2. Current Scenario of Star Program & Its Prospects-An
Analysis of Customer Retention Strategy of GrameenPhoneLtd. 3.
IntroductionProject proposalBackgroundProblem statementImportance
of customer retention 4. ObjectivesBoard ObjectivesSpecific
Objectives 5. MethodologyData source ( Primary &
Secondary)Sample SizeQuestionnaire designData Collection (
Organizational & Project partData analysis 6. Industry
AnalysisCurrent market position: 7. Industry AnalysisCompetitive
position of operators:GrameenPhone Ltd.Orascom Telecom Bangladesh
Limited ( Banglalink)Robi (Bangladesh)LimitedAirtel Bangladesh
LimitedPacific Bangladesh Telecom Limited (Citycell)Teletalk
Bangladesh Limited 8. SWOT analysisStrength:Weakness: Largest
Subscriber base in BangladeshComparatively higher call rates
Well-recognized brand name and reputationExcessive GP-BTCL calls
rates Strong distribution channels and customerLimited FnF (Friends
and Family Numbers)servicetoo much inside out thinking in the
company. Leadership in product development and non- No long-term
Distribution/Channel strategy.voice servicesHigh employee turnover.
Nation-wide best network coverage Good Human Resource and
Infrastructure Loyal Customer Base.Opportunities: Threats: Economic
growth of Bangladesh.Aggressive marketing from other operators.
Improved technological improvement andIncreased marketing/operating
costsnetwork coverage After converting in to PLC more information
Demand for new & innovative products. has to be disclosed.
Increase the brand value through IPO (Initial Increased bargaining
power of the consumers.public Offering) Switching power of customer
is being Declining prices for handsets increased. More strict
government regulations. Change of government might lead to
competitors having more power. 9. Statistical AnalysisVariables in
the analysisDependent Variable:Retaliation Rate of high valued
subscriber Independent Variable:Product differentiationCorporate
Image.Quality of Customer ServiceAdditional Privileges &
PriorityNon interrupting network coverageCustomer LoyaltyCustomer
SatisfactionPrice FairnessSwitching Barriers 10. Statistical
Analysis cont..Hypotheses in the analysis (Null)1: Product
differentiation has no positive effect on the customer retention2:
Customer satisfaction has no positive effect on the customer
retention.3: Corporate Image has no positive effect on the customer
retention.4: Switching Barriers has no positive effect on the
customer retention.5: Customer loyalty has no positive effect on
the customer retention.6: Service quality has no positive effect on
the customer retention.7: Price Fairness has no positive effect on
the customer retention.8: Additional Privileges & Priority have
no positive effect on the customerretention.9: Additional
Privileges & Priority has no positive effect on the
customerretention. 11. Findings form Descriptive analysisCall rate
is not reasonable but quite satisfied because notsignificantly
importantCorporate image is a moderately importantNot aware of the
promotional offerVery competitive product lineoffering the best
network coverageswitching barriers help to retain existing
subscriberRecommend GP to others soVery likely to be staying with
GrameenPhone 12. Descriptive statisticsStatementS Disagree Disagree
N/A Agree S AgreePrice Plan is Reasonable 728 33 257Reasonable call
rate after considering everything3 9 38 21 29Network is Pleasing0 3
18 40 38Want to connect always 0 4 11 41 44Brand Image112 48
373Satisfaction on Grameenphone 2 98 43 43Overall Satisfaction 0 0
18 33 50Overall experience at Grameenphone s 0 5 13 48
34Promotional offer118 42 290Do not think to switch operator6 5 25
49 15No need to wait while calling 1210 0 23 61 16Getting the
concern resolved 03.317 63 17Waiting time for having question
addressed s 0 0 10 71 19Getting Priority at GPC0 07 42 52Bonus
offer5 8 31 42 15Do not influence other operator offer1 6 19 45
29Notice the billboard and TVC 313 33 42 11Most recent experience s
0 0 14 54 32Customer service representative is courteous 0 09 57
34Customer representative handled my call quickly0 5 10 73
13Product and services rates 0 03 43 54Gp is pioneer to launch
product and services 0 08 63 29Best Network coverage0 00 15
85Difficult to change current number 0 4 22 59 18Change current
number means to loss one of best friend 0 6 29 36 29 13. Population
correlation RETENTION SBARRIERSPDIFERENTCSERVICE LOYALTY PRIORITY
SATISFY IMAGE PRICE NETWORKRETENTIONPearson Correlation 1.584.585
.599 .635.541 .712 .358.555 .800 Sig. (2-tailed).000.000 .000
.000.000 .000 .000.000 .000SBARRIERSPearson Correlation.584 1.393
.406 .375.143 .440 .159.347 .432 Sig. (2-tailed).000.000 .000
.000.118 .000 .082.000 .000PDIFFERENT Pearson Correlation.585.393 1
.394 .292.359 .525 .214.360 .555 Sig. (2-tailed).000.000 .000
.001.000 .000 .019.000 .000CSERVICE Pearson
Correlation.599.406.3941 .558.536 .718 .372.452 .582 Sig.
(2-tailed).000.000.000.000.000 .000 .000.000 .000LOYALTYPearson
Correlation.635.375.292 .5581.601 .515 .316.428 .596 Sig.
(2-tailed).000.000.001 .000 .000 .000 .000.000 .000PRIORITY Pearson
Correlation.541.143.359 .536 .601 1 .666 .259.369 .540 Sig.
(2-tailed).000.118.000 .000 .000 .000 .004.000 .000SATISFYPearson
Correlation.712.440.525 .718 .515.6661 .359.555 .737 Sig.
(2-tailed).000.000.000 .000 .000.000.000.000 .000IMAGEPearson
Correlation.358.159 .214(*) .372 .316.259 .3591.391 .357 Sig.
(2-tailed).000.082.019 .000 .000.004 .000 .000 .000PRICEPearson
Correlation.555.347.360 .452 .428.369 .555 .391 1 .628 Sig.
(2-tailed).000.000.000 .000 .000.000 .000 .000 .000NETWORKPearson
Correlation.800.432.555 .582 .596.540 .737 .357.6281 Sig.
(2-tailed).000.000.000 .000 .000.000 .000 .000.000 14. Regression
Model Summary Model R R Square Adjusted R SquareStd. Error of
theDurbin-WatsonEstimateLinear Regression Model.874(a) .764
.745.292651.937Revised Linear Regression Model.867(a) .752
.743.293331.898ANOVA (b) ModelSum of Squares df Mean SquareF Sig.
Linear Regression Model
Regression30.47793.38639.540.000(a)Residual9.421110 .086 Total
39.898119 Revised Linear Regression Model
Regression30.00347.50187.178.000(a)Residual9.895115 .086 Total
39.898119 15. Regression contd.ModelUn-standardized Standardized t
Sig. CoefficientsCoefficients B Std. ErrorBeta B Std.
Error(Constant) .234 .410 .570 .570Linear Regression Model
SBARRIERS.191 .047 .236 4.075 .000PDIFFERENT .222 .094 .138 2.355
.020CSERVICE .008 .087 .007.092 .927LOYALTY.149 .064 .161 2.323
.022PRIORITY .081 .085 .070.962 .338SATISFY.071 .075 .087.942
.348IMAGE.033 .040 .042.809 .420PRICE.006 .035 .011.174
.862NETWORK.299 .062 .399 4.837 .000(Constant) .382 .3631.052
.295Revised Linear Regression Model SBARRIERS.187 .043 .231 4.318
.000ADVANTAGE.265 .093 .164 2.863 .005LOYALTY.198 .055 .213 3.625
.000NETWORK.362 .051 .482 7.159 .000 16. Regression cont..
Residuals Statistics (a) Minimum Maximum Mean Std. Deviation N
Predicted Value3.27095.3336 4.5542.50296120Revised Linear
Regression ModelResidual-.88713.78017 .00000.28689120 Std.
Predicted-2.5511.550 .0001.000 120 Value Std. Residual-2.9732.615
.000 .961120 Predicted Value3.1274 5.2428 4.5542 .50212120Revised
Linear Regression ModelResidual-.93416 .67051 .00000 .28835120 Std.
Predicted-2.841 1.371 .0001.000120 Value Std. Residual-3.1852.286
.000 .983120Normal P-P Plot of Regression Standardized Residual
Normal P-P Plot of Regression Standardized Residual Dependent
Variable: RETENTION Dependent Variable: RETENTION 1.0 1.0 0.8 0.8
Expected Cum Prob 0.6 0.6 Expected Cum Prob 0.4 0.4 0.2 0.2 0.0 0.0
0.00.2 0.4 0.6 0.8 1.0 0.0 0.2 0.4 0.6 0.8 1.0 Observed Cum Prob
Observed Cum Prob 17. Findings form Descriptive analysisCall rate
is not reasonable but quite satisfied because notsignificantly
importantCorporate image is a moderately importantNot aware of the
promotional offerVery competitive product lineoffering the best
network coverageswitching barriers help to retain existing
subscriberRecommend GP to others soVery likely to be staying with
GrameenPhone 18. Findings form PopulationcorrelationSmooth &
non-interrupting network coverage(.800) strongly associated with
the retentionrate.Corporate image (.358) has the low to weak
association with retention rate. 19. Findings form
RegressionHypothesesP valueDecision.000.10 Not rejectCustomer
satisfaction has no positive effect on the customer
retention..420>.10 Not rejectCorporate Image has no positive
effect on the customer retention..862>.10 Not rejectPrice
Fairness has no positive effect on the customer retention.000
