to be more loyal to the company and serve more for it.

7.2

Objectives of the Project

The objective of this project can be defined into two aspects: 1. Broad objective 2. Specific objectives

Broad Objective The broad and overall objective of the project is to measure the employee satisfaction level of the RobiAxiata Limited and its effect on the companys performance in the competition.

Specific Objectives Remuneration package- To figure out Robis present remuneration package and judge its appropriateness according to the employees designation and market competition

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Job stress- To define the extreme and less both level of work load of employees. Corporate environment- To define the standard and state of Robis corporate working environment Performance appraisal- To measure the performance appraisal policy and category of Robi for its employees Employee development- To figure out the competitiveness of the employee development program of the company Career growth- To identify the availability of career growth opportunities for each employee of Robi Overall facilities for the employees- To identify and analyze the appropriateness of the facilities that Robi has fixed up for its employee Employees expectation level- To figure out what is the employees expectation level of Robifrom the company Other effects on employee satisfaction- To determine the macro-environmental forces that affect the employee satisfaction, if there is any.

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CHAPTER EIGHT

8.0 8.1

Research Methodology Research Design

Although this research project will be conducted upon a business organization but the base of research is not related to profit earning concern. This research will signify the role of human resource aspect of an organization under the category of descriptive research. This is because; descriptive research involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection. With the aim to find out the actual condition of an employee satisfaction level of Robi, the descriptive research approach will be an appropriate approach to it.

The entire research has been encompassed by both quantitative and qualitative aspects. In case of both aspect survey method has been applied to data collection and it was one and same survey for both aspect to keep the base or data of analysis exactly same.

The research plan has started out from the review of the literature to draw the research questions, figuring out the whole research population and designing the sample, fixing up the questionnaire, conducting survey on the sample and finally analyzing the collected data.

In case of a competitive market like the telecommunication sector in Bangladesh, possession of a loyal and spirited human resource team is like a strong weapon to win the battle. In order to recommend for maximization of employee satisfaction some other relevant issues such asstandard procedure of Recruiting, Employee Development Process, Provide competitive and employee favored facilities has also been highlighted.

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8.2

Target Population

The population of the research includes all employees of Robi working in different branches in different districts throughout Bangladesh. However, due to the time and resource constraints, all employees of the Robiscorporate office in Dhaka are targeted as population to determine the present state of employee satisfaction and its effect on Robis competitive position.

8.3

Sampling Frame

The corporate office of the Robi in Dhaka city is taken as the sampling frame for the quantitative research. Employees list of this head office has been collected. In order to keep the research simplified, the survey just focuses on the executives of Robi. Randomly selected executives of the Robi branches located in Dhaka city are the major sampling frame.

8.4

Sampling Design

Marketing research is the sequential designing, collecting, analyzing and reporting of data and findings relevant to a company situation for the measurement of a company's opportunities and potential threats. Based upon this, research sampling design is formed. Sampling unit The sample unit is the executive employees of Robi. The analysis considered 5 Divisions of Robi and collected the list of employees in each division. After that, 16 employees from each division have been picked up randomly. As a result the total number of sampling units is 80. This 40 respondent consists male and female both categories in equal number that is 40. Sample size In order to get a clear picture of the situation the survey has been conducted at least over about 80 people. It was a bit more or less depending upon the availability of the employee and other variable issues like time, appointment and so on. So, the ultimate sample size is 80. Sampling method

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Simple Random Sampling (SRS) method has been followed in terms of Researcher's convenience and judgment.

8.5

Survey Method

The survey method has been applied to the defined sample which is employees of Robi. The factors of survey method were as follows-. Data Sources- This research project tried to apply a standard research methodology. Under this methodology, the project considered secondary and primary both data sources. Secondary Data-Articles published in different Newspapers, books & booklets, internet, different research papers, monthly & annual newsletter published by Robi. Primary Data-The primary data was collected through direct

questionnaires. Survey Approaches - The interviewee conducted the interview (questions) face to face, over the telephone and through e-mail & internet. Survey Research. Behavioral Data: Behavioral aspects of employee group. Research Instruments Questionnaires, which had closed end questions to get definite opinion.

8.6

Questionnaire Design

The questionnaires had close ended question. So, interviewee got a chance to point out the issues specifically and quantify the result with meaningful statistics. Through this, it became easy to bring out the problem and actual scenario accurately. The questionnaire had 25 questions and all 25 questions were segmented under 6 different categories. The categories were not shown in the questionnaire to get the bias free responses from the respondents. The Categories are as follows Company and Supervisor Company and Supervisor Remuneration and Responsibility Motivation and Development Benefits and Incentives

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Safety, Security and Cleanliness

8.7

Questions Rating and Justification

The whole questionnaire has followed a definite pattern of responses. The pattern consists the flow of strongly positivity to strongly negativity. Every question has the same pattern within different wording according to the questions. As a result the analysis became free from biases mostly and it became easy to align the data under statistical format. The rates of the responses and their justifications are as follows-

Table 2: Responses of the Questionnaire Rating Scale Responses Strongly positive Positive Neutral Negative Strongly negative Equivalent Numerical Scale 5 4 3 2 1

The collected interview information from an individual has been analyzed to determine the level of employee satisfaction within this mentioned scale and with following justification.

Strongly Positive: This is the top most positive answer for the question and 5 is the highest weighted on the scale 1-5. That is why this response is valued with 5. Highest favorable situation prevails in the company in respect to the industry. The company, Robi, is performing very well with the weighted value. Positive: This is the 2nd positive answer for the question where respondent might agree with the question or situation but he /she had the reverse experience as well. As a result, he/she cannot respond strongly. That is why this response is valued with 2nd highest weighted on the scale that is 4. Favorable situation prevails in the company in respect to the industry. The company, Robi, is performing well with the weighted value.

Neutral: In this case the respondent feels neutral or average. This is because, he/she might have equally faced positive and negative situation or he/she might have no definite answer for

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this. That is why this response is valued by the middle or average number of the scale that is 3. Average situation prevails in the company in respect to the industry. The company, Robi, is performing on average with the weighted value.

Negative: This the initial negative answer for the question where respondent might disagree with the question or situation but he/she had the reverse experience as well. As a result, he/ she cannot respond strongly. That is why; this response is valued with 2nd least weighted on the scale that is 2. Unfavorable situation prevails in the company in respect to the industry. The company, Robi, is performing poorly with the weighted value.

Strongly Negative: This is the most negative answer for the question and 1 is the lowest weighted on the scale 1-5. That is why this response is valued with 5. Most unfavorable situations prevail in the company in respect to the industry. The company, Robi, is performing very poorly with the weighted value.

8.8

Data Analysis and Interpretation

The data gathered from the survey have been analyzed by both qualitative and quantitative approaches. Qualitative Approach-The research used the gap analysis to analyze the data from qualitative view. Quantitative Approach- Collected Raw Data is analyzed using the most useful statistical tool SPSS.

Interpretation of the analysis is according to the findings of the analyzed data. As the analysis is from two aspects, so initially each analysis approach has an individual interpretation and after that the research has an overall finding or the integrated interpretation.

8.9

Five Steps of Research Plan

The Research is both qualitative and quantitative in nature. The Research has been accomplished in the following five steps as below; Step One: Defining the situation, problem and research objective. Step Two: Developing the Research Plan, as described below; Step Three: Collecting required information

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Step Four: Analyzing the gathered information. Step Five: Presentation of the findings of the study will be done in the following steps; Draft Report - A draft report has been submitted to Robis appropriate authority for their valuable comments and evaluation. Final Report: The final report will be handed over to the Robi authority after minor adjustment (if any in the draft report). Presentation - The final report's synopsis will be presented by the researcher.

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CHAPTER NINE
9.0 Survey Data Analysis

The questionnaire is formatted and followed a particular pattern of responses. The pattern consists the flow of strongly positivity to strongly negativity. Every question has the same pattern within different wording according to the questions. The rates of the responses and their justifications are as follows-

Table 03: Patter of Responses and its value Responses Strongly positive Positive Neutral Negative Strongly negative Equivalent Numerical Scale 5 4 3 2 1

There are 25 quarries available in the questionnaire. We have segmented the whole questionnaire into 6 categories. Though each question expresses the different pattern of responses but the flow is same from positivity to negativity. For the easiness of the analysis, we set same response options for six categories. The categories and response options are as followsResponse Options Strongly Agree Agree Neutral Disagree Strongly Disagree Ratings 5 4 3 2 1

Categories Company and Supervisors Corporate environment Remuneration and Responsibility Motivation and development Benefits and Incentives Security, Safety and Cleanliness

Frequency analysis of individual question with bar chart are given in the appendix part for better understanding.

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9.1

Frequency and Categorized Topic Analysis

The process of determining the number of times a score occurs, that is, the frequency of its occurrence. The basic features of the data with the frequency analysis provide simple summaries about respondents. In this report, it covered respondents age, marital status, and sex. It brought out the significance position of respondents in terms of the above factors.

9.1.1 Respondents Age Respondents are classified in four categories in terms of age groups- 18-24, 25-35, 36-40, 40over.The average ages of majority respondent are from the age group of 25-35 years (51.25%). 18y-24y, 36y-40y, and 41y-over groups are holding 13, 16, 10 respondents respectively.

Number of Respondents

Respondents Age

Figure 02: Frequency Analysis of Respondents Age

The age group is very important to measure the satisfaction level. Depending upon the age individuals demand varies. The majority of respondents are from 25-35 year group and individuals feel diversified demand in this group. According to majority group respondents' feedback, they desired to be stable in family life and corporate life. They are behaving as opportunity seeker.

9.1.2 Respondent's Sex The research is conducted on 80 numbers of respondents. For better findings, the researcher took equal numbers of male and female participants. 40 male and 40 female respondents were selected for questionnaire survey. As character of individual is unique, we got different

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feedback from male and female. After the completion of the survey, we got some pattern considering different factors.

Figure 03: Frequency Analysis of Respondents Sex

9.1.3 Employment Year The year of employment is a very important factor to measure the satisfaction of the employee. Level of loyalty, expertise, and relationship between supervisor and employees, and employee turnover are directly engaged by the year of employment. From survey, we found that about 52% of employees are from 2-4 years group.

Figure 04: Frequency Analysis of Employment Year 9.1.4 Level of Education To determine the relationship between education level and job satisfaction, the data have been divided four groups according to the education level. The groups are primary, high school, graduation, and post graduation. Level of education affects the job satisfaction level. More educated persons have more professionalism, ability to understand the critical situation, ability to adopt the new changes. We found that about 42.5% of respondents have completed

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their high school level of education. A significant number of employees are working in contact center contractual basis and they are university going students. We found a significant number of employees who completed their graduation and post graduation.

Figure 05: Frequency Analysis of Respondents Level of Education 9.1.5 Marital Status From 40 male respondents 24 of them are married and 16 of them are unmarried. From 40 female respondents 29 of them are married and 11 of them are unmarried.

Figure 06: Frequency Analysis of Respondents Marital Status

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9.1.6 Employees Feedback towards the Company and their Supervisors


Table 04: Employees Feedback towards the Company and their Supervisor Company and Supervisor Response option/ Factors Mission completely Conveyed Jobs aligned with the company's objectives Supervisors pay attention to employees view Supervisors give priority to employee in decision making The supervisor provides actionable guideline Supervisors creates atmosphere of team building Supervisors priority towards performance evaluation Strongly Agree 15 11 13 4 15 8 5 Agree 28 45 37 34 27 33 37 Neutral 14 8 6 20 15 8 6 Disagree 16 9 18 19 17 21 27 Strongly Disagree 7 7 6 3 6 10 5

The company itself is a place of production. The company creates the way of producing products and services and people is the executor. Human resources are the vital part of any organization to make the workplace alive. Supervisors are the responsible to guide the employees to achieve the organizational goals for both short term and long term. There are 7 quarries in the questionnaire about the company and the supervisors which have a significant effect on employee satisfaction. We got a variety of responses from the respondent to the quarries.

Figure 07: Employees Feedback towards the Company and their Supervisors

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Every organization has its own mission, objectives and different strategical planning. To achieve the objectives it is very much important to convey the mission, objectives, and planning to the employees. Objectives fulfillment in every department brings out the overall success of the organization. According to cross tabulation, about 53% of respondents are agreeing that Robi clearly conveys its mission to its employees. About 18% of respondents are in neutral position. Understanding the companys mission helps the employees to determine the self efficiency position that how much workload and techniques are necessary to fulfill the organizational objectives.

About 53% excluding 10% neutral respondents are agreeing that their job responsibilities are completely aligned with the companys objectives. As a telecom operator, Robi set up several inter and intra department to execute its operations smoothly. Compared with other telecom operator like GP, Robi introduced job description maintaining the alignment with the companys objectives. From respondents, we got the positive view about this.

The telecom industry is different from other industry. Supervisors need to stay in direct attachment with the subordinates. All departments such as sales, contact center, marketing, distribution, network so on are actively performing to smoothen the service. As a result both way communication in between supervisor and employees is very significant here. About 62.2% of respondents agreed that their supervisors pay significant attention towards their issues, suggestion, ideas and so on. Compared with male and female, more female is supporting their supervisors regarding giving concern to their issues.

When we asked our respondents about decision making priority, about 47.5% of respondents agreed that their supervisors give priority in case of decision making. Some important findings are also identified. About 26% respondents are denying the given statement and surprisingly about 25% of respondents are in neutral position.

Employees need guidance from entry level to top level. Actionable guidance from supervisors helps the employee to sort out problems and its possible solutions. The survey we have done resulted that about 52.6% of respondents claimed that their supervisors provides actionable guideline to them regarding the problematic situation.

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In our country teamwork gets priority in the workplace. Robi is not different from it. The management of Robi inspires the employees towards group performance. Basically, the atmosphere of the teamwork depends largely on the supervisors willingness. In survey question, we had a query about what extent the supervisors are active to create team building atmosphere. About 51.2% of total respondents claimed that their supervisors try hard to create an atmosphere of teamwork. But most interestingly, about 44% of total employees gave their statement against this. It is very important to reduce the gap in between this.

Performance appraisals advise employees what they need to work on to do better and enable supervisors to determine which workers are good candidates for additional training, increased responsibility and promotional/leadership opportunities. So regular basis of performance evaluation is highly expected not only for the betterment of the employees but also for the betterment of the organization. Almost 52.5% of total respondents are satisfied with the supervisors concern regarding performance evaluation but 40% of them are not satisfied.

So, according to respondents' feedback, employees of Robi are satisfied with the supervisor's actions considering the companys objectives.

9.1.7 Corporate Environment and Employees


Table 05: Employees feedback towards Corporate Environment Corporate Environment Strongly Agree 9 8 13 Agree Neutral Disagree Strongly Disagree 25 10 34 8 40 17 6 14 22 27 4 9

Good Communication in between supervisor and employee Adequate tool and resources to perform efficiently Good Corporate governance to corporate politics

Networks have become the backbone of many organizations. In the corporate environment, nearly all business applications are dependant on the strength and reliability of the network they deploy. No matter what products are being produced but it is important what type of work process is adopted by the employees. A good corporate environment refers adequate resources to perform, good communication among the employees, good relationship practices and so on.

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Figure 08: Employees Feedback toward Corporate Environment Digitalization is very important to smooth the work process. As a telecom operator, Robi adopted the modern technology and provides the adequate tools and resources to the employee to perform effectively and efficiently. From the survey, most of the respondents claimed that they have adequate resources to perform.

In case of communication in between supervisors and employees, we got a very sensitive findings. About 50% of total respondents claimed that they have poor, in some cases very poor communication with supervisors. On the other hand, about 40% of respondents claimed that they have a very good communication with their supervisors.

There is hardly any organization having no corporate politics. Corporate governance and corporate politics should be handled in the proper way so that the company faces lowest vulnerability in every case. From the survey, about 45% of total respondents claimed that corporate politics are not properly handled in Robi. They claimed that several negative issues are the outcomes of the corporate politics which should not be entertained by the management. Good corporate governance can reduce the bad effect of corporate politics. So in case of Corporate Environment, respondents are not satisfied at all.

9.1.8 Remuneration and Responsibility There are four queries given in the questionnaire highlighting the remuneration and the responsibilities of the employees. People have certain needs and goals. In order to attain their goals and meet their needs they will enter into agreements to do work and provide services in

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exchange for the things they need and want. Remuneration compared with responsibility is a very important factor towards the satisfaction of the employee. Table 06: Employees Feedback towards Remuneration and Responsibility Remuneration and Responsibility
Strongly Agree Responsibilities are matched with the skills Workload and Compensation are justified Basic Salary is competitive Salary hands over on time Agree Neutral Disagree Strongly Disagree 7 28 6 32 7 9 9 25 33 24 50 12 11 4 17 30 1 9 6 0

Figure 09: Employees Feedback toward Remuneration and Responsibility Almost every respondent of the survey is agreed that Robi hands over the salary on time. Generally Robi credits the employee's salary on the 25th day of the month. Employees are very satisfied about this issue.

When respondents are asked about the competitiveness of the salary that Robi provided, a majority (45%) of the respondents claimed that the salary package is not competitive compared with other telecom operators. About 41% of the total respondents claimed that basic salary is competitive compared other telecom. So, there is almost equal participation with and against the salary package. As salary is the vital issue towards employee satisfaction, management should give their concern on this.

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As the telecom industry is a very growing sector, the work pressure is becoming high. So, workload becoming a concern issue. A question arises that whether Robi follows a justified process in case of workload assign and compensation to extra workload or not. A significant number of respondents agreed that the process Robi is maintaining is justified.

An employee can perform better when he gets the familiarity of job where he has expertise. For this, job responsibilities and skills should be matched. About 47.25% of total respondents claimed that job responsibilities of Robi are not matched with the employees skills and efficiencies. A good number of employees claimed the opposite but overall result is employees are not satisfied. Basically, job responsibilities are not set depending upon the skills of employees. As a result, sometimes it can not be possible to assign an employee considering his/her expertise. Employees are becoming efficient with the regular practice of similar job.

From the category of Remuneration and Responsibility we found that, the majority of respondents are satisfied with salary handover and workload compensation, and they are not satisfied with the salary package.

9.1.9 Motivation and Development Table 07: Employees Feedback towards Motivation and Development Motivation and Development
Strongly Agree Robi is promising to career growth of its employee Robi provides regular training session Robi provides justified process towards promotion 5 7 11 Strongly Agree Neutral Disagree Disagree 27 32 33 6 15 17 31 20 19 11 6 0

Every concern requires physical, financial and human resources to accomplish the goals. It is through motivation that the human resources can be utilized by making full use of it. This can be done by building willingness in employees to work. This will help the enterprise in securing best possible utilization of resources. So employee motivation is important.

Motivation and development are interrelated. Development drives the employee to be motivated. The question is how much motivated the employees are in Robi. There are three

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quarries in the questionnaire that the researcher introduced about the motivation and employee development.

In case of career growth, the majority of respondents claimed that Robi is not a promising organization to the career growth of the employee. Almost closest number of respondents are agreed that Robi is a promising organization. As 52.5% of total respondents are not satisfied, we can say that they are not motivated. Career growth opportunity drives the employee to be loyal and performer rather worker.

Figure 10: Employees Feedback towards Motivation and Development Promotion is another process to motivate the employee. Its not necessarily important that all employees will get promotions; best performers should be promoted. When respondents were asked about the process of promotion that Robi is maintained, the majority of respondents are agreed that Robi is maintaining justified process. satisfied with the promotion process. About 55% of total respondents are

Training enhances the efficiency of the workforce. Because of technology and the demands of subscribers it is necessary to bring some positive changes in operations, approaches and some other areas. It is difficult to adopt with new changes and perform accordingly. Training helps the employee to adopt the changes easily. The majority (48.75%) of respondents of the survey agreed that Robi regularly arranges training sessions for the development of the employees. Interestingly, there are some respondents who took a position as neutral and some said that Robi does not regularly arrange training session.

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9.1.10 Benefits and Incentives Table 08: Employees Feedback towards Benefits and Incentives Benefits and Incentives Strongly Agree Neutral Disagree Strongly Agree Disagree Robi gives standard bulk of 8 29 14 25 4 allowances Employees are satisfied 8 35 9 15 13 with different leaves Welfare and retirement 9 39 15 11 6 scheme are satisfactory Employees are satisfied 8 23 9 33 7 with transport service Adequate insurance and 16 33 11 17 3 support facilities Employee satisfaction is a diversified issue. There are lots of issues which are directly and indirectly influences the satisfaction of the employees. The questionnaire strived for several issues including benefits and incentives. The researchers drew several queries about Standard bulk of allowances, leave facilities, welfare and retirement plans, transportation services, and insurances facilities.

From the survey data, we found that the majority of the respondents are satisfied with the benefits and incentives of Robi except transportation service. Robi maintains competitive and standard benefits and incentives package to the employees. Female respondents are more dissatisfied about the transport service of Robi compared with male employees. They claim that the transportation service of Robi is not adequate and it should be improved.

Figure 11: Employees Feedback towards Benefits and incentives

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9.1.11 Safety, Security and Cleanliness Table 09: Employees Feedback towards Safety, Security and Cleanliness Safety, Security and Cleanliness
Strongly Agree Earthquake and fire hazard training is enough First aid facilities are satisfactory Hygiene factor of Robi is satisfactory 6 0 19 Strongly Agree Neutral Disagree Disagree 32 20 37 18 17 13 17 37 11 7 6 0

It is important to identify the perception of the organizations safety culture as it represents a critical factor influencing multiple aspects of human performance and organizational safety. Organizational safety in terms of earthquake, fire hazard, hygiene washroom is important to consider. Robisemployees are being asked whether they are satisfied with the Robis organizational safety program or not. First aid facilities are significantly important for any organization because accidents happen without prior notice.

The majority of the total respondents agreed that Robi arranged earthquake and fire hazard training for the employees. Though there are some respondents who claimed negatively but most of the respondents are satisfied with the earthquake and fired hazard training service of the Robi. About 47.5% respondents are satisfied.

Hygiene factor of Robi is satisfactory Strongly Disagree First aid facilities are satisfactory Disagree Neutral Agree Strongly Agree Earthquake and fire hazard training is enough

10

20

30

40

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In case of first aid service, a significant number of respondents claimed that there is not adequate first aid facilities in Robi. They are very much concern about this issue because of uncertainty. About 53.75% of respondents were dissatisfied.

In case of cleanliness, the majority of respondents (70%) is happy with the cleanliness of the Robi. Robi regularly and properly maintain the hygiene factors for the betterment of the employees.

9.2

Qualitative Research

Qualitative research has been done on the basis of the information gathered from the Robis officials, documents, and annual reports, informal and conversational interviews. Robi cares about their people and their development. Here they will find opportunities for continued education and training. The organization is also working on the process and strategies to empower their people through leadership program. Robi is committed to help their people learn, develop & enhance their functional skills, leadership capabilities & personal effectiveness. Their leadership development focuses developing leaders who think before they act and act according to the values that the organization embraces. Along with that they run Group Accelerated Development Program and Opco (Operating Country) Development Program. They have carefully designed their training and development activities keeping in mind the industrys best practices. They also offer international career for the employees through Open resourcing policy among the other operating countries of Axiata Ltd.

9.2.1 Employment Opportunities and Facilities of Robi Robi Offers a market competitive rewards package that is designed to make the employee feel as an integral part of the team and directly involved in the company's success. Their asset is their diversified workforce who is making the mark in the industry to create a unique workplace.

Performance Management System (PMS) helps the employee make the most of their working life at Robi. The process supports the employees in identifying and delivering against challenging goals that impact the organization. It helps the employee to plan how they will develop skills and leadership behaviors for their current position and for the years ahead. The company diversified workforce is the main asset of their organization. Robi believes diversity

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is one of the key factors for success in any organization and hence their focus in this area consciously.

9.2.2 Things Robi Does to Attract Top Quality Employees It is HRs vision to handhold the company, be its strategic partner, adding value in each step taken towards making Robi the Employer of Choice. Robi engages their employees and inspire them to achieve excellence by following policies They provide Exposure To Their Employees Robi recognizes the necessity to engage with the educational institutions of the country, as they want to be the Employer of Choice. They aim to ally themselves with the best private and public universities of the country. Sponsoring career fairs and counselling sessions with graduating students they impart a flavor of the corporate world and provide the employees with an exposure to best practices. This helps them in procuring the top students by inviting them to their internship program. They Enhance Their Employees Robis policy is to hire the best talents in the job market and groom them to perform even better. The organization robust Performance Management System aids in identifying their talent, assessing their employees skill set and providing development initiatives in the form of training and job rotation. Employees are evaluated which uphold their transparency. The Performance Management System helps identify areas of improvement for each employee. Their Competence Development Unit does a training need analysis, coming up with a calendar of training sessions that focus on the areas identified for improvement. Thus, they equip their employees with the required skills to achieve and enhance in their career.

They recognize the passion to perform in their employees. The group to be groomed into future leaders nurtures the top performers of the company. The Group Accelerated Development Program serve as a breeding ground for future leaders, giving their managers international exposure and propping them for global challenges where the employees would be given opportunities to serve an Operating Company within the Robi. Moreover, the company also arranges for job rotations and assigns employees to projects so as to create breath to their careers as well. Such initiatives inspire employees to be creative and take ownership of responsibilities.

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They Empower Their Employees At Robi, they empower to share their voice. Their introduction to CXO chat and blog sites provides the platform for employees to be heard. Moreover, their Employee Satisfaction index survey gauges the opinion in areas, which concern working environment and cultural issues. They respect the opinion of their employees and strive to accommodate their views so as to ensure a conduced work environment that thrives with passion and facilities performance. Moreover, they are particularly attentive to equipment requirements. Their employees are provided with necessary computers, phones and Internet connection so that the employees are connected to the world for professional needs and personal ease. They Enrich Their Employees At Robi, they aim to enrich the lives of their employees with targeted benefit packages that take off the burden of personal obligations. The benefits are designed in a manner to exemplify their concern for their employees well-being not only in terms of life, but also in terms of living standard. Child support, determined hospitalization costs, transportation are a few examples of benefits they provide. They Ensure Their Employees Maintaining the highest ethical standards and integrity in their operations is a crucial factor at Robi. Therefore, the company has introduced their Guiding Principles that is they expect their employees to embed in his or her mind and upholds in ones responsibility. Their code of Ethics safeguards their ethical standards by clearly defining their way of working. With such systems in place they ensure that they do business with a conscience and safeguard their employees from exploitation. It should be noted that all their employees are obliged to sign a Letter of Understanding (LOU) after reading the Code of Ethics. They expect their employees to exemplify the guiding principles in their work and regulate their actions by the stipulations in Code of Conduct.

9.2.3 Duration and Procedure of leaves at Robi Robi has different types of leaves policies for its employees, name includes Annual Leave Medical Leave Quarantine Leave Accident Leave

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Maternity Leave Paternity Leave Compassionate Leave Hajj Leave Leave Without Pay Compensatory Day-off En-cashment of Annual Leave

9.2.4 Salary and Benefits Monthly salary is transferred to employee individual salary account each month with other allowances less deductions such as income tax, contributory provident fund etc. Each employee receives a monthly payment statement detailed gross pay and deduction. The total salary includes some other allowance and bonuses according to the occasions and time, name includes Allowance- paid with monthly take-home salary, namely house rent, medical conveyance and utility. Festival Bonus- Robi usually awards two bonuses in a year on occasion of Eid or Christmas as Festival bonus. The amount is normally equal to the basic salary. Other Variable Bonus- Robi offers other variable bonuses like; performance bonus (related to individual performance) and company performance bonus (special bonus for company performance or success) to the employees. Soft Furnishing Allowance-This allowance is paid as a part of house maintenance of the staffs. Only executive and above (permanent) is entitled to the allowance. This allowance is paid on a yearly basis at the end of the year. Overtime Allowance-Only Executives (Grade 17,18,19,20 and 21) and NonExecutive (Grade 1,2,3,4 this grade involves Building Assistant) are eligible for overtime. Maximum ceiling for overtime is 48 hours in a month (except Grade 1 and 2). Shift Duty Allowance Job Level Allowance- Only those who are entitled to shifting duty are eligible for the allowance. Holiday Allowance

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9.2.5 Salary Review Salary is reviewed periodically with consistent with the living standard and competitive salary package offered by other multinational organizations as Robi claims.

9.2.6 Provident Fund and Gratuity The contribution in Provident Fund is 10 % of the basic salary from both sides, employee is eligible for a company contribution after five years of membership of the fund. The employee is also entitled to a gratuity payment.

9.2.7 Group Life Insurance Robi management has approved a group life insurance policy under which, death, permanent partial disability and permanent total disability are covered. Moreover, the insured amount for life is 36 times gross salary.

9.2.8 Child Birth Benefit All regular employees are entitled for Child Birth Allowance but the amount varies with the designation.

9.2.9 Hospital Fund Policy All employees are entitled to the benefit (all permanent employees and their families, all probationers and their families and all contractual employees and their families including Non Executives) as per the level of emplacement or Grade. (Family means spouse and children up to 25 years old). An employee can claim for two-hospitalization cost per year. An employee should take prior approval from the Head of Human Resources in writing in advance of any pre-planned hospitalization. In case of emergency the employee is asked to inform the Human Resource immediately.

9.2.10 Other Allowances and Benefits Subsistence Allowance Or Meal Allowance (Local) Accommodation Allowance Wedding Loan Meal Allowance Children Education allowance Gratuity

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Long Service Award Leave Fare Assistance

9.2.11 Career Development In Robi employees career are developed through appraising their performances and providing with knowledge and skills through proper training and development programs. Introduction -After joining, the new employee is subjected to attend an introductory program. This program provides new employee with basic background information about the employer, information about company rules and practices, organizations products and services. The HR Division conducts this new employee socialization program. Performance Appraisal-To achieve the overall organization's goal, each employee is assigned with his individual goal. A periodic (normally in the month of December) appraisal is conducted with the view to monitoring the employee performance and to find out the training need and developments of each employee. Good performers are awarded accordingly for their contribution to the organization. Organizational DevelopmentRobiAxiata Limited management gives immense emphasis on developing its Human Resources by allocating huge money with yearly training programs (both local and overseas training). Annual training calendar is drawn up consisting with the training needs assessment of all members of the organization. In- house training is also arranged with Robis own facilitators. Usually trainees are sent to Sweden, Egypt, France, Malaysia, Indonesia and India for various training programs. Promotion- A systematic promotion policy is followed in terms of promoting the deserving employees in line with the succession plan. Promotion is given to an employee when there is vacancy in the higher position and the employee has the required skills, experience to undertake the job. Up gradation is also awarded on the basis of performances and capability of the individuals.

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9.2.12 Motivation As motivation is a prime factor in job satisfaction, Management is willing to take initiative by offering following schemes: Performance Bonus Reward and recognition

9.2.13 Safety and Security For confronting contingency or any possible accident in the work places, Robi offices contain fire extinguishers and first aid box and Robi is working to establish a comprehensive safety and security policy for safeguarding of their lives and properties as well.

9.2.14 Discipline Rob follows systematic methods (show cause, personal hearing, suspension, inquiry and punishment) while taking disciplinary action against any accused employee as per law of the land. There are some definite acts or omissions that shall be treated as misconduct for which Management may decide to take disciplinary action against any employee.

9.2.15 Punishment The measurement of punishment should be proportionate to the severity of the offense committed.

9.2.16 Right of Appeal An employee to whom any form of punishment is imposed as provided above shall have right of appeal to the Chief Executive Officer of the company within fourteen fays from the date of notification of punishment served on the employee.

9.2.17 Retrenchment An employee whose service is terminated on grounds of redundancy is entitled to a) one month salary for each completed year of service b) payment of the outstanding annual leave day. The principle of Last in First Out is followed. In the event of a vacancy arising within twelve months of the retrenchment, the company gives preference to applications from exemployees declared redundant previously.

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CHAPTER TEN
10.0 Summary of The Findings

10.1

Quantitative Findings

The quantitative analysis has been done by a chi - square method on SPSS tools. The questionnaire had 25 questions and all of those were categorized under 6 categories, though the categories were not shown in the questionnaire to make it bias free for the respondent. All 25 questions of the analysis have been tested by frequency analysis to get the result. And then the analysis reached to the result by adding up the findings of each question. The summary of the results is as follows-

Table 10: Summary Findings of the Chi-square Tests of the Survey Questions Sl. No. 1. 2. 3. 4. 5. 6. Company and Supervisor Corporate Environment Remuneration and Responsibility Motivation and Development Benefits and Incentives Safety, Security and Cleanliness Satisfied Dissatisfied Moderately Satisfied Satisfied Satisfied Satisfied Factor Categories Survey Result

The result showed that employees of Robi are more or less satisfied with the company. This is because employees showed their complete dissatisfaction in corporate environment aspect and moderate dissatisfaction in remuneration and responsibility aspect. At one hand employees responded positively in other 4 aspects, and on the other hand, Chi-square test statistically proved the fact that employees of Robi are dissatisfied with the companys environment and remuneration and responsibility issues.

The analysis could be more efficient and appropriate if some other methods were applied to test the responses through some other dimension. Due to time constraints and capacity limitation this was becoming almost impossible for the research. As a result the analysis that is done here has been conducted skillfully.

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10.2

Qualitative Findings

Robi is a people oriented organization where employees are prioritized carefully. Being a part of the most competitive industry in Bangladesh, Robi understands the value of its human resource to sustain and rule the competition. A subjective judgment of the qualitative information, gathered from the company, showed that Robi ensures almost all kinds of facilities for its employees. Starting from leaves to salary and benefits, from safety and security to allowance, all these options are offered to the employees in a different dimension to different employees according to their designation. This is completely justified even to the employees. Moreover, all these facilities are offered in a standard that is highly competitive with other competitors.

Robi views its people as the prime capital of the company. The company represents a world of opportunity, challenge and fulfillment. This is a performance driven organization, which believes that performance comes from belongings and ownership and they always reward the performers in all aspects. Functional skills development focuses on developing & sharpening the technical skills of their people that they may be the best-in-class in their areas of expertise technology, marketing, sales, finance, customer analytics, strategy, and human resource, internal audit, regulatory & legal.

10.3

Overall Findings

Quantitative analysis showed that employees are mostly satisfied with Robis employee policies. Specially, Robis supervisors are highly motivating for the employees. Qualitative analysis has also supported this fact, that employees are quite satisfied with Robis employee policies. However, an exception to this, some employee suggested few suggestions to improvise these policies more and make it more competitive. These findings indicate that, employee satisfaction cannot be the reason behind Robis competitive position. This is because, the analysis found out that employees are quite satisfied and giving their best to the company and Robi also giving appropriate return to them. So, there is no question remain on employee satisfaction behind Robs competitive position. This is true that, complete satisfaction is hard to achieve, but it's also true that Robi has ensured a level of employee satisfaction, where employees think themselves as an integral part of the company and serves as their best but with minor lacks. Now, Robis challenge is to preserve this satisfaction level by removing these black spots.

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Besides the employee satisfaction, there are lots of other issues that can hamper Robis competitive position. In fact it would be better to say, that those issues are more powerful than employee satisfaction, the example includes- network quality, network coverage, product offers, tariff rate, promotional activities, uniqueness, product appearance, image building by brand ambassador etc. Robis competitive position is might be suffering for any one or more of these issues that need to be investigated properly.

Some Important Findings at a Glance Employees are very much dissatisfied with the implementation of disciplinary acts and punishment acts. They have expressed their complete dissatisfaction in Robis corporate environment condition. Corporate environment needs to be improved by proper implementation of disciplinary acts and punishment acts. Robis employee showed a moderate dissatisfaction in the companys remuneration and responsibility structure. Salary and benefits and motivational factors play a vital role in satisfying employees. That is why the salary structure has to be reviewed and upgraded. Female employees are more satisfied than male employees. This may be because males are mostly the earning member of the family, so their expectation is higher than that of females. On the other hand, female employees can support their husbands income easily with the salary they get from Robi.

New employees are very much committed as they tend to show their capabilities. In todays competitive market job competition is tougher in the telecom sector, that is why the new employees want to prove themselves to make their job permanent. On the other hand, older employees are not completely satisfied, as they are serving the company for the years and their expectation from the company is higher.

Employees at Robi are eager to have some training regarding safety and security. They feel that now a day, fire hazard or earthquake or any kind of accident is more likely to occur. In this situation, they are not properly aware what to do in those situations. They need some individual training on individual type of the situation so that they can be more secure in any kind of accident.

The result of paternity leave was very much fluctuating. Most male employees were somewhat satisfactory and neutral. Most men said that the paternity leave should be extended so that they can fulfill their responsibility while the baby birth.

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CHAPTER ELEVEN
11.0 Recommendation After analyzing the data, the scenery became quite clear and understandable. Although information collected were not sufficient to comment on the employee satisfaction level of the entire organization and its effect on its competitive position, some useful and essential factors were revealed during the study. In this chapter, the research tried to explain those facts influencing them with logical reasoning.

Robi is well-established company. Therefore, it is very tough to recommend on any aspect of the company. However, based on the findings of the analysis, the suggestions are recommended into different aspects. They are as follows:

Induction to facilitate the employee Robi can adopt some induction program to empower the employees more, so that they can grab the benefits of the company facilities more. This will enhance their satisfaction in two ways, one they will see that company is honest and eager to deliver the facilities, and secondly, they will be able to use the facilities and benefit themselves.

Under this concern, Robi can provide training on the benefits, allowances they provide. So that employees have more idea of eligibility, category, features and use of the benefits they are receiving in a proper manner.

Some employees suggested that they should be provided with more training on safety and security. This will safeguard the employees against any fire hazards, earthquake or any other accidents.

Robi can work more on their premises to protect against natural calamities, so that employees feel safe as it is a very essential in employee satisfaction.

Corporate environment strengthens Robi has to work more and more effectively with their company environment condition. This is because this is the aspect where employees showed most dissatisfaction. Robi needs to

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promote their disciplinary acts and rules of punishment more to their employees so that they have complete idea about the effects of these measures.

Corporate ethics have to be valued and transmitted properly in to all employees. So that, this can resist them from any kind of corporate politics. These measures will help Robi to handle corporate politics and improve the environment.

Work on salary and benefits Salary is an issue that seems always dissatisfactory to some extent. Robi can work more on their salary and benefits structure to make them more attracting as employees find this factor very important to boost their satisfaction level.

Robi can introduce Casual leave as many employees referred to do so. They can increase paternity leave. Robi can also increase compassionate leave, as 3 days are not enough for someone to recover from shock of death of close people.

The company can conduct a salary review more often as some employees are not satisfied with the salary review. This will help the company satisfy their employees. Other than providing benefits and facilities more often,this raises the cost of the company.

Employee participation Robi can conduct some Employee Involvement Programs to sustain their employees. Getting employees' ideas and getting their involvement is critical in a rapidly changing world. If the company is going to be competitive, it's mandatory to involve not just hands, but the ideas from everyone in your organization.

This process will help Robi in two ways. One, the employees will feel important to the company. They will believe that company values their words and wisdom. They will start thinking themselves as a part of the company. As a result, the employees will try to contribute more to the companys overall performance.

In the second way, the company will get so many varieties of ideas. Ideas from one source can make the company typed, whereas, ideas from different source will have different

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concept and different dimension. Besides, sometime one solution might fail in the execution step, and then ideas from another source can save the company at that time.

Performance recognition The company can also provide recognition to their employees through a lot of activities at minimum cost. A recognition program does not have to be expensive. The structure of a recognition program is limited only by your imagination. An effective program has the following components: Fairness High visibility and consistency.

To be fair, a program must not favor one employee over another, merely because of his or her position within the organization, or his relationship with his supervisor. There must be an effective means of identifying employees who should be recognized. In many programs, there is an easy means by which employees can nominate others for recognition. As a supplement to a nomination program, supervisors can keep lists of notable employee achievements.

Fairness A little observation during the survey revealed that there is a slight discrimination among departments at Robi. This may be a critical point for the organization. Therefore, Robi could work to diminish the sense of discrimination among employees, to keep them satisfied. Although it is not so easy because different mind runs in a different way, but still Robi has to work on this. The research has revealed that Robis employees are quite satisfied and competitive position is not hampered because of employee satisfaction. Despite of this fact the above recommendations are suggested just to retain the existing level of satisfaction and to enhance the level of this satisfaction if possible. Besides, these recommendations are actually the views of Robis employee; so, one of the partial objective of this report is fulfilled that is the company will be able to know what is demanded and expected by the employees from the company. The implementation guideline of this recommendation is discussed later of this research.

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CHAPTER TWELVE
12.0 Implementation 1. Situation Analysis: 1.1. Company Analysis The research aimed to find out whether employee satisfaction is the reason behind the Robis competitive position or not. And the analysis result showed that employees are quite satisfied with the company except the companys environment and remuneration and responsibility aspect. So, there must be other reasons behind Robis competitive position in the industry. On the basis of this fact, the suggestions have been recommended to enhance the existing level of satisfaction or to retain the present level. Implementation guideline is generally focused on this recommendation

1.2. Industry Analysis Robi lives in strong competitive industry in Bangladesh that is telecom industry. Here, not all 5 competitors are equally strong but they all are capable enough to give a sudden shock in the competition. That is why; every company needs to consider every silly single issue. The research found that Robis employees are not completely satisfied but quite satisfied. This minimum lacking from complete satisfaction can turn into a big issue. Similarly, improvement of this lacking can help Robi to come in front from the back. So, implementation guideline has been given according to these two segments, one is a company related to enhance the existing level of employee satisfaction and the second one is industry related to improving Robis competitive position.

2. Milestone to Achieve 2.1. Company Oriented 2.1.1. To Improve the Corporate Environment Policy Implementation and Monitoring Committee Robi can make a committee which will be responsible to ensure the proper implementation of the HR policies in every level of the organization. Moreover this committee will also be responsible to monitor the HR practice every time in every level. This committee system can be introduced in every office with the employees of that particular office. So many things can be done by this committee, such as-

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The committee can review employees salary with their performed job after every 3/6 months basis. Robi can offer a percentage of profit to the employees along with their salary, but this percentage can be added up according to their job performance level. The HR committee can evaluate this performance, decide and calculate the percentage amount for the employees. The committee can introduce new and different ways for performance appraisal, such as offering a new package with that employees name or choice. The committee can adopt strict measure to impose disciplinary acts and punishment acts. The committee can often arrange a hidden investigation team to find out the root of any hidden conspiracy. The committee can promote different programs to elevate corporate ethics among the employees. The committee can arrange a small participatory workshop or meeting within a department for the employees of that department on a regular basis. This will help to improve the communication system of the company.

2.1.2. Employee Development The process of Employee Involvement Programs may improve individual motivation and morale. Involvement programs help capture the creativity, energy, and ideas many people have. They also allow departments and individuals to work crossfunctionally, and create an environment of learning and constant renewal. This may improve work methods and processes continually, reduce the costs of doing business, improve safety, and reduce accidents. Exchanging ideas always improve communication and the knowledge that top management is open and willing to act on the ideas improves trust.

2.1.3. Ensured Proper Appraisal Robi can introduce a Reverse Evaluation Method, where the subordinate will evaluate their supervisor. Supervisors are not superior in every aspect or in every time, they also need to improve. This process will help them to identify where they make the mistakes, need to improve, what else their subordinates expect from them.

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2.1.4. Ensured Competitive Salary Robis employees showed a moderate dissatisfaction in remuneration and responsibility aspect. This clearly indicates that Robis salary structure needs to be reviewed and revised carefully. Many of the implementation policies of salary review have been mentioned above in Policy Implementation and Monitoring Committee. Those are repeated below with additional points The Policy Implementation and Monitoring Committee can review employees salary with their performed job after every 3/6 months basis. Robi can offer a percentage of profit to the employees along with their salary, but this percentage can be added up according to their job performance level. The HR committee can evaluate this performance, decide and calculate the percentage amount for the employees. Extra hour duty can be compensated on the basis of working time. For example if the employee works for late night rather early morning before office then the payment will be double of the regular amount. Salary structure has to be focused not only on education, experience or designation. It has to be focused on the expertise as well. For example, a young professional may not have 12/15 years of experience but can have the capability to take any major decision with visionary quality; this can be evaluated by the salary structure.

2.2. Industry Oriented 2.2.1. Recognition Through Public Announcement Recognition can be achieved by employees having the reward given at a gathering of employees, and by recognizing the award in corporate communications, such as the corporate newsletter or Internet site. This will help to establish the fact in the industry that Robi values its employees.

2.2.2. Advertisements by Employees Robi can do their publicity ads by their own employees. This can be done as the performance appraisal way for the employee. Besides, this can work at the level of trust with the public and customers. Moreover, it will also work as promotional activity of the company in a different way from other competitors.

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2.2.3. Increase Employee Satisfaction Robi needs to create another review committee under Research and Development sector. This committee will conduct various researches on both industry and in the company along with the research similar to this one. So that Robi can get to know whether the implementation of recommended actions is on the right track or not, whether employee satisfaction and companys competitive position have any improvement or not. This can be a simple survey on the employees if entire research takes time and complicacy.

3. Timeline We think about 6 month plan. This timeline will cover for both interest- employee satisfaction and finding other factors affecting the companys competitiveness. Month Task Committee Formation Best tries to assign job matching with skills Arranged Training Session Guidance for better both way 1 2 3 4 5 6

communication Findings the gap of salary competitiveness Available First Aid facilities Adequate transport facilities Involve expert to find out the factors that hamper Robis Competitive Position Data Collection Analysis and meaningful interpretation Formulate plans to overcome

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4. Resources Needed 4.1. Internal All the implementer steps can be implemented by the internal resources or the employees of Robi. In case of policy implementation and monitoring committee, this committee needs to be stood up by the senior employees of Robi and the members will be elected by the electoral system where every employee will get a chance to select their preferred one.

In case of financial resource, all the implementer actions need very minimal or insignificant amount. Employee development programs might require a significant amount but his amount is dependent upon the character, category and size of the program. As a company can run many different programs to develop different employees, so, the amount will be varied for that. These implementer actions will done by and for Robi and the company will be the one and only financial resource to ensure their own competitiveness in the industry. Robi will provide resources such as human, information, training materials, set up, equipment, supporting staff, space, snack facilities for training, financial support and so on.

4.2. External Although Employee development program and the overall review committee can also be headed by senior employees of Robi or internal resource, but sometime its better to hire a more efficient person as external resource for these two aspects. This is to ensure more learning, more efficiency and remove any kind of bias. The external human resource will also be needed in case of public announcement or making the ad with Robis employees. Financial resource will be the same as of internal resource. Robi will bear the cost of hiring external experts for employee development program or review committee or advertisement purpose, as this will enhance the satisfaction of their employee.

5. Risks and Risk Mitigation way 5.1. Financial Risk Financial risk is directly linked with implementer actions, especially in case of salary review and employee development program. This might discourage the company to adopt these steps and to implement the recommendations. However, the research has proved this fact through its previous discussion that, Robi has to go for these recommendation

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even with the risks associated with it. In this case, Robi can take mitigating steps to remove or minimize the risk.

Way to Resolve- Robi can review and reallocate their overall budget. After that they can grab a portion of the budget from any less productive sector and use that to implement the recommended actions.

5.2. Acceptance Risk Robi might face the acceptable risk of the employees towards the recommended steps, especially toward different committees. As the committee will be on electoral basis, so, if any how any junior employee become elected then some senior employees might feel insecure and jealous. Moreover, employees might reject the to accept the committee. If the employee feels negative in fist action they are likely to show resistance then all other actions.

Way to Resolve- This risk can be mitigated by conducting an informal and thorough communication from top to bottom in every level throughout the organization. This communication can be done through session wise for a 10 day period and after every 6 months.This is because, a 10days period time is a minimum to conduct a wide communication session as Robi is a large organization. And after 6 months because the committee election is suggested to take place after every 6 months.

5.3. Policy Risk In the stage of risk assumption the research is assuming that, some existing policy might clash with recommended actions, or employees can misinterpret the policies to get negative advantage. For example, profit percentage to the employees can be misinterpreted as against to the company policy, or it might affect the profit retention policy.

Way to Resolve- If the recommended action really clashes with the policy, thenRobi may modify the policy, considering the fact, that the recommended actions will benefit them more effectively. And if the policies are misinterpreted, then the company needs to circulate the policies among the employees and make them forced to read, understand and abide by those.

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CHAPTER THIRTEEN
13.0 Conclusion HR of Robi is working all the time to sustain and satisfy its employees. According to this research experience the working environment of the organization is very inspiring. However, the organization needs to work a lot to improve their corporate environment and salary structure. They should try to satisfy its experienced and old employees. The organization is always keen to implement new rules and actions for improvement. Hopefully the standards and effects of employee satisfaction will be even better in the near future.

Human resource is a kind of asset to the company that provides service to run the organization and to bring the profit into the company. In todays competition, only profit figure does not ensure the peak of the competition. A companys earning might be good but still they can be at 2nd or 3rdposition if they dont have a quality service or product. And this quality service is ensured by the human resource. That is why, satisfaction of human resource is almost necessary to ensure quality service which will ensure a profit, loyal customer followed by the peak of the competition.

The result of the research can be coinciding with the practical situation of the organization. The research aimed to find out whether employee satisfaction is pulling Robi back in competition. And the analysis found out that employee satisfaction is not the reason behind Robis competitive position. This is because employees are satisfied and giving their best to the company. So, if employee satisfaction is not the reason then, there must be other issues are working behind the situation that needs to be instigated. Although this research has given some general recommendation to improve Robis competitive position but still research will suggest initiating another investigation or research to find out the actual reason behind Robis failure to achieve the peak.

This report is believed to be essential to not only the telecom companies, but also all those customer oriented companies in Bangladesh who are facing tough completion. This is because the report has tried to relate the effect of employee satisfaction with a companys competitive position. In every business industry, one is at the peak and others are behind, and there are very few organizations who work or focus on employee satisfaction. Although this report showed that Robis employees are satisfied with the organization and the reason of

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Robis competitive position is something else, but still there are some other companies in other industries, where companies do everything and ignore employee issues completely. This research can be a strong alarm and guideline for them.

This report is also believed to helpful for Robi as well. This is because it brought the fact that though employees are satisfied but still they have some more expectation from the company. The employees believe that these can be done by the company and the research also found out that Robi truly can do a bit more to enhance this satisfaction level. In a competitive industry like Telecom industry of Bangladesh, just to ensure employee satisfaction is not enough at all. This satisfaction has to increase or to sustain at the highest level.

This report can also be act as a warning knock to Robi to inform them that they need to initiate other research. So that they can get the idea about what is the reason behind of their competitive position, what is that missing the point that is pulling them behind in the competition?After that, they will be able to get some solution in that research and will also make themselves prepared to apply those solutions.

According to the result of the research and practical observation the employees seem quite satisfied and fulfilled working in the organization. Still if Robi is behind in the competition then the reason has to be found out and resolved properly. This is because; it is not worthless to work towards perfection. Therefore the organization is all the time moving towards making the work environment the employee and customer choice.

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Appendix

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EMPLOYEE LIST

Name 1. FarhanaKarim 2. Md. Abdul Baker 3. KhandkarMostaq Ahmed 4. AsifAlam 5. Babul Benedict Gomes 6. UmmeKulsum 7. AnirimaBelal 8. NasimaAkhter 9. Farah Nazifa 10. Raisa Islam 11. Ayesha Sultana 12. Md. KhaledurRahman 13. QaziIshtiaqNewaz 14. SalahuddinKawsar 15. MamunaAkter 16. Md. ParvezurRahman 17. Md. Makbul Ahmed 18. Abdul Majid 19. UmmeKausar Sultana 20. EloraHaque 21. FuadAshrafulAbedin 22. Md. Sirajul Islam 23. SaymaAhsan 24. Abdur Rob 25. ShailaAkhterTuny

Designation Specialist Specialist Specialist Specialist Specialist Specialist Specialist Manager Specialist Manager Specialist Specialist Specialist Manager Specialist Specialist Assistant Assistant Assistant Sr. Assistant Manager Manager Assistant Manager Sr. Assistant

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26. NasheedFerdous Kamal 27. MahiraHabib 28. RabidaHaque 29. AjmeriJahan 30. MdDulalBhuiyan 31. A.M ShakhawatHossain 32. Lutful Bari 33. AKM Mominul Islam Russel 34. Shahana Sultana 35. S M. NahidaSharmeen 36. Md. Riaz Mahmud 37. Mohammad FarukHossain 38. Saikat Ahmed Shiplu 39. Rahim Ur Rahman 40. Mohammad FarukHossain 41. Samia Islam 42. Shahreen Khan 43. FaizaHaque 44. Ruhul Amin Bhuiyan 45. Mohammad Sultan Mahmud 46. Afrida Sultana 47. MehjabeenRahman 48. Nasreen Ahmed 49. Mohammad SajjadSarwar 50. Md. MasudurRahman

Manager Assistant Sr. Assistant Assistant Sr. Assistant Sr. Assistant Assistant Specialist Specialist Manager Manager Manager Specialist Specialist Manager Assistant Specialist Manager Specialist Specialist Specialist Specialist Specialist Officer Officer

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51. Rakib Shams 52. ZarrinTasnim Khan 53. Md. BillalSarder 54. IshtiaqueSiddique 55. Tasmin Kamal 56. Abida Sultana 57. Russel Kamal Chowdhury 58. Md. SujauddinChowdhury 59. RahilaKhatun 60. Zarin Ahmed 61. Sharmin Sultana 62. FarhanaKabir 63. Mahreen Hamid 64. SamiurRahman Sami 65. AfsanaYesmin 66. SomairaMonwar 67. Siffat Huda 68. SharmilaBarua 69. DewanSazzadul Hassan 70. A.Q.M Jakir Imam 71. S K. NasirAhamedRajib 72. KhandakarRaihanSayeed 73. Rubel Ahmed 74. LitanKantiGuha 75. Maisha Khan 76. AnwaraParvez 77. AbantiSarker 78. ShahneelaSharmin 79. SadiaParvin 80. Mohammad AslamHossen

Officer Sr. Officer Manager Manager Manager Officer Sr. Officer Sr. Officer Officer Officer Officer Manager Officer Sr. Officer Officer Officer Manager Sr. Officer Manager Officer Manager Manager Sr. Officer Sr. Officer Officer Officer Manager Officer Sr. Officer Officer

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QUESTIONNAIRE I am, KhandakerMdQuamrulAhsan, student of Royal Roads University, conducting a research on "Measuring the level of employee satisfaction at Robi" required for partial fulfillment of Masters of Business Administration. Your cooperation is highly needed to make the report meaningful. I assure you that your information will be set aside with privacy and secrecy. Please cooperate by filling up this questionnaire with your authentic responses.
Demographic Queries : Age: Sex: Male/ Female Employment: 0-1, 2-4, 5-Over

18-24, 25-35, 36-40, 41-Over #High School

Marital Status: Married / Unmarried #Graduation #Post Graduation

Education:#Primary

1. As telecom operator, Robi clearly conveys its mission to its employees. Strongly Agree Agree Neutral Disagree Strongly Disagree 2. How does your job align with the companys objectives? Strongly aligns Aligns Neutral Somewhat align Does not align

3. Employees are given job responsibilities matching with their skills and efficiencies. Strongly Agree Agree Neutral Disagree Strongly Disagree

4. What type of communication does exist between manager and employee of Robi? Very good Good Average Poor No communication 5. To what extent Robi is a promising organization towards employees career growth? Highly promising Promising Neutral Somewhat promising Not at all

6. How much attention does your supervisor pay to your problems, ideas, and suggestions? Full attention Good enough Neutral Somewhat attention No attention

7. To what extent your supervisor gives priority to your opinion in decision making. High priority priority 8. Your supervisor provides you with actionable guidancefor your improvement and better performance. Strongly Agree Agree Neutral Disagree Strongly Disagree Good Enough Neutral Somewhat priority No

9. As a team leader, your supervisor creates an atmosphere of teamwork. Strongly Agree Agree Neutral Disagree Strongly Disagree

10. Workload and compensation for extra hour duty in Robi are justified compared to the other telecom companies?

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Significant

Good

Average

Less

Not at all

11. You have the tools and resources that you need to do your job effectively and efficiently. Strongly Agree Agree Neutral Disagree Strongly Disagree

12. To what extent your supervisor gives priority in case of your performance evaluation High priority priority 13. Robi provides regular training session to the employee to perform the job efficiently? Strongly Agree Agree Neutral Disagree Strongly Disagree 14. To what extent Robis basic salary package is competitive compared with other telecom? Highly competitive Competitive 15. Robi adds a standard bulk of allowances and benefits with salary. Strongly Agree Agree Neutral Disagree Strongly Disagree Competitive Neutral Less Competitive Not Good Enough Neutral Somewhat priority No

16. The company handover salary on time. Strongly Agree Agree Neutral Disagree Strongly Disagree

17. To what extent you are satisfied towards leave facilities such as emergency leave, annual leave, and pay with and without leave etc. Strongly Satisfied Satisfied dissatisfied 18. Welfare scheme and retirement plan of Robis are.. Highly competitive Competitive 19. Robi provides earthquake protection and training to the employee on fire hazards Strongly Agree Agree Neutral Disagree Strongly Disagree Competitive Neutral Less Competitive Not Neutral Dissatisfied Strongly

20. Emergency first aid facilities of Robi for the employee are adequate. Strongly Agree Agree Neutral Disagree Strongly Disagree 21. Transport facilities provided by the company are. Standard Good Average Poor Very Poor 22. To what extent Robi follows a justified process to determine the employees promotion. Strongly Justified Justified Average Somewhat justified Not Justified

23. The extent to which Robi provides insurance or support facilities against accident and death. Satisfactory Somewhat Satisfactory Neutral somewhat dissatisfactory

Dissatisfactory

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24. Corporate politics are properly managed in Robi. Strongly Agree Agree Neutral Disagree Strongly Disagree

25. To what extent you are satisfied with the Cleanliness and condition of your workstation, food, drinking water and washroom of Robi for the employee Strongly Satisfied Satisfied Neutral Dissatisfied Strongly dissatisfied

Thank you very much for your cooperation

Respondents Feedback Towards Individual Questions


As telecom operator, Robi clearly conveys its mission to its employees. Gender Male 3 11 6 13 7 40 Total Female 4 5 8 15 8 40 7 16 14 28 15 80

As telecom operator, Robi clearly conveys its mission to its employees.


16 Total 14 12 10 8 6 4 2 0 Stongly Agree Agree

Strongly Disagree Disagree Neutral Agree Strongly Agree

Male Female

Neutral

Disagree

Strongly Disagree

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How does your job align with the companys objectives? Gender Male 4 5 5 22 4 40 Total Female 3 4 3 23 7 40 7 9 8 45 11 80

How does your job align with the companys objectives?

Does Not Align Somewhat Align Neutral Align Strongly Align

Total

Does not Align

Somewhat Align Female Male Align

Neutral

Strongly Align 0 5 10 15 20 25

Employees are given job responsibilities matching with their skills and efficiencies Employees are given job responsibilities matching with their skills and Gender Male 6 Total Female 1 7

Strongly Disagree

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efficiencies.

Disagree Neutral Agree Strongly Agree

Total

15 2 13 4 40

17 4 15 3 40

32 6 28 7 80

Male

4 13

Stongly Agree Agree Neutral 2 Disagree

15

Strongly Disagree

What type of communication does exist between manager and employee of Robi? Gender Male 6 18 3 10 3 40 Total Female 2 14 5 13 6 40 8 32 8 23 9 80

What type of communication does exist between manager and employee of Robi?

No Communication Poor Neutral Good Very Good

Total
20 18 16 14 12 10 8 6 4 2 0 Very Good Good Neutral

Male Female

Poor

Very Poor

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To what extent Robi is a promising organization towards employees career growth?

To what extent Robi is a promising organization towards employees career growth?

Not at All Somewhat Promising Neutral Promising Strongly Promising

Gender Male 5 17 4 12 2 40

Total Female 6 14 2 15 3 40 11 31 6 27 5 80

Total

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18 16 14 12 10 8 6 4 2 0 Highly Promising Promising Neutral Somewhat Not at all Male Female

How much attention does your supervisor pay to your problems, ideas, and suggestions? Gender Male 5 7 6 17 5 40 Total Female 1 11 0 20 8 40 6 18 6 37 13 80

How much attention does your supervisor pay to your problems, ideas, and suggestions?

No Attention Somewhat Attention Neutral Good Enough Full Attention

Total

Not at all Somewhat Neutral Good Full Attention 0 5 10 15 20 25 Female Male

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To what extent your supervisor gives priority to your opinion in decision making. Gender Male 2 12 7 16 3 40 Total Female 1 7 13 18 1 40 3 19 20 34 4 80

To what extent your supervisor gives priority to your opinion in decision making.

No Priority Somewhat Priority Neutral Good Enough High Priority

Total
20 18 16 14 12 10 8 6 4 2 0 High Good Neutral

Male Female

Low

Not at all

Your supervisor provides you with actionable guidance for your improvement Gender Male 4 8 5 15 8 40 Total Female 2 9 10 12 7 40 6 17 15 27 15 80

Your supervisor provides you with actionable guidance for your improvement.

Strongly Disagree Disagree Neutral Agree Strongly Agree

Total

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16 14 12 10 8 6 4 2 0 Stongly Agree Agree Neutral Disagree Strongly Disagree Male Female

As a team leader, your supervisor creates an atmosphere of teamwork. Gender Male 4 7 8 18 3 40 Total Female 6 14 0 15 5 40 13 22 4 33 8 80

As a team leader, your supervisor creates an atmosphere of teamwork.

Strongly Disagree Disagree Neutral Agree Strongly Agree

Total

18 16 14 12 10 8 6 4 2 0 Stongly Agree Agree Neutral Disagree Strongly Disagree Male Female

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To what extent the supervisor give effort to motivate the employees for better performance? Gender Male 5 10 4 15 6 40 Total Female 4 7 8 18 3 40 9 17 12 33 9 80

To what extent the supervisor give effort to motivate the employees for better performance? Total
20 15 10 5 0 Significan Good

Not at All Less Average Good Significant

Male Female

Neutral

Less

Not at all

You have the tools and resources that you need to do your job effectively and efficiently. Gender Male 4 13 0 21 2 40 Total Female 0 9 6 19 6 40 4 22 6 40 8 80

You have the tools and resources that you need to do your job effectively and efficiently. Total

Strongly Disagree Disagree Neutral Agree Strongly Agree

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Strongly Disagree Disagree Neutral Agree Stongly Agree 0 5 10 15 20 25 Female Male

To what extent your supervisor gives priority in case of your performance evaluation

To what extent your supervisor gives priority in case of your performance evaluation Total

No Priority Somewhat Priority Neutral Good Enough High Priority

Gender Male 0 15 3 22 0 40

Total Female 5 12 3 15 5 40 5 27 6 37 5 80

25 20 15 10 5 0

Male Female

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Robi provides regular training session to the employee to perform the job efficiently? Gender Male 2 12 8 14 4 40 Total Female 4 8 7 18 3 40 6 20 15 32 7 80

Robi provides regular training session to the employee to perform the job efficiently? Total

Strongly Disagree Disagree Neutral Agree Strongly Agree

18 16 14 12 10 8 6 4 2 0 Stongly Agree Agree Neutral Disagree Strongly Disagree Male Female

To what extent Robis basic salary package is competitive compared with other telecom? Gender Male 2 16 4 13 5 40 Total Female 4 14 7 11 4 40 6 30 11 24 9 80

To what extent Robis basic salary package is competitive compared with other telecom? Total

Not Competitive Less Competitive Neutral Competitive Highly Competitive

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18 16 14 12 10 8 6 4 2 0 Highly Competitive Competitive Neutral Less Not Competitive Competitive

Male Female

Robi adds a standard bulk of allowances and benefits with salary Gender Male 1 11 10 13 5 40 Total Female 3 14 4 16 3 40 4 25 14 29 8 80

Robi adds a standard bulk of allowances and benefits with salary Total

Strongly Disagree Disagree Neutral Agree Strongly Agree

Strongly Disagree Disagree Neutral Agree Stongly Agree 0 5 10 15 20 Female Male

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The company hands over the salary on time. Gender Male 1 4 23 12 40 Total Female 0 0 27 13 40 1 4 50 25 80

The company hands over the salary on time. Total


30 25 20 15 10 5 0 Stongly Agree Agree

Disagree Neutral Agree Strongly Agree

Male Female

Neutral

Disagree

Strongly Disagree

To what extent you are satisfied towards leave facilities such as emergency leave, annual leave, and pay with and without leave etc. Gender Male 6 11 7 14 2 40 Total Female 7 4 2 21 6 40 13 15 9 35 8 80

To what extent you are satisfied towards leave facilities such as emergency leave, annual leave, and pay with and without leave etc. Total

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied

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25 20 15 10 5 0 Male Female

Welfare scheme and retirement plan of Robis are

Welfare scheme and retirement plan of Robis are

Not Competitive Less Competitive Neutral Competitive Highly Competitive

Gender Male 6 7 9 16 2 40

Total Female 0 4 6 23 7 40 6 11 15 39 9 80

Total

25 20 15 10 5 0

Male Female

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Robi provides earthquake protection and training to the employee Gender Male 0 9 8 18 5 40 Total Female 7 8 10 14 1 40 7 17 18 32 6 80

Robi provides earthquake protection and training to the employee Total


20 15 10 5 0 Stongly Agree Agree

Strongly Disagree Disagree Neutral Agree Strongly Agree

Male Female

Neutral

Disagree

Strongly Disagree

Emergency first aid facilities of Robi for the employee are adequate
Gender Male Emergency first aid facilities of Robi for the employee are adequate. Total Strongly Disagree Disagree Neutral Agree 6 15 10 9 40 Total Female 0 22 7 11 40 6 37 17 20 80

25 20 15 10 5 0 Stongly Agree Agree Neutral Disagree Strongly Disagree

Male Female

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Transport facilities provided by the company are. Gender Male Female 7 0 12 21 6 3 13 10 2 6 40 40 Total 7 33 9 23 8 80

Transport facilities provided by the company are. Total

Very Poor Poor Average Good Standard

25 20 15 10 5 0 Stongly Agree Agree Neutral Disagree Strongly Disagree Male Female

To what extent Robi follows a justified process to determine the employees promotion Gender Male 13 8 15 4 40 Total Female 6 9 18 7 40 19 17 33 11 80

To what extent Robi follows a justified process to determine the employees promotion. Total

Somewhat Justified Average Justified Strongly Justified

20 15 10 5 0 Male Female

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The extent to which Robi provides insurance or support facilities against accident and death. Gender Male 2 11 6 14 7 40 Total Female 1 6 5 19 9 40 3 17 11 33 16 80

The extent to which Robi provides insurance or support facilities against accident and death. Total
20 18 16 14 12 10 8 6 4 2 0

Dissatisfactory Somewhat Dissatisfactory Neutral Somewhat Satisfactory Satisfactory

Male Female

Robi provides adequate and proper training to the employee on fire hazards

Robi provides adequate and proper training to the employee on fire hazards Total

Strongly Disagree Disagree Neutral Agree Strongly Agree

Gender Male 3 18 7 8 4 40

Total Female 6 9 7 9 9 40 9 17 14 27 13 80

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20 15 10 5 0 Stongly Agree Agree Neutral Disagree Strongly Disagree Male Female

To what extent you are satisfied with the Cleanliness in food, drinking water and washroom of Robi for the employee

To what extent you are satisfied with the Cleanliness in food, drinking water and washroom of Robi for the employee Total

Dissatisfied Neutral Satisfied Strongly Satisfied

Gender Male 6 8 18 8

Total Female 5 5 19 11 11 13 37 19

40

40

80

20 18 16 14 12 10 8 6 4 2 0

Male Female

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RESEARCH PROPOSAL Executive Summary


In present days Bangladesh has truly excelled its level in telecommunication sector with an international standard. On the way of the pioneers, RobiAxiata Ltd. has presented itself to the customers as a distinctive and dynamic GSM communication solution provider in countrywide. RobiAxiata Ltd. commenced its operation in 1997 under the brand name of Aktel. Later, on 28th March, 2010 the company started its new journey with the new brand name Robi. Robi is truly a -oriented brand of Bangladesh. Robi believes that quality is continuous and never ending journey because quality ensures the satisfaction and loyalty of the customer. This is the point where customer satisfaction needs to be based upon the employees satisfaction as employees are the one for whom the customer is getting the quality service. This is why, measuring employee satisfaction is very imperative.

The reason for which job satisfaction matters are also the reason for which job dissatisfaction matters. In fact the negativity of job dissatisfaction works two times more than the positivity of job satisfaction works. A company might have 5 or 50 departments but satisfaction of every employee in every case is important. There is no doubt that Robi has earned name and fame in telecom industry in Bangladesh. Unfortunately, the business world is completely irregular in pattern where a small negativity can pull the company down at any time. A casual look to the top list can count the name of Grameenphone at first and Robi is roaming around between 2nd and 3rd. So, why Robi is remaining behind of GP? Inappropriateness can be in any departments of Robi including Human Resource which is affecting the overall performance. And this has influenced this project to scrutinize the employee satisfaction level.

Issues from a human resource section of Robi can be like- Employee Turnover, Low financial performance, Customer Service, Employee training and development program- all the above issues are directly or indirectly linked up with employee performance and involvement. The main intention of the study is to find out the level of employee satisfaction, determine the standard of the human resource policy and process carried by Robi and its effect in a competitive position. A satisfied group of employee can change the route of success and dissatisfied employees can do vise-versa. This can be the reason for which Robi might go down pulling the companys success along with employee dissatisfaction. That is why,

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measuring employee satisfaction is very imperious and the result may direct the right path to determine the ultimate success of the organization. 1.0 Present Company Situation and Problem Definition

1.1 RobiAxiata Limited at a Glance Communication is one of the most basic and important method to be connected with the world and make one advanced like the world. In present days Bangladesh has truly excelled its level in telecommunication sector. The overall standard of our telecommunication sector has now achieved an impressive position that is strongly comparable to any international standard. In the root of this success, emphasize on the infra-structural development of telecommunication sector is very definite.

On the way of the pioneers, RobiAxiata Ltd. has presented itself to the customers as a unique and dynamic GSM communication solution provider in countrywide. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. With a mission to meet the communication needs of the people through customer oriented and dynamic solutions, RobiAxiata Ltd. commenced its operation in 1997 under the brand name of Aktel. That time it was known as Telekom Malaysia International (Bangladesh). Later, on 28th March, 2010 the company started its new journey with the new brand name Robi.

Starting from slum dwellers to modern upper class people, from students to business people, Robi has covered up all the strata of the society in order to fulfil its vision to include communication in the basic need list. Robi is truly a customer-oriented brand of Bangladesh. Robi believes to be ahead with innovation and creativity. The company is providing the telecommunication services to support national telecommunication policy for a higher rate of telecommunications coverage in Bangladesh. Robi is committed to provide warm, friendly approachable service to its valued customers as well as mass society. Robi services its subscribers with the philosophy of the excellence with limited interconnection.

In order to merge with global standards, Robi has the international expertise of Axiata and NTT DOCOMO INC that support numbers of international technologies, such as-2G voice, CAMEL phase 2 and GPRS/EDGE service with high speed internet connectivity.

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Along with this, Intelligence Network (IN), international roaming (IR) helped the company to serve the customer in an international standard way.

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, Robi is taking continuously to upgrade and expand their network for better and more efficient services to subscribers.

1.2 Market Share of Robi In terms of subscriber or customer size Robi has got 19.08% market share in the Telecommunication industry in Bangladesh and is in the third position among 6 companies. When the revenue matter comes, Robi is in second position by its numbers of valuable customer.46

Robi is not only giving focus on its business but also in socioeconomic development and welfare of the people. As part of this strategy, it has started a new campaign titled EbarHobei (It will happen this time) at the beginning of this year to enable community participation of its subscribers in contributing to socioeconomic development. It has a positive impact in stabilizing the market position.

1.3 Product Portfolio Robi mainly offer two types of product based on the subscription category for general subscribers-Pre-paid and Post-paid.

Prepaid package: Robi Pre-paid is continuously offering new features and plans to provide absolute freedom to the customer. Robi offers a single prepaid package with different tariff plans to meet different types of needs instant, easy and multiple migration facility from one tariff to another. Tariff plans are as follows Robi Club Tariff Plan

46

Daily-sun.com (2012) daily sun | Business | Robi achieves 19.08pc market share in 3 yrs. [online] Available at: http://www.daily-sun.com/details_yes_28-03-2012_Robi-achieves-19.08pc-market-share-in3-yrs_98_1_3_1_13.html [Accessed: 26 May 2012].

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RobiProthom Muhurto Tariff Shoccho Tariff Shasroyee Tariff Shorol Tariff

For the entrepreneurs Robi offer a different package called Uddokta& Easy Load Tariff. Postpaid package:Robi offers few lucrative Postpaid Packages named Simple plans, Normal plans, and Robi corporate. These Tariff and facilities can be easily found from the web page: www.robi.com.bd

1.4 Define the Problem Like any other construction every organization needs to be built and stand upon the strong pillar. And employees of the organization act just like the pillar for that organization. The strength of these employees can enhance the power of the organization and at the same time, if these employees lose their strength then the whole organization can collapse.

This is why employee satisfaction significantly matters to the success of the organization. Measuring employee satisfaction is very imperative because several issues are directly engaged with employee satisfaction such as employee retention, increase productivity, increase customer satisfaction, reduce turnover, recruiting, and training costs, enhance customer satisfaction and loyalty, improve teamwork and so on.

The reason for which job satisfaction matters are also the reason for which job dissatisfaction matters. In fact the negativity of job dissatisfaction works two times more than the positivity of job satisfaction works. Job dissatisfaction is by definition unpleasant and people intended to search for the means to remove that unpleasant. And result appears in job switch, low productivity, and customer dissatisfaction. End of the day the company has to face low profit figure and certainly a tougher competition from the competitors.

This is how the employee component of the organization signifies its consideration to ensure companys success. A company might have 5 or 50 departments but satisfaction of every employee in every case is important. This is because sum of each single turns into a whole. Moreover, dissatisfaction of one employee can be transmitted into another one.

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Consequently, we need to measure the employee satisfaction in fact on a regular basis. So that, the company can be aware is there any negativity is rising or not and take step according to that.

Problem Identification There is no doubt that Robi has earned name and fame in telecom industry in Bangladesh. It might have not achieved the peak but it has surely left some competitors behind. Unfortunately, the business world is completely unpredictable where a small negativity can pull the company down anytime.

A casual look at the top list of telecom companies can count the name of Grameenphone at first and Robi is roaming around between 2nd and 3rd. So, why Robi is remaining behind of GP? Or at which points GP excels the level of Robi? Careful observations may bring out the inappropriateness in any one or more than one department of Robi. Issues can be raised from the human resource section of the company. And this has influenced this project to scrutinize the employee satisfaction level of Robi through which the project will be able to be specific and organized.

These inner issues do not become vigilant by the employee only. It can come from completely the opposite side but root will be that same employee dissatisfaction issue. These issues are like Employee Turnover- High turnover rate in entry and mid-level position-this is the effect that directly comes from employees deed. This problem has been raised in Robi because of career growth and the remuneration package compare to the competitors. Sometimes, employees accept a lower ranked company if that gives higher remuneration. Low financial performance- This is an indirect but a severe effect of employee dissatisfaction. When an employee keeps working with his disappointment, he loses his motivation to speed up his work. And this results in a low productivity as well as lower financial performance.

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Customer Service- Customer service is directly related to employee satisfaction. Very obviously a satisfied employee serves a customer with full of spirit and opposite appears in case of a dissatisfied employee. Employee training and development program- Employee development programs are essential to improve morale as well as to motivate the employees to perform well. Employees like to learn new skills and meet challenges and they are more motivated when they feel there is great potential for personal growth. When the company shows interest in employee development, the employee naturally has a greater interest in the company's development too.

All the above issues are directly or indirectly linked up with employee performance and involvement. A satisfied group of employee can change the route of success. So, finding a critical level of satisfaction of employee can direct towards the solution of the above issues.

On this above ground this project has fixed up its problem statement: An Analysis of the level of employee satisfaction in Robi and understanding its effect on the competitive position 2.0 Consultants Understanding of the Issue A company consists of a number of departments and each department runs with numbers of employees. The success of each of these departments comes from the efficient contribution of every employee. And an Integration of all these success results in the overall success of the company. Efficiency and dedicated involvement of each employee can bring the Big Change for the organization. Its all about team work and participation of each member is very important. If the entire employees are satisfied with the company obviously they will give their best effort to increase productivity, customer satisfaction and loyalty. When this individual effort will turn into an improved team effort then this will surely reduce the employee turnover rate and increase the employee retention rate. And the result will place the company on top of the competitors. So, it is very much clear that success of few individuals cant hold the overall companys success. Satisfied employee delivers their maximum input and loyalty where a dissatisfied employee has delivered just the opposite. Interestingly, dissatisfaction works 2

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times more than satisfaction works. That is why, Measuring employee satisfaction is very imperative to determine the ultimate success of the organization.

Robi rightly positioned in the market place but with the fact of being behind from the peak. It has every resource along with human resource to run those resources. Unfortunately, the power of all resources sometime leaks out through the improper use of human resource. And this might be the case for Robi as well. Like any other company, there are several issues in Robis human resource that can make the simple loophole into a big hole by which success goes in vain. Remuneration package, facilities, promotion, reward, acknowledgement all these boost up an employee satisfaction, and then the employee gets motivated to contribute more dedicatedly.

In this regard, employee development is crucial for any organization specially company like Robi which has to face a tough competitive market. The more capable and qualified the employees the better the performance of the company. When they are well trained, they can easily handle situations, please customers ensuring customer retention as well as resolve any glitches easily without much ado. Moreover, training for development creates a hope and opportunity for the employee to avail a promotion with better salary and facility package.

All these factors related to human resource do exist in Robi, whether they are in a competitive shape or not is a considerable issue. Because, this can be the reason for which employee satisfaction of Robi might go down pulling the companys success along with it.

3.0 Objectives of the Project The objective of this project can be defined into two aspects: Broad objective Specific objectives

3.1 Broad Objective The broad and overall objective of the project is to measure the employee satisfaction level of the RobiAxiata Limited and its effect on the companys performance in the competition.

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3.2 Specific Objectives Remuneration package- To figure out Robis present remuneration package and judge its appropriateness according to the employees designation and market competition Job stress- To define the extreme and less both level of work load of employees. Corporate environment- To define the standard and state of Robis corporate working environment Performance appraisal- To measure the performance appraisal policy and category of Robi for its employees Employee development- To figure out the competitiveness of the employee development program of the company Career growth- To identify the availability of career growth opportunities for each employee of Robi Overall facilities for the employees- To identify and analyze the appropriateness of the facilities that Robi has fixed up for its employee Employees expectation level- To figure out what is the employees expectation level of Robi from the company Other effects on employee satisfaction- To determine the macro-environmental forces that affect the employee satisfaction, if there is any

4.0 Research Methodology 4.1 Type of research Although this research project will be conducted upon a business organization but the base of research is not related to profit earning concern. This research will signify the role of human resource aspect of an organization. In case of a competitive market like the telecommunication sector in Bangladesh, possession of a loyal and spirited human resource team is like a strong weapon to win the battle.

Descriptive research can be either quantitative or qualitative. It typically involves measuring a variable or set of variables as they exist naturally. The descriptive strategy is not concerned with relationships between variables but rather with the description of individual variables.47

47

Gravetter, Frederick J. and Lori-Ann Forzano. Research Methods for the Behavioral Sciences. 4 ed. New York, Cengage Learning, 2011. https://www.google.com.bd (accessed May 26, 2012)

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Descriptive research involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection. With the aim to find out the actual condition of an employee satisfaction level of Robi, this research will adopt descriptive research approach.

4.2 Sampling Design Marketing research is the sequential designing, collecting, analyzing and reporting of data and findings relevant to a company situation for the measurement of a company's opportunities and potential threats. Based upon this, research sampling design is formed. Sampling unit: The sample unit is the executive employees of the Robi corporate office. The analysis will consider 16 employees from 5 Divisions of Robi, among these 16 respondents, there will be 8 male and 8 female. All of them will be picked up randomly. As a result the total number of sampling units is 80. This 80 respondent consists male and female both categories in equal number which is 40. Sample size: At least 80 ( it would be more or less depending upon the availability of the employee and other variable issues like time, appointment and so on) Sampling method: Simple Random Sampling (SRS) method has been followed in terms of Researcher's convenience and judgment.

4.3 Survey Method The research will conduct a survey method on the defined sample which is employees of Robi. The factors of survey method will be as follows-. Data Sources- This research project will try to apply a standard research methodology. Under this methodology, the project will consider secondary and primary both data sources. Secondary Data- Articles published in different Newspapers, books & booklets, internet, different research papers, monthly & annual newsletter published by Robi. Primary Data-The primary data will be collected through direct questionnaires. Survey Approaches - The interviewee will conduct the interview (questions) face to face, over the telephone and through e-mail & internet.

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Survey Research. Behavioral Data: Behavioral aspects of employee group. Research Instruments Questionnaires, which will have closed end questions to get definite opinion and open ended questions to get the interviewees own view freely.

4.4 Questionnaire Design The questionnaires will have close ended question. So, interviewee will get a chance to point out the issues specifically and quantify the result with meaningful statistics. Through this, it will become easier to bring out the problem and actual scenario accurately. The questionnaire will have 25 questions and all 25 questions were segmented under 6 different categories. The categories will not be shown in the questionnaire to get the bias free responses from the respondents. The Categories are as follows1. Company and Supervisor 2. Company and Supervisor 3. Remuneration and Responsibility 4. Motivation and Development 5. Benefits and Incentives 6. Safety, Security and Cleanliness

4.5 Data Analysis and Interpretation The data gathered from the survey will be analyzed by both qualitative and quantitative approaches. Qualitative Approach-The research will use the descriptions and subjective view to analyze the data from a qualitative perspective. Quantitative Approach- Collected Raw Data will be analyzed using the most useful statistical tool on SPSS.

Interpretation of the analysis will be according to the findings of the analyzed data. As the analysis will be from two aspects, so initially each analysis approach will have an individual interpretation and after that the research will have an overall finding or the integrated interpretation.

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4.6 Five Steps of Research Plan The Research will be both qualitative and quantitative in nature. The Research will be accomplished in the following five steps as below; Step One: Defining the situation, problem and research objective. Step Two: Developing the Research Plan, as described below; Step Three: Collecting required information Step Four: Analysing the gathered information. Step Five: Presentation of the findings of the study will be done in the following steps; Draft Report - A draft report will be submitted to Robis appropriate authority for their valuable comments and evaluation. Final Report: The final report will hand over to the Robi authority after minor adjustment (if any in the draft report). Presentation - The final report's synopsis will be presented by the researcher

5.0 Scope of the Study The scope of this report is the analytical study of Employee Satisfaction of Robi and find out its relation with Robis position in the competition. This Research will be based on the primary data collected through the survey. And the survey will be conducted on the employees of Robi by using the design questionnaire to get the view from the employees directly. Along with this, the secondary data that will be collected from other different public sources will also be used to work on the scope. Although the position of Robi in the competition can be influenced by many other reasons but the projects scope will completely be confined within the employee satisfaction analysis. In order to define the scope properly or to measure the employee satisfaction level some other relevant issues need to be encompassed within the scope, such as- standard procedure of Recruiting, Employee Development Process, Provide competitive and employee favored facilities, Findings the employer and employee expectation gap, recognition of performance etc.

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6.0 Timing and Scheduling The research work will conducted maintain the following Chart. This is an expected scheduling frame and it may be changed if required. Activities/Week Review with the clients officials Preparing Project Proposal Designing the research Designing the questionnaire Pre-testing the questionnaire Finalizing the questionnaire Field survey & data collection Data processing Data error check Data analysis Report Writing Findings, recomm. & Conclusion Draft report preparation Obtaining feedback from client Addl. Analysis & changes made Submission of the Final Report Backup time to adjust 01 02 03 04 05 06 07 08 09 10 11 12 13 14 X

X X X

X X X X X X X X X X X X

X X

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7.0 Estimated Research Hour and Cost As this research is part of the consultants MBA program, the client would not be charged any consulting fees. However, a breakdown of total hours required to complete the project is shown in the following table: Project Task Project Startup Initial background study Project Proposal Preparation Manage Appointment and Meeting Secondary Data Collection Questionnaire study and Preparation Questionnaire testing and approval Collection of Primary Data Required time for group discussion Data Processing and Analysis Data Error check Report Preparation Report Writing Additional analysis and data change Overall research Management Transport, waiting, Loss time Total Hours Estimated Hour 8 25 18 25 17 12 6 35 25 48 5 12 78 12 15 20 361

The total budget for the entire report as calculated is as under: Description Stationeries Telephone Bill Printing Charge Transportation Cost Food and incidental cost Final Report binding Sum Total Amount 500 1,000 500 1000 4000 500 7500

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Since this is a part of the learning process of the MBA the consultant would not charge the client for the project work. Further be informed that if the proposal is approved, the job will start soon and final Report shall be submitted within the time period.

8.0 Benefit of the Research Human resource is a kind of resource that runs and empowers all other resources of an organization. Through this study Robi will be able to review the actual present scenario of their human resource and its effect on their position in the completion. In present Bangladesh, telecommunication sector is the most challenging and competitive one. Primarily three benefits come up on focus that Robi can avail from this study. First of all, Robi will get a chance to review their human resource policy and compare it to the standard policy for human resource in telecommunication sector. Robi will get a scope to review that the personality of the employee matches to the type of the job being allotted to the employee. After that it will be easy for them to determine that whether employee satisfaction or human resource issues are affecting their competitive position or not.

Secondly, Robi will get to know the level of satisfaction of their employee and the factor that can create dissatisfaction into the employees. This employee satisfaction study will help them to make any necessary rectification through desirable development programs, promotion, reward etc. As an additional aspect, these motivational steps will inspire the employee get more dedicated toward the work. This will increase the work but will decrease the employee turnover rate.

Finally, this study will help Robi and the employees to find the gap in between them and they will get the chance for clarification and erosion of all kinds of misunderstandings. Al these will surely help Robi to increase productivity and upward its performance. Besides, Robi will also be able to refer this paper for further consultancy in case of any relevant problems and research.

Every day, competitors throw a new challenge to each other and also defeat another with unique ideas. Robi has designed itself with all the competitive attributes but still it is behind from the peak and the problem can be hidden with their human resource policy. So knowing the level of employee satisfaction can enhance the possibility of formulating and implementing right strategic planning for the upcoming future.

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