Service Marketing of Grameen Phone Limited : A Study on Effectiveness of Product Policy and Strategy

The present study is basically an attempt to measure the effectiveness of product policy and strategy of Grameen Phone limited. From the findings of the study seven hypotheses are developed where four are accepted and rest three are rejected. The result are Grameen Phone gives frequent services to the customers, its employees show sincere interest in solving customer’s problem, location of the branch of GP is very convenient to get frequent service and it uses modern and updated technology for improving product & service quality where as the behavior of employees of GP is not satisfactory to customer, employees of GP are not willing to help the customer and the personnel’s of GP are not trained enough to serve the customers. The research is primarily based on the collection and analysis of primary data. One hundred twenty respondents are selected as a sample size to conduct the study. Respondents are selected in such a way so that it covers all over the areas in Bangladesh. In some cases Grameen Phone developed perfect policy and strategy where we get better response from the respondents and in some cases they were unable to follow the perfect policy and strategy for that we get unsatisfactory result from the respondents