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Project On Customer Satisfaction Towards Mobile Service Providers PDF
Project On Customer Satisfaction Towards Mobile Service Providers PDF
Project Report
On
(08M009)
(Marketing/Finance)
Submitted in Partial Fulfillment of the Requirements for the Award of the Post Graduation
Diploma in Business Management
CERTIFICATE
This is to certify that the thesis entitled Customer Satisfaction on Mobile Service
Provider Networks in IMRB INTERNATIONAL, HYDERABAD, that is being
submitted by Mr. CH.KARTHIK in partial fulfillment of the requirements for the award of
degree of PGDM in MARKETING & FINANCE in Dhruva College of Management is a
bonafied work carried out by him under the guidance and supervision of the undersigned.
The results embodied in this dissertation have not been submitted to any other university or
institution for the award of any degree or diploma.
Date:
Place:
DECLARATION
I hereby declare that the dissertation entitled Customer Satisfaction on Mobile Service
Provider Networks that is being submitted by me in partial fulfillment of the requirements
for the award of the degree of PGDM in FINANCE & MARKETING to Dhruva College
of Management is a record of bonafied work carried out by me.
The results embodied in this dissertation have not been submitted to any other university or
institution for the award of any degree or diploma.
Date:
Place:
Internal supervisor
Examiner (s)
1
2
ACKNOWLEDGEMENT
The authorship of a monograph is usually attributed to one person but a report on the
internship or a project work like this one is a joint affair. I am indebted to all who have
directly and indirectly been of great help to me in doing and writing this project report.
Firstly, I am thankful and express my gratitude to Mr. Srikanth (SUPERVISIOR) who
inspired me and guided me throughout the period of Project Work that enabled me to
successful completion the project.
I am also grateful to Dr. Satya Prasad, Faculty DCM - Hyderabad for his continuous and
deliberate discussion on the topic and indeterminable burden taken by him in helping me
during the project.
I extend my thanks to Dr. S. Pratap Reddy (Chairperson DCM) and for providing all the
necessary facilities in bringing out this project report
Special regard and greatest appreciation is reserved for all the Executives and Employees of
IMRB INTERNATIONAL, Hyderabad whose honest feedbacks, ideas and thoughts helped
me navigate through the most difficult phases of the project work.
Last, but not least I am thankful to my parents who motivated me throughout this project
work, The preparation of this report would not have been an easy task without the help and
support of my parents.
I am pleased to say that the whole report is just the presentation of the facts that have been
found during the projects through different sources and its each sentence is an exact
representation of the information obtained and the analysis thereof.
I hope that I have manifested my sincere attempts to represent all the information and other
things to the best of ability.
CH. Karthik
ABSTRACT
The present study is undertaken to understand the customer satisfaction in mobile service
providers .It is done under the guidance of IMRB
The study was done to find out the customer satisfaction level in mobile service provider
players in the market and to know the customer perception towards other mobile service
providers, this survey was done in twin cities.
The data was processed using computer aided tools such as MS-EXCEL,SPSS frequency
tables were used for analysis ,the study was conducted from June 25th 2009 to July 25th 2009
i.e., for a period of one month in the city of Hyderabad.
ACKNOWLEDGEMENT.....................................................................................................................................3
ABSTRACT............................................................................................................................................................4
INTRODUCTION..................................................................................................................................................6
6
THEORETICAL BACKGROUND OF THE TOPIC..................................................................................................................6
Customer Satisfaction.....................................................................................................................................6
Skills of Marketers...........................................................................................................................................8
Method to Measure Customer Satisfaction.....................................................................................................9
Introduction to Telecom Industry..................................................................................................................10
Market Share of Public and Private Industry...............................................................................................12
The Global Cellular Mobile Industry............................................................................................................13
RESEARCH OBJECTIVES...........................................................................................................................................16
RESEARCH LIMITATION............................................................................................................................................17
MAIN TEXT LITERATURE REVIEW............................................................................................................18
RESEARCH METHODOLOGY........................................................................................................................23
SOURCES OF DATA.................................................................................................................................................23
SAMPLING DESIGN..................................................................................................................................................23
COLLECTION METHOD.............................................................................................................................................24
RESEARCH DEFINITION............................................................................................................................................24
DATA ANALYSIS...............................................................................................................................................25
DATA ANALYSIS AND INTERPRETATION......................................................................................................................25
CONCLUSION.....................................................................................................................................................39
BIBLIOGRAPHY................................................................................................................................................40
Introduction
Theoretical Background of the Topic
Customer Satisfaction
1.1.1 According to Philip Kotler, satisfaction is a persons feelings of pressure or
Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. High satisfaction or
delight creates an emotional affinity with brand.
Variety of factors that affect customer satisfaction includes product quality, product
availability and after sales support such as warranties and services. Customer satisfaction
is seen as a proof of delivering a quality product or service. It is believed that customer
satisfaction brings sales growth, and market share. A company can always increase
customer satisfaction by lowering its price or increasing its services but this may result in
lower profits. Thus the purpose of marketing is to generate customer value profitability.
India is on the threshold of a new millennium. India chose for global economy, exposing
her to winds of change in the market place, which has expanded vastly and become
fiercely competitive. In the changed environment, decision makers view the marketing
concept as the key to success. Marketing in practice has to manage products, pricing,
promotion and distribution.
customers and for managing customer relationships in ways that benefit the organization
and its stakeholders".
The two major factors of marketing are the recruitment of new customers (acquisition)
and the retention and expansion of relationships with existing customers (base
management). Marketing methods are informed by many of the social, particularly
psychology, sociology, and economics. Anthropology is also a small, but growing,
influence. Market research underpins these activities. Through advertising, it is also
related to many of the creative arts.
For a marketing plan to be successful, the mix of the four "Ps"1 i.e. product, price, place,
promotion must reflect the wants and desires of the consumers in the target market.
Trying to convince a market segment to buy something they don't want is extremely
expensive and seldom successful. Marketers depend on marketing research, both formal
and informal, to determine what consumers want and what they are willing to pay for.
Marketers hope that this process will give them a sustainable competitive advantage.
Marketing management is the practical application of this process. The offer is also an
important addition to the 4P's theory.
Skills of Marketers
Marketers have 4 main skill sets that they bring to an enterprise:
1) Opportunity Identification: Marketing begins before there is a product to sell.
Many people think marketing is just selling whatever comes out of the manufacturing
plant. It's the job of marketing to decide WHAT comes out of the manufacturing
plant in the first place. Before a business can make money there must be
opportunities for money to be made and it's marketing's job to define what those
opportunities are. Marketers analyze markets, market gaps, trends, products,
competition, and distribution channels to come up with opportunities to make money.
2) Competitive strategy/positioning:
Markets consist of groups of competitors competing for a customer's business. The job of
marketing is to decide how to create a defensible sustainable competitive advantage
against competitors. Marketers conceive strategies, tactics, and business models to make
it hard if not impossible for competition to take away customers from their business.
3) Demand generation/management
It's the job of marketing to create and sustain demand for a company's products.
Marketers manage demand for a company's products by influencing the probability and
frequency of their customer's purchase behavior.
4 ) Sales:
The ultimate goal of marketing is to make money for a business. In most companys
sales is a different discipline and department from marketing. But in order for
salespeople to have any long term success in a company they must be led by marketing.
The better job a company does of identifying opportunities, creating a differential
sustainable competitive advantage, and generating demand for their products the easier it
will be for salespeople to make sales.
10
11
1851
First operational land lines were laid by the government near Calcutta
(seat
of British power)
1881
1883
1923
1932
Merger of ETC and IRT into the Indian Radio and Cable
Communication
Company (IRCC)
1947
1985
1986
Limited
(VSNL)
for
international
12
1997
1999
2000
A large population, low telephony penetration levels, and a rise in consumers' income and
spending owing to strong economic growth have helped make India the fastest-growing
telecom market in the world. The first and largest operator is the state-owned incumbent
BSNL, which is also the 7th largest telecom company in the world in terms of its number of
subscribers. BSNL was created by corporatization. while DTS (Department of
Telecommunication Services), a government unit responsible for provision of telephony
services. Subsequently, after the telecommunication policies were revised to allow private
operators, companies such as Bharti Telecom, TATA Indicom, Vodafone, MTNL, Idea,
Vodafone and BPL have entered the space. Major operators in India. However, rural India
still lacks strong infrastructure.
The total number of telephones in the country crossed the 300 million mark on June 18
2008The overall tele-density has increased to 36.98% in March 2009 .In the wireless
segment, 15.87 million subscribers have been added in March 2009. The total wireless
subscribers (GSM, CDMA & WLL (F)) base is more than 391.76 million now. The wire line
segment subscriber base stood at 38.22 million with a decline of 0.13 million in October
2008.
13
and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and
the wireless instruments. Mobile phone providers have also come up with GPRS-enabled
multimedia messaging, Internet surfing, and mobile-commerce.The much-awaited 3G mobile
technology is soon going to enter the Indian telecom market. The GSM, CDMA, WLL
service providers are all upgrading them to provide 3G mobile services. Along with
improvement in telecom services, there is also an improvement in manufacturing. In the
beginning, there were only the Siemens handsets in India but now a whole series of new
handsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA phones,
etc. have come up.
Touch screen and advanced technological handsets are gaining popularity. Radio services
have also been incorporated in the mobile handsets, along with other applications like high
storage memory, multimedia applications, multimedia games, MP3 Players, video generators,
Camera's, etc. The value added services provided by the mobile service operators contribute
more than 10% of the total revenue.
Merger synergies
Given the substantial amount of excess capital available in the sector and in private equity we
expect to see additional merger and acquisition activity, albeit at a slower pace than recently
witnessed. Global telecom M&A deals over the past two years have reflected market
expansion but have also had a positive effect on the buyers balance sheets. Partnering
companies have begun realizing their synergies through cost reductions and economies of
scale. In the US, the largest three companies now account for over 70% of the sector market
cap; this compares to 34% in 1990. Trends in bundled services are also paving the way for
additional M&A activity. Sector consolidation will further increase the importance of stock
selection.
Growth
14
While cost-cutting has been a major source of earnings growth, we have seen top-line
pressures decreasing which will help revenues become a larger driver of earnings growth
again. We see growth within the sector coming from a number of areas including: broadband,
3G (third generation) technology, expansion in emerging markets. Broadband penetration has
been accelerating as internet customers are seeking faster downloads for audio and video
files. 3G services, which facilitate the simultaneous transfer of both voice and non-voice (i.e.
video, downloads, SMS, etc.) data are providing mobile users with a much more robust
communication platform and should finally begin to realize their growth potential in 2007.
Emerging market companies benefit from low penetration rates and also tend to have lower
leverage, higher margins and higher growth than most developed markets telecom
companies.
Global opportunities
It has become less difficult to find attractive telecom investment opportunities globally than it
was a year ago. As the fog has lifted from the sector, there are increased opportunities within
both the growth and value spaces.
15
The telecom industry is one of the fastest growing industries in India. India has
nearly200 million telephone lines making it the third largest network in the world
after China and USA.
With a growth rate of 45%, Indian telecom industry has the highest growth rate in
the8world.
Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred
by the growth in demand in countries like India and China.
Indias mobile phone subscriber base is growing at a rate of 82.2%.
China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscribers in Asia Pacific.
Compared to that Indias share in Asia Pacific Mobile Phone market is 6.4%.
Considering the fact that India and China have almost comparable populations, India
slow mobile penetration offers huge scope for growth.
16
almost 90 per cent of revenues from basic services. Private sector services are presently
available in selective urban areas, and collectively account .Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is
dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is
dominated by Reliance and Tata Indicom. Opening up of international and domestic long
distance telephony services are the major growth drivers for cellular industry. Cellular he
tariffs on airtime, which along with rental was the main source of revenue. The reduction in
tariffs for airtime, national long distance, international long distance, and handset prices has
driven demand.
Classification of Telecommunication services
1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)
Research Objectives
Scope of study: scope is limited to Hyderabad and secunderabad region only
Objectives of the study: This project aims at studying the present market scenario.The
major players in the market today are Airtel, Vodafone,Bsnl, Tata indicom ,Reliance,Idea.All
The companies want to capture the market study concerns with evaluating fast developing
area and so all the service providers were taken to measure the satisfaction of customer
17
only research company in India today that offers the entire range of research based services to
its clients.
consumer market research both quantitative and qualitative, industrial market research,
business to business market research, social and rural market research, media research, retail
research, and consumer panels.
This provides specialist research services to its clients in India and overseas on products and
services covering the entire business and industry. IMRB International today, operates out of
its five full service offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore
and is
supported by15 other regional centers for collection of survey information that literally
spanthe entire country.
ABACUS FIELD
Abacus Field handles the field operations for all the business divisions in IMRB. it has a
network of 15 regional offices spread across the country that gives IMRB the capability to
run pan India research projects smoothly &effectively. In research infrastructure in
neighbouring countries. They work with associate companies in Sri Lanka (Lanka Market
Research Bureau) and in the Middle East(Arab Market Research Bureau), and through
affiliates in Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Egypt, Tunisia,
Nepal, Pakistan, Bangladesh and Myanmar.
3.2) DIVISIONS
IMRB has five specialist units to serve the diverse needs of their clients:
Probe Qualitative Research (PQR)
Social and Rural Research Institute (SRI)
Media & Panel Research Group
Customer Satisfaction Management & Measurement (CSMM)
Business & Industrial Research Division (BIRD)
Research Limitation
Limitations of the Study
Carrying the survey was a general learning experience for us but we also faced some
problems, which are listed here:
The market of Telecommunication is too vast and it is not possible to cover each and
every dealer, manufacturer and seller in the available short span of time.
Generally the respondents were busy in their work and were not interested in
responding rightly.
18
Most of the respondents dont want to disclose the information about the various other
companies which they have experienced before.
Some of the respondents were using the service first time of their company and they
were not able to properly differentiate among their product.
Review of Literature
1. Robins (2008) This paper is about marketing the next generation of mobile
telephones. The study is about third generation of cell phone technology, what is
usually known as 3G for short. There are various issues about that new innovative.
One is how to price 3G handsets and services at a level which will enable telephone
operating companies to recoup the high prices they have already paid to governments
for operating licenses. Second the technology is not yet complete, there are no agreed
international standards and companies do not yet know what new services the
technology will prove capable of delivering effectively. All variants of 3G remain
dependent on largely unproven technology. Marketing 3G is going to be about
services which are new and in many cases, yet to be designed. At the same time, it
will involve services which can also be obtained by computer and other means. It
follows that the marketing task will be high risk. First, 3G has no obviously unique
selling proposition to build on except, perhaps, the combination of live video and
easy portability. Second, the potential customers have not yet had adequate
opportunity to signal their service likes and dislikes. Third, the cost and complexity
of service provision leave doubt about the markets reaction to price.
19
2. Debnath (2008) This study explain that the prime focus of the service providers is to
create a loyal customer base by benchmarking their performances and retaining
existing customers in order to benefit from their loyalty. With the commencement of
the economic liberalization in 1991, and with a view to expand and improve telecom
infrastructure through the participation of the private sector, the Government of India
permitted foreign companies holding 51 percent equity stake in joint ventures to
manufacture telecom equipment in India. The Indian Government has announced a
new policy, which allows private firms to provide basic telephone services. There
had been a monopoly of the state-owned department of telecommunications.
However, several companies are expected to benefit from the policy change.
3. Bhatt (2008), in his study titled A Study of Mobile Phone Usage Among the Post
4. Jha (2008), in his study analyzed that it is the youth which is the real growth driver of
the telecom industry in India. Considering this fact, the paper is an attempt to give a
snapshot of how frequently young people use their mobile phones for several
embodied functions of the cell phones. Data was collected from a sample of 208
mobile phone owners, aged between 20 and 29. The study sheds light on how
gender, monthly voucher amount and years of owning mobile phones influence the
usage pattern of this device. Findings of the study would be helpful for the telecom
service providers and handset manufacturers to formulate a marketing strategy for
different market segments.
20
5. Kalavani (2006) in their study analyzed that majority of the respondents have given
favourable opinion towards the services but some problems exist that deserve the
attention of the service providers. They need to bridge the gap between the services
promised and services offered. The overall customers attitude towards cell phone
services is that they are satisfied with the existing services but still they want more
services to be provided.
6. Kumar (2008), in their study titled Customer Satisfaction and Discontentment vis-a-
vis BSNL Landline Service: A Study analyzed that at present, services marketing
plays a major role in the national economy. In the service sector, telecom industry is
the most active and attractive. Though the telecom industry is growing rapidly,
India's telecom density is less than the world's average telecom density as most of
India's market is yet to be covered. This attracts private operators to enter into the
Indian telecom industry, which makes the Bharat Sanchar Nigam Limited (BSNL)
more alert to run its business and survive in the market.
7. Seth et al (2008), in their study titled Managing the Customer Perceived Service
21
Industry: Case of Mobile VAS in India analyzed that Mobile Value Added Services
(VAS) is a rising star in the fast growing wireless business. In the paper, attempt is
made at understanding the strategic dynamics of the evolving environment within
which the Indian players are operating, the challenges and structure of the same. Our
literature and industry review indicates that - while the value chain of industry is
complicated yet one can observe the bipolar nature of bargaining powers between
mobile network operators and content aggregators.
analyzed that in recent years the European telecommunications market has witnessed
major developments, with rapid expansion in access to telecommunications networks
and a surge in the number of available services and applications. While many factors
have contributed to the transformation of the telecommunications industry,
competition has played a key role in driving telecom players to invest in new
technologies, to innovate and to offer new services.
10. Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies of
22
12. Chris (2003) has analyzed Telecom advertising in print media. This research
attempted to investigate why Telecom theme are used in advertisement, and the
motives that lead companies and advertisers to use sport celebrities and sport concept
in advertisements. From study it has been revealed that the appearance of sport
celebrities in advertising endorsement occurred more often in Telecom magazines
than in other magazines, because their target group is more acquainted with athletes.
The sport celebrities that dominated each printed media are related with their target
group characteristics.
23
Research Methodology
Sources of Data
SOURCES OF DATA
The study undertaken there to be mainly based on the primary data i.e. structured
questionnaire is designed. The study also contains secondary data i.e. data from authenticated
websites and journals for the latest updates just to gain an insight for the views of various
experts.
METHODOLOGY & PRESENTATION OF DATA
The data collected is then coded in the tables to make the things presentable and more
effective. The results are shown by tables which will help me out in easy and effective
presentation and hence results are being obtained.
TOOLS AND TECHNIQUES USED FOR ANALYSIS
In this study the technique used for interpreting the results is CHI SQUARE test. It is used as
because sample size is 100.
Sampling Design
RESEARCH DESIGN
The design for this study is Exploratory and Random sampling
24
Collection Method
DATA COLLECTION
The data is collected randomly irrespective of the category of the people in the form of
questionnaire and the sample size is 100 respondents. Because it is a pilot study and due to
time constraint the sample size is small.
Research Definition
The word research is derived from the Latin word meaning to know. It is a systematic and a
replicable process, which identifies and defines problems, within specified boundaries. It
employs well-designed method to collect the data and analyses the results. It disseminates the
findings to contribute to generalize able knowledge. The main characteristics of research
presented below are:
Systematic problem solving which identifies variables and tests relationships between
them,
Collecting, organizing and evaluating data.
Logical, so procedures can be duplicated or understood by others
Empirical, so decisions are based on data collected
Reductive, so it investigates a small sample which can be generalized to a larger
population
Replicable, so others may test the findings by repeating it.
Discovering new facts or verify and test old facts.
Developing new scientific tools, concepts and theories, this would facilitate to take
decision.
For the proper analysis of data simple statistical techniques such as percentage were use. It
helps in making more generalization from the data available. The data which will be collected
from a sample of population was assumed to be representing entire population was interest.
Demographic factors likeage, income and educational background was used for the
classification purpose.
25
Data Analysis
Data Analysis and Interpretation
Customer satisifaction: Gap b/w Consumer Expectations and Companies Performance
of Telecommunication
Particular
No. of respondents
AIRTEL
40
VODAFONE
32
IDEA
16
BSNL
12
26
Interpretation: - As the area of the study is in Hyderabad and Secunderabad, where the
market leader is Airtel. Thats why majority of the questionnaire I got filled by Airtel. Above
data analysis shows that majority of the market that is approximately 50% is covered by two
market leaders Airtel and vodafone. Minor is bsnl.
Particular
No. of respondents
Pre-Paid
84
Post-Paid
16
27
Interpretation: - Above data shows that most of the respondents in the area have pre-paid
connections. And I got only 16% questionnaire filled by post-paid users.
Excellent Good
Avg
Poor
Airtel
7
Vodaphone 5
18
15
10
20
0
0
Idea
Bsnl
06
10
04
03
05
08
1
0
Terribl
e
Not
Sure
28
Interpretation:- From the graphic it depict that Airtel is the most excellent and good service
provider as 19 out 20 responded believes that the service of the company is excellent. Then
vodaphone has also good rate of excellence as 16 out of 18 respondents rated Vodaphone as a
good service provider. But the idea and Bsnl are not under good ratings. 8 respondents of
BSNL and 5 of Idea have rated their service provider as Poor. BSNL is found to be worst
service provider from all above as 12 respondents rate it as a average service provider and 8
as a poor service provider.
Q4:- Rank the following factors which influenced you the most to buy the service of
your choice?
29
H1: -Price factor is not the most influencing factor for the purchase of Telecom service.
H0: - Price factor is the most influencing factor for the purchase of Telecom service.
Brands
Price
Airtel
Network
Service
Brand
Image
16
VAS
Expected
values
25
Vodafone
25
Idea
10
25
Bsnl
22
10
25
6.035
Interpretation of Chi: - As the 95% level of confidence Chi square value 6.035 is more than
the table value 5.991, so the null hypothesis is rejected, it means Price factor is the most
influencing factor for the purchase of Telecom service.
Interpretation:- Above data analysis shows that Airtel is being preferred because of its best
network service and Brand image as well. Where Vodafone is preferred because of its good
pricing strategy, network service, brand image and the most Value Added Services of the
company. And Idea is preferred because of all above factors. Where Bsnl is preferred the
most because of its low price as compare to its competitors and because of its value added
services as well.
Q5- Rank the following VAS which attracted you the most to buy or retain the mobile
service:
Particular
Airtel
Vodafone Idea
Bsnl
30
SMS Pack
16
Concession 3
Call Rates
15
11
Internet
Service
Full Talk
Time
Interpretation: - Above data analysis shows that Airtel is being preferred because of its
internet service. And vodaphone because of its Concession calls rates and full talk time VAS.
Where Idea the most because of its Concession Call Rates and SMS pack. But BSNL because
of its SMS pack mainly and then concession rates also.
Q6:- How long have you used the service of that company?
31
Brands
>1 Month
Airtel
1-6 Month
< 3 Year
13
Vodafone
11
13
Idea
Bsnl
Interpretation:- Above table analysis depicts that most of the users are using their telecom
service from last one year. Some of the users are also using it from last 3 year, where
majority of the users are BSNL connection holders. Most of the users of the Vodaphone are
using it from last 6 months. Very few respondents are a new users of their services that let
our study not vague.
Q7:- Overall, how satisfied are you, with network service of your company?
Brands
Very
Satisfied
Satisfied
Neutral
Dissatisfy
Very
Dissatisfy
32
Airtel
23
Vodafone
18
Idea
13
Bsnl
14
Interpretation: - Above table data analysis shows that the satisfaction rate of network
service is leaded by Airtel as not a single user of service is neutral or dissatisfy. And
vodaphone network service satisfaction rate is also good. And it can be also found that BSNL
network service is not good as compare to others competitors as 14 respondents are found to
be not satisfied with the company network service.
Q8:- How would you rate the service's value for money?
33
Brands
Excellent
Good
Fair
Airtel
24
Vodafone
20
Idea
10
Bsnl
14
Poor
Not Sure
Interpretation: - Above data and chart analysis depicts that BSNL has the highest rating of
Value for /money as 33 persons out 34 has rated it as a excellent and good service provider.
Then Idea Company is following Bsnl as a best service provider for value for money. Other
two players Airtel and Voda has similar performance approximately. Both has been rated
good and excellent, where good has been rated more as compare to other options.
Q9:- What kind of problems occurs the most for which you need to contact customer
care/service department of your service provider?
H0: - People do not contact customer care mostly for activation and deactivation of the
service
34
H1: - People contact customer care mostly for activation and deactivation of the service
Brands
Billing
Related
Activation/
Deactivation
Informatio
n of VASs
Airtel
10
25
18
25
12
25
11
13
25
Vodafone
Idea
Bsnl
9.351
Network
Problem
Expected
values
Interpretation of Chi:- As the 95% level of confidence Chi square value 9.351 is more than
the table value 7.815, so the null hypothesis is rejected, it means People contact customer
care mostly for activation and deactivation of the service.
Interpretation: - From the above data analysis it has been found that most of the users of
telecommunication contact to their customers care for activation and deactivation of various
services. Then they also contact for information about various value added services provider
by companies like validity, call rates, sms pack, caller tones etc. Network service has been
found a problem of mainly BSNL users and to some extent of Idea users as well.
Q10:- In thinking about your most recent experience with that company, how much
satisfied are you with the customer care service?
H0: - Airtel is not the best service provider of customer care service.
H1: - Airtel is the best service provider of customer care service.
Brands
Very
Satisfied
Neutral
Dissatisfy
Very
35
Satisfied
Airtel
14
Dissatisfy
6
Vodaphone 3
12
Idea
11
22
Bsnl
11.143
Interpretation of Chi:- As the 95% level of confidence Chi square value 11.143 is more
than the table value 9.488, so the null hypothesis is rejected, it means Airtel is the best service
provider of customer care service in the industry..
Interpretation:- From the above data interpretation we can conclude that Airtel is the best
service provider of customer care service. As it has been also found in some of the article that
Airtel is expending more on its customer care service as compare to other competitors in the
market. The Vodaphone service is also satisfactory as most of the users has rated it as
satisfied service provider. But Bsnl is to be found as a not satisfactory service provider. Most
of the users said that they have not talk to their customer care service provider even for a
single time.
Q11:- How satisfied are you with the process of getting your queries resolved?
Brands
Very
Satisfied
Satisfied
Airtel
12
17
Vodafone
12
Idea
1
3
Bsnl
Neutral
Dissatisfy
Very
Dissatisfy
19
36
Interpretation: - From above data analysis we can say that most of the users, who are
satisfied with their customer care service, are also satisfied with the process of getting their
queries resolved. Airtel again has been rated as the best service provider for getting queries
resolved. Results are similar approximately with the 10-question analysis.
Brands
Strongly
Disagree
Somewhat
Agree
Strongly
Agree
Airtel
13
Vodaphone
14
12
10
12
Idea
Bsnl
20
Somewhat
Disagree
Neutral
37
Interpretation: - Above data analysis shows that most of the users of all companies found
their customer service provider courteous. But the result of BSNL is not good as the users say
that they have not talk to their customer care service provider even for a single time. Some of
them have talk but after a lot of waiting time. So they are found not satisfied and rated this
question also as dissatisfied. So after studying their views with a personal discussion we can
not say that the customer care representatives of BSNL are not courteous.
Brands
Strongly
Disagree
Somewhat
Agree
Strongly
Agree
Airtel
22
Vodaphone
17
10
12
Idea
Bsnl
20
Somewhat
Disagree
Neutral
38
Interpretation: - Above data analysis shows that most of the users of all companies found
their customer service provider knowledgeable. But the result of BSNL is again not good as
the users say that they have not talk to their customer care service provider even for a single
time. Some of them have talk but after a lot of waiting time. So they are found not satisfied
and rated this question also as dissatisfied. So after studying their views with a personal
discussion we can not say that the customer care representatives of BSNL are not
knowledgeable. But one more finding is there in that question that Idea is not perfect in hiring
best personnel for customer care representatives as 8 users are neutral for this question reply.
Q14:- The waiting time for having my questions addressed was satisfactory.
Brands
Strongly
Disagree
Somewhat
Agree
Strongly
Agree
Airtel
23
Vodafone
15
10
12
Idea
Bsnl
20
Somewhat
Disagree
Neutral
39
Interpretation: - Above data analysis shows that most of the users of all companies are
found satisfactory with the waiting time their queries resolved. But the result of BSNL is
again not good as the users say that they have not talk to their customer care service provider
even for a single time. Some of them have talk but after a lot of waiting time. So they are
found not satisfied and rated this question also as dissatisfied and neutral. So after studying
their views with a personal discussion we can not say that the customer care representatives
of BSNL are not able to solve their customer queries in a satisfactory time.
Conclusion
CONCLUSION
As per my belief we have seen that the choice of mobile handset and services can not be
separated came out true because when we tried to find out the customer decision .we
successfully classified customers in to eight group each with some special requirement
service wise and handsets attribute wise. Competition in telecom industry is heating up
its time for Indian telecom players also to align up in the new dynamic business
environment.
Telcom majors should think to launch the product according to the needs of customers to
satisfy them and make them brand loyal as very soon this blue ocean of Indian telecom
scenario will convert into red ocean where the loss of is the gain of other .They should
also think for searching new space or we can say either creating a new blue space to
sustain their growth in long run.
There is more room for data analysis but the rest of the part is beyond the scope of this
project report According to the results, the most important determinant for consumers are
price and sacrifice perception (monetary and non-monetary sacrifice), which in
perception. These are periodical fixed cost, minute or traffic charge and opening cost
when purchasing mobile phone. The results indicate that the minute charge is the most
40
influential factor when a customer assesses to purchase. The second most important factor
is the periodical fixed cost and another factor is the opening cost. These indicate, not
surprisingly, that communication firms need to deeply consider. Also, this indicates that a
lot of effort must be put in the pricing strategy.
Quality of service and the ability to attract and retain customers dictate the success or
failure of next-generation communications service providers. In todays competitive
environment, customers are quick to abandon services that do not meet expectations.
The ease with which customers can switch from their current service to another,
demands that providers deliver the highest possible levels of service quality and
performance. To be successful, communications service providers must deliver
positive customer experiences with rich, value-added services supported by
comprehensive service quality management. To this effect-Mobile services has
experienced the negative attributes of not being customer focused and realizes that
quality is an attribute that creates customer satisfaction profitably. Therefore quality
must be fused with all resources channeled towards their customers
Bibliography
REFERANCES
1. Jallet,
Frederic,
Yield
management,
Dynamic
pricing
and
CRM
in
telecommunications,
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B4
5CF101465D540FD4401AEB9?
contentType=Article&hdAction=lnkhtml&contentId=1747102&history=true>)
[Viewed 13/3/09]
2. Debnath, Roma Mitra, Benchmarking telecommunication service in India, 2008
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B4
5CF101465D540FD4401AEB9?
contentType=Article&hdAction=lnkhtml&contentId=1742535&history=true>)
[Viewed 2/3/09]
3. Robins, Fread, The marketing of 3G, vol 21, no 6, 2008
41
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B4
5CF101465D540FD4401AEB9?
contentType=Article&hdAction=lnkhtml&contentId=854647&history=true>)
[Viewed 2/4/09]
2008
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F07
57A565F9A6CBAC8800F658?
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contentType=Book&hdAction=lnkhtml&contentId=1760544&history=true>)
[Viewed 7/4/09]
9. Bhatt, Andre, A Study of Mobile Phone Usage Among the Post Graduate Students,
2008
10. Chris, Kambitsis, Telecom advertising in print media, 2003
Journal
Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008
Books
Zeithaml, Valarie (2008), Service Marketing, 4th Ed. New Delhi: Tata McGraw Hill
Publishing Company Lmt.
1.6 ANNEXURE
Questionnaire
NAME- ___________________
MOBILE MODEL-
AGE- ________
OCCUPATION-_________________
________
43
a) Airtel
b) Vodafone
c) Idea
d) Bsnl
b) Post-paid
b) Good
c) Average
d) Poor
e) Terrible
f) Not Sure
Q4:- Rank the following factors which influenced you to buy the service of your choice?
a)
Price
b)
Network Service
c)
Brand Image
d)
Q5- Rank the following VAS which attracted you the most to buy or retain the mobile
service:
a) SMS pack
c) Internet Service
Excellent --1 2 3 4 5 --
Poor
Q6:- How long have you used the service of that company?
a) Less than one month
b) 1 to 6 months
d) 1 to 3 years
e) Over 3 years
c) 6 months to a year
44
Q7:- Overall, how satisfied are you, with network service of your company?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
Q8:- How would you rate the service's value for money?
a) Excellent
b) Good
c) Fair
d) Poor
d) Not sure
Q9:- What kind of problems occurs the most for which you need to contact customer
care/service department of your service provider? Rank them.
a)
Billing related
b)
Activation/deactivation related
c)
d)
Network problem
Q10:- In thinking about your most recent experience with that company, how much satisfied
are you with the customer care service?
a)
Very satisfied
b)
Satisfied
c)
Neutral
45
d)
Dissatisfied
e)
Very dissatisfied
f)
N/A
Q11:- How satisfied are you with the process of getting your queries resolved?
a)
Very satisfied
b)
Satisfied
c)
Neutral
d)
Dissatisfied
e)
Very dissatisfied
Strongly Disagree
b)
Somewhat Disagree
c)
Neutral
d)
Somewhat Agree
e)
Strongly Agree
Strongly Disagree
b)
Somewhat Disagree
c)
Neutral
d)
Somewhat Agree
e)
Strongly Agree
46
Q14:- The waiting time for having my questions addressed was satisfactory.
a)
Strongly Disagree
b)
Somewhat Disagree
c)
Neutral
d)
Somewhat Agree
e)
Strongly Agree
If you were not totally satisfied with the customer service, will you please describe the
reasons for your dissatisfaction?
-- -
Thank you for spending your precious time on filling in the questionnaire for us!