Customersatisfaction of Mobile

operators in Bangladesh
Abstract:

Bangladesh is a very attractive market for mobile telecommunication because of huge customers
it has. The mobile telecom sectors are growing rapidly and the contribution of this sector to
economic development is very significant. So this opportunity is attracting the foreign giants to
enter into this market; as a result the competition is getting higher day by day. To cope up with
the situation the mobile telecommunication service providers (MTSPs) of Bangladesh
Telecommunication Industry are seriously considering customer expectations, service quality
and other add-on-services. The purpose of the present research study is to measure the customer
satisfaction regarding the different services of the mobile telecom operator companies in
Bangladesh. The network quality leads to customers satisfaction, which in turn leads to
customer loyalty. Network is one of the ways for attracting and retaining customers to the
organization. Customer perception is a very important factor to measure network quality and
overall service quality. The study surveyed 240 users from eight divisions and took their
opinions to determine the satisfaction level regarding the different services of the mobile telecom
operator companies in Bangladesh. This paper will analyses the collected information about the
expectations of the customers of mobile telecommunication service and tries to find out the
factors affecting selection of an MTSP and subsequently lays out some recommendations to the
mobile telecommunication service providers (MTSPs).

Introduction:

My study deals with identifying the level of customer satisfaction of mobile operators in
Bangladesh. One of the independent variable I am looking for is call price According to Kotler
and Armstrong (2010) price is an amount of money charged for a product or service. Which can
lead to the customer satisfaction if the call price rate is low? Customer satisfaction is closely
related with fair pricing on product or a service that leads to customer loyalty towards
organization. Customer satisfaction varies on different types of tariff (net tariff, off net tariff and
FNF tariff) charged by the mobile phone operators. If customers are not satisfied with their
operators tariffs they might switch the brand .The paper also identify the other independent
variable such as Network quality. Network quality measures signal of mobile phone network
coverage, required time to connect from caller number to receiver dialed number, frequency of
call drops, level of voice clarity and time duration of sending and receiving of short messages.
Low quality network service creates more dissatisfaction among mobile phone subscribers and
increases the tendency to switch to the other network operators. We have two more independent
variables they are Service diversity and Facility for users. Customers satisfaction generally
depends on wider array of product or services and facilities offered by the marketers regardless
of conditions remain constant. Moreover, customers are willing to pay more for products if that
are capable to meet their desire expectation like: size, style, taste, need or expression. In addition,
product diversity and customers facility have greater influence on customers. The dependent
variable to be studied here would overall customer satisfaction. It looks into how much a
customer can pay for their desire service based on their satisfaction level. Looking into existing
literature certain issues were identified and evaluated.

Literature Review:

Over the time, in different research, it has been found that there is a significant positive
relationship between customer satisfaction and customer loyalty or retention. In fact, customer
satisfaction has been perceived as a key determinant behind the customers decision to leave or
stay with an organization. By definition, customer satisfaction is the customers fulfillment
response. It is a personal feeling of either pleasure or disappointment resulting from the
evaluation as well as an emotion-based response to a service. This evaluation comes from the
comparison of expected services with the services actually received by the customer.

One study by Netai Kumar Saha (2016) has been conducted for measuring the critical factors
affecting customers satisfaction. Data has been collected from 250 respondents by using a semi-
structured based questionnaire. Researchers follow the judgment sampling method to confine
specific people in order to collect desired information for this study. 5-point Liker type scale has
been applied for collecting data on four main factors and sub factors. To analyze data,
researchers have used Microsoft excel and SPSS as statistical tools. The results of the study
found that all of the identifying factors (price, network quality, product diversity, and facilities
for the customers) are significantly and positively correlated with overall customer satisfaction
level in the telecom industry of Bangladesh. The study suggest that mobile service providers
should develop appropriate marketing strategies by taking into consideration of price level
(lower call rate for net tariff, off net tariff, FNF tariff), network quality( strong network
coverage, infrequent call drops, minimum time required for dialing numbers, voice clarity),
product diversity (increasing promotional offers and value added services), and facilities for the
customers (easy recharge facility, easy utility bills payments, more number of FNFs, higher
speed in internet service, efficient customer care service).

Another study by Shamsad Ahmed (June 2012) has been conducting to measure the consumers
expectations from MTPSs of Bangladesh by discussing population, Sampling Technique,
Instrumentation of Measurement Items, Data Collection. The procedure adopted for sampling
was Non Probabilistic Quota Sampling. The quota was formed based on occupations. The
numbers of respondents was restricted by seven categories of occupations: student, homemaker,
business men, government jobholder, private jobholder, jobless, retired person. Sample size was
760. The items used in the questionnaire were selected from variables used in relevant studies
and from some interviews of subscribers. Data was collected from greater Dhaka. The study find
out that Consumers feel advertisements can act as great way of convince them to purchase the
targeted connection. Now-a-days, people are becoming more conscious about the brand image
and their loyalty towards the brand. To the consumers, economical call rate is a very important
factor. The importance of connection fee has somewhat contradictory responses, with most of the
respondents stating that connection fee is not a big factor, while many of them disagreeing with
such statement. People are also concerned about network availability. In this regard, international
roaming facility has featured prominently. Friendly customer care service is also crucial in
strengthening the bond between the consumer and the company. Convenience of getting the
preferred SIM is an important factor in choosing mobile connection. Regardless of their
occupation, or gender or monthly income, consumers feel more convenient with prepaid
connection. Welcome tunes, jokes etc. appear to be most unimportant, extravagant and useless
features. On the other hand, SMS, MMS, discounts, bonus, and internet facility are very
important feature for them and they think these are the ones that can influence them to a great
extent in preferring a connection.
A similar study has been conduction by Md. Omar Faruk Sarker, Taposh Kumar Neogy and
Farzana Akhter (November 2015) the research study discloses the customer satisfaction
regarding the different services of the mobile telecom operator companies in Bangladesh. Day by
day the general life style of the people is becoming more complex and for that the services of
mobile telecom operator companies is necessary for the upper level to lower level people to
introduce with the global world. In this situation mobile telecom has become a popular and easy
communication system to the mass people. Customer satisfaction is the vital issues of the every
mobile telecom operator companies because there is no scope to reach desired level of every
mobile telecom operator companies in Bangladesh without customers satisfaction. The study
has considered some factors for measuring the customer satisfaction regarding the different
services of mobile telecom operator companies such as connection fees, call rate, network
facility, various offers, balance transfer system, FnF system, billing system, service system of
customer care centre and connection charges of internet service and these factors are related with
customers behavior. In this present study the selected respondents were directly involved to give
their opinions regarding the different services of mobile telecom companies and it is evident that
the most of the respondents have given opinions about moderately satisfaction regarding the
different services. This present research study has developed some hypotheses for analysis the
collected opinions of the selected respondents and most of the null hypotheses are accepted
which means that there is no significant difference of opinions among the respondents regarding
the different services of the mobile telecom operator companies in Bangladesh. Maintaining
desired level of customer satisfaction mobile telecom operator companies should pay attention
for improving the quality of different services and customer image.

Another similar study done by Md. Rabiul Kabir, Mirza Mohammad, Didarul Alamand Zahidul
Alam (December, 2009) has been conducting to determining the Customer Satisfaction &
Loyalty of Mobile Telecommunication Industry in Bangladesh. The study combined of both
primary and secondary data. The secondary data have been collected from published literature,
journals, brochures, company information etc. The primary data has been collected through a
survey questionnaire. Mobile subscribers were the target population. The study find out that
Mobile Telecommunication Operators (MTOs) are growing rapidly in Bangladesh. Based on the
experience of industry growth in the recent years, the researchers expect to see a Mobile
operators explosion in the near future. It already becomes a part of our life. Businesses as well
as researchers can no longer afford to ignore it. The present research is one of a very few
attempts to deal with the subject. This paper contributes to this area by building a research model
of customer satisfaction & loyalty for MTOs and proposing four validated hypotheses.
Moreover, a survey method was used to examine these hypotheses. The result shows that there is
a significant linear relationship between service quality and customer satisfaction. The result also
shows that service quality, switching cost, and trust variables are significant predictors of
customer loyalty. In the context of service oriented organization, the antecedents such as trust is
seems to be most important predictors of customer loyalty. Therefore, from this study mobile
telecom operators

Md Reaz Uddin,Md Enalul Haque and Jannatul Ferdous Bristy ( November 23, 2014) conducted
a study to determine Customer Satisfaction of Telecom Industry in Khulna City, Bangladesh
.The study was designed to figure out what determine satisfactions of customers in
Telecommunication Industry taking data from Khulna City, Bangladesh. A causal model was
developed and implemented collecting data from the customers of Grameen Phone, Robi and
Tele Talk for this purpose. This study has found variables are positively related with customer
satisfaction except customer service .That means, in case of Bangladesh, market factors,
perceived quality of the service provided by the company, perceived value addition to the
customers and image of the telecom service provider are the factors that determine the
satisfaction of the customers. On the other hand, customer services provided by the companies
have found not to be that much influential to the customers. Findings of these aspects in this
study have a great importance to the overall success of the telecom service providers in
Bangladesh. It is because; by concentrating on the specific aspects that positively influence
customer satisfaction, companies can attract new customers, retain the existing ones and make
them loyal. Besides, they can save costs and efforts by not focusing much on less important one.
As the research have found that market factors along with perceived quality have a great impact
on customer satisfaction, companies should try to improve their service quality and develop new
services to augment customers satisfaction. Moreover, companies should spot the light to the
value addition to different customer segments in their marketing and advertising strategies.
Moreover, the telecom service providers should be more concerned about their products or
services image and the overall company image. Though this study is based on Khulna City only
and has covered the users of Grameen Phone, Robi and Tele Talk, along with these companies,
other telecom operators of this country can have an overall idea of the factors behind customer
satisfaction and act accordingly.

Some of the positive results of better customer service that were suggested are:

Improve the current networks to make the communication easier.

Reduction of call rate and sms charge

Billing payments system should be clearly described and roaming charge should be reduced

Make the packages more customers oriented.

Improve customer services and customer cares and toll free helpline.

Make the internet service better and cost effective.

Objectives:

The baseline survey should be conducted to assess the satisfaction level of customer on different
mobile operators in Bangladesh

To measure customers perception regarding telecommunication services in Bangladesh.

To find out Overall satisfaction level

To make some recommendations to the mobile phone service providers for the
improvement of service quality from the users standpoint.

Research Question:

The growth of the services market, especially mobile industry is in beginning stage rest
compared with the developed world. The countrys economy is in the developing stage. Many
Cell phone operators or mobile operators are playing an essential role in fulfilling the needs of
the customers. Nowadays customers are more dynamic compared to the previous days. Their
taste needs and preferences change depends upon trend available in the market. Hence the
development of Cellular industry mainly depends upon Customer Satisfaction .However this
study has been designed to find out the customer satisfaction level of different mobile operator in
Bangladesh.

Research Model:

Sub properties Dependent Variable Independent Variable

On Net Tariff
Off Net Tariff Price
FNF Tariff Price

Network coverage
Calls drops Network
Quality
Voice call quality Network Quality

Overall

Promotional offers Customer satisfaction

Service diversity
Value added services Service diversity

Bill payment system

Internet service
Customer care service
Number of FNF Facility of users
 Variables Sub Properties Definition Measure Anchors &
Range
Dependent 1. Call rate The end-state To what extent are 5= Highly
(Def: The charge of the call result they satisfied
Overall customer
satisfaction price that has been cut by the experiencing 4= Moderately
operator) from the 1.Committed to call satisfied
consumption of more 3=Partly
2.Network Quality a satisfied
(Def: Quality of service Particular 2.Use more data 2=Neutral
(QoS) is the overall good, service 1=Dissatisfied
performance of a telephony or idea. 3.Willings to pay more
or computer network,
particularly the performance 4.Feelings about the
operator
seen by the users of the
network.)

Variables Sub Properties Definition Measure Anchors &

Range
Independent 1.On net tariff Tax or duty to To what extent are 5= Highly
(Def :Call price within the be paid on an they satisfied
Tariff
same network) amount of 4= Moderately
money charged 1.willingness to pay satisfied
2.Off net tariff for a product or for their desired 3=Partly
(Def: Call price within the service. services from the satisfied
different network) mobile phone 2=Neutral
operators 1=Dissatisfied
3.FNF tariff
(Def: Call price of the FNF
numbers )
 Variables Sub Properties Definition Measure Anchors &
Range
Independent 1.Networks Coverage Performance To what extent are 5= Highly
(Def: The area that covers by seen by the they satisfied
Network quality
the network provider) users of 4= Moderately
the network. 1. How much area satisfied
2.Call Drops doses the operator can 3=Partly
(Def: Failure of the network coverage? satisfied
during a call ) 2=Neutral
2. Required time to 1=Dissatisfied
3.Voice call quality connect from caller
(Def: The quality of the number to receiver
sound during the time of dialed number
income and outgoing call)
3. Frequency of call
drops

4. level of voice clarity

5. Time duration of
sending and receiving
of short messages.
 Variables Sub Properties Definition Measure Anchors &
Range
Independent 1.Promotional Offers The number of To what extent are 5= Highly
(Def: The act of offering a service that a they satisfied
Service Diversity
lower price temporarily in network 4= Moderately
order to enhance the operator can 1.Relevency of satisfied
effectiveness of call price provide different offer and 3=Partly
efforts to cost sensitive service satisfied
consumers) 2=Neutral
2. Feelings about the 1=Dissatisfied
2. Value added services extra charge
All services beyond standard
voice calls and fax
transmissions

Variables Sub Properties Definition Measure Anchors &

Range
Independent 1.Bill payment system The special To what extent are 5= Highly
(Def: The system that defines service that has they satisfied
Facility for users
hoe usurers pay their bill in been given by 4= Moderately
terms of suing ) the operator in 1.Feelings about the satisfied
the benefit of bill payment system 3=Partly
2.Internet service users satisfied
(Def: Services for accessing 2.Numbers of visiting 2=Neutral
and using the Internet) to the customer care 1=Dissatisfied
center
3. Customer care service
(Def: Customer service is the 3.How many number
act of taking care of the has been selected as a
customer's needs by FNF Number
 providing and delivering
professional, helpful, high
quality service and assistance 4.Usage of internet
before, during, and after the data
customer's requirements are
met)
5.Price of internet data

4.Number of FNF
(Def: The special numbers
that has been select by the
uses and limit by the
operator)

Research Methodology:

Study Approach:

This study bases mainly on quantitative research. As per the objective of this study which is
trying to find out customer satisfaction level of mobile operators in Bangladesh. Thus, this study
is a descriptive research that has-been conducted using primary data mostly and collecting
secondary data to a very minimal extent. The secondary data have been collected from published
literature, journals, brochures, company information etc. The primary data has been collected
through a survey questionnaire. The target population of this study includes all individual
subscribers of mobile operators because they were homogeneous in their use of services and the
sampling frame has been short listed based on the service of mobile operators in the eight
division of Bangladesh.
Sample Distribution:

Data were collected from Bangladesh, from all eight divisions through an extensive survey. The
study used probability, stratified sampling method to collect data from all the divisions of
Bangladesh. The initial sample size of the study was 240 respondents from each division. The
samples have been collected through stratified sampling technique where the entire respondents
were grouped into four strata (student, businessmen, service holder, and others. After stratifying
we select the respondent randomly. Thus the total sample size would accumulate to 1920 with
240 respondents select from each division.

Survey Tools:

Structured questionnaire for the baseline survey would be developed in consultation with the
clients. The questionnaire will be contains 41 questions. The questionnaire prepared to collect data
included some MCQ based demographic questions followed by research topic. We put different factors
which are my independent variables like tariff, network quality, service diversity, facility for
users. Our dependent variable is overall customer satisfaction. To measure the satisfaction level
we use liker scale tool. Where for measuring scale would be highly satisfied = 5, moderately
satisfied = 4, partly satisfied = 3, neutral = 2 and dissatisfied = for 1. The questionnaire is in
English because most of the sample we took are educated to understand our questions. We tried
to make the questionnaire as simple as we can. After developing the draft questionnaire, it would
be sent to all relevant stakeholders for their comments. After getting approval the questionnaire
would be sent for pre-tested in one of the division. After scrutiny the final version of the
translated questionnaire would be used for the survey.

Study Area:

The study would carry out in the 8 division of Bangladesh, namely Barisal, Dhaka, Khulna,
Chittagong, Mymensingh, Rajshahi, Rangpur, Sylhet Division. As we already know the study is
about to find out the customer satisfaction of mobile operators in Bangladesh so we have to do
the study all over Bangladesh. Mostly all the people of the divisions who lives cities and rural
areas are using mobile phone they have their opinion about the operators. So thats why the
research will be done in all the divisions of Bangladesh.

Customer Satisfaction Survey

The questionnaires has been prepared for a research on
Customer satisfaction level of Mobile Telecom (Operators) In Bangladesh

Demographic Section:

1) What is your name?

____________________________________
2) Your Gender?
a) Male
b) Female

3) Which age group you belongs to?

a) 17-25
b) 25-35
c) 35-55
d) Above 55

4) Your occupation
a ) Student
b) House made
c) Business men
d) Government employee
e) Private Service
f) Others

5) Your Educational qualification?

a) Primary
b) SSC
c) HSC
d) Under Graduate
e) Graduate
f) PhD

6) Your monthly income range?

a) (10,000 20,000)tk
b) (21,000 30,000)tk
c) (31,000-40000)tk
d) (41,000-50,000)tk
e) Above 50,000tk

7) Where do you live?

_____________________________________________________

8) Your religion?
a) Islam
b) Hindu
c) Buddhist
d) Christian
e) Others
 Knowledge section:

9) Which connections you presently own?

a) Grameen phone
b) Robi
c) Airtel
d) Banglalink
e) Teletalk
f ) Citycell

10) Which type of mobile connection do you use?

a) Prepaid
b) Postpaid

11) Which kind of mobile network do you use?

a) CDMA
b) 2G
c) 3G

12) From how long you are availing the services of your present service provider?
a) 1 year
b) 2 years
c) 3 years
d) 4 years
e) Continuously

13) How much is your monthly expenses on mobile phone?

a) 0-100
b) 200
c) 300
d) 400
e) 500 above

14) How many minutes you talk in your mobile phone per day?
a) 1-30 minutes
b) 30-60 minutes
c) 60-120 minutes
d) Above 120 minutes

15) How many SMS you send per day?

a) 0-25
b) 25-75
c) 75-150
d) Above 150

16) Which services you use in your mobile phone (other than voice calls and SMS)?
a) MMS
b) Internet
c) Video call
d) SIM Services
e) Nothing

17) Reasons for choosing your service provider

a) Tariff
b) Brand Image
c) Network Coverage
d) Advertisements
e) Customer Service

18) From where you are getting information about new offers?
a) TV advertisement
b) Newspaper
c) Magazine
d) Internet
e) Word of Mouth

19) Is there any impact of celebrities on your purchasing decision?

a) Yes
b) No

20) Who advised you to take the connection of your present provider?
a) Family members
b) Friends
c) Relatives
d) Others
e) My decision

21) From where did you buy your SIM?

a) Company Outlet
b) Nearest Retailer
c) Road Side shop
d) Others

22) Which tariff you prefer?

a) Pay/second
b) Pay/minute
c) Pay per several minutes

23) Are you using more than one SIM at a time?

a) Yes, of different providers
b) Yes, of same provider
c) No

24) How many times you have changed your connection in the last three years?
a) 0-2
b) 2-5
c) 5-10
d) Above 10

25) Are you satisfied with the customer service of your present service provider?
a) Yes
b) No

26) Would you like to change your current service provider in future?
a) Yes
b) No
c) I cant say
d) If yes, please specify the new provider ________________________

Service Section

28) Is the mobile phone bill sufficiently clear, accurate and acceptable?
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

29) How satisfied are you with the overall network quality provided by your mobile service
provider?
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

30) How satisfied are you are with the coverage level provided by your mobile service
provider?
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

31) How satisfied are you with the level of drop-out (either partial or complete) from your
mobile service provider.
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

32) How satisfied are you with the level of access (that is, the ability to get a line) provided
by your mobile service provider?
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

33) How satisfied are you with the voice quality (that is, the amount of voice distortion or
background noise) provided by your mobile service provider
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied
34) Would you think that your mobile service provider can be relied upon in keeping to its
promises?
a) Yes
b) No

35) Do you ever made any complaint(s) to your mobile service provider?
a) Yes
b) No

36) what is the complaint(s) on?

_______________________________________________________________________

37) Are you satisfied with the way that your mobile service provider had handled it?
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

38) Are you satisfied with the new rules for Re-registration of government?
a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

39) Are you registered all the SIM that you owned?
a) Yes
b) No

40) Overall how satisfied you are

a) Highly satisfied
b) Moderately satisfied
c) Partly satisfied
d) Neutral
e) Dissatisfied

41) Your recommendation or write your opinion about the survey?

Reference:

Md Reaz Uddin, Md Enalul Haque, Jannatul Ferdous Bristy (2014) Customer Satisfaction of
Telecom Industry in Khulna City, Bangladesh. European Journal of Business and Management
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.6, No.23, 2014

Md. Omar Faruk Sarker, Taposh Kumar Neogy and Farzana Akhter (2015) Measuring
Customers Satisfaction Regarding Different Services of Mobile Telecom Operator Companies
in Bangladesh. ABC Journal of Advanced Research, Volume 4, No 2 (2015) ISSN 2304-
2621(p); 2312-203X (e)

Shamsad Ahmed (2014). Measuring consumers expectations from mobile telecommunication

operators: Bangladesh perspective. D.U. Journal of Marketing, Vol. No. 15, June 2012
Netai Kumar Saha1, Md. Rashidul Islam& Asif Ul Hoque (2016) Factors Affecting Customers
Satisfaction of Mobile Phone Subscribers: An Empirical Study on Mobile Telecommunication
Industry in Bangladesh. International Journal of Business and Management; Vol. 11, No. 6; 2016
ISSN 1833-3850 E-ISSN 1833-8119 Published by Canadian Center of Science and Education

Md. Rabiul Kabir, Mirza Mohammad Didarul Alam& Zahidul Alam (2009) Factors determining
the Customer Satisfaction & Loyalty: A Study of Mobile Telecommunication Industry in
Bangladesh. ASA University Review, Vol. 3 No. 2, JulyDecember, 2009