3. INTRODUCTION
Reliance Communications Ltd. (RCOM) is an Indian Internet
access and Telecommunications Company headquartered in
Navi Mumbai, India. It provides CDMA (CDMA2000, 1xRTT,
EV-DO), GSM (Voice, 2G, 3G) mobile services, fixed line
broadband and voice services, DTH depending upon the areas
of operation. Reliance Communications is the fourth largest
telecom operator in India with 109.90 million subscribers as
of June 2015. Established in 2002, it is a subsidiary of Reliance
Anil Dhirubhai Ambani Group. Reliance Communication IT
Support is provided by Reliance Tech Services and Telecom
network is maintained and operated by Ericsson, transmission
towers are maintained by its subsidiary Reliance Infratel.
https://en.wikipedia.org/wiki/Reliance_Communications
4. Customer Relationship Management: -
Customer relationship management (CRM) is a term that refers to
practices, strategies and technologies that companies use to manage
and analyze customer interactions and data throughout the customer
lifecycle, with the goal of improving business relationships with
customers, assisting in customer retention and driving sales growth.
6. WORD OF MOUTH PERSONAL NEEDS
PAST
EXPERIENCE
EXPECTATION
EXTERNAL
COMMUNICATION
SERVICE DELIVERY
SERVICE QUALITY
SPECIFICATION
MANAGEMENT
PERCEPTION OF
CUSTOMER EXPECTATION
PERCEIVED
SERVICE
CONSUMER
COMPANY
7. GAPS IN RELIANCE TELECOM
CUSTOMER EXPECTATION
MANAGEMENT
PERCEPTION OF
CUSTOMER EXPECTATIONS
GAP 1
Management was thinking that the
service of Reliance is better than others
but customers were facing lots of
problem during calling, messaging &
internet surfing and downloading.
8. The perception of management about
the customer expectation was lesser than
the customer’s expectation. But
management was not aware of this, that
customers expectation are much more
higher than management perception.
MANAGEMENT
PERCEPTION OF
CUSTOMER EXPECTATIONS
SERVICE QUALITY
SPECIFICATION
GAP 2
9. Reliance was promising that their network
quality is much better than other telecom
service provider but it was not like that.
Reliance did not come up to the
expectations of the customers that's why
customers get disappointed with
Reliance.
SERVICE QUALITY
SPECIFICATION
SERVICE
DELIVERY
GAP 3
10. Reliance telecom has promised about
various services to their customers
through advertisement (print media,
electronic media). But at the time of
service delivery they did not come up to
the expectation of the customers.
SERVICE DELIVERY
EXTERNAL
COMMUNICATION
GAP 4
11. After all they could not accomplish
promises means better services like
network availability and quick response
of customers query. So customer’s
satisfaction became less for Reliance.
CUSTOMERS
EXPECTATION
PERCEIVED
SERVICEGAP 5
12. RECOMMENDATION:-
• Reliance should enhance the network connectivity.
• Reliance should give quick solutions of customer
query while they call in customer service centre.
• Internet connectivity/speed should be fast…
