CONCLUSION AND RECOMMENDATION

5.1 Conclusion

At the very end of this report, it can be said that among the initial fifteen factors two can be screened out international roaming and EDGE and the same sort of technology. And the rest of the factors play a determining role in customer retention through customer satisfaction. However, the two, screened out, should not be totally out of focus. They become the key factors in retaining some particular customer bases. To sum up, the more effectively and efficiently a mobile operator ensures these factors, the higher the customer is satisfied and they are retained in result.

As an overall, the most important factors among them are call rate, network coverage, network quality, after sales service, complaints handling and user friendliness. The least important are international roaming and technology used.

To the students FnF, call rate and value added services are most important; the businesspeople want wider network coverage and sometimes international roaming facilities. The service holders are varied among their giving importance in factor; it depends on the nature of their job.

5.2 Recommendations

Though Banglalink is in a good position in the mobile operator industry of Bangladesh, it has yet to gain the first place. To achieve this lucrative position it has to retain its present customer base as well as increasing it. They can take the following necessary steps Grameenphone is the number one because of its network quality and coverage, though until recently Banglalink has done good in this area, it can go further by widening the network up to hundred percent. It can invade three unexplored districts of Chittagong Hill Tracts. At the same time they can boost up the network quality. 47

 For the students it can offer special packages with the lowest call rate and highest number of FnF. In addition to customer care centers, it can set up customer care points and thus decentralize more the process of after sales service and customer complaints handling. They also can add a wide array of support and value added service with the existing one.

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