A

Project Report
On
“Customer Satisfaction on Mobile
Service Provider”

Devsthali Vidhyapeeth
INSTITUTE OF MANAGEMENT
(Affiliated to Kumaun University, Nainital)

Submitted To- Submitted by-

Mirs.Pragya Tewari Shantanu Thapliyal
BBA-6thsem
Roll No. 1393250021

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CONTENTS PAGE NO

CHAPTER-1 1-Introduction 3

2-Company Profile 5

CHAPTER-2 1- Objectives of Research 10

CHAPTER-3 1-Literature Review 11

1- Define Research Methodology 15

2- Sources of data collection 16

CHAPTER-4
3- Data Analysis And
Interpretation 17

1-Conclusion 32

CHAPTER-5 2-Bibliography 33

3-Annexure 35

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 CHAPTER-1
1- INTRODUCTION

0- According to Philip Kotler, “satisfaction is a person’s feelings of pressure or

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

relation to his or her expectations. Customer satisfaction is the level of a person’s

felt state resulting from comparing a product’s perceived performance

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

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

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

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

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

dissatisfied.

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.

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.

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3- 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

4- 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".

5- 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" 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.

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 2-Company Profile

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
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), 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.

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Companies use the following methods to measure customer satisfaction.

1 ) Complaints and suggestion system: companies obtaining complaints through their

customer 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

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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.

Merger synergies

Given the substantial amount of excess capital available in the sector and in private equity we
expect to see additional merger and acquisition activity, albeit at a slower pace than recently
witnessed. Global telecom M&A deals over the past two years have reflected market
expansion but have also had a positive effect on the buyers’ balance sheets. Partnering
companies have begun realizing their synergies through cost reductions and economies of
scale. In the US, the largest three companies now account for over 70% of the sector market
cap; this compares to 34% in 1990. Trends in bundled services are also 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 opportunities

It has become less difficult to find attractive telecom investment opportunities globally than it
was a year ago. As the fog has lifted from the sector, there are increased opportunities within
both the growth and value spaces.

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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

6- 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.
7- With a growth rate of 45%, Indian telecom industry has the highest growth rate in
the8world.
8- Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred
by the growth in demand in countries like India and China.
9- India‘s mobile phone subscriber base is growing at a rate of 82.2%.
10- China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscribers in Asia Pacific.
11- Compared to that India’s share in Asia Pacific Mobile Phone market is 6.4%.
Considering the fact that India and China have almost comparable populations, India’ slow
mobile penetration offers huge scope for growth.

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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 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 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 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 cel
lular 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)

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 CHAPTER-2
(i)OBJECTIVE OF RESEARCH

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:

1. Service providers in the market which are not reaching the customer.
2. To study the customer satisifaction towards mobile service providers.
3. To study and identify how the customers are benefited.
4. To evaluate the major service provider satisified the customer.
5. To assess the needs, requirements and expectations of the customers in order to
assess their current satisfaction levels.
6. To know the attitude, enthusiasm regarding the service provided to customers.
7. 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.

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 CHAPTER-3
(i)LITERATURE REVIEW

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.

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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 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.

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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
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.

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.

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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. 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
and changing taste and preferences of the customer’s 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.

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 CHAPTER-4
(i)DEFINE RESEARCH METHODOLOGY

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.

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 (ii)SOURCE OF DATA COLLECTION

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. 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. 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.

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Data Analysis and Interpretation

Customer satisfaction: Gap b/w Consumer Expectations and Companies Performance

of Telecommunication

Q1: - Which mobile connection do you have?

Particular No. of respondents

AIRTEL 40
VODAFONE 32
IDEA 16
BSNL 12

No. of respondents
45
40
35
30
25
20 No. of respondents
15
10
5
0
AIRTEL VODAFONE IDEA BSNL

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Interpretation: - As the area of the study is in Hyderabad and Secunderabad, 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?

Particular No. of respondents

Pre-Paid 84
Post-Paid 16

No. of respondents

Pre-Paid
Post-Paid

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.

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

Brands Excellent Good Avg Poor Terrible Not

Sure
Airtel 7 18 10 0
Vodaphone 5 15 20 0

Idea 1 06 04 05
Bsnl 0 10 03 08

20
18
16
14
12 Airtel
10
Vodaphone
8
Idea
6
4 Bsnl
2
0

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 a average service provider and 8
as a poor service provider.

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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.

Brands Price Network Brand VAS Expected

Service Image 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.

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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 3 15 6 11
Call Rates

Internet 6 1 6 0
Service
Full Talk 5 7 4 7
Time

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 16

14

12

10 SMS Pack
Concession Call Rates
8
Internet Service
6
Full Talk Time
4

0
Airtel Vodafone Idea Bsnl

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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 14

12

10
Airtel
8
Vodafone
6
Idea
4 Bsnl
2

0
>1 Month 1-6 Month 6 M– 1 < 1 Year < 3 Year
Year

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 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 Dissatisfy Very

Satisfied 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

23
 25

20

15 Airtel
Vodafone
10 Idea
Bsnl
5

0
Very Satisfied Neutral Dissatisfy Very
Satisfied Dissatisfy

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 the company 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

24
Idea 2 10

Bsnl 3 14 1

25

20

Airtel
15
Vodafone

10 Idea
Bsnl

0
Excellent Good Fair Poor Not Sure

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 Voda has 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

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Brands Billing Activation/ Informatio Network Expected
Related Deactivation n of VAS’s Problem values

Airtel 1 8 10 25

Vodafone 18 7 25

Idea 6 12 5 3 25

Bsnl 6 11 13 25

Chi square value: 9.351 Table value: 7.815

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 Neutral Dissatisfy Very

Satisfied Dissatisfy

Airtel 14 6

26
Vodaphone 3 12 3

Idea 1 11 6 3 7

Bsnl 2 3 7 22

Chi square value: 11.143 Table value: 9.488

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 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?

Brands Very Satisfied Neutral Dissatisfy Very

Satisfied Dissatisfy

Airtel 12 17

Vodafone 2 12 3

Idea 1 1 8 6 2

Bsnl 3 3 9 19

27
 20
18
16
14
12 Airtel
10 Vodafone
8 Idea
6 Bsnl
4
2
0
Very Satisfied Neutral Dissatisfy Very
Satisfied Dissatisfy

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 was very courteous.

Brands Strongly Somewhat Neutral Somewhat Strongly

Disagree Disagree Agree Agree

Airtel 7 13

Vodaphone 8 14

Idea 2 12 10

Bsnl 20 12 2

28
 20
18
16
14
12
10 Airtel
8
6 Vodaphone
4 Idea
2
0 Bsnl

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 as dissatisfied. 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 was very knowledgeable.

Brands Strongly Somewhat Neutral Somewhat Strongly

Disagree Disagree Agree Agree

Airtel 3 22

Vodaphone 1 17

29
Idea 8 5 10

Bsnl 20 12 2

25

20

15 Airtel
Vodafone
10 Idea
Bsnl
5

0
Strongly Somewhat Neutral Somewhat Strongly
Disagree Disagree Agree Agree

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 addressed was satisfactory.

Brands Strongly Somewhat Neutral Somewhat Strongly

Disagree Disagree Agree Agree

Airtel 2 23

30
Vodafone 3 15

Idea 8 5 10

Bsnl 20 12 2

25

20

15 Airtel
Vodafone
10 Idea
Bsnl
5

0
Strongly Somewhat Neutral Somewhat Strongly
Disagree Disagree Agree Agree

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.

31
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 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.
 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 .They should
also think for searching new space or we can say either creating a new blue space to
sustain their growth in long run.
 There is more room for data analysis but the rest of the part is beyond the scope of this
project report According to the results, the most important determinant for consumers are
price and sacrifice perception (monetary and non-monetary sacrifice), which in
perception. These are periodical fixed cost, minute or traffic charge and opening cost
when purchasing mobile phone. The results indicate that the minute charge is the most
influential factor when a customer assesses to purchase. The second most important factor
is the periodical fixed cost and another factor is the opening cost. These indicate, not
surprisingly, that communication firms need to deeply consider. Also, this indicates that a
lot of effort must be put in the pricing strategy.

 Quality of service and the ability to attract and retain customers dictate the success or
failure of next-generation communications service providers. In today’s competitive
environment, 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. Therefore quality
must be fused with all resources channeled towards their customers

32
Bibliography
REFERANCES
1. Jallet, Frederic, “Yield management, Dynamic pricing and CRM in
telecommunications”,
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B4
5CF101465D540FD4401AEB9?contentType=Article&hdAction=lnkhtml&contentId
=1747102&history=true>) [Viewed 13/3/09]

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

(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=236E2B6B4
5CF101465D540FD4401AEB9?contentType=Article&hdAction=lnkhtml&contentId
=1742535&history=true>) [Viewed 2/3/09]
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>) [Viewed 2/4/09]

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
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F07
57A565F9A6CBAC8800F658?contentType=Article&hdAction=lnkhtml&contentId=
881588&history=true>) [Viewed 4/4/09]

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

Strategies in the Competitive Scenario”, 2007
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F07
57A565F9A6CBAC8800F658?contentType=Article&hdAction=lnkhtml&contentId=
881588&history=true>) [Viewed 4/4/09]

7. Seth et, Etal, “Managing the Customer Perceived Service Quality for Cellular Mobile
Telephone: an Empirical Investigation”, 2008
33
 (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F07
57A565F9A6CBAC8800F658?contentType=Book&hdAction=lnkhtml&contentId=1
758667&history=true>) [Viewed 6/4/09]

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

2008
(http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F07
57A565F9A6CBAC8800F658?contentType=Book&hdAction=lnkhtml&contentId=1
760544&history=true>) [Viewed 7/4/09]

9. Bhatt, Andre, “A Study of Mobile Phone Usage Among the Post Graduate Students”,
2008

10. Chris, Kambitsis, “Telecom advertising in print media”, 2003

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.

34
 1.6 ANNEXURE
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

35
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

36
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 customer service representative was very courteous.

a) Strongly Disagree

b) Somewhat Disagree

c) Neutral

d) Somewhat Agree

e) Strongly Agree

Q13:- The customer service representative was very knowledgeable.

a) Strongly Disagree

37
b) Somewhat Disagree

c) Neutral

d) Somewhat Agree

e) Strongly Agree

Q14:- The waiting time for having my questions addressed was satisfactory.

a) Strongly Disagree

b) Somewhat Disagree

c) Neutral

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!

38