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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
CHAPTER – ONE
AN OVERVIEW OF TELECOM SECTOR
1.1 INTRODUCTION:
Over the past two decades, India has grown rapidly from, a ―command and control‖
economy, to a ―Market-based‖ economy. India is now closely integrated with the global
economy and is considered as, one of the pillars for the global economic growth. The
process of liberalization started in the mid-1980s and gathered momentum in the 1990s,
with the further opening of the economy and the creation of regulatory institutions to march
toward fully competitive markets. As a result of liberalization, India‘s GDP has been rising
by more than 7 per cent annually in the past decade, compared with 3.5 per cent annually
from 1950 to 1980. The Indian economy maintained a growth rate of more than 5 per cent,
even during the global recession, according to TRAI.
The Telecom sector has been one of the fastest growing service industries in the world.
India started its telecommunication operations in 1851. India‘s 42 Million fixed line
th rd
telephone networks is the 8 largest network in the world and the 3 largest among the
emerging Asian countries. Current Growth in terms of revenue is 13 per cent per annum
and in terms of subscribers 23 per cent per annum.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
The sector was adversely affected by over-capacity and recession during the year 2000.
The situation was further compounded by a few high profile bankruptcies and corporate
scams in 2002. However, the problems were confined to the developed markets of USA
and Europe, and the global telecom market grew at double digit rates, thanks to the robust
growth of developing markets such as China and India. Liberalization of Telecom sector
has moved at a fast clip, during the last 5 years, which witnessed rapid development and
increased investments (both domestic and FDI).With high level of private sector
participation, the industry has registered high growth in the recent past .Growth rate in
subscriber base ( past 5 years) 20 per cent to 25 per cent per annum. The private players
have entered into basic telephone services, i.e. National and International long distance
(NLD) services, in a big way, and the three major players are, Tata, Bharti and Reliance.
Thanks to intense competition, prices for all services have come down during the year
2002, STD / ISD call rates (fixed lines) have been fallen significantly; prices for mobile
services also came down.
In the National Telecom Policy (NTP 1999), the Government of India had envisaged the
provision of provide telecom facility in the rural areas to meet the Universal Service
Obligation (USO) by March 2002. This target has not been achieved; but there have been
substantial additions during the year 2004 -2006. Apart from the public sector i.e. BSNL,
the private sector players in the basic telephony sector, have also been provided with the
specific targets for the Village Public Telephones (VPTs). The target for VPT‘s, for
private players was nearly 98,000 by March.
The telecom sector in India comprises both, private players and public players. Private
players are classified as: Indian company and Foreign Investment Company and Public
players comprise MTNL and BSNL. Chart given below, gives graphical view about the
Indian Telecom Sector Structure.
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Indian
Telecom
Structure
Foreign
Indian
MTNL BSNL Investment
Company
company
Source: D & B Research
The Indian telecom sector is divided into two sectors namely, private sector and public
sector. Over a period of time, number of private players increased over public players.
Public sector comprises MTNL and BSNL; whereas private sector covers Indian
company and foreign investment company.
From all the above definitions, it is cleared that, telecommunication is nothing but
communication with the help of various electronic gadgets. Telecommunication is also
known as ―Electronic Communication‖. An overall telecommunication network consists
of local network, inter-connected by long distance network.
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Table No 1.1
Time Line of Evolution of Telecom Industry
YEAR
EVENT
3. Infrastructure sharing: Public private partnership is another factor for the growth of
this sector.
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
3. Technology and Infrastructure sharing: Two major factors responsible for the
growth of telecommunications industry are, use of modern technology and market
competition. The growth of Indian telecommunication sector is highly driven by
encouraging government policies, emerging new technologies and changing consumer
behavior. Radically reduced call rates and astounding technologies like 3G, Android and
dawn of innovative products like iphone, Galaxy tab, and further developments are
expected in the coming years. One of the products of modern technologies is optical
fibers, which are being used as a medium of data transmission instead of using coaxial or
twisted pair cables.
rd
4. 3G Technology: 3G is short form of 3 generation technology. It is launched in India
on February 2009. 3G technology has advantage over 2G technology. It increases speed
of downloading. 3G network capable of delivering amazing access speeds to keep you
ahead, increasing bandwidth on your mobile to broadband speeds. 3G not only promises
faster web browsing and file downloads but also empowers demanding multimedia
applications such as video conferencing, Voice-over-IP (VoIP), full motion video and
streaming music.
policy framed slowly and gradually.FDI became the source of network expansion; by
fueling fund on time. During the year 2007-2008 total FDI inflow was Rs. 3901 crore. At
present, India is third largest recipient of FDI after finance and IT sector, which attracts
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
20.43 per cent and 15.21 per cent respectively (according to DOT Report on FDI inflow
in Telecom Sector). FDI in telecom sector has been raised from 49 per cent to 100 per
cent in infrastructure projects.
FDI in Telecom sector, 2000 - 2012
From 2007-2008 and 2009 2010 there is increase in FDI in India at high speed. However
between 2010-2011, FDI investment reduced due to the inflation and infrastructure
bottlenecks at domestic level. In 2011-2012, FDI investment increased, which is, still
going on. FDI had solved problem of finance to the certain level.
1.7 EFFECTS OF FDI
6. Inflow of the foreign currency and the technology.
7. Increase in the competition between the local players, which ultimately benefit to
the consumers.
8. Telecom services now available at the subsidized prices.
9. Telecom facilities are available reasonable and affordable price.
10. Technology inflow resulted in improved voice and data quality.
11. Import of telecom instruments at lesser price.
12. It has created positive impact on the many related sectors of the economy.
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Ministry of
Communication
& IT
Source: The Indian Telecom Sector, Legal & Regulatory Framework by Nishith Desai, July 2014.
Telecom Commission: it is the one of the high level government body. The essential
functions of Telecom commission are:
8. Policy formulation, licensing and co ordination of matters relating to telegraphs
telephones, wireless data, fax and other services.
9. Active co-operation with international companies for the matter related to telecom.
10. Encourage research and development in telecom sector.
11. Promotion of private investment in the telecom sector.
12. Prepares budget for the DOT and surveillance its operation.
DOT
The central government has authority to grant license for establishing, maintaining and
working of the telegraph and wireless telegraph equipments. Some of the important
functions of the DOTs are:
12. Issue license.
13. Co-operation with the foreign nation for the matter related to the
telecom (i.e. international Telecomm Union - ITU).
14. Promotion of the private investment.
15. Encourages standardization, research and development in the telecom sector.
TRAI
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
environment, which facilitates fair competition among the telecom players. Only TRAI
has sole authority to take binding decision on the fixation of tariffs.
WPC
WPC was established in the year 1952 and it is a wing of the Dot, which is responsible
for the Frequency Spectrum Management. It performs statutory functions of the central
government. It represents India at the international level. WPC is headed by the Wireless
Advisor to the Government of India. It issue licence to establish, maintain operate
wireless stations. WPC is divided into three functional groups;
13. Licensing and Regulation
14. New Technology Group
15. Standing Advisory Committee on Radio Frequency allocation
17. The National roaming charges are reduced, which further added to the increased
demand for mobile.
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Success Factors
Success
Factor
According to the author, in shall have factors, at least one factor must be met by the
service providers. It is not compulsory to offer all the features. In must have factors it is
obligatory for the service providers to offer all the features in his service.
For every service providers this shall have and must have factors are different. One need
to decide this factor depending on its position in the market and other factors.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Graph 1
Graphical View about Subscriber Base
1200
975
1000 890 929 868 905
800 746.6
600 519.2
341.3
400 228.9
146.4
200 75.1
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Total Number of Wire line Subscriber and Growth Rate from 1981-2011
Wire line subscribers rise from 2.3 million in 1981 to reach its peak at 50.18 million in
2006. Thereafter, it started noting negative growth. End of February 2012, wire line
subscriptions came down to 32.33 million. India started has following the worldwide
trend, where the mobile phone is a substitute to fixed line phone, through competition has
compelled the landline services to become more efficient in terms of quality of services.
The landline network quality has improved and landline connections are now usually
available on demand.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Above diagram depicts that, in first two years 1996-1997 growth rate was phenomenal,
after that it suddenly came down which increase in the year 2003. Again in 2007-20011,
growth rate started reducing. In India 95% cellular services are prepaid and GSM
technology is dominating in India. At the end of the December 2011, GSM based mobile
connection accounted for 87.9%.
Tele-density, March 2001-February 2012
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
In India, the cellular mobile Service Providers are licensed to operate in designated
geographical operating areas, referred to as ‗circles‘. In India, there are 23 circles. These
circles are named as metros, category A, B, C respectively. Circles are designed on the
basis of population of the area.
Table No-1.4
Trends in Mobile Cellular Telephone subscribers and Tele-density in India
Mobile Cellular Telephone subscriptions Mobile Cellular Telephone
subscriptions
Per 100 inhabitant
Year Subscribers Subscribers
2001 6,540,000 00.61
2002 13,000,000 01.19
2003 33,690,000 03.05
2004 52,220,000 04.65
2005 90,140,000 07.91
2006 166,050,000 14.35
2007 233,620,000 19.90
2008 346,890,000 29.13
2009 525,090,000 43.48
2010 752,190,000 61.42
2011 893,862,478 72.00
2012 906620000 79.00
2013 867800000 74.00
2014 904510000 77.00
2015 980810000 79.00
Source: Indian Department of Telecommunication (upto February 2015)
Above table depicts Mobile cellular Telephone subscriptions per 100 inhabitants for a
decade. In the year 2001 there were only 6,540,000 subscribers in number and 0.61% in
absolute terms. Over a period of time there is increase in numbers of subscribers and in
2011 it reached to 893,862,478 subscribers. Increased number shows increase in numbers
of mobile users. As on June 2015 mobile density increased to 79 and wireless subscriber
stood 980.81 million.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
In beginning there were service providers like - Orange, BPL, MTNL, etc. Only few
providers were presented. Establishment of TRAI and encouraging government policy
resulted in entry of many service providers in India. Above table shows that, at present
Airtel is the market leader among all with 30.25 percentages and 127619313 subscribers
based as on December 2010 followed by Vodafone with the market share of 23.91% in
same period. Indian service providers had also made their presence in foreign country,
which made them more competitive at the international level. Increase in competition has
led to invention of new technology and improved quality services to the subscribers.
Segmentation of Customer in Telecom Sector
CUSTOMER
YOUNG
YOUTH SME SPECIAL FAMILY
PROFESSIONAL
Above diagram represent customer segment, as at the each stage of the life requirement is
different. Marketer can fabricate various schemes on the basis of their requirements. The
different segments are explained as below
22. Youth: This segment consist major (approx 45 per cent) of the total population of
the India. Generally youngster have large friend circle and like to remain
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
connected. They prefer pre- paid service, with value added services like SMS,
ringtones, movies, MMS, internet etc. Face book and what‘s up is famous among
all group of youngsters.
5. Small and Medium Enterprise: This segment consists of the people who
switch to mobile phones. Their focus is on economy package rather than value
added services.
There is no doubt, the telecom sector is today, growing with high speed; but still, it is in
its nascent stage. There are various issues, which creates hurdle for the growth of telecom
sector. Following are the challenges faced by the service provider;
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
There was a time when subscribers were waiting for the long time to get telephone
and mobile connection. Operators were not able to fulfill the demand. Though, at
present the telecom sector is in its nascent stage, it is growing at the fast speed. Due
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
to the high profit in the sector, many players entered in the telecom sector. Earlier
there were players like BPL, Hutch, MTNL, Orange, etc. over a period of time many
operators entered in the market. At present, we see there is fierce competition in the
market. Subscriber gets easy connection, and has choice to select any service
provider.
Self Actualisation
Mobile
Ego Need
Security Need
Food
Physical Need
In 2010, Maslow‘s Theory replaced by the ―Modern Need Theory‖, in which basic needs
of the human being includes food, shelter, clothing and mobile. This shows pervasiveness
of the mobile phone. Basically, mobile serves communication purposes but over a period
of time, it is used for multiple purposes. Due to the globalization and expansion of the
Indian business, quick communication became mandatory and the landline replaced with
the mobile phone as landline doesn‘t have mobility. Increase in the young population and
craze of new gadgets further added to the growth of this sector.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
District is from Bandra to Dahisar, from Kurla (ChunaBhatti) to Mulund and from Kurla
up to Trombay Creek.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Mumbai Suburban District is one of the largest districts in the country by population. The
current population is 8,587,561, according to 2001 census, making it the fifth most
populous district in India (out of 640). The Mithi River is the main river in the
district.*(www.wikipedia.org)
Highlights of Mumbai City:
12. Over 12 Million People staying in 437 - 460 sq. km.
13. Average density: 28000 per sq. km.
14. 66% of Mumbai region is occupied by water.
15. Northward movement of population in terms of housing
16. 55% slims on private land
17. Daily trips of local train - 70 lakhs per annum
18. Daily trips of Mumbai Electricity and suburban Transport buses - 52 lakhs per
annum.
Table No-1.6
Information on Growth of Mumbai in 110 Years
Years Population
1911 1,018,388
1921 1,244,934
1931 1,268,936
1941 1,686,127
1951 2,966,902
1961 4,152,056
1971 5,970,575
1981 8,227,382
1991 9,900,30+2,600,30 Thane =12,500,000 (Greater Mumbai + Thane)
2001 11,900000 (Mumbai City)16,368,084 (Greater Mumbai + Thane)
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Table No-1.7
Demographic profile of Mumbai City
2001 2011
Year
In any economy, demographic population plays very important role for economic
development. Young population is essential for the growth of the economy. There is
direct relation between young population and demand for the fashionable goods and
technical gadgets. Mobile is became lifeline of the today‘s‘ young population. Above
table depicts change in India‘s demographic profile between the periods of 2001 to 2010.
Table No-1.8
Education Scenario in Mumbai
Schools / Colleges Numbers
Universities in Mumbai 0012
CBSE affiliated schools in Mumbai 0058
BMED run schools 1991
Secondary schools 3075
Junior Colleges in Mumbai 0330
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
As literacy level increases, consumption also increases. Over a period of time growth has
been seen in the literacy level of Mumbai. Above table shows increase in schools,
colleges, universities in Mumbai.
Table No-1.9
Overall Sex Ratio (No. of Women per 1000 Man) Of Greater Mumbai
Year Thane Mumbai Suburban Total
1901 939 652 1581
1911 947 570 1417
1921 937 561 1498
1931 935 592 1527
1941 940 616 1556
1951 920 712 1632
1961 919 744 1663
1971 894 769 1663
1981 883 801 1681
1991 879 831 1710
2001 858 822 1680
2012 880 857 1737
Source: International Seminar on Mumbai Fort A By Professor Vibhuti Patel (12/1/13)
Employment Pattern
14. In 2001, out of total population of 178.46 lakhs in urban, the total residents
workers were 66.16 lakhs in the year 2001 i.e. 37.07%. In case of Greater
Mumbai, Share of total worker in its total population was 38 % in 20001.
Increase in employment creates more and more demand for the mobile as it
became important tool for the communication.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
GSM Operators
23. Airtel - Airtel, the largest GSM operator (2G & 3G) started its operations in
Mumbai in 2002-2003.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Active
Total Market Active Active
Player Rank market
Subscribers Share % Subscribers Rank
Share
Aitel 3,828,755 12.6% 3 95.5% 3,656,844 15.5% 3
Vodafone 6,413,152 21.1% 1 90.0% 5,773,119 24.4% 1
Reliance 6,124,823 20.2% 2 92.9% 5,689,348 24.1% 2
Idea 3,109,952 10.2% 5 90.4% 2,812,330 11.9% 4
Tata 3,509,471 11.6% 4 66.8% 2,344,678 09.9% 5
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
In Mumbai wireless telecom market, Vodafone leads with 21.1% share in terms of total
subscriber base followed by Reliance (20.2%) and Airtel (12.6%).
In terms of active subscriber base, market share followed by Vodafone (24.1%),
Airtel (15.5%), Idea (11.9%) and Tata (9.9%).
MTNL with meager 4.0% share of active users is fast approaching a status of
extinct species in Mumbai. MTNL‘s active user percentage is 39.1% showing
bulk of its user base is dead.
Top 5 players accounts for 85.8% of Mumbai‘s active mobile subscriber base.
th
By March 2013, Mumbai is 15 largest wireless telecom market in India
accounting for 3.27% of total active subscriber base.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
individual strategic business units (SBU‘s) – Mobile Services, Airtel Tele-media Services
and Enterprise Services.
Today Airtel is the fourth largest mobile service provider in the world. It also provides
broadband internet and provider of digital television services. It offers all the services
under Airtel brand. Airtel is the first Indian telecom service provider to achieve CISCO
Gold Certification. As on 2012 Airtel has 21,299 employee and equity share of US$
10.82 billion and net asset value of US$ 31.85 billion and net profit of US$ 863 million.
Airtel has GSM network operates in 20 countries across South Asia, Africa and providing
2G, 3G and 4G services depending upon the country of operations. Airtel has 183 million
wireless subscribers. It has market share of 20.62% at the end of November 2012. ―The
Brand Trust Report‖, Published by ―Trust Research Advisory‖, places Airtel as the only
mobile operator in the most trusted brand in India. In 2002 a new Airtel Logo came, A R
Rahman became the brand ambassador and gave out the Airtel tune ―Live every
moment‖ which was the most downloaded ringtone in the telecommunications history.
Today, Airtel is the largest cellular service provider in India and the fourth largest in the
world.
Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'Minutes Factory'
model of low cost and high volumes. Its network—base stations, microwave links, etc. is
maintained by Ericsson and Nokia Siemens Network whereas business support is
provided by IBM, and transmission towers are maintained by another company (Bharti
Infratel Ltd. in India). The company has a submarine cable landing station at Chennai,
which connects the submarine cable connecting Chennai and Singapore.*
*(www.wikipedia.org)
Vision and Mission of Airtel
Vision:
―To be globally admired for telecom services that delight customers‖.
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Mission:
―Will meet the mobile communication needs of our customers through error -free service
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Today, Airtel is the largest cellular service provider in India and the third largest in the
world. On 26 February 2013, Airtel announced that it had deployed Ericsson‘s Mobile
Broadband Charging (MBC) solution and completely modernized its prepaid services for
its subscribers in India. As a part of the deal, Ericsson‘s multi service MBC suite allows
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prepaid customers to have personalized profile based data charging plans. Prepaid
customers will be able to customize their data plans across mobility, fixed line and
broadband by cross bundling across multiple domains (2G, 3G, 4G/LTE & Wi-Fi). It will
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
also offer flexible multi service charging in geographical redundant mode, making Airtel
the first operator to implement geographical redundancy at such a large scale.
Area of operation
Airtel is the first largest mobile operator in the world in terms of subscriber base and has
a commercial presence in 20 countries and the Channel Islands. Its area of operations
includes:
The Indian Subcontinent:
o Airtel Bangla, in Bangladesh
o Airtel, in India
o Airtel Sri Lanka, in Sri Lanka
Airtel Africa, which operates in 17 African countries:
o Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the
Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria,
Rwanda, Seychelles, Sierra Leone, Tanzania, Uganda and Zambia.
The British Crown Dependency islands of Jersey and Guernsey, under the brand
name Airtel-Vodafone, through an agreement with Vodafone.
Products and services provided by airtel
1) 3G :
Airtel brings to you a world class 3G network capable of delivering amazing
access speeds to keep you ahead, increasing bandwidth on your mobile to
broadband speeds. 3G not only promises faster web browsing and file downloads
but also empowers demanding multimedia applications such as video
conferencing, Voice-over-IP (VoIP), full motion video and streaming music.
Experience a whole new world of applications with amazing speed on airtel 3G.
2) 4G :
This System would allow for significantly higher bit rate per user and support
interoperability of diverse and heterogeneous wireless in mobile network .One of
the promising standard for 4G is worldwide interoperability for microwave
access.
3) Wi- Fi :
Airtel has plans to launch Wi-Fi services in India. It intends to start offering Wi-Fi
services in Delhi NCR, Mumbai and Bangalore in initial phase. All plans will
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
be on secure wireless broadband internet with unlimited usage and will be session
or time based. Users can use the service by finding a hotspot, selecting 'Airtel Wi-
Fi Zone', activating the voucher and then login to start browsing.
4) Airtel Money or M-Commerce :
Airtel has started a new M-Commerce platform called Airtel Money in
collaboration with Infosys and Smart Trust (now Giesecke & Devrient). The
platform was launched on April 5, 2012, at Infosys' headquarters in Bangalore.
Using Airtel Money, users can transfer money, pay bills and perform other
financial transactions directly on the mobile phone.
5) Digital Television :
On 9 October 2008 Airtel started The Digital TV business which provides Direct-
to-Home (DTH) TV service under the brand name ―Airtel digital service‖. At the
end of December 2012, it has about 7.9 million customers.
6) Smart Drive :
Smart Drive is a navigation app exclusive to Airtel customers. The app features
voice-based real time information update on traffic, approximate time of the travel
on the basis of the traffic situation on the various routes and also lets users see
their location on the map and plan the journey accordingly. It also suggests the
subscriber an alternate route in case of traffic congestion on the normal route.
7) Enterprise business solutions :
There are two kinds of solutions offered by Airtel. One is GPRS based Solutions
like mobile applications tools for enterprise, Track Mate, automatic meter reading
solutions etc. and the other is SMS based Solutions like interactive SMA, bulk
SMS, inbound call center solutions.
8) Mobile data service :
Airtel Data Card that gives the liberty to access the internet anytime, easy mail is
a platform that provides access to personal/corporate e-mails independent of
handset operating system and application services that shorten the queues at the
billing section off-load the pressure on the billing staff and bring convenience to
the users.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
9) Tele-media Services :
Bharti provides all telecom services including fixed line services under a common
brand Airtel. As of September 2012, Airtel provides Tele-media services to 3.3
million customers in 87 cities. As on 30 November 2012, Airtel had 1.39 million
broadband subscribers.
10) One Network :
One Network is a borderless mobile phone network across all Airtel operating
countries which enable customers to move freely between the countries in which
Airtel operates, and be treated as ―virtual‖ local customers of the visited network
in terms of pricing, while retaining their home network service functionality. It is
the world‘s first free intercontinental incoming roaming service.
11) iphone 3G :
Airtel introduced iphone 3G in India in the year 2008. Because of its high price
and contract bond, discouraged the consumer to purchase the iphone3G; Due to
this it was unsuccessful as compared to other market in the world. Airtel
introduced the iphone 4 on 27 May 2011 and the iphone on 2, November 2012.
12) Other services :
Airtel provides other services like Short Message Services, voice messaging,
Tele-conferences, multi-media message services etc.
Subscriber Base:
The Airtel wireless subscriber base according to Telecom Regulatory Authority of India
(TRAI) as of November 2012 was:
“Metro” Circle
Bangalore 9,999,999
Delhi 9,105,718
Mumbai 3,58,7060
Kolkata 3,606,616
Chennai 3,428,293
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
“A” Circle
Andhra Pradesh 18,041,904
Gujarat 6,927,459
Karnataka 16,044,964
Maharashtra 9,849,973
Tamil Nadu 10,094,293
Source: Wikipedia
"B" Circle
Haryana 2,267,166
Kerala 3,393,868
Madhya Pradesh 9,675,239
Punjab 6,851,338
Rajasthan 14,385,762
Uttar Pradesh (East) 15,105,455
Uttar Pradesh (West) 6,556,052
West Bengal 9,084,371
Source: Wikipedia
"C" Circle
Assam 3,809,218
Bihar 18,527,460
Himachal Pradesh 1,915,405
Jammu and Kashmir 2,300,268
North East India 2,551,134
Orissa 6,696,681
Today Airtel is the market leader in India with about 183 million wireless subscribers in
India or about 20.62% market share at the end of November 2012. The Brand Trust
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
On 18 November 2010, Airtel rebranded itself in India, in the first phase of a global
rebranding strategy. The company unveiled a new logo with 'airtel' written in lower case.
Designed by London-based brand agency, The Brand Union, the new logo is the letter 'a'
in lowercase, with 'airtel' written in lowercase under the logo.
Brand Positioning: ―An aspiration and lifestyle brand‖. (1995).
Value Preposition: ―Power to keep in touch‖ (1995 – 1999).
Re-positioning: ―Brand of masses‖ (1999).
Value Preposition: ―Touch tomorrow‖ (1999 – 2002).
Re-positioning: ―Youth Brand‖ (2002).
Value Preposition: ―Live every moment‖ (2002 – 2003).
Value Preposition: ―Express Yourself ‖ (2003 – 2010).
Re-positioning: ―The Most Loved Brand‖ (2010).
Value Preposition : ― Dil jo Chahe Pass Laye ‖ (2010)
Communication strategies
In 1995, Airtel campaign begins with teaser hoardings across the city with only
company name without explaining what it was.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
In next phase, Airtel was related with mobile services of Bharti vans with Airtel
logos roamed in the city, Distributing brochure about the company‘s services to
the consumer. About 50,000 direct callers were sent out.
When the name Airtel, well deep-rooted in Delhi citizens, Airtel focused on
communicating the utility of mobile and started ―Leadership Campaign‖ through
commercials depicting the business executive travelling in cars and using laptop
are also using Airtel mobile. It also sponsored golf tournament to communicate its
positioning.
In 2002, it signed, music composer A.R. Rehman as a brand ambassador and
started ―Live Every Moment‖ campaign to connect to the masses and youth.
In next Phase Airtel created some highly acclaimed campaigns;
Quality time campaign.
Magic dalo campaign.
Say hello campaign.
Magic hai to mumkin hai campaign.
For add campaign Airtel signed various brand ambassadors like shahrukh khan in
2002, Sachin Tendulkar in 2003, this associated the leadership position of Airtel
as they are the leader of their fields. Also Saif–Kareena (2006), Vidyabalan
(2008), was the hottest couples of those days. So, they associated Airtel connect
with youths by communicating itself as brand for youth and reflected itself as a
brand providing premium services.
th
On 9 May 2009, Airtel signed a major deal with Manchester united. As a result
of the deal, Airtel received right to broadcast the matches played by the team to its
customers.
In 2010, When Airtel repositioned itself; it launched a new TVC of the new
signature tune composed by A.R. Rehman. Which communicate about the new
identity of the brand. This was initiated of ―Thematic Brand Campaign‖
launched by Airtel.
In 2011 Airtel sponsored Formula 1 grand prix racing tournament in India to
associate its positioning among youths.
In 2011, a new campaign commercial was launched ―Hare Ek friend zaruri hota
hai‖ an extension of thematic brand campaign.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Airtel Servicces
Airtel
Business
Airtel
Airtel Airtel
Telemedi
Mobile Services a
Airtel TV
1.17 VODAFONE
INTRODUCTION TO VODAFONE
Vodafone is the world‘s leading international mobile communications company. It now
operates in 25 countries across 5 continents and 40 partners networks with over 200
million customers worldwide. Vodafone has partnered with the Essar Group as its
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principal joint venture partner for the Indian market. Vodafone across India had launched
st
their brand on 21 September 2007.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
On July 2011, Vodafone Group agreed terms for the buy-out of its partner Essar from its
Indian mobile phone business. The UK firm paid $5.46 billion to its Indian counterpart to
take Essar out of its 33% stake in the Indian subsidiary. It will leave Vodafone owning
74% of the Indian business, while the other 26% will be owned by Indian investors, in
compliance with Indian law. On 11 February, 2007, Vodafone agreed to acquire the
controlling interest of 67% held by Li Ka Shing holdings in Hutch-Essar for US$11.1
billion, piping Reliance Communications, Hinduja Group, and Essar Group, which is the
owner of the remaining 33%. The world economy was valued at USD 18.8 billon. The
transaction closed on 8 May 2007.
Vodafone India provides 2.75G services based on 900 MHz and 1800 MHz digital GSM
technology. Vodafone India launched 3Gservices in the country in the January-March
quarter of 2011 and plans to spend up to $500 million within two years on its 3G
networks.
Vision and Mission of Vodafone:
Vodafone‘s logo is a true representation of that belief, start of new conversation, a trigger,
a catalyst, a mark of true pioneering.
History of Vodafone
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Acquired controlling interest in May 2007 for $10.9bn
Expanded from 16 circles to nationwide in 2008/09
Over 100m customers in March 2010
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
3G launched in February 2011
Agreement to purchase Essar stake announced on July 2011.
Timeline
Year Event
1992 Hutchison Whampoa and MAX group establish Hutchison Max
2000 Acquisition of Delhi operations and entry into Calcutta (now Kolkata) and
Gujarat markets through Essar acquisition.
2001 Won auction for licenses to operate GSM services in Karnataka, Andhra
Pradesh and Chennai.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Marketing strategy
Positioning ―Where You Go the Network Follows You‖ Hutch, as a brand, always tried
to connect with consumers in a simple, honest and real manner, while Vodafone is a more
young and fun brand. So, consumers will see a shift dazzling, a more vibrant brand,‖ The
actor Irfan Khan retained for the brand promotion. They talk exclusivity about the
network and the services they are offering to the customers.
In 2003 featured a pug named Cheeka following a boy around in unlikely places, with the
tagline, "Wherever You Go, Our Network Follows." The simple yet powerful
advertisement campaigns won many admirers. Ads featuring the pug were continued by
Vodafone even after rebranding. The brand subsequently introduced ―ZooZoos”, which
gained even higher popularity than was created by the Pug. Vodafone's creative agency is
O&M while Harit Nagpal was the Marketing Director during the various phases of its
brand evolution.
Competitive Analysis Vodafone has towards warmth and emotions. Vodafone uses the
powerful visual aspects of advertisement like ZooZoos and emotional aspect of dog. They
are targeting middle class person as well as the elite as class as their target audience. The
idea of using the best friend of human (DOG) to resemble their network didn‘t drop the
puppy advertisement of Hutch to maintain the trust of later fans. Using a simple, yet
meaningful visual, ZooZoos has captured rural as well as urban population.
Mobile Handset: Mobile Handset available for wide variety of customer from price point
of view and with variety of design. Vodafone also sells CDMA based mobile handset. It
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has its own brand mobile phone with basic features. It also provide smart phone such as
Apple‘s I phone and Samsung Galaxy Series. 66 New model of mobile were launched
during financial year 2010 and 23 exclusive handsets were launched.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Smart Phones
A handset offering advanced features like including access to email and the
internet.
All leading brands represented including iPhone in 14 countries.
Launched two tailor made Vodafone 360 handsets: Samsung H1 and Samsung
M1.
Vodafone provide value focused pricing through unlimited bundles of voice and text
services. Voice services incorporate revenue for national, international and roaming calls.
SMS services include text messages as well as multiple media, such as pictures, music,
sound, video and text.
The core functionality and use of handsets continues to be voice and text messaging
services. Many different tariffs and propositions are available, targeted at different
customer segments, and include a range of unlimited usage offers which have been
particularly appealing to customers.
With sophisticated handsets becoming readily available, customers are increasingly using
their mobile phones to complement their lives in new and innovative ways. Data usage
continues to grow rapidly fuelled by large numbers of intuitive internet enabled devices
(‗smart phones‘), many with touch screens such as the iphone and BlackBerry® Storm™,
and transparent pricing available through our ―internet on your mobile‖ unlimited browsing
tariff. Instant messaging is available with Yahoo! and MSN and we offer
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
integrated services from leading internet brand partners including YouTube, eBay,
Google™ and Google Maps™. Our partnership agreements with leading companies, such
as RIM, Samsung and Google, have enabled us to be first to market with cutting edge
devices such as the BlackBerry Storm, Samsung H1 and Samsung M1 (our two tailor
made handsets that support our Vodafone 360 proposition) and Google Nexus One.
Available in 31 markets including partner markets, Vodafone branded devices are
designed to meet a range of customer needs and preferences – from low cost phones
offering simple voice and text, through fashion and design influenced, to competitively
priced mobile internet devices with cutting edge smart phone functionality including
touch screen and mobile internet capability. During the 2010 financial year Vodafone
launched its most affordable handset to date, the Vodafone 150, which retails for less than
US$15 unsubsidized, giving millions of people in emerging markets the opportunity to
share in the benefits of mobile technology for the first time. Mobile Services: It provides
2G and 3G services Satellite Services Managed data and Internet Services.
Table 1.11
Vodafone Subscriber Base
Telecom Circle No. of Subscribers
Gujarat 1,58,01,116
Uttar Pradesh (East) 1,45,26,236
Maharashtra 1,29,77,123
West Bengal 1,11,65,667
Tamil Nadu 97,77,927
Rajasthan 85,65,366
Uttar Pradesh (West) 89,99,073
Andhra Pradesh 60,80,916
Delhi 84,49,120
Goa 7,134,576
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Karnataka 64,52,620
Kerala 60,67,506
Kolkata 40,84,284
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Punjab 43,09,853
Bihar 63,81,278
Haryana 44,37,015
Madhya Pradesh and Chhattisgarh 41,01,877
Chennai 20,91,411
Orissa 27,89,575
Assam 21,88,073
North east 9,28,563
Jammu Kashmir 6,66,009
Himachal Pradesh 4,75,329
Mumbai 61,60,353
Source: wikipedia
The Management system defines the customer delight as “the result of delivering a
product or service that exceeds customer expectations”.
Customer delight brings customers coming back for more. It causes new customers to
come. It takes to out of the realm of being the same as all the others and places you
clearly at the top. It distinguishes you from the rest. It allows you to sell your product or
service for more money than the competition. It allows you to make more return on your
investment. It allows you to reward your employees.
When Customer receive good services they experience very favorable and surpass what
they had initially anticipated, marketing manager can use such favorable
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Customer delight often seen as one of the buzzword which one must be heard from
motivational speakers. It is one of the way of winning and keeping customer. Delighted
customers are FIVE TIMES more likely to plan on repurchasing than merely satisfied
customer.
Surprising customers with the level of service one provide and surprising them in a
positive way. Customer delight is different for different types of industries, businesses
and different types of customers. What would ‗delight‘ a corporate client of a large law
firm may be very different from something that delights a teenage shopper. Customer
delight is not delivering things on time, on budget and in a courteous and friendly way
but exceeding customer expectation. Although there are lots of ways of ‗Delighting‘
customers, however there are certain common ingredients of success which challenges
business and sustainability of customer.
Ingredients of Customer Delight by Andy Hanselman
Ingredient 1: It produces a „wow‟ reaction:
There are number of service related factors that provides ‗surprises‘ to customers – it
could be
The speed of response
The knowledge
Willingness of the staff member
The way a problem is resolved.
It is not what they expect from industry sector and not something they have experienced
from competitors or from you in the past. It is the retuned call at the specified time, it is
the delivery that arrives early, it is the front line member of staff who deals with your
query, your enquiry, or customer‘s problem on the spot.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
desire, need, or expectation. Delight is, to take great pleasure or joy. Loyalty is having the
feelings of allegiance. These three simple words have a slightly different meaning, but all
have a significant impact on the attitudes and behaviors of customers.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
“Final psychological state resulting from the disconfirmed expectancy related to initial
consumer expectation”.
- Oliver
“The conceptual response by the consumer to the purchase and use of a product which
comes from the comparison of the rewards and cost of purchase relative to
expectations”.
- Churchill & Surprenant
“Overall evaluation after purchase”.
- Fomell
Barry Berman and Ken Blanchard have been studying the differences of satisfaction and
delight. They concluded if you can move customers from being simply satisfied to
delighted, the business benefits are enormous. Companies, who have delighted
customers, have created customer loyalty. Walker Information ―has conducted studies
that have shown convincing correlations between customer loyalty and profit margins,
growth rates, and other measures of market value.
Berman (2005- How to Delight your Customers) was focused on taking satisfied
customers to a state of delight. He concluded that satisfaction is based on fulfilling the
expected while delight occurs from the unexpected. His belief was to link an emotional
experience with the customer to create an emotionally positive and memorable
experience. Berman‘s study found a critical difference between satisfied vs. delighted. A
customer that was delighted was eighty-six percent more likely to buy again as compared
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
to twenty-nine percent that were only satisfied. Delighting customers is a win for the
customers, provides a competitive advantage and results in increased sales and profit for
the company.
Creating a customer for life requires companies to take their customers to the next level.
You need to take the relationship with customers from casual to a more intimate
relationship of loyalty. You do that by creating raving fans and delighting them well
beyond their expectations. In a study by Heskett (1994 - Putting the Service-Profit Chain
to Work) estimated that a five percent increase in loyalty can produce an increase in
profits from twenty-five percent to eighty-five percent.
2. Recognizing the relevancy of customer needs and the relationship of these needs
have in supporting customer delight.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Table No.1.12
Zone of Outrage/Pain, Dissatisfaction, Satisfaction, Delight
Zone of Zone of Zone of Zone of
Outrage / Pain Dissatisfaction Satisfaction Delight
Outrage and pain Dissatisfaction Level of Delight occurs as a
occurs when occurs when a satisfaction is result of
customer. customer based on that fulfillment of
Experience a poor expectation is not extent to which unexpected
and unanticipated meet. expectation have valuable,
scenario. been exceeded memorable and
positive
reproducible
events.
Source: Burman (2005)
Satisfaction zone is also known as tolerance zone and it does not produce any change
in consumer behavior. Customer delight is challenging task to exceed expectation of
valuable customer.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
Flexibility in dealing with unusual requests whenever possible.
Be truthful to customers.
People should be treated courteously and respectfully.
Help when needed.
…………………………………………
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
CHAPTER 5
FINDINGS, CONCLUSIONS
AND RECOMMENDATIONS
On the basis of Primary Data and Secondary Data Following findings has been made.
5.1 FINDINGS:
It is the finding of the study that, mobile phone need of today‟s generation. Each one of
like to own latest gadget in the hand. What Late Shree Dhirubhai Ambani said is becoming
truth becoming “Har Zeb mai Rang”
4. Income and Impact on Selection of the Service Providers:
There is direct relationship between income and purchasing power, higher the income,
higher is the purchasing power. Mobile service is today‟s need and demand of every
customer.
It is proved from above data that, average 25% respondents are not working which
includes housewives and students. Approximately 10% of the respondents having an
annual income of less than `2,00,000 Thus it is clear that people from lower income
group to middle income group uses mobile service. 65% of the respondents have an
annual income ranging from to `2, 00,000 - `10, 00,000.
5. Type of the Account:
It is observed that, in post-paid account minimum recharge (Bill) begin with Rs.199 and
above, whereas in pre-paid account minimum recharge starts with Rs.10. Normally more
schemes offered in the plan above Rs. 299. Though students and housewives make
maximum calls they opt for the pre-paid account only.
It is identified from the data collected from the customers of the Airtel that, 76%
customers is Post-paid account holder and only 24% customers are pre-paid
account holders.
It is depicted from the data collected from the customers of the Vodafone that,
72.4% customers is Post paid account and only 27.9 % customers are pre- paid.
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5. Duration of usage:
Duration of usage gives an idea about loyalty of the respondents.
In case of Airtel, 31% respondents are using service from less than one year,
37.6% respondents are using service from 1year- 3year and 31.4% respondents
are using service from more than 3 years.
In case of Vodafone, 24.6% respondents are experiencing service from less than
one year, 39% respondents are experiencing service from 1year-3year and 36.4%
respondents are experiencing service from more than 3 years.
Customer change service providers over a period of time to experience new
service at lesser price.
6. Monthly Recharge:
It is clearly seen from the data collected from the Airtel customers that, 69 %
customers monthly recharge is less than Rs. 500 and 31% customers does
recharge above Rs.500.
It is proved from the data collected from the customers of the Vodafone that, 79.8
% customers monthly recharge is less than Rs. 500 and 20.2% customers does
recharge above Rs.500.
It is seen that in Mumbai pre-paid service is more preferred than post-paid
service.
7. Type of the services used by the Respondents:
It is seen from the data collected that, 73 out of 500 customers use caller tune. 11
out of 500 respondents use Missed call alert service. 345 out of 500 customers
use GPRS service.189 out of 500 customers use SMS service. Only 1 out of 500
customers use MMS service. 18 out of 500 customers use other service for the
Airtel.
It is understood from the data collected from the customers of the Vodafone that,
47 out of 500 customers use caller tune. 11 out of 500 customers use Missed call
alert service. 477 out of 500 customers use GPRS service.369 out of 500
customers use SMS service. No one uses MMS service. 27 out of 500 customers
use other service.
Customers use all types of the services but internet is widely used service among
the customers.
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It is seen from the data collected from the customers of the Vodafone that,
according to 82.2% customers, price charged by the Vodafone is „too high’,
according to 9.2% price charged by the Vodafone is „Almost same’ and
according to 8.6% customers price charged by the Vodafone is „Little high’.
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Since Airtel and Vodafone network is good and popular in Mumbai, they charge
more price, they command high price due to brand equity they created.
13. Recharge Facility:
It is clearly understood from the data collected from the Airtel customers that,
98.2% customers said that Airtel offers easy recharge facility. 1.8% respondents
find little difficulty in getting recharge facility.
It is proved from the data collected from the respondents of the Vodafone that,
99% respondents said that recharge facility is easily available in nearby area. 1%
respondent find difficulty in getting recharge facility.
Easy availability of the recharge facility saves customer time for searching shop
for recharge.
14. Social Group Satisfaction with Quality of Network:
It is identified from the data collected from the Airtel customers that, according
to 5% customers, network quality provided by the Airtel is ‘excellent’, 67%
customers said network quality of the Airtel is ‘good’, 26% customers said that
network quality is ‘average’ and 2% customers said network quality is poor.
It is stated from the data collected from the customers of the Vodafone that, 9%
customers, excellent network quality provided by the Vodafone. 73% customers
said network quality of the Vodafone is good. 16% customers said that network
quality is average and 2% customers said network quality is poor.
15. Opinion about Favourable Recommendation:
It is proved from the data collected from the Airtel customers that, 78%
customers happily recommend Airtel network to their social groups. 12%
customers don‟t recommend Airtel network to their social Groups. 10%
respondent did not give any response.
It is depicted from the data collected from the customers of the Vodafone that,
69% customers happily recommend Vodafone network to their social groups.
8% customers said, they don‟t recommend Vodafone network to their social
Groups. 23% customers did not give any response.
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It is analyzed from the data analysis that, favourable image in the mind of the
customers makes Airtel and Vodafone most preferred brand among the social
groups.
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It is seen from the data collected from the Airtel customers that, 43% customers
said that Airtel provides package which match their preference. 57% customers
said Airtel package does not match with their preference.
It is illustrated from the data collected from the respondents of the Vodafone that,
78% customers said that Vodafone provides package which match their
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preference. 22% customers said Vodafone package does not match with their
preference.
Now a day, service provider has adopted new strategy, for the billing customer.
Example – if customer opt for Rs.299 package 800 local and 100 STD calls,100
SMS and 1GB Data plan (Vodafone). More data plan is given to those customers,
who go for higher bill. If, customer want less SMS, than call minutes increased
as per the plan condition.
18. Service Providers and Subscriber’s satisfaction:
It is depicted from the data collected from the Airtel customers that, 82%
customers are satisfied with the Airtel. 16% customers are dissatisfied with the
Airtel and only 2% customers delighted by the Airtel.
It is clearly observed from the data collected from the customers of the Vodafone
that, 91.6% customers are satisfied with the Airtel. 7% customers are
dissatisfied with the Airtel and only 1.4% customers are delighted by the
Vodafone.
In the both the cases customers are satisfied, the main reasons are good network,
easy recharge facility, promotional strategy and customer care service.
19. Access to Customer Care Service:
It is vividly seen from the data collected from the Airtel customers that, 90%
customers, can easily access Airtel customer care service.10% customers cannot
access customer care service easily.
It is stated from the data collected from the respondents of the Vodafone that,
95.4% customers, can easily access Airtel customer care service.4.6% customers
cannot access customer care service easily.
It is proved that, in both cases customer care service is efficient enough to solve
customers‟ problems and queries and it is the one of the reason for their fame in
Mumbai.
20. Service Providers and Customer handling:
It is well understood from the data collected from the Airtel customers that, 70%
customers are satisfied with complain handling technique of the Airtel. It means
Airtel possess good customer care staff. 10% customers are not satisfied with
customer care service of the Airtel.
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It is found out from the data collected from the customers of the Vodafone that,
73.2% customers are satisfied with complain handling technique of the
Vodafone. It means, Vodafone possess good customer care staff. 26.8%
customers are not satisfied with customer care service of the Vodafone.
It is seen that both Airtel and Vodafone possess efficient and qualified staff,
which can handle customer complaint smartly.
21. Service providers and Customer Feedback:
Subscriber‟s opinions are very precious, such initiative on the part of the service
provider, it helps them to build reputation, at the same time creates favourable image
in the mind of subscribers.
It is proved from the data collected from the Airtel customers that, 47%
customers Airtel always takes their feedback. According to 49% Airtel rarely
take their feedback and according to 4% customers, Airtel never take feedback
after complain. Airtel sends message, after resolving complain according to 49%
customers, they never call and take feedback.
It is observed from the data collected from the customers of the Vodafone that,
79.2% customers, Vodafone always take feedback, after resolving complain,
according to 18.8% respondents, Vodafone rarely take feedback after the
complain, and according to 2%, Vodafone never take feedback after the
complain.
20. Past Behaviour of the Subscribers:
It is identified from the data collected from the Airtel customers that, in past
96.4% customers has changed their service provider, while only 5.4% customers
didn‟t change service provider.
It is seen from the data collected from the customers of the Vodafone that, in past
91.4% customers has changed their service provider, while only 8.6% customers
didn‟t change service provider in past.
It is seen that customers are not loyal to service provider. In past they changed
their service provider oftenly. It is observed students changed their service
provider oftenly compare to any other group, this is due to the fact that they are
depend family for the pocket money. They want to enjoy all the services at the
lesser cost.
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A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
20% respondents will not change their service provider. We can say that satisfied
and loyal customer. 67% respondent don‟t know, whether they will continue
with Airtel or change the service provider.
It is proved from the data collected from the customers of the Vodafone that,
10.2% customers going to change Vodafone service, if they will get better option
in future. 7.6% customers will not change their service provider. We can say that
satisfied and loyal customer. 82.2% customers don‟t know, whether they will
continue with Vodafone or change the service provider.
In both the cases customer will change the service provider due to the higher
price. Customers are in search for the better option who can give them good
network at better price.
23. Opinion about Unexpected Service:
It is clearly seen from the data collected from the Airtel customers that, 2.6%
customers is delighted and remaining 97.4% respondents are not delighted by
the Airtel.
It is proved from the data collected from the customers of the Vodafone that, 2%
customers is delighted and remaining 98.8% respondents are not delighted by
the Vodafone.
In case of both the service provider customers are not delighted, because Airtel
and Vodafone charges high and they don‟t provide any unexpected service.
Majority of the customers are prepaid account holders. So, Airtel and Vodafone should
come up with the more schemes for them.
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3. Monthly Recharge:
Recharge schemes by both the service providers should be given so that, customers are
encouraged to recharge more than Rs. 500.
Both service providers need to focus more to improve their Customer Care
Department, satisfactory response to subscribers complain can reduce subscriber
churn ratio.
20. Loyalty of the Customers towards their Service Provider:
Vodafone and Airtel need to take some immediate action to retain the subscribers,
who may shift their loyalty to other subscribers providing cheap services.
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5.3 CONCLUSIONS:
This study aims to investigate the customer delight of mobile users in India general and
western Mumbai specific. Customer delight is the assessment of study of unexpected
service provided by the service provider. Result shows that Airtel and Vodafone
customers are satisfied with their service provider but they are not delighted by them. Up
till now no such service is provided by them.
It is also observed that customer satisfaction is different among the different groups of the
people. Businessman, shopkeepers expect good network quality. Serviceman expect good
network with reasonable package. Housewives bill is restricted; they make more use of
what‟s up, as it is currently in fashion. Students are more techno savvy, so they use latest
mobile phones and applications. Since students and housewives are dependent on family
member their mobile recharge is restricted, so, they switch to new service provider
oftenly. Due to the mobile number Portability customers are not bothering to change their
service provider. With regard to factors influencing subscribers‟ choice of mobile service
provider, network quality and call rates are the prime factors. Airtel and Vodafone are the
market leader with the market share 23% and 18% respectively. Airtel and Vodafone both
gives good network quality, however their call charges are higher compared to other
service providers in the market. Airtel has acquired Loop mobile recently, which will
further increase its market share in India.
Airtel‟s and Vodafone‟s marketing strategies are effective to attract and retain the
customers. TV, hoardings and newspaper are the advertisement tools used by them.
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introduced 4G recently. 3G service is still not working properly. Following is the brief
conclusion of the study:
Social groups are satisfied with the overall network quality of the Airtel and
Vodafone.
A STUDY ON CUSTOMER DELIGHT OF MOBILE USERS IN WESTERN MUMBAI WITH REFERENCE TO AIRTEL AND VODAFONE
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