Introduction

Robi Axiata ltd. is a fast growing mobile telecommunication. The basic function of
telecommunication is to connect people through voice transfer and via Internet. Apart from this
basic function, telecommunication has already started introducing some diversified areas with the
help of its mobile network. Mobile technology is presently providing various cheap solutions in
people's daily life.

The traditional thinking of connecting people through mobile phone is far behind in comparison
with the present scenario. Information technology enables telecom companies to provide economic
solutions with a very cheap and easily available access, which was earlier costly and not accessible
to some extent. Today, “The Globe is a village” and telecommunication has become a day-to-day
necessity of the people. Nearly 35 million people own and use mobile phones as an important
device and depend on it to get connected with others in Bangladesh.

Mobile phone is becoming a very common mode of communication in our country. The number
of mobile user is increasing day by day. It is a very attractive market for the mobile connection
providers. Presently there are six companies in the market. Each of them is trying to maintain and
increase their market share. Among them Robi Axiata ltd. is one of the leading companies in this
sector.
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 Objective of the Company
RobiAxiata Limited started its commercial operations as a GSM cellular phone operator with the
objective of offering state-of-the-art and modern telecommunication services to the people of
Bangladesh at competitive prices.

The main objectives of Robi Axiata are:

 Commitment towards the need of the customers;

 Maintain high form of ethical standards;
 Improve all work process;
 Improvement of employee knowledge and skill;
 Securing the quality of the services to match that of competitors;
 Maintain the brand image and position of the company.

Service Offering
Robi, the most dynamic and rapidly growing telecommunications operator in Bangladesh is
developing its services to meet customers’ needs in voice, high speed internet services and tailor-
made telecommunications solutions. Robi offers an array of different packages. In addition to
offering the fundamental pre-paid and post-paid mobile services, it offers a wide range of value-
added product s and services such as, SMS, GPRS, EDGE, International Roaming SMS banking,
Caller Ring Back Tone, MMS, Voice Greetings, Call Blocking which give subscriber to control
which call he or she receive or not, 3.G services and Bengali SMS. Robi has got the widest
International Roaming coverage among all the operators in Bangladesh.

Customer care centers

Robi has 21 Customer Care Centers and 430 Robi Care Points in 64 districts all over the country.
Robi has over 25,000 retail selling points along with 100,000-voucher sales point all over
Bangladesh.
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 Prepaid:

Robi Prepaid has everything to offer; a single package that delivers simplicity and flexibility at the
same time. Robi Prepaid is continuously adding new features and plans to provide absolute
freedom to the customers. For the first time in Bangladesh, mobile subscribers in Bangladesh can
change their packages, call rates and benefits simply by recharging a specific recharge amount
through Robi.

For example:

• Recharge Tk 26 to choose your desired package - Tarunno 26

• Recharge Tk 27 to choose your desired package - Anonna 27

• Recharge Tk 31 to choose your desired package - Muhurto 31

• Recharge Tk 32 to choose your desired package - Hoot Hut Chomok 32

Robi has the single prepaid package with the best rates in the market. Moreover, there are different
tariff plans in one package to meet different types of needs of customers. There are instant, easy
& multiple migration facility from one tariff plan to another. A customer can have maximum of
22 FnF. The names of the prepaid packages are:
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 • Joy Utshab Super Pack

• Damal Samal 22

• Tarunno 26

• Muhurto 31

• Hoot Hut Chomok 32

• Goti 36

• Nobanno 37

• Shasroyee 38

• Shorol 39

There’s also a voice bundle offer named “Rater Golpo Bundle”. There is full BTCL connectivity
with FREE BTCL incoming. There is extended and simplified refill validity for ease and freedom.
Moreover, there is nationwide EasyLoad facility and high-speed internet connectivity. All
available Value Added Services (e.g. SM S, MMS, GoonGoon, ringtone, wallpaper, games,
animation downloads) are available in the service. Customers can recharge their Robi Prepaid by
using scratch cards and Easy Load facilities.

Postpaid:

Robi also offers post-paid service; along with the various packages. The packages are:

•
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New Connections (Udoy postpaid)

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 • Postpaid Pack 1

• Postpaid Pack 2

Robi Push Mail is a secure, reliable and feature rich email solution at price customers can afford.
Now, customers can work as if at their desktop from anywhere. Customers can know their bill
information through Web Bill, E-Bill, SMS, USSD and Customer Care Center. Customers can pay
their bills by following:

• Scratch Card Auto Debit Easy load Bank

• Customer Care Center

Robi also gives “Aging Based Discount” to the customer which is a token gesture to the postpaid
customers who have been with Robi through “thick and thin”. All postpaid consumer class
customers can enjoy upto 5% discount on their monthly bill. Robi & Eastern Bank Limited (EBL)
jointly brings Co-Branded VISA Credit Card for our valued Udoy Postpaid customers to create
synergy amongst subscribers, EBL and Robi. This initiative comes as part of the Strategic
Partnership with country’s leading financial institution Eastern Bank limited (EBL). It will be the
1st of its kind in Bangladesh Telecom Industry.

Priority Service Program

Robi Priority Service is a special offer for selected subscribers, who get priority service at WICs.
Both Prepaid and Postpaid customers of consumer segment whose average usage in the last 3
months is Tk 500 or more (inclusive of VAT) and whose age on network is 90 days or more are
eligible for Robi Priority Service.

Business Solutions

Robi Corporate is founded on a robust network employing cutting-edge technology providing the
ultimate solutions in terms of voice clarity; a continuously expanding nationwide network
coverage; abundant international roaming global partners; popular value added services (VAS);
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quality easy-access corporate customer care; competitive and tailored tariff plans and specific
 billing. The Corporate Strong-arm of Robi is committed to keep the business ahead of the rest. The
solutions are:

• Business VAS

• Data Based Solutions

International Roaming

Robi International Roaming Services allows Robi Subscribers to make and receive calls while
traveling to other countries; provided that Robi has to have Roaming agreements with the
respective operators in foreign countries. Roaming services are for:

• Hajj Roaming

• Axiata Roam

• Visitors to Bangladesh

• Prepaid Roaming Outside BD

• GPRS Roaming and Coverage

• Essential Information

• Maritime and Air Roaming

There are also some other rewards for the customers of Robi who can enjoy fantastic discounts
with Robi partner outlets across the country.
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 Physical Evidence

Logo

 24 Hour Helpline
 Cusomer care
 Billboard
 Robi Care point
 Brand color (red)
 Robi Use Red Bag For Packaging
 The Employee of Customer touch point always wear Red tee-shirt
 Robi engages itself in various types of Corporate Responsibility (CR) programs for
Physical Evidence

This service includes-

 SMS &messaging
 entertainment
 downloads

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internet and data service

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 community and chat

  information service
 mobile assistance
 education and career
 lifestyle
 call management etc
 missed call alert
 robi radio
 BIMA life insurance
 train tracker
 balance transfer
 call block
 phone backup
 locator
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 Target Market
Target group or target market for the first and second advertisements of this campaign was all the
people of Bangladesh ages from 15 to 60 who use mobile phone.

Here few facts were considered:

 Life Expectancy of the people of Bangladesh is 60.25 years

 The Nielsen 2016 Media and Demographic Survey found that 66% of all individuals aged
15 years and above owned at least one mobile phone with an active SIM.
 People between the ages of 15 years -64 years are 63.7% of the total population.

Target group or market for the third advertisement of this campaign was mainly entrepreneurs who
need mobile advertisement for their respective consumers but to ensure better utilization it was
instructed to circulate the advertisement through all possible media in order to give reminder to
consumers.

Target Market Strategies:

Robi followed undifferentiated (mass) marketing strategy or market coverage strategy in the first
advertisement of this advertising campaign. The advertisement did not talked about any particular
package or packages of Robi. Rather it talked about a common need of talking with people and
got connected with internet by using Robi connection.

The second advertisement promoted various service offerings offered by Robi to its consumers.
According to the usage pattern of consumers they can choose any of the packages Robi offered.
For example- Consumers who preferred to talk more with one special would number they could
choose “Shorol” as it offered 5 paisa/ 10 seconds to that special number. Consumers who preferred
to talk less could use “Muhurto” as it has 1 second pulse; 1 paisa/ 1 second in Robi numbers and
2 paisa/ 1 seceond in other numbers. Robi “Goti” could be a preference for those who wants flat
rate at Robi and other numbers. Robi “Nobanno” and “Shasroyee” could be the best option for
those who preferred to talk at special times. Lastly consumers who preferred more

Friends and Family (FnF) numbers could choose “Ananna” and who want sudden discount could
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choose “Hoot Hut”.

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 Promotional Activities
To explain about this we need to know which promotional mix is adopted by this campaign. From
all the promotional mix Flat rate goes with Advertising, Direct Marketing, and interactive
Marketing.

Advertising:

Flat rate campaign follows advertising because of few advantages those are given below:

Robi controls the massage which is “AJ KAR MUKHE HASI FOTABEN?”

It’s a cost effective way to communicate with the mass people For example, TV ads, paper &
magazine ads, billboard and so on. These media cover whole customer of this campaign.

Though it’s a very short term campaign but because of advertising on the mass media, carries a
brand Image very effectively.

Classification of Flat Rate Advertising:

Robi does basically 3 ads on this campaign. One is twin another is mother’s day and the other is
on two lovers.

Consumer ads: Robi ads are made for consumers. The other offer is for consumer not for retailers.

National Ads: This ad telecast all over the country and also billboard, newspaper and magazines
are national.

Print Advertising: Though Robi use billboards, newspaper and magazine as their media for
advertising, they fundamentally pursue the print media.

Broadcast advertising: Along with the print advertising, Robi telecasts these ads on TV, Radio,
and Internet.

Non- Product advertising: It is not product based campaign, it’s a service based one.
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 Action advertising: Robi is giving the positive vive of action that make someone happy today. So
it’s an action based advertising too.

Direct Marketing: This campaign does direct marketing very infrequent. The reasons are given
below:

Robi customer call centre calls those pre-paid users who are taking every offer Robi launched till
now. By the usage of the offer, Robi select its campaign target that they are going to call for direct
marketing. They basically do telemarketing.

Even they are giving promotional massage to the consumers. All prepaid user gets massage on this
campaign.

The problem arise during this marketing is influencer may give too much information to the
customer. For that reason the consumer will not realize what he/ she trying to inform.

Interactive Marketing:

Basically it covers integrated market communication. Here the massages of Robi are customized
to specific interests and need of customer. For example this campaign only focuses on the
relationship among the people and how the close individual find smile by a call. Moreover they
promote this campaign via internet also.
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 Service Gap
The five key gaps or discrepancies on the service provider's side that are likely to affect consumers'
perceptions of service quality are:-

Gap 1: Consumer expectation-management perception gap, which is the gap between consumer
expectations of service quality and management perceptions of these expectations

Gap 2: Management perception-service quality perception gap, that is, the gap between
management perceptions of consumer expectations and the firm's service quality specifications

Gap 3: Service quality specifications- service delivery gap, the gap between service quality
Specifications and actual service quality

Gap 4: Service delivery-external communications gap, or the gap between actual service delivery
and external communications about the service

Gap 5: Expected service-perceived service gap, which is the gap between expected service and
perceived service

Applications of the SERVQUAL scale have been made to measure service quality in hospitals,
hotels, travel and tourism, telecom companies, insurance companies and banks, business school
placement center, retail stores and acute care hospital physicians, dentists, attorney, financial and
banking institutions, laundry/dry cleaning and automobile companies.
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 Service Quality Dimensions

Service quality is a perception of the customer. Customers, however, form opinions about service
quality not just from a single reference but from a host of contributing factors. Service marketers
need to understand all the dimensions used by customers to evaluate service quality.

David Garvin in the article ‘Competing on the Eight Dimensions of Quality’ identified the
following eight dimensions of quality applicable to both goods and services. These include:
Performance, Features, Reliability, Conformance, Durability, Serviceability, and Aesthetics,
Perceived quality or prestige.

In a further refinement of their earlier factor identification, Parasuram, Zeithmal and Berry have
identified the following five dimensions of service quality as crucial. These are:
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 Reliability

This dimension is shown to have the highest influence on the customer perception of quality. It is
the ability to perform the promised service dependably and accurately.

Robi, one of the leading companies of telecommunication sector in Bangladesh, has been striving
to protect itself as a reliable service provider. It hopes to differentiate itself from other companies
in Bangladesh. To protect this reliability, Robi is always striving to provide its promised services
as dependably and as accurately as possible which is quite evident from its growth rate.

When service delivery fails the first time, a service provider may get a second chance to provide
the same service in the phase called ‘Recovery’. The expectations of the customer are usually
higher during the recovery phase than before because of the initial failure. Thus, the service
provider is likely to come under greater scrutiny, thereby increasing the possibility of customer
dissatisfaction. The reliability dimension, which ensures timely delivery time after time, helps the
service provider to meet the customer expectations fully at the lowest level of service expectation.

Responsiveness

It is the willingness of the service firm’s staff to help customers and to provide them with prompt
service. The customers may have queries, special requests, complaints, etc. In fact, each customer
may have problems of his or her own. While the front-end employee may have been trained or
equipped to deliver standardized services, the customers want them to go beyond this limit. It is
the willingness to help the customer or willingness to go that extra distance that is responsiveness.

The second aspect of responsiveness is speedy response to a customer request. When response is
delayed customers usually loses interest. Many sales representatives respond on the phone, ‘I will
call you back’. The call is never returned. The customer draws his or her own conclusion about
the quality of service he is likely to receive in the future.
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 Assurance

It defined as the ability of the company to inspire trust and confidence in the service delivery. It
refers to knowledge and courtesy of the service firm’s employees and their ability to inspire trust
and confidence in the customer toward the company. This dimension is considered vital for
services that involve high risk as customers may not be able to evaluate all the uncertainties
involved in the process by them.

Example: Telecommunication services sometimes requires complex uncommon procedures,

services in various ways demand this service quality dimension.

There are property developers/builders who provide a list of previous buyers of flats or apartments
to potential buyers. The evaluation of construction services is beyond technical capabilities of most
buyers. However, the prospective customers are free to call the previous customers. When
prospective customers hear from them about the company and its satisfactory delivery, they feel
assured and develop a more positive attitude towards the company.

Empathy

It refers to the caring, individualized attention the service firm provides each customer. When
service provider puts himself in the shoes of the customers, he may see the customer’s viewpoint
better. When customers feel that the provider is making his best effort to see their viewpoint, it
may be good enough for most.

Example: a lady customer with a young child arrives slightly late at the check-in counter and
requests the agent for a seat along the aisle and near the toilet. Even if all such seats have already
been taken up, the agent and the airline may make even effort to request another passenger to
exchange seats and meet the customer demand. The lady passenger would be delighted if her
request could be honored despite the last minute checking in, and even if she does not get such a
seat, she would be grateful for their effort.
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 Tangibles

It refers to physical facilities, equipment, and appearance of a service firm’s employees. The job
of the tangible and physical evidence of a service is multifunctional.

When a customer sees the various offerings of Robi in the newspaper or commercials, he becomes
aware of the quality of service he is about to receive. If Robi provides customers service with well
dressed & mannered employees, announce their offerings in a specified written format etc,
customers will be impressed. Tangibles provide the customer proof of the quality of service.
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 Findings
Quantitative Findings
The quantitative analysis has been done by a chi - square method on SPSS tools. The questionnaire
had 25 questions and all of those were categorized under 6 categories, though the categories were
not shown in the questionnaire to make it bias free for the respondent. All 25 questions of the
analysis have been tested by frequency analysis to get the result. And then the analysis reached to
the result by adding up the findings of each question. The summary of the results is as follows-

Sl. Factor Categories Survey Result

No.
1. Company and Supervisor Satisfied
2. Corporate Environment Dissatisfied
3. Remuneration and Responsibility Moderately Satisfied
4. Motivation and Development Satisfied
5. Benefits and Incentives Satisfied
6. Safety, Security and Cleanliness Satisfied

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

The analysis could be more efficient and appropriate if some other methods were applied to test
the responses through some other dimension. Due to time constraints and capacity limitation this
was becoming almost impossible for the research. As a result the analysis that is done here has
been conducted skilfully.
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 Qualitative Findings
Robi is a people oriented organization where employees are prioritized carefully. Being a part of
the most competitive industry in Bangladesh, Robi understands the value of its human resource to
sustain and rule the competition. A subjective judgment of the qualitative information, gathered
from the company, showed that Robi ensures almost all kinds of facilities for its employees.
Starting from leaves to salary and benefits, from safety and security to allowance, all these options
are offered to the employees in a different dimension to different employees according to their
designation. This is completely justified even to the employees. Moreover, all these facilities are
offered in a standard that is highly competitive with other competitors.

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

Overall Findings
Quantitative analysis showed that employees are mostly satisfied with Robi’s employee policies.
Specially, Robi’s supervisors are highly motivating for the employees. Qualitative analysis has
also supported this fact, that employees are quite satisfied with Robi’s employee policies.
However, an exception to this, some employee suggested few suggestions to improvise these
policies more and make it more competitive.

These findings indicate that, employee satisfaction cannot be the reason behind Robi’s competitive
position. This is because, the analysis found out that employees are quite satisfied and giving their
best to the company and Robi also giving appropriate return to them. So, there is no question
remain on employee satisfaction behind Rob’s competitive position. This is true that, complete
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satisfaction is hard to achieve, but it's also true that Robi has ensured a level of employee
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satisfaction, where employees think themselves as an integral part of the company and serves as
 their best but with minor lacks. Now, Robi’s challenge is to preserve this satisfaction level by
removing these black spots.
Besides the employee satisfaction, there are lots of other issues that can hamper Robi’s competitive
position. In fact it would be better to say, that those issues are more powerful than employee
satisfaction, the example includes- network quality, network coverage, product offers, tariff rate,
promotional activities, uniqueness, product appearance, image building by brand ambassador etc.
Robi’s competitive position is might be suffering for any one or more of these issues that need to
be investigated properly.

Some Important Findings at a Glance

 Employees are very much dissatisfied with the implementation of disciplinary acts and
punishment acts. They have expressed their complete dissatisfaction in Robi’s corporate
environment condition. Corporate environment needs to be improved by proper
implementation of disciplinary acts and punishment acts.

 Robi’s employee showed a moderate dissatisfaction in the company’s remuneration and

responsibility structure. Salary and benefits and motivational factors play a vital role in
satisfying employees. That is why the salary structure has to be reviewed and upgraded.
 Female employees are more satisfied than male employees. This may be because males are
mostly the earning member of the family, so their expectation is higher than that of females.
On the other hand, female employees can support their husbands’ income easily with the salary
they get from Robi.
 New employees are very much committed as they tend to show their capabilities. In today’s
competitive market job competition is tougher in the telecom sector, that is why the new
employees want to prove themselves to make their job permanent. On the other hand, older
employees are not completely satisfied, as they are serving the company for the years and their
expectation from the company is higher.
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  Employees at Robi are eager to have some training regarding safety and security. They feel
that now a day, fire hazard or earthquake or any kind of accident is more likely to occur. In
this situation, they are not properly aware what to do in those situations. They need some
individual training on individual type of the situation so that they can be more secure in any
kind of accident.
 The result of paternity leave was very much fluctuating. Most male employees were somewhat
satisfactory and neutral. Most men said that the paternity leave should be extended so that they
can fulfill their responsibility while the baby birth.
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 Conclusion

At present six different companies are providing telecom services in Bangladesh. It is one of the
most renowned telecom organizations in the country. Robi Axiata Ltd is one of the leading
operators. They offer an extensive and seamless telecom service that has a unique name with
growing motive. However, nowadays market has become very competitive where customers have
many choices. So, if they are not satisfied enough Robi may have to lose potential and loyal
customers in the long run. That is why Robi has to improvise their connection with their maneuver
ability, opportunities, strength and uniqueness, variance in their aggressiveness and intensities and
relativity in their positions. If they can do so it is not far that Robi will become the leader in the
telecom market.
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 References

http://www.robi.com.bd/en/corporate http://en.wikipedia.org/wiki/Robi
http://video.about.com/marketing/How-to-Develop-a-Brand-Strategy.htm
http://www.robi.com.bd/index.php/page/view/103 http://EzineArticles.com/5254462
https://www.google.com.bd/search?q=images+of+robi&client=firefoxbeta&hs=K12&rls=org.mo
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DYDw&ved=0CBsQsAQ&biw=1366&bih=648
https://www.humanrights.gov.au/best-practice-guidelines-creating-productive-
workplaceenvironment
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http://www.adecco.co.uk/news/traditional-vs-modern.aspx
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http://www.wikihow.com/Get-Rid-of-Boredom
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