Karnatak Law Society'S Institute of Management Education and Research Belgaum

KARNATAK LAW SOCIETYS
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH

BELGAUM
(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)
A PROJECT REPORT ON
A Study on Customer Satisfaction, Customer Relationship Management

&
Competitor Profile
In
AIRTEL, Bangalore Rural
Submitted by
Mr.RAHUL V. MACHAKANUR (Reg.No.-MBA09003071)
1
UNDER THE GUIDANCE OF

INSTITUTE GUIDE
ORGANISATION GUIDE
Dr. Rajendra Inamdar
Mr. Ranjit Thomas
(Faculty KLS IMER, Belgaum)
(Zonal Sales Manager)
KARNATAK LAW SOCIETYS

INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH BELGAUM.
(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)
CERTIFICATE
This is to certify that dissertation entitled A Study on Customer

Satisfaction,
Customer
Relationship
Management
&
Competitor Profile at AIRTEL in Bangalore Rural is a

bonafide work and independent Project study conducted by Rahul
V.
Machakanur,
Rg.No:
MBA09003071
and
has
successfully
completed his Summer in plant Project in partial fulfillment of

Masters Degree in Business Administration awarded by Karnataka
University Dharwad, for the Academic Year 2009-20010 under my
guidance.
INSTITUTE GUIDE
DIRECTOR
Dr. Rajendra M. Inamdar
Dr. A. B.
Kalkundrikar
DECLARATION
I
Rahul Machaknur bearing the University seat
No.MBA09003071 here by declared that A Project Report

on
Customer
satisfaction,
Customer
relationship
management & Competitors profile was carried out by me

under the guidance and supervision of Mr. Renjit Thomas,
3
Zonal Sales Manager, AIRTEL, Bangalore and Dr. Rajendra

Inamdar, KLS IMER.
This project is submitted to Karnataka University
Dharwad. In partial fulfillment of the requirement for the
award of Master of Business Administration during the
academic year 2009-2010.
Place: Bangalore
Rahul Machaknur
Acknowledgement
The completion of this in plant Training Report on AIRTEL, Bangalore is

due to the courtesy of all those who were involved with my efforts. This
project report wouldnt be complete without my expression of gratitude to
them.
I sincerely thank Dr. Rajendra M. Inamdar Asst Professor,IMER for his
support and encouragement throughout the study.
I am also grateful to my guides and sincere thanks to Mr. Renjit Thomas,
Zonal Sales Manager and Mr. Vijay B Training Manager. Who gave me an
opportunity to undergo this project at AIRTEL, Bangalore and for their
valuable and timely guidance while doing this project.
I also express my thanks to my Family and Friends at Institute of
Management Education & Research for guiding and encouraging me while
doing this project.
Rahul Machaknur
TABLE OF CONTENTS
CHAPTER
EXECUTIVE SUMMARY
COMPANY PROFILE
PROJECT TITLE
RESEARCH DESIGN FOR CUSTOMERS
IN KOLAR DISTRICT
ANALYSIS OF DATA
RESEARCH DESIGN FOR RETAILERS
IN KOLAR DISTRICT
ANALYSIS OF DATA
RESEARCH DESIGN FOR CUSTOMERS
IN CHICKBALAPUR DISTRICT
ANALYSIS OF DATA
RESEARCH DESIGN FOR RETAILERS
IN CHICKBALAPUR
ANALYSIS OF DATA
HYPOTHESES TESTING
FINDING & SUGGESTIONS
CONCLUSION
BIBLOGRAPHY
ANNEXURE
PAGE NO
1
2-7
8
9-12
13-33
34-36
37-46
47-49
50-68
69-70
71-81
82-89
90-91
92
93
94-100
Executive Summary
AIRTEL is one of Asias leading providers of telecommunication services with presence in all
the 22 licensed jurisdictions (also known as Telecom Circles) in India, and in Srilanka They
served an aggregate of 133,708,496 customers as of April 30, 2010, in India; of whom
6
130,616,487 subscribe to their GSM services and 3,092,009 use our Telemedia Services either
for voice and/or broadband access delivered through DSL. They are the largest wireless service
provider in the country, based on the number of customers as of April 30, 2010. They offer an
integrated suite of telecom solutions to our enterprise customers, in addition to providing long
distance connectivity both nationally and internationally. They also offer DTH and IPTV
Services. All these services are rendered under a unified brand AIRTEL.
The project study has been undertaken by the student of Institute of management Education and
Research, Belgaum at AIRTEL on CUSTOMER SATISFICATION, CUSTOMER RELATIONSHIP
MANAGEMENT &COMPETITOR PROFILE IN BANGLORE RURAL . The project work was for 60 days
from 1stth June to 31st July.
This research was conducted in two districts Kolar and Chikabalapur to study the customer
satisfaction level, customer relationship management and market share of the competitors. The
researcher has surveyed a sample size of 500 customers and 200 retailers in Kolar and
Chikabalapur district.
It was found that though the AIRTEL has the highest market share it needs to improve on its
service quality and retail services.
The research has been conducted to gather information from 250 respondents & a structured
questionnaire will be used to collect the information from the respondents. The data which was
collected from them will be analyzed and classified.
Company Profile
AIRTEL is one of Asias leading providers of telecommunication services with presence in all
the 22 licensed jurisdictions (also known as Telecom Circles) in India, and in Srilanka They
served an aggregate of 133,708,496 customers as of April 30, 2010, in India; of whom
130,616,487 subscribe to their GSM services and 3,092,009 use our Telemedia Services either
for voice and/or broadband access delivered through DSL.They are the largest wireless service
provider in the country, based on the number of customers as of April 30, 2010. They offer an
integrated suite of telecom solutions to our enterprise customers, in addition to providing long
distance connectivity both nationally and internationally. They also offer DTH and IPTV
Services. All these services are rendered under a unified brand AIRTEL.
The company also deploys, owns and manages passive infrastructure pertaining to telecom
operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus
Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive
infrastructure servicesin India.
Company History
- Bharti AIRTEL
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability
under the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures
received certificate for commencement of business on January 18, 1996.
The Company was initially formed as a wholly- owned subsidiary of Bharti Telecom Limited.
The chronology of events since Bharti Tele-Ventures was incorporated in 1995 is as follows:
Calendar year & Events
1995
Bharti Cellular launched cellular services 'AIRTEL' in Delhi
1996
STET International Netherlands NV, or STET, a company promoted by Telecom Italia, Italy
acquired a 20% equity interest in Bharti Tele-Ventures
Bharti Telenet launched cellular services in Himachal Pradesh
1997
British Telecom acquired a 21.05% equity interest in Bharti Cellular Bharti Telenet obtained a
license for providing fixed-line services in Madhya Pradesh circle Bharti Telecom and British
Telecom formed a 51% : 49% joint venture,
Bharti BT, for providing VSAT services
1998
Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT Internet for
providing Internet services - First Indian private fixed-line services launched in Indore in the
9
Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services
monopoly of DoT (now BSNL)
1999
-Warburg Pincus (through its investment company
Brentwood Investment Holdings Limited) acquired a 19.05% equity interest in Bharti TeleVentures Bharti Tele-Ventures (by acquiring a 63.45%equity interest in SC Cellular Holdings)
acquired an effective 32.36%equity interest in Bharti Mobile (formerly JT Mobiles), the
cellular services provider In Karnataka and Andhra Pradesh circles New York Life Insurance
Fund, or NYLIF, acquired a 3% equity Interest in Bharti Cellular 2000 Bharti Tele-Ventures
acquired an effective equity interest of 40.5% in Bharti Mobinet (formerly Skycell
Communications), the cellular services provider in Chennai Bharti Tele-Ventures acquired a
30.2% equity interest of Telecom Italia in Bharti Telenet and 18.8% from Bharti Telecom
thereby making Bharti Telenet a 100% subsidiary of Bharti Tele-Ventures- SingTel (through its
investment company Pastel Limited) acquired STET's 15.3% equity interest in Bharti TeleVentures
- Bharti Tele-Ventures acquired an additional effective 41.64% Equity interest in Bharti Mobile
(by acquiring the remaining 36.55% equity interest in SC Cellular) resulting in Bharti TeleVentures holding an effective 74% equity interest in Bharti Mobile.
2001
Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular Bharti Telesonic
entered into a joint venture, Bharti Aquanet, With SingTel for establishing a submarine cable
landing station at Chennai Bharti Tele-Ventures issued additional equity for approximately US$
481.30 million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, And Seejay Cellular and
10
Bharti During the quarter ended Sept 30, 2003, Bharti Tele-Ventures, one of Mittals
companies, became the first private telecom operator to cross the five-million-customer mark.
AIRTEL, Indias
largest cellular service provider with a presence across 16 states in the country, had more than
doubled its mobile customer base from 2.29 million in September 2002 to almost 4.86 million
at Oct 31, 2003. Bharti Telenet, Indias first fixed-line telephone service provider, is also the
countrys largest fixed-line service provider in the private sector. And, with operations in
Seychelles, Bharti is the first Indian company to provide comprehensive telecom services
outside the country.
Company Vision & promise

By 2010 AIRTEL will be the most admired brand in India: Loved by more customers
Targeted by top talent
Benchmarked by more businesses
They at AIRTEL always think in fresh and innovative ways about the needs of their customers
and how they want them to feel. They deliver what they promise and go out of their way to
delight the customer with a little bit more.
Mission & Vision

Mission
AIRTEL Australias
mission
is
to
deliver
reliable
cost
effective
and
practical
telecommunication solution amalgamated with highest quality of Customer Service delivered

with a sense of warmth, friendliness, individual pride, and AIRTEL SPIRIT.
11
Vision
AIRTELs vision is to be recognized as:
A leader in client satisfaction, professionalism, superior quality and innovation in our chosen
market. An employer of choice, nurturing a culture that values Dedication, Respect, and
Continuous Improvement
Business Operation
Background
Bharti AIRTEL, incorporated on July 7, 1995 is the flagship company of Bharti Enterprises.
The Bhar Group, has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti AIRTEL is Asias leading integrated telecom services
provider with operations in India and Sri Lanka. Bharti AIRTEL has been at the forefront of the
telecom revolution and has transformed the sect
Awards and Recognitions
For the Year 2008 2009
Voted Indias most innovative company in a survey conducted by The Wall Street Journal in
2008
Winner of the Gallup Great Workplace Award- Gallup Consulting, 2008 2nd Most Trusted
Service Brand - Annual
Economic Times-Brand Equity, Most Trusted Brands survey 2008 Best Content Service
Award for its Farmer Information Dissemination Platform for Bharti
AIRTELs joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications
Awards 2008
12
Competitors
1. Reliance Communication
2. Idea Cellular
3. Tata Communication
4. Tata Teleservice
5. MTNL
6. Spice Communication
7. Tulip Telecom
8. Nu Tek India
9. Goldstone Infra
10. BSNL
13
Title of the Project

Customer
Satisfaction,
Customer
Relationship
Management
and
Competitors Profile at AIRTEL in Bangalore Rural.
Objectives
To assess the service of AIRTEL comparison with other networks.
To know the market share of AIRTEL.
To know the customer relationship management of AIRTEL.
To know the market share of the competitors.
To know the promotional ability and schemes of the competitors.
To know the target market of the competitors.
14
Total Sample Size
500 customers (250 Kolar & 250 Chikabalapur)
200 retailers
Research Design
questionnaire will be used to collect the information from the respondents. The data which was
Title
Study on customer satisfaction and assessment of customer relationship management for
AIRTEL in Kolar district.
Objectives:
15
To assess the service of AIRTEL in comparison with other networks.
Hypotheses of study
Hypotheses 1
H0: less than equal to 70% of the customers are satisfied with the overall service provided by
AIRTEL. (<=70%)
H1: More than 70% of the customers are satisfied with the overall service provided by
AIRTEL. (>70%)
Hypotheses 2
16
H0: At least 80% of AIRTEL customers feel that the approach of the customer care executives
is courteous.
H1: More than 80% of AIRTEL customers feel that the approach of the customer care
executives is courteous.
Source of data
Primary data: This data was collected directly from respondents by personal interview
through questionnaire.
Questionnaire
A structured questionnaire was designed to collect the data from the respondents and then
finally used to collect information from 250 respondents from various areas in kolar district.
SAMPLING
17
SURVEY METHOD
The related data or information was obtained by personal administration through questionnaire
i.e. personal survey.
Questionnaire
Personal interview
Survey area
Kolar District
Sample Unit
Individual AIRTEL users
SAMPLING METHOD
The type of sample method used is Stratified Sampling. The stratas are
Youths
Businessmen
Working executives
18
Sample Size
250
TOOLS AND TECHNIQUES OF DATA COLLECTION
Questionnaire
Personal interview
Sampling Measurement technique
Analysis of questionnaire in SPSS software.
19
Analysis of the Data

In this study the relationship between independent variable and independent variables are
expressed in the form of percentage of the total population and the data is analyzed by using
tabular and graphical representation.
Which mobile connection are you using at present (if you are not using AIRTEL, then go to
question number 16).
Valid
AIRTEL
BSNL
Tata Docomo
Vodafone
Relance
Total
Frequency
118
27
37
26
42
250
Percent
47.2
10.8
14.8
10.4
16.8
100.0
Valid Percent
47.2
10.8
14.8
10.4
16.8
100.0
Cumulative
Percent
47.2
58.0
72.8
83.2
100.0
20
Since when are you using AIRTEL?

Frequency
Valid
Less than or equal to 1 year

More than 1 year and less than 2
years
More than 2 years and less than 5
years
More than 5 years
Total
Percent
Valid Percent
Cumulative Percent
30
25.4
25.4
25.4
27
22.9
22.9
48.3
23
19.5
19.5
67.8
38
32.2
32.2
100.0
118
100.0
100.0
21
What is your opinion about AIRTEL in terms of the following attributes
Network Coverage
Clarity
Customer Care support
Tariffs
Value Added Services
Promotional Schemes
Excellent
48
36
30
28
29
49
Good
32
44
26
32
33
27
Average
10
24
40
41
47
17
Poor
18
6
12
10
5
13
Worst
10
8
10
7
4
12
118
118
118
118
118
118
22
Presently which services of AIRTEL do you avail?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
GPRS
20
16.9
16.9
16.9
Internet
10
8.5
8.5
25.4
Hello Tune
27
22.9
22.9
48.3
2.5
2.5
50.8
58
49.2
49.2
100.0
118
100.0
100.0
Astrology
None of these
Total
23
How do you rate the above services of AIRTEL?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Excellent
44
37.3
37.3
37.3
Good
33
28.0
28.0
65.3
Average
30
25.4
25.4
90.7
Poor
5.9
5.9
96.6
Worst
3.4
3.4
100.0
118
100.0
100.0
Total
24
Which Tariff plan do you prefer the most?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Per minute
47
39.8
39.8
39.8
Pulse rate
33
28.0
28.0
67.8
Per call
38
32.2
32.2
100.0
118
100.0
100.0
Total
25
Are you aware that customer care sevice is charged in AIRTEL? If yes what is the reason?
26
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
48
40.7
40.7
40.7
No
70
59.3
59.3
100.0
118
100.0
100.0
Total
The service of free recorded messages in AIRTEL is:

27
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Excellent
18
15.3
15.3
15.3
Good
22
18.6
18.6
33.9
Niether good nor bad
30
25.4
25.4
59.3
Poor
23
19.5
19.5
78.8
Worst
25
21.2
21.2
100.0
Total
118
100.0
100.0
28
Which recharge option do you prefer more?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Easy Recharge
73
61.9
61.9
61.9
Physical Recharge Card
45
38.1
38.1
100.0
118
100.0
100.0
Total
29
The physical recharge card is easily available?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Strongly Agree
63
53.4
53.4
53.4
Agree
27
22.9
22.9
76.3
No idea
3.4
3.4
79.7
Disagree
5.1
5.1
84.7
18
15.3
15.3
100.0
118
100.0
100.0
Strongly Disagree
Total
30
Which full talk time offer do you prefer more & why?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
22
27
22.9
22.9
22.9
51
53
44.9
44.9
67.8
99
12
10.2
10.2
78.0
222
11
9.3
9.3
87.3
333
15
12.7
12.7
100.0
Total
118
100.0
100.0
Figure 11
31
Are you using AIRTEL as a main contact number? If yes what is the reason?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
73
61.9
61.9
61.9
No
45
38.1
38.1
100.0
118
100.0
100.0
Total
32
What you feel about customer care relationship management in AIRTEL?
Information about new offer

Approach is polite and curtious
Quick in providing Service
Goo
Excellent d
Average Poor
Worst
58
32
12
6
10
57
13
24
18
6
42
27
23
15
11
118
118
118
33
My satisfaction level with the overall service of AIRTEL is:
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Highly Satisfied
53
44.9
44.9
44.9
Satisfied
21
17.8
17.8
62.7
Average
18
15.3
15.3
78.0
Dissatisfied
16
13.6
13.6
91.5
Highly Dissatisfied
10
8.5
8.5
100.0
118
100.0
100.0
Total
34
How likely will you suggest your friends and relatives to take an AIRTEL connection?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Always
40
33.9
33.9
33.9
Some times
23
19.5
19.5
53.4
Very Rarely
37
31.4
31.4
84.7
Never
18
15.3
15.3
100.0
Total
118
100.0
100.0
35
What are the reasons for using other connections?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Network Coverage
12
9.1
9.1
9.1
Tariff
20
15.2
15.2
24.2
Schemes
38
28.8
28.8
53.0
Availibility of Sim
35
26.5
26.5
79.5
Others
27
20.5
20.5
100.0
132
100.0
100.0
Total
36
Title
To conduct study on competitor profile of AIRTEL in Kolar district.
Objective
Source of data
Questionnaire
finally used to collect information from 250 respondents from various areas in kolar district.
SAMPLING
SURVEY METHOD
37
Questionnaire
Telephonic interview
Survey area
Kolar District
Sample Frame
Retailer list obtained from distributors.
Sample Unit
Retailers
SAMPLING METHOD
The type of sample method used is Convenience Sampling Method.
Sample Size
38
100
Questionnaire

39
What defined market are they trying to reach?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Students
38
38.0
38.0
38.0
Business
22
22.0
22.0
60.0
Executives
15
15.0
15.0
75.0
Household
25
25.0
25.0
100.0
100
100.0
100.0
Total
40
Are you aware about PCO facility is provided by AIRTEL in your city at Rs. 2500/- with 2500
talk time?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
67
67.0
67.0
67.0
No
33
33.0
33.0
100.0
100
100.0
100.0
Total
41
Are you interested to buy AIRTEL coin box? If no what is the reason?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
7.0
7.0
7.0
No
93
93.0
93.0
100.0
100
100.0
100.0
Total
42
Do you know AIRTEL is providing per second pulse rate facility in its PCO?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
27
27.0
27.0
27.0
No
73
73.0
73.0
100.0
100
100.0
100.0
Total
43
How wide is the coverage of competitors?
44
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
State wise
67
67.0
67.0
67.0
Zonal wise
13
13.0
13.0
80.0
National wise
20
20.0
20.0
100.0
100
100.0
100.0
Total
45
Is the market saturated?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
77
77.0
77.0
77.0
No
23
23.0
23.0
100.0
100
100.0
100.0
Total
46
What are the core competencies of competitors?
Frequency
Valid
Coverage
Percent
Valid Percent
Cumulative Percent
8.0
8.0
8.0
Price
42
42.0
42.0
50.0
Features
30
30.0
30.0
80.0
Any other
20
20.0
20.0
100.0
100
100.0
100.0
Total
47
In terms of promotional ability how would you rate the competitors?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Very Strong
27
27.0
27.0
27.0
Strong
53
53.0
53.0
80.0
Weak
13
13.0
13.0
93.0
7.0
7.0
100.0
100
100.0
100.0
Very Weak
Total
48
What is the approximate market share of the competitors?
Frequency
Valid
Less than 10%
Percent
Valid Percent
Cumulative Percent
8.0
8.0
8.0
10 %to 25%
12
12.0
12.0
20.0
25% to 50%
45
45.0
45.0
65.0
More than 50%
35
35.0
35.0
100.0
100
100.0
100.0
Total
49
Which of these internet packs offered by AIRTEL are preferred by the customers?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
PRC 10
23
23.0
23.0
23.0
PRC 19
47
47.0
47.0
70.0
PRC 26
13
13.0
13.0
83.0
PRC 98
17
17.0
17.0
100.0
100
100.0
100.0
Total
50
Research Design
questionnaire will be used to collect the information from the respondents. The data which is
Title
Study on customer satisfaction and assessment of customer relationship management for
AIRTEL in Chikabalapur district.
51
Objectives:
To assess the service of AIRTEL in comparison with other networks.
Hypotheses of study
Hypotheses 1
H0: less than equal to 70% of the customers are satisfied with the overall service provided by
AIRTEL. (<=70%)
H1: More than 70% of the customers are satisfied with the overall service provided by
AIRTEL. (>70%)
Hypotheses 2
H0: At least 80% of AIRTEL customers feel that the approach of the customer care executives
is courteous.
52
H1: More than 80% of AIRTEL customers feel that the approach of the customer care
executives is courteous.
Source of data
Questionnaire
finally used to collect information from 250 respondents from various areas in Chikabalapur
district.
SAMPLING
SURVEY METHOD
The related data or information was obtained by personal administration through questionnaire
i.e. personal survey.
Questionnaire
Personal interview
Survey area
Chikabalapur District
53
Sample Unit
Individual AIRTEL users
SAMPLING METHOD
The type of sample method used is Stratified Sampling. The Stratas are
Youths
Businessmen
Working executives
Sample Size
250
Questionnaire
Personal interview

54

Which mobile connection are you using at present?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
AIRTEL
95
38.0
38.0
38.0
BSNL
35
14.0
14.0
52.0
Tata Docomo
45
18.0
18.0
70.0
Vodafone
45
18.0
18.0
88.0
Reliance
30
12.0
12.0
100.0
250
100.0
100.0
Total
55
Since when are you using AIRTEL?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
38
40.0
40.0
40.0
14
14.7
14.7
54.7
30
31.6
31.6
86.3
More than 5 years
13
13.7
13.7
100.0
Total
95
100.0
100.0
More than 1 year and less than 2

years
More than 2 years and less than 5
years
56
What is your opinion about AIRTEL in terms of the following attributes
Network Coverage
Clarity
Customer Care support
Tariffs
Value Added Services
Promotional Schemes
Excellent
33
47
27
21
27
37
Good
27
17
31
18
14
18
Average
21
24
12
37
23
23
Poor
9
5
18
18
21
12
Worst
5
2
7
1
10
5
95
95
95
95
95
95
57
Presently which service of AIRTEL do you avail?
58
Table 4
Frequency
Percent
Valid Percent
Cumulative Percent
GPRS
12
12.6
12.6
12.6
Internet
20
21.1
21.1
33.7
Hello tunes
18
18.9
18.9
52.6
5.3
5.3
57.9
None of these
40
42.1
42.1
100.0
Total
95
100.0
100.0
Astrology
Figure 4
59
How do you rate the above service of the AIRTEL?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Excellent
45
47.4
47.4
47.4
Good
30
31.6
31.6
78.9
Average
12
12.6
12.6
91.6
Poor
5.3
5.3
96.8
Worst
3.2
3.2
100.0
Total
95
100.0
100.0
60
Which tariff plan do you prefer the most?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Per minute
38
40.0
40.0
40.0
Pulse rate
45
47.4
47.4
87.4
Per call
12
12.6
12.6
100.0
Total
95
100.0
100.0
61
Are you aware that customer care services is charged in AIRTEL? If yes what is your opinion?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
33
34.7
34.7
34.7
No
62
65.3
65.3
100.0
Total
95
100.0
100.0
62
The service of pre recorded message in AIRTEL is:
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Excellent
23
24.2
24.2
24.2
Good
17
17.9
17.9
42.1
Neither good nor bad
30
31.6
31.6
73.7
Poor
20
21.1
21.1
94.7
Worst
5.3
5.3
100.0
Total
95
100.0
100.0
63
Which recharge option do you prefer more?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Easy recharge
67
70.5
70.5
70.5
Physical recharge card
28
29.5
29.5
100.0
Total
95
100.0
100.0
64
The physical recharge card is easily available?
65
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Strongly Agree
47
49.5
49.5
49.5
Agree
20
21.1
21.1
70.5
No Idea
5.3
5.3
75.8
Disagree
18
18.9
18.9
94.7
5.3
5.3
100.0
95
100.0
100.0
Strongly Disagree
Total
66
Which full talk time offer do you prefer more & Why?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
22
12
12.6
12.6
12.6
51
38
40.0
40.0
52.6
99
8.4
8.4
61.1
222
7.4
7.4
68.4
333
30
31.6
31.6
100.0
Total
95
100.0
100.0
67
Are you using AIRTEL as a main contact number? If yes what is the reason?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
55
57.9
57.9
57.9
No
40
42.1
42.1
100.0
Total
95
100.0
100.0
68
What you feel about customer care relationship management in AIRTEL?
Information about new offer

Approach is polite and curtious
Quick in providing Service
Excellent
Good Average
Poor
Worst
42
21
12
12
8
29
33
21
7
5
37
23
19
8
8
My satisfaction level with the overall service of AIRTEL is:
69
95
95
95
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Highly Satisfied
43
45.3
45.3
45.3
Satisfied
17
17.9
17.9
63.2
Average
25
26.3
26.3
89.5
Dissatisfied
7.4
7.4
96.8
Highly Dissatisfied
3.2
3.2
100.0
95
100.0
100.0
Total
70
How likely will you suggest your friends and relatives to take an AIRTEL Connection?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Always
15
15.8
15.8
15.8
Some times
35
36.8
36.8
52.6
Very Rarely
35
36.8
36.8
89.5
Never
10
10.5
10.5
100.0
Total
95
100.0
100.0
71
What are the reasons for using other connections?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Network Coverage
35
22.6
22.6
22.6
Tariffs
55
35.5
35.5
58.1
Customer care Service
10
6.5
6.5
64.5
Schemes
40
25.8
25.8
90.3
Availibility of Sim
10
6.5
6.5
96.8
3.2
3.2
100.0
155
100.0
100.0
Any Other
Total
72
Title
To conduct study on competitor profile of AIRTEL in Chikabalapur district.
Objectives
Source of data
Primary data: This data has been collected directly from respondents by personal interview
Questionnaire
finally used to collect information from 250 respondents from various areas in chikabalapur
district.
SAMPLING
SURVEY METHOD
73
Questionnaire
Survey area
Chikabalapur District
Sample Frame
Retailer list obtained from distributors.
Sample Unit
Retailers
Sampling Method
The type of sample method used is Convenience Sampling Method.
74
Sample Size
100
Questionnaire

75
What defined market are they trying to reach?
76
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Students
58
58.0
58.0
58.0
Business
15
15.0
15.0
73.0
Executives
12
12.0
12.0
85.0
Household
15
15.0
15.0
100.0
100
100.0
100.0
Total
77
Are you aware about PCO facility is provided by AIRTEL in your city at Rs. 2500 with 2500
talk time?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
65
65.0
65.0
65.0
No
35
35.0
35.0
100.0
100
100.0
100.0
Total
78
Are you interested to buy AIRTEL coin box? If no what is the reason?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
5.0
5.0
5.0
No
95
95.0
95.0
100.0
100
100.0
100.0
Total
79
Do you know AIRTEL is providing per second pulse rate facility in its PCO?
80
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
60
60.0
60.0
60.0
No
40
40.0
40.0
100.0
100
100.0
100.0
Total
81
How wide is the coverage of the competitors?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
State wise
45
45.0
45.0
45.0
Zonal wise
25
25.0
25.0
70.0
National wise
30
30.0
30.0
100.0
100
100.0
100.0
Total
82
Is the market saturated?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Yes
65
65.0
65.0
65.0
No
35
35.0
35.0
100.0
100
100.0
100.0
Total
83
What are the core competencies of the competitors?
84
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Coverage
12
12.0
12.0
12.0
Price
65
65.0
65.0
77.0
Features
13
13.0
13.0
90.0
Others
10
10.0
10.0
100.0
100
100.0
100.0
Total
85
In terms of promotional ability how would you rate the competitiors?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Very Strong
18
18.0
18.0
18.0
Strong
42
42.0
42.0
60.0
Weak
27
27.0
27.0
87.0
Very Weak
13
13.0
13.0
100.0
100
100.0
100.0
Total
86
What is the approximate market share of the competitors?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Less than 10%
12
12.0
12.0
12.0
!0% to 25%
13
13.0
13.0
25.0
25% to 50%
30
30.0
30.0
55.0
More than 50%
45
45.0
45.0
100.0
100
100.0
100.0
Total
87
Which of these internet packs offered by AIRTEL are preferred by the customers?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
PRC 10
27
27.0
27.0
27.0
PRC 19
17
17.0
17.0
44.0
PRC 26
16
16.0
16.0
60.0
PRC 98
40
40.0
40.0
100.0
100
100.0
100.0
Total
88
HYPOTHESES TESTING (KOLAR DISTRICT)

Hypotheses 1.
HO: Less than or equal to 70% of the customers are satisfied with the service provided by
AIRTEL
H1: More than 70% of the customers are satisfied with the service provided by AIRTEL
Respondents = 118
P = 70/118 = 0.61
0.61*(1-0.61)/118-1
0.61*0.39/117
0.2379/117
0.0020
Take root value p^ = 0.044
Critical value = p+Z at 95% *p^
0.7+1.96*0.044
CV = 0.786
89
Ho is accepted
Hypothesis 2.
(A) Ho: Less than or equal to 80% of AIRTEL customers feel that the customer care
executives are giving proper information about new offers

H1: More than 80% of AIRTEL customers feel that the customer care executives are giving
proper information about new offers
Respondents = 118
P =90/118 = 0.76
P^= sqrt p (1-p)/n-1
Sqrt 0.76*(1-0.76)/118-1
P^= 0.064
C.V = 0.8+1.96*0.064=0.94
90
Ho is accepted
(B) H0: Less than or equal to 80% AIRTEL customers feel that the approaches of customer
care executives is courteous

H1: More than 80% AIRTEL customers feel that the approaches of customer care
executives is courteous
P = 90/118 = 0.59
P^= sqrt 0.59*(1-0.59)/118-1
91
P^= 0.044
C.V =0.8+1.96*0.044 = 0.886
Ho is accepted
92
(C) H0: Less than or equal to 80% of the AIRTEL customers feel that customer care
executives are quick in providing service

H1: More than 80% of the AIRTEL customers feel that customer care executives are quick in
providing service
P = 73/118 = 0.61
P^= sqrt 0.61*(1-0.61)/118-1
P^= 0.043
C.V=0.8 +1.96*0.044=0.886
Ho is accepted
93
HYPOTHESES TESTING (CHIKKABALAPUR DISTRICT)
Hypotheses 1.
HO: Less than or equal to 70% of the customers are satisfied with the service provided by
AIRTEL
H1: More than 70% of the customers are satisfied with the service provided by AIRTEL
Respondents = 95
P = 60/95= 0.63
P^ =sqrt 0.63*(1-0.63)/95-1
P^= 0.044
C.V = 0.7+1.96*0.044 = 0.786
94
Ho is accepted
Hypotheses 2.
(A) Ho: Less than or equal to 80% of AIRTEL customers feel that the customer care
executives are giving proper information about new offers

H1: More than 80% of AIRTEL customers feel that the customer care executives are giving
proper information about new offers
P = 63/95 = 0.66
P^ =sqrt 0.66*(1-0.66)/95-1
95
P^= 0.002
C.V = 0.8+1.96*0.002 = 0.886
Ho is accepted
(B) H0: Less than or equal to 80% AIRTEL customers feel that the approaches of customer
care executives is courteous
96
H1: More than 80% AIRTEL customers feel that the approaches of customer care
executives is courteous
P = 62/95 = 0.65
P^= sqrt 0.65*(1-0.65)/95-1
P^ = 0.002
C.V = 0.8+1.96*0.002 = 0.886
Ho is accepted
97
(C) H0: Less than or equal to 80% of the AIRTEL customers feel that customer care
executives are quick in providing service

H1: More than 80% of the AIRTEL customers feel that customer care executives are quick in
providing service
P = 60/95 = 0.63
P^= sqrt 0.63*(1-0.63)/95-1
P^= 0.002
C.V = 0.8+1.96*0.002 = 0.886
Ho is accepted
98
FINDINGS:
1. In this survey it was found that 68% AIRTEL customers feel that network coverage is
excellent
2. Due to low pricing strategy of the competitors 54.8% customers are using other than AIRTEL
connection
3. Most of retailers are not ready buy AIRTEL COIN BOX due to
A. coin jumping
B. one-way calls
C. poor battery
4. 61% of the customers are satisfied with the service provided by AIRTEL; hence further
scope is there for improvement
5. 76% of the customers feel that the customer care executives are giving proper information
6. 59% of the customers feel that approaches of the customer care executives is courteous.
Hence huge scope is there for improvement
7. 85% of the customers are not aware that customer care service is charged in AIRTEL
8. Most of the customer care executives are not capable to give information about internet
facility
9. 67% of customers are preferred full talk time recharges
99
10. 87% of customers are preferred easy recharge option

11. The market share of the competitors is 52.7%
BSNL = 10.8%
Tata Docomo = 14.8%
Vodafone = 10.4%
Reliance =16.8%
Suggestion
1. Increase the promotional activities in rural (Chikatirupati and Masti) places like providing
banners & boards to retailers
2. Improve the service quality of coin box by addressing issues like
A. coin jumping
B. battery problem
C. One way calls
3. Do not charge for the calls made to customer care executives
4. Give proper training to the customer care executives about the internet packages
5. Maintain the low pricing strategy i.e. when competitors introduced per paisa per second
call rates AIRTEL lost its customers.
100
Conclusion
In this survey it was also found that 68% respondents have perception in their mind that the
Network Coverage of the AIRTEL is good as compare to others.
But at present the sales of the AIRTEL shows that the company should maintain the low
pricing strategy.
The market share of the AIRTEL is 47.3%, it shows that still there is a chance to capture the
more market share.
101
BIBLIOGRAPHY
Primary Data collected through survey
Company website, www.airtel.in
Market Research book by TULL & HAWKINS
102
ANNEXURE
Questionnaire For Customers
Dear respondent
I am pleased to introduce myself as a MBA student of IMER. As a part of
my curriculum, I have undertaken a research on A study on customer
satisfaction and retention strategy for AIRTEL service in Bangalore rural.
The information provided by you will be strictly kept confidential and used
for academic purpose only.
103
Thanking in advance.
Date: -
Place:-
1) Which mobile connection are you using at present? (If you are not using
Airtel then go to question no.16?)
a)
b)
c)
d)
e)
Airtel
BSNL
TATA DOCOMO
Vodafone
Reliance
2) Since when are you using Airtel? ( please tick)
a)
b)
c)
d)

More than 1 year & less than 2 years
More than 2 years & less than 5 years
More than 5 years
3)
104
Previously which mobile connection are you using?

_____________________________________
a.
b.
What is your opinion about Airtel in terms of the following attributes?

Excellent
Good
Average
Poor
Worst
Network
Coverage
Clarity
Customer care
support
Tariffs
Value
added
Services
Promotional
Schemes
Billing ( In case
of Post paid)
105
4) Presently which services of Airtel do you avail ?
a.
b.
c.
d.
GPRS
Internet
Hello Tune
Astrology
5) How do you rate the above services of airtel?
a) Excellent b) Good c) Average d) Poor e) Worst
6) Which Tariff plan do you prefer the most ? ( tick any one)
a.
b.
c.
Per minute
Pulse rate
Per call
7) Are you aware that customer care service is charged in Airtel?
a.
b.
Yes
No
106
If yes what is your opinion?

______________________________
______________________________
8) The service of Pre-recorded messages in Airtel is:
a)
Excellent b) Good c)neither good nor bad d)Poor e)Worst
9) Which recharge option do you prefer more?

a)
b)
Easy recharge
Physical recharge card
10) The physical recharge card is easily available
a) Strongly agree
e) Strongly Disagree
b) Agree
c) No idea
d) Disagree
107
1) Which full talk time offer do you prefer more & Why?
22
51
99
222
333
__________________________________________a.
b.
c.
d.
e.
__________________________________________
12) Are you using Airtel as a main contact Number?
Yes
No
If yes what is the reason?
a.
b.
108
13) What you feel about customer care relationship management in Airtel ?
Excellent
Good
Average
Poor
Information
about new offer
Approach
is
polite and genius
Quick
providing
service?
in
14) My satisfaction level with the overall service of Airtel is :
109
a)
Highly satisfied b) Satisfied

Highly dis-satisfied
c)Average d) Dis-satisfied
e)
15) How likely will you suggest your friends and relative to take an Airtel
connection?
a.
b.
c.
d.
Always
Some-times
Very rarely
Never
16) What are the reasons for using other connections? (Rank)
a.
b.
c.
d.
e.
f.
Network Coverage
Tariffs
Customer care service
Schemes
Availability of SIM
Any other ______________________________
Personal Details
110
Name:
Gender:
Age:
Profession:
Contact number:
111
QUESSIONAIRE FOR RETAILERS

Dear respondent
I am pleased to introduce myself as a MBA student of IMER. As a part of my curriculum, I have
undertaken a research on A study on competitors profile for AIRTEL service in Bangalore rural. The
information provided by you will be strictly kept confidential and used for academic purpose only.
Thanking in advance.
1. What defined market are they trying to reach?

a.
b.
c.
d.
Students
Business
Executives
Household.
2. Are you aware about PCO facility is provided by airtel in your city?
a. Yes
b. No
3. Do you know airtel is providing per second pulse rate facility in its PCO?
a. Yes
b. no
4. How wide is the coverage of competitors?
a. State wise
b. Zonal
c. National wide
112
5. Is the market saturated?

a. Yes
b. No
6. What are the core competencies of competitors?
a.
b.
c.
d.
Coverage
Price
Features
Any others specify _________________
7. In terms of promotional ability how would you rate the competitors?

a.
b.
c.
d.
Very strong
Strong
Weak
Very weak
8. What is the approximate market share of the competitors?

a. Less than 10%
b. 10%-25%
c. 25%-50%
113
d. More than 50%

9. Which of these internet packs offered by airtel are preferred by the customers?
a. Yes
b. No
Retailers Details
1. Name: ____________________________
2. Gender:
a) Male
b) Female
3). Contact Number: ____________________
114
115

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KARNATAK LAW SOCIETYS

INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH

(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)

A Study on Customer Satisfaction, Customer Relationship Management

UNDER THE GUIDANCE OF

Dr. Rajendra Inamdar

Mr. Ranjit Thomas

(Faculty KLS IMER, Belgaum)

(Zonal Sales Manager)

KARNATAK LAW SOCIETYS

(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)

This is to certify that dissertation entitled A Study on Customer

Competitor Profile at AIRTEL in Bangalore Rural is a

completed his Summer in plant Project in partial fulfillment of

Dr. Rajendra M. Inamdar

Rahul Machaknur bearing the University seat

No.MBA09003071 here by declared that A Project Report

management & Competitors profile was carried out by me

Zonal Sales Manager, AIRTEL, Bangalore and Dr. Rajendra

The completion of this in plant Training Report on AIRTEL, Bangalore is

Company Vision & promise

Mission & Vision

telecommunication solution amalgamated with highest quality of Customer Service delivered

Title of the Project

Competitors Profile at AIRTEL in Bangalore Rural.

To assess the service of AIRTEL comparison with other networks.

To know the market share of AIRTEL.

To know the customer relationship management of AIRTEL.

To know the market share of the competitors.

To know the promotional ability and schemes of the competitors.

To know the target market of the competitors.

Total Sample Size

500 customers (250 Kolar & 250 Chikabalapur)

To assess the service of AIRTEL in comparison with other networks.

To know the market share of AIRTEL.

To know the customer relationship management of AIRTEL.

Individual AIRTEL users

TOOLS AND TECHNIQUES OF DATA COLLECTION

Sampling Measurement technique

Analysis of questionnaire in SPSS software.

Analysis of the Data

Since when are you using AIRTEL?

Less than or equal to 1 year

What is your opinion about AIRTEL in terms of the following attributes

Presently which services of AIRTEL do you avail?

How do you rate the above services of AIRTEL?

Which Tariff plan do you prefer the most?

The service of free recorded messages in AIRTEL is:

Niether good nor bad

Which recharge option do you prefer more?

Physical Recharge Card

The physical recharge card is easily available?

What you feel about customer care relationship management in AIRTEL?

Information about new offer

My satisfaction level with the overall service of AIRTEL is:

What are the reasons for using other connections?

To know the market share of the competitors.

To know the promotional ability and schemes of the competitors.

To know the target market of the competitors.

Retailer list obtained from distributors.

The type of sample method used is Convenience Sampling Method.

TOOLS AND TECHNIQUES OF DATA COLLECTION

Sampling Measurement technique