This document presents the findings of a SERVQUAL survey conducted on Airtel mobile service customers in Bangladesh. It summarizes that technical quality was the highest ranked dimension of service quality while tangibles was the lowest. Most customers felt technical quality met or exceeded their expectations while responsiveness was worse than expected. The majority of customers reported being dissatisfied or very dissatisfied with Airtel's service quality overall. The document recommends Airtel improve their network quality and work harder to retain customers given high levels of dissatisfaction and switching intention.

1. WELCOME TO THE
PRESENTATION OF

2. A PRESENTATION ON THE FINDINGS
OF SURVEY ON SERVQUAL OF
AIRTEL

3. PRESENTED FOR
Mr. Kazi Mahfuz M. Rahman
Course Instructor
Course Title: Service Marketing
Course Code: MKT 402

5. PURPOSE OF SERVQUAL
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We can assess service quality from the customer’s perspective.
We can track customer expectations and perceptions over time
and the discrepancies between them.
We can compare a set of SERVQUAL scores against those of
competitors or best practice examples.
We can compare the expectations and perceptions of different
customer groups - this is particularly useful in the public sector.
We can assess the expectations and perceptions of internal
customers - e.g. other departments or services we deal with.
We can use data on customer priorities to feed into the House of
Quality (QFD).
Customer priorities and their ranked order of importance can
become the WHATS.
These WHATS can then be compared with the HOWS (key
business processes) and relationships matched to check service
design and provision according to key requirements.

6. RESPONDENT ATTRIBUTES
Attributes
Categories
Number of Respondents
Gender
Male
Female
56
44
Age
Below 20
20-29
30-39
40-49
50& above
13
82
4
1
0
Occupation
Student
Service Holder
Businessman/woman
Other
88
9
3
0
Monthly Income
Below TK. 1000
TK 1000-TK. 5000
TK 5000-TK 20000
above TK 20000
25
50
17
8
Education
SSC
HSC
Diploma
Bachelor’s degree
Masters/ Post graduate degree
PhD
1
55
2
38
3
1
Telecom Operator
Airtel
Grameenphone
Banglalink
Robi
Citycell
Teletalk
103
53
33
23
1
8

7. SURVEY FINDINGS
DIMENSIONS
RANKINGS
(IN ASCENDING ORDER)
Technical Quality
1
Empathy
2
Reliability
3
Economy
4
Responsiveness
5
Image
6
Assurance
7
Tangibles
8
Table: Prioritized Dimensions of Airtel

8. SURVEY FINDINGS(CONTINUED)
CUSTOMER SATISFACTION
PRIORITY OF DIMENSIONS
Better or
Much better
Than
expected
Technical Quality
Empathy
TQ4
At least equal to
expectation
TQ1, TQ2, TQ5
EM1
Worse or much
worse than
expected
TQ3
EM2,EM4,EM5,EM
7
EM3,EM6
RL1,RL3,RL4
RL2,RL5
-
-
EC1,EC2
RS5
RS2,RS3,RS4
RS1
Image
IM1,IM2,
IM3,IM4
-
-
Assurance
AS1,AS2,
AS4
AS3
-
Reliability
Economy
Responsiveness
-
Table: SERVQUAL Dimension Priority-Satisfaction Matrix

9. SURVEY FINDINGS(CONTINUED)
Very
Dissatisfied,
13
Very
Satisfied, 0
Satisfied, 36
Dissatisfied,
35
Neutral, 16
Figure: Satisfaction Level among Airtel users

10. RECOMMENDATIONS
Management of Airtel must seriously take
knowledge of their customer dissatisfaction with
their service quality
 Switching intention is significantly different among
the mobile subscribers & so Airtel should work hard
for customer retention
 Airtel should work more on strengthening their
network
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