Customer Perceived Satisfaction with the Mobile Company’s Complain Handling Service

Abstract

The aim of this report is to analyze the customer perceived satisfaction with the customer complaints handling services of Grameenphoen Limited in Bangladesh.

Grameenphone (GP) mainly came from the joint venture between the Telenor (55.8%) and Grameen Telecom Corporation (34.2 %). It was the first company to introduce different services to the customers. The services they offered are pre-paid service, established the concept of 24 hour call center and also introduced value added services like –VMS, SMS, international roaming service, WAP, EDGE etc.

In order to know the customer satisfaction level of GP Community Information Centers (GPCICs) some questions have been asked to the targeted subscribers in rural areas. In the questionnaire some of the variables that have been used are- Gender, Age, Duration of using Grameenphone Internet in CICs, Monthly Expenditure on Internet, Frequency of visiting GPCICs, Time spent on Browsing and Downloading on GPCICs. Based on collected data, analysis has been made. Results show that Grameenphone provide faster services for downloading. Customers are satisfied with the charging rate of internet provided by GPCICs, Customers are satisfied with the value added services provided by GPCICs, Entrepreneurs of GPCICs are helpful towards the customers. Internet connection of Grameenphone CIC is satisfactory in rural areas of Bangladesh. Customers are satisfied with the behavior of service employees and monthly expenditure on internet. Customers will suggest friends, relatives or others live nearby to visit GPCICs, GPCICs provide services is enough and preferences of liking the services.

Major Dissatisfaction about services taken from GPCICs, Grameenphone should emphasized more on. Grameenphone should make the value added services in such a way that is understandable to the Rural subscribers, they should continuously improve internet connection and Grameenphone should increase the awareness among rural people including farmers. This is because in rural areas, there are many farmers who are unaware of the services and even if they are aware they are not interested. Thus, it can be reduced if Grameenphone can go for extensive promotional campaign in rural.