The Drivers of Customers’ Satisfaction of a Irtel
BANGLADESH RESEARCH PUBLICATIONS JOURNAL ISSN: 1998-2003, Volume: 7, Issue: 4, Page: 437-445, November - December, 2012
THE DRIVERS OF CUSTOMERS’ SATISFACTION OF AIRTEL BANGLADESH LIMITED
M. S. Hossain1*, M. A. Hossain2 and M. J. A. Siddikee3 M. S. Hossain, M. A. Hossain and M. J. A. Siddikee (2012). The Drivers of Customers’ Satisfaction of Airtel Bangladesh Limited. Bangladesh Res. Pub. J. 7(4): 437-445. Retrieve from http://www.bdresearchpublications.com/admin/journal/upload/09366/09366.pdf
Abstract
The study attempts to identify the most important drivers of customers’ satisfaction of Airtel in Bangladesh. This research also explores customers ' satisfaction towards the existing attributes of Airtel in Bangladesh. The survey conduct in Dhaka and Rangpur division during four weeks period in August and September, 2012, between 8th August to 6th September, 2012. The study surveyed 120 Airtel customers to determine the key factors that significantly influence on their perceptions. In the study, data have been collected by questionnaires. They are analysed by statistical tools namely mean, standard deviation (SD) and coefficient of correlation. This paper reports the findings from a survey on Airtel customers on these issues and tests a number of hypotheses pertaining to them. The result confirms that customer value is the most important drivers of customers’ satisfaction of Airtel in Bangladesh. The study shows that Airtel has been successful to build a superior image with some additional features in comparison to its competitors and the users are mostly satisfied with the initial price of Airtel connections, handsets and network. The study also reveals that there are some factors like quality of air time, service of helpline, service of information centres, high billing rate etc. that are acting behind customers’ dissatisfaction and need to be improved for higher market share.
Key Words: Drivers, Customers’ satisfaction, Airtel, and Bangladesh
THE DRIVERS OF CUSTOMERS’ SATISFACTION OF AIRTEL BANGLADESH LIMITED
M. S. Hossain1*, M. A. Hossain2 and M. J. A. Siddikee3 M. S. Hossain, M. A. Hossain and M. J. A. Siddikee (2012). The Drivers of Customers’ Satisfaction of Airtel Bangladesh Limited. Bangladesh Res. Pub. J. 7(4): 437-445. Retrieve from http://www.bdresearchpublications.com/admin/journal/upload/09366/09366.pdf
Abstract
The study attempts to identify the most important drivers of customers’ satisfaction of Airtel in Bangladesh. This research also explores customers ' satisfaction towards the existing attributes of Airtel in Bangladesh. The survey conduct in Dhaka and Rangpur division during four weeks period in August and September, 2012, between 8th August to 6th September, 2012. The study surveyed 120 Airtel customers to determine the key factors that significantly influence on their perceptions. In the study, data have been collected by questionnaires. They are analysed by statistical tools namely mean, standard deviation (SD) and coefficient of correlation. This paper reports the findings from a survey on Airtel customers on these issues and tests a number of hypotheses pertaining to them. The result confirms that customer value is the most important drivers of customers’ satisfaction of Airtel in Bangladesh. The study shows that Airtel has been successful to build a superior image with some additional features in comparison to its competitors and the users are mostly satisfied with the initial price of Airtel connections, handsets and network. The study also reveals that there are some factors like quality of air time, service of helpline, service of information centres, high billing rate etc. that are acting behind customers’ dissatisfaction and need to be improved for higher market share.
Key Words: Drivers, Customers’ satisfaction, Airtel, and Bangladesh
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