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Transcript of intern report NAHAR
10
An Internship Report on
CUSTOMER SATISFACTION OF ROBI POSTPAID MOBILE PHONE SUBSCRIBERS
An Internship Report Presented in Fulfillment of the
Requirements for the
Degree Masters of Business Administration (MBA)
Submitted to
Md. Mamun Ur Rashid
Lecturer (Management)
Department of Business Administration
Manarat International University
Gulshan, Dhaka-1212
Prepared by
Shamsun Nahar Siddique
Master of Business Administration (MBA)
ID. NO.0920MBA00439
Manarat International UniversityJune, 2010
10
LETTER OF TRANSMITTAL
Md. Mamun Ur Rashid
Lecturer
Department of Business Administration
Manarat International University
Gulshan, Dhaka-1212
Sub: Submission of Report on “Customer Satisfaction of ROBI Postpaid Mobile Phone Subscribers”.
Dear Sir,
Assalamu Alaikum,
This is my pleasure to present my internship report on ‘Customer Satisfaction of ROBI Postpaid Mobile Phone Subscribers’, which I was assigned by your good self.
I have tried my best to complete the report with the necessary information and suggested proposals in quite a concise and comprehensive manner as possible.
I hope that the report will meet the expectations.
Ma’assalam.
Sincerely yours,
(Shamsun Nahar Siddique)
Master of Business Administration (MBA)
ID. No. 0920MBA00439
Manarat International University
Date:
10
DECLARATION
I declare that the Internship Report on “Customer satisfaction of ROBI postpaid
Mobile subscriber.” embodies the results of my own research works, pursued under the
arrangement of ROBI Corporate Business Division.
I further affirm that the work reported in this thesis is original and no part or whole of the report
has been submitted to, any other university or institution for any degree or award or any other
purpose.
(Shamsun Nahar Siddique)
Master of Business Administration (MBA)
ID. No. 0920MBA00439
Manarat International University
Date:
10
CERTIFICATE OF THE SUPERVISOR
It is our pleasure to certify that, Shamsun Nahar Siddique , a student of Master of Business
Administration (MBA), Manarat International University, Dhaka; has been completed in the
practical Internship Program at the Robi Corporate Business Division, on “Customer
satisfaction of ROBI postpaid Mobile subscriber.” successfully with excellent
performance under my supervision from 20th December to 23rd May , 2010.
I wish him every success in his life.
(Md. Mamun Ur Rashid)
Lecturer
Department of Business Administration
Manarat International University
Gulshan, Dhaka-1212
Date:
10
TO WHOM IT MAY CONCERN
It is our pleasure to certify that, Shamsun Nahar Siddique, a student of Master of Business
Administration (MBA), Manarat International University, Dhaka; has been completed in the
practical Internship Program at the Robi Corporate Business Division, on “Customer
satisfaction of ROBI postpaid Mobile subscriber.” successfully with excellent
performance under my supervision from 20th December to 23rd May , 2010.
I wish him every success in his life.
(Mr. Asif Mahmood Khan)
Head of Service & Compliance
Date:
10
ACKNOWLEDGEMENTS
First of all, I would like to express my deep gratitude to the almighty Allah for fruitfully
preparing this internship report.
My special gratitude is to our honorable Internship Supervisor MD. Mamun Ur Rashid, Lecturer, Department of Business Administration, Manarat International University for giving me the opportunity to work with this project, which is very much individual oriented. Every time he has not only been the teacher but also a friend and a mentor for us. By doing such research paper, I have gathered a lot of valuable experiences that will definitely help me in the future. His advises, guidance and support helped me enormously to do this report properly. I would like to express my thankfulness towards Mr. Enaytul Karim Corporate Business Division, TM International Bangladesh. Without his heartiest interest and massive inspiration, it would have never been possible for me to complete my internship program. I would like to give thanks to Mr. Asif Mahmood Khan, Executive, Business Development Compliance , TM International Bangladesh , for inspiring me every single moment at work and guiding me properly throughout the time period that have been suspending in ROBI.
Finally, I would like to convey our appreciation and thanks for those who have guided us generously with the right knowledge for this report.
I thank you all.
Shamsun Nahar Siddique
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EXECUTIVE SUMMARY
ROBI, which has inaugurated its business in 1997 has experienced increasing growth
trend from the very inception phase. At present, in the 13th year of its operations ROBI has
achieved a subscriber base of approximately six million. The company has a number of plans for
the forthcoming future years. ROBI believes in the practice of Market oriented Strategic
Planning, developing and maintaining a viable fit between the organization’s objectives skills
and resources. The aim of such approach is to shape and reshape the businesses and services so
that they yield target profits and growth.
ROBI is a service providing company where customer satisfaction is both goal and marketing
tool. Today’s customers in the telecom industry, where lots of offers are available, are harder to s
atisfy. They are smarter, more price conscious, more demanding, less forgiving and they are
approached by many more companies with equal or better offers. The challenge is not only to
produce satisfied customers also to produce loyal and delighted customer ROBI has adopted a
customer centered philosophy placing the customer at the centre of all its decisions and the basis
for designing its marketing strategies whilst simultaneously delivering superior value to the
target consumers because of today’s highly competitive market demand.
To some extent, ROBI post-paid subscribers are not satisfied with the network quality and with
the customer care center. But post-paid subscribers are satisfied with their tariff
rate. So, averagenumbers of ROBI customers are not satisfied with ROBI’s customer care,
Coverage and connectivity. This study has attempted to describe the satisfaction level of
post-paid subscribers of ROBI. This is competitive and customer driven market. It is high time
for ROBI to satisfy and retain its existing customers. Since the customer’s are always the
driving forces for any service‐oriented business, ROBI needs to shape up its customer related
philosophy and aim to become the market leader through these Customers.
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TABLE OF CONTENTS
- Title flyer
- Cover page
- Letter of Transmittal
- Certificate of the Supervisor
- Declaration
- To whom it may Concern
- Acknowledgement
- Executive Summary
- Table of contents
Chapter – 1
1.0. Introduction1.1. Objective
1.2. Significance of the study
1.3. Literature review
1.4. Research Questions
1.5. Hypothesis
1.6. Limitation of the study
Chapter – 2
2.0. Company Overview2.1. Company at a glance
2.2. Name & Organizational History of ROBI
2.3. Company Acquaintance
2.3.1. Vision
2.3.2. Mission
2.3.3. Theme
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2.3.4. The Business Slogan
2.3.5. Objectives
2.3.6. SWOT Analysis
2.3.7. Network Coverage
2.3.8. Shareholders of ROBI
2.3.9. The Major Milestone of ROBI
2.4. Organization Structure of ROBI
2.4.1.The Board of Directors
2.4.2.Marketing Division 2.4.3.Information Technology Division2.4.4. Finance Division2.4.5. Technical Division 2.4.6. Human Resource Division2.4.7. Corporate Strategy Department2.4.8. Corporate Affairs Department
2.5. Products & Services of ROBI
2.5.1. Post-Paid Service
Chapter – 3
3.0. Topic Analysis & Description 3.1. Research & Analysis
Chapter – 4
4.0. Findings 4.1. Result Analysis
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Chapter – 5
5.0. Recommendation
Chapter – 6
6.0. Conclusion
- Appendix
- Bibliography
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CHAPTER – 1
1.0. INTRODUCTION
Telecommunication is the most advanced and most rapidly growing sector throughout the world. It is
the sector which is primarily driving the nation’s communication worldwide. Telecommunication was
there for a very longer period of time but the latest innovation that has actually differentiated the entire
world’s situation is the mobile phone technology. The mobile phone technology does not necessarily
mean that the communication through the transfer of voice where two person will be involved to make
the communication a two way complete process. Rather technology has gone too far that the question
arise what not can be done with the help of this mobile technology. And there are innovations related
with the mobile technology everyday and the entire world is actually waits for the latest invention of
this sector.
In order to provide the telecommunication there are two basic segments one is the hardware which
deals with the handsets and the network equipments and the other one is the service segment which
deals with the providing the service to the end users. Both of the segments are important as without
one other is not possible to survive.
The service segment includes the network that actually supports the mobile users to get connected
through the medium to another user and actually communicate. This is more service based than product
base. And thus this nature has made this very sensitive in dealing the consumers and to maintain the
standard they need to ensure that the employees understand and are motivated to perform their task
accurately so that the standard created by the organization is maintained appropriately. And this made
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the management of human resource inside the organization very much vital. And this actually put the
firm in a position to create the team so to ensure the higher quality in managing the organization in
order to serve their customers best.
1.1. Research Objectives
The fundamental objective of this report is how to retain customers to use ROBI Service. This
subsequent objective will be to find out the following queries: -
What are the factors that playing a vital part in customers satisfaction?
To determine whether ROBI subscribers are satisfied or not with ROBI service.
1.2. Significance of the study
At present ROBI is the 3rd market position in the telecommunication industry of Bangladesh. Their
growth rate is not that much high. But in this edge of competition, it is very difficult to keep the second
position. In order to remain competitive companies need to be more customers focused and also
introduce new products and services. They need to keep their existing customers satisfied and at the
same time attract new potential customers. So, this report will allow the ROBI management to have a
good view of their existing service comparing to the competition and make necessary strategic decision
to improve the service.
1.4. Research Questions
My research is intended for understanding customer satisfaction level of ROBI subscribers. I shall strive t
o understand what the fallacies of ROBI customer service are and other difficulties
associated with network coverage and call connectivity. The research questions to pursue are as
follows:
1.Are the Post-paid customers of ROBI satisfied with the service provided in terms of
customer care, coverage, connectivity and tariff rate?
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2. Has ROBI connectivity been able to satisfy customers’ needs?
3. is the tariff reasonable and has satisfied customer’s needs and wants?
1.5. Hypothesis
To complete this research paper successfully I will consider several hypotheses. These are as
follows:
H1: ROBI’s brand image will have a positive impact on the customer satisfaction level.
H2: ROBI’s network coverage and connectivity will have a positive impact on the customer satisfaction
level.
H3: ROBI’s product pricing and billing will have a positive impact on the customer satisfaction level.
H4: ROBI’s customer care will have a positive impact on the customer satisfaction level.
1.6 Limitations:
The study is not free from some practical limitations. Following limitations have faced during the study and the time of working & data collection:
Time is the main limitation for my study. Due to unavailability of sufficient time, the researcher will not be able to do survey among all of the sample size. That’s why the findings of the research will not be fully but partially true.
Work load during the internship program at the work place was also a barrier to prepare
this report.
Due to lack of practical experience, some errors might be occurred during the study.
Therefore maximum efforts have given to avoid mistakes.
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CHAPTER - 2
2.0. COMPANY OVERVIEW
2.1. Company at a GlanceIn this age of communication, Bangladesh is not staying behind in terms of keeping pace with the
rhythmic movement of this age of information. Among the key players who are having a significant role
to fasten the growth of telecommunication in Bangladesh, ROBI is the second market leader in the
telecommunication sector in Bangladesh. The company achieved remarkable success during this period.
It is now able to say that it has the second biggest subscriber base and more value added services than
any other mobile phone operators in Bangladesh. ROBI has a very strong competitive position in the
telephone industry in the country.
2.2 Name & Organizational History of ROBIROBI is the dynamic and leading end-to-end countrywide GSM mobile communication solutions of
Telecom Malaysia International (Bangladesh) Limited. The ministry of post and telecommunication of
the government of Bangladesh offered TM international Bangladesh Limited a nationwide digital cellular
license in 1996. TM International Bangladesh Limited launched its services in Bangladesh on November
15, 1997 under the brand name of ROBI.
Since the commencement of its operation, ROBI has been a force to be reckoned with in the
telecommunication industry of Bangladesh, being one of the fastest growing mobile communication
companies offering comprehensive GSM mobile solutions to more than two million subscribers. Today,
ROBI boast the widest international Roaming service in the market connecting 315 operators across 170
countries. With a network covering all the 61 (allowable) districts of Bangladesh, coupled with the first
Intelligent Network (IN) prepaid platform in the country, ROBI is geared to provide a wide range of
products and services to customers all over Bangladesh. At the heart of all of the success of ROBI today,
is a young dynamic workforce comprising of about 1350 highly motivated and skilled professionals.
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Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by its persistent pursuit of
quality and technology, putting it clearly ahead of the rest. The future with ROBI is promised to be
exciting as it strives to employ the best resources and latest technology in offering many more
innovative and exciting products and services.
Through aggressive investment to extend network coverage and improving call quality, ROBI has been in
constant motion to maintain its commitment to provide subscribers the best possible cellular service.
The momentum enveloped all (allowed) upazilas by the end of 2007. ROBI is looking forward to massive
investment to target 8 million subscribers by 2007, facilitated by more than doubling the number of the
base stations.
That is, the objective for ROBI’s Communication seems to generate sales and to approach toward
building a strong and consistent brand image in the mind of the consumers to provide them a reason to
select ROBI over others.
2.3 Company Acquaintance
2.3.1 Vision
“To be a leader of Telecommunication Service provider in Bangladesh”
2.3.2 MissionTo provide total customer satisfaction the company strives to become the most preferred GSM cellular
service provider in Bangladesh. TMIB will achieve this through developing people, products, and services
of the highest quality and meeting the needs of its customers, employees, shareholders, and the nation.
2.3.3. Theme
ROBI always strives to uphold the dictum “Customer First”
2.3.4. The Business Slogan
“CLEARLY AHEAD”
Effective HR PolicyGood ReputationStrong Top ManagementQuality Billing SystemQuality Customer CareSupport from Parent CompanyLong Range StrategicPlanningMarket Research UnitStrong Dealer Network
Poor network coverage than competitorsNot enough channel with BTTBAbsence of HR policiesShortage of HR in the helplinePackage pricing is expensive and less attractive
Unstable political culture or political unrest in the economyRecession in the economyNon-cooperative telecommunication regulatory bodyPossible health risk
Public Sector unable to meet demandsProduct with a very long life-cycleNew technologyGrowing middle class populationMain competitors have congested network because of its unplanned customer growth.
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2.3.5. Objective
Total commitment to the needs of customers
To follow the highest ethical standards
Continuous improvement of all work processes
Permanent improvement of all the employees’ knowledge and skills
Securing the quality of the service to match the quality of service offered by the world's
most successful companies in the field
Preserving the company's leading position in the national market of mobile
telecommunication.
2.3.6. SWOT Analysis AKTEL
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2.3.7. Network CoverageROBI network covers all the 61 districts of Bangladesh, and with the first intelligent network (IN) pre-
paid platform.
2.3.8. Shareholders of ROBIThe Company ROBI, with a full title being: TM International Bangladesh Ltd. was founded as a joint
company of the Telecom Malaysia Berhad from Malaysia and the A. K. Khan & Co. of Dhaka, Bangladesh.
It operates as a Limited Liability Company, where a founder and a majority shareholder, the TMIB –
member of the Telecom Malaysia, owns 70% shares, while the minority shares of 30% are being
controlled by the A. K. Khan & Co. Bangladesh. ROBI is proud to be associated as part of the Telecom
Malaysia Group (TM), which is strong financially, and internationally renowned for its successful
ventures like MTN, the market leader in the telecommunication industry in Sri Lanka. It has a global
presence in 11 countries with staff strength of 30,000 Group wide. TM has recently made a couple of
major acquisitions in India and Indonesia in the effort to stamp its presence internationally. In Indonesia,
TM has acquired 27.3 per cent interest of PT Excelcomindo Pratama, the third largest mobile operator
and in India, 47.7 per cent stake in Idea Cellular. TM hopes to extend its regional and global presence
with these new acquisitions.
2.3.9. Major Milestones of ROBI
The shareholders of AKTEL
Telekom Malaysia
70%
A. K. Khan &
Co.30%
Telekom Malaysia
A. K. Khan & Co.
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ROBI is one of the major players in the mobile telecommunication industry in Bangladesh, which
concentrates on offering GSM communication services for private and corporate customers. The
company’s intention is to promote the wireless lifestyle – the complete mobile society. ROBI is
renowned for bringing new service offers in Bangladesh. Below, some of the first time offers are
mentioned: -
► First time introduced the ‘Mobile Plus (PSTN Incoming Connectivity Only) Product Services’ in
Bangladesh.
► First time introduced the Tele-Ramadan (timing of Iftar and Sehri during Ramadan) under Tele-
info Services in Bangladesh.
► First time introduced the Seamless Coverage throughout the Dhaka-Chittagong Highway and
named it as ‘Chittagong Dhaka Corridor (CDC)’.
► First time introduced the full-fledged IVR based Customer Services (Call Center) in telecom
market.
► Introduced the automatic system generated bill amount and payment request for the Post-paid
subscribers in 2002. The automatic unbarring facility, after necessary payment making by the
subscribers, is also a part of this system.
► Introduced GPRS (General Packet of Radio Service) for the first time in Bangladesh.
► First time introduced 30-second pulse rate in Bangladesh, recently ROBI has introduced 10-
second pulse for the pre-paid users and 1-second pulse for the Post-paid users.
► First time introduced club membership offer for the exclusive users of ROBI. The club is known
as Club Magnate, which offers extra services with its Platinum, Gold and Silver cards.
► First time introduced the concept of Tele-marketing and Door-to-Door delivery services for the
newly launched post-paid package ‘ROBI Infinity’.
2.4. Organization Structure of ROBI
ROBI places a high value on human resource development and the contributions made by its employees.
They preserve to maintain a productive and harmonious working environment in the whole
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organization. ROBI always continues with its efforts to improve the efficiency of its employees and align
them to the right positions with well-defined responsibilities.
Because of the rapid expansions of its networks and enormous growth of its subscriber base, the
company has increased its workforce. ROBI has successfully hired some key senior managers who were
recruited on the basis of their professional expertise and experience. In order to cope up with the
dynamic nature of the company’s business, initiatives are always taken to restructure and recognize the
company’s existing set up. It always evolves standardized management systems and procedures across
functional divisions, focusing in particular, on the effective integration and assimilation of all the
organizational units.
2.4.1. The Board of DirectorsTMIB started with six members in its board of directors. Mr. A. M. Zahiruddin Khan was the first
Chairman of the board of directors and Hazi Omar Zakir Mustafa was the first Managing Director of
TMIB. Mr. A. M. Zahiruddin Khan was the Chairman of TMIB till March 2005. He passed away on March
29, 2005. AT TMIB's recently concluded Board Meeting in Kuala Lumpur, Mr. Salauddin Kasem Khan is
elected as its new Chairman. Mr. Khan is a founder Director of ROBI and Managing Director of A.K. Khan
& Co. Ltd.
2.4.2. Marketing Division
Marketing division constitutes seven units. A brief description of each unit is given below:
Brand and A&PBrand and A&P denotes to brand and advertising & promotion. This unit deals with the overall brand
management and promotion activities of the company. The unit covers both outdoor (billboards, road-
overhead etc) media and indoor (print & electronic) media.
This unit is also responsible for communicating with the advertising agencies, since ROBI does not have
any in-house agency. Each unit has a unit-head who reports to the AGM of Marketing.
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Product Development
Product development unit is like the R&D unit of a company, which is responsible for developing new
products and services. This unit is closely related to the marketing research unit and together the units
come up with new service concepts and ideas. Product development unit is also responsible for
monitoring the core services (Pre-Paid and Post-Paid). Like other units, this unit also has a head
reporting to the AGM.
Marketing Research and MISROBI has one unit covering both marketing research and marketing information system (MIS). This unit
conducts quarterly research through research firms and in-house interns. The unit is also responsible to
keep track on the latest innovations and new offers of other operators. In TMIB, this unit is not a full-
fledged unit yet.
International Roaming
International roaming (IR) unit is basically responsible for ISD, international SMS etc services. The core
task of this unit is to negotiate with foreign telecommunication companies and to expand the
international coverage by making deals with them. There is a head of IR who reports to the AGM.
Marketing division
Marketing division unit deals with the sales of products and services to other companies. The unit makes
agreements with different companies to be the corporate clients of ROBI and only handle the corporate
level sales.
Direct Sales
Direct sales unit is responsible for the sales of products and services to the mass customers through the
customer service centers. ROBI has eleven customer service centers around the country and these
centers sell the services to the customers directly.
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Dealer Management
Dealer management unit oversees the dealers of the company around the country. Has four dealers and
one agent and they need to be monitored and supervised constantly. The head of this unit reports to
the AGM of Marketing.
2.4.3. Information Technology Division
IT division constitutes seven units and they closely work together.
Value added Services (VAS)
Value added service is a unit that implements the developed concepts and ideas of the marketing
division. The unit is responsible for the development of the software, which will be used for the
application of the new services developed by the product development unit. Simultaneously, this unit
handles the VAS content providers who are the third party to the company.
Billing
The billing unit is responsible for processing and monitoring the billing systems for the Post-Paid users.
The unit has a manager who reports to the AGM of IT.
Rating (Post-Paid)
This unit is responsible for charging the rates of Post-Paid service. The unit fixes per-minute and pulse
rates and also fix the pulse durations. It also changes the rates on demand basis.
Billing Operation Team
Billing operation team is responsible for administering the entire billing process and developing required
software for collecting bills from Post-Paid users.
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Customer Relations Management (CRM)
This unit supplies required software to the customer ca-e centers and work with these centers side by
side. The centers usually inform CRM concerning their necessaries and the unit prepares suitable
software for them.
2.4.4. Finance Division
Financial division has eight units dealing with financial matters of the company.
Treasury Management
Corporate finance unit consists of treasury management and L/C. Treasury management deals with the
inflow and outflow of the company, whereas L/C (Letter of credits) deals with the L/C opening banks and
other foreign banks.
Accounts Payable
This unit keeps track on the accounts payable of the company.
Accounts Receivable
This unit keeps track on the accounts receivables of the company while preparing the balance sheet. As
TMIB is a large company with thousands of financial transactions every day, a unit to keep track on the
accounts is necessary.
Core: Account
Core account is an important unit of the finance division dealing with the budget and fixed
assets. The annual budget of various departments is prepared under the close observation of this
unit.
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Revenue Assurance
Revenue assurance unit consists of revenue assurance and fraud management. Revenue assurance
monitors the transactions and assures full protection of the finances. On the other hand, fraud
management protects the fraudulences take place in the daily transactions.
Taxation
Taxation unit takes care of the tax, VAT and tariffs of the company.
Reporting Unit
The reporting unit reports the entire financial transactions of TMIB to the parent company in Malaysia.
Costing
This unit forecasts the costing of different departments and resorts them regarding the expected
expenditure of any alteration.
2.4.5. Technical Division
The technical division consists of three major units - planning, infrastructure and property management.
Planning
The planning unit makes plans regarding the technical matters such as the RF, SWITCH etc. They assure
the proper placement of technical devices and equipments.
Infrastructure
The infrastructure unit selects the locations and builds the base transceiver station (BTS) towers. They
are also responsible for the maintenance of the towers.
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2.4.6. Human Resource Division
Human resource department is responsible for the recruitment and training of the employees of the
company. They also monitor the performance and handle the promotion and salary related matters.
Along with the HR department, there is an Administration. The administration is responsible for
supplying furnishings and equipments to all the divisions and departments. They also administer the
regulations of the company.
2.4.7. Corporate Strategy Department
The corporate strategy department determines the long-term strategies and the short-term plans. All
the corporate level policies come from them and they are also responsible for the implementation.
2.4.8. Corporate Affairs Department
The corporate affairs department is responsible for maintaining a liaison with other major companies.
Through this department, TMIB makes business deals with other corporations and assist each other.
2.5. Products & Services of ROBI
2.5.1. Post-Paid Service
ROBI
Previously there were many sub-categories under the post-paid package of ROBI. In the month of
August’ 06, the company has redefined its post-paid package and named it as “Signature”.Under this
package, all the post-paid M2M subscribers have been auto upgraded to Post-paid Standard NWD, Post-
paid M+ to Post-paid Standard NWD and Post-paid Standard NWD to Post-paid Standard IDD at free of
cost. The subscribers are also going to enjoy the reduced line rent.
Signature allows the customers to enjoy the following the services: -
- BTTB incoming & outgoing.
ROBI PRODUCT PORTFOLIO
PREPAID POSTPAID
STANDARD MOBILE +
1. POWER2. JOY
1. PHURTI
1. SIGNATURE (NWD)2. SIGNATURE (STD)3. SERVICE
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- NWD and IDD facility.
- Per second billing facility.
- Reduced Line Rent.
- Smart Pay - to enjoy uninterrupted service by paying monthly bill even staying at your
home.
- 5FnF numbers (including 1BTTB) that allow you to talk at a reduced rate.
- All other additional facilities of ROBI Post-Paid.
For the new customers, the Standard NWD (Domestic) package is priced Tk 1000 with a credit limit of Tk
1000 and the Standard IDD is priced Tk 2000 with a credit limit of Tk 1000. Under this package, the
customers will also be able to block or unblock a particular facility such as BTTB outgoing or IDD
connectivity by sending a message to a short code. To avail the service right now, please visit any ROBI
Customer Care Centers. Customers will be able to migrate from Domestic to International for a cost of
TK 1,000 (VAT included). Another key factor is, there will be a 50% discount on line rent if monthly bill
amount ranges from Tk 1500-Tk. 2000, and 100% discount if bill amount exceeds Tk. 2000. The
subscribers have the facility to enjoy off-peak rate all day long (8am-12am) on any Government holiday.
Fig: Products & Services of ROBI
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ROBI JOY
One of the most successful packages in the mobile telecom history of Bangladesh is ROBI JOY. This
package is in the market as ‘Joy Partner Pack’ where there are two SIMs in the pack. This pack is
designed with the extra facility of talking to the joy partner at a cost of Tk 0.75 per minute. Connection
Price for JOY Partner Pack (2 SIMs) Standard + Standard: Tk. 400. Link + Link (with T&T incoming-
outgoing) Tk. 400. (Source: see appendix 1.3: ROBI Joy tariff plan)
ROBI Power
Power is another powerful package for ROBI product portfolio. Another product line for power is power
pack introduced very recently, where all the existing ROBI Exceed connections will be auto-migrated to
ROBI Power. Pre-Paid REGULAR Mobile Link and Mobile Plus customers will also able to enjoy the
facilities of Pre-Paid REGULAR Standard under ROBI POWER. The connection charge for ROBI Power is
BDT 225.
(Source: Appendix 1.4: ROBI Power tariff plan)
ROBI Phurti
ROBI Phurti is the recently launched package for ROBI. This package targeted towards lower end
consumers and a very successful one. With ROBI Phurti customer will enjoy 10% bonus talk time, which
they can use after the starting of the next month for the first week. 10% bonus talk time (ROBI to ROBI)
based on monthly incoming air time (valid for 7 days). The Package price: Tk.150. (Source: Appendix 1.5:
ROBI Phurti tariff plan)
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Value Added Services
The value added services are those that are additional services available upon request:
a. Short Message Service
In our mobile phone SMS acts like an advanced pager, through this we can send messages up to 160
characters directly from one ROBI mobile to another ROBI or to other mobile phone operators. The
Short Message Service (SMS) center number of ROBI is +8801801000004.
Post-Paid / Pre-Paid Tariff Per SMS
ROBI– ROBI Tk 1.50 + VAT
ROBI – Others Tk 2.00 + VAT
Few months back, ROBI introduced Mayer Bhasha Bangla SMS, with which the customers can enjoy the
Bangla SMS by installing “ROBI Mayer Bhasha" software in their respective handsets.
b. Voice mail Service (VMS)
Voice Mail Service (VMS) is an easy to use personal answering service. It answers the calls when
someone is not available to take them. The unanswered calls are forwarded to voicemail. Caller will hear
a recorded voice or his/her personalize greetings requesting them to leave a message. The receiver may
retrieve these messages later.
Voice Mail Service (VMS) has the advanced facilities as it can respond-
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When your line is busy or Unanswered or You are unreachable And it will respond to more than one caller at a time.
c. Voice SMS
ROBI ‘Kothar Chithi’ allows the customers to send SMS with their own voice to any ROBI or other mobile
numbers with ROBI Voice SMS. With this service, someone can even surprise your dearest one by
sending Voice SMS anonymously.
d. International SMS
A few months back ROBI has launched its International SMS service with more than 500 operators
globally. It will facilitate the customers to communicate internationally without the high expenses of
voice calls. With this service, the customers can send or receive SMS to and from other mobile networks
across the world. ROBI International SMS allows exchanging messages with family, friends, and
associates staying far away, at regular SMS tariff.
e. E-fill
ROBI has launched the first ever Electronic Refill system in Bangladesh whereby Pre-Paid customers will
be able to recharge their accounts via SMS, available at dealers/outlets/designated agents around the
country. Electronic Refill is a great new recharge option for Pre-Paid subscribers, as it does not rely on
the availability of scratch cards for topping up any ROBI Pre-Paid account. The customer benefits from
this system through extensive availability, convenience to recharge Pre-Paid accounts anywhere,
anytime, without the hassle of buying and scratching cards. For the vast demographic size of Bangladesh
and for the complex physical distribution system, sometimes our sales points have trouble keeping
adequate stocks of ROBI Scratch Card, and as a result, the valued customer can't find the Scratch card as
per their requirements. On the other hand, due to frequent natural disaster and hartal/ strike,
distribution of physical scratch card becomes hard. The company believes that the new system can
really give customers the opportunity and convenience to buy airtime in the period of inconvenience.
Apart from it, the Electronic Refill solution will allow our authorized sales outlets to electronically
generate a voucher for the denomination customer requires. The customers can recharge their account
by a dialing 111 or through simple refill process.
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f. Fun Dose
ROBI Fun Dose is an enhanced IVR (Interactive Voice Response) voice greetings platform through which
the users can send a voice greeting to your desired number. By dialing 8FUN (i.e. 8386 on your mobile
keypad), the subscribers have to follow the voice prompts and choose from several categories available
in Bangla and English. Each category will have different greetings. The ROBI Fun Dose lets the customers’
emotions run wild and show happiness, sadness, express love, hatred or just tease around.
g. ROBI GPRS
ROBI GPRS is only available for those who have post-paid connections. These customers can send and
receive multimedia messages such as color pictures. The subscribers also have the facility to download
colorful logos, animations, wallpapers, screensavers, real music (MP3), polyphonic tones, video clips,
and can browse WAP enabled websites with their handset.
h. Friends & Family (F n F)
The Friends & Family (FnF) feature allows all customers to add at least 3 ROBI numbers as their FnF
number. The customers can talk to these 3 FnF numbers at reduced rates (Post-paid: Tk 1.5, and Pre-
paid: Tk 2.00 excluding VAT) at anytime of the day.
i. Night Bird Talk Plan (NBTP)
Night Bird Talk Plan is a feature that allows subscribers to talk during the nighttime from 12AM
(00:00Hrs) to 08:00AM the next morning at a discounted tariff or airtime rate. This facility was before
only offered to all the ROBI Post-Paid customers but now is also offered to all the ROBI Pre-Paid
customers.
j. Share-a-Fill
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Share-a-fill is a new balance transfer system between ROBI Pre-Paid numbers anytime, anywhere. The
service allows the registered subscribers to transfer balance from their account to another Pre-Paid
account through SMS. Under this service, Tk 20 to Tk 300 can be transferred through one SMS and there
will be no extra validity on transferred amount.
k. ROBI GoonGoon
The newly launched ROBI GoonGoon is a Ring-Back tone service that allows the users to set a song,
tone, music, funny messages or sounds as a Ring-Back Tone for their callers at a monthly subscription
tariff of Tk 30. The unique features of this service are that one can set an ROBI GoonGoon to any single
number, to a group, for a specific time of the day such morning, afternoon or evening. Not only this, the
subscribers can also set an ROBI GoonGoon for a special day such as a birthday, anniversary, Bangla New
Year, Valentine’s Day, Christmas Day, New Years day, Friendship Day, etc.
l. Club Magnate
Club Magnate is something that has never been experienced before in the mobile industry in
Bangladesh, which rewards and pampers the individual post-paid customers of ROBI. Its objective is to
serve those customers who have been the pillar of the success of ROBI. The members-only Club will
have Platinum, Gold and Silver Cardholders. Membership is based on loyalty to ROBI and to qualify, one
has to be an ROBI customer for a minimum six months. Membership is also based on the payment of
bills on time and in full. Club magnate entitles members to a range of privileges not limited to ROBI
services only, but with other partner organizations as well, such as Dhaka Sheraton Hotel, hotel Seagull,
Medinova Medical Services, Hertz, Malaysian Airlines and many more. Memberships are valid for one
year. As a telecommunications service provider, ROBI is working on continuously improving every aspect
of its service in delighting stakeholders. With the launch of Club magnate, ROBI expresses its special
appreciation to longstanding customers, and reiterates its pledge to be the most preferred telecom
operator in the country.
ROBI Standard Services
10
Under-standard service ROBI has 3 products. They are as follows:
a. LOCAL
This service allows receiving calls or message from any phone service from anywhere of the world within
ROBI coverage area. He can also make a call to BTTB number and all other mobile phones within specific
zone.
b. NWD
Under this service one may receive a call or message from any phone service from anywhere of the
world within ROBI coverage area. He can also make a call to BTTB number and all other mobile phones
in Bangladesh.
c. ISD
This service enjoys every facility of NWD. Besides this, one can make a call to the foreign countries with
which ROBI has International roaming agreements.
d. GSM
The cutting edge technology-GSM stands for Global System Mobile communications. GSM is the world's
most advanced and extensively used mobile phone system. More than 20 million subscribers in almost
130 countries worldwide and ROBI in Bangladesh use the latest GSM technology because ROBI is
committed to give the customer the very best. ROBI subscribers enjoy the following GSM features
without bearing any additional costs.
e. CLIP (Calling Line Identification Presentation)/ Caller ID: Display of the phone number of an
incoming call in subscribers' handset before the call is answered.
f. Call Waiting and Holding : While talking to the first caller, subscribers will hear a special tone
informing subscribers about the second call on the line. At that moment subscribers can put the
first caller on hold and talk to the second caller.
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g. Call Forwarding : Call forwarding allows the subscribers to redirect or reroute the subscribers’
call to another ROBI mobile or any other fixed (if subscriber has BTTB Connectivity) or mobile
phone.
h. Call Barring : Enables subscribers to restrict certain types of calls to be made from subscribers
mobile. This feature is especially important for security purposes.
i. Itemized Billing : If customers are not satisfied with his phone bill then he can collect the
Itemized Bill, which describes the elaborately Incoming and Outgoing call with phone number
and duration.
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CHAPTER – 3
3.0 . Topic Analysis & Description
3.1. Research & Analysis
For this research work to determine the level of satisfaction of ROBI GSM Service, I am going to follow
the quantitative research design method because to what level those elements are having impact on
customer satisfaction. That is why the hypothesis has been developed and based on that the approach
to the problem. All the questionnaires are close-ended to judge the exact level of satisfaction among the
switchedcustomers.Customer satisfaction is the most important aspect of doing business. It is also the
most important asset of a business. The mobile telephone in Bangladesh has seen fierce competitions
emerge. As a result the subscribers have various alternatives to choose their carrier there from at
convenience. ROBI has been riddled with complaints of customer dissatisfaction concerning its network
coverage, customer service and connectivity. This is a huge headache for ROBI if it wants to retain its
existing customers and attract new ones.
Therefore, to maintain its position in the market, ROBI has to identify the factors related to customer’s
satisfaction and loyalty.This study will help me to understand the real scenario of this telecommunicatio
n industry & its environment.
I will attempt to understand the customer demand, needs, and expectations from this industry and its si
gnificance in doing business. I shall also make an effort to understand how ROBI is achieving its custome
r’s expectation and whether it is retaining them.
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Chapter – 4
4.0. Findings
4.1. Result analysis
Frequency Analysis
Frequency Percent Valid PercentCumulative
Percent
Valid male 126 72.8 72.8 72.8
female 47 27.2 27.2 100.0
Total 173 100.0 100.0
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Frequency Analysis of Gender
Table 2: frequency table of gender
male female
Gender
0
20
40
60
80
Percen
t
72.8
27.2
Gender
Figure 14: histogram of gender
Analysis:
The majority of the respondents are male that is 72.8% and the female portion occupies 27.2%. Actually
there is no main reason behind this kind of proportion.
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Frequency Analysis of Age
Table 3: frequency table of age.
65.9
19.1
2.9
8.1
4
15-25
26-30
31-35
36-50
50 and above
Age
Chart of Age.
Frequency Percent Valid PercentCumulative
Percent
Valid 15-25 114 65.9 65.9 65.9
26-30 33 19.1 19.1 85.0
31-35 5 2.9 2.9 87.9
36-50 14 8.1 8.1 96.0
50 and above
7 4.0 4.0 100.0
Total 173 100.0 100.0
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Analysis:
The majority of the respondents are between 15-25 years of age that is 65.9%. 19.1% respondents are
between 26-30 years of age, 2.9% are 31-35 years of age, 8.1% are 36-50 years of age, and 4% are 50
and above.
So the questionnaire covers all age group of people and all the age group people are using ROBI
services. The young generations are the maximum respondents.
Frequency Analysis of Household income
Household Income
Frequency Percent Valid PercentCumulative
Percent
Valid 10000 or less 62 35.8 35.8 35.8
10001-25000 29 16.8 16.8 52.6
25001-35000 37 21.4 21.4 74.0
35001-45000 31 17.9 17.9 91.9
45001 to above 14 8.1 8.1 100.0
Total 173 100.0 100.0
Table 4: frequency table of household income
10
10000 or less 10001-25000 25001-35000 35001-45000 45001 to above
Household Income
0
10
20
30
40
Pe
rce
nt
35.8
16.8
21.4
17.9
8.1
Household Income
Figure 16: histogram of household income
Analysis:
From the respondents mode of the above question it is said that 35.8% of the respondents (majority)
have the family monthly income between tk.10000 or less, 16.8% have the family income between
10001-25000, 21.4% have the family income between 25001-35000, 17.9% have the family income
between 35001-45000 and 8.1% have the family income of above tk.45000.
So from the above situation we can say that to use a mobile, it is not necessary to have huge family
income. Now a day anybody having a minimum income can use mobile.
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Frequency Analysis of Profession
Profession
Frequency Percent Valid PercentCumulative
Percent
Valid Job Holder 58 33.5 33.5 33.5
Businessman
23 13.3 13.3 46.8
Service Sector
19 11.0 11.0 57.8
Student 58 33.5 33.5 91.3
Others 15 8.7 8.7 100.0
Total 173 100.0 100.0
Table 5: frequency table of profession.
10
33.5
13.3
11
33.5
8.7
Job Holder
Businessman
Service Sector
Student
Others
Profession
Figure 17: pie chart of profession
Analysis:
The mode for the responses of this question is 1 that is the majority of the respondents are job holders.
From the pie chart we can say that 33.5% are job holders, 13.3% are businessman, 11% are in the service
sector (doctor, engineer, and teacher), 33.5% are students and the remaining 8.7% belongs to others.
So from the above analysis it can be said that all kinds of professional people are more or less using
the mobile as an ROBI subscriber. But the dominant respondents are job holders and students.
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Frequency Analysis of service of ROBI using
Service Uses
Frequency Percent Valid PercentCumulative
Percent
Valid Pre Paid 122 70.5 70.5 70.5
Post Paid 51 29.5 29.5 100.0
Total 173 100.0 100.0
Table 6: frequency table of service of ROBI using
10
Pre Paid Post Paid
Service Uses
0
20
40
60
80
Pe
rce
nt
70.5
29.5
Service Uses
Figure 18: histogram of service of ROBI using.
Analysis:
The mode of the question is 1 that means the majority of the respondents are pre paid subscriber which
is 70.5%. And the remaining 29.5% respondents are post paid subscriber.
So it can be said that prepaid subscribers are dominant respondents and also it can be said that using
prepaid service is comfortable to them.
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Frequency Analysis of Time period of using ROBI service
How many years
Frequency Percent Valid PercentCumulative
Percent
Valid Less than 1 yrs
79 45.7 45.7 45.7
1-3 yrs 56 32.4 32.4 78.0
3-5 yrs 25 14.5 14.5 92.5
5-7 yrs 13 7.5 7.5 100.0
Total 173 100.0 100.0
Table 7: Frequency table of time period of ROBI service.
10
45.7
32.4
14.5
7.5
Less than 1 yrs
1-3 yrs
3-5 yrs
5-7 yrs
How many years
Figure 19: pie chart of time period of ROBI service
Analysis:
From the above pie chart it has seen that the majority of the respondents (45.7%) are using the ROBI
service for less than 1 year. The others are 32.4% are using ROBI service for 1-3 years, 14.5% are using
for 3-5 years, 7.5% are using for 5-7 years. In addition one thing has to be mentioned that I failed to find
a single respondent who is using Robi for more than 7 years.
So from the analysis, we can see that the dominant respondents are using Robi for less than 1 year.
Another thing is ROBI’s loyal customer is not that much high if we carefully see the results. Only 25
respondents among 173 customers are using ROBI for 3-5 years.
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Frequency Analysis of Reliable mobile connection of ROBI
A reliable mobile connection
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
3 1.7 1.7 1.7
Disagree 33 19.1 19.1 20.8
Neutral 35 20.2 20.2 41.0
Agree 76 43.9 43.9 85.0
Strongly Agree
26 15.0 15.0 100.0
Total 173 100.0 100.0
Table 8: frequency table of reliable mobile connection
10
.
0 1 2 3 4 5 6
a reliable mobile connection
0
20
40
60
80
Fre
qu
en
cy
9
1,089 1,225
5,776
676
Mean = 3.51Std. Dev. = 1.021N = 173
Histogram
Figure 20: histogram of reliable connection
Analysis:
From the above pie chart it has been seen that 43.9% consider ROBI service to be a reliable mobile
connection. It means that the maximum respondents think ROBI service is reliable enough. 20.2% are
neutral of considering ROBI service to be a reliable mobile service. Only 1.7% are disagree that ROBI is a
reliable mobile connection.
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Frequency Analysis of getting clear voice using ROBI
Clear voice using ROBI
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
11 6.4 6.4 6.4
Disagree 36 20.8 20.8 27.2
Neutral 48 27.7 27.7 54.9
Agree 36 20.8 20.8 75.7
Strongly Agree
42 24.3 24.3 100.0
Total 173 100.0 100.0
Table 9: frequency table of clear voice of using ROBI
10
0 1 2 3 4 5 6
clear voice using AKTEL
0
10
20
30
40
50
Fre
qu
en
cy
121
1,296
2,304
1,296
1,764
Mean = 3.36Std. Dev. = 1.234N = 173
Histogram
Analysis:
The mode of the question is 3 that is 27.7% of the respondents are neutral of getting the clear voice
using Aktel service. 24.3% are strongly agree of getting clear voice, 28.3% are agree and 20.8% are
disagree of getting the clear voice.
So we can say that the maximum respondents are satisfied with clear voice of ROBI service.
10
Frequency Analysis of never getting disconnected in middle of the conversation
Never get disconnected
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
19 11.0 11.0 11.0
Disagree 50 28.9 28.9 39.9
Neutral 45 26.0 26.0 65.9
Agree 45 26.0 26.0 91.9
Strongly Agree
14 8.1 8.1 100.0
Total 173 100.0 100.0
Table 10: frequency table of never getting disconnected in the middle of the conversation.
10
0 1 2 3 4 5 6
never get disconnected
0
10
20
30
40
50
Fre
qu
en
cy
361
2,500
2,025 2,025
196
Mean = 2.91Std. Dev. = 1.146N = 173
Histogram
Figure 22: histogram of never get disconnected.
Analysis:
The mode of this question is 2 means 28.9% of the respondents are disagree about the situation that the
calls made through ROBI services never get disconnected in middle of the conversation. 26% of the
respondents are both neutral and agree of never getting disconnected in middle of the conversation.
So it can be said that according to maximum respondents, sometimes the calls made through ROBI
service get disconnected in middle of the conversation.
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Frequency Analysis of being ROBI a highly market responsive cell phone company
Market responsive company
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
41 23.7 23.7 23.7
Disagree 14 8.1 8.1 31.8
Neutral 22 12.7 12.7 44.5
Agree 66 38.2 38.2 82.7
Strongly Agree
30 17.3 17.3 100.0
Total 173 100.0 100.0
Table 11: frequency table of being ROBI a market responsive company
10
Figure 23: histogram of being ROBI a market responsive company.
Analysis:
The mode of this question is 4 that is maximum respondents (38.2%) believe ROBI is a highly market
responsive cell phone company. 23.7% disagree of believing ROBI, a highly market responsive cell phone
company. 17.3% also believe that ROBI is a highly market responsive cell phone company.
So we can say that maximum respondents or ROBI subscribers believe ROBI, a highly market cell
phone company.
0 1 2 3 4 5 6
market responsive company
0
10
20
30
40
50
60
70
Fre
qu
en
cy
Mean = 3.17Std. Dev. = 1.444N = 173
Histogram
10
Frequency Analysis of easily connect to other mobile using ROBI
Easily connect to other mobile
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
7 4.0 4.0 4.0
Disagree 26 15.0 15.0 19.1
Neutral 55 31.8 31.8 50.9
Agree 58 33.5 33.5 84.4
Strongly Agree 27 15.6 15.6 100.0
Total 173 100.0 100.0
Table 12: frequency table of easily connect to other mobile
10
0 1 2 3 4 5 6
easily connect to other mobile
0
10
20
30
40
50
60
Fre
qu
en
cy
Mean = 3.42Std. Dev. = 1.051N = 173
Histogram
Figure 24: histogram of easily connect to other mobile from ROBI
Analysis:
The mode of this question is 4 means 33.5% agreed that they can easily connect to other mobile using
ROBI. 31.8% are neutral, 15.6% are strongly agree that they can easily connect to other mobile using
ROBI service.
So according to maximum respondents from ROBI it is easy to connect to other mobile.
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Frequency Analysis of facing any network problem using ROBI
Do not face any network problem
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
12 6.9 6.9 6.9
Disagree 30 17.3 17.3 24.3
Neutral 55 31.8 31.8 56.1
Agree 38 22.0 22.0 78.0
Strongly Agree
38 22.0 22.0 100.0
Total 173 100.0 100.0
Table 13: frequency table of facing network problem
10
0 1 2 3 4 5 6
do not face any network problem
0
10
20
30
40
50
60
Fre
qu
en
cy
Mean = 3.35Std. Dev. = 1.199N = 173
Histogram
Figure 25: histogram of facing network problem
Analysis:
The mode of the question is 3 means maximum respondents (31.8%) are neutral that they not face any
network problem using ROBI service. 22% are both strongly agree and agree about not facing any
network problem using ROBI service. And the rest few respondents are disagree about not facing any
problem.
So in conclusion we can say that maximum ROBI subscribers do not face any network problem by
analyzing the respondent’s opinion.
10
Frequency Analysis of easily access other competitors network using ROBI
Easily access other competitors' network
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
19 11.0 11.0 11.0
Disagree 17 9.8 9.8 20.8
Neutral 39 22.5 22.5 43.4
Agree 79 45.7 45.7 89.0
Strongly Agree
19 11.0 11.0 100.0
Total 173 100.0 100.0
Table 14: frequency table of easily access of other competitors’ network
10
0 1 2 3 4 5 6
easily access other competitors' network
0
20
40
60
80
Fre
qu
en
cy
Mean = 3.36Std. Dev. = 1.146N = 173
Histogram
Figure 26: histogram of easily access to other competitors’ network
Analysis:
The mode of the question is 4 means 45.7% of the respondents (maximum) agree that they can easily
access other competitors’ network. 22.5% of the respondents are neutral, 11.0% are both strongly agree
and strongly disagree about the fact.
So by analyzing the respondents’ opinion maximum ROBI subscribers can easily access other
competitors’ network.
10
Frequency Analysis of tariff rate of ROBI
Tariff rate of ROBI
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
12 6.9 6.9 6.9
Disagree 29 16.8 16.8 23.7
Neutral 41 23.7 23.7 47.4
Agree 58 33.5 33.5 80.9
Strongly Agree
33 19.1 19.1 100.0
Total 173 100.0 100.0
Table 15: frequency table of Robi tariff rate
10
Figure 27: histogram of ROBI tariff rate
Analysis:
The mode of the question is 4 means maximum respondents (33.5%) agree that the tariff rate of ROBI
service is very economical. 23.7% are neutral, 19.1% are strongly agree and 16.8% are disagree about
the economical call rate of ROBI.
10
So, maximum respondents are more or less happy about the economical call rate of ROBI.
Frequency Analysis of billing procedure of ROBI
Billing procedure
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
8 4.6 4.6 4.6
Disagree 20 11.6 11.6 16.2
Neutral 48 27.7 27.7 43.9
Agree 64 37.0 37.0 80.9
Strongly Agree
33 19.1 19.1 100.0
Total 173 100.0 100.0
Table 16: frequency table of billing procedure of ROBI
10
0 1 2 3 4 5 6
Billing procedure
0
10
20
30
40
50
60
70
Fre
qu
en
cy
Mean = 3.54Std. Dev. = 1.07N = 173
Histogram
Figure 28: histogram of ROBI billing procedure
Analysis:
The mode of the question is 4 means 37% of the respondents agree that billing procedure of ROBI is
comfortable. 27.7% are neutral, 19.1% are strongly agree, 11.6% are disagree and 4.6% are strongly
agree of the fact.
So, maximum respondents think that billing procedure is more or less comfortable for them.
10
Frequency Analysis of notification SMS sent by ROBI about billing on time
SMS sent about billing
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
1 .6 .6 .6
Disagree 30 17.3 17.3 17.9
Neutral 51 29.5 29.5 47.4
Agree 60 34.7 34.7 82.1
Strongly Agree
31 17.9 17.9 100.0
Total 173 100.0 100.0
Table 17: frequency table of SMS sent about billing on time.
10
0 1 2 3 4 5 6
SMS sent about billing
0
10
20
30
40
50
60
Fre
qu
en
cy
Mean = 3.52Std. Dev. = 0.998N = 173
Histogram
Figure 29: histogram of SMS sent about billing
Analysis:
The mode of the question is 4. That is 34.7% of the respondents (maximum) agree of the fact that the
notification SMS of billing is sent on time by ROBI. 29.5% are neutral, 17.9% are strongly agreed and
17.3% are disagreeing of the fact.
So, maximum respondents are more or less happy about the billing system of ROBI.
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Frequency Analysis of economical call charge to fixed phone
Call charge from fixed phone
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
18 10.4 10.4 10.4
Disagree 15 8.7 8.7 19.1
Neutral 44 25.4 25.4 44.5
Agree 61 35.3 35.3 79.8
Strongly Agree
35 20.2 20.2 100.0
Total 173 100.0 100.0
Table 18: Frequency table of call charge to fix a phone.
10
0 1 2 3 4 5 6
Call charge from fixed phone
0
10
20
30
40
50
60
70
Freq
ue
nc
y
Mean = 3.46Std. Dev. = 1.208N = 173
Histogram
Figure 30: histogram of call charge to fix a phone.
Analysis:
The mode of the question is 4 means 35.3% of the respondent (which is maximum) agree of the fact that
call charge from ROBI to fixed phone is economical. 25.4% of the respondents are neutral and 20.2% of
the respondents are strongly agreed of the fact.
So, maximum respondents are satisfied with the call charge from ROBI to fix a phone.
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Frequency Analysis of promptness of representatives in handling queries
Representatives are very prompt in handling queries
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
10 5.8 5.8 5.8
Disagree 38 22.0 22.2 28.1
Neutral 33 19.1 19.3 47.4
Agree 71 41.0 41.5 88.9
Strongly Agree 19 11.0 11.1 100.0
Total 171 98.8 100.0
Missing System 2 1.2
Total 173 100.0
10
0 1 2 3 4 5 6
representatives are very prompt in handling queries
0
20
40
60
80
Fre
qu
en
cy
Mean = 3.3Std. Dev. = 1.111N = 171
Histogram
Figure 31: histogram of promptness of handling queries
Analysis:
The mode of the question is 4 means 41% of the respondents (maximum) agree of the fact that ROBI
representatives are very prompt in handling queries. 19.1% are neutral, 11.0% are strongly agreed and
22.0% are disagreeing of the fact.
So by analyzing the above figure it can be said that maximum subscribers are satisfied by the
promptness of representatives in handling queries.
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Frequency Analysis of resolving all problems quickly by ROBI
ROBI can resolve all problems very quickly
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
29 16.8 16.8 16.8
Disagree 20 11.6 11.6 28.3
Neutral 49 28.3 28.3 56.6
Agree 36 20.8 20.8 77.5
Strongly Agree
39 22.5 22.5 100.0
Total 173 100.0 100.0
Table 20: Frequency table of resolving all problems quickly.
10
Figure 32: histogram of resolving all problems quickly
Analysis:
The mode of the question is 3 means 28.3% of the respondents (maximum) are neutral. 20.8% are
agreed, 22.5% are strongly agreed, and 16.8% are strongly disagreed of the fact that ROBI can resolve all
problems very quickly.
So, ROBI subscribers are more or less satisfied of resolving the problems by ROBI.
10
Frequency Analysis of availability of customer care point of ROBI
Customer care point available
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
15 8.7 8.7 8.7
Disagree 33 19.1 19.1 27.7
Neutral 24 13.9 13.9 41.6
Agree 68 39.3 39.3 80.9
Strongly Agree
33 19.1 19.1 100.0
Total 173 100.0 100.0
Table 21: frequency table of availability of customer care point.
10
0 1 2 3 4 5 6
customer care point available
0
10
20
30
40
50
60
70
Fre
qu
en
cy
Mean = 3.41Std. Dev. = 1.239N = 173
Histogram
Figure 33: histogram of availability of customer care point.
Analysis:
The mode of the question is 4 means 39.3% of the respondents are agreed about the fact that ROBI
customer care point is available in different places. 13.9% respondents are neutral and 19.1% are
strongly agreed of the fact. 19.1% are also disagreed of the fact.
So, according to maximum respondents ROBI customer care point is available in different places.
10
Frequency Analysis of using the emergency service offered by customer care
Emergency service offered by customer care
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
22 12.7 12.7 12.7
Disagree 44 25.4 25.4 38.2
Neutral 32 18.5 18.5 56.6
Agree 39 22.5 22.5 79.2
Strongly Agree
36 20.8 20.8 100.0
Total 173 100.0 100.0
Table 22: frequency table of emergency service offered by CCP
10
0 1 2 3 4 5 6
emergency service offered by customer care
0
10
20
30
40
50
Fre
qu
en
cy
Mean = 3.13Std. Dev. = 1.347N = 173
Histogram
Figure 34: histogram of emergency service offered by CCP
Analysis:
The mode of the question is 2 means 25.4% of the respondents (maximum respondent) are disagreed
that they often use the emergency service offered by customer care. 18.5% are neutral, 22.5% are
agreed, 20.8% are strongly agreed, 25.4% are disagreed and 12.7% are strongly disagreed of using the
emergency service often offered by customer care.
So the ROBI subscribers more or less use the emergency service offered by customer care.
10
Frequency Analysis of satisfaction status of ROBI network coverage
Network coverage of ROBI
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
16 9.2 9.2 9.2
Disagree 10 5.8 5.8 15.0
Neutral 37 21.4 21.4 36.4
Agree 93 53.8 53.8 90.2
Strongly Agree
17 9.8 9.8 100.0
Total 173 100.0 100.0
Table 23: frequency table of overall network coverage of ROBI
10
0 1 2 3 4 5 6
network coverage of AKTEL
0
20
40
60
80
100
Fre
qu
en
cy
Mean = 3.49Std. Dev. = 1.06N = 173
Histogram
Figure 35: histogram of network coverage of ROBI
Analysis:
The mode of the question is 4 means 53.8% of the respondents (maximum) are agreed, 21.4% are
neutral, 9.8% are strongly agreed of the fact that they are satisfied with the network coverage of ROBI.
So, it can be said that maximum ROBI subscribers are more or less satisfied with the network coverage
of ROBI.
10
Frequency Analysis of recommending ROBI service to others
Recommend ROBI Service
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
35 20.2 20.2 20.2
Disagree 12 6.9 6.9 27.2
Neutral 35 20.2 20.2 47.4
Agree 52 30.1 30.1 77.5
Strongly Agree
39 22.5 22.5 100.0
Total 173 100.0 100.0
Table 24: Frequency table of recommending ROBI service to others.
10
0 1 2 3 4 5 6
recommend AKTEL Service
0
10
20
30
40
50
60
Freq
ue
nc
y
Mean = 3.28Std. Dev. = 1.42N = 173
Histogram
Figure 36: histogram of recommending ROBI service to others
Analysis:
The mode of the question is 4 means maximum respondents are certainly recommend ROBI service to a
friend or family member. 30.1% of the respondents are agreed (maximum), 22.5% are strongly agreed,
and 20.2% are neutral of the fact. 20.2% are strongly disagreed means they not recommend ROBI
service to a friend or family member.
So, maximum respondents or ROBI users are satisfied with ROBI and they would recommend ROBI
service to others.
10
Frequency Analysis of satisfaction status of ROBI product
differentiation
ROBI product differentiation
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
16 9.2 9.2 9.2
Disagree 20 11.6 11.6 20.8
Neutral 26 15.0 15.0 35.8
Agree 95 54.9 54.9 90.8
Strongly Agree
16 9.2 9.2 100.0
Strongly Agree
16 9.2 9.2 100.0
Total 173 100.0 100.0
Table 25: frequency table of satisfaction status of ROBI product differentiation.
10
Figure 37: histogram of ROBI product differentiation
Analysis:
The mode of the question is 4 means 54.9% of the respondents are satisfied about ROBI product
differentiation. 15.0% are neutral, 9.2% are strongly agreed, 11.6% are disagreed and 9.2% are strongly
disagreed or not satisfied with ROBI product differentiation.
So, maximum respondents are more or less satisfied with ROBI product differentiation. Recently ROBI
provides Phurti, joy & power as the prepaid, ROBI postpaid, and INFINITY & SIGNATURE as the
corporate package.
10
Frequency Analysis of satisfaction status of ROBI call rate structure
ROBI call rate structure
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
5 2.9 2.9 2.9
Disagree 27 15.6 15.6 18.5
Neutral 27 15.6 15.6 34.1
Agree 82 47.4 47.4 81.5
Strongly Agree
32 18.5 18.5 100.0
Total 173 100.0 100.0
Table 26: frequency table of ROBI call rate structure.
10
Figure 38: histogram of ROBI call rate structure
Analysis:
The mode of the question is 4 means 47.4% are agreed of the fact they are satisfied of the ROBI call rate
structure. 18.5% are strongly agreed, 15.6% are both neutral and disagreed and the remaining 2.9% are
strongly disagreed of the fact.
So, maximum respondents are more or less satisfied with ROBI call rate structure.
10
Frequency Analysis of satisfaction status of ROBI customer care Program
ROBI customer care program
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
21 12.1 12.1 12.1
Disagree 34 19.7 19.7 31.8
Neutral 48 27.7 27.7 59.5
Agree 45 26.0 26.0 85.5
Strongly Agree
25 14.5 14.5 100.0
Total 173 100.0 100.0
Table 27: frequency table of ROBI customer care program
10
Figure 39: histogram of ROBI customer care program
Analysis:
The mode of the question is 3 means the maximum respondents are neutral which 27.7% is. 26% are
agreed, 14.5% are strongly agreed, 19.7% are disagreed and 12.1% are strongly disagreed.
So, from the above analysis we can say that more than 60% of the respondents are more or less
satisfied with the customer care.
10
Frequency Analysis of satisfaction status of the emergency service offered by ROBI customer care
Emergency service offered by ROBI service
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Disagree
25 14.5 14.5 14.5
Disagree 8 4.6 4.6 19.1
Neutral 45 26.0 26.0 45.1
Agree 36 20.8 20.8 65.9
Strongly Agree
59 34.1 34.1 100.0
Total 173 100.0 100.0
Table 28: frequency table of emergency service by customer care
10
Figure 40: histogram of emergency service offered by customer care
Analysis:
The mode of the question is 5 means the maximum respondents agreed that they are satisfied with the
emergency service offered by ROBI. The maximum respondents are 34.1%. 20.8% are agreed, 26.0% are
neutral and 14.5% are strongly disagreed with the emergency service offered by ROBI.
So, from the above situation we can say that the satisfaction level of customer regarding the
emergency service is more than average or maximum no. of respondents is more or less satisfied with
the emergency service provided by ROBI.
0 1 2 3 4 5 6
emergency service offered by AKTEL service
0
10
20
30
40
50
60
Freq
uen
cy
Mean = 3.55Std. Dev. = 1.378N = 173
Histogram
10
Regression Analysis
A Regression Model for overall network coverage of ROBI by easily connect to other mobile, do not face
any network problem, do not face echo problem and other competitors' network.
I have used a multiple regression model to provide estimates of the effect of each variable in
combination with other variables in this model. Several of the independent variables are excluded
because those variables are not strongly significant. The dependent variable Y is the overall performance
network coverage of ROBI. Independent variables include easily connect to other mobile x1, do not face
any network problem x2, do not face echo problem x3, other competitors' network.x4. The resulting model
is
Y = β0 + β1 x1 + β2x2 + - - - - - - - - - - - + β4x4+ E
Y = Network coverage of ROBI
β0 = constant
β1 = Regression co - efficient associated with independent variable x1
β2 = Regression co - efficient associated with independent variable x2
β3 = Regression co - efficient associated with independent variable x3
β4 = Regression co - efficient associated with independent variable x4
x1= easily connect to other mobile
x2 = Do not face any network problem
x3 = Do not face echo problem
x4 = Easily access other competitors' network
E = Error Term
10
Coefficients (a)
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.419 .256 5.545 .000
easily connect to other mobile
.113 .073 .112 1.539 .126
do not face any network problem
-.226 .070 -.256 -3.210 .002
do not face echo problem
.263 .059 .296 4.449 .000
easily access other competitors' network
.491 .069 .531 7.113 .000
A Dependent Variable: network coverage of ROBI
Table 33: regression of network coverage of ROBI
Y = 1.419 + 0.113 x1 - .226x2 + 0.263 x3 + .491x4
From the p – value of the model it is evident that –
Easily connect to other mobile, x1 is not significant for the model.
(As p- value 0.126 > 0.05)
10
Do not face any network problem, x2 is significant for the model.
(As p- value 0.002 < 0.05)
Do not face echo problem, x3 is significant for the model.
(As p- value .000 < 0.05)
Easily access other competitors' network, x4 is significant for the model.
(As p- value .000 < 0.05)
An AVOVA test is conducted to test whether the model is adequate or not.
Null hypothesis H0: β1 = β2 = β3 = β4 = 0
Alternative hypothesis H1: At least one of them is not zero.
ANOVA (b)
Model Sum of Squares df
Mean Square F Sig.
1 Regression 75.941 4 18.985 27.192 .000(a)
Residual 117.296 168 .698
Total 193.237 172
A Predictors: (Constant), easily access other competitors' network, do not face echo problem, easily connect to other mobile, do not face any network problem
B Dependent Variable: network coverage of ROBI
Here, p-value is .000
10
So, the calculated p-value is lesser than the critical p-value.
That is, p-cal, .000 < p-cric, .05
So, we reject the null hypothesis.
So, it can be said that network coverage of ROBI vary do not face any network problem, do not face
echo problem and easily access other competitors' network.
Figure 41: histogram of network coverage of ROBI
10
Figure 42: normal p-p plot of regression of network coverage
Figure 43: scatter plot network coverage of ROBI
10
PROPOSED RECOMMENDATIONS
Recommendation 1: ROBI should come up with a proper Segmentation Strategy.
Recommendation 2: ROBI should take Preliminary Action while finds any problem regarding new offers.
Recommendation 3: ROBI should follow “Beforehand Cushioning” to reduce uncertainty avoidance.
Recommendation 4: ROBI can introduce Customer Suggestion Hotlines to direct contact with valued customers.
Recommendation 5: ROBI should Efficient in Door-to-Door Delivery System through sub ambassador.
Recommendation 6: Ensuring Improved Network Quality.
Recommendation 7: Creating Special Customer Care Desk for Infinity Subscribers.
Recommendation 8: Developing Effective Advertising and Promotional Strategy.
CONCLUSION
Majority of the customers are satisfied with brand image and product pricing. Network connectivity has
an also positive effect on the satisfaction via brand image. But customer care service has a negative
impact on the customer satisfaction.
To get the initial customers who will spread the word about how wonderful the organization is, there will
have to be initial advertising. One important area is employee relations and training. If employees are
disgruntled, under trained or underpaid, they will never interact in a positive manner with customers and
all of the knowledge and good intentions are for nothing.
Major parts of the postpaid user are not satisfied with ROBI services. People are facing different sorts of
problem.This is a competitive and customer drivenmarket. Customerhas so many choices. So if ROBI can
not satisfy its customers properly then they will lose its Valuable customer and also the market share.
10
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