MINI PROJECT 2 REPORT

ON

A STUDY ON CUSTOMER SATISFACTION OF AIRTEL SERVICE IN MANNARGUDI TOWN

SUBMITTED FOR THE PARTIAL FULFILLMENT OF

THE AWARD

OF

MASTER OF BUSINESS ADMINISTRATION

DEGREE
(Session: 2020- 2021)

SUBMITTED BY
RAJEEV RANA
“2001430700007”

UNDER THE GUIDANCE OF

.

DEPARTMENT OF MBA
IMS ENGINEERING COLLEGE, GHAZIABAD
 AFFILIATED TO

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY

(FORMERLY UTTAR PRADESH TECHNICAL UNIVERSITY),
LUCKNOW (FS-14)

Student Declaration & Certificate

I “DINESH PAL” hereby declare that the work which is being presented in this report entitled “A
STUDY ON CUSTOMER SATISFACTION OF AIRTEL SERVICE IN MANNARGUDI TOWN” is
an authentic record of my own work carried out under the supervision of Dr. “PUNJIKA RATHI”.

The matter embodied in this report has not been submitted by me for the award of any other
degree/ Diploma/ Certificate.

Department of MBA Name of Student

Date:

This is to certify that the work which is being presented in this report entitled “A STUDY ON
CUSTOMER SATISFACTION OF AIRTEL SERVICE IN MANNARGUDI TOWN” is an authentic
record of the student carried out under my supervision. The statements made by the candidate are
correct to the best of my knowledge.

Prof. (Dr.) Monica Verma Name of Supervisor:

Head: Department of MBA Designation:

Date: Date:
:

Acknowledgment

I would like to express my special thanks of gratitude to my teacher Dr. Meenu Baliyan
mam as well as our Head of the department Dr. Monica Verma who gave me the golden
opportunity to do this wonderful project on the topic “A STUDY ON CUSTOMER
SATISFACTION OF AIRTEL SERVICE IN MANNARGUDI TOWN”, which also helped me
in doing a lot of Research and i came to know about so many new things I am really
thankful to them.
Secondly i would also like to thank my parents and friends who helped me a lot in
finalizing this project within the limited time frame.

DATE:

PLACE: GHAZIABAD Name: Rajeev Rana

 ABSTRACT
The project entitled “a study on customer satisfaction towards Airtel
in Mannargudi town " is carried out with an objective to determine
the consumer preference and satisfaction. A descriptive study was
conducted to achieve the objectives. In total 100 respondents filled
a well-structured questionnaire having a list of statements pertaining
to products, services & facilities provided by the service provider.
The main objective of the study was to know how the customers of
AIRTEL Broadband perceive its Services in Mannargudi are satisfied
with the services provided by AIRTEL and also to identify the factors
affecting the preferences of the customers Results reveal that the
dimensions which influence the satisfaction level of customer’s are:
Core services (like good coverage, good connectivity and network
quality) and call rate. Further results show that there is a significant
relation between the brand name and the preference of customers.
Hence, it has been recommended that telecom companies should
focus on connectivity, call rate, coverage and network quality.
 INTRODUCTION
Telecommunication companies also talk of their customer being most important assets, just like
companies in other business domains but rarely are this reflected in a company’s strategy and
operations

.The customer of telecom services ,like cellular telephony are moving ahead with times and have
started buying cellular services just like daily house hold items such as tooth paste. Therefore it is
necessary in today’s business scenario to understand the fact that the idea of customer being a
company’s

most important assets is not just a management

theory, but is a very crucial economic fact .In the current business scenario the use of customer
Relationship Management (CRM) is quite common and critical and customer retention is the
primary goal in firms that practices.

In the light of the important of customer relationship and customer retention ,it is very crucial for
the companies in any business domain to know what actually drives the customer satisfaction .As
the cellular industry in India is one of the fastest growing sectors it is important and interesting to
explore the drivers of customer satisfaction in this industry .

MARKETING:

Marketing is process of planning and executing the conception ,pricing ,promotion and distribution
of ideas ,goods and services to create exchange that satisfy individual and organization.
DEFINITION:

“Marketing is specifically concerned with now transaction are created stimulated, facilitated and
valued “.

CUSTOMER & CONSUMER:

A consumer is the most important visitor in business premise /service institution”.

“He is not dependent on the businessman or person rendering services we are dependent on him”

“A customer is a person who brings us his wants .it is our job handles them profitably to him and
ourselves”.

6Types of customers

Customers can be classified into two main groups: internal and external. Internal customers work for
the organization, possibly in another department or another branch. External customers are
essentially the general public.

Internal customers

People working in different departments of the vendor’s organization.

People working in different branches of the vendor’s organization.

External customers

Individuals

Businesses or business people, including suppliers, bankers and competitors.

NGOs, Government bodies, Voluntary organizations.

Customer satisfaction is a business term which is used to capture the idea of measuring how
satisfied an enterprise’s customers are with the organization’s efforts in a market place.

The organization provides products (goods and/or services) of some kind to its customers through
the mechanism of a marketplace. The products that organization provides are subject to
competition whether by similar product6s or by substitution products.

The reason an organization is interested in the satisfaction of its customers is because customers
purchase the organization’s products. Te organization is interested in retaining its existing customers
and increasing the number of its customers.

General model

A general model of the buyer decision process consists of the following steps:
Want recognition;

Search of information on products that could satisfy the needs of the buyer;

Alternative selection:

Decision-making on buying the product;

 OBJECTIVES OF THE STUDY:
To study the socio –demographic characteristic of the respondent.

To identify the customer satisfaction of Airtel services in Mannargudi town.

To study the customer’s awareness regarding life time prepaid mobile connection.

To analyses the customer opinion regarding product, price and promotion activities an variousschemes.

To give suitable suggestion to Airtel service.

SCOPE OF THE PROJECT

The present research analysis his a wide scope .it covers various aspects which are useful in several
ways to various people.

It helps to find out the leading cellular service provides in Mannargudi at present.

It show the various for selecting a particular cellular service.

METHODOLOGY PRIMARY DATA:

With the aim of formal questionnaire with personal face interview the researcher had gathered the
data for this project .this first part of the questionnaire deals with the personal characteristic of the
respondents .the second part of the questionnaire deals with the respect to cellular services.

SECONDARY DATA:

The secondary data are these data or information collected from the secondary sources

.There secondary sources. There secondary sources may be both internal as well as external in
chapter

.The internal source refers to information that already exists within the company or unit studied .the
sources may consist of both private and public document .it may be published or unpublished in
nature.

RESEARCH DESIGN: Descriptive research studies are these studies which are concerned with
describing the characteristics of a particular individual or of a group whereas diagnostic research
studies determine the frequency with which something occurs on its association with something
else.

In descriptive as well as diagnosis studies, the research must be able to define clearly what he wants
to measure and most.

Find adequate methods for measuring it along with a clear cut definition of population he wants to
study .since the aim is to obtain complete and accurate information in the studies the procedure to
be carefully planned.

In this research the research her has adopted descriptive cum diagnostic research design.
 Area of the study:
The selection of the study area is Mannargudi town .This study is conducted in Mannargudi Town .it
is a historically renowned town in thiruvarur District. The town has a population of about 63428 and
an area to 04.6 square miles as per the municipal records .it has a large number of commercials
establishment, educational institutions and offers, nationalized and scheduled bank. People of
different religious and caste live in this town.

The research realized more primary data 100 respondents were selected of random sampling
techniques so as to give representation to different classes of people .The collected information
from the respondent’s interview schedule was used .the collected data were scrutinized, edited and
tabulated for presenting the data in an orderly manner.

LIMITATION OF STUDY:

The study is confined to 100 respondents only.

The study is restricted to Mannargudi town only due to cost and time constraints.

The information provided by the respondents is spontaneous and they may not be consistent.

CHAPTER SCHEMES:

First chapter deals with introduction of the study.

Second chapter deals with review of literature.

Third chapter deals with the company profile

Fourth chapter deals with data analysis and interpretation.

Fifth chapter deals with findings, recommendation and conclusion.

 LITERATURE REVIEW
Debarun Chakraborty (2013), in his article determined the customer satisfaction & expectation
towards a telecommunication company in West Midnapore which is a district of West Bengal. A
descriptive study was conducted to achieve the objectives. In total 250 respondents filled a well-
structured questionnaire having a list of statements pertaining to products, services & facilities
provided by the service provider. Further results show that there is a significant relation between
the brand name and the preference of customers. Hence, it has been recommended that telecom
companies should focus on connectivity, call rate, coverage and network quality.

J. Pakola, M. Pietila and R.Svento12 (2003) in their article titled, “An Investigation of Customer
Behaviour in Mobile Phone Markets in Finland” have indicated that price and properties are the
major influential factors affecting the purchase of a new mobile phone, whereas audibility, price and
friends are regarded as the most important in choice of the mobile phone operators. He has stated
that customers with prior experience about a product can be able predict their choices relatively
well but tend to overestimate the importance of a monthly access fee, mobile-to-mobile rates and
connection fees.

P.Chandiran17 (2005) in his article entitled, “Product Life Cycle and Promotion Strategies in Cellular
Telecom Industry” brings to light the various promotion strategies followed by the cell phone
services during the growth stage. Brand building, emotional bondage and mass media are the
effective advertising strategies adopted as promotional tools.

As sales promotion strategies, the schemes, tariff plans, event sponsoring, special package for the
corporate world, and co-promotion should be given importance during the growth stage of the cell
phone services. In the personal selling process, the suitable strategies to be followed are focused
personal selling and corporate accounts strategy.

Munnukka and Juha23 (2005) in their article titled, “Dynamics of Price Sensitivity among Mobile
Service Customers” have stated that customer satisfaction is a multi-dimensional nature and viewed
overall satisfaction as a function of satisfaction with multiple experiences with the service provider.
He has discovered that price sensitivity is one of the key factors affecting companies‟ choices of
prices. Yet in mobile services sector business, practitioners are facing problems in deciding prices as
they are short of knowledge on their customers' price sensitivity levels and dynamics. Mobile
service customers differ significantly in their price sensitivity levels and customers with moderate
usage of mobile services are least price sensitive.

Debarun Chakraborty (2013), in his research investigated the customer satisfaction & expectation
towards a telecommunication company in West Midnapore which is a district of West Bengal. A
descriptive study was conducted to achieve the objectives. services & facilities provided by the
service provider. Results reveal that the dimensions which influence the satisfaction level of
customer’s are: Core services (like good coverage, good connectivity and network quality) and call
rate. Further results show that there is a significant relation between the brand name and the
preference of customers. Hence, it has been recommended that telecom companies should focus on
connectivity, call rate, coverage and network quality.
Seth et al (2008) analyzed that there is relative importance of service quality attributes and showed
that responsiveness is the most importance dimension followed by reliability, customer perceived
network quality, assurance, convenience, empathy and tangibles. Customer satisfaction is a personal
feeling of either pleasure or disappointment resulting from the evaluation of services provided
by an

organization to an individual in relation to expectations. Service providers frequently place a higher

priority on customer satisfaction, because it has been seen as a prerequisite to customer retention.

Buvaneswari and R. PrakashBabu67 (2013) in their article entitled, “Study on Customer Satisfaction
towards Cellular Service with Special Reference to Aircel at Mannargudi Town” have found that
telecommunications companies also talk of their customers being their most important assets like
companies in other business domains. Aircel cellular service in Mannargudi Town the subscription by
the people is satisfactory and is steadily increasing. The company has wider scope in the market of
cellular service by extending its value added services, according to preference of the respondents.

COMPANY PROFILE

Bharti Airtel

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a
diverse business portfolio and has created global brands in the telecommunication sector. Bharti
has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the
cash & carry business. It has successfully launched an international venture with EL Rothschild
Group to export fresh agri products exclusively to markets in Europe and USA

Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private
telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology and has steered the course of the telecom sector
in the country with its world class products and services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBU’s)

Mobile Services

Airtel Telemedia Services

Enterprise Services.

Company history

As soon as the telecom industry opened to private sector investment beginning 1994,a large
number of Indian companies entered the segment with varying force, different strategies, and
assorted aspirations; Bharti Airtel was one of the first comers, which in times to come was going to
be the Numero Uno storywriter of The Great IndianTelecom story. Bharti Airtelsince its inception has
been at the forefront of technology and has steered the course of the telecom sector in the country
with its world class products and services.

2010-2011
Bharti Airtel Limited (“Bharti”), Asia’s leading telecommunications service provider announced that it has
entered into a legally binding definitive agreement with Zain Group (“Zain”) to acquire Zain Africa BV based on
an enterprise valuation of USD

10.7 billion.

Bharti Airtel makes Facebook’s mobile site free for its 130 million plus customers.

Analysis And Interpretation Table 1

Classification Of The Respondents On The Basis Of Education Qualification

No. of Percentage

Qualification .respondents

Illiterate 4 4%

SSLC/HSC 4 4%

Degree 84 84%

Professional 8 8%

Total 100 100

Sources: primary data INFERENCE:

This table reveals that 84% of respondents are degree holders, 8% of the respondents are
professional, 4%respondents are illiterate are used airtel mobile connection. It can be understood
that degree holders are using airtel service higher than other levels

Chart 1

Classification Of The Respondents On The Basis Of Residence Locality

 80
80
60
40 16
20 4
0 No. of
.respondents

Table 2

Classification Of The Respondents Prefer The Mobile Connection

No. of Percentage

Prefer Mobile .respondents

Easy connection 52 52%

Economical 4 4%

High quality & 28 28%

compact

Mobility 16 16%

Total 100 100

Sources: primary data INFERENCE:

This table reveals that 52% of respondents are prefer easy connection , 28% of respondents are
prefer high quality & compact,16% of respondents in the mobile. Airtel connection prefer mobility ,
4% of respondents economical connection. It can be observed that the airtel service are preferred by
more due to respondents its easy connection.

Table 3

Classification Of The Respondents On The Basis Of Preferring The Airtel Brand

 Preferring
The Airtel No. of Percentage
Brand .respondents

Brand image 32 32%

High storage
20 20%
capacity

Wide coverage 16 16%

Easy recharge
32 32%
method

Total 100 100

Sources: primary data

INFERENCE:

From the above table tells with is preferring the brand name of the Airtel, 32% of the respondents
preferring this brand image, 32% of the respondents preferring this easy recharge method, 20% of
the respondents preferring this high storage capacity, 16% of the respondents of them wide
coverageTable 4

Classification Of The Respondents On The Basis Of Year Using The Brand Airtel

Using The No. of Percentage

Brand
.respondents

Below 1 year 12 12%

1-3 year 40 40%

3-5 year 28 28%

Above 5 year 20 20%

Total 100 100

Sources: primary data

Classification Of The Respondents By Nature Of Airtel Mobile Connection Facility

70
60
50
40
68
30 No. of
20 .respondents
10 20 12
0
Table 5

Classification Of The Respondents Based On Preferring The Airtel Connection

Preferring
The Airtel Percentage
No. of
Connection .respondents

Tower facility 48 48%

SMS 20 20%

Minimum cost 16 16%

Customer care 16 16%

Total 100 100

chart 4

Classification Of The Respondents On The Basis Of Continuation Of Airtel Service

92
100

50 No. of
8 respondents
0 No. of… .respondents
Yes No
Result:

Since the table value is higher than the calculated value the null is less than the calculation value the
hypothesis is rejected . so it is true that there is no significant association between gender and
satisfied for using airtel services.

FINDINGS

Majority (84%) of the respondents are degree holder.

Majority (80%) of the respondents are from rural area using Airtel mobile connection.

Majority (52%) of the respondents are prefer this mobile easy connection best network and effort able tariff.

Majority (32%) of the respondents are of friends Airtel services.

Majority (32%) brand image and easy recharge method the respondents prefer this collection of them used
Airtel brand.

Majority (40%) of respondents are using Airtel brand for more than 1-3 years.

Majority (68%) of respondents says prepaid scheme is better and it is convenient.

Majority (48%) of the respondents prefer this connection for its maximum service with tower facility.

Majority (52%) of the respondents feel that the Airtel mobile connection is good quality.

Majority (92%) of respondents are willing to continue with the present mobile connection in future also.
SUGGESTION

Airtel mobile company has to improve the awareness of its service.

If the Airtel company wants to get more market share, it has to adopt required marketing strategy to
overcome , Airtel , and BSNL and Reliance.

More numbers of Airtel user feel that starter pack amount for getting a mobile connection is average but in
the case of Airtel it is high so the Airtel company has to reduce its starter pack amount to increase its
customer.

Some respondents feel that the scheme available in Airtel mobile service is at its satisfactory level. So the
Airtel mobile connection should maintain its brand image , strategy and polices.

From the study I suggested the Airtel price is low service os best when compared to other cell connection
easily contract to other.

The Airtel services is given low price offer to contract another phone and also given friends number they get
more sales in the market and improve more service is better in the marketing.
CONCLUSION

From the study on this report it is seen that launch of Airtel cellular service in mannargudi town the
subscription by the people is satisfactory and steady increasing. Majority of subscribes have
expressed better service provided by Airtel cellular service but the service by the franchisee is
average. The sales executives should be motivated to improve the service and get tough with the
respondents. The rate of income respondents is lower than the rate of outgoing respondents. The
company should take several steps to eliminate the default which results in loss of respondents.

The company has wider scope in the market of cellular service by extending its value added services,
according to the preference of the respondents. The market in mannargudi is still in an expending
phase. The market is not saturated , however the changing of tariff rates and low awareness level is
making it difficult for the company to maintain a constant growth rate. It has been also observed the
Airtel can gain more number of customers by widening its area of coverage. From this study of
them given the conclusion the price is low service is best so we likely to by Airtel connection
REFERENCE

1.Kotler, Philip (1999); Marketing Management, Prentice Hall of India Pvt. Ltd, New Delhi.

Saxena, Rajan (2003); Marketing Management, Tata McGraw-Hill Publishing Company Limited, New Delhi.

Kazmi & Batra(2008); Consumer Behaviour, Excel Books, New Delhi.

Ravi Shanker (2007) "Services Marketing: The Indian Perspective", Excel Books, New Delhi.

Pratibha B. Munot (2002), ‘Study Of Telecommunications Structure In India’, Oklahoma State University, M.S.
in Telecommunication Management Program.

Shanthi N.M. (2005), ‘Effectiveness of Predictive Churn Models for sustaining market share in
telecom industry – An Appraisal’, ICFAI Journal of Services Marketing, September 2005.

Bebko and Charlene Pleger (2002), ‘Service Intangibility and Its Impact on Consumer Expectations of
Service Quality’, Journal of Service Marketing, Vol. 14, No. 2,

Carsten Fink, Aaditya Mattoo and Randeep Rathindran (2001), ‘Liberalizing Basic Telecommunications: The
Asian Experience’, World Bank Policy Research Working Paper 2718.