Professional Documents
Culture Documents
Prepared by
Faysal Ahmed
ID:1030187
An Internship Report Presented in Partial Fulfillment of the Requirement for theDegree Bachelor
of Business Administration
INDEPENDENT UNIVERSITY, BANGLADESH
Summer, 2014
Prepared by
Faysal Ahmed
ID:1030187
Has Been Approved
Hanif Mahtab
Senior Lecturer
School of Business
Independent University, Bangladesh
Summer, 2014
Letter of Transmittal
4th September, 2014.
To
Mr. Hanif Mahtab
Senior Lecturer
School of Business
Independent University, Bangladesh.
Subject: Submission of the Internship Report on Intention behind 3G Adoption in the
context of Airtel
Dear Sir,
With great pleasure I submit this internship report on Intention behind 3G Adoption in the
context of Airtel as per your instructions.
Working in Airtel Bangladesh has been an inspiring experience for me. I hope the experience I
have gained will facilitate me a lot in my career ahead. With my limited knowledge, I have tried
my level best to prepare this report.
Your acceptance and appreciation would surely inspire me for future endeavors. I, therefore,
hope that you would be kind enough to accept my internship report.
Sincerely Yours,
______________________
Faysal Ahmed
ID- 1030187
Acknowledgement
First of all I would like to thank my respected supervisor, Mr. Hanif Mahtab for guiding me in
planning and composing the report. He has always been available to provide me with his
supervision and guidance during the entire internship program. Therefore, I express colossal
appreciation for his aid. My most heartfelt gratitude goes to all the employees of Airtel BD Head
Office Road 19, Block E, Banani, Dhaka, BD for their time, patience and effort in grooming me
from a student to a professional person. Special thanks to Mr. SK Mukhopadhyay CFO, Mr. SK
Muhammad Ziaur Rahman - Head Taxation, Mr. Azizul Islam Rana - Taxation Wings, Mr.
Zhanagir Alam- Vat wings , Acnabin CA Firm ( outsource ) - Tax return submission, vat return
Airtel, Tanzima Giash Tanni- Talent Acquisition ( HR Dept. ),Mr. Reza Islam IT Dept for their
enormous support. From the early hours of the morning till the sunset, they have guided me
through various operations of the bank and provided me essential information and support for my
internship report.
Executive Summary
Telecommunication sector has brought revolutionary changes in Bangladesh. This report is based
on the 3 months long internship program that I have successfully completed in Airtel in ----Division. It is a requirement for the BBA program in Independent University Bangladesh. My
faculty advisor and the on-site supervisor helped me choose the topic- Intention behind 3G
Adoption in the context of Airtel for my report. The report aims at assessing the intention of
the user for adopting 3G network.
3G, short for third Generation, is the third generation of mobile telecommunications
technology.3G network provides fast internet speed and allows people to enjoy videos without
streaming and many other facilities such as video calls, video conferencing, mobile TV, mobile
radio and much more. Bangladesh has stepped towards digitalization by introducing 3G network
for the first time via Teletalk, the only state-owned telecom company. In 2013, four more
privately owned telecom companies got the license for 3G through auction including Airtel.
However, Airtel is currently the one of the best mobile operator with a 3G license.
The report is consisting of a brief discussion of peoples behavioral intention to adopt 3G
network of Airtel. Bangladesh is a new born baby in the world of new technology. Hence, 3G is a
new concept for Bangladeshi mobile network user. What behavioral intentions drive them to use
3G, that has been tried to frame in this report.
Table of Contents
CEO (India)
Director
CEO (international)
Director B2B
Consumer
Director Market
Director
Director HRM
Supply Chain
Director Network
CFO
Customer
experience
Director Legal
Director IT
The workforce in Airtel Bangladesh Limited combines total of 13 departments with their
respective functions. Combining all the below divisions the management team is build:
Finance
Curstomer
Care
Legal
Supply
Chain
Manage
ment
Corporate
Assurance
Engineer
ing
Corporate
Affairs
Operarion
al
Excellence
IT
Sales
HR
dolbol
foorti
bijoy
kotha
golpo
sobai
hoichoi
adda
2.1.1 Problems
I have faced some problems during intern:
1. Workers are too busy at Airtel with lot of work pressure. It was difficult for me to find
necessary information on time.
2. Not all information about the clients was updated. It was difficult to gather information
and update the spreadsheet.
2.1.3 Recommendations
1. Airtel should give their employees more benefit because too much work pressure
sometimes led them to be less productive.
2. Availability of information should be practiced there. It was really hard for me to find any
information as they did not want to reveal their secrecy.
Hence, the problem of the study is to identify the factors which are affecting consumers
behavioral intention towards adopting 3G mobile services of Airtel Bd.
Igbaria et al. (1996) has defined perceived enjoyment as intrinsic motivation for using the
technologies and proposed that individuals, who find it enjoyable to use microcomputers, apart
from their performance concerns, are more likely to use the technology extensively. Exploring
the motivations to do retail shopping in their research, Childers et. al. (2001) has illustrated the
strong influence of enjoyment on attitudes. Hence, concerning 3G acceptance in Turkey,
perceived enjoyment is considered as an influential factor in adoption of the technology.
Image
Image, which is analyzed under 'relative advantage' attribute in Diffusion of Innovations theory,
is the degree to which adopting an innovation is perceived to be a status symbol and to provide a
high profile (Moore and Benbasat, 1991). Lu et. al. (2003) also utilized 'image' with subjective
norms, and analyzed the social influence which is considered as an influential factor affecting
the acceptance of innovations. Hence, considering 3G mobile technology implementation in
Turkey, image is considered as an effective factor influencing the acceptance of the technology.
Network Effects
Network effects, despite being very crucial on the adoption of communication technology
innovations, were not considered as a distinct variable in the 'Structural Model' developed by
9
Pagani (2004). Nevertheless, Pagani and Fine (2008), in their research about the forces
influencing the 3G wireless communication networks, have complemented the research with
different systems thinking approaches. In the study, 'network externalities loop' is developed
which illustrates that additional customer adoption extends the user population, which then gives
rise to increasing returns per user. Consequently total expected benefits to new adoption also
increases and causes further new adoptions. These causes and effects generate a loop inside,
triggering one another. In addition, Pagani (2004) proposed that one feature of perceived
usefulness by adopters is the ability to utilize the services with others; hence network effects
tend to have an essential impact on perceived usefulness, as well.
Considering the adoption of 3G technologies, network effects tend to affect the consumer
intentions, with the logic that users will get additional benefits as the network expands - video
calls, multi-player games, multi-media messaging services will be more available as more people
adopts the technology. Thus, network effects are proposed to be effective on the adoption
intentions of the 3G technologies.
Personal Innovativeness
Agarwal and Prasad (1998) have claimed that individuals, who have high innovativeness, are
more likely to develop positive perceptions towards the innovation in terms of relative
advantage, ease of use; hence are more eager to use it. Earlier research has revealed that personal
characteristics highly affect decisions to adopt or reject innovation (Rogers, 1995). Hung, Ku
and Chang (2003) proposed that personal innovativeness plays an important role in shaping
individual's attitude towards the usage of Wireless Application Protocol (WAP) services.
Besides, Karahanna et al (2002) have deduced that personal innovativeness is one of the
influential factors affecting individual's perceived relative advantage of using Group Support
Systems (GSS). Regarding 3G adoption in Turkey, the innovators and early adopters tend to be
the ones who will adopt the technology before the others do; hence personal innovativeness is
also included in the research as an influential variable on adoption intentions.
10
Independent Variables
Dependent Variables
Perceived Usefulness
Perceived Ease of Use
Intention for 3G Adoption
Perceived Enjoyment
Perceived Image
Personal Innovativeness
Network Effect
3.3.2 Hypotheses
Based on research questions the following hypotheses have been developed:
Hypothesis 1: Perceived usefulness positively affects 3G mobile services adoption.
Hypothesis 2: Perceived ease of use positively affects 3G mobile services adoption
Hypothesis 3: Perceived enjoyment positively affects 3G mobile services adoption
Hypothesis 4: Perceived image positively affects 3G mobile services adoption
Hypothesis 5: Personal innovativeness positively affects 3G mobile services adoption
Hypothesis 6: Network effect positively affects 3G mobile services adoption
3.4.0 Methodology
This is a descriptive research based on empirical studies. The study tries to analyze and evaluate
the factors affecting the intention of using 3G mobile services. It is descriptive as all the primary
data have been collected through structured interview and it has discussed the relationship
between the different factors affecting consumers intention behind using 3G.
Sampling
The primary data has been collected through surveying the users of 3G services of Airtel. A total
of 20 users have been surveyed.
Instruments
The instrument used in this study is a questionnaire consisting of six parts. Each part represents
different factors affecting intention behind adoption of 3G service. The questions are based on a
12
5-points Likert scale. The scores are coded as such: 5 for strongly agree, 4 for agree, 3 for neither
agree nor disagree, 2 for disagree and 1 for strongly disagree.
Data Collection
The study is based on quantitative data collection methods and relied on non-probability
sampling (convenience sampling) and structured questionnaire that fit diverse experiences into
predetermined response categories.
Sources of Data
Primary Sources:
Survey
Discussion with users
Secondary Sources
Data Analysis
This study is aimed at finding the correlation between the dependent variable, the intention to use
3G services and the independent variable, the factors which are affecting the users intention.
The data collected through primary sources is quantified, verified, and statistically manipulated.
In this study there are more independent variables than dependent variable and the relationship
among those variables is established. The statistical tool used in this research is SPSS. Frequency
analysis is done by focusing on Reliability test (Alpha), Descriptive analysis and Pearsons
Correlation Analysis. Regression analysis is also used to help us understand the extent of change
of the dependent variable with any change in the independent variables.
13
14
Mean
StdDev
Range
e
Useful
Minimu Maxim
m
um
25
3.60
.79
2.75
2.00
4.75
25
3.61
.61
2.00
2.67
4.67
25
4.17
.54
1.67
3.33
5.00
25
3.87
.64
2.67
2.00
4.67
25
3.48
.86
3.00
1.50
4.50
Image
25
3.44
1.13
3.50
1.50
5.00
Adopt
25
4.20
.58
2.00
3.00
5.00
ness
Ease of
Use
Enjoym
ent
Innova
tivenes
s
Networ
k
Effect
15
Correlation Coefficient
Usefulness
.76
Sig. (2-tailed)
.00
Ease of use
.43
Sig. (2-tailed)
.03
16
Enjoyment
.65
Sig. (2-tailed)
.00
Image
.56
Sig. (2-tailed)
.00
Personal Innovativeness
.49
Sig. (2-tailed)
.01
Network Effects
.55
Sig. (2-tailed)
.00
Table 2: Correlation Analysis
Table 2 shows the summary of the results of the correlation coefficient analysis presented in table
10 in the appendix.
Hypothesis 1: Perceived usefulness positively affects 3G mobile services adoption.
The highest positive correlation is found between the usefulness (r = 0.76) and 3G mobile
services adoption of Airtel could be seen from table 2. The result is significant at 0.00 levels (2tailed). Hence, the hypothesis 1 is accepted.
Hypothesis 2: Perceived ease of use positively affects 3G mobile services adoption.
From table 2 it can be seen that, ease of use has a moderate correlation with 3G mobile services
adoption (r=0.47). The result is significant at 0.03 level (2-tailed). Therefore, the hypothesis is
accepted.
However, this is the lowest correlation among all six factors chosen in this study.
17
R Square
Adjusted R
Square
18
Std. Error of
the Estimate
.82
.67
.56
.38
Small sample size has been used due to lack of time and opportunity
Bias attitude of participants led to manipulation of data.
Personal barriers were a limitation.
for its distinctive quality and features. However, a lowest mean average is observed in image.
Every network provider is providing 3G services with quality and innovations. However,
competition among the telecom operators has become highly intensive. So, Airtel should be
creative enough to enhance the intention behind adopting 3G technology among consumers by
offering better services and more variety in order to distinguish themselves from their
competitors.
This study could be researched further to find out the satisfaction level of using 3G services.
Retention of customer group in context of 3G adoption can also be evaluated in the future studies
on 3G.
20
References
Agarwal, R., & Prasad, J. (1997). The Role of Innovation Characteristics and Perceived
Voluntariness in the Acceptance of Information Technologies. Decision Sciences, 28(3), 557582.
Agarwal, R., & Prasad, J. (1998).A Conceptual and Operational Definition of Personal
Innovativeness in the Domain of Information Technology, Information Systems Research, 9(2),
204-215.
Childers, T. L., Carr, C. L., Peck, J& Carson, S. (2001),Hedonic and utilitarian motivations for
online retail shopping behavior. Journal of Retailing, 77(4), 511- 535.
Cortina, J. M. (1993). Coefficient Alpha: A Reliability Coefficient for the 21st Century? Journal
of Psychoeducational Assessment August 2011 29: 377-392, first published on May 19, 2011
Davis, F. D., Bagozzi, R. P., &Warshaw, P. R. (1989). User acceptance of computer technology:
A comparison of two theoretical models. Management Science, 35, 982-1002.
Gruber, H., Verboven, F., (2001) .The evolution of markets under entry and standards regulation
the case of global mobile telecommunications. Int J Ind Organization 2001 November, 189212
Hung, S. Y., Ku, C. Y., & Chang, C. M. (2003).Critical Factors of WAP Services Adoption: An
empirical study, Electronic Commerce Research and Applications, 2(1), 42-60.
Igbaria, M., Parasuraman, S., &Baroudi, J. J. (1996). A motivational model of microcomputer
usage. Journal of Management Information Systems, 13(1), 127.
Karahanna, E., Ahuja, M., Srite, M. & Galvin, J. (2002). Individual Differences and Relative
Advantage: The Case of GSS. Decision Support System, 32(4), 327-341
21
Katz, M.L., Shapiro, C., (1985). Network externalities, competition and compatibility.American
Economic Review75, 424-440.
Liao, C., Tsou C., Huang, M. (2007), Factors influencing the usage of 3G mobile services in
Taiwan. Vol. 31 No. 6, 2007, pp. 759-774
Liebowitz, S.J, Margolis, S.E (1994). Network externality: an uncommon tragedy. Journal of
Economic Perspectives, Vol. 8 No.2, pp.133-50
Moore, G., &Benbasat, I. (1991). Development of an Instrument to Measure the Perceptions of
Adopting New Information Technology Innovation. Information Systems Research, 2(3), 192222.
Nicolas, C. L., Castillo, F. J. M., Bouwman, H. (2008). An assessment of advanced mobile
services acceptance: Contributions from TAM and diffusion theory models. Information
&Management ,45 (2008) 359-364
Pagani, M., Fine, C. H. (2008). Value network dynamics in 3G-4G wireless communications: A
systems thinking approach to strategic value assessment.Journal of Business Research,61 (2008)
1102-1112
Sona Mardikyan, Betl Beirolu & Gzde Uzmaya (2012).Behavioral Intention towards the
Use of 3G Technology. IBIMA Publishing, Vol. 2012 (2012), Article ID 622123, 10 pages,DOI:
10.5171/2012.622123
Stigler, Stephen M. (1989). "Mathematical Statistics in the Early States". In Peter Duren. A
Century of Mathematics in America III. Providence, RI: American Mathematical Society. pp.
537564.
Tang, L. (2008), Key success factors in 3G services adoption: a consumer perspective, ESC
Rennes School of Business, pp. 1-7
22
23
Appendix 1
Questionnaire
Name:
Age:
Contact no.:
Perceived Usefulness
3G mobile
services will
allow me to do
things faster
3G mobile services will increase the quality of communication
Additional services that will be available with 3G are useful for
me
2G/2.5G network is not sufficient enough for high speed internet
usage
It will be easy
to learn using
24
3G mobile
services.
Using 3G mobile services seems comfortable to me.
Using 3G mobile services will be clear and understandable
Perceived Enjoyment-
Using 3G
mobile
services seems
to be pleasant
3G mobile services excite me
It will be interesting to use 3G mobile services
Image -
People who
use 3G mobile
services will
have more
prestige than
those who do
25
not
Using 3G mobile services will be a status symbol
Personal Innovativeness -
I like to
purchase new
information/co
mmunication
technologies
Among my peers, I am usually the first to try out new
information/communication technologies
In general I am not hesitant to try out new information
technologies
Network Effects
I think my
contacts are
eager to use
3G services
My contacts usually follow the innovations about mobile phones
closely
26
Adoption Intention -
5
I will surely
adopt 3G
mobile
technology
27
Appendix 2
Calculations
RELIABILITY
RELIABILITY /VARIABLES= Faster Communication Service Speed /MODEL=ALPHA.
Table 4
Reliability Statistics
Cronbach's N of Items
Alpha
.84
4
RELIABILITY
RELIABILITY /VARIABLES= Learn Comfortable Understandable /MODEL=ALPHA.
Table 5
Reliability Statistics
Cronbach's N of Items
Alpha
.72
3
RELIABILITY
RELIABILITY /VARIABLES= Pleasant Excite Interesting /MODEL=ALPHA.
Table 6
Reliability Statistics
Cronbach's N of Items
Alpha
.66
3
RELIABILITY
RELIABILITY /VARIABLES= Prestige Status /MODEL=ALPHA.
Table 7
Reliability Statistics
Cronbach's N of Items
Alpha
.87
2
RELIABILITY
RELIABILITY /VARIABLES= New First Hesitant /MODEL=ALPHA.
Table 8
Reliability Statistics
Cronbach's N of Items
Alpha
.77
3
RELIABILITY
RELIABILITY /VARIABLES= Eager Follow /MODEL=ALPHA.
Table 9
Reliability Statistics
Cronbach's N of Items
Alpha
.86
2
CORRELATIONS
28
29
DESCRIPTIVES
DESCRIPTIVES /VARIABLES= Usefulness EaseofUse Enjoyment Innovativeness
NetworkEffect Image Adopt /STATISTICS=DEFAULT RANGE.
Table 11
Valid cases = 25; cases with missing value(s) = 0.
Variable N
Mean
StdDev
Range
Minimum Maximum
Usefulnes 25
3.60
.79
2.75
2.00
4.75
s
EaseofUs 25
3.61
.61
2.00
2.67
4.67
e
Enjoymen 25
4.17
.54
1.67
3.33
5.00
t
Innovativ 25
3.87
.64
2.67
2.00
4.67
eness
NetworkE 25
3.48
.86
3.00
1.50
4.50
ffect
Image
25
3.44
1.13
3.50
1.50
5.00
Adopt
25
4.20
.58
2.00
3.00
5.00
REGRESSION
REGRESSION /VARIABLES= Usefulness EaseofUse Enjoyment Innovativeness
NetworkEffect Image /DEPENDENT= Adopt /STATISTICS=COEFF R ANOVA.
Table 12
Model Summary (Adopt)
R
R Square Adjusted Std. Error
R Square of the
Estimate
.82
.67
.56
.38
ANOVA (Adopt)
Sum df
Mean F
Signifi
of
Squar
cance
Squar
e
es
Regressio 5.36
6
.89
6.10
.00
n
Residual 2.64
18
.15
Total
8.00
24
Coefficients (Adopt)
B
Std.
Beta t
Signifi
Error
cance
(Constant) 1.86 .66
.00
2.84
.01
Usefulness .48
.17
.66
2.78
.01
EaseofUse -.16
.19
-.17
-.85
.41
Enjoyment .38
.22
.35
1.75
.10
Innovative -.28
.21
-.31
-1.36 .19
ness
NetworkEff .16
.13
.24
1.21
.24
ect
Image
.03
.11
.06
.31
.76
30
31