A PROJECT REPORT ON A STUDY ON CUSTOMER SATISFACTION OF RELIANCE BROADBAND CUSTOMERS IN NASHIK CITY.

AT

RELIANCE COMMUNICATION BROADBAND DIVISION NASHIK SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR DEGREE OF M.B.A

BY Mr. PANKAJ ASHOK KAPSE MBA-II MARKETING INDIRA INSTITUTE OF MANAGEMENT PUNE 2009-2010

Certificate
This is to certify that Mr. Pankaj Ashok Kapse (MBA Marketing II) is a bonafide student of this institute and has completed his summer project in Reliance communications Nasik during the academic year 2008-2010 in partial fulfillment of Masters Degree in Business Administration in Marketing during the period from 1st June 2009 to 31th July 2009. The topic of his project was A study on customer satisfaction of Reliance broadband customers in Nasik city. and was supervised by the undersigned Internal Project Guide. We wish him all the best for his future endeavors.

Prof. Mr. Surinder Singh. Project Guide Indira Institute of Management, Pune

Dr. Mrs. Prachee Jawadekar Director Indira Institute of Management Pune

ACKNOWLEDGMENT

I take this opportunity to express my deep sense of gratitude to Management of Reliance communication broadband division Nashik for giving me opportunity to undergo summer training in their organization and extending me full support and cooperation for undertaking and completing this project. I am extremely grateful to Mr. Virendra Bachchav (Cluster sales manager Nashik), whose dynamic guidance made the study possible. Their knowledge experience disciplined approach, constructive criticism and valuable suggestions have been a source of inspiration to me in my studies. I am extremely indebted to him for his guidance, encouragement for completing this project on A study on customer satisfaction of Reliance broadband customers in nashik city. I would also like to thank Mr. Tushar Patil (sales co coordinator) and Mr. Yogesh Tajanpure for their valuable inputs regarding my project work from time to time. I also take this opportunity to express my deepest gratitude to Dr. Prachi Jawadekar ,Director, Indira Institute of Management, Pune and to thank my Internal guide Prof. Surinder Singh for their guidance and encouragement. I am also like to express my gratitude to my colleagues, parents & other who have directly & indirectly help me in many ways to make this project possible.

Mr. Pankaj Ashok Kapse. MBA II

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
Title of the project: - A study on customer satisfaction of Reliance broadband customers in Nasik city. Industry: Telecom Company: Reliance communication. Product: Broadband connection NEED FOR THE STUDY . The broadband market is increasing with leap and bound and there are so many competitors in the market which are trying to capture the market share. R-COM is trying to broaden the customer base in Nasik city. To suggest possible ways to increase the market share and giving better service to customers need a feedback process so that company can analyze the remedy required to prevent the switching phenomenon. There is obviously a strong link between customer satisfaction and customer retention. Customer's perception of Service and Quality of product will determine the success of the product or service in the market. This project is thus aimed to find out the satisfaction level of R-com broadband customers in Nasik city so that appropriate steps can be taken by the company to prevent the customer dissatisfaction if any and to increase the customer base in long term perspective. .

OBJECTIVES OF PROJECT PRIMARY OBJECTIVES To find out customer satisfaction level of R-COM broadband customers in Nasik city. To find out reasons of dissatisfaction of broadband customers. To understand the gap between companys offerings and customers requirements.

SECONDARY OBJECTIVES To study switching habits of R-coms customers. To find out new promotional strategies for R-com. 5

RESEARCH DESIGN

Success of any formal research project is a sound research design. A good research design has characteristics like problem identification, problem definition, research objectives, developing the research plan, sourcing data, collection of data, analyzing data and information, presenting the findings. Research type Descriptive

Research approach-

Qualitative and Quantitative

Population-

Nasik

Sample frame-

Reliance broadband users in Nasik city

Sample size-

80 SME customers in Nasik city

Data collection
Primary data was collected by structured questionnaires, interviews and observations made during the visits on field. Secondary data was collected from literature, magazines and internet.

TABLE NO 1: KEY FINDINGS, OBSERVATIONS AND SUGGESTIONS

FACTOR Customer loyalty

STATUS Average

POSSIBLE CAUSE Unable to maintain service standard

SUGGESTIONS Prompt maintenance

Promotional activities

Satisfactory

Sales force is capable and hard working.

More intense advertising would help to boost sales and to increase awareness in potential customers.

Query solving

Average-not satisfactory

More time taken than promised to solve the problem

Prompt problem solving

Billing Speed and connectivity Overall rating

satisfactory satisfactory

Prompt billing Effective technology

Keep service quality constant Keep service quality constant

Average

Problems related to maintenance and problem solving.

Prompt problem solving and efforts to retention of customers

Limitations of the study.

Time Duration: The time duration for conducting the research was very short; due to this one could not do justice to the Market Survey. Sample Size: The sample size does not cover maximum number of SME customers of Nasik city. The sample size was restricted to certain number 80 customers. Response from interviewer: Some of the respondents were hesitant to provide proper information, or to entertain such person, activity. City Coverage: The project is restricted to only little sample area coverage only because of the less duration of the project. 7

INDEX
SR.NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 CHAPTER PARTICULARS Certificate of institute Acknowledgment Introduction Indian Telecom industry profile Company profile PAGE.NO Ii Iii 11 13 26 41 46 48 58 75 77 79 81 82

Literature survey Objectives and scope of study Research methodology Data analysis Findings and observation. Conclusion Recommendations

References Annexure

List of Tables
Sr.no. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Particulars Key findings ,observations and suggestions Major milestones of Indian telecom industry Number of broadband subscribers as on 31st march 2008 Financial result summary Customer satisfaction parameters Bifurcation based on period of usage Bifurcation on promotional basis Customers who have used R-com before Satisfaction compared to old service provider Frequency of problems faced by R-com customers Time taken to solve a technical problem Satisfaction regarding problem solving Delivery of bills on time Time provided to pay bills Satisfaction regarding billing system of R-com Satisfaction regarding speed system of R-com Satisfaction regarding connectivity system of R-com Overall customer satisfaction level with R-com Pages no Vii 16 22 37 56 59 61 63 64 65 66 67 68 69 70 71 72 73

List of graphs & charts

Sr.no. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Particulars Growth of telecom network Internet subscribers growth Broadband subscribers growth Various subscribers in telecom industry last year Market share of 8 leading ISPS Shares of public and private sector ISPS Reliance ADA group structure Bifurcation of respondents on period of usage % to total users according to usage period Bifurcation on promotional basis Promotional activities effectiveness Customers who have used R-com before Satisfaction compared to old service provider Frequency of problems faced by R-com customers Time taken to solve a technical problem Satisfaction regarding problem solving % of customers satisfied regarding problem solving Delivery of bills on time Time provided to pay bills Satisfaction regarding billing system of R-com % of Satisfaction regarding billing system of R-com Satisfaction regarding speed system of R-com Satisfaction regarding connectivity system of R-com Overall customer satisfaction level with R-com % of overall satisfied customers of R-com Pages no 15 19 19 20 21 22 32 59 60 61 62 63 64 65 66 67 67 68 69 70 70 71 72 73 74

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CHAPTER NO 1

INTRODUCTION

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CHAPTER NO 1
INTRODUCTION The telecom services have been recognized the world-over as an important tool for socio-economic development of a nation. Telecommunication is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy. Measurement of Customer Satisfaction is a new significant addition to the new ISO9000: 2000 standard. Organizations certified to this standard are now required to identify parameters that cause customer satisfaction or dissatisfaction and consciously measure them. So there is a clear need to measure the customer satisfaction Rationale of the study Reliance communication broadband division Nasik has a wide range of customers In Nasik city. They generally deal in wireline connection of landline phone and broadband connections. Researcher after consulting with company external guide Mr. Virendra Bachhav sir & internal guide Mr. Surinder Singh sir decided to undertake a study to find out customer satisfaction level of broadband customers who are small and medium size enterprise customers. Broadband users in Nasik city are increasing day by day because of growing need of todays technological advancements in every sector of every industry. In Nasik city banking, fmcg, IT, engineering works, telecom, manufacturing, finance are some sectors which are expanding rapidly. That is why there is a need to find out customer satisfaction level of existing customers so that they can formulate strategy to expand their customer base because if existing customers are not satisfied new customers are also hard to convince and it projects a negative image of company in market. Objectives of project were targeted towards finding out customers satisfaction level and causes of dissatisfaction to take remedial actions and in turn increase market share of R-COM in Nasik city. Competitors analysis and switching tendencies of customers were also an outcome of study. 12

CHAPTER NO 2 Industry Profile.

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CHAPTER NO 2 Industry Profile.

2.1The Indian Telecom Industry

2.1.1 Introduction Telecommunications is one of the few sectors in India, which has witnessed the most fundamental structural and institutional reforms since 1991. Considering the great potential for the growth of telephone demand with the accelerated growth of economic activities, the Government of India announced the National Telecom Policy in 1994 and the New Telecom Policy in 1999. The National Telecom Policy provides for private sector participation to supplement the efforts of DoT in basic telephone services. The opening up of the basic services provided a big opportunity for private & foreign investors. More policy initiatives included Addendum to NTP -1999, Broadband Policy 2004, and Amendment to Broadband Policy 2004.The entire sector is now open to unrestricted competition in all. The opening of the sector has not only added to rapid growth but also helped a great deal towards maximization of consumer benefits. The tariff shave been falling continuously across the board as a result of healthy and unrestricted competition and India today has one of the lowest tariffs in the world. Besides, as a result of the various measures and initiatives taken by the Government, India is now fast emerging as one of the leading telecom nations. The reforms process in the telecom sector is still on, aiming to remove the balance hurdles and limitations. With a strong population of over 1.1 Billion, India has become one of the most dynamic and promising telecom markets of the world. In recent times, the country has emerged as one of the fastest growing telecom markets in the world. It has third largest telecom network and the second largest wireless network in the world. The following graph shows the growth of Indian telecom network from 1999 to 2009.

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Graph no 1: Growth of telecom network.

The Indian Telecommunications network with 233.62million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. The total subscriber base is expected to reach 300 million in 2009. According to Broadband Policy 2004, Government of India aims at 9 million broadband connections and 18 million internet connections by 2007. The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY2004-2005. In the last 3 years, two out of every three new telephone subscribers were wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber base, as compared to only 40% in 2003. Wireless subscriber growth was expected to bypass 2.5 million new subscribers per month by 2007. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country.

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2.1.2 MAJOR MILESTONES OF INDIAN TELECOM INDUSTRY

TABLE NO 2

April 2009 February 2008 October 2007 February 2006 January 2006

Wireless Subscriber base crosses 400 million mark Licenses issued to New Telecom Service Providers .DOT allows CDMA players to enter GSM mobile service using Dual Technology platform One India tariff plan announced by BSNL & MTNL One Nation-One Rupee tariff plan introduced by Reliance Infocomm Tele density target of 12% in 2010 as per NTP 99 met ahead of schedule. Lifetime Tariff Plans launched. Non-stop Mobile [two year plan] introduced by Tata Teleservices Broadband policy announced. TRAI announces the Telecommunications Interconnection Usage Charges (IUC), Regulations, 2003 Reliance Infocomm Ltd launches services across 17 circles on a country wide basis in a phased manner Tata Teleservices Ltd acquires Hughes Tele.com (I) Ltd providing basic services in Maharashtra circle. TRAI issues Telecommunications Interconnection (Reference Interconnect Offer) Regulations, 2002 ILD sector opened up

January 2006 December 2005 October 2005 October 2004 Jan -2003

Dec -2002

Nov - 2002

July - 2002

April - 2002

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Dec -2001

TRAI issues Telecommunication Interconnection (Port Charges) Regulations, 2001

Dec - 2001

TRAI issues Telecommunication Interconnection (Charges & Revenue Sharing) Regulations, 2001 TRAI announces cost based rentals for WLL (M) services. Limited Mobility Service Introduced. DTS corporatized and Bharat Sanchar Nigam Ltd incorporated. TRAI issues Telecommunication Interconnection (Charges & Revenue Sharing) Regulations, 1999. New Telecom Policy 1999 (NTP'99) announced. First private sector Basic Telecom network launched in Indore, Madhya Pradesh. AUSPI constituted. TRAI established Six licenses awarded to private sector for provision of Basic Telecom Services Tenders for Basic and Cellular service (circles) invited. National Telecom Policy 1994 announced

May - 2001 January 2001 Oct - 2000 May - 1999 March - 1999 June - 1998 Nov - 1997 January, 1997 1997 1995 1994

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2.1.3 GROWTH OF INDIAN TELECOM INDUSTRY IN LAST DECADE AN OVERVIEW India became the second largest wireless network in the world, overtaking the USA and second only to China, with addition of about 8 million subscribers every month in the recent times Subscriber base reached 300.49 million as on 31st March 2008 as compared to 14.88 million for the same period in 1997 Teledensity of 26.22 as on 31st March 2008 as compared to 2.30 for the same period in 1998 much ahead of the teledensity target set under NTP, 1999 of 15 by the year 2010. Rural teledensity at the end of March 2008 was 9.20 as compared to 0.40 for the same period in 1998 which too is much ahead of the NTP, 1999 target of 4 by the year 2010. Decline in Tariffs: Local call tariff for mobile @ Rs. 15.00 is now less than Re. 1.00One minute STD call between Delhi and Mumbai at the rate of Rs.37.00 now cost Re. 1.00 i.e. at the rate of local call ISD call to American continent @ Rs. 75.00 now costs less than Rs. 7.00 Subscriber base of internet reached 11.09 million on 31st March 2008 as compared to 0.09 million in1997 Putting in place Interconnection and Cost Based Interconnection Usage Charges regime Introduction, continuation and phasing out of Access Deficit Charges regime Introduction of Calling Party Pay regime Introduction of Mobile Termination Charges, which is lowest in the world Putting in place Tariff Order regime with the issue of Telecom Tariff Order 1999 and shift to a regime of tariff de-regulation in gradual manner

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2.1.4 General Environment in the Telecom Sector- Current scenario

Internet Subscriber The Internet subscriber base in the country as of 31st march 2008 stood at 11.09 million as compared to 9.27 million during the previous year, registering an annual growth rate of about 19.63%

Graph no 2: Internet Subscribers growth. Broadband Subscriber The total Broadband subscriber base has reached 3.87 million by the end of March, 2008 as compared to 2.34 million by the end of March 2007 thereby registering a net addition of 1.56 million broadband subscribers during the financial year 2007-08.

Graph no 3: Broadband Subscribers growth 19

Graph no 4: Various subscribers in telecom industry last year

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2.1.6 Internet and broadband services

TRAI is constantly monitoring the growth of the Internet and Broadband services in the country by way of Performance Monitoring Reports being submitted by Internet Service Providers (ISP). Issues raised by ISPs, from time to time, were successfully resolved by TRAI to create conducive environment and to encourage the growth of the service during the financial year. Total 138 ISPs reported data to TRAI, which indicates 11.09 million Internet Subscribers at the end of 31st March 2008. There was an increase of19.63% in the subscribers base as compared to March2007. A list of ISPs who have already started Internet service and their subscriber base as on 31st March2008 is furnished below in this report. The distribution of Internet Subscribers among Govt. ISPs & Private ISPs as on 31st March 2008 is shown below. The market share of top eight Internet Service Providers (ISPs), including BSNL, in terms of subscriber base as on 31st March 2008 is shown below. The BSNL has maximum of 50.82% of total internet subscriber base. Among PSUs owned ISPs, M/s BSNL and M/s MTNL have reported a subscriber base of 5.64 Million and1.89 Million respectively. Amongst the Private Sectors M/s Bharti Airtel Limited has a subscriber base of 0.81 Million and stood third overall.

Graph no 5- Market shares of 8 leading ISPS.

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Table no 3

The number of Broadband subscribers (with a download speed of 256 kbps or more) was 3.87Million on 31st March 2008 as compared to 2.34Million subscribers on 31st March 2007 registering an annual growth of 65.38%. The distribution of Broadband subscribers among Government ISPs and Private ISPs as on 31st March 2008 is as below:

Graph no 6: shares of public sector and private sector ISPS.

Total ISP companies as per records of DOT

365 as on 31-01-2009 according to DoT

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2.1.7 Major Players There are three types of players in telecom services:
State owned companies (BSNL and MTNL) Private Indian owned companies (Reliance Info COM, Tata Teleservices,) Foreign invested companies (e.g. Vodafone-Essar, Bharti TeleVentures,Escotel, Idea Cellular, BPL Mobile, Spice Communications) BRIEF PROFILE OF COMETTORS OF RELIANCE COMMUNICATIONS 1_) BSNL

BSNL Broadband is a broadband internet service from state owned BSNL in India since 14th January 2005. Until September 30 2007 it was known as 'Data One. BSNL is in the process of commissioning of a world class multi-gigabit multi-protocol convergent IP infrastructure through Internet backbone-II (NIB-II) that will provide convergent services through the same backbone and broadband access network. The Broadband service will be available on DSL technology (on the same copper wire that is used for connecting telephone) on a countrywide basis spanning 198 cities. In terms of infrastructure for broadband services NIB-II would put India at par with more advanced nations. The services that would be supported includes always-on broadband access to the Internet for residential and business customers Content based services Video multicasting Video-on-demand and Interactive gaming Audio and Video conferencing IP Telephony Distance learning. The Broadband Service is available throughout India in all cities towns and even in main villages. 23

2) TATA TELESERVICES LTD.

Type Founded Headquarters

Public (BSE: TTML) 2000 Navi Mumbai, India

Key people Chairman: Mr. Ratan N. Tata, Managing Director: Anil Kumar Sardana Industry Products Employees Website Telecommunications CDMA service, GSM service, Broadband Internet Service 3,30,000 [Tata Group] Tata Indicom

3) SIFY TECHNOLOGIES LTD. Sify Technologies Limited (formerly Sify Limited and Satyam Info way Limited) NASDAQ: SIFY) is an, established in 1998, based in Chennai, India. Sify is one of the largest Internet service providers in India. Almost 75 percent of the 1.6 million visitors in 2008 to the web site sify.com hail from India. It was rated as one of "The ten top technology companies world-wide recommended for investment" by Fortune in 1999. When internet access was opened to private sector (until then the state run VSNL had a monopoly in providing internet access), Sify became the first private sector player to offer internet access. It leased international bandwidth from global vendors, domestic connectivity from telecom players and set up last mile connectivity by multiple methods: Wi-Fi 24

connections using roof top antennae, copper connections using phone lines or cable TV connections. Sify also started providing internet network connectivity for business enterprises in India. Sify took internet to the masses in India by setting up a chain of franchised internet cafes (today a network of over 3,300+ cybercafs) becoming the largest chain of cybercafs in India. 4) BHARTI TELEVENTURES LTD.

Type Founded Headquarters Key people Industry Products Revenue Website

Public, Listed on BSE 1985 New Delhi, India Sunil Mittal (Chairman and CEO) Telecommunication Mobile and Fixed-Line Telecommunication operator $6 Billion Bharti Group Airtel

5) IDEA CELLULAR: Idea Cellular is a wireless telephony company operating in various states in India. It initially started in 1995 as a joint venture between the Tatas, Aditya Birla Group and AT&T by merging "'Wings Cellular'" operating in Madhya Pradesh, UP West, Rajasthan and Tata Cellular as well as Birla AT&T Communication. 25

CHAPTER NO 3 COMPANY PROFILE

26

CHAPTER NO 3 COMPANY PROFILE 3.1 Introduction

Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom and Flag Telecom, is part of Reliance Communications Ventures. According to National Stock Exchange data, Anil Ambani controls 66.75 per cent of the company, which accounts for more than 1.36 billion shares of the company. It is an Indian telecommunications company. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising of power (Reliance Energy), financial services (Reliance Capital) and telecom initiatives of the Reliance ADA Group. Reliance Infocomm is currently managed by Anil Dhirubhai Ambani. R-Com is also into Wire line Business throughout India. The company also has licenses in the GSM telecom services space for most of the Telecom Circles. Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias leading integrated telecommunication company with over 85 million customers. Their business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Our constant endeavor is to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve. Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates. They endeavor to further extend their efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society. 27

Type Founded Headquarters

Public (BSE: RCOM) 2004 Navi Mumbai, India Anil Ambani Chairman and Managing Director ,Vice-Chairman Reliance-ADA Group Telecommunications CDMA service, GSM service, Broadband Internet Service US$ 4 Billion 33,000 http://www.rcom.co.in/

Key people

Industry Products Revenue Employees Website

Broadband business information The successful rolling out of real broadband services across the nation marks the second chapter of Reliance Communications commitment to usher in a digital revolution in India. Reliance Communications is setting new standards for the world to follow through inventive use of cutting-edge technologies in the field of fiber optics, Ethernet, microwave radios, switching, routing, digital compression and encoding. The mass roll out of broadband being carried out by Reliance Communications across the length and breadth of the country, offering speeds of up to 100 Mbps to millions of users, in itself is a technological marvel. 28

The uniqueness of Reliance Communications broadband initiative lies in the fact that our entire nationwide network is being conceptualized and built from ground zero. Our network is designed to deliver affordable quality education, drive governance, transform healthcare, enhance efficiency in business and, finally, generate new job opportunities for millions of unemployed Indians. Reliance Communications broadband service is set to revolutionize Indian society by removing the traditional bottlenecks of development including a lack of capital and a weak infrastructure, and help tide over the challenges of distribution in a vast country like India.

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3.2 KEY PERSONALITIES OF R-COM CHAIRMAN OF R-COM MR.ANIL DHIRUBHAI AMBANI

Shri Anil D Ambani, 48, is the chairman of all listed companies of the Reliance ADA Group, namely, Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources.He is also the president of the Dhirubhai Ambani Institute of Information and Communications Technology, Gandhinagar An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is credited with pioneering several financial innovations in the Indian capital markets. He spearheaded the countrys first forays into overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Under his chairmanship, the constituent companies of the Reliance ADA group have raised nearly US$ 3 billion from global financial markets in a period of less than 15 months. Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad. He is currently a member of: Wharton Board of Overseers, The Wharton School, USA Board of Governors, Indian Institute of Management (IIM), Ahmadabad Board of Governors, Indian Institute of Technology (IIT), Kanpur Executive Board, Indian School of Business (ISB), Hyderabad In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha Upper House, Parliament of India, a position he chose to resign voluntarily on March 25, 2006. 30

3.3 BRIEF ABOUT THE RELIANCE ADA GROUP

RELIANCE ADA GROUP

Think Bigger Think Better

The Reliance Anil Dhirubhai Ambani Group is among Indias top three private sector business houses on all major financial parameters, with a market capitalization of Rs 100,000 crore (US$ 22 billion), net assets in excess of Rs 31,500 crore (US$ 7 billion), and net worth to the tune of Rs 27,500 crore (US$ 6 billion) Across different companies, the group has a customer base of over 50 million, the largest in India, and a shareholder base of over 8 million, among the largest in the world. Through its products and services, the Reliance - ADA Group touches the life of 1 in 10 Indians every single day. It has a business presence that extends to over 4,500 towns and 300,000 villages in India, and 5 continents across the world. The interests of the Group range from communications (Reliance Communications) and financial services (Reliance Capital Ltd), to generation, transmission and distribution of power (Reliance Energy), infrastructure and entertainment.

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RELIANCE ADA GROUP STRUCTURE

Fig no 7 Reliance ADA group structure

32

Business of Reliance ADA group

3.4COMPANY PHILOSOPHY AND WORK NATURE Vision of R-com.

. To build a global enterprise for all our stakeholders and a great future for our country, to give millions of young Indians the power to shape their destiny, the means to realize their full potential Reliance Communications envisions a digital revolution that will bring about a New Way of Life. With mobile devices, net ways and broadband systems linked to powerful digital networks, Reliance Communications will usher fundamental changes in the social and economic landscape of India. Reliance Communications will help men and women connect and communicate with each other. It will enable citizens to reach out to their work place, home and interests, while on the move. It will enable people to work, shop, educate and entertain themselves round the 33

clock, both in the virtual world and in the physical world. It will make available television programs, movies and news capsules on demand. It will unfurl new simulated virtual worlds with exhilarating experiences behind the screens of computers and televisions. Reliance Communications will transform thousands of villages and hundreds of towns and cities across the country. Above all, Reliance Communications will pave the way to make India a global leader in the knowledge age.

MISSION OF R-COM:To create an integrated infrastructure with the state of art digital technology provided innovative, cost effective and world class convergent service to air customer. We will be Indias defining service provider and most preferred one. We will achieve dominant market in India and will rank among worlds top ten carriers by 2010. Reliance Communications will offer a complete range of telecom services. Reliance Communications is the first company in India to introduce wireless point of sale terminals it covers a spectacularly wide range, wire line, wireless national and international long distance, data services, data hosting, enterprise broadband and consumer.

MANAGEMENT PHILOSOHY World scale operations and the ability to implement complex, multi-billion dollar project in record time frames Leading edge state-of-art technologies Global competitiveness and the ability to create world class assets at a 30%-50% capital cost advantage compared to the global peer group Fully integrated operations capturing the entire value chain and market leadership in all product categories.

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3.5 VARIOUS CUSTOMERS OF R-COM

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3.6FINANCIAL HEALTH OF THE COMPANY

Reliance Communications Limited founded by the late Shri Dhirubhai H Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. The Reliance Anil Dhirubhai Ambani Group currently has a net worth in excess of Rs. 63,000 crore (US$ 14 billion), cash flows of Rs. 12,000 crore (US$ 3 billion), net profit of Rs. 8,000 crore (US$ 2 billion) and zero net debt. Reliance Communications is India's foremost and truly integrated telecommunications service provider. The Company, with a customer base of over 65 million including over 2 million individual overseas retail customers, ranks among the Top 10 Telecom companies in the world by number of customers in a single country. Reliance Communications corporate clientele includes 2,100 Indian and multinational corporations, and over 800 global, regional and domestic carriers. Reliance Communications has established a pan-India, next generation, integrated (wireless and wireline), convergent (voice, data and video) digital network that is capable of supporting best-of-class services spanning the entire communications value chain, covering over 20,000 towns and 450,000 villages. Reliance Communications owns and operates the world's largest next generation IP enabled connectivity infrastructure, comprising over 175,000 kilometers of fibre optic cable systems in India, USA, Europe, Middle East and the Asia Pacific region.

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Table no 4

37

PRODUCT PROFILE 3.7 RELIANCE LANDLINE PHONE

VARIOUS PLANS A) POSTPAID PLANS Plan 500 Plan 1000 Plan 1500 Plan 2000 Super One India 299 Super One India 130 Mobile Special Plan 500 + 75

Plan name

Plan 250

Monthly plan charges (Rs.) Free Calls Worth (Rs.) Domestic call rates (Rs. / call unit)

250

500

1000

1500

2000

100 0.50 for Local & 1.00for STD

500

1000

1500

2000

200

500

1.10

1.00

0.90

0.85

1.00

1.00

1.20

B) Prepaid plans :
Startup voucher: Get started by loading the Startup voucher towards installation and activation charges. It comes at an MRP of Rs.500 (inclusive of service tax) and a validity of 60 days. Get free usage worth Rs.500 on loading the Startup voucher, so effectively you pay zero installation charges for the Reliance Landline service

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Refill vouchers with 30 days validity : MRP inclusive of Service Tax (Rs.) Usage value (Rs.) 333 225 555 550 1,122 1,200 1,666 2,000

Enjoy additional validity of 30 days on above vouchers by loading them along with Startup voucher Refill vouchers with more than 30 days validity: MRP inclusive of service Tax (Rs.) Usage value (Rs.) Voucher validity (Days) 1,020 2,040 5,555

1,050 60

2,200 75

6,000 180

3.8 BROADBAND CONNECTION.

Plans 1) Data Transfer - Pay per Mb Plans (Authenticated)
One connection can be used for multiple PCs Pay only for the data transferred (upload + download) Data transfer measured in KB Enjoy high speeds up to 4 Mbps.

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Service Plan 900 Plan 1199 Plan 1999 Plan 2999 Plan 4999 Plan 8999 Plan 10000

Download Speeds * 1 Mbps 2 Mbps 2 Mbps 2 Mbps 2 Mbps 2 Mbps 4 Mbps

Monthly Rental (Rs.) 900 1199 1999 2999 4999 8999 10000

Bundled Usage 2 GB 8 GB 12 GB 20 GB 35 GB 75 GB 75 GB

Additional Usage / MB Rs. 0.8 Rs. 0.8 Rs. 0.8 Rs. 0.5 Rs. 0.5 Rs. 0.5 Rs. 0.5

2) Flat Fee Plans (Unauthenticated):

One connection can be used for multiple PCs Unlimited downloads and use at a fixed monthly charge True always-on connectivity. No login or authentication required for accessing the

Internet. Download Speeds * 150 Kbps 300 Kbps 600 Kbps 1 Mbps Monthly Rental (Rs.) 1100 1500 2700 4500 Additional Usage / MB Not Applicable Not Applicable Not Applicable Not Applicable

Service Plan 1100 Plan 1500 Plan 2700 Plan 4500

Bundled Usage Unlimited Unlimited Unlimited Unlimited

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CHAPTER NO 4 LITERATURE SURVEY

41

CHAPTER NO 4 LITERATURE SURVEY

CUSTOMER SATISFACTION:

"If you cannot measure it, you cannot improve it." - Lord William Thomson Kelvin (1824-1907) Measurement of Customer Satisfaction is a new significant addition to the new ISO9000: 2000 standard. Organizations certified to this standard are now required to identify parameters that cause customer satisfaction or dissatisfaction and consciously measure them. Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectation. In general: Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectation. There is obviously a strong link between customer satisfaction and customer retention. Customer's perception of Service and Quality of product will determine the success of the product or service in the market. With better understanding of customers' perceptions, companies can determine the actions required to meet the customers' needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out path future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. There is a lot of debate and confusion about what exactly is required and how to go about it. Customer satisfaction is quite a complex issue and this is an attempt to review the necessary 42

requirements, and discuss the steps that need to be taken in order to measure and track customer satisfaction. What do Customers Want? Before we begin to create tools to measure the level of satisfaction, it is important to develop a clear understanding of what exactly the customer wants. We need to know what our customers expect from the products and services we provide. Customer Expectations are of two types - Expressed and Implied. Expressed Customer Expectations are those requirements that are written down in the contract and agreed upon by both parties, for example, product specifications and delivery requirements. Supplier's performance against these requirements is most of the times directly measurable. Implied Customer Expectations are not written or spoken but are the ones the customer would 'expect' the supplier to meet nevertheless. For example, a customer would expect the service representative who calls on him to be knowledgeable and competent to solve a problem on the spot. There are many reasons why customer expectations are likely to change over time. Process improvements, advent of new technology, changes in customer's priorities, improved quality of service provided by competitors are just a few examples. The customer is always right. Supplier's job is to provide the Customer what he wants, when he wants it. Customer Satisfaction is customers' perception that a supplier has met or exceeded their expectations. What constitutes Satisfaction? We cannot create customer satisfaction just by meeting customer's requirements fully because these HAVE to be met in any case. However falling short is certain to create dissatisfaction. Major attributes of customer satisfaction can be summarized as: 43

 Product Quality Product Packaging Keeping delivery commitments Price Responsiveness and ability to resolve complaints and reject reports Overall communication, accessibility and attitude

We cannot begin to address the customer satisfaction issue we define the parameters and measures clearly. It may be easier to track supplier's performance against stated requirements of quality and timeliness because there is documentary evidence. Some indication of whether a supplier is meeting the requirements can also be obtained from data on scrap rates, PPM, complaints database, sales improvements, repeat orders, customer audit reports etc. It is far more difficult to measure the level of performance and satisfaction when it comes to the intangible expectations. What are the Tools? Customer expectations can be identified using various methods such as
Periodic Contract Reviews Market research Telephonic Interviews Personal visits Informal discussions Satisfaction Surveys

Depending upon the customer base and available resources, we can choose a method that is most effective in measuring the customers' perceptions. The purpose of the exercise is to identify priorities for improvement. We must develop a method or combination of methods that helps to continually improve service. Customer Satisfaction Surveys 44

Formal survey has emerged as by far the best method of periodically assessing the customer satisfaction. The surveys are not marketing tools but an information-gaining tool. Enough homework needs to be done before embarking on the actual survey. This includes:
Defining Objectives of the survey Design Survey Approach Develop Questionnaires and forms Administer survey (email, telephone, or post) Method of Compiling data and analyzing the findings Format of the Report to present the findings

There is no point in asking irrelevant questions on a customer satisfaction questionnaire. The basic purpose is to find out what we are doing right or wrong, where is the scope for improvement, where do we stand vis--vis other suppliers, how can we serve the customer better?A Customer satisfaction Measurement Survey should at least identify the following objectives Importance to Customers (Customers' Priorities). Customers' perception of supplier's performance. Your performance relative to customers' priorities. Priorities for Improvement. (Quality & Productivity Journal: February 2002 Issue Source: - http://www.symphonytech.com.

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CHAPTER NO 5

OBJECTIVES AND SCOPE OF THE STUDY

46

CHAPTER NO 5

5.1

OBJECTIVES OF THE STUDY

Successful decision-making depends not on any principles but on the skill and judgments of the individuals. However skill and judgment by itself cannot lead to good decisions but are the inherent tools through which data collected or available can be converted into proper information thus for this purpose of having proper decision making it is very essential to collect relevant and accurate information. Hence to collect proper information certain objectives were set which would lead to the process of research in the designed direction based on the priority and need of the organization the objectives of the research were segregated in to primary and secondary objectives.

PRIMARY OBJECTIVES To find out customer satisfaction level of R-COM broadband customers in Nasik city. To find out reasons of dissatisfaction of broadband customers. To understand the gap between companys offerings and customers requirements.

SECONDARY OBJECTIVES To study switching habits of customers. To find out new promotional strategies for R-COM.

Scope of the study Place: Project work was completed in various parts of Nashik city namely College road, Sharanpur road, Dwarka area, Gangapur road, Nashik road. Sample size: Project covered a sample size of 80 SME customers in above mentioned area. Product: study covered the customer satisfaction regarding the product Reliance broadband connection. 47

CHAPTER NO 6 RESEARCH METHODOLOGY

48

CHAPTER NO 6 RESEARCH METHODOLOGY

6.1 Research design.

Research Design Is the arrangement of condition for collection & analysis of data in a manner that aims to combine relevance to search purpose with economy in procedure.

(I) Research Design incase of descriptive research:

In descriptive study the first step is to specify the objectives with sufficient precision to ensure that the data collected are relevant. If this is not done carefully, the study may not provide the desired information. While design the data collection procedure, adequate safe guards against bias & unreliability must be ensured .which ever method is selected, question must be well examined and be made unambiguous; interviewer must be instructed not to express their own opinion, observer must be trained so that they uniformly record a given item of behavior .it is always desirable to protest the data collection instruments before they are finally used for the study purposes. In other words we can say that structured instruments are used in such studies. The research design type used for this study is descriptive research method In this project researcher have used descriptive research method to study the status of SME customers satisfaction status by analyzing the answers given by the sample customers selected with the structured questionnaire designed to map the responses of existing R-com SME customers.

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6.2 Research approach

There are two basic approaches of research. They are as follows

1) Quantitative research approach

This approach is followed when there is need to map the quantifiable factors like number of customers who are using services of the company, market share analysis for the company, competitors analysis etc.

In this research study researcher have used quantitative approach in order to find out

number of customers who are using R-com services since last one year, two years etc.Quantitative approach was also helpful in finding out the number of customers who were using services of other service providers.

2) Qualitative research approach Qualitative research approach refers to that research approach by which researcher tries to map out the unquantifiable aspects related to research problem e.g. customers perception about product or services provided by the company, overall experience of the customer with respect to the company etc. these factors cannot be measured by quantitative terms so to measure them qualitative checks are done with various types of grades like satisfied, dissatisfied, average etc. These scales are to chosen respective of the attitude or behavior we want to study. For this study researcher have used qualitative research approach in order to find out the customers perception and satisfaction about R-com related to problem solving, billing issues, speed and connectivity promised, overall satisfaction level with R-com services etc.

For this study purpose researcher have thus used Qualitative as well as Quantitative research approach.

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6.3 Sampling Techniques

Sample population: Sample frame: Sample size: Sampling method:

Nashik city. Reliance broadband users in Nashik city 80 SME customers of Reliance communications. Non- probability sampling

Non probability sampling is that sampling procedure which does not afford any basis for estimating probability that each item in population has of being included in the sample. Non probability sampling is also known by different names such as deliberate sampling, purposive sampling, judgments sampling in other words , under non probability sampling organizers of enquiry purposely particular unit of universe for constituting a sample on the basis that the small mass that they so select out of huge one will be typical or representative of the whole. Probability sampling Also known as random sampling or chance sampling, under these sampling design, every item of universe has an equal chance of inclusion in sample. It is so to say, a lottery method in which individual units are picked up from whole group not deliberately but by some mechanical process. Random sampling ensure low of statistical regularity which state that if on an average sampling chosen is a random one, the sample will have same composition characteristic as universe random sampling from a finite population refers to this method of sample selection which gives each possible sample combination an equal probability of being picked up & each item in entire population to have an equal chance of being included in sample. Sampling technique usedRandom sampling from major areas like College road

Sharanpur road, Dwarka, Nasik road, Gangapur road

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6.4 DATA COLLECTION TECHNIQES Sources of Data collection

The task of data collection begin after a research problem has been defined & research design plan chalked out .while deciding about the method of data collection to be used for the study ,the researcher should keep in mind two types of data viz primary & secondary . The primary data are those which are collected a fresh and first time, & thus happen to be original in character. The secondary data, on the other hand, are those which have already been passed through the statistical process. The researcher would have to decide which sort of data he would be using (thus collecting) for the study & accordingly he will have to select one or the other method of data collection. The method of collecting primary & secondary data differ primary data are to be originally collected, while in case of secondary data nature of data collection work is merely that of compilation.

Collection of Primary Data:-

There are several methods of collecting primary data, particularly in surveys &descriptive researches. Important ones are: (i) observation method, (ii) interview method, (iii) through questionnaires, (iv) through schedule, (v) other methods For this particular study customers were needed to contact personally so researcher decided to use following primary data collection tools 1) Structured questionnaire 2) Personal informal interviews

Questionnaire process From basic aspect of measurements & meaning, we proceed to their application in designing the instruments for seeking & recording data. Data may be obtained by either observing or asking for them, & form are needed for field use n both observation & 52

interviewing. All this media for communication with respondents personal, telephone& mail relay data collection form known as questionnaires. Steps for developing questionnaires:1) 2) 3) 4) 5) 6) 7) 8) determine specific data to be sort determine interviewing process evaluating question content determine response format determine wording in question determine questionnaire structure determine physical characteristics of form pretest-> revise -> final draft

A questionnaire is a simple formalized schedule to obtain & record specified & relevant information with tolerable accuracy & competitiveness. In other word it directs the questioning process & promote clear & proper recording.

Collection of secondary data

Secondary data means data are already available that is they refers to data which have already been collected & analyzed by someone else. When researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. In this case researcher certainly not confronted with problems that are usually associated with collection of original data. Secondary data may either be published data or unpublished data. Various published data Books Report & publications of regulatory bodies of telecom sector e.g. DOT, TRAI etc.

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6.5 Technique of data analysis

Researcher have decided to carry out my data collection and analysis on following details-

Customer satisfaction Parameters

Customer loyalty Query solving Promotional activities Speed and connectivity Billing issues Overall experience with R-com Table no 5: customer satisfaction parameters Tools for survey1. Structured questionnaire 2. Informal discussions 3. Personal visit Data is collected mainly by questionnaire designed to avail the information on following aspects of customers response about R-com services.

1 2 3 4

Customer loyalty with R-com Query solving by R-com Promotional activities of R-com Speed and connectivity provided

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5 6

Billing issues Overall experience with R-com

After collection of data it was tabulated to know the frequencies of various responses given by customers. By plotting the graphs and by computing percentage of the respondents for various parameters discussed above conclusions are drawn and some suggestions based on these conclusions are given to bridge the gap between customers expectations and companys offerings.

6.6 Limitations of the field work

Time Duration: The time duration for conducting the research was very short; due to this one could not do justice to the Market Survey. Sample Size: The sample size does not cover maximum number of SME customers of Nasik city. The sample size was restricted to certain number 80 customers. Response from interviewer: Some of the respondents were hesitant to provide proper information, or to entertain such person, activity. City Coverage: The project is restricted to only few sample area coverage only because of the less duration of the project

55

CHAPTER NO 7 DATA ANALYSIS

56

CHAPTER NO 7 DATA ANALYSYS

SUMMARY REPORT OF SME VISITS
(IN NASHIK ROAD, SHARANPUR ROAD, GANGAPUR ROAD, COLLEGE ROAD, DWARKA AREA)

DATA SAMPLE SIZE 80 EXISTING SME CUSTOMERS

Q 1) Since how long are you using R com broadband service ? Period of usage Less than one year One two years Two- three years More than three years No of customers 45 31 04 00 % To total customers 56.25% 38.75% 5% 0%

Table no 7.1: Bifercation based on period of usage

GRAPH NO 7.1 BIFERCATION OF RESPONDENTS ON PERIOD OF USAGE 57

GRAPH NO 7.1.1 % TO TOTAL USERS ACOORDING TO USAGE PERIOD

Data analysis and Interpretation Customer loyalty with R-com is average as 38.75% customers are retained in second year but in third year and onwards this % tends to lower down. Company should try to improve % in third year and onwards.

58

Q 2) How do you got to know about R com broadband service? MEDIUM Through sales force of R -com Friends Advertisements Local cable operator NO OF CUSTOMERS 37 19 06 18 % OF CUSTOMERS 46.25% 23.75% 07.50% 22.50%

Table no 7.2 : Bifurcation on promotional basis

GRAPH NO 7.2 BIFERCATION ON PROMOTIONAL BASIS

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GRAPH NO 7.2.1 % OF PROMOTIONAL ACTIVITIES IFFECTIVENESS Interpretations Sales force of company is observed to be effective as 46.25% customers have joined R-com after promotional efforts of sales force. Advertisements contribution in promotional activities is found to be very low i.e. 7.50% Sales force and local cable operators can be utilized more effectively by promotional activities like telecalling, arranging information camps, prom let distribution etc.

Q 3) Have you ever used any other service before using R-com service?

Yes 10 12%

No 70 88%

Table no 7.3: customers who used R-com before 60

GRAPH NO 7.3 CUSTOMERS WHO HAVE USED R-COM BEFORE

Q 4) How will you state your experience with R-com as compared to old service provider? PARAMETER Better than previous service At par with previous service Poor than previous service NO OF CUSTOMERS 1 4 5 % 10% 40% 50%

Table no 7.4: Satisfaction regarding old service provider

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GRAPH NO 7.4 SATISFACTION COMPARED TO OLD SERVICE PROVIDER Interpretations 50% customers are not satisfied with R- com as compared to their old service provider. Service standard need to be increased to avoid brand switching from these customers.

QUERY SOLVING FACTOR Q 5) In a month how many times you find query / technical problem in service? PARAMETER Never 0-5 times 5-10 times More than 10 times NO OF CUSTOMERS 02 52 26 00 % 02% 65% 33% 00%

Table no 7.5 : Frequency of technical problems faced 62

GRAPH NO 7.5 FREQUENCY OF TECHNICAL PROBLEMS FACED BY R-COM CUSTOMERS Interpretations 0-5 times frequency can be treated normally and is 65% which is satisfactory. Efforts should be taken to reduce the no in 5-10 time segment which is considerable i.e. 33% through prompt query solving and technological up gradation.

Q 6) How much time is taken to solve the problem?

PARAMETER One day Two days Three says More than three days

NO OF CUSTOMERS 02 25 45 08

% 02% 31% 56% 10%

Table no 7.6: Time taken to solve a problem 63

GRAPH NO 7.6 TIME TAKEN TO SOLVE A TCHNICHAL PROBLEM Interpretations Percentage of ideal time for query solving (one day) is very low i.e. 2% only. This time needs to be followed strictly otherwise customer dissatisfaction might tend to increase sharply.

Q 7) How will you state your satisfaction level with respect to problem solving by R-com? PARAMETER Totally satisfied Satisfied Average Not satisfied Extremely dissatisfied NO OF CUSTOMERS 00 08 53 19 00 % 00% 10% 66.25% 23.75% 00%

Table 7.7 Satisfaction regarding problem solving

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GRAPH NO 7.7 SATISFACTION REGARDING PROBLEM SOLVING

GRAPH 7.7.1 % OF CUSTOMER SATISFIED WITH PROBLEM SOLVING BY R-COM 65

Interpretations Average and not satisfied customers form a large portion of total sample i.e. 90% which will increase customer dissatisfaction towards companys image so serious efforts are required to improve problem solving procedures and timing.

BILLING FACTOR

Q 8) Do you get bills on time?

PARAMETER Yes No

NO OF CUSTOMERS 76 04 Table no7.8: Delivery of bills on time

% 95% 05%

GRAPH NO 7.8 DELIVERY OF BILLS ON TIME

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Q 9) Do you get sufficient time to pay the bills? PARAMETER Yes No NO OF CUSTOMERS 77 03 Table no 7.9 : sufficient time to pay bill. % 96% 4%

GRAPH NO7.9 TIME PROVIDED TO PAY BILLS Q 10) Are you satisfied with R- com billing system? Table no 7.10: satisfaction regarding billing PARAMETER Totally satisfied Satisfied Average Not satisfied Extremely dissatisfied 67 NO OF CUSTOMERS 00 52 28 00 00 % 00% 65% 35% 00% 00%

GRAPH NO7.10 SATISFACTION REGARDING BILLING SYSTEM OF R-COM

GRAPH NO7.10.1 % OF SATSFACTION REGARDING BILLING SYSTEM OF R-COM 68

Interpretations Billing system of R-com is found to be much efficient and prompt. Customers are satisfied with billing system.

Q 11) Are you satisfied with speed of broadband service provided?

PARAMETER Yes No

NO OF CUSTOMERS 70 10

% 87% 13%

Table no 7.11: Satisfaction regarding speed.

GRAPH NO 7.11. SATISFACTION REGARDING SPEED OF R-COM Interpretations Customers are satisfied with speed provided. 69

Q 12) Are you satisfied with connectivity of R com?

PARAMETER Yes No

NO OF CUSTOMERS 69 11

% 86% 14%

Table no 7.12: Satisfaction regarding connectivity.

GRAPH NO 7.12 SATISFACTION REGARDING CONNECTIVITY OF R-COM Interpretations Customers are satisfied with connectivity aspect of R-com.

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Q 13) How would you rate your overall experience with R- com? PARAMETER Totally satisfactory Satisfactory Average Not satisfactory Totally dissatisfactory NO OF CUSTOMERS 00 24 50 06 00 % 00% 30% 62.5% 07.5% 00%

Table no 7.13 : Overall satisfaction with R-com

GRAPH NO 7.13 OVERALL SATISFACTION LEVEL OF CUSTOMERS WITH R-COM

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GRAPH NO7.13.1 % OF OVERALL SATISFIED CUSTOMERS OF R-COM

Interpretations-

Overall satisfied customers with r-com are found to be 30% which needs to be increased. Large portion of customers i.e. 62.5% rate overall R-com service as average. These customers can be retained and converted to satisfied customers category by ensuring prompt maintenance and technological advancement

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CHAPTER NO 8 OBSERVATION AND FINDINGS

73

CHAPTER NO 8 OBSERVATION AND FINDINGS

The study reveals that, approximately 30% customers are satisfied with the Reliance Communications and 62.55% feel R-com provides average service while 7.5%are not satisfied. Among the unsatisfied customers, 64.28% face problem of not up to mark or untimely query solving by R-com. Loyalty of customers is found to be average. Customers were not retained after second year onwards. Promotional activities by R-com are satisfactory. However there is large scope for increasing the potential customer reach by utilizing various mediums of advertising in order to increase the market share substantially. Most customers feel billing procedure, connectivity is satisfactory. There is proper coordination between various billing channels. Over-promising by the Sales team leads to higher expectations among the customers and the promises regarding query solving are not fulfilled properly. Reliance Communications has the best advantage of the brand name RELIANCE. Overall customers are found to be averagely satisfied with overall experience with Rcom.

74

CHAPTER NO 9 CONCLUSION

75

CHAPTERNO 9 CONCLUSION Query solving is the main weak link in R-com service. The maintenance team is unable to solve the queries on time. This creates a bad impression about the company in customers mind. R-com is not able to retain customers in long term perspective due to inability to give proper after sales service. Sales force is efficient and has good reach in market. Customers are satisfied with the speed, billing procedures and connectivity of R-COM due to solid technical base of R-com and proper co-ordination between billing channels of R-COM. Customers are not satisfied with R-com query solving team because promises regarding query solving are not fulfilled. Brand name RELIANCE can be used for advertising purpose. Main area of concern seems to be dissatisfaction due to poor service after sales.

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CHAPTER NO 10 Suggestions/Recommendations

77

CHAPTER NO 10 Suggestions/Recommendations

Customers require long time to get a complaint solved. This leads to irritation among the customers. So care should be taken to reduce the query solving time by recruiting more technologically sound, soft skill equipped technical staff and by making necessary technological up gradations. Product should be made more customer need oriented i.e. specially catered package according to customers usage. Price factor can be taken care of by designing new price packages for loyal customers, customers paying bills on time should be encouraged by giving discounts and bonuses to create goodwill for company. Particular areas like college road can be given special discounts if they accept higher mbps packages this will help in price differentiation and will help in gaining edge over competitors. Place factor is ignored somewhat by R-com because in areas like Nasik road, jail road service is poor and local cable operators are mostly trusted in these areas to expand the business which has not paid off for company due to inability of cable operators in these areas. Company should try to utilize sales force effectively in these areas and make necessary technological changes to tap the potential in these areas. Promotional activities need to be taken care more seriously to increase customer awareness and to get benefit of high market acquisition by mouth publicity by customers. For that advertising efforts should be more like print advertises, prom let distribution, free information camps in city utilizing sales force, proper utilization of local cable operators to promote the product more effectively.

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CHAPTER NO 11 REFERANCES

79

REFERANCES

Books
Kotler, Philip (1999) Marketing Management Millennium Edition, Prentice Hall, New York. Kothari, C (2005) Research Methodology New age publisher, New Delhi. Manual provided by Reliance Communications

Magazines
Business Today and India Today

Websites: www.auspi.in www.business standard.com www.dot.gov.in www.rcom.co.in www.relianceadagroup.com www.symphonytech.com www.trai.gov.in

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ANNEXURE

A) QUESTIONNAIRE FOR SME CUSTOMERS

1) Name of the firm / customer -

2) Address-

3) Contact number

4) From how much period are you using Reliance broadband service?

A) Less than 1 year

b) 1- 2 years

C) 2- 3 years

d) More than 3 years

5) How do you get to know about Reliance broadband service?

A) Through sales force of R-COM (

B) Friends

C) Advertisement

D) Local cable operator

E) Other (please specify)

6) Have you ever used any other Broadband service before using Reliance broadband service?

A) Yes

B)No

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7) If yes please name the service provider.

8) How will you state your experience with Reliance communications as compared to old service provider?

A) Better than previous service

) B) At par with previous service

C) Poor than previous service

9) Which of the following plan are you using currently?

A) Data transfer pay per MB (Limited plan) (

Plan details -

B) Flat fee plan (unlimited plan)

Plan details

10) How many times in a month you find technical problem / query in service?

A) Never (

) )

B) 0-5 times (

) )

C) 5-10 times (

D) More than 10 times (

11) How much time is taken to solve a problem / query?

A) One day ( C) Three days (

) )

B) Two days (

) )

D) More than three days (

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12) How will you state your satisfaction level with respect to problem solving by Reliance communication?

A) Totally satisfied (

B) Satisfied

C) Average

D) Not satisfied

E) Extremely dissatisfied

13) Do you receive bills on time?

A) Yes (

B) No

14) Do you get sufficient time to pay the bills?

A) Yes (

B) No

15) How satisfied are you with Reliance communication billing system?

A) Totally satisfied (

B) Satisfied

C) Average

D) Not satisfied

E) Extremely dissatisfied

16) Are you satisfied with speed of broadband service provided?

A) Yes (

B) No

) 83

17) If no please state your expectations

18) Is Reliance communications connectivity satisfying according to you?

A) Yes (

B) No

19) If no please state your expectations

20) How would you rate your overall experience with Reliance communication?

A) Totally satisfactory (

B) Satisfactory

C) Average

D) Not satisfactory

E) Extremely dissatisfactory (

21) Do you have any suggestions for Reliance communication?

Customer signature

84