“A STUDY ON CUSTOMER LOYALTY IN

BHARATHI AIRTEL LTD., TIRUPATI”

Project Synopsis submitted in partial fulfillment of the requirement for the

Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
Of
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY,
ANANTHAPUR

By
Name: B. RAGHU

Reg. No. 17AK1E0070

Under the guidance of

Dr. N. CHANDRIKA, M.B.A., Ph.D

Associate Professor & HOD

Department of MBA

DEPARTMENT OF MANAGEMENT STUDIES

ANNAMACHARYA INSTITUTE OF TECHNOLOGY & SCIENCES
TIRUPATI-517520
MBA 2017-2019

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1.INTRODUCTION:
Consumers usually face board array of products and service that might satisfy a given
need. How do they choose among these many marketing offers? Customers from expectation
about the value and satisfaction that various marketing offers will deliver and buy
accordingly. Satisfied customers buy again and tell others about their good experiences.
Dissatisfied customers often switch to competitors and disparage the product to others.

Marketers must be careful to set the right level of expectation. If they set expectation
too low, they may satisfy those who buy but fail to attract customers value and customers
satisfaction are key building blocks for developing and managing customer relationship.

Customer satisfaction depends on a products perceived performance in delivering

value relative to buyer’s expectation. If the product performance falls short of the customer’s
expectations, the buyer is dissatisfied. If performance matches expectations. The buyer is
satisfied. If performance exceeds expectations, the buyer is delighted.

2. INDUSTRY PROFILE
Brief overview of the telecom sector

The subscriber base for telecom services in India is large but skewed in favor of urban
areas. Urban tele-density is 4.4 times that of rural density. Further , wireless phones dominate
the market in India and wire line phone segment constitute merely 3.4 percent of the total
subscribers base. The numbers of internet and broadband subscribers are a very small fraction
of the population. However , the number of people capable of accessing the net through
mobile phones is sustainable higher, if wireless data subscription through mobile is an
indication. The share of revenue from telecom service is higher than. Manufacturing
production of telecom equipment. About a quarter of the domestic telecom production is
exported and the needs of telecom equipment in India are largely meet by imports. Most of
the foreign direct investment (FDI) has gone to the cellular mobile segment.

Importance of the Telecommunications Sector

The interplay of three factors regulation, liberalization and technology—makes this

sector an interesting study. There are continuous technological changes and evolving
regulatory climate. While Indian telecommunication companies, increasingly buoyant and
confident, have started venturing outside the country and investing abroad, the telecom

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manufacturing in India is still to attract investment on a sustained basis. The
telecommunications sector plays an increasingly important role in the Indian economy. It
contributes to economic growth and the GDP and generates revenue for the government and
generates jobs. In short, telecom sector has a multiplier impact on the economy. We have
come a long way.
3. COMPANY PROFILE
Telecom giant Bharti airtel is the flagship company of bharthi enterprises. The business at
Bharti airtel has been structured into three individual strategic business unit (SBU’s)

1) Mobile services
2) Broadband and telephone services (B&T)
3) Enterprise services

The mobile services group provides GSM mobile services across India in 23 telecom
circles, while B&T business group provides broad band & telephone services in 94 cities.
The enterprise services group has to sub-units --- carriers (long distance services ) and
services top corporate. All these services are provide under the Airtel brand Airtel comes to
you from bharti tele- venture Limited – apart of the biggest private integrated telecom
conglomerate, Bharti enterprises. A consortium of giants in the telecommunication business.
In its six years of pursuit of greater customer satisfaction, Airtel has redefined the business
through marketing innovation, continuous technological up gradation of the network,
introduction of new generation value added services and the highest standard of customer
care. Bharti is the leading cellular service provider, with an all India footprint covering all 23
telecom circles of the country. It has over 246million customers.

The Airtel Logo:

The airtel logo is an interpretation of the ‘a’ in Airtel. The curved shape and the gentle
highlights on the red color make it warm and inviting, almost as if it were a living object. The
logo represents a dynamic force of unparalleled energy that bring the company and their
customer closer.

Bharti’s vision

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 By 2015 Airtel will be the most admired brand in India:

 Loved by more customers

 Targeted by top talent
 Benchmarked by more businesses

4. PRODUCT PROFILE

Products and services offered by the company:

Mobile

 Prepaid
 Postpaid

Broadband & Internet

 Speed on demand
 Airtel PC secure
 Airtel Net PC
 IPTV

Digital TV
Data and IP Solutions
Wireless Internet

 Data Card
 USB Modem

Email on the go

 Windows Mobile 5.0

 Airtel Easy Mail

Calling Cards

 International Calling Cards

 Airtel Call Home
 Airtel World Calling Cards

5. Need For the Study

The importance of monitoring customer loyalty is gaining steam in our ever changing
business world. Every day a new product launches into the market that lures customers to
jump ship to the next best thing. In India Bharti Airtel is giant in telecom industry, it has

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been very interesting to understanding how Bharti Airtel is managing customer relations and
building the loyalty and so the study has been conducted with the following objectives.

6. Scope of the Study

The study includes existing customers of telecom company. It has been conducted
with 100 telecom customers in Tirupati for 8 weeks.

7. Objectives of study:

1. To study of telecom customers in Tirupati

2. To understand the factors that influence customer loyalty
3. To assess CRM practices adopted by telecom companies

8. Research methodology:
Source of data:

 Primary data collected from the telecom customers in Tirupati.

 Secondary data were collected from magazines, journals and websites

Methods of Data Collection:

The method adapted to elicit information from telecom customers through well
designed structured questionnaires that contains closed, open ended questions. The reasons
for choosing the questionnaires method are primary due to qualitative nature of the study.

Primary data:

The primary data are that information which is collected afresh and for the first time
and thus happen to be original character. Primary data can be collected in marketing research
by three basic methods survey observation and experiments.

Secondary data:

The secondary data are those which have already been collected by some other
agency and which have alredy been processed. In this study researcher used the secondary
method for collecting details from the company website, magazines and journals.

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