The correlation between satisfaction of the value added services and customer loyalty of Banglalink Digital Communication Ltd.

Abstract

Banglalink is the second largest cellular provider in Bangladesh after Grameenphone. In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba Telecom (PVT.) Limited (Sheba). Afterwards it was rebranded and launched its services under the „Banglalink‟ brand on February 10, 2005. When Banglalink entered the Bangladesh Telecommunication Industry in February 2005, the scenario changed overnight with mobile telephony becoming an extremely useful and affordable communication tool for people across all segments with innovative and attractive products and services targeting the different market segments, aggressive improvements of network quality and dedicated customer care; and effective communication that emotionally connected customers with Banglalink. The objective of the company is to ensure telecom facilities for all people of Bangladesh with minimum cost. The main function of Banglalink is to provide Mobile Telecom product and services to its valued customer including Voice services and other value added services. It also provides data and Fax services to its customers. The report will take a closer look on the operations of Banglalink- the company‟s different functions, its strengths, weaknesses, opportunities and threats. The report will focus on the learning that I have got from the company as an intern. The report will delve into studying the factors like value added services, their quality and affectivity that affects the customer loyalty. The main purpose of the report is to see the relationship of the dependent and independent factors through the mathematical calculation by using correlation. It is to analyze whether the dependant and independent factors have a positive or negative relationship with each other, through analysis of primary and secondary data. The report will interpret the data presented, their effectiveness and their relative importance for Banglalink, as an organization and what the numbers imply for the general people. A tactful conclusion will then be brought up to summarize the findings of the report as a whole