MAJOR RESEARCH REPORT ON “A Study of Level of Customer Satisfaction of Reliance Mobile Services in Kota City” A Major Research Report Submitted in partial fulfillment of the requirements for the Award of the degree of Master of Business Administration From University Of Kota, Kota (Raj.). Academic Session 2006-2007PROJECT GUIDE: SUBMITTED BY:MR. Mohit Panth Amit VijayvargiyaFaculty, OKIMR, Kota MBA- Marketing OKIMR, KotaOM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH, KOTA. (AFFILIATED TO UNIVERSITY OF KOTA, KOTA)
OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH (Affiliated to University of Kota, Kota, Approved by All-India Council for Technical Education-Government of India and Sponsored by Om Kothari Foundation, Kota) CERTIFICATEThis is to certify that Mr. Amit Vijayvargiya a student of MBA II Year at Om Kothari Institute of Management and Research has completed Major Research Project entitled “A Study of Level of Customer Satisfaction of Reliance Mobile Services in Kota City”. The project has been completed after studying for one year in MBA course and for partially fulfilling the requirements for award of degree of Master of Business Administration of University of Kota, Kota.The Major Research Project has been completed under the guidance of“Mr. Mohit Panth” of OKIMR and is as per norms and guidelines provided.Dr. K.C. Shringi Mr. Mohit PanthDirector Academic GuideKotaDate: A-1, Special I.P.I.A. Jhalawar Road, Kota-324005 : 0744-2490878, 2490402, E-mail: email@example.com Fax: 0744-2438069
OM KOTHARI INSTITUTE OF MANAGEMENT & RESEARCH (Affiliated to University of Kota, Kota, Approved by All-India Council for Technical Education-Government of India and Sponsored by Om Kothari Foundation, Kota) CERTIFICATEThis is to certify that Mr. Amit Vijayvargiya a student of MBA II Year at OmKothari Institute of Management and Research, has submitted Major ResearchProject entitled “A Study of Level of Customer Satisfaction of Reliance MobileServices in Kota City” The project has been completed after studying for one yearin MBA course and for partially fulfilling the requirements for award of degree ofMaster of Business Administration of University of Kota, Kota.The Major Research Project has been evaluated and viva-voce conducted by theundersigned panel of examiners. The project has been foundsatisfactory/unsatisfactory and is recommended/not recommended for acceptance.Prof. Prof.Internal Examiner External examinerKotaDate: A-1, Special I.P.I.A. Jhalawar Road, Kota-324005 : 0744-2490878, 2490402, E-mail: firstname.lastname@example.org Fax: 0744-2438069
PREFACEGood decisional research project result in helping to make the best decisionsthat can be made at the least cost of making it.Marketing management deals with how organizations and people can bettermanage their exchange activities to produce income for themselves andsatisfaction for others. Marketing consist of asset of principles for choosingtarget markets, evaluating customer needs, developing wants satisfyingproducts and service, and delivering value to customers and profit to thecompany. Effective marketing decisions are based on sound information; thefunction of marketing research is to provide information that will assistmarketing managers in making decisions.The research project undertaken was “A Study of Level of CustomerSatisfaction of Reliance Mobile Services in Kota City”.Marketing is a task of Creating, Promotion & Delivering goods or services toconsumers, these function leads to deliver customer satisfaction. Customersatisfaction is the individual’s perception of the performance of the product orservices in relation to his or her expectations. The overall objective of providingvalue to customers continuously & more effectively than the competitor is tohave highly satisfied customers, this is called customer retention makes it in thebest interest of customers to stay with the company than to switch over toanother firm. Some extra strategies to deliver a appropriate level of satisfactionof the customers. Amit Vijayvargiya
ACKNOWLEDGEMENTI wish to acknowledge my profound gratitude to the distinguished Om Kothariinstitute of management & research, Kota which has given me an opportunity todo this project work.I would like to express my gratitude Mr. Shwetank Sharma (Customer CareHead-Infocomm) for giving the opportunity to working a Major research inReliance Infocomm in Kota.I am also committed to offer my thanks to Mr. Ravindra Vijayvargiya(Sales & Customer care executive) who’s valuable and appropriate direction inall respect was very helpful in preparing this report.I am own a gratitude towards Dr. Guru Datt Kakkar, Mr. Mohit Panth faculty ofOm Kothari Institute of Management & Research for giving guidance andexpertise while preparing this report.Finally I wish to thanks my family and friends who have encouraged me atevery step, without their inspiration I could not take this challenging task. Amit Vijayvargiya
DECLARATIONI hereby declare that the presented report entitled “A Study of Level ofCustomer Satisfaction of Reliance Mobile Services in Kota City” is basedon the original work and indebtedness on other work publication has been dulyacknowledged at relevant place. Submitted By: Amit Vijayvargiya MBA Part-II
EXECUTIVE SUMMARYThe Indian telecom industry is on the path of resurgence. The gradual openingup of the economy ensured steady growth even at a time when other countrieswere in a grip of massive show down. Progressive reforms such as the removalof the restrictions on foreign investment and De licensing resulted in the growthof the economy.Tailoring the EXIM policy to promote exports and aligning the import duties tomeet WTO commitments further contributed to this development. This trend isexpected to continue in the next five year, driven by a favorable business policyenvironment in term of tax cuts, broadening tax base, and reduced interest rateson borrowings.Such structural changes have had a positive impact on the telecommunicationssector and a compound annual growth rate (CAGR) of 13.42 percent isestimated for 2000-2006. The future of the industry lies in the mainline andcellular segment and constant technological innovations such as Internetprotocol based service. Revenues from voice services are expected to increasesharply due to a surge in usage. The telecommunications industry in India islikely to see consolidation among major operators and privatization of manygovernment companies.
The rise in demand for telecom services in India is not to the basic telephonyservices. It has rather expanded its horizon to cellular, radio paging, value-added services, internet and global mobile communications by satellite(GMPCS) services in the country. Predicting the growth many analysts that thedemand of Indian telephony and cellular services are expected to rise furtherover the few years.Telecommunications is one of the prime support services need for rapid growthand modernization of various sector of economy. It has become especiallyimportant in recent years because of enormous growth of informationtechnology and its significant impact on the rest of the economy. India isperceived to have a special comparative advantage in IT and IT- enabledservices. However, sustaining this advantage depends critically on high qualitytelecommunication infrastructure. Keeping this in view, the focus of policy isvision of world-class telecommunication facilities at reasonable rates. Provisionof telecom services in rural areas would be another thrust area to attain the goalof accelerated economic development and social change. The telecom sector inIndia has been witnessing a continuous process of reforms since 1991. with theopening of international long distance services and internet telephony fromApril2002 the process of liberalization and opening up the sector forcompetition is complete. Convergence of services is major new emerging areaand the telecom sector will have to address.The major carried out in the telecom sector so for are given below:
Reforms in the Telecom sector Telecom equipment manufacturing was completely deregulated in 1991. Value added services, including cellular phone services, were thrown open to private in basic services was announced in 1994. An independent regulatory authority called, Telecom Regulatory Authority of India (TRAI), was setup in 1997. Migration from the regime of fixed license fee to new regime of revenue share was permitted in August, 1999. National long distance service was opened for competition in August, 2000. The communication convergence bill 2001 was introduced in Lok Sabha and has been referred to the standing committee of parliament. International long distance (ILD) services have been opened for competition since 1st April 2002.New Telecom PolicyThe new telecom policy (NTPC) announced in1999 modified the NTP,1994 totake into account the far-reaching technological development taking place in thetelecom sector globally and implement the government’s resolve to make Indiaa global IT superpower. NTP, 1999 also seeks to problems arising out of theimplementation of NTP, 1994.
CONTENTS Certificates Preface Acknowledgement Executive Summary S.No. TOPIC Page No.Chapter –I Indian Telecom Industry 1-5 History Cellular Subscribers scenario in IndiaChapter –II Company Profile 6-42 About Dhirubhai Ambani Dhirubhais Dream Vision Business Wireless ATMs Mobile Virtual Private Network (VPN) Broadband, E-education Rural Communication High Speed Public Tele-Info Centre Broadband Surfing, E-Ticketing, Video Conferencing Digital Electronic News Gathering, Tele-medicine, Virtual Mall Internet Data Center, Global network
Highlights of International and National Long Distance (ILD & NLD) services Chairmans Profile Awards and Achievements Network in India Postpaid & prepaid Handsets Models SWOT analysisChapter –III Conceptual Frame Work 43-53 Customer is the king Customer satisfaction in 7 steps Customer satisfaction process Customer satisfaction measurement tools Several levels of customers Managing customer satisfaction Importance of customer satisfactionChapter- IV Research Methodology 54-59 Objective of research Research problem Research design Sample design Data collection method
Limitation of researchChapter – VI Data Interpretation & Graphical Presentation 60-70 Response of Reliance SubscribersChapter – VII Conclusion and Recommendation 71-73 Bibliography Appendix - Questionnaires of Customer Satisfaction Level