23772357 Report on Customer Satisfaction of Aktel

8/15/2019 23772357 Report on Customer Satisfaction of Aktel

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Report

On

AKTEL

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,'hoo o- Business+nde/enden) ni"ersi)y Ban adesh.

,ub submission of report on Customer Satisfactionre ar!in "ro!ucts an! Ser#ices of A$te%

&ear Madam+) is a rea) / easure -or us )o submi) our re/or) on )he )o/i'

&Customer Satisfaction re ar!in "ro!ucts an! Ser#ices ofA$te%'

e ha"e /re/ared )his re/or)+ as a -u -i men) o- )he 'oursere$uiremen). To make )his re/or) u/ )o )he s)andard+ 4e ha"e)ried our e"e bes) )o -u -i )he re$uiremen)s. e ho/e )ha) )his

4i he / us in our -u)ure /ra')i'a i-e.e be ie"e )ha) you 4i be / eased )o see my 4ork. e a so

be ie"e )ha) )his re/or) 4i be ab e )o -u -i your e /e')a)ion.

,in'ere y yours+

.Abu Naser Mohammad Moinuddin #0720350

.Ajoy Bhomik #0631055

Md. Tamjid Rahman #063102

Ta!"eru Ameen #0631052

Md. Tari$ %asan #0631031

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Ac$no(%e! ement

At the very beginning we must be grateful to “The Almighty” who has sent

us on this globe and given us the ability to work on such a project. After

that we must offer my gratitude to a number of persons who guided me to

successfully complete the project.

We would like to thank our supervisor Ms. usrat !ahan" #ecturer" $chool

of %usiness" who has provided us an attention grabbing course that

e&posed one more transparently to know customer satisfaction regarding

products and services of Aktel. We are also thankful to those respondents

who filled up the 'uestionnaire" which helped us to make this paper.

Without their help" collecting primary data for user(s reaction would have

been difficult. We e&tend our thanks to the personal working in Aktel

customer satisfaction to provide us some important information. We again

thankful to our $uspected teacher of )*% from whom" we have been

learning continuously.

Tab%e of Contents


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Topics"a e)o*

e'u)i"e ,ummary 6

+.)ntroduction ,.%ackground of the study 7

3.8rob em s)a)emen) .8rob em de-ini)ion 9

5.*i)era)u)re Re"ie4 (

6.Resear'h me)hodo o y 17

:indin s on ana ysis 3

Re'ommenda)ion and 'on' usion 35

*imi)a)ion o- )he s)udy 36

Re-eren'es 37

;an))


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)o main)ain )he eadin /osi)ion in non="oi'es ser"i'es as 4e ike ,M,+8ush=8u + and n-orma)ion re a)ed ser"i'es a) )he ear y ro4in s)a e. These

ser"i'es are 4orkin as a bui din b o'k )o in'rease Ak)e >s ser"i'e "a ue.


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Aktel was officially commenced its operations in +001 among the pioneers -$M

mobile telecommunications provider in %angladesh. )n this research" We want to

know the customer satisfaction regarding the product and service of A2T3#.

2*-ac$ roun! of t.e stu!

)t has started its commercial operation in haka as a -lobal system for

mobile communication 4-$M5 066 cellular operators on +7 th ovember +001.

Moreover" Aktel has commenced its operation in /hittagong on March ,8" +009.

Aktel is the market follower in telecommunication service in %angladesh having

more than + million subscribers and is controlling appro&imately ,:; of the

market share. The market share of Aktel is now decreasing at a great e&tent as

the customer satisfaction level is decreasing. As the socioeconomic status of the

country does not provide further possibilities to enhance the growth of the

industry" as a market follower" Aktel should strive to retain its e&isting subscribers

and penetrate other operator(s subscriber. Therefore" there is an emergence of

studying the related facets of the customer loyalty in the conte&t of %angladesh

-$M telecommunication system for Aktel to retain and increase its market share.

er" and Arasil 4,6675 have investigated the relationship

between customer satisfaction and trust with product and service 'uality in the conte&t7


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of -lobal $ystem for Mobile Telecommunication 4-$M5 mobile phone service providers

in Turkey. They have utili>ed customer satisfaction and trust as dependent variables

while products and services are as independent variable. Moreover" the study of Aydin

et al. 4,6675 suggested that overall service 'uality" corporate image" and attractiveness

of the company could be take into account to investigate further research.

The present study will investigate the relationship among product and service

'uality" customer satisfaction in the conte&t of Aktel in %angladesh.

4.Problem DefinitionThe problem definition is to know the customer satisfaction regarding service andproduct of A2T3# as well as analy>e the whole data.

Objective

• To determine the level of satisfaction regarding different products of Aktel• To determine the level of satisfaction regarding different services of Aktel• To evaluate the reasons behind dissatisfaction regarding products and

services of Aktel

/*Literature Re#ie(

Service quality

#ehtinen and #ehtinen 4+09,5 defined service 'uality in terms of physical'uality" interactive 'uality and corporate 4image5 'uality. ?hysical 'uality relates

to the tangible aspects of the service. )nteractive 'uality involves the interactive

nature of services and refers to the two@way flow that occurs between the

customer and the service provider" or his her representative" including both

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automated" and animated interactions. /orporate 'uality refers to the image

attributed to a service provider by its current and potential customers" as well as

other publics. #ewis and %oomsB 4+09:5 definition clearly states that service

'uality is a measure of how well the service level delivered matches customer

e&pectations and delivering 'uality service means conforming to customere&pectation on a consistent basis. )n some earlier studies" researchers define

service 'uality as the e&tent to which a service meets customersB needs or

e&pectations 4#ewis C Mitchell" +006D otchin C =akland" +00ED Asubonteng"

Mc/leary" C $wan" +008D Wisniewski C onnelly" +0085. Feithaml 4+0915

defined that service 'uality is the consumerBs judgment about an entityBs overall

e&cellence or superiority. )t is a form of attitude" and results from a comparison

of e&pectations to perceptions of performance received. Feithaml" %erry" and?arasuraman 4+0065 on the other hand" have chosen to define service 'uality as

the e&tent of the discrepancy between customersB e&pectations or desires and

their perceptions. $ervice 'uality has been also defined as the consumers

overall impression of the relative inferiority or superiority of the organi>ation and

services 4Feithaml et al." +006D Taylor C %aker" +00E5.

/hristopher" ?ayne" and %allantyne 4+00:5 have defined service 'uality as

the ability of the organi>ation to meet or e&ceed customer e&pectations. $ervice

'uality is believed to depend on the gap between e&pected and perceived

performance 4Anderson" Gornell" C #ehmann" +00E5. -itlow" =ppenheim" and

=ppenheim 4+0905 also stated that service 'uality is the e&tent to which the

customer or users believe the service surpasses their needs and e&pectations.

?arasuraman" Feithaml" and %erry 4+0995 proposed that service 'uality is

a function of the differences between e&pectation and performance along the

'uality dimensions. $ervice 'uality is also defined as a consumer attitude

reflecting the perceived overall superiority and e&cellence in the process and

outcome of a service provider 4?arasuraman et al." +0995. -ronroos 4,66+5

recently defined service 'uality as a mi&ture of three elementsH 'uality of the(


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consumption process itself" the 'uality of the outcome of the processD and image

of the provider of the service.

$ervice 'uality has become an increasingly important factor for success and

survival in the service sectors. ?rovision of high 'uality service aids in meeting

several re'uirements such as customer satisfaction and its conse'uent loyalty

and market share" soliciting new customers" improved productivity" financial

performance and profitability 4/ollet" #ancier" C =lliver" +006D !ulian C

Iamaseshan" +00ED #ewis" +090" +00:5. Gor service organi>ation" $ervice

'uality has become an important factor in determining market shares and

profitability 4Andereson et al." +00ED $pathis" 2osmidou" C oumpous" ,66,5.

Responsiveness

Iesponsiveness is defined as the willingness to help customers and

provide prompt service 4?arasuraman et al." +0995. )t concerns the willingness or

readiness of employees to provide services. Iesponsiveness involves timeliness

of service like posting a transaction slip immediately" returning a phone call

'uickly" giving prompt service" setting up appointments 'uickly. According to

Feithaml et al. 4+0065" responsiveness refers to the motivation to help 4internal5

customers and provide prompt service to them.

Customer Satisfaction

/ustomer satisfaction is becoming an increasingly salient topic in many

firms and in academic research 4$Jderlund" +0095. Anderson et al. 4+00E5

affirmed that satisfaction is a post consumption e&perience which compares

perceived 'uality with e&pected 'uality. /orrespondingly" =liver 4+0085 defines

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satisfaction as an emotional post@consumption response that may occur as the

result of comparing e&pected and actual performance 4disconfirmation5" or it can

be an outcome that occurs without comparing e&pectations

=n the other hand" some previous researchers have e&plained customer

satisfaction in terms of e&pectation. They define if e&pectations are e&ceeded by

performanceD satisfaction is generated 4/hurchill C $urprenant" +09,D %earden C

Tell" +09:D #a%arbera C Ma>ursky" +09:5. 3'ually" %uswell 4+09:5 identified

customer satisfaction as a combination of five key attitudes. Those are

knowledge of staff" communications" e&pertise of staff" willingness to lend and

branch design. /onse'uently" %erry" Feithaml" and ?arasuraman 4+0975 argued

that customer satisfaction can be defined as the attributes of search" e&perience"

and credence. Ki 4+0065 believes customer satisfaction should mean evaluation"

symboli>ing a type of consuming e&perience. Avkiran 4+00E5 recogni>ed

customer satisfaction by customer conduct" credibility" communication" access to

teller services.

$imultaneously" according to Anderson and Gornell 4+00E5" customer

satisfaction is the term which may lower the chance of customers being driven

away due to the poor 'uality of products or services. Gornell 4+00,5 noted that

the more satisfied customers are the one that are greater in their retention while"

Anderson and $ullivan 4+00:5 added that satisfied customer would intend to

repeat purchase which would enhance organi>ations( profitability. )n association

with this !ones and $asser 4+0075 acknowledged that completely satisfied

customers are those who are much more loyal than merely satisfied customer

$preng" Mac2en>ie" and =lshavsky 4+0085" alternatively" defined

satisfaction as the emotional reaction to a product or service e&perience. =liver

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4+0015 defined satisfaction as the customerBs fulfillment response. )t is a

judgment that a product or service feature" or the product or service itself"

provides a pleasurable level of consumption@ related fulfillment.

The most common interpretations reflect the notion that satisfaction is a

feeling which results from a process of evaluating what was received against that

e&pected" the purchase decision itself and the fulfillment to needs or want

4Armstrong C 2otler" +008H %erkowit>" 2erin"


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as a dynamic and moving target that may evolve over time" influenced by varietyof factors.

-uen>i and ?elloni 4,66E5 use the following definition of satisfaction in theirstudyH “=verall satisfaction is the consumer(s dissatisfaction or satisfaction withthe organi>ation based on all encounters and e&periences with that particular

organi>ation” 4%itner C


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/ustomer loyalty represents the repeat purchase and referring the

company to other customers 4


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alternative brands out of a set of such brands" and is a function of psychological

processes 4decision@making" evaluative5.

=n the contrary" =liver 4+0005 argues that customer loyalty is a condition

of strong involvement in the repurchase" or reuse" of a product or brand. This

involvement is strong enough to overcome the situational and competitive

influences which might drive a variety seekers or a switching behavior. This

condition of customer loyalty is reached through four se'uential stagesH

cognitively loyal 4direct or indirect knowledge about the brand5" affective loyalty

4repeated confirmations of his e&pectations5" conative loyalty 4high involvement

that is a motivating force5" and action loyalty 4Ndesire to overcome( every possible

obstacle that might come in the way of the decision to buy the brand to which the

person is loyal5.

=n the word of -remler and %rown 4+0085 customer loyalty is noted by the

degree to which a customer e&hibits repeat purchasing behavior from a service

provider" possesses a positive attitudinal disposition towards the provider" and

considers using only those providers when a need for the service arises.

/orrespondingly" 2andampully 4,6665 stated that a loyal customer is a customer

who repurchases from the same service provider whenever possible" and who

continues to recommend or maintains a positive attitude towards the service

provider. )n relation with this" ?ong and Kee 4,66+5 is defined as the willingness

of customer to consistently re@patroni>e the same service provider service

company that may be the first choice among alternatives" thereby complying with

actual behavioral outcomes and attaching with favorable attitude and cognition"

regardless of any situational influences and marketing efforts made to induce

switching behavior.

Feithaml 4,6665 affirmed that loyalty is repeated transactions 4or

percentage of total transactions in the category" or total e&penditures in the

category5 and can sometimes be measured 'uite simply with observational

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techni'ues. Gurthermore" a briefer and more specific definition is provided by

Anderson and $rinivasan 4,66:5" who define loyalty in contest of electronic

business as the customer(s favorable attitude toward an electronic business"

resulting in repeat purchasing behavior. #oyalty deals with specific behaviors

related to repurchasing the service or product 4 urvasula" #ynoski" Mehta" CTang" ,66E5.

Wong 4,66E5 suggested customer loyalty as a key mediating variable in

e&plaining customer retention 4?ritchard C


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data collection period of this study. All the participants will be given a letter from

the researchers e&plaining the conte&t of the research focus. All participation will

be voluntary. )f the participants want to withdraw" they will be free to do so at any

time.

Population

The study will be conducted only in /hittagong city due to time and budget

constraints. The population would be all the subscribers of Aktel in /hittagong

city. The sampling frame for the subscribers would be the official register list for

all subscribers" which will be provided by Aktel. %ased on the study(s focus"

samples will be taken only from the service centers of Aktel. According to the

Aktel(s official subscriber register list" currently appro&imately +66"666 post paidsubscribers e&ist. $o" the target population is +66"666 thousands and sample

si>e is +66.

Sample and Samplin !ec"nique)t obvious from the definition of the population above that a census is not

feasible in this study. Accordingly" the researcher will adopt the survey type ofresearch in which a sample from the target population will be used for the study.


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Therefore" a 'uestionnaire survey will be the most appropriate one for the

current study.

• The postal system of the country is very slow.


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Data collection Instruments)n the data collection instruments there will have some 'uestionnaire" choosesome sample. The 'uestionnaire will be structured" formed and builddemographic profile. We will also divided the 'uestionnaire like A"% and /.

C#S!$%&R S'!IS('C!I$)

The /ustomers are in the mainstream of sales oriented services. The success of such

companies largely depends on the satisfaction of the customers .The buyers are happy

if the product and or the services meet their e&pectations. )f their re'uirements do not

meet the e&pectations the buyers become discontented" they are delighted when the

performance fulfils their re'uirements .

/ustomers( past buying e&periences" the opinion of friends" associates" marketer"

competitor information and promises lead to the e&pectations. Marketer must be careful

to set the right level of e&pectations. )f they set e&pectations too low" they may satisfy

those who buy but fail to attract enough buyers. )n contrast" if they raise e&pectations

too high" buyers are likely to be disappointed. issatisfaction can arise either from a

decrease in product and service 'uality or from an increase in customer e&pectations. )n

either case" it presents an opportunity for companies that can deliver superior customer

value and satisfaction.

1(


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To@day most successful companies have taken the strategy of are raising e&pectations

and delivering performance to match. $uch companies track their customers(

e&pectations" perceived company performance" and customer satisfaction.


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the ratio of subscribers and transmission base station. )t the numbers of subscribers are

increased without developing the network" 'uality of airtime goes down

'fter Sales Services -

After sales services is very important in the mobile telecommunication industry. Aktel

has e&tensive after sales customer care tools.


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This newly introduced service by Aktel. This is automated helpline service. A Aktel

subscriber needs to dial +,:" 6+9+0E66E66 to reach this service. After that she he can

get information regarding the bill" usage" credit policy" bank name that receives -?(s bill

and so on by choosing different options. )t is free of charge for the first minute" from the

second minute the subscriber needs to pay tk., per minute.

3. Information Centers:

Most of the problems of the subscribers are solved by the helpline service. %ut there

are some problems that can not be solved there. $ubscriber need to come physically todeal with that problems. Aktel ?hone has seven customer relation centers and ,86

Aktel$ s which provide services all over the country.

These /ustomer Ielation /enters are situated in the prime divisional head 'uarters like

haka" /hittagone" $ylhet" Iajshahi and 2hulna and Aktel$ s situated all most

everywhere in %angladesh. )n these information centers the subscribers can come

directly with their problems like billing" address change" $)M change" handset problems"

etc.

These after sales services are very crucial to keep subscribers satisfied regarding Aktel.

Survey (indin s-

)n order to measure the satisfaction of the customers a series of 'uestions were asked

to the customers with the help of a 'uestionnaire" the data from these 'uestions aretabulated below. Gor clear understanding" the overall satisfaction has been divided into

satisfaction with the package and satisfaction with the after sales service. As already

mentioned" the survey was conducted among +66 Aktel subscribers" it was conducted

in the information center as subscribers from different areas in /hittagong come to this

center 22


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Interpretation of Survey Data-

a. I useAktel because it is the best:

,)ron y A ree 25

A ree 55

Nei)her A ree nor

&isa ree

15

&isa ree 5

,)ron y &isa ree 0

,7;

77;

+7;7; 6;

$trongly Agree

Agree

either Agree nor isagreeisagree

$trongly isagree

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b. I use Aktel mobile as it has additional features in comparisonto other operators.

,)ron y A ree 2(

A ree 63

Nei)her A ree nor

&isa ree

9

&isa ree 0

,)ron y &isa ree 0

,0;

8:;

9;6; 6;

6;+6;,6;:6;

E6;76;86;16;

$ t r o n g

l y

A g r e e

e

i t h e r

A g r e e

$ t r o n

g l y

. i s a g

r e e

(arctors

P e r c e n t a e

$trongly A gree

Agree

either Agree nor isagree

isagree

$trongly isagree

c. Price of Aktel’s different package is affordable.

,)ron y A ree

A ree (

Nei)her A ree nor

&isa ree

13

&isa ree 23

2


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,)ron y &isa ree 11

E;

E0;

+:;

,:;

++;

0

10

20

30

0

50

60

$ t r o n g

l y

A g r e e

A g r e e

e

i t h e r

A g r e e

. i s a g r e e

$ t r o n g

l y

. i s a g r e e

(arctors

P e r c e n t a e

$trongly A gree

Agree


isagree

$trongly isagree

d. I am satisfied with the service (quality of airtime and network

availability of Aktel.

,)ron y A ree (

A ree 26

Nei)her A ree nor

&isa ree

2

&isa ree 30

,)ron y &isa ree 11

25


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0;

,8;,E;

:6;

++;

6;

7;

+6;

+7;

,6;

,7;

:6;

:7;

$ t r o n g

l y

A g r e e

e

i t h e r

A g r e e

n o r

$ t r o n g

l y

. i s a g r e e

(arctors

P e r c e n t a e

$trongly Agree

Agree


isagree

$trongly isagree

e. !henever I want to have a Aktel connection" I can get it.

,)ron y A ree 23

A ree 29

Nei)her A ree nor &isa ree 17

&isa ree 1(

,)ron y &isa ree 13

,:;

,9;+1;

+0;

+:;

$trongly Agree

Agree

either Agree nor isagreeisagree

$trongly isagree

f. Aktel helpline is very helpful in meeting my queries and other

needs

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,)ron y A ree 10

A ree 35

Nei)her A ree nor

&isa ree

20

&isa ree 15,)ron y &isa ree 20

+6;

:7;

,6;+7;

,6;

6;7;

+6;+7;,6;,7;:6;:7;E6;

$ t r o n g

l y

A g r e e

e

i t h e r

A g r e e

$ t r o n g

l y

. i s a g r e e

(arctors

P e r c e n t a e

$trongly A gree

Agree


isagree

$trongly isagree

g. Aktel helpline is very helpful in meeting my queries and other

needs

,)ron y A ree (

A ree 0

Nei)her A ree nor

&isa ree

20

&isa ree 15

,)ron y &isa ree 10

27


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0;

E6;,6;

+7;

+6; $trongly Agree

Agree


isagree

$trongly isagree

h. #illing rate of Aktel is low:

,)ron y A ree 3

A ree 19Nei)her A ree nor

&isa ree

1

&isa ree 37

,)ron y &isa ree 29

3

191

37

29

0

5

10

15

20

25

30

35

0

P e r c e n t a e

,)ron #yA ree

A ree Nei)her A reenor &isa ree

&isa ree ,)ron #y&isa ree

(actors

i. $riteria’s important while purchasing any cellular service

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Criteria )o. of subscribersetwork /overage 89

)nternational Ioaming ++Oalue added $ervices +,

After $ales service +83asy %ill ?ayment $ystem. :1

As 4e 'an see -rom )he abo"e )ab e and )he 'har)+ ma imum number o-

subs'ribers 4ou d /ur'hase a 'e u ar ser"i'e 4hi'h has a ood ne)4ork

'o"era e+ a/ar) -rom )ha) )he o)her 'ri)eria 4hi'h is )hey 'onsider a-)er

ne)4ork 'o"era e is easy bi /aymen) sys)em.

%. $riteria’s which were considered while purchasing Aktel

Criteria )o. of subscribersetwork /overage 89

)nternational Ioaming 9Oalue added $ervices 1,E hrs customer service E9?re@paid facility and bill

payment facility

:1

2(

89

+++, +8

:1

6+6,6:6E6768616

o. of subscribers

etwork/overage)nternationalIoamingOalue added$ervices

After $alesservice3asy %ill ?ayment$ystem.


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6+6,6:6E6768616

o. ofsubscribers

89

+++,+8

:1

etwork /overage

)nternationalIoaming

Oalue added$ervices

After $ales service

3asy %ill ?ayment$ystem.

Grom the chart and the table above it can be seen that most of the subscribers

purchased Aktel due its network coverage. Also by looking at the figures the bill

payment system and the ,E hrs customer service were the other common attributes

which attracted the subscribers to purchase Aktel

k. Are the Aktel employees able to solve your problem regarding

the following criteria’s&

Criteria s 'l/ays Sometime

s

)ever )0' !otal

%illing :, ,7 E :0 +66%ar unbar line ,0 ,, , E1 +66

After sales service E0 :+ 7 +7 +66$pecial service

4)nternational roaming5

+1 ,+ , 86 +66

Oalue Added services 86 ,, +9 +9 +66Total +91 +,+ :+ +10 +66

Grom the table above it can be seen that regarding almost every criteria" the Aktel

?hone employees are able to solve the problem most of the time.

%ut at the same time there is 'uite a large number who always do not get a solution to

their problem this occur because for certain 'ueries a subscriber has to go to the

information center and Aktel has only one information center" due to this shortage acustomer is made to wait long hours in a 'ueue. Also many times when the line takes

more than a day to be reconnected.

l. 'ubscribers’ perception of the different Aktel Phone package

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"at is your perception of '+tel23&cellent") am fullysatisfied

-ood" butthe

servicescould beimproved

Alright" ) use Aktel because

no othercompany

offers

%ad" ) amlooking foralternative

Total

Which Aktelprepaid

8 :E +E 6 7E

Aktel Aktelregular

: 0 + 6 +:

?hone Ak@Ak + +, , + +8?ackagedo youuseP

Iegular Ak@Ak

6 +E + : +1

Total +6 80 +9 : +66

)t can be seen from the above table that most of the subscribers from every package

perceive their respective packages as good packages but they feel that the services can

be improved. According to the four faces of customer loyalty by $mart #oyalty" we could

consider the +6; to fall under truly loyal customers as highly satisfied" 80; of the

subscribers could be considered as accessible because they feel that the services can

be improved" these subscribers want to give a chance to Aktel to earn their loyalty. +9;

could be considered as trapped because they use Aktel as no other company offers

them the services and only :; fall under


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egative attributesH either agree or disagree Q disagree R::Q,6 R 7:

?ositive attributesH agree Q

Which Aktel?hone

packagedo youuseP

Aktelprepaid

0 +1 ,6 9 7E

Aktelregular

: : : E +:

Ak@Ak 7 7 : : +8Iegular Ak@

Ak: 9 , E +1

Total ,6 :: ,9 +0 +66

Some Representative *'dditional Comments ”H


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$everal fre'uency distribution have been constructed to find the answers

regarding the customers perspective of Aktel line users. %y the analysis.

$ome limitation of Akel have been identified. The most important finding of

the analysis is customers have claimed some problem on their network

system. )t is found that some of the customer of Akel hardly got connected

after calling more then E or 7 times. This problem happens especially in

case of connecting outside /hittagong . )t is found from the analysis on

customers occupation that the Aktel is being more used by the students.

Also the have been fre'uently changing their choices regarding mobile

service providers. %y proper customer care" once they catch this group for

long time" they can better perform in the market. Analysis shows that 96;

of the customers use prepaid lines. =ne of the significant finding from the

analysis is that customer who use Aktel " use the line because of minimum

call charge compared to other. $o further study is needed to understand

the related problems and the company should offer more facilities to the

competitors to increase their customer and present users satisfaction.

RECO E)DAT O) 3 CO)CL4S O)

Ana% sis of t.e Resu%ts:

) is a ready dis'ussed )ha) Ak)e is one o- )he eadin 'om/any in )he mobi e

)e e'ommuni'a)ion indus)ry in Ban adesh. This has been /ossib e be'ause i)

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has a 'rea)ed a su/erior ima e in 'om/arison )o )he o)her o/era)ors. n o)her

4ords+ Ak)e has a ' ear ad"an)a e o"er 'om/e)i)ors.

Ak)e has some addi)iona ad"an)a eous -ea)ures in 'om/arisons )o i)s

'om/e)i)ors. There is easier a''ess )o /erson )o /erson 'on)ra'). Ano)her

im/or)an) )hin is )ha) Ak)e users are mos) y sa)is-ied 4i)h )he ini)ia /ri'e o-Ak)e 'onne')ions and handse)s. Be-ore Ak)e >s in)rodu')ion )o )he marke)+

mobi e /hones 4ere "ir)ua y ou) o- rea'h )o )he major /ar) o- )he 'urren)

marke). Moreo"er+ Ak)e subs'ribers are ha//y 4i)h )he 'oun)ry 4ide

ne)4ork.

%o4e"er+ )here is dissa)is-a')ion amon )he Ak)e users 4i)h )he ser"i'e o-

)he 'om/any. Many im/or)an) -a')ors are a')in as reasons behind )his

o"era dissa)is-a')ion. Eua i)y o- air)ime and ne)4ork a"ai abi i)y is no)sa)is-a')ory. Ak)e 8hone 'onne')ions are di--i'u ) )o rea'h some)imes. ) so

ha//ens )ha) )he subs'ribers used )o /ay e )ra money )o e) )he a''ess.

This is es/e'ia y )rue -or /re/aid ser"i'e. ) is en'oura in )ha) "ery re'en) y

si)ua)ion has im/ro"ed )o a 'er)ain e )en) bases on )he -indin s in )his

re/or).

Mos) o- )he subs'ribers are no) ha//y 4i)h )he bi in ra)e o- Ak)e . They

)hink i) is )oo hi h in )he 'on)e ) o- Ban adesh+ Bu) )hey are s)i usin )he

ser"i'e as Ak)e is s)i more easi y a''essib e. Many ne4er 'om/anies are

'omin u/ 4i)h )he o4er /ri'e@ i) is )hus a rea) 'ha en e )o ;8 )o -a'e+

Ano)her si ni-i'an) dissa)is-a')ion o- )he Ak)e users is )ha) mos) o- )he Ak)e'onne')ions are mobi e )o mobi e. A''ess )o BTTB is rare. ider a''ess 4i)hBTTB 4i boas) )he subs'ribers. Mos) a armin )hin is )ha) mos) o- )he Ak)eusers are no) oya )o4ards )he 'om/any. - BTTB or any o)her 'om/any

'omes u/ 4i)h same sor) o- ser"i'es+ )he Ak)e subs'ribers mi h) s4i)'h )o)ha) 'om/any

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)imitations of the 'tudy:

Aktel basic strategy is widening its market through its emerging countrywide network.

As a result of this strategy" the subscribers are from different segments or from different

income levels. Moreover" the subscribers are scattered all over the country.

The time constraint confined the study mostly on the data collected in /hittagong >one.

Moreover" it was not possible to get all re'uired internal information of the company as

these are treated as confidential to the company.

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Re-eren'es

-oo$

Anderson" 3." C $ullivan" M. 4+00:5. SThe antecedents and conse'uences of customersatisfaction for firmsS. Marketing Science, 12 4+5" +,7@+E:.

Anderson" 3. W." C Gornell" /. 4+00E5. A framework for comparing customersatisfaction across individuals and product categoriesBB. Journal of EconomicPsychology, 12 4,5" ,81@,98.

%arsky" !. 4+00,5. /ustomer satisfaction in the hotel industryH measurement and

meaning. Cornell H.R.A. uarterly, ! 475" ,6@E+.%olton" I. . 4+0095. A dynamic model of the duration of the customerBs relationshipwith a continuous service providerH the role of customer satisfaction. Marketing Science,1! 4+5" E7@87.

%usiness Iesearch Method 1 th edition published ,669

?hilip 2otler" -arry Armstrong 1 th edition published ,661

Fikmund" W. -. 4+00E5. E"#loring Marketing Research 4 7th ed.5. =rlandoH The ryden?ress.

!ames %rian Uuinn" !ordan !. %aruch and ?enny /ushman ?a'uette+091" Technologyin $ervices" $cientific American)mage -uide %ook C )ntranet of Aktel

ivisional Annual report4/ustomer Management ivision5@!uly@,669/harles W.#.


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#hain $o0 Leading #om!anies Link Profit and 3ro0th to Loyalty, Satisfactionand alue . The :ree 8ress+ Ne4 ork+ N .

8a e+ N.+ ? ddy+


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www.globaloneness.comwww.ask.com

Annua% Report of A$te%

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,am/ e Eues)ioner=1

1. ser>s Name

2. A e

3. D''u/a)ion

. *en )h o- /hone use .

5. Ty/e o- sim 'ard 8re=8aid 8os)=8aid

6. Reason -or usin )he ine Minimum 'a 'har e

;ood ne)4ork

Minimum /u se

,/e'ia Bonus

D)hers

7. 8er mon)h /ense 100 500 501 =1000

1001 =2000 More )han 2000

9. *o'a)ion o- user>s


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A. I use Aktel because it is the best:

1.,)ron y A ree 2. A ree 3. Nei)her A ree nor &isa ree . &isa ree 5.

,)ron y &isa ree B. I use Aktel mobile as it has additional features in comparison to other operators.

1.,)ron y A ree 2. A ree 3. Nei)her A ree nor &isa ree . &isa ree 5.,)ron y &isa ree

C. Price of Aktel’s different package is affordable.


d. I am satisfied with the service (quality of airtime and

network availability of Aktel.


e. Whenever I want to have a Aktel connection I can get it.


f. Aktel helpline is ver! helpful in meeting m! "ueries and other needs


g. Aktel helpline is ver! helpful in meeting m! "ueries and other needs


h. Billing rate of Aktel is low:

1.Strongly Agree 2. Agree 3. Neither Agree nor Disagree 4. Disagree 5. StronglyDisagreei. $riteria’s important while purchasing any cellular service1. Network Coverage 2. International Roaming 3. Val e a!!e! Servi"es 4. A#ter Sales

Servi"e 5. $asy %ill &ayment System

#. Criteria’s which were considered while purchasing Aktel

k l l h

23772357 Report on Customer Satisfaction of Aktel

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Transcript of 23772357 Report on Customer Satisfaction of Aktel