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A STUDY ON

CUSTOMER SATISFACTION TOWARDS WHATSAPP


WITH REFERENCE TO VISAKHAPATNAM

Submitted in partial fulfillment of the requirements


For the award of the degree of
BACHELORS OF BUSINESS ADMINISTRATION
(BUSINESS ANALYTICS)

Submitted by:
A.MEHER ANUSHA
Regd No. : 1214415104
Under the esteemed guidance of

Mrs.P. SOBHA RANI


Assistant Professor

GITAM INSTITUTE OF MANAGEMENT


GITAM UNIVERSITY
(U/s 3 of UGC Act)
VISAKHAPATNAM
(2015-18)

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DECLARATION

I, the undersigned, hereby declare that, the dissertation entitled A STUDY ON


CUSTOMER SATISFACTION TOWARDS WHATSAPP WITH REFERENCE TO
VISAKHAPATNAM submitted to the requirement for the award of the degree of Bachelor
of Business Administration (Business Analytics) is the record of the original work done by
me, under the guidance of Mrs.P.Sobha Rani, GITAM Institute of Management. The
empirical findings in this report are based on the data collected by me. It was not copied from
any other project.

Date:- A.MEHER ANUSHA


Place:- Regd No. : 1214415104

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CERTIFICATE

This is to certify that the project entitled, A STUDY ON CUSTOMER


SATISFACTION TOWARDS WHATSAPP, VISAKHAPATNAM, is a bonafide work done
by Ms. A.MEHER ANUSHA , REGISTERED NO: 1214415104, and is submitted in partial
fulfillment of the requirements for the degree of Bachelor of Business
Administration(Business Analytics) of GITAM University.

Place: Visakhapatnam Mrs.P.SOBHA RANI


Date: Assistant Professor

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ACKNOWLEDGEMENT

I am thankful to Prof. P.SHEELA, Principal of GITAM institute of management,


GITAM University, Vishakhapatnam, for giving me an opportunity to learn and have a study
on very important topic of management.

I am thankful to Mrs.P.Sobha Rani, project guide who helped me and guided me in


completing this project.

I am immensely thankful to friends and the respondents who have guided me at every
stage in preparing and finishing this project with their valuable suggestions.

A.MEHER ANUSHA
Regd No. : 1214415104

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CONTENT PAGE NUMBERS

Chapter-1:
(i) Introduction 6-8
(ii) Other social messaging apps 9-12

Chapter-2: Methodology- 13-14


i Research Problem 14
ii Need of the study 14
iii Objectives 14
iv Scope of the study 14
v Research Design 14
vi Limitations of the study 14

Chapter-3: Analysis of the data 15-29


Chapter-4: Findings and Observations 30-31
Bibliography 32-33
Annexure 34-38

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CHAPTER I
INTRODUCTION

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INTRODUCTION TO THE STUDY

Customer satisfaction is a term frequently used in marketing. It is a measure of how


products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."

In a competitive marketplace where businesses compete for customers, customer


satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers' expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability.... These
metrics quantify an important dynamic. When a brand has loyal customers, it gains positive
word-of-mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction.


To be able do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than satisfying. For this reason, a
luxury resort, for example, might receive a lower satisfaction rating than a budget motel
even though its facilities and service would be deemed superior in 'absolute' terms."

Customer satisfaction is an ambiguous and abstract concept and the actual


manifestation of the state of satisfaction will vary from person to person and product/service
to product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may

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have and other products against which the customer can compare the organization's products.

A mobile app is a software application (app) designed to run on mobile devices such
as smart phones and tablet computers. Most such devices are sold with several apps bundled
as pre-installed software, such as a web browser, email client, calendar, mapping program,
and an app for buying music or other media or more apps. Some pre-installed apps can be
removed by an ordinary uninstall process, thus leaving more storage space for desired ones.
Where the software does not allow this, some devices can be rooted to eliminate the
undesired apps.

If you go back to the history of the mobile applications, then you can clearly figure
out that a few Java games, a calculator or monthly calendar were all that came under the
category of mobile apps. However, the first smart phone was announced for the general use
by IBM in 1993 that was equipped with the features like calculator, world clock, and calendar
and contact book. The BlackBerry Smartphone released in 2002 was the next major
achievement in the field of mobile application development and it was marked by BlackBerry
Limited, formerly known as Research in Motion Limited (RIM) and integrated with the
innovative concept of wireless email.

On the 3rd day of April 1973, the first mobile phone call was made by Martin Cooper
of Motorola to Dr. Joel S. Engel of Bell Labs.
And, it took two decades of Research and development (R&D) to get first mobile application
for smart phones, and the credit goes to IBM Simon, who introduced the world with the first
mobile apps for smart phones.

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TOPIC RELATED CONCEPTS:-

WhatsApp messenger is a proprietary, cross-platform instant messaging service for


Smart phones without having to pay for SMS. In addition to text messaging, users can send
each other images, video and audio media messages as well as their location using integrated
mapping features. The client software is available for Google Android, BlackBerry OS, and
Apple iOS, selected Nokia Series 40, Symbian, selected Nokia Asha platform,
Microsoft Windows Phone and BlackBerry 10.

WhatsApp Inc., was founded in 2009 by Brian Acton and Jan Koum, both former
employees of Yahoo. After Koum and Acton left Yahoo! in September 2007, the duo traveled
to South America as a break from work. At one point they applied for jobs at Face book but
were rejected. For the rest of the following years Koum relied on his $400,000 savings from
Yahoo. In January 2009, after purchasing an iPhone and realizing that the seven-month-
old App Store was about to spawn a whole new industry of apps, he started visiting his friend
Alex Fishman in West San Jose where the three would discuss ".

Having statuses next to individual names of the people," but this was not possible
without an iPhone developer, so Fishman introduced Koum to Igor Solomennikov, a
developer in Russia that he had found on RentACoder.com. Koum almost immediately chose
the name "WhatsApp" because it sounded like "what's up", and a week later on his birthday,
on February 24, 2009, he incorporated WhatsApp Inc. in California. However, early
WhatsApp kept crashing or getting stuck and at a particular point, Koum felt like giving up
and looking for a new job, upon which Acton encouraged him to wait for a "few more
months".

The application eventually launched in November 2009 exclusively on the App Store
for the iPhone. In January 2010, support for BlackBerry smart phones was added, and
subsequently for Symbian OS in May 2010 and for Android OS in August 2010. In August
2011 a beta for Nokia's non-smart phone OS Series 40was added. A month later support
for Windows Phone was added, followed by BlackBerry 10 in March 2013.
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WhatsApp was switched from a free to paid service to avoid growing too fast, mainly
because the primary cost was sending verification texts to users. In December 2009
WhatsApp for the iPhone was updated to send photos. By early 2011, WhatsApp was in the
top 20 of all apps in Apple's U.S. App Store.

In August 2014, WhatsApp released an update to its Android app, adding support
for Android Wear smart watches.

On January 21, 2015, WhatsApp launched WhatsApp Web, a web client which can be
used through a web browser by syncing with the mobile device's connection.

On February 26, 2016, WhatsApp announced they would cease support for
BlackBerry by the end of 2016.

In May 2011, a security hole was reported which left WhatsApp user accounts open
for session hijacking and packet analysis. WhatsApp communications were not encrypted,
and data was sent and received in plaintext, meaning messages could easily be read if packet
traces were available.

In May 2012 security researchers noticed that new updates of WhatsApp no longer
sent messages as plaintext, but the cryptographic method implemented was subsequently
described as "broken". In August 2012 the WhatsApp support staff said that messages were
encrypted in the "latest version" of the WhatsApp software for iOS and Android (but not
BlackBerry, Windows Phone, and Symbian), without specifying the cryptographic method.

In February 2014, the public authority for data privacy of the German state
of Schleswig-Holstein advised against using WhatsApp, as the service lacked privacy
protection such as end-to-end client side encryption technology. WhatsApp started
implementing end-to-end encryption in late 2014 and finished in April 2016.

From April 5, 2016, end-to-end encryption for all users' communications, including
file transfers and voice calls, is supported for users of the latest client, encryption being

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enabled by default.

Competing with a number of Asian-based messaging services (like We Chat (468


million active users), Viber (209 million active users) and LINE (170 million active users),
WhatsApp handled ten billion messages per day in August 2012, growing from two billion in
April 2012, and one billion the previous October. On June 13, 2013, WhatsApp announced
that they had reached their new daily record by processing 27 billion messages.

WhatsApp, a dream come true of talking to a friend sitting oceans apart through
radio-waves, means absolutely free.

This is where WhatsApp walked in to make life easy for Smartphone users. It
leveraged on the increasing popularity of the term, stay connected. Where people wanted
staying in touch with their friends and loved ones for as low a price as possible, WhatsApp
removed the price aspect from it.

OTHER SOCIAL MESSAGINGAPPS:

We Chat:-

We Chat is a Chinese mobile text and voice messaging communication service


developed by Tencent in China, first released in January 2011.

We Chat provides multimedia communication with text messaging, hold-to- talk


voice messaging, broadcast (one-to-many) messaging, photo/video sharing, location
sharing, and contact information exchange.

WhatsApp has improved itself by introducing voice messaging in its latest modified
version, because of the strong competition given by We Chat.

Hike:-
aspect
friends
price and Messenger
Hike loved
fromones
it.is for as low a price
a cross-platform as possible,
instant messagingWhatsApp removed
service for smart phonesthe
that
uses the internet for communication.

Hike is a joint venture between Bharti Enterprises and Softbank.

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In addition to text messaging, users can send each other graphical stickers,
emoticons, images, videos, audios, files, voice messages, contacts and location.

For privacy, Hike uses a 128-bit SSL encryption.

Hike Messenger's new free voice calling feature is meant for Hike-to-Hike calls, and
can be used on 2G, 3G and Wi-Fi networks in over 200 countries.

Face book Messenger:-

Face book Messenger is an instant messaging service and software application which
provides text and voice communication.

Integrated with Face books web-based Chat feature, Messenger lets Face book users
chat with friends both on mobile and on the main website.

Twitter:-
Twitter is an online social networking and micro-blogging service that enables
users to send and read "tweets", which are text messages limited to 140
characters.
Registered users can read and post tweets but unregistered users can only read
them. Users access Twitter through the website interface, SMS, or mobile device
app.
Twitter Inc. is based in San Francisco and has offices in New York City, Boston,
and San Antonio.

Line:-
Line is a Japanese proprietary application for instant messaging on Smartphones
and PCs.
Line users exchange text messages, graphics, video and audio media, and make
free VoIP calls, and hold free audio or video conferences.
Line, launched in Japan in 2011, reached 100 million users within eighteen
months and 200 million users only six months later.

Skype:-

Skype is an application that provides video chat and voice call services. Users
may exchange such digital documents as images, text, video and any others, and
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may transmit both text and video messages.

Skype was founded in 2003 by Janus Friis from Denmark and Niklas Zennstrom
from Sweden. The Skype software was created by the Estonians Ahti Heinla, Priit
Kasesalu, and Jaan Tallinn. The first public beta version was released on 29
August 2003.

CHAPTER-2
METHODOLOGY

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RESEARCH PROBLEM:- Customer Satisfaction towards WhatsApp.

NEED OF STUDY:-

The study of this project will help us to know the usage of WhatsApp messaging application
by various age groups and also the variety of services that are offered by this application and
the level satisfaction among the users.

OBJECTIVES OF THE STUDY:-

To understand the satisfaction level of WhatsApp.


To know customer behavior on WhatsApp.
To know usage of WhatsApp.
To find out key success features of WhatsApp.

SCOPE OF THE STUDY:-

My survey was conducted within Visakhapatnam.


This study can be carried further in various cities of Andhra Pradesh.

RESEARCH DESIGN:-

PRIMARY DATA COLLECTION:-

Primary data was collected from respondents with sample size 100.

SECONDARY DATA COLLECTION:-

Secondary data was collected from the internet and other websites.

SAMPLING SIZE:-100

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SAMPLING METHOD:-Random Sampling.

LIMITATIONS OF THE STUDY:-

Following are some of the limitations I found while doing my research.

I considered Vizag/Gitam region only because of limited time.


Findings of the study are based on the assumption that the respondents have given
correct information.
Respondent bias was one of the major limitations of the research, and there might not
be perfect positive response from all the respondents.

CHAPTER-3
ANALYSIS OF THE DATA

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ANALYSIS OF THE DATA:-

Age * usage of social messaging app among public Cross tabulation


Count
Usage of social messaging app among public
Face book
WhatsApp messenger Skype Total
Age 10-20 21 4 4 29
21-30 45 8 3 56
31-40 8 1 1 10
40 and above 4 0 1 5
Total 78 13 9 100

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INTERPRETATION:-

It has been observed that the highest percentage of usage of social messaging apps for
the age group 21-30 is 56 percent, in which usage of WhatsApp is 45 percent,
Facebook messenger is 8 percent and Skype is 3 percent.
It is also clear that the second highest usage of social messaging apps for the age
group 10-20 is 29 percent, in which usage of WhatsApp is 21 percent, Facebook
messenger is 4 percent and Skype is 4 percent.
The next highest usage of social messaging apps for the age group 31-40 is 10
percent, in which usage of WhatsApp is 8 percent, Facebook messenger is 1 percent
and Skype is 1 percent.
The lowest usage of social messaging apps for the age group 40 and above is 5
percent, in which usage of WhatsApp is 4 percent, Facebook messenger is 0 percent
and Skype is 1 percent.
The overall usage of WhatsApp among public is 78 percent, Facebook messenger is

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13 percent and Skype is 9 percent.

Age * Rating of WhatsApp Cross tabulation


Count
Rating of WhatsApp
Dissatisfied Neutral Satisfied Most satisfied Total
Age 10-20 2 6 17 4 29
21-30 1 19 24 12 56
31-40 0 4 5 1 10
40 and above 0 3 2 0 5
Total 3 32 48 17 100

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INTERPRETATION:-

It has been observed that the highest rating of WhatsApp for the age group 21-30 is 56
percent, in which 24 percent are satisfied, 19 percent are neutral, 12 percent of users
are most satisfied and the 1percent of users is dissatisfied.

The second highest rating of WhatsApp for the age group 10-20 is 29 percent, in
which 17 percent are satisfied, 6 percent are neutral, 4 percent of users are most
satisfied and the 2 percent of users are dissatisfied.

The next highest rating of WhatsApp for the age group 31-40 is 10 percent, in which
5 percent are satisfied, 4percent are neutral, 1 percent of users are most satisfied and 0

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percent of the users is dissatisfied.

The lowest rating of WhatsApp for the age group 40 and above is 5 percent, in which
3 percent are neutral, 2 percent are satisfied, 0 percent of users is dissatisfied, 0
percent of users are most satisfied.

Age * Usage of WhatsApp on an active basis Cross tabulation


Count
Usage of WhatsApp on an active basis
Most of the
All the time time Sometimes Not at all Total
Age 10-20 5 16 5 3 29
21-30 15 23 11 7 56
31-40 2 6 1 1 10
40 and above 1 3 1 0 5
Total 23 48 18 11 100

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INTERPRETATION:-

It has been observed that the highest usage of WhatsApp on an active basis for the age
group 21-30 is 56 percent, in which 23 percent of users use WhatsApp most of the
time, 15 percent use all the time,11 percent use sometimes and 7 percent of users
not at all use.

The second highest usage of WhatsApp on active basis for the age group 10-20 is 29
percent, in which 16 percent of users use most of the time, 5 percent use
sometimes, also 5 percent use all the time, 3 percent not at all use.

The next highest usage of WhatsApp on active basis for the age group 31-40 is 10
percent, in which 6 percent of users use most of the time, 2 percent of users use all

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the time, 1 percent use sometimes, also 1 percent not at all use.

The lowest age group of WhatsApp on active basis for the age group 40 and above is
5percent, in which 3 percent of users use most of the time, 1 percent use all the
time, also 1 percent use sometimes and 0 percent not at all use.

Gender * Rating of WhatsApp Cross tabulation


Count
Rating of WhatsApp
Dissatisfied Neutral Satisfied Most satisfied Total
Gender male 2 17 24 9 52
female 1 15 24 8 48
Total 3 32 48 17 100

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INTERPRETATION:-

It has been observed that the highest rating of WhatsApp for gender male is 52
percent, in which 24 percent of users are satisfied, 17 percent are neutral, 9
percent are most satisfied, 2 percent of users are dissatisfied.

The next highest rating of WhatsApp for gender female is 48 percent, in which 24
percent of users are satisfied, 15 percent are neutral, 8 percent are most
satisfied, 1 percent of users are dissatisfied.

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The overall rating of WhatsApp based on the gender, 48 percent of the users are
satisfied, 32 percent are neutral, 17 percent are most satisfied and only 3
percent is dissatisfied.

Gender * Usage WhatsApp on an active basis Cross tabulation

Count
Usage WhatsApp on an active basis Total
All the time Most of the time Sometimes Not at all
Gender male 15 25 8 4 52
female 8 23 10 7 48
Total 23 48 18 11 100

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INTERPRETATION:-

It has been observed that the usage of WhatsApp on an active basis based on gender is
highest for male by 52 percent, in which 25 percent use WhatsApp most of the time,
15 percent use all the time, 8 percent use sometimes and 4 percent not at all
use.

The next highest usage of WhatsApp on active basis is female by 48 percent, in which
23 percent use WhatsApp most of the time, 10 percent use sometimes, 8 percent
use WhatsApp all the time and 7 percent not at all use.

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48 percent of users in overall use WhatsApp on active basis most of the time based
on gender, 23 percent use all the time, 18 percent use sometimes, 11 percent not
at all use.

Gender * Impressive feature of WhatsApp Cross tabulation


Count
Impressive feature of WhatsApp Total
Ease of
navigation/user
friendly
interface Speed Group Chatting cost
Gender male 19 11 13 9 52
female 17 14 11 6 48
Total 36 25 24 15 100

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INTERPRETATION:-

It has been observed that the impressive feature of WhatsApp based on gender is
highest for male by 52 percent, in which 19 percent of users impressed by ease of
navigation, 13 percent by group chatting, 11 percent by speed and 9 percent
impressed by cost.

The next highest is female by 48 percent, in which 17 percent of users are impressed
by ease of navigation, 14 percent by speed, also 11 percent are impressed by
group chatting and also 6 percent by cost.

The overall features that impressed users is ease of navigation by 36 percent, 25


percent of the users found speed as an impressive feature, 24 percent by group
chatting, 15 percent impressed by cost.

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Age * Impressive feature of WhatsApp Cross tabulation
Count
Impressive feature of WhatsApp Total

Ease of
navigation/use
r friendly Group
interface Speed Chatting Cost
Age 10-20 8 4 10 7 29
21-30 23 18 10 5 56
31-40 3 2 3 2 10
40 and above 2 1 1 1 5
Total 36 25 24 15 100

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INTERPRETATION:-

It has been observed that the impressive features of WhatsApp between the
age group 21-30 is 56 percent, in which 23 percent of users found ease of
navigation as an impressive feature, 18 percent for speed, 10 percent for
group chatting and 5 percent for cost.

Between the age group 10-20, 10 percent of the users are impressed by the
feature group chatting, 8 percent for ease of navigation, 7 percent for
cost and 4 percent for speed.

For the age group 31-40, 3 percent of the users are impressed by the feature
ease of the navigation, also 3 percent for group chatting, 2 percent for
speed and also 2 percent for its cost.

And for the age group 40 and above, 2 percent of the users are impressed by
the feature ease of navigation, 1 percent for its speed, 1 percent for group
chatting and 1 percent for its cost.

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CHAPTER-4
FINDINGS AND OBSERVATIONS

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FINDINGS AND OBSERVATIONS:-

The usage of social messaging app is highest in WhatsApp than Facebook messenger
and Skype.
WhatsApp has been in market for quite some time and is being used by most and
offers functionality like text based messaging and files transfers.
WhatsApp is clearly emerging as an alternate for SMS and MMS messaging.
WhatsApp is mostly popular among youth & working professionals.
Word of mouth is major source of spreading of WhatsApp popularity.
The ease of navigation is considered as the most impressive feature of WhatsApp.
It has been concluded that the rating of WhatsApp is highest for satisfied.
The usage of WhatsApp on active basis is highest for most of the time.

The overall rating of WhatsApp based on gender is highest in male than female.
The majority of users based on gender found ease of navigation as an impressive
feature followed by group chatting.
Ease of navigation is considered as the most impressive feature of WhatsApp.

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BIBLIOGRAPHY

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BIBLIOGRAPHY:-

BOOKS:-

Naresh K. Malhotra, Marketing Research: An Applied Orientation4th Edition.


Prentice Hall, 2004.

Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Marketing
Management A south Indian perspective- 13th edition. Pearson Education, 2009.

WEBSITES:-

https://www.whatsapp.com/

http://www.cxotoday.com/story/is-whatsapp-overtaking-the-sms-soon/

http://nivedithg.blogspot.in/2012/10/wechat-mobile-app-review.html

http://www.statista.com

http://www.frost.com/c/10392/blog/blog-display.do?id=3313452

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ANNEXURE

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CUSTOMER SATISFACTION TOWARDS WHATSAPP

1. Name:-

2. Age:
(a) 10-20
(b) 21-30
(c) 31-40
(d) 40 and Above

3. Gender:-

4. Which social messaging app do you use?

(a) WhatsApp (b) Face book messenger (c) We chat


(d) Twitter (e) Skype (f) others (specify)

5. Do you want to be in touch with the people by using apps?


(a)Yes (b) No

6. What do you prefer more for staying in touch with people on your
phone?
(a)Social messaging apps (b) Voice calls (c) SMS (d) E-mail

7. Do you use WhatsApp on an active basis?


(a) All the time (b) Most of the time (c) Sometimes (d) Not at all

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IF YOUR ANSWER TO QUESTION 4 IS [ALWAYS], [MOST
OF THE TIME], [SOMETIMES] SKIP QUESTION 5

8. Tick the reason(s) why you do not use WhatsApp.


(a)Did not know WhatsApp existed
(b)Not enough friends using the same application
(c)No data plan/lack of easy access to Wi-Fi
(d)Using alternate messenger (Fb, we chat etc.)

9. Have you purchased Smartphone, only because you can use


WhatsApp?
(a) Yes (b) No

10. From which medium you came to know about WhatsApp?


(a) Word of mouth (b) Internet (c) Advertisement (d) Newspaper

11. Which WhatsApp features impresses you?


(a)Ease of navigation/user friendly interface
(b)Speed
(c)Group Chatting
(d)Cost

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12. Which features you would like to suggest in WhatsApp to enhance
its appeal?
(a)Video calling services
(b)Support to PCs to PCs/phone vice versa
(c)Increase group chat participants from 30.
(d)Privacy-who can view and add.
(e) Others (specify)

13. How long do you have the experience of using WhatsApp?


(a) Recently using
(b) 3 to 6 years
(c)More than 6 months
(d)Above 1 year

14. Do you think using WhatsApp can help improve your relationship
with family members and friends?
(a)Yes
(b) No

15. Do you make more spelling errors of English words in your


subjects after using WhatsApp?
(a)Yes
(b) No

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16. Do you depend on WhatsApp for most of your communication
than phone calls?
(a)Yes
(b) No

17. Do you think using WhatsApp harms you?


(a)Yes
(b) No

18. Why do you keep using even though you know its harmful?
(a)Too convenient and user friendly
(b) I can have a feeling of belonging to a social group
(C) I can find friends to express my emotions freely in a quick way
when I feel bored
(d)Others (specify)

19. As a social messaging application, how would you rate whatsapp?


(a) Least satisfied
(b) Dissatisfied
(c) Neutral
(d) Satisfied
(e) Most satisfied

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40
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