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Introduction

Todays business world has become highly dependent on the customer relation and customer satisfaction. The customers want to explore more and more about the products or services they are using. The more they are aware of their products and services the more they can reckon about it. Through this internship report I put my hard and honest efforts to find out the service awareness status of the mobile subscribers of Bangladesh and how their satisfaction level is dependent on the different awareness levels. I have taken into account all the GSM mobile subscribers to reach to the objective of my research. I have also focused on the GSM mobile companies of Bangladesh exploring the company business, their goals and functions, their different products and services, analyzing performance, conducting research and extensive case analysis. I have done my internship in the customer service department of Grameenphone and as a closely related person with the customers I wanted to investigate the actual service awareness status of the overall GSM operators like GP. The GSM mobile operators that I have taken into account to do my research are Grameenphone, Banglalink, Robi, Airtel (Warid telecom) and Teletalk. GrameenPhone (GP) today is apparently the largest mobile telecommunication company in Bangladesh. The company that holds the second position in the overall market share of the mobile subscribers is Banglalink which is a concern of Orascom telecom. From its very beginning it captured the market share in a very short period of time. Robi is in the third position of in the market shares having 19% of it. Its is concern of AK Khan Group and it has recently repositioned itself in the market as Robi from AKTEL. Formerly known as Warid Telecom, Airtel has the third position in the market shares. Warid has recently been overtaken by the Bharti Airtel and have recently rebranded it as Airtel. Teletalk is the first govt. mobile operator and it has the lowest market share in the GSM industry with only 2% of market share. The mobile operators operate its function with an aim to accomplish two principal targets. Firstly, as with other commercial organizations, they operate in such a manner that they receive a good economic return on the investment. Nonetheless, secondly, they contribute significantly to the economic development of the country in making telecommunication a popular medium for exchange of information. The telecom operators in its operation, has to address a large number of customers throughout the country. It is therefore

imperative to get to the customers to know their impression on the services of this important communication medium. This encouraged the researcher to choose the topic of this internship program as Service awareness status of the telecom subscribers and their

dependency of satisfaction on the awareness levels.


It has been a fine opportunity to work in the Customer service division of a telecom company which falls under the commercial division of the company. My continuous effort was to figure out the key factors that pushed the organizations up there to deliver more consumers along with retaining the customer satisfaction level. In order to conduct the upshot I have asked different questions to the customer base to figure out the scenario. They are: What are the marketing strategies of different mobile operators to evaluate the awareness level of the target market? What are the involvements of people with different mobile operators to use more services? Do the mobile operators have the best network coverage to satisfy their customer base? Do the mobile operators have the sufficient workforce to retain customers satisfied? Do the mobile operators use their Customer care facilities more to sustain their target market?

One of the key issues in to have satisfied customers and to retain them in is about having the strong communication of the company to make people know the exact items about the products and services and also excellent after sales service or customer care. My earnest effort was to get into the core to find out the factors that are strongly related to the overall satisfaction level of the consumers. . Whether the total service awareness is making life easier from the telecom operators to sustain more into this competitive market, which was one of my key areas of work in this project.

Literature Review
Service awareness
Service awareness is the customers awareness about the services they get. The more the customers are aware of their products and services the more they are they can promptly utilize them. The awareness is one type of buying behavior also where the customers tend to buy more of a product or a service from a particular company when they know more about it, they know how to use it and utilize them effectively. The level of awareness or the knowledge about the product is the base of the customers attitude and perceptions towards it. So awareness, perception and attitude are strongly associated with each other. Perception is the process by which people select, organize and interpret information to form a meaningful picture of the world. When the customers know a little bit of the products or services and they get other information from somewhere else, they tend to place a perception which is not actually good for the companies. So it is very important that the companies provide relevant information about their products and services although their target customers so that they do not get distracted by other information sources and place a wrong perception about the company. The right message at the right time to the right customers will make the marketing program of a product effective and it will also enrich the customers with all the knowledge about the product. And it is noticeable that when the customers are knowledgeable about a product a service, they tend to be loyal with the products they perceive better and also their satisfaction level becomes high. Attitude describes a persons relatively consistent evaluations, feelings and tendencies toward an object or idea. Attitude put people into a frame of mind of liking or disliking things or moving toward/away from them. For example the telecom buyer may hold the attitude that he will buy that operator that provides the best network. Grameenphone provides the best network among all the operators. So Grameenphone would fit well into the consumers existing attitudes. So it is very important for the company or the firm to let the customer know in what aspect they specialize and then the customers will create an attitude towards them and the customers having

the attitude fitting with the company would by the product and be loyal to them. So here awareness about a service or a product of a company plays a critical role in the consumer attitudes.

Customer satisfaction
Customer satisfaction depends on the products perceived performance relative to a buyers expectations. If the products falls short of expectations, the customer is dissatisfied. If performance matches expectations, the customer is satisfied and if the performance exceeds expectations, the customer is highly satisfied or delighted. Highly satisfied customers make repeat purchases and tell others about the good experiences with the product. The companies can delight their customers by giving only what they can deliver and then delivering more than their promise.

The Telecom Industry of Bangladesh

The Telecom Industry of Bangladesh


Mobile phone has become an indispensable part of Bangladesh's everyday-life and has made a "safe heaven" in one of our pockets much like our wallet that we never want to leave at home while we head for our work! Thanks to the telecom-revolution and its relentless evolution that together have made it possible even in developing countries like Bangladesh. This is the dominant device that we now express ourselves through, get our work done and share our pains and pleasures with. Very much like the nature of the technology, the telecom industry in our country is also changing very rapidly. This is now in its saturation and he subscriber base as a result is increasing at a decreasing rate.

a) Introduction:
The introduction of telecommunication industry has been pretty late in our country compared to that of the neighboring countries. This is very much attributable to the political unrest in early 1990s. Though the first telecom company, Citycell, was introduced ages ago, the device has not become so pervasive until 1997, the year when the biggest telecom of the country, Grameenphone (GP) hit the market with its GSM technology. Since then there was no looking back. The industry grew at such an incredible rate in just a decade that anyone could hardly imagine. Now there are a number of players battling so hard for their respective market share and the consumers as well as the economy benefitted tremendously from this fierce competition. The following sections elaborate on almost every aspect of the industry, ranging from how it become so big, what fueled the growth to what are the risks and opportunities that it currently renders for the players.

b) Customer Analysis
The customers of the telecom industry in Bangladesh pretty much include everyone in the country. Communication can almost be deemed a necessity nowadays and the telecom industry takes advantage of this by constantly promoting their products with high budget advertisements and endorsements, falling prices, and diverse products. Target customers are hardly ever able to avoid being exposed to telecom products, and combined with constantly reducing call rates

resulting from competition, a large segment of the country's population now utilize subscription to more than one operator. Customer segments: The everyday user Usually more interested in cheaper rates and good connectivity, this segment comprises of a large portion of customers (other than businesses) as it more or less includes any one and every one. This segment of users are often responsible for causing operators to go into price wars, as lower prices mean more customers. This segment often shows little loyalty to operators as they frequently change connections to find cheaper rates. The corporate or business user Target customers of this segment are of course all small, medium and large business houses in the country. This segment understandably contributes the significant portion of subscribers in terms of network usage and value for the industry. Most operators go into partnership programs with companies in order to provide all necessary products and services usually at reduced or corporate prices and with augmented benefits in order to foster profitable, long term relationships. Demands of this segment usually include Internet Connectivity (EDGE, GPRS etc.), Short Messaging Service (SMS), Email and other web application services (Blackberry Server) and efficient service. The student user Comprised of individuals that are studying in schools, colleges and universities, this segment is a hot prospect for operators as need for these users to stay connected to their friends is top priority. This segment can be considered to be a sub-segment of the everyday user, but their demands often include other advanced features such as Short Messaging Service (SMS), Internet connectivity (EDGE, GPRS etc.) and bonus talk times. Operators such as Grameenphone introduced an additional product variant in the form of "DJuice" just for this segment. The rural user Recognized early on by Grameenphone, the demands of this segment is almost solely of the purest form: connectivity. Living in rural, dispersed, heavily underdeveloped areas, the individuals of this segment have a hard time keeping contact with their friends and relatives.

The primary type of product that target these customers revolve around offering good connectivity in hard to reach localities and low call rates to increase affordability. The Internet user While Internet Connectivity is now incorporated (or optionally incorporable) in almost all products of the industry, there are some users who are turning to telecom operators solely for Internet connectivity through the use of mobile (or modem) devices. The primary attraction that operators provide to this segment is the portability of such devices. In an era of information on the go, the need for wireless connectivity to the Internet is in high demand, and portable wireless connectivity devices such as Grameenphone's & Banglalink's EDGE modem have taken advantage of the situation.

c) Buying Motive
The customer's motive for buying telecom products has always been to communicate. In todays fast pace world of globalization and with friends and family living and working in distant locations, face-to-face and letter based communication just does not suffice. People are always moving around, so land based telephones are also inconvenient. The only way for people to communicate is seemingly through mobile phones or through the Internet. The telecom industry provides services to combine both mobile phones and Internet and at low, affordable costs. Combined with additional services such SMS and advanced services of web applications such as Blackberry, the telecom industry offers a wide range of products and services that provides ample motive to the customer.

d) Key Success Factors


The current success of the telecom industry is primarily due to an intense demand from customers for their services and products. The large population of Bangladesh provides an almost never ending market of opportunity. The market had been untapped for a long time because of political instability, therefore when the customers were presented with the opportunity to own and talk over cell phones, which had long been considered a symbol of status, customers bought in hordes. Ever present promotions and advertisements, most of which were highly innovative and attractive were also a key factor in the industry's success. The ability

to provide communication solutions to large businesses was also a big advantage for some companies of the industry. Grameenphone and Banglalink are big in this context and focus heavily on Customer Relationship Management to provide dedicated customer services to business organizations.

e) Key constraints
The SIM tax is the main constraint for the telecom industry in recent times. The govt. of Bangladesh has implemented 800 taka tax for every SIM card sold. But the subscribers do not want to buy the SIM cards in that high amount. So to keep up with the business and increase the market share, the telecom operators are selling their SIM cards in a subsidized price. Most the operators now a days sell their SIM cards at 150taka to 600 taka and it causes a huge loss for the operators. Another constraint that the operators are facing in the recent times is the license renewal constraint. When the telecom operators started their journey, they had not paid a significant amount of money for acquiring the license. But now in 2011, the license renewal fee is about 14 thousand crore taka for the telecom operators and it incurs a huge deficit for the company as they could have invested this money in the infrastructure development of the networks. So this is a key constraint for the telecom industry.

f) Unmet Needs
In our neighboring country, India, 3G mobile service had been introduced in 2008. Bangladeshi people also seeking for it as it allows simultaneous use of speech and data services and higher data rates. In our country, data transfer rate is really slow. People often face buffering problems while using Internet, and so people want higher data transfer rate. People also want 3G because of its higher security features as it allows the UE (User Equipment) to authenticate the network it is attaching to, the user can be sure the network is the intended one and not an impersonator. As people are continuously being exposed to news of technological updates of other countries, the demand is being created for:

Mobile TV a provider redirects a TV channel directly to the subscriber's phone where it can be watched. Video on demand a provider sends a movie to the subscriber's phone. Video conferencing subscribers can see as well as talk to each other.

Brief overview of the telecom operators


The current market share of the telcom operators in the telecom industry id as follows-

4% 24%

2% 6% 45%

19%

Grameen Phone (GP)

Aktel

Banglalink

Citycell

Teletalk

Warid

As the internship report is based on the GSM mobile operators of Bangladesh, a brief overview of the telecom operators and their services are given below-

Grameenphone is now the leading telecommunications service provider in the country with more than 28.7 million subscribers as of October, 2010. Starting its operations on March 26, 1997, the Independence Day of Bangladesh, Grameenphone has come a long way. It is a joint venture enterprise between Telenor (55.8%), the largest telecommunications service provider in Norway with mobile phone operations in 12 other countries, and Grameen Telecom Corporation (34.2% ), a non-profit sister concern of the internationally acclaimed micro-credit pioneer Grameen Bank. The other 10% shares belong to general retail and institutional investors.

Grameenphone has always been a pioneer in introducing new products and services in the local market. GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997.The technological know-how and managerial expertise of Telenor has been instrumental in setting up such an international standard mobile phone operation in Bangladesh. Being one of the pioneers in developing the GSM service in Europe, Telenor has also helped to transfer this knowledge to the local employees over the years. Grameenphone was also the first operator to introduce the pre-paid service in September 1999. It established the first 24-hour Call Center, introduced value-added services such as VMS, SMS, fax and data transmission services, international roaming service, WAP, SMS-based push-pull services, EDGE, personal ring back tone and many other products and services. The entire Grameenphone network is also EDGE/GPRS enabled, allowing access to high-speed Internet and data services from anywhere within the coverage area. There are currently nearly 3 million EDGE/GPRS users in the Grameenphone network. From the very beginning, Grameenphone placed emphasis on providing good after-sales services. In recent years, the focus has been to provide after-sales within a short distance from where the customers live. There are now more than 600 GP Service Desks across the country covering nearly all upazilas of 61 districts. In addition, there are 78 Grameenphone Centers in all the divisional cities and they remain open from 8am-7pm every day including all holidays. In addition, the Village Phone Program, also started in 1997, provides a good income-earning opportunity to more than 210,000 mostly women Village Phone operators living in rural areas. The Village Phone Program is a unique initiative to provide universal access to telecommunications service in remote, rural areas. Administered by Grameen Telecom Corporation, it enables rural people who normally cannot afford to own a telephone to avail the service while providing the VP operators an opportunity to earn a living.

Orascom telecom Bangladesh limited ("Banglalink") is a 100% owned subsidiary of Orascom telecom holding (OTH) in Bangladesh. It was acquired by OTH in 2004, and after a complete overhaul and the deployment of a new GSM network, its telecommunication services were relaunched under the brand name Banglalink. When Banglalink began operations in Bangladesh in February 2005, its impact was felt immediately: overnight mobile telephony became an affordable option for customers across a wide range of market segments. Vision To become one of the worlds leading telecom operators providing the best quality services to our customers, value to our shareholders and a dynamic, challenging and fun environment for our employees. Mission statement To satisfy all communication needs of the developing markets which they serve. It is our belief that there is viable economic model to serve emerging markets while availing affordable quality. We are racing to serve the largest possible number of customers, covering the most populous countries in the world. We believe that by positioning ourselves as the primary provider of communication services, we are shaping the future of the markets we serve. Banglalinks success was based on a simple mission: "bringing mobile telephony to the masses" which was the cornerstone of its strategy. Banglalink changed the mobile phone status from luxury to a necessity and brought mobile telephone to the general people of Bangladesh and made a place in their hearts. The mobile phone has become the symbol for the positive change in Bangladesh.

This positive change that is quite correctly attributed to Banglalink, has become the corporate positioning of Banglalink and is translated in their slogan "making a difference" or "din bodol". "Making a difference" not only in the telecom industry, but also through its products and services, to the lives of its customers. This corporate stance of "making a difference" has been reflected in everything Banglalink does. Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in October 2006. In less than two years which is by December 2007, Banglalink overtook Aktel to become the second largest operator in Bangladesh with more than 7.1 million customers. Banglalink currently has 14.22 million subscribers as of march 2010, representing a market share of 26%. growth over the last years have been fuelled with innovative products and services targeting different market segments, aggressive improvement of network quality and dedicated customer care, creating an extensive distribution network across the country, and establishing a strong brand that emotionally connected customers with Banglalink.

Robi Axiata Limited is a dynamic and leading countrywide GSM communication solution provider. It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Robi Axiata 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 people-oriented brand of Bangladesh. Robi, the people's champion, is there for the people of Bangladesh, where they want and the way they want. Having the local tradition at its core, Robi marches ahead with innovation and creativity. To ensure leading-edge technology, Robi has the international expertise of Axiata and NTT DOCOMO INC. It supports 2G voice, 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 creates distinct services with local flavor to remain close to the hearts of its customers. No matter what we do in order to realize our purpose, we hold ourselves accountable to the following overarching guiding Principles for our organization: 1. Being respectful towards everyone. 2. Being trustworthy by action. Being passionate and creative in all we do. 3. Keeping things simple in the way we do things. 4. Being ethical and transparent. 5. Demonstrating individual and collective ownership. 6. Practicing an open culture in communication and interaction.

In January 2010, Bharti Airtel Limited, Asias leading integrated telecom services provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-based Abu Dhabi Group. Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom and have management and board control of the company. This is the largest investment in Bangladesh by an Indian company. Dhabi Group continues as a strategic partner retaining 30% shareholding and has its nominees on the Board of the Company. The new funding is being utilised for expansion of the network, both for coverage and capacity, and introduction of innovative products and services. As a result of this additional investment, the overall investment in the company will be in the region of USD 1 billion. This is Bharti Airtels second operation outside of India. The company launched its mobile services in Sri Lanka in January 2009 on a state-of-the-art 3.5G network. The company crossed the 1 million customers mark within six months of launch on the back of innovative offerings as well as rapid expansion of network coverage and distribution.

Teletalk Bangladesh Limited is a public limited company, registered under the Registrar of the Joint stock companies of Bangladesh. Total shares owned by the Government of Bangladesh.

Mission and Vision To innovate and constantly find new ways to enhance our services to our customers current needs and desires for the future. Our vision is to know our customers and meet their needs better than anyone else. Teletalk Bangladesh limited was established keeping a specific role in mind. Teletalk has forged ahead and strengthened its path over the years and achieved some feats truly to be proud of, as the only Bangladeshi mobile operator and the only operator with 100% native technical and engineering human resource base, Teletalk thrives to become the true peoples phone Amader Phone. Basic objectives for which the Company was formed are highlighted here under: 1. To provide mobile telephone service to the people from the public sector 2. To ensure fair competition between public and private sectors and thereby to safeguard public interest 3. To meet a portion of unmitigated high demand of mobile telephone 4. To create a new source of revenue for the government. Teletalk Bangladesh Limited (the Company) was incorporated on 26 December, 2004 as a public limited company under the Companies Act, 1994 with an authorized capital of Tk.20,000,000,000 being the only government sponsored mobile telephone company in the country. On the same day the Company obtained Certificate of Commencement of Business.

Teletalk Bangladesh Limited has continually expanded its network, to better accommodate its growing customer base as well as to keep the promise of providing better service. As of now, Teletalk has already established its network foothold in 64 Districts, 402 Upazilas, and most of the highways. Teletalk is continuing its network expansion to reach more corners of Bangladesh. Possible departments who will be directly benefited from the above services are: 1. Police. 2. Rapid Action Battalion 3. Fire Service 4. NBR 5. Agriculture Department. 6. BRTA 7. BSTI 8. BTRC 9. Election Commission 10. Health Services.

Products and Services offered by the Telecom operators


Products offered
The GSM telecom operators of Bangladesh have a wide variety of products that make them to reach their desired customers. Segmentation is done here in such a way that the customers having different demographic or psychographic attributes can choose between the products and also they can customize their products. The main product of the telecom operators is the SIM cards that provide the air time to the customers.

SIM cards
The SIM card is the main product that enables the customers to attach it in any mobile handset and talk to their families and friends. The operators have differentiated their SIM cards for different type of users. The segmentation is done on the following basisRegular Users The regular or everyday users are users who wants to have cheaper rates in their calls and wants better connectivity. They are mostly prepaid users and all the telecom operators have done significant marketing with their regular products for these users. For the regular users, Grameenphone offers Shohoj, Bondhu, Aapon packages. Banglalink offers Banglalink Desh, Banlalink Akrate, Rongdhonu packages. Robi offers Robi Prothom, Robi Muhurto packages. Warid offers Jem and Jahi prepaid packages. Teletalk offers Bijoy, Shadheen, Shapla packages.

All of the packages are prepaid packages. As the customers tend to be less loyal to be with the packages, the operators frequently offers different discounts for different packages and also the startup price of each of the packages are very low with higher bonus talk times and sms. The

operators also offer postpaid packages for the regular users. But the postpais package holders are mainly the educated subscribers who do not switch to any other operator very easily. Corporate/Business users: The target customers of this segment are the medium and large business peoples. As they contribute a huge portion of income to the operators, so the operators go in partnership with the users. Grameenphone Business solutions, Teletalk executive, Robi Corporate, Banglalink Business are the corporate or business postpaid packages for the target customers. The operators make and arrangement to provide a large number of sim cards to a particular company and the company can negotiate their call rates with the operators, which means that the same operator can provide different call rates for different companies or business. Small business users: Grameenphone Akota, Robi Uddokta, Teletalk Shadheen are some of the examples of the packages which are targeted to the small business users. The users tend to have a phone/fax shop where people come to call and the users earn money through this. Their talk times are less than the regular or corporate users as these packages are supposed to be for the people who want to do business with their connection. Almost all of the packages offer 1 second pulse that helps them to earn more and spend less in each minute. Youth segment products: Grameenphone Djuice is one type of product that is targeted completely to the youth segment of the country. This package provides extensive call rates to the subscribers, community tariffs and different offers. This package proposes different discount offers in different retail stores where the subscribers will get discount on their shopping if they can show that they are a Djuice user.

Rural users: The target customers of this segment are mainly the rural people who live in remote and underdeveloped areas and have hard times to connect to their families. The packages offered for this segment offer very economic call rates with better connectivity. Polliphone and Public phone offered by Grameenphone are examples of this package.

EDGE Modem
Grameenphone is the company that first initiated the internet modem for the internet users and gradually Banglalink have also incorporated it in the country. It is the product where the subscribers insert their SIM cards and connect it to their computer or laptops and use the internet anytime anywhere. Mobility is the main benefit for which it has become a huge hit in the market and many subscribers use multiple operators as they want to use the better connectivity one in the modem and the other one for voice connectivity in their mobile handset.

Mobile Handsets
Grameenphone is the only company in the telecom industry that provides handsets in the market for the customers. They outsourced their handset from Huawei and sold it in the market with their own logo in it. Their handsets are cheaper in the market and offer many features in this cheap price. They also offer different discounts for the Grameenphone subscribers if they activate their GP sim in the handsets.

Services offered
The telecom operators along with its various products also provide variety of services. There are some special service and some are unique for different telecom operators. These services can be categorized by Value Added Services and After Sale services. Furthermore, the operators also offer GSM features.

Value Added Services


Value Added Services (VAS) offer subscribers a service which can create value in subscribers mind and add value to the companys service. These services generate revenue for the company. VAS are sometime created to meet subscribers demand and sometime to create demand of new services. Value added service also include non-voice services where the company concentrating to make subscribers adapt and increase usages, because the company knows one day voice service will reach to its saturation and then non-voice services will keep continuous growth of the companys annual revenue. Hence, the bundle of VAS is a great resource for the company to generate revenue. Subscribers can use their mobile phone for many other purposes than making voice calls. With most of the telecom operators VAS, subscribers can use their mobile phone to:

Send and receive text messages, picture messages, voice messages Download ring tones, logos, wallpapers Obtain news updates, cricket score updates Browse the Internet and also send and receive e-mails Transfer data and send fax Participate in competitions and vote for subscribers opinions.

Subscribers will be able to use all these below services whenever subscribers need them, wherever subscribers are. And these services are

Messaging Services Information Alerts Data Transfer Entertainment Services Browsing the Internet Send and receive e-mails Download Contents Customize Subscribers Handset

Participate in Competitions Vote subscribers Opinions

At present the available VAS can be categorized into the following four ways:

Push Pull services (Voice and SMS)

Value Added Services

Data Services Special Services

EDGE and Information Service

Push- Pull Services From the word push and pull this service can be defined as a service in which a subscriber push buttons of his/her mobile set to ask for a query and pull it. Push Pull is a SMS based service which is firstly launched by Grameenphone in January 2003. Instead of asking query to the call centers subscribers can directly pull information by sending SMS to some selective numbers provided by the operators or their respective vendors. It is Text SMS based service. Subscribers can pull necessary information only by sending SMS writing specific words. For example, for cricket updates a Grameenphone subscriber has to write cric and send it to 2002. Push pull service offers Bill general emergency query, News, Emergency, Entertainment, Bank Account info, Quiz (Prothom-Alo & Daily Star), ring tone and logo down load. Except Ring tone and logo down load all the push pull services charges 1.5tk/sms to 2.30tk/sms. Logo down load and Ring tone down load charges 10tk-12tk for each down load.

Missed Call Alert: Now subscribers can be notified, by SMS, of the calls subscribers have missed when subscribers phone was unreachable. The alert notifies registered subscribers of the service about the calls that they did not answer or did not receive when they were unreachable due to any of the following reasons:

handset switched off out of network or coverage area battery discharge or any other reason

Data Services This service Allow subscribers mobile phone to attach to a computer to send or transfer data. One can use this service even when subscribers are on the move within the operators coverage area. Currently it is available only to corporate clients. No need to have connection with a fixed line. WAP WAP stands for Wireless Application Protocol. This is an open global specification that empowers mobile users with wireless devices to easily access to various Internet information and services instantly. It provides the market with data (non-voice) services available to many more participants-anywhere anytime than a personal computer. WAP bridges the gap between the mobile world and the Internet as well as corporate intranets and offers the ability to deliver an unlimited range of mobile value-added services to subscribers-independent of their network, bearer and terminal. Mobile subscribers can access the same wealth of information from a pocket-sized device as they can from the desktop. WAP is a global standard and is not controlled by any single company. Ericsson, Nokia, Motorola and Unwired Planet founded the WAP forum in the summer of 1997 and they provide it to the mobile operators.

Key benefits for a subscribers of WAP Easy to use. The possibility of having personalized services. Portability. Subscribers do not have to entail separate investment for WAP. Access to a wide variety of services on a competitive market. Fast, convenient and efficient access to services. Through this service, subscribers: 1. Browse the Internet, 2. Send E-mail, 3. Chat on the Net, 4. Do On-line Shopping. EDGE EDGE stands for Enhanced data for global evolution. This is the new service which is actually enhanced data transfer. It contains Internet, WAP and MMS. WAP and internet provides website access and download contents (picture, logo) through mobile phone. MMS helps to send and receive picture massage through mobile. The operators have done segmentation for providing the EDGE service. For example, Grameenphone provides Package 1 to Package 7 named internet packages for prepaid and postpaid subscribers. Benefits of EDGE: With EDGE, the subscribers can Get Internet access any time, remain connected all the time wherever subscribers are, and have a great web surfing experience. Surf the Internet with super-fast speed from subscribers handset. Browse contents more easily on subscribers mobile phone. Send and receive e-mails through subscribers mobile phone. Send and receive multimedia (pictures, sounds) messages. Download better quality contents: high-quality ring tones, wallpapers, songs, movie clips, videos, animated

logos, and themes that will let subscribers customize subscribers handset in many ways. Receive incoming calls even while browsing. Once the call ends, subscribers data transfer will resume automatically from the place it stopped.

Some Special Services


The telecom operators are offering various special services at a very low rate. It makes the customers delighted and also generates revenue for the customer. Instant Messaging With this Innovative service subscribers will be able to use PC-style instant messaging and presence on mobile phones through operators own chat software. The unique features of Instant Messenger are

Operator to operator Chat SMS Broadcast Message Off line messages Presence status display Chat Rooms Settings Wizard

Short Message Service (SMS) SMS is the most popular Value added service of the mobile operators. It is popular because it is cheap. But SMS still many subscribers do not know how to send SMS. SMS in mobile acts like an advanced pager. Subscribers can send and receive text messages of up to 160 characters for 1 SMS, directly from one mobile operator to the same operator number or any other operators mobile.

Voice Mail Service (VMS) VMS is a unique answering machine. It provides subscribers with a personal electronic mail box in voice mail center. It records subscribers personalized greetings as well as stores incoming voice messages. It records incoming voice messages if subscribers are: Outside operator's coverage area or Busy or Simply switched off subscribers mobile

It provides 24-hour automatic secretarial service. It makes one available to his/her calling person anytime. Welcome Tune Service These are the services provided to the subscribers through content providers. Charge for a ringtone is 10-15 taka. Welcome tune is services which also charge 10-15 taka and there is a monthly access fee (20-30 taka) for that. Friends and Family Friends and family is a special feature is given to only regular and standard post-paid subscribers. It gives the subscribers to select 3-7 numbers for the following next 1 month. In this selected numbers the subscribers can call Tk0.5/min for 24 Hours. After 1 months the subscribers can change the number or can keep the previous numbers. To avail this option the subscribers has to SMS this numbers to a port number of the respective operators writing the friends and family numbers. Again this will charge regular SMS tariff. After sending the SMS it will take maximum next 72 hours to activate the number. International Roaming The International Roaming facility is a useful service for the GP subscribers who travel abroad and subscribers of the partner networks who visit Bangladesh. It has also become an additional

source of revenue for the company. Regular (ISD) subscribers can use their mobile phones in the countries where operators have partner networks. The subscribers of the partner networks can also use their mobile phones in Bangladesh. Regular (with ISD) subscribers can avail the international roaming service if they are holders of International Credit Cards (Foreign currency MasterCard issued by NBL in Bangladesh, American Express Card or any other master card from anywhere in the world). Security deposits and other terms and condition apply to avail the international roaming service. Grameenphone became the first mobile phone operator in the country to offer its subscribers the International Roaming facility from March 1999. The number of GP International Roaming partner networks increased rapidly from 12 in 1996 to 56 in December 2000. And now Grameenphone has 248 International Roaming partner networks spread across 91 countries in four continents, as of June 2005. Other operators like Banglalink, Warid, Robi also provide the international roaming service.

Voice/Speech based service For the first time GP introduces Hot-code dialing, which allows subscribers to access directly to the desired information without going through the step-by-step menu system. After GP, Robi, Banglalink, Teletalk have also introduced it. A subscriber can call the number to image center from his/her to get information like billing, service features, tariff, and usages detail information. Subscribers can avail this service 24 hours a day. There are both Human agent and interactive voice response (IVR). Call center service charges 0.57Tk/min for both post-paid and pre-paid subscribers. The call centers have few segments like- subscribers can choose the language and type of service based on his/her requirements. Service Center & GPCIC Each operators Customer Relation Center (CRC) has info center, which provides various information about recent offered package price, tariff and after sales services related information. The only difference of info center and hot line is, hot line provides information over phone and info center provides information face to face. Operators Service Centers provide both sales and service from one place.

There is a new concept for Bangladesh and a new project of GP which is called Gramennphone Community Information Center (GPCIC). In this project, GP establishes information centers in rural or remote area where general people can use internet services for their various purposes. Mobile cash and mobile remittance The operators in the telecom industry have made the life of the subscribers much easier than before by providing mobile cash service to them. With this mobile cash the customers can easily pay their electricity, gas and water bills just going to a bill-pay store and not standing in the banks for hours to pay them. Grameenphone and Banglalink subscribers can also have their ticket for the railway services with this mobile cash. Banglalink has incorporated mobile remittance service where the customers can get their money sent from their relatives abroad.

After Sale Services


After sales services is after sales subscription services. All telecom subscribers can take after sale service from regional Customer care centers. After sales services includes reconnection, SIM replacement, product migration, Address change, sign change. Reconnection Pre-paid and post paid subscribers can get reconnection of their deactivate line. For reconnection subscribers has to apply in Customer Relation Center with signature. And subscribers have to pay fees for reconnection. This fee depends on products. For example, a disconnected Easy Prepaid subscriber has to pay Tk.100- Tk.150 for reconnection. Migration A post paid subscriber can migrate post paid to pre-paid, and a pre-paid subscriber can migrate pre-paid to post paid. For this subscribers have to pay migration fees. In case of migration the subscribers previous number will change.

SIM Replacement If subscribers SIM is lost or damaged then the subscribers can take SIM from regional CRC. Again, for SIM replacement subscribers have to pay certain fees which are 100 taka. Sign and Address Change If post-paid subscribers billing address is changed then the subscriber can officially change address by applying to regional CRC. As soon as the subscribers address is changed, operators give feedback to the subscribers by sending SMS. After sale services is provided by verifying signature. If a subscriber wants to change signature then s/he can apply to replace old signature with new one. Transfer of Ownership If a subscribers wants to transfer his connection to other person (friend, relative or other), then there are some procedure which have to be followed. Both of them have to be present in the customer point with their 2 copy of photograph, original subscription paper and national ID card/driving license/passport/any kind of photo ID.

GSM Features
The telecom subscribers enjoy the following GSM features without bearing any additional costs: Caller ID Display of the phone number of an incoming call in subscribers handset before the call is answered. Call Waiting While talking to the first caller, subscribers will hear a special tone informing subscribers about the second call on the line. At that moment subscribers can put the first caller on hold and talk to the second caller.

Call Conference Receiving calls from multiple callers can be supplemented by joining these multiple callers so as to enable them to talk to each other. Subscribers will be able to communicate with a group consisting of maximum five callers. Call Divert Call Divert lets subscribers redirect or re-route subscribers call to another mobile or any other fixed (if subscribers have BTTB connectivity) or mobile phone.

Research & Analysis

Instrument Development
In order to complete our research I have designed the questionnaire with 5 (five) independent variables and 1 (one) dependant variable

The dependant variable is: i) Customer Satisfaction. The independent variables are: i) ii) iii) iv) v) Usage rate Network Coverage and Connectivity Call charges/Bill Internet and value added Services Customer Care

The questionnaire was design with questioned structured to find the relationship between the aforementioned dependant and independent variables. The questions for each variable were compiled into different sections and as a result of six variables, there were six sections in the questionnaire. In the analysis part I have also analyzed the answers of the different important questions and tried to find out the reason behind their answers. The detailed explanations of the questions asked for each of the six sections are given below in their order of appearance in the questionnaire. Section One: Usage Rate All the efforts that any organization wants to put in can be measured in different ways. Usage rate of the telecom subscriber can be one pivotal point for the company to know where the subscribers are and what the usability of their services is. I have indeed got an understanding of the promotional offers that induces people to use their operator more than other operators. Whether the companies value added services are providing more propensity for the subscribers to use the brand. The youth segment has been pretty important for them to increase the overall usage rate of the company. Overall it has been a good understanding of the usage pattern with the

customer satisfaction. I have asked questions like the introduction of new offers as well as tariff plans that gives me insight about their awareness level and the dependency of the customer satisfaction on the awareness of the new offers. Section Two: Network Coverage and connectivity This segment leads to the core and supplementary services that has been provided by the operators and the effect that has on customer satisfaction. I have gone through the questions that ask the basic question for a telecom company. It makes me understand that clear voice connection, Edge connectivity, SIM card connectivity and other aspects of the network. Section Three: Call Charges/ Bills This segment has helped me to know the tariff plan that the operators have for its target segment and whether that has any impact on the overall customer satisfaction. The questions that I have organized were those which can really measure the awareness level of the customers about their call rates and charging systems and also overall satisfaction level of the consumers. Overcharging issues and discount offers, whether these factors are having any impact at all on the customer satisfaction level was important to understand.

Section Four: Internet and Value added Services (VAS)

Internet and data services have been a crucial factor for the operators in recent times. I have organized the questionnaires in this section to find out how much the subscribers know about their operators internet services and if they measure their satisfaction level with the services. Awareness about the Value added services is also been analyzed in this section.

Section Five: Customer Care One of the key issues to have satisfied customers and to retain them in is about having an excellent after sales service or customer care. It was pretty important for me to find out the actual scenario of the market that the operators operate with millions of consumers. Whether the customer managers are putting values into account to retain the consumers is an important fact.

Again the hotline they use, whether that is making any proper feedback region for the consumers is important to notify.

Section Six: Customer Satisfaction This was the last section of the questionnaire and it tried to derive the customer orientation of the organizations. The questions in this section were designed to establish and check the relationship between the independent variable and customer satisfaction, to see how much the relationship existed between the independent and the dependent variable. This section gives an idea of the overall promotions and services that the operators provide to its customer segment and whether the overall activities has any impact on the customer satisfaction level. It also gives me an idea whether consumers are willing to recommend their respective operator to other people. Even every single step that the organization takes can differ the customer satisfaction level to different proportions, which signifies the importance of having my independent variable relating firm enough with the dependent variable.

Data Collection
In order to complete my research, I required the customer base of the different mobile operators to respond to a structured questionnaire aimed at establishing a clear idea of the service awareness status of the telecom subscribers. The sample size for our data collection was 80 (Eighty). All our respondents were the users of different services of the respective operators. Due to the nature of the research topic, we did not collect the insights of any internal personnel. I have distributed the questionnaire in 5 different demographics based on the education and income as I wanted to capture the service awareness of all types of subscribers. So to mostly cover the different demographics and also taking into account the proximity of the respondents I have distributed the questionnaire to five different types of people which arei) ii) iii) Student with no income Student with income Working people having income of less than 10,000 taka

iv) v)

Working people having income from 10,001 taka to 20,000 taka Working people having income of more than 20,000 taka.

The questions were categorized into their respective sections and clear instructions were given to the respondents regarding the filling up procedure. I have also talked to the respondents at the time of filling up the questionnaire about their main problems, expectation levels and their awareness levels to get an insight into them. All the questionnaires were designed and rechecked to eliminate any bias or partiality or discrimination in any way.

Research Methodology
Areas of work The primary data was not satisfactory to make the research as informative as possible. Therefore, to get to the core of this research paper we have used several secondary data. The research was carried out through:

The use of sample questionnaire Direct Interview Phone calls Weighting and estimation Use of auxiliary information collected from the companys report prepared by different department of the company.

In addition to these, other information on the companys background and its objective and vision were collected from various trusted and relevant sources:

Internet Books Journals

We collected responses from customer base of the different telecom subscribers. They were from different educational background and having different income levels. As technical instruments to prepare and analyze the information of our project on motivation in the telecom operators, the followings were used: Microsoft Word Microsoft Excel SPSS for Windows

Microsoft Word was used to align the whole project. Microsoft Excel and SPSS 17.0 were to correlate the findings from the questionnaire, regression analysis and etc.

Research Sample: There were five Independent variables which are: 1. Usage rate 2. Network Coverage & Connectivity 3. Bills/Call charges 4. Internet and Value added services (VAS) 5. Customer care

The one dependent variable was: 1. Customer satisfaction

Hypothesis building
Ho = There is no linear relationship between the independent variable and dependent variable.

H1 = There is relationship between the two variables.

Explanation: If we reject the Null Hypothesis, Ho, then we can say that the focused independent variable affects the concerning dependent variable. However, if we do not reject the null hypothesis then it means that there is no relationship between the two variables.

Decision Rule:

Some models are going to be produced below in the further discussions which are going to deduce whether there is significant relationship between the concerning independent variable and dependent variable. We are going to find out the critical value of F from the Fisher effect table with the particular degrees of freedom. After that we will be finding the calculated value of F and the decision rule will be-

We reject Ho, if the calculated F value > critical F value. We do not reject Ho, if the calculated F value < critical F value

Research Result and Discussion


The questionnaire contains about 29 questions which are divided into the six sections which are considered as variables. The answers of the questionnaire are made in the ordinal data basis where it implies that, 5 = Highly agree, 4 = Moderately agree, 3 = Neutral, 2 = Moderately disagree and 1 = Highly disagree. This method has been helpful to understand the scale of the awareness status of the subscribers and also to find out the relationships between variable and independent variable.

As discussed above in the Data Collection section, the questionnaire is distributed among people of having five different demographic attributes to cover awareness level of the different types of people and the five different demographic attributes are as followsi) ii) iii) iv) v) Student with no income Student with income Working people having income of less than 10,000 taka Working people having income from 10,001 taka to 20,000 taka Working people having income of more than 20,000 taka.

Before analyzing the relationship between the independent and the dependant variables, it is viable to analyze the service awareness status of the telecom subscribers which is the primary objective of the project. Among the 29 questions I have analyzed the most important awareness variable questions and also the analysis according the demographic attributes. This analysis is given below in order of appearance of the questions and demographic attributes.

Current mobile operator of subscribers


a) Student with no income

Multiple Teletalk operators 6% 0% GP 25% Warid 50% Banglalink 13% Robi 6%

Student with no income

From the above pie-chart it is very evident that the students who do not have any income mostly use Warid telecom (50%). The students who are been questionnaire are from Class-IX to University levels. As they do not have any income, most of them uses Warid telecom for its cheap rates and huge bonus offers. About 25% of the total respondents use Grameenphone. Though GP is relatively known for its high rates than the other operators, but still many of the non-income students use it for its better connectivity and fast data services. One thing also noticeable here is that none of the respondents use multiple SIM cards which was evident in the recent past. b) Student with income
Multiple Student with operators 13% Teletalk 0% Warid 19% GP 44%

income

Robi 13%

Banglalink 14%

The dominant operator in the student with income demography is Grameenphone. When I asked them they use GP, mostly they answered the benefit of having faster internet services with 24 hours availability and hassle free connectivity. Students use the internet very frequently and they need a mobile operator that can provide them with on-the-go service and GP provides it to them. Naturally, Warid is the second position here with 19% of market share for its cheap rates.

c) Monthly income of less than 10,000 taka


Teletalk GP 0% 6%

Multiple operators 0%

Warid 38% Banglalink 44% Robi 13%

Monthly income<10000tk

In this section, I have mostly asked questions to the people who are not that much educated, but they are having an income level of less than 10,000 taka per month. The people who are been questioned here are mostly garment workers, house servants, personal secretaries, housekeepers who have very little or no education. And the dominant operator that has captured the 44% market share of all the five operators is Banglalink. Banglalink actually provides them with better connectivity in cheaper rates and frequent offers. Grameenphone has very low market share in this demography which is only 6%.

d) Monthly income of 10,000-20,000 taka


Multiple operators Teletalk 6% 0% Warid 19% Robi 19% Banglalink 13% Monthly income 10000tk-20000tk GP 44%

People who have been questioned here are having good education and they are mostly service holders or small business holders. About 44% of the respondents use Grameenphone here for its better connectivity and different value added services. Robi and Warid are having equal amount of respondents (19%) and this is the section where Robi shows the highest market share in all of the five demographics. e) Monthly income of greater than 20,000 taka
Multiple operators 13% Warid Teletalk 0% 6% Robi 6% Banglalink 25%

GP 50%

Monthly income>20000tk
The respondents in this demographic section have a very good education level and most of them are bankers, high officials and business owners. Naturally it is evident that about 50% of the respondents use Grameenphone. Grameenphone is dominating here for its huge network coverage and also for its internet and international roaming availability. Banglalink is also

having a good amount of market share of 25%. This is also the demographic segment where highest number of respondents (13%) uses multiple operators for their usage. So from the above discussion, the total market share of the mobile operators in these 80 respondents is

Total Market share of the operators


Teletalk 2% Warid 26% Multiple operators 6%

GP 34%

Robi 11%

Banglalink 21%

Answer Analysis
Usage Rate
1. Usage of Value Added Services (VAS) have been increased
Usage of Value Added Services (VAS) have been increased
40 30 20 10 0 Highly Moderately Disagree disagree Neutral Moderately Highly agree agree 0 11 8 30 31

Number of Respondents

Among the 80 respondents in the survey, 31 respondents (38.75%) moderately agreed with the line that the usage of value added services of their operator have been increased. The value added services that is been provided from the operators are welcome tune service, missed call alert service, call block service, sms alert service etc. which are been discussed above in the service section of the different mobile operators.

2. Overall usage of my operator has increased through its youth segment Overall usage of my operator has increased through its youth segment
20 18 16 14 12 10 8 6 4 2 0 17 10 17 19 17 Number of Respondent s

19 out of 80 respondents (23.75%) moderately agreed that the overall usage of their operator have been increased in the youth segment. The 17 respondents who highly agreed with the statement mostly use Warid telecom and they know that their operator have targeted the youth segment and low income peoples segment for their cheaper call rates.

Network coverage and connectivity


1. I know about the network coverage of my operator I know about the network coverage of my operator
35 30 25 20 15 10 5 0

33 21 3 22
Number of respondents

33 out of 80 respondents(41.25%) moderately agreed with the line above and it implies that most of the people know about their operators network coverage. The respondents who moderately or highly disagreed with it are mostly from Warid telecom as they actually do not know where they will get their desired network and where they will be completely networkless as Warid have not covered all the places in the country. 2. I always get clear/sound voice connection I always get clear/sound voice connection
35 30 25 20 15 10 5 0

31 5 3

28 13
Number of respondents

Surprisingly most of the respondents (31 out of 80, 38.75%) moderately disagreed with the line above and it implies that most of the subscribers do not get a clear connection all the time no matter how strong their network coverage is. No matter what happens, the subscribers are bothered about the network connection and when they face connectivity problem even though they know that their operator gives uninterrupted connection, it makes them dejected. So one insight can be found from this answer that is, the operators are yet to be strong in the network connectivity issue.

3. I know about the call waiting, diverting, barring and conferencing services I know about the call waiting, diverting, barring and conferencing services
35 30 25 20 15 10 5 0

18 7 1

22

32
Number of respondent s

Call waiting, diverting, barring services are very services for any user and it is also evident that 32 out of 80 (40%) respondents actually know about these services. But there are people who do not actually know about these and they cannot solve the problem instantly regarding this. They have to call to the customer hotline for solving them and it kills their time and money.

4. I know what measures to take if my line gets disconnected I know what measures to take if my line gets disconnected

40 20 0

37
25 14 4 0
Number of respondents

In this question 37 out of 80 (46.25%) respondents moderately agreed with the term that they know what they should do if their line gets disconnected. But awareness is yet to be speeded as 25 out of the 80 respondents (31.25%) moderately disagree with the line above and it is higher that of knowing about call waiting and diverting services. So to prevent the people from having a panic, the mobile operators should communicate the basic things to do if the line gets disconnected.

Billing/Call charges
1. I know about the different pick and off-pick tariffs of my operator I know about the different pick and off-pick tariffs of my operator
Number of respondent Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

15 4 24

27

10

The first question that is been asked in the Billing/call charges section was to find out if the subscribers actually know about the different pick and off pick tariffs of their operator. Here, 27 out of 80 respondents (33.75%) answered or moderately agreed that they are actually concerned about their call charges and also keep information regarding it. It helps them to save money and talk more. Though the highest number of peoples know about the call charges, but still there are people (30%) who moderately disagree with the above statement. Many of them are not really bothered about their call charges and many of them do not get the proper information about their call charges at the time when they want to know it.

2. Tariff that my operator provides is economical Tariff that my operator provides is economical
Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

11 16 14 37

The call rate of Grameenphone is the highest in the market among the telecom operators of Bangladesh and it also holds the highest market share among the telecom operators. But still highest subscribers think that their call rate is economical. That means they are very well-known to their call rates. Among these 37 people (46.25%) most of them are Warid subscribers. The 2 persons who highly disagreed with it are both using Grameennphone. There are 16 people who are not actually worried about their call rates so they gave a neutral opinion to the question.

3. I never face overcharging issues

I never face overcharging issues


Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

19 18 4

38

The answers to this question was surprising enough as 38 out of 80 respondents (47.5%) moderately disagreed with the statement that they never face overcharging issues. Overcharging in the call rates is a big issue and as they are concerned about the call rates so they know when they are getting overcharged. 4 of the respondents also highly disagreed with the statement. So it is evident that the subscribers keeping record of their call charges and also they know when they are having their calls overcharged. It is a good insight for the telecom operators also as they should get alert for the overcharging issue and it carries the highest weight to create customer dissatisfaction. 4. I keep myself informed about the discount offers in call charges I keep myself informed about the discount offers in call charges
Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

20 23 2 15 20

It is very much evident from the above bar chart is that Bangladeshi subscribers want to have more and more discount offers. About 23 out of 80 respondents (28.75%) moderately agreed with the above statement they keep track of the different discount offers provided by different

operators. Currently, Warid is giving most discount offers in the market to have more market share as they are new in the market and there is no other way to attract the customers other than giving discount offers. So people are actually aware of their offers and know how to utilize them. It is noticeable here is that there are 20 respondents (25%) who do not keep track of their discount offers as they do not care about their call rates or discounts. Most of them are corporate users or higher income earning users.

Internet and Value Added Services (VAS)


1. I know about the different internet packages and their charges

I know about the different internet packages and their charges


Number of respondents

Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

19

13
3 31 14

Internet is the most essential part of our daily digital life and no likes any kind of hamper in this section. All the subscribers want a hassle free internet and journey and for this reason they keep track of the different internet packages and their charges. But not a good number of people know about the internet package. 31 out of 80 respondents(38.75%) highly disagreed with the above statement. They do not actually know about their operators internet packages. 19 people (23.75%) who highly agree with the statement are mostly Grameenphone subscribers as they have the highest amount of promotion in the GSM telecom market. Other than GP, no operator is aggressively promoting their internet packages that make their subscribers know about the internet services.

2. I know about the charging system of internet packages I know about the charging system of internet packages
Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

16 16 19 27

As most of the subscribers do not actually know about the internet packages their operators are providing so naturally, the highest subscribers (27) moderately disagreed with the above term and it means that they do not know about the charging system of the different internet packages. The people who highly agreed and moderately agreed with the above statement are mostly GP user or Robi users. 3. Internet package tariffs are fair enough Internet package tariffs are fair enough
Number of resondents

Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

11 15 47 7 0

The answer to this question proved that most of the subscribers do not actually know about the internet packages as 47 out of 80 respondents (58.75%) gave a neutral opinion to the above statement. As they do not know about their internet packages, they did not also know if the

internet packages that the operators are providing are fair enough. 11 of the subscribers highly agreed with the above statement and they actually know that their internet packages are fair with the speed provided. 4. I know about the Welcome tune services and their charges I know about the Welcome tune services and their charges
Number of respondents

Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

11 36 6 11 16

Welcome tune is the most famous value added service among the customers and most of the subscribers actually know about it and use it. 36 out of 80 respondents (45%) moderately agree with the welcome tune services. They also know about the charges as they are using it or want to use it. They want to please their caller with their favorite tunes. There are also 16 (20%) people who do not know anything about it and also do not like to use it in the near future. 5. I know about the push-pull services & their activation/deactivation system I know about the push-pull services & their activation/deactivation system
Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

2 23 4 16 35

Push-pull services have recently got the popularity and it is provided by all the operators. Though the promotioning was good, but still it is not actually getting customers attention. 35 out of 80 respondents (43.75%) highly disagreed with the service. And many people complained that sometimes, these services are automatically getting activated in their numbers and charging them money for every sms. And proper guidelines to deactivate the services are not been communicated to the subscribers which is making the customers dissatisfied. So it is a good insight that the customers are not bothered about this service and they will know it when they want it.

Customer Care
1. Customer managers are prompt to answer Customer managers are prompt to answer
Number of respondents

Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

41
8 23 4

Customer managers are the main representative of the customer of the telecom operators. The customers are evidently happy with the customer managers as we can see in the above analysis. 41 out of 80 customers (51.25%) moderately agreed that the customer managers are prompt to answer. That means whenever they went or called to the customer care the customer managers were helpful in most cases and they remained busy only to help the customers and answer their relevant questions. It was hard to find which operators subscribers mostly agreed with the above statement. Almost operators subscribers had good experience with the customer managers. There are also 23 out 80 subscribers who did not have that much good experience with the

customer managers. So it is evident that the customers are really very concerned about how the customers behave with them and they dont feel hesitant to take help of the customer managers and they have different perceptions. So, we do get a good insight about the service awareness level of the customers. 2. Customer care centers are helpful Customer care centers are helpful
Number of respondents

Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

5 52 13 9 1

Customer care centers are main source for the customers to go physically and get help from the customer managers. Generally, the customers come to the care centers to buy sim cards, get sim replacements, for registration purposes or just to know about some discount offers. The customer centers are relatively helpful as the customers have good experience in there. 52 out of 80 respondents (65%) moderately agreed that the customer centers are helpful. So the customers are aware of the fact that the customers care centers are visited by the subscribers for different purposes and they have got good perceptions and awareness about the customer centers. Yes, there are people who highly disagree or moderately disagree with the above statement. But the majority of the respondents responded positively to the above statement which is also a good finding for the telecom operators.

3. Hotline is easily accessible

Hotline is easily accessible


Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

1 7 23 15 34

Service hotlines are the ultimate source of the customers where they can get instant service from the customer managers. The customer care centers do not remain open at night and many customer centers are not in the close proximity to the subscribers. So the hotline is the source where the customers can make instant solution for their problems from anywhere and anytime. But unfortunately the customers do not get the access very early. 34 out of 80 respondents (42.5%) highly disagreed that they do not get easy access to their hotlines. Many of the respondents also said that they have to wait for at least 10-15 minutes to talk to the customer managers or call center agents and many of them get frustrated after waiting for a long time and they disconnect the line after waiting for long hours. So the customers are not getting the service when they need. The customers are very much aware that when they can get the line early and when they have to wait for long. And the customers are actually helpless at times as they have to do nothing but to wait. So this is why they highly disagreed with the above statement. There are 23 people who do not actually bother about the hotline access and gave a neutral opinion. They are actually the high officials and they do not call the hotlines rather their personal secretary does. But they also know that the hotlines are not easily accessible and that is why they do not want to call there.

4. I know to use the Interactive Voice Response (IVR) services for different purpose

I know to use the Interactive Voice Response (IVR) services for different purpose
Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

5 23 8 24 20

IVR services are recorded voices that come in calling different hotlines where customers can get solutions or different important services (news service, govt. service, important telephone numbers, job news etc.). An interesting analysis can be done from the above bar chart. 24 out of 80 respondents (30%) moderately disagreed with the above statement which means that they do not know about the IVR services. These subscribers are mainly having little education or the persons who do not want to get these services. But the uneducated or little educated income earning persons really need to have these services but they do not how to get it. For example- a customer might need to activate the call block service as they want to block one disturbing caller. As he/she is little educated, he/she do not know how to write sms and send it as he has to follow a sms process to activate it. But if they knew that there is a port number or IVR number where they can easily block the caller just by following the instructions that are told in the IVR, then it would have very much helpful for them. May be the promotioning part of the telecom operators regarding these services did not work well for the customers. Again there are subscribers who know about these services and also know how to utilize them.

5. After sales services are satisfactory After sales services are satisfactory
Number of respondents

Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

5 59 11 4 1

The after sales service is pretty good in all the operators as 59 out of 80 respondents (73.75%) responded positively with the above statement. The after sales service they get from the operators make them happy and they want to stay with the operator for long and also expect more from the operator. The customers actually know about what they can get from the operators when they buy a sim of them and also know that what kind of service can satisfy them.

Customer satisfaction
Customer satisfaction is the dependant variable which is dependent on the independent instruments or parameters which is been discussed above. The analysis of the answers to the questionnaires under this section will make a relationship with the independent variables and it will help to quantify the dependency of the subscribers satisfaction level on these independent variables. The analysis to the questions of this section are given below-

1. My operators services are satisfactory My operators services are satisfactory


Number of respondents Highly agree Moderately agree Neutral Moderately disagree Highly Disagree

5 1 3 0

71

This is a very good insight found from the above bar chart for the operators is that, 71 out of 80 respondents (88.5%) moderately agreed with the statement that their operators services are satisfactory. They are satisfied with their operators and are willing to have more of it.

2. I would recommend to a friend to use my operator I would recommend to a friend to use my operator

30
30 25 20 15 10 5 0

18 10 2

20

Number of respondents

This is a very crucial part in the customer satisfaction section. Subscribers would recommend his operator to his friend when he is highly or moderately satisfied with its performance and know about the operators products and services. According to the research, highest subscribers, 30 out of 80 respondents (37.5%) responded that they moderately agree that they would recommend

their operator to his/her friend. This is a very good insight which tells us that the subscribers are very much familiar to their operators and they know to what extent the operators can offer its products and services and this is why they want to recommend their operators to their friends. There are also persons (20 respondents) who highly agree with the above statement. 3. I am willing to stay connected with it I am willing to stay connected with it
Highly Disagree Moderately agree Moderately disagree Highly agree 2% 6% 23% 61% 8% Neutral

61% of the sample subscribers responded that they moderately agree that they are actually willing to stay connected with the subscribers. This gives us a good finding that people do not want to switch to other operators easily. They what the operators are offering to them and they know that if they remain loyal then definitely their operators will not make them dissatisfied. 23% of the subscribers highly agreed with the above statement. 4. Call rate structure is satisfactory

Call rate structure is satisfactory


Highly Disagree Neutral Highly agree 15% 1% 16% 10% 58% Moderately disagree Moderately agree

As most of the subscribers are willing to stay connected to their operators, naturally we can imply that they are more or less satisfied with their call rates. And it is also evident in the research also as 58% of the subscribers moderately agree with the above statement. So the subscribers are more or less happy with their call rates and in some aspect they are highly satisfied. The 15% people who are highly satisfied with their call rates are mostly Warid subscribers.

Relationship Analysis

Correlations (r)
Correlation is indicated by r and we know that, -1 r +1 If r = -1, that means perfect negative correlation. If r = +1, that means perfect positive correlation. If r >0.5, that means close to perfect positive correlation or strongly correlated. Here ** means the correlation is significant at the 0.01 level (2 tailed). So there is 1 chance in 100 that we would reject the true null hypothesis when it should be accepted. Again we can say we are 99% confident that we have made the right choice. Here * means the correlation is significant at the 0.05 level (2 tailed). So there is 1 chance in 100 that we would reject the true null hypothesis when it should be accepted. Again we can say we are 95% confident that we have made the right choice.

a) Correlation between usage rate and customer satisfaction


Correlations Customer Usage rate Usage rate Pearson Correlation Sig. (2-tailed) N Customer Satisfaction Pearson Correlation Sig. (2-tailed) N 80 .005 .963 80 80 1 Satisfaction .005 .963 80 1

From the above correlation table we can see that the correlation between the awareness level of the usage rate and customer satisfaction is 0.005 which is less than 0.05. So we can say that the correlation between them is weak actually and customer satisfaction levels do not actually correlate with the awareness level of usage rate.

b) Correlation between Network Connectivity and customer satisfaction


Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N network Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 80 .415
**

network 1 .415
**

.000 80 1

.000 80 80

From the above correlation model we can deduce that the correlation between customer satisfaction and the awareness level of the network connectivity is 0.415 and it is greater than 0.05. So they are positively correlated and their correlation is significant at 0.01 levels. So when the customers are more aware of their operators network connectivity they seem to be more satisfied.

c) Correlation between Bills/Charges and customer satisfaction


Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N Bill/Call charges Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 80 .431
**

Bill/Call charges 1 .431


**

.000 80 1

.000 80 80

From the above correlation model we can deduce that the correlation between customer satisfaction and the awareness level of the bill and call charges is 0.431 and it is greater than 0.05. So they are positively correlated and their correlation is significant at 0.01 levels. So when the customers are more aware of their operators billing system and call charges they seem to be more satisfied.

d) Correlation between internet and Value added services and customer satisfaction
Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N Internet and VAS Pearson Correlation Sig. (2-tailed) N 80 -.202 .073 80 80 1 Internet and VAS -.202 .073 80 1

This is an interesting finding from the above correlation table is that the correlation between the awareness level of the internet and value added services and the customer satisfaction is -0.202 and they negatively correlated. So the customers satisfactions do not depend on the awareness level of the internet and value added services. Promotioning of new offers and raising awareness levels about the concepts of these services among all the subscribers could be a good idea to make a correlation between them.

e) Correlation Customer care and customer satisfaction


Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N Customer Care Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 80 -.623
**

Customer Care 1 .623


**

.000 80 1

.000 80 80

From the above correlation model we can deduce that the correlation between customer satisfaction and the awareness level of the customer care is 0.623 and it is greater than 0.05. So they are positively correlated and their correlation is significant at 0.01 levels. So when the customers are more aware of their operators customer care and get good care they seem to be more satisfied.

Regressions with Customer Satisfaction


Below I have produced some models through which it is going to be deduced whether there is significant relationship between the concerning independent variable and dependent variable. All the models below show that the regression and the residual under the degrees of freedom, df, is 1 and 78, respectively. So following this we have figured out that the critical F-value is 3.92 effectively from the Fisher effect table. The decision rules that is going to help us figure this is given below. We reject Ho, if the calculated F value > critical F value. We reject H1, if the calculated F value < critical F value.

Usage rate - Customer satisfaction


ANOVA Model 1 Regression Residual Total Sum of Squares .000 17.574 17.574 df 1 78 79
b

Mean Square .000 .225

F .002

Sig. .963
a

a. Predictors: (Constant), Usage rate b. Dependent Variable: Customer Satisfaction

Coefficients Standardized Unstandardized Coefficients Model 1 (Constant) Usage rate B 3.800 .008 Std. Error .595 .161 Coefficients Beta

95.0% Confidence Interval for B t 6.388 Sig. .000 .963 Lower Bound 2.616 -.313 Upper Bound 4.985 .328

.005

.047

a. Dependent Variable: Customer Satisfaction

From the above model we can see that the calculated F value is 0.002 which is less than the critical F value of 3.92 so there is no significant relationship between Customer Satisfaction (dependent variable) and awareness levels of the usage rate of the subscribers (independent variable). The Beta value here is .005 which proves there is low relationship. So the customers do not really their satisfaction level with their awareness level of the usage rate.

Network coverage and connectivity - Customer satisfaction


ANOVA Model 1 Regression Residual Total a. Predictors: (Constant), network b. Dependent Variable: Customer Satisfaction Coefficients Standardized Unstandardized Coefficients Model 1 (Constant) netwrk B 2.908 .265 Std. Error .233 .066 .415 Coefficients Beta t 12.457 4.028 Sig. .000 .000 95.0% Confidence Interval for B Lower Bound 2.443 .134 Upper Bound 3.373 .396
a b

Sum of Squares 3.026 14.549 17.574

df 1 78 79

Mean Square 3.026 .187

F 16.221

Sig. .000
a

a. Dependent Variable: Customer Satisfaction

From the above model we can see that the calculated F value is 16.211 which are more than the critical F value of 3.92, so there is significant relationship between Customer Satisfaction (dependent variable) and Network Coverage and connectivity (independent variable). The Beta value here is .415 which proves there is positive relationship. So the more the customers know about the network coverage and connectivity the better perceptions they hold towards their operators and the more they are satisfied.

Bill/Call charges - Customer satisfaction


ANOVA Model 1 Regression Residual Total Sum of Squares 3.263 14.312 17.574 df 1 78 79
b

Mean Square 3.263 .183

F 17.781

Sig. .000
a

a. Predictors: (Constant), Bill/Call charges b. Dependent Variable: Customer Satisfaction

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Bill/Call charges B 2.441 .433 Std. Error .332 .103 .431 Coefficients Beta t 7.346 4.217 Sig. .000 .000 95.0% Confidence Interval for B Lower Bound 1.780 .229 Upper Bound 3.103 .637

a. Dependent Variable: Customer Satisfaction

From the above model we can see that the calculated F value is 17.781 which are more than the critical F value of 3.92 so there is significant relationship between Customer Satisfaction (dependent variable) and Bills/Call Charges (independent variable). The Beta value here is 0.431which proves there is positive relationship.

Internet/Value Added Services - Customer satisfaction


ANOVA
b

Model 1 Regression Residual Total

Sum of Squares .714 16.861 17.574

df 1 78 79

Mean Square .714 .216

F 3.301

Sig. .073
a

a. Predictors: (Constant), Internet and VAS b. Dependent Variable: Customer Satisfaction

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Internet and VAS B 4.093 -.087 Std. Error .155 .048 -.202 Coefficients Beta t 26.486 -1.817 Sig. .000 .073 95.0% Confidence Interval for B Lower Bound 3.785 -.183 Upper Bound 4.400 .008

a. Dependent Variable: Customer Satisfaction

From the above model we can see that the calculated F value is 3.301 which are less than the critical F value of 3.92 so there is no significant relationship between Customer Satisfaction (dependent variable) and awareness about the internet and Value added services (independent variable). So the customers are not really satisfied with the awareness level they have about the internet and VAS. This is a key insight for the customers as they need to promote their internet and VAS more to their subscribers.

Customer care- Customer satisfaction


ANOVA
b

Model 1 Regression Residual Total

Sum of Squares 6.831 10.743 17.574

df 1 78 79

Mean Square 6.831 .138

F 49.595

Sig. .000
a

a. Predictors: (Constant), Customer Care b. Dependent Variable: Customer Satisfaction

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Customer Care B 6.151 -.757 Std. Error .332 .108 .623 Coefficients Beta t 18.504 -7.042 Sig. .000 .000 95.0% Confidence Interval for B Lower Bound 5.489 -.971 Upper Bound 6.812 -.543

a. Dependent Variable: Customer Satisfaction

From the above model we can see that the calculated F value is 49.595 which are more than the critical F value of 3.92 so there is significant relationship between Customer Satisfaction (dependent variable) and Customer Care (independent variable). The Beta value here is .623 which proves there is positive relationship. So the satisfaction level of the customers depends highly on the awareness levels of the customer care.

Implications & Recommendations


After studying the whole analysis we can come up with some recommendations that really can help the operators and also the subscribers to gain awareness about the services and also to increase the level of satisfaction. The recommendations are discussed as follows-

Service Learning Hotline


Customer Service Departments of all the operators already have 24 hours hotline service for customer service. These hotlines are categorized as for post paid and pre-paid product and with some special services. There is no separate hotline form where subscriber can learn about their services. Hence, the operators should arrange a separate hotline which will consciously help subscribers to learn about their service. The following lists can the unique proposition of service learning hotline. Only help subscribers to learn about their service 24-hours human agent Continuous improvement of customer service Sending mail, letters, e-mail, fax, SMS to help subscribers to learn their services Delivering service awareness campaign over phone

Telemarketing
Telemarketing is another way to aware subscribers about the operators services. Telemarketing is direct and fast communication, so through telemarketing the operators can increase service awareness fast. The only difference of service learning hotline and telemarketing will be that, telemarketing is company to subscribers and service learning hot line will be subscriber to company. The proposition of telemarketing will be: Arranging service aware campaign Developing effective ways to aware subscribers about service

Gathering Ideas to improve subscribers service awareness

Service Awareness Building Field Campaign


Field campaign could be another effective way to increase subscribers service awareness. The advantage to field campaign will be, it will help subscribers to learn practical application of the operators services. Though its exposure will be in a limited area, it is comparatively less costly than Electronics Media and other National newspaper, magazine and billboard. The field campaign location can be Educational promise, Point of sales and Customer Relation Center (CRC). Key benefits of field campaign are: Effective Less expensive

Publishing Service Application Manual


Service application manual can help subscribers to learn their operators services. These manual will be available in operators Customer Relation Centre (CRC). Each subscriber will get a free service application manual with his/her initial subscription form. This proactive steps success depends on the subscribers voluntary involvement. The benefits subscribers will get from the manual are: Subscriber will learn about all the services provided by the operators Guide subscribers how to get a service Subscribers will learn the benefits of service Other option to get service from hot line, CRC etc

Promotion Days
Each month the telecom operators should offer free service for 2/3 days. It will definitely encourage users to find the process to take free services. This will not only encourage subscribers to use their services but also get them adopted to use those services. Once subscribers get adopted with services then this will help them to get used to and apply services regularly.

Promotion days for push pull, VAS and Information service Promotion days will demonstrate the process of accruing services through newspaper, TV other effective media. Initiate and promote field service learning workshop for subscribers. Data collection after each promotion week to find the effectiveness. If it helping subscribers to learn services then continue, otherwise stop it.

Self Learning Service Booth


The self learning service booths will contain the service manual, brochures and newsletters. These boothss location will be in the super markets, departmental store, restaurant and fast food corner. The booth shelves will be divided in different parts and each part will be tagged with the name of the service and contain all the material that will help subscribers to learn about the service. This booth can also show the demonstration to get a specific service through recorded CD, VCD and DVD. These booths can also maintain a suggestion box to bring some new ideas from subscribers. The unique attributes will be:

Booth will contain services learning brochures, leaflet, and manual of each individual service individually and separately. Will show the direct demonstration to take a specific service in recorded TV screen.

Conclusion

In conclusion, I would like to say that the telecom industry has the potential to stand with the other operators in the same industry worldwide. The telecom operators have the knowledge and expertise which will definitely help them to gain more customers in the future and increase the market share. The customers are the kings who give their valuable fund to the operators and the operators run just because the customers are using their products and services. So it is to be remembered that the customers are right and come first in all aspects and no matter what happens, their satisfaction level cannot be compromised. The service awareness level is a very important attribute of the customers and mobile is the major thing about which the customers want to know more and more and explore. So the customers should be made clear about what they are using, what its charges are and how they can best utilize it. Making the customers happy and aware puts the operators in less risk as they will not expect more and expect less when they know about the operator. They will expect exactly what the operators want them to expect and thus if the operators can over-deliver, the customer satisfaction will be attained.

References

Anderson, R. E., & Huang, W., (February 2006). Empowering Salespeople: Personal, Managerial, and Organizational Perspectives.Psychology and Marketing, 23 (2), 139159.Retrieved August 5th , 2010 from Wiley InterScience database.

Igalens, J., &Roussel, P., (February 1999). A study of the relationships between c package, work motivation and job satisfaction.Journal of Organizational (7), 1003-1025. Retrieved July 24, 2010 from Wiley InterScience database.

Lia-Anders, L., (March. 2008). Grameenphone and the Journey . Mkt Magazine. Retrieved from http://grameenphone.com/p/articles/mi_m3495/is_3_46/ai_71969367/

Newbold, P., Carlson, L. W., & Thorne, B. (2008). Hypothesis Testing. Statistics for Business and Economics (6th Ed.) (pp. 331-333).New Delhi: Prentice Hall India Private Limited.

Phill-Anders, L., (June. 2009). Strategy . Corporate Magazine. Retrieved from http://grameenphone.com/p/articles/mi_m5595//ai_81933367/

APPENDIX

Correlations

Descriptive Statistics Mean Usage rate Customer Satisfaction 3.6775 3.8281 Std. Deviation .33146 .47166 N 80 80

Correlations Customer Usage rate Usage rate Pearson Correlation Sig. (2-tailed) N Customer Satisfaction Pearson Correlation Sig. (2-tailed) N 80 .005 .963 80 80 1 Satisfaction .005 .963 80 1

Descriptive Statistics Mean Customer Satisfaction network 3.8281 3.4700 Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N netwrk Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 80 .415
**

Std. Deviation .47166 .73818

N 80 80

netwrk 1 .415
**

.000 80 1

.000 80 80

Descriptive Statistics Mean Customer Satisfaction Bill/Call charges 3.8281 3.2025 Std. Deviation .47166 .46930 N 80 80

Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N Bill/Call charges Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 80 .431
**

Bill/Call charges 1 .431


**

.000 80 1

.000 80 80

Descriptive Statistics Mean Customer Satisfaction Internet and VAS 3.8281 3.0275 Std. Deviation .47166 1.08837 N 80 80

Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N Internet and VAS Pearson Correlation Sig. (2-tailed) N 80 -.202 .073 80 80 1 Internet and VAS -.202 .073 80 1

Descriptive Statistics Mean Customer Satisfaction Customer Care 3.8281 3.0675 Std. Deviation .47166 .38837 N 80 80

Correlations Customer Satisfaction Customer Satisfaction Pearson Correlation Sig. (2-tailed) N Customer Care Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed). 80 .623
**

Customer Care 1 .623


**

.000 80 1

.000 80 80

Regression

Variables Entered/Removed Variables Model 1 Entered Usage rate


a

Variables Removed Method . Enter

a. All requested variables entered. b. Dependent Variable: Customer Satisfaction

Model Summary Adjusted R Model 1 R .005


a

Std. Error of the Estimate

R Square .000

Square -.013

.47466

a. Predictors: (Constant), Usage rate

ANOVA Model 1 Regression Residual Total Sum of Squares .000 17.574 17.574 df

Mean Square 1 78 79 .000 .225

F .002

Sig. .963
a

a. Predictors: (Constant), Usage rate b. Dependent Variable: Customer Satisfaction

Coefficients Standardized Unstandardized Coefficients Model 1 (Constant) Usage rate B 3.800 .008 Std. Error .595 .161 Coefficients Beta

95.0% Confidence Interval for B t 6.388 Sig. .000 .963 Lower Bound 2.616 -.313 Upper Bound 4.985 .328

.005

.047

a. Dependent Variable: Customer Satisfaction

Variables Entered/Removed Variables Model 1 Entered netwrk


a

Variables Removed Method . Enter

a. All requested variables entered. b. Dependent Variable: Customer Satisfaction

Model Summary Adjusted R Model 1 R .415


a

Std. Error of the Estimate

R Square .172

Square .162

.43188

a. Predictors: (Constant), netwrk

ANOVA Model 1 Regression Residual Total a. Predictors: (Constant), network b. Dependent Variable: Customer Satisfaction Sum of Squares 3.026 14.549 17.574 df

Mean Square 1 78 79 3.026 .187

F 16.221

Sig. .000
a

Coefficients Standardized Unstandardized Coefficients Model 1 (Constant) network B 2.908 .265 Std. Error .233 .066 Coefficients Beta

95.0% Confidence Interval for B t 12.457 Sig. .000 .000 Lower Bound 2.443 .134 Upper Bound 3.373 .396

.415

4.028

a. Dependent Variable: Customer Satisfaction

Variables Entered/Removed Variables Model 1 Entered Bill/Call charges


a

Variables Removed Method . Enter

a. All requested variables entered. b. Dependent Variable: Customer Satisfaction

Model Summary Adjusted R Model 1 R .431


a

Std. Error of the Estimate

R Square .186

Square .175

.42835

a. Predictors: (Constant), Bill/Call charges

ANOVA Model 1 Regression Residual Total Sum of Squares 3.263 14.312 17.574 df

Mean Square 1 78 79 3.263 .183

F 17.781

Sig. .000
a

a. Predictors: (Constant), Bill/Call charges b. Dependent Variable: Customer Satisfaction

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Bill/Call charges B 2.441 .433 Std. Error .332 .103 .431 Coefficients Beta t 7.346 4.217 Sig. .000 .000 95.0% Confidence Interval for B Lower Bound 1.780 .229 Upper Bound 3.103 .637

a. Dependent Variable: Customer Satisfaction

Variables Entered/Removed Variables Model 1 Entered Internet and VAS


a

Variables Removed Method . Enter

a. All requested variables entered. b. Dependent Variable: Customer Satisfaction

Model Summary Adjusted R Model 1 R .202


a

Std. Error of the Estimate

R Square .041

Square .028

.46493

a. Predictors: (Constant), Internet and VAS

ANOVA Model 1 Regression Residual Total Sum of Squares .714 16.861 17.574 df

Mean Square 1 78 79 .714 .216

F 3.301

Sig. .073
a

a. Predictors: (Constant), Internet and VAS b. Dependent Variable: Customer Satisfaction

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Internet and VAS B 4.093 -.087 Std. Error .155 .048 -.202 Coefficients Beta t 26.486 -1.817 Sig. .000 .073 95.0% Confidence Interval for B Lower Bound 3.785 -.183 Upper Bound 4.400 .008

a. Dependent Variable: Customer Satisfaction

Variables Entered/Removed Variables Model 1 Entered Customer Care


a

Variables Removed Method . Enter

a. All requested variables entered. b. Dependent Variable: Customer Satisfaction

Model Summary Adjusted R Model 1 R .623


a

Std. Error of the Estimate

R Square .389

Square .381

.37113

a. Predictors: (Constant), Customer Care

ANOVA Model 1 Regression Residual Total Sum of Squares 6.831 10.743 17.574 df

Mean Square 1 78 79 6.831 .138

F 49.595

Sig. .000
a

a. Predictors: (Constant), Customer Care b. Dependent Variable: Customer Satisfaction

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Customer Care B 6.151 -.757 Std. Error .332 .108 .623 Coefficients Beta t 18.504 -7.042 Sig. .000 .000 95.0% Confidence Interval for B Lower Bound 5.489 -.971 Upper Bound 6.812 -.543

a. Dependent Variable: Customer Satisfaction