Customer Satisfaction of Telecom Industry in Khulna City, Bangladesh

Abstract

Customers are the hearts of any industry. Telecommunication being a service oriented industry always puts priority to find ways of making customers happy and satisfied. Sensing this importance, this study was conducted to determine what makes customers of Telecommunication Industry satisfied. Researchers confined the study within Khulna City, a divisional city of Bangladesh. A structured questionnaire developed based on previous works was distributed among 300 customers of Grameen Phone, Teletalk, Rabi who were selected conveniently for the study. Only 288 competed questionnaire properly thus used for analysis. A customer satisfaction model was developed including variables taken from the extensive review of previous literature. Those variables are customer service, personal and market factors, perceived quality, perceived value, technological advancement and company image. Model was tested using STATA, statistical software package, and found personal and market factor, perceived quality, perceived value and company image statistically significant.

Keywords: Telecommunication Industry, Customer Satisfaction, Competition