WELCOME TO THE PRESENTATION OF

MEGAMINDS

A PRESENTATION ON THE FINDINGS OF SURVEY ON SERVQUAL OF AIRTEL

PRESENTED FOR

Mr. Kazi Mahfuz M. RahmanCourse Instructor

Course Title: Service Marketing

Course Code: MKT 402

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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.

RESPONDENT ATTRIBUTESAttributes Categories Number of

Respondents

Gender MaleFemale

5644

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

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

SURVEY FINDINGS(CONTINUED)

Better or Much better Than expected

At least equal to expectation

Worse or much worse than expected

Technical Quality TQ4 TQ1, TQ2, TQ5 TQ3

Empathy EM1 EM2,EM4,EM5,EM7

EM3,EM6

Reliability - RL1,RL3,RL4 RL2,RL5

Economy - - EC1,EC2

Responsiveness RS5 RS2,RS3,RS4 RS1

Image IM1,IM2,IM3,IM4

- -

Assurance AS1,AS2,AS4

AS3 -

CUSTOMER SATISFACTION

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Table: SERVQUAL Dimension Priority-Satisfaction Matrix

SURVEY FINDINGS(CONTINUED)

Satisfied; 36

Neutral; 16

Dissatisfied; 35

Very

Dissatis-fied; 13

Figure: Satisfaction Level among Airtel users

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