Customers’ Perception towards Telecommunication Industries in Bangladesh- A study on Grameenphone

Abstract

The market for Telecommunication industries in Bangladesh is very competitive. Despite of facing hyper-competition, Grameenphone has maintained its leading position over the longest period in the country. The conduction of this study leads to finding out the customer’s perception towards the telecommunication industry, Grameenphone in Bangladesh. For the collection of required data, a convenient sample technique has been used. To find out customers’ perception towards Grameenphone, the number of thirty-one quality attributes has been considered. Using 5 points Likert Scale, the number 200 Grameenphone users’ data had been collected from different sectors. These data had been analyzed by SPSS to find out the influential factors that mostly affect customers’ intention to choose Grameenphone. After getting the findings, they reveal that the best network coverage at any time anywhere, more value-added services, constant internet facility, service quality and reliability, customers’ actual demand fulfillment, the greatest number of subscribers, and a strong brand image are the most significant whereas customer care service, pricing policy, FNF service, various special offers on occasions are comparatively less influential to make the customers interested to prefer Grameenphone.  This study concludes the mentioned significant affecting factors those result in customer satisfaction. The contribution of this study is mainly two-fold. Firstly, in the theoretical sense, an insightful relationship between customers’ affecting factors and Grameenphone has been found. Secondly, in the practical sense, the company can emphasize the influential factors to be more competitive for gaining competitive advantages.