Relationship between service quality and customer’s satisfaction regarding BillPay services of Grameenphone in Bangladesh

Abstract

Although Grameenphone BillPay is highly available, convenient and secured not all of the consumers who has that ability and eligibility to pay the bill of the enlisted Although Grameenphone BillPay is highly available, convenient and secured not all of the consumers who has that ability and eligibility to pay the bill of the enlisted organization that has allowed GP. Importantly it is also seen that a number of utility users has become irregular or completely discontinue getting this service. On the other hand it is clear that the service quality is basically related to customer satisfaction of the group of consumers who are using this service or has a using experience at any time previously. Therefore it is important to review the relationship between the service quality and the customer satisfaction regarding BillPay services of Grameenphone in Bangladesh. The aim of this study is to help Grameenphone to set a win-win combination for both the company and customer by identifying the essential steps to increase the level of customer’s satisfaction as well as the number of users. Ultimately these study findings will help the growth of industry. The study was a Cross-sectional, descriptive and analytical study. The study period was 1 March 2012 to 15 April 2012 and location was Grameenphone Main office (GP house). The primary data were collected by interview with the users of BillPay service through mobile phone or telephone. The main instrument for data collection was SERVQUAL instrument. The secondary data the contact number and location of the users were collected from the data base of Grameenphone. The data was entered in Microsoft Excel 2007 and analyzed. After completion of data analysis it is evident that there is positive relationship between the service quality and customer’s satisfaction. The Reliability and Responsiveness were more point of interest among irregular users, with large gap in all dimensions of service quality. On the other hand tangibility was more focused by regular user. The ultimate significance of this study is the findings that imply the positive relationship between service quality and customer satisfaction. For Grameenphone and other telecom companies, this finding has important implications with regard to brand building strategies and recruitment of competent staff.