Abstract:
Banglalink has started its journey in February, 2005 with the aim of providing telephony service to the all segments of the customer within an affordable price. Banglalink the second largest telecom operator in Bangladesh in terms of market share. This mammoth success would not have been possible without the satisfaction and retention of the loyal subscribers. This report starts with the insight of the organization including Banglalink`s history, vision, mission, goals, strategies, product and services, activities and performances. It also demonstrates the current competition of Banglalink and the current scenario of what actually is happening in customers mind. This paper also illustrates that what are the factors that leads to customers of Banglalink to switch to other operators and described properly, based on that a hypothesis was created and tested. The study also concentrates on the perception of customers of Banglalink as a qualitative research was done with a respondent of 106 all the data was collected through primary data which was only used by me on this study purpose. This paper talks about what lead customers to dissatisfaction as well as the impact of promotional offer over their purchase behavior, other factors like service usage and switching cost are also considered in the study. Moreover, some recommendation was given at the end which could help Banglalink to reduce churn rate among their existing customer. However, Banglalink should be engaged in continuous market research in order to come up with the suitable or matching products according to the customer requirements so that can retain more customers in future.
