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“Customer Satisfaction on Mobile Service Provider Networks”
INTRODUCTION.........................................................................................................................................................2 THEORETICAL BACKGROUND OF THE TOPIC ..................................................................................................................2 Customer Satisfaction......................................................................................................................................2 Skills of Marketers...........................................................................................................................................4 Method to Measure Customer Satisfaction......................................................................................................5 Introduction to Telecom Industry.....................................................................................................................6 Market Share of Public and Private Industry...................................................................................................8 The Global Cellular Mobile Industry...............................................................................................................8 RESEARCH OBJECTIVES...........................................................................................................................................11 RESEARCH LIMITATION............................................................................................................................................13 MAIN TEXT LITERATURE REVIEW..................................................................................................................13 RESEARCH METHODOLOGY..............................................................................................................................18 SOURCES OF DATA.................................................................................................................................................18 SAMPLING DESIGN..................................................................................................................................................19 COLLECTION METHOD.............................................................................................................................................19 RESEARCH DEFINITION............................................................................................................................................19 DATA ANALYSIS......................................................................................................................................................20 DATA ANALYSIS AND INTERPRETATION......................................................................................................................20 CONCLUSION............................................................................................................................................................34 BIBLIOGRAPHY.......................................................................................................................................................35

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Introduction
Theoretical Background of the Topic
Customer Satisfaction
1.1.1 According to Philip Kotler, “satisfaction is a person’s feelings of pressure or

disappointment resulting from product’s perceived performance (outcome) in relation to his or her expectations. Customer satisfaction is the level of a person’s felt state resulting from comparing a product’s perceived performance (outcome) in relation to the person’s expectations”. This satisfaction level is a function of difference between perceived performance and expectations. If the product’s performance, exceed expectation the customer highly satisfied or delighted. If the performance matches the expectations the customer is satisfied. If the products performance fall shorts of expectations the customer is dissatisfied. 1 Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with brand. 2 Variety of factors that affect customer satisfaction includes product quality, product availability and after sales support such as warranties and services. Customer satisfaction is seen as a proof of delivering a quality product or service. It is believed that customer satisfaction brings sales growth, and market share. A company can always increase customer satisfaction by lowering its price or increasing its services but this may result in lower profits. Thus the purpose of marketing is to generate customer value profitability. 3 India is on the threshold of a new millennium. India chose for global economy, exposing her to winds of change in the market place, which has expanded vastly and become fiercely competitive. In the changed environment, decision makers view the marketing

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concept as the key to success. Marketing in practice has to manage products, pricing, promotion and distribution.

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A successful product can be developed by exploding these opportunities. While delivering the value of the consumer we make use of marketing support. This support is based on the knowledge of consumers and distribution. Marketing support both at the introduction of products and maturing is considered

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Marketing, as suggested by the American Marketing Association is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".

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The two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Marketing methods are informed by many of the social, particularly psychology, sociology, and economics. Anthropology is also a small, but growing, influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts.

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For a marketing plan to be successful, the mix of the four "Ps" 1 i.e. product, price, place, promotion must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.

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Skills of Marketers
Marketers have 4 main skill sets that they bring to an enterprise: 1) Opportunity Identification: Marketing begins before there is a product to sell. Many people think marketing is just selling whatever comes out of the manufacturing plant. It's the job of marketing to decide WHAT comes out of the manufacturing plant in the first place. Before a business can make money there must be opportunities for money to be made and it's marketing's job to define what those opportunities are. Marketers analyze markets, market gaps, trends, products, competition, and distribution channels to come up with opportunities to make money.

2) Competitive strategy/positioning: Markets consist of groups of competitors competing for a customer's business. The job of marketing is to decide how to create a defensible sustainable competitive advantage against competitors. Marketers conceive strategies, tactics, and business models to make it hard if not impossible for competition to take away customers from their business. 3) Demand generation/management It's the job of marketing to create and sustain demand for a company's products. Marketers manage demand for a company's products by influencing the probability and frequency of their customer's purchase behavior. 4 ) Sales: The ultimate goal of marketing is to make money for a business. In most company’s sales is a different discipline and department from marketing. But in order for salespeople to have any long term success in a company they must be led by marketing. The better job a company does of identifying opportunities, creating a differential sustainable competitive advantage, and generating demand for their products the easier it will be for salespeople to make sales.

Consumer is a pivot. The study of buyer behavior is one of the most important keys to successful mark . and further suggestions were given by customers to satisfy their desires. 4 )Consumer Behavior Vs Consumption Behavior Consumer behavior refers to the manner in which an individual reaches decision related to the selection. It is useful to measure the customer’s willingness to recommend the company and brand to other persons. Consumer behavior relates to an individual person (Micro behavior) where as consumption behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers behavior as a study focuses on the decision process of the individual consumer or consuming unit such as the family. Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. In contrast the consumption behavior as a study is to do with the explanation of the behavior of the aggregate of consumers or the consuming unit.5 Method to Measure Customer Satisfaction Companies use the following methods to measure customer satisfaction. consumer behavior is the process where by the individuals decides what. how and from whom to purchase goods & services. around which the entire system of marketing revolves. when. They send questionnaires to random sample of their customers to find out how they feel about various aspects of the company’s performance and also solicit views on their competitor’s performance. purchases and use of goods and services. 2) Customer satisfaction surveys Responsive companies obtain a direct measure of customer satisfaction by periodic surveys. Walters and Paul says that. 3 )Lost Customer Analysis. 1 ) Complaints and suggestion system: companies obtaining complaints through their customer service centres.

In the last 3 years. two out of every three new telephone subscribers were wireless subscribers.69 million in 2004 to 62. companies in the stagnant global scenario. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). Government of India aims at 9 million broadband connections and 18 million internet connections by 2007.5 million new subscribers per month by 2007.6 Introduction to Telecom Industry The Indian Telecommunications network with 110.S. The total subscriber base.6% of the total telephone subscriber base. covering 2000 towns across the country. Wireless subscriber growth is expected to bypass 2. it is the fastest growing market in the world and represents unique opportunities for U. The wireless subscriber base has jumped from 33. as compared to only 40% in 2003. Evolution of the industry-Important Milestones Year 1851 First operational land lines were laid by the government near Calcutta (seat of British power) 1881 Telephone service introduced in India 1883 Merger with the postal system 1923 Formation of Indian Radio Telegraph Company (IRT) 1932 Merger of ETC and IRT into the Indian Radio and Cable Communication Company (IRCC) 1947 Nationalization of all foreign telecommunication companies to form the . Consequently. wireless now accounts for 54. is expected to reach 250 million in 2007. There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities.57 million in FY2004. According to Broadband Policy 2004.01 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today. which has grown by 40% in 2005.2005.

BSNL was created by corporatization. BSNL A large population. an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system) 1986 Conversion of DOT into two wholly government-owned companies: the Videsh Sanchar Nigam telecommunications Limited (VSNL) for international and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. low telephony penetration levels. 1997 Telecom Regulatory Authority of India created. while DTS (Department of . The first and largest operator is the state-owned incumbent BSNL. Telephone and Telegraph (PTT). New National Telecom Policy is adopted. a monopoly run by the government's Ministry of Communications 1985 Department of Telecommunications (DOT) established. which is also the 7th largest telecom company in the world in terms of its number of subscribers. 2000 DoT becomes a corporation. and a rise in consumers' income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world. 1999 Cellular Services are launched in India.7 Posts.

However. The total wireless subscribers (GSM. Sony Ericsson's W-series. and mobile-commerce. Market Share of Public and Private Industry The fixed line and mobile segments serve the basic needs of local calls. Camera's.8 Telecommunication Services). The total number of telephones in the country crossed the 300 million mark on June 18 2008The overall tele-density has increased to 36.87 million subscribers have been added in March 2009. have come up. Mobile phone providers have also come up with GPRS-enabled multimedia messaging. Touch screen and advanced technological handsets are gaining popularity. CDMA & WLL (F)) base is more than 391. etc. rural India still lacks strong infrastructure. companies such as Bharti Telecom. Idea.13 million in October 2008. strong wireless growth. In the beginning. Major operators in India.98% in March 2009 . The GSM. etc. CDMA.22 million with a decline of 0. MTNL.In the wireless segment. TATA Indicom. 15. Traditional telephones have been replaced by the codeless and the wireless instruments. Radio services have also been incorporated in the mobile handsets. along with other applications like high storage memory.The much-awaited 3G mobile technology is soon going to enter the Indian telecom market. with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. video generators. a positive regulatory environment. stabilizing operating trends. Motorola's PDA phones. Subsequently. aggressive cost cutting initiatives. MP3 Players. there were only the Siemens handsets in India but now a whole series of new handsets. The value added services provided by the mobile service operators contribute more than 10% of the total revenue. The Global Cellular Mobile Industry Global telecom sector Earnings visibility Earnings growth is being driven by improving pricing conditions. . Along with improvement in telecom services. multimedia applications. multimedia games. there is also an improvement in manufacturing. Vodafone and BPL have entered the space. Vodafone. a government unit responsible for provision of telephony services. Internet surfing. after the telecommunication policies were revised to allow private operators. WLL service providers are all upgrading them to provide 3G mobile services. The wire line segment subscriber base stood at 38. long distance calls and the international calls. such as Nokia's latest N-series.76 million now.

. etc. We see growth within the sector coming from a number of areas including: broadband. Global telecom M&A deals over the past two years have reflected market expansion but have also had a positive effect on the buyers’ balance sheets. As the fog has lifted from the sector. In the US. 3G (third generation) technology. Definition of Cellular/Mobile phone The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a long-range.e. expansion in emerging markets. SMS. This has translated into greater visibility of forward earnings as evidenced by recent increased analyst upgrades within the sector. Trends in bundled services are also paving the way for additional M&A activity. Broadband penetration has been accelerating as internet customers are seeking faster downloads for audio and video files. the largest three companies now account for over 70% of the sector market cap. Growth While cost-cutting has been a major source of earnings growth. portable electronic device used for mobile communication. Sector consolidation will further increase the importance of stock selection. 3G services. albeit at a slower pace than recently witnessed. Global opportunities It has become less difficult to find attractive telecom investment opportunities globally than it was a year ago. there are increased opportunities within both the growth and value spaces. downloads. higher margins and higher growth than most developed markets telecom companies.) data are providing mobile users with a much more robust communication platform and should finally begin to realize their growth potential in 2007. Merger synergies Given the substantial amount of excess capital available in the sector and in private equity we expect to see additional merger and acquisition activity. Partnering companies have begun realizing their synergies through cost reductions and economies of scale. video. this compares to 34% in 1990. Emerging market companies benefit from low penetration rates and also tend to have lower leverage. which facilitate the simultaneous transfer of both voice and non-voice (i. In addition to the standard voice function of a telephone.9 and new market opportunities. we have seen top-line pressures decreasing which will help revenues become a larger driver of earnings growth again.

The industry is based on advanced technology and many of the manufacturers are operating in different industries.2%. In 1883 telephone services were emerged with the postal system. Bsnl . reliance. Samsung and Motorola . History of Indian Telecommunications It was Started in 1851 . Four large manufacturers of mobile phones are today dominating the global mobile phone industry &networks. Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand in countries like India and China.4%. where they use their technological skills. Sony Ericson. Airtel. China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific. Indian telecom industry has the highest growth rate in the8world.10 The Global Cellular Mobile Industry: The global mobile phone industry is based on many different manufacturers and operators. Compared to that India’s share in Asia Pacific Mobile Phone market is 6. Nokia. Telecom Industry in India • • • • • • • The telecom industry is one of the fastest growing industries in India. others. With a growth rate of 45%. market knowledge and brand name. distribution network. After independence in 1947. Indian Radio Telegraph Company (IRT) was formed in 1923. Telephone services were introduced in India in 1881. In addition to these companies there are many manufacturers that operate globally and locally. all the foreign telecommunication . tataindicom . India’ slow mobile penetration offers huge scope for growth.Vodafone. India‘s mobile phone subscriber base is growing at a rate of 82. Considering the fact that India and China have almost comparable populations. India has nearly200 million telephone lines making it the third largest network in the world after China and USA.when the first operational land lines were laid by the government near Calcutta (seat of British power).

Department of Telecommunications (DOT) was established. In 1990s. The GSM sector is dominated by Airtel..All The companies want to capture the market study concerns with evaluating fast developing area and so all the service providers were taken to measure the satisfaction of customer . and Idea Cellular. while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. It was an exclusive provider of domestic and long distance service that would be its own regulator (separate from the postal system). The reduction in tariffs for airtime. Vodafone. national or domestic long distance and international long distance services.Bsnl. international long distance. Classification of Telecommunication services 1. a monopoly run by the government's Ministry . Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. examples of telecom revolution in many other countries. National Telecom Policy(NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunicationssector. Basic services 2. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. account for almost 90 per cent of revenues from basic services. which resulted in better quality of service and lower tariffs. Private sector services are presently available in selective urban areas.Reliance.Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). In 1997. Cellular services 3. which along with rental was the main source of revenue. and handset prices has driven demand.11 companies were nationalized to form the Posts. Also. Internet Service Provider (ISP) Research Objectives Scope of study: scope is limited to Hyderabad and secunderabad region only Objectives of the study: This project aims at studying the present market scenario. national long distance. Telephone and Telegraph (PTT). In 1985. Tata indicom .The major players in the market today are Airtel. and collectively account .Idea. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. Cellular he tariffs on airtime. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs). two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. Telecom Regulatory Authority of India (TRAI) was created. Fixed line services consist of basic services. and Cellular Services. In 1986. The state operators (BSNL and MTNL). telecommunications sector benefited from the general opening up of the economy. Vodfone-Essar.

ABACUS FIELD Abacus Field handles the field operations for all the business divisions in IMRB. In research infrastructure in neighbouring countries. and through affiliates in Australia. To study the customer satisifaction towards mobile service providers. consumer market research both quantitative and qualitative. It is a pioneer in India in various research areas. enthusiasm regarding the service provided to customers. Delhi. To know the attitude. This provides specialist research services to its clients in India and overseas on products and services covering the entire business and industry. it has a network of 15 regional offices spread across the country that gives IMRB the capability to run pan India research projects smoothly &effectively. To understand the performance of different brands in the market on various parameters like product quality. Malaysia. 5. To assess the needs. Pakistan. Calcutta. They work with associate companies in Sri Lanka (Lanka Market Research Bureau) and in the Middle East(Arab Market Research Bureau).International promises high quality conceptualization. 6. Service providers in the market which are not reaching the customer.12 The main objective of the study are: 1. social and rural market research. Egypt. industrial market research. requirements and expectations of the customers in order to assess their current satisfaction levels. Chennai and Bangalore and is supported by15 other regional centers for collection of survey information that literally spanthe entire country. About the company IMRB Established in 1971 and with over three decades of market research experience. To evaluate the major service provider satisified the customer. operates out of its five full service offices in Mumbai. Tunisia. Singapore. 3. service quality. ISMRB International is the only research company in India today that offers the entire range of research based services to its clients. business to business market research. Associated with a group of international market companies . Philippines. IMRB International today. and consumer panels. media research. Thailand. Indonesia. performance of the customer relationship officer (CRO). 3. retail research. range and selection of products available. Bangladesh and Myanmar. 7. 2. Nepal.2) DIVISIONS IMRB has five specialist units to serve the diverse needs of their clients: ➢Probe Qualitative Research (PQR) ➢Social and Rural Research Institute (SRI) ➢Media & Panel Research Group . To study and identify how the customers are benefited. 4.

Review of Literature 1. Mainly in BSNL case. The study is about third generation of cell phone technology. • Most respondents were not maintaining proper knowledge of various services provided by their company. which are listed here: • The market of Telecommunication is too vast and it is not possible to cover each and every dealer. Robins (2008) This paper is about marketing the next generation of mobile telephones. what is . • Respondents were reluctant to discover complete and correct information about themselves and their organization. Main Text Literature Review . • Most of the respondents don’t want to disclose the information about the various other companies’ which they have experienced before. manufacturer and seller in the available short span of time. • Due to human behavior information may be biased.13 ➢Customer Satisfaction Management & Measurement (CSMM) ➢Business & Industrial Research Division (BIRD) Research Limitation Limitations of the Study • Carrying the survey was a general learning experience for us but we also faced some problems. • Generally the respondents were busy in their work and were not interested in responding rightly. • Some of the respondents were using the service first time of their company and they were not able to properly differentiate among their product. so they were unable to provide exact information.

The Indian Government has announced a new policy. perhaps. There had been a monopoly of the state-owned department of telecommunications. Debnath (2008) This study explain that the prime focus of the service providers is to create a loyal customer base by benchmarking their performances and retaining existing customers in order to benefit from their loyalty. Second. as well as for parents and young people . it will involve services which can also be obtained by computer and other means. However. At the same time. which allows private firms to provide basic telephone services. the Government of India permitted foreign companies holding 51 percent equity stake in joint ventures to manufacture telecom equipment in India. 3. the cost and complexity of service provision leave doubt about the market’s reaction to price. and with a view to expand and improve telecom infrastructure through the participation of the private sector. the combination of live video and easy portability. Third. Marketing 3G is going to be about services which are new and in many cases. Second the technology is not yet complete. service providers. yet to be designed. the potential customers have not yet had adequate opportunity to signal their service likes and dislikes. All variants of 3G remain dependent on largely unproven technology. in his study titled “A Study of Mobile Phone Usage Among the Post Graduate Students” analyzed that it is important for mobile carriers. several companies are expected to benefit from the policy change. First.14 usually known as “3G” for short. There are various issues about that new innovative. 3G has no obviously unique selling proposition to build on except. One is how to price 3G handsets and services at a level which will enable telephone operating companies to recoup the high prices they have already paid to governments for operating licenses. equipment manufacturers. Bhatt (2008). there are no agreed international standards and companies do not yet know what new services the technology will prove capable of delivering effectively. 2. content developers. With the commencement of the economic liberalization in 1991. It follows that the marketing task will be high risk.

In the service sector. They need to bridge the gap between the services promised and services offered. in their study titled “Customer Satisfaction and Discontentment vis-a-vis BSNL Landline Service: A Study” analyzed that at present. India's telecom density is less than the world's average telecom density as most of India's market is yet . Data was collected from a sample of 208 mobile phone owners. Findings of the study would be helpful for the telecom service providers and handset manufacturers to formulate a marketing strategy for different market segments. monthly voucher amount and years of owning mobile phones influence the usage pattern of this device. Kumar (2008). 6. Though the telecom industry is growing rapidly. Jha (2008). Kalavani (2006) in their study analyzed that majority of the respondents have given favourable opinion towards the services but some problems exist that deserve the attention of the service providers. 4. Considering this fact. 5. services marketing plays a major role in the national economy. The overall customers’ attitude towards cell phone services is that they are satisfied with the existing services but still they want more services to be provided. This paper has tried to compare the usage difference by gender with respect to the difference manufacturing and service provider companies. telecom industry is the most active and attractive. The study sheds light on how gender.15 alike that the key characteristics of mobile technology is well understood so that the risks associated with its potentially damaging or disruptive aspects can be mitigated. aged between 20 and 29. the paper is an attempt to give a snapshot of how frequently young people use their mobile phones for several embodied functions of the cell phones. in his study analyzed that it is the youth which is the real growth driver of the telecom industry in India.

Our literature and industry review indicates that . 8. with rapid expansion in access to telecommunications networks and a surge in the number of available services and applications. customer perceived network quality. This attracts private operators to enter into the Indian telecom industry.while the value chain of industry is complicated yet one can observe the bipolar nature of bargaining powers between mobile network operators and content aggregators. The research resulted in the development of a reliable and valid instrument for assessing customer perceived service quality for cellular mobile services. attempt is made at understanding the strategic dynamics of the evolving environment within which the Indian players are operating. In the paper. assurance. Seth et al (2008). convenience. While many factors have contributed to the transformation of the telecommunications industry. 9. the challenges and structure of the same. . This would enable the service providers to focus their resources in the areas of importance. in their study titled “Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation” analyzed that there is relative importance of service quality attributes and showed that responsiveness is the most importance dimension followed by reliability. 7. competition has played a key role in driving telecom players to invest in new technologies.16 to be covered. Bismut (2006) in his study titled “Competition in European Telecom Markets” analyzed that in recent years the European telecommunications market has witnessed major developments. which makes the Bharat Sanchar Nigam Limited (BSNL) more alert to run its business and survive in the market. empathy and tangibles. to innovate and to offer new services. Fernandez (2007) in their study titled “Understanding Dynamics in an Evolving Industry: Case of Mobile VAS in India” analyzed that Mobile Value Added Services (VAS) is a rising star in the fast growing wireless business.

Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of Cellular Services: A Customer Perspective” analyzed that the increasing competition and changing taste and preferences of the customer’s all over the world are forcing companies to change their targeting strategies.17 10. The study revealed the customer attitude and their satisfaction towards the cellular services in Coimbatore city. Yield management is the process of allocating the right type of capacity or inventory unit to the right kind of customer at the right price so as to maximize revenue or yield. It was found that advertisement play a dominant role in influencing the customers but most of the customers are of opinion that promotional strategies of cellular companies are more sale oriented rather than customer oriented. 11.’ This research attempted to investigate why Telecom theme are used in advertisement. However. The sport celebrities that dominated each printed media are related with their target group characteristics. because their target group is more acquainted with athletes. Fredric (2008) analyzed the importance of yield management and discrimination pricing in telecommunication sector. Yield management techniques can help telecom operators and similar companies to optimize the benefits they can derive from a subtle management of information networks and partnerships. and the motives that lead companies and advertisers to use sport celebrities and sport concept in advertisements. Yield management and dynamic pricing strategies could be usefully applied to preserve and increase profitability. . Chris (2003) has analyzed ‘Telecom advertising in print media. such an approach is more difficult to implement in the telecommunications industry than in the airlines sector because of the difficulty to control (and sometimes to refuse) network access to customers 12. From study it has been revealed that the appearance of sport celebrities in advertising endorsement occurred more often in Telecom magazines than in other magazines.

18 Research Methodology Sources of Data SOURCES OF DATA The study undertaken there to be mainly based on the primary data i. METHODOLOGY & PRESENTATION OF DATA . The study also contains secondary data i. data from authenticated websites and journals for the latest updates just to gain an insight for the views of various experts. structured questionnaire is designed.e.e.

Because it is a pilot study and due to time constraint the sample size is small. Sampling Design RESEARCH DESIGN The design for this study is Exploratory and Random sampling Collection Method DATA COLLECTION The data is collected randomly irrespective of the category of the people in the form of questionnaire and the sample size is 100 respondents. within specified boundaries. It employs well-designed method to collect the data and analyses the results. which identifies and defines problems. It is a systematic and a replicable process. The results are shown by tables which will help me out in easy and effective presentation and hence results are being obtained.19 The data collected is then coded in the tables to make the things presentable and more effective. TOOLS AND TECHNIQUES USED FOR ANALYSIS In this study the technique used for interpreting the results is CHI SQUARE test. Research Definition The word research is derived from the Latin word meaning to know. It disseminates the findings to contribute to generalize able knowledge. The main characteristics of research presented below are: . It is used as because sample size is 100.

For the proper analysis of data simple statistical techniques such as percentage were use. Developing new scientific tools.20 • • • • • • • • • Systematic problem solving which identifies variables and tests relationships between them. this would facilitate to take decision. Collecting. Discovering new facts or verify and test old facts. concepts and theories. It helps in making more generalization from the data available. organizing and evaluating data. so others may test the findings by repeating it. Demographic factors likeage. Logical. so it investigates a small sample which can be generalized to a larger population Replicable. income and educational background was used for the classification purpose. so procedures can be duplicated or understood by others Empirical. so decisions are based on data collected Reductive.Which mobile connection do you have? . Data Analysis Data Analysis and Interpretation Customer satisifaction: Gap b/w Consumer Expectations and Companies Performance of Telecommunication Q1: . The data which will be collected from a sample of population was assumed to be representing entire population was interest.

21 Particular AIRTEL VODAFONE IDEA BSNL No. Minor is bsnl. of respondents 40 32 16 12 Interpretation: .What kind of service you have? Particular Pre-Paid Post-Paid No. Above data analysis shows that majority of the market that is approximately 50% is covered by two market leaders Airtel and vodafone.As the area of the study is in Hyderabad and Secunderabad. of respondents 84 16 . Q2:. That’s why majority of the questionnaire I got filled by Airtel. where the market leader is Airtel.

Above data shows that most of the respondents in the area have pre-paid connections. And I got only 16% questionnaire filled by post-paid users. Q3:. how would you rate your service provider? Brands Excellent Good 18 15 06 10 Avg 10 20 04 03 Poor 0 0 05 08 Terrible Not Sure Airtel 7 Vodaphone 5 Idea Bsnl 1 0 .Overall.22 Interpretation: .

From the graphic it depict that Airtel is the most excellent and good service provider as 19 out 20 responded believes that the service of the company is excellent. 8 respondents of BSNL and 5 of Idea have rated their service provider as Poor.23 Interpretation:. But the idea and Bsnl are not under good ratings. Then vodaphone has also good rate of excellence as 16 out of 18 respondents rated Vodaphone as a good service provider. BSNL is found to be worst service provider from all above as 12 respondents rate it as a average service provider and 8 as a poor service provider. .

Where Vodafone is preferred because of its good pricing strategy. so the null hypothesis is rejected.Rank the following VAS which attracted you the most to buy or retain the mobile service: .As the 95% level of confidence Chi square value 6.Above data analysis shows that Airtel is being preferred because of its best network service and Brand image as well.24 Q4:.Rank the following factors which influenced you the most to buy the service of your choice? H1: -Price factor is not the most influencing factor for the purchase of Telecom service. brand image and the most Value Added Services of the company.Price factor is the most influencing factor for the purchase of Telecom service.035 is more than the table value 5. Interpretation:.991. H0: .991 Interpretation of Chi: . Q5. Where Bsnl is preferred the most because of its low price as compare to its competitors and because of its value added services as well. it means Price factor is the most influencing factor for the purchase of Telecom service. And Idea is preferred because of all above factors. Brands Price Network Service 16 Brand Image VAS Expected values 25 Airtel Vodafone Idea Bsnl 7 6 22 4 3 3 6 10 10 4 7 25 25 25 Chi square value: 6. network service.035 Table value: 5.

. But BSNL because of its SMS pack mainly and then concession rates also.25 Particular SMS Pack Airtel 0 Vodafone Idea 9 15 4 6 Bsnl 16 11 Concession 3 Call Rates Internet Service Full Talk Time 6 5 1 7 6 4 0 7 Interpretation: .Above data analysis shows that Airtel is being preferred because of its internet service. And vodaphone because of its Concession calls rates and full talk time VAS. Where Idea the most because of its Concession Call Rates and SMS pack.

Most of the users of the Vodaphone are using it from last 6 months. Q7:. Some of the users are also using it from last 3 year.How long have you used the service of that company? Brands Airtel Vodafone Idea Bsnl >1 Month 1-6 Month 2 6 M– 1 Year 7 11 7 3 < 1 Year 13 13 3 9 < 3 Year 6 1 2 2 3 3 5 3 2 Interpretation:. Very few respondents are a new users of their services that let our study not vague. with network service of your company? . where majority of the users are BSNL connection holders.Overall.Above table analysis depicts that most of the users are using their telecom service from last one year.26 Q6:. how satisfied are you.

Above table data analysis shows that the satisfaction rate of network service is leaded by Airtel as not a single user of service is neutral or dissatisfy. And vodaphone network service satisfaction rate is also good. And it can be also found that BSNL network service is not good as compare to others competitors as 14 respondents are found to be not satisfied with the company network service.27 Brands Airtel Vodafone Idea Bsnl Very Satisfied 7 3 2 2 Satisfied 23 18 13 14 Neutral 0 1 2 8 Dissatisfy 0 0 0 6 Very Dissatisfy 0 0 0 0 Interpretation: . .

Q9:. Other two players Airtel and Voda has similar performance approximately.Above data and chart analysis depicts that BSNL has the highest rating of Value for /money as 33 persons out 34 has rated it as a excellent and good service provider. where good has been rated more as compare to other options. Both has been rated good and excellent.How would you rate the service's value for money? Brands Airtel Vodafone Idea Bsnl Excellent 9 6 2 3 Good 24 20 10 14 Fair 6 5 Poor Not Sure 1 Interpretation: .28 Q8:.What kind of problems occurs the most for which you need to contact customer care/service department of your service provider? . Then Idea Company is following Bsnl as a best service provider for value for money.

351 is more than the table value 7. Q10:.From the above data analysis it has been found that most of the users of telecommunication contact to their customers care for activation and deactivation of various services.815 Interpretation of Chi:. .29 H0: .351 Table value: 7.People do not contact customer care mostly for activation and deactivation of the service H1: .In thinking about your most recent experience with that company. caller tones etc.Airtel is not the best service provider of customer care service.People contact customer care mostly for activation and deactivation of the service Brands Airtel Vodafone Idea Bsnl Billing Related 1 Activation/ Deactivation 8 18 Information Network of VAS’s Problem 10 7 5 11 3 13 Expected values 25 25 25 25 6 12 6 Chi square value: 9. how much satisfied are you with the customer care service? H0: . H1: . Then they also contact for information about various value added services provider by companies like validity. sms pack.As the 95% level of confidence Chi square value 9. call rates. Network service has been found a problem of mainly BSNL users and to some extent of Idea users as well. Interpretation: . so the null hypothesis is rejected.Airtel is the best service provider of customer care service. it means People contact customer care mostly for activation and deactivation of the service.815.

488. As it has been also found in some of the article that Airtel is expending more on its customer care service as compare to other competitors in the market. Interpretation:. so the null hypothesis is rejected.143 is more than the table value 9. it means Airtel is the best service provider of customer care service in the industry.From the above data interpretation we can conclude that Airtel is the best service provider of customer care service.143 Table value: 9. Most of the users said that they have not talk to their customer care service provider even for a single time..30 Brands Airtel Very Satisfied 14 Satisfied 6 12 11 2 Neutral Dissatisfy Very Dissatisfy Vodaphone 3 Idea Bsnl 1 3 6 3 3 7 7 22 Chi square value: 11.As the 95% level of confidence Chi square value 11.488 Interpretation of Chi:. Q11:. The Vodaphone service is also satisfactory as most of the users has rated it as satisfied service provider. But Bsnl is to be found as a not satisfactory service provider.How satisfied are you with the process of getting your queries resolved? Brands Airtel Vodafone Idea Bsnl Very Satisfied 12 2 1 Satisfied 17 12 1 3 Neutral Dissatisfy Very Dissatisfy 3 8 3 6 9 2 19 .

are also satisfied with the process of getting their queries resolved. Q12:. Results are similar approximately with the 10-question analysis. Airtel again has been rated as the best service provider for getting queries resolved.From above data analysis we can say that most of the users. who are satisfied with their customer care service.The customer service representative was very courteous. Brands Airtel Vodaphone Idea Bsnl Strongly Disagree Somewhat Disagree Neutral Somewhat Agree 7 8 Strongly Agree 13 14 10 2 20 12 12 2 .31 Interpretation: .

Above data analysis shows that most of the users of all companies found their customer service provider courteous. But the result of BSNL is not good as the users say that they have not talk to their customer care service provider even for a single time. Q13:. So they are found not satisfied and rated this question also as dissatisfied. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not courteous.32 Interpretation: . Brands Airtel Vodaphone Idea Bsnl Strongly Disagree Somewhat Disagree Neutral Somewhat Agree 3 1 Strongly Agree 22 17 10 8 20 12 5 2 . Some of them have talk but after a lot of waiting time.The customer service representative was very knowledgeable.

33 Interpretation: . So they are found not satisfied and rated this question also as dissatisfied.The waiting time for having my questions addressed was satisfactory. But one more finding is there in that question that Idea is not perfect in hiring best personnel for customer care representatives as 8 users are neutral for this question reply. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not knowledgeable. But the result of BSNL is again not good as the users say that they have not talk to their customer care service provider even for a single time.Above data analysis shows that most of the users of all companies found their customer service provider knowledgeable. Brands Airtel Vodafone Idea Bsnl Strongly Disagree Somewhat Disagree Neutral Somewhat Agree 2 3 Strongly Agree 23 15 10 8 20 12 5 2 . Q14:. Some of them have talk but after a lot of waiting time.

the most important determinant for consumers are price and sacrifice perception (monetary and non-monetary sacrifice). But the result of BSNL is again not good as the users say that they have not talk to their customer care service provider even for a single time. So they are found not satisfied and rated this question also as dissatisfied and neutral. Telcom majors should think to launch the product according to the needs of customers to satisfy them and make them brand loyal as very soon this blue ocean of Indian telecom scenario will convert into red ocean where the loss of is the gain of other . Competition in telecom industry is heating up its time for Indian telecom players also to align up in the new dynamic business environment. Some of them have talk but after a lot of waiting time.Above data analysis shows that most of the users of all companies are found satisfactory with the waiting time their queries resolved.34 Interpretation: . The second most important factor is the periodical • • .we successfully classified customers in to eight group each with some special requirement service wise and handset’s attribute wise. So after studying their views with a personal discussion we can not say that the customer care representatives of BSNL are not able to solve their customer queries in a satisfactory time. These are periodical fixed cost. Conclusion CONCLUSION • As per my belief we have seen that the choice of mobile handset and services can not be separated came out true because when we tried to find out the customer decision . There is more room for data analysis but the rest of the part is beyond the scope of this project report According to the results. which in perception. The results indicate that the minute charge is the most influential factor when a customer assesses to purchase. minute or traffic charge and opening cost when purchasing mobile phone.They should also think for searching new space or we can say either creating a new blue space to sustain their growth in long run.

vol 21.35 fixed cost and another factor is the opening cost. communications service providers must deliver positive customer experiences with rich. Therefore quality must be fused with all resources channeled towards their customers Bibliography REFERANCES 1.com/Insight/viewContentItem. To this effect-Mobile services has experienced the negative attributes of not being customer focused and realizes that quality is an attribute that creates customer satisfaction profitably. Debnath.jsessionid=236E2B6B45 CF101465D540FD4401AEB9? contentType=Article&hdAction=lnkhtml&contentId=1747102&history=true>) [Viewed 13/3/09] 2. “Benchmarking telecommunication service in India”. no 6. Roma Mitra. To be successful. not surprisingly.emeraldinsight. In today’s competitive environment. Frederic. 2008 (http://www. 2008 . (http://www. • Quality of service and the ability to attract and retain customers dictate the success or failure of next-generation communications service providers. that communication firms need to deeply consider. Robins. “Yield management. “The marketing of 3G”.do. customers are quick to abandon services that do not meet expectations.jsessionid=236E2B6B45 CF101465D540FD4401AEB9? contentType=Article&hdAction=lnkhtml&contentId=1742535&history=true>) [Viewed 2/3/09] 3. These indicate. value-added services supported by comprehensive service quality management. Also. The ease with which customers can switch from their current service to another. Fread.emeraldinsight. Dynamic pricing and CRM in telecommunications”. demands that providers deliver the highest possible levels of service quality and performance. this indicates that a lot of effort must be put in the pricing strategy.com/Insight/viewContentItem. Jallet.do.

emeraldinsight.jsessionid=2086527F075 7A565F9A6CBAC8800F658? contentType=Article&hdAction=lnkhtml&contentId=881588&history=true>) [Viewed 4/4/09] 7.jsessionid=236E2B6B45 CF101465D540FD4401AEB9? contentType=Article&hdAction=lnkhtml&contentId=854647&history=true>) [Viewed 2/4/09] 4. Kalwani. Tecor. 2007 (http://www.do. “Understanding Mobile Phone Usage Pattern among College-Goers”. Fernandez.emeraldinsight.com/Insight/viewContentItem.com/Insight/viewContentItem. “Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation”.jsessionid=2086527F075 7A565F9A6CBAC8800F658? contentType=Article&hdAction=lnkhtml&contentId=881588&history=true>) [Viewed 4/4/09] 6.jsessionid=2086527F075 7A565F9A6CBAC8800F658? contentType=Book&hdAction=lnkhtml&contentId=1760544&history=true>) [Viewed 7/4/09] . “Consumer’s Attitude towards Cell phone Services”. Fronnie.com/Insight/viewContentItem.do. “Influence of Demographic Variables on Marketing Strategies in the Competitive Scenario”.emeraldinsight. 2007 (http://www.jsessionid=2086527F075 7A565F9A6CBAC8800F658? contentType=Book&hdAction=lnkhtml&contentId=1758667&history=true>) [Viewed 6/4/09] 8. “Understanding Dynamics in an Evolving Industry: Case of Mobile VAS in India”. 2008 (http://www.emeraldinsight.emeraldinsight. Kaliyamoorthy. Etal.do.do.36 (http://www. 2006 5. Banumathy. Jha.do. 2008 (http://www.com/Insight/viewContentItem. Seth et. Kumar.com/Insight/viewContentItem.

2008 10. “A Study of Mobile Phone Usage Among the Post Graduate Students”. 4th Ed. Kambitsis. New Delhi: Tata McGraw Hill Publishing Company Lmt. 2008 A multiple-perspective model for technology assessment. Issue 2. 2003 Books • Zeithaml.37 9. Bhatt. 2003 Journal • • • • The Indian Telecom Industry. 2008 The marketing of 3G. Service Marketing.Which mobile connection do you have? a) Airtel b) Vodafone c) Idea d) Bsnl . Andre. 2007 Investment Surge in the Indian Telecom Space. 1. vol 3.________ MOBILE MODEL________ OCCUPATION-_________________ Q1:. no. 6. Chris. Valarie (2008). IIM Calutta.___________________ AGE. Times Global. Vatsal Goyal.6 ANNEXURE Questionnaire NAME. Vol 21. “Telecom advertising in print media”.

38 Q2:.How long have you used the service of that company? a) Less than one month d) 1 to 3 years b) 1 to 6 months e) Over 3 years c) 6 months to a year Q7:.Overall.Rank the following factors which influenced you to buy the service of your choice? a) b) c) d) Price Network Service Brand Image Value Added Services (Rel to Rel Free after 11PM) Q5. with network service of your company? a) Very satisfied . how would you rate your service provider? a) Excellent b) Good c) Average d) Poor e) Terrible f) Not Sure Q4:.What kind of service you have a) Pre-paid b) Post-paid Q3:.Rank the following VAS which attracted you the most to buy or retain the mobile service: a) SMS pack Poor b) Concession Call Rates c) Internet Service d) Full Talk Time 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 1 2 3 4 5 Excellent --1 2 3 4 5 -- Q6:. how satisfied are you.Overall.

39 b) Satisfied c) Neutral d) Dissatisfied e) Very dissatisfied Q8:. a) b) c) d) Billing related Activation/deactivation related Information about VAS’s Network problem Q10:.What kind of problems occurs the most for which you need to contact customer care/service department of your service provider? Rank them.How would you rate the service's value for money? a) Excellent b) Good c) Fair d) Poor d) Not sure Q9:. how much satisfied are you with the customer care service? a) b) c) d) e) f) Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied N/A .In thinking about your most recent experience with that company.

The customer service representative was very courteous.The customer service representative was very knowledgeable. a) b) c) d) e) Strongly Disagree Somewhat Disagree Neutral Somewhat Agree Strongly Agree Q14:.How satisfied are you with the process of getting your queries resolved? a) b) c) d) e) Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied Q12:. a) b) c) d) e) Strongly Disagree Somewhat Disagree Neutral Somewhat Agree Strongly Agree Q13:. a) Strongly Disagree .The waiting time for having my questions addressed was satisfactory.40 Q11:.

41 b) c) d) e) Somewhat Disagree Neutral Somewhat Agree Strongly Agree If you were not totally satisfied with the customer service. will you please describe the reasons for your dissatisfaction? -.- Thank you for spending your precious time on filling in the questionnaire for us! .

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