Matrix Cellular Leading Telecom

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COMPANY PROFILE:
Started in 2005, Matrix Cellular is the leading telecom solution provider for Indian travelers going abroad. As
globetrotting becomes a way of life, it becomes equally important to seek communication options which
provide good connectivity and convenience for people across the world.
The journey began in 1995 in Delhi, where it initially sold local Indian SIM cards to foreign travelers coming to
India. Soon, Matrix catered to a wide audience including leisure & business travelers and students studying
abroad. Initially, it offered services to Indian travelers travelling to only UK, by providing country specific
mobile solutions. With rapid growth in the Indian outbound travel market, today Matrix International Services
Private Limited is the leading provider of complete telecommunication solutions for Indians traveling abroad,
by offering solutions for over 30 countries today. It offers voice and data services for international use at price
plans suitable for any audience and has their presence across India.
Matrix’s services include International SIM, Internet Packs for Smart phones, Laptops, iPad /Tablets,
International Travel Insurance and Forex Cards.
It launched Matrix Forex Card- a one stop solution for all foreign exchange needs. With this, it aims to connect
people across the globe with cost effective and convenient solutions.
Matrix’s airport counters helps it address three different markets: an introduction to Matrix for first time
customers walking in to the airport, a reminder for our existing customer base and a distribution point for
Matrix corporate base. International travelers can also purchase Matrix products and services at all major
airports in the country such as Delhi, Mumbai, Mangalore, Bengaluru, Hyderabad, Kolkata and Kochi.
Nationwide network, Matrix has over 1400 professionals in all areas of sales, marketing, customer service &
operations.
Over the last 15 years Matrix has carved a niche for itself as a telecom consultant to international travelers. Its
vision lies in enhancing the travel experience of every Indian travelling abroad.
The company has over 1, 85,000 individuals and corporate houses as its customers.

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COMPANY BACKGROUND:
Matrix Cellular International Services private Limited is India’s leading service provider of
telecommunications. The businesses at Matrix Cellular have been structured into three individual
strategic business units (SBU) – mobile services, broadband and telephone services (B&T) and
enterprise services. The mobile services group provides GSM mobile services across India in 23 telecom
circles, while the B&T business group provides broadband and telephone services in 94 cities. The
enterprise services group has two sub-units- carriers (long distance services) and services to corporate.
All these services are provided under the Matrix Cellular brand.
Gagan Duggal as he is called has at the age of 43 created a Telecom Giant in India and International
level. It has risen from humble beginnings in 1999’s as international SIM card and 3G provider.
Together with other foreign companies he raised $ 0.5 billion of which $ 100 million is still in the bank.
India’s premier telecom company in the field of telecom terminals and technology tie ups with world
leaders like Siemens, Goldstar, Telecom and Casio. It is the first company in India to export telephones
to USA and has finalized plans to manufacture GSM terminals in India.
Matrix Cellular controls about 20% of the Total Telecom market in India. As he puts it, it was a mixture
of vision, good luck and hard work by a team of about 10 to 12 senior members. The early beginnings in
1985 were in manufacturing telephone handsets. They did not have the expertise to do telephone
exchanges, jelly- filled cables had become a commodity and their capital investment was high.
Tele-Ventures Ltd. Was incorporated on July 7, 1995 for promoting investments in telecommunications
services. Its subsidiaries operate telecom services across India. Tele- ventures is India’s leading private
sector provider of telecommunications services based on a strong customer base consisting of
approximately 11.50 million total customers which constitute approximately 10.66 million mobile and
approximately 836,000 fixed line customers, as of January 31, 2005.
Awards & Accolades:
In the last 10 years, Matrix has carved a niche for itself as a telecom consultant to International travelers.
Matrix has always believed in innovating new products and services to suit the market needs and
enhancing the travel experience of every Indian going abroad. The most important factor that
contributed Matrix an award winning company is its focus on smart and easy solutions for its customers.
Matrix has been acknowledged with many prestigious awards, such as:
"Delhi NCR's Hot 50 Brands" in the Hindustan Times Delhi NCR Brand Summit 2014
“Innovative Product – International Mobile Connections and Data Products” by Economic Times
Telecom Awards (2011 & 2012)
“HR Excellence Awards” by Amity Business School (2011)
“Emerging Company of the year” by Voice & Data (2010)
“Leadership Award for Emerging Midsized Company” by Amity Business School (2010)
These awards re-affirm our dedicated efforts to set new industry standards and continued efforts to grow
up the ladder.

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MISSION:
To be globally admired for country specific SIM cards services that delight customers and be the
market leader.
Matrix looks forward to meet global standards for telecom services that delight customers through:
 Customer service Focus
 Empowered Employees
 Innovative Services
 Cost efficiency
VISION:
To be connecting everyone with convenient, cost-effective mobile solutions.
They are proud to have established themselves as the undisputed market leader.
COMPETITORS:
Lyca Telecom Private Limited:
Lyca Telecom is largest distributor of prepaid SIM cards of the prominent Lycatel Group which is
headquartered in London, UK. We are leading telecom solution provider with over 30 million satisfied
customers globally using Lyca network.
One World:
One World Telecom provides robust telephone features and services to small business customers. They
can set up telephone by providing and installing the hardware and configuration of customers’ system.
Their services include local and long distance, toll-free and local phone numbers.
Interface: It is a newly formed telecom service provider. Employees from Matrix left the parent
organization to form Interface.
UniConnect:
This company was founded in 1996 and has been the first to receive the Department of Telecom (DOT)
license in India for selling International SIM cards. Their aim is to make an essential aspect of travel
cheaper – telecom costs.
Clay Telecoms:
Clay Telecom offers wireless telecom solutions for both B2B and B2C segments of the market..
Headquartered in New Delhi, Clay Telecom currently has offices in Bangalore, Mumbai, Chandigarh,
Hyderabad, Chennai, Gurgaon, Panipat, Ahmedabad, Lucknow, Indore, Ranchi, Pune, Hyderabad,
Kolkata, Goa, Jaipur and overseas operation in UK, USA, Japan and South Korea. The company offers
prepaid and postpaid international calling cards.

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COMPANY PRODUCTS:
Matrix Cellular (International) Services Pvt. Ltd. is the leading provider of complete telecommunication
solutions for Indians traveling abroad. Matrix provides services all around the world and has its offices
across India. It provides International SIM cards for business travelers, leisure travelers and students in
both post-paid and prepaid model. It also offers add-on data packs for using internet on mobile phones
as well as data cards for accessing internet on computer. Matrix has forayed into travel card by
introducing Matrix Forex card, designed to give the customer a secure and hassle-free travel experience.
1. Country Specific SIM Cards:
Carrying a Matrix International SIM Card enables customers to enjoy local call rates for the country
they are travelling to. They can save big on International Roaming expenses with International SIM
Cards when traveling abroad for business or leisure.
Matrix adds value to the customers at various levels. Matrix consumers enjoy huge savings as compared
to using international roaming solutions from local Indian operators. By customizing the tariffs and
introducing product innovations like data bundling with voice SIM cards, Matrix provides its customers
with a multitude of options suiting their needs.
The customers also get the SIM delivered at their door step.
Matrix has tied up with international networks in over 30 countries such as AT&T in USA, Vodafone in
New Zealand, O2 in Germany, T-Mobile in UK, etc.
Matrix cuts down international roaming expenses by almost 85% with a country specific mobile
connection from Matrix. Customers can enjoy lower call rates, free incoming calls in most countries and
experience seamless connectivity. It offers convenient mobile solutions vis-à-vis international roaming,
calling cards, phone cards or pre-paid cards.
Postpaid SIM Card:
 Local postpaid mobile number of the country you are travelling to
 Free incoming calls in most countries
 Customized Tariff Plans
 24x7 Customer Support
Prepaid SIM Card:
 Free Incoming Calls in most countries
 Control your mobile expenses when abroad
 Check your balance online
 Get your number before departure

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2. Country Specific Data Cards:
These help to get instant access to the internet and corporate applications and provide the freedom to
work at any time, any place, when travelling abroad. They offer the fastest available connection with a
maximum speed of up to 3.6 Mbps.
Benefits of country specific 3G Data card:
 Cost-Effective: Economical than using Indian data cards abroad
 Convenient: Freedom to connect; anytime, anywhere
 Excellent network connectivity
 Billing in Indian rupees
Besides this, those who go globe-trotting can have the Global SIM Card that can be used in over 40
countries, and the Global 3g data card can be used over 260 countries, that keep you connected
regardless of any geographic boundaries.
These data cards are available for:
Australia Europe UK UAE Netherlands Spain
Belgium France New Zealand Sri Lanka UK
Brazil Germany Singapore Switzerland USA
China Malaysia South Africa Thailand Global
3. Matrix Forex Cards:
Usage of Debit Card or Credit Card when travelling abroad, forces people to pay unnecessary interest
rates and currency fluctuations. Matrix Forex Card saves them from the extra charges and also saves
them from the hassle of looking for money changers to en-cash traveler cheques. With a Matrix Forex
Card, customers can enjoy convenient access to their money in the currency of your choice. Matrix
Forex Card can be used for making purchases at more than 30 Million merchant establishments directly,
or for making online payments. In case customers need cash when abroad, they can simply visit any of
the VISA ATMs and use their Matrix Forex Card to withdraw cash conveniently. The Matrix Forex
Card is reloadable anytime anywhere and in case they lose their Matrix Forex Card; they get a
replacement card which can be instantly activated.
Benefits of a Matrix Forex Card:
 Instant Cash in the currency you require
 Online transactions capable: The card can be used for online purchases and transactions when
traveling abroad e.g. pay your bills or buy air tickets
 Free and Instant replacement: Replacement Card is provided at the time of sign up, you can get
your card activated instantly in case you lose your card.

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 Avoid foreign exchange fluctuation
 Safe and secure - The card has an embedded chip which stores encrypted and confidential
information offering a greater level of security against counterfeiting
 Reloadable anytime, anywhere
 Preferential exchange rates
 Transaction alerts for loading, balance refund and other transactions such as ATM withdrawal or
online transfer at no extra cost
 Monthly e-statements will be mailed to your register email address
 Online access to your card account
 Insurance Cover: With complimentary air accident insurance and lost card liability insurance
 Online access to your card account: Web based customer self-care features like activation of
replacement card, real time card blocking, ATM PIN reset, transaction details and many more
4. Matrix Travel Insurance:
Matrix introduces International Travel Insurance to ensure travelers enjoy a safe and hassle-free travel
on their next trip abroad. It covers them from medical assistance, cash less claims when abroad, medical
evacuation and Repatriation, loss of baggage and passport, emergency flight cancellations and more
when they are abroad. So whether they’re planning a quick get-away to the beach or mountains, a dream
holiday of a lifetime, or an overseas business trip, Matrix International Travel Insurance can be a wise
investment that can save them money and provide them with peace of mind.
Other benefits include:
 Medical Cover ranging from Rs.30 lacs to Rs.3 crore
 Cash less claims when abroad
 OPD cover also included for common ailments
 Hospital Network in over 200 countries
 Medical Evacuation and Repatriation Included
 Worldwide Assistance 24X7X365
 Schengen Compliant Plans
5. Data Packs:
Mobile internet add on pack with voice SIM card to give the customer an advantage to use internet on
their way.
It gives the freedom to use unlimited access to e-mails, browsing, BM, Facebook, Twitter and much
more at just 1/10th the cost of International Data Roaming c

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MILESTONES:
Telecom services:
 Largest telecom Service Provider in international level- more than 150, 000 subscribers.
 Matrix Cellular- biggest footprint in India covering 31 countries and largest GSM network with
over 15000 users in abroad.
 First and largest private limited company to launch Fixed Line Service in India starting from
Delhi NCR- over 1000 subs.
 First Private Company to have Fibber Gateway for Data and Voice at Chennai and 7 Ku Band
Gateway for internet bandwidth.
 First and only Indian company to operate telecom Services outside India- Seychelles.
Network:
Transport System
 Optical Fiber Cable (IFC) used for network for higher performance and reliability.
 Synchronous Digital Hierarchy (SDH) (Nortel) for transport over the OFC Network.
 Ring Topology for full redundancy
 State of the art Network Management System (Nortel) for SDH equipment.
ADDRESS:
Head Office Address:
Matrix Cellular (International)
Services Ltd.
7 Khullar Farms, Mandi Road
Mehrauli, New Delhi- 110030
Contact No: +91 9811288888
Email: info@matrix.in
Kolkata Office:
33A, Jawaharlal Nehru Road, 13th Floor, Chatterjee International Building, Kolkata
Contact No: +91-9830559100, +91-33-3247-5826
Zip Code: 700071

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LITERATURE REVIEW:
Article 1:
Kenneth E. Clow and Srivatsa Seshadri (2014) Self-reports of customer satisfaction are known to
yield distributions that are biased toward satisfaction rather than dissatisfaction. An analyses of subjects’
responses to expectations of a service also yielded similar positively biased distributions. It is argued
that these phenomena are a fall out of the Pollyanna Effect.
Article 2:
Daniel J. Flint, , Christopher P. Blocker, , Philip J. Boutin Jr., (2010) service-dominant logic by
definition is inherently customer oriented and relational, reflecting deeper and more complex
connections between suppliers and customers. The service mindset driving increased collaboration
enables suppliers to have deeper insights to what customers' value. Customer value perceptions are
dynamic, sometimes in constant flux, necessitating anticipatory capabilities on the part of suppliers. Yet,
there is a notable lack of discussion about customer value anticipation and related empirical evidence of
whether or not customers care if suppliers anticipate what they value. The authors report on two survey
studies that test using structural equation modeling the notion that suppliers good at anticipating what
customers will value realize higher customer satisfaction and loyalty. Understanding this relationship is
critical for marketing managers wrestling with allocation of limited resources. We find that customer
value anticipation is a strong driver of satisfaction and loyalty, with satisfaction acting as a mediator for
loyalty.
Article 3:
Paul Williams, Earl Naumann, (2011)
Purpose
– This study aims to examine the relationships between customer satisfaction and a variety of company
performance metrics at the firm‐level of analysis.
Design /methodology/approach
– The primary research method used in the study was a longitudinal analysis of series of quarterly
surveys of customer attitudes, in relation to various company performance metrics of one large Fortune
100 company. The data were collected over a five‐year period and were analyzed with several statistical
tests of association.
Findings
– It was found that there are significant, and moderate‐to‐strong associations between satisfaction levels
and a firm's financial and market performance. More specifically, there are strong links between
customer satisfaction, and retention, revenue, earnings per share, stock price, and Tobin's q.
Research implications/limitations

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– The main implication of this study is that the longitudinal findings demonstrate a strong consistent link
between customer attitudes and financial performance at the firm level. The study is clearly limited to
one firm, from one industry sector, but offers future researchers a wealth of replication opportunities.
Originality/value
– Numerous experts have noted that marketing needs to document the financial impact of marketing
activities. Unlike most studies in this area, this study investigated these associations at the firm level,
rather than at the aggregate or industry level where some relationships are potentially masked. The study
also investigated the links between satisfaction and financial performance in the business‐to‐business
services sector, rather than in business‐to‐customer services. Finally, the firm provided access to large
samples of real customer attitude data over a five‐year period, rather than from a cross‐sectional study.
Article 4:
Muzammil Hanif , Sehrish Hafeez and Adnan Riaz, (2015)Factors affecting customer satisfaction is
of worth importance in order to know the reasons or the factors which are responsible to create
satisfaction among customers for a particular brand. Customer satisfaction is established when brand
fulfills the needs and desires of customers. In this research study, the subscribers of telecom sector or the
mobile service providers like Ufone, Mobilink, Telenor etc operating in Pakistan were targeted as the
population while Price Fairness and customer services were the taken as predicting variables towards
customer satisfaction as criterion variable. The results showed that both the factors significantly
contributed to explain customer satisfaction but comparatively price fairness had the larger impact on
customer satisfaction than customer services. Conclusion and implications of the study are also
discussed based on the analysis.
Article 5:
Mohammad Muzahid Akbar, Noorjahan Parvez (2009) this research has proposed a conceptual
framework to investigate the effects of customers’ perceived service quality, trust, and customer
satisfaction on customer loyalty. To test the conceptual framework, structural equation modeling (SEM)
has been used to analyze the data collected from 304 customers of a major private telecommunication
company operating in Bangladesh. The results of the study indicate that trust and customer satisfaction
are significantly and positively related to customer loyalty. Customer satisfaction has found to be an
important mediator between perceived service quality and customer loyalty. A clear understanding of
the postulated relationships among the studied variables might encourage the mobile service provider(s)
to figure out appropriate course of action to win customers’ trust by providing better services in order to
create a loyal customer base.
Article 6:
Peter J. Danaher, Rodger W. Gallagher (1997) The journal presents some techniques developed by
Telecom New Zealand where first the component factors that most influence the overall satisfaction
rating of Telecom’s service are found. Second, these components are quantified and the improvement
required for each component to meet overall excellence targets is determined. It gives a successful
example of International Directory Assistance which shows that these techniques have significantly
raised customer overall satisfaction in just five months.

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Article 7:
Ying-Feng Kuo , Chi-Ming Wu, Wei-Jaw Deng, (2009) The purposes of this study are to construct an
instrument to evaluate service quality of mobile value-added services and have a further discussion of
the relationships among service quality, perceived value, customer satisfaction, and post-purchase
intention. Structural equation modeling and multiple regression analysis were used to analyze the data
collected from college and graduate students of 15 major universities in Taiwan. The main findings are
as follows: (1) service quality positively influences both perceived value and customer satisfaction; (2)
perceived value positively influences on both customer satisfaction and post-purchase intention; (3)
customer satisfaction positively influences post-purchase intention; (4) service quality has an indirect
positive influence on post-purchase intention through customer satisfaction or perceived value; (5)
among the dimensions of service quality, “customer service and system reliability” is most influential on
perceived value and customer satisfaction, and the influence of “content quality” ranks second; (6) the
proposed model is proven with the effectiveness in explaining the relationships among service quality,
perceived value, customer satisfaction, and post-purchase intention in mobile added-value services.
Article 8:
G. S. Popli and Dr. Manish Madan, (2013) The purpose of this study is to find out those determinants and
factors which can affect and have an impact on the satisfaction level of customers in the telecom industry in the
National Capital Region of Delhi, India especially the cellular sector. By satisfying the customers, the organization
can maximize the number of users. The main objective of this kind of study is to search and find the factors
influencing the satisfaction level of the customers in the telecom industry.
Article 9:
Md. Mahmood Ul Farid, B. K. Jha, (2013) Customer satisfaction is very important concepts that
companies must understand if they want to remain competitive and grow. In today’s competitive
environment customer satisfaction is a positive effect on an organization’s profitability. Satisfied
customers form the foundation of any successful business as customer satisfaction leads to repeat
purchase, brand loyalty, and positive word of mouth. The aim of this research is to apply the Kano
model in the context of telecommunication in Bihar to describe how customers perceive service quality
and whether they are satisfied with services offered. A random survey was conducted to the customer of
telecommunication in Bihar. From the analysis carried out, it was found out that the overall customers
were not satisfied with service.
Article 10:
Ling Zhao , Yaobin Lu ,Long Zhang , Patrick Y.K. Chau, (2012) Understanding the antecedents and
consequences of customer satisfaction in the mobile communications market is important. This study
explores the effects of service quality and justice on customer satisfaction, which, in turn, affects
continuance intention of mobile services. Service quality, justice and customer satisfaction were
measured by multiple dimensions. A research model was developed based on this multidimensional

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approach and was empirically examined with data collected from about one thousand users of mobile
value-added services in China. Results show that all three dimensions of service quality (interaction
quality, environment quality and outcome quality) have significant and positive effects on cumulative
satisfaction while only one dimension of service quality (interaction quality) has a significant and
positive effect on transaction-specific satisfaction. Besides procedural justice, the other two dimensions
of justice (distributive justice and interactional justice) significantly influence both transaction-specific
satisfaction and cumulative satisfaction. Furthermore, both types of customer satisfaction have
significant and positive effects on continuance intention. Implications for research and practice are
discussed.
Article 11:
Dr. Uma Gulati (2014) Purpose – Corporate visual identity (CVI) comprises all the symbols and
graphical elements that express the essence of an organization. Although it is by far the most observable
and concrete asset in the arsenal of tools used by the majority of organizations in their interaction with
the outside world, the role of CVI is scarcely mentioned in studies on purchase intention and corporate
intention. Despite the growing interest in measuring reputation and brand values, little is known about
the role of CVI. This research paper aims to explore the relationship between CVI and purchase
intention.
Approach – This paper explores the relationship between corporate visual identity and purchase
intention. In which ways and to what extent can CVI support consumer’s purchase intention? For this
purpose the five dimensions of corporate visual identity were identified. The respondents from Delhi
were selected using convenience sampling. Findings – The study reveals that CVI can, in principle,
support purchase intention through brand color, logo, name, packaging and advertisement. Corporate
visual identity has significant impact on purchase intention. Practical implications – CVI must be
considered a useful tool that can be successfully applied to manage the reputation of any organization
thereby increasing the purchase intention of consumer
Article 12:
Peter J. Danaher, Jan Mattsson, (1994) Prior studies of how service quality evolves during the service
delivery process have used aggregate case data in retrospect or have not obtained objective measures of
the actual dimensions of the service encounter on an individual basis. Reports on a study of an actual
hotel service delivery process partitioned into five distinct service encounters; check‐in, the room, the
restaurant, the breakfast and check‐out. The aim was to investigate how quality factors were related to
their respective encounters and how cumulative satisfaction levels impact on each other and over time.
Average satisfaction levels for each of the five encounters were found to be significantly different.
Moreover, there was a clear trend in the cumulative satisfaction results. Check‐in resulted in high
satisfaction, the room was not so satisfying and the restaurant rated the worst. Satisfaction scores rose
after the breakfast experience and rose again after check‐out. A factor analysis of all the questions, for a
hypothesized five‐factor solution, explained 78 per cent of the variation. All the first four encounters
loaded highly and collectively on four distinct factors. The fifth factor largely comprised correct
check‐in booking and a correct bill on check‐out. Finally, a logistic regression model was used to rank
the importance of the quality factors on their respective encounters. This information can be used to
assist with the quality improvement of each encounter.

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Article 13:
J. Hahm, W. Chu, J.W. Yoon (1997) As is the case in most other service industries, customer
satisfaction is of paramount importance in the telecommunications industry. owever, customer
satisfaction management in the telecommunication industry is difficult because of the diversity of
services and customer segments that exist. This diversity makes it implausible to have a uniform
customer satisfaction questionnaire that can be administered to all the different service/customer
segment combination. Therefore, we first carried out a segmentation study to identify key customer
segments for Korea Telecom, and then focused on one service/customer group in developing the
questionnaire. The questionnaire was developed using the SERVPERF approach to measuring service
satisfaction. We then developed a decision support system to manage and analyze the customer
satisfaction data. The system consists of data input, tracking ability, and statistical modeling capabilities.
The computer software was designed as an “open” decision support system that was intended to be used
by a wide and general audience within Korea Telecom to review and make active use of customer
satisfaction data.
Article 14:
Aihui Chen , (2011)This study intends to identify and empirically test the antecedents of customer
satisfactionandloyaltyinChinese telecommunicationservices.We conductedtwostudies.Inthe first study, we
utilized an in-depth interview method to obtain variables to be used in the second part of the study. In the
second study, we investigated the relationship between these factors obtained in study one and customer
satisfaction,empirically.The resultssuggestthatcustomerperceptionsabout5 attributesof telecomservice are
key factors influencing customer satisfaction. Implications for research and practice are discussed.
Article 15:
Abbas Al-Refaie, Issam S. Jalham, Ming-Hsien Caleb Li (2012) Today’s harsh competition has
forced telecom companies to continually enhance customer satisfaction, which leads to repurchases
intention and consequently larger market share. Determination the key success factors in gaining
competitive advantage within telecom industry has received significant research attention in different
countries. This research examines the relationships between service quality, customer satisfaction,
corporate image, perceived value, perceived price, loyalty, trust and checking their effects on repurchase
intentions in Jordanian telecom companies using structural equation modelling. A structural model of 20
hypotheses is built. The data was collected from 550 users of telecom service. Results reveal that
customer satisfaction is positively affected by service quality, perceived value, perceived price and
image. Moreover, repurchases intention is positively affected by customer satisfaction, loyalty and
perceived value. In conclusion, customer satisfaction is the key factor to be considered if telecom
companies are willing to survive in today’s harsh competition.

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OBJECTIVE OF THE STUDY:
1. Matrix Cellular International Services Private Ltd. is providing voice SIM cards to
its customers. Matrix offers such services to its customers flying abroad to several
countries like USA, UAE, China, Thailand and many more; from Kolkata. Are the
customers satisfied with the voice pack plans provided?
2. The customers who have availed the voice pack plans; will they again take Matrix
connection in their future trips to abroad? This will show if Matrix is living up to the
expectations of its customers. Will these customers recommend Matrix to others? This
will be a very profitable result for Matrix.
3. SIM size plays an important role. Without the accurate SIM card size inserted in a
handset, customers will not be able to utilize the voice pack plans. Are the customers
always getting the accurate SIM size?
4. Some companies ask their customers to collect SIM cards and dispatch the same
after use, to their office. However, matrix has introduced Door Step delivery and Pick-
up of SIM cards. Is this feature really effective? How many users have accepted this
service?
5. Is Matrix really the market leader when it comes to customer loyalty and stand up
to its customers as their first preference?

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SCOPE OF THE STUDY:
The scope of this study covers the Direct Sales Team (DST) Department in International
Sales, of Matrix Cellular International Services Pvt. Ltd.
This project studies and explores the percentage of customers satisfied by the voice pack
and other services provided by the company.
INTRODUCTION OF TOPIC:
“Matrix International SIM and Customer Satisfaction”
Matrix Cellular International Services private Limited is India’s leading service provider of
telecommunications. The company has over 1, 85,000 individuals and corporate houses as its customers. Matrix
Cellular controls about 20% of the Total Telecom market in India.
While the above paragraph highlights all the merit and excellence of the company, there is however a gap left in
measuring customer satisfaction and loyalty of these customers to the company.
Matrix provides voice pack plans to its customers along with other products and telecom services. In this project
we observe how satisfied the existing customers are.

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RESEARCH METHODOLOGY:
The process used to collect information and data for the purpose of making business decisions. The
methodology may include publication research, interviews, surveys and other research techniques, and
could include both present and historical information.
Types of research:
Descriptive: Descriptive research is a study designed to depict the participants in an accurate way.
More simply put, descriptive research is all about describing people who take part in the study.
There are three ways a researcher can go about doing a descriptive research project, and they are:
 Observational, defined as a method of viewing and recording the participants
 Case study, defined as an in-depth study of an individual or group of individuals
 Survey, defined as a brief interview or discussion with an individual about a specific topic
Analytical: Analytical research is a specific type of research that involves critical thinking skills and the
evaluation of facts and information relative to the research being conducted. A variety of people
including students, doctors and psychologists use analytical research during studies to find the most
relevant information.
Qualitative: Qualitative research is a generic term for investigative methodologies described as
ethnographic, naturalistic, anthropological, field, or participant observer research. It emphasizes the
importance of looking at variables in the natural setting in which they are found. Interaction between
variables is important.
Quantitative: Quantitative research is a more logical and data-led approach which provides a measure
of what people think from a statistical and numerical point of view.
Conceptual: In empirical research, data collection is done through observation and experimentation. If
there is a hypothesis, and two scientists work on it separately collecting information through observation
and experimentation, they may arrive at slightly different results because of the observation part in
empirical research that is bound to be different as two different persons may have different perception
while conducting the observation part of the research.
Empirical: Conceptual analysis is the preferred method of analysis in social sciences and philosophy.
Here, a researcher breaks down a theorem or concept into its constituent parts to gain a better
understanding of the deeper philosophical issue concerning the theorem. Though this method of analysis
has gained popularity, there are sharp critiques of the method.
This is a quantitative research conducted.
Sampling Size:
To know about the customer satisfaction regarding the Matrix SIM card, I have done a survey in
Kolkata. My sample size is 100.

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Data Collection:
Data collection is the key procedure in order to carry out sales.
 Those customers who have already taken Matrix products earlier, feedback is taken from them at
the time of delivery of the SIM card or after completing the bill payment.
 Those customers who are using Matrix products for first time, feedback is taken from them after
completing the payment of bill.
Data collection method:
Primary Data is collected in two forms:
1. Oral feedback or interview
2. Handing out questionnaires
Data has been also collected in secondary form, consulting magazines, websites and company
brochures; which is mentioned in reference and bibliography.

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DATA ANALYSIS AND INTERPRETATION:
Univariate Analysis
Table No.1 What is your age?
Fig No.1 Whatis your age?
Interpretation:
Most of the customers, who are clients of matrix Cellular, fall in between the range of 41yrs to 50yrs of
age. They are mainly businessmen or persons with well to do jobs. 34% out of the total number of
persons, who were in my survey list, falls in this age group. 26% people are matrix customers who fall in
the age group of range 41yrs to 50yrs of age. This is followed by 21% who are between 51yrs and 60yrs
of age. A considerable 11% of the senior citizens form Matrix Cellular customers. Matrix also attracts 8%
of the crowd who are a part of a relatively young age group, with ages between 21yrs and 30yrs of age.
They are mainly students going abroad for building their career or young professionals going abroad for
research and finding luck in the foreign markets.
8%
26%
34%
21%
11%
What is your age?
21-30
31-40
41-50
51-60
Above 60
What is your age?
Frequency
21-30 8
31-40 26
41-50 34
51-60 21
Above 60 11
Total 100

18
Table No.2 What is your yearly income?
What is your yearly income?
Frequency
<4.5lacs p.a. 15
4.5 - 8.5lacs p.a. 39
>8.5 - 15lacs p.a. 25
>15lacs p.a. 21
Total 100
Fig No.2 Whatis your yearly income?
Interpretation:
39% of the total Matrix Customers whom I have surveyed fall in the income group of 4.5lacs to
8.5lacs. 25% earn a yearly income of any sum greater than 8.5lacs to 15lacs. They are the well to
do customers. While a remarkable 21% of the total customers surveyed are the wealthiest of the
lot, gaining more than 15lacs as their annual income. However, 15% of the surveyed customers
have said that they earn less than 4.5lacs per annum.
15%
39%
25%
21%
What is your yearly income?
<4.5lacs p.a.
4.5 - 8.5lacs p.a.
>8.5 - 15lacs p.a.
>15lacs p.a.

19
Table No.3 How frequently do you travel abroad per year?
Fig No.3 How frequently do you travel abroad per year?
Interpretation:
More than a half of the total customers on my survey list have said that they have to travel minimum
thrice and maximum five times a year abroad, owing to their business requirements, educational
schedule, and research projects or may be even just visiting relatives. A remarkable 25% are frequent
flyers to foreign lands and this, they said, is mainly due to research and business trips. There are also
customers of about 20% of the total customers surveyed, who visit the foreign countries at the most
twice a year. Their visits include vacation trips and family visit abroad.
20%
55%
25%
How frequently do you travel abroad per
year?
0-2times
3-5times
>5times
How frequently do you travel abroad per year?
Frequency
0-2times 20
3-5times 55
>5times 25
Total 100

20
Table No.4 How often do you carry Matrix SIM card(s) while travelling abroad?
How often do you carry Matrix SIM card(s) while travelling abroad?
Frequency
First time user 4
On a few trips abroad 46
Every time 50
Total 100
Fig No.4 How often do you carry Matrix SIM card(s) while travelling abroad?
Interpretation:
Half of the customers surveyed, said that they carry Matrix SIM card every time they travel to
foreign countries. They are the loyal customers of Matrix Cellular. 46% of the customers
surveyed said that they carry Matrix SIM cards but on selected trips. These are the customers
who might use international roaming packs or other brands sometimes. 4% customers are first
time users of Matrix SIM card.
4%
46%
50%
How often do you carryMatrix SIM card(s)
while travelling abroad?
First time user
On a few trips abroad
Every time

21
Table No.5 Where from have you come to know about Matrix?
Where from have you come to know about Matrix?
Frequency
Internet 13
People 28
TV ads 10
Matrix Employees 15
Travel Agents 9
Magazines 10
Newspapers 5
IPL T-Shirts 9
Missing 1
Total 100
Fig No.5 Where from have you come to know about Matrix?
13%
28%
10%
15%
9%
10%
5%
9%
1%
Where from have you come to know about
Matrix?
Internet
People
TV ads
Matrix Employees
Travel Agents
Magazines
Newspapers
IPL T-Shirts
Missing

22
Interpretation:
Reaching out to a remarkable 28% of the customers surveyed by me, the most effective
advertising channel has been people! Through word of the mouth marketing or buzz marketing,
they have spread a huge amount of reputation about the company in the market. 15% people
became aware of Matrix Cellular by the techniques of Cold or Hot calling of Matrix Employees.
13% saw internet ads and opened the website of the company and became aware about it.
10% came to know about Matrix Cellular from business magazines that they had subscribed to.
Another 10% learnt about the brand from TV ads. 9% claimed that printing the Matrix logo on
the IPL T-Shirts of Kolkata Knight Riders during the IPL matches did a good advertising and
that was the key reason that these cricket fans got to know about matrix. Another 9% heard about
Matrix from their travel agents. 5% heard about Matrix from newspapers and 1% did not
comment.

23
Table No.6 Voice Pack Plans
Voice Pack Plans
Frequency
Extremely Satisfied 28
Satisfied 67
Extremely Dissatisfied 5
Total 100
Fig No.6 Voice Pack Plans
Interpretation:
A whopping 67% are satisfied with voice pack plans provided to them. 28% are extremely
satisfied with the same. They said that they were happy with the talk time provided to them. Free
incoming calls were also a plus point for them. 5% of the customers surveyed were however
disappointed. They said that they wanted better offers on talk time and even complained that
rates were a bit higher than expected. Some suggested that Matrix should make SMS free.
28%
67%
5%
Voice Pack Plans
Extremely Satisfied
Satisfied
Extremely Dissatisfied

24
Table No.7 Network Connectivity
Network Connectivity
Frequency
Satisfied 76
Neutral 4
Total 100
Fig No.7 Network Connectivity
Interpretation:
76% said that they were satisfied with this particular parameter and rated Matrix well. 20% were
extremely satisfied. They received the settings and network signal as well as SIM activation right
on time, just before departure. 4% said that this service was somewhere in between, that is, they
were neither satisfied, nor dissatisfied.
20%
76%
4%
Extremely Satisfied
Satisfied
Neutral

25
Table No.8 Accuracyof SIM size
Accuracy of SIM size
Frequency
Satisfied 67
Dissatisfied 11
Total 100
Fig No.8 Accuracyof SIM size
Interpretation:
SIM size plays an important role when it comes to providing connection. It is the crucial point
that makes a connection valid and meaningful. If the SIM card size is provided wrong, then there
is no use in getting the connection because unless the SIM fits in the cell phone, the customer
cannot access it.
67% said that they were satisfied with the SIM size provided. Some said that they needed a multi
SIM jacket; in case they wanted to switch cell phones but they were satisfied with the size they
requested and got. 22% were extremely satisfied. They said that they even got special Quad
Band handsets with inserted SIM cards of the appropriate size. Some of them were happy to
receive multi jacket SIM and they could easily switch handsets and match SIM size.11%
complained that the SIM size was inappropriate. They either had received faulty SIM jackets or
wrong SIM size. However, majority of them agreed that matrix had taken care to resolve the
issue within a day!
22%
67%
11%
Extremely Satisfied
Satisfied
Dissatisfied

26
Table No.9 Door-Step Delivery
Door-Step SIM Delivery
Frequency
Satisfied 10
Total 100
Fig No.9 Door-Step Delivery
Interpretation:
Matrix Cellular is unique. It believes in keeping trust with the customers and ensuring that they
get cent percent of the company’s service without any difficulty. When employees or interns
directly interact with clients at their residence, they get ample benefits from it like- revising the
plans, getting the SIM confirmed and inserted as well as setting received and even sometimes
activated. Plus, this saves a lot of time and travel of the customers.
90% clients said that they were extremely satisfied with this service of Matrix. Certain
competitors also offer this service but that is against a specific charge, which again matrix offers
free of cost. 10% customers said that they were satisfied with this service. They said that matrix
can make this service better by making the delivery timings 24*7.
90%
10%
Extremely Satisfied
Satisfied

27
Table No.10 SIM Pick-up
SIM Pick-up
Frequency
Satisfied 20
Neutral 2
Total 100
Fig No.10 SIM Pick-up
Interpretation:
78% said that they are extremely satisfied with the SIM pick-up service that matrix has. 20% were satisfied. They
said Matrix could make it better by picking up a SIM a bit early. 2% chose not comment. They are the first time
users of Matrix SIM card. They had only purchased the SIM card by the time they were interviewed and asked to
fill the questionnaire.
78%
20%
2%
SIM Pick-up
Extremely Satisfied
Satisfied
Neutral

28
Table No.11 Brand Preference
Which brand do you prefer the most, when it comes to international communication?
Frequency
Lyka Telecoms 11
Matrix Cellular 64
Clay Telecoms 12
UniConnect 2
OneWorld 3
Interface 4
N/A 4
Total 100
Fig No.11 BrandPreference
Interpretation:
More than half of the customers surveyed, summing up to 64% said that they prefer Matrix to
other brands. They are the loyal customers of Matrix Cellular.
12% said that they are in favor of Clay Telecoms, 11% are loyal customers of Lyka Telecoms,
4% said that they are not aware of any brand other than Matrix so they did not want to vote for
loyalty points. Another 4% were Interface customers. One World customers were only 3% while
UniConnect customers were only 2%.
11%
64%
12%
2%
3%
4%
4%
Brand Preference
Lyka Telecoms
Matrix Cellular
Clay Telecoms
UniConnect
OneWorld
Interface
N/A

29
Table No.12 Expenses onMatrix
What is the (approximate) percentage of expenses that you have spent on Matrix out of the
total expenses incurred throughout your travel abroad?
Frequency
10% 58
15% 17
20% 9
25% 6
5% 9
Unknown 1
Total 100
Fig No.12 ExpensesonMatrix
Interpretation:
58% customers spend only 10% of their total expenses of abroad trip on communication over
phone. 17% spend 15%expenses on it. 9% customers spend 20% and another 9% spend 5% only
on communication. 6% customers eagerly spend 25% of their total abroad expenses on
communication over phone by using Matrix connection. They are the customers who have
business trips and are in continuous need of contacting people across borders. And 1% said that
they never calculated the expenses that they had spent on Matrix.
58%
17%
9%
6%
9%
1%
Percentage of expenses spent on Matrix
10% exp
15%exp
20%exp
25%exp
5%exp
Unknown

30
Table No.13 Will you recommend Matrix SIM services to people?
Will you recommend Matrix SIM services to people?
Frequency
Yes 89
No 11
Total 100
Fig No.13 Willyou recommend Matrix SIM services to people?
Interpretations:
89% customers of Matrix Cellular said that they will definitely recommend and already have
been recommending it to close relatives, family members, friends and colleagues or people they
know. They are the customers who are loyal, satisfied or extremely satisfied with one or more
aspects of the company’s service
However, 115 said that they do not wish to recommend Matrix to people they know. The reasons
vary like- some said they faced double or false charges; the SIM size was inaccurate or that there
were network problems.
89%
11%
Will customersrecommendMatrix?
Yes
No

31
Table No.14 Customersuggestions
Please feel free to suggest and thus help Matrix to avail you more convenient services in the
days to come!
Frequency
Introduce more affordable
voice plans
10
Make SMS free 35
None 55
Total 100
Fig No.14 Customersuggestions
Interpretation:
Though more than half of the customers had no suggestions on Matrix, because they were
enough satisfied with the company’s service, 35% of the customers said that they will grow even
more fond of Matrix if the SMS charges were cut off. Some customers reported that there have
been heavy SMS charges that have disappointed them. 10% customers chose to comment o the
voice plans. They seem to be hungry of more offers on voice plans that are provided to them.
10%
35%55%
CustomerSuggestions
voice plans
Make SMS free
None

32
Table No.15 CustomerLoyalty
Will you take Matrix voice connection in future, when you travel abroad?
Frequency
Yes 89
No 11
Total 100
Fig No.15 CustomerLoyalty
Interpretation:
89% of the customers that have been surveyed, said that they were enough satisfied with matrix
services and will be happy to take the company’s service on further dates of requirement. They
said that they would not wish to continue with Matrix connection. These customers were
disappointed with the service provided to them, mainly due to false charges. Some customers
were permanent customers of rival firms and tried Matrix just for a change.
89%
11%
Will you take Matrix voice connection in
future
Yes
No

33
Table No.16 SIM type preference
SIM type preference
Frequency
Post Paid 54
Pre Paid 46
Total 100
Fig No.16 SIM type preference
Interpretation:
46% customers surveyed have voted for Pre-Paid SIM cards. They say that Pre-Paid SIM is
preferred because they did not want to face billing complications later. There were also a few
customers who did not need any talk time of value worth more than 1750 rupees and hence
wished to pay the sum before journey began, and they considered that as hassle-free.
54% of the total customers surveyed, however said that they are comfortable with paying the
bills later and having a hassle free journey. They wished to check the service before paying.
Hence they opted for Post-Paid SIM Card.
54%
46%
SIM type preference
Post Paid
Pre Paid

34
BivariateAnalysis
Table No.17 SIM type and CustomerLoyalty
Will you take Matrix voice connection in future, when you travel abroad?
Yes No
SIM type chosen
Post Paid 48 6
Pre Paid 37 9
Fig No.17 SIM type and Customer Loyalty
Interpretation:
The numbersof ‘yes’of both Post-Paid and Pre-Paid SIMcards chosen by Matrix customers exceed by several
counts to the number of ‘no’ said to them individually. This shows that majority of the customers are well
satisfiedwithbothSIMCardservice type andwill againtake the facilitiesof the company while making further
tripsabroad. Post-Paidusersare more than the Pre-Paid users in number. Compared to Pre-Paid users saying
‘no’,Post-Paidusersare alittle lessinnumbertosayinga‘no’,meaninga relativelylesser number of Post-Paid
userswill nottry the same connectioninfuture.Some userscomplainedaheftyfeesandfalse charges.Pre -Paid
customers are a little more than Post-Paid customers. Compared to Post-Paid customers saying a ‘no’ to
availing the same type of Matrix SIM cards, the Pre-paid customers a bit high in numbers. This shows that a
relatively higher number of Pre-Paid users are not willing to carry the same connection in future. Some
reportedly mentioned that they face problems in recharging from the voucher code.
0
10
20
30
40
50
60
Yes No
Will you take Matrix voice connection in future, when you
travel abroad?
SIM type chosen Post Paid
SIM type chosen Pre Paid

35
Table No.18 Voice Pack andCustomer Loyalty
Will you take Matrix voice connection in future, when you travel
abroad?
Yes No
Voice Pack Plans
Extremely Satisfied 24 4
Satisfied 61 6
Extremely Dissatisfied 0 5
Fig No.18 Voice Packand CustomerLoyalty
Interpretation:
Matrix has many satisfied customers, when it come to mentioning the parameter of ‘Voice pack Plans’.
Majority of the customers were travelling to Thailand and USA. 61 people said that they will continue
to take Matrix voice connection in future. However, 6 people said that they would not wish to continue
with Matrix in future. Some of them were loyal customers of rival firms. There were 24 people who
said they were extremely satisfied with the plans and will take Matrix connection in their future trips.
But 4 of them said even though they are extremely satisfied, they will not take further Matrix
connections because either they were becoming permanent residents of their destination foreign lands
or they do not see any hope of travelling abroad in the future days to come.
None of the customers surveyed have reported any extreme dissatisfaction regarding the voice plans
and neither have they said that they will continue with Matrix in future. This is because they were
biased with other network providers or Skype Calling.
0
10
20
30
40
50
60
70
Extremely Satisfied Satisfied Extremely
Dissatisfied
Voice Pack Plans
Will you take Matrix voice
connection in future, when you
travel abroad? Yes
Will you take Matrix voice
connection in future, when you
travel abroad? No

36
Table No.19 Network Connectivityand Customer Recommendation
Will you recommend Matrix SIM services to people?
Yes No
Extremely Satisfied 18 2
Satisfied 63 13
Neutral 4 0
Fig No.19 Network Connectivityand CustomerRecommendation
Interpretation:
18 people who were extremely satisfied with Network connectivity and instant access have said they will
recommendMatrix topeople theyknow.But2 customerssaidthat theywouldnot,because theyfacedproblems
inotherareas and would not like others to face the same problem.There were 63 satisfied customers who said
that theywouldrecommendMatrix topeople because of excellent network connectivity. However, 13 of them
said they will not recommend Matrix to anyone because they were charged more and SMS was not free. 4
customershada neutral viewpointon network connectivity. They were neither satisfied, nor dissatisfied. They
had howeversaidthattheywill recommendMatrix toothersbecause theywere satisfiedwiththe plansprovided
to them.
0
10
20
30
40
50
60
70
Extremely Satisfied Satisfied Neutral
Will you recommend Matrix SIM
services to people? Yes
Will you recommend Matrix SIM
services to people? No

37
Table No.20 Expectations andSuggestions
Please feel free to suggest and thus help Matrix to avail you more convenient
services in the days to come!
voice plans
Make SMS free None
Why have you
chosen Matrix?
Better services 0 3 0
For a change 0 2 4
Heard it's good 5 7 6
Immediate service required 8 14 8
Not aware of others in this
field
9 20 14
Fig No.20 Expectationsand Suggestions
Interpretation:
Though most of the customers were not aware of others playing the telecom field, most of them strongly
stressed the point that SMS charges should be cut off or made free. This point has been strongly
recommended in all the groups of customers who either heard the company’s reputation or tried it for a
change to get better services. People from the above 5 groups (based on reasons they gave for choosing
Matrix) have also said that they want more affordable plans.
0
5
10
15
20
25
Better
services
For a change Heard it's
good
Immediate
service
required
Not aware of
others in this
field
Why have you chosen Matrix?
Please feel free to suggest and
thus help Matrix to avail you more
convenient services in the days to
come! Introduce more affordable
voice plans
come! Make SMS free
come! None

38
Hypothesis Testing
H0 : Middle income people preferred Matrix Sim Card is Independent
H1: Middle income people preferred Matrix Sim Card is not Independent
Level of significance 5%
Table No.21 Hypothesis Testing
What is your yearly income? * How often do you carry Matrix SIM card(s) while travelling abroad?
Crosstabulation
How often do you carry Matrix SIM card(s) while travelling
abroad?
Total
First time user On a few trips abroad Every time
What is your yearly
income?
<4.5lacs p.a. 4 6 5 15
4.5 - 8.5lacs p.a. 0 19 20 39
>8.5 - 15lacs p.a. 0 16 9 25
>15lacs p.a. 0 5 16 21
Total 4 46 50 100
Fig. No.21:Analysis betweenyearly income and matrix sim usage
0
5
10
15
20
25
<4.5lacs p.a. 4.5 - 8.5lacs p.a. >8.5 - 15lacs p.a. >15lacs p.a.
Analysis between yearly income and matrix
sim usage
First time user
On a few trips abroad
Every time

39
Chi- Square Analysis
Table No.22 Chi-Square Test
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 31.563a
6 .000
Likelihood Ratio 24.187 6 .000
Linear-by-Linear Association 8.039 1 .005
N of Valid Cases 100
a. 4 cells (33.3%) have expected countless than 5. The minimum expected countis .60.
Interpretation:
As the result showing the value of chi-square testing is .005 i.e. 5%, so it was proved that middle
income people preferred matrix SIM card. Hence Null Hypothesis (H0) is accepted and
Alternative Hypothesis (H1) is rejected.

40
RESULTS AND FINDINGS:
 I could come to know from the survey that only 25% of the customers that I have surveyed travel
abroad more than 5 times a year. They are mainly the businessmen. 55% people, who were a major
part of my survey, travel 3 to 5 times a year.
 89% customers said that they will recommend Matrix connection to people.
 Employees deliver SIM cards to the customers before he/she commences their journey abroad and
there is a separate department in the company who pick up SIM card from the customer after he/she
comes back to India. So, SIM delivery and Pick Up is one unique as well as positive parameter of
this company. 98% have approved of the SIM pick up facility and 100% are happy with the SIM
delivery at door step service provided by Matrix.
 SIM size plays an important role. It is mandatory to know and provide the correct SIM size for a
specific handset carried by the customer. Or else, the connection provided will be meaningless as,
without the correct SIM size they cannot put it in their handset for using the services. Many a time
multi-purpose SIM cards are handed out to customers who request for it, in order to change and put
SIM cards in different handsets. 89% Matrix customers approve of this service and find it very
useful.
 50% users of Matrix are loyal customers who said that they carry Matrix connection as and when
they travel abroad. 46% carry Matrix connections on a few trips abroad.
 64% of the clients, who have been asked which company they feel most loyal to, responded with
Matrix’s name. The remaining chunk of clients however chose to be loyal to competitors like
mainly Lyka Telecoms and Clay Telecoms.
 54% people said that they prefer Post Paid SIM cards. They said they prefer to experience the
connection and then pay. 46% people said that they prefer Pre-Paid connection because they wanted
their payment procedure to be hassle free and also did not want to disclose their credit card front
copy.

41
LIMITATIONS OF THE STUDY:
A few limitations came in the way of conducting the present study, under which I had to work are
as follows:
a. Although all attempts were made to make this report as an objective study, biasness on the part
of the respondents might have resulted in some subjectivity.
b. Though no effort was spared to make this study most accurate and useful, the sample size
selected for the same may not be the true representative of the company, resulting in biased
results.
c. This being a maiden experience of mine, as a researcher, the possibility of better results, using
deeper statistical techniques in analyzing and interpreting data may not be ruled out.
d. Some questionnaires were filled up by me, after hearing the customer views. Accordingly, a few
blank spaces were also left out which might result in a little less than exact accurate outcomes.

42
SUGGESTIONS AND RECOMMENDATIONS:
 It should completely educate its customers about the SIM card types, their benefits and also about
hidden charges and taxes. This is important to gain loyalty of the customers and maintain a
healthy and transparent relation with them.
 Corporate tie-ups with different companies is to be built up as much as possible.
 Matrix should try to listen to their unsatisfied customers and try to improve on the voice plans and
introduce SMS plans where rates would be a little less than what they are at present.
 The company should also introduce more customized voice plans for its long term and loyal
customers travelling abroad frequently.
 Matrix gains most of its publicity from its customers. So it is recommended to always keep the
existing customers happy in order to gain new customers. There should be follow-up calls made
to every client, irrespective of the amount of recharge pack they avail from the company.

43
BIBLIOGRAPHY:
1. Kenneth E. Clow and Srivatsa Seshadri, 15 Dec 2014, Bias in Consumer Expectations of Services:
Implications for Customer Satisfaction Measures
2. Daniel J. Flint, , Christopher P. Blocker, , Philip J. Boutin Jr., 24 June 2010 ,Customer value
anticipation, customer satisfaction and loyalty: An empirical examination
3. Paul Williams, Earl Naumann, July 2011, Customer satisfaction and business performance: a
firm‐level analysis
4. Muzammil Hanif , Sehrish Hafeez and Adnan Riaz, 19th July 2015,Factors Affecting Customer
Satisfaction
5. Mohammad Muzahid Akbar, Noorjahan Parvez, 2009, Impact of service quality, trust, and
customer satisfaction on customers loyalty
6. Peter J. Danaher, Rodger W. Gallagher , 1997, Modelling customer satisfaction in Telecom New
Zealand
7. Ying-Feng Kuo , Chi-Ming Wu, Wei-Jaw Deng, 4th July, 2009,The relationships among service
quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added
services
8. G. S. Popli and Dr. Manish Madan , 11th June, 2013,Determinants of customer satisfaction in
Telecom Industry - A Study of Indian Telecom Industry
9. Md. Mahmood Ul Farid, B. K. Jha , 2013, A Study Of Customer Satisfaction In Bihar Telecom
Circle
10. Ling Zhao , Yaobin Lu ,Long Zhang , Patrick Y.K. Chau, February 2012 ,Assessing the effects of
service quality and justice on customer satisfaction and the continuance intention of mobile value-
added services: An empirical test of a multidimensional model
11. Dr. Uma Gulati , December 2014, A Study To Measure The Impact Of Corporate Visual Identity
On Purchase Intention Of The Consumer
12. Peter J. Danaher, Jan Mattsson, 1994, Customer Satisfaction during the Service Delivery Process

44
13. J. Hahm, W. Chu, J.W. Yoon, December 1997, A strategic approach to customer satisfaction in
the telecommunication service market
14.Aihui Chen , December 2011, The causes of customer satisfaction in telecommunication service:
An empirical study
15. Abbas Al-Refaie, Issam S. Jalham, Ming-Hsien Caleb Li, 3rd Novemeber, 2012 ,Factors
influencing the repurchase intention and customer satisfaction: a case of Jordanian telecom
companies

45
Questionnaire on Customer Satisfaction based on Matrix SIM
Age: ○21-30 ○31-40 ○41-50 ○51-60 ○Above 60
Income: ○<4.5lacs p.a. ○4.5 - 8.5lacs p.a. ○>8.5 - 15lacs p.a. ○>15lacs p.a.
Q1. How frequently do you travel abroad per year?
○0-2times ○3-5times ○>5times
Q2. How often do you carry Matrix SIM card(s) while travelling abroad?
○First time user ○On a few trips abroad ○Every time
Q3. Why have you chosen Matrix? _________________________________________________________________
Q4. Where from have you come to know about Matrix?
○Internet ○People ○TV ads ○Matrix Employees ○Travel Agents ○Magazines○Newspapers○IPL T-Shirts
Q5. Rate Matrix based on the following parameters:
Parameters
Extremely
Satisfied
Satisfied Neutral Dissatisfied
Extremely
Dissatisfied
Voice Pack Plans
SIM Pick-up
Q6. Which brand do you prefer the most, when it comes to international communication?
○Lyka Telecoms ○Matrix Cellular ○Clay Telecoms ○UniConnect ○OneWorld ○Interface ○N/A
Q7. What is the (approximate) percentage of expenses that you have spent on Matrix out of the total expenses
incurred throughout your travel abroad? _____
Q8. Please feel free to suggest and thus help Matrix to avail you more convenient services in the days to come!
_______________________________________________________________________________________
Q9. Will you recommend Matrix SIM services to people? ○Yes ○No
Q10. Will you take Matrix voice connection in future, when you travel abroad? ○Yes ○No
Q11. Which SIM type do you prefer? ○Pre-Paid ○Post-Paid

Matrix Cellular Leading Telecom

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