Research ppt

Market Research PPT
Deriving Cause & affect relationship to
measure satisfaction level of GSM customers

NewGate India
Hyderabad, Andhra Pradesh- 500038

Website: www.newgate.in
Email: contact@newgate.in
Slideshare URL :
1
http://www.slideshare.net/newgateindia

AGENDA

1 Introduction

2 Research Methodology

3 Results & Discussion

4 Recommendation & Conclusion
Questions & Answer
5

DISSERTATION JAN 2010-2012 2

INTRODUCTION

Research Overview
Problems faced by marketers
Research Topic
Relevance to real world
Research Objectives
Need
Proposed Null Hypothesis
Scope
Assumptions Considered
Limitations of study
Research Purpose
Industry Market shares
Research Motivation


DISSERTATION JAN 201-2012
INTRODUCTION

Research Overview

 The industry chosen is Telecom Industry & service is [GSM]
cellular mobile SIM.

 This is purely a cause affect research that has established a
relationship to understand on what basis GSM customers
evaluate a particular [GSM] mobile operator in post purchase
stage to conclude whether they are satisfied or not.

 It has also focused on key factors that influence customer
buying decision and when customer would stick to any particular
[GSM] operator.

 This research provides a deeper insight into various customer
priorties during post purchase evaluation that sets a standard for
service provider to understand under what circumstances
4
customers would respond positively or may not revert back SAT
15 OCT

INTRODUCTION Alliance University School of Business

Research Topic

Cause & affect relationship to measure
satisfaction level of GSM customers

To identify & prioritize the factors that would make customer
satisfied after subscription to any [GSM] operator in India &
deriving a cause affect relationship between those factors
& customer satisfaction level.
5
SAT
15 OCT


Proposed Objectives

S.no Objectives Proposed

1. To identify the factors that would decide
Objective:1 customers satisfaction level (Sa) after they
subscribe to any GSM service.

2. To prioritize those identified factors based on
Objective:2
their impact on satisfaction level of customer.

3. To design a cause affect relationship
Objective:3 X-Y statistical equation to prove relationship
among those factors & customer satisfaction level. 6
SAT
15 OCT


Proposed null hypothesis

S.no Null Hypothesis Proposed
There is a positive correlation between customer
Hypothesis : HA0
satisfaction level (Sa) & quality of service (Q).
Hypothesis : HB0
satisfaction level (Sa) & Performance of service (R).
There is a negative correlation between customer
Hypothesis : HC0
satisfaction level (Sa) & price (P).
Hypothesis : HD0 satisfaction level (Sa) & Problem addressed by
customers (P).
There is a negative correlation between customer
Hypothesis : HE0
satisfaction level (Sa) & Network traffic (N). 7
SAT
15 OCT


Assumptions considered

All locations are considered to be equivalent while
undergoing analysis. No distinction or emphasis was
done based on different geographic locations
• Assumption:1
This research didn’t include impact of gender ,
hence responses from both male & female were
considered same.
• Assumption:2
8
SAT
15 OCT


Research Purpose
To understand on what basis marketers can evaluate a particular
target customer beforehand to decide whether they are going to
be satisfied or not. To know what factors consitute their
satisfaction level & how those factors are correlated with
satisfaction level. Also to get clarity on customer buying preferance.

Research Motivation
Being from Telecommunication background with Bachelor of
technology in Electronics telecommunication Engineering, it was very
much important to know, how customer choose a particular [GSM]
telecom operator . On what basis they evaluate a particular operator 9
after purchase.
SAT
15 OCT


Problems faced by Marketers
Difficulty in knowing the factors which makes customer satisfied
and on what circumstances or changes being made to each of
those factors will impact on rise or fall of GSM customer
satisfaction level. What attributes of services is utmost priority to
customer.
.

Relevance to real world
The mathematical equations developed in this research will help
marketers to modify its features & existing services on timely
basis that can best fit to their target market and also will help to
design services in such a way that it is able to differentiate from 10
rest of the market players.
SAT
15 OCT


Need
• Effective designing of GSM services
1
• Gaining competitive advantage
2
• Creating a potential market to cater to customers
3

Scope
Scope 1 • Developing customer satisfaction level metrics

Scope 1 • Predicting customer response beforehand.
11
• Support a model equation to help marketers to
Scope 1 modify any selected factors for an existing service
SAT
15 OCT


Limitations of the study

Research doesn’t take into account how satisfaction level depends
on demographic factors like age, culture & gender

It considers all geography locations & gender as same

Research focuses only on top most factors, eliminating other
factors that may be influencing customer satisfaction level but
their impact is less

May not conclude to complete solution and have certain
constraints 12
SAT
15 OCT


GSM market share

13
SAT
15 OCT


GSM Market Share Region Wise in World

14
SAT
15 OCT


GSM Market Share Region Wise in India

15
SAT
15 OCT

RESEARCH METHODOLOGY

Research Design
Target Sample
Type of Research
Primary scales Used
Sources of data
Analysis tool used
Data collection method
Sample Size
Nature of sampling
Software Package tool used
Sampling Type


RESEARCH METHODOLOGY Alliance University School of Business

Research Design

17
SAT
15 OCT


Type of Research

Causal Research
It is done to establish a cause and affect relationship between factors &
customer satisfaction level

How variable function F(X) affects variable Y.

*Dependent variable : Sa , Satisfaction Level
*Independent variable : F(X), Factors influencing satisfaction level.

Y = F(X) + C
Where is C is constant value

Here F(X) may be combination of several factors as shown below 18
F (X) = F (X1) + F (X2) + F (X3) + F (X4) ……….
SAT
15 OCT


Sources of data

• The main sources of primary research
data were all those customers from
Primary Data various part of India subscribed to
any [GSM] services . Customers from
all age groups were targeted.

• Website search was done r to get an
idea about telecom Industry and
market share of various service
operator.
Secondary Data • Online journals were used to compose
review of literature and to know the
opinions & results of other research
done in similar field or very close to it. 19
SAT
15 OCT


Data Collection method

20
SAT
15 OCT


Nature of Sampling
Probability Sampling :
 Probability sampling is one in which each population element
has a known and equal chance of being included in the *sample
 The population size is known.
N0 = 55,95,50,000

Sampling Type
Simple Random Sampling

 This is a type of sampling in which samples were chosen
randomly from the entire pool of population. 21
 Each element in the population had a known and equal
probability of selection. SAT
15 OCT


Target Sample
Different Occupations Geographical Locations
 Bangalore Region
 Working professionals mainly
 National Capital Region ( Delhi,
from [IT], Banking, Hospitality,
Noida, Gurgaon)
Electronics, Telecom &
Manufacturing Industries across  West India (Mumbai, Pune)
India  East India (Kolkata)
 Students mainly of Management,  South India ( Chennai, Hyderabad)
Engineering, Chartered  South –East India ( Bhubaneswar,
Accountants ,Biotechnology & Ranchi, Rourkela)
life science background across
India State wise coverage : Karnataka,
 Friends on social networking sites Andhra Pradesh, Tamil Nadu, Kerala,
Gender Maharashtra, Goa, Madhya Pradesh,
NCR region, Gujarat, Uttar Pradesh,
 Both male & female were Punjab, Rajasthan, Haryana, West
Bengal, Orissa, Jharkhand, Bihar,
22
surveyed
 Sex ratio was balanced close to Chhattisgarh, Tripura & Assam SAT
52%-48%. 15 OCT


Primary scales used

• Name, Place, Gender, Age
Nominal Scale • Comments, Contact address ,email-Id

• Ranking of factors,
Ordinal Scale • Customer priorities, Ordering factors

• 5 point scale scale ,
Interval Scale • Bipolar scale rating

• Price, Tariff rates
Ratio scale • Number of SIM used by people
23
SAT
15 OCT


Analysis tool used

Multiple Linear Regression Analysis

Cross Tabulation

Correlation Analysis

Reliability Test

Ranking Table

Descriptive statistics

Graphical Analysis 24
SAT
15 OCT


Sample Size

25
SAT
15 OCT


Software package/ tools used

SOFTWARE TOOL ANALYSIS TOOL
Correlation, Regression,
IBM SPSS STATISTICS Descriptive, Central Tendencies,
V.14 Reliability Test, Cross Tabulation,
Plotting charts
Prioritizing Matrix ,Percentage
Microsoft Excel calculation, Market share, Ratios,
V.2010 Frequency Tables, Plotting,
Graphical Analysis
Google Form Frequency & Graphical Analysis 26
SAT
15 OCT

RESULTS & DISCUSSION

Factor Priority Table
Cross Tabulation
Market Share
Regression Analysis
Null Hypothesis
Acceptance
Graphical Analysis
Finding & Discussions
SPSS output Results
Finding vs. Objectives
Interpretation


RESULTS & DISCUSSION Alliance University School of Business

PHASE 1: Online Checklist survey form

To identify & Prioritize various factors
Sample Size
responsible for customer satisfaction

23 People
Plotting Frequency
Table
.
Charts

PHASE:1 Graphical
.
Analysis Analysis

Online
Survey Form Percentage Prioritization 28
Calculation Matrix .
SAT
15 OCT


Factor Frequency table
ATTRIBUTE FREQUENCY %
1.Optimal Service Quality 14 61%
2. Service Reliability/Service Guarantee 8 35%
3. Justified Value & benefit for Money 11 48%
4. Reasonable price rates for Call/SMS/Roaming 17 74%
5. Customized flexible discounts/offers available after 2 9%
purchase
6. Ease of technicality/usage 4 17%
7. Low traffic in network/ Network doesn’t remain busy 16 70%
for most of the time
8. Wide variety of Offers/Boucher/recharge available 8 35%
9. Additional services like Internet, 16 70%
GPRS,Downloads,Software uploads etc. 29
10. Brand Image Itself 3 13%
SAT
15 OCT


11. Saves cost on connecting with friends/loved 8 35%
ones/family/relatives using the same GSM service
12. Ease to remember your own number 9 39%
13. Problems being well addressed by customer care 11 48%
14. Ease of prepaid recharge/Postpaid payment through 9 39%
website portal via online banking/Credit/Debit cards
15. Immediate access to network as soon as you buy a 8 35%
SIM
16. Availability of Boucher/offer in your nearest store 7 30%
17. High Performance 12 52%
18. Functional ability of the service to do as it was 1 4%
intended
19. High customer security & privacy maintained for 5 22%
30
customer database SAT
20. Customer care frequently in touch with customer 5 22% 15 OCT


21. Ease of Internet/GPRS Installation 9 39%
22. Correctness of Information delivered 1 4%
23. All features demanded are well Integrated 2 9%
24. Number can be reused when you change your 4 17%
SIM
25. Flexibility in offerings made 1 4%
26. Easy to identify problem & act on it 2 9%
27. Sustainable life of SIM 3 13%
28. Maintainable 1 4%
29. Scalability : Same SIM can be modified & extra 3 13%
features can be easily added in future
31
30. High Quality sound clarity while conversion / 11 48%
No network disturbance/ No noise SAT
15 OCT


Results
Only those factors which were close to 50% or had 50% above preference
or in other way the frequency were more than 10 were selected

ATTRIBUTES RANK PRIORITY %
1.Reasonable Price rates 1 15.74074074
2.Network Traffic 2 14.81481481
3.Additional Service 2 14.81481481
4.Service Quality 3 12.96296296
5.Performance 4 11.11111111
6.Benefit for Money 5 10.18518519
7.Sound Clarity 5 10.18518519 32
8.Problems addressed by customer care 5 10.18518519 SAT
15 OCT


Results

FINDINGS & DISCUSSIONS

 From the priority matrix Prioritythat Reasonable price
Factor it seems Table
rates, network traffic & additional [GSM] service were of
ATTRIBUTES
top most high importance. RANK PRIORITY %
1.Reasonable Price rates 1 15.74074074
 Additional
2.Network Traffic service, Quality & Performance were also
2 14.81481481
important factors considered while customer feel satisfied
3.Additional Service 2 14.81481481
about a [GSM] operator.
4.Service Quality 3 12.96296296
5.Performance for money, Sound clarity & role of4
 Benefit customer 11.11111111
care in
6.Benefit for Money 5 10.18518519
handling problems also played a vital role in customers mind
7.Sound Clarity 5 10.18518519 33
8.Problems addressed by customer care 5 10.18518519 SAT
15 OCT


Results

Objective 1: Achieved

The important factors responsible
for customer satisfaction were
identified

Objective 2: Achieved
The factors were ranked & 34
prioritized SAT
15 OCT


Graphical Results
Number of mobile operators GSM Type of mobile communication
SIMS customers have used till date

Gender Classification factors customers consider most

35
SAT
15 OCT


Graphical Results: Customer Buying
Influenced by – Parents Influenced by - Spouse

Influenced by - Girl Friend/Boy Friend Influenced by – Friends

Influenced by - Girl Friend/Boy Friend Influenced by – Friends

36
SAT
15 OCT


Influenced by Office peers/ colleagues Influenced by - Organization they belong

Influenced by – Cousins Influenced by – Relatives

37
SAT
15 OCT


Influenced by Office peers/ colleagues Influenced by - Organization they belong

 30 % of people are using 3 [GSM] Mobile [SIM], 26% of people
are using 5 [GSM] Mobile [SIM], and around 22% of sample is
using more than 5 [SIM]..

 66.66 % of people are using Post-paid service self-owned, 18.18
% using pre-paid service self-owned and 15% are using post-
paid/pre-paid provided by their company.
Influenced by – Cousins Influenced by – Relatives
 73% of People considered [STD] call rates as the most important
factor for opting to [GSM] ,64% of People considered Local call
rates as the most important factor

 Choice of Mobile [SIM] is strongly influenced by Friends
38
SAT
15 OCT


PHASE 2: Interview Method

To understand customer preference
Sample Size
& tariff plans

17 People
Plotting
Frequency
Charts
Table
.

PHASE:2 Graphical
.
Analysis Analysis

Interview
method Percentage 39
.
Calculation SAT
15 OCT


Questions Asked

1. Do you think if you were not employed in current company, then you may
have used/using some other mobile [GSM] [SIM] then your current one. If yes
then why do you feel so?

2. Do you have any mobile [GSM] [SIM] provided by your current employed
company ( Prepaid or Postpaid). If yes, you can enter the details of that

3. Name of mobile [SIM] operator provided by you company: postpaid/Prepaid

4. Do you think if you were not in Bangalore then you may have been using
some other mobile [SIM] then your current one. If yes then why?

5. Office Trips to other places could have been tackled with dual [GSM] [SIM]
approach to avoid extra roaming charges while travelling by using an entirely
separate [SIM] scheme having roaming advantage. Do you agree? Or you can
suggest if anything else you have. 40
SAT
15 OCT


Questions Asked
1. Please let me know your Price rates for current mobile [GSM] [SIM]
operator that you use most often

 Enter SIM operator (Company) :
 E1. Enter [STD] call rates ( in Price per sec/min ):
 E2. Enter [Local] Call rates ( in Price per sec/min):
 E3. Enter [SMS] Call rates ( in Price per SMS ):
 E4. Enter Roaming Rates ( in Price per sec/min):

1. Any Additional services like [GPRS], internet, downloads, ringtones that you
are using or have used. If yes, please mention ?

2. For what purpose customer care call you and also for what purpose you call
them?

41
SAT
15 OCT


Graphical Results
D. How many think that the Dual SIM is E.How many people are using Dual
Not useful SIM at current
Useful
Using
12%
18%

Useful Not using
88% 82%

F. Percentage % of people using following service
64.7 %
58.8 %
41.11 %
29.4 %
42
GPRS Internet Ringtone Application SAT
Dowload 15 OCT


Graphical Results
C. Does Choice of GSM SIM influenced by current location
Neutral
5%

Disagree Agree
42% 53%

G. Percentage e % of people using

Not aware of Roaming charges 47.05 %
SMS: Less than 50 P / Min
88.23 %
Local: Less than 60 P/Min

STD: less than 60 P/ Min
82.35 %
70.58 %
43
SAT
15 OCT


Graphical Results

A. DoesChoice of GSM SIM B. Do
Working professional use
depend upon company you GSM service provided by their
are employed company

YES NO
27% 73% NO
YES
46%
54%

44
SAT
15 OCT


Graphical Results
E.How many people are using Dual D. How many think that the Dual
SIM at current Not SIM is useful

 88.23% of people feel that Dual
Using
Useful
SIM12% useful though only 17.6%
is
of them were using Dual SIM.
18%

Not using Useful
 ( 54.5%) working
82% professional had opted prepaid/postpaid
88%
connection provide by their company

 (64.7%) are using GPRS facility, 10 (58.8 %) Internet facilities, 5
(29.4%) Ringtone, 7 ( 41.11 % ) application downloads.
F. Percentage % of people using following service
 Maximum of64.7 % around 78.56 % that is more than three-
people,
58.8 %
fourth of entire population are using only prepaid [GSM]
connections. 41.11 %
29.4 %

45
GPRS Internet Ringtone Application SAT
Dowload
15 OCT


PHASE 3: Online Survey method

To derive X-Y relationship between
Sample Size
Satisfaction level & identified factors

107 People

Regression Correlation .

PHASE:3 .
Analysis Descriptive

Online Survey
Method Reliability Cross 46
test tabulation .
SAT
15 OCT


Questions Asked
Rate the mobile GSM SIM subscriber that you like the most between
1 to 7

Mobile GSM SIM operators you dislike the
most chosen in Q6, rate the following factors
A. Service Quality
B. Benefit for Money
C. Price rates
D. Network remaining busy
E. Additional services)
Problems frequently
addressed by customer care
G. Performance
47
H. Sound clarity SAT
15 OCT


Questions Asked
Rate the mobile GSM SIM subscriber that you dislike the most
between 1 to 7

A. Service Quality
C. Price rates
E. Additional services)
Problems frequently
G. Performance
48
15 OCT


Questions Asked
Rate any third mobile GSM SIM subscriber that you use between 1 to 7

A. Service Quality
C. Price rates
E. Additional services) Sample Size = 3 N
Problems frequently = 3 X 107 = 321
G. Performance
49
15 OCT


Correlation functions are a useful indicator of dependencies as a
function of distance in time or space
Correlation Variable

S: Clarity of Sound
Pr: Price Rates
Pa: Degree of problem Addressed by Customer care
B : Benefit for Money
N : Degree of network remaining busy
Q : Service Quality
P:Performance
A: Degree of additional service available
Sa: Customer Satisfaction Level

Sample Size 50
107 X 2 = 214 samples ( each individual rated twice for two sims )
SAT
15 OCT


Correlation Analysis Results
Interpretation
The following parameters were strongly correlated with correlation
coefficient value above R > 0.75 and *significance value < 0.05

Satisfaction Level ( Sa )

 Very strongly & Positively correlated to Sound clarity (S) [ 92.1%]
 strongly & Positively correlated to benefit for money (B) [81.4 %]
 strongly Negatively correlated to Network remaining busy (N) [-81.2 %]
 strongly & Positively correlated to Additional Service (A) [ 82.9 % ]
 strongly & Positively correlated to Performance (P) [ 84.5%]
 strongly & Positively correlated to Service Quality (Q) [ 83.1%]
51
SAT
15 OCT


Correlation& DISCUSSIONS
FINDINGS Analysis Results
Interpretation
 Factor, N: network remaining busy is inversely
proportional to satisfaction level. More is the network
traffic lesser. lesser will be the satisfaction level of0.05
coefficient value above R > 0.75 and *significance value <
customer.

 Higher the level of Q,B,A,P & S, higher will be the level
of satisfaction Satisfaction Level ( Sa )
Very strongly & Positively correlated to Sound clarity (S) [ 92.1%]
 Sound clarity has the to benefit for money satisfaction
strongly & Positively correlated highest impact on (B) [81.4 %]
level and thus it has to be given utmost preference as
strongly & Negatively correlated to Network remaining busy (N) [-81.2 %]
strongly & Positivelygood sound Additional Service (A) [ 82.9 % ]
maintaining correlated to quality will improve the
strongly & Positively correlated to Performance (P) [ 84.5%]
overall satisfaction value
strongly & Positively correlated to Service Quality (Q) [ 83.1%]
52
SAT
15 OCT


Multiple Linear Regression Analysis
focus is on the relationship between a dependent variable and one or
more independent variables
Independent Variable

S: Clarity of Sound
Pr: Price Rates
Pa: Degree of problem Addressed by Customer care
B : Benefit for Money
N : Degree of network remaining busy
Q : Service Quality
P:Performance
A: Degree of additional service available

Dependent variable
Sa: Customer Satisfaction Level
53
Sample Size
107 X 2 = 214 samples ( each individual rated twice for two sims ) SAT
15 OCT


Multiple Linear Regression Results
Interpretation
R square value
R Square value = 0.874 .It shows that the relationship is 87.4%
accurate to define the existing relationship between Dependent
variable (Sa) & Independent variable [Q,S,P,Pr,Pa,B,N,A].

T-test

The independent variable that are t-value > 0.5 are Q, S, P, Pr, B,N,A. They
have a greater impact on the output and forms a strong relation with it.

F-test Significance Level

Out of above Pr > 0.05 & Pa > 0.05, hence it is not significant and has to be 54
discarded.
SAT
15 OCT


Multiple Linear Regression Results
Interpretation

B value & C Value
Slopes of N -> they are negatively related
Slopes S,Q,B,A,P- > they are Positively related

Multiple Regression linear Equations

Sa = C + F(X) ; C = 3.293

F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S

Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S
55
SAT
15 OCT


Interpretation remaining busy is inversely
Factor, N: network proportional to
satisfaction level. More is the network traffic lesser. lesser will be the
satisfaction level of customer.
Sa α 1/N

Higher the level of Q,B,A,P & S, higher will be the level of satisfaction
as they are directly proportional.
Satisfaction Level ( Sa )
Sa α Q,B,N,A,P,S

VerySound clarity has the highest impactSound clarity (S)level and thus it
strongly & Positively correlated to on satisfaction [ 92.1%]
stronglyto be given utmost preference as maintaining good sound
has & Positively correlated to benefit for money (B) [81.4 %]
strongly & Negatively correlated tosatisfaction value andbusyhave[-81.2 %]
quality will improve the overall Network remaining will (N) at
least 4 times more impact than increasing any other factors.
strongly & Positively correlated to Additional Service (A) [ 82.9 % ]
strongly & Positively correlated to Performance (P) [ 84.5%]
strongly & Positively correlated= 4Service Quality (Q) or83.1%]
Increase of S to X ( increase in Q [ A ) 56
SAT
15 OCT


Interpretation remaining busy is inversely
Factor, N: network proportional to
satisfaction level. More is the network traffic lesser. lesser will be the
satisfaction level of customer.
Objective α : 1/N
Sa 3 Achieved

Higher the level of Q,B,A,P & S, higher will be the level of satisfaction
To derive X-Y relationship
as they are directly proportional.
Sa α Q,B,N,A,P,S
for highest impact on satisfaction level and thus it
Sound clarity has the
satisfaction level
has to be given utmost preference as maintaining good sound
quality will improve the overall satisfaction value and will have at
least 4 times more impact than increasing any other factors.

Increase of S = 4 X ( increase in Q or A ) 57
SAT
15 OCT


Graphical Analysis
Gender Classification Age Classification

Geographical Distribution

58
SAT
15 OCT


Graphical Analysis
Favorite GSM GSM service provider
service provider people dislike the most

59
SAT
15 OCT


Cross tabulation

60
SAT
15 OCT


Cross tabulation

61
SAT
15 OCT


Market Share Analysis

MTNL Market Share
0%
SPICE HFCL
UNINOR 1% 0%
2%
Other
AIRCEL 3% AIRTEL
6% 19%
IDEA
10%

BSNL
VODAFONE
11%
18%

TATA
13%
RELIANCE
17%

62
SAT
15 OCT


FINDINGSShare Analysis
Market & DISCUSSIONS
 31% of people rated Vodafone as their favorite [GSM] service
provider followed by 30% rating Airtel
MTNL Market Share
0%

 32% of people rated Reliance SIMs to be disliking the most ,
UNINOR
SPICE
1%
HFCL
0%
followed by 19% [BSNL], 11% Aircel
2%
Other
AIRCEL 3% AIRTEL
6% 19%
IDEA
 Market Leader:Airtel, Vodafone & Reliance
10%

 Market Challenger: TATA, [BSNL] & IDEA
BSNL
VODAFONE
11%
18%

 Market Follower: Uninor , HFCL
TATA
13%
RELIANCE
17%
 Niche Market:
[MTNL] has niche market segment targeting only Metro Politian
cities. Spice is also targeting Cosmo Politian cities in 63
Southern India like Bangalore, Mysore, Mangalore SAT
15 OCT


Null hypothesis Acceptance
S.no Hypothesis Correlation Result
There is a positive correlation
between customer satisfaction Positively correlated
Hypothesis : HA0 Accepted
level (Sa) & quality of service to as high as 83.1%
(Q).
between customer satisfaction Positively correlated
Hypothesis : HB0 Accepted
level (Sa) & Performance of to as high as 84.5%
service (R).
There is a negative correlation
Weekly correlated to
Hypothesis : HC0 between customer satisfaction Rejected
level (Sa) & price (P).
as low as 26.4%
between customer satisfaction Weekly correlated to
Hypothesis : HD0 Rejected
level (Sa) & Problem addressed as low as 35.2%
by customers (P).
64
There is a negative correlation
Negatively correlated
Hypothesis : HE0 between customer satisfaction Accepted SAT
to as high as - 81.2% 15 OCT
level (Sa) & Network traffic (N).


Findings on individual objectives proposed

65
Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network SAT
remaining busy, A: Degree of additional service availableP: Performance , S: ound Clarity ]
15 OCT

RECOMMENDATION & CONCLUSION

Key Suggestions

Key Guidelines

Do’s

Don’ts

Conclusion

Scope of further research


RECOMMENDATION & CONCLUSION Alliance University School of Business

Reccomendation
Key Suggestions

 Sound clarity has the highest impact on satisfaction level and
thus it has to be given utmost preference as maintaining good
sound quality will improve the overall satisfaction value.

 Operational performance should be given the utmost priorities
for customers. Such as network capacity, internet speed &
download capacity.

 Spice, HFCL, Uninor should look for better promotion techniques
such as better price schemes & new market like 3G market or
premium segment to penetrate deeper into the market.

 Reliance & [BSNL] should look at major loop holes where they are 67
lacking as customer rated them very poor, though they are the SAT
main market players in India. 15 OCT


Reccomendation

Key Guidelines
 [GSM] mobile operators should come up with facility to easily
switch to any operators without changing the number as half of
the people surveyed have used more than 5 [GSM] Sims till date.

 People rely more on postpaid than prepaid service, so operators
should work on how to promote pre-paid connection to higher
extent and should give added advantage to post-paid service.

 Mobile operators should use social networking site to spread
word of mouth as the results says people are highly influenced by
Friends for choosing a particular [GSM] service.
68
SAT
15 OCT


Reccomendation

Do’s
 Product manager should maintain Sa, value as close to 3.327 in
discriminant equation so that customers are highly satisfied.

 Mobile operators should focus more on [STD] call rates rather
than the local rates tariff planes as survey said that people are
concerned more about STD call rates.

 Mobile handset Company should focus more on dual [SIM]
mobile set as there lies a big opportunity.

 Company should only not focus on price as it is neither being
listed in top factors nor shows any correlation 69
SAT
15 OCT


Reccomendation

Don’ts

 Do not target people for survey in exact number required, as
many of them would not reply back or fill wrong entries.

 Do not make any alteration to survey form when survey has
already started, because such alteration may hamper past data.

 Do not replace missing fields immediately, do it once survey is
done completely using Spss software.
.
70
SAT
15 OCT


Conclusion
Finally 6 important factors Optimal Service Quality, Justified Value &
benefit for Money, Low traffic in network, additional services like
Internet, GPRS, Downloads, Software uploads etc., High Performance &
High Quality sound clarity could pass all the statistical test & proved to be
playing vital role in measuring customer satisfaction.

Cause Affect Relationship

The regression equation proved to be as below. All above factors were
strongly correlated to satisfaction level and influenced customer post
purchase buying decision to great extent.

Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S 71
SAT
15 OCT


Scope for further Research

 Cluster analysis & cross tabulation can be used effectively to find
out how preference of these factors vary over geographical
location, gender, age & occupation.

 To identify more factors for the same research , same process has
to be followed restricting it to larger number of factors needed.

 Consumer behavioral research can be conducted through both
*qualitative research by *focus group method & *quantitative
research by *cluster analysis method to understand how
effectively customer is able to perceive & differentiate these
factors from other brands.
72
SAT
15 OCT

QUESTION & ANSWER

Questions
&
Answer

74
SAT
Alliance University School of Business
15 OCT

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