Course Code: MKT – 4102
School of Business
United International University
Md. Shakhawatul Islam
Tamim Ahmed Bhuiyan
N. M. Kawsar Parvez
Md. Abdus Salam
Date of Submission:
January 19, 2014
111 091 241
111 093 033
111 093 074
111 101 066
111 101 071
111 102 093
Teletalk Bangladesh Limited
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
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
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
f) Human Resource
4. Service Dimension:
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
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
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
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.
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
Dimension refers to the willingness of the
company to help its customers in providing
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
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
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
A Quality Assurance program consists of:
Collection of data at the time of the procedure and production of the
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
(1) Demographic information;
(2) Procedure indication;
(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
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
Humanity in interactions. Do they use language the customer understands? Do you
look for opportunities to be of service to the customer?
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
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
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
2. Subscriber inclination to Teletalk as a
government owned organization
1. Premature entrance in a mature market.
2. The progress of development of network
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
7. Moreover its contribution to our economy
can be notable.
5. Lower number of human resource.
6. Failed to identify difference between
7. Lower promotional activities.
8. Weak management system
9. Poor marketing
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
6. Teletalk value added service:
SMS (short message service)
Cricket Update (222)
Wireless Application Protocol (WAP)
SMS: (Jokes, Weather, Taxi, Horoscope, Quotes, Emergency, International
Friends and Family (Aponjon)
GPRS (General Pocket Radio Service)
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