Consumer behavior of Banglalink Digital Communications Limited

Abstract

The Telecommunication industry is one of the biggest industry in Bangladesh, Banglalink Digital Communications Limited is one of the leading and successful companies in the industry conquering the third position in the ranking. This paper reflects on to evaluate the customer satisfaction of Banglalink. Firstly, it assesses the telecommunication industry giving a description of the business followed by the paper focuses on gaining customer insights through survey data collection, followed by interpretation and analysis of the data collected through both online and offline platform. In this study, I focused mainly on identifying the potential customers of Banglalink based on their recharge pattern, connection type, their views towards the advertisements and promotions, etc. This research is exploratory research where I tried to unearth the present position of Banglalink in the telecommunication market as well as, tried to identify the areas of improvement according to the customers such as network coverage needs to be improved. Moreover, I tried to discover the areas mostly liked by the consumers of Banglalink. Since this is a customer based research there is some delamination of the study such as the sample size considered is only 100 and the group of people surveyed can be extended which will make the study more accurate and reliable. Finally, some crucial recommendations have been shared which Banglalink might follow to strengthen their customer satisfaction base.