Cell Phone Customer Experience: An Appraisal for GrameenPhone (GP) in Bangladesh

Abstract

Research on customer experience is at an embryonic stage. This research embarks on a journey of exploring an appraisal of customer experience in the context of Grameenphone (GP), one of the largest cell phone companies in Bangladesh. The study includes five categories of services that the company is keen to deliver to its customers in order to raise customer experience and loyalty. The result of the investigation suggests that the overall level of customer experience at a modest stage, which highlights the fact that the company has a long way to go in order to achieve a super level of customer experience. In the end, the paper focuses on its limitations and managerial implications and future research.