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					                                ACKNOWLEDGEMENT

I take this opportunity to place on record my grateful thanks and sincere gratitude to my
esteemed guide Ms GURBINDER KAUR DHALIWAL, who gave me valuable advice and
inputs for my study. I am immensely grateful to her whose continued and invaluable guidance
can never be forgotten by me but for whom , this study could not have got present shape.

Last but not least , I would also like to express my thanks to my family members who inspired me
to put in my best efforts for the Research/Project Report.

I am pleased to say that the whole report is just the presentation of the facts that have been

found during the projects through different sources and its each sentence is an exact

representation of the information obtained and the analysis thereof.

I hope that I have manifested my sincere attempts to represent all the information and other

things to the best of ability



                                                                     Amrinder Singh




               CERTIFICATE BY THE GUIDE
This is to certify that the work entitled “customer satisfaction on mobile service provider
networks” is” is a piece of project work done by AMRINDER SINGH , a student of MBA-2nd
semester bearing Enrolment number 81008317007 under my guidance and supervision for
partial fulfilment of master degree of Punjab Technical University.

To the best of my knowledge and belief, the project report
    1. Embodies the work of the candidate himself
    2. Has been duly completed
    3. Is up to the standard both in respect to contents and language for being referred to the
         examiner.




Forwarded To:-                                                        Guide

DR. Meenu Jaitely                                          MS. Gurbinder Kaur

Head Of Department




                         DECLARATION
I, AMRINDER SINGH of 2nd Year MBA, DOABA GROUP OF COLLEGES, MOHALI(2008-
2010), bearing Enlolment No. 81008317007 ,hereby declare that the project titled customer
satisfaction on mobile service provider networks” is is the outcome of my own work and the
same has not been submitted to any university / institute for the reward of any degree or any
Professional diploma



Date :                                                           AMRINDER SINGH
TABLE OF CONTENT
Chapter. No           CONTENTS                                    Page No.
1             INTRODUCT ION                                       6
1.1           INTRODUCT ION TO CUSTOMER SATISFACTION              7
1.2           INTRODUCT ION TO SERVICES                           13
1.3           INTRODUCT ION TO TELECOM INDUSTRY                   18
2             LITERATURE REVIEW
3             RESEARCH OBJECTIVES                                 28
4             RESEARCH LIMITATIONS                                30
5             RESEARCH METHODOLOGY                                32
6             DATA ANALYSIS &INTERPRETATIONS                      35
7             OBSERVATIONS & FINDINGS                             50
              RECOMMENDATIONS                                     52
              CONCLUSION                                          54
              ANEXTURE                                            56
              BIBLIOGRAPHY                                        59




Executive Summary


    A.Project Title:--

     Customer Satisfaction on Mobile Service Provider Networks”


   (B) Project Location:--

     Twin cities CHANDIGARH & MOHALI
     (C) Objectives

      The main objective of the study are:--

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

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

      3 . To assess the needs, requirements and expectations of the customers
in              order to assess their current satisfaction levels.

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


(D) Research Methodology

The research was mainly of primary research consisting of descriptive research and exploratory
research. The secondary research consisted of literature search and Internet search.




                               CHAPTER 1

             INTRODUCTION
Introduction
Theoretical Background of the Topic
Customer Satisfaction
1.1.1 According to Philip Kotler, “satisfaction is a person’s feelings of pressure or

disappointment resulting from product’s perceived performance (outcome) in

relation to his or her expectations. Customer satisfaction is the level of a person’s felt state
resulting from comparing a product’s perceived performance

(outcome) in relation to the person’s expectations”.

In today's increasingly competitive environment, quality services and customer satisfaction are
critical to corporate success. Delivering high quality services is closely linked to profits, cost
savings and market share. As stated by Piercy (1995), it is striking that one of the few elements
that links many of the otherwise disparate recommendations made to managers over the past
several decades has been the need to focus on customer satisfaction as a route to sustained high
performance. Companies should, to a much higher degree, be aware of the fact that customer
dissatisfaction equals both defection and long-term losses. As stated by various authors
(Ballantayne et al. 1996; Berry, 1986; Collier, 1994; Schneider and Bowen, 1995): It is easier -
and much cheaper - to keep existing customers than to get new ones. Additionally, another
benefit from achieving satisfied customers is the fact that the willingness to repurchase is much
higher for satisfied customers than for dissatisfied and indifferent ones. Despite this awareness
concerning the importance of customer satisfaction, it is beyond the ability of many of today's
service companies to maintain satisfied customers.

Empirical surveys concerning the proportion of satisfied versus dissatisfied customers reveal that
a large amount of service industries suffer from an insufficient number of satisfied customers. A
survey conducted in the BD by Dr.siraj (2001) reveals extreme low levels of overall customer
satisfaction. He examined the overall customer satisfaction levels in various service branches:
Grocery chains (31%), fast-food outlets & Res. (24%), and banks (15%). One can argue that
these results constitute a low range of general service provision. However, even companies
which focus their efforts on achieving satisfied customers, rarely exceed a customer satisfaction
ratio above 50-70% (Scheby, 1998). However , it is important to emphasize that it is almost
impossible to compare various levels of satisfaction, as the numbers depend heavily on the
specific method of measurement. As a result, it is not possible to refer to the degree of satisfied
versus dissatisfied customers in absolute terms, but only in relative terms.

Based on the results above, the impression rises that the discipline of satisfying customers is not
always successfully translated into activities practiced by service companies. This fact has
supported our interest in conducting an investigation concerning the relationship between service
providers and customer satisfaction.

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

expectations. If the product‟s performance, exceed expectation the customer highly

satisfied or delighted. If the performance matches the expectations the customer is

satisfied. If the products performance fall shorts of expectations the customer is

dissatisfied.

1 Many companies are aiming for high satisfaction because customers who are just

satisfied still find it easy to switch when a better offer comes along. High satisfaction or

delight creates an emotional affinity with brand.

2 Variety of factors that affect customer satisfaction includes product quality, product

availability and after sales support such as warranties and services. Customer satisfaction is seen
as a proof of delivering a quality product or service. It is believed that customer satisfaction
brings sales growth, and market share. A company can always increase customer satisfaction by
lowering its price or increasing its services but

this may result in lower profits. Thus the purpose of marketing is to generate customer value
profitability.

3 India is on the threshold of a new millennium. India chose for global economy, exposing her to
winds of change in the market place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view the marketing concept as the key
to success. Marketing in practice has to manage products, pricing, promotion and distribution.

4 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

5 Marketing, as suggested by the American Marketing Association is "an organizational

function and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the organization and its
stakeholders".

6 The two major factors of marketing are the recruitment of new customers (acquisition)

and the retention and expansion of relationships with existing customers (base

management). Marketing methods are informed by many of the social, particularly

psychology, sociology, and economics. Anthropology is also a small, but growing,

influence. Market research underpins these activities. Through advertising, it is also

related to many of the creative arts.

7. For a marketing plan to be successful, the mix of the four "Ps"1 i.e. product, price, place,
promotion must reflect the wants and desires of the consumers in the target

market. Trying to convince a market segment to buy something they don't want is extremely
expensive and seldom successful. Marketers depend on marketing research, both formal and
informal, to determine what consumers want and what they are willing to pay for. Marketers
hope that this process will give them a sustainable competitive advantage. Marketing
management is the practical application of this process. The offer is also an important addition to
the 4P's theory.

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 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.
1




2) Competitive strategy/positioning:

Markets consist of groups of competitors competing for a customer's business. The job

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 company‟s

sales is a different discipline and department from marketing. But in order for

salespeople to have any long term success in a company they must be led by marketing. The
better job a company does of identifying opportunities, creating a differential sustainable
competitive advantage, and generating demand for their products the easier itwill be for
salespeople to make sales.




Methods to Measure Customer Satisfaction
Companies use the following methods to measure customer satisfaction.

1 ) Complaints and suggestion system: companies obtaining complaints through theircustomer
service centres, 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 company‟s performance and also solicit views on

their competitor‟s performance. It is useful to measure the customer‟s willingness to

recommend the company and brand to other persons.




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
                                  CHAPTER 1.2


         INTRODUCTION TO SERVICES




INTRODUCTION TO SERVICES


History and Evolution of Services
In the literature there has been a tremendous number of publications dealing with the
marketing and management of services. According to Fisk, Brown and Bitner (1998) the
development of service marketing and management can be divided into three phases.
First, there is the "Crawling-Out Phase" from 1950 to 1980, when only a few researchers made
efforts to distinguish between marketing strategies for goods and services. These few
researchers proclaimed that services are different from goods, and therefore need specific
marketing and management attention. In her article

"Breaking Free from Product Marketing" Shostack (1977) demanded further research interest in
services. She states that the traditional marketing and management theories do not provide
relevant tools for the characteristics of services. This critique has been accepted later by
academicians and practitioners.

Second, in the so called "scurrying-Out Phase" from 1981 to 1985, further concentration on the
marketing and management of services took place. With significant publications from Gronroos
(1981), Berry (1980), Zeithaml (1981), and Shostack (1984), marketing and management of
services received the right to be considered as an independent discipline. During this period
several articles were published in some of the best known journals, i.e. Journal of Marketing,
Journal of Retailing, and Harvard Business Review. New service specific journals also emerged,
for instance the Journal of Services Marketing and international Journal of Service Industries
Management. There have been strong efforts to develop marketing and management tools
which are applicable to improve services. As a consequence, relationship marketing (Berry
1983) and internal marketing (Gronroos 1981) have their roots in the intense research of the
service sector.

Finally in the "Walking-Erect Phase" from 1986 until today the number of contributions in
books, articles and dissertations have increased explosively. Efforts have been undertaken in
order to improve the understanding of the heterogeneity of services, designing and controlling
intangible processes (Fisk et al., 1993). According to Wright (1995) the emerging interest in
services can be labeled a new service paradigm from the marketing discipline's traditional focus
on marketing purely physical goods.


Characteristics of Services
Having described the development of service marketing and management, it is now important
for the overall understanding of services, to examine what actually characterizes services.
Although service industries are themselves quite heterogeneous, there are some service
characteristics upon which it is useful to generalize.

The characteristics we have chosen to discuss are:

       Intangibility
       Inseparability
       Heterogeneity
       Perishability
Intangibility

Service are not tangible, as stated by Berry: " A good is an object, a device, a thing; a service is a
deed, a performance, an effort" (Berry, 1984). When a service is purchased, there is generally
nothing tangible to show for it. As argued by Berry, "Services are consumed but not possessed"
(berry, 1984). Although the performance of most services is supported by tangibles, the
essence of what is being bought is a performance rendered by one party, for another. Most
market offerings are a combination of tangible and intangible elements. It is whether the
essence of what is being bought is tangible, or intangible, that determines its classification as a
physical good or a service.

Inseparability :

Another characteristic concerning services is that production takes place simultaneously with
consumption. Generally, goods are first produced, sold, then consumed. Services on the other
hand are usually sold first, and then produced and consumed simultaneously. This raises a
number of problems which marketers of goods do not face: Participation of customers in the
production process, or delivery process, the interaction between the service provider, the
service environment and the customer, and the merging of operations, human resource and
marketing responsibilities in one individual. Additionally, some service organizations such as
passenger transport companies and restaurants, produce and deliver their service for many
customers simultaneously. In these cases, customers interact not only with the service
organization; but also with each other. As a result, other customers are a part of the service
consumption experience.


Heterogeneity

Compared to goods service are normally less standardized and uniform. Services are not
homogeneous. Service industries tend to differ regarding the extent to which they are "people
based" or "equipment-based" (Thomas, 1978). That is to say, there is a larger human
component involved in performing some services than others.

Equipment-based services vary depending on whether they are automated or monitored by
skilled or unskilled operators. People-based services also vary depending no whether they are
provided by unskilled, or professional workers.
Perishability

Services cannot be stored, hence services are highly perishable, e.g. empty tables in a
restaurant can seen as a revenue opportunity lost for ever. Time cannot be held over for future
sale, thus, services cannot be inventoried. The Perishability of services is not a problem when
demand is steady, because it is easy to staff the services in advance, when demand fluctuates,
service companies have difficult problems. Service marketers need therefore to manage not
only the demand, but also the supply so that a profitable equilibrium is consistently obtained.
All of these mentioned service characteristics are associated with several marketing problems.




                          CHAPTER 1.3

            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. companies in the
stagnant global scenario. The total subscriber base, which has grown by 40% in 2005, is
expected to reach 250 million in 2007. According to Broadband Policy 2004, Government of
India aims at 9 million broadband connections and 18 million internet connections by 2012 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.




Evolution of the industry-Important Milestones

Year

        1851 First operational land lines were laid by the government near
          Calcutta(seat of British power)



        1881 Telephone service introduced in India



        1883 Merger with the postal system



        1923 Formation of Indian Radio Telegraph Company (IRT)



        1932 Merger of ETC and IRT into the Indian Radio and Cable Communication
          Company (IRCC)



        1947 Nationalization of all foreign telecommunication companies to form
     the Posts, Telephone and Telegraph (PTT), a monopoly run by the

     government's Ministry of Communications

   1985 Department of Telecommunications (DOT) established, an exclusive

     provider of domestic and long-distance service that would be its own

     regulator (separate from the postal system)

   1986 Conversion of DOT into two wholly government-owned companies:

     the Videsh Sanchar Nigam Limited (VSNL) for international

     telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for
     service in metropolitan areas.

   1997 Telecom Regulatory Authority of India created.



   1999 Cellular Services are launched in India. New National Telecom Policy

     is adopted. 2000 DoT becomes a corporation, BSNL

   A large population, low telephony penetration levels, and a rise in consumers' income and
     spending owing to strong economic growth have helped make India the fastest-growing
     telecom market in the world. The first and largest operator is the state-owned incumbent



   BSNL, which is also the 7th largest telecom company in the world in terms of its number
     of subscribers. BSNL was created by corporatization. while DTS (Department of
     Telecommunication Services), a government unit responsible for provision of telephony
     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.




Market Share of Public and Private Industry
The fixed line and mobile segments serve the basic needs of local calls, long distance calls and
the international calls, with the provision of broadband services in the fixed line segment and
GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and the
wireless instruments. Mobile phone providers have also come up with GPRS-enabled multimedia
messaging, Internet surfing, and mobile-commerce.The much-awaited 3G mobile technology is
soon going to enter the Indian telecom market. The GSM, CDMA, WLL service providers are all
upgrading them to provide 3G mobile services. Along with improvement in telecom services,
there is also an improvement in manufacturing. In the beginning, there were only the Siemens
handsets in India but now a whole series of new handsets, such as Nokia's latest N-series, Sony
Ericsson's W-series, Motorola's PDA phones, etc. have come up.

Touch screen and advanced technological handsets are gaining popularity. Radio services have
also been incorporated in the mobile handsets, along with other applications like high storage
memory, multimedia applications, multimedia games, MP3 Players, video generators, Camera's,
etc. The value added services provided by the mobile service operators contribute more than
10% of the total revenue.


The Global Cellular Mobile Industry
Global telecom sector

Earnings visibility

Earnings growth is being driven by improving pricing conditions, stabilizing operating

trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless
growth, and new market opportunities. This has translated into greater visibility of forward
earnings as evidenced by recent increased analyst upgrades within the sector.
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

The telecom industry is one of the fastest growing industries in India. India has

nearly200 million telephone lines making it the third largest network in the world

after China and USA.

With a growth rate of 45%, Indian telecom industry has the highest growth rate in

the8world.

Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred

by the growth in demand in countries like India and China.

India„s mobile phone subscriber base is growing at a rate of 82.2%.

China is the biggest market in Asia Pacific with a subscriber base of 48% of the total

subscribers in Asia Pacific.

Compared to that India‟s share in Asia Pacific Mobile Phone market is 6.4%.


History of Indian Telecommunications

It was Started in 1851 ,when the first operational land lines were laid by the government near
Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883
telephone services were emerged with the postal system. Indian Radio Telegraph Company
(IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication
companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run
by the government's Ministry . Telecom sector was considered as a strategic service and the
government considered it best to bring under state's control. The first wind of reforms in
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 policymakers 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
telecommunicationssector.

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
inIndia 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.

Classification of Telecommunication services

1. Basic services

2. Cellular services

3. Internet Service Provider (ISP)
                                  CHAPTER 2

                   Literature Review




Main Text Literature Review
. Review of Literature

1. Robins (2008) This paper is about marketing the next generation of mobile

telephones. The study is about third generation of cell phone technology, what is
usually known as “3G” for short. There are various issues about that new innovative.

One is 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 market‟s reaction to price.


2. Debnath (2008) This study explain that the prime focus of the service providers is to

create a loyal customer base by benchmarking their performances and retaining

existing customers in order to benefit from their loyalty. With the commencement of

the economic liberalization in 1991, and with a view to expand and improve telecom

infrastructure through the participation of the private sector, the Government of India

permitted foreign companies holding 51 percent equity stake in joint ventures to

manufacture telecom equipment in India. The Indian Government has announced a

new policy, which allows private firms to provide basic telephone services. There

had been a monopoly of the state-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

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

favourable 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-avis

BSNL Landline Service: A Study” analyzed that at present, services marketing

plays a major role in the national economy. In the service sector, telecom industry is

the most active and attractive. Though the telecom industry is growing rapidly,

India's telecom density is less than the world's average telecom density as most of

India's market is yet to be covered. This attracts private operators to enter into the

Indian telecom industry, which makes the Bharat Sanchar Nigam Limited (BSNL)

more alert to run its business and survive in the market.

7. Seth et al (2008), in their study titled “Managing the Customer Perceived Service

Quality for Cellular Mobile Telephone: an Empirical Investigation” analyzed that

there is relative importance of service quality attributes and showed that

responsiveness is the most importance dimension followed by reliability, customer

perceived network quality, assurance, convenience, empathy and tangibles. This

would enable the service providers to focus their resources in the areas of

importance. The research resulted in the development of a reliable and valid

instrument for assessing customer perceived service quality for cellular mobile

services.

21

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 witnessed

major developments, with rapid expansion in access to telecommunications networks

and a surge in the number of available services and applications.




      CHAPTER 3

                Research Objectives




Research Objectives
Objectives of the study : This project aims at studying the present market scenario.The
major players in the market today are Airtel, Vodafone,Bsnl, Tata indicom ,Reliance,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 are:--

        To study the customer satisifaction towards mobile service providers.
        To study and identify how the customers are benefited.
        To assess the needs, requirements and expectations of the customers in order to

          assess their current satisfaction levels.

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




                       CHAPTER 4
       Research Limitation




Research Limitation
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.

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 don‟t 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

            Research Methodology




Research Methodology
Sources of Data
SOURCES OF DATA

The study undertaken there to be mainly based on the primary data i.e. structured

questionnaire 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

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. weighted
average method and It is used as because sample size is 100.



Sampling Design
RESEARCH DESIGN

The design for this study is Exploratory and Random sampling



Collection Method
DATA COLLECTION

The data is collected randomly irrespective of the category of the people in the form of

questionnaire and the sample size is 100 respondents. Because it is a pilot study and due to time
constraint the sample size is small.




Research Definition
The word research is derived from the Latin word meaning to know. It is a systematic and a
replicable process, which identifies and defines problems, within specified boundaries. It
employs well-designed method to collect the data and analyses the results. It disseminates the
findings to contribute to generalize able knowledge. The main characteristics of research
presented below are:

Systematic problem solving which identifies variables and tests relationships between

  them,

Collecting, organizing and evaluating data.

Logical, so procedures can be duplicated or understood by others

Empirical, so decisions are based on data collected

Reductive, so it investigates a small sample which can be generalized to a larger

population

Replicable, so others may test the findings by repeating it.

Discovering new facts or verify and test old facts.

Developing new scientific tools, concepts and theories, this would facilitate to take

decision.

For the proper analysis of data simple statistical techniques such as percentage were use. It helps
in making more generalization from the data available. The data which will be collected from a
sample of population was assumed to be representing entire population was interest.
Demographic factors likeage, income and educational background was used for the classification
purpose.




                           CHAPTER 6
               Data Analysis and Interpretation
Data Analysis and Interpretation

Q1: - Which mobile connection do you have?

       PARTICULAR NO. OF RESPONDENTS
       AIRTEL            40
       VODAFONE          32
       IDEA              16
       BSNL              12




Interpretation: - As the area of the study is in Chandigarh and Mohali, where the market leader
is Airtel. That‟s why majority of the questionnaire I got filled by Airtel. Above data analysis
shows that majority of the market that is approximately 50% is covered by two market leaders
Airtel and vodafone. Minor is bsnl.
Q2:- What kind of service you have?




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                           Airtel         Vodafone               Idea       BSNL
Weighted avg.                    3.9            3.6                    3.1        3.09




Interpretation:- From the graphic it depict thatAIRTEL l is the most excellent and good service
provider with weighted avg of 3.9 as 25 respondets believes that the service of the company is
excellent and good & 10 respondents have rated it as average. Then VODAFONE has also good
rate of excellence as 20 respondents rated IT AS EXCELLENT & good & 20 as average
respectively. 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.



Q4:- Rank the following factors which influenced you the most to buy the service           of your
choice?




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 SMS  CONCESSION                       INTERNET          FULL
           PACK CALL RATES                       SERVICES          TALK
                                                                   TIME
AIR TEL          0         3                     6                 5

VODAFONE         9         15                    1                 7

IDEA             4         6                     6                 4
BSNL             16       11                    0                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?




Interpretation:- Above table analysis depicts that most of the users are using their telecom
Cservice 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 a 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 NEUTRAL DISSATISFIED VERY
             SATISFIED                                      DISSATISFIED

AIRTEL       7               23       0              0          0
VODAFONE 3                   18       1              0          0
IDEA         2               13       2              0          0
BSNL         2               14       8              6          0




Calculated weighted avg.:_

Brands                       Airtel       Vodafone       Idea       BSNL
Weighted avg.                4.23         4.09           4.0        3.4
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 with calculated
weighted avg of 4.23. And VODAFONE‟S network service satisfaction rate is also good. And it
can be also found that idea‟s & BSNL‟s network service is not good as compare to others
competitors




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


Observed table:-




Calculaed weighted avg.:_

Brands                             Airtel         Vodafone                 Idea        BSNL
Weighted avg.                      4.07           4.03                     4.16        4.11
Interpretation: - Above data and chart analysis depicts that IDEA has the highest rating of
Value for /money calculated on the basis of weighted averagei.e 4.16, Then BSNL company is
followed by AIRTEL , with weighted avg. of 4.11 and 4.07 respectively, VODAFONE has got
weighted avg. of. 4.03 .& has least service value for money.




Q9:- What kind of problems occurs the most for which you need to contact customer
care/service department of your service provider?

OBSERVED TABLE

BRANDS   BILLING RELATED & ACTIVATION                     INF.OF VAS & N/W          TOTAL=
         /DACTIVATION                                     RELATED
AIRTEL   9                                                10                        19
VODAFONE 18                                               7                         25
IDEA     18                                               8                         26
BSNL     6                                                24                        30
TOTAL=   51                                               49                        100



EXPECTED VALUE TABLE

 9.69           9.31
12.75           12.25
13.26           12.74
15.3            14.7




DEGREE OF FREEDOM= (C – 1)(R-1) = (4 – 1)(2 – 1)
                           =3

SIGNIFICANCE LEVEL AT 5 % =

Chi square value=19.29                           Table value= 2.366

Interpretation of Chi:- As the 5% level of confidence Chi square value 19.29 is more than the
table value 2.366 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.


OBSERVED FREQUENCY TABLE=

BRANDS                SATISFIED           NEUTRAL             DISSATISFIED             TOTAL
AIRTEL                9                   6                   9                        24
VODAFONE              8                   7                   8                        23
IDEA                  11                  9                   7                        27
BSNL                  10                  6                   10                       26
TOTAL=                38                  28                  34                       100



DEGREE OF FREEDOM= (C – 1)(R-1) = (4 – 1)(3 – 1)

                           =6
SIGNIFICANCE LEVEL AT 5 % =



Chi square value: 1.49                                        Table value: 5.348

Interpretation of Chi:- As the 5% level of confidence Chi square value 1.49 is LESS

than the table value 5.348, 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 has rated it as satisfied
service provider. But Bsnl is to be found as a not satisfactory service provider. Most of the users
said that they have not talk to their customer care service provider even for a single time.




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


OBSERVED FREQUENCY TABLE=

BRANDS          SATISFIED/ NEUTRAL              DISSATISFY/ VERY DISSATISFY                 TOTAL=
AIRTEL          20                              12                                          32
VODAFONE        10                              11                                          21
IDEA            16                              8                                           24
BSNL            13                              10                                          23
TOTAL=          59                              41                                          100



EXPECTED FREQUENCY TABLE=
18.8                            13.1
12.3                            8.6
14.2                            9.8
13.6                            9.4


DEGREE OF FREEDOM= (C – 1)(R-1) = (4 – 1)(2 – 1)

                           =3

SIGNIFICANCE LEVEL AT 5 % =


Chi square value: 1.85                                       Table value: 2.366




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 waiting time for having my questions addressed was satisfactory.




Interpretation: - Above data analysis shows that most of the users of all companies are

found satisfactory with the waiting time their queries resolved. But the result of BSNL is

again not good as the users say that they have not talk to their customer care service provider
even for a single time. Some of them have talk but after a lot of waiting time. So they are found
not satisfied and rated this question also as dissatisfied and neutral. So after studying their views
with a personal discussion we can not say that the customer care representatives of BSNL are not
able to solve their customer queries in a satisfactory time.



                                   CHAPTER 7

                            Observations
                                               &
                                   Findings



Observations & Findings

         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 group each with some special requirement

         service wise and handset‟s attribute wise. Competition in telecom industry is heating up

         its time for Indian telecom players also to align up in the new dynamic business

         environment.
        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 of the customers are using mobile
        phones of AIRTEL company and 84% of them are using its prepaid services and the rest
        of are using postpaid services When customers were asked to rate their network service
        provider , it is found that satisfaction rate of network service provider is leaded by
        AIRTEL among its major competitors VODAFONE, IDEA & BSNL .

         3. .IDEA is found to be leader in highest service value for money as compared to its
        competitors and the customers re satisfied with its services

    4 When customers were asked to rate their servise provider AIRTEL is found to be
excellent and good service provider , as compared to its competitors VODAFONE , IDEA , &
BSNL.

    5. From the analysis done above ,mostly all the users or cutomers 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
    6. It is found that price factor is the most influential factor that customers used to consider
         or to keep in mind to buy the mobile services of their choices




                  Recommendations
Recommendations
 1. Telcom 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 .

 2. 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.



 3. To be successful, communications service providers must deliver

    positive customer experiences with rich, value-added services supported by

    comprehensive service quality management.

 4. .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.
 5. The different mobile service provider companies should work to deliver their services of
     lower defects as the lower defects increase loyality
                    CONCLUSION


CONCLUSION

Competition in telecom industry is heating up its time for Indian telecom players also to align up
in the new dynamic business environment. Telcom 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
From the above findings it is found that most of the customers are brand loyals and are very
much satisfied with the services of their service providers as in my analysis most of the
customers are using AIRTEL connection and their satisfaction level as compared to its major
competitors like VODAFONE, IDEA & BSNL , is comparatively high

Quality of service and the ability to attract and retain customers dictate the success or

failure of next-generation communications service providers. In today‟s competitive

environment, customers are quick to abandon services that do not meet expectations.

The ease with which customers can switch from their current service to another,

demands that providers deliver the highest possible levels of service quality and

performance. To be successful, communications service providers must deliver

positive customer experiences with rich, value-added services supported by

comprehensive service quality management. To this effect-Mobile services has

experienced the negative attributes of not being customer focused and realizes that

quality is an attribute that creates customer satisfaction profitably.




                   ANNEXTURE
ANNEXTURE

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

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?

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 VAS‟s

d) Network problem

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

are you with the customer care service?

a) Very satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Very dissatisfied

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

e) Very dissatisfied




Q12- The waiting time for having my questions addressed was satisfactory.

a) Strongly Disagree

b) Somewhat Disagree
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?




                    Bibliography



Bibliography
REFERANCES

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

(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B4

5CF101465D540FD4401AEB9?
contentType=Article&hdAction=lnkhtml&contentId=854647&history=true>)

4. Kalwani, Banumathy, “Consumer‟s Attitude towards Cell phone Services”, 2006

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

Mobile VAS in India”, 2007

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

Strategies in the Competitive Scenario”, 2007

7. Seth et, Etal, “Managing the Customer Perceived Service Quality for Cellular Mobile

Telephone: an Empirical Investigation”, 2008

8. Tecor, Jha, “Understanding Mobile Phone Usage Pattern among College-Goers”,

2008



Journal

The   Indian Telecom Industry, IIM Calutta, Vatsal Goyal, 2009

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, 2009


Books

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

Publishing Company Lmt.

				
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