A STUDY

ON

CUSTOMER SATISFACTION ON MOBILE POSTPAID

CONNECTION
AT

BHARTI AIRTEL LIMITED (PUNE)

A Project Report submitted to

INDIRA Institute of Management (AICTE)

In partial fulfillment of requirement for the award of

Post graduate program (degree) in marketing
for the 2009-11 session

Submitted By:

Akhilesh Tomey

Indira Institute of Management (AICTE)

Wakad Pune - 411037

CONTENTS
Chapter-I

Page No.

Introduction

7-10

Company profile

11-17

Product profile

18-20

Literature review

21-24

Chapter-II
Objectives of the study

26-27

Limitations of the study

28-29

Chapter-III
Research methodology

31-38

Chapter-IV
Data Analysis & Interpretation

40-47

Chapter-V
Findings

49-50

Recommendation

51-52

Annexure

53-57

Chapter-VI

Bibliography

59-60

CHAPTER-I

INTRODUCTION

INTRODUCTION
The telecom industry is one of the fastest growing industries in India. India has nearly
200 million telephone lines making it the third largest network in the world after China
and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate
in the world.
History

of

Indian

Telecommunications

started

in

1851

when

the

first

operational land lines were laid by the government near Calcutta (seat of
British power). Telephone services were introduced in India in 1881. In 1883 telephone
services

were

merged

with

the

postal

system.

Indian

Radio

Telegraph Company (IRT) was formed in 1923. After independence in 1947,all the
foreign telecommunication companies were nationalized to form the Posts, Telephone
and Telegraph (PTT), a monopoly run by the government's Ministry of Communications.
Telecom sector was considered as a strategic service and the government considered it
best to bring under state's control.
The first wind of reforms in telecommunications sector began to flow in
1980s

when

equipment

the

private

manufacturing.

sector

In

was

1985,

allowed

Department

in
of

telecommunications

Telecommunications

(DOT) was established. It was an exclusive provider of domestic and longdistance service that would be its own regulator (separate from the postal
system).
the

In

Videsh

1986,

two

wholly

Sanchar

telecommunications

and

government-owned

Nigam
Mahanagar

Limited
Telephone

companies

(VSNL)
Nigam

for
Limited

were

created:

international
(MTNL)

for

service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up

of

the

economy.

Also,

examples

of

telecom

revolution

in

many

other

countries, which resulted in better quality of service and lower tariffs, led
Indian policy makers to initiate a change process finally resulting in opening
up of telecom services sector for the private sector. National Telecom Policy(NTP) 1994
was the first attempt to give a comprehensive roadmap for the Indian telecommunications
sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was
formed to act as a regulator to facilitate the growth of the telecom sector. New National
Telecom Policy was adopted in 1999 and cellular services were also launched in the same
year.
Telecommunication sector in India can be divided into two segments: Fixed
Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic
services,

national

or

distance

services.

The

domestic
state

long

operators

distance
(BSNL

and
and

international

MTNL),

long

account

for

almost 90 per cent of revenues from basic services. Private sector services
are presently available in selective urban areas, and collectively account for
less than 5 per cent of subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such as leased lines,
ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System
for

Mobile

(CDMA).

Communications

The

GSM

sector

(GSM)
is

and

dominated

Code
by

Division
Airtel,

Multiple

Access

Vodafone-Hutch,

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. Cellular operators get substantial revenue
from these services, and compensate them for reduction in tariffs on airtime, which along
with rental was the main source of revenue. The reduction in tariffs for airtime, national
long distance, international long distance, and handset prices has driven demand.

COMPANY
PROFILE

About Bharti Airtel Limited:

Bharti Airtel Limited, a group company of Bharti Enterprises, is Indias leading
integrated

telecom

services

provider

with

an

aggregate

of

62

million

customers. Bharti Airtel has been rated among the best performing Companies in the
world in the Business Week IT 100. Bharti Airtel is structured into three strategic
business units Mobile services, Broadband & Telephone (B&T) services and Enterprise
services. The mobile business provides mobile & fixed wireless services using GSM
technology across 23 Telecom circles. The B&T business provides broadband &
telephone Services in 94 cities. The Enterprise services provide end-to-end telecom
Solutions to corporate customers and national & international long distance
Services to carriers. All these services are provided under the Airtel brand.Airtels highspeed optic fiber network currently spans over 53,000 kms Covering all the major cities
in the country. The company has two International landing stations in Chennai that
connects two submarine cables Systems - i2i to Singapore and SEA-ME-WE-4 to
Europe.

Vision:By 2010 Airtel will be the most admirable brand in India.

Loved by more customers
Targeted by top talent
Benchmarked by more businesses.

Bharti Airtel crosses the 62 million customer mark Becomes the

fastest private telecom company in the world to achieve this
milestone
Enters into the league of the worlds top telecom companies, moves towards top 5 global
mobile companies
Adds last 25 Million in just 14 months, accelerates towards the 100 million customer
mark.
Rapidly expands network, to roll out across all census towns and over 5, 00,000 villages
covering over 95% of the population.
Bharti Airtel has achieved the distinction of becoming the fastest private telecom
company in world to achieve this landmark in a single country within 143 months of start
of operations. The 50 million customer base covers mobile as well as broadband &
telephone customers. Commenting on this major global landmark, Mr. Akhil Gupta, Joint
Managing Director, Bharti Airtel said, We are delighted to have achieved this major
landmark, which puts Bharti Airtel amongst the top telecom companies in the world. It
underlines the strength of our unique business model and our vision to provide affordable
services like lifetime prepaid to customers across the length and breadth of the country. I
would like to thank our partners for having shared our vision. This milestone highlights
the emergence of India as one of the top telecom markets in the world and we are proud
to have been at the forefront of this growth. Going forward, we believe this growth
momentum will remain intact and we are gearing towards the 100 million customers
mark.

Bharti Airtel crossed the 10 million customer mark in November 2004. In July last year,
it crossed the 25 million customer mark. The company added the next 25 million
customers in just 14 months. This is amongst the fastest rate of customer additions by any
telecom company in the world.
Mr. Manoj Kohli, President & CEO, Bharti Airtel added, This is a very proud moment
for us and I would like to thank our 50 million customers for believing in Airtel. It is a
tribute to our commitment to provide best-in-class services to our customers and lead the
market with exciting innovations. Weare committed to create a world-class organization
and benchmark it with the best in the world. As the market gets ready for the next wave
of growth, we are committed to expanding our telecom networks wider and deeper across
the country and partner Indias growth story. In the mobile business, Bharti Airtel plans
to make considerable investments in Network expansion to establish presence in all
census towns and over 500,000 villages across India by 2010, thereby covering 95% of
the countrys total population. The companys strategic focus will be on further
strengthening the Airtel brand through best-in-class customer service, which is backed by
wide national distribution. In the Enterprise business, Bharti Airtel will invest
substantially in the long distance business to achieve the scale of a global carrier within
next 2-3 years. It is also strengthening the corporate business towards becoming a
preferred managed services partner for the top 2000 corporations. In Broadband &
Telephone SBU, Bharti Airtel will initiate large-scale deployments of broadband network
infrastructure in 94 towns, with a sharp focus on the home and SME segments. It is
readying to offer triple play to its customers with the launch of its IPTV service. The
company is also looking at commencing national DTH operations by the end of the
current fiscal.

ORGANIZATION STRUCTURE

PRODUCT
PROFILE

Normal plan:
Airtel Advantage 199
Airtel Freedom 249 -Per second (N)
(Airtel/MH/GSM/21
Airtel Turbo 249 Plan
(Airtel/MH/GSM/22)

Corporate plan:
CUG-149 (For PG Student only)
CUG-249 (R1)
CUG- 249 AES
CUG Gold- 299
CUG platinum- 399

Toppings Available

Local Mobile pack

Local Airtel pack Local Landline pack
Night pack
STD pack
Local SMS pack
Local + National SMS pack
International pack

LITERARATURE
REVIEW

Customer Satisfaction
The Value of Customer Satisfaction by Andrew Mennie, General
Manager eGain Communications EMEA
What is the connection between customer satisfaction and the bottom line? Ever
wondered how much customer satisfaction is worth? We all know and Accept that it is a
strategic

goal

for

all

organizations

involved

in

the

delivery

of customer service. Yet in all my experience as a professional in this arena,I have never
come across a customer services director who could articulate the Financial value of
customer satisfaction to their business. Conversely, I have Never met a customer service
Director Who wasnt measured on it. How Bizarre. Big business is happy to measure it
but doesnt know what its worth.One of the reasons for the difficulty in making the
connections, is the Intangibility of customer churn. That is to say, how dissatisfied does a
Customers have to be before they leave and sign with the competition? What Might be an
intolerable experience for one customer may well exceed all Expectations of another.
Then theres competition. What if there isnt any?Before deregulation how concerned
were the large utility companies with Customer satisfaction or British Telecom comes to
that. Interesting therefore That the telecoms sector is where war is being waged on
customer Satisfaction Could it that be high customer satisfaction attracts new customers
and helps retain existing ones? Sounds like that could be worth something.
There is no question that customer satisfaction is difficult to measure, but why Is
measurement so essential?

As a student I opened my first bank as an adult with a major high street Bank. They
attracted me with their offer of a $ 10 deposit to the account. I Stayed with them through
the four years of university, through the gradually increasing overdraft, the unintentional
forays beyond the overdraft limit, the lost ATM cards, the replacement cheque books, the
minimal deposits, the regular and very small withdrawals. Except for the penalty charges
for the Overdraft excursions the bank made very little money out of me, and in fact
Incurred untold cost in maintaining me as a student customer.
All that effort, clearly with the goal of keeping me in my earning years and reaping back
their investment. In fact I felt consciously loyal to them at that point and even recognize
that it was my turn to pay them back. So why was their customer service so poor once I
became a full-time employee? I stayed with them for several years using them for
mortgage service, investment and insurances but eventually churned to one of the first
telephone banks. I have been with them a few years now and every time I phone them
they are aware of my recent communications with them, request that I have made and
they dont try to sell an unwanted insurance policy at the end of every call.

Ten Basic Rules for Customer Satisfaction

1. Involve top management.
2. Know the customers.
3. Let the customers define what attributes are important.
4. Know the customers requirements, expectations, and wants.
5. Know the relative importance of customer decision criteria.
6. Gather and trust data.
7. Benchmark the data against competitors, and identify competitive strength and
weakness.
8. Develop cross-functional action plans that enhance strengths and
Correct weaknesses.
9. Measure performance continually and spread the data throughout the organization.
10. Be committed to getting better and better and better.

CHAPTER II

OBJECTIVE OF
THE STUDY

OBJECTIVES OF THE STUDY

Creating an awareness to Airtel postpaid customers about the

facilities in postpaid connections.
Analyzing the problem faced by postpaid customers.
Collecting the data bases of different age group of customers
interested in different types of toppings offer.

Motivating the customers to take postpaid connections.

Analyzing which postpaid plan is more used by customers.

Analyzing which type of topping is more used by customers.

Analyzing the satisfaction level of customer towards postpaid

connection.

Scope of the study:

The study is conducted on AIRTEL postpaid user at AIRTEL
RELATIONSHIP CENTER. The study is confined to the area of
Pune.
The size of the sample was: 300

LIMITATIONS

The present study is subjected to following LIMITATIONS.

1. Method of data collection was through personal interview and therefore bias
becomes a major limitation.
2. Due to the time constraints all the customers were not covered.
3. The sample was restricted to 300 customers, which may restrict the scope and
completion of study.
4. The scope of study is restricted only to the twin cities of Pune
5. Owing to their pre occupation some customers were unable to answer the complete
questionnaire.

CHAPTER-III

RESEARCH METHODOLOGY
MARKETING RESEARCH
Definition of marketing research is approved by the board of the American Marketing
Association (AMA) is: Marketing research is the functions which links the customer
and public To marketer through information used to identity and define marketing
Opportunities and problems; generate define and evaluate, marketing Actions, monitor
marketing performance, and improve understanding of Marketing as a process.
Simply, marketing research is the systematic design, collection, analysis and Reporting of
the data findings relevant to a specific marketing situation facing the company. Careful
planning through all stages of the research is a necessity.
Objectivity in research is all- important. The heart of the scientific method is The
objective gathering and analysis of the information. The function of marketing research
within a company is to provide the information and analytical inputs necessary for
effective.

Planning of future marketing activity.

Control of marketing operations in the present.

Evaluation of marketing results.

A research may undertake any of three types of research investigations
depending upon the problem. These three types of research included.

Basic research

Applied research

Designated fact gathering

BASIC RESEARCH
It is also known as the pure fundamental research which refers to those studies, sole
purpose of which is the discovery of new information. It is conducted to extend the
horizon in given area of knowledge with no immediate application to existing problem.

APPLIED RESEARCH
It is an attempt to apply the various marketing techniques, which have been developed as
research, first and later on they become applied research techniques. It is an attempt to
apply the basic principles and existing knowledge for the purpose of solving the
operational problems.

DESIGNATED FACT GATHERING

It refers to a research where the investigator attempts nearly to gather some
predetermined data

Marketing Research Process can be carried out through the

following steps:
Define the problem and research objectives
Develop the research plan
Collect the information
Analysis and interpretations
Present the findings

DEFINE THE PROBLEM AND RESEARCH OBJECTIVES

In a very sense, this is the heart of the research process. This is the first step, which calls
for the marketing manage and marketing research.

RESEARCH PLAN DEVELOPMENT

The second calls for developing the most efficient plan for gathering the needed
information. Not to forget the cost or values of research the Marketing manager must
estimate process its approval, Research plan calls for decision on

a) Data source
i.

Primary data to be collected for a specific purpose.

ii.

Secondary data collected for another purpose.

1. Research Approaches: Primary data can be collected in four ways:

1. Observational research
2. Focus group research
3. Survey research
4. Experimental research
2. Research Instruments: Marketing researchers can use questionnaires in collecting of
primary data, because of its flexibility, questionnaires is by for the most common
instrument used to collect primary data.
3. Sampling Plan: This plan calls for the three aspects:a) Define the sampling unit.
b) Decide the sample size.
c) Decide the sampling procedure whether to use probability or non-probability
sampling methods.
4. Contract method: once the sampling plan has been determined, this has to decide how
the subject should be contacted. The choices are mail, telephone or research
interviews.

COLLECTION OF INFORMATION
Data collection phase is generally the most expensive and the most phase to error. Carry
out the field work, collect data using the instruments, adjust the Problem of not at homes,
replaced, refusal to co-operate, biased or dishonest answers.

ANALYSIS AND INTERPRETATIONS

The next to last step is to extract pertinent findings from the collected data.
The researcher edits, code, tabulate the collected data.

PRESENTATION OF FINDINGS
As the last step in marketing research the researchers present the findings. The
researchers have to arrange the researched result according to an approved reporting
format, get the report typed and bound, present the copies of the report to the concerned
authorities.

RESEARCH METHODOLOGY/ DESIGN

The methodology adopted for eliciting the data required for the study was survey method.
It is the overall pattern or framework of the project that will dictate as to what
information is to be collected, from which sources and by what procedures.

RESEARCH METHOD
Research methodology must be classified on the basis of the major purpose of the
investigation. In this problem, description studies have been under- taken, as the
objective of the project is to conduct the market share study to determine the share of the
market received by both the company and it competitors.

DATA COLLECTION
The information needed to further proceed in the project had been collected through
primary data and secondary data.

PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the
purpose of collecting primary data, survey research was used and all the retail outlets
sellers using different brands and their competitors were contacted. Survey research is the
approach best suited gathering description.

SECONDARY DATA
The secondary data consists of information that already exists somewhere, Having been
collected for another purpose. Any researcher begins the research work by first going
through the secondary data. Secondary data includes the information available with the
company. It may be the findings of research previously done in the field. Secondary data
can also be collected from magazines, newspapers, other surveys conducted by known
research agencies etc.

RESEARCH METHODOLOGY
The respondents are the mobile postpaid connection holder with Airtels toppings
facilities. The survey was carried in city of Pune with the sample size of 300. The survey
was carried out with the help of a structured questionnaire, which helps in accomplishing
the research objectives. The respondents by means of personal interview administer this
structured ended questionnaire.

CHAPTER-IV

DATA ANALYSIS
&
INTERPRETATION

PLAN TAKEN BY CUSTOMER

Series1
150
100
50
0
199

249

225

Others

In my study I found that most of the customers (40%) having Normal 199
plan. My plan 149 - (20%), 249 - (10%) & others (30%) It is shown in the
above bar diagram

Mode of Payment

Series1
150
100
50
0
Cash

Credit
Card

Cheque

Internet
Banking

In my survey I observed that most of the customers paid their bill through
cash (45%) & credit cards (35%) respectively. And the rest cheque (18%) &
Internet banking (2%).

Toppings taken by customers

Sales
35%
50%
15%

In my survey I found that most of the customers have taken CUG (50%). It is
shown in the above pie diagram.

CUSTOMER'S PROBLEM TOWARDS POSTPAID CONNECTION

Series1
250
200
150
100
50
0

210
60

20

10

Bill
Never get Wrongly Never get
Payment
Bill on
Charged
Bill on
Time
Time

In my survey I found that most of the customers (70%) have faced their
problems towards bill payment in counter. 20%, 7% & 3% are those who
never receive bill on time, wrongly charged & never get the bill.

TOPPINGS SOLD IN THE MONTHS OF 2010

Series1
50
50
40
30
20
10
0

41
30

March

28

April

May

June

The interesting observation of this survey is the sales of the toppings were
increasing regularly. It reveals that popularity of toppings were increasing
through sales. These are the data of only one AIRTEL RELATIONSHIP
CENTER.

CHAPTER-V

FINDINGS

1.

Customers are satisfied with various plans.

2.

It was observed that most of the customers expressed their unhappiness over

billing services. Either they were wrongly charged or they never received bills on time.

3.

Senior citizens are very particular about rentals.

4. Through my survey, I came to know that most of the customers are satisfied with
our plans and toppings.

4.

Through my survey I observed that most of the customers are using STD pack.
6. I observed that most of the customers are using Per second-239 plan.
7. I observed that most of the customers like Airtel advertisement and punch-line

SUGGETIONS

1.

To ensure better customer satisfaction & maintain higher level of Customer

relationship management, the billing department has to be more effective & efficient.

2.

To retain existing customers means offering the best scheme. This could

automatically attract new customers. Airtel need not spend on advertisement to attract
new customers.

3.

Airtel should continue to offer the best toppings to stay at the top.

4. There should be no compromise in quality and the network facility

ANNEXURES

QUESTIONNAIRE

1. Customer Satisfaction on Airtel Mobile postpaid & Toppings offer

(A) Customer Name
(B) Age
(C) Mobile No.
(D) Occupation
Self Employed

[ ]

Government Employee

[ ]

Non Government Employee

[ ]

Student

[ ]

Others

[ ]

(E) Income per month

Less than Rs 5,000

[ ]

Rs 5001 to 10,000

[ ]

Rs 10,001 to Rs 20,000

[ ]

Above Rs 20,000

[ ]

2. Which plan you are using?

a.

My plan-149

b.

249 Delight

c.

Supersaver-399

Others

3. What do you think before taking the connections?

a.

Rental

b.

Brand Value

c.

Network coverage

d.

All of these

4. How long have you been using Airtel postpaid connection?

a.

Less than 6 Months

b.

6 months to 1 year

c.

1 to 2 years

d.

More than 2 years

5. How you pay your bill?

a.

By Cash

b.

By Cheque

c.

By Credit card

d.

By Internet Banking

6. Mostly where do you pay your bill?

7.

a.

Airtel Relationship Center

b.

E-seva

c.

Drop Box

Which type of problem you are facing in postpaid connection?

a. Bill payment
b. Never get bill on time
c. Wrongly charged
d. Never get bill

8. Are you satisfied with Airtel call center executives?

a. Excellent
b. Good
c. Satisfied
d. Unsatisfied

9. Which companys advertisement and punch lines you like most?

a.

Airtel [Barriers break when people talk~ Express yourself]

b.

BSNL [BSNL, Best hai Mere liye]

c.

Idea [An Idea can change your life]

d.

Reliance [One nation one tariff]

e.

Tata Indicom [ Do more live more]

10. Overall Satisfaction on postpaid connection

a.

Excellent

b.

Good

c.

Satisfied

d.

Unsatisfied

11. Would you like to give your suggestions to improve the

satisfaction level of customer?
a.

Yes

b.

No

If yes specify your suggestions

CHAPTER-VI

BIBLIOGRAPHY

TEXT BOOKS
Principles of Marketing Philip Kotler and Gery Armstrong
Marketing Research D.D. Sharma
Marketing Research Green & Tull

Websites:
WWW. BHARTIAIRTEL.IN
WWW. AIRTEL.IN
WWW. GOOGLE.COM