Service Quality Measurement on Banglalink with a survey report on Banglalink users.The survey result are shown with different charts.

1. 1
Assignment On
Service Quality Measurement on Banglalink
Course Title: Services Marketing
Course Code: MKT4156
Submitted to:
Shayala Yesmin
Lecturer
School of Business Studies (SBS)
Submitted by:
Group name: Dark Dimension
SL N. NAME ID
1. Ismile Hossain 2015110000362
2. Toky Yasi 2015110000032
3. Md. Kamran Hasan 2015110000075
4. Md. Mahbubur Rahman 2015110000077
5. Md. Sajib Mia 2014010000161
Sec: 02
Submission date: 23rd
April 2018

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“Service Quality Measurement On Banglalink”
“Service Quality Measurement on Banglalink”

3. 3
Letter of Transmittal
23rd
April 2018
Shayala Yesmin
Lecturer
School of Business Studies
Southeast University.
Subject: Submission of Assignment on Services Quality Management on Banglalink
Dear Madam,
We have prepared this report based on Services Quality Management on Banglalink. It is a great
pleasure for us to present you this report. The last date of the assignment submission is on 23rd
April 2018. At this time, we are tried to follow your all instruction. Your support and guidelines
help us to preparing this assignment properly. We hardly try to provide necessary all information
and analysis about Services Quality Management on Banglalink.
We have tried hard and soul to make the paper as comprehensive as possible. We hope that you
will approve the paper and it will meet your standard.
Yours sincerely,
Md. Kamran Hasan
On the behalf of
Dark Dimension

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Executive Summary
This report paper considers the services quality of Banglalink provides and customer feedback
basis on survey. It examines that Banglalink service quality basis on their customer approaches.
Banglalink is the second largest telecommunication service company in Bangladesh. The main
function of Banglalink is to provide Mobile Telecom Product and Services to its valued customer
including Voice Communication, SMS service and other Value-Added Services (VAS). Those
works are so hard to do.Banglalink always try to give best services basis on their resources. It has
been successful to build a superior image in comparison to the other operators. The growth of
Banglalink over the years have been fueled with innovative products and services targeting
different market segments, aggressive improvement of network quality and dedicated customer
care, creating an extensive distribution reach across the country and establishing a strong brand
that emotionally connected customers with Banglalink.

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Table of Contents
Serial
No.
Topic Page
No.
1. Introduction 6
2. Methodology of the study 6
3. Objective of the study 7
4. Product and service Offerings 7
4.1 Packages 7
4.2 Services 9
5. Type of company 10
6. Target market 10
7. SWOT analysis 10
8. Finding & Analysis 12-24
9. Recommendation 25
10. Conclusion 26
11. Reference 27
12. Appendix 28-29

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1. Introduction
Banglalink is the second largest telecommunication service company in Bangladesh. The main
goal of every firm is to make profit and increase customer. Acquiring new customers and
increasing the number of customers can boost the sale of the firm and selling best service increase
customer. The quality of services influence customers in terms of satisfaction, loyalty and
intention to purchase. Service industries have some especial characteristics like intangibility,
heterogeneous, and inseparable from consumption that make them more difficult to be evaluated.
Describing a service by customers comes along with some expressions like trust, experience,
security, and feeling which are hard to measure because of high intangibility of the nature of
services. Because of these service characteristics, measuring the factors related to this industry is
much harder than the product industry. Controlling the quality of services also becomes hard for
the firms, if they only focus on the traditional control of production, it may not be able to control
the marketing process. Therefore, there is a need to find some tangible factors for better
understanding of customers’ experience with services. As Banglalink is service company they
must provide trust, security, better service, new offerings to their customer. And Banglalink
provide all of this, that’s why the acquire second telecommunication position in Bangladesh.
2. Methodology of the report
Based on our assignment topic on Service Quality Measurement we gather both primary and
secondary data. To know the offering provide by Banglalink we gather secondary data and to
know customer satisfaction with their service.
➢ In our study we mainly concentrated on primary information that was gathered through
direct survey. We designed market research that comprised mainly close-ended
concerns. Data collection was done on a random basis. The results are showed through
pie maps. Our research results came out through examining that information. We have
tried to reveal some suggestions to be more efficient for each concern. We designed
study (enclosed in the APPENDIX) mainly concentrating on the client fulfillment factors
of Banglalink. There were 22 closed-ended question. The example size was 20. We
went for unique testing. But we selected the example mainly from Dhaka Department.

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➢ We also collected secondary data for purpose of our study to know their information
about offering, product, current position.
3. Objective of the report
❖ Broad Objective: As we discuss about more statement in this report. So it is a broad
objective.
❖ Specific Objective: The specific objectives of this report are
➢ Service quality of Banglalink
➢ Customer satisfaction
➢ Product and offering provide by Banglalink
4. Product and service Offerings
At present, Banglalink is the second largest telecommunication service provider of Bangladesh
and it has been possible through continuous improvement in the product and service quality
along with innovative ideas of product offerings. Banglalink is always up to date with them
customer needs and customize the products accordingly. The main function of Banglalink is to
provide Mobile Telecom Product and Services to its valued customer including Voice
Communication, SMS service and other Value-Added Services (VAS). It also Provides Data
services to its customers. Main Product and services are….
4.1 Packages
Pre-paid: People tend to consume the pre-paid packages more frequently in comparison to other
packages. So, it is the main or core service offering of Banglalink. Pre-paid packages are very
flexible in nature. So, capitalizing the main characteristics of pre- paid Packages Banglalink is
adding various Value-added service in continuous basis. According to their customer market they
customized their pre-paid plans in such a way that every consumer can get best service. Among
different pre-paid offerings, there are-
Banglalink Play- Banglalink play is a package for the young guns. To keep people connected,
the package includes 18 FnF to all operators, and the best rate 0.5 paisa/sec to a special
Banglalink number.

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Banglalink Desh- This offer gives the consumers as low as 10 paisa/10 sec to all
Banglalink fnf numbers, all day long.
Banglalink Desh Ek Rate Darun- This is the default package for all new connections,
‘Banglalink desh ek rate darun’ gives the opportunity to make any local voice calls, with a
rate of 18.67 paisa/10 second.
1 second Pulse- Banglalink Desh 1 second package provides customers 1 second pulse to any
operator any time of day. This means customer’s will now only pay as much as they talk, and the
charge is only 2.2 paisa/sec any time in any local number.
Post-paid: Banglalink understands that every customer has unique needs and usage patterns.
Therefore, it gives choices to the customers so that they can pick according their need rather than
offering the same solution as everyone else. Banglalink post-paid packages are tailored to serve
the consumers exact purposes and give them the best value for money. In terms of Post-paid plans
Banglalink has a wide variety of packages. There are some simple rules and regulation consumers
must follow to subscribe for the postpaid packages. Post-paid packages are also common and easy
to follow but are not as much flexible as Pre-Paid packages. So, the businessman and other
important officials are the main Target consumer for their Post-paid plans. The initial type of Post-
paid packages is that the, consumer will pay after the consumption of the service. Basically,
consumers of Post-paid plans make the payment of monthly basis after the service consume. Some
post-paid schemes of Banglalink are….
Banglalink Inspire- Banglalink inspire brings special new features for post-paid subscribers
with remarkably low call rates, along with the lots of FNF numbers and many other services and
facilities.
Banglalink SME- The salient features of the Banglalink SME package are flexibility to choose
from 2 packages: Banglalink SME post-paid and Banglalink SME call & control. Banglalink SME
post-paid offers best call rates 24 hours with 1 second pulse, field force locator service, closed user
group, attractive bundle package, best rates in 5 FNF numbers, bonus on recharge, and bonus on
incoming.

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Priyojon Program: Banglalink values its loyal and regular customers. So, they introduce
different programs for the customers to make their life easier. Among different Priyojon
Program, there are priyojon prize point program, priyojon current promotion, priyojon
partnership program, priyojon insurance.
4.2 Services:
BL Services: Banglalink has a wide variety of services to provide the customers a better and
easier life. Among them, there are- my Banglalink plan, information-based services (Banglalink
health zone, Banglalink mind care, train tracking service, krishi news, jobs link, Islamic service
etc.), entertainment-based services (Banglalink boi ghor, play music, Banglalink local radio,
amar tune, music station, friend finder etc.), call management-based services (voice mail service,
call block, Banglalink easy divert, call waiting, missed call alert etc.) etc.
Banglalink internet: 3G is the third generation of mobile telecommunications technology.
Banglalink’s fastest 3G service allows valued customers to surf the internet at the fastest speed.
Banglalink is constantly investing and expanding our infrastructure to ensure high quality voice,
internet and other services for the customers. Now Banglalink provides 4G network in
Bangladesh.
Customer Care: Banglalink has a satisfactory number of customer care centers to serve its
valuable customers nationwide. Recently, as per government rule Banglalink is conducting
biometric sim registration successfully through its customer care centers. In addition to that
customers can obtain any kind of information regarding Banglalink packages and services in the
customer cares. Dedicated customer care representatives are always ready to serve any kind of
query asked by the customers. Banglalink strives to give the customers the best of service and
the fastest solution, to do that Banglalink has state-of-the-art call center that serves the customers
24 hours 7 days a week.
Biometric Registration: Banglalink provide biometric SIM registration to their customer. So
that customer feels secure.

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5. Type of company
Banglalink is the second largest cellular service providers in Bangladesh. Banglalink Digital
Communications Ltd. (previously Orascom Telecom Bangladesh Ltd.) is fully owned by
Telecom Ventures Ltd. (previously Orascom Telecom Ventures Ltd.) of Malta, which is a 100%
owned subsidiary of global telecom holding. following business combination, in April 2011.
Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in
October 2006. In less than two years, by December 2007, Banglalink overtook Aktel (Now Robi)
to become the second largest operator in Bangladesh with more than 7.1 million customers. As
of September 2015, Banglalink had a subscriber base of 32.61 million with 24.81% market share.
6. Target Market
Organization that sells to consumer and business markets cannot appeal to all buyers in those
markets or at least not to all buyers in the same way. Buyers are too numerous, too widely
scattered, and too varied in their needs and buying practices. In case of BANGLALINK, from
teenager to any age group; from lower-middle class to upper-upper; from Teknuff to Tetulia
regardless to race, religion, gender literacy level, life style or personality any and every single
person who is in need of a telephone line backed with affordability spend the expense of
possessing a mobile phone is their target market. This indicates that in choosing market segment,
segmental marketing is appropriate for them. That means the company should recognize that
buyers differ in their needs, perceptions, and buying behavior.
7. SWOT Analysis
SWOT is an acronym for the internal strength and weakness of a firm and the environmental
Opportunity and Threat facing that firm. So, if we consider Banglalink as a business firm and
analyze its strength, weakness, opportunity and threat the scenario will be as follows:

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Strength
➢ Strong customer relationship
➢ Create good image of company in customer mind
➢ Provide better service
➢ Flexible call rate
➢ Efficient performance and enthusiastic workforce
➢ Fastest network service
➢ Strong network
➢ Skilled employees
Weaknesses
➢ Lack of skills of some employee
➢ Weak network in rural area
➢ Lack of proper train on unskilled employees
➢ Scarcity of innovative product
➢ Absence of strong marketing activities
Opportunities
➢ Distinct operating procedures
➢ Launching new products and services
➢ Experienced managers and customer care representative
Threats
➢ Increasing competitive other telecom customer service in the market
➢ Similar products are offered by the other telecom company
➢ Industrial downward trend due to failed to gain customer from competitor company
➢ Government rules and regulations

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8.Findings and analysis
1. When Banglalink Promises to do something by a certain time, it does.
Figure 1: Pie chart showing response to question 1.
20 respondents have taken part in the survey and from figure 1 it shows that 2 participants
amounting to 10% strongly disagree with the statement, 14 respondents which is 70% agree with
the statement. 20% which is 4 participants neither agree nor disagree feel that Banglalink promises
to do something by a certain time.
2. When you have a problem Banglalink shows a sincere interest in solving it.

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Figure 2: Pie chart showing response to question 2.
1 respondents amounting to 5% disagree and 3 more which is 15% strongly agree with the
statement. 4 of them exactly 20% neither agree nor disagree and 60% which amounts to 12
respondents agree with the statement that Banglalink shows a sincere interest in solving it.
3. Banglalink performs the service right the first time
Figure 3: Pie chart showing response to question 3.
The above bar chart indicates that 2 respondents are 10% strongly disagree, further 2 respondents
10% disagree and 10 of them exactly 50% neither agree nor disagree with the statement. 5
participants amounting to 25% think that 3. Banglalink performs the service right the first time
and 1 respondents 5% strongly agree with the statement.
4. Banglalink provides its services at the time it promises to do so.

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Figure 4: Pie chart showing response to question 4.
Figure 4 shows that out of 20 respondents, 10% which is 2 respondents strongly disagrees and 2
respondent disagrees with the statement. From the remaining 16, 10 participants amounting to 35%
neither agree nor disagree, 5 participants 35% agree and 1 respondent is 5% strongly agree with
the statement that Banglalink provides its services at the time it promises to do so.
5. Banglalink insists on error-free records.
Figure 5: Pie chart showing response to question 5.
Out of the 20 respondents, 1 respondents 5% agree with the statement while 2 respondents are
10% of them strongly disagree. Further 4 respondents 20% disagree while 13 respondents are 65%
neither agree nor disagree with the statement that Banglalink insists on error-free records.

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6. Banglalink keeps customers informed about when services will be performed
Figure 6: Pie chart showing response to question 6.
The figure shows that 5% of the respondents strongly disagree with the statement while 15%
disagree with it. 30% of the respondents neither agree nor disagree. 35% of the participants agree
with the statement while 15% strongly agrees with it. Therefore, most of the respondents think that
Banglalink keeps customers informed about when services will be performed
7. Employees in Banglalink give your quick service
Figure 7: Pie chart showing response to question 7.
Out of the 20 respondents 3 (20%) respondents strongly disagree, 4 (20%) disagree, 4 (15%) agree
and 1 (5%) strongly agree that Employees in Banglalink give your quick service. The remaining 8
(40%) neither agree nor disagree with the statement.

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8. Employees in Banglalink are always willing to help you.
Figure 8: Pie chart showing response to question 8.
5% and 5% of the respondents consecutively strongly disagree and disagree with the statement
that Employees in Banglalink are always willing to help you. 40% amounting to 8 respondents
neither agree nor disagree and simultaneously 8 more respondents 40% agree. Rest of the
respondents 10% agree with the statement.
9. Employees in Banglalink are never too busy to respond to your request.
Figure 9: pie chart showing response to question 9.
From the figure above, out of 20 respondents 2 of them strongly disagree (10%) and 6 more
disagree (30%) with the statement while 5 more neither agree nor disagree (25%) with the

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statement. The remaining 7 amounting to 35% agree that Employees in Banglalink are never too
busy to respond to your request.
10. The behavior of employees in Banglalink inspires confidence in you.
Figure 10: pie chart showing response to question 10.
Answering this question of whether employees in Banglalink give their customers comfortable
service. 1 (5%) respondents strongly disagree while 4 (20%) agree with the statement. 12(60%) of
the respondents neither agree nor disagree and further 3 (15%) respondents disagree with the
statement.
11. You feel safe in your transactions with Banglalink.

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Figure 11: Pie chart showing response to question 11.
The maximum number of respondents 11 (55%) neutral and further 4 (20%) strongly agree with
the statement. A minimum of 2 (10%) respondents disagree with the statement while 2 of them
agree and the remaining 1 (5%) feels that they feel safe transection with Banglalink.
12. Employees in Banglalink are consistently polite with you.
Figure 12: Pie chart showing response to question 12.
Out of the 20 respondents 1 (5%) respondents strongly disagree, 6 (30%) neutral, 9 (45%) agree
and 4 (20%) strongly agree that Employees in Banglalink are consistently polite.

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13. Employees in Banglalink have the knowledge to answer your questions.
Figure 13: pie chart showing response to question 13.
From the figure above, out of 20 respondents 8 of them strongly disagree (40%) and 1 more
disagree (5%) with the statement while 3 more neither agree nor disagree (15%) with the statement.
The remaining 7 amounting to 35% agree that Employees in Banglalink have knowledge to answer
the questions.
14. Banglalink gives you individual attention.
Figure 14: Pie chart showing response to question 14.

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From figure 14 it shows that 10% of the respondents strongly disagree with the statement while
20% agree and 30% disagrees with the statement. 25% of the respondents feel that Banglalink
gives individual attention. Most of the respondents amounting to 40% neither agree nor disagree
with the statement.
15. Banglalink has employees who give your personal attention.
Figure 15: Pie chart showing response to question 15.
Majority of the participants 50% does not believe that the behavior of employees build confidence
in them. 25% of the participants neither agree nor disagree and further 20% strongly disagree with
the statement. The remaining 5% agree with the statement.
16. Banglalink has your best comforts at heart.

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Figure 16: Pie chart showing response to question 16.
Figure 16 indicates that 10% and 5% agree and strongly disagree while 75% neither agree nor
disagree with the statement. 10% of the participants disagree with the statement Banglalink has
the comfort heart for their customer.
17. Employees of Banglalink understand your specific needs.
Figure 17: Pie chart showing response to question 17.
30% of the respondents neither agree nor disagree with the statement. 10% and 10%
consecutively disagree and strongly agree, the remaining 50% agree with the statement.
18. Banglalink has operating hours that are suitable to all its customers.

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Figure 18: Pie chart showing response to question 18.
Out of the 20 respondents 1 (5%) respondents strongly disagree, 4 (20%) neutral, 14 (70%) agree
and 1 (5%) disagree that Banglalink has suitable operating hours for customers.
19. Banglalink has modern looking equipment.
Figure 19: Pie chart showing response to question 19.
Figure 19 indicates that 40% agree while 40% neither agree nor disagree with the statement. 20%
of the participants strongly agree with the statement that Banglalink has modern looking
equipment.
20. Banglalink’s physical facilities are visually appealing.

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Figure 20: Pie chart showing response to question 20.
The figure above shows us that 10% of the respondents disagree with the statement and another
15% agrees with the statement. 65% neither agree nor disagree and 5% strongly disagree and the
remain 5% strongly agree with the statement.
21. Banglalink’s employees appear neat.
Figure 21: Pie chart showing response to question 21.
2 respondents amounting to 10% disagree and 7 more which is 35% agree with the statement. 10
of them exactly 50% neither agree nor disagree and 5% which amounts to 1 respondents strongly
disagree with the statement that Banglalink employees appear neat.
22. Materials associated with the service are visually appealing at Banglalink.

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Figure 22: pie chart showing response to question 22.
From the figure above, out of 20 respondents 1 of them strongly disagree (5%) and 3 more disagree
(15%) with the statement while 8 more neither agree nor disagree (40%) with the statement. The
remaining 7 amounting to 35% agree and 1 (5%) strongly agree that materials associated with the
service are visually appealing at Banglalink.

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9.Recommendations
To make a positive impact of Customer Care Service on the overall performance of
Banglalink and to improve the service quality I would like to suggest the following
points to be taken into active consideration:
✓ A huge number of customer of Banglalink are not extremely pleased with the support.
So, the power of Banglalink should give focus on modernization of customer support.
✓ Most of the customers are expecting the price of the call rates as well as the
value added services to be reasonable, so the price of the call rates and value
added services should be established carefully.
✓ The employees should response customers’ phone with courtesy with concern.
✓ Most of the customer are concerned about the network system, frequent promotions
and reward. So, to keep customers trust, these services must be enhanced.
✓ It should start more customer support screen to upgrade the information about them
service.
✓ The division should be always prepared to discover best alternatives for customers
which surpass their objectives.
✓ To obtain a powerful place in the telecom industry the promotional
activities need to be done extensively.
✓ The customer support workers can say sorry individually when the customers are
not pleased with their service, regardless of any mistake.
✓ Customer Care Associates should provide obvious concept along with very
attractive and friendly speech.

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10.Conclusion
Good customer service is the lifeblood of any business. A company can offer promotions and
slash prices to bring in as many new customers as it wants, but unless it can get some of those
customers to come back, its business won’t be profitable for long. The essence of good customer
service is forming a relationship with customers – a relationship that that individual customer
feels that he would like to pursue. In my report I tried to figure out how Banglalink GSM is
dealing with its customers to make a long-term relationship through its customer care
department. As true secret of good customer service: “A company will be judged by what it does,
not what it promises.”
Banglalink™ has successfully managed to introduce perfect competitions among the mobile
operators. The competitions are so vast that that the connection price as well as the airtime rate is
falling down day by day. In this changing environment based on this research, Banglalink™
should take consideration against mentioned recommendations suggested for the improvement of
customer care division. These recommendations will definitely improve the overall company
image if implemented efficiently.

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11. References
➢ https://www.banglalink.net/en Access Date- 15-04-18
➢ https://en.wikipedia.org/wiki/Banglalink Access Date 15-04-18
➢ http://www.assignmentpoint.com/business/marketing-business/assignment-on-
banglalink-marketing-plan.html Access Date 15-04-18

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12. Appendix
Service Quality Measurement on Banglalink
SL Questions Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
1 When Banglalink Promises to do
something by a certain time, it does.
2 When you have a problem Banglalink
shows a sincere interest in solving it.
3 Banglalink performs the service right
the first time.
4 Banglalink provides its services at the
time it promises to do so.
5 Banglalink insists on error-free
records.
6 Banglalink keeps customers informed
about when services will be
performed.
7 Employees in Banglalink give your
quick service.
8 Employees in Banglalink are always
willing to help you.
9 Employees in Banglalink are never
too busy to respond to your request.
10 The behavior of employees in
Banglalink inspires confidence in
you.

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11 You feel safe in your transactions
with Banglalink.
12 Employees in Banglalink are
consistently polite with you.
13 Employees in Banglalink have the
knowledge to answer your questions.
14 Banglalink gives you individual
attention.
15 Banglalink has employees who give
your personal attention.
16 Banglalink has your best comforts at
heart.
17 Employees of Banglalink understand
your specific needs.
18 Banglalink has operating hours that
are suitable to all its customers.
19 Banglalink has modern looking
equipment.
20 Banglalink’s physical facilities are
visually appealing.
21 Banglalink’s employees appear neat.
22 Materials associated with the service
are visually appealing at Banglalink.