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REPORT

SERVICE DIMENSIONS

OF QUALITY

SERVICE MARKETING

Course Code: MKT – 4102

Section: “C”

Submitted To:

Kawsar Ahmmed Assistant Professor

School of Business

United International University

Submitted By:

Name Id. No. Rubiya Islam 111 091 241

Md. Shakhawatul Islam 111 093 033 Tamim Ahmed Bhuiyan 111 093 074

Rabeya Islam 111 101 066 N. M. Kawsar Parvez 111 101 071

Md. Abdus Salam 111 102 093

Date of Submission: January 19, 2014

Table of Contents 1. Introduction: ................................................................................................................ 1

2. About Teletalk: ............................................................................................................. 1

3. Departments of the Teletalk ........................................................................................ 2

4. Service Dimension: ...................................................................................................... 2

4.1 Dimension 1 – Reliability ...................................................................................... 3

4.2 Dimension 2 – Responsiveness ............................................................................. 4

4.3 Dimension 3 – Assurance ...................................................................................... 6

4.4 Dimension 4 – Empathy ........................................................................................ 7

4.5 Dimension 5 – Tangibles ....................................................................................... 8

5. SWOT Analysis of Teletalk .......................................................................................... 9

6. Teletalk value added service: ..................................................................................... 10

7. Conclusion .................................................................................................................. 10

8. Reference..................................................................................................................... 11

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Teletalk Bangladesh Limited

1. Introduction:

Service marketing is a branch of marketing that involves distribution of fast moving

consumer goods and durable goods. This field refers to both businesses to consumer

as well as business to business services. Service Marketing is based on relationship

and value. Service Marketing is used to market a service or a product. The buyer

cannot return the service which is a difference between marketing services and

goods.

In today’s competitive business environment, mobile operators have to compete in

the industry by facing the problems and overcome it, taking initiative considering

the prospects of the industry, and finally taking marketing strategy for the

customers and overall the industry. Telecommunication is communication at a

distance by technological means, particularly through electrical signals or

electromagnetic waves. Due to the many different technologies involved, the word

is often used in a plural form, as telecommunications. Marketing is the foundation

of business operations for businesses and nonprofit organizations. Understanding

the various marketing services and their functions helps the for profit or nonprofit

organization reach their goals. Telecommunication companies market their

products and services to consumers, business customers and other service

providers. The aim of telecommunication marketing is to generate the highest level

of revenue from your network and strengthen customer loyalty.

2. About Teletalk:

Teletalk Bangladesh Limited brand name "Teletalk” is a GSM based state-

owned mobile phone company in Bangladesh. TeleTalk started operating on 29

December 2004. It is a Public Limited Company of Bangladesh Government, the

state-owned telephone operator. TeleTalk provided GPRS and EDGE internet

connectivity and from 14 October 2012 HSDPA/3G which is the latest cellular

information service. Teletalk is the first operator in the country that gave BTTB

(now BTCL) incoming facility and 3g support to its subscribers. Teletalk

Bangladesh limited was established keeping a specific role in mind. Teletalk has

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forged ahead and strengthened its path over the years and achieved some feats truly

to be proud of, as the only Bangladeshi mobile operator and the only operator with

100% native technical and engineering human resource base, Teletalk thrives to

become the true people’s phone – “Amader Phone”.

People have high expectation from Teletalk. They expect continuous network

coverage all over the country, prompt customer service, and more value added

services, data services of high band-width etc. from Teletalk. Teletalk must honor

its customers by improving its services day-by-day so that people can realize that

even in a competitive scenario, the public sector organization can achieve

remarkable development if they get opportunity.

3. Departments of the Teletalk

All the departments must fix up their largest and it is better to make it as much

objective as possible. Some of the tentative targets can be cited as follows:

a) Customer Service

b) Operations

c) Planning

d) IT

e) Finance

f) Human Resource

g) Marketing

4. Service Dimension:

Teletalk Limited Bangladesh is a Government

telecommunication company. The company owner

wants to get loyal customers which add to repeating

purchases and of cause increasing their maximum

revenue. But to get there they need to know about the 5

Service Quality Dimensions. Many actually think that

service is just a little part of the marketing mix, but it is

actually a very important part of both the 4 and 7 P's. Each of the 5 Service Quality

Dimensions makes an extra addition to the level and quality of service which Teletalk

company offers their customers. It also makes the service far more unique and

satisfying-

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4.1 Dimension 1 – Reliability

The reliability Service Quality Dimension refers to

how the company are performing and completing

their promised service, quality and accuracy

within the given set requirements between the

company and the customer. Reliability is just as important as a goof first hand

impression, because every customer want to know if their supplier is reliable and

fulfill the set requirements with satisfaction.

Reliability means a consistency in performance and dependability. It runs the gamut

from being accurate in billing to performing the service at the specified time.

Responsiveness is the willingness and readiness of you and your employees to

provide the service. It means returning phone calls quickly and providing prompt

service such as setting up appointments right away. Responsiveness is also the

attitude your customers perceive from you and your employees.

How to improve reliable service quality of Teletalk Bangladesh Ltd:

If their customers graded them on the quality of their service, would they get an A

plus?

When competing services are similar, they win and lose customers based on the

quality of the service. For instance, there may not be much difference in the call rate

and customer service. Only their customers can judge the quality of your service.

That’s because service quality has to conform to a customer's specifications and

expectations.

Step # 1

Teletalk company owners might be more concerned with the technological excellence

of the components of the alarm system. Their customers might be more interested in

the waiting time for an install or the time and patience they give to them in

explaining how to use their new system.

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Step # 2

Teletalk companies provide a service and must determine what benefits customers

expect to receive and then develop the services to meet those expectations. Only by

meeting their customers' expectations on a consistent basis, can your company

deliver quality service.

Step # 3

To improve the quality of their service, they must first understand how their

customers and potential customers judge service quality. Consumers make quality

judgments on how Teletalk perform the service. Once you know and understand how

your customer evaluates your services, they can take steps to improve. Following are

some guidelines customers use to judge service quality.

Step # 4

Access is your approachability and ease of contact. It means that waiting time for

service is not extensive and convenient hours of operation.

Step # 5

Courtesy is the politeness, respect, consideration and friendliness of your company

and its employees. That means keeping your uniforms clean and neat, no tracking

mud on a customer’s floor, and a friendly, polite greeting.

Step # 6

Communication is keeping customers informed (in language they can understand)

and listening to them. It means explaining the service and the cost and then assuring

your customer that the problem will be handled.

4.2 Dimension 2 – Responsiveness

The responsiveness Service Quality

Dimension refers to the willingness of the

company to help its customers in providing

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them with a good, quality and fast service. This is also a very important dimension,

because every customer feels more valued if they get the best possible quality in the

service.

How to improve service responsiveness of Teletalk Bangladesh Ltd:

Step # 1

Update traditional service channels. New telephony systems, streamlined automated

response systems, or direct extension options can route calls to appropriate

representatives faster. Adding new service channels like email, live chat, and instant

messaging to address customer service issues more quickly can also improve

customer service responsiveness.

Step # 2

Develop their customer service staff. Recruit staff that understand the importance of

customer service and have the aptitude and desire to provide your customers with

effective resolutions on the first contact whenever possible. Reinforce these positive

attributes with ongoing opportunities for training and development. Be sure that all

training efforts are directed toward responding to your customers' needs by being

sensitive and considerate to their individual circumstances.

Step # 3

Ensure that their customer service department understands that as the initial (and

sometimes only) point of contact between their business and their customer, it is

tasked with being aware of any shifts in the general needs of their customer. Your

customer service supervisors and managerial staff should also be aware that

information gained directly from your customers has a premium value when

developing strategies for addressing similar needs across your customer base.

Step # 4

Request feedback from the customer. They can use phone surveys, email

questionnaires, or simply have your representatives close the interaction by inquiring

if there is anything that could have been done to improve the customer service

experience. Not only will they obtain valuable information on how to improve your

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service levels and the responsiveness to their customers service needs, but you will

also be improving customer loyalty and their company’s brand image.

4.3 Dimension 3 – Assurance

The assurance Service Quality Dimension refers to

the company's employees. Are the employees

skilled workers which are able to gain the trust

and confidence of the customers? If the customers

are not comfortable with the employees, there are a rather large chance that the

customers will not return to do further business with the company.

How to improve assurance service quality of Teletalk Bangladesh Ltd:

The simplest definition of quality assurance (QA) is “doing the right things right”. QA

has traditionally been divided into three components: structure, process and

outcome.

A Quality Assurance program consists of:

Collection of data at the time of the procedure and production of the

procedure report,

Collation of the data,

Analysis of the data at a QA Procedure Review meeting, and

Taking appropriate action following the Procedure review meeting.

“Core Quality Indicators” is the term used to describe those data which need to be

collected for any given procedure in order to carry out QA. The Core Quality

Indicators are:

(1) Demographic information;

(2) Procedure indication;

(3) Sedation;

(4) Complications;

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(5) Procedure success, and

(6) Patient satisfaction. Demographic information includes age, sex

Successful QA requires investment in staff and information technology. Staff needs

to be convinced that it is a worthwhile exercise: if not, the program is doomed to

failure. QA programs evolve over time: start small, start simple, but above all, start

4.4 Dimension 4 – Empathy

The empathy Service Quality Dimension refers to

how the company cares and gives individualized

attention to their customers, to make the customers

feeling extra valued and special. The fifth dimension

are actually combining the second, third and fourth dimension to a higher level, even

though the really cannot be compared as individuals. If the customers feel they get

individualized and quality attention there is a very big chance that they will return to

the company and do business there again.

How to improve empathy service quality of Teletalk Bangladesh Ltd:

Step # 1

Access

Ease of contact. Is it easy for the customer to get through on the phone? Is it easy for

the customer to meet with you on his schedule?

Step # 2

Communication

Humanity in interactions. Do they use language the customer understands? Do you

look for opportunities to be of service to the customer?

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Step # 3

Understanding the customer

Knowing the customers and their needs. Do they remember the customer from one

time until the next? Do you make an effort to find out the customers’ stories? Do you

make recommendations custom tailored to the customer’s needs?

In this competitive environment, people and organizations need to focus on

improving service quality using skills such as empathy to develop deeper

relationships to retain customers and increase profitability.

4.5 Dimension 5 – Tangibles

The tangible Service Quality Dimension refers to the

appearance of the physical surroundings and facilities,

equipment, personnel and the way of communication.

In other words, the tangible dimension is about

creating first hand impressions. A company should

want all their customers to get a unique positive and

never forgetting first hand impression, this would make them more likely to return in

the future.

How to improve tangible service quality of Teletalk Bangladesh Ltd:

Making more customer care center.

Making highly technology based office.

Technology based system of service.

Good work environment.

In this assignment paper of improve service quality of Teletalk we have analyses how

different marketing strategies and proper service dimensions’ are used to determine

the success of Teletalk. In this modern era customers are looking for new

technologies that can offer best services to them. With the help of modern technology

service system has become very popular to provide appropriate services to

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customers. Different marketing strategies are being used to provide value to

customers. The development of online customer care websites on the Internet means

the inclusion of problem solving for the fundamental role that it plays. We know that

for a website to be a total success on the web the right online marketing strategy

needs to be incorporated so that it will be noticed above the numerous other similar

websites gathered on search engine lists. Internet marketing and promotions are

directly related to one another. It follows that a properly marketed and visible service

quality will experience a growth of customers and a higher conversion rate.

5. SWOT Analysis of Teletalk

Strength Weakness

1. Low cost provider regarding its

competitor.

2. Subscriber inclination to Teletalk as a

government owned organization

3. Teletalk’s all connections are ISD & EISD.

4. Teletalk is the only indigenous company

using GSM service.

5. From the very beginning it is providing

free TNT incoming.

6. It has also provided incoming facility up

to 2015.

7. Moreover its contribution to our economy

can be notable.

1. Premature entrance in a mature market.

2. The progress of development of network

is far below from the subscriber

expectation.

3. High connection charge.

4. Lack of potential and efficient employee.

5. Lower number of human resource.

6. Failed to identify difference between

developed market and developing

market.

7. Lower promotional activities.

8. Weak management system

9. Poor marketing

Opportunities Threats

1. Teletalk can use the image of local and

government owned organization.

2. Introduction of new technology and services.

3. Expand the market in the rural area.

4. Teletalk can use the experience of BTTB.

5. Teletalk can use soft switch network,

1. An upcoming mobile service provider named

WARID TELECOM a concern of Dhabi group

and present market rivals.

2. The invention of technology which is new

modern and consumer oriented.

3. Another invisible threat is land phone

operator.

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6. Teletalk value added service:

SMS (short message service)

Voice SMS

Cricket Update (222)

Wireless Application Protocol (WAP)

Bangla SMS

SMS: (Jokes, Weather, Taxi, Horoscope, Quotes, Emergency, International

Weather Forecasting).

International SMS

Friends and Family (Aponjon)

GPRS (General Pocket Radio Service)

International Roaming

7. Conclusion

Teletalk Bangladesh Limited is the first government owned private cellular

operator in Bangladesh. Teletalk Bangladesh Limited has a goal to receive an

economic return on its investments and to contribute to the economic

development of Bangladesh where telecommunications can play a critical role.

Teletalk Bangladesh Limited believes in service, a service that leads to good

business and good development. Telephony helps people work together, raising

their productivity. This gain in productivity is development, which in turn enables

them to afford a telephone service, generating a good business. Thus development

and business go together.

The main goal of Teletalk Bangladesh limited is to deliver SIM kits to the

subscriber at a cheap rate and make a competitive market. All the categories of

subscribers had collected their SIM kits through banks. This is very satisfactory of

SIM collection rate. When the Subscriber received their SIM kits, the innocent

smile of them shows recessive support to Teletalk. This is the great achievement of

Teletalk Bangladesh Limited.

In services sector FDI inflow in Bangladesh is enormous. Telecom sector is

become the core of interest in FDI in Bangladesh. So it is expected in the long run

Teletalk has to face an immense competition. As well as we are also forecasting

the current PCO culture might change if the profit margin reduce at current ratio.

By this offer interest of Teletalk and PCO’s owners reciprocally proportionately

will sustain. In the long run they can able to face the market competition

successfully.

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8. Reference

1. Wikipedia.org/wiki/Special:Search?search=teletalk+service&go=Go

2. Teletalk.com.bd/

3. Sloanreview.mit.edu/article/five-imperatives-for-improving-service-quality/

4. Staffs.ac.uk/support_depts/quality/

5. Huawei.com/es/solutions/broader-smarter/hw-092054-

servicequalityimprovementandassurance.htm

6. Sony.net/SonyInfo/csr_report/quality/customer/

7. Drthea.com/3-keys-to-increasing-profitability/

8. Pomsmeetings.org/ConfProceedings/001/Papers/SOM-14.1.pdf