JAGANNATH UNIVERSITY

জগন্নাথ বিশ্ববিদ্যালয়

Department of Marketing
An Assignment on
Influence of Customer Dimensions of Customer
Satisfaction.
Course Name : Service Marketing
Course Code : MKT-4103
Submitted To:
Mr. Shaikh Rafiqul Islam
Associate Professor,
Department of Marketing,
Jagannath University.
Submitted By
The Cartel
BBA 4rd Year, 1nd Semester
11th Batch,
Department of Marketing,
Serial No. Members Name ID Number Remarks Service Orga
1 Md. Sadad-Ul-Hasan B-160204003 Banglalink

2 Saurav Kumar Mondol B-160204005 Banglalink

3 Kazi Nafis Ahmed B-160204008 Banglalink

4 Md. Ashiqur Rahman Khan B-160204011 Banglalink

5 Md. Rafiul Akib B-160204035 Banglalink

6 Md. Monjurul Islam B-160204042 Banglalink

7 Md. Nayemul Alam B-160204044 Banglalink

8 Sabbir Ahmed (GL) B-160204084 Banglalink

9 Taskin Hossain Turag B-160204084 Banglalink

10 Sabbir Hossain B-140204116 Banglalink

The Cartel
 Letter of Transmittal:
To 
Mr. Shaikh Rafiqul Islam
Associate Professor
Department of Marketing
Jagannath University,
Dhaka.

Sub: Letter of Transmittal

Dear Sir,

It is indeed a great pleasure for us to be able to hand over the result of our hardship of the
Service Marketing report on Banglalink. This report is the result of the knowledge which has been
acquired from the respective course.

We tried our level best for preparing this report. The information of this report is mainly based
on Internet information and the knowledge we gained from the respective course. Some other
details were gathered from the service personnel of that company and the online survey we
conducted earlier. All of us gave our hundred percent for making this report come together.

We, fervently hope that you will find this worth reading. Please feel free for any query or
clarification that you would like us to explain. Hope you will appreciate our hard work and
excuse the minor errors. 

Thanking you for your cooperation.

Sincerely,
The Cartel.
 Executive Summary
This report is an assigned job as a partial fulfillment of course requirement which is given by
honorable Course Teacher Mr. Shaikh Rafiqul Islam, Associate Professor, Department of
Marketing, Jagannath University, Dhaka. In this report the overall influence of customer
dimensions of customer satisfaction of Multinational Company – Banglalink is focused and
described. The goal of this report is to find out the influence of customer dimensions of customer
satisfaction, in case of Banglalink. To know the influence we conducted an online survey and
other information were collected and gathered with the help of the internet. Banglalink is the
service organization where actually the customer dimension strategies are applied with a huge
effort, and the outcome is also very satisfying.

This report is focused on the customer dimensions of customer satisfaction strategies that
Banglalink practices to develop their service and customer satisfaction. The key factor of this
company’s sustainable growth is providing service understanding the Customer Dimensions of
Customer Satisfaction. They have always been committed to good customer and have set out the
framework of Customer’s Principles practices, customer relations and their rights. That’s why
they select the most effective and dynamic strategies, trusts in customer satisfaction and respect
each other.

The report also includes the theoretical framework of various concepts of Service Marketing and
also contains the practices of customer dimensions of customer satisfaction strategies in
Banglalink, for the purpose of relating the theoretical concepts with the relevant areas of an
established organization.
 Table of Content
Chapter 1: Introduction
i) Background
ii) Objective
iii) Limitations
Chapter 2: Literature Review
Chapter 3: Methodology
Chapter 4: Analysis and Findings
Chapter 5: Conclusion
Chapter 6: Recommendation
 Reference
 Appendix (Questionnaire)
 Introduction

i. Background: Banglalink is one of Bangladesh's leading digital communications service

providers seeking to open new markets for their clients. Banglalink is Bangladesh's third-biggest
cellular service provider.
Banglalink Digital Communications Ltd. is wholly owned by Telecom Ventures Ltd. of Malta,
which is a wholly-owned multinational telecom holding subsidiary. In April 2011, following a
merger of business between Vimpelcom Ltd. and Wind Telecom S.P.A, Vimpelcom holds 51.92
percent of global telecom assets. Launched in February 2005, Banglalink has been the pioneer in
making mobile telephony an an affordable choice for consumers in Bangladesh, with more than
33.69 million subscribers over a decade Banglalink's initial success was based on a simple
mission: "Bringing mobile telephony to the masses" which was the cornerstone of the strategy of
Banglalink. Fuelled by strong core values such as Customer-obsessed, Creative, Inventive,
Collaborative & Honest, Banglalink is now working steadfastly to carry the digital world to each
customer to create a true digital Bangladesh, moving away from the conventional mobile
operator into a tech business. With customer experience being Banglalink’s core focus,
digitalization has become a necessity to update the way customers engage, communicate, operate
and offer services from traditional way of business to digital/online. Banglalink aims to enable
its customers to get the best out of the digital future and create a true digital ecosystem through
providing products that suits the demands of customers.
Over the years, Banglalink's growth has been fuelled by innovative products and services
targeting various market segments, aggressive improvement in network efficiency and
committed customer care, creating broad distribution scope across the country and building a
powerful brand that emotionally connects customers to Banglalink.
ii. Objective:

1. Broad Objectives: This report’s specific objective is to assess the degree of customer service
at Banglalink customer care.

2. Specific Objective:

 To test Banglalink's customer service. To know about Banglalink's internal and external
climate.
 Identify the mindset of consumers towards Customer Service.
 Identification of Banglalink's customer support manpower.
 To recognize the profundity of the employee's expertise that benefits the clients.
 Identify discrepancies about attitude and the understanding between current and future
customers.
 To find out how customers and customer managers connect.

iii. Limitations: While carrying out the research study I was confronted with some problem for
which this report has limitations, these are listed below:

 Two-month time is not necessary for too intensive study research. Within such a short
period it is very difficult to collect all the necessary details.
 Since of certain legal duty and corporate protection BanglalinkTM limits such data not to
be released publicly. For this purpose, the analysis restricts only the data accessible and
written, and some formal and informal interviews.
 The workers are very busy with their work, which leads to me finding no time to consult.
 Quota sampling problems: employees of BanglalinkTM & the agency workers that
provide biased information.
 Methodology

Research Design:

In the case of Banglalink, the aim of this study is to define the effect of customer dimensions of
customer satisfaction. For example, what dimensions of customer satisfaction Banglalink already
has and what its customers think about enhancing service quality to achieve more customer
satisfaction dimensions.

Research Approach:

The respondents would be those users involved in working together. We will be going through
an online survey to gather the data.

Sampling Method:

The online survey protocol for this study will only be restricted to 100 respondents, as certain
limitations remain. And it has already been stated that, the survey will be on Banglalink service
users only.

Data Collection Method:

The primary data will be collected from the users of Banglalink service. Moreover, these data
will be gathered directly from the respondents through an online survey.

Data Analysis Method:

This research's data analysis will also be interpreted qualitatively. Earlier, it was reported that
data would be collected through an online survey. So the research is going to be qualitative.
There will however be a few quantitative solutions.
 Literature Review:

Customer service is the provision of service to customers before, during and after a purchase.
According to Jamier L. Scott. (2002). “Customer service is a series of activities designed to
enhance the level of customer satisfaction – that is, the feeling that a product or service has met
the customer expectation." Customer service is normally an integral part of a company’s
customer value proposition. From the point of view of an overall sales process engineering
effort, customer service plays an important role in an organization's ability to generate income
and revenue. From that perspective, customer service should be included as part of an overall
approach to systematic improvement. Some have argued that the quality and level of customer
service has decreased in recent years, and that this can be attributed to a lack of support or
understanding at the Modern and precise definition of Customer Service: "Customer Service is a
function of how well an organization is able to constantly and consistently exceed the needs of
the customer."

Service quality is defined differently by different authors. Crosby (1984) defines it as

‘conformance to requirements’. Other prominent definitions include ‘fitness to use’ (Joran, 1988)
or ‘one that satisfies the customer’ (Eiglier and Langeard, 1987). As services are inherently and
essentially intangible, heterogeneous, perishable and entailing simultaneity and inseparability of
production and consumption, therefore, require a distinct framework for quality explication and
measurement. In addition, as against the goods sector where tangible cues exist to enable
consumers to evaluate product quality, quality in the service context is explicated in terms of
parameters that large come under the domain of ‘experience’ and ‘credence’ properties and are
as such difficult to measure and evaluate (Jain and Gupta: 2004:26 ). One major contribution of
Parasuraman et al. (1988:6) is to provide a terse definition of service quality. They define service
quality as a ‘global judgment, or attitude, relating to the superiority of the service, and explicated
it as involving evaluations of the outcome and process of service. Practitioners and writers in the
popular press tend to use the term satisfaction and quality interchangeably, but researchers
attempt to be more precise about the meanings and measurement of the two concepts, resulting in
a considerable debate (Zeithaml, Bitner and Gremler, 2006:106-107). However, there is a
consensus that service quality and satisfaction are distinct (Bitner, 1990; Bolton and Drew,
1991a). Service quality is described as a form of attitude, related but not equivalent to
satisfaction (Bolton and Drew 1991a; Parasuraman, Zeithaml and Berry, 1988).

Analysis and Findings

Tangibility
Promotion
Responsiveness
Sustainability
 Conclusion

Good service to clients is the lifeblood of every company. A firm can sell discounts and cut rates
to draw in as many new clients as it wishes, but unless it can get any of those customers back, its
company will not be profitable for long. Creating a partnership with customers is the nature of
good customer service – a relationship that the individual consumer thinks he needs to follow. In
my study, I have tried to figure out how banglalink gsm treats its customers in order to create a
long-term relationship through its customer service department. As the real secret of good
customer service: "A business should be determined by what it does, not by what it promises."
Bangladesh's telecom industry is still facing pressure from oligopolies. To be competitive in the
future in this industry, the only alternative is to create a strong brand identity by developing
unique product offerings with special features and make it a competitive market. BanglalinkTM
succeeded in implementing perfect competition among mobile operators. The contests are so
enormous that both the contact price and the air-time cost are falling day by day. BanglalinkTM
will take into account in this changing climate based on this research against the suggestions
suggested for improving the customer service division.

Recommendation

When implemented successfully, these guidelines certainly would boost the overall company
image. Making a positive effect of Customer Care Service on BanglalinkTM's overall results

• However, they should provide more services with the present services. To
succeed in the market it is desperately needed to offer more services to the
consumer. In order to enhance the quality of the service, I would like to propose
the following points which must be taken into account:
• Network connectivity needs to be strengthened.
• Management should make suitable training facilities accessible to their employees
so that they are always supportive, courteous, and professional.
• Welcome each Customer with Polite tone, appropriate greetings, good body
language and eye contact, wherever possible using customer name.
• Respond courteously to Customers' phone with empathy.
• Actively and attentively listening to the clients in a participatory approach.
• Must deal correctly & efficiently with grievances.
• CC leaders do not make commitments unless they can keep those commitments.
• Always able to find best customer approaches that go beyond their standards.
• Consider the customer's problem as their duty to fix it immediately or contact
someone who can solve it and follow it up directly to ensure customer service.
• Honestly apologize if the customers are not happy with our operation, irrespective
of any fault.
• Thanks & wishes to and welcomes all customers to give us their input.
• Make a difference by setting guidelines and going out of the way to assist the
client.
 • Customer Care Representatives will send out a simple message with very
attractive and polite speech.

Reference

1. Banglalink.net. 2020. Banglalink. [online] Available at: <https://www.banglalink.net/en>

[Accessed 13 August 2020].
2. En.wikipedia.org. 2020. Banglalink. [online] Available at:
<https://en.wikipedia.org/wiki/Banglalink> [Accessed 13 August 2020].
3. Facebook.com. 2020. Banglalink Digital. [online] Available at:
<https://www.facebook.com/banglalinkdigital/> [Accessed 13 August 2020].
4. Veon.com. 2020. VEON. [online] Available at: <https://www.veon.com/about-
us/markets/bangladesh/#country-details> [Accessed 13 August 2020].
5. The Lawyers & Jurists. 2020. Customers Satisfaction on Banglalink Customer Care -
The Lawyers & Jurists. [online] Available at:
<https://www.lawyersnjurists.com/article/customers-satisfaction-banglalink-customer-
care/> [Accessed 13 August 2020].

Appendix

Questionnaire:

This is a survey of customer attitude toward the influence of different dimensions of customer
satisfaction of Banglalink users.

We are collecting data for writing a report, which is for the partial requirement of the course
Service Marketing. It will only take 4-5 minutes to fill out the questionnaire. Your cooperation is
highly expected.

Sincerely yours,

The Cartel
11th Batch,

Department of Marketing

Jagannath University.

Please Note That:

SA = Strongly Agree

A = Agree

N = Neutral

D = Disagree

SD = Strongly Disagree

Name : Age:
Gender: 1) Male 2) Female
Occupation: 1) Student 2) Businessman 3) Employee 4) Other
Relationship Status: 1) Single 2) Married
Mobile Number (Banglalink):
Email Address:

A Questionnaire on

The influence of customer dimension of customer satisfaction

 Tangibility

Serial Questions SA A N D SD
No.
01. Banglalink’s offered services (call rates and 5 4 3 2 1
internet packages) are very attractive.
02. Banglalink’s offered packages provide enough 5 4 3 2 1
 duration for consumption.
03. Banglalink offers the best 4G connection all 5 4 3 2 1
over Bangladesh.
04. Banglalink’s offered packages are very cheap 5 4 3 2 1
and customer friendly.

 Promotion

Serial Questions SA A N D SD
No.
01. Banglalink’s promotional activities are very 5 4 3 2 1
effective.
02. Banglalink’s promotional advertisements are 5 4 3 2 1
really annoying and irrelevant.
03. Banglalink’s promotional activities properly 5 4 3 2 1
reach to their target audience.
04. Banglalink’s promotional activities deliver the 5 4 3 2 1
proper message.

 Responsiveness

Serial Questions SA A N D SD
No.
01. Banglalink’s employees are polite, well skilled, 5 4 3 2 1
well-mannered and humble.
02. Banglalink’s employees are fast and precise 5 4 3 2 1
when it comes to finding and solving the
problem.
03. Banglalink provides good services at their 5 4 3 2 1
customer care centers.
04. Banglalink has its customer care centers at 5 4 3 2 1
convenient and important places.

 Sustainability
Serial Questions SA A N D SD
No.
01. Banglalink has gain the trust of their users. 5 4 3 2 1
02. Banglalink has proper sustainability in 5 4 3 2 1
Bangladesh.
03. Banglalink has significant contribution towards 5 4 3 2 1
social development.
04. Banglalink has huge opportunities to become 5 4 3 2 1
market leader of Telecommunication Industry.

Comment:

Thank You for Your Cooperation