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ACKNOWLEDGEMENT

It is an occasion to offer my indebt ness to choose personalities whom sincere

cooperation and valuable guidance was received during the preparation of their project

report.

First, we would like to express our sincere gratitude to Mrs. Vartika chaturvedi , our

project guide for putting me into a challenging project. nd his sincere guidance and

inspiration in completing this project report.

. Finally we want to thank our friends also who helped me providing necessary

information related to our project.

!ast but not least we would like to express our gratitude to our institute of

technology " sciences #ha$iabad.

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PREFACE

%he boom in Indian economy leads to the growth of %elecom Industry with the

significant expansion. s this project has been undertaken in &harti %eleventures 'vt.

!td. which is the strongest player in the market among the private players. In this project

researcher has experienced the customer satisfaction level of the existing customers of

airtel !andline and &roadband. (esearcher also experienced about the consumer behavior

and the strategies of the company " sales to maintain the huge customer base.

(esearcher has done a extensive market research about the problem and the factors

associated with it. )n the basis of the observed data and the analysis certain

recommendations have been given for the future exploration of the organi$ation.

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TABLE OF CONTENTS

%)'I* '#+

- I/%()01*%I)/ 234-5

*ompany 'rofile 23

Vision Mission " Values 26&usiness rea 25427

'roduct " 8ervices -24--

*ompetitors in the market -94-:

&ackground of the problem -3

(ational of the 8tudy -6

%he 8cope -5

; (+VI+< )F !I%+(%1(+ -74;3*ustomer 8atisfaction -7

%ools for tracking " measuring *ustomer 8atisfaction ;24;9

(elationship marketing= %he 8uccess of &>(%I ;94;3

9 )&?+*%IV+ )F 8%10@ ;6

A )&8+(V%I)/, /!@8I8 " 0I8*188I)/ 964:5

0ata )bservation 964:Analysis " 0iscussion ::4:5

: *)/*!18I)/ :7

3 (+*)MM+/0%I)/8 32

6 &I&!I)#('>@ 39

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INTRODUCTION OF ORGANIZATION & THE

PROBLEM

BHARTI TELE-VENTURES LIMITED: The Comp!" P#o$%e

&harti %ele4ventures !imited was incorporated on ?uly 6, -77:, for promoting

investments in telecommunication services. Its subsidiaries operate telecom services

across India. &harti is IndiaBs leading private sector telecommunications services

provider, with a customer base of approximately -6.:9 million= -3.99 million mobile and

-.; million fixed line customers.

&harti %ele4Ventures !imited a part of &harti enterprises have been structured

into two main strategic business groups 4 the Mobility !eaders business group and the

Infotel !eaders business group. %he Mobility business group provides #8M mobile

services across India in ;9 telecom circles, while the Infotel business group provides

broadband " telephone services, long distance services and enterprise services. ll these

services are provided under the ir%el brand. %he company is the only operator to

provide mobile services in all the ;9 circles in India. %he company also provides

telephone services and Internet access over 08! in -: circles.

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VI8I)/

%) &+ #!)&!@ 0MI(+0 F)( %+!+*)M 8+(VI*+8 %>% 0+!I#>%

*18%)M+(8

MI88I)/

%o meet global standards for telecom services that delight customers through=

*ustomer service focus

+mpowered

Innovative services

*ost efficiency

V!1+8

*ustomer= &e responsive towards the needs of the customers.

'eople= %rust and respect the employees.

!earning= *ontinuously improve services C

innovatively " expeditiously.

*ommunity " 'artners= &e transparent and sensitive in the dealing with all

stakeholders.

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&18I/+88 (+

*ellular 8ervices= &harti has been a pioneering name in the Indian %elecom

Industry. In 0elhi itself &harti launched first mobile service under the name of

ir%el. %oday ir%elBs mobile footprint extends across the country in ;- %elecom

circles. Its service standards compare with very best in the world.

Fixed !ine 8ervices= &harti %ele4Ventures became the first private fixed4line

service provider in India. It is now promoted under the irtel brand. (ecently, the

#overnment opened the fixed4line industry to unlimited competition. irtel has

subseDuently started providing fixed4line services in the six states ie4 : circles of

/*(, >aryana, Madhya 'radesh, chattisgadh, Earnataka " %amil /adu.

Internet " &road &and= ir%el +nterprise services bring comprehensive

suits of data technology. It provides 08! 8ervices over optical fibers with

dedicated line. 8o it is : times faster than nalogue *onnection. It is most

preferred high4speed internet service over ;,:2,222 subscriber nation wide.

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/ational long distance 8ervice= %o provide /ational !ong 0istance/!0

8ervices, &harti has laid ;:,222 km of optical fibre with presence in ;22 cities. It

is also interconnected with all leading cellular operators, fixed line service

providers.

International long distance 8ervice= %o provide this service across sia 'acific

region it has laid i;i submarine cable network along 9,;22 km and the landing

stations are 8ingapore and *hennai.

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PRODUCTS & SERVICES OFFERED WITH AIRTEL LANDLINE &

BROAD BAND

- I80/= Integrated 8ervice 0igital /etwork I80/ is a standard, all4digital access

technology that allows simultaneous, integrated voice and data capabilities over ordinary

telephone lines.

n I80/ '(I is configured with 92 bi4directional & &earer channels and one 0

0ata channel. It allocates all signaling and call control reDuirements to the 0 channel,

leaving the 92 & channels free for any mix of voice and circuit switched data.

I80/ &(I is suitable for both residential and commercial purpose, configured

with ; bi4directional & channels and - 0 channel.

; &()0&/0=

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9 unting 8ervice

: 94'arty *onferencing

3 udio *onference

6 (emote Video 8urveillance over the Internet

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COMPETITORS IN THE MARKET

/ow days in the market each and every company has to face a stiff competition

for its survival. ir%el, which is the strongest brand among the private service provider in

the Indian %elecom Industry, has been facing a tough competition by some other telecom

giants like M%/!, (eliance " %ata Indicom.

- M>/#( %+!+'>)/+ /I#M !IMI%+0 M%/!=

M%/! was setup in -753 by #ovt. of India to upgrade the Duality of telecom

services, expand the telecom network, and introduce new services and to raise revenue

for %elecom department in the key metros like 0elhi " Mumbai. It has a strong financial

base, market share of -9G and customer base more than over A.6: million lines.

#ovt. of India currently hold :3.;: G stake n the company. 8ervices provided by

the company=

i &asic 8ervices= 'lain old %elephone service through digitali$ed public

switched telephone network.

ii #aruda= %echnically most advance and most affordable in 0elhi. *all

rate C A2 paiseHmin " (ent C ;22H4 per month

iii I80/= For voice, 0ata " Video.

iv Internet= '8%/ " I80/ dialup Internet ccess.

v 0olphin= #8M based cellular service

vi nswering machine 8ervice, !eased *ircuit " %runk 8ervice.

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; (+!I/*+ I/F)*)M=

(eliance 4 nil 0hirubhai mbani #roup, an offshoot of the (eliance #roup

founded by 8hri 0hirubhai >. mbani -79;4;22;, ranks among IndiaBs top three

private sector business houses in terms of net worth. (eliance C 0 #roupBs flagship

company, (eliance *ommunications, is Indias largest private sector information and

*ommunications *ompany with over ;2 million subscribers.

8ervices provide by the company=

- (eliance #8M services= (eliance Infocom has launched very old

#8M services in mobility in some of the states like &ihar, ?harkhand, )rissa up, delhi etc.

; (eliance India Mobile=

'/ India network and town coverage.

52,222 kms of optic fiber backbone.

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&onus bandwidth of -22, 922, 322 instead of 3A, ;-;, :;A.

*harging of net surfing is also available in per minute tariff.

%% I/0I*)M=

%ata indicom is another main competitor of irtel in the market due its strong presence of

it in the *0M mobility, broadband and

%ata Indicom fixed phone= 4 %ata Indicom offers almost instant phone connections. #et

%ata Indicom !andline 'hone services based on the state of the art )ptical Fibre *able4

based backbone. +njoy greater voice clarity and say goodbye to excessive billing.

%ata Indicom 'hone *onnections dvantage

8uperior voice clarity

Instant and hassle 4 free connections

ccurate billing

8ecure and tamper C proof lines

(esponsive and friendly service

;A x 6 friendly customer service

BACKGROUND OF THE PROBLEM

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s we know that now a days there is enormous competition exist in each area of

market and the circumstances are similar also in the case of %elecom Industry. %o face

this competition this is very essential for any of the organi$ation to do a proper planning,

implementation and taking proper feedback about the process. &y doing these things any

organi$ation might be able to deliver better product, services or the combination of both.

J %o measure the customer satisfaction level of existing users of ir%el

%he motive of undertaking such task was Duite clear to the researcher.

)rgani$ation simply wanted to take proper feedback of their customers. %hey wanted to

know what exactly their customers feel about the services of &harti and about the brand

of ir%el.

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rapidly because of this deregulation. 0eregulation has opened up a new market for

telecom services. /ow days in telecom sector there are three types of service provider=

-. Fixed !andline 8ervice 'rovider

;.

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to retain the present customer base and try to increase it by providing them better service

at affordable price.

%his project will help the company to know its market reputation.

s this project mainly deals with the consumer perception about irtel and its

competitors. %he organi$ation may utili$e this work to focus it customer with

greater perfection.

&y using this project the organi$ation may find some remedy, if there will be any

sort of dissatisfaction about the service amongst the customers.

REVIEW OF LITERATURE

CUSTOMER SATISFACTION

*ompanyBs first task is to create customers but today customers face a vast array

of product and &rand choices, prices and suppliers. >ow do customer make their

choicesK

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8ome of todayBs most successful companies are raising expectation and delivering

performance to match. %hese companies are aiming for %*8 %otal *ustomer

8atisfaction.

%))!8 F)( %(*EI/# /0 M+81(I/# *18%)M+(

8%I8F*%I)/

-N *omplaint and suggestion systems= 4

customer4centered organi$ation makes it easy for its customers to deliver

suggestions and complaints. Many restaurants and hotels provide forms for guests to

report their likes and dislikes. hospital could place suggestion boxes in the corridors,

supply comment cards to exciting patients and hire a patient advocate to handle patientBs

grievances. %hese information flows provide these companies with many good ideas and

enable them to act more rapidly to resolve problem.

;N *ustomer satisfaction surveys= 4

Many companies obtain a direct measure of customer satisfaction by conducting

periodic surveys. %hey send Duestionnaires or make telephone calls to a random sample

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of their recent customers and ask if they were very satisfied, satisfied, somewhat

dissatisfied or very dissatisfied.

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many companies took their customers for granted. %heir customers may not have had

many alternatives of supply or all suppliers were eDually deficient in the service or the

market was growing so fast that the company did not worry about satisfying its

customers. *learly things have changes.

%>+ /++0 F)( *18%)M+( (+%+/%I)/

%he cost of attracting a new customer is estimated to be : times the cost of keeping a

current customer happy. It reDuires a great deal of effort to induce satisfied customers to

switch away from their current suppliers.

1nfortunately most marketing theory and practice centered on the art of attracting

new customers rather than retaining existing ones. %he emphasis traditionally has been on

making sales rather than buiOlding relationship. %he focus has been on reselling and

selling rather than on caring for the customer afterwards. %oday however, most of the

companies are recogni$ing the importance of satisfying and retaining current customers.

%here are two ways to strengthen customer retention= 4

-N )ne is to erect high switching barriers. *ustomers are less inclined to switch

to another suppliers when this would involve high capital cost, high search cost

and the cost of loyal customer discounts and so on.

;N %he better approach is to deliver high customer satisfaction. %his makes it

harder for competitors to overcome switching barriers by simply offering lower

prices. %he task of creating strong customer loyalty is called (elationship

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Marketing. (elationship Marketing embraces on those steps that companies

undertake to know and serve better their valued individual customers.

RELATIONSHIP MARKETING: THE KE' OF SUCCESS OF

BHARTI TELEVENTURES PVT) LTD)

If you want to study the practical aspect of marketing theories then it can be done only by

seeing that how organi$ations implement those theories in their working process

definitely with some modifications. >ere researcher has tried his best to examine the

process involved in attracting and retaining customers which are the main fundas of

*ustomer (elationship Marketing *(M.

%here are certain steps involved in customer relationship development process.

8uspects= For irtel everyone who might conceivably buy the landline or its

broadband connection. %he sales team looks hard at the suspects i.e., the need of

the customer, budget and the expectation about the service. 8o, they can

determine who are the most likely prospects.

'rospects= %he people who have a strong potential interest in the %elecom services

and the ability to pay for it.

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0isDualified prospects=

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Some +,%o!. %! me.,#%!/ +,.ome# .%.$+%o! e0e

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To $%!4 o, 5hehe# he e6%.%!/ ,.e#. o$ A%#e #e .%.$%e47 A!4 5h%+h $+o#.

p" %mpo#! #oe o .%.$" +,.ome#.)

SPECIFIC OB1ECTIVE:

%o obtain the desired result researcher needed to know=

>ow many customers use the broadband services of irtel K

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M#9e Se/me!

FreDuency 'ercent Valid 'ercent

*umulative

'ercent

Valid *ommercial A9 ;3.: ;3.: ;3.:

(esidential --7 69.: 69.: -22.2

%otal -3; -22.2 -22.2

Rem#9.:

>ere we can see the distribution of irtel in residential 69.:G and commercial ;3.:G

segment. &ut it has been also experienced that the penetration of irtel in commercialarea is much higher than residential i.e. approximately A9G in commercial segment.

>ow did you get aware about irtel !andline " &roadband servicesK

a &anners " >oardings b 8ales peoplec %ele calling d /ewspaper

e (eferences f )thers

A5#e!e.. 2o, .e#0%+e

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FreDuenc

y 'ercent

Valid

'ercent

*umulative

'ercent

Valid &anners ">oardings

;- -9.2 -9.2 -9.2

8ales 'eople -27 36.9 36.9 52.;

%ele *alling 9 -.7 -.7 5;.-/ews 'aper 3 9.6 9.6 5:.5

(eferences - .3 .3 53.A

)thers ;; -9.3 -9.3 -22.2

%otal -3; -22.2 -22.2

Rem#9.:

mong different means of awareness we can see from the graph 36G people get aware

about the services from the sales people. &y applying)/+ 8M'!+ %4%+8%on the

variable to check whether it realy depict the population or not, researcher found the

significance level .222, which is less than .22:. >ence it did not occur by chance the data

is significantly important.

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0o you think brand image of A%#eis stronger than othersK

a @es b /o

A2o, B#!4 Im/e o$ A%#Te

FreDuency 'ercent Valid 'ercent

*umulative

'ercent

Valid @es -:: 7:.6 7:.6 7:.6

/o 6 A.9 A.9 -22.2

%otal -3; -22.2 -22.2

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Rem#9.:ence it did not occur by chance the data is significantly important.

Vo%+e Ce#%"

FreDuency 'ercent Valid 'ercent*umulative

'ercent

Valid verage 3 9.6 9.6 9.6

#ood 99 ;2.A ;2.A ;A.-

+xcellent -;9 6:.7 6:.7 -22.2

%otal -3; -22.2 -22.2

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Rem#9.:%he above graph shows about voice clarity of airtel landline it is excellent %he tatal6:.7G customer tells its excellent and only 9.6G are not agree with statement which is

very low so we can conclude it is a excellent feature provided by airtel

CONCLUSION

0uring this project researcher went through the working culture of the organi$ation,

functionalities of sales team and the identification of market potentiality apart of the data

collection about the given problem. 8o, as a whole it can be said organi$ation emphasi$e

more on teamwork, motivating the employees and building the friendly environment.

ccording to the company more than 72G of the business sales is done through direct

marketing by their enthusiastic sales team. 8ince this project is all about customer

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satisfaction " sales about the service so it highly depend on the way of delivering

services.

s 8ince irtel is the strongest service provider among private players and customers

also perceive it as a strongest brand. 8o it has to maintain a high customer base with

providing them complete satisfaction. 'racticing a proper *ustomer (elationship

Management can only do it and &harti implement it properly. 8o why it is now among

top names in the world.

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RECOMENDATIONS

8ince the project tries to reveal the level of customer satisfaction of irtel users and

important factors related with it.

8ince the maximum business is done through direct marketing so there should be proper

planning and guidelines for the sales team.

Motivation in terms of monetary and non4monetary for the sales people is must

and the responsibility of this should be on direct supervisor.

It has been also found that there is a large no. of wrong commitments done by

sales people with the customers in the market due to the extreme pressure of sales

target, which leads to customer dissatisfaction. )rgani$ation must check it

immediately because it is harming the &rand Image of irtel.

%here should be a proper and efficient communication channel within the

organi$ation both for employees as well as customers.

%hey should provide much better fter 8ales 8ervices, because this is a decision

making variable for the customers.

&illing 'rocess should be more transparent because it leads to the reliability about

&rand.

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BIBLIOGRAPH'

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Appendix (01)MARKET SURVE' UESTIONNAIRE

TO KNOW CUSTOMER SATISFACTION LEVEL OF

EXISTING USERS HAVE AIRTEL LANDLINE &

BROADBAND SERVICES.

Q.-N Market 8egment= 4

a *ommercial b (esidential

Q.;N For how long you have been using irtel !andlineH &roadbandK

a R 9 months b 9 months C 3 monthsc 3 months C - year d more than - year

Q.9N >ow did you get aware about irtel !andline " &roadband servicesK

a &anners " >oardings b 8ales people

c %ele calling d /ewspaper

e (eferences f )thers

Q.AN 0o you also use &roadband service of &harti along with its !andlineK

a @es b /o

Q.:N If no, then do you avail any other broadband serviceK

a @es, specify name SSSSSSSSSSSSSSSSSSSSSSSSSS

(eason SSSSSSSSSSSSSSSSSSSSSSSSS

b /o.

Q.3N 0o you think brand image of A%#eis stronger than othersK

a @es b /o c *ant say

Q.6N re you satisfied with the irtel !andlineH &roadband servicesKa Very much satisfied

b 8atisfied

c verage

d 'artially dissatisfied

e 0issatisfied

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Q.5N If satisfied, which feature of bharti does you like mostK

a *ompetitive pricing

b >igh 8peed

c 0ownloading capacity

d 0ata 8ecurity

e fter 8ales 8ervice

f )thers

Q.7N 'lease rate the following &harti features on the scale of : :L very

good, AL good, 9Lvg. ;L &ad, -L worst.

a 8alesmanBs attitude.

b

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Appendix (02)

E;ISTING CUSTOMER DATABASE

NAME CONTACT NO) ADDRESS

P#2h G#/ --A;A;A:;A 04;-2 vivek vihar

Mm p5#% --A92539A2 *;:2,vivek vihar

1! +##%e# p0 4 --A9293273 ;23 ajnara bhawan

S!3" Sh#m --A92:9:-9 39, vivek vihar

P#, mhe.h5#% --A9293;7A &79N%.h! Sh#m --A926;;9A 0-9

R9e.h 52h#5 --A;A;:2:7 *-72, first floor

G,#0 3%! --A926;;33 &-5-,first floor

S%.h +h!4 .oo4 --A926;;A9 065

Sh!% --A926;;6- 064basement

Ro2%! +h%!p,#% --A926;;29 0992

Ro2%! +h%!p,#% --A926;;2A 0992

Ro2%! +h%!p,#% --A926;;2: 0992

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Appendix (03)TABLES OF DATA REPRESENTATION (ANEXXURE-3)

(3) Awareness about Serv!e"T-Test

One-Sa#$%e Statst!s

162 2.5247 1.50445 .11820Awareness about service

N Mean Std. Deviation

Std. Error

Mean

One-Sa#$%e Test

21.35 161 .000 2.5246 2.213 2.7581Awareness about servicet d! Si". #2$tai%ed&

Mean

Di!!erence 'ower ())er

5* +on!idence

,nterva% o! t-e

Di!!erence

est /a%ue 0

(TABLE-?U.e o$ B#o4 B!4 o!/ 5%h %. B#o4 B!4:

T-Test

One-Sa#$%e Statst!s

162 1.201 .45523 .03577(se o! roadband

wit- 'and%ine


Std. Error

Mean

One-Sa#$%e Test

36.071 161 .000 1.2012 1.215 1.3608(se o! roadband

wit- 'and%ine

t d! Si". #2$tai%ed&

Mean


5* +on!idence

,nterva% o! t-e

Di!!erence

est /a%ue 0

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(TABLE-@*

=? B#!4 Im/e:

T-Test

One-Sa#$%e Statst!s

162 1.0432 .2036 .01602About rand

,a"e o! Aire%


Std. Error

Mean

One-Sa#$%e Test

65.101 161 .000 1.04321 1.0116 1.074About rand

,a"e o! Aire%


Mean


5* +on!idence,nterva% o! t-e

Di!!erence

est /a%ue 0

(TABLE-*

=? Mo. P#e$e#2e $e,#e o$ A%#Te:

T-Test

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One-Sa#$%e Statst!s

162 3.6111 1.73115 .13601Most re!erab%e

!eature o! Aire%


Std. Error

Mean

One-Sa#$%e Test

26.550 161 .000 3.61111 3.3425 3.877Most re!erab%e

!eature o! Aire%


Mean


5* +on!idence

,nterva% o! t-e

Di!!erence

est /a%ue 0

(TABLE->*

-2 In which area irtel should be improvedK

T-Test

One-Sa#$%e Statst!s

162 2.136 1.20246 .0447,n -ic- Area

,)rovent is needed


Std. Error

Mean

One-Sa#$%e Test

30.840 161 .000 2.1358 2.7270 3.1001,n -ic- Area

,)rovent is needed


Mean


5* +on!idence

,nterva% o! t-e

Di!!erence

est /a%ue 0

(TABLE-*

--

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One-Sa#$%e Statst!s

162 1.0556 .2277 .01805

ou%d ou 'ie o

ecoend Aire% to

our 9riends : e%atives


Std. Error

Mean

One-Sa#$%e Test

58.471 161 .000 1.05556 1.01 1.012

ou%d ou 'ie o

ecoend Aire% to

our 9riends : e%atives


Mean


5* +on!idence

,nterva% o! t-e

Di!!erence

est /a%ue 0

(TABLE-*

Appendix (04)LINEAR MULTIPLE REGRESSION ANAL'SIS

Re/#e..%o!

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&arab%es Entere'(Re#ove'b

+usto2er+are

res)onse;

/oice

+%earit

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+oe,,!entsa

7.14 .578 12.437 .0

$.352 .00 $.258 $3.8 .0

$.266 .083 $.243 $3.216 .0

$.322 .108 $.178 $2.71 .0

$.231 .078 $.186 $2.54 .0

$.220 .01 $.11 $2.423 .0

#+onstant&

Sa%esan=s Attitude

A!ter Sa%es Service

/oice +%earit

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