Customer Satisfaction Survey of Airtel1

CUSTOMER SATISFACTION SURVEY OF AIRTEL
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Table of Contents
CUSTOMER SATISFACTION SURVEY OF AIRTEL.................................................................................1 CUSTOMER SATISFACTION SURVEY OF AIRTEL.................................................................................1 CUSTOMER SATISFACTION SURVEY OF AIRTEL.................................................................................2 ABSTRACT......................................................................................................................................................3 CUSTOMER SATISFACTION SURVEY OF AIRTEL.................................................................................3 1 INTRODUCTION...............................................................................................................................................4 1.1 IMPORTANCE OF CUSTOMER SATISFACTION.....................................................................................................4 1.2 THE CUSTOMER SATISFACTION PROCESS......................................................................................................5 2 MARKET RESEARCH AND SAMPLING....................................................................................................................6 3 METHODOLOGY..............................................................................................................................................7 4 QUESTIONNAIRE.............................................................................................................................................8 5 ANALYSIS...................................................................................................................................................10 5.1 DURATION OF USAGE..............................................................................................................................10 5.2 CONNECTION TYPE.................................................................................................................................11 5.3 AIRTEL SERVICES..................................................................................................................................11 5.4 QUALITY OF AIRTEL NETWORK..................................................................................................................12 5.5 CONNECTION OTHER THAN AIRTEL..............................................................................................................12 5.6 CUSTOMER CARE SERVICE......................................................................................................................13 5.7 REDRESSAL OF CUSTOMER SERVICE REQUESTS...........................................................................................13 5.8 SATISFACTION WITH AIRTEL SCHEMES.........................................................................................................14 5.9 LEVEL OF RECOMMENDATION OF AIRTEL .....................................................................................................14 5.10 CUSTOMER SUGGESTIONS ...............................................................................................................................................................15 6 CONCLUSION...............................................................................................................................................15 7 REFERENCES...............................................................................................................................................16
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Abstract
Marketing Research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation faced by the company. We Group No.3 created a questionnaire and surveyed the market of Airtel in the campus of NITK, Surathkal. The important features of this survey were to find out the customer satisfaction and improvement of the product. The method used for survey was sampling method and contact method. The Airtel concept was taken due to its wide use of the connection all over India.
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1 Introduction
Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer satisfaction can help your business achieve a sustainable competitive advantage. It deals with the way a customer feels after purchasing a product or service and, in particular, whether or not that product or service met the customer's expectations.
1.1 Importance of Customer Satisfaction

Customer satisfaction allows your customers to communicate with you directly about their needs, assuring you that the quality standards you establish reflect the voice of the customer and not just the company line. A high level of satisfaction can deliver many benefits, including: Loyalty: a highly satisfied customer is a loyal customer. Repeat purchase: a highly satisfied customer buys more products. Referrals: a highly satisfied customer tells their family and friends about the product or service. Retention: a highly satisfied customer is less likely to switch brands. Reduced costs: a highly satisfied customer costs less to serve than a new customer. Premium prices: a highly satisfied customer is willing to pay more for the product or service.
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1.2 The Customer Satisfaction Process

Because everyones needs are different, a specific approach is developed to meet them. However, the overall process can be divided into six interactive phases.
Phase 1: Mobilization Define Business and Information Objectives Develop Overall Plan Gain Management Commitment
Phase 6: Tracking Provide Ongoing Quantitative Assessment of Performance Deliver Easy-to- Understand Reports to Employees/Management
Phase 2: Discovery Identify: Needs/Expectations Types of Problems Points of Customers/Company Interaction Conduct Qualitative Research Survey Customers/Employees Phase 5: Implementation Implement Plans
Phase 3: Needs and Performance Evaluation Provide Quantitative Measures of: Importance of Key Attributes Company Performance on Key Attributes Competitive Performance Expectations of Specific Levels of Performance Determine Areas of Greatest Impact
Phase 4: Action Planning Identify Teams Identify Research Implications: Changes in Product/Services Internal Processes Development of New Product/ Services Training Set Customer Driven Standards Create Detailed Plans
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2 Market Research and Sampling

Marketing research can be defined as the systematic design, collection, analysis, and reporting of data and findings relevant to the specific marketing situation facing the company. It involves the collection of data to obtain insight and knowledge into the needs and
wants of customers and the structure and dynamics of a market. In nearly all cases, it would be
very costly and time-consuming to collect data from the entire population of a market. Accordingly, in market research, extensive use is made of sampling from which, through careful design and analysis, marketers can draw information about the market. Sample design covers the method of selection, the sample structure and plans for analyzing and interpreting the results. Sample designs can vary from simple to complex and depend on the type of information required and the way the sample is selected. Three important decisions must be made while designing the sampling plan: 1. 2. Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? The marketing researcher must define the target population that will be sampled. Large samples give more reliable results than small samples. However, it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. 3. drawn. Sampling procedure: How should the respondents be chosen? To obtain a representative sample, a probability sample of the population should be
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3 Methodology
A market research was conducted in NITK, Surathkal to measure the level of satisfaction amongst Airtel service users. Sampling method used: Convenience sampling, i.e. using the most accessible people, who are willing to volunteer Sampling Unit Sampling Size 90 Students of NITK
(A sampling unit is one of the units into which an aggregate is divided for the purpose of sampling, each unit being regarded as individual and indivisible when the selection is made. The sample size of a statistical sample is the number of observations that constitute it. It is typically denoted n, a positive integer.) Contact method: Questionnaires The questionnaire contained the following types of questions: (i) Closed-end questions a. b. c. d. Dichotomous Multiple-choice Rating scale Intention to recommend
(ii) Open-end questions
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4 Questionnaire CUSTOMER SATISFACTION SURVEY OF AIRTEL

Dear respondents, We, the students of MBA Ist year, are conducting a market research to measure the level of satisfaction amongst the Airtel service users. We request you to spare some of your valuable time in filling up this questionnaire.
*********************************
SECTION A
1. 2.
Gender Age Branch Semester
Male
Female
: _____ : _______________________________ : _________
3.
4.
SECTION B
1. For how long have you been a customer of Airtel?
0-1 year 2-3 years 1-2 years More than 3 years
2.
Which kind of connection are you using? Prepaid Postpaid
3.
Which of the following services of Airtel do you use?

GPRS/MMS Caller tunes Broadband Blackberry Others ___________ None
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4.
How would you rate the quality of network in your locality? Very Good 2 ___ Good 3___ Fair 4___ Poor 5___
Excellent 1 ___ 5.
Have you used any connection other than Airtel?

Yes No
(i) If yes, which one? ____________________
(ii)
How do you rate Airtel compared to the connection you previously used? Excellent 1 ___ Very Good 2 ___ Good 3___ Fair 4___ Poor 5___
6.
How many times have you contacted Airtel customer care in the past? Less than 5 times Less than 20 times Less than 10 times More than 20 times
7.
How long does it usually take for complaints/requests to be redressed? Immediate response Response after 24 hours Response within 24 hours No response
8.
How satisfied are you with the schemes/vouchers provided by Airtel? Highly satisfied Satisfied
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Dissatisfied
Highly dissatisfied
9.
Would you recommend Airtel connection to others? Definitely recommend Probably not recommend Probably recommend Definitely not recommend
10.
Any suggestions that you would like to make
_____________________________________________________________________
5 Analysis
5.1
Duration of Usage
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5.2
Connection Type
5.3
Airtel Services
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5.4
Quality of Airtel Network
5.5
Connection other than Airtel
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5.6
Customer Care Service
5.7
Redressal of Customer Service Requests
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5.8
Satisfaction with Airtel Schemes
5.9
Level of Recommendation of Airtel
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5.10 Customer Suggestions
6 Conclusion
After the survey of 100 sampling units we came to the following conclusions according to the statistical data:1. Maximum of the users using Airtel were between 0-1 years. 2. The connection type used is mainly prepaid. 3. The GPRS/MMS were the features that attracted the customers and were the reason for use of Airtel Connection. 4. The quality of Airtel network was judged to be very good. 5. The 6. The use of Customer Care service was very less. 7. The Customer care service was also adjudged to be good in service. 8. Maximum of 74% persons gave their view as Airtel being a connection with good schemes. 9. About half of the persons pointed to make recommendations of Airtel. 10. Maximum of the persons didnt provide any suggestion but reducing the call tariff was an important issue next to it.
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7 References
1.
Kotler, Philip; Keller, Kevin Lane; Marketing Management; Edition 12e; Prentice Hall of
India 2. http://tutor2u.net/business/marketing/research_sampling.asp 3. http://www.apmf.org.sg/Topic4.ppt 4. http://www.icrsurvey.com/docs/Overview%20of%20Customer%20Satisfaction%20and %20Loyalty.do
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