CHAPTER – I

INTRODUCTION

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 INTRODUCTION
The aim for every company should be to make its customers satisfied. Satisfied customers
will come again and might stay as customers for a longer period of time. It is important for
the organization to actually care and appreciate the customers. It is clear that if the company
can make the customer satisfied then the customer will come again and the customers might
also tell to some of their friends about the good service they got. So through satisfied
customers it is possible to save in marketing expenses. I have also worked in the service
profession and have noticed that it is very important to keep the customers happy. Today’s
customers will quite easily comment if they are not satisfied. As all of us know it is much
nicer to deal with a satisfied person than with dissatisfied one.
Customer Expectations
When talking about the relationship between expectations and experiences, expectations are
usually seen as one whole field. In reality there are several kinds of expectations and one of
the most functional classifications is tri partition of expectations:
1. Ideal expectations
2. Pre-expectations
3. Minimum expectations
1. Ideal expectations
Ideal expectations tell about the person’s own values and hope for the action that he/she
expects from a company or from a product. Ideal expectations, for example, of a shop’s
services can be included:
- Low prices
- Friendly personal service
- Perfect assortments and selection
- High quality products
- Close location
When looking at ideal expectations it is important to see that different persons have different
expectations. Even persons in different segments differ from each other. It is impossible for
companies to combine all the above mentioned ideal expectations features. This is why the
company has to choose just some of these features, the ones that are best for the company and
then the company should fu fill these expectations as well as possible.

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2. Pre-expectations
Pre-expectations mean the level of expectations the person has on a certain company and/or
its product and its different features. Pre-expectations mean quite the same thing as the
company or product image. This way the customer satisfaction leadership is connected to
mental image marketing. There are several factors affecting pre- expectations, such as
experiences, mouth-to- mouth communication, branch, business idea, basic elements of
marketing, marketing communication and publicity. All these factors are connected to each
other, either directly or indirectly.
3. Minimum expectations:
Minimum expectations describe the minimum level that customer has set for him/herself,
what he/she requires from the company or from the product and services. There are four
different factors affecting the minimum expectations. These are:
1. Situational factors (e.g. buying situation)
2. Customer’s background factors (e.g. income level, age, education)
3. Branch factors (e.g. competition situation)
4. Company factors (e.g. business idea, business location, marketing)
And again all these factors influence on each other.
When working in a service profession a customer servant needs to be a good judge of
character. All customers can not be served the same way. Behaviour needs to be changed
even a little with every customer. Having a good customer servant is a huge bonus for a
company. Through a good customer servant the company can win many competition
situations.
Satisfaction level of customers
The customer satisfaction levels can be divided into different categories according to how
strongly and to which direction the customers have reacted. The first three categories are:
negatively surprised, expectations fulfilled and the last one is positively surprised. The
negatively surprised category can be further divided into two subcategories: great
disappointments and mild disappointments. Also the positively surprised category can be
divided in the same way into two subcategories: mild positive surprises and great positive
surprises.
1. Greatly disappointed customers
Greatly disappointed customers usually complain right away, they might break the customer
relationship and spread the negative word about the company. The customer relationship

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breakage and the negative word of mouth occur most likely if the company does not take
action when the customer complains. The complaint situation should be seen as an
opportunity to fix the negative disappointment and this way to keep the customer.
2. Mildly disappointed customers
Mildly disappointed customers does not react straight away instead the next time they go
shopping they choose another product. If asked about this negatively surprised company,
these customers are also ready to recommend using another company. With these customers
it is very important that the company has a system for collecting customer feedback. If the
company does not have a feedback system they might lose it’s customers.
3. Experience according to expectations
These customers Depending on the customer’s expectations level consequences are slightly
different. In high expectations case the customer relationship is strengthened because the
customer had very high expectations and the company could fulfill these high expectations.
In minimum expectations situation, even though the company performs according to
customer’s expectations it does not necessarily improve or weaken the customer relationship.
In this situation it is possible for the competitor to make a better offer for the customer and
this way “steal” the customer. But without the competitor’s offer there is every chance to
continue the customer relationship with these existing customers. In low expectations
situation, when the expectations are fulfilled, you can’t really describe the customer as
satisfied or not the customer just found out that the company answered his/her low
expectations. Without any good alternatives the customer relationship can continue if the
relationship is based on personal acquaintance. In case a better competitor occurs and is
active the customer may start to use this competitor’s services.

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4. Mildly positively surprised
Mildly positively surprised customers do not usually give feedback on their positive
experiences. But one way to experience their satisfaction is that they stay longer period and
they are ready to recommend this company or product to their friends. This mildly positively
surprised group is the most committed customer group. The customer relationship keeps on
going if the company keeps surprising the customers in the future as well.
5. Greatly positively surprised customers
Greatly positively customers feel greatly surprised when:
- Customers have a very low expectation level and the company performs in an exemplary
way.
- Contact situation is exceptional.
- Some part of company’s actions or the whole process worked in such a fine level that the
customer is not used to. Such strongly positively surprises do not happen that often, but when
they do happen the customer will on his own thank for the treatment he got. The customer is
very likely to also spread positive mouth publicity.
Customer loyalty
Product Quality, customer service and marketing are quite often treated as separate and as
functions that do not have anything to do with each other. In customer relationship marketing
though, all these functions are connected to each other in order to make the customer satisfied
and committed to the customer relationship. This requires co-operation between the persons
who make the marketing decisions and who carry out of these decisions. In customer
relationship the most important goals are customer satisfaction, loyalty and also profitable
long-term relationships.
Customer loyalty ladder shows the different stages through which a potential customer
becomes an active recommender. The company can use research studies and its own
experience when choosing its target marketing groups. Development of a customer
relationship begins from the very first contact, it is important that the first contact succeeds;
otherwise the customer might never come again.

When trying to create customer satisfaction, the two most important things are caring for the
customer and trust. A customer will appreciate the fact that the company won’t leave him/her
to cope alone with the problems that were caused by the company’s actions. Customer

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satisfaction is still only an intermediate stopping point on the way to customer loyalty. Only
satisfied enough customer will become a loyal customer.
Customer relationships can be divided into three categories according to how firm they are.
The first level customer relationships the bond is only financial:
the most important means of competition are cheap prices and mass marketing. In this case
there is not really customer loyalty. In the second level the customer loyalty, bonds are social.
Through personal contacts with the customer, a strong emotional bond, a trust is created. But
still the price is not an insignificant factor: in this case the customer normally uses the same
company but in case she/he sees a much cheaper offer somewhere else the customer will go
there. In the third level of customer relationships the bonds are structural. The company is
able to offer such individual and unique service that it is hard to replace it with other
companies’ services. To get loyal customers it is important to get to the second or to the third
level of customer satisfaction. Customer loyalty can be defined as customer’s deep
commitment to buying products or services they intensely want on a continuous basis. A
loyal customer intensely wants to buy a certain product or service and does not qualify any
other options, no matter however cheap they are.
Dissatisfied customers
There are always customers who are dissatisfied. Dissatisfaction can be caused by several
reasons, but whatever the reason it is always equally important to solve the cause of
dissatisfaction. If the cause is not solved properly, the company might be losing its
customers. There are some basic rules in marketing and here are some of them. The first rule
is the 4/12 rule. This means that when a customer receives good service he/she is going to tell
about it to four of his/her friends. But if the customer becomes disappointed he/she will tell
about this to twelve persons. The difference between these two figures is huge. The
disappointed customer is really bad advertisement for the company and this is the reason why
problem situations should be handled as well as possible. Another rule is the 25/26 rule. This
means that out of 26 dissatisfied customers 25 will not complain about the bad treatment they
got, instead these customers consider changing the shopping place next time. When dealing
with this type of customers it is crucial that the company has a feedback system and this way
the company can get information from these customers about what went wrong in the
customer service situation. After getting the feedback the company can start fixing the
problem and hopefully keep the customers in the future as well.

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How Has Customer Service Evolved?
While talking about the evolution of customer service; today, it is much more dynamic and
adaptive as compared to the past. Previously, the entire process was linear and static. The
process itself was the main reason for delayed answers and bad customer experience. Gone
are the days when customer service representatives used to follow a set-pattern to offer
solutions to their customers. In today’s competitive and fast-paced environment, customers
are not in a mood to listen to scripts. They want instant and straightforward answers to their
questions. There is absolutely no need to follow strict patterns or procedures – simply
providing answers to customer queries can be good enough in a friendly tone. If your
business does not require maintaining a professional tone, then there is no point in doing so.
A casual tone can do the trick at times. It all depends on the skill of the support agent to
assess the customer and mold his speech accordingly. With some minor training, the agents
can be trained in this regard. However, during the sales season like Black Friday, Cyber
Monday, or Christmas, hiring a professional chat support company is the best and feasible
option to cater to the requirements of the customers.
One of the core objectives of providing customer services is to establish a good reputation in
the market. In the past, the attitude of companies towards the customers was mostly harsh.
They were not willing to listen to any complaints. However, with the growing competition
and introduction of many new businesses, companies have started paying respect to their
customers. Businesses have realized that a happy customer will give referrals by word of
mouth. For this reason, the companies need to look into their policies on how they can
provide better services to the customers and still get the results they are looking for. Only
through maintaining a friendly tone and catering to the queries of the customers, good results
can be achieved and a great repute can be maintained within the customers. While looking to
make the business into a brand, it is important to care for the actual asset of the company i.e.
customers and it is only possible by improving the customer experience.

Multi channel customer service

Customers can now research and transact using a variety of different channels; phone,
mobile, online, social media, live chat and in store. What’s more their expectations are
incredibly high and they expect a consistent level of service across all these channels and
touch points.
The power of social media has been a huge opportunity for brands to promote their products
and services to highly targeted niche groups. However customers can also share their
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experiences they have had with organizations through social media - both positive and
negative. And these messages can reach far and wide.

A differentiated customer experience

With so many companies competing for space online and product/price often being perceived
as similar, it can be hard to achieve the cut through needed. This is where great customer
experience can really differentiate a brand. Customers have started placing their experience
above other factors such as brand reputation and price. Proving that businesses must invest
more resource into improving their customer experience.
Good customer service is no longer enough. Customers want an emotional connection with
companies and if they don’t receive an experience that meets their expectation, they are likely
to switch brands. Customers want to feel valued and looked after throughout the customer
journey.
The good news for organizations is that vast amounts of data is generated daily through
customers’ browsing history across multiple channels which allows for customer
personalization. Businesses can now be proactive in their customer experience. They can get
to their customers before they reach out to them, offering similar products and services based
on purchase history or a phone call following a visit to their website.

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1.1 Need And Importance Of The Study
 From the days of industrial revolution when goods & services were produced to the present
day.
 The emphasis has shifted from the producers to the consumer and his needs, and with the
consumer becoming more involved, in the marketing process there is greater need for
information regarding the consumer needs.
 Preferences and making them satisfied of the products & services, has led to a constant but
increasing need to conduct marketing research.
 This research is an insight into the mind of the consumer, with the help of which the
organizations will become aware of their pitfalls and in turn can also make improvements in
the product regarding the level of satisfaction of the consumers towards their offerings in the
market place.

 The basic need of this project is to know the “Satisfaction” amongst the respondents, with
regard to Reliance jio services and its products

1.2 SCOPE OF THE STUDY

 This study covers customers about Reliance Jio in the area of Hyderabad
 The study makes effort to ascertain the satisfaction level of customers of Reliance Jio.
Though survey so that company would be able to come up to the expectation level of
customer. The company can come up to the expectation only by finding out the
problem that customers are facing during the purchase of Reliance Jio products.
 The subject has been taken for the research as it plays key role in the success in the
telecom sector. No company can think of selling their products without having
satisfied customer. No company can survive in long run without coming up to the
satisfaction level of customer.
 In short it is the level of satisfaction that s link between end-user and company. As
long as the company is able to satisfy its customer, customer would remain in the
bracket of loyal customer. Hence it is very essential to understand the customer
satisfaction and to measure the satisfaction level time as there is always scope of
improvement.
 The research will also be beneficial in analyzing the overall market position of the
company and measures which should be adopted by the Reliance Jio to increase their
market share in the region of Hyderabad.

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1.3 OBJECTIVES OF STUDY
 To study about the level of customer satisfaction towards Reliance Jio services at
Hyderabad
 To study about the factors causing to customer satisfaction.
 To study about the factors causing to customer dissatisfaction.
 To evaluate the performance of Reliance Jio services at Hyderabad

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 1.4 RESEARCH METHODOLOGY
Research in common pursuance refers to a search for knowledge in a scientific and systematic way for
pursuant information on a specified topic.
Once the objective is identified that next step is to collect the data which is relevance to the problem
identified and analyze the collected data in order to find out the hidden reasons for the problem. There
are two types of data namely

Collection of Data
To evaluate the objectives of the study, required data was collected from primary
data as well as secondary data.

Primary data
These are the data which are collected from some primary sources i.e., a source of origin where
the data generate. These are collected for the first time by an researcher or an agency for any
statistical analysis.“Data which are gathered originally for a certain purpose are known as
primary data.”
The data required for the study was collected from the selected respondents by Personal
interview method using well-structured questionnaire. Information on the following aspects was
collected from 100 respondents.

General information from the individual respondents on their social, economical and
demographic characteristics like age, educational status, annual income and family type.

Secondary data
These are the data which are collected from some secondary source i.e. the source of reservation
storage where the data is collected by one person and used by other agency. These are collected
as primary data and used by other as secondary data.
“The data which are used in an analysis, but which have been gathered originally by someone
else for some other reason are known as secondary data.”
The secondary data on location, demography and other details about the study area reliance jio
products and services are collected from records company portals, web sources, journals and
magazines.

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RESEARCH GAP:
A research gap is defined as “ a topic or area for which missing or insufficient information
limits the ability to reach a conclusion for a question.
Very few studies were analyzed in different areas like Delhi, Bangalore and Ahmadabad etc.
this study is designed to fill the gap by doing research in the area of Hyderabad.

RESEARCH QUESTIONS:

1. At what level the customer is satisfied by Reliance Jio services in Hyderabad?

2. What are the factors causing the customer satisfaction?
3. What are the factors causing the customer dissatisfaction?
4. What is the performance evaluation of Reliance Jio services

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1.5 LIMITATION OF THE STUDY:

 The present research is restricted to the twin cities of Hyderabad city only.
 The sample size taken is only 100 and as such is very small as compared to the universe, this
is due to the constraints of time and effort, and as such may not be enough to generalize to the
entire population, however it is presumed that the sample represents the universe.
 Respondents might have responded with the actual feelings of facts while giving responses to
the questionnaire.
 Time being a limiting factor was not sufficient to gather opinions from majority of the
respondents, who form part of the universal sample (45 days)
 While every care as been taken to eliminate perceptual bias from the side of the researcher
and the respondents however certain element of bias might have set in to the research in
adverantly.
 Since this study concentrated on customer satisfaction towards Reliance jio no attempt was
made to study other activities of the organization. Such as finance, human resource
management etc.,

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 CHAPTER – II
REVIEW OF LITERATURE

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 REVIEW OF LITERATURE
Assaari and Karia:
(2000) in their paper titled, “Churn Management towards Customer Satisfaction; A Case of
telecom operations in Malaysia” have viewed that customer satisfaction and customer service
have been critical factors of the telecom industry. Telecom service providers need to ensure
about the technology that provides customer service best in the industry. It is stated that
investment in people and in technology helps in providing best customer service for today
and for the future. One common ground that most carriers and customers agree on is that well
customer service can have a key impact on how a customer views firm services and company.
Bepko:
(2000) in his article entitled, “Service Intangibility and Its Impact on Consumer Expectations
of Service Quality” has pointed out that among the areas which need to be addressed in
service quality research is the nature of consumer expectations across the range of
intangibility. Previous research has compared consumers service quality expectations across
services, but different groups of subjects have been evaluated for each different service. The
problem of using different subjects for each service is that the subjects‟ demographic
characteristics may be responsible for the significant differences in expectations of quality.
The paper has used a controlled and repeated measure of design, where subjects have been
asked to evaluate three services, varying in their degree of intangibility.

Carsten Fink, Aaditya Motto and Randeep Rathindran

(2001) in their study titled, “Liberalizing Basic Telecommunications: The Asian Experience”
have found that despite the move away from traditional public monopolies, most Asian
governments are still unwilling to allow unrestricted entry, eliminate limits on private and
foreign ownership, and establish strong independent regulators. A comprehensive reform
including privatization, competition and regulation has been implemented and there are
significantly higher levels of main line availability, service quality and labor productivity.
David M. Szymanski and David H. Henard
(2001) in their study titled, “The New Marketing Developing Long-term Interactive
Relationships” have said that the growing number of academic studies on customer
satisfaction and the mixed findings they report complicate the efforts among managers and
academics to identify the antecedents to, and outcomes of businesses having more against
less-satisfied customers. These mixed findings and the growing emphasis by managers on

15
having satisfied customers point to the value of empirically synthesizing the evidence on
customer satisfaction to assess current knowledge. To achieve this aim, the authors conducted
ameta-analysis of the reported findings on customer satisfaction. They have documented that
equity and disconfirmation are most strongly related to customer satisfaction on average.
Jonathan, Lee, Janghyuk, Lee, Lawrence and Feick
(2001) in their article titled, “quot;The Impact of Switching Costs on the Customer
Satisfaction-loyalty Link: Mobile Phone Service in France” have analyzed that moderating
role of switching costs in the customer satisfaction-loyalty link and to identify customer
segments and to retain them. Thus the purposes of this paper are to examine the moderating
role of switching costs in the customer satisfaction-loyalty link and to identify customer
segments and then analyze the heterogeneity in the satisfaction-loyalty link among the
different segments. An empirical example based on the mobile phone service market in
France indicates support for the moderating role of switching costs. Managerial implications
of the results are discussed.
Robert C. Ford, Cherill P. Heaton and Stephen W. Brown
(2001) in their article titled, “Delivering Excellent Service Lessons from the Best Firms”
have stated that many companies see investments in complaint handling as means of
increasing customer commitment and building customer loyalty. However, firms are not well
informed, on how to deal successfully with service failures or the impact of complaint
handling strategies. They have supported a quasi “brand equity” perspective-whereas
satisfaction with complaint handling has a direct impact on trust and commitment, to a
limited extent, on the effects of poor complaint handling. Implications for managers and
scholars have also been discussed.

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Hardy (2003) found the impact of telecommunication on growth taking 45 countries data
into consideration. It was found that telecommunication has largest effect in the least
developed countries and the smallest effect in the developed countries.

Shridhar & Sridhar (2004) observed that telecommunication infrastructure development

and economic growth proceed together taking 68 countries data in the study for analysis. It
was found that a significant impact of cellular Services on national output. The impact of
telecom penetration on total output is significantly lower for developing countries. Maximum
time telephones were used for economic purposes such as finding out employment
opportunities, price of a product, land transactions, remittances and other business
opportunities. The average prices of the agricultural commodities were higher in villages with
phones than without phones found by Bayes et al (1999)[9]. Telecommunications can create
market through information dissemination to local people and improve the standard of living
leading -to growth has stated by Eggleston et al (2002)[10].

Fink et al (2005) analyses the impact of policy reform in telecommunication for 86

developing countries over the period from 1985 to 1999. The study concludes that both
privatization and competition leads to significant improvements in performance. Due to the
reform process, the level of productivity has increased compared to years of partial and no
reform.

Prahlad and Ramaswamy (2005) have rightly states that consumers/customers are changing
the dynamics of the marketplace. The market has become a forum in which customers play an
active role in creating and competing for value. Customers are becoming a new source of
competence for the corporation. The competence that customers bring is a function of the
knowledge, skills and their willingness to learn and experiment and ability to engage in an
active dialogue.

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Experiences
Expectations are proportioned to experiences and this creates reaction in the scale of
satisfied-dissatisfied. This satisfaction scale is divided in three basic categories:
1. Below expectation situation = positive experience
2. Balance situation = match to the expectations
3. Over expectation situation = negative experience

In the below expectation situation the service or the product is experienced in a positive way,
but when once positively surprised the level of expectations towards the company rises. In
this positive surprise case the person is often eager to tell his/her friends about a good service
or a good product. If the company keeps up the good service and/or good products, there is a
chance that a new customer relationship is born. When the customer gets a negative
experience and the company’s image lowers, it is more possible that the customer
relationship will break. Disappointed customers are bad advertisement for the company
because they tend to tell their friends and family about the negative experience.

What is a Customer?
Customers are the lifeblood of a business, hence the happier they are, the better for the
Organization. Customer satisfaction is often linked to customer service, and customer service
is a major factor in customer retention and whether it receives positive or negative word-of-
mouth referrals. Customer retention is important to the bottom line: research shows that it
costs three to five times more to replace than to keep a customer. Customer service is also
one area where you can gain a competitive advantage. Although in general terms, a customer
is a person or organization that a marketer believes will benefit from the goods and services
offered by the marketer’s organization; it is possible to distinguish them as internal and
external customers. Internal customers are people who work and develop activities within any
organization. On the contrary, external customers are people or entities outside the
organization and conduct business with it. Hence, a customer is not necessarily someone who
is currently purchasing or conducting business from any marketer. In fact, customers may fall
into one of three customer groups
• Existing Customers – Consists of customers who have purchased or otherwise used
an organization’s goods or services, typically within a designated period of time. For
some organizations the timeframe may be short, for instance, a coffee shop may only

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 consider someone to be an Existing Customer if they have purchased within the last
three months.
Other organizations may view someone as an Existing Customer even though they
have not purchased in the last few years (e.g., television manufacturer). Existing
Customers are by far the most important of the three customer groups since they have
a current relationship with a company and, consequently, they give a company a
reason to remain in contact with them. Additionally, Existing Customers also
represent the best market for future sales, especially if they are satisfied with the
relationship they presently have with the marketer. Getting these Existing Customers
to purchase more is significantly less expensive and time consuming than finding new
customers mainly because they know and hopefully trust the marketer and, if
managed correctly, are easy to reach with promotional appeals (i.e., emailing a special
discount for new product).

• Former Customers – This group consists of those who have formerly had relations
with the marketing organization typically through a previous purchase. However, the
marketer no longer feels the customer is an Existing Customer either because they
have not purchased from the marketer within a certain timeframe or through other
indications (e.g., a Former Customer just purchased a similar product from the
marketer’s competitor). The value of this group to a marketer will depend on whether
the customer’s previous relationship was considered satisfactory to the customer or
the marketer. For instance, a Former Customer who felt they were not treated well by
the marketer will be more difficult to persuade to buy again compared to a Former
Customer who liked the marketer but decided to buy from someone else who had a
similar product that was priced lower.

• Potential Customers – The third category of customers includes those who have yet
to purchase but possess what the marketer believes are the requirements to eventually
become Existing Customers. The requirements to become a customer include such
issues as having a need for a product, possessing the financial means to buy, and
having the authority to make a buying decision. Locating Potential Customers is an
ongoing process for two reasons. First, Existing Customers may become Former
Customers (e.g., decide to buy from a competitor) and, thus, must be replaced by new
customers. Second, while we noted above that Existing Customers are the best source
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for future sales, it is new customers that are needed in order for a business to
significantly expand. For example, a company that sells only in its own country may
see less room for sales growth if a high percentage of people in the country are
already Existing Customers.
In order to realize stronger growth the company may seek to sell their products in
other countries where Potential Customers may be quite high. Every customer comes
into the customer situation with different needs. While they are difficult to identify in
advance, it is possible to affirm that every customer expects or look for any of five
different experiences every time they conduct business. These basic needs are:
service, price, quality, action and appreciation.

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 CHAPTER – III
INDUSTRY AND COMPANY PROFILE

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 INDUSTRY PROFILE
India has a fast-growing mobile services market with excellent potential for the future. with
almost 5 million subscribers assessed in less than two years of operation, India’s growth
tempo has far exceeded that of numerous other markets, such as china and Thailand, which
have taken more than 5 years to reach the figures India currently holds. The number of
mobile subscribers in the country would exceed fifty million by 2010 and cross 300 million
by 2016, according to cellular operations association of India (COAI).

According to recent strategic research by frost and Sullivan, Indian cellular services market,
such growth rates can be greatly attributed to the drastically falling price of mobile handsets,
with price playing a fundamental role in Indian subscriber requirements. The Indian
consumer can buy a handset for $150 or less. This should lead to increased subscribership.
This market is growing at an extremely fast pace and so is the competition between the
mobile service providers.

With the presence of a number of mobile telephony services providers including market
leaders like Airtel, Reliance, Idea cellular, BSNL etc. who are providing either of the two
network technologies such as global system for mobile communications(GSM) and code
division multiple access (CDMA). In cellular service there are two main computing network
technologies. Understanding the difference between the global system for mobile
communications (GSM) and code division multiple access (CDMA) will allow the user to
choose the preferable network technology for his needs.

global system for mobile communications(GSM) and code division multiple access (CDMA)
is a new digital technology developed by the European community to create a common
mobile standard around the world. It helps you achieve higher sell capacity and better speech
quality and one can enjoy crystal clear reception on ones mobile phone. It automatically
solves the problem of eavesdropping on ones calls.

Before analyzing the telecom licensing framework in India, it is imperative that one must
examine what is license. License issued by the government is an authority, given to a person
upon certain conditions to do something which would have been illegal.

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Licensing framework has been an integral part of India’s telecommunication law. Under the
telegraph act, 1885, section 4 gives power to the government to grant license to any person to
establish, maintain or use a telegraph.

Code division multiple access (CMDA) describes a communication channel access principle
that employees spread spectrum technology and a special coding scheme. It is a spread
spectrum signaling. Since the modulated coded signal has a much higher bandwidth than the
data being communicated. CMDA is the current name for mobile technology and is
characterized by high capacity and small cell radius.

Indian mobile telephony market is increased day by day and there is more to happen with
technological up gradations occurring nearly every day and the ever-increasing demand for
easier and faster connectivity, the mobile telephony market is expected to race ahead.

National telecom policy 1994:

The national telecom policy was announced in 1994 which aimed at improving India’s
competitiveness in the global market and provides a base for a rapid growth in exports. This
policy eventually facilitated the emergence of internet services in India on the back of
established basic telephony communication network. This policy also paved way for the entry
of the private sector in telephone services.

The main objectives of the policy were:

 To ensure telecommunication is within the reach of all, that is to ensure availability of
telephone on demand as early as possible.
 To achieve universal service covering all villages, that is enable all people to access
certain basic telecom services at offered able and reasonable prices.
 To ensure that India emerges as a major manufacturing base and major exporter of
telecom equipment.
 To protect the defense and security interests of the nation.

The policy also announced a series of specific targets the private sector association and
investment would be required the resource gap.

23
Thus, to meet the telecom needs of the nation and to achieve international comparable
standards, the sector for manufacture of telecom equipment had been progressively relicensed
and the sub-sector for value-added services was opened up to private investment for
electronic mail, voice mail, data services, audio text services, video text services, radio
paging and cellular mobile telephone. The private sector participation in the sector was
carried out in a phased manner. Initially the private sector was allowed in the value added
services, and thereafter, it was allowed in the fixed telephone services, subsequently, VSAT
services were liberalized for private sector participation to provide data services to closed
user groups.

ESTABLISHMENT OF TRAI:

The entry of private players necessitated independent in the sector, therefore, the TRAI was
established in 1997 to regulate telecom services, for fixation of tariffs, and also to fulfill the
commitments made when India joined the world trade organization (WTO) in `1995.

The functions allotted to the TRAI included:

 To recommend the need and timing for introduction of new service provider.
 To protect the interest of customers of telecom services.
 To settle disputes between service providers.
 To recommend the terms and conditions of license to a service provider.

New telecom policy 1999 :

In recognition of the fact that the entry of the private sector, which was envisaged during
NTP-94, was not satisfactory and in response to the concerns of the private operations and
investors about the viability of their business due to non realization of targeted revenues the
Governments decides to come up with a new telecom policy 1999( NTP 1994). The new
telecom policy (NTP 1999) was approved on 26th march 1999, to become effective from 1 st
April 1999. Moreover, convergence of both markets and technologies required realignment of
the industry.

24
Accordingly, the NTP-1999 was framed with the following objectives and targets:

 Availability of affordable and effective communication for citizens was art the core of
the vision and aim of the new telecom policy.
 Provide a balance between provision of global service to all uncovered areas,
including rural areas, and the provision of high-level services capable of meeting the
needs of the economy.
 Encourage development of telecommunication facilities in remote, hilly and tribal
areas of the nation.
 To bring about a competitive environment in both rural and urban areas by providing
equal opportunities and level playing field for all players.
 Providing a thrust to establish global manufacturing capabilities and also strengthen
research and development efforts in the country.
 Protect the defense and security interests of the country.
 Enable Indian telecom companies to become world-class players.

New Telecom Policy 2018

The Union Cabinet on Wednesday approved the new telecom policy – the National Digital
Communications Policy 2018 -- which aims to create four million jobs, draw a whopping
$100 billion of investments into the telecom industry by 2022, boost the sector's contribution
to 8% of GDP from 6% in 2017 besides backing the principles of net neutrality.

“The government felt the need to come up with a new telecom policy that is both customer-
focussed and application-driven, given the pace of globa ..

25
 COMPANY PROFILE
RELIANCE JIO

formally called  Infotal broadband

services(2009-
2013)
 Reliance Jio
infocomm limited
(2013-2015)
Type subsidiary

Industry telecommunication

Headquarters Navi Mumbai,

Maharashtra, India
Key people Mukesh ambani(founder)
Sanbjay mashruvalla (
managing director)
Jyotindra thacker( head
of it)
Akash ambani ( chief of
strategy)
Products Mobiles, broadband,
wifi, router and 4g data
services

Jio apps:
My Jio, Jio Drive, Jio On
Demand, Jio security,
Jiojoin, Jiomusic,
Jioxpressnews, Jionet.
parent Reliance industries

26
 subsidiaries LYF

website www.Jio.com

Jio also known as Reliance Jio and officially as Reliance Jio infocomm limited. Is an
upcoming provider of mobile telephony, broadband services and digital services in India.
Reliance Jio infocomm limited , a subsidiary of reliance industries limited. India’s largest
private sector company, is the first telecomm operator to hold acrossIndia unified license.
Formally known as IBSL, Jio will provide 4G services on a pan India level using long term
evolution (LTE) technology. The telecomm leg of reliance industries limited (RIL). It was
incorporated in 2007 and is based in Mumbai. It is headquarters in navi Mumbai.
Reliance Jio has provided services as unlimited 4G services such as unlimited calling
services, unlimited data services and sms services.

27
Reliance Jio goal to provide anywhere access to new empowering digital content,
applications and services, thereby propelling India into international leadership in digital
economy.
Reliance industries limited (RIL) chairman mukesh ambani committedan investment of
rupees. 250 million crores on “Digital India” and said expected the groups initiatives under it
wall create over 500 million direct and indirect jobs.

HISTORY

In June 2010, reliance industries limited (RIL) bought a 96% stake in infotel broadband
services limited for 4800 crores. Although unlisted, infotel broadband services limited was
the only firm to win broadband spectrum in all 22 zones in india. IBSL was renamed as
Reliance Jio infocomm limited(RJIL) in January 2013.
Beta launch
The 4G services were launched to Jio partners, its staff and their families on December 2015.
Indian actor shah rukh khan, who was is also the brand ambassador of Reliance Jio, kick

28
started the launch event which took place in reliance corporate park in Mumbai, along with
celebrities like A R Rehman, Ranbeer kapoor and Javed Jaffiry, and filmmaker Rajkumar
Hirani.

PRODUCTS AND SERVICES

Reliance Jio 4G broadband

Reliance industries limited has launched 4G broadband services throughout India in 2016
financial year. It was started in 2015 last quarter after some reports said that the company was
waiting to receive final permits from the government. The chairman of reliance industries
limited Mukesh Ambani whose Reliance Jio is the subsidiary, had unveiled details of Jio 4G
services on 12 June 2015 at Reliance Industries Limited 41 annual general meeting.

Tariffs

For first time in India, a network service provider is going to be charging only for data
services where all voice calling services and sms services are free. The voice calls are voice
over LTE ( voice over Long Term Evolution).

29
Jio applications
 My Jio
 Jio chat
 Jio JOIN
 JIO beats
 Jio mags
 Jio drive
 Jio play
 Jionet
 Jio security
 Switch network

30
Jio preview offer (JPO)

 3 months unlimited calling

 3months free unlimited sms
 life time roaming free
 3 months unlimited data services

31
 NEW LANS OF JIO
Jio Prepaid Recharge Plans 2020: Reliance Jio Infocomm Limited is an Indian
telecommunication company and subsidiary of Reliance Industries. The telecom company
operates a national LTE network with coverage across all 22 telecom circles. In August 2019,
at the 42nd Reliance India Limited Annual General Meeting, Mukesh Ambani announced
that Jio has now over 340 million subscribers.
Jio is known to have revolutionised the telecom industry after its launch in 2016 when it
started to offer 4G data packs and plans with unlimited calling facility. Even though Jio used
to have the most affordable prepaid 4G recharge plans, it started to apply subscribers
Interconnect Usage Charge (IUC) of 6 paise per minute in October last year for calls made to
non-Jio numbers.
Towards the end of the year 2019, it revised its plans and launched new All-in-One plans that
come with FUP over unlimited calling to other networks. We are listing down all the popular
prepaid recharge plans offered by Reliance Jio along with their validity, benefits, and pricing.
In April 2020, Facebook purchased a 9.9 per cent stake in Reliance Industries’ digital
business unit Jio Platforms bringing one of the world’s largest Internet companies on the
table with India’s largest telecom player. The $5.7-billion deal values Reliance’s digital
operations at around $66 billion. It accelerates the launch of its JioMart commerce
business.
Airtel Prepaid Recharge Plans 2020: List of all Airtel prepaid packs with offers, data,
and validity
Reliance Jio Plans 2020: List of Jio Prepaid Plans, Offers, Price, Data, & Validity

Jio Prepaid Data Validity Jio to Jio Jio-to non-Jio SMS

Recharge Plan Benefit calls calls

Rs 98 2GB 28 Days Unlimited IUC 6 300

paise/min

Rs 129 2GB 28 Days Unlimited 1000 min 300

Rs 149 1GB per 24 Days Unlimited 300 min 100/Day

Day

32
Rs 199 1.5GB per 28 Days Unlimited 1000 min 100/Day
Day

Rs 249 2GB per 28 Days Unlimited 1000 min 100/Day

Day

Rs 329 6GB 84 Days Unlimited 3000 min 100/Day

Rs 349 3GB per 28 Days Unlimited 1000 min 100/Day

Day

Rs 399 1.5Gb per 56 Days Unlimited 2000 min 100/Day

Day

Rs 444 2GB per 56 Days Unlimited 2000 min 100/Day

Day

Rs 555 1.5GB per 84 Days Unlimited 3000 min 100/Day

Day

Rs 599 2GB per 84 Days Unlimited 3000 min 100/Day

Day

Rs 1299 24GB 336 Unlimited 12,000 min 100/Day

Days

Rs 2121 1.5GB per 336 Unlimited 12,000 min 100/Day

Day Days

Rs 4999 350GB 360 Unlimited 12,000 min 100/Day

Days

Reliance Jio Rs 98 Recharge Plan (old plan)

Reliance Jio’s Rs 98 prepaid recharge pack is active for the customers. It offers 2GB data
with a validity of 28 days. The pack also includes unlimited calling but charges users IUC fee

33
of 6 paise per minute for calls made to networks other than Jio. The pack also includes 300
SMS and a complimentary subscription to Jio apps.
Reliance Jio Rs 129 Recharge Plan (affordable)
Reliance Jio Rs 129 prepaid recharge pack is an affordable pack that offers 2GB data with 28
days of validity. The pack also offers unlimited on-net (Jio to Jio) calling, off-net (Jio to non-
Jio) FUP of 1000 minutes, 300 SMS, and complimentary subscription to Jio apps.
Reliance Jio Rs 149 Recharge Plan (1GB/day)
This plan is for those who want daily data benefits. For Rs 149, this prepaid plan offers 1GB
data per day for a period of 24 days. It also comes with unlimited on-net calling, off-net FUP
of 300 minutes, 100 SMS per day, and complimentary subscription to Jio apps.
Also read | Explained: What the Jio deal means for Reliance and Facebook
Reliance Jio Rs 199 Recharge Plan (1.5GB/day)
Reliance Jio’s Rs 199 prepaid recharge plan offers 1.5GB data per day with a validity of 28
days. Just like the other packs, this plan also comes with unlimited on-net calling and
complimentary subscriptions to Jio apps for the validity period. The Rs 199 pack also offers
off-net FUP of 1000 minutes and 100 SMS per day.

34
 CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION

35
 DATAANALYSIS AND INTERPRATATION
CUSTOMER SATISFACTION TOWARDS RELIANCE JIO
TABLE 1:
1. From which source you came to know about Reliance Jio?
a) News paper
b) Advertisement
c) Word of mouth
d) Hoardings
Sources % of respondents No of respondents
News paper 22% 22

Advertisement 30% 30

Word of mouth 38% 38

Hoardings 10% 10

% of respondents
10%
News paper
22%
advertisement
38% Word of mouth
30%
hoardings

INTERPRETATION:
from this analysis it is observed that majority of the people(38%) came to know about
Reliance Jio through word of mouth, 30% through advertisement, 22% through news papers
and 10% through hoardings.

36
 TABLE 2:

1. Which features of Reliance Jio attracted much?

a) Connectivity
b) Schemes and offers
c) Advertisements
d) Goodwill

Features % of respondents No of respondents

Connectivity 21% 21
Schemes and offers 50% 50
Advertisements 20% 20
Goodwill 9% 9

% of respondents

9%
21% connectivity
20% Schemes and offers
advertisements

50% Goodwill

INTERPRETATION:
From the above analysis we observed that majority(50%) of the people attracted through
schemes and offers, 21% through connectivity, 20% through advertisements and 9%
goodwill.

37
Table 3:
2. Since how long you are using Reliance Jio services?
a) 0-1 month
b) 2-3 months
c) 4-6 months
d) 7months-1year
e) Above 1 year
User experience % of respondents No of responders
0-1 month 12% 12
2-3 months 18% 18
4-6 months 15% 15
7months-1 year 25% 25
Above 1 year 30% 30

% of respondents
0-1 month
12%
Above 1 year 2-3 months
30% 18%

7months-1 year 4-6 months

25% 15%

INTERPRETATION:
From this analysis it is observed that majority(30%) of the people using from more than one
year, 25% from 7months-1 year, 18% from 2-3months, 15% from 4-6 months and 12% less
than one month.

38
Table 4:

3. Why did you choose this service provider?

a) Unlimited calling
b) Unlimited data services
c) Unlimited sms services
% of responders No of responders
unlimited calling services 50% 50
Unlimited data services 40% 40
Unlimited sms services 10% 10

% of responders

10% unlimited calling

services
Unlimited data
50%
services
40%
Unlimited sms
services

INTERPRETATION:
From this analysis it is observed that For the question reason for this network selection 50%
said unlimited calling services, 40% unlimited data services, 10% unlimited SMS services.

39
Table 5:
4. What is your average monthly expenditure on mobiles(in rs)?
A) 0-50
B) 51-100
C) 101-250
D) 251-500
E) Above 500
Monthly expenditure % of respondents No of responders
0-50 5% 5
51-100 10% 10
101-250 35% 35
251-500 38% 38
Above 500 12% 12

% of respondents
5%

12% 0-50
10%
51-100
101-250
38% 35% 251-500
Above 500

INTERPRETATION:
From the above analysis for this question average monthly expenditure on
mobiles, it is observed that majority(38%) of the people spent in between 251-
500, 35% of them in between 101-250, 12% spend above 500, and 12% spend 51-
100 rupees.

40
Table 6:
5. What is the average no of outgoing calls per day?
A) 0
B) 1-5
C) 6-10
D) 11-20
E) Above 20

Outgoing calls % of respondents No of responders

0 0% 0
1-5 34% 34
6-10 30% 30
11-20 20% 20
Above 20 16% 16

% of respondents

16%
34% 1 to 5
6 to 10
20%
11 to 20
above 20

30%

INTERPRETATION:
From the above analysis it is observed that majority(34%) of the people number of
outgoing calls are 1-5, 30% no of outgoing calls are 6-10, and 20% no of outgoing
calls are11-20.

41
TABLE 7:

6. What is the average no of sms sent by you per day?

a) 0
b) 1-5
c) 6-10
d) 11-20
e) Above 20

Average sms sent % of responders No of responders

0 2% 2
1-5 38% 38
6-10 18% 18
11-20 22% 22
Above 20 20% 20

% of responders
2%

20% 0

38% 1 to 5
6 to 10
22% 11 to 20
Above 20
18%

INTERPRETATION:
From the above analysis it is observed that majority(38%) of the people no of sms sent per
the day 1-5, 22% SMS sent for the day 11-20 , 20% sent above 20, and 18% sent for the day
6-10.

42
TABLE 8:
7. What is the average no of data services use per day?
a) 0
b) 1-500mb
c) 501mb-1gb
d) 1gb-2gb
e) Above 2gb
Date services % of responders No of respondents
0 0% 0
1-500mb 20% 20
501-1gb 30% 30
1gb-2gb 21% 21
Above 2gb 29% 29

% of responders
0%
0
20%
29% 1-500mb
501-1gb
30% 1gb-2gb
21%
Above 2gb

INTERPRETATION:
From the above analysis it is observed that majority(30%) of the people using 501-
1gb data per day, 29% using above 2gb, 21% are using 1gb-2gb, and 20% Are using
1-500mb.

43
TABLE 9:
8. Do you use any of the following services?
a) Caller tune
b) Missed call alerts
c) News updates
d) Gaming

Services % of respondents No of responders

Caller tunes 32% 32
Missed call alerts 43% 43
News updates 14% 14
Gaming 11% 11

% of respondents

11%
Caller tunes
32%
14% Missed call alerts
News updates

43% Gaming

INTERPRETATION:
From this above analysis it is observed that majority (43%) of the people are using
missed call alerts, 32 are using caller tunes, 14% are using news update, and 11%
are using gaming.

44
TABLE 10:
9. Do you call customer care?
a) Yes
b) No

Call customer care % of respondents No of responders

Yes 65% 65
No 35% 35

% of Respondents

35%
YES
NO
65%

INTERPRETATION:
From this above analysis it is observed that majority(60%) of the people call
to customer care and 40% of people do not call to customer care.

45
TABLE 11:
10. For what reason do you call customer care?
a) Value added services
b) Information regarding new schemes
c) Complaints
d) Other queries

Reason % of respondents No of responders

Value added services 6% 6
Information regarding 55% 55
new schemes
Complaints 30% 30
Other queries 9% 9

% of respondents

9% 6%
Value added services

Information regarding
new schemes
30%
complaints

55%
Other queries

INTERPRETATION:

From this above analysis it is observed that majority(55%) of the people call to
customer care for information regarding new schemes, 30% for complaints, 9%
for other queries(9%), and 6% for value added services.

46
Table 12:
11. Are you satisfied with Reliance Jio services?
a) Yes
b) No

satisfied % of respondents No of responders

Yes 59% 59
no 41% 41

% of Respondents

41%
Yes
No
59%

INTERPRETATION:
From this above analysis it is observed that majority (59%) of the people are satisfied with
the Reliance Jio services and 41% of people are do not satisfied with Reliance Jio services.

47
TABLE 13:
12. What are the major reason for dissatisfaction?
a) Poor quality of signals
b) Poor voice quality
c) Higher cost
d) Poor customer care
e) Slow data speed

Reason for dissatisfaction % of respondents No of responders

Poor signal quality 25% 25
Poor voice quality 13% 13
Higher cost 20% 20
Poor customer care 10% 10
Slow data speed 32% 32

% of respondents

25% Poor signal quality

32%
Poor voice quality
Higher cost

13% Poor customer care

10% Slow data speed

20%

INTERPRETATION:
From this above analysis it is observed that majority (32%) of the people said
dissatisfied for the reason slow data speed, 25% poor signal quality, and 20%
higher cost.

48
TABLE 14:
13. Would a customer like to recommend Reliance Jio services to others?
a) Yes
b) No

% of respondents No of responders
Yes 55% 55
No 45% 45

% of responders

45%
yes
no
55%

INTERPRETATION:
From this above analysis it is observed that majority (55%) of the people said they
recommend to Reliance Jio services and 45% of people do not recommend to Reliance Jio
services.

49
Table 15:
14. Rate the following Reliance Jio services based on your satisfaction?

Services excellent Very good Fairly good average Poor

Network services 
Data services 
Calling services 
Value-added 
services
Customer care
New schemes and 
offers

INTERPRETATION:

In this analysis it is observed that majority of the people said that network services
and new schemes and offers are very good, data services and calling services are
excellent.

50
CHAPTER – V
FINDINGS,
SUGGESTIONS
AND
CONCLUSION

51
 FINDINGS

The followings are the findings of the study,

 While conducting the survey I found that majority of 59% responders are
satisfied with Reliance Jio services and 41% of respondents are not satisfied.
Because of still they have network problem deep in some areas.
 Majority of customers are satisfied the 4G unlimited services comparison to
others.
 Reliance Jio enhanced the potential market share in Hyderabad area.
 In Hyderabad area majority of the customers attracted through unlimited offers
and schemes

52
 SUGGESTIONS
The company should concentrate more on the following:
 Remove the problem of calling congestion and call drop.
 Get the feedback from existing customers about Reliance Jio and take the reference
for making new customers.
 The company should improve in the signal quality and voice quality
 The company should improve in some lacking areas such as customer care services

53
 CONCLUSION
Reliance Jio has become a very successful brand in India and providing customer satisfaction
in to be their main motive. Reliance jio came in to the market with unlimited free calling and
data services and SMS on the move as people are more dependent on it in their daily life wide
network coverage and good 4G services because 3G services was unable to meet out
customer needs and wants. That is the reason 4G has been evolved for Indian customers.
Reliance Jio possesses congestion free and network coverage, attractive 4G schemes and
customer services as well as lifetime roaming free services. From the details it can be
concluded that 60% of Reliance Jio users preferred to remain with Reliance Jio and fully
satisfied. Also good number of customers who are willing to switch from their respective
subscribers showed internet in Reliance Jio. Reliance Jio is capturing the wide area of Indian
market increasingly day to day.

Under the new regulations, a Jio subscriber calling someone using a different operator like
Airtel or Vodafone-Idea will be charged 6 paise per minute till the time you keep ringing.
The 6 paise per minute charge will be made through IUC top-up vouchers.
Jio is offering four new IUC plans that also come with additional data benefits in order to
ensure there is no increase in tariff for customers.
-- The Rs 10 plan offers 124 IUC minutes to non-Jio numbers and 1GB additional data.
-- The Rs 20 plan offers 249 IUC minutes and 2GB data.
-- The Rs 50 plan offers 656 IUC minutes and 5GB data
-- The Rs 100 plan offers 1,362 IUC minutes and 10GB data.

54
 BIBLIOGRAPHY:
Referral books:
 Market research – D.D. Sharma
 Research methodology – C. R. Kothari
 Principles of marketing – Philip kotler & Kevin leller 12 edition
WEB SITES:
 www.Jio.com
 www.relianceindustries.com
 www.wikipedia.com

55
 RESEARCH QUESTIONNAIRE:
1. From which source you came to know about Reliance Jio?
a) news paper b) mouth publicity c) Advertising d) hoardings

2. Which features of Reliance Jio convinced you do use this?

a) Connectivity b) schemes and offers c) advertisements d) goodwill

3. Since how long you are using Reliance Jio services?

a) Less than one month b) 2-3months c) 4-6months d) 7months-1year e) above
one year

4. Why did you choose this service provider?

a) Unlimited calling b) unlimited data services c) unlimited SMS services

5. What is your average monthly expenditure on mobiles?

a) 0-50 b) 51-100 c) 101-250 d) 251-500 e) above 500

6. What is the average no of outgoing calls per day?

a) 0 b) 1-5 c) 6-10 D) 11-20 e) above 20

7. What is the average no of SMS sent by you per day?

a) 0 b) 1-5 c) 6-10 D) 11-20 e) above 20

8. What is the average no of data services use per day?

a) 0 b) 1-500MB c) 501MB-1GBd) 1GB-2GBe) above 2GB

9. Do you use any of the following services?

a) Caller tunes b) missed call alerts c) news updates d) gaming

10. Do you call customer care?

A) Yes b) No

56
11. For what reason do you call customer care?
a) Value added services b) information regarding new schemes c) complaints d)
other queries

12. Are you satisfied with Reliance Jio services?

a) Yes b) no

13. What are the major reason for dissatisfaction?

a) Poor quality of signals b) poor voice quality c) higher cost d) poor customer
care e) slow data speed f) billing errors

14. Would a customer like to recommend Reliance Jio services to others?

a) Yes b) no

15. Rate the following Reliance Jio services based on your satisfaction?
Services excellent Very good Fairly good average Poor
Network services 
Data services 
Calling services 
Value-added 
services
Customer care
New schemes and 
offers

57