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Table Of Contents Page No.

Letter of Transmittal 3

Group profile 4

Acknowledgement 5

Executive Summary 6

Part 1

About The Assignment 10-12

1.1 Introduction 10

1.2 Origin of the report 10

1.3 Purpose 11

1.4 Objective of the report 11

1.5 Scope of the Study 11

1.6 Methodology 11

1.7 Report Preview 12

1.8 Source of Information 12

1.9 Limitation 12

Part 2

About Banglalink 14-30

2.1 Introduction 14

2.2 History of Banglalink 14

2.3 Vision of Banglalink 15

2.4 Mission of the Banglalink 15

2.5 Objective of Banglalink 15

2.6 Efforts of Banglalink 16

2.7 Value of Banglalink 16

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2.8 Core objective of Banglalink 17

2.9 Making a Difference 17

2.10 Level of Competition 17

2.11 Organizational Behavior system in BANGLALINK 18

2.12 Organizational Structure of Banglalink 19

2.13 Human resource and Administrators hierarchy of Banglalink 20

2.14 Banglalink Organizational culture 21

2.15 The Impact of Biometrics System on Banglalink 21

2.16 Employee Satisfaction and motivational factors 22

2.17 Reduction of frauds 22

2.18 Other terms related effective practices for Banglalink 23

2.19 Banglalink coverage 23

2.20 Departments of the Banglalink 24

2.21 Promotional Tools of Banglalink 25

2.22 Other Promotional Activities 26

2.23 Service offered by Banglalink 27

2.24 Latest package 28

2.25 Special Offer 29

2.26 Banglalink internet packages 29

2.27 Current Promotion 30

2.28 Achievement in promotional activity 30

Part 3 Use of TQM Tools 32-43

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3.1 Number of Family 32

3.2 Adult person 33

3.3 Age of Customer 33

3.4 Profession 34

3.5 Income Level 34

3.7 Long Use of Banglalink 35

3.8 More offers from Company 35

3.9 Recommend others for Banglalink 36

3.9 Happy with Banglalink 36

3.10 Sample Quesnay information collective format 37

3.11 SWOT Analyses of Banglalink 38

3.12 Employee Overview 39

3.13

Use of TQM Tools 40

3.13.1 Flowchart 41

3.13.2 Ishikawa diagram 42

3.13.3 Pareto Chart 43

Part 4

Recommendations and Conclutions 44-45

4.1 Recommendation 44

4.2 Conclusion 45

4.3 References 45

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1.1 Introduction

Banglalink is the private cellular operator in Bangladesh. Banglalink has a goal to receive an

economic return on its investments and to contribute to the economic development of

Bangladesh where telecommunications can play a critical role. Banglalink believes in service, a

service that leads to good business and good development. Telephone helps people work

together, raising their productivity. This gain in productivity is development, which in turn

enables them to afford a telephone service, generating a good business. Thus development and

business go together. The main goal of Banglalink is to deliver SIM kits to the subscriber at a

cheap rate and make competitive market. All the categories of subscribers, in our initial

offerings, had collected their SIM kits through banks. This is very satisfactory of SIM collection

rate. When the subscriber received their SIM kits, the innocent smile of them shows recessive

support to Banglalink. This is the great achievement of Banglalink. In service sector, FDI inflow

in Bangladesh is enormous. Telecom sector is become the core of interest in FDI in Bangladesh.

So it is expected in the long run, Banglalink has to face an immense competition. As well as we

are also forecasting the market culture might change if the profit margin reduce at current ratio.

In the long run Banglalink can able to face the market competition successfully if it can meet the

strategic marketing approaches in all levels of policy decisions and applications.

1.2 Origin of the report

The course instructor Total Quality Management lecturer Mrs. Nafiza Islam Mam authorized the

task of writing this report to a group of five members. The topic was selected by the group with

the consent of the instructor. The Date of Submission of this report is on September 14, 2015.

Group Assignment program is essential for every BBA student because it helps him or her to

acquaint with the real life situation. As company is one of the most important quality

management intermediaries; so we have selected „Banglalink‟ which is one of the most leading

company in the telecommunication area.

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1.3 Purpose:

This report is the requirement of Total Quality Management Course. The purpose of this report is

given an overall idea about the corporate strategy of Banglalink.

1.4 Objective of the report:

To fulfill academic requirement,

To gain practical knowledge of Company‟s Strategy practices,

To compare Banglalink Customer Care with other companies,

To identify and analyze the SWOT analysis of Banglalink,

To evaluate the growth and impact of HR practices in Banglalink,

To recommend ways or steps to solve problems regarding company strategy.

1.5 Scope of the Study:

We have got the scope of prepared these kinds of report for our course instructor Mrs. Nafiza

Islam Madam. There we have collected information from website from the Company and also

form the Dhaka Banglalink office.

1.6 Methodology:

We have followed the methods of report writing and collect various information for competition

this report properly. Both primary and secondary source were involved to develop this report.

There we have tried to use details and important information on this report.

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1.7 Report Preview:

In this report at first we have given the company profile. Then we have discussed the

Strategically Process followed by Banglalink& the impact of the present.

1.8 Source of Information:

Banglalink is the 2nd largest telecommunication company of Bangladesh. So data collection is

very difficult. We have visited the Dhaka Banglalink center and discuss with their General

Manager of Quality assurance Unit & other employees. They gave us lot of information about

this organization.

The secondary sources require:

Website.

Related books about report writing.

1.9 Limitation:

The limitation of the study is given below:

The first limitation is time. There was so short time for research this kind of report.

Banglalink is very much reputed company. So they are very much compact and concern

to reveal about their information.

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2.1 Introduction:

Banglalink digital communications limited (previously Orascom telecom Bangladesh limited) is

fully owned by telecom ventures ltd. (previously Orascom telecom ventures limited) of Malta,

which is a 100% owned subsidiary of global telecom holding (www.gtelecom.com). Following

business combination is in April 2011, between vimpelcom ltd. And wind telecom s.p.a,

vimpelcom owns 51.92% shares of global telecom holding. Vimpelcom (www.vimpelcom.com)

is one of the world‟s largest integrated ltd. Telecommunications services operators providing

voice and data services through a range of traditional and broadband mobile and fixed

technologies in Russia, Italy, Ukraine, Kazakhstan, Uzbekistan, Tajikistan, Armenia, Georgia,

Kyrgyzstan, Laos, Algeria, Pakistan, Burundi, Zimbabwe, central african republic, Canada and

Bangladesh. Vimpelcom is headquartered in Amsterdam, the Netherlands and listed as an ad on

the nasdaq global select market under the symbol “vip”.

2.2 History of Banglalink:

Since Banglalink launch in February 2005, its impact was felt immediately: overnight mobile

telephony became an affordable option for customers across a wide range of market segments.

Banglalink initial success was based on a simple mission: “bringing mobile telephony to the

masses” which was the cornerstone of its strategy. Banglalink changed the mobile phone status

from luxury to a necessity, brought mobile telephone to the general people of Bangladesh and

made a place in their hearts. The mobile phone has become the symbol for positive change in

Bangladesh. The brand slogan of “start something new” is in essence derived from Banglalink

promise of empowering people with affordable communication solutions so that they can take

new initiatives in life. The company believes that, it is through such new initiatives that positive

change will occur for the overall betterment of the nation.

Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in

October 2006. In less than two years which is by December 2007, banglalink overtook aktel to

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become the second largest operator in Bangladesh with more than 7.1 million customers.

Banglalink currently has 30.9 million subscribers as of December 2014, representing a market

share of 25.47%.

Banglalink‟s growth over the preceding years have been fueled with innovative products and

services targeting different market segments, aggressive improvement of network quality and

dedicated customer care, creating an extensive distribution network across the country, and

establishing a strong brand that emotionally connected customers with Banglalink.

2.3 Vision of Banglalink:

“Banglalink understands people‟s needs best and will create and deliver appropriate

communication services to improve people‟s life and make it easier”.

2.4 Mission of the Banglalink:

To deliver optimum value to

Customers

Employees

Attract and retain quality human resource.

Firm commitment to the society and the growth of national economy while ensuring good

Corporate Governance

2.5 Objective of Banglalink:

Its objective is to earn customer satisfaction through diversified telecommunication activities and

introduction of innovative ideas.

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2.6 Efforts of Banglalink:

To achieve the goal through fully motivated, committed and dedicated work force.

Committed to the client,

Respond to the customer needs with speed and accuracy,

Share their values and beliefs,

Grow as our customer grow,

Offer first rated solutions of client problems and issues,

Provide product and service at competitive pricing,

Create life long relationship based on mutual trust and respect,

Provide service with high degree of professionalism and use of most modern technology.

2.7 Value of Banglalink:

Banglalink aims to understand peoples‟ needs best and develop appropriate communication

services to improve peoples‟ life and make it simple.

To ensure their vision is achieved, they have set their selves a few values, they want to be:

Customer focus

Integrity quality

Team work

Respect for the individual

Responsible Citizenship

Straight Forward

Reliable

Innovative

Passionate

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2.8 Core objective of Banglalink:

Banglalink believe in its uncompromising committed to fulfill its customer need and satisfaction

and to become their first choice in telecommunication. Taking cue from its pool of esteemed

clientele, Banglalink intend to pave the way for a new era in telecommunication that upholds and

epitomizes its vaunted marquees “You First”

2.9 Making a Difference:

When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario

changed overnight with mobile telephony becoming an extremely useful and affordable

communication tool for people across all segments.

Within one year of operation, Banglalink became the fastest growing mobile operator of the

country with a growth rate of 257%. This milestone was achieved with innovative and attractive

products and services targeting the different market segments; aggressive improvement of

network quality and dedicated customer care; and effective communication that emotionally

connected customers with Banglalink.

2.10 Level of Competition:

The level of competition of the Banglalink is very high. We can divide the competitors in to two

categories:

Close Competitors are

– Grameen Phone

– Airtel

– Robi

– Teletalk

– Citycell

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2.11 Organizational Behavior system in BANGLALINK:

Motivational tools used within Banglalink

1) Employee involvement:

participate in representatively

A small group or highly performer workers group

Share departmental decision making problem.

2) Job scheduling

Alternative work arrangements,

Flex time

Job sharing

Telecommunicating

3) Payment and salaries

Piece rate pay plan

Profit sharing plan

Gain sharing

4) Flexible benefits

Flexible benefits have three plans:-

Modula plans

Core-plus plans

Flexible spending

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2.12 Organizational Structure of Banglalink:

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2.13 Human resource and Administrators hierarchy of Banglalink:

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2.14 Banglalink Organizational culture:

Including the organization values, visions, norms, working language, systems, symbols,

beliefs and habits, Banglalink keeps strong cultural influence between inside and outside the

organization as well as its competitors.

As Banglalink is a multinational mobile company, its organization values and visions are

more sophisticated and updated with the competitive multinational world.

2.15 The Impact of Biometrics System on Banglalink:

1) Definition of Biometrics

Involves the identification and verification of individuals by analyzing the human body

characteristics has been widely used in various aspect of life for different purposes.

2) Brief Overview

Provides many different solutions like; ID Card, Fingerprint Biometrics, Facial Biometrics,

Voice recognition, Hand Biometrics, Palm vein Biometrics, Iris Biometrics, Multiple

Biometrics etc.

3) Popular Types of Biometrics

ID card

Fingerprint Biometrics

Facial Biometrics

Voice Recognition

Hand Biometrics

Palm vein Biometrics

Iris Biometrics

Multiple Biometrics

Analyzing ID card Biometrics system through several factors

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2.16 Employee Satisfaction and motivational factors:

About 56% employees strongly motivate with this system.

(1 = strongly agree, 2 = agree, 3 = slightly agree, 4 = undecided,

5 = slightly disagree, 6 = disagree, 7 = strongly disagree)

2.17 Reduction of frauds:

The following graph shows how many employees are agreed with this concept on the basis of

ratings. It also shows the fraud tendency among the Banglalink employees are decreased as

system goes on. Biometrics System makes a significant change on the basis of employee and

employer relationship.

(1 = strongly agree, 2 = agree, 3 = slightly agree, 4 = undecided,

5 = slightly disagree, 6 = disagree, 7 = strongly disagree)

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2.18 Other terms related effective practices for Banglalink:

There are also other terms whose are effective for Banglalink.

Acceptability

Affordability

Sustainability

Improving Employee attendance & performance

Further issues and Drivers to Biometrics

Brief Recommendation

Aids regulatory compliance

The ability to verify users can aid a company‟s efforts at regulatory compliance.

2.19 Banglalink coverage:

Banglalink are constantly investing and expanding infrastructure to ensure high quality service

for customers. Nationwide fiber optic network is a great example of this and speaks of relentless

commitment. It will continue to strive to provide an excellent network.

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2.20 Departments of the Banglalink:

1) Human Resource

2) Marketing

3) Customer Service

4) Billing and It

5) Operations: Network Planning

6) System Engineering: Procurement

7) Finance

8) Promotion- the promotional tools

9) Advertising

10) Direct marketing

11) Personal Selling

12) Sales Promotion

13) Public Relations

14) Factors that determine the type of promotional tools used in Banglalink

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2.21 Promotional Tools of Banglalink:

Advertisements in the national newspapers

It is the habit of our people to go through some kind of newspapers or magazines and

Banglalink‟s eye catching newspaper ads has attracted a lot of customers for the Company.

Advertisements through billboards:

Billboards are the cheapest and easiest way to catch the attention of the moving people of the

city. The billboards of Banglalink are hung beside the busiest of roads and streets of the city,

where people travel frequently such as Gulshan, Banani, Dhanmondi, uttara etc.

Advertisement through Electronics media:

Banglalink published their advertisement different channel as like- ntv, channel 1, Rtv, Bangla

vision, ATN Bangla, radio today etc.

Transit Advertising:

One of the most popular ways of advertising today is transit advertising, which are the ads on

body of the big buses as majority of the people of the country uses them for traveling.

Personal Selling

Personal presentation by the firm‟s sales forces for the purpose of making sales and building

customer relationship. Banglalink uses personal selling in different stages of marketing and

distribution.

Sales promotion

Sales promotion includes a wide way of tools that can attract consumer‟s attraction, strong

incentive of purchase, free gifts, discount and several types of occasional program.

Public Relation

Public relation is used to promote products, people, places, ideas, activities, organizations and

even nations. Public relation can also influence a product sales or brand awareness. Banglalink

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arrange meeting always with the wholesalers and retailer for maintaining a good relationship

with them.

Social Commitment

Road show

Handbag Distribution

Scarf Distribution

Free sampling

Blood Donation program

Blanket distribution Program

2.22 Other Promotional Activities:

Banglalink continues to play an active role in the area of corporate social responsibility.

Banglalink has given Dhaka International Airport-the gateway of Bangladesh a

completely new look.

Provision of high quality passenger trolleys, phone booths, emergency charging station

and beautification of the premises is an exemplary initiative which no other multinational

has taken.

Banglalink also contributed to an important tiger conservation project in the Sundarbans,

and continues to support the Cox‟s bazaar beach cleaning program.

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2.23 Service offered by Banglalink:

Banglalink ISO facilities

SMS

Banglalink Push-Pull Service

Health link

Railway tickets available

DESCO Bill Service:

Music Station

krishibazaar

Value added services

» information based services

» entertainment

» data based services

» call management services

» mobile financial services

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2.24 Latest packages:

Banglalink desh

Banglalink entered the market with a promise of making mobile telephony affordable for people.

Banglalink "desh" was launched in September 2006. Banglalink desh is the best prepaid package

for making calls to any network in any time.

Banglalink desh ek rate

Banglalink offers customers to enjoy a single rate of tk. 0.89/min to any number 24 hours a day.

This offer is specially targeted towards those customers who want flat call rate throughout the

day.

Banglalink desh ek rate darun

Banglalink brings ek rate darun which has a highly competitive tariff option of tk. 1.09/min in

1st min and from 2nd min onwards tk. 0.69/min.

Banglalink desh rangdhanu

Banglalink has once again hit the market with another exciting offer rangdhonu! With this

package, Banglalink customers will be able to talk for half an hour by paying for only 5 minutes!

Banglalink desh 7fnf

Banglalink launches a new package with 7 fnf numbers to any operator. any prepaid customer

can migrate to the new desh package by typing „reg‟ and sending sms to 2000.

1 second pulse

Banglalink has introduced 1 second pulse for its customers. the new Banglalink desh 1 second

package provides customers 1 second pulse to any operator any time of day. This means

customer‟s will now only pay as much as they talk and the charge is only 2 paisa/sec any time in

any local number.

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Banglalink desh special fnf

Banglalink presents yet another attractive package, Banglalink desh special fnf. as the name

suggests, now you can talk to someone special at only 29 paisa/minute. the package also includes

two fnfs at only 59 paisa/minute. all prepaid customers can migrate to this package by typing reg

and sending sms to 7363.

Banglalink desh obiram

Banglalink has launched Banglalink desh obiram package for the customers who enjoy long

calls. it offers lower call rate for longer conversation. Customers can enjoy lowest call rate of 25

paisa/minute in long conversations

Banglalink inspire

Banglalink inspire brings special new features for postpaid subscribers with remarkably low

monthly line rent and call rates, along with the lots of fnf numbers and many other services and

facilities!

2.25 Special Offer:

Priyojon program

Banglalink launches Priyojon program where customers can earn and redeem points to

enjoy wonderful gifts.

Priyojon boisakhi offer

Priyojon partnership program with Walton

Priyojon partnership program with Seagull

2.26 Banglalink internet packages:

Banglalink Confirms 3G Licenses. The launch of 3G services could also assist in closing the

"digital divide" which results in Bangladesh being poorly served by broadband internet services.

A recent ITU report on telecoms in the Asia-Pacific region found that the minimum advertised

broadband speed in countries such as Hong Kong and Japan is faster than the maximum

broadband speed available in Bangladesh.

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p1: pay as you go

p2: unlimited internet

p3: night-time internet pack

p4: daily pack

p6: 1 gb

p7: mini pack

2.27 Current Promotion:

1) Get a free Smartphone with Banglalink inspire!

2) Introducing post-paid unlimited bundle

3) Instant bonus offer Banglalink 2012, 100% bonus talk time

4) Exciting reactivation offer

5) Exciting incentive for Banglalink customers

2.28 Achievement in promotional activity:

Banglalink award winning Advertisement

Banglalink introduce advertisement that is different in nature and manner. Their advertisement

was awarded for the touching of heart of the people of our country.

Banglalink Ad on Independence Day 2007

Targeting the corporate and SME segments, Banglalink has launched "Banglalink Enterprise"

with state of the art services including GPRS, corporate SMS broadcast, dedicated customer

relationship management, and customized packages. They offer many packages in different

occasion.

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Before going through TQM tools we researched about some critical information Survey

Instrument. To gather data, questionnaires were used. The questionnaire survey is the most

effective method for this study to collect the data for the current study. It takes less time to fill

up a questionnaire and the customers will not be unwilling in providing accurate data.

3.1 Number of Family:

From figure regarding family path we can see that we have an evident unequal distribution. From

path member of family 3-4, gathered 40% replies, from path 4-5, gathered 28% replies, from

path 5-6, there are 32% replies.

3-440%

4-528%

5-632%

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3.2 Adult person:

Figure regarding adult person of family path we can see that from path member 1 gathered 22%

replies, from path member 2 gathered 33% replies, from path member 3 and there are 45%

replies.

3.3 Age of Customer:

From figure regarding age 18-21, gathered 20% replies, from path 21-25, gathered 64% replies,

from path 25-above, there are 16% replies.

122%

233%

345%

18-2120%

21-2564%

25-above16%

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3.4 Profession:

The figure provides us with the insight what is the occupation of our respondents, 12%

respondents are businessman, 80% respondents are students, 8% respondents are service to

government/private firms.

3.5 Income Level:

The figure depicts a clear picture that almost every respondent are students, so income level

always in same place like as 92% is 5-10,000 who are students, and other than 4% is 10-20,000

and 20-above.

Student80%

Emplyee8%

Business12%

5-10,00

0…

10-20,00

0…

20-above

4%

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3.6 Long Use of Banglalink:

The figure shows that almost, 4% respondents use Banglalink SIM 1-5 years, 8% respondents 6-

12 months, 88% respondents are 3-6 months.

3.7 More offers from Company:

Figure shows that almost 100% of the respondents are aware of more offers from services while

0% is not.

3-688%

6-128%

1-54%

Yes100%

No0%

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3.8 Recommend others for Banglalink:

The figure shows that almost 40% of the respondents are aware of recommend others for

Banglalink services while 60% are not.

3.9 Happy with Banglalink:

The diagram shows that around 40% of the respondents are interest use of Banglalink while 8%

are very interest and the rest 52% are not interest to use of Banglalink.

Yes40%

No60%

8%

40%52%

Very Interest

Interest

Not Interest

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3.10 Sample Quesnay information collective format:

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3.11 SWOT Analyses of Banglalink:

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3.12 Employee Overview (Employee portfolio, Management Team):

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3.13 Use of TQM Tools:

3.13.1 Flowchart:

Telecommunication flowchart of Banglalink is given below. Though it is a complex term, but we

try our best to make it simple.

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3.13.2 Ishikawa diagram:

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3.13.3 Pareto Chart:

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4.1 Recommendation in Prioritization matrix:

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4.2 Conclusion:

Banglalink is one of the largest foreign director investments in Bangladesh. The company, after

its inception in February 2005, has grown rapidly into the leading mobile phone service of the

country.

They plan product price place promotion to satisfy their target market. They segment their

market and plan variety promotional tools to promote their product. This variety promotional

strategy helps them to survive in the market and holding top position in the market. Telesales is

becoming a modern technique of marketing. It is an effective medium of customer contact.

Telesales is effective for both the contact centre and the whole organization. From the analysis I

can conclude that consumers develop quite a positive attitude towards the telemarketing services

of Telesales Banglalink.

4.3 References:

1) Andres, PD & Vallelado, E 2014, Total quality management: The role of the board of

directors‟.{Accessed on 17 September 2015}

2) Journal of telecommunication, 32 (2008) 2570–2580, Department of Financial

Economics and Accounting, University of Valladolid, Avenida Valle Esgueva 6, 47011

Valladolid, Spain. The online version is available at

http://www.ppge.ufrgs.br/giacomo/arquivos/govcorp/andres-vallelado-2008.pdf.

(Accessed on 17 September 2015).

3) Basel, Switzerland. Total quality management: The online version is available at

http://www.bis.org/publ/bcbs122.pdf. {Accessed on 17 September 2015}

4) Basel Committee on Banking Supervision, September 1997, Core Principles for Effective

Banking Supervision, section II. {Accessed on 17 September 2015}

5) Bank for International Settlement, Basel, Switzerland. The online version is available at

http://www.bis.org/publ/bcbs30a.pdf. {Accessed on 17 September 2015}

6) Internship report and annual report of Banglalink 2008 to 2015.