geethanjali ppt.pptx

RESEARCH SCHOLAR : GEETHANJALI R
Reg No : 11171332007
SUPERVISOR : Prof.Dr. S. ASOKKUMAR
Professor and Head,
Department of Management Studies,
Mahendra Engineering College,
Mahendhirapuri, Tiruchengode (TK)
AN EMPIRICAL ASSESSMENT OF SERVICE QUALITY OF THE SELECT
CELLULAR PHONE SERVICE PROVIDERS
IN SALEM TELECOM DISTRICT
1 GEETHANJALI R, Reg No : 11171332007 Monday, March 12, 2018

INTRODUCTION
 This study deals with the opinion regarding
service quality measures of the select cellular
phone service providers.
 An attempt has been made to study the opinion
regarding Service Quality Measures. After
converting the qualitative information of the
opinion into a quantitative one the average score
of perception and expectation and its Gap were
obtained from the respondents on various factors
like “Assurance, Reliability, Responsiveness,
Tangibility, Empathy, Network coverage, Value
Added services, Tariff, Consent, Communication
GEETHANJALI R, Reg No : 11171332007
2 Monday, March 12, 2018

RESEARCH MODEL
An effort has been made to study the opinion
regarding Service Quality Measures. After
converting the qualitative information of the view
into a quantitative one the average score of
insight and hope and its Gap were obtained from
the respondents on various factors like
Assurance, Reliability, Responsiveness,
Tangibility, Empathy, Network coverage, Value
Added service, Tariff, Consent, Communication,
Accessibility
Monday, March 12, 2018
3

Service Quality Measures of cellular service
providers
4
Service
Quality
Measures
Assurance
Reliability
Accessibilit
y
Communicatio
n
Consent
Tariff
Value
Added
service
Network
coverage
Empathy
Responsivene
ss
Tangibility

RESEARCH GAP
 In the telecom industry the competition tends to
be a healthy one and it results in Effectiveness
and Loyalty towards the service provider. So
measuring the service quality of the service
providers is one of the major aspects of
determining the output. Due to the existing
competition among cellular phone service
providers, this study reveals the various criteria
among the service providers.
5

IMPORTANCE OF THE STUDY
The telecommunication industry forms an integral
part of the Indian economic development, with
Indian and foreign companies being significant
institutional investors in this sector in India. In
recent decades, the telecommunication sector,
like other service sectors, has grown rapidly in
economic importance after the emergence of
mobile phone services. This growth can be
attributed to the fact that people in all walks of like
regardless of their income status have started
using mobile phone services.
6

STATEMENT OF THE
PROBLEM
In order to reach the mass of customer markets,
services should be differentiated and targeted at
the right customer segments that use mobile
content for a concrete need and therefore
perceive the service as valuable.
Several researchers have suggested that attempts
to improve the quality of services and also to
market new services, regular customers are the
best sources for exploring what value the services
may give to their users. Therefore, studies are
needed to increase understanding of regular
customers‟ expectation of services and existing
gap between their expectation and existing
7

OBJECTIVES OF THE STUDY
(i) To reveal the profile of the customers in the
Cellular phone service providers in salem district.
(ii) To identify the factors influencing to select the
service providers;
(iii) To evaluate the service quality offered by
various Cellular phone service providers in salem
district.
(iv) To examine the service quality gap among the
customers.
(v) To show the customers satisfaction and its
correlation in various Cellular phone service
providers in salem district. Monday, March 12, 2018
8

RESEARCH METHODOLOGY
Research Design
The research is descriptive in nature as the
present study has made an attempt to describe
the characteristics of population. Simple random
sampling is applied for this research.
Data
The major source of the data used to carry out
the analysis is primary data. In order to fulfill the
objectives set out for collecting the primary data
from 600 selected respondents through the
structured questionnaire.
9

Sample Frame
Research samples are selected from the
customers of various cellular phone service
providers, Convenient sampling method is applied
Sample Size
The Simple random sampling technique has been
adapted to select a sample of 600 respondents.
10

Analysis
 The statistical tools applied for the present
study are Descriptive statistics like percentages,
mean and standard deviation were used in this
study to understand the distribution and
characteristics of the variables studied.
 Chi square tests were applied to test for any
significant association between attributes like
age, gender, etc.,
 Binary Logistic Regression, Multiple Regression
Analysis, Multiple Discriminant Analysis were
used to the variables which best discriminate
among the cellular phone service providers
11

REVIEW OF LITERATURES
 The study by Blery et al(2009)among 180
mobile telephony users in Athens, Greece, in
November 2007 using SERVPERF(Cronin and
Taylor,1992)proved that perceived service quality
positively influences repurchase intention and
word of mouth while perceived price is negatively
associated with repurchase intention.
 Balaji’s (2009) study of 199 Indian mobile post
paid service customers, using the American
Customer Satisfaction Index (ACSI) model
investigates the antecedents of customer
satisfaction and also examines the impact of
customer satisfaction on price tolerance and
12

 Johnson & Sirikit (2002) conducted their study on
484 consumers, both landline and mobile users of
Thailand telecommunication industry using the
SERVQUAL. SERVQUAL reliability was
confirmed. They concluded that SERVQUAL is
appropriate for the telecommunication services
field but needs adaptation. Their study found that
the telecommunication industry received strong
ratings on tangible dimension of service quality,
and lower ratings on empathy dimension. Results
did not find support for the proposed link between
service quality ratings and behavior intentions.
13

INDIAN CELLULAR MOBILE
SERVICE SECTOR
 The Indian Cellular Mobile Service Sector is today
the world's most competitive and one of the
fastest growing markets. It has grown from 5
million subscribers in 2001 to 846 million
subscribers in 2011, by a factor of 160 times in
just ten years.
 However, the churn rate of cellular mobile users
(subscribers moving from one cellular operator to
other cellular operators) in India is around 6% per
month, which is one of the highest in the world.

CLASSIFICATION OF
TELECOM SECTOR IN INDIA
15
TELECOM
SECTOR
WIRELESS
SERVICES
DATA AND
VIDEO
VAS
WIRELINE
SERVICES
VOICE
INTERNET
SERVICES
VSATs
andPMRTs

16

Gaps Analysis
Gap1(knowledge gap)
 Market Research
 Segmentation
 Recovery
 Relationship
Gap2(standards gap)
 Do not oversimplify
 Avoid bias/judgments
 Customer defined standards
 Physical evidence
17

Gap3(delivery gap)
 Recruit,Train,Retain right people
 Provide technological support
 Train/Educate customers
Gap4(Communication gap)
 Do not over promise
 Inform customers what they get and what they do
not
 Pricing should reflect the value provided
 Standardization across branches/outlets
18

19

20

21

22

Un standardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
(Constant) 0.467 0.793 0.589 0.556
Accessibility 0.274 0.069 0.143 3.996 0.000
Assurance 0.296 0.042 0.218 7.023 0.000
Communicatio
n
0.268 0.048 0.173 5.535 0.000
Network
coverage-
0.228 0.039 0.184 5.927 0.000
Responsivenes
s
0.174 0.047 0.116 3.716 0.000
Reliability 0.169 0.064 0.080 2.655 0.008
Consent 0.219 0.072 0.108 3.035 0.003
Tangibility 0.112 0.047 0.072 2.396 0.017
23
Regression Coefficients
a Dependent Variable: Loyalty towards cellular phone service provider

This Table shows the coefficients of the
regression line. It states that the expected Loyalty
towards cellular phone service provider is equal
to Y = 0.467 + 0.275 Accessibility + 0.296
Assurance +0.268 Communication+0.228
Network coverage+0.174 Responsiveness+0.169
Reliability+0.219 Consent + 0.112 Tangibility
Looking at the significance values from Table
4.7.3 we see that the variables Accessibility,
Assurance, Communication, Network coverage,
Responsiveness, Reliability, Consent, Tangibility
are highly significant (p<0.01).
24

25

Findings regarding
Demographic Factors
 Maximum percentage of respondents is male.
 Majority respondents of age group is 41-50 years
 The highest percentage of Educational status is
Degree
 Highest percentage of Occupation is Student and
housewife.
 Highest percentage of Family monthly income is
Rs. 15001-25000.
 Maximum percentage of respondents are
Married.
 Highest percentage of Residential Area is Urban
26

Findings regarding Significant
associations in different
 Significant association was found between
Empathy, Network coverage and Gender wise
opinion regarding Service Quality Measures
 Highly significant association was found between
Tariff and Monthly income wise opinion about
Service Quality Measures.
 There is significant association was found
between Empathy, Value Added serviceand
monthly income wise opinion about Service
Quality Measures.
27

 There is significant association was found only
between Value Added service and service
provider wise opinion regarding Service Quality
Measures.
 Highly significant association was found between
Assurance, Responsiveness, Empathy, Tariff,
Consent, Communication and service provider
wise opinion regarding Service Quality Measures.
28

Findings regarding maximum
opinions between various
variables
 In BSNL among the 12 factors “Personal
services” was ranked first. It is followed by the
“Friendliness of the staff” “Fast and efficient
service” was ranked third.
 In RELIANCE among the 12 factors “Personal
“Security of transactions” “Range of value added
services” was ranked third.
 In VODAFONE among the 12 factors “Personal
“Fast and efficient service” “Friendliness of the
staff” was ranked third.
29

 In AIRTEL among the 12 factors “Personal
“Fast and efficient service” “Friendliness of the
staff” was ranked third.
 In AIRCEL among the 12 factors “Personal
“Fast and efficient service” “Range of value added
services” was ranked third.
30

 In BSNL that among the 7 factors “I consider my
service provider's services are good” was ranked
first. It is followed by the “I consider my service
provider as the first choice for any additional
connections” “My service provider's services are
better than the other providers” was ranked third.
 In VODAFONE among the 7 factors “I consider
my service provider's services are good” was
ranked first. It is followed by the “I will say positive
things about my service provider” “My service
provider's services are better than the other
providers” was ranked third.
31

 In AIRTEL among the 7 factors “I will say positive
things about my service provider” was ranked
first. It is followed by the “I will recommend my
service provider to someone who seeks my
advice” “I consider my service provider's services
are good” was ranked third.
 In AIRCEL among the 7 factors “I will say positive
things about my service provider” was ranked
first. It is followed by the “I will recommend my
service provider to someone who seeks my
advice” “In general, the service quality of my
service provider is high” was ranked third.
32

SUGGESTIONS
Generation of ideas
 Internal sources-Employees suggestion scheme,
brain storming, effective MIS
 External sources-Market research (customers),
consulting marketing experts.
Screening of Ideas
 The cellular phone service providers may check
Compatibility with existing offerings/resources,
Possible obstacles, time required, Present/future
demand, expected revenues
33

Testing the Concept
 Surveys to be conducted to get reactions of
employees/ target customers to the new service
concept
Business Analysis
 The cellular phone service providers have to
define the target market, its size and structure
 Customers’ profile
 Present/projected demand
 Competition Environment
34

Service Design
 The cellular phone service providers have to
develop the prototype and its testing, Business
Analysis and Service Design should take place
simultaneously (interdependent)
Market Testing
 The cellular phone service providers can carry out
pre launch modifications to rectify any lacuna in
the marketing mix by means of Specifiying
geographic locations/markets where customers
can experience the service and provide feed back
35

Rural telephony
 As the government targets to increase rural tele-
density, rural telephony will require major
investments. This segment will boost the demand
for telecom services, equipment, internet services
and other value-added services; thereby, offering
great market opportunities for telecom players.
The rural tele-density is much lower compared to
national average.
36

Managed services
 It is another segment that is attracting telecom
companies. On account of the rapidly growing
subscriber base, service providers find it difficult
to manage their infrastructure and network
management operations. In such cases, the
cellular phone service providers completely or
partially outsource their infrastructure or network
management operations.
37

Infrastructure sharing
 Improved service quality.
 Increased affordability for customers.
 Faster roll out of services in rural and remote
areas.
 Significant reduction in initial set up costs.
 Increased environmental aesthetics.
 Lower operating costs for service providers.
38

4G
 The 4G spectrum is among the major investment
opportunities and growth drivers of the telecom
industry.
 The immense potential for 4G is reflected by the
30–40 percent annual growth in Value-Added
Services.
 Cell phone manufacturers have developed USD
100 priced 4G handsets for the Indian market.
 India expects to replicate its 3G growth in 4G
services.
39

RESEARCH
 This study aims to find out the customers of major
mobile phone service providers in India, namely
BSNL, Aircel, Airtel, Vodofone and Tata Docomo.
The entire research is mainly based on the
customers‟ perception of different mobile services
offered currently by the service providers as well
as based on their satisfaction with these services.
Hence, primary scope is relied on customer
satisfaction and service quality factors that
contribute to the services of mobile phone service
providers

 Further research on the changing roles of men
and women in the workplace and how their needs
can be met is needed. There is also a need for
research on gender divisions in domestic
responsibilities and whether flexible working
patterns either change or reinforce traditional
gender roles and divisions.
 All of these suggestions would be fruitful to follow
up in further research through case studies of
individual workplaces.

CONCLUSION
 The present Study concludes that the
important service quality factors among cellular
phone service providers are basic services, value
added services, customer care, responsiveness
and assurance. The perception on the above-said
factors among the customers is not at their level
of expectation. To fill the service gap between the
customers and service providers’ appropriate
suggestions were given. Hence, the Study
identifies the need of appropriate marketing
strategy to extend the customer loyalty and
retention.

ANNA UNIVERSITY ANNEXURE
PUBLICATIONS
 Geethanjali, R & Asokkumar, S 2016 , ‘An
Analysis Of Opinion Regarding Service Quality
Measures of the Select Cellular Phone Service
Providers In Salem District’ paper published in
ASIAN Journal of Research In Social Sciences
and Humanities (AJRSH), ISSN:2249-
7315(ONLINE), Vol. 6, No. 6, August 2016, pp.

45
SUPERVISOR
Prof. Dr. S. ASOKKUMAR
Professor and Head,
Department of Management Studies,
Mahendra Engineering College,
Mahendhirapuri, Tiruchengode (TK)
Acknowledgement
DOCTORAL COMMITTEE MEMBERS
Dr.M,G.Saravanaraj
Professor
Mahendra Engineering College
Dr.B. Rajasekaran,
Assistant Professor
PG & Research Dept. of Commerce
Chikkanna Government Arts College
Tirupur

46
Acknowledgement
Foreign Examiner
Dr.SarathWSB
Dasanayaka
Professor
Department of Management of
Technology
University of Moratuwa,
Srilanka
Indian Examiner
Dr. Viralkumar M Shilu,
Director
ShreeSwaminarayan Institute of
Management & IT
Chhaya-Porbandar,
Gujarat
Expert member
Dr.K.BALANAGAGURUNATHAN
Professor
Amity University,
Haryana

Acknowledgement
47
Chairman, Mahendra Educational Institutions
Managing Directors, Mahendra Educational
Institutions
HoD’s, Staff Members, Mahendra Engineering College

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