Wateen Wimax Marketing Research

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Marketing research on Wateen Wimax to find out the customer satisfaction levels and areas that need improvement.

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Wateen Wimax Marketing Research

  1. 1. INTRODUCTION  Wateen Telecom is the first company in the world to roll-out a WiMAX network at a country-wide scale.  WiMAX is a standards-based technology enabling the delivery of last mile wireless broadband access as an alternative to wired broadband like cable and DSL
  2. 2. Product Characteristics With Wateen's WiMAX network, you get access to:  Broadband Internet with up to 2Mbps dedicated speeds  Telephony with over 40 value added features, and  Fully secure high-speed data networks
  3. 3. Research Objectives  To determine overall customer satisfaction level of Wateen Wimax  Determine the customer profile of Wateen Wimax users and the values they seek while choosing an internet connection.  To determine their reason for switching to Wimax  How satisfied are the customers with different features of Wateen Wimax such as speed, connectivity, price and customer service.
  4. 4. Research Design  The Research was based on a questionnaire that consisted of questions designed to achieve the desired research objectives.  The questionnaire consisted of nineteen questions with a mix of open ended, close ended and scaled responses.  The chosen sample was fifty people who are users of Wateen telecom so that we can find out what they feel about its services.  These fifty interviews included field surveys and telephonic interviews
  5. 5. User profession user profession Doctor Housewife 2% 4% Business Student 34% Business 22% Job Student Housewife Doctor Job 38%
  6. 6. User- Type User type Office 40% Home 60% •The chart shows % of Home and Office users.
  7. 7. User Period usage period 17 18 20 Number of users 15 10 10 5 5 0 1 month 2 months 3 months 4 months •The chart illustrates usage in months •Majority users have been using wimax since 2-3 months.
  8. 8. Package Popularity 39 40 35 30 25 20 15 10 7 3 5 1 0 256 Kbps 512 Kbps 1 MB 2 MB •Research indicates that bundle Package @512 kbps is the most popular package amongst customers.
  9. 9. Reasons To Switch Reasons to switch Othe rs P o o r Cus to me r S e rv ic e 1% 25% Co nne c tiv ity 37% Wire le s s C o nne c tio n 10% S pe e d 27% •Majority of the users switched to Wateen wimax because of poor connectivity and speed of previous service provider. •Poor Customer Service of previous ISP was also a major cause of switching to Wateen. •Some customers switched because of the wireless benefit.
  10. 10. Importance of Features Importance Of Features 90% 86% 40% 46% VERY IMPORTANT 48% 38% 10% 14% IMPORTANT 12% 16% 0% 0% NOT IMPORTANT CONNECTIVITY % PRICE % SPEED % C.S % The graph shows relative importance of features in an internet connection for customers.
  11. 11. Likeability of Features •The chart shows features that are most liked by customers about Wateen Wimax.
  12. 12. Satisfaction Levels Satisfaction Levels VERY DISSATISFIED 40% DISSATISFIED 35% 30% NEUTRAL 25% SATISFIED % Users 20% VERT SATISFIED 15% 10% 5% 0% CONNECTIVITY % SPEED % PRICE % C.S % Value
  13. 13. Rating Scale-Wateen Wimax Satisfaction Level 25% 22% 20% 18% Frequency 15% 14% 12% 10% 10% 10% 5% 6% 4% 2% 2% 0% 1 2 3 4 5 6 7 8 9 10 Rating Scale •The chart shows how users of Wateen Wimax have rated it on a scale of 1-10 where 1 being very poor and 10 excellent in terms of overall satisfaction with the product/service.
  14. 14. User comments Office should be burnt dow n Not upto expectation Unlim ited dow nload 12% 2% Router should be of should be introduced good quality 6% 10% No com m ent Entertainm ent service 42% should be avaliable 28% Comments
  15. 15. Recommendations  Wateen needs innovative service offerings — currently it doesn’t even offer bundles or server which provides entertainment channels.  As wateen is using Warid towers so due to load of cellular services the the signals of wateen got weak. So they need to separate there towers so improve there performance.  The router provided by wateen should be of good quality. Or more than one router should be given by them so the signal problem should be resolved.
  16. 16.  People are not satisfied with the call centers and the customer service. The response from call centres should be positive and valid which results in satisfied customers.  For its success Wateen will have to do more than just depend upon its wireless connectivity feature.
  17. 17. Conclusion  Overall Wateen still behaves as a monopoly so it has to change its attitude.  Wateen needs to invest in infrastructure (more routers etc) to solve connectivity problems.  Needs to train its customer service representatives.  At a minimum, avoiding billing errors and providing competent and courteous service to its customers is essential if Wateen wants to show that it is transforming itself to a competitive company which cares for its customers.

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