Customer Satisfaction Survey

CUSTOMER SATISFACTION SURVEY OF AIRTEL
CUSTOMER
SATISFACTION SURVEY
OF AIRTEL
Page 1 of 16
Table of Contents
1
2
3
4
5
6
7
INTRODUCTION .......................................................................................................................... 4
1.1
IMPORTANCE OF CUSTOMER SATISFACTION ...................................................................... 4
1.2
THE CUSTOMER SATISFACTION PROCESS .......................................................................... 5
MARKET RESEARCH AND SAMPLING ......................................................................................... 6
METHODOLOGY ........................................................................................................................ 7
QUESTIONNAIRE ........................................................................................................................ 8
ANALYSIS................................................................................................................................ 10
5.1
DURATION OF USAGE ...................................................................................................... 10
5.2
CONNECTION TYPE ......................................................................................................... 10
5.3
AIRTEL SERVICES ............................................................................................................ 11
5.4
QUALITY OF AIRTEL NETWORK ...................................................................................... 11
5.5
QUESTION 5 ..................................................................................................................... 11
5.6
CUSTOMER CARE SERVICE .............................................................................................. 12
5.7
REDRESSAL OF CUSTOMER SERVICE REQUESTS .............................................................. 12
5.8
SATISFACTION WITH AIRTEL SCHEMES ........................................................................... 13
5.9
LEVEL OF RECOMMENDATION OF AIRTEL ....................................................................... 13
5.10 CUSTOMER SUGGESTIONS ............................................................................................... 14
CONCLUSION ........................................................................................................................... 15
REFERENCES ........................................................................................................................... 16
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Abstract
Marketing Research is the systematic design, collection, analysis, and reporting of data and
findings relevant to a specific marketing situation faced by the company. We Group No.3
created a questionnaire and surveyed the market of Airtel in the campus of NITK, Surathkal.
The important features of this survey were to find out the customer satisfaction and
improvement of the product. The method used for survey was sampling method and contact
method. The Airtel concept was taken due to its wide use of the connection all over India.
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1 Introduction
Customer satisfaction is a measure of how products and services supplied by a company
meet or surpass customer expectation. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator and increasingly
has become a key element of business strategy. Exceptional customer service results in
greater customer retention, which in turn results in higher profitability.
Customer satisfaction can help your business achieve a sustainable competitive advantage. It
deals with the way a customer feels after purchasing a product or service and, in particular,
whether or not that product or service met the customer's expectations.
1.1 Importance of Customer Satisfaction

Customer satisfaction allows your customers to communicate with you directly about their
needs, assuring you that the quality standards you establish reflect the voice of the
customer and not just the company line.
A high level of satisfaction can deliver many benefits, including:

Loyalty: a highly satisfied customer is a loyal customer.
Repeat purchase: a highly satisfied customer buys more products.
Referrals: a highly satisfied customer tells their family and friends about the product or
service.
Retention: a highly satisfied customer is less likely to switch brands.
Reduced costs: a highly satisfied customer costs less to serve than a new customer.
Premium prices: a highly satisfied customer is willing to pay more for the product or
service.
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1.2 The Customer Satisfaction Process

Because everyones needs are different, a specific approach is developed to meet them.
However, the overall process can be divided into six interactive phases.
Phase 1: Mobilization
Define Business and Information Objectives
Develop Overall Plan
Gain Management Commitment
Phase 6: Tracking
Phase 2: Discovery
Phase 5: Implementation
Identify:
Needs/Expectations
Types of Problems
Points of Customers/Company Interaction
Conduct Qualitative Research
Survey Customers/Employees
Implement Plans
Phase 3: Needs and Performance

Evaluation
Phase 4: Action Planning
Provide Quantitative Measures of:

Importance of Key Attributes
Company Performance on Key Attributes
Competitive Performance
Expectations of Specific Levels of
Performance
Determine Areas of Greatest Impact
Provide Ongoing Quantitative Assessment of

Performance
Deliver Easy-to- Understand Reports to
Employees/Management
Identify Teams
Identify Research Implications:
Changes in Product/Services
Internal Processes
Development of New Product/ Services
Training
Set Customer Driven Standards
Create Detailed Plans
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2 Market Research and Sampling

Marketing research can be defined as the systematic design, collection, analysis, and
reporting of data and findings relevant to the specific marketing situation facing the
company. It involves the collection of data to obtain insight and knowledge into the needs and
wants of customers and the structure and dynamics of a market. In nearly all cases, it would be
very costly and time-consuming to collect data from the entire population of a market.
Accordingly, in market research, extensive use is made of sampling from which, through
careful design and analysis, marketers can draw information about the market.
Sample design covers the method of selection, the sample structure and plans for analyzing
and interpreting the results. Sample designs can vary from simple to complex and depend on
the type of information required and the way the sample is selected.
Three important decisions must be made while designing the sampling plan:
1. Sampling unit: Who is to be surveyed?
The marketing researcher must define the target population that will be sampled.
2. Sample size: How many people should be surveyed?
Large samples give more reliable results than small samples. However, it is not necessary
to sample the entire target population or even a substantial portion to achieve reliable
results.
3. Sampling procedure: How should the respondents be chosen?
To obtain a representative sample, a probability sample of the population should be
drawn.
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3 Methodology
A market research was conducted in NITK, Surathkal to measure the level of satisfaction
amongst Airtel service users.
Sampling method used: Convenience sampling, i.e. using the most accessible people,
who are willing to volunteer
Sampling
Students of NITK
Unit
Sampling
90
Size
(A sampling unit is one of the units into which an aggregate is divided for the purpose of
sampling, each unit being regarded as individual and indivisible when the selection is made.
The sample size of a statistical sample is the number of observations that constitute it. It is
typically denoted n, a positive integer.)
Contact method: Questionnaires
The questionnaire contained the following types of questions:

(i) Closed-end questions
a. Dichotomous
b. Multiple-choice
c. Rating scale
d. Intention to recommend
(ii) Open-end questions
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4 Questionnaire
Dear respondents,
We, the students of MBA Ist year, are conducting a market research to measure the level of
satisfaction amongst the Airtel service users. We request you to spare some of your valuable
time in filling up this questionnaire.
*********************************
SECTION A
1. Gender
Male
Female
2. Age
: _____
3. Branch
: _______________________________
4. Semester : _________
SECTION B
1. For how long have you been a customer of Airtel?

0-1 year
1-2 years
2-3 years
More than 3 years
2. Which kind of connection are you using?

Prepaid
Postpaid
3. Which of the following services of Airtel do you use?

GPRS/MMS
Broadband
Others ___________
Caller tunes
Blackberry
None
4. How would you rate the quality of network in your locality?

Excellent
Very Good
Good
Fair
Poor
1 ___
2 ___
3___
4___
5___
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5. Have you used any connection other than Airtel?

Yes
No
(i) If yes, which one? ____________________
(ii)
How do you rate Airtel compared to the connection you previously used?
Excellent
Very Good
Good
Fair
Poor
1 ___
2 ___
3___
4___
5___
6. How many times have you contacted Airtel customer care in the past?
Less than 5 times
Less than 10 times
Less than 20 times
More than 20 times
7. How long does it usually take for complaints/requests to be redressed?

Immediate response
Response within 24 hours
Response after 24 hours
No response
8. How satisfied are you with the schemes/vouchers provided by Airtel?

Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
9. Would you recommend Airtel connection to others?

Definitely recommend
Probably recommend
Probably not recommend
Definitely not recommend
10. Any suggestions that you would like to make

_____________________________________________________________________
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5 Analysis
5.1
Duration of Usage
5.2
Connection Type
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5.3
Airtel Services
5.4
Quality of Airtel Network
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5.5
Connection other than Airtel
5.6
Customer Care Service
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5.7
Redressal of Customer Service Requests
5.8
Satisfaction with Airtel Schemes
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5.9
Level of Recommendation of Airtel
5.10 Customer Suggestions
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6 Conclusion
After the survey of 100 sampling units we came to the following conclusions according to the
statistical data:1. Maximum of the users using Airtel were between 0-1 years.
2. The connection type used is mainly prepaid.
3. The GPRS/MMS were the features that attracted the customers and were the reason for
use of Airtel Connection.
4. The quality of Airtel network was judged to be very good.
5. The
6. The use of Customer Care service was very less.
7. The Customer care service was also adjudged to be good in service.
8. Maximum of 74% persons gave their view as Airtel being a connection with good
schemes.
9. About half of the persons pointed to make recommendations of Airtel.
10. Maximum of the persons didnt provide any suggestion but reducing the call tariff was an
important issue next to it.
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7 References
1. Kotler, Philip; Keller, Kevin Lane; Marketing Management; Edition 12e; Prentice Hall of
India
2. http://tutor2u.net/business/marketing/research_sampling.asp
3. http://www.apmf.org.sg/Topic4.ppt
4. http://www.icrsurvey.com/docs/Overview%20of%20Customer%20Satisfaction%20and%20L
oyalty.do
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Customer Satisfaction Survey

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CUSTOMER SATISFACTION SURVEY OF AIRTEL