Retailers satisfaction level on Airtel Bangladesh Limited

Abstract

Airtel is the sixth telecom operators in Bangladesh. This company is the subsidiary of Telecommunications Company Airtel India in Bangladesh .Airtel Bangladesh Limited is one of the fastest growing mobile services providers in Bangladesh and is a concern of Bharti Airtel Limited, a leading global telecommunications services provider. The company offers a wide array of innovative mobile services, including voice, value added services, data and m-commerce products and is focused on expanding its state-of-the-art mobile network both for coverage and capacity. Since, all of the operators are offering almost same categories of products it has become a big challenge to retain the existing subscribers and acquisition of new customers. At this moment Airtel is trying to reach the Retailers with various promotional activities and is attempting to make their brand presence felt. Through their significant advances in Bangladesh, Airtel is moving ahead on the track to achieve their goals. As a student BBA program, I got the opportunity to complete my internship program in such a multinational telecom company. The internship program is the partial requirement of my BBA program and the duration of the internship session was 3 months. I worked in the central sales department at Dhaka -1 Zone of Airtel Bangladesh. The report has been prepared in align with my job responsibilities and experiences at Airtel. I have conducted a research survey among Airtel retailers who sells both SIM and recharge. After that I have designed the research in a descriptive way and collected data are analyzed quantitatively. The research findings show that there are several factors that make the retailers dissatisfied regarding Airtel. Insufficient SIM delivery, Poor network quality, delay on SIM replacement, poor commission structure and bad internet service etc. are the areas for customer dissatisfaction. On the other hand, the retailers are satisfied for the low call rate of prepaid connection, higher commission payment, availability of the prepaid Ezee load, tariffs of the prepaid packages, lives enriching value added service, and for customer supports after sales. However, the overall analysis describes that the most of the Airtel prepaid subscribers are moderate subscribers. At the end of the project, some recommendations are given to help the Airtel management so that they can deploy appropriate decisions to reduce the retailer’s dissatisfaction.