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25310916 project-on-customer-satisfaction-towards-mobile-service-providers

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25310916 project-on-customer-satisfaction-towards-mobile-service-providers

  1. 1. 1 Project Report OnCustomer Satisfaction on Mobile Service Provider Networks In International Market Research Bureau (IMRB) Hyderabad By CH. KARTHIK (08M009) (Marketing/Finance)Submitted in Partial Fulfillment of the Requirements for the Award of the Post Graduation Diploma in Business Management DHRUVA COLLEGE OF MANAGEMENT MEDCHAL HYDERABAD.
  2. 2. 2 CERTIFICATEThis is to certify that the thesis entitled “Customer Satisfaction on Mobile ServiceProvider Networks” in IMRB INTERNATIONAL, HYDERABAD, that is beingsubmitted by Mr. CH.KARTHIK in partial fulfillment of the requirements for the award ofdegree of PGDM in MARKETING & FINANCE in Dhruva College of Management is abonafied work carried out by him under the guidance and supervision of the undersigned.The results embodied in this dissertation have not been submitted to any other university orinstitution for the award of any degree or diploma.Date:Place: Supervisor’s Signature and designation DECLARATION
  3. 3. 3I hereby declare that the dissertation entitled “Customer Satisfaction on Mobile ServiceProvider Networks ” that is being submitted by me in partial fulfillment of the requirementsfor the award of the degree of PGDM in FINANCE & MARKETING to Dhruva Collegeof Management is a record of bonafied work carried out by me.The results embodied in this dissertation have not been submitted to any other university orinstitution for the award of any degree or diploma.Date:Place: Signature of the student Internal supervisor Examiner (s) 1 ……………………………… 2 ………………………………ACKNOWLEDGEMENT
  4. 4. 4The authorship of a monograph is usually attributed to one person but a report on theinternship or a project work like this one is a joint affair. I am indebted to all who havedirectly and indirectly been of great help to me in doing and writing this project report.Firstly, I am thankful and express my gratitude to Mr. Srikanth (SUPERVISIOR) whoinspired me and guided me throughout the period of Project Work that enabled me tosuccessful completion the project.I am also grateful to Dr. Satya Prasad, Faculty DCM - Hyderabad for his continuous anddeliberate discussion on the topic and indeterminable burden taken by him in helping meduring the project.I extend my thanks to Dr. S. Pratap Reddy (Chairperson – DCM) and for providing all thenecessary facilities in bringing out this project reportSpecial regard and greatest appreciation is reserved for all the Executives and Employees ofIMRB INTERNATIONAL, Hyderabad whose honest feedbacks, ideas and thoughts helpedme navigate through the most difficult phases of the project work.Last, but not least I am thankful to my parents who motivated me throughout this projectwork, The preparation of this report would not have been an easy task without the help andsupport of my parents.I am pleased to say that the whole report is just the presentation of the facts that have beenfound during the projects through different sources and its each sentence is an exactrepresentation of the information obtained and the analysis thereof.I hope that I have manifested my sincere attempts to represent all the information and otherthings to the best of ability. CH. KarthikABSTRACT
  5. 5. 5The present study is undertaken to understand the customer satisfaction in mobile serviceproviders .It is done under the guidance of IMRBThe study was done to find out the customer satisfaction level in mobile service providerplayers in the market and to know the customer perception towards other mobile serviceproviders, this survey was done in twin cities.The data was processed using computer aided tools such as MS-EXCEL,SPSS frequencytables were used for analysis ,the study was conducted from June 25th 2009 to July 25th 2009i.e., for a period of one month in the city of Hyderabad.ACKNOWLEDGEMENT.....................................................................................................................................3ABSTRACT............................................................................................................................................................4INTRODUCTION..................................................................................................................................................6
  6. 6. 6 THEORETICAL BACKGROUND OF THE TOPIC..................................................................................................................6 Customer Satisfaction.....................................................................................................................................6 Skills of Marketers...........................................................................................................................................8 Method to Measure Customer Satisfaction.....................................................................................................9 Introduction to Telecom Industry..................................................................................................................10 Market Share of Public and Private Industry...............................................................................................12 The Global Cellular Mobile Industry............................................................................................................13 RESEARCH OBJECTIVES...........................................................................................................................................16 RESEARCH LIMITATION............................................................................................................................................17MAIN TEXT LITERATURE REVIEW............................................................................................................18RESEARCH METHODOLOGY........................................................................................................................23 SOURCES OF DATA.................................................................................................................................................23 SAMPLING DESIGN..................................................................................................................................................23 COLLECTION METHOD.............................................................................................................................................24 RESEARCH DEFINITION............................................................................................................................................24DATA ANALYSIS...............................................................................................................................................25 DATA ANALYSIS AND INTERPRETATION......................................................................................................................25CONCLUSION.....................................................................................................................................................39BIBLIOGRAPHY................................................................................................................................................40 IntroductionTheoretical Background of the TopicCustomer Satisfaction1.1.1 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
  7. 7. 7 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.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 considered5 Marketing, as suggested by the American Marketing Association is "an organizational function and a set of processes for creating, communicating and delivering value to
  8. 8. 8 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 dont 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 4Ps 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. Its 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 its marketings 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
  9. 9. 92) Competitive strategy/positioning: Markets consist of groups of competitors competing for a customers business. The job of 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 Its the job of marketing to create and sustain demand for a companys products. Marketers manage demand for a companys products by influencing the probability and frequency of their customers 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 it will be for salespeople to make sales.Method to Measure Customer SatisfactionCompanies 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.
  10. 10. 103 )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 markIntroduction to Telecom IndustryThe Indian Telecommunications network with 110.01 million connections is the fifth largestin the world and the second largest among the emerging economies of Asia. Today, it is thefastest growing market in the world and represents unique opportunities for U.S. companiesin 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, Governmentof India aims at 9 million broadband connections and 18 million internet connections by2007. The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 millionin FY2004- 2005. In the last 3 years, two out of every three new telephone subscribers werewireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephonesubscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected tobypass 2.5 million new subscribers per month by 2007. The wireless technologies currentlyin use are Global System for Mobile Communications (GSM) and Code Division MultipleAccess (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobileservices in 19 telecom circles and 4 metro cities, covering 2000 towns across the country.Evolution of the industry-Important MilestonesYear
  11. 11. 111851 First operational land lines were laid by the government near Calcutta (seat of British power)1881 Telephone service introduced in India1883 Merger with the postal system1923 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 governments Ministry of Communications1985 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
  12. 12. 12 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, BSNLA large population, low telephony penetration levels, and a rise in consumers income andspending owing to strong economic growth have helped make India the fastest-growingtelecom market in the world. The first and largest operator is the state-owned incumbentBSNL, which is also the 7th largest telecom company in the world in terms of its number ofsubscribers. BSNL was created by corporatization. while DTS (Department ofTelecommunication Services), a government unit responsible for provision of telephonyservices. Subsequently, after the telecommunication policies were revised to allow privateoperators, companies such as Bharti Telecom, TATA Indicom, Vodafone, MTNL, Idea,Vodafone and BPL have entered the space. Major operators in India. However, rural Indiastill lacks strong infrastructure.The total number of telephones in the country crossed the 300 million mark on June 182008The overall tele-density has increased to 36.98% in March 2009 .In the wirelesssegment, 15.87 million subscribers have been added in March 2009. The total wirelesssubscribers (GSM, CDMA & WLL (F)) base is more than 391.76 million now. The wire linesegment subscriber base stood at 38.22 million with a decline of 0.13 million in October2008.Market Share of Public and Private IndustryThe fixed line and mobile segments serve the basic needs of local calls, long distance callsand the international calls, with the provision of broadband services in the fixed line segment
  13. 13. 13and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless andthe wireless instruments. Mobile phone providers have also come up with GPRS-enabledmultimedia messaging, Internet surfing, and mobile-commerce.The much-awaited 3G mobiletechnology is soon going to enter the Indian telecom market. The GSM, CDMA, WLLservice providers are all upgrading them to provide 3G mobile services. Along withimprovement in telecom services, there is also an improvement in manufacturing. In thebeginning, there were only the Siemens handsets in India but now a whole series of newhandsets, such as Nokias latest N-series, Sony Ericssons W-series, Motorolas PDA phones,etc. have come up.Touch screen and advanced technological handsets are gaining popularity. Radio serviceshave also been incorporated in the mobile handsets, along with other applications like highstorage memory, multimedia applications, multimedia games, MP3 Players, video generators,Cameras, etc. The value added services provided by the mobile service operators contributemore than 10% of the total revenue.The Global Cellular Mobile IndustryGlobal telecom sectorEarnings visibilityEarnings growth is being driven by improving pricing conditions, stabilizing operatingtrends, aggressive cost cutting initiatives, a positive regulatory environment, strong wirelessgrowth, and new market opportunities. This has translated into greater visibility of forwardearnings as evidenced by recent increased analyst upgrades within the sector.Merger synergiesGiven the substantial amount of excess capital available in the sector and in private equity weexpect to see additional merger and acquisition activity, albeit at a slower pace than recentlywitnessed. Global telecom M&A deals over the past two years have reflected marketexpansion but have also had a positive effect on the buyers’ balance sheets. Partneringcompanies have begun realizing their synergies through cost reductions and economies ofscale. In the US, the largest three companies now account for over 70% of the sector marketcap; this compares to 34% in 1990. Trends in bundled services are also paving the way foradditional M&A activity. Sector consolidation will further increase the importance of stockselection.Growth
  14. 14. 14While cost-cutting has been a major source of earnings growth, we have seen top-linepressures decreasing which will help revenues become a larger driver of earnings growthagain. We see growth within the sector coming from a number of areas including: broadband,3G (third generation) technology, expansion in emerging markets. Broadband penetration hasbeen accelerating as internet customers are seeking faster downloads for audio and videofiles. 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 robustcommunication 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 lowerleverage, higher margins and higher growth than most developed markets telecomcompanies.Global opportunitiesIt has become less difficult to find attractive telecom investment opportunities globally than itwas a year ago. As the fog has lifted from the sector, there are increased opportunities withinboth the growth and value spaces.Definition of Cellular/Mobile phoneThe Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is along-range, portable electronic device used for mobile communication. In addition to thestandard 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 operatingin different industries, where they use their technological skills, distribution network, marketknowledge and brand name. Four large manufacturers of mobile phones are today dominatingthe global mobile phone industry &networks; Nokia, Sony Ericson, Samsung and Motorola .Airtel, Bsnl , tataindicom ,Vodafone, reliance, others. In addition to these companies thereare many manufacturers that operate globally and locally.
  15. 15. 15Telecom 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%. • Considering the fact that India and China have almost comparable populations, India’ slow mobile penetration offers huge scope for growth.History of Indian TelecommunicationsIt was Started in 1851 ,when the first operational land lines were laid by the government nearCalcutta (seat of British power). Telephone services were introduced in India in 1881. In1883 telephone services were emerged with the postal system. Indian Radio TelegraphCompany (IRT) was formed in 1923. After independence in 1947, all the foreigntelecommunication companies were nationalized to form the Posts, Telephone and Telegraph(PTT), a monopoly run by the governments Ministry . Telecom sector was considered as astrategic service and the government considered it best to bring under states control. The firstwind of reforms in telecommunications sector began to flow in 1980s when the private sectorwas allowed in telecommunications equipment manufacturing. In 1985, Department ofTelecommunications (DOT) was established. It was an exclusive provider of domestic andlong distance service that would be its own regulator (separate from the postal system). In1986, two wholly government-owned companies were created: the Videsh Sanchar NigamLimited (VSNL) for international telecommunications and Mahanagar Telephone NigamLimited (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 betterquality of service and lower tariffs, led Indian policy makers to initiate a change processfinally resulting in opening up of telecom services sector for the private sector. NationalTelecom Policy(NTP) 1994 was the first attempt to give a comprehensive roadmap for theIndian telecommunicationssector.In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed toact 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 CellularServices. Fixed line services consist of basic services, national or domestic long distance andinternational long distance services. The state operators (BSNL and MTNL), account for
  16. 16. 16almost 90 per cent of revenues from basic services. Private sector services are presentlyavailable in selective urban areas, and collectively account .Global System for MobileCommunications (GSM) and Code Division Multiple Access (CDMA). The GSM sector isdominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector isdominated by Reliance and Tata Indicom. Opening up of international and domestic longdistance telephony services are the major growth drivers for cellular industry. Cellular hetariffs on airtime, which along with rental was the main source of revenue. The reduction intariffs for airtime, national long distance, international long distance, and handset prices hasdriven demand.Classification of Telecommunication services1. Basic services2. Cellular services3. Internet Service Provider (ISP)Research ObjectivesScope of study: scope is limited to Hyderabad and secunderabad region onlyObjectives of the study: This project aims at studying the present market scenario.Themajor players in the market today are Airtel, Vodafone,Bsnl, Tata indicom ,Reliance,Idea.AllThe companies want to capture the market study concerns with evaluating fast developingarea and so all the service providers were taken to measure the satisfaction of customerThe 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 toassess 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 variousparameters like product quality, performance of the customer relationship officer(CRO), service quality, range and selection of products available.About the companyIMRB Established in 1971 and with over three decades of market research experience, It is apioneer in India in various research areas. Associated with a group of international marketcompanies .International promises high quality conceptualization, ISMRB International is the
  17. 17. 17only research company in India today that offers the entire range of research based services toits clients.consumer market research both quantitative and qualitative, industrial market research,business to business market research, social and rural market research, media research, retailresearch, and consumer panels.This provides specialist research services to its clients in India and overseas on products andservices covering the entire business and industry. IMRB International today, operates out ofits five full service offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and issupported by15 other regional centers for collection of survey information that literallyspanthe entire country.ABACUS FIELDAbacus Field handles the field operations for all the business divisions in IMRB. it has anetwork of 15 regional offices spread across the country that gives IMRB the capability torun pan India research projects smoothly &effectively. In research infrastructure inneighbouring countries. They work with associate companies in Sri Lanka (Lanka MarketResearch Bureau) and in the Middle East(Arab Market Research Bureau), and throughaffiliates in Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Egypt, Tunisia,Nepal, Pakistan, Bangladesh and Myanmar.3.2) DIVISIONSIMRB has five specialist units to serve the diverse needs of their clients:➢Probe Qualitative Research (PQR)➢Social and Rural Research Institute (SRI)➢Media & Panel Research Group➢Customer Satisfaction Management & Measurement (CSMM)➢Business & Industrial Research Division (BIRD)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.
  18. 18. 18 • 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.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.
  19. 19. 192. 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 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.
  20. 20. 205. 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-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, Indias telecom density is less than the worlds average telecom density as most of Indias 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. 21. 218. 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. 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
  22. 22. 22 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 customers12. Chris (2003) has analyzed ‘Telecom advertising in print media.’ This research attempted to investigate why Telecom theme are used in advertisement, and the motives that lead companies and advertisers to use sport celebrities and sport concept in advertisements. From study it has been revealed that the appearance of sport celebrities in advertising endorsement occurred more often in Telecom magazines than in other magazines, because their target group is more acquainted with athletes. The sport celebrities that dominated each printed media are related with their target group characteristics.
  23. 23. 23Research MethodologySources of DataSOURCES OF DATAThe study undertaken there to be mainly based on the primary data i.e. structuredquestionnaire is designed. The study also contains secondary data i.e. data from authenticatedwebsites and journals for the latest updates just to gain an insight for the views of variousexperts.METHODOLOGY & PRESENTATION OF DATAThe data collected is then coded in the tables to make the things presentable and moreeffective. The results are shown by tables which will help me out in easy and effectivepresentation and hence results are being obtained.TOOLS AND TECHNIQUES USED FOR ANALYSISIn this study the technique used for interpreting the results is CHI SQUARE test. It is used asbecause sample size is 100.Sampling DesignRESEARCH DESIGNThe design for this study is Exploratory and Random sampling
  24. 24. 24Collection MethodDATA COLLECTIONThe data is collected randomly irrespective of the category of the people in the form ofquestionnaire and the sample size is 100 respondents. Because it is a pilot study and due totime constraint the sample size is small.Research DefinitionThe word research is derived from the Latin word meaning to know. It is a systematic and areplicable process, which identifies and defines problems, within specified boundaries. Itemploys well-designed method to collect the data and analyses the results. It disseminates thefindings to contribute to generalize able knowledge. The main characteristics of researchpresented 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. Ithelps in making more generalization from the data available. The data which will be collectedfrom a sample of population was assumed to be representing entire population was interest.Demographic factors likeage, income and educational background was used for theclassification purpose.
  25. 25. 25Data AnalysisData Analysis and InterpretationCustomer satisifaction: Gap b/w Consumer Expectations and Companies Performanceof TelecommunicationQ1: - Which mobile connection do you have?Particular No. of respondentsAIRTEL 40VODAFONE 32IDEA 16BSNL 12
  26. 26. 26Interpretation: - As the area of the study is in Hyderabad and Secunderabad, where themarket leader is Airtel. That’s why majority of the questionnaire I got filled by Airtel. Abovedata analysis shows that majority of the market that is approximately 50% is covered by twomarket leaders Airtel and vodafone. Minor is bsnl.Q2:- What kind of service you have?Particular No. of respondentsPre-Paid 84Post-Paid 16
  27. 27. 27Interpretation: - Above data shows that most of the respondents in the area have pre-paidconnections. And I got only 16% questionnaire filled by post-paid users.Q3:- Overall, how would you rate your service provider? Brands Excellent Good Avg Poor Terribl Not e Sure Airtel 7 18 10 0 Vodaphone 5 15 20 0 Idea 1 06 04 05 Bsnl 0 10 03 08
  28. 28. 28Interpretation:- From the graphic it depict that Airtel is the most excellent and good serviceprovider as 19 out 20 responded believes that the service of the company is excellent. Thenvodaphone has also good rate of excellence as 16 out of 18 respondents rated Vodaphone as agood service provider. But the idea and Bsnl are not under good ratings. 8 respondents ofBSNL and 5 of Idea have rated their service provider as Poor. BSNL is found to be worstservice provider from all above as 12 respondents rate it as a average service provider and 8as a poor service provider.Q4:- Rank the following factors which influenced you the most to buy the service ofyour choice?
  29. 29. 29H1: -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 valuesAirtel 16 4 25Vodafone 7 4 3 6 25Idea 6 7 3 10 25Bsnl 22 10 25Chi square value: 6.035 Table value: 5.991Interpretation of Chi: - As the 95% level of confidence Chi square value 6.035 is more thanthe table value 5.991, so the null hypothesis is rejected, it means Price factor is the mostinfluencing factor for the purchase of Telecom service.Interpretation:- Above data analysis shows that Airtel is being preferred because of its bestnetwork service and Brand image as well. Where Vodafone is preferred because of its goodpricing strategy, network service, brand image and the most Value Added Services of thecompany. And Idea is preferred because of all above factors. Where Bsnl is preferred themost because of its low price as compare to its competitors and because of its value addedservices as well.Q5- Rank the following VAS which attracted you the most to buy or retain the mobileservice:Particular Airtel Vodafone Idea Bsnl
  30. 30. 30SMS Pack 0 9 4 16Concession 3 15 6 11Call RatesInternet 6 1 6 0ServiceFull Talk 5 7 4 7TimeInterpretation: - Above data analysis shows that Airtel is being preferred because of itsinternet 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 becauseof its SMS pack mainly and then concession rates also.Q6:- How long have you used the service of that company?
  31. 31. 31Brands >1 Month 1-6 Month 6 M– 1 Year < 1 Year < 3 YearAirtel 2 7 13 6Vodafone 1 3 11 13Idea 2 3 7 3 3Bsnl 2 5 3 9 2Interpretation:- Above table analysis depicts that most of the users are using their telecomservice from last one year. Some of the users are also using it from last 3 year, wheremajority of the users are BSNL connection holders. Most of the users of the Vodaphone areusing it from last 6 months. Very few respondents are a new users of their services that letour study not vague.Q7:- Overall, how satisfied are you, with network service of your company?Brands Very Satisfied Neutral Dissatisfy Very Satisfied Dissatisfy
  32. 32. 32Airtel 7 23 0 0 0Vodafone 3 18 1 0 0Idea 2 13 2 0 0Bsnl 2 14 8 6 0Interpretation: - Above table data analysis shows that the satisfaction rate of networkservice is leaded by Airtel as not a single user of service is neutral or dissatisfy. Andvodaphone network service satisfaction rate is also good. And it can be also found that BSNLnetwork service is not good as compare to others competitors as 14 respondents are found tobe not satisfied with the company network service.Q8:- How would you rate the services value for money?
  33. 33. 33Brands Excellent Good Fair Poor Not SureAirtel 9 24 6Vodafone 6 20 5Idea 2 10Bsnl 3 14 1Interpretation: - Above data and chart analysis depicts that BSNL has the highest rating ofValue 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. Othertwo players Airtel and Voda has similar performance approximately. Both has been ratedgood 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 customercare/service department of your service provider?H0: - People do not contact customer care mostly for activation and deactivation of theservice
  34. 34. 34H1: - People contact customer care mostly for activation and deactivation of the serviceBrands Billing Activation/ Informatio Network Expected Related Deactivation n of VAS’s Problem valuesAirtel 1 8 10 25Vodafone 18 7 25Idea 6 12 5 3 25Bsnl 6 11 13 25Chi square value: 9.351 Table value: 7.815Interpretation of Chi:- As the 95% level of confidence Chi square value 9.351 is more thanthe table value 7.815, so the null hypothesis is rejected, it means People contact customercare mostly for activation and deactivation of the service.Interpretation: - From the above data analysis it has been found that most of the users oftelecommunication contact to their customers care for activation and deactivation of variousservices. Then they also contact for information about various value added services providerby companies like validity, call rates, sms pack, caller tones etc. Network service has beenfound 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 muchsatisfied 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
  35. 35. 35 Satisfied DissatisfyAirtel 14 6Vodaphone 3 12 3Idea 1 11 6 3 7Bsnl 2 3 7 22Chi square value: 11.143 Table value: 9.488Interpretation of Chi:- As the 95% level of confidence Chi square value 11.143 is morethan the table value 9.488, so the null hypothesis is rejected, it means Airtel is the best serviceprovider of customer care service in the industry..Interpretation:- From the above data interpretation we can conclude that Airtel is the bestservice provider of customer care service. As it has been also found in some of the article thatAirtel is expending more on its customer care service as compare to other competitors in themarket. The Vodaphone service is also satisfactory as most of the users has rated it assatisfied service provider. But Bsnl is to be found as a not satisfactory service provider. Mostof the users said that they have not talk to their customer care service provider even for asingle time.Q11:- How satisfied are you with the process of getting your queries resolved?Brands Very Satisfied Neutral Dissatisfy Very Satisfied DissatisfyAirtel 12 17Vodafone 2 12 3Idea 1 1 8 6 2Bsnl 3 3 9 19
  36. 36. 36Interpretation: - From above data analysis we can say that most of the users, who aresatisfied with their customer care service, are also satisfied with the process of getting theirqueries resolved. Airtel again has been rated as the best service provider for getting queriesresolved. 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 AgreeAirtel 7 13Vodaphone 8 14Idea 2 12 10Bsnl 20 12 2
  37. 37. 37Interpretation: - Above data analysis shows that most of the users of all companies foundtheir customer service provider courteous. But the result of BSNL is not good as the users saythat they have not talk to their customer care service provider even for a single time. Some ofthem have talk but after a lot of waiting time. So they are found not satisfied and rated thisquestion also as dissatisfied. So after studying their views with a personal discussion we cannot 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 AgreeAirtel 3 22Vodaphone 1 17Idea 8 5 10Bsnl 20 12 2
  38. 38. 38Interpretation: - Above data analysis shows that most of the users of all companies foundtheir customer service provider knowledgeable. But the result of BSNL is again not good asthe users say that they have not talk to their customer care service provider even for a singletime. Some of them have talk but after a lot of waiting time. So they are found not satisfiedand rated this question also as dissatisfied. So after studying their views with a personaldiscussion we can not say that the customer care representatives of BSNL are notknowledgeable. But one more finding is there in that question that Idea is not perfect in hiringbest 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 AgreeAirtel 2 23Vodafone 3 15Idea 8 5 10Bsnl 20 12 2
  39. 39. 39Interpretation: - Above data analysis shows that most of the users of all companies arefound satisfactory with the waiting time their queries resolved. But the result of BSNL isagain not good as the users say that they have not talk to their customer care service providereven for a single time. Some of them have talk but after a lot of waiting time. So they arefound not satisfied and rated this question also as dissatisfied and neutral. So after studyingtheir views with a personal discussion we can not say that the customer care representativesof BSNL are not able to solve their customer queries in a satisfactory time.ConclusionCONCLUSION • 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
  40. 40. 40 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 customersBibliographyREFERANCES 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
  41. 41. 41 (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”, 20065. 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 (http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=2086527F07 57A565F9A6CBAC8800F658? contentType=Book&hdAction=lnkhtml&contentId=1758667&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?
  42. 42. 42 contentType=Book&hdAction=lnkhtml&contentId=1760544&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”, 2003Journal • 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, 2003Books • Zeithaml, Valarie (2008), Service Marketing, 4th Ed. New Delhi: Tata McGraw Hill Publishing Company Lmt. 1.6 ANNEXURE QuestionnaireNAME- ___________________ MOBILE MODEL- ________AGE- ________ OCCUPATION-_________________Q1:- Which mobile connection do you have?
  43. 43. 43a) Airtel b) Vodafone c) Idea d) BsnlQ2:- What kind of service you havea) Pre-paid b) Post-paidQ3:- Overall, how would you rate your service provider?a) Excellent b) Good c) Average d) Poor e) Terrible f) Not SureQ4:- Rank the following factors which influenced you to buy the service of your choice?a) Priceb) Network Servicec) Brand Imaged) Value Added Services (Rel to Rel Free after 11PM)Q5- Rank the following VAS which attracted you the most to buy or retain the mobileservice:a) SMS pack 1 2 3 4 5 Excellent --1 2 3 4 5 --Poorb) Concession Call Rates 1 2 3 4 5c) Internet Service 1 2 3 4 5d) Full Talk Time 1 2 3 4 5Q6:- 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 yeard) 1 to 3 years e) Over 3 years
  44. 44. 44Q7:- Overall, how satisfied are you, with network service of your company?a) Very satisfiedb) Satisfiedc) Neutrald) Dissatisfiede) Very dissatisfiedQ8:- How would you rate the services value for money?a) Excellent b) Good c) Fair d) Poor d) Not sureQ9:- What kind of problems occurs the most for which you need to contact customercare/service department of your service provider? Rank them.a) Billing relatedb) Activation/deactivation relatedc) Information about VAS’sd) Network problemQ10:- In thinking about your most recent experience with that company, how much satisfiedare you with the customer care service?a) Very satisfiedb) Satisfiedc) Neutral
  45. 45. 45d) Dissatisfiede) Very dissatisfiedf) N/AQ11:- How satisfied are you with the process of getting your queries resolved?a) Very satisfiedb) Satisfiedc) Neutrald) Dissatisfiede) Very dissatisfiedQ12:- The customer service representative was very courteous.a) Strongly Disagreeb) Somewhat Disagreec) Neutrald) Somewhat Agreee) Strongly AgreeQ13:- The customer service representative was very knowledgeable.a) Strongly Disagreeb) Somewhat Disagreec) Neutrald) Somewhat Agreee) Strongly Agree
  46. 46. 46Q14:- The waiting time for having my questions addressed was satisfactory.a) Strongly Disagreeb) Somewhat Disagreec) Neutrald) Somewhat Agreee) Strongly AgreeIf you were not totally satisfied with the customer service, will you please describe thereasons for your dissatisfaction? -- -Thank you for spending your precious time on filling in the questionnaire for us!

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