You are on page 1of 39

A Research Project Report

On

“Customer Preferences of Broadband/3G Services in Delhi”

A Research Project Report On “Customer Preferences of Broadband/3G Services in Delhi” Delhi Institute of Advanced

Delhi Institute of Advanced Studies Plot No.-6, Sector-25, Rohini New Delhi-110085

Under Supervision of:

Submitted By:

Mrs. Roma Jaitely

Ambesh Govind

(78)

( )

( )

Sudarshan Vats

Shabbir Ahmed

Ashutosh Tiwari (

)

Delhi Institute of Advanced Studies Guru Gobind Singh Indraprastha University New Delhi

ABSTRACT

The study was a questionnaire based descriptive research intended to analyze the customer preferences of the various broadband/3G services offered in the market. The sample was mainly college students and office goers. The study analyzed various factors with respect to the relationship between connectivity, customer care, quality and problems and their impact on the customer preferences of various broadband services. The study also took into account correlation tests and was able to identify strong positive correlation between quality & customer care, quality & connectivity & cost and problems The study went further to undertake linear regression and established a relationship between quality and customer care and quality & connectivity.

INTRODUCTION

World telecom industry is an uprising industry, proceeding towards a goal of achieving two third of the world's telecom connections. Over the past few years information and communications technology has changed in a dramatic manner and as a result of that world telecom industry is going to be a booming industry. Substantial economic growth and mounting population enable the rapid growth of this industry.

The leading telecom companies like Reliance, Vodafone, Verizon etc.are trying to take the advantage of this growth. These companies are working on telecommunication fields like broadband technologies, EDGE(Enhanced Data rates for Global Evolution) technologies, LAN- WAN inter networking, optical networking, voice over Internet protocol, wireless data service etc.

Economical aspect of telecommunication industry: World telecom industry is taking a crucial part of world economy. The total revenue earned from this industry is 3 percent of the gross world products and is aiming at attaining more revenues. One statistical report reveals that approximately 16.9% of the world population has access to the Internet.

Present market scenario of world telecom industry: Over the last couple of years, world telecommunication industry has been consolidating by allowing private organizations the opportunities to run their businesses with this industry. The Government monopolies are now being privatized and consequently competition is developing. Among all, the domestic and small business markets are the hardest.

GLOBAL SCENARIO

Until the 1980s the world telecommunications systems had a simply administrative structure. For instance; The United States telephone service was supplied by a regulated monopoly, American Telephone and Telegraph (AT&T). Telegraph service was provided mainly by the Western

Union Corporation. In almost all other countries both services were the monopolies of government agencies known as PTTs (for Post, Telephone, and Telegraph). In the United States beginning in 1983, AT&T agreed in a court settlement to divest itself of the local operating companies that provided basic telephonic service. They remained regulated local monopolies, grouped together into eight regional companies.

During the same period Great Britain’s national telephone company was sold to private investors as was Japan’s NTT telephone monopoly. For telegraphy and data transmission, Western Union

was joined by other major companies, while many multinational firms formed their own telecommunications services that link offices scattered throughout the world. New technology also brought continuing changes in the providers of telecommunication. Private companies such as Comsat in the United States were organized to provide satellite communication links within the country.

Around the world we are witnessing remarkable changes to the telecoms environment. After years of debate, structural separation is now taking place in many parts of the world including Hong Kong, New Zealand, Singapore and some European markets. Structural separation or at least full-blown operational separation is required to advance the entire industry and to create new business opportunities and innovations which will benefit our society, our economy and ultimately our industry. Structural separation requires an operator to separate its network infrastructure from those units offering services using this infrastructure. Also known as 'ownership unbundling' or 'divestiture', structural separation means that all of the network

elements are placed in a separate legal entity and are under a different ownership.

Structural

separation is regarded as a blunt instrument that may help to ensure fair competition where it

affords greater freedom of choice for consumers in a market otherwise dominated by one operator.

The focus is also shifting away from broadband to what it can actually achieve. Next Generation Telecommunications better describes this new environment and is essential for the emerging digital economy. Important services that depend on NGT include tele health, e-education, e- business, digital media, e-government and environmental applications such as smart utility meters.

In order to meet this burgeoning consumer demand for NGT applications, increasing investment is made in All-IP Next Generation Networks and fiber networks. A proper inventory of national infrastructure assets is required if we want to establish an efficient and economically viable national broadband structure for these services. In the developing markets, next generations telecoms will take the form of wireless NGNs (i.e., LTE/WiMAX).

We are right in the midst of the transition from old communications structures (mainly one-way streets) to new structures that are fully-interactive and video-based.

One of the drivers behind the industry changes are the declining revenues experienced by the telcos in their traditional markets. Over the past 10 years or so, fixed-line operators have been affected by deregulation, a severe industry downturn, declining prices and major inroads by mobile services. In addition, people are drifting to other forms of communication, such as email, online chat, and mobile text messaging instead of the traditional phone.

This has also led to an increased need for bandwidth, which in turn has revived the submarine cable sector. In recent times there have been many cable build-out announcements around the world, and some major systems are again being constructed. Over 25 systems are expected to be built over the next two to three years and network upgrades are also on the agenda for some existing systems.

It is clear that the mobile industry is also undergoing profound changes. The saturated developed markets are forcing the industry to find new revenue streams and we are now seeing other organizations such as media companies, content providers, Internet media companies and private equity companies becoming involved in this market.

For the time being however, voice will remain the killer application for mobile with some data services included as support services and niche market services. 4G (ie, WiMAX/LTE) is the real solution for mobile data and by 2015 it is expected that the majority of mobile revenues will come from data.

With the Internet economy, digital media and other telecommunications activities becoming further established, the need for modern and efficient infrastructure is becoming more critical.

INDIAN OVERVIEW

Today the Indian telecommunications network with over 375 Million subscribers is second largest network in the world after China. India is also the fastest growing telecom market in the world with an addition of 9- 10 million monthly subscribers. The tele-density of the Country has increased from 18% in 2006 to 63% in January 2012, showing a stupendous annual growth of about 50%, one of the highest in any sector of the Indian Economy. The Department of Telecommunications has been able to provide state of the art world-class infrastructure at globally competitive tariffs and reduce the digital divide by extending connectivity to the unconnected areas. India has emerged as a major base for the telecom industry worldwide. Thus Indian telecom sector has come a long way in achieving its dream of providing affordable and effective communication facilities to Indian citizens. As a result common man today has access to this most needed facility. The reform measures coupled with the proactive policies of the Department of Telecommunications have resulted in an unprecedented growth of the telecom sector.

This changing phase was possible with the economic development that followed the process of structuring the economy in the capitalistic pattern. Removal of restrictions on foreign capital

investment and industrial de-licensing resulted in fast growth of this sector. At present the country's telecom industry has achieved a growth rate of 14 per cent.

Till 2000, though cellular phone companies were present, fixed landlines were popular in most parts of the country, with government of India setting up the Telecom Regulatory Authority of India, and measures to allow new players country, the featured products in the segment came in to prominence.

Today the industry offers services such as fixed landlines, WLL, GSM mobiles, CDMA and IP services to customers. Increasing competition among players allowed the prices drastically down by making the mobile facility accessible to the urban middle class population, and to a great extent in the rural areas. Even for small shopkeepers and factory workers a phone connection is not an unreachable luxury. Major players in the sector are BSNL, MTNL, Bharti Teleservices, Hutchison Essar, BPL, Tata, Idea, etc. With the growth of telecom services, telecom equipment and accessories manufacturing has also grown in a big way.

After the mobile revolution, Broadband services are gaining momentum in telecommunication sector. Though India has achieved 80% mobile penetration covering urban and rural places, it is lagging in broadband penetration compared to other countries. In the Globalized competitive environment for a country to take move in the growth path it has to improve its broadband initiatives and encourage the ecosystem to grow further. This has been proved in the case of Japan, Korea and USA. World Bank report says that, we can achieve 1 % GDP growth for every 10 % broadband penetrations; it shows the power of broadband for a particular country

Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th century, the field of telephonic communication has now expanded to make use of advanced technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day by day, both the Public Players and the Private Players are putting in their resources and efforts to improve the telecommunication technology so as to give the maximum to their customers.

RESEARCH OBJECTIVES

1) To make a comparative evaluation of the various broadband and 3G services offered in the marketplace.

2) To make a co relational analysis of the respondent’s responses to find out which variables are related to each other in a significant manner.

3) To apply linear regression on the correlated variables to study the influence of the independent variables on dependent variables.

RESEARCH METHDOLOGY

Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation.

  • 1. Study Design: Descriptive as the study attempts to determine and analyze the various factors

behind customer satisfaction of broadband and 3G Services in Delhi taking into account key

telecom companies namely Tata,Reliance,Airtel,MTNL,MTS,Vodaphone,Idea and AIRCEL

  • 2. Data: Primary

  • 3. Research Instrument: Constructed Questionnaire using 5 point Likert Scale

  • 4. Sample Size: 100

  • 5. Sample Design: Convenience Sampling

  • 6. Data Processing Procedure & Analysis: Analysis portion for each question included:

Calculation of Percentages of frequencies for every question cross-tabulated with which service provider the customer is using to show a comparative evaluation.

Graphic Representation of the respondent’s responses on the bases of the percentages calculated ..

A statistical test named correlation followed by linear regression was used

  • 7. Setting: Delhi and NCR

  • 8. Outline Of Proposed Chapters:

Introduction

Research Methodology

Literature Review

Data Analysis and Interpretation:

Conclusion

Limitations

LITERATURE REVIEW

S

Author/Organization

Title

Journal/Article

Findings

Year Of

N

Publication

o

1

Sudha Singh,D.K.

The forecasting

International

examine the

2010

Singh,M.K.Singh

of 3G Market In

Journal of

factors

and S.K.singh

India based on

Next-

affecting the

revised

Generation

adoption of 3G

technology

Networks

services among

acceptance model

(IJNGN)

Indian people

2

Siriginidi Subba Rao

Internet service providers: an Indian scenario

Online Information Review Vol. 24 Issue: 4, pp.322 – 329

Provide a broad view of the role of an Internet service provider (ISP) in a nascent market of India.

2000

3

Shashi Prabha Singh

The role of technology in the emergence of the information society in India

The Electronic Library, The, Vol. 23(6), pp.678 – 690

Describes the role that technologies in Indian society to educate them formally or informally which is ultimately helping India to emerge as an information society.

2005

4

T h Choudhary

Telecom

IT info, Vol.1

Discusses how

1999

demonopolization:

(3), pp.218 –

Telecom reform, or

why did India get it so wrong

224.

demonopolization, in India has been bungled.

5

Pradip Thomas

Telecom musings:

IT info, Vol.

Describes the

2007

9(2), pp.97 –

contribution made

public service issues in India

107

by telecommunication s in India by the state and civil

       

society to public service,

 

6

J.B. Horrigan

An analysis of the

Telecommunicat

Stated that the

2005

determinants of

ions Policy

intensity of online

internet access

Volume 29,

use is the critical

Issues 9-10,

factor in

October-

understanding the

November 2005:

home broadband

731-755.

adoption decision

7

Randall Stross

Broadband Now! So

New York Times

Advocated that

2009

Why Don’t Some Use It?

(2009)

right to use a fast Internet connection is very important and it is considered as a legal right of the people in some countries

8

Australian

Telecommunications

Australian

Highlights the

2008

Communications & Media Authority (ACMA

Survey; Consumer choice and preference in adopting services.

Communication s & Media Authority, April

changing trends in fixed line, mobile and internet-service

2008

take-up and use.

9

M Anand and R

Customer

Euro Journals

conducted a

2012

Ranganathan

Expectations and

Publishing Inc,

study in which

Preferences Of

Vol.1 (88),

customer

Broadband Services In Bangalore

2012.

preference, expectations and satisfaction of Broadband services were analyzed

10

Jyoti Choudrie &

Analyzing The

DISC,

Brunel

Did an empirical

2012

Yogesh kumar

Factors Of

University,

investigation of the

dwivedi

Uxbridge,

UK,

adoption rates and

Broadband Adoption In The Household

(JULY), 2003.

factors of broadband adoption in a local community (the London Borough of

Hillingdon) in the UK.
Hillingdon) in the
UK.

Sudha Singh,D.K. Singh,M.K.Singh and S.K.singh(2010), examine the factors affecting the adoption of 3G services among Indian people. The study adopts the revised Technology Acceptance Model by adding five antecedents-perceived risks, cost of adoption, perceived service quality, subjective norms, and perceived lack of knowledge. Data have collected from more than 400 school/college/Institution students & employees of various Government/Private sectors using interviews & various convenience sampling procedures and analyzed using MS excel and MATLAB. Result shows that perceived usefulness has the most significant influence on attitude towards using 3G services, which is consistent with prior studies. Of the five antecedents, perceived risk and cost of adoption are found to be significantly influencing attitude towards use. The outcome of this study would be beneficial to private and public telecommunication organizations, various service providers, business community, banking services and people of India. Research findings and suggestions for future research are also discussed

Rao (2000), provide a broad view of the role of an Internet service provider (ISP) in a nascent market of India and includes several key suggestions on improving this market such as building local content, foreknowledge of new Internet technologies, connecting issues, competitiveness, etc. would help in their sustainability. An Internet service provider is examined, along with the factors that should be considered when entering the ISP market. The global Internet scenario is discussed regarding the phases of the Internet in India, i.e. pre and post commercialization. The main players are described: ERNET, NICNET, STPI, VSNL, MTNL, Satyam Infoway and Bharti-BT. The financial and legal implications are highlighted in the Indian context. Many companies entered the nascent ISP business in India due to deregulation. Building local content, foreknowledge of new Internet technologies, connecting issues, competitiveness, etc. would help in their sustainability.

Singh (2005), describes the role that information and communication technologies are playing for Indian society to educate them formally or informally which is ultimately helping India to emerge as an information society. The paper briefly describes the changes that are taking place with the application of ICT to the advantage of the society in different areas including daily life. It briefly describes the various initiatives taken in various states and union territories of India to take advantages of ICT.

T.H. Chowdary (1999) discusses how Telecom reform, or demonopolization, in India has been bungled. Shaped by legislation dating back to the colonial era and post Second World War socialist policies, by the mid-1980s India realized that its poor telecommunications infrastructure and service needed reform. At the heart of the problem lay the monopoly by the government’s Department of Telecommunications (DOT) in equipment, networks and services. The National Telecom Policy 1994 spelt out decent objectives for reform but tragically its implementation was entrusted to the DOT. This created an untenable situation in which the DOT became policymaker, licenser, regulator, operator and also arbitrator in disputes between itself and licensed competitors. He discusses the question: ‘Why did India get it so wrong? and What India should do now?

Thomas (2007), in his article describes the contribution made by telecommunications in India by the state and civil society to public service, this article aims to identify the state’s initial reluctance to recognize telecommunications provision as a basic need as

against the robust tradition of public service aligned to the postal services.

The findings

suggest that public service telecommunication is a relatively “new” concept in the annals of Indian telecommunications and that a de-regulated environment along with the Right to Information movement holds significant hope for making public service telecommunications a real alternative

Horrigan (2005) This paper analyzes the impact of a variety of socio-economic influences on households’ decision to pay for basic Internet access, using a discrete choice framework, and making use of a unique survey of Internet use among American households. Traditional socio-demographic variables are apparent, and the influences of income and education seem to be particularly strong stated that the intensity of online use is the critical factor in understanding the home broadband adoption decision and suggests the intensity of internet use is a function of connection speed and years of online experience.

According to Randall Stross (2009) right to use a fast Internet connection is very important and it is considered as a legal right of the people in some countries. It also stated that, it is possible that new broadband infrastructure might result in greater facilities-based competition in the broadband market, in which case “souped up” broadband might be subject to competitive pressures that result in lower prices for consumers.

Australian Communications & Media Authority (ACMA) highlights the changing trends in fixed line, mobile and internet-service take-up and use. It observed that majority of consumers use their fixed line and mobile as complementary services. the fixed lines are at home for longer calls and mobiles are used outside the home and for calls outside home. It also found that internet consumers see broadband as a substitute or replacement service for dial-up and recognize the benefits broadband provides.

M Anand and R Ranganathan(2012) conducted a study in which customer preference, expectations and satisfaction of Broadband services at Bangalore area were analyzed. Field survey was conducted to elicit the broadband customers’ opinion with regard to their preferences and expectations of broadband services. Findings of the study reveal that improving certain areas of Broadband services not only helps to retain the existing customers but also enhances the overall broadband growth by acquiring more customers and adds value to the economic growth of the country.

Jyoti Choudrie & Yogesh kumar dwivedi (2003) did an empirical investigation of the adoption rates and factors of broadband adoption in a local community (the London Borough of Hillingdon) in the UK. The aim of this research was to identify what are the challenges from the demand side that the Internet Service Providers (ISPs) face when deploying broadband. The study was conducted using a mail survey on a total of 172 household consumers from the London. The results of this research found that broadband adoption in the household is driven by relative advantage such as faster access, utility outcomes, such as the uses of broadband for work purposes, and hedonic outcomes that refers to use of broadband for entertainment purposes. The main factors for the non- adopters were identified to be, high costs and lack of needs.

Question 1)

ANALYSIS

Statistics

Which Service Provider do you use for availing the broadband service?

   

Valid

 

98

 

N

Missing

0

Which Service Provider do you use for availing the broadband service?

 

Frequency

Percent

 

Valid Percent

Cumulative

 

Percent

Valid

AIRCEL

 

10

 

10.2

 

10.2

10.2

Airtel

17

17.3

17.3

27.6

Idea

7

7.1

7.1

34.7

 

MTNL

20

20.4

20.4

55.1

MTS

7

  • 7.1 7.1

62.2

Others

7

  • 7.1 7.1

69.4

Reliance

7

  • 7.1 7.1

76.5

Tata

14

14.3

14.3

90.8

vodafone

9

9.2

9.2

100.0

Total

98

100.0

100.0

MTNL 20 20.4 20.4 55.1 MTS 7 7.1 7.1 62.2 Others 7 7.1 7.1 69.4 Reliance

Majority of the people use MTNL and this is followed by Airtel and Tata. Question 2)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * How was your experience for a particular broadband or 3G service with respect to a particular brand?

88

89.8%

10

10.2%

98

100.0%

Which Service Provider do you use for availing the broadband service? * How was your experience for a particular broadband or 3G service with respect to a particular brand? Cross-tabulation

Count

 

How was your experience for a particular broadband or 3G service with respect to a particular brand?

Total

Very

Good

Average

Poor

Very Poor

999

Good

 

AIRCEL

1

1

 
  • 1 5

0

1

9

Airtel

14

2

  • 1 0

0

0

17

Which Service

Idea

2

2

  • 1 0

0

2

7

MTNL

3

6

  • 7 1

1

1

19

Provider do you use

MTS

0

3

  • 1 1

0

0

5

for availing the broadband service?

Others

2

2

  • 2 1

0

0

7

Reliance

1

0

  • 2 1

2

0

6

Tata

5

2

  • 1 1

1

0

10

vodafone

1

1

  • 2 3

0

1

8

Total

29

19

18

13

4

5

88

As one can see from the above diagram; the experience of Airtel is considered to be

As one can see from the above diagram; the experience of Airtel is considered to be the best and this is followed by that of Tata and to some extent MTNL while AIRCEL, Reliance and Vodafone have been rated poor in their services.

Question 4)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * Which service provider gives the best connectivity?

94

95.9%

4

4.1%

98

100.0%

Which Service Provider do you use for availing the broadband service? * Which service provider gives the best connectivity? Cross-tabulation

Count

 

Which service provider gives the best connectivity ?

Total

Very Good

Good

Average

Poor

Very Poor

AIRCEL

1

3

2

1

2

9

 

Airtel

 
  • 7 4

3

 
  • 2 0

16

Idea

  • 1 4

0

  • 0 0

5

MTNL

  • 2 8

7

  • 3 2

22

Which Service Provider do

MTS

  • 1 1

3

  • 2 0

7

you use for availing the broadband service?

Others

  • 0 3

2

  • 1 1

7

Reliance

  • 2 1

1

  • 1 3

8

Tata

  • 2 8

1

  • 1 2

14

vodafone

  • 0 1

1

  • 3 1

6

Total

16

33

20

14

11

94

Airtel 7 4 3 2 0 16 Idea 1 4 0 0 0 5 MTNL 2

MTNL, Tata, Idea and Airtel compete with each other on the connectivity front.MTS is considered average. Vodafone is given a weak rating.

Question 5)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

 

Which Service Provider do you use for availing the broadband service? * Which service provider provides all the necessary information?

 

92

93.9%

6

6.1%

 

98

 

100.0%

 

Count

Which Service Provider do you use for availing the broadband service? * Which service provider provides all the necessary information? Cross-tabulation

   

Which service provider provides all the necessary information?

 

Total

Very Good

 

Good

Average

Poor

Very Poor

 

AIRCEL

 
  • 2 3

1

   

3

 

0

9

Airtel

  • 3 3

7

2

0

15

Idea

  • 0 2

1

1

0

4

Which Service Provider do

MTNL

  • 3 7

4

5

2

21

you use for availing the

MTS

  • 2 2

3

0

0

7

broadband service?

Others

  • 1 2

4

0

0

7

Reliance

  • 4 3

0

1

0

8

Tata

  • 2 4

4

1

2

13

vodafone

  • 3 1

3

1

0

8

Total

 

20

 

27

27

14

4

92

Almost most of the service providers have been considered to provide all the necessary information. Idea

Almost most of the service providers have been considered to provide all the necessary information. Idea has been given an average rating because there are not many Idea users. Question 6)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * Which service provider handles complaints most efficiently?

93

94.9%

5

5.1%

98

100.0%

Which Service Provider do you use for availing the broadband service? * Which service provider handles complaints most efficiently? Cross-tabulation

Count

 

Which service provider handles complaints most efficiently?

Total

Very Good

Good

Average

Poor

Very Poor

Which Service Provider do you use for availing the broadband service?

Total

AIRCEL

Airtel

Idea

MTNL

MTS

Others

Reliance

Tata

vodafone

15

  • 0 2

  • 4 0

  • 0 2

  • 5 2

  • 0 2

  • 0 2

  • 0 2

  • 4 2

  • 2 1

33

  • 2 1

4

  • 9 2

1

  • 0 1

1

  • 8 3

3

  • 0 1

4

  • 3 1

1

  • 3 1

2

  • 5 1

2

  • 3 0

1

19

15

11

9

16

4

21

7

7

8

14

7

93

Which Service Provider do you use for availing the broadband service? Total AIRCEL Airtel Idea MTNL

Airtel, MTNL & Tata are considered to be handling complaints effectively. MTS, Reliance, Others and Idea have been given weak ratings.

Question 7)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * How do you rate the service provider with respect to monthly cost?

95

96.9%

3

3.1%

98

100.0%

Which Service Provider do you use for availing the broadband service? * How do you rate the service provider with respect to monthly cost? Cross-tabulation

Count

 

How do you rate the service provider with respect to monthly cost?

Total

Very Good

Good

Average

Poor

very poor

 

AIRCEL

 
  • 0 4

 
  • 1 1

4

 

10

Airtel

  • 0 2

  • 5 3

6

16

Idea

  • 0 2

  • 0 0

4

6

Which Service Provider do

MTNL

  • 7 5

  • 5 2

3

22

you use for availing the

MTS

  • 4 2

  • 1 0

0

7

broadband service?

Others

  • 1 4

  • 2 0

0

7

Reliance

  • 1 0

  • 3 2

2

8

Tata

  • 1 0

  • 5 2

4

12

vodafone

  • 0 4

  • 3 0

0

7

Total

14

23

25

23

10

95

With respect to the cheap availability of services, MTNL, MTS & to some extent Vodafone have

With respect to the cheap availability of services, MTNL, MTS & to some extent Vodafone have been given good ratings. Airtel, Tata & Idea have fallen badly as their charges are higher.

Question 8)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * How do you rate the speed consistency of the broadband/3G service provided by the broadband service provider?

81

82.7%

17

17.3%

98

100.0%

Which Service Provider do you use for availing the broadband service? * How do you rate the speed consistency of the broadband/3G service provided by the broadband service provider? Cross-tabulation

Count

 

How do you rate the speed consistency of the broadband/3G service provided by the broadband service provider?

Total

 

Very

Good

Average

Poor

Very poor

 

Good

 

AIRCEL

 

1

 
  • 3 1

 
  • 2 0

7

Airtel

4

  • 4 3

  • 2 2

15

Which Service Provider

Idea

1

  • 1 2

  • 0 0

4

MTNL

3

  • 3 7

  • 3 5

21

do you use for availing

MTS

1

  • 1 0

  • 3 0

5

the broadband

Others

0

  • 2 2

  • 2 0

6

service?

Reliance

1

  • 0 0

  • 2 2

5

Tata

1

  • 4 3

  • 1 2

11

vodafone

1

  • 3 0

  • 2 1

7

Total

13

21

18

17

12

81

Very Good Average Poor Very poor Good AIRCEL 1 3 1 2 0 7 Airtel 4

In the matter of speed consistency; Airtel, Tata, AIRCEL & Vodafone have been given good ratings. while Idea, MTNL,MTS & others have been given poor and average ratings.

Which Service Provider do you use for availing the broadband service? * How do you rate the ease of getting through the right person with respect to the customer care component of the service provider? Cross-tabulation

Count

 

How do you rate the ease of getting through the right person with respect to the customer care component of the service provider?

Total

Very Good

Good

 

Average

Poor

Very Poor

 

AIRCEL

 
  • 1 3

  • 1 1

   

1

7

Airtel

  • 6 0

  • 9 1

0

16

Idea

  • 0 1

  • 2 0

1

4

Which Service Provider do

MTNL

  • 2 8

  • 6 4

2

22

you use for availing the

MTS

  • 1 1

  • 2 1

0

5

broadband service?

Others

  • 1 2

  • 2 1

1

7

Reliance

  • 1 3

  • 2 1

1

8

Tata

  • 1 3

  • 9 1

0

14

vodafone

  • 3 1

  • 2 2

0

8

Total

 

16

 

35

 

22

 

12

6

91

 

Question 9)

Case Processing Summary

 
   

Cases

   

Valid

 

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * How do you rate the ease of getting through the right person with respect to the customer care component of the service provider?

91

 

92.9%

 

7

7.1%

98

 

100.0%

The ease of getting through the right person have been rated as very good for Airtel,

The ease of getting through the right person have been rated as very good for Airtel, good for Tata, MTS, Vodafone and Other services, Average for MTNL,AIRCEL & Reliance and poor for MTNL.

Question 10)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * How do you rate the courtesy & politeness element of the seerivce provider?

90

91.8%

8

8.2%

98

100.0%

Which Service Provider do you use for availing the broadband service? * How do you rate the courtesy & politeness element of the seerivce provider? Cross-tabulation

Count

 

How do you rate the courtesy & politeness element of the seerivce provider?

Total

very Good

Good

Average

Poor

very Poor

 

AIRCEL

1

 
  • 3 4

  • 1 0

 

9

Airtel

6

  • 6 0

  • 2 2

16

Idea

0

  • 1 1

  • 2 0

4

Which Service Provider do

MTNL

4

  • 4 3

  • 8 2

21

you use for availing the

MTS

0

  • 2 2

  • 1 1

6

broadband service?

Others

1

  • 3 1

  • 1 1

7

Reliance

2

  • 2 0

  • 1 2

7

Tata

3

  • 3 2

  • 2 2

12

vodafone

0

  • 1 4

  • 1 2

8

Total

17

25

19

17

12

90

Count How do you rate the courtesy & politeness element of the seerivce provider? Total very

The courtesy element is highest in Airtel & Tata, average in MTNL and poor has been highlighted in Vodafone. Question 11)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * How do you rate the time taken to resolve complaint element of the service provider?

94

95.9%

4

4.1%

98

100.0%

Which Service Provider do you use for availing the broadband service? * How do you rate the time taken to resolve complaint element of the service provider? Cross-tabulation

Count

 

How do you rate the time taken to resolve complaint element of the service provider?

Total

Very Good

Good

Average

Poor

Very Poor

 

AIRCEL

2

2

 
  • 2 4

0

10

Airtel

4

6

  • 2 2

2

16

Idea

0

1

  • 5 0

0

6

Which Service Provider do

MTNL

0

9

  • 7 5

1

22

you use for availing the

MTS

0

2

  • 2 1

1

6

broadband service?

Others

2

5

  • 0 0

0

7

Reliance

1

2

  • 3 0

2

8

Tata

0

5

  • 5 1

1

12

vodafone

1

3

  • 1 2

0

7

Total

10

35

27

15

7

94

The complaint-resolving time is the quickest in case of MTNL, Tata, Others & Airtel and it

The complaint-resolving time is the quickest in case of MTNL, Tata, Others & Airtel and it is mostly average in case of Idea.

Question 12)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * What is you response with respect to the connectivity errors experienced in using broadband/3G service provided by the service provider?

81

82.7%

17

17.3%

98

100.0%

Which Service Provider do you use for availing the broadband service? * What is you response with respect to the connectivity errors experienced in using broadband/3G service provided by the service provider? Cross- tabulation

Count

 

What is you response with respect to the connectivity errors experienced in using broadband/3G service provided by the service provider?

Total

Highly

Satisfied

Neutral

Dissatisfied

Highly

Satisfied

Disatisfied

 

AIRCEL

 

2

 
  • 0 3

 
  • 1 1

7

Airtel

4

  • 4 3

  • 3 1

15

Idea

0

  • 3 1

  • 1 0

5

Which Service Provider

MTNL

4

  • 4 1

  • 5 5

19

do you use for availing

MTS

1

  • 2 0

  • 3 0

6

the broadband service?

Others

0

  • 1 2

  • 1 1

5

Reliance

2

  • 1 2

  • 2 0

7

Tata

2

  • 5 1

  • 1 1

10

vodafone

0

  • 0 2

  • 4 1

7

Total

15

20

15

21

10

81

The connectivity errors are negligible in Tata & Airtel services and there are the highest in

The connectivity errors are negligible in Tata & Airtel services and there are the highest in MTNL, MTS & Vodafone services. Question 13)

 

Case Processing Summary

 
   

Cases

 

Valid

Missing

 

Total

N

Percent

N

Percent

N

Percent

Which Service Provider do you use for availing the broadband service? * How do you rate the quality of service provided by the service provider?

89

90.8%

9

9.2%

98

100.0%

Which Service Provider do you use for availing the broadband service? * How do you rate the quality of service provided by the service provider? Cross-tabulation

Count

 

How do you rate the quality of service provided by the service provider?

Total

very good

Good

Average

Poor

Very Poor

 

AIRCEL

 
  • 0 4

  • 2 0

 

2

8

Airtel

  • 6 2

  • 5 2

1

16

Idea

  • 0 1

  • 2 1

1

5

Which Service Provider do

MTNL

  • 1 4

  • 8 8

1

22

you use for availing the

MTS

  • 0 1

  • 3 1

1

6

broadband service?

Others

  • 1 2

  • 2 0

1

6

Reliance

  • 3 2

  • 1 1

0

7

Tata

  • 3 2

  • 4 2

1

12

vodafone

  • 2 2

  • 1 1

1

7

Total

16

28

20

16

9

89

Which Service Provider do you use for availing the broadband service? * How do you rate

The quality of service is given a major importance in Airtel, Tata and Reliance. The quality suffers in the case of MTNL and it is average in AIRCEL.

Correlation Test

The Pearson Product-Moment Correlation Coefficient (r), or correlation coefficient for short is a measure of the degree of linear relationship between two variables, usually labeled X and Y. While in regression the emphasis is on predicting one variable from the other, in correlation the emphasis is on the degree to which a linear model may describe the relationship between two variables. In regression the interest is directional, one variable is predicted and the other is the predictor; in correlation the interest is non-directional, the relationship is the critical aspect.

The computation of the correlation coefficient is most easily accomplished with the aid of a statistical calculator. The value of r was found on a statistical calculator during the estimation of regression parameters in the last chapter. Although definitional formulas will be given later in this chapter, the reader is encouraged to review the procedure to obtain the correlation coefficient on the calculator at this time.

The correlation coefficient may take on any value between plus and minus one.

The quality of service is given a major importance in Airtel, Tata and Reliance. The quality

The sign of the correlation coefficient (+, -) defines the direction of the relationship, either positive or negative. A positive correlation coefficient means that as the value of one variable increases, the value of the other variable increases; as one decreases the other decreases. A negative correlation coefficient indicates that as one variable increases, the other decreases, and vice-versa.

Taking the absolute value of the correlation coefficient measures the strength of the relationship. A correlation coefficient of r=.50 indicates a stronger degree of linear relationship than one of r=.40. Likewise a correlation coefficient of r=-.50 shows a greater degree of relationship than one of r=.40. Thus a correlation coefficient of zero (r=0.0) indicates the absence of a linear relationship and correlation coefficients of r=+1.0 and r=-1.0 indicate a perfect linear relationship.

In this study the correlation test has been used on 5 variables namely problems:-

Problems(encompasses the variables named connectivity issues, information disclosure, complaint handling, service plans and software installation)

Total cost(includes the variables named cost of instrument, monthly cost, registration cost & additional charges)

Total Quality(consists of the variables named quality of instrument, quality of service & quality of technical support)

Total Connectivity(comprises the variables named signal strength, connectivity errors, limited or no connectivity & server stability)

Total customer Care(contains the variables named ease of finding contact details, ease of getting through the right person, speed of answering phone, advice understandability, complaint handling, courtesy & time taken to resolve complaint)

The test revealed the following information:

Correlations Problems total_ total_ Total_ total_ cost quality customer_care connectivity ** Pearson Correlation 1 .375 .182
Correlations
Problems
total_
total_
Total_
total_
cost
quality
customer_care
connectivity
**
Pearson Correlation
1 .375
.182
-.110
-.014
Problems
Sig. (2-tailed)
.001
.150
.396
.919
N
88
74
64
62 57
Pearson Correlation
.375 **
1
.174
-.029
.151
total_cost
Sig. (2-tailed)
.001
.155
.818
.245
N
74
79
68
66 61
Pearson Correlation
.182
.174
1
.349 **
.364 **
total_quality
Sig. (2-tailed)
.150
.155
.004
.004
N
64 68
69
67 62
Pearson Correlation
-.110
.029
.349 **
1
.267
total_customer_care
Sig. (2-tailed)
.396
.818
.004
.037
N
62 66
67
67
61
Pearson Correlation
-.014
.151
.364 **
.167
1
total_connectivity
Sig. (2-tailed)
.919
.245
.004
.047
N
57 61
62
61
62

**. Correlation is significant at the 0.001 level (2-tailed).

The analysis of the correlation matrix indicates that few of the observed relationships are very

strong.

Before describing the relationships it is important to consider the following information

related to analyzing correlations.

When Pearson’s r is close to 1

This means that there is a strong relationship between your two variables. This means that changes in one variable are strongly correlated with changes in the second variable. In our example, Pearson’s r is 0.985. This number is very close to 1. For this reason, we can conclude that there is a strong relationship between our water and skin variables. However, we cannot make any other conclusions about this relationship, based on this number.

This means that there is a weak relationship between your two variables. This means that changes in one variable are not correlated with changes in the second variable. If our Pearson’s r were 0.01, we could conclude that our variables were not strongly correlated.

When Pearson’s r is positive (+)…

This means that as one variable increases in value, the second variable also increase in value. Similarly, as one variable decreases in value, the second variable also decreases in value. This is called a positive correlation. In our example, our Pearson’s r value of 0.985 was positive. We know this value is positive because SPSS did not put a negative sign in front of it. So, positive is the default.

When Pearson’s r is negative (-)…

This means that as one variable increases in value, the second variable decreases in value. This is called a negative correlation. In our example, our Pearson’s r value of 0.985 was positive. But what if SPSS generated a Pearson’s r value of -0.985? If SPSS generated a negative Pearson’s r value, we could conclude that when the amount of water increases (our first variable), the participant skin elasticity rating (our second variable) decreases.

Sig (2-Tailed) value

You can find this value in the Correlations box. This value will tell you if there is a statistically significant correlation between your two variables.

If the Sig (2-Tailed) value is greater than 05…

You can conclude that there is no statistically significant correlation between your two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in your second variable.

If the Sig (2-Tailed) value is less than or equal to .05…

You can conclude that there is a statistically significant correlations between your two variables. That means, increases or decreases in one variable do significantly relate to increases or decreases in your second variable.

The chart shows the following relationships:-

Correlation is significant at the 0.01 level (2-tailed) between the following variables

Problems & total Cost

Total Quality & Total Customer Care

Total Quality & Total Connectivity

The correlation is positive between total cost and problems & significant at 0.001 p value/asymptotic significance value which is <5 between problems and total cost. This means that high monthly costs, registration charges, cost of instrument creates problems for customers in relation to choosing a particular brand for broadband/3G selection.

The correlation is significant at 0.004 p value between quality & customer care. This means that an increase in customer care through effective training procedures adds to the service quality element that is included in total quality of a broadband/3G service.

The correlation is positive & significant at 0.0004 p value between quality & connectivity as an enhancement in connectivity through reduction in connectivity errors & server up-gradation elements would increase the total quality of the broadband/3G service.

Linear Regression

Regression analysis is the next step up after correlation; it is used when we want to predict the value of a variable based on the value of another variable. In this case, the variable we are using to predict the other variable's value is called the independent variable or sometimes the predictor variable. The variable we are wishing to predict is called the dependent variable or sometimes the outcome variable.

Here the dependent variable chosen is Total Service Quality and the independent variables are customer care and connectivity as these have a strong correlation at accepted levels of significance.

Variables Entered/Removed a

Model

Variables Entered

 

Variables

Method

 

Removed

1

total_connectivity, total_customer_care b

 

.

Enter

  • a. Dependent Variable: total_quality

 
  • b. All requested variables entered.

 

Model Summary b

 

Model

R

R Square

Adjusted R

Std. Error of the

Square

Estimate

1

.453 a

.205

 

.178

 

6.839

  • a. Predictors: (Constant), total_connectivity, total_customer_care

  • b. Dependent Variable: total_quality

The first table of interest is the Model Summary table. This table provides the R and R 2 value. The R value is 0.873, which represents the simple correlation and, therefore, indicates a high degree of correlation. The R 2 value indicates how much of the dependent variable, price, can be explained by the independent variable, income. In this case the R 2 value is 0.205 or 20.5% that means the independent variables of connectivity and customer care have about 20% impact on total quality.

ANOVA a

Model

Sum of Squares

df

Mean Square

F

Sig.

Regression

699.348

2

349.674

7.476

.001 b

Residual

  • 2712.980 58

46.776

Total

  • 3412.328 60

  • a. Dependent Variable: total_quality

  • b. Predictors: (Constant), total_connectivity, total_customer_care

The next table is the ANOVA table. This table indicates that the regression model predicts the outcome variable significantly well. The Sig. column indicates the statistical significance of the regression model that was applied. Here, P < 0.0005 which is less than 0.05 and indicates that, overall, the model applied is significantly good enough in predicting the outcome variable.

The degree of freedom or df for the test is equal to no. of rows minus 1 times the no. of columns-

1,or

(R-1)*(C-1). In
(R-1)*(C-1). In

statistics, the number of

degrees of freedom

is the number of values in the

final calculation of a statistic that are free to vary.

F stands for the f-test that is used in ANOVA (Analysis of Variance test that is used to compare means of more than 2 groups in statistics.) An F test in ANOVA can only tell you if there is a relationship between two variables -- it can't tell you what that relationship is. Mathematically, this means it can only tell you if one of the means of the groups is different from another one. It can't tell you which mean is different.

Coefficients a

Model

Unstandardized Coefficients

Standardized

t

Sig.

Coefficients

 

B

Std. Error

Beta

   

(Constant)

-1.250

2.976

 

-.420

.676

total_customer_care

Slope-0.263

.114

.279

  • 2.298 .025

Slope-0.533

.224

.290

  • 2.383 .020

total_connectivity a. Dependent Variable: total_quality

The Coefficients part of the output gives us the values that we need in order to write the regression equation. The Standardized Beta Coefficients give a measure of the contribution of each variable to the model. A large value indicates that a unit change in this predictor variable has a large effect on the criterion variable.

The beta coefficient refers to the slope of the line, or rather the "rate of change of y with respect to a change in x", assuming your function is

y = a + bx (b = beta)

We usually use a t-test to test if the beta coefficient is significant.

t = b / se(b)

where se(b) = standard error of b

If the t value obtained is greater than the critical value from a t-table (or you can just use 2 as a benchmark), then the beta coefficient is significant, which means that there is a relationship between the variables.

In the above table the t values are 2.298 for total_customer_care and 2.383 for total_connectivity.

The regression equation

will

take

the

form:

Predicted variable (dependent variable) = slope * independent variable + intercept

The slope is how steep the line regression line is. A slope of 0 is a horizontal line, a slope of 1 is a diagonal line from the lower left to the upper right, and a vertical line has an infinite slope. The intercept is where the regression line strikes the Y axis when the independent variable has a value of 0. The predicted variable is the dependent variable given under the boxed table. In this case it is

total quality. The slope is found at the intersection of the line labeled with the independent variables and the column labeled B.

In this example, the slope equals 0.263 for total customer care & 0.533 for total connectivity.

The intercept is found at the intersection of the line labeled (Constant) and the column labeled B. In this example, the intercept is -1.250. Putting it all together, the regression equation is:

Predicted value of "total quality" = 0.263* value of total customer care + (-1.250).

= 0.533 *value of total connectivity + (-1.250).

CONCLUSION

From the above pictorial and tabulated representations of the anaysed data; it had become quite clear that with the advent if liberalization, globalization & privatization new players have entered the market and they in turn have been successful enough in capturing the market share and customers that were earlier loyal or used to the previously existing brands. For instance considering the performance of age old government controlled MTNL with top notch international players like Airtel, Tata, Idea and Vodafone a lot of changes and cut throat competition level can be seen. The telecom industry has witnessed significant growth in subscriber base over the last decade, with increasing network coverage and a competition- induced decline in tariffs acting as catalysts for the growth in subscriber base. The growth story and the potential have also served to attract newer players in the industry, with the result that the intensity of competition has kept increasing. That is the reason why all the related factors associated with both the effective working of the product as well as the service elements have to be considered by every potential competitors in the market.

Companies like Tata, Idea, and Vodafone have started paying attention to customer care, complaint handling and overall service quality apart from technical support, speed consistency, product pricing etc. to enable successful marketing, promotion and acceptance of their products by customers in the market. While existing brands like MTNL, BSNL etc. have fallen behind in the race to become the top 10 telecom players in India. The existing telecom sector is expected to witness up to US$ 56.3 billion investments and the market will cross the US$ 101 billion mark in five years, according to consultancy firm Boston Consulting Group (BCG). BCG India's Partner and Director, Arvind Subramanian said the industry will continue to grow at 12-13 per cent annually. With new players coming in, the intensity of competition in the industry has increased, especially over the last four years. The market share of the telecom companies reflects the fragmented nature of the industry, with as many as 15 players. As of April 30, 2012, Bharti telecom led the market with 19.9 per cent share, Reliance (16.7 per cent), Vodafone (16.4 per cent), Idea (12.4 per cent), BSNL (10.6 per cent), Tata (8.8 per cent), Aircel (6.9 per cent), with the remaining share being held by other smaller operators, according to Telecom Regulatory Authority of India (TRAI) database.

This study attempted to understand the multifarious customer preferences of people on the large no, of broadband and 3G services provided by the telecom players in the market. It was able to understand the service quality with respect to the important issues and factors and tried to understand some of the important ones for each of the 8 significant players that are existing in our market.

LIMITATIONS

There questionnaire of our study was quite lengthy and many people especially students found it difficult to understand how to give the ratings.

Collecting information on all the service providers was also difficult as not many people were aware of all the service providers.

The ratings can be biased for some companies depending on the customer perception and experience.

There were problems experienced in coding the data into SPSS 20.

BIBLIOGRAPHY

Journals:

Singh;Sudha;Singh D;Singh;M & Singh;S- The forecasting of 3G Market In India based on revised technology acceptance model; International Journal of Next-Generation Networks (IJNGN) Vol.2, No.2, June 2010

Siriginidi Subba Rao, (2000) "Internet service providers: an Indian scenario", Online Information Review, Vol. 24 Issue: 4, pp.322 – 329

Shashi Prabha Singh, (2005) "The role of technology in the emergence of the information society in India", Electronic Library, The, Vol. 23 Iss: 6, pp.678 – 690.

T.H. Chowdary, (1999) "Telecom demonopolization: why did India get it so wrong?” IT info, Vol. 1 Iss: 3, pp.218 – 224.

Pradip Thomas, (2007) "Telecom musings: public service issues in India", Emerald Insights, Vol. 9(2), pp.97 – 107

Horrigan, J. B., Anindya Chaudhuri, and Kenneth S. Flamm. "An analysis of the determinants of internet access" Telecommunications Policy Volume 29, Issues 9-10, October-November 2005: 731-755.

Randall Stross, New York Times (2009), Broadband Now! So Why Don’t Some Use It?

Renganathan, R & Anand, M-Customer Expectations and Preferences Of Broadband Services In Bangalore; Euro Journals Publishing Inc,Vol.1,Issue 88,2012.

Choudrie; Jyoti & Yogesh, Kumar; Dwivedi-Analyzing the Factors Of Broadband

Adoption In The Household; DISC, Brunel University, Uxbridge, UK, (JULY), 2003.

Websites: