sorabh final for printing

8/8/2019 SORABH Final for Printing

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A

Project report

On

CUSTOMER SATISFACTION ON MOBILE SERVICE

PROVIDER NETWORKS

Submitted to Punjab Technical University, Jallandhar in partial fulfillmentof the requirements for the degree of

MASTER OF BUSSINESS ADMINISTRATION

(2008-2010)

Submitted by

SOURABH TINNA

Roll No: 80916317040

SHRI RAGHU NATH RAI MEMORIAL SCHOOL OF

MANAGEMENT

ACKNOWLEDGEMENT


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Survey is an excellent tool for learning and exploration. No classroom routine can substitute

which is possible while working in real situations. Application of theoretical knowledge to

practical situations is the bonanzas of this survey. Without a proper combination of inspection

and perspiration, its not easy to achieve anything. There is always a sense of gratitude, whichwe express to others for the help and the needy services they render during the different

phases of our lives. I too would like to do it as I really wish to express my gratitude toward

all those who have been helpful to me directly or indirectly during the development of this

project.

I would like to thank my Lecturer Mrs. RAMITA VERMA who was always there to help

and guide me when I needed help. His perceptive criticism kept me working to make this

project more full proof. I am thankful to her for his encouraging and valuable support.

Working under her was an extremely knowledgeable and enriching experience for me. I am

very thankful to her for all the value addition and enhancement done to me. No words can

adequately express my overriding debt of gratitude to my parents whose support helps me in

all the way. Above all I shall thank my friends who constantly encouraged and blessed me so

as to enable me to do this work successfully.

SOURABH TINNA

MBA4th SEM,

80916317040

CERTIFICATE


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This is to certify that MR. SOURABH TINNA of MBA 4th semester ofShri Raghunath

Rai Memorial School of Management Nagar, Banur Distt-Patiala has completed his

project report on the topic ofCUSTOMER SATISFACTION ON MOBILE SERVICE

PROVIDER NETWORKS under the supervision of Project Guide Mrs. Ramita vermaTo best of my knowledge the report is original and has not been copied or submitted

anywhere else. It is an independent work done by him.

Mrs. Ramita verma

Shri Raghunath Rai Memorial School of Management

Ram Nagar, Banur

Distt-Patiala.

DECLARATION


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I hereby declare that this Project Report entitled CUSTOMER SATISFACTION ON

MOBILE SERVICE PROVIDER NETWORKS submitted in the partial fulfillment of

the requirement of Master of Business Administration (MBA) of Shri Raghunath Rai

Memorial School of Management Ram Nagar, Banur Distt-Patiala is based on primary &secondary data found by me in various departments, books, magazines and websites &

Collected by me.

SOURABH TINNA

MBA4th SEM,

80916317040

TABLE OF CONTENTS

SR. NO. TRADING THROUGH TECHNICAL ANALYSIS PAGE NO.


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ACKNOWLEDGEMENT

CERTIFICATE BY PROJECT GUIDE

DECLARATION

01 INTRODUCTION OF TOPIC

02 LITERATURE REVIEW

03 INTRODUCTION OF TELECOM INDUSTRY

04 RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY

RESEARCH METHODOLOGY

LIMITATIONS OF THE STUDY

05 DATA ANALYSIS & INTERPRETATION

06 FINDINGS & CONCLUSIONS

07 RECOMMENDATIONS

BIBLIOGRAPHY

QUESTIONNAIRE


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CHAPTER-I

INTRODUCTION

INTRODUCTION OF TOPIC

CUSTOMER SATISFACTION:-

Customer satisfaction is one of the main objectives of any organization. Every organization

tries to know the customer satisfaction about their products. So a study on customer

satisfaction helps the organization as well as me to gain a vast knowledge over the real world

tastes and preferences of customer whether the buyer is satisfied after purchase depends on


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the offers performance in relation to the buyers expectations. In general satisfaction is a

persons feelings of pleasure or disappointment resulting from comparing a products

perceived performance in relation to his or her expectations. As this definition makes clear,

satisfaction is a function of perceived performance and expectations. If the performance fallsshort of expectations, the customer is dissatisfied. If the performance matches the

expectations, the customer is satisfied. If the performance exceeds expectations, the customer

is highly satisfied or delighted.

DEFINITION:-

According to Philip Kotler, satisfaction is a persons feelings of pressure or

disappointment resulting from products perceived performance (outcome) in relation to his

or her expectations. Customer satisfaction is the level of a persons felt state resulting from

comparing a products perceived performance (outcome) in relation to the persons

expectations.

This satisfaction level is a function of difference between perceived performance and

expectations. If the products 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. 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. 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.

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


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distribution. 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 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".

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.

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.

SKILLS OF MARKETERS:-

Marketers have 4 main skill sets that they bring to an enterprise:

1) 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

1


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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.

2) 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.

3) 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.

4) Sales:

The ultimate goal of marketing is to make money for a business. In most companys 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)Complaints and suggestion system:


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Companies obtaining complaints through their customer service centers, and further

suggestions were given by customers to satisfy their desires.

2) 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 companys performance and also solicit views on

their competitors performance. It is useful to measure the customers willingness to

recommend the company and brand to other persons.

3) Lost Customer Analysis:-

Companies should contact customers who have stopped buying or who have switched to

another supplier to learn why this happened.

4) 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 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.


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TEN BASIC RULES FOR CUSTOMER SATISFACTION:-

1. Involve top management.

2. Know the customers.

3. Let the customers define what attributes are important.

4. Know the customers requirements, expectations, and wants.

5. Know the relative importance of customer decision criteria.

6. Gather and trust data.

7. Benchmark the data against competitors, and identify competitive strengths and

weaknesses.

8. Develop cross-functional action plans that enhance strengths and correct weaknesses.

9. Measure performance continually and spread the data throughout the organization.

10.Be committed to getting better and better and better.

ASSURING CUSTOMER SATISFACTION:

"Those who enter to buy, support me. Those who come to flatter, please me. Those who

complain, teach me how I may please others so that more will come. Only those who hurt me

are displeased but do not complain. They refuse me permission to correct my errors and thus

improve my service." - Marshall Field.

The attitude of the professional is summed up in this statement. It establishes the customer as

the person to whom you are responsible. Customers support you; therefore, they deserve VIP

treatment.

When your customers are happy, you are happy. When they complain, you are unhappy, but

you examine the complaint calmly and see it as an opportunity to learn as well as satisfy their

needs. The quote echoes the fear that customers will not vocalize their dissatisfaction, but

instead take their business elsewhere.

There's another quote that's even more important to salespeople and companies immediately

upon making a sale--


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"The Sale Begins When the Customer Says...Yes."

In the old days, It used to be, "The Sale Begins When the Customer Says...NO," but that's a

totally Inappropriate attitude to embrace in today's customer-driven business environment.

Keeping Your Customers Happy

Since your first concern is customer satisfaction you should be aware of some emotional

stumbling blocks in your path: selective perception, user error and buyer's remorse.

Selective perception is the process in which a person sees only selected details from the entire

picture. This attention to detail is sometimes petty. For example, a customer may have a new

copying machine that works like a charm, but he is irritated by the sound of the motor. He

focuses only on what is wrong rather than what is right.

This occurs because buyers expect their purchases to be perfect. Regardless of the purchase

price, they figure that for what they spent, they deserve perfection. When you encounter

someone who practices selective perception, evaluate the situation to determine if the

complaint is reasonable or exaggerated.

If it is exaggerated, try to resolve the problem by pointing out benefits and features that

compensate. Put the negative detail in a different perspective for your client so that it

becomes one small part of the total picture.

Many sales involve the installation of a new system or piece of equipment, and the buyer or

their employees must be trained to use it. Their successful use of the equipment depends upon

the effectiveness of the training, and it is imperative that the salesperson follows through after

the training period to make sure the client uses the purchase properly.

It is not uncommon for people to forget 75 percent of what they hear after two days. This can

cause "user error", which will significantly affect the outcome of your test and may prevent

your client from reaching his success criteria.

Often a client will be unhappy about a purchase and not realize that it is due to improper

operation. The more complex something is, the more training it requires using it properly. In

the interest of implementing the product quickly, users may settle for incomplete training or


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become sloppy in their application of good training. In any case, look for user error whenever

a success criterion is not reached.

"Buyer's remorse" refers to the regret that a buyer feels after making a purchase. It could be

caused by selective perception, user error, or the client's error. Whatever the reason, the full

benefits of the product are not realized.

Buyer's remorse can also be caused by the economics of the purchase: until the benefits prove

themselves to be cost effective, a buyer regrets having made the purchase. It is the

responsibility of the salesperson to assuage these fears by assuring the client that his

investment is wise and sound. Reiterate some of the selling points that convinced him to buy

it originally, present data, and put him at ease.

Handling Customer Complaints

Whether your customer's complaint is legitimate or not, follow it up with a service call.

Whenever possible, do it personally instead of sending someone from the customer service

department. It provides the personal service that your customer appreciates and it mayobviate the need for a technician or serviceman to call. As an alternative, both of you can go

together to handle customer complaints.

Keep the following guidelines in mind:

1. Don't procrastinate making the call.

Often the problem is not as serious as it sounds. Some customers "read the riot act" whenthey call about a complaint. A delay in responding will only irritate your client more.

2. Admit mistakes and apologize.

Just because you made the sale does not mean you can become defensive about your

company, product or service. Even the most reputable companies make mistakes and have

problems with their products. You may want to restate the customer's complaint to show that

you are listening and have an understanding of the problem.


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3. Show compassion for your customer.

Whether the complaint proves to be true or false, show your customer that you are concerned

and will investigate the problem immediately. Help the customer calm down by saying, "I

can understand why you feel the way you do."

4. Actively listen to your customer's complaint.

Talking will make him feel less anxious about it. Let your customer "vent" his feelings before

you react to the situation. Be sympathetic and encourage the customer to "blow up."

Afterward, he'll feel better; this means he'll be in a better frame of mind.

5. Don't pass the buck to your company or someone else within it.

This may take the blame off you, but it undermines the integrity and organization of the

company, and your customer will lose confidence in your firm.

Maintaining Customer Satisfaction

The philosophy behind maintaining your customers is simple; now that you have them,

maintain them. When you consider the amount of time and money invested in them, you

cannot afford to lose them. This investment goes beyond your personal expenditures. It also

includes your firm's advertising and marketing costs to reach that particular market segment.

Your customers, therefore, should be treated as if the life of your business depended on them

- which it does!

Ways to Keep Your Customer Satisfied

1. Show them that you think of them.

Send them helpful newspaper clippings or articles, cartoons related to their business and

"Here's an idea I thought you'd enjoy" notes. Send your clients Christmas/New Year's cards,

birthday cards, and thank you notes.


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2. Drop by to show them new products and brochures and offer additional

services.

Always make an appointment before making your call! Respect your clients' time as you doyour own.

3. Offer a sample gift to enhance the use of your product.

See how they are utilizing your product or service and suggest other ways that they can

benefit from it. They may not be realizing its full potential.

4. Offer "customer discounts" on new products or services to encourage additional business.

5. When new employees are hired, offer to train them free of charge in the use of your

product.

6. Repay or compensate them for lost time or money caused by problems

encountered with your product.

If you pinch pennies, your customer may do the same.

7. Be personal.

Record details about your client's life and enter these in your file. It's so much nicer to say to

someone, "How is Bob?" rather than, "How's your husband?"

8. Tell the truth.

Lies have a way of coming back to haunt you.

9. Accept returns without batting an eyelash.

In the long run, they are much less expensive than finding a new customer.

10. Be ethical.

Keep all your information about the account confidential.


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11. Be certain that your company follows through on its commitment.

This includes delivery, installation, packaging, and so on.

12. Show your appreciation for their referrals by reporting back to them on the outcome.

13. If your company has a newsletter, obtain permission from your

successful clients to write about them in it.

Naturally, you would send them a copy.

14.Keep track of their results with your product and meet periodically to review the entire

picture (their business, industry, trends, competition, etc.)

15. Keep the lines of communication forever open.

As in any relationship, you must be able to exchange grievances, ideas praises, losses, and

victories.

What all of this comes down to is that you should be willing to "go the extra mile" for youraccounts. They extra effort you expend now will be repaid handsomely in the future.

The bottom line in maintaining your clients is service, service and more service. Be there for

your customers and they'll want to stick with you. If you meet their needs, they'll think twice

before switching to another company, even if they've voiced some serious concerns. "Make

new clients, but keep the old. One is silver and the other gold." Develop the "gold" you have

and the silver may take care of itself.

END

Customer satisfaction measurement:

In the final phase of the project, research findings will be used to build a model of customer

satisfaction management for each customer segment. Ultimately, QIC will be able to give its

members an objective measurement of the industry's quality as perceived by the customer.

That overall index will serve as a benchmark on the state of quality for the P/C industry.


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Members will also be able to use this information to determine which areas of product and

service performance have the greatest impact on overall quality, and will be able to target

improvement efforts in an informed and efficient manner. For the first time, the industry as a

whole will have addressed customer-perceived value, as other sectors of the U.S. economyhave done.

"Voice of the system" preliminary research results

Surveys and in-depth interviews with industry leaders revealed general agreement that the

market is in a tumultuous state, with pricing very soft for all but the most catastrophic

coverage. As revenue thins, expense concerns rise. Leaders cite inefficiencies in technology

and product delivery both within and across firms.

Coupled with this internal change, customer demands and expectations for value and service

continue to evolve.

The senior managers expressed genuine concern for customer-perceived quality and value, as

well as the need to better understand and measure it.

Customer Satisfaction in 7 Steps

It's a well-known fact that no business can exist without customers. In the business of

Website design, it's important to work closely with your customers to make sure the site or

system you create for them is as close to their requirements as you can manage. Because it's

critical that you form a close working relationship with your client, customer service is of

vital importance. What follows are a selection of tips that will make your clients feel valued,

wanted and loved.

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If you're

not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured,

though, it does get easier over time. It's important to meet your customers face to face at least

once or even twice during the course of a project.


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My experience has shown that a client finds it easier to relate to and work with someone

they've actually met in person, rather than a voice on the phone or someone typing into an

email or messenger program. When you do meet them, be calm, confident and above all, take

time to ask them what they need. I believe that if a potential client spends over half themeeting doing the talking, you're well on your way to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a response

to an email or phone call. It might not always be practical to deal with all customers' queries

within the space of a few hours, but at least email or call them back and let them know you've

received their message and you'll contact them about it as soon as possible. Even if you're not

able to solve a problem right away, let the customer know you're working on it.

A good example of this is my Web host. They've had some trouble with server hardware

which has caused a fair bit of downtime lately. At every step along the way I was emailed

and told exactly what was going on, why things were going wrong, and how long it would be

before they were working again. They also apologies repeatedly, which was nice. Now if they

server had just gone down with no explanation I think I'd have been pretty annoyed and may

have moved my business elsewhere. But because they took time to keep me informed, it

didn't seem so bad, and I at least knew they were doing something about the problems. That

to me is a prime example of customer service.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is very

true. It's very important to be friendly, courteous and to make your clients feel like you're

their friend and you're there to help them out. There will be times when you want to beat your

clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you

keep a clear head, respond to your clients' wishes as best you can, and at all times remain

polite and courteous.

4. Have a Clearly Defined Customer Service Policy


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This may not be too important when you're just starting out, but a clearly defined customer

service policy is going to save you a lot of time and effort in the long run. If a customer has a

problem, what should they do? If the first option doesn't work, then what? Should they

contact different people for billing and technical enquiries? If they're not satisfied with anyaspect of your customer service, whom should they tell?

There's nothing more annoying for a client than being passed from person to person, or not

knowing who to turn to. Making sure they know exactly what to do at each stage of their

enquiry should be of utmost importance. So make sure your customer service policy is

present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a client

of? Have you ever had a personalized sign-up confirmation email for a service that you could

tell was typed from scratch? These little niceties can be time consuming and aren't always

cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers, it's something.

It shows you care; it shows there are real people on the other end of that screen or telephone;

and most importantly, it makes the customer feel welcomed, wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them

Out

Sometimes this is easier said than done! However, achieving this supreme level of

understanding with your clients will do wonders for your working relationship.

Take this as an example: you're working on the front-end for your client's exciting new

ecommerce endeavor. You have all the images, originals and files backed up on your desktop

computer and the site is going really well. During a meeting with your client he/she happens

to mention a hard-copy brochure their internal marketing people are developing. As if by

magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high-


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resolution versions of all the images you've used on the site. A note accompanies it, which

reads:

"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you

with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make

use of some in your brochure."

Your client is heartily impressed, and remarks to his colleagues and friends how very helpful

and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair

drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will

send several referrals your way.

7. Honor Your Promises

It's possible this is the most important point in this article. The simple message: when you

promise something, deliver. The most common example here is project delivery dates.

Clients don't like to be disappointed. Sometimes, something may not get done, or you might

miss a deadline through no fault of your own. Projects can be late, technology can fail and

sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll

be ready ASAP wouldn't go amiss.

Conclusion

Customer service, like any aspect of business, is a practiced art that takes time and effort to

master. All you need to do to achieve this is to stop and switch roles with the customer.

What would you want from your business if you were the client? How would you want to

be treated? Treat your customers like your friends and they'll always come back.


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CHAPTER-2

LITERATURE

REVIEW


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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 as3G for short. There are various issues about that new innovative. One is how to 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 be 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 markets reaction to price.

2. Debnath (2008) this study explains 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


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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-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 how 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 for different market segments.

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 themost active and attractive. Though the telecom industry is growing rapidly, India's


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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

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 witnessedmajor 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


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and changing taste and preferences of the customers 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 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 sportcelebrities that dominated each printed media are related with their target group

characteristics.


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CHAPTER-3

INTRODUCTION

TO

TELECOM

INDUSTRY

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. companiesin the stagnant global scenario.


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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 by 2007. The wireless subscriber

base has jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005.

In the last 3 years, two out of every three new telephone subscribers were wireless

subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber

base, as compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5

million new subscribers per month by 2007.

The wireless technologies currently in use are Global System for Mobile Communications

(GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5

CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering

2000 towns across the country. 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), agovernment 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, 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

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.

Evolution of the industry-Important Milestones


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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)

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

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.


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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.

THE GLOBAL CELLULAR MOBILE INDUSTRYGLOBAL 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


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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.

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 OPPORTUNITIE: -

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,

Tataindicom, Vodafone, reliance, others. In addition to these companies there are many

manufacturers that operate globally and locally.

TELECOM INDUSTRY IN INDIA


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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.

Indias 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 Indias 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


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(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). 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 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.


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CLASSIFICATION OF TELECOMMUNICATION SERVICES

Basic services

Cellular services

Internet Service Provider (ISP)


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CHAPTER 4

RESEARCH

METHODOLOGY

OBJECTIVES OF RESEARCH STUDY

This project aims at studying the present market scenario. The major players in the market

today are Airtel, Vodafone, BSNL, Tata Indicom, Reliance, and Idea. All the companies want

to capture the market study concerns with evaluating fast developing area and so all the

service providers were taken to measure the satisfaction of customer.

The main objective of the study is:


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1. To study the customer satisfaction towards mobile service providers.

2. To study and identify how the customers are benefited.

3. To evaluate the major service provider satisfied the customer.

4. To assess the needs, requirements and expectations of the customers in order to assess

their current satisfaction levels.

5. To know the attitude, enthusiasm regarding the service provided to customers.

6. 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.

7. Service providers in the market which are not reaching the customer.

RESEARCH METHODOLOGY

This report is based on primary as well secondary data, however primary data collection was

given more importance since it is overhearing factor in attitude studies. One of the most

important users of research methodology is that it helps in identifying the problem,

collecting, analyzing the required information data and providing an alternative solution to

the problem .It also helps in collecting the vital information that is required by the top

management to assist them for the better decision making both day to day decision and

critical ones.


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RESEARCH DEFINITION

The word researchis derived from the Latin word meaning toknow. 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.

SOURCES OF DATA

The study undertaken there to be mainly based on the primary data i.e. structuredquestionnaire is designed. The study also contains secondary data i.e. data from authenticated

websites and journals for the latest updates just to gain an insight for the views of various

experts.

METHODOLOGY & PRESENTATION OF DATA


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The data collected is then coded in the tables to make the things presentable and more

effective. The results are shown by tables which will help me out in easy and effective

presentation and hence results are being obtained.

TOOLS AND TECHNIQUES USED FOR ANALYSIS

In this study the technique used for interpreting the results is CHI SQUARE test. It is used as

because sample size is 100.

RESEARCH DESIGN

The design for this study is Exploratory and Random sampling

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.

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 like age, income and educational background was used for the

classification purpose.


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LIMITATIONS OF THE STUDY

Carrying the survey was a general learning experience for us but we also faced some

problems, which are listed here:

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 interested in

responding rightly.

Respondents were reluctant to discover complete and correct information about

themselves and their organization.


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Most respondents were not maintaining proper knowledge of various services

provided by their company, so they were unable to provide exact information.

Most of the respondents dont want to disclose the information about the various other

companies which they have experienced before.

Some of the respondents were using the service first time of their company and they

were not able to properly differentiate among their product.

Due to human behavior information may be biased. Mainly in BSNL case.

CHAPTER-5

ANALYSIS


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&

INTERPRETATIONS

DATA ANALYSIS AND INTERPRETATION

CUSTOMER SATISFACTION: Gap b/w Consumer Expectations and Companies

Performance of Telecommunication


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Q1:- Which mobile connection do you have?

Interpretation: -

As the area of the study is in Chandigarh where the market leader is Airtel. Thats whymajority 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.

Q2:- What kind of service you have?

Particular

No. of respondents

AIRTEL 40

VODAFONE 32

IDEA 16

BSNL 12


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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.

Q3:- Overall, how would you rate your service provider?

Brands Excellent Good Avg Poor Terrible Not Sure

Airtel 7 18 10 0

Particular No. of respondents

Pre-Paid 84

Post-Paid 16


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Vodaphone 5 15 20 0

Idea 1 06 04 05

Bsnl 0 10 03 08

Interpretation:-

From the graphic it depict that Airtel is the most excellent and good service provider as 19

out 20 responded believes that the service of the company is excellent. Then Vodaphone has

also good rate of excellence as 16 out of 18 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. BSNL is found to be worst service provider

from all above as 12 respondents rate it as an average service provider and 8 as a poor service

provider.

Q4:- Rank the following factors which influenced you the most to buy the

service of your choice?

H1: -Price factor is not the most influencing factor for the purchase of Telecom service.

H0: - Price factor is the most influencing factor for the purchase of Telecom service.


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Brands Price Network Service Brand Image VAS Expected values

Airtel 16 4 25

Vodafone 7 4 3 6 25

Idea 6 7 3 10 25

Bsnl 22 10 25

Chi square value: 6.035 Table value: 5.991

Interpretation of Chi:

As the 95% level of confidence Chi square value 6.035 is more than the table value 5.991, so

the null hypothesis is rejected, it means Price factor is the most influencing factor for the

purchase of Telecom service.

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.

Q5- Rank the following VAS which attracted you the most to buy or retain

the mobile service:

Particular Airtel Vodafone Idea Bsnl

SMS Pack 0 9 4 16

Concession Call Rates 3 15 6 11

Internet Service 6 1 6 0


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Full Talk Time 5 7 4 7

Interpretation: -

Above data analysis shows that Airtel is being preferred because of its internet service. And

Vodaphone because of its Concession calls rates and full talk time VAS. Where Idea the most

because of its Concession Call Rates and SMS pack. But BSNL because of its SMS pack

mainly and then concession rates also.

Q6:- How long have you used the service of that company?

Brands >1 Month 1-6 Month 6 M 1 Year < 1 Year < 3 Year

Airtel 2 7 13 6

Vodafone 1 3 11 13

Idea 2 3 7 3 3

Bsnl 2 5 3 9 2


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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

BSNL connection holders. Most of the users of the Vodaphone are using it from last 6

months. Very few respondents are new users of their services that let our study not vague.

Q7:- Overall, how satisfied are you, with network service of your company?

Brands Very Satisfied Satisfied Neutral Dissatisfy Very

Dissatisfy

Airtel 7 23 0 0 0

Vodafone 3 18 1 0 0

Idea 2 13 2 0 0

Bsnl 2 14 8 6 0


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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 thecompany network service.

Q8:- How would you rate the service's value for money?

Brands Excellent Good Fair Poor Not Sure

Airtel 9 24 6

Vodafone 6 20 5

Idea 2 10

Bsnl 3 14 1


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Interpretation: -

Above data and chart analysis depicts that BSNL has the highest rating of Value for /money

as 33 persons out 34 has rated it as a excellent and good service provider. Then Idea

Company is following Bsnl as a best service provider for value for money. Other two players

Airtel and Vodaphone have similar performance approximately. Both has been rated good

and excellent, where good has been rated more as compare to other options.

Q9:- What kind of problems occurs the most for which you need to contact

customer care/service department of your service provider?

H0: - People do not contact customer care mostly for activation and deactivation of the

service

H1: - People contact customer care mostly for activation and deactivation of the service

Brands Billing

Related

Activation/

Deactivation

Information

of VASs

Network

Problem

Expected

values

Airtel 1 8 10 25


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Vodafone 18 7 25

Idea 6 12 5 3 25

Bsnl 6 11 13 25


Interpretation of Chi:-

As the 95% level of confidence Chi square value 9.351 is more than the table value 7.815, so

the null hypothesis is rejected, it means People contact customer care mostly for activation

and deactivation of the service.

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.

Q10:- In thinking about your most recent experience with that company,

how much satisfied are you with the customer care service?

H0: - Airtel is not the best service provider of customer care service.

H1: - Airtel is the best service provider of customer care service.

Brands Very

Satisfied

Satisfied Neutral Dissatisfy Very

Dissatisfy

Airtel 14 6

Vodaphone 3 12 3

Idea 1 11 6 3 7


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Bsnl 2 3 7 22


Interpretation of Chi:-

As the 95% level of confidence Chi square value 11.143 is more than the table value 9.488,

so the null hypothesis is rejected, it means Airtel is the best service provider of customer care

service in the industry...

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 have 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.

Q11:- How satisfied are you with the process of getting your queries

resolved?

Brands Very Satisfied Satisfied Neutral Dissatisfy Very

Dissatisfy

Airtel 12 17

Vodafone 2 12 3

Idea 1 1 8 6 2

Bsnl 3 3 9 19


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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 approximately with the 10-question analysis.

Q12:- The customer service representative is very courteous.

Brands Strongly

Disagree

Somewhat

Disagree

Neutral Somewhat

Agree

Strongly

Agree

Airtel 7 13

Vodaphone 8 14

Idea 2 12 10

Bsnl 20 12 2


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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 asdissatisfied. So after studying their views with a personal discussion we can not say that the

customer care representatives of BSNL are not courteous.

Q13:- The customer service representative is very knowledgeable.

Brands Strongly

Disagree

Somewhat

Disagree

Neutral Somewhat

Agree

Strongly

Agree

Airtel 3 22

Vodaphone 1 17

Idea 8 5 10

Bsnl 20 12 2


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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 can

not 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.

Q14:- The waiting time for having my questions addresses is satisfactory.

Brands Strongly

Disagree

Somewhat

Disagree

Neutral Somewhat

Agree

Strongly

Agree

Airtel 2 23

Vodafone 3 15

Idea 8 5 10

Bsnl 20 12 2


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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 can not say that the customer care representatives of BSNL are not

able to solve their customer queries in a satisfactory time.

Chapter 6

Findings


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And

Conclusion

FINDINGS

1. Customers are satisfied with variety of plans.

2. It was observed that most of the customers expressed their unhappiness over billing

services. Either they were wrongly charged or they never received bills on time.

3. Senior citizens are very particular about rentals.

4. Through my survey, it was observed that that most of the customers are satisfied with

our plans and toppings.


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5. Through my survey it was observed that most of the customers are using STD pack.

6. It was observed that most of the customers like Telecommunication Companies

advertisement and punch-line.

CONCLUSION

As per my 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 groups each with some special

requirement service wise and handsets 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.


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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 todays 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.

To be successful, communications service providers must deliver positive customer

experiences with rich, value-added services supported by comprehensive service

quality management. To these effect-Mobile services has experienced the negative

attributes of not being customer focused and realizes that quality is an attribute that

creates customer satisfaction profitably. Therefore quality must be fused with all

resources channeled towards their customers


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Chapter 7


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SUGGESTIONS

SUGGESTIONS

1. To ensure better customer satisfaction & maintain higher level of Customer

relationship management, the billing department has to be more effective & efficient.

2. To retain existing customers means offering the best scheme. This would

automatically attract new customers. Telecommunication Companies need not spend

on advertisement to attract new customers.

3. Telecommunication Companies should continue to offer the best toppings to stay at

the top.


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4. There should be no compromise in quality and the network facility.

5. The promotional activities taken by the Telecommunication Companies need to be

more effective. If the firm promotes the products rigorously and effectively then thecustomers will get more information regarding the Composite Insulators.

6. Telecommunication Companies can further enhance its After-Sale services by

adopting the latest practices. Few of the practices are listed below.

Opening a 24hrs or 12 hrs Toll-free numbers to register customer

complaints.

Attending the customers complaints in the least possible time by

having service points at all dealerships.

Free service camps once or twice in a year.

Adopting techniques like Six-Sigma to reduce the repetitions of the

errors.

BIBLIOGRAPHY

REFERENCES:-

1. Jallet, Frederic, Yield management, Dynamic pricing and CRM in

telecommunications,

2. Debnath, Roma Mitra, Benchmarking telecommunication service in India, 2008

3. Robins, Fread, The marketing of 3G, vol 21, no 6, 2008

4. Kalwani, Banumathy, Consumers Attitude towards Cell phone Services, 2006

5. Fernandez, Fronnie, Understanding Dynamics in an Evolving Industry: Case of

Mobile VAS in India, 2007


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6. Kumar, Kaliyamoorthy, Influence of Demographic Variables on Marketing

Strategies in the Competitive Scenario, 2007

JOURNAL:-

The Indian Telecom Industry, IIM Calutta, Vatsal Goyal, 2007

Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008

A multiple-perspective model for technology assessment, vol 3, 2008

The marketing of 3G, Vol 21, no. 6, 2003

BOOKS:-

Zeithaml, Valarie (2008), Service Marketing, 4th Ed. New Delhi: Tata McGraw Hill

Publishing Company Lmt.

Marketing Management by Philip Kolter

Research methodology by C.R.KOTHARI

SEARCH ENGINES

www.goldstonepower.com

www.google.com
http://www.goldstonepower.com/http://www.google.com/http://www.goldstonepower.com/http://www.google.com/


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QUESTIONNAIRE

NAME- ___________________ MOBILE MODEL- ________

AGE- ________ OCCUPATION-_________________

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


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Q3:- Overall, how would you rate your service provider?

a) Excellent b) Good c) Average d) Poor e) Terrible 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 (Rel to Rel Free after 11PM)

Q5- Rank the following VAS which attracted you the most to buy or retain the mobile

service:

a) SMS pack 1 2 3 4 5 Excellent --1 2 3 4 5 --

Poor

b) Concession Call Rates 1 2 3 4 5

c) Internet Service 1 2 3 4 5

d) 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

Q7:- Overall, how satisfied are you, with network service of your company?


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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 related

c) Information about VASs

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



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f) N/A

Q11:- How satisfied are you with the process of getting your queries resolved?

a) Very satisfied

b) Satisfied

c) Neutral

d) Dissatisfied


Q12:- The customer service representative is very courteous.

a) Strongly Disagree

b) Somewhat Disagree

c) Neutral

d) Somewhat Agree

e) Strongly Agree

Q13:- The customer service representative is very knowledgeable.



c) Neutral

d) Somewhat Agree

e) Strongly Agree


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Q14:- The waiting time for having my questions addresses is satisfactory.



c) Neutral

d) Somewhat Agree

e) Strongly Agree

If you were not totally satisfied with the customer service, will you please describe the

reasons for your dissatisfaction?

-- -Thank you for spending your precious time on filling in the questionnaire for us!

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