Strategic Service Factors Leading to Grameenphones Success

Md. Rahman

Strategic Service Factors Leading to Grameenphone’s Success

Md. Asfaqur Rahman * §

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Md. Hasebur Rahman ‡

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§ Lecturer, Department of Business Administration, Pab...

‡ Assistant Professor, Department of Business Administ...

Strategic Service Factors Leading to Grameenphone’s Success

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Abstract

With the rapid development of telecommunication industry and usage rates of mobile phone users in Bangladesh truly it is significant to know whether the customers are satisfied with the service of their operator or how the operators think to provide better service to attract its valued customers. In this study, we have examined the determinants of customer satisfaction and loyalty conditions of Grameenphone to recommend what service factors could be applied strategically to sustain the leadership over the telecom industry in Bangladesh. The findings confirm that customer satisfaction and loyalty would be enhanced if the operator emphasis on core service factors like service quality, brand image, service charges, network quality and Value Added Services (VAS) etc. For this the study is conducted on 150 Grameenphone subscribers in Bangladesh. The Chi-square test for customer satisfaction factors and customer loyalty factors suggests that GP’s customers are satisfied with their services but 40% of them still are not willing to subscribe about GP to other potential users. On the basis of the findings, the study concludes by recommending some potential service factors that could be helpful for GP to gain the competitive advantage and will create a positive impact over customer’s mind about receiving GP’s service.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Md. Asfaqur Rahman, Md. Hasebur Rahman. 2015. "Strategic Service Factors Leading to Grameenphone’s Success". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue 26 (E6)).

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GJMBR Volume 15 Issue 26 (E6)

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Customer Loyalty Customer Satisfaction grameenphone strategic factors

Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedFebruary 5, 2015
Peer Review Double Blind
Handling Editor
Accepted March 5, 2015
Published June 15, 2015

Version of record

v1.2

Issue date

June 15, 2015

Language

English

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Article Matrices

Total Score: 102

Country: Bangladesh

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Md. Asfaqur Rahman, Md. Hasebur Rahman (PhD/Dr. count: 0)

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Publish Date: 2015 06, Wed

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