Analyze the customer satisfaction and management perception of Grameenphone; gap analysis in between the customer expectation and the management perception

Abstract

In order to provide a student with job exposure and an opportunity of the transition of theoretical knowledge into real life experience, an internship is a must. A better balance between theory & practice can be gained through this program. The report is a combination of three months internship program with Grameenphone. The objective of this study is to acquire the knowledge about the customer expectation and management perception of Grameenphone and to do a gap analysis in between customer expectation and management perception for which the Gap Model of Service Quality has been used. Grameenphone is a fast growing joint venture company in the telecommunication industry of Bangladesh. Considering the importance of customer satisfaction, this project was designed to assess the satisfaction level of Grameenphone‟s subscribers and to do the Gap Analysis of Service Quality. Grameenphone has been successful to build a superior image through its wide network coverage. The first section, of this report includes a brief overview of Grameenphone its vision, mission and values. It also provides the historical background of Grameenphone, and discusses about the products and services that Gameenphone offers. Moreover, a brief overview of telecommunication industry is given as well, where the ownership structure of Grameenphone is given. The second part, of this report describes the job duties and responsibilities performed during my three month internship program at Grameenphone. Thirdly, there is the project part that includes the objective and methodology of project, along with the scopes and limitation. The 5 gaps of the service model are discussed very well with the model and it is analyzed with the help of the results found through survey and interview. At the end, the possible reason behind the gaps is given and few recommendations are given on how Grameenphone can narrow down the gaps and can increase the sustainability of their market share in the telecommunication industry of Bangladesh.