Factors Affecting on Consumer Desire: Challenges of Mobile Phone Operators Bangladesh

Monique Ruel ,Chung Soo Jin

doi:10.5539/ijbm.v17n1p78

Abstract

Bangladesh, being a highly-populated area, begets a remunerative market for the telecommunication sector. Huge consumer probability attracts foreign investors provoking market competition higher entering new companies creating accrual in national GDP. To endure in the intensely competitive market, mobile telecommunication service provider companies are conscious about customer expectations and trying to compensate consumer demand offering quality services. This study elucidates the strategies of mobile phone companies to provide services to a satisfactory level, such as segmented marketing paves the way of focused marketing program which allows the companies to provide the expected services to the specific segment of consumers. This research also analyzes information collected about consumer expectations and unearths the factors affecting the volition of an operator and sketches some recommendations to the mobile phone operators.

Highlights

Bangladesh's telecommunications sector began in the mainstream market with the licensing of one private operator in 1989, as before the sector was monopolistic system
There are four mobile telephone companies, offering consumer services. They are Grameenphone Ltd. popularly known as Grameen Phone Ltd (GP), Robi Axiata Ltd(Robi), Banglalink Digital Communication Ltd known as BL and Teletalk Bangladesh Ltd
Banlalink Digital Communication Limited has near about 21% of consumer of whole telecommunication market

Summary

Introduction

Bangladesh's telecommunications sector began in the mainstream market with the licensing of one private operator in 1989, as before the sector was monopolistic system. Government administrated organization Bangladesh Telegraph and Telephone Board (BTTB) was the only operator to provide a fixed phone service before 1989. For the increasing competition survive the companies took various consumer attractive measurements which made the sector one of the biggest organizations in Bangladesh. There are four mobile telephone companies, offering consumer services. They are Grameenphone Ltd. popularly known as GP, Robi Axiata Ltd(Robi), Banglalink Digital Communication Ltd known as BL and Teletalk Bangladesh Ltd. Amongst them Grameenphone is the most dominant operator in this sector according to its consumer volume. Subscriber volume of four operators is given in a table here

Objectives

Methods

Findings

Conclusion