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1
                              
                                REASEARCH PROJECT REPORT 
ON
“MEASUREMENT OF CUSTOMER SATISFACTION IN TELECOM
SERVICES”
SUBMITTED FOR THE PARTIAL FULLFILLMENT OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
OF
CHANDIGARH BUSINESS SCHOOL
BY
TWINKLE GOYAL
1105474
BBA 6
th
SEMESTER
UNDER THE SUPERVISION OF
MS.HARSIMRAN KAUR
CHANDIGARH BUSINESS SCHOOL, LANDRAN (MOHALI)
2011-2014
2
                                         Certificate of Supervisor
This is to certify that Ms. Twinkle Goyal Roll no. 1105474 has completed the research project
titled, “Measurement of Customer Satisfaction in Telecom Services” under my Supervision
in partial fulfillment of the BACHELOR OF BUSINESS ADMINISTRATION Degree of Punjab
Technical University.
Supervisor’s Signature:
Supervisor’s Name: Ms.Harsimran Kaur
Supervisor’s Designation:
Date:
Place:
Mentor’s Signature Project Coordinator Signature HOD’s Signature
3
DECLARATION
I hereby declare that the project entitled “Measurement of Customer Satisfaction in Telecom
Services” that is being submitted by me in partial fulfillment of the requirements for the award
Of the degree of BBA to CHANDIGARH BUSINESS SCHOOL is a record of bonafied work
Carried out by me .The results embodied in this dissertation have not been submitted to any
Other university or institution for the award of any degree or diploma.
Twinkle Goyal
BBA 6
th
Semester
Chandigarh Business School
Date:
Place:
4
ACKNOWLEDGEMENT
Learning is never ending process we learn during different stages of life. All my learning during
my project would guide me ahead in my carrier .With respect & gratitude, I take this opportunity
convey my thanks to my project guide for helping me to complete my project.
I am extremely great full to the people who help me a lot during my project. I have learnt from
them and I will be intended to them for value addition in me.I feel lucky to have worked under
the able and competent guidance of my supervisor Ms. HARSIMRAN KAUR.
I extend my deepest gratitude to all those persons who supported me all through my project. My
project with all these people has left a lasting impression on my mind that will influence my
behavior for all times to come.
Twinkle Goyal
5
PREFACE
The project gives an insight of telecom sector. It basically helps in measuring that up to
the what extent customers are being satisfied from the particular brand. It helps us to
know what basis a customer chooses in a particular brand when he/she chooses a new
connection. The project will help to learn about the growing telecom sector in India.
The research will also help us to all the factors people do consider while choosing the
particular connection for their handset.
Twinkle Goyal
6
INDEX
Sr.No. CONTENT Page No.
1 Certificate Issued By Supervisor 02
2 Declaration 03
3 Acknowledgement 04
4 Introduction 11-18
5 Research Objectives 19
6 Main Text Literature Review 20-25
7 Research Methodology 26
8 Data Analysis 27-41
9 Conclusion 43
10
Bibliography 44
11 Annexure 45-48
7
                                           INTRODUCTION
8
*Theoretical Background of the Topic
Customer Satisfaction
According to Philip Kotler, “satisfaction is a person’s feelings of pressure or disappointment
resulting from product’s perceived performance (outcome) in relation to his or her
expectations. Customer satisfaction is the level of a person’s felt state resulting from
comparing a product’s perceived performance (outcome) in relation to the person’s
expectations”.
This satisfaction level is a function of difference between perceived performance and
expectations. If the product’s performance, exceed expectation the customer highly satisfied or
delighted. If the performance matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied.
1. Many companies are aiming for high satisfaction because customers who are just
satisfied still find it easy to switch when a better offer comes along. High satisfaction or delight
creates an emotional affinity with brand.
2. Variety of factors that affect customer satisfaction includes product quality, product
availability and after sales support such as warranties and services. Customer satisfaction is
seen as a proof of delivering a quality product or service. It is believed that customer satisfaction
brings sales growth, and market share. A company can always increase customer
satisfaction by lowering its price or increasing its services but this may result in lower profits.
Thus the purpose of marketing is to generate customer value profitability.
3. India is on the threshold of a new millennium. India chose for global economy, exposing
Her to winds of change in the market place, which has expanded vastly and become fiercely
Competitive .In the changed environment, decision makers view the marketing concept as the
Key to success. Marketing practice had to manage products, pricing, promotion and
Distribution.
4. A successful product can be developed by exploding these opportunities. While delivering
9
Value of the consumer we make marketing support. This support is based on the knowledge
of consumers and distribution. Marketing support both at the introduction of products and
maturing is considered
5. Marketing, as suggested by the American Marketing Association is "an organizational
function and a set of processes for creating, communicating and delivering value to
Customers and for managing customer relationships in ways that benefit the organization
and its stakeholders".
6. The two major factors of marketing are the recruitment of new customers (acquisition)
and the retention and expansion of relationships with existing customers (base
management). Marketing methods are informed by many of the social, particularly
psychology, sociology, and economics. Anthropology is also a small, but growing,
influence. Market research underpins these activities. Through advertising, it is also
related to many of the creative arts.
7. For a marketing plan to be successful, the mix of the four "Ps"
1
i.e. product, price, place,
promotion must reflect the wants and desires of the consumers in the target market.
Trying to convince a market segment to buy something they don't want is extremely
expensive and seldom successful. Marketers depend on marketing research, both formal
and informal, to determine what consumers want and what they are willing to pay for.
Marketers hope that this process will give them a sustainable competitive advantage.
Marketing management is the practical application of this process. The offer is also an
important addition to the 4P's theory.
10
Skills of Marketers
Marketers have skill sets that they bring to an enterprise:
1) Competitive strategy/positioning:
Markets consist of groups of competitors competing for a customer's business. The job of
marketing is to decide howto create a defensible sustainable competitive advantage against
competitors. Marketers conceive strategies, tactics, and business models to make it hard if
not impossible for competition to take away customers from their business.
2) Demand generation/management
It's the job of marketing to create and sustain demand for a company's products.
Marketers manage demand for a company's products by influencing the probability and
frequency of their customer's purchase behavior.
3) Sales:
The ultimate goal of marketing is to make money for a business. In most company’s sales
is a different discipline and department from marketing. But in order for salespeople to
have any long term success in a company they must be led by marketing. The better job
a company does of identifying opportunities, creating a differential
Sustainable competitive advantage, and generating demand for their products the easier it
will be for salespeople to make sales.
Method to Measure Customer Satisfaction
Companies use the following methods to measure customer satisfaction.
1) Customer satisfaction surveys
Responsive companies obtain a direct measure of customer satisfaction by periodic
surveys. They send questionnaires to random sample of their customers to find out how
they feel about various aspects of the company’s performance and also solicit views on
their competitor’s performance. It is useful to measure the customer’s willingness to
recommend the company and brand to other persons.
2) Lost Customer Analysis
Companies should contact customers who have stopped buying.
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3) Consumer Behavior vs. Consumption Behavior
Consumer behavior refers to the manner in which an individual reaches decision related
to the selection, purchases and use of goods and services. Walters and Paul says that,
consumer behavior is the process whereby the individuals decides what, when, how and
from whom to purchase goods & services.
Consumer behavior relates to an individual person (Micro behavior) whereas consumption
behavior relates to and to the mass or aggregate of individuals (Macro behavior) consumers
behavior as a study focuses on the decision process of the individual consumer or
consuming unit such as the family.
In contrast the consumption behavior as a study is to do with the explanation of the behavior
of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which
the entire system of marketing revolves. The study of buyer behavior is one of the most
important keys to successful mark.
Introduction to Telecom Industry
The Indian Telecommunications network with 110.01 million 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, which has grown by
40% in 2005, is expected to reach 250 million in 2007. According to Broadband Policy
2004, Government of India aims at 9 million broadband connections and 18 million
internet connections by2007. 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 is expected to bypass 2.5 million new subscribers per
month by 2007. .
12
Evolution of the industry-Important Milestones
Year
1851 First operational land lines were laid by the government near Calcutta
(seat
of British power)
1881 Telephone service introduced in India
1883 Merger with the postal system
1923 Formation of Indian Radio Telegraph Company (IRT)
1932 Merger of ETC and IRT into the Indian Radio and Cable
Communication
Company (IRCC)
1947 Nationalization of all foreign telecommunication companies to form
the
Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications
1985 Department of Telecommunications (DOT) established, an exclusive
provider of domestic and long-distance service that would be its own
regulator (separate from the postal system)
13
1986 Conversion of DOT into two wholly government-owned companies:
the
Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications
and Mahanagar Telephone Nigam Limited (MTNL) for service in
Metropolitan areas.
1997 Telecom Regulatory Authority of India created.
1999 Cellular Services are launched in India. New National Telecom Policy
Is adopted.
2000 DoT becomes a corporation, BSNL
A large population, low telephony penetration levels, and a rise in consumers' income and
spending owing to strong economic growth have helped make India the fastest-growing telecom
market in the world. The first and largest operator is the state-owned incumbent BSNL, which
is also the 7th largest telecom company in the world in terms of its number of subscribers.
BSNL was created by corporatization. While DTS (Department of Telecommunication
Services), a government unit responsible for provision of telephony
14
Services. Subsequently, after the telecommunication policies were revised to allow private
operators, companies such as Bharti Telecom, TATA Indicom, Vodafone, MTNL, Idea,
Vodafone and BPL have entered the space. Major operators in India. However, rural India
still lacks strong infrastructure. The total number of telephones in the country crossed the
300 million mark on June 18 2008.The overall tele-density has increased to 36.98% in
March 2009 .In the wireless segment, 15.87 million subscribers have been added in
March 2009. The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than
391.76 million now. The wire line segment subscriber base stood at 38.22 million with a
decline of 0.13 million in October 2008.
Market Share of Public and Private Industry
The fixed line and mobile segments serve the basic needs of local calls, long distance calls
and the international calls, with the provision of broadband services in the fixed line segment
And GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and
the wireless instruments. Mobile phone providers have also come up with GPRS-enabled
multimedia messaging, Internet surfing, and mobile-commerce. The much-awaited 3G mobile
technology is soon going to enter the Indian telecom market. The GSM, CDMA, WLL
service providers are all upgrading them to provide 3G mobile services. Along with
improvement in telecom services, there is also an improvement in manufacturing. In the
beginning, there were only the Siemens handsets in India but now a whole series of new
handsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA phones,
etc. have come up. Touch screen and advanced technological handsets are gaining popularity.
Radio services have also been incorporated in the mobile handsets, along with other
applications like high storage memory, multimedia applications, multimedia games, MP3
Players, video generators, Camera's, etc. The value added services provided by the mobile
service operators contribute more than 10% of the total revenue.
15
The Global Cellular Mobile Industry
Global telecom sector
Earnings visibility
Earnings growth is being driven by improving pricing conditions, stabilizing operating
trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless
growth, and new market opportunities. This has translated into greater visibility of forward
earnings as evidenced by recent increased analyst upgrades within the sector.
Merger synergies
Given the substantial amount of excess capital available in the sector and in private equity we
expect to see additional merger and acquisition activity, albeit at a slower pace than recently
witnessed. Global telecom M&A deals over the past two years have reflected market
expansion but have also had a positive effect on the buyers’ balance sheets. Partnering
companies have begun realizing their synergies through cost reductions and economies of
scale. In the US, the largest three companies now account for over 70% of the sector market
cap; this compares to 34% in 1990. Trends in bundled services are also paving the way for
additional M&A activity. Sector consolidation will further increase the importance of stock
selection.
Growth
While cost-cutting has been a major source of earnings growth, we have seen top-line
pressures decreasing which will help revenues become a larger driver of earnings growth
again. We see growth within the sector coming from a number of areas including: broadband,
3G (third generation) technology, expansion in emerging markets. Broadband penetration has
been accelerating as internet customers are seeking faster downloads for audio and video
files. 3G services, which facilitate the simultaneous transfer of both voice and non-voice (i.e.
video, downloads, SMS, etc.) data are providing mobile users with a much more robust
Communication platform and should finally begin to realize their growth potential in 2007.
16
Emerging market companies benefit from low penetration rates and also tend to have lower
leverage, higher margins and higher growth than most developed markets telecom
companies.
Global opportunities
It has become less difficult to find attractive telecom investment opportunities globally than it
was a year ago. As the fog has lifted from the sector, there are increased opportunities within
both the growth and value spaces.
Definition of Cellular/Mobile
The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a
long-range, portable electronic device used for mobile communication. In addition to the
standard voice function of a telephone.
The Global Cellular Mobile Industry:
The global mobile phone industry is based on many different manufacturers and operators. The
industry is based on advanced technology and many of the manufacturers are operating. In
different industries, where they use their technological skills, distribution network, market
knowledge and brand name. Four large manufacturers of mobile phones today dominating the
17
global mobile phone industry &networks; Nokia, Sony Ericson, Samsung and Motorola. Airtel,
Bsnl, Tata Indicom, Vodafone, reliance, others. .
Telecom Industry in India
The telecom industry is one of the fastest growing industries in India. India has nearly200
million telephone lines making it the third largest network in the world after China and
USA.With a growth rate of 45%, Indian telecom industry has the highest growth rate in
the8world.Much of the growth in Asia Pacific Wireless Telecommunication Market is
spurred by the growth in demand in countries like India and China. India’s mobile phone
subscriber base is growing at a rate of 82.2%.China is the biggest market in Asia Pacific with
a subscriber base of 48% of the total subscribers in Asia Pacific. Compared to that India’s share
in Asia Pacific Mobile Phone market is 6.4%. Considering the fact that India and China have
almost comparable populations, India’ slow mobile penetration offers huge scope for growth.
History of Indian Telecommunications
It was Started in 1851, when the first operational land lines were laid by the government near
Calcutta (seat of British power). Telephone services were introduced in India in 1881. In
1883 telephone services were emerged with the postal system. Indian Radio TelegraCompany
(IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication
companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly
run by the government's Ministry. Telecom sector was considered as a strategic service and the
government considered it best to bring under state's control. The first wind of reforms in
telecommunications sector began to flow in 1980s when the private sector was allowed in
telecommunications equipment manufacturing. In 1985, Department of Telecommunications
(DOT) was established. It was an exclusive provider of domestic and long distance service that
would be its own regulator (separate from the postal system). In1986, two wholly government-
18
Owned companies were created: the Vides Sanchar Nigam Limited (VSNL) for international
Telecommunications and Mahan agar Telephone Nigam Limited (MTNL) for service in
metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of the economy.
Also, examples of telecom revolution in many other countries, which resulted in better quality
of service and lower tariffs, led Indian policy makers to initiate a change process finally
resulting in opening up of telecom services sector for the private sector. National Telecom
Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian
telecommunication sector.
In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act
as a regulator to facilitate the growth of the telecom sector.. Telecommunication sector in India
can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed
line services consist of basic services, national or domestic long distance international long dis
almost 90 per cent of revenues from basic services. Private sector services presently available
in selective urban areas, and collectively account .Global System Communications (GSM) and
Code Division Multiple Access (CDMA). The GSM sector is dominated Airtel, Vodafone-
company, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata
Indicom. Opening up of international and domestic long distance telephony services are the
major growth drivers for cellular industry. Cellular he tariffs on airtime, which along with
rental was the main source of revenue. The reduction in tariffs for airtime, national long
distance, international long distance, and handset prices has driven demand.
19
Research Objectives
The main objective of the study are:
1. Service providers in the market which are not reaching the customer
.
2. To study the customer satisfactions towards mobile service providers.
3. To study and identify how the customers are benefited.
4. To evaluate the major service provider satisfied the customer.
5. To assess the needs, requirements and expectations of the customers in
order to assess their current satisfaction levels.
6. To know the attitude, enthusiasm regarding the service provided to customers.
7. To understand the performance of different brands in the market on various
parameters like product quality, performance of the customer relationship
officer (CRO), service quality, range and selection of products available
20
                      MAIN TEXT LITERATURE REVIEW
21
Main Text Literature Review
Review of Literature
1. Robins (2008) this paper is about marketing the next generation of mobile telephones.
The study is about third generation of cell phone technology, what is usually known as “3G”
for short. There are various issues about that new innovative. One is howto price 3G handsets
and services at a level which will enable telephone operating companies to recoup the high
prices they have already paid to governments for operating licenses. Second the technology
is not yet complete, there are no agreed international standards and companies do not yet
know what new services the technology will prove capable of delivering effectively. All
variants of 3G remain dependent on largely unproven technology. Marketing 3G is going to
be about services which are new and in many cases, yet to be designed. At the same time, it
will involve services which can also be obtained by computer and other means. It follows
that the marketing task will high risk. First, 3G has no obviously unique selling proposition
to build on except, perhaps, the combination of live video and easy portability. Second, the
potential customers have not yet had adequate opportunity to signal their service likes and
dislikes. Third, the cost and complexity of service provision leave doubt about the market’s
reaction to price.
2. Debnath (2008) This study explain that the prime focus of the service providers is to create
a loyal customer base by benchmarking their performances and retaining existing customers
in order to benefit from their loyalty. With the commencement of the economic liberalization
in 1991, and with a view to expand and improve telecom infrastructure through the
participation of the private sector, the Government of India permitted foreign companies
holding 51 percent equity stake in joint ventures to manufacture telecom equipment in India.
The Indian Government has announced a new policy, which allows private firms to provide
basic telephone services. There had been a monopoly of the state-
22
Owned department of telecommunications. However, several companies are expected to
benefit from the policy change.
3. Bhatt (2008), in his study titled “A Study of Mobile Phone Usage Among the Post
Graduate Students” analyzed that it is important for mobile carriers, service providers,
content developers, equipment manufacturers, as well as for parents and young people alike
that the key characteristics of mobile technology is well understood so that the risks
associated with its potentially damaging or disruptive aspects can be mitigated. This paper
has tried to compare the usage difference by gender with respect to the difference
manufacturing and service provider companies.
4. Jha (2008), in his study analyzed that it is the youth which is the real growth driver of the
telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot
of how frequently young people use their mobile phones for several embodied functions of
the cell phones. Data was collected from a sample of 208 mobile phone owners, aged
between 20 and 29. The study sheds light on gender, monthly voucher amount and years of
owning mobile phones influence the usage pattern of this device. Findings of the study
would be helpful for the telecom service providers and handset manufacturers to formulate
a marketing strategy. In study which is the real growth driver of the telecom industry. This
paper He tried to compare the usage difference by gender with respect to the difference
manufacturing. It is important for the mobile carriers and service providers for choosing
their own preferences. Data was collected from the samples of mobile phones from the
various people of various age group as well, people has to fill up the many of the questions
which are arranged in the order to fill by the respondents.
23
5. Kalavani (2006) in their study analyzed that majority of the respondents have given
favorable opinion towards the services but some problems exist that deserve the attention
of the service providers. They need to bridge the gap between the services promised and
services offered. The overall customers’ attitude towards cell phone services is that they are
satisfied with the existing services but still they want more services to be provided.
6. Kumar (2008), in their study titled “Customer Satisfaction and Discontentment vis-a- vis
BSNL Landline Service: A Study” analyzed that at present, services marketing plays a major
role in the national economy. In the service sector, telecom industry is the most active and
attractive. Though the telecom industry is growing rapidly, India's telecom density is less
than the world's average telecom density as most of India's market is yet to be covered. This
attracts private operators to enter into the Indian telecom industry, which makes the Bharat
Sanchar Nigam Limited (BSNL) more alert to run its business and survive in the market.
7. Seth et al (2008), in their study titled “Managing the Customer Perceived Service
Quality for Cellular Mobile Telephone: an Empirical Investigation” analyzed that there is
relative importance of service quality attributes and showed that responsiveness is the most
importance dimension followed by reliability, customer perceived network quality,
assurance, convenience, empathy and tangibles. This would enable the service providers to
focus their resources in the areas of importance. The research resulted in the development
of a reliable and valid instrument for assessing customer perceived service quality for
cellular mobile services.
8. Fernandez (2007) in their study titled “Understanding Dynamics in an Evolving Industry:
Case of Mobile VAS in India” analyzed that Mobile Value Added Services (VAS) is a rising
star in the fast growing wireless business. In the paper, attempt is made at understanding the
strategic dynamics of the evolving environment within which the
24
Indian players are operating, the challenges and structure of the same. Our literature and
industry review indicates that - while the value chain of industry is complicated yet one can
observe the bipolar nature of bargaining powers between mobile network operators and
content aggregators.
9. Bismut (2006) in his study titled “Competition in European Telecom Markets” analyzed
that in recent years the European telecommunications market has witnessed major
developments, with rapid expansion in access to telecommunications networks and a surge
in the number of available services and applications. While many factors have contributed to
the transformation of the telecommunications industry, competition has played a key role in
driving telecom players to invest in new technologies, to innovate and to offer new services.
10.Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of Cellular
Services: A Customer Perspective” analyzed that the increasing competition and changing
taste and preferences of the customer’s all over the world are forcing companies to change
their targeting strategies. The study revealed the customer attitude and their satisfaction
towards the cellular services in Coimbatore city. It was found that advertisement play a
dominant role in influencing the customers but most of the customers are of opinion that
promotional strategies of cellular companies are more sale oriented rather than customer
oriented.
11.Fredric (2008) analyzed the importance of yield management and discrimination
pricing in telecommunication sector. Yield management is the process of allocating the
right type of capacity or inventory unit to the right kind of customer at the right price so
as to maximize revenue or yield. Yield management and dynamic pricing strategies could
be usefully applied to preserve and increase profitability. Yield management techniques
can help telecom operators and similar companies to optimize the benefits they can
25
Derive from a subtle management of information networks and partnerships. However,
such an approach is more difficult to implement in the telecommunications industry than
in the airlines sector because of the difficulty to control (and sometimes to refuse)
network access to customers.
12. Chris (2003) has analyzed ‘Telecom advertising in print media.’ This research attempted
to investigate why Telecom theme are used in advertisement, and the motives that lead
companies and advertisers to use sport celebrities and sport concept in advertisements. From
study it has been revealed that the appearance of sport celebrities in advertising endorsement
occurred more often in Telecom magazines than in other magazines, because their target
group is more acquainted with athletes. The sport celebrities that dominated each printed
media are related with their target group characteristics
26
Sampling Design
RESEARCH DESIGN
The design for this study is Exploratory and Random sampling
Collection Method
DATA COLLECTION
The data is collected randomly irrespective of the category of the people in the form of
questionnaire and the sample size is 100 respondents. Because it is a pilot study and due to time
constraint the sample size is small.
Research Definition
The word research is derived from the Latin word meaning to know. It is a systematic and a
replicable process, which identifies and defines problems, within specified boundaries. It
employs well-designed method to collect the data and analyses the results. It disseminates the
findings to contribute to generalize able knowledge. The main characteristics of research
presented below are Systematic problem solving which identifies variables and tests
relationships between them, Collecting, organizing and evaluating data. Logical, so
procedures can be duplicated or understood by others Empirical, so decisions are based on
data collected. Reductive, so it investigates a small sample which can be generalized.
Replicable, so others may test the findings by repeating it.Discovering new facts or verify
and test old facts. Developing new scientific tools, concepts and theories, this would
facilitate to take decision. For the proper analysis of data simple statistical techniques such as
percentage were use. It helps in making more generalization from the data available. The data
which will be collected from a sample of population was assumed to be representing entire
population was interest. Demographic factors linkage, income and education background was
used for the classification purpose.
27
                       DATA ANALYSIS AND INTERPRETATION
28
Q1: - Which mobile connection do you have?
Particular No. of respondents
AIRTEL
40
VODAFONE
32
IDEA
16
BSNL
12
Interpretation: - As the area of the study is in Chandigarh and where the market leader is
Airtel. That’s why majority of the questionnaire I got filled by Airtel. Above data analysis
shows that majority of the market that is approximately 50% is covered by two market leaders
Airtel and Vodafone. Minor is BSNL.
29
Q2:- What kind of service you have?
Particular No. of respondents
Pre-Paid
84
Post-Paid
16
Interpretation: - Above data shows that most of the respondents in the area have pre-paid
connections. And I got only 16% questionnaire filled by post-paid users.
30
Q3:- Overall, at what position you see your service provider?
Interpretation: - From the graphic it depict that Airtel is the most excellent and good service
provider as 18 respondents believes that the service of the company is excellent. Then
Vodaphone has also good rate of excellence as 16 respondents rated Vodaphone as a good
service provider. But the idea and Bsnl are not under good ratings. 8 respondents of BSNL and
5 of Idea have rated their service provider as Poor.
Brands Excellent Good Avg. Poor
No. Of Respondents
Airtel 18 9 10 0
Vodaphone
16 5 6 0
Idea 1 06 04 05
Bsnl 0 10 03 08
31
Q4:- Rank the following factors which influenced you the most to buy the service of
your choice?
Brands Price Network
Service
Brand
Image
VAS
Rankings By Respondents
Airtel
5
4 4
5
Vodafone 4 2 3 3
Idea 4 4 3 4
Bsnl 5
2 2
3
Interpretation: - Above data analysis shows that Airtel is being preferred because of its
best network service and Brand image as well. Where Vodafone is preferred because of its
good pricing strategy, network service, brand image and the most Value Added Services of
the company. And Idea is preferred because of all above factors. Where Bsnl is preferred
the most because of its low price as compare to its competitors and because of its value
added services as well.
32
Q5- Which service attracted you the most to buy or retain the mobile service?
Interpretation: - Above data analysis shows that Airtel is being preferred by the people
because of its internet service. And Vodaphone because of its Concession calls rates and full
talk time VAS. Where Idea because of its Concession Call Rates and SMS pack. But BSNL
because of its SMS pack mainly and then concession rates also.
Particular Airtel Vodafone Idea Bsnl
No. Of Respondents
SMS Pack 0 7 5 15
Concession
Call Rates
3 15 5 11
Internet
Service
5 1 3 6
Full Talk
Time
5 9 3 7
33
Q6:- How long have you used the service of that company?
Interpretation: - Above table analysis depicts that most of the users are using their telecom
service from last one year. Some of the users are also using it from last 3 year, where majority
of the users are Vodafone and idea connection holders. Most of the users of the Vodaphone
are using it from last 6 months. Many of the respondents are a new users of their services that
let our study not vague.
Brands 1 Month 1-6 Month 6 M– 1 Year 3 Year
No. Of Respondents
Airtel
6
0 7 6
Vodafone 7 9 9
9
Idea 1 10 7 9
Bsnl 2 5 6 7
34
Q7:- Overall, how satisfied are you, with network service of your company?
Interpretation: - Above table data analysis shows that the satisfaction rate of network service
is leaded by Airtel as not a single user of service is neutral or dissatisfy. And vodaphone
network service satisfaction rate is also good. And it can be also found that BSNL network
service is not good as compare to others competitors as 14 respondents are found to be not
satisfied with the company network service.
Brands Satisfied Neutral Dissatisfy
No. Of Respondents
Airtel 23 0 5
Vodafone 18 1 5
Idea 13 2 4
Bsnl 1 8 14
35
8:- How would you choose the service’s time value for money?
Interpretation: - Above data and chart analysis depicts that Airtel has the highest rating of
Value for /money as 10 persons and 20 persons has rated it as an excellent and good service
provider. The BSNL is not rated as the good one as only 3 and 2 people rated it excellent and
good service provider. Other two players Idea and Vodaphone has almost similar
performance approximately. Both has been rated good and excellent, where good has been
rated more as compare to other options.
Brands Excellent Good Fair
No. Of Respondents
Airtel 10 20 4
Vodafone 6 18 5
Idea 10 11
9
Bsnl 3 2 1
36
Q9:- What kind of problems occurs the most for which you need to contact customer
care/service department of your service provider?
Interpretation: - From the above data analysis it has been found that most of the users of
telecommunication contact to their customers care for activation and deactivation of various
services. Then they also contact for information about various value added services provider
by companies like validity, call rates, SMS pack, caller tones etc. Network service has been
found a problem of mainly BSNL users and to some extent of Idea users as well.
Brands Billing
Related
Activation/
Deactivation
Information
n of VAS’s
Network
Problem
E
x
p
e
c
t
e
d
v
a
l
u
e
s
No. Of Respondents
Airtel 2 6 9
3
2
5
Vodafone
5
14 6
3
2
5
Idea 5 9 5 0 2
5
Bsnl
5
10 8 10 2
5
37
Q10:- In thinking about your most recent experience with that company, how much
satisfied are you with the customer care service?
Interpretation: - From the above data interpretation we can conclude that Airtel is the best
service provider of customer care service. As it has been also found in some of the article that
Airtel is expending more on its customer care service as compare to other competitors in the
market. The Vodaphone service is also satisfactory as most of the users has rated it as
Satisfied service provider. But Bsnl is to be found as a not satisfactory service provider. Most
of the users said that they have not talk to their customer care service provider even for a single
time.
Brands Satisfied Neutral Dissatisfy
No. Of Respondents
Airtel 11
11 10
Vodaphone 11 6
5
Idea 10 9 4
BSNL 2 7 13
38
Q11:- How satisfied are you with the process of getting your queries resolved?
Interpretation: - From above data analysis we can say that most of the users, who are satisfied
with their customer care service, are also satisfied with the process of getting their queries
resolved. Airtel again has been rated as the best service provider for getting queries resolved. As
most of the people are being mainly dissatisfied from the BSNL so it is being rated the lower one.
Brands Satisfied Neutral Dissatisfy
No. Of Respondents
Airtel 18
12 2
Vodafone 11 14
3
Idea 12 9 2
Bsnl 3 5 9
39
Q12:- The customer service representative was very courteous.
Interpretation: - Above data analysis shows that most of the users of all companies found their
customer service provider courteous. But the result of BSNL is not good as the users say that
they have not talk to their customer care service provider even for a single time. Some of them
have talk but after a lot of waiting time. So they are found not satisfied and rated this question
also as dissatisfied. So after studying their views with a personal discussion we cannot say that
the customer care representatives of BSNL are not courteous.
Brands
Agree Neutral
Not Agree
No. Of Respondents
Airtel
13 8
2
Vodaphone
14 5
2
Idea
12
9 3
Bsnl 6 13 13
40
Q13:- The customer service representative was very knowledgeable.
Interpretation: - Above data analysis shows that most of the users of all companies found their
customer service provider knowledgeable. But the result of BSNL is again not good as the users
say that they have not talk to their customer care service provider even for a single time. Some
of them have talk but after a lot of waiting time. So they are found not satisfied and rated this
question also as dissatisfied. So after studying their views with a personal discussion we cannot
say that the customer care representatives of BSNL are not knowledgeable. But one more
finding is there in that question that Idea is not perfect in hiring best personnel for customer
care representatives as 8 users are neutral for this question reply.
Brands Agree Neutral Disagree
No. Of Respondents
Airtel
11 11
10
Vodaphone
11 6
5
Idea
10
9 4
Bsnl
2
7 13
41
Q14:- The waiting time for the problems addressed was satisfactory?
Interpretation: - Above data analysis shows that most of the users of all companies are found
satisfactory with the waiting time their queries resolved. But the result of BSNL is again not
good as the users say that they have not talk to their customer care service provider even for a
single time. Some of them have talk but after a lot of waiting time. So they are found not satisfied
and rated this question also as dissatisfied and neutral. So after studying their views with a
personal discussion we cannot say that the customer care representatives of BSNL are not able
to solve their customer queries in a satisfactory time.
Brands
Agree
Neutral
Disagree
No. Of Respondents
Airtel
10 20
14
Vodafone
6 18
5
Idea
10
11 9
Bsnl
3
2 1
42
Research Limitation
Carrying the survey was a general learning experience for us but we
also faced some problems, which are listed here:
1. The market of Telecommunication is too vast and it is not possible to cover each and every
dealer, manufacturer and seller in the available short span of time.
2.Generally the respondents were busy in their work and were not interested in responding
rightly.
3.Respondents were reluctant to discover complete and correct information about
themselves and their organization.
3.Most respondents were not maintaining proper knowledge of various services provided
by their company, so they were unable to provide exact information.
4. Most of the respondents don’t want to disclose the information about the various other
companies’ which they have experienced before.
5. Some of the respondents were using the service first time of their company and they were
not able to properly differentiate among their product.
43
CONCLUSION
As per my belief we have seen that the choice of mobile handset and services cannot be separated
came out true because when we tried to find out the customer decision .we successfully classified
customers in to eight group each with some special requirement service wise and handset’s
attribute wise. Competition in telecom industry is heating up its time for Indian telecom players
also to align up in the new dynamic business environment.
Telecom majors should think to launch the product according to the needs of customers to satisfy
them and make them brand loyal as very soon this blue ocean of Indian telecom scenario will
convert into red ocean where the loss of is the gain of other .They should also think for searching
new space or we can say either creating a new blue space to sustain their growth in long run.
There is more room for data analysis but the rest of the part is beyond the scope of this project report
According to the results, the most important determinant for consumers are price and sacrifice
perception (monetary and non-monetary sacrifice), which in perception. These are periodical fixed
cost, minute or traffic charge and opening cost when purchasing mobile phone. The results indicate
influential factor when a customer assesses to purchase. The second most important factor is the
periodical fixed cost and another factor is the opening cost. These indicate, not surprisingly, that
communication firms need to deeply consider. Also, this indicates that a lot of effort must be put in
the pricing strategy.
Quality of service and the ability to attract and retain customers dictate the success or failure
of next-generation communications service providers. In today’s competitive environment,
customers are quick to abandon services that do not meet expectations. The ease with which
customers can switch from their current service to another, demands that providers deliver the
highest possible levels of service quality and performance.
44
Bibliography
BOOKS REFFERED
Title : - Marketing Management
Name of the Author : - Philip Kotler
Title : -Marketing Research
Name of the Author : - Thomas C Kinnear
Title : - Consumer Buying Behavior
Name of the Author : - J.Paul
WEBLIOGRAPHY
www.indiatimes.com
www.marketing.com
45
   ANNEXURE
46
  Questionnaire
Q1:- Which mobile connection do you have?
a) Airtel b) Vodafone c) Idea d) Bsnl
Q2:- What kind of service you have
a) Pre-paid b) Post-paid
Q3:- Overall, at what position you see your service provider?
a) Excellent b) Good c) Average d) Poor
Q4:- Rank the following factors which influenced you to buy the service of your choice?
a) Price b) Network Service c) Brand Image d) Value Added Services
Q5- Which service attracted you the most to buy or retain the mobile?
a) SMS pack
b) Concession Call Rates
c) Internet Service
d) Full Talk Time
Q6:- How long have you used the service of that company?
a) Less than one month b) 1 to 6 months c) 6 months to a year
d) 1 to 3 years e) Over 3 years
Q7:- Overall, how satisfied are you, with network service of your company?
a) Satisfied
b) Neutral
c) Dissatisfied
47
Q8:- How would you choose the service's value for money?
a) Excellent b) Good c) Fair d) Poor
Q9:- What kind of problems occurs the most for which you need to contact customer
care/service department of your service provider? Rank them.
a) Billing related
b) Activation/deactivation related
c) Information about VAS’s
d) Network problem
Q10:- In thinking about your most recent experience with that company, how much satisfied
are you with the customer care service?
a) Satisfied
b) Neutral
c) Dissatisfied
Q11:- How satisfied are you with the process of getting your queries resolved?
a) Satisfied
b) Neutral
c) Dissatisfied
48
45
Q12:- The customer service representative was very courteous.
a) Disagree
c) Neutral
d) Agree
Q13:- The customer service representative was very knowledgeable.
a) Disagree
c) Neutral
d) Agree
Q14:- The waiting time for the problems addressed was satisfactory?
a) Disagree
c) Neutral
d) Agree
Thank you for spending your precious time on filling in the questionnaire
49

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