brm telecom march 31st
TRANSCRIPT
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Course No.: M3CGM05
Course Name: Business Research Methods
Project Title: Indian Telecom Industry – How Much
Are The Customers Satisfied With
The Telecom Operators?
Group No: 28
Group Members: Ramendra Vikram Singh (10609167)
Ravinder Pal (10609168)
Samarth Goel (10609169)
Sarvesh Baghel (10609170)
Saurabh Goel (10609171)
Shantanu Rana (10609172)
Submission Date: March 31st, 2011
Word Count: 6099
Submitted to: Dr. Jhumur Sengupta
How Much Are The Customers Satisfied With The Telecom Operators?
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TABLE OF CONTENT
SERIAL
NO.
CONTENT PAGE
NO. 1. INTRODUCTION 2
1.1. Theoretical Background Of The Topic 2
1.1.1. Customer Satisfaction 2-4
1.1.2. Skills Of Marketers 4-5
1.1.3. Method to Measure Customer Satisfaction 5-7
1.1.4. Introduction To Telecom Industry 7-9
1.1.5. Market Share of Public and Private Industry 9-10
1.1.6. The Global Cellular Mobile Industry 10-15
2. RESEARCH OBJECTIVES 16
3. SCOPE & LIMITATIONS OF STUDY 17
3.1. Scope 17
3.2. Limitations 17
4. RESEARCH METHODOLOGY 18
4.1. Sources Of Data 18
4.2. Methodology & Presentation Of Data 18
4.3. Research Design 18
4.4. Data Collection 18
4.5. Research Definition 19
5. DATA ANALYSIS 20
5.1. Data Analysis And Interpretation 20-34
6. CONCLUSION 35-36
7. REFERENCES 37
8. ANNEXURE 38
8.1. Questionnaire 38-42
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1. INTRODUCTION
1.1. Theoretical Background Of The Topic
1.1.1. 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.
I. 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.
II. 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.
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III. 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 in practice has to manage products, pricing, promotion and
distribution.
IV. A successful product can be developed by exploding these opportunities. While delivering
the value of the consumer we make use of 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.
V. 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".
VI. 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.
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VII. For a marketing plan to be successful, the mix of the four "Ps” 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.
1.1.2. Skills Of Marketers
Marketers have 4 main skill sets that they bring to an enterprise:
I. Opportunity Identification: Marketing begins before there is a product to sell. Many
people think marketing is just selling whatever comes out of the manufacturing plant. It's the
job of marketing to decide WHAT comes out of the manufacturing plant in the first place.
Before a business can make money there must be opportunities for money to be made and it's
marketing's job to define what those opportunities are. Marketers analyze markets, market
gaps, trends, products, competition, and distribution channels to come up with opportunities
to make money.
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II. Competitive Strategy/Positioning: Markets consist of groups of competitors competing for
a customer's business. The job of marketing is to decide how to 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.
III. 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.
IV. 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.
1.1.3. Method to Measure Customer Satisfaction
Companies use the following methods to measure customer satisfaction.
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I. Complaints and suggestion system: Companies obtaining complaints through their
customer service centers, and further suggestions were given by customers to satisfy their
desires.
II. 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.
III. Lost Customer Analysis: Companies should contact customers who have stopped buying or
who have switched to another supplier to learn why this happened.
IV. 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 where by the
individuals decides what, when, how and from whom to purchase goods & services.
Consumer behavior relates to an individual person (Micro behavior) where as 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
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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.
1.1.4. Introduction To Telecom Industry
India's telecom sector has reached a major milestone recently with the country's mobile user base
surpassing 500 million. More over it‟s boosted by a staggering 17.7 million new activations in
Nov 2009.When we dig further in to the performance growth of the telecom sector in India we
get some strong impressive figures which depict India have a huge untapped potentiality in 2010
and beyond.
According to the Telecom Regulatory Authority of India (TRAI), India's mobile customer base
crossed 506 million at the end of November.
Currently, 43 out of every 100 Indians own a cell phone. Including roughly 37 million fixed
lines, India now has a total of 543 million telephone lines, a penetration rate of around 46%.
There is considerable headroom for growth given the under penetrated rural regions.
Evolution Of The Industry-Important Milestones
1851 First operational land lines were laid by the government near Calcutta (seat of British
power).
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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).
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
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government unit responsible for provision of telephony services. Subsequently, after the
telecommunication policies were revised to allow private operators, companies such as Bharti
Telecom, TATA Indicom, Vodafone, MTNL, Idea and Vodafone have entered the space as
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 2008The
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.
1.1.5. 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.
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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.
1.1.6. The Global Cellular Mobile Industry
Global Telecom Sector
I. 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.
II. 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
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paving the way for additional M&A activity. Sector consolidation will further increase the
importance of stock selection.
III. 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.
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.
IV. 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
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Definition Of Cellular/Mobile Phone
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 are today dominating
the global mobile phone industry &networks; Nokia, Sony Ericson, Samsung and Motorola .
Airtel, BSNL, Tata Indicom, Vodafone, Reliance and others. In addition to these companies
there are many manufacturers that operate globally and locally.
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Mill
ion
s O
f D
olla
r
Year
Dynamics Of Mobile Handset Market
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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 the
world.
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 Telegraph Company
(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
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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). In 1986, two
wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL)
for international telecommunications and Mahanagar 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 telecommunications
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 and international long
distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of
revenues from basic services. Private sector services are presently available in selective urban
areas, and collectively account .Global System for Mobile Communications (GSM) and Code
Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and
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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.
Classification Of Telecommunication Services
I. Basic Services
II. Cellular Services
III. Internet Service Provider (ISP)
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2. RESEARCH OBJECTIVES
The main objectives of the research are:
I. Major Telecom service providers in the market
II. To study the customer satisfaction towards telecom service providers
III. To study and identify how the customers are benefited
IV. To evaluate the major service provider that satisfied the customer.
V. To assess the needs, requirements and expectations of the customers in order to assess their
current satisfaction levels.
VI. To know the attitude, enthusiasm regarding the service provided to customers
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3. SCOPE & LIMITATIONS OF STUDY
3.1. Scope
Scope of the study is limited to the Delhi-NCR region only.
3.2. Limitations
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.
Generally the respondents were busy in their work and were not be interested in
responding rightly.
Respondents were reluctant to answer.
Most respondents were not maintaining proper knowledge of various services provided
by their service provider, so they were unable to provide exact information.
Due to human behavior information may be biased.
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4. RESEARCH METHODOLOGY
4.1. Sources Of Data
I. Primary: Structured questionnaire .
II. Secondary: Data from authenticated websites and journals for the latest updates just to
gain an insight for the views of various experts.
4.2. Methodology & Presentation Of Data
The data collected will be coded in the tables to make the things presentable and more
effective. The results will be shown by tables which will help us out in easy and effective
presentation of the results being obtained.
4.3. Research Design
The design for this study is Exploratory and Random sampling.
4.4. Data Collection
The data will be collected randomly irrespective of the category of the people in the form of
questionnaire and the sample size will be 100 respondents. Because it is a pilot study and due
to time constraint the sample size is small.
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4.5. 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 to a larger
population
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 educational background were used for the
classification purpose.
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5. DATA ANALYSIS
5.1. Data Analysis And Interpretation
Customer Satisfaction:
Gap between Consumer Expectations and Companies Performance of Telecommunication
Q1:- Which mobile connection do you have?
Particulars No. Of Respondents
Airtel 28
Vodafone 16
Idea 20
BSNL 08
MTNL 02
Aircel 07
Reliance 13
Tata 05
Virgin Mobile 01
Airtel
28%
Vodafone
16%
Idea
20% BSNL
8%
MTNL
2%
Aircel
7%
Reliance
13% Tata
5%
Virgin Mobile
1%
Respondents %age Of Telecom Operators Choice
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Interpretation: As the area of the study is in Delhi-NCR, where the market leader is Airtel.
That‟s why majority of the questionnaire we got filled by Airtel. Above data analysis shows that
majority of the market that is approximately 48% is covered by two market leaders Airtel and
Idea. Minor are MTNL and Virgin Mobile.
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 we got only 16% questionnaire filled by post-paid users.
Prepaid
84%
Postpaid
16%
Respondents Choice Of Service
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Q3:- Overall, how would you rate your service provider?
Brands Excellent Good Average Poor Terrible Not Sure
Airtel 07 15 06 0 0 0
Vodafone 05 07 02 02 0 0
Idea 08 06 04 01 0 01
BSNL 0 05 03 0 0 0
MTNL 0 02 0 0 0 0
Aircel 02 03 01 01 0 0
Reliance 06 04 02 0 0 01
Tata 0 05 0 0 0 0
Virgin Mobile 0 01 0 0 0 0
Interpretation: From the graph it is clear that Airtel is the most excellent and good service
provider as 07 out 28 respondents believe that the service of the company is excellent. Then
Vodafone has also good rate of excellence as 07 out of 16 respondents rated Vodafone as a good
service provider. But Aircel is not under good ratings. 02 respondents of BSNL have rated their
service provider as Average and Poor. Aircel is found to be worst service provider from all
0
2
4
6
8
10
12
14
16
Excellent Good Average Poor Terrible Not Sure
No. O
f R
esp
on
den
ts
Respondents Rating Of Their Service Provider
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
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above as 03 respondents rate it as an average service provider and 02 as an average and poor
service provider.
Q4:- Rank the following factors which influenced you the most to buy the service of your
choice.
Brands Price Network Service Brand Image VAS
Airtel 05 16 03 04
Vodafone 07 04 02 03
Idea 07 07 02 04
BSNL 08 0 0 0
MTNL 02 0 0 0
Aircel 02 01 0 04
Reliance 07 04 0 02
Tata 02 0 01 02
Virgin Mobile 01 0 0 0
0
2
4
6
8
10
12
14
16
Price Network Service Brand Image VAS
No
. Of
Res
po
nd
ents
Factors That Influenced Respondents
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
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Q5:- Rank the following VAS which attracted you the most to buy or retain the mobile
service.
Brands SMS Pack Concession Call
Rates
Internet Service Full Talk time
Airtel 05 07 12 04
Vodafone 07 04 03 02
Idea 05 09 03 03
BSNL 0 0 0 08
MTNL 0 02 0 0
Aircel 02 04 0 01
Reliance 05 10 01 02
Tata 01 02 00 02
Virgin Mobile 0 01 0 0
Interpretation: - Above data analysis shows that Airtel is being preferred because of its internet
service. And Idea because of its Concession calls rates. Where Vodafone the most because of its
SMS pack. But BSNL because of its Full Talk time mainly.
0
2
4
6
8
10
12
SMS Pack Concession Call
Rates
Internet Service Full Talktime
No
. Of
Res
po
nd
ents
Most Preffered VAS Service
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
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Q6:- How long have you used the service of that company?
Brands <1 Month 1 - 6M 6M - 1Yr. 1Yr. - 3Yr. > 3Yr.
Airtel 0 02 07 13 06
Vodafone 01 03 10 01 01
Idea 02 03 04 08 03
BSNL 0 0 0 0 08
MTNL 0 0 0 02 0
Aircel 02 04 0 01 0
Reliance 03 02 05 0 03
Tata 0 02 0 02 01
Virgin
Mobile
0 01 0 0 0
Interpretation: Above table analysis 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
BSNL connection holders. Most of the users of the Vodafone are using it from last 6 months.
Very few respondents are new users of their services that let our study not vague.
0
2
4
6
8
10
12
14
<1 Month 1 - 6M 6M - 1Yr. 1Yr. - 3Yr. >3Yr.
No
. Of
Res
po
nd
ents
Respondents Usage Of Service
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
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Q7:- Overall, how satisfied are you, with network service of your company?
Brands Very
Satisfied
Satisfied Neutral Dissatisfied Very
Dissatisfied
Airtel 07 21 0 0 0
Vodafone 03 12 01 0 0
Idea 02 16 02 0 0
BSNL 0 06 01 01 0
MTNL 0 0 02 0 0
Aircel 01 02 03 01 0
Reliance 04 05 01 03 0
Tata 0 02 01 02 0
Virgin
Mobile
0 01 0 0 0
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 dissatisfied And Vodafone network
service satisfaction rate is also good. And it can be also found that Reliance and Tata service is
not good as compare to others competitors.
0
5
10
15
20
25
Very Satisfied Satisfied Neutral Dissatisfied Very
Dissatisfied
No
. Of
Res
po
nd
ents
Respondents Satisfaction With Their Service Providers
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
Page 27 of 42
Q8:- How would you rate the service's value for money?
Brands Excellent Good Fair Poor Not Sure
Airtel 09 15 04 0 0
Vodafone 03 12 01 0 0
Idea 07 10 03 0 0
BSNL 0 03 04 01 0
MTNL 0 0 02 0 0
Aircel 0 04 01 02 0
Reliance 03 07 02 01 0
Tata 0 01 04 0 0
Virgin
Mobile
0 0 01 0 0
Interpretation: Above data and chart analysis depicts that Airtel has the highest rating of Value
for money as 24 persons out 28 has rated it as an excellent and good service provider. Then Idea
following Airtel as a best service provider for value for money. Other two players Vodafone and
Reliance have similar performance approximately.
0
2
4
6
8
10
12
14
16
Excellent Good Fair Poor Not Sure
No
. Of
Res
po
nd
ents
Respondents Rating Of Value For Their Money
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
Page 28 of 42
Q9:- What kind of problems occurs the most for which you need to contact customer
care/service department of your service provider?
Brands Billing Related Activation/
Deactivation
Information of
VAS’s
Network
Problem
Airtel 01 12 15 0
Vodafone 0 13 03 0
Idea 02 12 05 01
BSNL 06 02 0 0
MTNL 0 01 0 01
Aircel 0 03 0 03
Reliance 06 06 0 01
Tata 0 01 0 03
Virgin Mobile 0 0 0 01
Interpretation: From the above data analysis it has been found that most of the users of
telecommunication contact to their Customer Care Service for activation and deactivation of
various services. Then they also contact for information about various value added services
0
2
4
6
8
10
12
14
16
Billing Related Activation/
Deactivation
Information Of VAS Network Problem
No
. Of
Res
po
nd
ents
Problems Faced By Respondents
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
Page 29 of 42
provider by companies like validity, call rates, sms pack, dialer tones etc. Network service has
been found a problem of mainly Reliance and Aircel users and to some extent of Idea users as
well.
Q10:- In thinking about your most recent experience with that company, how much
satisfied are you with the Customer Care Service?
Brands Very
Satisfied
Satisfied Neutral Dissatisfied Very
Dissatisfied
Airtel 01 14 10 03 0
Vodafone 0 07 06 03 0
Idea 02 16 0 02 0
BSNL 0 0 01 05 02
MTNL 0 0 0 01 01
Aircel 0 01 02 02 02
Reliance 01 05 03 02 02
Tata 0 01 03 01 0
Virgin
Mobile
0 0 0 01 0
How Much Are The Customers Satisfied With The Telecom Operators?
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Interpretation: From the above data interpretation we can conclude that Airtel is the best
service provider of Customer Care Service. It has been also found in some of the articles that
Airtel is expending more on its Customer Care Service as compared to other competitors in the
market. The Idea service is also good as most of the users have rated it as satisfied service
provider. But BSNL is found to be not satisfactory service provider.
Q11:- How satisfied are you with the process of getting your queries resolved?
Brands Very
Satisfied
Satisfied Neutral Dissatisfied Very
Dissatisfied
Airtel 01 14 10 03 0
Vodafone 0 07 06 03 0
Idea 02 16 0 02 0
BSNL 0 0 01 05 02
MTNL 0 0 0 01 01
Aircel 0 01 02 02 02
0
2
4
6
8
10
12
14
16
Very Satisfied Satisfied Neutral Dissatisfied Very
Dissatisfied
No
. Of
Re
spo
nd
en
ts
Respondents Satisfaction With Customer Care Service
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
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Reliance 01 05 03 02 02
Tata 0 01 03 01 0
Virgin
Mobile
0 0 0 01 0
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.
Results are similar with the 10th
question analysis.
Q12:- The Customer Service representative was very courteous.
Brands Strongly
Agree
Somewhat
Agree
Neutral Somewhat
Disagree
Strongly
Disagree
Airtel 13 07 04 04 0
Vodafone 08 05 02 01 0
0
2
4
6
8
10
12
14
16
Very Satisfied Satisfied Neutral Dissatisfied Very
Dissatisfied
No
. Of
Res
po
nd
en
ts
Respondents Satisfaction To Queries Resolved
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
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Idea 08 12 02 0 0
BSNL 0 02 06 02 0
MTNL 0 02 0 0 0
Aircel 02 03 01 01 0
Reliance 04 07 02 0 0
Tata 03 02 0 0 0
Virgin
Mobile
0 01 0 0 0
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 some of the
respondents had a talk with the Customer Care Representative after a long waiting time.
0
2
4
6
8
10
12
14
Strongly Agree Somewhat
Agree
Neutral Somewhat
Disagree
Strongly
Disagree
No
. Of
Res
po
nd
ents
Respondents Opinion About Representative's Courteousness
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
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Q13:- The Customer Service Representative was very knowledgeable.
Brands Strongly
Agree
Somewhat
Agree
Neutral Somewhat
Disagree
Strongly
Disagree
Airtel 22 03 03 0 0
Vodafone 15 01 0 0 0
Idea 12 05 03 0 0
BSNL 0 0 0 02 04
MTNL 0 0 02 0 0
Aircel 05 01 01 0 0
Reliance 09 02 0 01 0
Tata 05 0 0 0 0
Virgin
Mobile
01 0 0 0 0
Interpretation: Above data analysis shows that most of the users of all companies found their
Customer Service Representative knowledgeable. But the result of BSNL is again not good at all
as users said that they were unable to talk to the Customer Care Representative most of the time.
0
5
10
15
20
25
Strongly Agree Somewhat
Agree
Neutral Somewhat
Disagree
Strongly
Disagree
No
. Of
Res
po
nd
ents
Respondents Opinion About Representative's Courteousness
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
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Q14:- The waiting time for having my questions addressed was satisfactory.
Brands Strongly
Agree
Somewhat
Agree
Neutral Somewhat
Disagree
Strongly
Disagree
Airtel 23 04 01 0 0
Vodafone 16 0 0 0 0
Idea 15 03 01 01 0
BSNL 0 0 0 05 01
MTNL 0 0 0 02 0
Aircel 03 04 0 0 0
Reliance 11 02 0 0 0
Tata 05 0 0 0 0
Virgin
Mobile
01 0 0 0 0
Interpretation: Above data analysis shows that most of the users of all companies found their
Customer Service Representative knowledgeable. But the result of BSNL is again not good at all
as users said that they were unable to talk to the Customer Care Representative most of the time.
0
5
10
15
20
25
Strongly Agree Somewhat
Agree
Neutral Somewhat
Disagree
Strongly
Disagree
No
. Of
Res
po
nd
ents
Respondents Opinion About Representative's Courteousness
Airtel Vodafone Idea BSNL MTNL Aircel Reliance Tata Virgin Mobile
How Much Are The Customers Satisfied With The Telecom Operators?
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6. CONCLUSION
As per our belief we have seen that the choice of mobile handset and services can not 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 that the minute charge is the most 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,
How Much Are The Customers Satisfied With The Telecom Operators?
Page 36 of 42
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. To be successful,
communications service providers must deliver positive customer experiences with rich,
value-added services supported by comprehensive service quality management. To this effect
mobile services have experienced the negative attributes of not being customer focused and
realize that quality is an attribute that creates customer satisfaction profitably. Therefore
quality must be fused with all resources channeled towards their customers.
How Much Are The Customers Satisfied With The Telecom Operators?
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7. REFERENCES
http://www.indiaonestop.com/fdi-telecom.htm
http://www.trai.gov.in/Default.asp
http://www.rcom.co.in/webapp/Communications/rcom/index.jsp
http://trak.in/Tags/Business/category/telecommunication/
How Much Are The Customers Satisfied With The Telecom Operators?
Page 38 of 42
8. ANNEXURE
8.1. Questionnaire
Q1:- Which mobile connection do you have?
a) Airtel
b) Vodafone
c) Idea
d) BSNL
e) MTNL
f) Aircel
g) Reliance
h) Tata
i) Virgin Mobile
Q2:- What kind of service you have?
a) Pre-paid
b) Post-paid
Q3:- Overall, how would you rate your service provider?
a) Excellent
b) Good
c) Average
d) Poor
e) Terrible
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f) Not Sure
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- Rank the following VAS which attracted you the most to buy or retain the mobile
service.
Excellent - - - Poor
SMS Pack 1 2 3 4 5
Concession
Call Rates
1 2 3 4 5
GPRS/EDGE/
3G Service
1 2 3 4 5
Full Talk time 1 2 3 4 5
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
How Much Are The Customers Satisfied With The Telecom Operators?
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Q7:- Overall, how satisfied are you, with network service of your company?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
Q8:- How would you rate the service's value for money?
a) Excellent
b) Good
c) Fair
d) Poor
d) Not sure
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
c) VAS Information
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) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
How Much Are The Customers Satisfied With The Telecom Operators?
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e) Very dissatisfied
Q11:- How satisfied are you with the process of getting your queries resolved?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
Q12:- The customer service representative was very courteous.
a) Strongly Disagree
b) Somewhat Disagree
c) Neutral
d) Somewhat Agree
e) Strongly Agree
Q13:- The customer service representative was very knowledgeable.
a) Strongly Disagree
b) Somewhat Disagree
c) Neutral
d) Somewhat Agree
e) Strongly Agree
Q14:- The waiting time for having my questions addressed was satisfactory.
a) Strongly Disagree
b) Somewhat Disagree
c) Neutral
How Much Are The Customers Satisfied With The Telecom Operators?
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d) Somewhat Agree
e) Strongly Agree
Q15:-If you were not totally satisfied with the customer service, will you please describe the
reasons for your dissatisfaction?