“Customer Attitude towards the CRM-

Measures of
Cell-phone service providers (GSM)
– An empirical study

Abstract

Indian mobile phone industry has witnessed a remarkable growth, in the recent years.
Cheap mobile handsets, availability of services at affordable rates, low initial cost and reasonable
recurring charges have motivated several million people to become the customers of leading
service providers. Let it be business people, professionals, employed, housewives, senior
citizens, youth population including the students, or any other category, everyone considers cell-
phone to be an integral part of their day to day life.
In this context, it would be necessary and interesting too, to analyze whether the mobile
service providers are successful in managing and retaining the overwhelming customer strength,
what are the strategies they adopt to retain the existing customers and to attract the new
customers, and how do their CRM strategies work out.
Keyword: CRM, Customer-in-absentia, Attitude, Grievance-handling, Accessibility,
Alpha-testing

Customer relationship management (CRM)

CRM is a widely-implemented strategy for managing a company’s interactions with
customers, clients and sales prospects. It involves using technology to organize, automate, and
synchronize business processes—principally sales activities, but also those for marketing,
customer service, and technical support.
The relationship between customers and the company authorities is peculiar in the mobile
service industry. In case of prepaid customers, the company people and the clients do not mostly
meet each other. But, still the CRM concept exists in this relationship too. The efforts of the
cell-phone service providers to retain and attract these customers-in-absentia are interesting. This
paper attempts to study the CRM measures adopted by the leading GSM service providers like
Aircel, Airtel and BSNL. It also attempts to analyze the attitude of the customers towards the
CRM measures.

Objectives of the study

1. To analyze various CRM measures adopted by the leading GSM service providers.

2. To analyze the attitude of the customers towards the CRM measures.

Methodology

This is an empirical study which is based on the fresh/first-hand data collected from the
customers of the GSM service providers, at Kasargod , Kerala

Sampling technique

A combination of ‘Quota sampling’ and ‘purposive sampling’ was adopted for the
purpose of data collection. The population was divided into the strata like ‘College Students’,
‘employed’ and ‘others’. A tool, designed and standardized for the purpose of this study was
used for data collection.

Sampling unit and sample size

The sampling unit is consisting of two colleges in Pollachi and the general public. The
sample size is limited to 120 respondents.

Conceptual framework

The organizations can motivate and retain the existing customers by various retention
strategies and selling techniques. One of those strategies is Customer Relationship Management.
The attitude of the customer is formed, based on the experience of the customer that he has had
from various aspects of the company’s operations. The attitude may be positive or negative.
The direction and the degree of attitude of the customers towards the CRM are normally
determined by the quality of CRM measures adopted by the companies. Here, the researcher has
taken some variables to measures the CRM and also the attitude of the customers.
Variables of the study

Two sets of variables ‘independent’ and ‘dependent’ are taken up for the purpose of this study.
The following diagram shows the variables in detail.

Independent Variables
(CRM components)
 Schemes
 Rationality in tariff
 Offers
 Response to complaints Dependent Variable

 Grievance handling  Attitude towards CRM

 Value-added services
 Updating services
 Reachability
 Accessibility
 Technology

Tools of Analysis
The following statistical tools have been used for analyzing the data collected for the
purpose of this study.
1. Cronbach’s Alpha testing (Test for internal-consistency and reliability of data)
2. Correlation analysis
Implications of the Study
This study has brought out some interesting facts about the CRM concept that is practiced
by the GSM service providers. Though the study has been carried on only in Kasargod , kerala ,
some of the findings can be generalized to other areas also. This study would also give greater
scope for the similar research studies in the same line in future.
Cronbach's Alpha Testing

Cronbach's alpha will generally increase when the correlations between the items
increase. For this reason the coefficient is also called the internal consistency or the internal
consistency reliability of the test. Cronbach's alpha measures how well a set of items (or
variables) measures a single uni-dimensional latent construct. When data have a
multidimensional structure, Cronbach's alpha will usually be low. Technically speaking,
Cronbach's alpha is not a statistical test - it is a coefficient of reliability (or consistency).
Cronbach's alpha can be written as a function of the number of test items and the average inter-
correlation among the items.
α can take values between negative infinity and 1 (although only positive values make
sense). Some professionals, as a rule of thumb, require a reliability of 0.70 or higher (obtained on
a substantial sample) before they will use an instrument.

Case Processing Summary

N % Reliability Statistics

Cases Valid 120 100.0 Cronbach's Alpha N of Items

Excluded 0 .0 .700 14

Total 120 100.0

As shown above, 14 variables leading to CRM were taken for the Cronbach’s Alpha
Testing. If the Cronbach’s alpha value is 0.7 and above, it will indicate a good amount of
internal consistency and reliability of data. Here, the alpha is exactly showing the highly
positive and encouraging value of “0.7”. It shows that the internal consistency and reliability of
data are good. If some of the items are reduced, the alpha value may further go higher.

Results and Discussion

 Gender * Age Cross-tabulation
Age
Below 25 25 to 35 35 to 45 45 to 60 Total
Gender Male Count 40 5 4 34 83
Expected Count 45.6 4.2 9.7 23.5 83.0
Female Count 26 1 10 0 37
Expected Count 20.4 1.8 4.3 10.5 37.0
Total Count 66 6 14 34 120
Expected Count 66.0 6.0 14.0 34.0 120.0
Source: Primary Data
The cross-tabulation of Gender and Age shows that the larger sector of the respondents is formed
by the male below 25 years of age (33.33%).

Educational Qualification
Frequency Percent Valid Percent Cumulative Percent
Valid Below SSLC 32 26.7 26.7 26.7
SSLC 2 1.7 1.7 28.3
PUC/H.Sc./Diploma 10 8.3 8.3 36.7
Degree 58 48.3 48.3 85.0
PG 2 1.7 1.7 86.7
Professional Degree 16 13.3 13.3 100.0
Total 120 100.0 100.0
Source: Primary Data
It is to be noted that 76 respondents out of 120 are degree holders. Thus it is assumed that
majority of the respondents are capable of well understanding the requisites for a better CRM and they
have given most appropriate response.
 Present Status
Frequency Percent Valid Percent Cumulative Percent
Valid Government Employee 4 3.3 3.3 3.3
Private Employee 23 19.2 19.2 22.5
Business 20 16.7 16.7 39.2
College Student 59 49.2 49.2 88.3
Retired Govt employee 2 1.7 1.7 90.0
House-Wife 12 10.0 10.0 100.0
Total 120 100.0 100.0
Source: Primary Data
It was earlier decided to have quota sampling consisting of three strata viz. the college
students (50%), employed (25%) and others (25%) which should have been leading to collect
data from 60, 30 and 30 respondents respectively. But, during the field work, the researcher
could collect data only from 59 and 27 respondents respectively from the first two categories.
So, the response was collected from 34 members of the third category.

Monthly Income
Frequency Percent Valid Percent Cumulative Percent
Valid Below 10000 80 66.7 66.7 66.7
10000 to 15000 27 22.5 22.5 89.2
15000 to 20000 4 3.3 3.3 92.5
30000 to 50000 9 7.5 7.5 100.0
Total 120 100.0 100.0 Source: Primary Data
As the researcher wanted to test whether there was any impact of level of income on the
perception of the respondents regarding CRM measures, it was included in the list of back-
ground variables. Exactly two-third of the respondents are in the ‘below 10000’ income
category.
 Longevity of using mobile phone
Frequency Percent Valid Percent Cumulative Percent
Valid 1 to 3 years 47 39.2 39.2 39.2
3 to 5 years 34 28.3 28.3 67.5
More than 5 years 39 32.5 32.5 100.0
Total 120 100.0 100.0
Source: Primary Data

The longevity of the use of mobile phones by the respondents was also considered to be a
significant factor in deciding the satisfaction over the CRM measure. To test this aspect, it was
added as one of the variables. More than 60 percent of the users have been using mobiles for
more than 3 years. This period is adequate to understand and rate the CRM measures taken-up
for the study.
Net work used
Frequency Percent Valid Percent Cumulative Percent
Valid AIRCEL 80 66.7 66.7 66.7
AIRTEL 30 25.0 25.0 91.7
BSNL 10 8.3 8.3 100.0
Total 120 100.0 100.0
Source: Primary Data
There are three leading GSM operators considered for the study. Two-third of the
respondents taken up for this study, use AIRCEL. 25 percent of respondents use AIRTEL,
whereas BSNL mobile network is used by 10 out of 120 respondents.

Longevity of using network

Frequency Percent Valid Percent Cumulative Percent
Valid 1 to 3 years 47 39.2 39.2 39.2
3 to 5 years 56 46.7 46.7 85.8
More than 5
17 14.2 14.2 100.0
years
Total 120 100.0 100.0
Source: Primary Data

The longevity of the use of network by the respondents was also considered to be a
significant factor in deciding the satisfaction over the CRM measure. To test this aspect, it was
added as one of the variables. More than 60 percent of the users have been using mobiles for
more than 3 years. This period is adequate to understand and rate the CRM measures of the
network.
Type of connection
Frequency Percent Valid Percent Cumulative Percent
Valid Pre-paid 109 90.8 90.8 90.8
Post-paid 11 9.2 9.2 100.0
Total 120 100.0 100.0
Source: Primary Data

The researcher had a hypothetical question whether the type of network connection
would have an impact on the perception of CRM measures. So, it was added in the list of
variables. It is interesting to note that 90.8 percent of the respondents use pre-paid connections.
If more number of business men had been taken for the study, the percentage of the post-paid
connection would have been suppose increased.
Frequency of recharging
Frequency Percent Valid Percent Cumulative Percent
Valid Twice in a month 29 24.2 24.2 24.2
Once in a month 29 24.2 24.2 48.3
Once in three months 4 3.3 3.3 51.7
Very frequently 58 48.3 48.3 100.0
Total 120 100.0 100.0
Source: Primary Data
Frequency of recharging is depending upon the important factors like usage, tariff, etc.
As the researcher wanted to test its relationship with the company’s interest in the customer
relationship, this was added to the variables-list. The table shows that nearly half of the
respondents recharge very frequently whenever required.

Purpose is served
Frequency Percent Valid Percent Cumulative Percent
Valid Disagree 2 1.7 1.7 1.7
Agree 59 49.2 49.2 50.8
Strongly Agree 59 49.2 49.2 100.0
Total 120 100.0 100.0
Source: Primary Data
 The table shows that the network serves the purpose for which it was chosen. This is
endorsed by 98.4% of the respondents.
Consistency in charging tariff
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 6 5.0 5.0 5.0
Disagree 19 15.8 15.8 20.8
Neither Agree Nor Disagree 9 7.5 7.5 28.3
Agree 62 51.7 51.7 80.0
Strongly Agree 24 20.0 20.0 100.0
Total 120 100.0 100.0
Source: Primary Data
Consistency in charging tariff is one of the significant factors which help the networks to
retain their customers. 71.7 % of the respondents are happy with the consistency in tariff. But
20.8 % of the respondents are not happy with this. 20.8 % is considerably a big amount of
disagreement which the networks are to be really concerned about.
Offers satisfy the telecom needs
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 2 1.7 1.7 1.7
Disagree 1 .8 .8 2.5
Neither Agree Nor Disagree 10 8.3 8.3 10.8
Agree 74 61.7 61.7 72.5
Strongly Agree 33 27.5 27.5 100.0
Total 120 100.0 100.0
Source: Primary Data
‘Offers’ that are availed from the network by a customer after he has got the connection
is one of the factors that influence him in deciding whether to stick with the same network or to
switch over. Thus offers to certain extent retain the customers and enable the network to
maintain a good relation with them. Here, as per the data, 89.2 % of the respondents are satisfied
with the offers provided by their network.
 Offers are properly communicated
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 2 1.7 1.7 1.7
Disagree 5 4.2 4.2 5.8
Neither Agree Nor Disagree 11 9.2 9.2 15.0
Agree 41 34.2 34.2 49.2
Strongly Agree 61 50.8 50.8 100.0
Total 120 100.0 100.0
Source: Primary Data
As well as the validity and attractiveness of the offers, how effectively they are
communicated is very much important. It shows to what extent the network is interested to
maintain the relationship with the customers and retain them. Here, as per the data, 85% of the
respondents are happy with the way the offers are communicated.

Access to Customer care officials

Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 3 2.5 2.5 2.5
Disagree 11 9.2 9.2 11.7
Neither Agree Nor Disagree 22 18.3 18.3 30.0
Agree 49 40.8 40.8 70.8
Strongly Agree 35 29.2 29.2 100.0
Total 120 100.0 100.0
Source: Primary Data

In maintaining good relations with the customers, the role of customer care officials is
vital. For ensuring the effective contribution of these officials, an effective mechanism for
having a prompt access to them is must. So, it has been added as a significant variable in this
study. Exactly 70% of the respondents endorse that they are able to have access to the customer-
care officials when ever needed.
 Queries are answered in time
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 3 2.5 2.5 2.5
Disagree 19 15.8 15.8 18.3
Neither Agree Nor Disagree 21 17.5 17.5 35.8
Agree 50 41.7 41.7 77.5
Strongly Agree 27 22.5 22.5 100.0
Total 120 100.0 100.0
Source: Primary Data
Queries from the customers, on various aspects of the network services at any time are
quite common in the telecom industry. The satisfaction of the customers in this aspect mainly
depends on whether the queries are answered in time. Nearly 65% of the respondents are
satisfied in this regard. But, 18.3 % of the respondents are not happy with this. 18.3 % is
considerably a big amount of disagreement which the networks are to be really concerned about.

Provision to file complaints

Frequency Percent Valid Percent Cumulative Percent
Valid Disagree 11 9.2 9.2 9.2
Neither Agree Nor Disagree 15 12.5 12.5 21.7
Agree 45 37.5 37.5 59.2
Strongly Agree 49 40.8 40.8 100.0
Total 120 100.0 100.0
Source: Primary Data

In the industries like telecommunications where several millions of customers and

hundreds of schemes are involved, the issues and complaints relating to various aspects are
common. They are inevitable too, to certain extent. But the question here is whether the
companies have made proper arrangements for the filing of such complaints. Here, 78.3% of the
respondents agree that there are adequate provisions for the filing of complaints in time.
 Mechanism to resolve complaints
Frequency Percent Valid Percent Cumulative Percent
Valid Disagree 13 10.8 10.8 10.8
Neither Agree Nor Disagree 19 15.8 15.8 26.7
Agree 53 44.2 44.2 70.8
Strongly Agree 35 29.2 29.2 100.0
Total 120 100.0 100.0
Source: Primary Data

Immediately after the complaint-filing mechanism, the next question that arises in our
minds is whether there is a well evolved mechanism to sort and resolve the complaints.
According to 73.4% of the respondents, there are adequate mechanisms evolved and maintained
by the networks to resolve the complaints in time.
Complaints are resolved in time
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 3 2.5 2.5 2.5
Disagree 15 12.5 12.5 15.0
Neither Agree Nor Disagree 13 10.8 10.8 25.8
Agree 60 50.0 50.0 75.8
Strongly Agree 29 24.2 24.2 100.0
Total 120 100.0 100.0
Source: Primary Data

In spite of having the mechanisms for filing the complaints and resolving the same, the
networks may fail to gain the confidence of the customers, if those complaints are not resolved in
time. This part of the issue is mainly depending upon two things – number one: provision in the
system to monitor and ensure the complaint-resolution in time and number two: the work-force
that deals with the process. 74.2% of the respondents endorse the view that the complaints are
resolved in time, where as another 15% do not agree with this.
 Suffering from grievances
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 4 3.3 3.3 3.3
Disagree 33 27.5 27.5 30.8
Neither Agree Nor Disagree 15 12.5 12.5 43.3
Agree 44 36.7 36.7 80.0
Strongly Agree 24 20.0 20.0 100.0
Total 120 100.0 100.0
Source: Primary Data
Unlike other factors, the number of people having negative attitude towards the networks
are more (56.7%) in case of “suffering from grievances”. Only 30.8% of the respondents have
denied the room for sufferings. This shows that grievances are common phenomena in the
telecommunications irrespective of the colourful offers, advanced technologies or other factors.
But it is a serious threat to the CRM efforts of the companies. So, it is inevitable for the
networks to systematically diagnose the causes of grievances and resolve them suitably.

Network provides value added services

Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 2 1.7 1.7 1.7
Disagree 5 4.2 4.2 5.8
Neither Agree Nor Disagree 17 14.2 14.2 20.0
Agree 59 49.2 49.2 69.2
Strongly Agree 37 30.8 30.8 100.0
Total 120 100.0 100.0
Source: Primary Data
Another important factor that may help the networks to retain the customers and to
improve the relations with them is the value added services provided to the customers. These
services differ from network to network. 80% of the respondents agree that the value added
services provided by the networks make them feel comfortable and pleasant.
 Network updates services
Frequency Percent Valid Percent Cumulative Percent
Valid Disagree 10 8.3 8.3 8.3
Neither Agree Nor Disagree 14 11.7 11.7 20.0
Agree 54 45.0 45.0 65.0
Strongly Agree 42 35.0 35.0 100.0
Total 120 100.0 100.0
Source: Primary Data
Updating of services according to the change in the trend and technology is an essential need and
challenge for the networks today. Any service-provider that fails to update the technology and services
lose the customers and the market. But 80% of the respondents of this study say that networks what they
have chosen update the service. This perception may be generalized to the entire population too.

Satisfied with the coverage

Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 7 5.8 5.8 5.8
Disagree 10 8.3 8.3 14.2
Neither Agree Nor Disagree 7 5.8 5.8 20.0
Agree 49 40.8 40.8 60.8
Strongly Agree 47 39.2 39.2 100.0
Total 120 100.0 100.0
Source: Primary Data
One of the most significant factors that influence the satisfaction and retention of the
customers is the coverage of the network. Here, 80% of the respondents are satisfied with the
coverage. But 14% of the dissatisfaction should also be taken i
nto consideration.
Satisfied with the overall services
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Disagree 5 4.2 4.2 4.2
Disagree 9 7.5 7.5 11.7
Neither Agree Nor Disagree 4 3.3 3.3 15.0
Agree 57 47.5 47.5 62.5
Strongly Agree 45 37.5 37.5 100.0
Total 120 100.0 100.0
Source: Primary Data
 The above table shows that 85% of the respondents are satisfied with the overall services of their
respective network. It is assumed that this includes the satisfaction over the CRM efforts of the network
also.
CORRELATION ANALYSIS
In statistics, correlation indicates the strength and direction of a linear relationship
between two random variables. That is in contrast with the usage of the term in colloquial
speech, which denotes any relationship, not necessarily linear. In general statistical usage,
correlation or co-relation refers to the departure of two random variables from independence.
Here, the researcher has applied correlation technique to test the association among some
selected variables.

Correlations
Offers
satisfy the Offers are Queries are Satisfied
telecom properly answered in with the
needs communicated time coverage
Offers satisfy the Pearson Correlation 1 .311** .475** .343**
telecom needs Sig. (2-tailed) .001 .000 .000
N 120 120 120 120
Satisfied with the Pearson Correlation .343** .488** .345** 1
coverage Sig. (2-tailed) .000 .000 .000
N 120 120 120 120
**. Correlation is significant at the 0.01 level (2-tailed).
The variable “offers satisfying the telecom needs” is positively correlating with another
variable “communication of offers” (.311**). This correlation indicates that offers communicated
in time serve the purpose and satisfy the customers. It also correlates with “answering queries in
time” (.475**). It indicates that the queries relating to various offers are answered in time and
thus the customers are enabled to avail the offers in time. It further correlates with “satisfaction
with coverage” (.343**). It shows that the perfect coverage of network is essential for availing
and enjoying any offer and it happens in case of the three networks taken up for this study.

The variable “satisfaction with coverage” positively correlates with another variable
“queries answered in time” (.345**). It shows that better coverage enables the answering of
queries in time. It also correlates with the “communication of offers” (.488**). It indicates that
the prompt communication of offer needs better coverage and this happens in case of all the three
networks taken up for this study.

Satisfied with overall services Network updates services

Satisfied with Pearson Correlation 1 .337**
the overall Sig. (2-tailed) .000
services
N 120 120
Network updates Pearson Correlation .337** 1
services Sig. (2-tailed) .000
N 120 120
There is a positive correlation between the “updating of network services” and
“satisfaction with overall services” (.337**). It shows that the updating of services leads to avail
a greater amount of benefits and results in the overall satisfaction with the network.

Correlations
Satisfied Access to
with the Customer Complaints Queries are
overall care are resolved answered in
services officials in time time
Access to Pearson Correlation .363** 1 .237** .556**
Customer care Sig. (2-tailed) .000 .009 .000
officials
N 120 120 120 120
Complaints are Pearson Correlation .177 .237** 1 .269**
resolved in time Sig. (2-tailed) .053 .009 .003
N 120 120 120 120
Queries are Pearson Correlation .343** .556** .269** 1
answered in time Sig. (2-tailed) .000 .000 .003
N 120 120 120 120
**. Correlation is significant at the 0.01 level (2-tailed).
The variable “access to the customer care officials” is positively correlating with another
variable “resolving complaints in time” (.237**). This correlation indicates that the customers are
able to access the customer care officials in time, lodge the complaints and getting it resolved. It
also correlates with “answering queries in time” (.556**). It indicates that the customers are
enabled to access to the customer care officials in time and thus the queries relating to various
offers and issues are answered in time. It further correlates with “satisfaction with overall
services” (.363**). It shows that the perfect contribution and service of the customer care
officials are one among the important reasons for the overall satisfaction with the network.

Correlations
Satisfied with coverage Satisfied with the overall services
Satisfied with Pearson Correlation 1 .702**
the coverage Sig. (2-tailed) .000
N 120 120
Satisfied with Pearson Correlation .702** 1
the overall Sig. (2-tailed) .000
services
N 120 120
**. Correlation is significant at the 0.01 level (2-tailed).
The above correlation establishes that the “network-coverage” is one among the few
significant factors that lead to the “overall all satisfaction” of the customers with the network.
HYPOTHESIS TESTING
The following hypotheses were also formulated for the purpose of the study. One way
ANOVA was used to test the hypothesis.
1. Ho = There is no significant relationship between “Network chosen” and
“Access to customer care officials”.

2. Ho = There is no significant relationship between the “Network chosen” and

“Satisfaction with the coverage”.

3. Ho = There is no significant relationship between the “Network chosen” and

“Satisfaction with overall services”.
 ANOVA
Sum of
Squares df Mean Square F Sig.
Satisfied with the Between Groups 10.450 2 5.225 5.136 .007
overall services Within Groups 119.017 117 1.017
Total 129.467 119
Satisfied with the Between Groups 11.275 2 5.638 4.527 .013
coverage Within Groups 145.717 117 1.245
Total 156.992 119
Access to Customer care Between Groups 7.046 2 3.523 3.486 .034
officials Within Groups 118.254 117 1.011
Total 125.300 119
The above table shows that the calculated value of the F-test in each case is higher than
the table value of F. The level of significance in each case also is below 0.05. So, all the three
null-hypotheses-1, 2 & 3 are rejected. So there is a significant relationship between the variables
shown in each of the hypotheses taken up for the study.

4. Ho = There is no significant relationship between the “Income-level” and

“Satisfaction with overall services”.

ANOVA
Satisfied with the overall services
Sum of Squares df Mean Square F Sig.
Between Groups 6.005 3 2.002 1.881 .137
Within Groups 123.462 116 1.064
Total 129.467 119
The table value for the degree of freedom ‘3’ at 95% confidence level is 3.95 and the
calculated value is 1.881. As the table value is higher than the calculated value, the null-
hypothesis-4 is accepted. So, there is no significant relationship between the “Income-level” and
“Satisfaction with overall services”.
Conclusion
From all the above analysis, the researcher concludes that, in general, the customers
have a positive attitude towards various ‘Customer Relationship Management’ measures
practiced by the GSM service-providers. Except a very-few respondents, almost all feel that the
purpose for which they chose the particular network, has been served. Some of the areas like
“satisfying the customers through offers”, “communicating the offers promptly”, “providing
value added services”, “updating of services”, etc., are found well executed. These measures are
really helpful to the efforts made in retaining the customers and in enhancing the customer-
relationship.

But still lot of improvement is needed in some other areas like “grievance handling”,
“consistency in charging tariff”, “access to customer care officials”, “resolving the complaints in
time”, etc. Further, a little bit improvement is required in some areas like “answering queries in
time”, “provision for filing complaints”, “mechanism to resolve complaints”, etc.

Scope for further study

The mobile-using population has been rapidly increasing from time to time. This will
further increase in the years to come. The future researchers may study the impact of CRM
measures on the retention and expanding of the market exclusively for every individual GSM
service provider. Similar studies can be conducted with reference to the service-providers who
use CDMA-Technology also. Some of the disagreements on the part of the customers like
“suffering from grievances” that have been found as an outcome of this study may be further
tested by the researchers in their future studies.