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Service Marketing of Grameenphone Limited: a Study on Effectiveness of Product Policy and Strategy

S. Akterujjaman
Department of Business Administration, Northern University Bangladesh

M. A. Rahman
Department of Business Administration, Northern University Bangladesh

A. Kalam*
Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Bangladesh

M. Z Kabir
Department of Management, Hajee Mohammad Danesh Science and Technology University, Bangladesh

Abstract/ Executive Summary:

The present study is basically an attempt to measure the effectiveness of product policy and strategy of Grameen Phone limited. From the findings of the study seven hypotheses are developed where four are accepted and rest three are rejected. The result are Grameen Phone gives frequent services to the customers, its employees show sincere interest in solving customer's problem, location of the branch of GP is very convenient to get frequent service and it uses modern and updated technology for improving product & service quality where as the behavior of employees of GP is not satisfactory to customer, employees of GP are not willing to help the customer and the personnel's of GP are not trained enough to serve the customers. The research is primarily based on the collection and analysis of primary data. One hundred twenty respondents are selected as a sample size to conduct the study. Respondents are selected in such a way so that it covers all over the areas in Bangladesh. In some cases Grameen Phone developed perfect policy and strategy where we get better response from the respondents and in some cases they were unable to follow the perfect policy and strategy for that we get unsatisfactory result from the respondents.

Keywords: Grameen phone, Customer, Product and service, Policy and strategy, Confidence level

Location: In Bangladesh

Start Date:

End Date:

Program Area: Socio-economic and Policy

Commodity: Market/Marketing

Objectives:

The main objective of the study is to measure the effectiveness of product policy and strategy of Grameen Phone Limited. The specific objectives of this study are as follows: 1. To identify the products and services of Grameen Phone Limited. 2. To measure the effectiveness of the products and services. 3. To find out the problems those are related with the products and services. 4. To produce recommendations how to solve these problems.

Methodology:

This is an empirical study based on the secondary data. But to support the objective of the study researcher also form the questionnaire analysis. This section describes the detailed methodology used in the study. To conduct the study the primary data were collected through the personal interview with a structured questionnaire (Malthora 2005).

Sample design The customers who used the GrameenPhone are taken as the population of this study. In this case, a sample of 120 respondents, 20 is the executives and rest 100 is the users who are only using Grameen Phone were interviewed to collect the primary data. Among the 100 respondents, 30 respondents are the service holder, 25 respondents are the business man, 15 respondents are the students and rest 30 is the non service holder. Though the students of Bangladesh have no income but most of them used the mobile set and influence on the buying decision. Moreover only the university and college students were interviewed to collect the primary data More over 20 respondents have been chosen from the Grameen Phone Customer care and offices who are working as a managerial level in different places of Bangladesh. The respondents have been chosen from the six divisions of Bangladesh. More over, 25 business men out of 100 respondents have been chosen who are dealing business in individual and partnership in different cities of Bangladesh. Again 30 service holders out of 100 respondents have been chosen who are employing in private and public organizations in Bangladesh. Data have been collected in such a way so that it covers all the area as well as all types of people in Bangladesh.

Statistical analysis Data generated from the survey by the large nominal, ordinal, interval and ration data. SPSS and excel were used to analyse and tabulate data. Z test is used to test different hypothesis.

Source of Information: Journal of Science and Technology 9 & 10 (2011-12): 8-16

Article Link (Online Journal):

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

Mobile phone is a newly immerging product in our country. Though at the beginning, it was not in the flow of use, now its demand is increasing day by day for its easy communicating facility. GrameenPhone Ltd. became the pioneer mobile phone operator in the country to introduce the easy prepaid service and to spread the network coverage countrywide. GrameenPhone is providing maximum services to the customers. It is more than the expectations of the customers. In this study seven hypotheses are developed where four are accepted and rest three are rejected. That means GrameenPhone gives frequent services to the customers, its employees show sincere interest in solving customer's problem, location of the branch of GP is very convenient to get frequent service and it uses modern and updated technology for improving product & service quality where as the behavior of employees of GP is not satisfactory to customer, employees of GP are not willing to help the customer and the personnel's of GP are not trained enough to serve the customers. There fore the employee of Grameenphone should improve their mentality to serve their customer and show good behavior to satisfy the customers as well as they should train enough to serve the customers. Among all the mobile phone companies, GrameenPhone company Ltd. Stands ahead. Its network, billing charge to some extent such as Grameen Palli Phone and so on is exclusively better than the others. So, the subscribers of Grameen Phone are quite more than the others. Therefore we recommended some courses of action. Our observations make us believe that if GP follows these recommendations; it will enable them to achieve a sustainable distinct competitive advantage and to run smoothly with loyal subscribers & market leadership. To sum up, after closing up our research work, we can say that mobile phone has bright prosperous future. And GrameenPhone will bring revolutionary commercial progress if it can correct its problems. I think the company has a golden opportunity to obtain maximum commercial benefit.

Knowledge Management: Journal