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An Internship Report on
CUSTOMER SATISFACTION OF ROBI POSTPAID
MOBILE PHONE SUBSCRIBERS
An Internship Report Presented in Fulfillment of t
he
Requirements for the
Masters of Business Administration (MBA)

Submitted to
Shamsad Ahmed
Associate Professor & Assistant Proctor
Department of Business Administration
University of Asia Pacific

Prepared by
Sadia Ahmed
Master of Business Administration (MBA)
University of Asia Pacific
ID. No. 08206025

University of Asia Pacific

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March, 2015

LETTER OF TRANSMITTAL

Shamsad Ahmed
M. Pharm (DU), MBA (IBA,DU)
Department of Business Administration
University of Asia Pacific
74/B/1, Green Road,
Dhaka-1215
Sub: Submission of Report on Customer Satisfaction of ROBI Postpaid Mobile Phone Subscribers.
Dear Sir,
Assalamu Alaikum,
This is my pleasure to present my internship report on Customer Satisfaction of
ROBI Postpaid Mobile Phone Subscribers, which I was assigned by your good self.
I have tried my best to complete the report with the necessary information and
suggested proposals in quite a concise and comprehensive manner as possible.

I hope that the report will meet the expectations.

Sincerely yours,

(Sadia Ahmed)
Master of Business Administration (MBA)
ID. No. 08206025
University of Asia Pacific
Date:

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DECLARATION
I declare that the Internship Report on Customer satisfaction of ROBI postpaid Mobile
subscriber. embodies the results of my own research works, pursued under the arrangement of
ROBI Corporate Business Division.

I further affirm that the work reported in this thesis is original and no part or whole of the report
has been submitted to, any other university or institution for any degree or award or any other
purpose.

(Sadia Ahmed)
Master of Business Administration (MBA)
ID. No. 08206025
University of Asia Pacific
Date:

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CERTIFICATE OF THE SUPERVISOR

It is our pleasure to certify that, SadiaAhmed, a student of Master of Business Administration
(MBA), University of Asia Pacific has been completed in the practical Internship Program at the
Robi Corporate Business Division, on Customer satisfaction of ROBI postpaid Mobile
subscriber. successfully with excellent performance under my supervision from 20 th December
to 23rd Feb, 2015.

I wish him every success in his life.

(Shamsad Ahmed)
M. Pharm (DU) MBA (IBA, DU)
Department of Business Administration
University of Asia Pacific
Date:

TO WHOM IT MAY CONCERN

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It is our pleasure to certify that, Sadia Ahmed, a student of Master of Business Administration
(MBA), University of Asia Pacific, Dhaka; has completed the practical Internship Program at the
Robi Corporate Business Division, on Customer satisfaction of ROBI postpaid Mobile
subscriber. successfully with excellent performance under my supervision from 20 th December
to 23rd Feb, 2015.

I wish every success in her life.

(Mr. Asif Mahmood Khan)

Head of Business Service & Compliance
Corporate Business Division
Robi Axiata Limited
Date:

ACKNOWLEDGEMENT

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First of all, I would like to express my deep gratitude to the almighty Allah for fruitfully
preparing this internship report.
My special gratitude is to our honorable Internship Supervisor Shamsad Ahmed, Associate
Professor & Assistant Proctor, Department of Business Administration, University of Asia
Pacific for giving me the opportunity to work with this project, which is very much individual
oriented. Every time he has not only been the teacher but also a friend and a mentor for us. By
doing such research paper, I have gathered a lot of valuable experiences that will definitely help
me in the future. His advises, guidance and support helped me enormously to do
this report properly. I would like to express my thankfulness towards Mr. Enaytul Karim,
General Manager, Corporate Business Division. Without his heartiest interest and massive
inspiration, it would have never been possible for me to complete my internship program. I
would like to give thanks to Mr. Asif Mahmood Khan, Head of Business Service & Compliance,
for inspiring me every single moment at work and guiding me properly throughout the time
period that have been suspending in ROBI.
Finally, I would like to convey our appreciation and thanks for those who have guided us
generously with the right knowledge for this report.

I thank you all.

Sadia Ahmed
Master of Business Administration (MBA)
ID. No. 08206025
University of Asia Pacific

EXECUTIVE SUMMARY

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ROBI, which has inaugurated its business in 1997 has experienced increasing growth
trend from the very inception phase. At present, in the 17 th year of its operations ROBI has
achieved a subscriber base of approximately two billion. The company has a number of plans for
the forthcoming future years. ROBI believes in the practice of Market Oriented Strategic
Planning, developing and maintaining a viable fit between the organizations objectives skills
and resources. The aim of such approach is to shape and reshape the businesses and services so
that they yield target profits and growth.
ROBI is a service providing company where customer satisfaction is both goal and

marketing

tool. Todays customers in the telecom industry, where lots of offers are available, are harder to s
atisfy. They are smarter, more price conscious, more demanding, less forgiving and they are
approached by many more companies with equal or better offers. The challenge is not only to
produce satisfied customers but also to produce loyal and delighted customer. ROBI has adopted
a customer centered philosophy placing the customer at the centre of all its decisions and the
basis for designing its marketing strategies whilst simultaneously delivering superior value to the
target consumers because of todays highly competitive market demand.
To some extent, ROBI post-paid subscribers are not satisfied with the network quality and with
the customer care center. But post-paid subscribers are satisfied with their tariff rate. So, average
numbers of ROBI customers are not satisfied with ROBIs customer care,

coverage

and

connectivity. This study has attempted to describe the satisfaction level of post-paid subscribers
of ROBI. This is competitive and customer driven market. It is high time for ROBI to satisfy and
retain its existing customers. Since the customers are always the driving forces for any service
oriented business,

ROBI needs to shape up its customer related

philosophy and aim to become the market leader through these customers.

TABLE OF CONTENTS

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Title flyer

Cover page

Letter of Transmittal

Certificate of the Supervisor

Declaration

To whom it may Concern

Acknowledgement

Executive Summary

Table of contents

Chapter 1
1.0.

Introduction
1.1.

Objective

1.2.

Significance of the study

1.3.

Literature review

1.4.

Research Questions

1.5.

Hypothesis

1.6.

Limitation of the study

Chapter 2
2.0.

Company Overview
2.1.

Company at a glance

2.2.

Name & Organizational History of ROBI

2.3.

Company Acquaintance
2.3.1.Vision
2.3.2.Mission
2.3.3.Theme
2.3.4.The Business Slogan
2.3.5.Objectives
2.3.6.SWOT Analysis

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2.3.7.Network Coverage
2.3.8.Shareholders of ROBI
2.3.9.The Major Milestone of ROBI

2.4.

Organization Structure of ROBI

2.4.1.The Board of Directors
2.4.2.Marketing Division
2.4.3.Information Technology Division
2.4.4.Finance Division
2.4.5.Technical Division
2.4.6.Human Resource Division
2.4.7.Corporate Strategy Department
2.4.8.Corporate Affairs Department

2.5. Products & Services of ROBI

2.5.1. Post-Paid Service

Chapter 3
3.0.

Topic Analysis & Description

3.1. Research & Analysis

Chapter 4
4.0.

Findings

4.1. Result Analysis

Chapter 5
5.0.

Recommendation

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Chapter 6
6.0.
-

Conclusion

Appendix
Bibliography

CHAPTER 1

1.0. INTRODUCTION

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Telecommunication is the most advanced and most rapidly growing sector

throughout the world. It is the sector which is primarily driving the nations
communication worldwide. Telecommunication was there for a very longer period of
time but the latest innovation that has actually differentiated the entire worlds
situation is the mobile phone technology. The mobile phone technology does not
necessarily mean that the communication through the transfer of voice where two
person will be involved to make the communication a two way complete process.
Rather technology has gone too far that the question arise what not can be done
with the help of this mobile technology. And there are innovations related with the
mobile technology everyday and the entire world is actually waits for the latest
invention of this sector.
In order to provide the telecommunication, there are two basic segments: one is the
hardware which deals with the handsets and the network equipments and the other
one is the service segment which deals with providing the service to the end users.
Both of the segments are important as one without the other is not possible to
survive.
The service segment includes the network that actually supports the mobile users
to get connected through the medium to another user and actually communicate.
This is more service based than product base. And thus this nature has made this
very sensitive in dealing the consumers and to maintain the standard they need to
ensure that the employees understand and are motivated to perform their task
accurately so that the standard created by the organization is maintained

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appropriately. And this made the management of human resource inside the
organization very much vital. And this actually put the firm in a position to create
the team so to ensure the higher quality in managing the organization in order to
serve their customers best.

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1.1. Research Objectives

The fundamental objective of this report is how to retain customers to use ROBI
Service. This subsequent objective will be to find out the following queries: What are the factors that playing a vital part in customers satisfaction?
To determine whether ROBI subscribers are satisfied or not with ROBI
service.

1.2. Significance of the study

At present ROBI is the 3rd market position in the telecommunication industry of
Bangladesh. Their growth rate is not that much high. But in this edge of
competition, it is very difficult to keep the second position. In order to remain
competitive companies need to be more customers focused and also introduce new
products and services. They need to keep their existing customers satisfied and at
the same time attract new potential customers. So, this report will allow the ROBI
management to have a good view of their existing service comparing to the
competition and make necessary strategic decision to improve the service.

1.4. Research Questions

My research is intended for understanding customer satisfaction level of ROBI subsc
ribers. I shall strive
to understand what the fallacies of ROBI customer service are

and other difficulties

associated with network coverage and call connectivity. The research questions to p
ursue are as follows:
1.Are the Post-paid customers of ROBI satisfied with the service provided in terms of
customer care, coverage, connectivity and tariff rate?
2. Has ROBI connectivity been able to satisfy customers needs?
3. is the tariff reasonable and has satisfied customers needs and wants?

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1.5. Hypothesis
To complete this research paper successfully I will consider several hypotheses. These are as
follows:
H1: ROBIs brand image will have a positive impact on the customer satisfaction
level.
H2: ROBIs network coverage and connectivity will have a positive impact on the
customer satisfaction level.
H3: ROBIs product pricing and billing will have a positive impact on the customer
satisfaction level.
H4: ROBIs customer care will have a positive impact on the customer satisfaction
level.
1.6 Limitations:
The study is not free from some practical limitations. Following limitations have faced during the
study and the time of working & data collection:
Time is the main limitation for my study. Due to unavailability of sufficient time, the researcher
will not be able to do survey among all of the sample size. Thats why the findings of the
research will not be fully but partially true.

Work load during the internship program at the work place was also a barrier to prepare
this report.

Due to lack of practical experience, some errors might be occurred during the study.

Therefore maximum efforts have given to avoid mistakes.

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CHAPTER - 2

2.0. COMPANY OVERVIEW

2.1. Company at a Glance
In this age of communication, Bangladesh is not staying behind in terms of keeping
pace with the rhythmic movement of this age of information. Among the key players
who are having a significant role to fasten the growth of telecommunication in
Bangladesh, ROBI is the second market leader in the telecommunication sector in
Bangladesh. The company achieved remarkable success during this period. It is now
able to say that it has the second biggest subscriber base and more value added
services than any other mobile phone operators in Bangladesh. ROBI has a very
strong competitive position in the telephone industry in the country.

2.2 Name & Organizational History of ROBI

ROBI

is

the

dynamic

and

leading

end-to-end

countrywide

GSM

mobile

communication solutions of Telecom Malaysia International (Bangladesh) Limited.

The ministry of post and telecommunication of the government of Bangladesh
offered TM international Bangladesh Limited a nationwide digital cellular license in
1996. TM International Bangladesh Limited launched its services in Bangladesh on
November 15, 1997 under the brand name of ROBI.
Since the commencement of its operation, ROBI has been a force to be reckoned
with in the telecommunication industry of Bangladesh, being one of the fastest
growing mobile communication companies offering comprehensive GSM mobile
solutions to more than two million subscribers. Today, ROBI boast the widest
international Roaming service in the market connecting 315 operators across 170
countries. With a network covering all the 61 (allowable) districts of Bangladesh,
coupled with the first Intelligent Network (IN) prepaid platform in the country, ROBI
is geared to provide a wide range of products and services to customers all over

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Bangladesh. At the heart of all of the success of ROBI today, is a young dynamic
workforce comprising of about 1350 highly motivated and skilled professionals.

Today, ROBI is recognized as a leading brand in Bangladesh and this is driven by its
persistent pursuit of quality and technology, putting it clearly ahead of the rest. The
future with ROBI is promised to be exciting as it strives to employ the best resources
and latest technology in offering many more innovative and exciting products and
services.
Through aggressive investment to extend network coverage and improving call
quality, ROBI has been in constant motion to maintain its commitment to provide
subscribers the best possible cellular service. The momentum enveloped all
(allowed) upazilas by the end of 2007. ROBI is looking forward to massive
investment to target 8 million subscribers by 2007, facilitated by more than
doubling the number of the base stations.
That is, the objective for ROBIs Communication seems to generate sales and to
approach toward building a strong and consistent brand image in the mind of the
consumers to provide them a reason to select ROBI over others.

2.3 Company Acquaintance

2.3.1 Vision

To be a leader of Telecommunication Service provider in

Bangladesh
2.3.2 Mission
To provide total customer satisfaction the company strives to become the most
preferred GSM cellular service provider in Bangladesh. TMIB will achieve this

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through developing people, products, and services of the highest quality and
meeting the needs of its customers, employees, shareholders, and the nation.

2.3.3. Theme

ROBI always strives to uphold the dictum Customer First

2.3.4. The Business Slogan

Joley Uthon Apon shokthi te

2.3.5. Objective
Total commitment to the needs of customers
To follow the highest ethical standards
Continuous improvement of all work processes
Permanent improvement of all the employees knowledge and skills
Securing the quality of the service to match the quality of service
offered by the world's most successful companies in the field
Preserving the company's leading position in the national market of
mobile telecommunication.

2.3.6. SWOT Analysis AKTEL

Effective HR Policy
Poor network coverage than competitors
Good Reputation
Not enough channel with BTTB
Strong Top Management Absence of HR policies
Quality Billing System
Shortage of HR in the helpline
Quality Customer Care
Package pricing is expensive and less attractive
Support from Parent Company
Strategic
Planning
Market Research Unit
Strong Dealer Network
Public Sector unable to meet demands
Unstable political culture or political unrest in the economy
Product with a very long life-cycle
Recession in the economy
New technology
Non-cooperative telecommunication regulatory body
Growing middle class population
Possible health risk
Main competitors have congested network because of its unplanned customer growth.

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2.3.7. Network Coverage

ROBI network covers all the 61 districts of Bangladesh, and with the first intelligent
network (IN) pre-paid platform.

2.3.8. Shareholders of ROBI

The Company ROBI, with a full title being: TM International Bangladesh Ltd. was
founded as a joint company of the Telecom Malaysia Berhad from Malaysia and the
A. K. Khan & Co. of Dhaka, Bangladesh.
It operates as a Limited Liability Company, where a founder and a majority
shareholder, the TMIB member of the Telecom Malaysia, owns 70% shares, while
the minority shares of 30% are being controlled by the A. K. Khan & Co. Bangladesh.
ROBI is proud to be associated as part of the Telecom Malaysia Group (TM), which is
strong financially, and internationally renowned for its successful ventures like MTN,
the market leader in the telecommunication industry in Sri Lanka. It has a global
presence in 11 countries with staff strength of 30,000 Group wide. TM has recently
made a couple of major acquisitions in India and Indonesia in the effort to stamp its
presence internationally. In Indonesia, TM has acquired 27.3 per cent interest of PT
Excelcomindo Pratama, the third largest mobile operator and in India, 47.7 per cent
stake in Idea Cellular. TM hopes to extend its regional and global presence with
these new acquisitions.

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2.3.9. Major Milestones of ROBI

ROBI is one of the major players in the mobile telecommunication industry in
Bangladesh, which concentrates on offering GSM communication services for
private and corporate customers. The companys intention is to promote the
wireless lifestyle the complete mobile society. ROBI is renowned for bringing new
service offers in Bangladesh. Below, some of the first time offers are mentioned: First time introduced the Mobile Plus (PSTN Incoming Connectivity Only)
Product Services in Bangladesh.
First time introduced the Tele-Ramadan (timing of Iftar and Sehri during
Ramadan) under Tele-info Services in Bangladesh.
First time introduced the Seamless Coverage throughout the DhakaChittagong Highway and named it as Chittagong Dhaka Corridor (CDC).
First time introduced the full-fledged IVR based Customer Services (Call
Center) in telecom market.
Introduced the automatic system generated bill amount and payment request
for the Post-paid subscribers in 2002. The automatic unbarring facility, after
necessary payment making by the subscribers, is also a part of this system.
Introduced GPRS (General Packet of Radio Service) for the first time in
Bangladesh.

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First time introduced 30-second pulse rate in Bangladesh, recently ROBI has
introduced 10-second pulse for the pre-paid users and 1-second pulse for the
Post-paid users.
First time introduced club membership offer for the exclusive users of ROBI.
The club is known as Club Magnate, which offers extra services with its
Platinum, Gold and Silver cards.
First time introduced the concept of Tele-marketing and Door-to-Door delivery
services for the newly launched post-paid package ROBI Infinity.

2.4. Organization Structure of ROBI

ROBI places a high value on human resource development and the contributions
made by its employees. They preserve to maintain a productive and harmonious
working environment in the whole organization. ROBI always continues with its
efforts to improve the efficiency of its employees and align them to the right
positions with well-defined responsibilities.
Because of the rapid expansions of its networks and enormous growth of its
subscriber base, the company has increased its workforce. ROBI has successfully
hired some key senior managers who were recruited on the basis of their
professional expertise and experience. In order to cope up with the dynamic nature
of the companys business, initiatives are always taken to restructure and recognize
the companys existing set up. It always evolves standardized management
systems and procedures across functional divisions, focusing in particular, on the
effective integration and assimilation of all the organizational units.

2.4.1. The Board of Directors

TMIB started with six members in its board of directors. Mr. A. M. Zahiruddin Khan
was the first Chairman of the board of directors and Hazi Omar Zakir Mustafa was
the first Managing Director of TMIB. Mr. A. M. Zahiruddin Khan was the Chairman of
TMIB till March 2005. He passed away on March 29, 2005. AT TMIB's recently
concluded Board Meeting in Kuala Lumpur, Mr. Salauddin Kasem Khan is elected as

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its new Chairman. Mr. Khan is a founder Director of ROBI and Managing Director of
A.K. Khan & Co. Ltd.

2.4.2. Marketing Division

Marketing division constitutes seven units. A brief description of each unit is given
below:

Brand and A&P

Brand and A&P denotes to brand and advertising & promotion. This unit deals with
the overall brand management and promotion activities of the company. The unit
covers both outdoor (billboards, road-overhead etc) media and indoor (print &
electronic) media.
This unit is also responsible for communicating with the advertising agencies, since
ROBI does not have any in-house agency. Each unit has a unit-head who reports to
the AGM of Marketing.

Product Development
Product development unit is like the R&D unit of a company, which is responsible for
developing new products and services. This unit is closely related to the marketing
research unit and together the units come up with new service concepts and ideas.
Product development unit is also responsible for monitoring the core services (PrePaid and Post-Paid). Like other units, this unit also has a head reporting to the AGM.

Marketing Research and MIS

ROBI has one unit covering both marketing research and marketing information
system (MIS). This unit conducts quarterly research through research firms and inhouse interns. The unit is also responsible to keep track on the latest innovations
and new offers of other operators. In TMIB, this unit is not a full-fledged unit yet.

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International Roaming
International roaming (IR) unit is basically responsible for ISD, international SMS etc
services. The core task of this unit is to negotiate with foreign telecommunication
companies and to expand the international coverage by making deals with them.
There is a head of IR who reports to the AGM.

Marketing division
Marketing division unit deals with the sales of products and services to other
companies. The unit makes agreements with different companies to be the
corporate clients of ROBI and only handle the corporate level sales.

Direct Sales
Direct sales unit is responsible for the sales of products and services to the mass
customers through the customer service centers. ROBI has eleven customer service
centers around the country and these centers sell the services to the customers
directly.

Dealer Management
Dealer management unit oversees the dealers of the company around the country.
Has four dealers and one agent and they need to be monitored and supervised
constantly. The head of this unit reports to the AGM of Marketing.

2.4.3. Information Technology Division

IT division constitutes seven units and they closely work together.

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Value added Services (VAS)

Value added service is a unit that implements the developed concepts and ideas of
the marketing division. The unit is responsible for the development of the software,
which will be used for the application of the new services developed by the product
development unit. Simultaneously, this unit handles the VAS content providers who
are the third party to the company.

Billing
The billing unit is responsible for processing and monitoring the billing systems for
the Post-Paid users. The unit has a manager who reports to the AGM of IT.

Rating (Post-Paid)
This unit is responsible for charging the rates of Post-Paid service. The unit fixes perminute and pulse rates and also fix the pulse durations. It also changes the rates on
demand basis.

Billing Operation Team

Billing operation team is responsible for administering the entire billing process and
developing required software for collecting bills from Post-Paid users.

Customer Relations Management (CRM)

This unit supplies required software to the customer ca-e centers and work with
these centers side by side. The centers usually inform CRM concerning their
necessaries and the unit prepares suitable software for them.

2.4.4. Finance Division

Financial division has eight units dealing with financial matters of the company.

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Treasury Management
Corporate finance unit consists of treasury management and L/C. Treasury
management deals with the inflow and outflow of the company, whereas L/C (Letter
of credits) deals with the L/C opening banks and other foreign banks.

Accounts Payable
This unit keeps track on the accounts payable of the company.

Accounts Receivable
This unit keeps track on the accounts receivables of the company while preparing
the balance sheet. As TMIB is a large company with thousands of financial
transactions every day, a unit to keep track on the accounts is necessary.

Core: Account
Core account is an important unit of the finance division dealing with the budget and fixed
assets. The annual budget of various departments is prepared under the close observation of this
unit.

Revenue Assurance
Revenue assurance unit consists of revenue assurance and fraud management.
Revenue assurance monitors the transactions and assures full protection of the
finances. On the other hand, fraud management protects the fraudulences take
place in the daily transactions.

Taxation
Taxation unit takes care of the tax, VAT and tariffs of the company.

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Reporting Unit
The reporting unit reports the entire financial transactions of TMIB to the parent
company in Malaysia.

Costing
This unit forecasts the costing of different departments and resorts them regarding
the expected expenditure of any alteration.

2.4.5. Technical Division

The technical division consists of three major units - planning, infrastructure and
property management.

Planning
The planning unit makes plans regarding the technical matters such as the RF,
SWITCH etc. They assure the proper placement of technical devices and
equipments.

Infrastructure
The infrastructure unit selects the locations and builds the base transceiver station
(BTS) towers. They are also responsible for the maintenance of the towers.

2.4.6. Human Resource Division

Human resource department is responsible for the recruitment and training of the
employees of the company. They also monitor the performance and handle the
promotion and salary related matters. Along with the HR department, there is an
Administration. The administration is responsible for supplying furnishings and
equipments to all the divisions and departments. They also administer the
regulations of the company.

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2.4.7. Corporate Strategy Department

The corporate strategy department determines the long-term strategies and the
short-term plans. All the corporate level policies come from them and they are also
responsible for the implementation.

2.4.8. Corporate Affairs Department

The corporate affairs department is responsible for maintaining a liaison with other
major companies. Through this department, TMIB makes business deals with other
corporations and assist each other.

2.5. Products & Services of ROBI

2.5.1. Post-Paid Service
ROBI
Previously there were many sub-categories under the post-paid package of ROBI. In
the month of August 06, the company has redefined its post-paid package and
named it as Signature.Under this package, all the post-paid M2M subscribers have
been auto upgraded to Post-paid Standard NWD, Post-paid M+ to Post-paid Standard
NWD and Post-paid Standard NWD to Post-paid Standard IDD at free of cost. The
subscribers are also going to enjoy the reduced line rent.
Signature allows the customers to enjoy the following the services: -

BTTB incoming & outgoing.

NWD and IDD facility.

Per second billing facility.

Reduced Line Rent.

Smart Pay - to enjoy uninterrupted service by paying monthly bill even

staying at your home.

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5FnF numbers (including 1BTTB) that allow you to talk at a reduced

rate.

All other additional facilities of ROBI Post-Paid.

For the new customers, the Standard NWD (Domestic) package is priced Tk 1000
with a credit limit of Tk 1000 and the Standard IDD is priced Tk 2000 with a credit
ROBI PRODUCT PORTFOLIO
limit of Tk 1000. Under this package, the customers will also be able to block or
unblock a particular facility such as BTTB outgoing or IDD connectivity by sending a
message to a short code. To avail the service right now, please visit any ROBI
Customer Care Centers.

Customers will be able to migrate from Domestic to

International for a cost of TK 1,000 (VAT included). Another key factor is, there will
be a 50% discount
on line rent if monthly bill
amount ranges from Tk 1500-Tk. 2000,
POSTPAID
PREPAID
and 100% discount if bill amount exceeds Tk. 2000. The subscribers have the
facility
to enjoy off-peak
rate all +
day long1.
(8am-12am)
on(NWD)
any Government holiday.
STANDARD
MOBILE
SIGNATURE
2. SIGNATURE (STD)
3. SERVICE
1. POWER
1. PHURTI
2. JOY

Fig: Products & Services of ROBI

ROBI JOY

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One of the most successful packages in the mobile telecom history of Bangladesh is
ROBI JOY. This package is in the market as Joy Partner Pack where there are two
SIMs in the pack. This pack is designed with the extra facility of talking to the joy
partner at a cost of Tk 0.75 per minute. Connection Price for JOY Partner Pack (2
SIMs) Standard + Standard: Tk. 400. Link + Link (with T&T incoming-outgoing) Tk.
400. (Source: see appendix 1.3: ROBI Joy tariff plan)

ROBI Power
Power is another powerful package for ROBI product portfolio. Another product line
for power is power pack introduced very recently, where all the existing ROBI
Exceed connections will be auto-migrated to ROBI Power. Pre-Paid REGULAR Mobile
Link and Mobile Plus customers will also able to enjoy the facilities of Pre-Paid
REGULAR Standard under ROBI POWER. The connection charge for ROBI Power is
BDT 225.
(Source: Appendix 1.4: ROBI Power tariff plan)

ROBI Phurti
ROBI Phurti is the recently launched package for ROBI. This package targeted
towards lower end consumers and a very successful one. With ROBI Phurti customer
will enjoy 10% bonus talk time, which they can use after the starting of the next
month for the first week. 10% bonus talk time (ROBI to ROBI) based on monthly
incoming air time (valid for 7 days). The Package price: Tk.150. (Source: Appendix
1.5: ROBI Phurti tariff plan)

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Value Added Services

The value added services are those that are additional services available upon
request:

a. Short Message Service

In our mobile phone SMS acts like an advanced pager, through this we can send
messages up to 160 characters directly from one ROBI mobile to another ROBI or to
other mobile phone operators. The Short Message Service (SMS) center number of
ROBI is +8801801000004.

Post-Paid / Pre-Paid

Tariff Per SMS

ROBI ROBI

Tk 1.50 + VAT

ROBI Others

Tk 2.00 + VAT

Few months back, ROBI introduced Mayer Bhasha Bangla SMS, with which the
customers can enjoy the Bangla SMS by installing ROBI Mayer Bhasha" software in
their respective handsets.

b. Voice mail Service (VMS)

Voice Mail Service (VMS) is an easy to use personal answering service. It answers
the calls when someone is not available to take them. The unanswered calls are
forwarded to voicemail. Caller will hear a recorded voice or his/her personalize
greetings requesting them to leave a message. The receiver may retrieve these
messages later.

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Voice Mail Service (VMS) has the advanced facilities as it can respond-

When your line is busy or

Unanswered or
You are unreachable
And it will respond to more than one caller at a time.

c. Voice SMS
ROBI Kothar Chithi allows the customers to send SMS with their own voice to any
ROBI or other mobile numbers with ROBI Voice SMS. With this service, someone can
even surprise your dearest one by sending Voice SMS anonymously.
d. International SMS
A few months back ROBI has launched its International SMS service with more than
500

operators

globally.

It

will

facilitate

the

customers

to

communicate

internationally without the high expenses of voice calls. With this service, the
customers can send or receive SMS to and from other mobile networks across the
world. ROBI International SMS allows exchanging messages with family, friends, and
associates staying far away, at regular SMS tariff.
e. E-fill
ROBI has launched the first ever Electronic Refill system in Bangladesh whereby PrePaid customers will be able to recharge their accounts via SMS, available at
dealers/outlets/designated agents around the country. Electronic Refill is a great
new recharge option for Pre-Paid subscribers, as it does not rely on the availability
of scratch cards for topping up any ROBI Pre-Paid account. The customer benefits
from this system through extensive availability, convenience to recharge Pre-Paid
accounts anywhere, anytime, without the hassle of buying and scratching cards. For
the vast demographic size of Bangladesh and for the complex physical distribution
system, sometimes our sales points have trouble keeping adequate stocks of ROBI
Scratch Card, and as a result, the valued customer can't find the Scratch card as per
their requirements. On the other hand, due to frequent natural disaster and hartal/
strike, distribution of physical scratch card becomes hard. The company believes

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that the new system can really give customers the opportunity and convenience to
buy airtime in the period of inconvenience. Apart from it, the Electronic Refill
solution will allow our authorized sales outlets to electronically generate a voucher
for the denomination customer requires. The customers can recharge their account
by a dialing 111 or through simple refill process.
f. Fun Dose
ROBI Fun Dose is an enhanced IVR (Interactive Voice Response) voice greetings
platform through which the users can send a voice greeting to your desired number.
By dialing 8FUN (i.e. 8386 on your mobile keypad), the subscribers have to follow
the voice prompts and choose from several categories available in Bangla and
English. Each category will have different greetings. The ROBI Fun Dose lets the
customers emotions run wild and show happiness, sadness, express love, hatred or
just tease around.
g. ROBI GPRS
ROBI GPRS is only available for those who have post-paid connections. These
customers can send and receive multimedia messages such as color pictures. The
subscribers also have the facility to download colorful logos, animations, wallpapers,
screensavers, real music (MP3), polyphonic tones, video clips, and can browse WAP
enabled websites with their handset.
h. Friends & Family (F n F)
The Friends & Family (FnF) feature allows all customers to add at least 3 ROBI
numbers as their FnF number. The customers can talk to these 3 FnF numbers at
reduced rates (Post-paid: Tk 1.5, and Pre-paid: Tk 2.00 excluding VAT) at anytime of
the day.
i. Night Bird Talk Plan (NBTP)
Night Bird Talk Plan is a feature that allows subscribers to talk during the nighttime
from 12AM (00:00Hrs) to 08:00AM the next morning at a discounted tariff or airtime
rate. This facility was before only offered to all the ROBI Post-Paid customers but
now is also offered to all the ROBI Pre-Paid customers.

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j. Share-a-Fill
Share-a-fill is a new balance transfer system between ROBI Pre-Paid numbers
anytime, anywhere. The service allows the registered subscribers to transfer
balance from their account to another Pre-Paid account through SMS. Under this
service, Tk 20 to Tk 300 can be transferred through one SMS and there will be no
extra validity on transferred amount.
k. ROBI GoonGoon
The newly launched ROBI GoonGoon is a Ring-Back tone service that allows the
users to set a song, tone, music, funny messages or sounds as a Ring-Back Tone for
their callers at a monthly subscription tariff of Tk 30. The unique features of this
service are that one can set an ROBI GoonGoon to any single number, to a group,
for a specific time of the day such morning, afternoon or evening. Not only this, the
subscribers can also set an ROBI GoonGoon for a special day such as a birthday,
anniversary, Bangla New Year, Valentines Day, Christmas Day, New Years day,
Friendship Day, etc.
l. Club Magnate
Club Magnate is something that has never been experienced before in the mobile
industry in Bangladesh, which rewards and pampers the individual post-paid
customers of ROBI. Its objective is to serve those customers who have been the
pillar of the success of ROBI. The members-only Club will have Platinum, Gold and
Silver Cardholders. Membership is based on loyalty to ROBI and to qualify, one has
to be an ROBI customer for a minimum six months. Membership is also based on
the payment of bills on time and in full. Club magnate entitles members to a range
of privileges not limited to ROBI services only, but with other partner organizations

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as well, such as Dhaka Sheraton Hotel, hotel Seagull, Medinova Medical Services,
Hertz, Malaysian Airlines and many more. Memberships are valid for one year. As a
telecommunications service provider, ROBI is working on continuously improving
every aspect of its service in delighting stakeholders. With the launch of Club
magnate, ROBI expresses its special appreciation to longstanding customers, and
reiterates its pledge to be the most preferred telecom operator in the country.

ROBI Standard Services

Under-standard service ROBI has 3 products. They are as follows:
a. LOCAL
This service allows receiving calls or message from any phone service from
anywhere of the world within ROBI coverage area. He can also make a call to BTTB
number and all other mobile phones within specific zone.
b. NWD
Under this service one may receive a call or message from any phone service from
anywhere of the world within ROBI coverage area. He can also make a call to BTTB
number and all other mobile phones in Bangladesh.
c. ISD
This service enjoys every facility of NWD. Besides this, one can make a call to the
foreign countries with which ROBI has International roaming agreements.

d. GSM
The cutting edge technology-GSM stands for Global System Mobile communications.
GSM is the world's most advanced and extensively used mobile phone system. More
than 20 million subscribers in almost 130 countries worldwide and ROBI in
Bangladesh use the latest GSM technology because ROBI is committed to give the

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customer the very best. ROBI subscribers enjoy the following GSM features without
bearing any additional costs.
e. CLIP (Calling Line Identification Presentation)/ Caller ID: Display of the
phone number of an incoming call in subscribers' handset before the call is
answered.

f. Call Waiting and Holding: While talking to the first caller, subscribers will
hear a special tone informing subscribers about the second call on the line. At
that moment subscribers can put the first caller on hold and talk to the
second caller.

g. Call Forwarding: Call forwarding allows the subscribers to redirect or

reroute the subscribers call to another ROBI mobile or any other fixed (if
subscriber has BTTB Connectivity) or mobile phone.

h. Call Barring: Enables subscribers to restrict certain types of calls to be

made from subscribers mobile. This feature is especially important for
security purposes.

i. Itemized Billing: If customers are not satisfied with his phone bill then he
can collect the Itemized Bill, which describes the elaborately Incoming and
Outgoing call with phone number and duration.

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CHAPTER 3

3.0. Topic Analysis & Description

3.1. Research & Analysis
For this research work to determine the level of satisfaction of ROBI GSM Service, I
am going to follow the quantitative research design method because to what level
those elements are having impact on customer satisfaction. That is why the
hypothesis has been developed and based on that the approach to the problem. All
the questionnaires are close-ended to judge the exact level of satisfaction among
the
switchedcustomers.Customer satisfaction is the most important aspect of doing busi
ness. It is also the most important asset of a business. The mobile telephone in
Bangladesh has seen fierce competitions emerge. As a result the subscribers have
various alternatives to choose their carrier there from at convenience. ROBI has
been riddled with complaints of customer dissatisfaction concerning its network
coverage, customer service and connectivity. This is a huge headache for ROBI if it
wants to retain its existing customers and attract new ones.
Therefore, to maintain its position in the market, ROBI has to identify the
related

to

factors
customers

satisfaction and loyalty.This study will help me to understand the real scenario of thi
s telecommunication industry & its environment.
I will attempt to understand the customer demand, needs, and expectations from th
is industry and its significance in doing business. I shall also make an effort to under
stand how ROBI is achieving its customers expectation and whether it is retaining t
hem.

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Percent

Valid
Percent

Cumulative
Percent

126

72.8

72.8

72.8

female

47

27.2

27.2

100.0

Total

173

100.0

100.0

Valid

Frequen
cy
male

Chapter 4

4.0. Findings
4.1. Result analysis

Frequency Analysis

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Frequency Analysis of Gender

Table 2: frequency table of gender
G
n
e
d
r

Percnt

a
m
le 7
a
m
le
0
.fe
2
07
.8 2
4
0
6
02
8
0

e
G
n
r
e
d

Figure 14: histogram of gender

Analysis:
The majority of the respondents are male that is 72.8% and the female portion
occupies 27.2%. Actually there is no main reason behind this kind of proportion.

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Frequency Analysis of Age

Frequency
Valid

Percent

Valid
Percent

Cumulative
Percent

15-25

114

65.9

65.9

65.9

26-30

33

19.1

19.1

85.0

31-35

2.9

2.9

87.9

36-50

14

8.1

8.1

96.0

4.0

4.0

100.0

173

100.0

100.0

50 and
above
Total

5
6
.9
1
9
.1
.9
2
8
.1
a
0
b
a
d
n
e
v
o
4 5
6
3
0
1
5
5
2

g
A
e

Chart of Age.

11

Table 3:
frequency
table of age.

BUS

Analysis:
The majority of the respondents are between 15-25 years of age that is 65.9%.
19.1% respondents are between 26-30 years of age, 2.9% are 31-35 years of age,
8.1% are 36-50 years of age, and 4% are 50 and above.
So the questionnaire covers all age group of people and all the age group
people are using ROBI services. The young generations are the maximum
respondents.

Frequency Analysis of Household income

Household Income

Valid

Frequenc
y

Percent

Valid
Percent

Cumulative
Percent

10000 or less

62

35.8

35.8

35.8

10001-25000

29

16.8

16.8

52.6

25001-35000

37

21.4

21.4

74.0

35001-45000

31

17.9

17.9

91.9

45001 to
above

14

8.1

8.1

100.0

Total

173

100.0

100.0

Table 4: frequency table of household income

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Percnt

H
u
o
e
s
l21-3d
o
h
In
o
c
e
m
0o
rle
s
1
-2
0
5
0
2
0
5
0
3
0
5
-7
1
0
5
4
5
4
1
0
to
v
b
a
e
01
.1
.8
6
0
1
.98
.41
1
3
.81
5
0
2
0
3
0
4

H
s
u
o
h
e
o
ld
In
o
c
m
e

Figure 16: histogram of household income

Analysis:
From the respondents mode of the above question it is said that 35.8% of the
respondents (majority) have the family monthly income between tk.10000 or less,
16.8% have the family income between 10001-25000, 21.4% have the family
income between 25001-35000, 17.9% have the family income between 3500145000 and 8.1% have the family income of above tk.45000.

So from the above situation we can say that to use a mobile, it is not
necessary to have huge family income. Now a day anybody having a
minimum income can use mobile.

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Frequency Analysis of Profession

Profession

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Job
Holder

58

33.5

33.5

33.5

Business
man

23

13.3

13.3

46.8

Service
Sector

19

11.0

11.0

57.8

Student

58

33.5

33.5

91.3

Others

15

8.7

8.7

100.0

173

100.0

100.0

Total

Table 5: frequency table of profession.

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11
.
3
3
.5 3
tS
ru
h
s
.7 .5 O
8
d
tc
n
e
is
v
S
e
to
o
J
u
B
H
b
n
ld
o
m
rc
n
a

P
ro
fe
io
s
n

Figure 17: pie chart of profession

Analysis:
The mode for the responses of this question is 1 that is the majority of the
respondents are job holders. From the pie chart we can say that 33.5% are job
holders, 13.3% are businessman, 11% are in the service sector (doctor, engineer,
and teacher), 33.5% are students and the remaining 8.7% belongs to others.

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So from the above analysis it can be said that all kinds of professional
people are more or less using the mobile as an ROBI subscriber. But the
dominant respondents are job holders and students.

Frequency Analysis of service of ROBI using

Service Uses

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Pre
Paid

122

70.5

70.5

70.5

Post
Paid

51

29.5

29.5

100.0

Total

173

100.0

100.0

Table 6: frequency table of service of ROBI using

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P
ercnt

e
rv
ic
U
e
s
e
re
P
idS
a
P
s
o
tP
id
a
0
9
.5
0
2
0
7
.5 2
0
4
0
6
0
8

S
e
rv
ic
U
e
s

Figure 18: histogram of service of ROBI using.

Analysis:
The mode of the question is 1 that means the majority of the respondents are pre
paid subscriber which is 70.5%. And the remaining 29.5% respondents are post paid
subscriber.

So it can be said that prepaid subscribers are dominant respondents and

also it can be said that using prepaid service is comfortable to them.

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Frequency Analysis of Time period of using ROBI

service
How many years
Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Less than
1 yrs

79

45.7

45.7

45.7

1-3 yrs

56

32.4

32.4

78.0

3-5 yrs

25

14.5

14.5

92.5

5-7 yrs

13

7.5

7.5

100.0

173

100.0

100.0

Total

Table 7: Frequency table of time period of ROBI service.

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.4
2
3
5
4
.7
1
4
.57
-3
rss
y
7
.5 5
1
e
L
a
th
1
n
rs
y

H
w
o
m
a
y
n
rs
a
e
y

Figure 19: pie chart of time period of ROBI service

Analysis:
From the above pie chart it has seen that the majority of the respondents (45.7%)
are using the ROBI service for less than 1 year. The others are 32.4% are using ROBI
service for 1-3 years, 14.5% are using for 3-5 years, 7.5% are using for 5-7 years. In
addition one thing has to be mentioned that I failed to find a single respondent who
is using Robi for more than 7 years.

So from the analysis, we can see that the dominant respondents are using
Robi for less than 1 year. Another thing is ROBIs loyal customer is not that

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much high if we carefully see the results. Only 25 respondents among 173
customers are using ROBI for 3-5 years.

Frequency Analysis of Reliable mobile connection

of ROBI
A reliable mobile connection

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

1.7

1.7

1.7

Disagree

33

19.1

19.1

20.8

Neutral

35

20.2

20.2

41.0

Agree

76

43.9

43.9

85.0

Strongly
Agree

26

15.0

15.0

100.0

173

100.0

100.0

Total

Table 8: frequency table of reliable mobile connection

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Frequncy

a
re
l1
b
ia
m
e
b
o
ile
o
c
n
e
tio
c
n
1
2
3
4
5
6
09
.D
td
S
1
=
N
e
3
7
1
.=
v
2
.0
1
n
a
e
M
=
5
3
,0
9
8
7
6
0
2
5
,2
1
0
4
0
6
0
8
5
,7
6

H
is
g
to
a
r
m

Figure 20: histogram of reliable connection

Analysis:
From the above pie chart it has been seen that 43.9% consider ROBI service to be a
reliable mobile connection. It means that the maximum respondents think ROBI
service is reliable enough. 20.2% are neutral of considering ROBI service to be a
reliable mobile service. Only 1.7% are disagree that ROBI is a reliable mobile
connection.

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Frequency Analysis of getting clear voice using

ROBI

Clear voice using ROBI

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

11

6.4

6.4

6.4

Disagree

36

20.8

20.8

27.2

Neutral

48

27.7

27.7

54.9

Agree

36

20.8

20.8

75.7

Strongly
Agree

42

24.3

24.3

100.0

173

100.0

100.0

Total

Table 9: frequency table of clear voice of using ROBI

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F
req
u
n
y
c

le
a
rv
ic
o
e
s
u
in
g
A
T
K
E
L
1
2
3
4
56N
0
1
=
3
7
e
tM
S
n
a
.D
d
v
e
.6
1
3
2
4
2c
1
0
1
1
9
,2
61
,2
6
9
0
2
0
3
0
4
0
5
,7
4
6
41
0
,3
2

H
is
to
g
ra
m

Analysis:
The mode of the question is 3 that is 27.7% of the respondents are neutral of
getting the clear voice using Aktel service. 24.3% are strongly agree of getting clear
voice, 28.3% are agree and 20.8% are disagree of getting the clear voice.

So we can say that the maximum respondents are satisfied with clear
voice of ROBI service.

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Frequency Analysis of never getting disconnected

in middle of the conversation
Never get disconnected

Valid

Frequenc
y

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

19

11.0

11.0

11.0

Disagree

50

28.9

28.9

39.9

Neutral

45

26.0

26.0

65.9

Agree

45

26.0

26.0

91.9

Strongly
Agree

14

8.1

8.1

100.0

Total

173

100.0

100.0

Table 10: frequency table of never getting disconnected in the

middle of the conversation.

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Frequncy

e
n
v
rg
e
is
td
c
n
o
c
e
td
1
2
3
4
5
03
N
1
=
3
7
e
tM
S
n
a
.D
d
.=
v
e
9
2
.1
1
4
6
9
1
66
0
1
6
1
0
2
52
,0
5
,0
2
02
,5
0
3
0
4
0
5
H
is
g
to
ra
m

Figure 22: histogram of never get disconnected.

Analysis:
The mode of this question is 2 means 28.9% of the respondents are disagree about
the situation that the calls made through ROBI services never get disconnected in
middle of the conversation. 26% of the respondents are both neutral and agree of
never getting disconnected in middle of the conversation.

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So it can be said that according to maximum respondents, sometimes the

calls made through ROBI service get disconnected in middle of the
conversation.

Frequency Analysis of being ROBI a highly market

responsive cell phone company

Market responsive company

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

41

23.7

23.7

23.7

Disagree

14

8.1

8.1

31.8

Neutral

22

12.7

12.7

44.5

Agree

66

38.2

38.2

82.7

Strongly
Agree

30

17.3

17.3

100.0

173

100.0

100.0

Total

Table 11: frequency table of being ROBI a market responsive company

11

Frequncy

m
a
rk
e
tre
p
s
n
o
iv
s
e
m
o
c
a
p
n
y
2
3
4
5
6
01
1
=
N
3
7
.D
td
S
v
.=
4
n
a
e
M
1
7
0
1
0
2
0
3
0
4
0
5
6
0
7

H
to
is
g
ra
m

BUS

Figure 23: histogram of being ROBI a market responsive company.

Analysis:
The mode of this question is 4 that is maximum respondents (38.2%) believe ROBI
is a highly market responsive cell phone company. 23.7% disagree of believing
ROBI, a highly market responsive cell phone company. 17.3% also believe that ROBI
is a highly market responsive cell phone company.

So we can say that maximum respondents or ROBI subscribers believe

ROBI, a highly market cell phone company.

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Frequency Analysis of easily connect to other

mobile using ROBI
Easily connect to other mobile

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

4.0

4.0

4.0

Disagree

26

15.0

15.0

19.1

Neutral

55

31.8

31.8

50.9

Agree

58

33.5

33.5

84.4

Strongly
Agree

27

15.6

15.6

100.0

173

100.0

100.0

Total

Table 12: frequency table of easily connect to other mobile

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Frequncy

a
e
s
ily
c
n
o
c
e
to
th
rm
e
ile
b
o
2
3
4
5
6
01
tM
S
N
.D
d
1
=
.=
v
e
3
7
.2
1
5
0
1
e
n
a
4
0
1
0
2
0
3
0
4
0
5
0
6
H
is
g
to
ra
m

Figure 24: histogram of easily connect to other mobile from ROBI

Analysis:
The mode of this question is 4 means 33.5% agreed that they can easily connect to
other mobile using ROBI. 31.8% are neutral, 15.6% are strongly agree that they can
easily connect to other mobile using ROBI service.

So according to maximum respondents from ROBI it is easy to connect to

other mobile.

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Frequency Analysis of facing any network problem

using ROBI
Do not face any network problem

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

12

6.9

6.9

6.9

Disagree

30

17.3

17.3

24.3

Neutral

55

31.8

31.8

56.1

Agree

38

22.0

22.0

78.0

Strongly
Agree

38

22.0

22.0

Total

173

100.0

100.0

100.0

Table 13: frequency table of facing network problem

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Frequncy

o
n
tfa
c
e
y
n
a
tw
e
r4k
o
p
b
o
le
m
1
2
3
5
6
0d
N
1
=
3
7
e
tM
S
n
a
.D
d
v
e
.5
1
9
0
1
0
2
0
3
0
4
0
5
0
6

H
is
to
ra
g
m

Figure 25: histogram of facing network problem

Analysis:
The mode of the question is 3 means maximum respondents (31.8%) are neutral
that they not face any network problem using ROBI service. 22% are both strongly
agree and agree about not facing any network problem using ROBI service. And the
rest few respondents are disagree about not facing any problem.

So in conclusion we can say that maximum ROBI subscribers do not face

any network problem by analyzing the respondents opinion.

11

BUS

Frequency Analysis of easily access other

competitors network using ROBI
Easily access other competitors' network

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

19

11.0

11.0

11.0

Disagree

17

9.8

9.8

20.8

Neutral

39

22.5

22.5

43.4

Agree

79

45.7

45.7

89.0

Strongly
Agree

19

11.0

11.0

100.0

173

100.0

100.0

Total

Table 14: frequency table of easily access of other competitors

network

11

BUS

Frequncy

a
s
a
ily
c
e
o
s
th
c
r
e
o
p
m
ti4o
e
rs
'5
tw
e
n
o
k
r
1
2
3
6
0e
N
1
=
3
7
e
tM
S
n
a
.D
d
.=
v
e
.6
1
4
1
6
0
2
0
4
0
6
0
8

H
to
is
g
m
a
r

Figure 26: histogram of easily access to other competitors network

Analysis:
The mode of the question is 4 means 45.7% of the respondents (maximum) agree
that they can easily access other competitors network. 22.5% of the respondents
are neutral, 11.0% are both strongly agree and strongly disagree about the fact.

So by analyzing the respondents opinion maximum ROBI subscribers can

easily access other competitors network.

11

BUS

Frequency Analysis of tariff rate of

ROBI
Tariff rate of ROBI

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

12

6.9

6.9

6.9

Disagree

29

16.8

16.8

23.7

Neutral

41

23.7

23.7

47.4

Agree

58

33.5

33.5

80.9

Strongly
Agree

33

19.1

19.1

100.0

173

100.0

100.0

Total

Table 15: frequency table of Robi tariff rate

11

BUS

Figure 27: histogram of ROBI tariff rate

Analysis:
The mode of the question is 4 means maximum respondents (33.5%) agree that the
tariff rate of ROBI service is very economical. 23.7% are neutral, 19.1% are strongly
agree and 16.8% are disagree about the economical call rate of ROBI.

11

BUS

So, maximum respondents are more or less happy about the economical
call rate of ROBI.

Frequency Analysis of billing procedure of ROBI

Billing procedure

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

4.6

4.6

4.6

Disagree

20

11.6

11.6

16.2

Neutral

48

27.7

27.7

43.9

Agree

64

37.0

37.0

80.9

Strongly
Agree

33

19.1

19.1

100.0

173

100.0

100.0

Total

Table 16: frequency table of billing procedure of ROBI

11

BUS

Frequncy

iln
p
g
o
r
c
d
e
r456N
u
0
1B
2
3
tM
S
.D
d
1
=
.=
v
e
3
7
.4
1
7
0
e
n
a
5
0
1
0
2
0
3
0
4
5
0
6
0
7

H
is
g
to
ra
m

Figure 28: histogram of ROBI billing procedure

Analysis:
The mode of the question is 4 means 37% of the respondents agree that billing
procedure of ROBI is comfortable. 27.7% are neutral, 19.1% are strongly agree,
11.6% are disagree and 4.6% are strongly agree of the fact.
So, maximum respondents think that billing procedure is more or less
comfortable for them.

11

BUS

Frequency Analysis of notification SMS sent by

ROBI about billing on time
SMS sent about billing

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

.6

.6

.6

Disagree

30

17.3

17.3

17.9

Neutral

51

29.5

29.5

47.4

Agree

60

34.7

34.7

82.1

Strongly
Agree

31

17.9

17.9

100.0

173

100.0

100.0

Total

Table 17: frequency table of SMS sent about billing on time.

11

BUS

F
req
u
n
y
c

M
s
ta
n
e
o
b
u
tb
il4n
g
2
3
56N
01S
1
=
3
7
tM
S
.D
d
v
e
.2
0
9
8
e
n
a
5
0
1
0
2
0
3
0
4
0
5
0
6

H
is
to
g
ra
m

Figure 29: histogram of SMS sent about billing

Analysis:
The mode of the question is 4. That is 34.7% of the respondents (maximum) agree
of the fact that the notification SMS of billing is sent on time by ROBI. 29.5% are
neutral, 17.9% are strongly agreed and 17.3% are disagreeing of the fact.

So, maximum respondents are more or less happy about the billing system
of ROBI.

11

BUS

Frequency Analysis of economical call charge to

fixed phone
Call charge from fixed phone

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

18

10.4

10.4

10.4

Disagree

15

8.7

8.7

19.1

Neutral

44

25.4

25.4

44.5

Agree

61

35.3

35.3

79.8

Strongly
Agree

35

20.2

20.2

100.0

173

100.0

100.0

Total

Table 18: Frequency table of call charge to fix a phone.

11

BUS
Frequncy

lc
a
C
g
r
a
h
e
m
o
fr
e
fix
d
n
o
h
p
e
01
2
3
4
56
N
1
=
7
e
tM
S
n
a
.D
d
.4
3
=
v
e
6
.2
1
0
8
0
1
0
2
3
0
4
5
0
6
0
7
is
H
to
a
r
g
m

Figure 30: histogram of call charge to fix a phone.

Analysis:
The mode of the question is 4 means 35.3% of the respondent (which is maximum)
agree of the fact that call charge from ROBI to fixed phone is economical. 25.4% of
the respondents are neutral and 20.2% of the respondents are strongly agreed of
the fact.
So, maximum respondents are satisfied with the call charge from ROBI to
fix a phone.

11

BUS

Frequency Analysis of promptness of

representatives in handling queries
Representatives are very prompt in handling queries

Frequenc
y
Valid

Total

Valid
Percent

Cumulative
Percent

Strongly
Disagree

10

5.8

5.8

5.8

Disagree

38

22.0

22.2

28.1

Neutral

33

19.1

19.3

47.4

Agree

71

41.0

41.5

88.9

Strongly
Agree

19

11.0

11.1

100.0

171

98.8

100.0

1.2

173

100.0

Total
Missing

Percent

System

Frequncy

q
r
e
u
ie
s
p
e
r
s
e
ta
n
e
tiv
s
e
e
r
a
v
y
r
p
p
m
o
tin
h
d
n
a
lin
g
1
2
3
4
5
6
ta
S
N
.D
d
1
=
1
v
e
.1
1
1
0
e
M
n
.7
3
=
0
2
0
4
0
6
0H
8
is
to
a
r
g
m

11

BUS

Figure 31: histogram of promptness of handling queries

Analysis:
The mode of the question is 4 means 41% of the respondents (maximum) agree of
the fact that ROBI representatives are very prompt in handling queries. 19.1% are
neutral, 11.0% are strongly agreed and 22.0% are disagreeing of the fact.

So by analyzing the above figure it can be said that maximum subscribers

are satisfied by the promptness of representatives in handling queries.

Frequency Analysis of resolving all problems

quickly by ROBI
ROBI can resolve all problems very quickly

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

29

16.8

16.8

16.8

Disagree

20

11.6

11.6

28.3

Neutral

49

28.3

28.3

56.6

Agree

36

20.8

20.8

77.5

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Strongly
Agree
Total

39

22.5

22.5

173

100.0

100.0

100.0

Table 20: Frequency table of resolving all problems quickly.

11

BUS

Figure 32: histogram of resolving all problems quickly

Analysis:
The mode of the question is 3 means 28.3% of the respondents (maximum) are
neutral. 20.8% are agreed, 22.5% are strongly agreed, and 16.8% are strongly
disagreed of the fact that ROBI can resolve all problems very quickly.

So, ROBI subscribers are more or less satisfied of resolving the problems
by ROBI.

11

BUS

Frequency Analysis of availability of customer care

point of ROBI

Customer care point available

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

15

8.7

8.7

8.7

Disagree

33

19.1

19.1

27.7

Neutral

24

13.9

13.9

41.6

Agree

68

39.3

39.3

80.9

Strongly
Agree

33

19.1

19.1

100.0

Total

173

100.0

100.0

Table 21: frequency table of availability of customer care point.

11

BUS

Frequncy

s
u
c
o
t
r
e
m
r
a
c
p
e
in
o
v
a
t
ila
a
b
e
0
01
2
3
4
5
6
1
=
N
3
7
.D
td
S
.=
v
e
.2
1
9
3
0
1
n
a
e
M
4
3
0
2
0
3
0
4
5
0
6
7 H
is
o
t
a
r
g
m

Figure 33: histogram of availability of customer care

point.

Analysis:
The mode of the question is 4 means 39.3% of the respondents are agreed about
the fact that ROBI customer care point is available in different places. 13.9%
respondents are neutral and 19.1% are strongly agreed of the fact. 19.1% are also
disagreed of the fact.

So, according to maximum respondents ROBI customer care point is

available in different places.

11

BUS

Frequency Analysis of using the emergency service

offered by customer care
Emergency service offered by customer care

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

22

12.7

12.7

12.7

Disagree

44

25.4

25.4

38.2

Neutral

32

18.5

18.5

56.6

Agree

39

22.5

22.5

79.2

Strongly
Agree

36

20.8

20.8

100.0

173

100.0

100.0

Total

Table 22: frequency table of emergency service offered by CCP

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BUS

Frequncy

m
e
g
r
c
n
e
y
v
r
e
s
e
ic
o
r
e
f
d
y
b
u
c
m
o
t
s
rc
e
a
e
r
1
2
3
4
5
6
0
N
1
=
7
e
tM
S
n
a
.D
d
.1
3
=
v
e
3
.3
1
4
7
0
1
0
2
0
3
0
4
0
5

is
H
to
a
r
g
m

Figure 34: histogram of emergency service offered by

CCP

Analysis:
The mode of the question is 2 means 25.4% of the respondents (maximum
respondent) are disagreed that they often use the emergency service offered by
customer care. 18.5% are neutral, 22.5% are agreed, 20.8% are strongly agreed,
25.4% are disagreed and 12.7% are strongly disagreed of using the emergency
service often offered by customer care.
So the ROBI subscribers more or less use the emergency service offered
by customer care.

11

BUS

Frequency Analysis of satisfaction status of ROBI

network coverage
Network coverage of ROBI

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

16

9.2

9.2

9.2

Disagree

10

5.8

5.8

15.0

Neutral

37

21.4

21.4

36.4

Agree

93

53.8

53.8

90.2

Strongly
Agree

17

9.8

9.8

100.0

173

100.0

100.0

Total

Table 23: frequency table of overall network coverage of ROBI

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BUS

Frequncy

n
tw
e
o
k
r
v
o
c
r
e
g
a
o
e
fA
E
T
K
L
1
2
3
4
56
0
N
1
=
7
e
tM
S
n
a
.D
d
.4
3
=
v
e
9
.0
1
6
2
0
4
0
6
0
8
0
0
1
0

H
to
is
g
m
a
r

Figure 35: histogram of network coverage of ROBI

Analysis:
The mode of the question is 4 means 53.8% of the respondents (maximum) are
agreed, 21.4% are neutral, 9.8% are strongly agreed of the fact that they are
satisfied with the network coverage of ROBI.
So, it can be said that maximum ROBI subscribers are more or less
satisfied with the network coverage of ROBI.

11

BUS

Frequency Analysis of recommending ROBI service

to others
Recommend ROBI Service

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

35

20.2

20.2

20.2

Disagree

12

6.9

6.9

27.2

Neutral

35

20.2

20.2

47.4

Agree

52

30.1

30.1

77.5

Strongly
Agree

39

22.5

22.5

100.0

173

100.0

100.0

Total

Table 24: Frequency table of recommending ROBI service to

others.

11

BUS
Frequncy

c
e
r
m
o
n
e
A
d
T
K
L
E
e
S
ic
v
r
e
2
3
4
56
01
N
1
=
7
e
tM
S
n
a
.D
d
.2
3
=
v
e
8
.4
1
2
0
1
2
0
3
0
4
0
5
0
6

H
to
is
g
m
a
r

Figure 36: histogram of recommending ROBI service to

others
Analysis:
The mode of the question is 4 means maximum respondents are certainly
recommend ROBI service to a friend or family member. 30.1% of the respondents
are agreed (maximum), 22.5% are strongly agreed, and 20.2% are neutral of the
fact. 20.2% are strongly disagreed means they not recommend ROBI service to a
friend or family member.
So, maximum respondents or ROBI users are satisfied with ROBI and they
would recommend ROBI service to others.

11

BUS

Frequency Analysis of satisfaction status of ROBI

product differentiation

ROBI product differentiation

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

16

9.2

9.2

9.2

Disagree

20

11.6

11.6

20.8

Neutral

26

15.0

15.0

35.8

Agree

95

54.9

54.9

90.8

Strongly
Agree

16

9.2

9.2

100.0

Strongly
Agree

16

9.2

9.2

100.0

173

100.0

100.0

Total

Table 25: frequency table of satisfaction status of ROBI product

differentiation.

11

BUS

Figure 37: histogram of ROBI product differentiation

Analysis:

11

BUS

The mode of the question is 4 means 54.9% of the respondents are satisfied about
ROBI product differentiation. 15.0% are neutral, 9.2% are strongly agreed, 11.6%
are disagreed and 9.2% are strongly disagreed or not satisfied with ROBI product
differentiation.

So, maximum respondents are more or less satisfied with ROBI product
differentiation. Recently ROBI provides Phurti, joy & power as the prepaid,
ROBI postpaid, and INFINITY & SIGNATURE as the corporate package.

Frequency Analysis of satisfaction status of ROBI

call rate structure
ROBI call rate structure

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

2.9

2.9

2.9

Disagree

27

15.6

15.6

18.5

Neutral

27

15.6

15.6

34.1

Agree

82

47.4

47.4

81.5

Strongly
Agree

32

18.5

18.5

100.0

173

100.0

100.0

Total

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BUS

Table 26: frequency table of ROBI call rate structure.

11

BUS

Figure 38: histogram of ROBI call rate structure

Analysis:
The mode of the question is 4 means 47.4% are agreed of the fact they are satisfied
of the ROBI call rate structure. 18.5% are strongly agreed, 15.6% are both neutral
and disagreed and the remaining 2.9% are strongly disagreed of the fact.
So, maximum respondents are more or less satisfied with ROBI call rate
structure.

Frequency Analysis of satisfaction status of ROBI

customer care Program
11

BUS

ROBI customer care program

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

21

12.1

12.1

12.1

Disagree

34

19.7

19.7

31.8

Neutral

48

27.7

27.7

59.5

Agree

45

26.0

26.0

85.5

Strongly
Agree

25

14.5

14.5

100.0

173

100.0

100.0

Total

Table 27: frequency table of ROBI customer care program

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BUS

Figure 39: histogram of ROBI customer care program

Analysis:

11

BUS

The mode of the question is 3 means the maximum respondents are neutral which
27.7% is. 26% are agreed, 14.5% are strongly agreed, 19.7% are disagreed and
12.1% are strongly disagreed.
So, from the above analysis we can say that more than 60% of the
respondents are more or less satisfied with the customer care.

Frequency Analysis of satisfaction status of the

emergency service offered by ROBI customer care

Emergency service offered by ROBI service

Frequenc
y
Valid

Percent

Valid
Percent

Cumulative
Percent

Strongly
Disagree

25

14.5

14.5

14.5

Disagree

4.6

4.6

19.1

Neutral

45

26.0

26.0

45.1

Agree

36

20.8

20.8

65.9

Strongly
Agree

59

34.1

34.1

100.0

173

100.0

100.0

Total

11

BUS

Table 28: frequency table of emergency service by customer care

Frequncy

0
m
e
g
r
y
c
n
e
1
e
s
2
e
ic
v
r
f3
o
d
r
e
y
b
4
K
A
s
L
E
T
5
r6
e
e
ic
v
0
S
N
v
e
.D
td
3
7
1
=
1
=
8
7
.3
M
n
a
.5
0
1
0
2
0
3
0
4
0
5
0
6

to
is
H
g
m
a
r

Figure 40: histogram of emergency service offered by customer care

Analysis:
The mode of the question is 5 means the maximum respondents agreed that they
are satisfied with the emergency service offered by ROBI. The maximum
respondents are 34.1%. 20.8% are agreed, 26.0% are neutral and 14.5% are
strongly disagreed with the emergency service offered by ROBI.
So, from the above situation we can say that the satisfaction level of
customer regarding the emergency service is more than average or

11

BUS

maximum no. of respondents is more or less satisfied with the emergency

service provided by ROBI.

Regression Analysis
A Regression Model for overall network coverage of ROBI by easily connect to
other mobile, do not face any network problem,

do not face echo problem and

other competitors' network.

I have used a multiple regression model to provide estimates of the effect of each
variable in combination with other variables in this model. Several of the
independent variables are excluded because those variables are not strongly
significant. The dependent variable Y is the overall performance network coverage
of ROBI. Independent variables include easily connect to other mobile x1, do not face
any network problem x2, do not face echo problem x3, other competitors' network.x4.
The resulting model is
Y = 0 + 1 x1 + 2x2 + - - - - - - - - - - - + 4x4+ E
Y = Network coverage of ROBI
0 = constant
1 = Regression co - efficient associated with independent variable x 1
2 = Regression co - efficient associated with independent variable x 2

11

BUS

3 = Regression co - efficient associated with independent variable x 3

4 = Regression co - efficient associated with independent variable x 4
x1= easily connect to other mobile
x2 = Do not face any network problem
x3 = Do not face echo problem
x4 = Easily access other competitors' network
E = Error Term

11

BUS

Coefficients (a)

Unstandardized
Coefficients
Model
1

Standardiz
ed
Coefficient
s

Std.
Error

(Constant)

1.419

.256

easily
connect to
other
mobile

.113

.073

do not face
any network
problem

-.226

do not face
echo
problem
easily
access
other
competitors
' network

Beta

Sig.

5.545

.000

.112

1.539

.126

.070

-.256

-3.210

.002

.263

.059

.296

4.449

.000

.491

.069

.531

7.113

.000

A Dependent Variable: network coverage of ROBI

Table 33: regression of network coverage of ROBI

Y = 1.419 + 0.113 x1 - .226x2 + 0.263 x3 + .491x4

From the p value of the model it is evident that

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BUS

Easily connect to other mobile, x1 is not significant for the model.

(As p- value 0.126 > 0.05)
Do not face any network problem, x2 is significant for the model.
(As p- value 0.002 < 0.05)
Do not face echo problem, x3 is significant for the model.
(As p- value .000 < 0.05)
Easily access other competitors' network, x4 is significant for the model.
(As p- value .000 < 0.05)
An AVOVA test is conducted to test whether the model is adequate or not.
Null hypothesis H0: 1 = 2 = 3 = 4

Alternative hypothesis H1: At least one of them is not zero.

ANOVA (b)

Sum of
Square
s

Model
1

Regressio
n

Mean
Square

df

75.941

18.985

Residual

117.29
6

168

.698

Total

193.23
7

172

Sig.

27.192

.000(a)

A Predictors: (Constant), easily access other competitors' network, do not face echo
problem, easily connect to other mobile, do not face any network problem

11

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B Dependent Variable: network coverage of ROBI

Here, p-value is .000

So, the calculated p-value is lesser than the critical p-value.

That is, p-cal, .000 < p-cric, .05
So, we reject the null hypothesis.

So, it can be said that network coverage of ROBI vary do not face any network
problem, do not face echo problem and easily access other competitors' network.

11

BUS

Figure 41: histogram of network coverage of ROBI

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Figure 42: normal p-p plot of regression of network coverage

Figure 43: scatter plot network coverage of ROBI

PROPOSED RECOMMENDATIONS

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Recommendation 1: ROBI should come up with a proper Segmentation Strategy.

Recommendation 2: ROBI should take Preliminary Action while finds any problem regarding
new offers.
Recommendation 3: ROBI should follow Beforehand Cushioning to reduce uncertainty
avoidance.
Recommendation 4: ROBI can introduce Customer Suggestion Hotlines to direct
contact with valued customers.
Recommendation 5: ROBI should Efficient in Door-to-Door Delivery System
through sub ambassador.

Recommendation 6: Ensuring Improved Network Quality.

Recommendation 7: Creating Special Customer Care Desk for Infinity Subscribers.
Recommendation 8: Developing Effective Advertising and Promotional Strategy.

CONCLUSION
Majority of the customers are satisfied with brand image and product pricing. Network connectivity has
an also positive effect on the satisfaction via brand image. But customer care service has a negative
impact on the customer satisfaction.
To get the initial customers who will spread the word about how wonderful the organization is, there will
have to be initial advertising. One important area is employee relations and training. If employees are
disgruntled, under trained or underpaid, they will never interact in a positive manner with customers and
all of the knowledge and good intentions are for nothing.
Major parts of the postpaid user are not satisfied with ROBI services. People are facing different sorts of
problem.This is a competitive and customer drivenmarket. Customerhas so many choices. So if ROBI can
not satisfy its customers properly then they will lose its Valuable customer and also the market share.

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