Customer satisfaction gap analysis and brand loyalty of prepaid subscribers of Airtel Bangladesh Limited

Abstract

Airtel is the sixth telecom operators in Bangladesh. As an emerging company Airtel is doing extremely well. After the launch of Airtel in Bangladesh, the competition has become more strengthen among the telecom operators. Each of them is fighting to boost up its market share by offering new promotion and benefits to the customers. 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 customers 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 Operational Excellence Department of Airtel Bangladesh. The report has been prepared in align with my job responsibilities and experiences at Airtel. Throughout my internship period, I have dealt with the quarterly Airtel prepaid customer satisfaction measurement and management. Customer Satisfaction Measurement and Management is quarterly research in a descriptive way where data is collected from a third party and are analyzed quantitatively. The research findings show that there are several factors that make the customers dissatisfied regarding Airtel. Poor network quality, excessively messaging communication from Airtel, poor call quality and bad internet service etc. are the areas for customer dissatisfaction. On the other hand, the customers are satisfied for the price of new prepaid connection, availability of the prepaid recharge cards/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 retain customers with high satisfaction.