This document summarizes the findings of a survey of 20 Airtel customers in Bangladesh. It analyzes customer satisfaction levels regarding Airtel's network, call and SMS rates, customer service, recharge options, voice clarity, call dropping, unwanted advertisements and hidden costs. It finds that most customers are only satisfied with call rates and identifies network issues as a key problem. It compares Airtel to Grameenphone and finds Grameenphone has better network quality despite higher costs. The document concludes with recommendations for how Airtel can improve its services.

1. 1
CUSTOMER SATISFACTON
RECOMMENDATIONS FOR
AIRTEL BANGLADESH
BASED ON A SURVEY ON AIRTEL USERS INCLUDES
SAMPLE POPULATION OF 20

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CUSTOMER SATISFACTON
RECOMMENDATIONS FOR
AIRTEL BANGLADESH
BASED ON A SURVEY ON AIRTEL USERS INCLUDES
SAMPLE POPULATION OF 20
Prepared For
Jerry Cardoza
Lecturer
BRAC University
Prepared By
Ishita Das- 12204094
Ahmed Ahnaf – 12104063
Mohammad Muqtadir Ullah– 13104061
Rabiul Hossain– 11304050
Date of Submission: 16th
April, 2014

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BRAC University
66, Mohakhali, Dhaka-1212
Phone no: +8801684852482
E-mail:das_ishita@ymail.com
9th
April, 2014
Mr. Jerry Cardoza
Lecturer of BRAC University
66, Mohakhali, Dhaka-1212
BRAC Institute of Languages , 14th
floor
Dear Sir,
Here is the report on the Airtel Companies customer satisfaction of the users. This report is based
on survey done on customers dated 6-7th
of April 2014.
Our survey consisted of Airtel users mainly the students because their target customers are
students. However, we found some service holder Airtel users for our survey purpose which is
very low. We tried to find some analysis, finding and observable variations on the basis of the
survey. Ultimately, concluded with some recommendations.
Therefore we would like to place this report for your kind judgment and valuable suggestions.
Thanking you.
Sincerely yours,
Ishita Das
On behalf of the group

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TABLE OF CONTENTS page no
EXECUTIVE SUMMARY…………………………………………………………. 6
INTRODUCTION…………………………………………………………………... 7-9
Authorization for conducting the survey…………………………………………….. 7
Objective of the study……………………………………………………………….. 7
Methodology………………………………………………………………………… 7-8
Preview………………………………………………………………………............. 9
ANALYSIS OF AIRTEL CUSTOMER SATISFACTION…………………………. 9-12
Network………………………………………………………………………………. 10
Call rate and SMS rate………………………………………………………………... 10
Customer care service…………………………………………………………………. 10
Recharge outlets………………………………………………………………………. 10
Clarity of voice………………………………………………………………………... 11
Call dropping………………………………………………………………………….. 11
Unwanted call and advertisements……………………………………………………. 11
Hidden costs…………………………………………………………………………... 11
Internet………………………………………………………………………………… 12
DIFFRENCES IN FINDING PROSPECTS………………………………………….. 12-13
Network……………………………………………………………………………….. 12
Call rates………………………………………………………………………………. 12-13
Extra services provided for heavy to moderate users………………………………….. 13
Retaining customers…………………………………………………………………… 13

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OBSERVABLE VARIATIONS……………………………………………………… 13-14
Positive effect of integrity…………………………………………………………… 13-14
Change of packages without any information for recharging certain amount………. 14
Necessity of service knowledge……………………………………………………... 14
RECOMMENDATIONS FOR AIRTEL COMPANY……………………………… 15
BIBLIOGRAPHY……………………………………………………………………. 16
APPENDIX- QUESTIONARIES…………………………………………………… 17-20

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EXECUTIVE SUMMARY
Airtel is the sixth telecom operators in Bangladesh. As an emerging company Airtel is trying to
do well. After the launch of Airtel in Bangladesh, the competition has become more strengthen
among the telecom operators mainly regarding the call rates. Each of them is trying to boost up
their market share by offering new promotional offers and benefits to the customers. Since, all of
the operators are offering almost same categories of products it has become a big challenge to
retain the existing subscribers and acquisition of new customers. Although, Airtel Company is
moving ahead to achieve their goals. Yet they are going behind by one step due to their network
issues.
The data and surveys showed that the customers are satisfied only with their call rate. For this
reason they are not still switching to other brands. Moreover, many of them mentioned that due
to some legal necessities they are also not switching the brand. Likewise, as the Airtel
Companies target customers are the students they want cheaper call rates so that they can chat
more over phone.
The surveys data also showed that only 10-15 percent users are satisfied on their service
provider.
Likely, we have also compared Airtel with Grammenphone the best telecom service provider so
that they can overcome the issues and be the number one telecom service provider in
Bangladesh.
Finally we have concluded our report by providing some recommendations they need to improve
so that they can be the best brand further.

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CUSTOMER SATISFACTON
RECOMMENDATIONS FOR
AIRTEL BANGLADESH
BASED ON A SURVEY ON AIRTEL USERS INCLUDES SAMPLE POPULATION OF 20
INTRODUCTION
Authorization for conducting the survey
This report is based on survey of 20 sample population done within the university and also from
our friends and family group who are service holders. Moreover, we took their permission if they
wanted to help us conducting the survey. This survey is basically done under the supervision of
our honorable faculty Jerry Cardoza, lecturer of BRAC University.
Objective of the study
There is a distinguishable gap between customer satisfaction of Airtel users and service provided
by Airtel Company. The objective of the study is to perceive the reasons of discrepancy and to
recommend changes in Airtel Companies service providing level to the customers.
Methodology
Initial procedure
The methodology used in conducting the survey is evident. We the group members sat in group
and made questions for the survey. After that we took print outs of the survey questions.
However, then we went for the survey.
Focus group
Our focus group was the Airtel users and wanted to conduct survey on 50 percent students and
50 percent people who are engaged in profession. However, we were unable to find service

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holders because the Airtel Company when started business their target customers were the only
students. For this instance, we executed our survey within the students of BRAC University and
other 4-5 sample population was from our friends and family group.
Sample population
Our total number of sample population was 20. Out of them 16 samples are students and the
other 4 was service holders.
Data collection
It is without doubt that our approach to data collection was primary. Our target was to know
through the survey their satisfaction from Airtel Company. We tried making more précised
questions to the sample population so that they could answer them more easily. We personally
interacted with them so that they could answer the questions without making any hassle.
Data analysis
The method that we have used to analyze the data is coding and thematic analysis. Coding is an
interpretive technique that seeks to both organize the data and provide a means to introduce the
interpretations of it into certain quantitative methods. Thematic analysis emphasizes pinpointing,
examining, and recording patterns (or "themes") within data. The observed results of the focus
group’s interviewed data have been utilized in this paper to stand for our topic.. Direct speech
marks of the surveyed data of observed results have been used to justify and show valid stand of
topic.
Limitations
The limitations we faced while supervising the survey are sated below:
 The sample population sometimes could not understand the questions properly.
 At first some of the population did not answer the questions after that when we saw so
interacted with them individually.
 As we asked the question in details they did not answer in details which actually lead us
to issues.

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Preview
In the following pages, the analysis, findings of comparisons and observable variations appeared
while operating the survey will be described in details. Firstly, we will outline our report through
analysis of the survey. After that we will portray the findings and will sketch the comparison of
Airtel Company with another renowned telecommunication company. Eventually we will
conclude the report through some basic recommendations.
ANALYSIS OF AIRTEL CUSTOMER SATISFACTION
The analysis shows the clear overview of customer satisfaction. Moreover, it determines the
difference between the customer satisfaction and Airtel Company as service provider. The
analysis is done on some basic categories are as follows:
 Network
 Call rate and SMS rate
 Customer care service
 Recharge outlets
 Clarity of voice
 Call dropping
 Unwanted call and advertisements
 Hidden costs
 Internet
Network
Airtel is a telecommunication company as a result their main motive should be to improve their
network quality. Likewise, the Airtel Company is not concerned about the network quality.
Almost all our survey population mentioned their experience about network from poor to
average. Besides from the survey we inherited a clear conception and their statement proved that
they were annoyed due to the network issues. When we asked their views about using this

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service they mentioned that we cannot switch to other services because we used the number in
various legal procedures and suddenly switching to other services will create
issues.Simultaneously many of them mentioned that Network is good only in main towns. One
sample population shared his view about network named MD. Mahafuzul Hasan, ‘‘Network
level is very poor, sometimes it takes long time to recover’’.
Call rate & SMS rate
When Airtel Company started their business their target customers were the students who are
actually willing to chat more over phone and want to spend less money. Furthermore, the Airtel
Company only provides satisfaction through the call rates and SMS rates. Additionally, Airtel
has also increased their call rates over the past few years which remain unnoticed to the users.
Let us share a view of an user naming Ishtiak Ahmed, ‘‘The tariff linked with the connection I
am using currently is incredibly cheap”.
Customer care service
The Airtel Company always tries to provide very good service. On the contrary, the sample
population scored customer care service 8 out of 10. Yet one of the users naming Ishita Das said
that the customer care service gives very lame excuses. She shared her experience that” once I
called customer care and complained about not reaching only a certain number. They replied,
may be that person you want to contact has blocked you. My question is why my relative will
block my call without having any issues with him”. Another user named Deban Datta mentioned
that “they are unable to keep their commitment”.One of the users titled Mahadi Hasan Said that,
“they are very are friendly and try to solve our problems”.
Recharge outlets
Airtel Company has a very good communication channels in case of recharging money. We can
get many recharge outlets almost everywhere. On the contrary, in Benapole there is no network
and there is barely any recharge outlets. While travelling to India I faced these circumstances.
Side by side we can say that recharge outlets of Airtel is quite satisfactory.

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Clarity of voice
The clarity of voice falls under network but still we did a section so that we can provide with
proper information’s on each and every possible outcomes. Due to network issues the users
acknowledged that the clarity of voice is poor to average. Accompanying with that they also
referred that the clarity in terms of voice is very unsatisfactory in village areas. In Dhaka, the
clarity is excellent but very much necessary to improve in village areas like Savar and also inside
the houses of Chittagong. Our surveyed user named Afsary Adiba Priyanka commented that,
“poor service, hate it absolutely”.
Call dropping
The network problem is so high that many times call eventually drops without any reason and
without any indication, which is really very awkward while communicating for any official
purposes. Our surveyed user named Evench Catherine Gomes specified that ‘‘always call drops
without any reason which is really very much annoying”.
Unwanted calls and advertisements
Airtel Company sends many SMS and call the users for letting them know for many kind of
information. As we all know everything has its limit but Airtel Company do not care about their
users, are they irritated about the unwanted calls and advertisements but they continuously
perform these type of activities. One of the users titled Tamman Hossain termed that, “yes, they
always send SMS and call for advertisements regularly which are very much irritating”.
Hidden costs
The Airtel Company says that they keep their costs very low but eventually many times it is seen
that they cut money from the balance without any crippled reason. Many of the users also
notified that they do not take any kind of hidden costs. Mariyam Sultana remarked that, “no they
do not take any kind hidden cost”. May be that user is unaware of that issue or maybe she did not
experience such kind of matter. Still we have a stand for this topic, another user named Mahafuja
Yasmin cited that “yes always, for free Facebook always cutting money from balance”.

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Internet
We always prefer and want good internet service but Airtel Company it not satisfactory enough
in case of network so we saw that users are not willing enough to use internet service. Our
survey showed that only 4 users out of 20 prefer Airtel Internet service, which is not even 50
percent. Only 20 percent of our survey users preferred Internet service of Airtel. Let’s share the
experience of some internet users. Nishat Nabila says that “I prefer internet service but I use
normal package because 3G cuts a big amount of money”. Another negative user named Tangifa
Rahman allusion that “I do not prefer it anymore, it is Goddamn slow”. Moreover, Md. Jahid
Hasan Tusher said that, “although I do not use it nor I prefer it but interestingly 3G speed is good
but very much costly”.
DIFFRENCES IN FINDING PROSPECTS
We are trying to show a comparison between Airtel and Grameenphone. The prospects found
and the methods applied are secondary area of investigation. From this survey the findings are
classified primarily. The prospects are:
 Network
 Call rates
 Extra services provided for heavy to moderate users
 Retaining customers
Network
According to our previous analysis the network of Airtel Company is very unsatisfactory.
Moreover, as we are comparing with Grammenphone Company one of our external users naming
Sophia Shawon Gomes who uses Grammenphone said that “though the cost is high but the
network service is better enough not to complain it”.
Call Rates
From our quondam analysis we saw that Airtel Company has very cheap call rates on the
other hand call rates of Grammenphone is kind of excess. Our surveyed customer Tangifa

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Rahman Priyanka who is also Grammenphone user states that call rate of Grameenphone
is higher than Robi, Airtel etc.
Extra services provided for heavy to moderate users
Some extra services are provided to both heavy and moderate users by both the companies. Our
surveyed customer Muhammad Imdadul Haque shared his experience that Airtel Company has
provided him with free SIM when he lost his phone and went to customer relationship center for
getting his SIM card renewed as because he a heavy and loyal user at the same time. Moreover,
another external Grammenphone user named Sanjukta Das also acknowledged the same
experience as Muhammad Imdadul Haque.
Retaining customers
Without exception all Companies try to apply marketing strategies so that they can retain their
existing customers. Our Surveyed customers Tamman Hossain referred that, “I was a heavy user
of Airtel and I suddenly stopped recharging to that extent I used to recharge and after some days
I attended a call from Airtel and asked me whether I was switching to other Companies”.
Previously mentioned external user Sanjukta Das also remarked that, “they provided me with
extra services to retain me, for past few years I am regarded as Grammenphone Star which gives
me the advantage to enjoy many services and offers”.
OBSERVABLE VARIATIONS
Here some of the variations while performing the survey we found are mentioned briefly:
 Positive effect of integrity
 Change of packages without any information for recharging certain amount
 Necessity of service knowledge
Positive effect of Integrity
Many times it is seen that users become so loyal that they do not want to utter any bad-word-of
mouth although he/she is facing many problems regarding the service. This scenario is found

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when we actually overviewed some of our surveyed customers. We eventually summarized MD.
Asif Siddik’s customer satisfaction level about Airtel Company. He tribute that all the services
of Airtel Company as network, SMS rate, call rate, new offer, customer care service and
recharge outlet provides him with average satisfaction. Naturally all variable cannot have the
same results. This is a short interpretation of positive effect of integrity.
Change of packages without any information for recharging certain amount
In Airtel it is seen many times that recharging of certain amount changes the current package of
the users. Through the interpretation we found that many surveyed users acknowledged that they
did not face these types of issues. Moreover, many of our users mentioned that, “I felt like
changing the service provider”. In the other instance, Sifat Hassan mentioned that “nobody
recharges tk.65, without any promotional offers. So, if the offer lasts for a short period of time
the validity of the offer is indeed null and void. So, it is not acceptable at times”. On the other
hand another user named MD. Mainul Hasan notified that, “many times it happened with me, my
all money goes away, they should at least inform the users through a SMS for our willingness to
change the package because all users are not aware of certain promotional offers. Then again I
have to call customer care service and more money goes in water”.
Necessity of service knowledge
For executing any type of survey the members need to have content knowledge about the service
provider. Furthermore, it is necessary to inform that all the group members sat together and jot
the questions down related to survey. In addition to that all the group members are Airtel users
for the last 4-6 years which is more than enough to know about a service provider well enough.
The preceding data and indirect speeches prove some basic differences among the users.

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RECOMMENDATION FOR AIRTEL COMPANY
The conclusion reached in the preceding sections suggesting certain action that Airtel Company
should take in increasing their sales force. Specifically, the instruction should be altered to
include the following topics:
 Importance of upgrading the network
 Upgrading internet service and also reducing its cost
 Stopping unwanted calls and advertisements
 Proper training to the customer care executives in terms of providing proper information
rather than providing with lame excuses
 They need to curtail their hidden costs
 Upgrading voice clarity and call dropping issues

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Bibliography
http://www.my3q.com/home2/211/aruneshb/70324_viewData.phtml?record=6
http://www.scribd.com/doc/46421535/Airtel-Final-Questionnaire
http://www.scribd.com/doc/12409225/Customer-Satisfaction-at-airtel-Questionnaire

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1* Your name
2* Your age?
3* Your gender
4* Your occupation
5* Which mobile services do you use?
6* Which type of services do you use? A. Prepaid B. Post paid
7* For how long have you been using these services?
8* What is your monthly expenditure in terms of your mobile usage?
9* How do you rate your services provider in terms of connectivity and area of
network coverage?
10* What do you feel about the call tariff linked with the connection you are
currently using?
12* How appropriate are the SMS rates related with the plan you are using currently?
13* Does your Service Provider have any hidden costs incorporated in the plan you
are using?
14* Service provider in terms of clarity of voice

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15* Service provider in terms of call dropping
16* Pricing of Value Added Services
17* Unwanted Calls and Advertisements about other services is..
19* Evaluate your most recent customer services experience
20* How would you rate your level of satisfaction with the service provider in
regards to value and pricing?
21. How likely are you to repurchase the services from this company in the
future? Would you say your chances are...
22 . How likely are you to recommend the services of this company to a
friend or relative? Would you say your chances are...
23. What are the reasons you are still using this service?
24. Do you prefer airtel internet service?
25.If so , do you prefer normal package or 3G? How is your experience?
26.After recharging some fixed amount like 65 or 15 when your package
changes without any informing then how do you feel? And what problems do
you face?

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27.What do you think how is the network coverage?
28.Which package do you use?
A. GolpoB.Adda C. Super AddaD.foorti E. Hoi choi
F. Dolbol G. Katha H. Airtel Exclusive I. Airtel Classic J. Airtel
Advantage
29. Do you call at customer care?
O Yes
 No
 If yes, how often you call at customer care?
O DailyO Once a week O Once a month
30.Rate the following services on the basis of your satisfaction.
SERVICE Excellent Very
Good
Good Average Poor
Network
SMS Rate
New offer
Customer
care
Recharge
outlet
Call rate

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31) Which services are more helpful to you while using Airtel services?
O Call rate
O SMS service
O Network
O ValueAddedServices
Occasionally
32) For what reason you call at customer care?
O Valueaddedservices (Multi-choice)
O Information regarding new schemes
O Other queries
O Complaining
33) From which source you came to know about Airtel?
O Advertisement
O Hoardings
O Newspapers
O Mouth Publicity
34. Do you get satisfactory level of service from the customer care center? If yes or no share your experience?
35. Summarize your some good and bad experience on your own word?