Servqual of Airtel
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This document presents the findings of a SERVQUAL survey conducted on Airtel mobile service customers in Bangladesh. It summarizes that technical quality was the highest ranked dimension of service quality while tangibles was the lowest. Most customers felt technical quality met or exceeded their expectations while responsiveness was worse than expected. The majority of customers reported being dissatisfied or very dissatisfied with Airtel's service quality overall. The document recommends Airtel improve their network quality and work harder to retain customers given high levels of dissatisfaction and switching intention.
Servqual of Airtel
- 2. A PRESENTATION ON THE FINDINGS OF SURVEY ON SERVQUAL OF AIRTEL
- 3. PRESENTED FOR Mr. Kazi Mahfuz M. Rahman Course Instructor Course Title: Service Marketing Course Code: MKT 402
- 5. PURPOSE OF SERVQUAL We can assess service quality from the customer’s perspective. We can track customer expectations and perceptions over time and the discrepancies between them. We can compare a set of SERVQUAL scores against those of competitors or best practice examples. We can compare the expectations and perceptions of different customer groups - this is particularly useful in the public sector. We can assess the expectations and perceptions of internal customers - e.g. other departments or services we deal with. We can use data on customer priorities to feed into the House of Quality (QFD). Customer priorities and their ranked order of importance can become the WHATS. These WHATS can then be compared with the HOWS (key business processes) and relationships matched to check service design and provision according to key requirements.
- 6. RESPONDENT ATTRIBUTES Attributes Categories Number of Respondents Gender Male Female 56 44 Age Below 20 20-29 30-39 40-49 50& above 13 82 4 1 0 Occupation Student Service Holder Businessman/woman Other 88 9 3 0 Monthly Income Below TK. 1000 TK 1000-TK. 5000 TK 5000-TK 20000 above TK 20000 25 50 17 8 Education SSC HSC Diploma Bachelor’s degree Masters/ Post graduate degree PhD 1 55 2 38 3 1 Telecom Operator Airtel Grameenphone Banglalink Robi Citycell Teletalk 103 53 33 23 1 8
- 7. SURVEY FINDINGS DIMENSIONS RANKINGS (IN ASCENDING ORDER) Technical Quality 1 Empathy 2 Reliability 3 Economy 4 Responsiveness 5 Image 6 Assurance 7 Tangibles 8 Table: Prioritized Dimensions of Airtel
- 8. SURVEY FINDINGS(CONTINUED) CUSTOMER SATISFACTION PRIORITY OF DIMENSIONS Better or Much better Than expected Technical Quality Empathy TQ4 At least equal to expectation TQ1, TQ2, TQ5 EM1 Worse or much worse than expected TQ3 EM2,EM4,EM5,EM 7 EM3,EM6 RL1,RL3,RL4 RL2,RL5 - - EC1,EC2 RS5 RS2,RS3,RS4 RS1 Image IM1,IM2, IM3,IM4 - - Assurance AS1,AS2, AS4 AS3 - Reliability Economy Responsiveness - Table: SERVQUAL Dimension Priority-Satisfaction Matrix
- 9. SURVEY FINDINGS(CONTINUED) Very Dissatisfied, 13 Very Satisfied, 0 Satisfied, 36 Dissatisfied, 35 Neutral, 16 Figure: Satisfaction Level among Airtel users
- 10. RECOMMENDATIONS Management of Airtel must seriously take knowledge of their customer dissatisfaction with their service quality Switching intention is significantly different among the mobile subscribers & so Airtel should work hard for customer retention Airtel should work more on strengthening their network