Retailers Satisfaction Level on Airtel Bangladesh Limited
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Internship Report on Retailers Satisfaction Level on Airtel Bangladesh Limited Internship Report On Retailers Satisfaction Level on Airtel Bangladesh Limited Submitted by Muhammad Atiqur Rahman ID:10204061 BRAC Business School BRAC University Submitted to Jabir Al Mursalin Assistant Professor BRAC Business School BRAC University Submission Date: 7th September 2014 Page | II 7th September 2014 To, Jabir Al Mursalin Assistant Professor BRAC Business School BRAC Business School Subject: Submission of Internship Report Dear Sir, It gives me immense pleasure in presenting the internship report on “Retailer Satisfaction Level on Airtel Bangladesh Limited” which was assigned to me as a partial fulfilment of the BBA program. The three months of internship program at Airtel Bangladesh Limited gave me the opportunity to have an insight on the customer service and its strategy. The work on the project also enriched my knowledge about the corporate environment of an organization. I hope that the report would be meeting your expectations and standards. Your kind consideration and cooperation will be highly appreciated. Sincerely yours, ________________ Muhammad Atiqur Rahman ID - 10204061 BRAC Business School BRAC University 1 | Page Acknowledgement At first, I want to bid my heartiest thanks to my supervisor,Nayeemu Rahman mia, Senior executive trade marketing ,Dhaka-1 Zone,Airtel Bangladesh Limited for guiding me and for giving me the opportunity to initiate this report. Then I want to thank Airtel Bangladesh Limited (ABL) for giving me the opportunity to do my internship in the organization. My special thanks for Mohammad Razaul Islam Shiddique,Zonal business manager,Dhaka-1 Zone,Airtel Bd.Ltd, who assigned me in the project. I would also like to thank cordially Jabir Al Mursalin, Assistant Professor, BRAC Business School, who helped me in every step in the organization. I want to thank all territory managers, who assisted me a lot for the preparation of this project. I am also very grateful to Mr. Ali and Mr. Bari, unless their support the research survey would have been difficult for me. I also would like to thank BRAC University authority for their library and internet facilities from where I got enormous information. 2 | Page Executive Summary Airtel is the sixth telecom operators in Bangladesh. This company is the subsidiary of Telecommunications Company Airtel India in Bangladesh .Airtel Bangladesh Limited is one of the fastest growing mobile services providers in Bangladesh and is a concern of Bharti Airtel Limited, a leading global telecommunications services provider. The company offers a wide array of innovative mobile services, including voice, value added services, data and m- commerce products and is focused on expanding its state-of-the-art mobile network both for coverage and capacity. 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. At this moment Airtel is trying to reach the Retailers with various promotional activities and is attempting to make their brand presence felt. Through their significant advances in Bangladesh, Airtel is moving ahead on the track to achieve their goals. As a student BBA program, I got the opportunity to complete my internship program in such a multinational telecom company. The internship program is the partial requirement of my BBA program and the duration of the internship session was 3 months. I worked in the central sales department at Dhaka -1 Zone of Airtel Bangladesh. The report has been prepared in align with my job responsibilities and experiences at Airtel. I have conducted a research survey among Airtel retailers who sells both SIM and recharge. After that I have designed the research in a descriptive way and collected data are analyzed quantitatively. The research findings show that there are several factors that make the retailers dissatisfied regarding Airtel. Insufficient SIM delivery, Poor network quality, delay on SIM replacement, poor commission structure and bad internet service etc. are the areas for customer dissatisfaction. On the other hand, the retailers are satisfied for the low call rate of prepaid connection, higher commission payment, availability of the prepaid Ezee load, tariffs of the prepaid packages, lives enriching value added service, and for customer supports after sales. However, the overall analysis describes that the most of the Airtel prepaid subscribers are moderate subscribers. At the end of the project, some recommendations are given to help the Airtel management so that they can deploy appropriate decisions to reduce the retailer’s dissatisfaction. 3 | Page Table of Content Chapter 01-Company Overview 1.1 Preface…………………………………..........................……..…………………..…………08 1.2 Company Info………………………....................…………….………………....………….08 1.3 Airtel Bangladesh Ltd. at Glance……………..........…………………......……..…………10 1.4 Bharti Airtel……………………………….........................………………..……………….11 1.5 Bharti Group……………………………...................……………………..…..……………11 1.6 Timeline of Warid Telecom in Bangladesh……………..........…......…......………………12 1.7 Brand Airtel……………………………………………………....……………………….…13 1.8 Vision & Tagline………………………………………….........………………...………….13 1.9 Airtel Logo………………………………………………………………….........….....…….14 1.10 Current Market Situation…………………………………………...………….................14 1.11 SWOT Analysis …………………………....………………..................................…........15 1.12. Product Offers ………………………………..............................………………..……...17 1.12.1 Pre-paid Details …………………………........................................…….....……….....17 1.12.2 Postpaid details …………………...........................................……………....…………19 1.13 Marketing Product Mix……….……………………......................…….………………..20 1.14 Retailer Commission Structure……………………........………………....……….…….21 Chapter 02-Job Description 2.1 Experiences at Airtel Bangladesh Limited……............................................………..24 2.2 Job Responsibilities…………………………..........................................................….25 2.3 Observations and Recommendations…………….........................................………..25 Chapter 03-Main Project 3.1 Introduction………………...........................................................………………….……….28 3.1.1 Background of the problem……............................................…………………………….28 3.1.2 Origin of the report……………...........................……………….……………………..…29 3.1.3 Objective of the report…………................................................………………………….29 4 | Page 3.1.4 Scope of the report………………............................................….………………………..29 3.2 Literature review….............................................................................................................30 3.2.1 Customer Satisfaction, a theoretical review……………….....................................…….30 3.2.2 The definition of customer satisfaction............................................................................31 3.3 Customer satisfaction factors of prepaid customers of Airtel.............................................32 3.4 Methodology..........................................................................................................................34 3.4.1 Research Design……………..........................................................................................….34 3.4.2 Type of the Research……….......................... .……………………………….….………… 34 3.4.3 Problem Definition……………….. ....................................................................................35 3.4.4 Measurement and Scaling Procedure……………............ .................................................36 3.4.5 Questionnaire……………………… .....................................................................................36 3.4.6 The Sampling designing Process …………………….…………………………….……….38 3.4.6.1 Define the target population…........................................................................................37 3.4.6.2 Determine the sampling frame…................. ..................................................................38 3.4.6.3 Select a sampling technique……......................... ...........................................................38 3.4.6.4 Determine the sample size …....................... ..................................................................38 3.4.7 Data Collection, Preparation, Analysis …………………… ……………......…..…….…..39 3.4.7.1 Data Collection………….…...................... ..........................................………………….39 3.4.7.2 Sources of Data…………........................... .....................................……………………...39 3.4.7.3 Procedure of data collection……................................................................................…39 3.4.7.4 Data analysis………………………………………..………………………......................40 3.5 Findings…………………………….…………...................................................................….41 3.5.1 Findings on respondents analysis…………….……………….............................................41 3.5.1.1Findings on the retailer current sales …………………………....................................….42 3.5.2Findings on statements analysis………………………….…….………………………..…..44 5 | Page 3.5.3 Findings on general overview…………………..............................................................….49 3.5.4 Relationship between Airtel Monthly recharge sell and Quality of Airtel network in area…………………………………....................................................……….57