Household Service Delivered Informally: The Cases from Dhaka City

Service Marketing (MKT 412) Prepared For
SSM Sadrul Huda
Course Instructor Service Marketing Department of Business Administration East West University, Dhaka

Prepared By
Farah Tahsin ID: 2006-1-10-173 Syed Ahmedul Haque ID: 2006-1-15-022

Spring 2009 Date of Proposal Submission: 08 April 2009 EAST WEST UNIVERSITY

Contents

Introduction --------------------------------------------------------------------------- 02

Literature Review

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Objectives ------------------------------------------------------------------------------ 04

Methodology ---------------------------------------------------------------------------- 05

Findings

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Analysis --------------------------------------------------------------------------------- 07

Conclusion

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Appendices

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Introduction
Household service sector in Bangladesh has grown over the past couple of years, although the country consistently lags behind other countries. In household services, demand has increased because of the greater involvement of women in working life. In terms of employment growth, increase in the number of welfare and social workers was recorded, and a significant number of new jobs were also created. Noticeable, increase in jobs in food services and among housekeepers and maids are seen. A number of problem areas were identified in the field of household services, here as elsewhere: the working conditions, which are worse than in other service sector occupations as regards social protection, scope, pay, career prospects, recognition and prestige; non-standard or non-existent regulation of training schemes; inequality of opportunity between women and men; the tendency to choose jobs on the basis of the cope they offer for reconciling work and family life. On the consumer side, demand for services involving regular employment is held back by the widespread provision of services on the informal market and self-supply.

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Literature Review
Most of the families in Dhaka city, taking household services, have hectic life hence they are buying such services to save time. More over these services have become quite poplar and are widespread throughout the city. They are getting newspaper at the time of breakfast because of the Newspaper Hawker. They can stop getting tensed about their children’s transportation to school as they have the Rickshaw Van Service. Cable TV has become a part and parcel of our life, and the Cable Operator Service made it happen. In many cases, the quality of the service hampers because sometimes the service providers cant interact properly with the respondents and they are not that good in customer service. They sometimes lack in the tangible aspects of the service and often fail to understand the specific needs of the customers Most of our respondents were from gulshan baridhara/ uttara. They are all job holders having handsome salary. Most of their ages were below 30. The respondents are still compromising with the service quality of the household service providers as they are spending hardly 1000 taka to get this service. So, they don’t have that much expectation from the service providers. Though most of the respondents are not fully 4

satisfied with the service, they are not willing to change the service providers. In some cases, monopoly still exists. There may be some places where only one hawker is available for a large area. There, the respondents hardly have any option.

Objectives
Broad Objective: Finding how to satisfy the customers who take informally delivered household services. Goal: Finding what are customers’ needs & wants and the current situation of household services in consumers’ point of view.

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Methodology
For the purpose of the study data and information have been collected from friends, colleagues and relatives. The relevant information from the sources is collected in an informal way. Knowing a lot of people and being in good terms with them made it easier to get the appropriate information. The information was gathered by asking people to fill up the questionnaire through regular conversations. The results found were then analyzed which helped justifying our findings. After collecting primary data using a structured questionnaire,we inputted the data to SPSS software. The inputted data in SPSS were analyzed and interpreted.

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Findings
After finishing the survey we found out that 90% of the sample have newspaper .50% of them took service from Garbage collector, 80% took local security services, 90% had cable operator service. None of them took service from Milk man. Most of them spent not more than 1000 taka to have those services. 50% of them were recommended by others to have those services and in 50% cases, service provider came to them offering them the service. Most of them disagreed that service providers showed sincere interest in solving problem. They were neutral about Service provider’s performed service right the first time and Service providers provided service at the promised time but the Service providers do not always take the problem seriously. Problem usually don’t come back shortly after complain. Bill charged by service providers is somewhat accurate,

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monthly bills are delivered on a regular basis but according to many respondents, the Service providers are not neat in appearance, they are not well dressed. The service providing time was not always specific. The service providers explained the original problems. 50% felt secured in transaction with the service providers and 50% did not. The service provider employees were not expected to be courteous and as well not trusted. The service providers did give personal attention to customers and were concerned about the customer’s best interest but they failed to understand the specific needs of the customers. Satisfaction on service providers complaint handling behavior were neutral but customers were dissatisfied on the service provided and did not care if they continued dealing with the service providers. 90% of the respondents’ age were between 21-30. 50% of the respodents’ were masters, 30% graduate, 20% undergraduate. 80% of the respondents’ income is over 20000 taka .All of the respondents were service holder. 70% of the respondents were from gulshan baridhara/ uttara.

Analysis
• The researchers who will work in this area will know about the quality of household services provided and if it requires any improvement. If so then the appropriate authorities will be contacted and will be informed.

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• Ultimately the consumers will get benefited since they are the ones buying such services to have a better standard of life. Since more than 50% are having such services it is very important that these services are provided accurately. • Saving Bangladeshi currency by developing a better service i.e. world class service; If services provided are of better quality it can be spread all over the country and more local people will be employed and less people will be hired from abroad to provide such services

Conclusion
The services mentioned are more or less consumed by many families of the country. The service providers are coming on due time mostly.

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Most of The service providers have their certain uniforms but there are some who does not. The employees are not that courteous and trustworthy. The problems in the services are not always solved and after many complaints are made some actions are taken yet the problem occurs again.

Appendices
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Newspaper,Hawker Frequency Valid no yes Total Missing Total System 1 9 10 1 11 Percent 9.1 81.8 90.9 9.1 100.0 Valid Percent 10.0 90.0 100.0 Cumulative Percent 10.0 100.0

Milk man Frequency Valid Missing Total no System 10 1 11 Percent 90.9 9.1 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Van service Frequency Valid Missing Total no System 10 1 11 Percent 90.9 9.1 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Garbage collector Frequency Valid no yes Total Missing Total System 5 5 10 1 11 Percent 45.5 45.5 90.9 9.1 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

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local security service Frequency Valid no yes Total Missing Total System 8 2 10 1 11 Percent 72.7 18.2 90.9 9.1 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

cable operator service Frequency Valid no yes Total Missing Total System 1 9 10 1 11 Percent 9.1 81.8 90.9 9.1 100.0 Valid Percent 10.0 90.0 100.0 Cumulative Percent 10.0 100.0

Others Frequency Valid Missing Total no System 10 1 11 Percent 90.9 9.1 100.0 Valid Percent 100.0 Cumulative Percent 100.0

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Money spent for getting service Frequency Valid less than 500tk 500tk-1000tk 1001tk-1500tk 1500tk-2000tk Total Missing Total System 4 4 1 1 10 1 11 Percent 36.4 36.4 9.1 9.1 90.9 9.1 100.0 Valid Percent 40.0 40.0 10.0 10.0 100.0 Cumulative Percent 40.0 80.0 90.0 100.0

Recommendation from others Frequency Valid no yes Total Missing Total System 5 5 10 1 11 Percent 45.5 45.5 90.9 9.1 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

Service providers come to you Frequency Valid no yes Total Missing Total System 5 5 10 1 11 Percent 45.5 45.5 90.9 9.1 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

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Newspaper advertisement Frequency Valid Missing Total no System 10 1 11 Percent 90.9 9.1 100.0 Valid Percent 100.0 Cumulative Percent 100.0

leaflets Frequency Valid Missing Total no System 10 1 11 Percent 90.9 9.1 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Others Frequency Valid Missing Total no System 10 1 11 Percent 90.9 9.1 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Service providers shows sincere interest in solving problem Frequency Valid disagree somawhat disagree neutral strongly agree Total Missing Total System 3 4 2 1 10 1 11 Percent 27.3 36.4 18.2 9.1 90.9 9.1 100.0 Valid Percent 30.0 40.0 20.0 10.0 100.0 Cumulative Percent 30.0 70.0 90.0 100.0

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Service provider perform service right the first time Frequency Valid disagree somawhat disagree neutral somewhat agree strongly agree Total Missing Total System 3 1 4 1 1 10 1 11 Percent 27.3 9.1 36.4 9.1 9.1 90.9 9.1 100.0 Valid Percent 30.0 10.0 40.0 10.0 10.0 100.0 Cumulative Percent 30.0 40.0 80.0 90.0 100.0

Service providers provide service at the promised time Frequency Valid disagree neutral somewhat agree strongly agree Total Missing Total System 3 4 1 2 10 1 11 Percent 27.3 36.4 9.1 18.2 90.9 9.1 100.0 Valid Percent 30.0 40.0 10.0 20.0 100.0 Cumulative Percent 30.0 70.0 80.0 100.0

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Service providers does not take the problem seriously Frequency Valid strongly disagree disagree neutral somewhat agree agree Total Missing Total System 1 2 2 2 3 10 1 11 Percent 9.1 18.2 18.2 18.2 27.3 90.9 9.1 100.0 Valid Percent 10.0 20.0 20.0 20.0 30.0 100.0 Cumulative Percent 10.0 30.0 50.0 70.0 100.0

Problem usually comes back shortly after complain Frequency Valid strongly disagree disagree neutral agree Total Missing Total System 1 4 2 3 10 1 11 Percent 9.1 36.4 18.2 27.3 90.9 9.1 100.0 Valid Percent 10.0 40.0 20.0 30.0 100.0 Cumulative Percent 10.0 50.0 70.0 100.0

Bill charge by service providers is accurate Frequency Valid somawhat disagree neutral agree strongly agree Total Missing Total System 2 6 1 1 10 1 11 Percent 18.2 54.5 9.1 9.1 90.9 9.1 100.0 Valid Percent 20.0 60.0 10.0 10.0 100.0 Cumulative Percent 20.0 80.0 90.0 100.0

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Monthly bills are delivered on a regular basis Frequency Valid somawhat disagree neutral agree strongly agree Total Missing Total System 1 6 1 2 10 1 11 Percent 9.1 54.5 9.1 18.2 90.9 9.1 100.0 Valid Percent 10.0 60.0 10.0 20.0 100.0 Cumulative Percent 10.0 70.0 80.0 100.0

Service providers are neat in appearance Frequency Valid strongly disagree disagree somawhat disagree neutral somewhat agree Total Missing Total System 1 2 3 2 2 10 1 11 Percent 9.1 18.2 27.3 18.2 18.2 90.9 9.1 100.0 Valid Percent 10.0 20.0 30.0 20.0 20.0 100.0 Cumulative Percent 10.0 30.0 60.0 80.0 100.0

People are smart and well dressed Frequency Valid strongly disagree disagree somawhat disagree neutral Total Missing Total System 1 3 4 2 10 1 11 Percent 9.1 27.3 36.4 18.2 90.9 9.1 100.0 Valid Percent 10.0 30.0 40.0 20.0 100.0 Cumulative Percent 10.0 40.0 80.0 100.0

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Specification of service providing time Frequency Valid disagree somawhat disagree neutral agree strongly agree Total Missing Total System 3 2 3 1 1 10 1 11 Percent 27.3 18.2 27.3 9.1 9.1 90.9 9.1 100.0 Valid Percent 30.0 20.0 30.0 10.0 10.0 100.0 Cumulative Percent 30.0 50.0 80.0 90.0 100.0

Explanation of cause of the original problem Frequency Valid strongly disagree disagree neutral somewhat agree agree strongly agree Total Missing Total System 1 2 2 1 3 1 10 1 11 Percent 9.1 18.2 18.2 9.1 27.3 9.1 90.9 9.1 100.0 Valid Percent 10.0 20.0 20.0 10.0 30.0 10.0 100.0 Cumulative Percent 10.0 30.0 50.0 60.0 90.0 100.0

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Feel secure in transaction with service provider Frequency Valid disagree somawhat disagree neutral somewhat agree agree Total Missing Total System 3 1 2 1 3 10 1 11 Percent 27.3 9.1 18.2 9.1 27.3 90.9 9.1 100.0 Valid Percent 30.0 10.0 20.0 10.0 30.0 100.0 Cumulative Percent 30.0 40.0 60.0 70.0 100.0

Employees are courteous with me Frequency Valid disagree neutral somewhat agree agree Total Missing Total System 3 4 1 2 10 1 11 Percent 27.3 36.4 9.1 18.2 90.9 9.1 100.0 Valid Percent 30.0 40.0 10.0 20.0 100.0 Cumulative Percent 30.0 70.0 80.0 100.0

I turst the employees of service providers Frequency Valid disagree neutral somewhat agree agree Total Missing Total System 4 3 2 1 10 1 11 Percent 36.4 27.3 18.2 9.1 90.9 9.1 100.0 Valid Percent 40.0 30.0 20.0 10.0 100.0 Cumulative Percent 40.0 70.0 90.0 100.0

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Service providers gives personal attention to customer Frequency Valid disagree somawhat disagree neutral agree Total Missing Total System 2 2 5 1 10 1 11 Percent 18.2 18.2 45.5 9.1 90.9 9.1 100.0 Valid Percent 20.0 20.0 50.0 10.0 100.0 Cumulative Percent 20.0 40.0 90.0 100.0

Service provider concern about my best interest Frequency Valid disagree somawhat disagree neutral agree Total Missing Total System 3 1 5 1 10 1 11 Percent 27.3 9.1 45.5 9.1 90.9 9.1 100.0 Valid Percent 30.0 10.0 50.0 10.0 100.0 Cumulative Percent 30.0 40.0 90.0 100.0

They understand the specific needs of the customers Frequency Valid disagree somawhat disagree neutral somewhat agree agree Total Missing Total System 4 2 2 1 1 10 1 11 Percent 36.4 18.2 18.2 9.1 9.1 90.9 9.1 100.0 Valid Percent 40.0 20.0 20.0 10.0 10.0 100.0 Cumulative Percent 40.0 60.0 80.0 90.0 100.0

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Satisfaction on service providerscomplaint handling behavior Frequency Valid disagree somawhat disagree neutral agree Total Missing Total System 3 2 4 1 10 1 11 Percent 27.3 18.2 36.4 9.1 90.9 9.1 100.0 Valid Percent 30.0 20.0 40.0 10.0 100.0 Cumulative Percent 30.0 50.0 90.0 100.0

Satisfaction on the service provided by service provider Frequency Valid disagree somawhat disagree neutral somewhat agree agree Total Missing Total System 3 1 2 3 1 10 1 11 Percent 27.3 9.1 18.2 27.3 9.1 90.9 9.1 100.0 Valid Percent 30.0 10.0 20.0 30.0 10.0 100.0 Cumulative Percent 30.0 40.0 60.0 90.0 100.0

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Want to continue dealing with the service provider Frequency Valid disagree somawhat disagree neutral somewhat agree agree Total Missing Total System 1 1 4 3 1 10 1 11 Percent 9.1 9.1 36.4 27.3 9.1 90.9 9.1 100.0 Valid Percent 10.0 10.0 40.0 30.0 10.0 100.0 Cumulative Percent 10.0 20.0 60.0 90.0 100.0

Age of the respondents Frequency Valid 21-30 31-40 Total Missing Total System 9 1 10 1 11 Percent 81.8 9.1 90.9 9.1 100.0 Valid Percent 90.0 10.0 100.0 Cumulative Percent 90.0 100.0

Educational backgroun Frequency Valid below graduate graduate masters Total Missing Total System 2 3 5 10 1 11 Percent 18.2 27.3 45.5 90.9 9.1 100.0 Valid Percent 20.0 30.0 50.0 100.0 Cumulative Percent 20.0 50.0 100.0

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Income of the respondents Frequency Valid tk10000-tk20000 tk20001-tk30000 Total Missing Total System 2 8 10 1 11 Percent 18.2 72.7 90.9 9.1 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

Profession of the respondents Frequency Valid Missing Total Service holder System 10 1 11 Percent 90.9 9.1 100.0 Valid Percent 100.0 Cumulative Percent 100.0

Area of residence Frequency Valid gulshan/banani/baridhara/uttara dhanmondi/mohammadpur malibag/magbazar/khilgaon Total Missing Total System 7 1 2 10 1 11 Percent 63.6 9.1 18.2 90.9 9.1 100.0 Valid Percent 70.0 10.0 20.0 100.0 Cumulative Percent 70.0 80.0 100.0

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Gender Frequency Valid male female Total Missing Total System 2 8 10 1 11 Percent 18.2 72.7 90.9 9.1 100.0 Valid Percent 20.0 80.0 100.0 Cumulative Percent 20.0 100.0

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