A Project Report

On

Improvement of customer delights from the mobile industry

(A Data analytic approach)
By

Vishnu R Nair (2023H1420136P)

Yaswanth M A (2023H1420138P)
Under the supervision of

Dr. Tufan Chandra Bera

Manufacturing Planning and Control

MSE-G512

BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE PILANI

PILANI CAMPUS
(December 2023)

1
 ACKNOWLEDGEMENT
We are privileged to express our sincerest regards to our professor, Dr. Tufan Chandra Bera,
for his valuable input, guidance, encouragement, whole-hearted cooperation, and constructive
criticism throughout our project. I would also like to thank the Department of Mechanical
Engineering of BITS Pilani and my fellow friends for their constant support and
encouragement.

2
ABSTRACT
In the rapidly evolving world, mobile phones have become indispensable tools, seamless
integration into the fabric of daily life. However, there is a gap between customer expectations
and the service provided by mobile companies. The project aims to address this disparity and
elevate customer satisfaction to new heights within the mobile industry. The primary focus of
our initiative is to investigate and understand the specific pain points that users encounter in
terms of service and performance. Through a thorough analysis of user feedback, industry
trends, and technological advancements, we aim to identify key areas for improvement. In
conclusion, our project endeavours to bridge the gap between customer expectations and the
current state of the mobile industry. Through a multifaceted approach that addresses both
service and performance, we aim to elevate customer delight and set a new standard for
excellence in the mobile technology sector.

3
 INDEX

Sl.NO CONTENTS PAGE

NO.
1 INTRODUCTION 5
2 LITERATURE REVIEW 5
3 RESEARCH GAP 6
4 PROBLEM STATE 6
4.1 OBJECTIVE 6
4.2 SCOPE 6
5 MINITAB 7
6 METHODOLOGY 7
7 PRIMARY DATA 8
7.1. QUESTIONERS 8
7.2 DEMOGRAPHIC PROFILE FROM PRIMARY DATA 9
8 SECONDARY DATA 10
8.1 DEMOGRAPHIC PROFILE FROM SECONDARY DATA 10
8.2 OBSERVATIONS MADE 11
9 ANALYSIS OF DATA 12
9.1 PRIMARY DATA ANALYSIS 12
9.2 SECONDARY DATA ANALYSIS 15
9 . 3 COMPARISON OF FEATURES WITHIN THE TOP THREE 18
BRANDS IN THE MARKET
9.4 BENCHMARKING OF BRANDS 19
9.5 PREDICTIVE ANALYSIS 20
9.6 REGRESSION ANALYSIS 20
10 RESULT 39
11 CONCLUSION AND LIMITATION 41
12 REFERENCE 42

4
1. INTRODUCTION
In the modern world, mobile phones have become indispensable tools, seamlessly integrating
into the fabric of daily life. However, despite the ubiquity of mobile devices, there exists a
noticeable gap between customer expectations and the services provided by mobile companies.
This project addresses this disparity and elevates customer satisfaction to new heights within
the mobile industry. The project adopts a holistic approach, encompassing service-related
aspects and performance optimization. Our project adopts a holistic approach, encompassing
service-related aspects and performance optimization.

2. LITERATURE REVIEW
[1] This study, utilizing Partial Least Squares Structural Equation Modelling, examines the
impact of product innovation attributes on customer satisfaction and brand loyalty, with gender
as a moderator. Findings highlight a positive influence of innovation on satisfaction and loyalty.
Practical implications emphasize managers' importance in understanding customer needs and
providing innovative products in competitive markets.

[2] In the competitive mobile service industry, customer satisfaction is paramount. A study in
Maharashtra, India, where post-free internet and calling services were launched, reveals
heightened customer happiness. Key drivers are competitiveness, trustworthiness, and network
coverage, crucial for attracting and retaining customers in this dynamic market.

[3] Scholars highlight critical customer retention challenges in service organizations, especially
in the mobile phone sector. Escalating competition prompts customers to switch providers.
Imbalanced investments, with a focus on acquiring new customers rather than nurturing
existing relationships, exacerbate this issue

[4] This study proposes a modified American Customer Satisfaction Model for China's mobile
services industry, integrating perceived expectations, quality, value, usefulness, and ease of
use. Findings highlight their positive impact on customer satisfaction and suggest increased
satisfaction and loyalty strategies.

[5] In the mobile industry, customer complaints are vital for improving services and retaining
loyalty. This study in Vietnam's Kien Giang Province reveals the impact of distributive justice,
interactional justice, and trust on complaint intention, with perceived responsibility moderating
the link between satisfaction and complaints.
5
[6] Evaluating customer satisfaction and loyalty in the mobile sector is critical for business
growth. This study introduces nonlinear models, improving parameter estimation and
predicting customer satisfaction and loyalty levels. Notably, it highlights the positive impact
of satisfaction on loyalty estimation.

3 RESEARCH GAP

1. Identification of additional elements affecting customer satisfaction

2. Generalization of service quality and customer satisfaction

3. Exploration of additional demographic factors

4. Extension of different geographic areas

5. Mitigation of negative bias in response

4 PROBLEM STATEMENT
In the ever-expanding realm of mobile technology, the omnipresence of smartphones is tainted
by an enduring challenge faced by mobile service providers. Striving to surpass customer
expectations, they grapple with persistent concerns regarding service reliability, network
performance, and the overarching pursuit of service excellence.

4.1 OBJECTIVE

our objective is to bridge the existing gaps and create an unparalleled mobile experience for
users. We aim to address this disparity and elevate customer satisfaction to new heights within
the mobile industry. We aim to elevate customer delight and set a new standard for excellence
in the mobile technology sector through a multifaceted approach that addresses service and
performance.

4.2 SCOPE

The project's scope is dynamic, aiming to address the evolving needs of mobile phone users
while staying at the forefront of technological advancements. The project seeks to contribute
to a paradigm shift in the mobile industry through research, collaboration, and innovation,
ultimately providing users with an exceptional and delightful mobile experience.

6
5. MINITAB

Minitab is a statistical software package widely used for data analysis, statistical modeling, and
quality improvement initiatives. It provides a user-friendly interface that makes it accessible to
users with varying levels of statistical expertise. Minitab is often utilized in manufacturing,
healthcare, finance, and research for tasks ranging from basic statistical analyses to complex
predictive modeling. We used Minitab to do the predictive analysis from the primary and
secondary data we collected.

We Collected both primary data (data collected for our research project) and secondary data
(existing data from external sources) relevant to our analysis. Then we Imported our data into
Minitab and performed data cleaning to address any missing values, outliers, or
inconsistencies. We Transformed and structured the data as needed for predictive modeling.
The model's fit and performance are analyzed using statistical metrics provided by Minitab.
We split our dataset into training and testing sets to validate the performance of your predictive
model and document the process.

6. METHODOLOGY
Key components of our project include user survey data analysis. We analyzed the primary data
obtained from users from various places with different mobiles. After that, we collected the
secondary data available for the survey. Then the data is cleaned and transformed to predict the
future. We did a customer satisfaction analysis in Minitab software using predictive analysis.

STEP A: Analysing primary data.

Step 1: Cleaning of raw data which was obtained from primary data.

Step 2: Finding the customers' expectations and actual experiences.

Step 3: Find the different features' mean, variance, and standard deviation.
7
Step 4: Plotting different graphs and charts for various interpretations of the primary data.

STEP B: Analysing the secondary data.

Step 1: Finding the possible missing element from the data using simple mathematics.

Step 2: Forming a major possible combination of features within and amongst the brand.

Step 3: Finding the factors that satisfy the customers and where the mobile brand needs to
improve.

Step 4: Predict some of the critical aspects of mobile brands using a mini tab and generate the
necessary graphs and charts.

Step 5: Conduct a detailed examination of the factors that caused the trends in the industry.

7. PRIMARY DATA

A set of 32 general, technical, and service-based questions, was prepared and distributed
amongst the college students and employees. A total of 129 responses were obtained from all
age categories.

7.1 QUESTIONERS

Gender

Age

Occupation

How many no: of phones do you have

How long have you been using your current mobile

What is your primary objective or purpose for using mobile

Which operating system do you use on your device

What brand of mobile phone do you use

Is this brand your first preference

How much time do you spend on your mobile phone every day

What will be your first preference when purchasing a mobile

How much do you care about the brand image

8
What brands come to mind when you think of mobiles and customer service

How much RAM does your mobile have

How much RAM do you expect for a mobile

What is the actual level of quality of the camera on your mobile

What is your expected level of quality for the camera on the mobile

What is the actual battery capacity of your mobile

What are your expectations regarding the battery power of the mobile

What is the actual storage capacity of your mobile

What is the storage capacity you expect for the mobile

Have you experienced any heating issues with your phone

Does the device meet all of your requirements

Is an affordable price an important factor when considering a mobile phone

What are the other factors you consider while buying a new mobile

How do you assess the quality of your mobile and customer service for the rate you paid

How was your actual experience with the quality of service

How would you rate the employee’s attitude towards you after purchasing the mobile

How would you rate customer care service response to your queries

If you require a new mobile phone how likely would you choose your current provider for
mobile service

How likely would you suggest your mobile brand to your friends and family

7.2 DEMOGRAPHIC PROFILE FROM PRIMARY DATA

7.2.1 BASED ON GENDER

Table 1. Demographic profile (Gender) based on primary data

9
7.2.2 BASED ON AGE

Table 2. Demographic profile (AGE) based on primary data

7.2.3 BASED ON OCCUPATION

Table 3. Demographic profile (Occupation) based on primary data

8. SECONDARY DATA

The secondary data mainly consisted of three essential aspects: the brand of smartphone people
currently own, how satisfied people are with their current phones, and people's rating on the
quality of after-sales. A total number of fifteen thousand responses were obtained from various
parts of the country.

8.1 DEMOGRAPHIC PROFILE FROM SECONDARY DATA (YEAR 2023)

8.1.1 BASED ON GENDER

Table 4. Demographic profile (Gender) based on secondary data

10
8.1.2 BASED ON AGE

Table 5. Demographic profile (Age) based on primary data

8.1.3 BASED ON REGION

Table 6. Demographic profile (Region) based on primary data

8.2 OBSERVATIONS MADE

Market share of different phone brands in India

Table 10. Market share of different phone brands in India from primary data

Table 11. Market share of different phone brands in India from secondary data
11
9. ANALYSIS OF THE DATA

9.1 PRIMARY DATA ANALYSIS

1. How do you assess the quality of your mobile and customer service for the rate you paid

• Mean=3.5969, standard deviation=0.8707, variance =0.758

Fig.1 Customer Rating for quality of mobile and customer service for the rate paid vs frequency

2. How was your actual experience with the quality of service

• Mean=3.5504, standard deviation=0.9598, Variance= 0.9213

Fig.2 Customer Rating for actual experience with the quality-of-service vs frequency

3. How would you rate the employee's attitude towards you after purchasing the mobile

12
 • Mean=3.6124 standard deviation=0.9545, variance=0.9111

Fig.3 Customer Rating for employee's attitude after purchasing the mobile vs frequency

4. How would you rate the employee's attitude towards you after purchasing the mobile

• Mean=3.6124 standard deviation=0.9545, variance=0.9111

Fig.4 Customer Rating for employee's attitude after purchasing the mobile vs frequency

5. How would you rate Customer Care Service's response to your queries

• Mean=3.4806, standard deviation=0.9446, variance=0.8922

13
 Fig.5 Customer rating for Customer Care Service's response to queries vs frequency

6. How likely would you suggest your mobile brand to your friends and family

• Mean=3.682, Standard deviation=1.152, variance= 1.328

Fig.6 Customer Rating How likely would you suggest your mobile brand to your friends and
family vs frequency

7. What are the other factors you consider while buying a new mobile

14
 Fig.7 Bar diagram representing different factors considered while buying a new mobile

8. If you require a new mobile phone, how likely would you choose your current provider for
mobile service

Fig 8 pie chart of how likely a customer will choose his current provider for mobile service

9.2 SECONDARY DATA ANALYSIS

1 Percentage increase or decrease in the share of brands in the market

Table 12. Percentage increase or decrease in Brand market share in India for year 2023 and 2022

2 Customer satisfaction based on a different phone and its features.

15
a) Camera Performance:

Table 13. Customer satisfaction based on camera performance for year 2023 and 2022

b) Battery Performance:

Table 14. Customer satisfaction based on battery for year 2023 and 2022

c)Customer satisfaction for value for money

Table 15. Customer satisfaction based on value for money for year 2023 and 2022

d) Customer satisfaction with brand service quality

16
Table 16. Customer satisfaction for brand service quality for year 2023 and 2022

e) Customers who are loyal to their brand

Table 17. Customers who are loyal to their brand for year 2023 and 2022

f) Customers who want to change their phone from the current brand

Table 18. Customers who wanted to change their phone for year 2023 and 2022

17
g) Customer satisfaction with the overall performance of the phone

Table 19. Customer satisfaction for overall performance of the phone for year 2023 and 2022

h) Customer satisfaction with the service provided by a service center.

Table 20. Customer satisfaction with the service provided by service centre for year 2023 and 2022

9.3 COMPARISON OF FEATURES WITHIN THE TOP THREE BRANDS IN

MARKETS

1. Samsung

Table 21. COMPARISON OF FEATURES for Samsung mobiles for the year 2023,2022 and 2020

18
2. Xiaomi

Table 22. Comparison Of Features for Xiaomi mobiles for the year 2023,2022 and 2020
3. Apple

Table 23. Comparison Of Features for Apple mobiles for the year 2023,2022 and 2020
9.4 BENCHMARKING OF BRANDS FOR THE TOP COMPETITORS IN
THE MARKET FOR DIFFERENT FEATURES OF THE PHONE

Table 24. Benchmarking top brands by function for the year 2023,2022 and 2020
Features that customers desire in the coming phones in the market

Table 25. Features that customers desire in the coming 19

phones in the market for year 2023 and 2022
9.5 PREDICTIVE ANALYTICS

Market share for different brands in India

Table 26. Predictive Analysis for different mobile phone company for upcoming years

9.6 REGRESSION ANALYSIS

1 Samsung

Fig. 9 Regression equation for No: of customers for Samsung brand based on the data

Fig 10. Shelf-life plot for No: of customers for Samsung brand

20
 (For year 2024 & 2025)

Fig. 11 Prediction of no: of customers for Samsung in the years 2024 and 2025

Fig. 12 Prediction of the: of customers for Samsung in the years 2026 and 2027
21
2 Xiaomi

Fig. 13 Regression equation for No: of customers for Xiaomi brand based on the data

Fig. 14 Shelf-life plot for No: of customers for the Xiaomi brand

22
 For year ( 2024 & 2025)

Fig. 15 Prediction of no: of customers for Xiaomi in the years 2024 and 2025

For year (2026 & 2027)

Fig. 16 Prediction of no: of customers for Xiaomi in the years 2025 and 2026

23
3 Real Me

Fig. 17 Regression equation for No: of customers for Real me brand obtained from the data

Fig 18 Shelf-Life plot for No: of customers for real Me brand

24
 For year (2024 & 2025)

Fig. 19 Prediction of the: of customers for Real Me in the years 2024 and 2025

For year ( 2026 & 2027 )

Fig. 20 Prediction of the: customers for Real Me in the years 2026 and 2027

25
4 Vivo

Fig. 21 Regression equation for No: of customers for Vivo brand based on obtained data

Fig. 22 Shelf-Life character plot for No: of customers for Vivo

26
 For year (2024 & 2025)

Fig. 23 Prediction of the: customers for vivo in the years 2024 and 2025

For year ( 2026 & 2027 )

Fig. 24 Prediction of the: customers for vivo in the years 2026 and 2027
27
5 Oppo

Fig 25 Regression equation for No: of customers for Oppo brand based on obtained data

Fig. 26 Shelf-Life plot for No: of customers for Oppo brand

28
 For year ( 2024 & 2025 )

Fig 27 Prediction of the no: of customers for oppo brand in the years 2024 and 2025

Fig 28 Prediction of the no: of customers for oppo brand in the years 2024 and 2025

29
6 One plus

Fig. 29 Regression equation for No: of customers for One plus brand based on the data

Fig 30 Shelf-Life plot for No: of customers for One plus

30
Fig. 31 Prediction of the customers for One Plus brand for the years 2024 and 2025

Fig. 32 Prediction of the customers for One Plus brand for the years 2026 and 2027

31
7 Apple

Fig. 33 Regression equation for No: of customers for the brand Apple based on the obtained data.

Fig. 34 Shel-Life plot for No: of customers for Apple

32
 For year (2024 &2025 )

Fig 35 Prediction of no: of people for Apple brand for the years 2024 and 2025.

Fig. 36 Prediction of no: of people for Apple brand for the years 2026 and 2027

33
Prediction of Customer satisfaction with the overall performance of the phone

Table 27 Prediction of customer satisfaction with overall performance of the phone.

1 Samsung

Fig 37 Regression analysis for overall customer satisfaction of the phone for a brand Samsung.

Fig 38 Shelf-Life Plot for overall customer satisfaction of the phone for the brand Samsung

34
 For year (2024 & 2025)

Fig.39 Prediction of overall customer satisfaction for Samsung brand for the years 2024 and 2025

2 Xiaomi

Fig 40 Regression analysis for overall customer satisfaction of the phone for Xiaomi brand

35
Fig 41 Shelf-Life Plot for overall customer satisfaction of the phone for the brand Xiaomi

For year (2024 & 2025

Fig. 42 Prediction of overall customer satisfaction for Xiaomi brand for the years 2024 and 2025
36
3 Apple

Fig 43 Regression analysis for overall customer satisfaction of the phone for Apple brand

Fig. 44 Shelf-Life Plot for overall customer satisfaction of the phone for the brand Apple

37
 For year ( 2024 & 2025 )

Fig. 45 Prediction of overall customer satisfaction for Apple brand for the years 2024 and 2025

38
10 RESULTS
From the data analysis, it was concluded that customers were not satisfied with the
mobileindustry. Even though brands like Apple, Xiaomi, and Samsung dominated
the market, customers were unsatisfied with some features.

In the present scenario, Samsung continues to dominate the market share with the
maximum number of customers, which will continue for the next one to two years.
Apple continues to be the Customers' number one brand and the fastest-growing
brand in India, yet the percentage of share in the market will be meager. This was
so because of the cost of the phone, as many customers’ priority while buying a
phone was price.

We were able to conclude that Apple mobiles started to dominate the market after
the coronavirus pandemic as there was a sudden shift in the trend of the mobile
industry; someother brands like IQOO and One Plus were also emerging in the
market that were able to satisfy the customer needs.

We also found that the existing Mobile brands with a vast market share faced many
issues in satisfying their customers.

Regarding the particular case of brand loyalty and overall satisfaction, we

concluded that customers who used Apple mobiles were mainly satisfied and will
stay like that for two years.

We also concluded that in terms of the service, half of the customers never used
these facilities. From the remaining customers, more than 50% of the customers
were never satisfied with the service that the company provided.

We also concluded that certain mobile brands never addressed customer concerns,
which caused a considerable depletion in the market share within a gap of five
years.

In the case of Samsung Mobile, we could conclude that the customers were not
satisfied with the service they provided for their product, which caused a massive
depletion of customer satisfaction from 70 to 28 percent. Also, we observed that
the number ofcustomers using Samsung mobile phones has decreased yearly.

39
In the case of Xiaomi mobiles, we concluded that the customers were in a position where they
found that the product was not worth the money which resulted in a depletion of Xiaomi’s
market share.
Further, we observed that the customers were not satisfied with the camera performance of the
new product compared to the old ones.
In the case of Apple mobiles, we were able to conclude that the customers were
not satisfied with the battery performance of the Apple mobiles; amongst all the
brands available in the market, Apple mobiles had the least customer satisfaction
for battery performance.
Finally, we observed that some of the additional features that customers want in
mobile phones are not possible in the present scenario because of the money
constraint that has been in the market for years.

40
11 CONCLUSION AND LIMITATION
It was concluded that mobile brands or companies had to improve the quality of the service
they provide to the customers and meet most of the customer's expectations. A study on the
factors that influenced people to spend more time on mobile phones and a change in the mindset
about phone features after the coronavirus pandemic would be suggested.

The number of respondents for the primary data was way too low, which caused a significant
problem in the forecasting using the preliminary data. Even though the number of respondents
for secondary data might seem huge, it represents 0.001% of the country’s total population.
The accuracy of the secondary data cannot be taken into 100 percent account. Time was also a
significant constraint for the project. Lack of response or customers’ unwillingness to provide
the information was a substantial issue while conducting the survey. The observations, results,
and Conclusion are based on the information obtained from the primary and secondary data.

41
12 REFERENCES
1-Muhammad Alshurideh, Scope of Customer Retention Problems in the Mobile
Phone Sector: A Theoretical Perspective. Journal of Marketing and Consumer
Research ISSN 2422-8451 An International Peer-reviewed Journal Vol.20, 2016.

2-T. Rahul n, R. Majhi, An adaptive nonlinear approach for estimation of consumer

satisfactionand loyalty in mobile phone sector of India Journal of Retailing and
Consumer Services 21 (2014) 570–580, 0969-6989/& 2014 Elsevier Ltd.
3- Shrikant Krupasindhu Panigrahi, Noor Azlinna Binti Azizan, Ibrahim Rashid Al
Shamsi, Product Innovation, Customer Satisfaction, and Brand Loyalty of Using
Smartphones AmongUniversity Students: PLS–SEM Approach. Indian Journal of
Marketing DOI : https://doi.org/10.17010/ijom/2021/v51/i1/156931.

4- DR. SOHAIL IMRAN KHAN, DHUHA SAAD ISMAEL, ROHAT ZADA, Drivers of
Customer Satisfaction for Mobile Service Provider in Maharashtra (India) The Journal of
Research on the Lepidoptera Volume 51 (1): 708-720 The Lepidoptera Research Foundation.
March 2020 ISSN 0022-4324 (print) ISSN 2156-5457.

5- Feng-Cheng Tung, Customer satisfaction, perceived value, and customer loyalty:

the mobileservices industry in China. African Journal of Business Management
Vol. 7(18), pp. 1730-1737, 14 May, 2013 DOI: 10.5897/AJBM10.383 ISSN 1993-
8233 © 2013 Academic Journal.

6- Liem Thanh NGUYEN, Minh Hoang DANG, Thu Duyen TAT, Dinh Gia Trung
TRAN, Revisiting Customer Complaint Intention: A Case Study of Mobile Service
Users in Vietnam Journal of Asian Finance, Economics and Business Vol 8 No 9
(2021) 0121–0130.

7- Abdul Gaffar Khan, Reshma Pervin Lima, Md Shahed Mahmud, Understanding

the ServiceQuality and Customer Satisfaction of Mobile Banking in Bangladesh:
Using a Structural Equation Model in.sagepub.com/journals-permissions-india
DOI: 10.1177/0972150918795551 journals.sagepub.com/home/gbr.

8- Kai Kang, Jinxuan, Lingyun Guo, Jing Zhao, How to Improve Customer
Engagement: A Comparison of Playing Games on Personal Computers and Mobile
Phones Journal of Theoretical and Applied Electronic Commerce Research ISSN

42
0718–1876 Electronic Version VOL 15 / ISSUE 2 / MAY 2020 / 76-92.

9- Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppa¨niemi, Mobile

customer relationship management: underlying issues and challenges Business
Process Management Journal Vol. 13 No. 6, 2007 pp. 771-787 q Emerald Group
Publishing Limited.

10- Kah-Hin Chai, Yi Ding, Yufeng Xing, Quality and Customer Satisfaction Spillovers in the
Mobile Phone Industry https://doi.org/10.1287/serv.1.2.93.

43
44
45