Grameenphone‘s loyalty program in telecommunication sector based on customer insight &behavior

Abstract

An internship is a temporary position with an emphasis on on-the-job training rather than merely employment, and it can be paid or unpaid. The report is a combination of three months internship program with Grameenphone. The objective of this study is to acquire the knowledge about the loyalty program of Grameenphone and to do analysis based on customer insight and behavior. Grameenphone is a fast growing joint venture company in the telecommunication industry of Bangladesh. Considering the importance of customer satisfaction and longtime customer sustainability, this report was designed to assess the satisfaction level of Grameenphone‘s subscribers and to do the analysis of customer loyalty on grameenphone. The first section, of this report includes a brief overview of Grameenphone‘s vision, mission 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 divisions of grameenphone with main objectives and main tasks. The third part, of this report describes the job duties and responsibilities performed during my three month internship program at Grameenphone. Forth part is all about the industry analysis with the relative market share of the competitor company of grameenphone. In the fifth part of this report, there is a project part that includes the objective and methodology of project, along with the scopes and limitation. The facilities of Grameenphone STAR program are discussed very well and it is analyzed with the help of the results found through survey and interview. At the end, few findings on STAR program are given depending on the customer profession, motivation, desired offers and perception. Few recommendations are provided at the last part of this report for the improvement of STAR program, future expectation of this program segmentation based on customer demand along with varieties of suggestions.