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Project Report

On

A study on Quality of Service and its impact on Customer Satisfaction in the Telecom sector with reference to mobile service providers

Submitted By: -

PGDM 2nd TRIMESTER (SECTION-A) Name of Students Roll No.

Abhilasha Kumari Shipra Sarabhai

02 125

Submitted to: -

Ms.

DECLARATION

Project Title:

A study on Quality of Service and its impact on Customer Satisfaction in the Telecom sector with reference to mobile service providers.

The project is submitted by Abhilasha Kumari and Shira Sarabhai.All sections of the text and results, which have been obtained from other sources, are fully referenced.

CERTIFICATE

This is to certify that the project work entitled A

study on Quality of Service and its impact on Customer Satisfaction in the Telecom sector with reference to mobile service providers being submitted by Abhilasha kumari
and Shipra Sarabhai,is a record of work carried out under the supervision of Ms. at JIMS, Kalkaji. It is further certified that we have not submitted this report to any other organization for any other degree.

Ms. Jyotsana

Jyotsana for her painstaking effort. .ACKNOWLEDGEMENT This project reports on ³A study on Quality of Service and its impact on Customer Satisfaction in the Telecom sector with reference to mobile service providers´ has been developed by Abhilasha Kumari and Shipra Sarabhai under the supervision and guidance of Ms. Jyotsana. We are extremely grateful for her unstinted support and encouragement in the preparation of this project. The project could not have taken its present form sans her endeavor and numerous suggestions. which has helped us immensely. which helped us throughout the working of the project. We thank Ms. It¶s our privilege to acknowledge our deepest sense of gratitude to her for her inspiration.

4 2.9 Quality of services 2 2. 1.4 Reaching the consumer 1.6 2.CONTENTS Declaration Certificate by Guide Acknowledgement Executive Summary CHAPTER NO.2 Worldwide initiatives 1.2 2.8 The satisfied customer? 1.1 2.1 Evolution 1.6 Survey conducted by TRAI to assess QOS provided 1.7 Design of Study Introduction Statement of Problem Objective of the Study Hypothesis Sampling Design Data Collection Statistical Design . 1 Introduction PAGE NO.5 Series on focused socio-economic and market studies 1.7 QOS standards in respect of basic and cellular services 1.3 India wireless initiative 1.3 2.5 2.

1 3.2 Profile Respondent Profile Industry Profile 4 5 6 7 Analysis & Interpretation Findings of the Study Suggestions Conclusion Bibliography Annexure .9 Contribution of Study Limitations of Study 3 3.2.8 2.

An attempt to meet churn rate problem companies are constantly trying to come up with new ideas and plans to retain their original customer and attract new customer. But as we move on today. network availability.Executive Summary The research is based on the quality of services that are being offered by various mobile service providers and the level of satisfaction that the customers experience. The number was also increased which was a thousand subscribers in 1995 to less than a million in 1998. Customer satisfaction has become an important factor that influences a customer while selecting a mobile service operator. usage. The government launched the mobile phone services and opened it for the private operators nearly 10 years back. But the rate of addition of new subscribers is equalized or balance with the number churn rate of the companies. According to Telecom Regulatory Authority of India (Trai) Mobile telephony service providers have failed to meet the set customer satisfaction benchmarks. selection criteria are some of the key areas which we aimed to measure in our research. nearly after 10 years only half of the companies are surviving in the industry. Primary Objective of our study are: y Assessment of quality of service provided by basic and cellular mobile service providers. Overall satisfaction. With this move of the government many big and small companies ventured into the business. .5 million subscribers per month. y Customer satisfaction surveys for assessing the customer perceptions of the service. billing problems and customer care services. Today mobile service providers serves nearly 60 million customers adding 2.

Sample unit of our research includes all the existing and potential users of different mobile services in Varanasi. Sample size is 100 respondents. In our survey we tried to find out the attributes that customer keeps in mind while selecting a mobile operator in the order their importance like connectivity, advertisement, rate plan offered, brand value, customer care services. We also tried to find out the frequency of problem related to services provided by mobile operators like call drop down, call from wrong number, connectivity problem during peak hours, call barred without intimation. An attempt was made to find out the level of satisfaction that customer experiences from various services provided by mobile operators like value added services, time allotted for bill payment, roaming facility, customer care services.

INTRODUCTION
1.1 EVOLUTION : Advanced mobile services combine the innovation potential of computing, data communications, and the wireless industry. In 2002, the worldwide number of mobile phone subscribers surpassed the total number of fixed customers. Emerging mobile data services and mobile computing will enhance the existing services by blending the extraordinary innovation potentials of the wireless, computing and digital information industries. Visions as to the unlimited opportunities of new wireless platforms (e.g., meshed networks), intelligent devices (e.g., agile radio), and ubiquitous wireless applications, captured in the notion of pervasive computing, abound (Lightman and Rojas 2002). Industry experts anticipate that by 2010 mobile data communications will generate more than half of the revenues of wireless service providers (Wireless data 2000). In an increasing number of countries, including all of Western Europe, parts of Asia, and many developing countries, mobile is more widespread than fixed telephone service. In these countries, mobile devices rather than PCs or laptops may become the primary internet access tool. Network operators are currently upgrading their networks to platforms that provide higher bandwidth and will support more advanced multi-media applications. Evolutions of the present ³second generation´ (2G) of mobile services, often termed ³2.5G´ services, can provide up to 171.2 kbps and are better suited to deliver mobile data applications, including basic internet access. 1.2 WORLDWIDE INITIATIVES : Creating winning mobile services to capture the mass market Finding the best route to market success Products, solutions and services to support operators in their quest for customers. Each project encompasses all the elements of a successful model, from the

handsets and network infrastructure, to marketing, applications, content, usability and tariffs. Take MMS for example, one of the most important new mass-market services introduced over the past few years. When operators first started looking at MMS, the service was at first assumed by some to be simply an extension of SMS. Yet sending images and audio brings a new level of emotion into personal messaging and opens up opportunities for new revenue streams. 1.2.1 Creating the ultimate user experience At the outset Nokia set up projects to help operators around the world develop winning MMS launches. In west Europe, for example, a project between Nokia and one country¶s leading mobile operator focused on creating a person-to-person MMS service that carried clear differentiation in the highly competitive local market by creating a service that enables a consumer to walk out of a shop and start using a new terminal fully configured for a package of MMS services. The project teams developed four key areas: ‡ Services package: Covering all aspects of the customer¶s Point-of-Sale (POS) experience in the shop, from the services offering to personalization, branding, tariffs and demonstrations. ‡ Services activation: Determining how service settings are provided to the terminal at the POS. Aspects here included OTA settings, GPRS subscription, bookmarks, personalization and customer training. The technology and business of mobile communications is advancing so fast that the entire industry is constantly facing a steep learning curve. Operators, application developers, content providers and manufacturers all find themselves asking the same questions: How can new services and new technologies be brought to market quickly and effectively? What are the key service enablers? What processes need to be developed?

3 INDIA WIRELESS INITIATIVE : Indian Cellular Industry Subsisting Issues in Policy & Regulation Indian Cellular . As a consequence of their traditional business being much more technically oriented.What resources are needed? And what will be the initial market reaction? 1. Rs. .5 Billion). they have yet to reach a situation where they have a complete understanding of how to treat mobile services. Lowest tariffs in the world. Nearly 9 Million subscribers Growing at nearly 0.000 crores (USD 4 Billion). Airtime Tariffs have dropped by over 75% since start of service.A Brief Snapshot 53 Networks on Air To go up to 77 once all 3rd & 4th operators launch services. Fulfilled all Rollout Obligations Total Investments of over Rs. Accumulated Industry losses ± over Rs. 21. 1. 7700 crores (USD 1.4 REACHING THE CONSUMERS : The mobile operators¶ strategies could however be improved. This performance has been achieved at a steep cost to the industry. 800 crores (USD 160 Million) in FY02 alone. Service in 1481 Cities & Towns & coverage in several thousand villages.5 million subscribers/ month.

they are still quite possessive of their role as influential gatekeepers of the infrastructure that supports mobile services. LEVEL OF SATISFACTION : Table 7 ± Mobile Phone Users¶ Level of Satisfaction : . The analysis in this chapter throws light on the consumption behavior of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone services. The survey also covers an assessment of the level of satisfaction with the services received by subscribers of these telephone service providers. The aim of study is to objectively understand the behavior of mobile phone users in Delhi and further capture their satisfaction level that is influenced by various technical and non technical factors. and social /psychological costs due to unsolicited promotional calls/SMSs etc. quality and operational aspects of gadgets.5 SERIES ON FOCUSED SOCIO-ECONOMIC AND MARKET STUDIES Vision RI Connexion Services Private Limited Need for the Study : TRAI collects performance-oriented data from various service providers on a quarterly basis to monitor the growth trend in the sector and to decide upon proactive and suo motto measures to fuel the growth of the telecom services in the country. preference for various attributes and functionalities of gadgets etc. 1. In addition. Consumers¶ Satisfaction ± An Analysis : The study assesses the satisfaction level of consumers encompassing quality of technical service. assessment of the level of satisfaction.The portals could often be considerably more compelling to use. The study aims to provide inputs to testify few of such postulates in order to provide the service providers / producers a fresh insights on the consumer behavior. and some of the mobile services provided there are of low quality.

Poor quality of signals means unavailability of signals. Table 8 ± Reasons of Dissatisfaction : Conclusion : Following are the major findings: ‡ The satisfaction level of users was analyzed on a five point scale ranging from µnot satisfied¶ to µfully satisfied¶. call drop downs etc. Only 4 percent complaints about billing errors while 9 percent are not happy with the quality of customer care services being provided (Table 8 and Figure 7). Many respondents have cited multiple reasons also for dissatisfaction. A major group of consumers either say that they are µalmost satisfied¶ (43%) or . Only 14 percent of the consumers say that they are fully satisfied with the services. call failure. while 6 percent responded as µnot satisfied¶.REASONS OF DISSATISFACTION : The major reasons cited for dissatisfaction are poor quality of signals (42%) and higher costs (38%).

Poor quality of signals means unavailability of signals.µaverage satisfied¶ (20%). ‡ The major reasons cited for dissatisfaction are poor quality of signals (42%) and higher costs (38%). call failure. call drop downs etc. Many respondents cited multiple reasons for dissatisfaction. µVery less satisfied¶ plus µnot satisfied¶ combined together comes to 20 percent of the total consumers. Only 4 percent complaints about billing errors while 9 percent are not happy with the quality of customer care services being provided. .

let alone the Trai pass marks of 90-95 per cent for various parameters.5 million subscribers per month. call drop downs etc. call failure. And at that time many big and small companies ventured into the business. network availability. The industry has seen many ups and downs like regulatory uncertainties. In this growing competitive environment the survival of the mobile operators depend on the quality of service being provided by them. But the boom the industry has seen starting with a few thousand subscribers in 1995. The industry is clearly divided between GSM and CDMA operators with the GSM users accounting to 80 percent of the 60 million subscribers. In areas like overall satisfaction. policy upheavals. Bharti. But the rate of addition of new subscribers is equalized or balance with the number churn rate of the companies. This makes the Indian market one of the largest from the prospective of the service providers. technology disruptions and accompanying many legal tussles. Cellular services have become affordable with declining service cost and the advent of lowcost phones or handsets.1 Introduction: The government launched the mobile phone services and opened it for the private operators nearly 10 years back.DESIGN OF THE STUDY 2. to less than a million in 1998 and today it serves nearly 60 million customers adding 2. Poor quality of signals means unavailability of signals. The study . nearly after 10 years we find only half of them surviving in the industry. billing and customer care. while Reliance and Tata Teleservices remain the only tow significant players in the CDMA space. Some of the major reasons cited for dissatisfaction are poor quality of signals and higher costs. Along with this some of the additional problems which are experienced by the users are billing errors issues and poor quality of customer care services. Today. The aim of the study is to measure the satisfaction levels of users of various mobiles in the city of Varanasi. mobile subscribers ² irrespective of which service they use ² are not ready to give even 80 per cent marks. Hutchison Essar and BSNL are driving the GSM business. And one of the main reason is believed as Mobile telephony service providers (both GSM and CDMA operators) across the spectrum have failed to meet the customer satisfaction benchmarks set by the Telecom Regulatory Authority of India (Trai).

3. 2. y Provide suggestions based on findings.2 Secondary objective : y Identify the various criteria considered by a customer before choosing a particular mobile service provider. y Analyze the current trends and reasons for favourability towards specific mobile service providers y Identify shortcomings in the existing mobile services provided. The analysis of this study throws light on the consumption behavior of the mobile phone users in Varanasi and covers the aspects like usage pattern of the mobile phone services. 2. 2.assesses the satisfaction level of consumers encompassing quality of technical service and how it affects the consumer behavior in choosing the mobile operators. preference for various attributes and functionalities of services provided. 2. y Obtain a clear picture of the various marketing efforts and communications adopted by the various mobile service providers.1 Primary objective : y Assessment of quality of service provided by basic and cellular mobile service providers.4 Hypothesis : H1 = quality of service has an impact on customer satisfaction in the mobile service industry. y Customer satisfaction surveys for assessing the customer perceptions of the service. .3. assessment of the level of satisfaction.2 Statement of problem : Study on service quality and its impact on customer satisfaction in the telecom sector with reference to mobile service providers.3 Objectives of the study : 2.

newspapers.5. reports.5.3 Sample Size : The study will be restricted to 100 respondents 2.5. reference books.7 Statistical design : . 2. 2.6 Data collection : 2. magazines and websites.1 Primary data : Primary data will be obtained through an interview schedule designed with ratingscale. open-ended and close-ended questions that will be logically framed basically aimed at achieving the objectives of the study. 2.5 Sampling design : 2.2 Secondary data : Secondary data will be obtained through information from previous literature. 2. 2.2 Sample unit : The sample unit includes all the existing and potential users of different mobile services from Varanasi.4 Sampling techniques : Convenience sampling 2.H2 = quality of service does not have any impact on customer satisfaction in the mobile service industry.5.6.1 Sample universe : The sample universe includes all the existing and potential users of different mobile services.6.

2. y Analyze the depth of influence the advertisements exert over the consumer¶s behaviour and choice. standard deviation. A better analysis would be carried out with a larger sample size. arithmetic mean and correlation for the purpose of analysis. graphs and charts wherever necessary.9 Limitations of the study : y Recall bias of the respondents. 2. range For testing the hypothesis anova can be used. Findings will be illustrated in the form of tables. y The sample size is small.8 Contribution of the study : y Determination of the best service provider in the industry. y Find out the quotient of brand ± loyalty and impact of brand in the market amongst the customers.The collected data will be classified with the help of statistical tools like percentages. Measures of Location ± Mean. unique features of those cities to be considered. . median & mode Measures of Spread ± Variance. Data will then be analyzed and inferences were drawn from the analysis. y Time factor is considered to be another limitation here as the time involved is less. y Study limited to Varanasi city and therefore before generalization to other cities.

1a Showing the gender profile of respondent : RESPONDENT PROFILE MALE FEMALE 50% 50% .1.1 RESPONDENT PROFILE : 3.1. OF RESPONDENTS RESPONDENTS 50 50 100 50 50 100 GENDER MALE FEMALE TOTAL Graph 3.1.1 Showing the gender profile of respondents : PERCENTAGE OF NO.PROFILE 3.1 Gender Profile : Table 3.

it can be inferred that the gender profile of the respondents includes 50 males i..2 Age Profile : Table 3.e. This is followed by . it can be inferred that majority of the respondents i.e.2 Showing the age profile of respondents : < 18 YEARS 0 19-45 YEARS 48 40 88 > 45 YEARS TOTAL 2 5 7 50 50 100 AGE MALE FEMALE 5 TOTAL 5 100 90 80 70 60 50 40 30 20 10 0 <18 19-45 >45 Female Male Interpretation : From the above data tabulated.. 3.e. the remaining 50% of the respondents. 88% account for respondents of the age group 19-45 years.1. 50% of the respondents and 50 females i..Interpretation : From the above tabulated data.1.

3 Occupation Profile : Graph 3.e. The least number of age groups account for the < 18 years.1 Showing the categorization of respondents on the basis of brand usage and preference : AIRTEL HUTCH BSNL SPICE RELIANCE TATA INDICOM TOTAL . 3.7% of the respondents from the age group of >45 years.3a showing the occupation profile of respondent : 80 70 60 50 40 30 20 10 0 Female Male Interpretation : From the above data tabulated.1.2.2 INDUSTRY PROFILE : Table 3. it can be inferred that majority of the respondents i.1. 68% account for respondents who are students. 3. This is followed by 21% and 5% of the respondents who are professionals and businessman respectively. 6% of the respondents belong to the others category..

OF USERS 60 MALE 40 20 0 AIRTEL BSNL RELIANCE TOTAL FEMALE TOTAL BRAND NAME Interpretation : .2a Showing the categorization of respondents on the basis of brand usage and preference : 100 80 NO.MALE 9 11 10 5 6 9 50 FEMALE 9 11 5 10 9 6 50 TOTAL 18 22 15 15 15 15 100 Graph 3.

We can infer from the above data that Hutch leads the market with maximum users (22%) followed by Airtel (18%). . and the rest of the operators have (15%) market share.

1.1.1a Showing the details of the respondents are mobile users are not: RESPONDENT 100 100 VALUES 50 0 0 Yes No 0 RESPONSES Series1 Series1 100 Table 4.ANALYSIS AND INTERPRETATION Table 4.2 Showing the details of the respondents service providers: Operators Airtel Hutch Number 18 22 .1 Showing the details of the respondents are mobile users are not : User Yes No 100 0 Graph 4.

. Reliance and Tata Indicom 15 each. The highest number of respondent we could find was for the Hutch Operator with 22 respondents followed by Airtel with 18 and rest of the operators BSNL.2a Showing the details of the respondents service providers : DATA ASE 25 20 VALUES 15 10 5 0 1 OPERATORS Airtel Hutch BSNL Spice Reliance Tata Indicom 18 15 15 15 15 22 Interpretation : The above chart shows the details of the total database of the respondents who have participated in out research.1.BSNL Spice Reliance Tata Indicom 15 15 15 15 Graph 4. Spice.

Table 4. The total numbers of post-paid respondents were 33 and a pre-paid respondent was 67.1. .1.3a Showing the details of the type of connection the respondents use : Number 80 60 Va ue 40 20 0 Post Paid Pre Paid NNEC 1 N YPE I 33 67 67 33 Post Paid Pre Paid Interpretation : The following graph shows the data base collected details in the form of type of connection the user uses.3 Showing the details of the type of connection the respondents use : Connection Type Post Paid Pre Paid Number 33 67 Graph 4.

4a Showing the details of number of hours the respondents spent using their mobile phones : USAGE DURATION 60 er of Users 49 50 40 30 20 N 10 0 <1hr Series1 27 1-2hrs 16 Ho rs Spent Series1 2-4hrs 49 > 4hrs 8 27 16 8 Interpretation : The above table shows the details of the number of hours the respondents spend on cell phone in a day. This is followed by low usage category who use less than 1 hour which is .Table 4. 49 % of them fall in the category of 2-4 hours of duration of usage.e. And from the above graph it can be concluded that the major number of them i.1.4 Showing the details of number of hours the respondents spent using their mobile phones : Hours <1hr 1-2hrs 2-4hrs > 4hrs Number 27 16 49 8 Graph 4.1.

1.5a Showing the details of the ranks given by the respondents for the following attributes : . Table 4.1.27% of total respondents.5 Showing the details of the ranks given by the respondents for the following attributes : SERVICE IMPORTANCE EASY RECAHRG E 3 9 25 26 18 15 4 ROAMIN G FACILITY 4 3 8 26 15 29 15 RANKING S Rank1 Rank2 Rank3 Rank4 Rank5 Rank6 Rank7 NETWOR K 46 28 9 11 3 2 1 PLAN S 35 23 22 6 11 2 1 ADDITIONA L OFFERS 2 4 14 12 31 28 9 TUNE S 0 1 1 3 10 19 66 COVERAG E 10 32 22 16 12 4 4 Graph 4. 16% of the respondents fall in the category of users who use for 1-2 hours and rest of the 8% of respondents come under the last category of user who use more than 4 hours in a day.

6% ranked it 4th. coverage and roaming facility as ranked by the respondents. easy recharge. caller tunes. 11% ranked it 4th . Plans: In the network bar we can see that 35% of the respondents ranked it as 1st. 23% ranked it 2nd. 9% ranked it 3rd . R g F ty .SERVICE IMP R 100% 2 3 90% 11 80% 9 70% UES 60% 28 50% 40% 30% 25 20% 46 10% 0% 35 14 9 3 4 2 R 12 23 26 1 2 11 6 28 22 18 15 1 4 9 NCE 4 4 12 16 66 22 29 15 31 15 V 19 10 3 1 0 32 26 10 8 3 4 G E S RK ES AH R FF ER W O AN TU N O VE R PL AG E S O EC E NA L N R EA SY IT IO C AD D RIBU ES R k1 R k2 R k3 R k4 R k5 R k6 R k7 Interpretation : The above table and graph show the importance of seven attributes network. 3% ranked it 5th . additional offers. 28% ranked it 2nd . 2% ranked it 6th and 1% ranked it 7th. plans. 2% ranked it 6th and 1% ranked it 7th. 11% ranked it 5th. Network: In the network bar we can see that 46% of the respondents ranked it as 1st. 22% ranked it 3rd.

47 4. 14% ranked it 3rd . 12% ranked it 4th . 22% ranked it 3rd . 12% ranked it 5th . 28% ranked it 6th and 9% ranked it 7th.77 4.44 ATTRIBUTES Series1 TUNES 2. 15% ranked it 6th and 4% ranked it 7th.02 3. 26% ranked it 4th .1.26 2.26 .Easy Recharge: In the network bar we can see that 3% of the respondents ranked it as 1st. 10% ranked it 5th . Tunes: In the network bar we can see that 0% of the respondents ranked it as 1st. 4% ranked it 6th and 4% ranked it 7th. 8% ranked it 3rd . 3% ranked it 4th .47 COVRG 3.52 ROAMING 4. 1% ranked it 3rd . 31% ranked it 5th . Graph 4. 25% ranked it 3rd . 19% ranked it 6th and 66% ranked it 7th. 15% ranked it 5th . Additional Offers: In the network bar we can see that 2% of the respondents ranked it as 1st. 29% ranked it 6th and 15% ranked it 7th.49 ECHARG 4.52 4. 26% ranked it 4th . 32% ranked it 2nd .49 4. 4% ranked it 2nd . 3% ranked it 2nd .02 ADD 4.44 4. 18% ranked it 5th . Roaming Facility: In the network bar we can see that 4% of the respondents ranked it as 1st. 16% ranked it 4th .77 PLANS 4. 9% ranked it 2nd . Coverage: In the network bar we can see that 10% of the respondents ranked it as 1st.5b Showing the details of the ranks given by the respondents for the following attributes : SATISFACTION AVERAGE 6 5 VALUES 4 3 2 1 0 N/W Series1 4. 1% ranked it 2nd .

Additional Offers are the important attributes while Tunes is the last attribute which is relevant for the user.1.Interpretation : From the above two graphs we can say that Network. Roaming.6.1.a Showing the details of the satisfaction levels of the respondents for the call drop issue : CALL DROP Very Frequently Frequently Sometimes Never 8 12 68 12 Graph 4.a Showing the details of the satisfaction levels of the respondents for the call drop issue : CALL DROP 68 70 60 50 40 VALUES 30 20 10 0 8 12 12 1 FREQUENCY Very requently     requently Sometimes Never . Plans. Table 4.6.

6.6.b Showing the details of the satisfaction levels of the respondents for the wrong number : Wrong Number Very Frequently Frequently Sometimes Never 3 10 65 22 Graph 4.Interpretation : From the above graph we can conclude that 68% of the respondents say they sometimes have the problem of call drop and followed by 12% each of frequently and never category.1.1.b Showing the details of the satisfaction levels of the respondents for the wrong number : WRONG NU BER 65 70 60 50 40 VALUES 30 20 10 0 22 10 3 1 FREQUENCY ¡ Very requently requently Sometimes Never ¡ . Table 4.

Table 4.6.c Showing the details of the satisfaction levels of the respondents for the bill issue : BILL ISSUE Very Frequently Frequently Sometimes Never 7 8 19 63 Graph 4.1.1.c Showing the details of the satisfaction levels of the respondents for the bill issue : BILL ISSUES 63 70 60 50 40 VALUES 30 20 10 0 19 7 8 1 FREQUENCY ¢ Very requently requently Sometimes Never ¢ .Interpretation : From the above graph we can conclude that 65% of the respondents say they sometimes have the problem of wrong numbers and followed by 22% never category.6.

6.1.6.Interpretation : From the above graph we can conclude that 63% of the respondents say they never have the problem of billing issues and followed by 19% sometimes category.d Showing the details of the satisfaction levels of the respondents for the connectivity : CONNECTIVITY Very Frequently Frequently Sometimes Never 9 25 46 20 Graph 4.d showing the details of the satisfaction levels of the respondents for the connectivity C NN C VTY 46 50 40 30 VALU 20 10 0 1 R QU NCY Ver requently Frequently Sometimes Never 9 25 20 . Table 4.1.

Interpretation : From the above graph we can conclude that 46% of the respondents say they sometimes have the problem of connectivity and followed by 25% frequently category and 20% never category Table 4.1.e showing the details of the satisfaction levels of the respondents for barring BARRING 54 60 50 40 VALUES 30 20 10 0 1 FREQUENCY 5 10 31 £ Very requently requently Sometimes Never £ .6.6.e Showing the details of the satisfaction levels of the respondents for barring : BARRING Very Frequently Frequently Sometimes Never 5 10 31 54 Graph 4.1.

6.6. Table 4.f Showing the details of the satisfaction levels of the respondents for the promotion calls : PROMOTION CALLS 37 40 25 30 17 FREQUENCY 20 10 0 21 Very Frequen ly Frequen ly S me ime e er .1.1.f Showing the details of the satisfaction levels of the respondents for the promotion calls : PROMO CALLS Very Frequently Frequently Sometimes Never 17 25 37 21 Graph 4.Interpretation : From the above graph we can conclude that 54% of the respondents say they never have the problem of call barring issues and followed by 31% sometimes category and 10% frequently category.

1. Table 4.8 Showing the details of the awareness details of the respondents of the various details about their package plans : AWARENESS FULLY PARTIALLY No Knowledge 34 61 5 Graph 4. More or less all the respondents had some level of opinion similar with respect to the promotional calls.8.1.a Showing the details of the satisfaction levels of the respondents for the promotion calls : AWARNESS No Knowledge 5% FULLY 34% PARTIALLY 61% FULLY PARTIALLY No Knowledge .Interpretation : From the above graph we can conclude that 37% of the respondents say they sometimes have the problem of promotional call and followed by 25% frequently and never 21%.

1.9.1.Interpretation : From the above table and graph as shown in the pie-chart we can conclude that the majority of the correspondents fall in the category with partial knowledge with 61%. followed by fully aware category with 34% and the last category of 5% forming the no knowledge category. It can be said that more or less majority of the respondents are aware about the various schemes activated to their number.9 Showing the details of the respondent opinion about the customer care services offered by the operators : CUSTOMER CARE Solve Listen but do not follow Gives Feedback No Response 48 31 15 6 Graph 4.a Showing the details of the respondent opinion about the customer care services offered by the operators : O 48 50 A VI 31 40 30 VAL 20 10 0 1 F Solv List DBA K 15 6 ¨ § ¦ but do not follow Giv s F ¤¤ ¤ ¥¤ ¤ dbac o Res onse . Table 4.

1.a Showing the details of the satisfaction levels of various attributes measured on a Likert Scale : Neither nor 32 Somewhat Highly DisSatisfied DisSatisfied 4 1 Highly VAS Bill Time Alloted Roaming Facility Customer Care Service 12 Somewhat 51 8 19 2 3 1 33 27 25 12 3 19 42 20 15 4 Graph 4.10.Interpretation : From the following graph and table can be said that majority of the respondents feel that some way or the other the customer care services pay attention to the issues of the customers. Table 4.10.a Showing the details of the satisfaction levels of the respondents for the promotion calls : .1.

03030303 ROAM 2.1.73 .10.87 © Highly Somewhat Neithe no Somewhat Highly DisSatisfi DisSatisfi ed ed 4 3 12 15 1 1 3 4 © © © © CUSTOMER CARE 2.b When the average of the ranking values are taken the table is as follows : VAS 2.73 TIME FOR BILL 3.60 50 40 30 20 10 0 VAS Bill Time Alloted Roaming Facility Custome Ca e Se vice 12 8 33 51 19 27 42 32 2 25 20 19 Table 4.

11 Showing the importance of attributes while selecting an operator : Sel_convty I II III IV V 53 30 13 2 2 Sel_advtmt 5 5 6 22 62 Sel_plan 39 36 12 10 3 Sel_brand 3 13 32 40 12 Sel_cc 3 14 36 26 21      Series .Graph 4. .6 2.9 2.b The average of the ranking values is plotted on a graph is as follows : 3.8 2.1 3 2.10.         VAS TIME O OAM USTOME . . VAS and Customer Care Services offered by the operators.7 2.5 Interpretation : It can be inferred that most of the post-paid respondents are satisfied with the time given for them to pay their bills and followed by Roaming.1. .1. Table 4. All of them nearly have the same level of average satisfaction.

6% give rank 3. 30% give rank 2.55 3 1.11b Showing the average of attributes while selecting an operator : 5 4 2.52 Interpretation : It can be inferred that 53% of the respondents give rank 1(most favourable) to connectivity.e 62% prefer it as least important giving rank 5.1. 3% give rank 3 and 2% each give rank 4 & 5. While selecting a plan 39% people prefer it as most important whereas 3% prefer it as least important.69 2 1 0 SEL_CO ADVTSM SEL_PL B AND 2 55 CUST 2 52 4. 5% give rank 2. In case of selecting an advertisement 5% respondents rate it as 1st.93 2.11a Showing the importance of attributes while selecting an operator : Graph 4.100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2 2 13 30 62 3 10 12 36 12 21 26 40 Ranks 53 22 39 6 5 5 32 13 3 t t f I II S l_ l S l_br to 36 14 3 S l_ S l_ ty S l_ Att ibut s l cti g op III IV V Graph 4. While selection of a brand 40%      Series1 43 1 69 3 93 .1. 22% give it rank 4 and majority of respondents i.3 3.

of the people gave it as rank 4 and only 3% people have given it rank 1. In the case of customer care service 36% people have given it rank 3 while only 3% feel it as most important.12 Showing the time taken to activate the roaming : Roaming Activation Few hrs >1 day 3 days Does not act 78 17 1 4 Graph 4. " "# ! 78% # " . Table 4. 17% feel that it takes more than a day. 4% feel that 3 days are required for their roaming to get activated and 1% respondents feel that their roaming do not get activated.1.1.12a Showing the time taken to activate the roaming : Roamin Activation 4% 1% 17% Few hr >1 da 3 da Doe not act Interpretation : It can be inferred that 78% of the respondents feel that their roaming gets activated in few hours.

1.Table 4.13a Shows how people prefer to pay their bills : Bill Preferen e 11% 10% 3% 13% 63% Ca h Card Cheque nline A M .1.13 Shows how people prefer to pay their bills : Bill Preference Cash Card Cheque Online ATM 58 12 9 10 3 Graph 4.

1. 13% would like to pay it card. 11% would like to make online payments and 3% would like to pay it through ATM¶s. Table 4.Interpretation : It can be inferred that 63% of the respondents like to pay their bill by cash. 10% by cheque.14 Shows the frequency of the respondent to switch the operator : Operator switching No Once Twice >2 56 38 3 3 Graph 4.14a Shows the frequency of the respondent to switch the operator : Oprtr /w 3 3 38 56 No Once Twice >2 .1.

15a Shows various reasons for switching the service provider : 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Con ty 4 Bill issue 30 16 17 18 16 9 18 12 5 No pac a e No CC se Att ac plan 22 12 20 5 15 21 22 24 18 15 18 29 11 V IV III II I 5 13 . 38% of the respondents have switched the service provider once and 3% of the respondents have switched their service providers twice or more than 2 times. Table 4.Interpretation : The above pie chart shows that 56% of the respondents have not switched their service provider in the last 1 year.1.15 Shows various reasons for switching the service provider : Convty I II III IV V 30 17 15 5 12 Bill issue 4 16 18 21 20 No package 18 16 22 18 5 No CC serv 5 12 9 24 29 Attrac plan 22 18 15 11 13 Graph 4.1.

The second most important reason for switching is no suitable package plan (2.89 2 2.62 $ .77 2.1.16 Shows the preference of people for receiving the bills : Hard copy I II III IV 6 4 3 20 Ebill 5 9 15 4 Online 10 10 9 4 SMS 12 10 6 5 Graph 4.89 3 2 2 1.81) with the existing operator followed by Attractive plans with competing operators (2.62) Billing issues (2) No satisfaction from customer care services (1.81 2.15b Shows the average contribution of various reasons for switching the service provider (1 for the most important and so on)2.77 ATTRT_ 2.1.89) is the major issue for switching the operator.62 1 0 Series1 2.77) Table 4.16a Shows the preference of people for receiving the bills : $ $ C N_RE BILL_ISS N N _CC 1.1.Graph 4.81 Interpretation : It can be inferred that most of the respondents feel that connectivity problem (2.

They have a least preference to receive bills as hard copies. Table 4. So.17 Shows the overall experience of the respondents : Opinion Good Ok Poor Very Good Very Poor Number 36 45 12 6 1 .1. it can be said with the changing technology the customers also prefer to change with it.100 90 80 70 ank 60 50 40 30 20 10 0 Ha d cop 3 4 6 20 4 4 9 5 6 IV III II I 15 10 9 10 5 Ebill Attribute O li e M 12 10 Interpretation : It can be inferred that the respondents have a preference to receive their bills through SMS and followed by online bills and e-bills.

this can be said by the 45% Ok respondents and 36% respondents.Graph 4.1.17a Shows the overall experience of the respondents : V y G V dy % % % G d Ok 5% Interpretation : It can be interpreted from the following pie chart that the overall experience of the respondents was some what satisfied. .

11% ranked it 4th . Spice. additional offers. 3% ranked it 5th . 12% ranked it 4th . caller tunes. 15% ranked it 6th and 4% ranked it 7th. Plans: In the network bar we can see that 35% of the respondents ranked it as 1st. 2% ranked it 6th and 1% ranked it 7th. 22% ranked it 3rd. 9% ranked it 2nd .FINDINGS OF THE STUDY y The highest number of respondent we could find was for the Hutch Operator with 22 respondents followed by Airtel with 18 and rest of the operators BSNL. 16% of the respondents fall in the category of users who use for 1-2 hours and rest of the 8% of respondents come under the last category of user who use more than 4 hours in a day. Network: In the network bar we can see that 46% of the respondents ranked it as 1st. y We have shown the importance of seven attributes network. Additional Offers: In the network bar we can see that 2% of the respondents ranked it as 1st. 9% ranked it 3rd . 28% ranked it 6th and 9% ranked it 7th. 2% ranked it 6th and 1% ranked it 7th. 4% ranked it 2nd . y The total numbers of post-paid respondents were 33 and a pre-paid respondent was 67. 28% ranked it 2nd . This is followed by low usage category who use less than 1 hour which is 27% of total respondents. 25% ranked it 3rd . 23% ranked it 2nd. 6% ranked it 4th. Reliance and Tata Indicom 15 each. coverage and roaming facility as ranked by the respondents. 14% ranked it 3rd . 11% ranked it 5th. Easy Recharge: In the network bar we can see that 3% of the respondents ranked it as 1st. plans. y Major number of respondents i. . 18% ranked it 5th . easy recharge.e. 26% ranked it 4th . 31% ranked it 5th . 49 % of them fall in the category of 2-4 hours of duration of usage.

Tunes: In the network bar we can see that 0% of the respondents ranked it as 1st. 22% ranked it 3rd . 10% ranked it 5th . Coverage: In the network bar we can see that 10% of the respondents ranked it as 1st. 8% ranked it 3rd . y 46% of the respondents say they sometimes have the problem of connectivity and followed by 25% frequently category and 20% never category. 19% ranked it 6th and 66% ranked it 7th. 1% ranked it 3rd . y 63% of the respondents say they never have the problem of billing issues and followed by 19% sometimes category. y Majority of the respondents feel that some way or the other the customer care services pay attention to the issues of the customers. 32% ranked it 2nd . 3% ranked it 2nd . Roaming Facility: In the network bar we can see that 4% of the respondents ranked it as 1st. y The majority of the correspondents fall in the category with partial knowledge with 61%. 4% ranked it 6th and 4% ranked it 7th. 12% ranked it 5th . followed by fully aware category with 34% and the last category of 5% forming the no knowledge category. 16% ranked it 4th . VAS and . 26% ranked it 4th . y It can be inferred that most of the post-paid respondents are satisfied with the time given for them to pay their bills and followed by Roaming. y 54% of the respondents say they never have the problem of call barring issues and followed by 31% sometimes category and 10% frequently category. 29% ranked it 6th and 15% ranked it 7th. 3% ranked it 4th . y 68% of the respondents say they sometimes have the problem of call drop and followed by 12% each of frequently and never category. 1% ranked it 2nd . y 37% of the respondents say they sometimes have the problem of promotional call and followed by 25% frequently and never 21%. y 65% of the respondents say they sometimes have the problem of wrong numbers and followed by 22% never category. It can be said that more or less majority of the respondents are aware about the various schemes activated to their number. More or less all the respondents had some level of opinion similar with respect to the promotional calls. 15% ranked it 5th .

89) is the major issue for switching the operator. The second most important reason for switching is no suitable package plan (2.y y y y y Customer Care Services offered by the operators. It can be inferred that 78% of the respondents feel that their roaming gets activated in few hours.e 62% prefer it as least important giving rank 5. They have a least preference to receive bills as hard copies. 6% give rank 3. 4% feel that 3 days are required for their roaming to get activated and 1% respondents feel that their roaming do not get activated. it can be said with the changing technology the customers also prefer to change with it. So.62) Billing issues (2) No satisfaction from customer care services (1. While selection of a brand 40% of the people gave it as rank 4 and only 3% people have given it rank 1.77). 13% would like to pay it card. It can be inferred that 63% of the respondents like to pay their bill by cash. 38% of the respondents have switched the service provider once and 3% of the respondents have switched their service providers twice or more than 2 times. It can be inferred that 53% of the respondents give rank 1 (most favourable) to connectivity. y It can be inferred that the respondents have a preference to receive their bills through SMS and followed by online bills and e-bills. 56% of the respondents have not switched their service provider in the last 1 year. 22% give it rank 4 and majority of respondents i.81) with the existing operator followed by Attractive plans with competing operators (2. 30% give rank 2. It can be inferred that most of the respondents feel that connectivity problem (2. 10% by cheque. In the case of customer care service 36% people have given it rank 3 while only 3% feel it as most important. . 5% give rank 2. In case of selecting an advertisement 5% respondents rate it as 1st. 3% give rank 3 and 2% each give rank 4 & 5. 17% feel that it takes more than a day. While selecting a plan 39% people prefer it as most important whereas 3% prefer it as least important. All of them nearly have the same level of average satisfaction. 11% would like to make online payments and 3% would like to pay it through ATM¶s.

y It can be inferred that there is a strong correlation between time spent on phone and age groups and the analysis proves that maximum value for correlation is for age group 19-45 which tells that the respondents in this age group spent maximum time on phone.y The overall experience of the respondents was some what satisfied. y The correlation analysis between the age group and the various attributes related to the quality of service provided by service providers shows that the correlation values come in the order of Additional offer Roaming Plans Easy recharge Network . y It can be inferred that there is weak correlation between the time spent on phone and gender as the education level among the respondents was very high so the time people spent on mobile do not depend upon their gender. this can be said by the 45% Ok respondents and 36% respondents. y It can be inferred that that maximum positive value of correlation is between the operator switching and the attractive plans being offered by the other operators which is the strongest reason of the respondent for switching the operator and the other attributes follow in order as followsNo package plan with existing provider Connectivity problem No proper customer care services Billing issues y It can be inferred that there is a strong correlation between operator selection and the quality of service of customer care executives which means that customer care selection is very important for a service provider.

. y It can be inferred that the observed value is less than the tabulated value so we can say that the call drop down is independent of the operator selection.Caller tunes Coverage y The operator selection and the service provided by the customer care executives is negatively correlated and so it has no effect on the selection of the operators. y It can be inferred that the observed value is more than the tabulated value so we can say that billing issues is dependent on the operator selection. y It can be inferred that the observed value is more than the tabulated value so we can say that the roaming facility is dependent on the operator selection. y It can be inferred that since the observed value is greater than the table value so we can say that the value added services is dependent on the selection of the service provider. y It can be inferred that the observed value is less than the tabulated value so we can say that the customer care services are independent of the operator selection. y It can be inferred that the observed value is less than the tabulated value so we can say that calls from wrong numbers is independent of the operator selection. y It can be inferred that the observed value is more than the tabulated value so we can say that connectivity problem during peak hours is dependent on the operator selection. y It can be inferred that the observed value is less than the tabulated value so we can say that billing issues is independent of the operator selection. y It can be inferred that the observed value is more than the tabulated value so we can say that the roaming facility is dependent on the operator selection. y It can be inferred that the observed value is less than the tabulated value so we can say that promotional calls is independent of the operator selection. y It can be inferred that the observed value is less than the tabulated value so we can say that the experience of the respondent influences the selection of the operator.

y There is significant difference in the selection of service provider and the roaming facility offered by them. y There is significant difference among the occupation of the respondents in selecting the mobile service providers. y There is significant difference in the selection of service provider and the customer care services offered by them.y There is significant difference among the age groups while selecting the mobile service providers. . y There is significant difference in the selection of service provider and the value added services offered by them.

y Brand loyalty is high among cell phone users. Hence. additional offer and call plans are the main features that go into consideration while selecting the service provider.SUGGESTIONS y Individuals irrespective of age. Thus an attempt should be made by the operators to provide range of attractive offers to retain there existing customers. y Network. the focus must be to tap potential customers and satisfy existing customers. the mobile operator should maintain the quality of these services provided must and highlight the same. . y A main reason for switching an operator by the customer was found to be availability of attractive plans with the competitive operators. y With growing technology the service providers must also cater the needs of the customers by adopting to the new technologies to better serve the customers. Hence the prime focus must be on improving the quality of services provided by operator to make it more effective. y Main problem faced by consumers were call drop down and promotional call on there number thus this necessitate mobile service operator to take some serious steps to overcome these problems. through providing new and attractive offers they can attract customers. occupation and gender tend to greatly rely on the services provided by service provider which forms a lasting image in the mind of the customers which influences their preferences. Hence. income.

y With the increasing competition mobile service operator can differentiate itself on the basis of value added services and additional offers provided by them. y Research showed that while selecting a mobile service provider.CONCLUSION y From the above research we can conclude that the satisfaction level of the user is depend on the kind of services provided by the service providers. . so that they can retain their existing customer and can attract new potential customers. y From the survey it was inferred that overall experience of respondent is dependent on the service provider. customer occupation profile do not play any role. y The services expected by the subscribers are more or less dependent upon the age group. y To reach the industry norms of 90-95% satisfaction the operators still need to go a long way in achieving the overall satisfaction. gender and the occupation to which they belong.

WEBSITES: o www. 11th edition . 3. Prentice Hall of India. Business Research Methods. 9th edition.trai.com o www.bizjournals. 2. Pamela S Schindler. Philip Kotler.com .marketing. Mcgraw-Hill. Marketing Management .com o www. N.D-1999.BIBLIOGRAPHY 1.

ANNEXURE JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL Dear Sir/ Madam.NEW DELHI. Are you a cell phone user? Yes No 2. I am the student of JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL KALKAJI . What type of connection do you use? Post-Paid . I assure you that all information provided by you will be kept confidential and used for academic purposes only. 1. What is the name of the operator? Airtel Hutch BSNL Spice Reliance Tata Indicom 3. undertaking a study on Service quality and its impact on customer satisfaction in the telecom sector with reference to mobile service providers. Thank You.

How frequently do you face the following problems? Frequently Sometimes Very Frequently Call Drop Down Call from Wrong Numbers Billing Issues Connectivity Problem during peak Hours(1900 to 2200 hrs) Call Barred without Intimation Caller tunes Coverage Roaming facility Never . according to you (1 for most important and so on) Network Call plans Easy recharge Additional offer 6. How many hours do you spend on the phone everyday? (Includes both calling and messaging) Less than 1 hour 1-2 hours 2-4 hours More than 4 hours 5.Pre-Paid 4. Rank the following attributes in order of their importance.

1 for most important and so on) Bill not received Bill received after due date Bill posted to a wrong address Calling Details not mentioned 8. How do customer care executives attend to your concerns? Solve the problem at one go Listen to the complaints but do not follow up Make calls to inform you about the progress of your complaint Do not bother at all 10. Are you aware of all the paid services activated on your number? Fully Partially No knowledge 9.Promotional Calls on your Number 7. What is your level of satisfaction for the following services offered? Neither Highly Highly Somewhat Somewhat Satisfied nor Satisfied Satisfied Dissatisfied Dissatisfied Dissatisfied Value Added Service (VAS) Time Allotted for Bill Payment . What type of Billing problems do you face?( Rank the following attributes.

Have you switched your mobile service provider in the last one year? (From Oct¶06 to Nov¶07) . How long does it take to activate roaming facility on your number? Gets activated in few hours Takes more than a day 3 days Does not get activated 13. Rank the following attributes in order of their importance while selecting an operator Connectivity Advertisement Rate Plan offered Brand Value Customer Care Services 12. How do you prefer to pay your bills? ( Please tick any one) Cash Payment Card Payment Cheque Payment Online Payment Payment through ATM 14.Roaming Facility Customer Care Services 11.

Rank the following attributes which gives maximum satisfaction while receiving the bill (1 for the most important and so on) Hard Copy E-Bills On-Line Availability of Bills SMS to your numbers 17. Rank the following reasons for switching (1 for the most important and so on) Connectivity Problem Billing Issues No suitable package plan with current operator Not satisfied with the customer care service Availability of attractive plans with the competing operators 16. How is your overall experience with your service provider? .No Once Twice More than 2 times 15.

Personal details: * Gender Male Female *Age Profile <18 years 19-45 years >45 years * Occupation Student Professional Businessman Others .

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