Customer Satisfaction of Mobile Operators in Bangladesh

Abstract

The introduction of the telecommunication sector has been pretty late in Bangladesh compared to that of the neighboring countries. The mobile telecommunication service has been doubling on an annual basis over the last two or three years. Now-a-days there are six mobile phone operators in the country with - Grameen phone, Robi, Teletalk, Banglalink, Airtel and City cell. They are offering different new package and offers different value added services to satisfy the customers’demands. There exists huge competition among these operators. This research objective is to find out the customers satisfaction level of different mobile operators among students in Dhaka. There are various factors which affect the customer satisfaction. This research aimed to find out critical factors which influence the level of satisfaction of the mobile phone users in Bangladesh. Network coverage, network quality, internet, tariff, customer care, value added services, bill payment system, promotional offers are the most important factors that affect customer satisfaction. Airtel users are more satisfied with the tariff than Grameen phone users. All operators are giving some unusefull SMS to the customer to inform news. As a result customers are highly dissatisfied with it. For internet service the GP users are more satisfied than Airtel users. GP users are satisfied with the network coverage and quality but the price is comparatively high to the other internet service provider, so customers need a cheap internet packages. On the other side Airtel user are not at all satisfied with internet. Customers are satisfied with bill payment system of Grameen phone. Customer care services also play a vital role in the customer satisfaction. If the mobile operators focus on those factors and improve those areas they can sustain the market and earn money from the customers.