Volume 6 • Issue 2 • 1000258 J Bus Fin Aff, an open access journal ISSN: 2167-0234 Research Article OMICS International Journal of Business & Financial Affairs J o u r n a l o f B u s i n e s s & F i n a n c i a l A f f a i r s ISSN: 2167-0234 Ullah et al., J Bus Fin Aff 2017, 6:2 DOI: 10.4172/2167-0234.1000258 *Corresponding author: Touhidul Islam, MPhil, Faculty of Business Studies, University of Dhaka, Bangladesh, Tel: +88029661900; E-mail: touhidpust@gmail.com Received February 28, 2017; Accepted March 25, 2017; Published April 05, 2017 Citation: Ullah A, Islam T, Rahman M (2017) Consumer’s Satisfaction Level about Grameen Phone’s (GP) Service in Bangladesh: A Case Study on Perception Analysis. J Bus Fin Aff 6: 258. doi: 10.4172/2167-0234.1000258 Copyright: © 2017 Ullah A, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. communities wherever it operates. It wants to help customers with their speciic needs in a way that suits way of their life best [1]. Objectives of the study On the basis of signiicance of the study the researchers are motivated (a) To overview the respondent demographics of Grameenphone users in Bangladesh. (b) To evaluate the customers’ expectation, reaction and satisfaction about GP's existing service in Bangladesh. (c) To provide some recommendations and suggestions to increase the level of customer satisfaction about GP's existing service in Bangladesh. Literature Review Existing customers switch to other operators in order to get low call charges, wide and strong network coverage, and other service incentives [2]. Similarly, a quantitative study on university students in Ghana found that the basic reason for changing mobile service operators is cost savings and network reliability, followed by peer group inluence and social reputation [3]. A study on Malaysian big city dwellers found that Malaysian telecom customers perceived price or call rate to be the most important factor, followed by service quality, service availability, and promotion [4]. Contents of strategic service In the process of implementing the strategy, the organization should address some unique considerations to important factors, not Keywords: Brand image; Customer value; Value added services; Grameenphone Introduction By connecting 56.300 million subscribers, 15.7 million Internet subscribers and more than 43 thousand shareholders as of July 2016, giving people access to the internet and digital services, Grameenphone is enabling people to drive business, improve their lives and contribute to building a better future for society [1], the largest cellular operator in the country is GP. GP has nationwide 345,263 point of sales as a result it can easily serve the customer service to their optimal customers. Grameenphone ofers innovative services in line with socio-economic conditions of Bangladesh. In 2006, Grameenphone introduced Healthline, a 24 h medical call centre manned by licensed physicians, Mobicash, for electronic purchase of train and lottery tickets and BillPay, which allows utility bill payments to be made by mobile phone. “Studyline”, a call centre based service providing education related information, was launched in October 2009. Grameenphone has established approximately 500 Community Information Centers which aim to bring afordable Internet access and other information based services to people in rural areas of Bangladesh. In 2009, Grameenphone introduced branded plug and play USB Internet access modems and branded handsets at a very afordable price. Grameenphone won the GSMA Global Mobile Award for “Best use of Mobile for Social and Economic Development” for its Health Line. Grameenphone also won the GSMA “Green Mobile Award” jointly with Huawei Technologies for building an environment friendly network in Bangladesh [1]. he vision of Grameenphone is to provide the power of digital communication, enabling everyone to improve their lives, build societies and secure a better future for all. he mission of Grameenphone is to help existing customers get the full beneit of being connected. Our success is measured by how passionately they promote us. Everything which is produced by GP should be easy to understand and use. It should always remember that its try to make customers’ lives easier. he work of GP should do perfectly. If it doesn’t, GP put things right. GP try to delivery, not over-promising. It believes about actions, not words and tries to creative. We bring energy and imagination to our work. Everything GP produce should look fresh and modern. It acknowledges and respect local cultures. GP want to be a part of local Consumer’s Satisfaction Level about Grameen Phone’s (GP) Service in Bangladesh: A Case Study on Perception Analysis Ullah A 1 , Islam T 2 * and Rahman M 3 1 Department of Business Administration, Port City International University, Chittagong, Bangladesh 2 Faculty of Business Studies, University of Dhaka, Bangladesh 3 Department of Business Administration, Northern University, Bangladesh Abstract Grameenphone (GP) is the leader of Bangladesh telecommunication industry. Grameenphone (GP) not only provides voice service but also offers a number of value added services, in each on both a prepaid and contract bases. Service network, 3G, customer care, physical facilities, billing cost, information service, mobile banking, GP offers and studyline are included in the value added services. Our study discloses the customer's reaction about GPs services. This study investigates why customers are satisied the GPs existing services and why they are not satisied and their reaction about GPs services. The study recommends the customers approach and how Grameenphone (GP) retains its customers as a result gradually converted to the loyal customer with competing others operators in the marketplace.