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SERVICE MARKETING
Course Code: MKT – 4102
Section: “C”
Submitted To:
Kawsar Ahmmed
Assistant Professor
School of Business
...
Table of Contents
1.

Introduction: .........................................................................................
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Teletalk Bangladesh Limited

1. Introduction:
Service marketing is a branch of marketing that involves distrib...
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forged ahead and strengthened its path over the years and achieved some feats truly
to be proud of, as the onl...
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4.1 Dimension 1 – Reliability
The reliability Service Quality Dimension refers to
how the company are performi...
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Step # 2
Teletalk companies provide a service and must determine what benefits customers
expect to receive and...
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them with a good, quality and fast service. This is also a very important dimension,
because every customer fe...
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service levels and the responsiveness to their customers service needs, but you will
also be improving custome...
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(5) Procedure success, and
(6) Patient satisfaction. Demographic information includes age, sex
Successful QA r...
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Step # 3
Understanding the customer
Knowing the customers and their needs. Do they remember the customer from ...
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customers. Different marketing strategies are being used to provide value to
customers. The development of onl...
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6. Teletalk value added service:
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SMS (short message service)
Voice SMS
Cricket Update (22...
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8. Reference
1. Wikipedia.org/wiki/Special:Search?search=teletalk+service&go=Go
2. Teletalk.com.bd/
3. Sloanre...
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Service Quality Dimension of Teletalk

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Transcript of "Service Quality Dimension of Teletalk"

  1. 1. servicequalitydimentionofteletalkbysaag oorservicequalitydimentionofteletalkbys aagoorservicequalitydimentionofteletalk bysaagoorservicequalitydimentionoftelet REPORT alkbysaagoorservicequalitydimentionoft eletalkbysaagoorservicequalitydimentio SERVICE DIMENSIONS nofteletalkbysaagoorservicequalitydime OF QUALITY ntionofteletalkbysaagoorservicequalitydi mentionofteletalkbysaagoorservicequalit ydimentionofteletalkbysaagoorservicequ alitydimentionofteletalkbysaagoorservic equalitydimentionofteletalkbysaagoorser vicequalitydimentionofteletalkbysaagoor servicequalitydimentionofteletalkbysaag oorservicequalitydimentionofteletalkbys aagoorservicequalitydimentionofteletalk bysaagoorrvicequalitydimentionofteletal kbysaagoorrvicequalitydimentionofteleta lkbysaagoorrvicequalitydimentionoftelet alkbysaagoorrvicequalitydimentionoftele talkbysaagoorrvicequalitydimentionoftel etalkbysaagoorrvicequalitydimentionofte
  2. 2. SERVICE MARKETING Course Code: MKT – 4102 Section: “C” Submitted To: Kawsar Ahmmed Assistant Professor School of Business United International University Submitted By: Name Rubiya Islam Md. Shakhawatul Islam Tamim Ahmed Bhuiyan Rabeya Islam N. M. Kawsar Parvez Md. Abdus Salam Date of Submission: January 19, 2014 Id. No. 111 091 241 111 093 033 111 093 074 111 101 066 111 101 071 111 102 093
  3. 3. Table of Contents 1. Introduction: ................................................................................................................ 1 2. About Teletalk: ............................................................................................................. 1 3. Departments of the Teletalk ........................................................................................ 2 4. Service Dimension: ...................................................................................................... 2 4.1 Dimension 1 – Reliability ...................................................................................... 3 4.2 Dimension 2 – Responsiveness ............................................................................. 4 4.3 Dimension 3 – Assurance ...................................................................................... 6 4.4 Dimension 4 – Empathy ........................................................................................ 7 4.5 Dimension 5 – Tangibles ....................................................................................... 8 5. SWOT Analysis of Teletalk .......................................................................................... 9 6. Teletalk value added service: ..................................................................................... 10 7. Conclusion.................................................................................................................. 10 8. Reference..................................................................................................................... 11
  4. 4. Report on: Teletalk Bangladesh Limited 1. Introduction: Service marketing is a branch of marketing that involves distribution of fast moving consumer goods and durable goods. This field refers to both businesses to consumer as well as business to business services. Service Marketing is based on relationship and value. Service Marketing is used to market a service or a product. The buyer cannot return the service which is a difference between marketing services and goods. In today’s competitive business environment, mobile operators have to compete in the industry by facing the problems and overcome it, taking initiative considering the prospects of the industry, and finally taking marketing strategy for the customers and overall the industry. Telecommunication is communication at a distance by technological means, particularly through electrical signals or electromagnetic waves. Due to the many different technologies involved, the word is often used in a plural form, as telecommunications. Marketing is the foundation of business operations for businesses and nonprofit organizations. Understanding the various marketing services and their functions helps the for profit or nonprofit organization reach their goals. Telecommunication companies market their products and services to consumers, business customers and other service providers. The aim of telecommunication marketing is to generate the highest level of revenue from your network and strengthen customer loyalty. 2. About Teletalk: Teletalk Bangladesh Limited brand name "Teletalk” is a GSM based stateowned mobile phone company in Bangladesh. TeleTalk started operating on 29 December 2004. It is a Public Limited Company of Bangladesh Government, the state-owned telephone operator. TeleTalk provided GPRS and EDGE internet connectivity and from 14 October 2012 HSDPA/3G which is the latest cellular information service. Teletalk is the first operator in the country that gave BTTB (now BTCL) incoming facility and 3g support to its subscribers. Teletalk Bangladesh limited was established keeping a specific role in mind. Teletalk has 1
  5. 5. Report on: forged ahead and strengthened its path over the years and achieved some feats truly to be proud of, as the only Bangladeshi mobile operator and the only operator with 100% native technical and engineering human resource base, Teletalk thrives to become the true people’s phone – “Amader Phone”. People have high expectation from Teletalk. They expect continuous network coverage all over the country, prompt customer service, and more value added services, data services of high band-width etc. from Teletalk. Teletalk must honor its customers by improving its services day-by-day so that people can realize that even in a competitive scenario, the public sector organization can achieve remarkable development if they get opportunity. 3. Departments of the Teletalk All the departments must fix up their largest and it is better to make it as much objective as possible. Some of the tentative targets can be cited as follows: a) Customer Service b) Operations c) Planning d) IT e) Finance f) Human Resource g) Marketing 4. Service Dimension: Teletalk Limited Bangladesh telecommunication company. is a Government The company owner wants to get loyal customers which add to repeating purchases and of cause increasing their maximum revenue. But to get there they need to know about the 5 Service Quality Dimensions. Many actually think that service is just a little part of the marketing mix, but it is actually a very important part of both the 4 and 7 P's. Each of the 5 Service Quality Dimensions makes an extra addition to the level and quality of service which Teletalk company offers their customers. It also makes the service far more unique and satisfying- 2
  6. 6. Report on: 4.1 Dimension 1 – Reliability The reliability Service Quality Dimension refers to how the company are performing and completing their promised service, quality and accuracy within the given set requirements between the company and the customer. Reliability is just as important as a goof first hand impression, because every customer want to know if their supplier is reliable and fulfill the set requirements with satisfaction. Reliability means a consistency in performance and dependability. It runs the gamut from being accurate in billing to performing the service at the specified time. Responsiveness is the willingness and readiness of you and your employees to provide the service. It means returning phone calls quickly and providing prompt service such as setting up appointments right away. Responsiveness is also the attitude your customers perceive from you and your employees. How to improve reliable service quality of Teletalk Bangladesh Ltd: If their customers graded them on the quality of their service, would they get an A plus? When competing services are similar, they win and lose customers based on the quality of the service. For instance, there may not be much difference in the call rate and customer service. Only their customers can judge the quality of your service. That’s because service quality has to conform to a customer's specifications and expectations. Step # 1 Teletalk company owners might be more concerned with the technological excellence of the components of the alarm system. Their customers might be more interested in the waiting time for an install or the time and patience they give to them in explaining how to use their new system. 3
  7. 7. Report on: Step # 2 Teletalk companies provide a service and must determine what benefits customers expect to receive and then develop the services to meet those expectations. Only by meeting their customers' expectations on a consistent basis, can your company deliver quality service. Step # 3 To improve the quality of their service, they must first understand how their customers and potential customers judge service quality. Consumers make quality judgments on how Teletalk perform the service. Once you know and understand how your customer evaluates your services, they can take steps to improve. Following are some guidelines customers use to judge service quality. Step # 4 Access is your approachability and ease of contact. It means that waiting time for service is not extensive and convenient hours of operation. Step # 5 Courtesy is the politeness, respect, consideration and friendliness of your company and its employees. That means keeping your uniforms clean and neat, no tracking mud on a customer’s floor, and a friendly, polite greeting. Step # 6 Communication is keeping customers informed (in language they can understand) and listening to them. It means explaining the service and the cost and then assuring your customer that the problem will be handled. 4.2 Dimension 2 – Responsiveness The responsiveness Service Quality Dimension refers to the willingness of the company to help its customers in providing 4
  8. 8. Report on: them with a good, quality and fast service. This is also a very important dimension, because every customer feels more valued if they get the best possible quality in the service. How to improve service responsiveness of Teletalk Bangladesh Ltd: Step # 1 Update traditional service channels. New telephony systems, streamlined automated response systems, or direct extension options can route calls to appropriate representatives faster. Adding new service channels like email, live chat, and instant messaging to address customer service issues more quickly can also improve customer service responsiveness. Step # 2 Develop their customer service staff. Recruit staff that understand the importance of customer service and have the aptitude and desire to provide your customers with effective resolutions on the first contact whenever possible. Reinforce these positive attributes with ongoing opportunities for training and development. Be sure that all training efforts are directed toward responding to your customers' needs by being sensitive and considerate to their individual circumstances. Step # 3 Ensure that their customer service department understands that as the initial (and sometimes only) point of contact between their business and their customer, it is tasked with being aware of any shifts in the general needs of their customer. Your customer service supervisors and managerial staff should also be aware that information gained directly from your customers has a premium value when developing strategies for addressing similar needs across your customer base. Step # 4 Request feedback from the customer. They can use phone surveys, email questionnaires, or simply have your representatives close the interaction by inquiring if there is anything that could have been done to improve the customer service experience. Not only will they obtain valuable information on how to improve your 5
  9. 9. Report on: service levels and the responsiveness to their customers service needs, but you will also be improving customer loyalty and their company’s brand image. 4.3 Dimension 3 – Assurance The assurance Service Quality Dimension refers to the company's employees. Are the employees skilled workers which are able to gain the trust and confidence of the customers? If the customers are not comfortable with the employees, there are a rather large chance that the customers will not return to do further business with the company. How to improve assurance service quality of Teletalk Bangladesh Ltd: The simplest definition of quality assurance (QA) is “doing the right things right”. QA has traditionally been divided into three components: structure, process and outcome. A Quality Assurance program consists of:  Collection of data at the time of the procedure and production of the procedure report,  Collation of the data,  Analysis of the data at a QA Procedure Review meeting, and  Taking appropriate action following the Procedure review meeting. “Core Quality Indicators” is the term used to describe those data which need to be collected for any given procedure in order to carry out QA. The Core Quality Indicators are: (1) Demographic information; (2) Procedure indication; (3) Sedation; (4) Complications; 6
  10. 10. Report on: (5) Procedure success, and (6) Patient satisfaction. Demographic information includes age, sex Successful QA requires investment in staff and information technology. Staff needs to be convinced that it is a worthwhile exercise: if not, the program is doomed to failure. QA programs evolve over time: start small, start simple, but above all, start 4.4 Dimension 4 – Empathy The empathy Service Quality Dimension refers to how the company cares and gives individualized attention to their customers, to make the customers feeling extra valued and special. The fifth dimension are actually combining the second, third and fourth dimension to a higher level, even though the really cannot be compared as individuals. If the customers feel they get individualized and quality attention there is a very big chance that they will return to the company and do business there again. How to improve empathy service quality of Teletalk Bangladesh Ltd: Step # 1 Access Ease of contact. Is it easy for the customer to get through on the phone? Is it easy for the customer to meet with you on his schedule? Step # 2 Communication Humanity in interactions. Do they use language the customer understands? Do you look for opportunities to be of service to the customer? 7
  11. 11. Report on: Step # 3 Understanding the customer Knowing the customers and their needs. Do they remember the customer from one time until the next? Do you make an effort to find out the customers’ stories? Do you make recommendations custom tailored to the customer’s needs? In this competitive environment, people and organizations need to focus on improving service quality using skills such as empathy to develop deeper relationships to retain customers and increase profitability. 4.5 Dimension 5 – Tangibles The tangible Service Quality Dimension refers to the appearance of the physical surroundings and facilities, equipment, personnel and the way of communication. In other words, the tangible dimension is about creating first hand impressions. A company should want all their customers to get a unique positive and never forgetting first hand impression, this would make them more likely to return in the future. How to improve tangible service quality of Teletalk Bangladesh Ltd:  Making more customer care center.  Making highly technology based office.  Technology based system of service.  Good work environment. In this assignment paper of improve service quality of Teletalk we have analyses how different marketing strategies and proper service dimensions’ are used to determine the success of Teletalk. In this modern era customers are looking for new technologies that can offer best services to them. With the help of modern technology service system has become very popular to provide appropriate services to 8
  12. 12. Report on: customers. Different marketing strategies are being used to provide value to customers. The development of online customer care websites on the Internet means the inclusion of problem solving for the fundamental role that it plays. We know that for a website to be a total success on the web the right online marketing strategy needs to be incorporated so that it will be noticed above the numerous other similar websites gathered on search engine lists. Internet marketing and promotions are directly related to one another. It follows that a properly marketed and visible service quality will experience a growth of customers and a higher conversion rate. 5. SWOT Analysis of Teletalk Strength 1. Low Weakness cost provider regarding its competitor. 2. Subscriber inclination to Teletalk as a government owned organization 1. Premature entrance in a mature market. 2. The progress of development of network is far below from the subscriber expectation. 3. Teletalk’s all connections are ISD & EISD. 3. High connection charge. 4. Teletalk is the only indigenous company 4. Lack of potential and efficient employee. using GSM service. 5. From the very beginning it is providing free TNT incoming. 6. It has also provided incoming facility up to 2015. 7. Moreover its contribution to our economy can be notable. 5. Lower number of human resource. 6. Failed to identify difference between developed market and developing market. 7. Lower promotional activities. 8. Weak management system 9. Poor marketing Opportunities Threats 1. Teletalk can use the image of local and 1. An upcoming mobile service provider named government owned organization. WARID TELECOM a concern of Dhabi group 2. Introduction of new technology and services. and present market rivals. 3. Expand the market in the rural area. 2. The invention of technology which is new 4. Teletalk can use the experience of BTTB. modern and consumer oriented. 5. Teletalk can use soft switch network, 3. Another invisible threat is land phone operator. 9
  13. 13. Report on: 6. Teletalk value added service:           SMS (short message service) Voice SMS Cricket Update (222) Wireless Application Protocol (WAP) Bangla SMS SMS: (Jokes, Weather, Taxi, Horoscope, Quotes, Emergency, International Weather Forecasting). International SMS Friends and Family (Aponjon) GPRS (General Pocket Radio Service) International Roaming 7. Conclusion Teletalk Bangladesh Limited is the first government owned private cellular operator in Bangladesh. Teletalk Bangladesh Limited has a goal to receive an economic return on its investments and to contribute to the economic development of Bangladesh where telecommunications can play a critical role. Teletalk Bangladesh Limited believes in service, a service that leads to good business and good development. Telephony helps people work together, raising their productivity. This gain in productivity is development, which in turn enables them to afford a telephone service, generating a good business. Thus development and business go together. The main goal of Teletalk Bangladesh limited is to deliver SIM kits to the subscriber at a cheap rate and make a competitive market. All the categories of subscribers had collected their SIM kits through banks. This is very satisfactory of SIM collection rate. When the Subscriber received their SIM kits, the innocent smile of them shows recessive support to Teletalk. This is the great achievement of Teletalk Bangladesh Limited. In services sector FDI inflow in Bangladesh is enormous. Telecom sector is become the core of interest in FDI in Bangladesh. So it is expected in the long run Teletalk has to face an immense competition. As well as we are also forecasting the current PCO culture might change if the profit margin reduce at current ratio. By this offer interest of Teletalk and PCO’s owners reciprocally proportionately will sustain. In the long run they can able to face the market competition successfully. 10
  14. 14. Report on: 8. Reference 1. Wikipedia.org/wiki/Special:Search?search=teletalk+service&go=Go 2. Teletalk.com.bd/ 3. Sloanreview.mit.edu/article/five-imperatives-for-improving-service-quality/ 4. Staffs.ac.uk/support_depts/quality/ 5. Huawei.com/es/solutions/broader-smarter/hw-092054servicequalityimprovementandassurance.htm 6. Sony.net/SonyInfo/csr_report/quality/customer/ 7. Drthea.com/3-keys-to-increasing-profitability/ 8. Pomsmeetings.org/ConfProceedings/001/Papers/SOM-14.1.pdf 11

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