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Customer Attitude Towards Airtel

I'm Md. Riad Shahriar Riaz, student of Comilla University, Department Of MArketing.This is my BBA final internship report which is solely prepared by me.

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Customer Attitude Towards Airtel

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  2. 2. 2 Internship Report On Customer Attitude Towards Mobile Phone Services: A Case Studies On Airtel Prepared By: Md. Riad Shahriar Riaz Id. 1007029 Session: 2010-11 Registration No: MKT- 600081 Dept. Of Marketing Comilla University Supervised By: Dr. Mohammad Amzad Hossain Sarker Associate Professor & Chairman Dept. Of Marketing Faculty of Business Studies Comilla University Date Of Submission: 13th August, 2015
  3. 3. 3 Student Declaration I do hereby declare that this internship report titled “Customer Attitude Towards Mobile Phone Services: A Case Studies On Airtel Bangladesh Ltd.” Is prepared by me. So, this study has not previously been published in any journal or not submitted for the partial fulfillment of any degree, diploma or fellowship in any other Organizations or Universities. ………………………….. Md. Riad Shahriar Riaz Class ID: 1007029 Session: 2010-11 Registration no: MKT- 600081 Department of Marketing Bachelor of Business Administration (BBA) Comilla University.
  4. 4. 4 Supervisor Certification This is to certify that the internship report on “Customer Attitude Towards Mobile Phone Services: A Case Studies On Airtel Bangladesh Ltd.” submitted by Md. Riad Shahriar Riaz, ID: 1007029, Session: 2010-11, Registration no: MKT- 600081 as an integral part of the requirement of Bachelor of Business Administration (BBA) degree from the Department of Marketing, Comilla University. The internship report may be accepted as a constructive work and significant part of the whole program. ……………………………………………. Dr. Mohammad Amzad Hossain Sarker Internship Supervisor Associate Professor Department of Marketing Faculty of Business Studies Comilla University.
  5. 5. 5 Letter of Transmittal 13th August, 2015 Dr. Mohammad Amzad Hossain Sarker Associate Professor Department of Marketing Faculty Of Business Studies Comilla University Comilla, Bangladesh. Subject: Submission of the report of BBA Internship Program. Dear Sir, I have completed the internship program as a course requirement of B.B.A. program and now I am greatly impressed for the submission of my internship report on “Customer Attitude Towards Mobile Phone Services: A Case Studies On Airtel Bangladesh Ltd.” I have tried my level best to bring out the original scenario regarding “Customer Attitude Towards Mobile Phone Services: A Case Studies On Airtel Bangladesh Ltd.” with full of effectiveness & efficiency. To prepare this report I have collected what I believe to be the most relevant information to make my report as analytical and reliable as possible. I have concentrated my best effort to achieve the objectives of the report and hope that my endeavor will serve the purpose. The practical knowledge and experience gathered during my report preparation will immeasurably help in my future professional life. I am very glad to you because you assigned me to do the report. I hope that my report will meet your standard and oblige thereby. Yours faithfully, Md. Riad Shahriar Riaz Class ID: 1007029 Session: 2010-11 Registration no: MKT- 600081 Department of Marketing Bachelor of Business Administration (BBA) Comilla University.
  6. 6. 6 Acknowledgement I would like to express my profound gratitude to all those who have been instrumental in the preparation of this internship report. I wish to place on records, my deep gratitude for the support, direction, and supervision in every aspect from, Airtel officials, my faculty, and friends. First of all, I feel proud to express my deepest sense of gratitude to my honorable supervisor Dr. Mohammad Amzad Hossain Sarker, Associate Professor and Chairman, Department of Marketing, Comilla University with superb helping tendency especially his scholastic guidance, constructive criticism and untiring help for successful completion of this internship program and writing this report. I would also like to show my utmost gratitude to all the officials of Airtel Bangladesh limited; especially the teams that I have worked in and all the others teams in the Marketing function. I would like to mention the name of Md. Forhad Hossain (Zonal Business Manager, Comilla Zone) for facilitating me with all the internal information that helped me to prepare the company overview and industry analysis; the information that I as an intern had no access to. I cannot but mention Shiba Shankar Dey (Territory Manager, Comilla-12 Distribution House) with utter thankfulness for his grateful support by providing information of his territory.
  7. 7. 7 Executive Summary Airtel Bangladesh limited is one of the fastest growing mobile phone company in Bangladesh. Although the market share of Airtel Bangladesh limited in Bangladesh is very low but it is the three largest mobile phone operator all over the world. It is a great matter of interest that the market growth rate of Airtel is very high comparative to other operators. It is operating its business in 21 countries. So it has better skills in this sector for providing better customer services. Airtel is trying to satisfy its customer by providing best call rate than the others. It is the major marketing tools of Airtel to capture the market and enhancing its market share. It is also providing low priced internet packages to capture the young generation who are the most user of internet connection. Its targeted customer group is the young generation in all sector and for that reason its slogan is also “Bondhu Chhara Life Impossible”. Some problems are facing by the customer of Airtel users, such as network problem, unwanted SMS, lack of proper steps for fastest growing of 3G. Airtel is trying to solve these problem in a priority basis. So hopefully it will solve all the problems in a short time and make customer satisfaction better then present scenario. I hope my report will provide some important recommendations for Airtel which will help it to providing better customer services and gaining high customer satisfaction. In my report I tried my level best to find out its strengths, weakness, opportunities, Threats etc. Anyone can get a vast knowledge about Airtel and its activities from my report and can find himself why he will use Airtel connection.
  8. 8. 8 Table Of Content Chapter Topics Page No. 1 Introduction 1-10 1.1 Introduction of the report 1-8 1.2 Problem Statement 8 1.3 Research Objective 9 1.4 SWOT Analysis 9-10 2 Literature Review 11-18 2.1 Description Of the Topic 11-15 2.2 The references for the literature review used for the problem 16-18 3 Research Methodology 19-22 3.1 Origin of the Report 20 3.2 Objectives of the Study 20 3.3 Significance 20 3.4 Scope of the Study 21 3.5 Methodology 21 3.6 Questionnaire Design 21 3.7 Sample 22 3.8 Limitations 22 4 Findings & Analysis 23-34 4.1 Findings 24-33 4.2 Analysis Of Customer Attitude 34 5 Conclusion and Recommendations 35-37 5.1 Respondent’s opinion and suggestion 36 5.2 Recommendations 36 5.3 Conclusion 37 References 38 Appendix 39-40
  9. 9. 9 Chapter One Introduction
  10. 10. 10 1.1 Report on the organization: Bharti Airtel, a leading telecommunications service provider with operations in 21 countries across South Asia and Africa, Headquartered in New Delhi, India, moved up one notch in the world wide ranking to be the third largest mobile operator in the world in terms of subscribers. At the end of the quarter ended June 2015, the Company had over 303 million mobile subscribers across its operations. Airtel Bangladesh Ltd. formerly known as Warid Telecom, is a GSM and 3G based cellular operator in Bangladesh. Airtel is the sixth mobile phone carrier to enter the Bangladesh market, and originally launched commercial operations under the brand name Warid on May 10, 2007. In 2010, Warid Telecom sold a majority 70% stake in the company to India's Bharti Airtel Limited for US $300 million. The Bangladesh Telecommunication Regulatory Commission approved the deal on Jan 4, 2010. Bharti Airtel Limited took management control of the company and its board, and rebranded the company's services under its own airtel brand from December 20, 2010. In March, 2013, Warid Telecom sold its rest 30% share to Bharti Airtel’s Singapore-based concern Bharti Airtel Holdings Pte Limited. It is one of the fastest growing mobile services providers in Bangladesh and is a concern of Bharti Airtel Limited, a leading global telecommunications services provider. The company offers a wide array of innovative mobile services, including voice, value added services, data and m-commerce products and is focused on expanding its state-of-the-art mobile network both for coverage and capacity. With a customer base of more than 8 million, Airtel Bangladesh is the most preferred youth brand of the country that thrives on excellent data service. And data experience with Airtel will only be better when the company will introduce its array of 3G services. To make customers’ lives easier Airtel Bangladesh has Doorstep Service by which customers can enjoy all kinds of service at their preferred place. M-Commerce opened a new horizon in money transfer that gives Airtel customers the freedom to send money to their dear ones instantly from their mobile. Through M-health, customers can now reach professional doctors over phone 24/7 and get basic treatment. To enrich the lives of the customers Airtel has 7 Airtel Experience Centers (AEC) and 77 Airtel Relationship Centers (ARC) across the country and our corporate office is situated in Banani (house 34, Road 19/A), Dhaka 1213, Bangladesh.
  11. 11. 11 The competitors in the market will reveal the following companies- o Grameenphone/Telenor Bangladesh Ltd. Branded as Grameenphone o Orascom Telecom Ltd. Branded as Banglalink o Axiata Bangladesh Ltd. Branded as Robi o Teletalk Bangladesh Ltd. Branded as Teletalk. o Pacific Bangladesh Telephone Ltd. Branded as Citycell The total number of Mobile Phone subscriptions has reached 126.866 million at the end of June 2015, the number of mobile phone user is increasing rapidly day by day. In starting of the analysis of the companies in the telecommunication sector in Bangladesh a list of percentage of the companies is stated below. This list will represent the comparison as well the positions of the companies in the current market scenario of the telecom industry of Bangladesh. Company Name Subscribers Market Share (%) Grameen Phone Ltd. (GP) 53.129 41.88% Banglalink Digital Communications Limited 32.224 25.40% Robi Axiata Limited (Robi) 27.368 21.57% Airtel Bangladesh Limited (Airtel) 8.743 6.90% Teletalk Bangladesh Ltd. (Teletalk) 4.216 3.32% Pacific Bangladesh Telecom Limited (Citycell) 1.187 0.94% Total 126.866 100% Table: Market Share (%) of the Competing Telecom companies in Bangladesh
  12. 12. 12 Organization Profile In Brief: Type Private Industry Telecommunication Predecessor Warid Bangladesh Founded December 2, 2010(Registration date) Headquarters House 34, Road 19/A, Banani, Dhaka 1213, Bangladesh Key people Mr. Prasanta Das Sarma (CEO and MD), Rajnish Kaul (COO), Mr. Ashraful H. Chowhdury (CCAO) Products Telephony, EDGE, GSM, HSPA+/3G Operating income ₹21.771 billion (US$340 million) (2010) Net income ₹18.282 billion (US$290 million) (2010) Total assets ₹856.142 billion (US$13 billion) (2010) Total equity ₹502.603 billion (US$7.8 billion) (2010) Note: All figures include Bangladesh, India and Sri Lanka operations Parent Bharti Airtel (100%) Slogan Bondhu Chhara Life Impossible Website Information source: Wikipedia
  13. 13. 13 1.1.1 The meaning of logo and making of the name AIRTEL: A I R Airtel believes in enthusiasm, strength and cheerfulness and so their logo is called 'The Wave' and was created by creative agency JWT. The logo is a representation of the 'a' in 4th word airtel. The curliness of the shape and the highlights of the red color make it warm and inviting. Moreover the name Airtel includes alive, inclusive and respectful and of course it is in terms of their service in the telecom industry. The logo and the color itself reflect how much the company is dedicated to serve the customers with their utmost eagerness and enthusiasm. Since red is the color of life and eagerness the entire strategy of being service oriented and lively altogether help targeting the youth with their most attracting marketing activities and such a meaningful logo. 1.1.2 Background History Of Airtel: The Dhabi Group is a multinational company based in the UAE, which was the first to set up business of Warid (present Airtel) in Bangladesh in 2006. It owns and operates a wide range of business concerns that are spread across 3 different continents. It has a diversified business interest in the institutions that have enjoyed commercial success as a result of its strong financial resources and extensive management expertise. Airtel Bangladesh takes pride in being backed by the Abu Dhabi Group, one of the largest groups in the Middle East. It is currently operational in Bangladesh and Pakistan, while it is also setting up its business in almost in 20 countries. Within the markets Airtel is already operating, it has quickly developed a large customer base and established itself as one of the leaders of telecom service sector. 1.1.3 Customer Care Center: AEC, ARC, & ASC: Most of the problems of the subscribers are solved by the helpline service. But there are some problems that cannot be solved over the telephone conversation. Subscriber need to appear physically to deal with those problems. Airtel has six customer care centers around the country, which is known as ―Airtel Experience Center (AEC), located at key locations. These centers are directly run by Airtel itself. Airtel has more than two hundred outlets spread across Bangladesh, the largest chain of retail outlets in the country, which is further backed up by a chain of sub- dealers, affinity partners & distributors. Dealer outlets are known as ―Airtel Relationship Center (ARC). Bill payment, address change, SIM replacement, new connection, scratch cards and InclusiveAlive Respectful Airtel
  14. 14. 14 sometimes mobile sets are sold at these outlets. Bill collection for postpaid users and ―Easy Load, top up for pre-paid users can also be availed at the franchises. These franchises directly appoint dealers and sub-dealers in their designated areas. Furthermore, Airtel also has more than four thousand ―Airtel Service Center (ASC) around the Bangladesh. This service center handles the customer services, for instances, SIM replacement, new connection, prepaid recharge, postpaid bill payment and other customer queries. These after sales services are very crucial to keep the customer informed and satisfied regarding Airtel. 1.1.4 Mission of Airtel Bangladesh  Establish and sustain as a customer centric organization.  Continuously develop, motivate and empower our people.  Provide high quality and innovative communication services, through state of the art infrastructure and a team of professionals.  Achieve profitable growth for all our stakeholders. 1.1.5 Vision of Airtel Bangladesh To become the essential communication provider in Bangladesh of high quality voice and innovative data services by offering affordable products and services to all market segments and to become an integral part of their everyday lives. Airtel Bangladesh’s brand values include:  Simplicity  Honesty  Innovation  Quality  Dynamic  Friendly 1.1.6 Objectives of the Airtel Bangladesh  The company has several objectives to fulfill the demand of the customers.  Provide easy access to telephone in rural Bangladesh.  Introduce a new system of communication for villagers.  Bring the information revolution to the villages and prove that telecommunication is the greatest weapon against poverty.  Provide different range of services to the customers.  Fulfill the customers’ satisfaction.
  15. 15. 15 Take Airtel Bangladesh service to that height where for anyone, having a cell phone would mean having an Airtel Bangladesh connection. 1.1.7 Policies of Airtel Bangladesh Airtel Bangladesh believes in working with strategic partners and employees for long term relationships. As a consequence of the above Airtel Bangladesh is looking for the following to deliver its vision: Strategic vendors and partners to assist in rolling out these services in a timely and efficient manner with a focus on turnkey solutions and premium propositions; Strong partners to assist in launching these services and creating effective sales & marketing / business development opportunities for all to operationally and financially gain; Consultants and experts to help deliver this vision; Well- rounded employees who wish to become part of this adventure. 1.1.8 Goal Airtel Bangladesh’s goal is to have satisfied customers and the only way to achieve that is by providing quality services. 1.1.9 Airtel Mela: As I work in Airtel as an intern for three months I have gathered knowledge about its Mela activity which is the major tools for selling new connection. It performs 3 types of Mela. These are: 1. Brand Promotion 2. Canopy activity 3. Van Activity  1.9.1 Brand Promotion (BP): It is two type. 1) Rural BP 2) Urban BP. A brand promoter works for this. If he works in rural area he is called Rural BP, and if he works in Urban Ares he is called Urban BP.  1.9.2 Canopy activity: A runner has to be appointed to sell SIM in a different place every day under a retailer code with the assistance of the retailer.  1.9.3 Van Activity: In van activity the SIM seller sell SIM from a van in different places in the street. Daily two events organized, one event is from 9 am to 2 pm and another is from 2 pm to 8 pm. It is done in Low revenue sight. In comilla zone 2 van perform the van activity, one in comilla and another in Noakhali.
  16. 16. 16 1.1.10 The Airtel New Look An evolution that strengthens the Airtel identity while keeping the customers in focus. This time Airtel used a more contemporary font & style to give a more approachable image. Airtel’s new slogan is “be heard”. This new logo encompasses the expanding reach of Airtel not just in Bangladesh but in an international footprint. With our strengthened GPRS/EDGE network we would empower our customers to create their own life style networks. 1.1.11 Competitors: The competitors of Airtel Bangladesh have increased as the growing demand of telecommunication in our country. The major competitors are: Banglalink, Robi, Citycell, Teletalk, Grameenphone. 1.1.12 Strategy of Airtel Bangladesh Airtel Bangladesh’s basic strategy is coverage of both urban and rural areas. In contrast to the “island” strategy followed by some companies, which involves connecting isolated islands of urban coverage through transmission links, Airtel Bangladesh builds continuous coverage, cell after cell. While the intensity of coverage may vary from area to area depending on market conditions, the basic strategy of cell-to-cell coverage is applied throughout Airtel Bangladesh’s network. 1.2 Problem Statement: During my three months internship time I find out some problem of Airtel which should be solve as soon as possible to get better customer response. Some of these problems are very much emergency to solve, some are less important. So these problem should be solved in less time according to their emergence. These problems are as follows:  Due to the limited network coverage, high satisfaction among existing customers have been a challenge.  Unavailability of 3G network all over the urban areas is a problem, because the customers are searching high speed internet.  In the field sector the advertising is less which should be increase to get positive response from the customer.  Some customer complaint that the service is not as well as they expect.  Sales Representative (SR) are not active in all market. So that the customer didn’t get recharge, Cards, MB Cards, etc. in time when they required.  The offer which are offered to the customer, sometime they can’t provide with the requirement of the customer. As a result sometime the customer did not get satisfied with the offers.
  17. 17. 17 1.3 Research Objective: The objective of the report is divided into two parts. They are specific and broad objectives. The specific and broad objective of this report is given below: 1.3.1 Broad Objective: The broad objective of this report is to find out the customer satisfaction level of Airtel prepaid customers. 1.3.2 Specific Objectives: The specific objectives are as follows:  To find out specific areas of satisfaction of Airtel prepaid users  To figure out specific areas of dissatisfaction of Airtel prepaid users  To know the overall satisfaction level of the customers  To figure out the Loyalty level and the reason of loyalty increase and decrease  To figure out possible improvement sectors to reduce dissatisfaction 1.4 SWOT Analysis In order to find what are the strengths, weaknesses, opportunities and threats faced by Airtel Bangladesh Ltd. How can they increase their market share in Bangladesh Cellular industry? Following is the SWOT Analysis of Airtel Bangladesh. 1.4.1 Strengths of Airtel o Superior product quality for customers o Better customer relationship than competitors o Extra features and services o Committed and efficient staff o Strong financial base o Products innovations ongoing o Good reputation among customers o Good packages according to the target market o Management is rational and understanding the situation o Low price as compared to quality provided
  18. 18. 18 1.4.2 Weaknesses of Airtel  Less time in market as compared to major competitors  Less coverage as compared to major competitors  Less experienced employees than competitors  Not able to capitalize on start 1.4.3 Opportunities for Airtel  A developing market  Mergers, joint ventures or strategic alliances  Could develop new products  Extension to overseas  Decline of major competitors  Technologically better environment  New launches  More customers after re-launch 1.4.4 Threats for Airtel  Emerging companies in market  Unstable political conditions  High public expectations  Low prices of competing brands
  19. 19. 19 Chapter Two Literature Review
  20. 20. 20 As my project area is to find out the customer attitude towards Airtel Bangladesh limited, I have gone through different articles and journals published for telecom sector. I have also reviewed various websites, research papers and text books to enrich my theoretical knowledge on retailer perception level. It provides me with an idea about the current situation in terms of what has been done, and what I know. Sometimes it includes suggestions about what needs to be done to increase the knowledge and understanding of a particular problem. 4.1 Description Of the Topic: Consumer attitudes are a composite of a consumer's (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object. Beliefs. The first component is beliefs. A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a cold morning, but not well on a hot summer evening when one wants to sleep). Note also that the beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some beliefs may, upon closer examination, be contradictory (e.g., that a historical figure was a good person but also owned slaves). Feelings. Consumers also hold certain feelings toward brands or other objects. Sometimes these feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a hamburger because of the tremendous amount of fat it contains), but there may also be feelings which are relatively independent of beliefs. For example, an extreme environmentalist may believe that cutting down trees is morally wrong, but may have positive affect toward Christmas trees because he or she unconsciously associates these trees with the experience that he or she had at Christmas as a child. Behavioral Intention. The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or affect), but may sometimes reflect other circumstances--e.g., although a consumer does not really like a restaurant, he or she will go there because it is a hangout for his or her friends.
  21. 21. 21 Attitude-Behavior Consistency. Consumers often do not behave consistently with their attitudes for several reasons:  Ability. He or she may be unable to do so. Although junior high school student likes pick- up trucks and would like to buy one, she may lack a driver’s license.  Competing demands for resources. Although the above student would like to buy a pickup truck on her sixteenth birthday, she would rather have a computer, and has money for only one of the two.  Social influence. A student thinks that smoking is really cool, but since his friends think it’s disgusting, he does not smoke.  Measurement problems. Measuring attitudes is difficult. In many situations, consumers do not consciously set out to enumerate how positively or negatively they feel about mopeds, and when a market researcher asks them about their beliefs about mopeds, how important these beliefs are, and their evaluation of the performance of mopeds with respect to these beliefs, consumers often do not give very reliable answers. Thus, the consumers may act consistently with their true attitudes, which were never uncovered because an erroneous measurement was made. Attitude Change Strategies. Changing attitudes is generally very difficult, particularly when consumers suspect that the marketer has a self-serving agenda in bringing about this change (e.g., to get the consumer to buy more or to switch brands). Changing affect. One approach is to try to change affect, which may or may not involve getting consumers to change their beliefs. One strategy uses the approach of classical conditioning try to “pair” the product with a liked stimulus. For example, we “pair” a car with a beautiful woman. Alternatively, we can try to get people to like the advertisement and hope that this liking will “spill over” into the purchase of a product. For example, the Pillsbury Doughboy does not really emphasize the conveyance of much information to the consumer; instead, it attempts to create a warm, fuzzy image. Although Energizer Bunny ads try to get people to believe that their batteries last longer, the main emphasis is on the likeable bunny. Finally, products which are better known, through the mere exposure effect, tend to be better liked--that is, the more a product is advertised and seen in stores, the more it will generally be liked, even if consumers to do not develop any specific beliefs about the product. Changing behavior. People like to believe that their behavior is rational; thus, once they use our products, chances are that they will continue unless someone is able to get them to switch. One way to get people to switch to our brand is to use temporary price discounts and coupons; however, when consumers buy a product on deal, they may justify the purchase based on that deal (i.e., the low price) and may then switch to other brands on deal later. A better way to get people to switch
  22. 22. 22 to our brand is to at least temporarily obtain better shelf space so that the product is more convenient. Consumers are less likely to use this availability as a rationale for their purchase and may continue to buy the product even when the product is less conveniently located. (Notice, by the way, that this represents a case of shaping). Changing beliefs. Although attempting to change beliefs is the obvious way to attempt attitude change, particularly when consumers hold unfavorable or inaccurate ones, this is often difficult to achieve because consumers tend to resist. Several approaches to belief change exist: 1. Change currently held beliefs. It is generally very difficult to attempt to change beliefs that people hold, particularly those that are strongly held, even if they are inaccurate. For example, the petroleum industry advertised for a long time that its profits were lower than were commonly believed, and provided extensive factual evidence in its advertising to support this reality. Consumers were suspicious and rejected this information, however. 2. Change the importance of beliefs. Although the sugar manufacturers would undoubtedly like to decrease the importance of healthy teeth, it is usually not feasible to make beliefs less important--consumers are likely to reason, why, then, would you bother bringing them up in the first place? However, it may be possible to strengthen beliefs that favor us--e.g., a vitamin supplement manufacturer may advertise that it is extremely important for women to replace iron lost through menstruation. Most consumers already agree with this, but the belief can be made stronger. 3. Add beliefs. Consumers are less likely to resist the addition of beliefs so long as they do not conflict with existing beliefs. Thus, the beef industry has added beliefs that beef (1) is convenient and (2) can be used to make a number of creative dishes. Vitamin manufacturers attempt to add the belief that stress causes vitamin depletion, which sounds quite plausible to most people. Change ideal. It usually difficult, and very risky, to attempt to change ideals, and only few firms succeed. For example, Hard Candy may have attempted to change the ideal away from traditional beauty toward more unique self-expression. Nature Of Attitudes. Consumer attitude can be better explained by understanding the nature and characteristics of attitude. Attitudes are composed of three components, viz, a knowledge or cognitive component, a feeling and affect component and a behavioral and conative component. In terms of consumer learning, the attitude would express a consumer’s feeling of like or dislike about a product or service offering and the marketing mix. The knowledge component is reflected in the learned knowledge that a consumer obtains from his interaction with others as well as his own experiences. The feeling component is reflected in his evaluation, and the resultant feeling of favorableness and unfavorableness. The behavioral component is reflected in the predisposition to
  23. 23. 23 act (purchase) based on the evaluation. Based on this explanation, the nature of attitudes can be elaborated as follows: 1. Attitudes are directed towards an object (product/service offering, price, store, dealer, promotion, advertisement etc.) about which a consumer has feelings and beliefs. 2. Attitudes have a direction; they could be positive or negative. A consumer could possess feelings of like/dislike, favorableness and unfavorableness towards a product or service as well as the mix. They vary in degrees and intensity, and can fall anywhere along a continuum from very favorable to very unfavorable. 4. Attitudes are a learned predisposition. Attitudes are learned; they are formed as a result of i) self-experiences with the product/service offering and the mix; ii) interaction with other people, be it family, friends, peers and colleagues; iii) information obtained from the marketer through promotion particularly advertisements as well as dealers and salespeople. Attitude formation as a process is impacted by needs and motivation, perception as well as learning. 5. Attitudes cannot be observed directly. While attitudes are comprised of three components, behavior is just one of them. It is only this component that can be seen; the cognitive and affect components cannot be seen. Thus it is said that attitudes cannot be seen; they can only be inferred from the manner in which an individual behaves. Thus, we can infer that a person who buys Colgate Total toothpaste and disregards Pepsodent has a positive attitude towards Colgate. 6. While attitudes can be inferred from our behavior, it is not synonymous to behavior. It has two other components, and reflects a learned predisposition to act favorable or unfavorable towards a product and service offering and the mix. 7. Attitudes are situation specific; they occur within a situation. Sometimes depending upon the situation, a consumer may exhibit a behavior that may be inconsistent with his/her attitude. He may prefer to buy Pepsodent over Colgate because the former is on a sales promotion and gets him a free toothbrush.
  24. 24. 24 4.2 The references for the literature review used for the problem are: Seth et al (2008) analyzed that there is relative importance of service quality attributes and showed that responsiveness is the most importance dimension followed by reliability, customer perceived network quality, assurance, convenience, empathy and tangibles. Liu (2002) found that the choice of a cellular phone is characterized by two attitudes: attitude towards the mobile phone brand on one hand and attitude towards the network on the other. Samuvel (2002) observed that most of the respondents consider size, quality, price, instrument servicing are an important factors for selecting the handset while majority of the respondents are satisfied over the payment system, quality of services, coverage area and the process of attending the complaints regarding their mobile service provider. Nandhini (2001) examined that attitude of the respondents using cell phones was not influenced by either education or occupation and income. Kalpana and Chinnadurai (2006) found that advertisement play a dominant role in influencing the customers but most of the customers are of opinion that promotional strategies of cellular companies are more sale oriented rather than customer oriented. Haque et al (2007) suggested that price, service quality, product quality & availability, and promotional offer play a main role during the time to choose telecommunication service provider. Mukesh (2011) in their study analyzed that majority of the respondents have given favorable opinion towards the airtel brands but some problems exist that deserve the attention of the airtel customer. They need to bridge gap between the product promised and product offered. The overall customer’s attitude towards airtel brands is that they are satisfied with the existing brands but still they want more brands to be provided. Sumesh (2012) in his Study analyzed that it is the youth which is the real growth driver of the technology industry in India. Considering this fact the paper is an attempt to gives as naps hot of how frequently young people use their airtel for several embodied functions of the airtel. Tsang et al, (2004), "Consumer Attitudes Towards Mobile Advertising: An Empirical Study". The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. An instrument for measuring attitudes toward mobile advertising is developed. The results of a survey indicate that (1) consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it, and (2)
  25. 25. 25 there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a good idea to send SMS advertisements to potential customers without prior permission. An attitude is an enduring combination of cognitive, emotional, and behavioral processes (Neal, Quester and Hawkins, 2004) or mental states by which consumers structure the way they perceive and respond to market environmental elements (Aaker, Kumar and Day, 1998) such as a retail store, a television program, a product (e.g. a mobile phone), or a concept (e.g. advertising). The behavioral component of an attitude is “the tendency of the attitude holder to respond in a certain manner toward an object or activity” (Neal et al, 2004). Research (e.g. Scharl, Dickinger and Murphy, 2005; Tsang, Ho and Liang, 2004) drawing on the Theory of Reasoned Action (Ajzen and Fishbein, 1980), found positive relationships between attitudes, intention, and behavior associated with mobile advertising. Tsang and Liang (2004) also found that consumers have generally negative attitudes toward mobile advertising unless they have specifically consented to receive the advertising messages. Fishbein’s attitude theory proposes that an attitude towards any object is a function of an individuals’ beliefs about the object and the evaluative aspects of those beliefs (Fishbein, 1967). Fishbein’s theoretical exposition of the causal basis of attitudes, have stimulated much of the attitude research in marketing and is frequently used (MacKenzie, Lutz and Belch, 1986; Mitchell and Olson, 1981; Ducoffe, 1996). The salient beliefs mediate the marketing variable’s effect on attitude, attitude in turn mediates the subsequent effects on a specific behavioral intention such as buying a product (Andersson and Nilsson, 2000). Consumer attitudes toward advertising in general have long been found to be negative, Zanot, for instance, found that attitudes toward advertising became increasingly negative after the 1970s , early surveys of consumer attitudes revealed somewhat positive results (Tsang et al, 2004). Many advertising researchers have proved the positive relation between attitude towards the individual ad and hierarchy of effects (Bruner & Kumar, 2000). Previous research also shows that the attitude towards the ad is partly explained by attitude to the context in which the advertising is processed (Andersson and Nilsson, 2000). An extensive survey of SMS advertising in the UK reveals that SMS advertising is considered as acceptable as TV and radio advertising if it is delivered by a trusted source. Consumers are willing to (attitude toward) receive several SMS campaigns per week, but they fear that spamming might occur (Enpocket, 2002). Philip Kotler (2008), observed that satisfaction is a person's feelings of pressure or disappointment resulting from product's perceived performance (outcome) in relation to his or her expectations. A
  26. 26. 26 customer is satisfied when an offering performs better than expected and is dissatisfied when expectations exceed performance (Bolton, 1998). Similarly, customers have expectations with regard to the behavior of service employees, when these are exceeded, the level of customer satisfaction with the service provider is positively influenced (Thurau, 2004). Service encounter play a prominent role in customer satisfaction (Suprenant and Solomon 1987). Customer satisfaction is influenced by overall quality, price, expectations (Anderson, 1994; Fornell et al., 1996) firm image (Aga, 2007) and persons desires (Spreng, 1996).
  27. 27. 27 Chapter Three Research Methodology
  28. 28. 28 3.1 Origin of the Report This report is a partial requirement of the BBA program. Assigned by the institutional Supervisor Dr. Mohammad Amzad Hossain Sarker, Associate Professor, Department Of Marketing, Comilla University, on August, 2015. I prepared this report as a part of my study. 3.2 Objectives of the Study Internship is a part of the course-outline of BBA program and it is mandatory. Internship is a source of good learning and it is a basic element of a student’s career which applies the theoretical knowledge into practical work. Internships are a great way to learn about an occupation and get work experience at the same time. Internship enables a person to develop his skills and abilities that are directly applicable to his career. Internships give an insight from a student’s career to a professional career. I wanted to see for myself whether my academic progress relates to official work or not, and so it lead me to Airtel Bangladesh. Airtel Bangladesh because it is a Multinational dynamic organization with a powerful culture that allows people to make the most of their skills, personality and career. I developed such knowledge and skills which directed to my career. The internship program at Airtel Bangladesh is designed in such a way that it ensures maximum learning in ones chosen career area and provides the person with an insight into the company, work and people. 3.3 Significance During my academic years in the BBA program I got exposed to many terms which are applicable in a professional career. From the beginning of my degree I was taught about the organizational structures, organizational hierarchy (chain of command) etc. At Airtel Bangladesh I got a chance to experience my studious learning in relation to practical work. I became a part of the organizational hierarchy as I had to report to my supervisors and they had to report to their supervisors. A chain of command followed from the Manager through the Executives to the Internees. At Airtel Bangladesh I observed that an employee is hired through a proper recruitment and selecting process and his training takes place on the bases of his job which enhances his knowledge, skills and abilities. An employee is retained by providing him with perks, incentives and benefits. All the employees of Airtel Bangladesh are given medical benefits, mobile phone and transport facility when required to perform an official task. Human Resource planning is a road map used to carry out an activity, everything is accurately planned in Airtel Bangladesh so that the results can be perceived and accuracy can be achieved.
  29. 29. 29 3.4 Scope of the Study This report renders a close analytical look at the Airtel Bangladesh with main focus and emphasis on training and development of Airtel Bangladesh. The report is written from the point of view of Airtel Bangladesh Ltd. 3.5 Methodology The business research used in this report is descriptive nature. Through this descriptive research this report seeks to determine the answers to who, what, where and how questions of the Airtel Bangladesh Ltd. Secondary data analysis was selected as the basic research method. 3.5.1 Data Collection Data for this report has been extracted mainly from secondary sources, as well as primary sources by conducting depth interview. 3.5.2 Source of Secondary data Majority of the secondary data was obtained from the Marketing Department of Airtel Bangladesh Ltd. Annual reports of the mobile operators, their official web sites, reports done on the telecommunication sectors and information obtained from the Internet. 3.5.3 Data processing and analysis Collected information was processed with the aid of MS Excel computer Software. Detailed analysis, working variables, variables and working definitions are incorporated in the report. 3.6 Questionnaire Design I was asked to conduct a field survey among only the Airtel subscribers since the project was to assess their attitude towards the services of Airtel. For that purpose, I had to keep the questions easily communicable and recordable. Before starting the survey I had sit and discussed with all the members of VAS (especially the on-field supervisor) to finalize the questionnaire.
  30. 30. 30 3.7 Sample I have conducted my research through field Survey. For this survey, I have randomly picked 60 samples of the Airtel subscribers. As my research is to find the attitude Level of the subscribers on overall Services of Airtel, therefore all the Airtel subscribers are my theoretical research population. For more accurate outcome, it is appropriate to pick samples randomly from the whole Airtel subscriber base and so I took the sample size of 60. In order to complete the purpose, survey is the most convenient way and I conducted a survey to get the appropriate result. 3.8 Limitations The major limitation factor for this report was primarily the reluctance and strict adherence to confidentiality maintenance attitude shown by the officials of mobile operator. Respondents are also not willing to share information. Most of the calculations had to be made taking Airtel Bangladesh’s figures as the industry average. Most of the relevant literature and study materials on the telecom sector were not updated, and no comprehensive in depth study on the cellular industry could be found. The analysis and future projections were computed with the simplified trend analysis by MS Excel Use of other professional of statistical software would generate reports with higher level of precision and lower standard deviation.
  31. 31. 31 Chapter Four Findings & Analysis
  32. 32. 32 The questionnaire that was designed for identifying the Customer Satisfaction on the Value Added services contains 19 different questions. The first few questions and their analysis give an idea about the demographical information about the sample population. The second part of the questionnaire elaborates the information that is related to the customers’ opinion about the quality of the VAS and their attitude towards the services. Last but not the least the third part of the questionnaire describes along with the second part about the consumer satisfaction broadly. Upon elaboration of the findings the attitude level of the customers will be clearer. All the findings are discussed in tabulation, percentage and graphical analysis and their interpretation. The first five findings of the questions give answers and an overview of the demographical condition of the sample population. Interpretation and graphical representation of the most important finding along with a total demographical analysis has been discussed elaborately below for a better understanding. 4.1.1 Finding 1 (Gender): Frequency Percentage Cumulative Percentage Valid Male 38 63% 63% Female 22 37% 100% Total 60 100% Table 1: Gender Analysis of the Sample Subscribers Interpretation: The above table shows the statistics of the sample’s gender. Here, among all the 60 respondents 38 are male and rest of the 22 respondents are female which clearly states that 63% of the sample population is male and 37% is female. Both the genders have been considered here to assess their satisfaction about the Value Added Services of Airtel Bangladesh Ltd. Graphical Representation of Data: 38 22 Male Female Gender Analysis Figure 1
  33. 33. 33 4.1.2 Finding 2 (Age): Table 2: Age Analysis of the Sample Subscribers Interpretation: From the above table, it is seen that among the 60 respondents 23% are below the age of 21, 28% of them have their age between 21-25, there are 25% respondents between the age limit of 26-30. 12% of the respondents belong to the age group of 31-35 and the rest of the 12% are 36 years old or have their ages more than 36. From the above statistics, if we give a look to the cumulative percentage then it can be said that, most of the respondents that is 76% from 100% belong to the age group of 21-30. It can be easily inferred that the young generation prefer Airtel more than the middle-aged one. A graphical representation has also given below for better understanding. Graphical Representation of Data: 0 2 4 6 8 10 12 14 16 18 Below 21 21-25 26-30 30-35 36- Above Age Analysis Figure 2 Frequency Percentage Cumulative Percentage Valid Below 21 14 23% 23% 21-25 17 28% 51% 26-30 15 25% 76% 30-35 7 12% 88% 36- Above 7 12% 100% Total 60 100%
  34. 34. 34 4.1.3 Finding 3 (Profession): Frequency Percentage Cumulative Percentage Valid Student 34 56% 56% Business 7 12% 68% Service 12 20% 88% Teacher 5 9% 97% Others 2 3% 100% Total 60 100% Table 3: Profession Analysis of the Sample Subscribers Interpretation: In the above mentioned table there are 5 categories that were considered as the professions of the sample subscribers. The categories are as we can see Students, Business, Service, Teacher and Others. From the statistics it can be concluded that majority of the sample subscribers are students that is 56%. 12% of the respondents are businessman and 20% are involved in different services. The rest of the 9% and 3% respondents have their professions as teacher or other activities such as doctors and lawyers. Graphical Representation of Data: 57% 12% 20% 8% 3% Profession Analysis Student Business Service Teacher Others
  35. 35. 35 4.1.4 Finding 4 (Monthly Expenditure on Mobile): Valid Cost Frequency Percentage Cumulative Percentage 0-100 28 47% 47% 100-300 15 25% 72% 300-500 10 17% 89% 500-1,000 5 8% 97% 1,000- Above 2 3% 100% Total 60 100% Table 4: Monthly Expenditure on Mobile Phone Analysis of the Sample Subscribers Interpretation: There are five categories in the section of monthly expenditure on mobile phone to identify with usage pattern of the telephone services. The results in this section show that 47% of the total respondents spend up to BDT 100 for mobile phone usage every month. In the category of BDT 100-300 there are 25% of the respondents. 17% of them have their expenditure in the range of BDT 300-500 and only 8% spend between BDT 500-1,000 per month for mobile phone usage. Only 3% of the total sample population spends more than BDT 1,000 on their mobile phone every month. So from the table it can be supposed that the highest usage rate is in the range of BDT 0-100 who are mostly students. The biggest amount user are mostly business person and VIP’s. Graphical Representation of Data: 0 5 10 15 20 25 30 0-100 100-300 300-500 500-1,000 1,000- Above Monthly Expenditure Analysis Figure 4
  36. 36. 36 4.1.5 Finding 5 (Use Airtel Connection As): Frequency Percentage Cumulative Percentage Valid No Comment 3 5% 5% Primary 18 30% 35% Secondary 39 65% 100% Total 60 100% Table 5: Use of Airtel as Mobile Connection Interpretation: It can be seen from the above table that 65% of the respondents use Airtel SIM as secondary mobile connection whereas 30% of the sample people use it as their primary SIM cards. While conducting the survey there were no comments found from 5% of the respondents as they did not have to say anything about this particular issue. Graphical Representation of Data: No Comment Primary Secondary Use Airtel As No Comment Primary Secondary
  37. 37. 37 4.1.6 Finding 6 (Why Use Airtel Connection): Frequency Percentage Cumulative Percentage Valid Network Coverage 0 0% 0% Preferable Tariff Rate 28 47% 47% Brand Value 7 12% 59% Preferable Packages 20 33% 92% Wide Range of VAS 5 8% 100% Total 60 100% Table 6: Reasons for Using Airtel as Mobile Connection Interpretation: The above table represents the reasons behind using an Airtel connection. From the survey, it has been seen that most of the subscribers (47%) use Airtel for preferable tariff rates. 7 of the total 60 respondents use the Airtel connection for the BRAND name of it; 20 of the 60 respondents use Airtel for the preferable packages that it offers and 8% of the respondents prefer Airtel because of it wide array and diversity in the Value added services. And for none of the respondents network coverage is the reason behind using an Airtel connection. So, analyzing the above table, it can be said that, Airtel is more in use for its preferable tariff rates and packages along with the wide range of both common and unique Value Added Services. Graphical Representation of Data: 0 28 7 20 5 0 5 10 15 20 25 30 Network Coverage Preferable Tariff Rate Brand Value Preferable Packages Wide Range of VAS Reasons for Using Airtel Figure 6
  38. 38. 38 4.1.7 Finding 7 (Likeliness of Switching the Service Provider): Valid Frequency Percentage Cumulative Percentage Very Unlikely 4 6% 6% Unlikely 11 19% 25% Neutral 31 52% 77% Likely 8 13% 90% Very Likely 6 10% 100% Total 60 100% Table 7: Likeliness of Switching The Current Service Provider Interpretation: From the above mentioned table we can see that 6% respondent have less possibility of switching the current service provider that they are using. 52% of the sample population remains neutral on this matter for not being sure whereas 19% possess their opinion on unlikely to switch their service provider. On the other hand, 13% are likely to switch and 10% are very likely to switch the brand they are using as their service provider. Graphical Representation of Data: 0 5 10 15 20 25 30 35 Very Unlikely Unlikely Neutral Likely Very Likely Likeliness of Switching The Current Service Provider Figure 7
  39. 39. 39 4.1.8 Finding 8 (Usage of Airtel for wide range of VAS): Frequency Percentage Cumulative Percentage Valid No 37 62% 62% Yes 14 23% 85% Sometimes 9 15% 100% Total 60 100% Table 8: Usage Analysis of Airtel for Wide Range of VAS Interpretation: Airtel provides the subscribers with the highest range of Value Added Services among all the telecom operators in Bangladesh. So, it was also a crucial part of the study to assess whether the Value Added Services have satisfactory impact on the purchase decision and usage of Airtel connection. From the above table, it can be seen that maximum subscribers do not use Airtel only or primarily for the Value Added Services. Here we can see 62% of the total sample subscribers negatively responded which means, they do not use Airtel for the VAS and only 23% said that they use Airtel for this particular reason. On the other hand, 15% respondents said they sometimes keep this thing in mind while purchasing an Airtel connection. Graphical Representation of Data: 62%23% 15% Usage Analysis Of Airtel For Wide Range Of VAS No Yes Sometimes
  40. 40. 40 4.1.9 Finding 9 (Satisfaction on the Pricing of Airtel): Valid Frequency Percentage Cumulative Percentage Highly Dissatisfied 6 10% 10% Dissatisfied 13 22% 32% Neutral 15 25% 57% Satisfied 18 30% 87% Highly Satisfied 8 13% 100% Total 60 100% Table 9: Satisfaction of the Sample Population on the Pricing of Airtel Interpretation: Majority of the consumers are price sensitive in nature in most of the cases. As an operator, it is therefore very important to verify the current price-sensitivity of the existing and potential customers. This will help to make to services more worthwhile every time. Here, in this study, it has been seen that, the bigger portion of the sample (30%) is are satisfied with the price offered for the services which means they consider the money that they are paying is worthwhile. 13% are highly satisfied, 25% are indifferent about the price. Only 10% of the total population is highly dissatisfied with the current charging and 22% are dissatisfied. Graphical Representation of Data: 0 2 4 6 8 10 12 14 16 18 20 Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied Satisfaction on the Pricing of Airtel Figure 9
  41. 41. 41 4.1.10 Finding 10 (Best Service Provider in Bangladesh): Frequency Percentage Cumulative Percentage Valid Airtel 11 18% 18% Grameenphone 30 50% 68% Banglalink 10 17% 85% Robi 5 8% 93% Citycell 1 2% 95% Teletalk 3 5% 100% Total 60 100% Table 10: Analysis on The Perception of The Best Service Provider in Bangladesh Interpretation: Based on the survey conducted in the field, 18% of the sampled Airtel subscribers prefers Airtel as the best service provider in the country, the biggest portion of the subscribers which is the half (50%) still prefers Grameenphone as the most preferred service provider; 17% goes with Banglalink and 8% with Robi as the most preferable service provider of Bangladesh. 2% of the total sample prefers Citycell and only 5% prefers Teletalk the most. Graphical Representation of Data: Airtel 18% Grameenphone 50% Banglalink 17% Robi 8% Teletalk 5% Citycell 2% Best Service Provider In Bangladesh Airtel Grameenphone Banglalink Robi Teletalk Citycell
  42. 42. 42 4.2 Analysis Of Customer Attitude: After analyzing the findings we can say that the customer attitude towards Airtel Bangladesh limited is not either in positive or negative. It is existing in a neutral position in the mind of the customer. If it can find out the problems and take immediate steps to solve the problems then it can be able to gain a lot of positive customer attitude. Though in present market situation Airtel is in 4th position where Grameenphone is in the 1st position although its growth rate is very fast. So if it can provide better customer service then the others it can hold a good position in the market. In present context customers are preferring Airtel mainly because of its lower call rates, low price internet service, attracting packages, providing greater value Added Services, better customer services etc.
  43. 43. 43 Chapter Five Conclusion and Recommendations
  44. 44. 44 5.1 Respondent’s opinion and suggestions In the respondent‘s opinion and suggestions section, the respondents shared their valuable opinion regarding Airtel services and those are given below accordingly:  Most of the respondents suggested airtel to upgrade its network coverage as soon as possible.  Some respondents also suggested to: o Stop sending unwanted SMS o Reduce VAS tariffs o Increase the validity for bonus talk time o Offer attractive handset bundle package 5.2 Recommendations The recommendation part of the project is prepared based on the research findings. By following those recommendations, Airtel can decrease the dissatisfactions of the customers and thus earn a sustainable, distinct competitive advantage to achieve more market share.  Airtel must upgrade the network coverage as early as possible. Since, the network up gradation has not been finished yet Airtel should offer Miscall Alert service for free.  Customers understand that network improvement cannot be done overnight. But if miscall alert service is offered at free of cost the existing customers may compromise with the current situation and new customers may also wish to join Airtel. Thus, dissatisfaction may reduce regarding network problem.  Airtel should not send unnecessary SMS to the subscribers. It makes the customers annoyed when a SMS is received during working hours. SMS can be sent on weekend, holidays, or in off-peak hour so that it does not make the customers dissatisfied.  Internet is now an integral part of our life. Airtel internet service must be developed reasonably so that people can use more of it.  Airtel must use advanced technology to improve the phone call quality, especially the indoor call quality.  The tariffs of the value added service (VAS) can be reduced so that more people can use VAS to enrich their moments.  Airtel offers enormous bonus talk time or SMS to the prepaid customers usable for short time period. Customers get dissatisfied when they find that validity of using bonus offer expires before it is consumed. Therefore, Airtel should increase the validity date for the bonus talk time and SMS to enhance the satisfaction level. People can afford to buy an Airtel connection with handset. Airtel‘s new strategy of branding below the line must not be the only way of expanding their visibility. Above the line efforts are equally required to be taken.
  45. 45. 45 5.3 Conclusion Regular market survey and analysis is a fundamental part of the Marketing department of any organization. Especially in the telecom industry it is really important to analyze the problems and expectations of the current subscribers. These studies also facilitate the operator with the planning of new subscribers’ acquisition. As a part of the regular market survey, I carried out this study in order to assess the satisfaction level of the consumers on Value Added Services, where the developments are needed and how the problems can be solved to retain and acquire new customers. The principal topic of this project was to find out the attitude level of the consumers’ of Airtel. With the tabulation and analysis through graphs it has been shown that despite being satisfied with the quality of the VAS, 10% respondents are very likely to switch the operator and despite being highly dissatisfied, 6% respondents are indifferent about migrating to other operator. Airtel is a telecom 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 satisfy. 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. This is competitive and customer driven market. It is high time for Airtel to satisfy and retain its existing customers. As the mobile connection price, call charge, even the price of the handset have been reduced due to technological advancement people of all income level are started using cell phone. Nowadays, most of the students and the low income people are deeply relying on Airtel because of the cheap cost. Hence, it has become inevitable for Airtel to expand the network coverage soon for a sustainable future.
  46. 46. 46 References o For details information about Airtel. o Wikipedia Airtel Bangladesh - Wikipedia, the free encyclopedia. Retrieved February 10, 2014, from o Wikipedia Bharti Airtel - Wikipedia, the free encyclopedia. Retrieved February 10, 2014, from o Mobile phone subscriber of Bangladesh. subscribers-bangladesh-june-2015. o Consumer behavior, 10th edition, by Leon G. Schiffman & Leon G. Schiffman. o Current market position information collected from Telecommunications_in_Bangladesh. o Forhad Hossain, ZBM, Airtel Bangladesh Limited, Comilla Zonal Office. o Shiba Shankar Dey, Territory Manager, Airtel Bangladesh Limited, Comilla-12 (Sadar Dakkhin, Barura, and Chouddagram upzila) Distribution house. o Zafor Ahmed Liton, Manager, Airtel Bangladesh Limited, Comilla-12 (Sadar Dakkhin, Barura, and Chouddagram upzila) Distribution house.
  47. 47. 47 Appendix 1) Questionnaire for survey: Customer Attitude Towards Airtel Note: I am a student of Comilla University of Business Administration, conducting a survey and hereby request you to fill up the questionnaire. The information provided by you will be kept strictly confidential and will be used for academic purpose only. Q1) Your Name: ……………………………….. Q2) You are: Male/ Female Q3) What is your age? o Bellow 21 o 21-25 o 26-30 o 31-36 o Above 36 Q4) What is your Profession? o Student o Business o Service o Teacher o Others Q5) Do you have a mobile phone? o Yes o No Q6) which operator’s Service do you use? o Airtel o Grameenphone o Banglalink o Robi o Teletalk o Citycell
  48. 48. 48 If you are using Airtel, Q7) Use Airtel connection as: o Primary o Secondary o No Comment Q8) Why use Airtel Connection? o Network Coverage o Preferable Tariff Rate o Brand Value o Preferable Packages o Wide Range of VAS Q9) What is the best mobile phone service providing company according to your choice? o Airtel o Grameenphone o Banglalink o Robi o Teletalk o Citycell Q10) Rate the following services on the basis of your satisfaction. Excellent Very Good Good Fairly Good Average Poor 11 Network 12 Call Rates 13 SMS rates 14 New offers 15 Customer Care 16 Recharge outlets 17 Value Added Services 18 Level of satisfaction with Airtel Q19) Give your suggestions to help in serve you better ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… ………………………………………………………………………………………………………