Customer Satisfaction of Grameen Phone Ltd.

Abstract

Grameen Phone has been successful to build a superior image in comparison to the other operators. In other words, GP has a clear advantage over the competitors. It has some additional features in comparison to its competitors. It is playing a vital role to increase the subscribers and GP users are mostly satisfied with the initial price of GP connections and handsets. Because, before GP‟s introduction to the market, mobile phones were totally out of reach to the major part of the current market. Moreover, Grameen Phone subscribers are happy with the country wide network. In spite of this, GP users are not satisfied with service of the company. Considering the importance of customer satisfaction, this project was designed to assess the satisfaction level of GP‟s subscribers. If GP does not take care of these dissatisfactions and other company enters the market with similar offers, it will be difficult for them to keep current market share intact. A survey was thus conducted focusing on different customer satisfaction factors of Grameen Phone. Many important factors are acting behind this overall dissatisfaction. Significant dissatisfactions were observed in the factors like quality of air time and network availability, service of helpline, service of info centers, high billing rate, and so on. Customer satisfaction was observed in the areas like initial price, wide network etc. Most importantly, a significant portion of the GP subscribers were found not fully loyal toward the company. The findings of this survey have recently reduced this problem to a limited extent. At this moment GP is trying to reach the customers with various promotional activities and are attempting to make their brand presence felt. Through their significant advances in Bangladesh, they are moving ahead on the track to achieve their goals.