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Report Proposal On

Factors Affecting Customer Experience in


Telecommunication Services and its Importance on Brand
Equity
Submitted To
Md Alamgir Hossein
Course Instructor
Research Methodology

Submitted By

Antara Islam
ID 2795
Date of Submission: June 23, 2015

Institute of Business Administration


Jahangirnagar University

LETTER OF TRANSMITTAL

February 04, 2015


Shahriar Kabir
Course Instructor
Institute of Business Administration
Jahangirnagar University.
Subject: Proposal for research on services marketing of Banglalink Telecom Ltd. Bangladesh
Dear Sir,
It is our pleasure to submit the proposal on services marketing of Banglalink Telecom Ltd.
Bangladesh. This proposal has been prepared for partial fulfillment of the report which you
authorized on January 28, 2014.
All the primary tasks regarding preparing the term paper on services marketing practices of
Banglalink Telecom Ltd. Bangladesh are completed.
We have already contacted with , . Manager, Banglalink telecom and thus gathered
some data about Banglalink telecoms service marketing practices. We have also gone
through the website of Banglalink telecom and have collected some vital information to
deliver you more data about this service provider. Depending on these findings, we have
prepared this proposal. Further details regarding cost and time frame of this research are
allocated in the subsequent sections.
Thank you in advance for providing the opportunity to submit this proposal and we look
forward to work with you on this research. For further information, please feel free to contact
us and you may go through the company webpage, www.banglalink.com.bd
Sincerely yours,
Group members of Stupendous
Institute of Business Administration,
Jahangirnagar University.

Contents

Proposed Research Topic:...................................................................................... 4


Current Situation :................................................................................................. 4
Purpose of the research :....................................................................................... 4
Research Design.................................................................................................... 5
Sample Design:...................................................................................................... 6
Data Gathering :.................................................................................................... 6
Data Processing and Analysis :..............................................................................6
Report Preparation :............................................................................................... 6
Budget and Time Schedule:...................................................................................6
Limitations:............................................................................................................ 7
References :........................................................................................................... 8

Proposed Research Topic:


Factors Affecting Customer Experience in Telecommunication Services and its
Importance on Brand Equity: A Study on Telecommunication Companies in
Bangladesh

Current Situation :
Telecommunication is such a process that reduces human effort and now people
can easily communicate with others through this technology. In Bangladesh,
we have over 121.860 million (January 2015) mobile phone subscribers and
compare to potential users Bangladesh have limited telecommunication
service provider. However, customer experience is a term that directly
interrelated to service, service provider and long term customer relationship.
This research is all about identifying those factors that can affect the customer
experience and also to find out the importance of customer experience on
brand equity. Customer experience is a very consideration for both
customer and company. It also considers the durability of relationship
between them. Building good customer experience is a multipart project
that includes strategy, combination of technology, business models, brand
management and CEO comments (Jeananne Rae, 2006). Therefore, the
success of a company is based on creating distinctive customer experience
for their customers .

Purpose of the research :


Customer experience is a term that includes total incident of a customer with a
service and service provider and finally consider the durability of relationship of

that customer with the service provider . On the other hand brand equity is the
value of a well known brand. A careful review led to the identification of the
following specific research objectives :

1. To identify the factors that have a significance influence on customer


experience in telecommunication services
2. To assess the impact of customer experience over brand equity
3. To estimate potential market demand for telecom services
4. To evaluate how market evaluation scenarios may or may not meet this
demand
5. To suggest a Strategic Plan for the telecomsector to ensure greatest level
of benefit for the people of Bangladesh

Research Design
The research requires a systematic procedure from selection of the topic to
preparation of the final report. To do a study and make a report on it there are
two types of methods -qualitative and quantitative. This research will adopt the
quantitative information in order to make the report clear to the eye of reader so
that it may be easy to take any type of decision or steps after analyzing the
report.
Sample questions that will be asked are :
In a five point Likert scale (1= Strongly Disagree to 5= Strongly Agree) was used
to collect data from the respondents

Type of research: It is a quantitative research by nature.


Sources of Data:

Primary: Data organized for the specific purpose of addressing the


research problem.
Secondary: Data collected for some purpose other than the problem
at hand.

Data collection procedure:

Secondary: Industry profile, websites etc. were used as secondary


source.
Primary: Customer survey (with structured questioner) to collect
primary data.

Questionnaire:

Size: 2 page of A4 size paper.


Administer time: Average 15 minutes per questionnaire.
Type: Both close ended and open ended questions are used in the
questionnaire.

Sample Design:
Population: The customers of Mobile operators.
Sample element: Individual Customer
Sample size: 60
Age : Above 18
Gender : Male- 30 , Female-30
Details of Sample Size

Name of the
organization

No. of
Respondent

Citicell

10

Airtel

10

Banglalink

10

Grameen Phone

10

Robi

10

Tele Talk

10

Total

60

Data Gathering :
The research analyst will conduct the interviews on the customer care centres of
the 6 telecom brands

Data Processing and Analysis :


Reliability analysis will be done to classify the reliability of my study. Beside
this, regression analysis, hypothesis testing will be done for a proper justification
and to draw an appropriate recommendation in my study.

Report Preparation :
A written report will be prepared on the findings and will be made by the
research analyst

Budget and Time Schedule:


BUDGET
The required cost for completing this research is Tk.1500. The table below indicates the
suggested budget for the research:

DESCRIPTION

AMOUNT OF COST

Cost regarding data collection


(Secondary & Primary)

Tk. 500

Transportation Cost

Tk. 600

Printing Cost

Tk. 100

Others

Tk. 300

ACTIVITY SCHEDULE
The required time for completing this term paper is eight weeks. The distribution of time
schedule for proposal writing, data collection, data analysis and report writing is shown
below through a Gantt chart:

ACTIVITIES
Proposal
Writing
Assembling
Data
Data
Interpretation
Report writing

TIME
Week 1

Week 2-5

Week 6-7

Week 8

Limitations:
This research study will face some limitations:1. The survey will be conducted on questionnaire therefore it will be difficult
to ensure the actual validity of the response
2. The topics may not be understood by the respondents who have
minimal idea about customer experience
3. Respondents will be only from Dhaka city; therefore this research will not
reflect the perception of customers of all over Bangladesh

References :
1. (http://www.btrc.gov.bd/, 2015)
2. Rae, Jeananne (2006-11-27). "The Importance of Great Customer
Experiences". Business Week. Retrieved 2012-01-05.
3. (Zikmund, 2010) Business Research Methods
4.

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