a study of customer satisfaction towards various … · dr kishori j bhagat ugc mrp page 1 a study...

Dr Kishori J Bhagat UGC MRP

A STUDY OF CUSTOMER SATISFACTION TOWARDS VARIOUS

TELECOM/ CELL PHONE SERVICE PROVIDERS

MINOR RESEARCH PROJECT IN COMMERCE

UGC approval Letter No. and Date_F. 23-1731/14 (General/123(WRO)

XII Plan dated 16th

March 2017.

Submitted to

UNIVERSITY GRANTS COMMISSION

WRO

PUNE

BY

Dr. (Mrs.) KISHORI JAGDISH BHAGAT

M.Com., M.Phil., M.B.A.,NET, Ph.D.

Asst. Prof., Pragati College of Arts & Commerce

Dombivli (E)

2018


Executive Summary

Introduction

Telecommunications systems are generally run by telecommunications service providers, also

known as communications service providers. These providers historically offered telephone

and related services and now offer a variety of internet and WAN services, as well as

metropolitan area network and global services.

The telecom industry is investing heavily in technological innovation and in the development

of technology. The growth rate is continuing at a fast pace, new value added products and

services are driving the consumer spending behaviour. Few companies have already realized

the opportunity to improve the relationship with a customer while performing marketing

research. Customer-driven initiatives to attract, retain and build intimate long term

relationship with profitable customers, innovation and delivery of Quality Service have

become the key elements in the marketing strategies. Relationship Management with the

three focal points – Customer Perceived Value, Customer Satisfaction and Customer Loyalty

– has become key success factor in achieving sustained customer patronage and profitability

to the firm. Customer Relationship Management (CRM) is an effective tool to achieve this

goal.

Customer Relationship Management

The art of managing the organization’s relationship with the customers and prospective

clients refer to customer relationship management.

"Customer Relationship Management, CRM, aims at providing better customer service,

retaining customers as long-term profitable customers, selling services/products more

effectively, gaining new customers from present customers through referrals, and providing

helping hand to salespeople".

Need for Customer Relationship Management

Customer Relationship Management leads to satisfied customers and eventually higher

business every time. Customer Relationship Management goes a long way in retaining

existing customers. Customer relationship management ensures customers return back home

http://searchnetworking.techtarget.com/definition/metropolitan-area-network-MAN


with a smile. Customer relationship management improves the relationship between the

organization and customers.

Locale of the Study

The customers covered in the study are situated in Thane District, Maharashtra State. Thane

District is widely spread with seven Talukas and the areas covered in the study includes the

detailed study covering all the areas in the District viz. Thane, Thane City, Kalyan-Dombivli,

Ulhasnagar, Ambernath-Badlapur, Murbad, Bhiwandi and Shahpur The profile of the

selected Telecom Service Providers covered in the study gets incorporated in Chapter No. 3

Objectives of the Study

The study was conducted with the following objectives:

To understand the concept of CRM

To understand the profile of Telecom Service providers

To study the CRM of Telecom Service providers

To provide measures for improving the customer level of satisfaction

Hypothesis of the Study

The study focus on testing the following hypothesis:

The Telecom Service Providers follow the procedural approach for satisfying the customers

and taking measures towards CRM, they seem to fall short in detailed analytical study of the

customers in managing the same.

Complementary to the given hypothesis following Null Hypothesis were tested

1. There is no significant difference in the satisfaction level with the service

given by service provider between male and female respondents

2. There is no significant difference in the overall satisfaction level with the

service given by service provider between male and female respondents.


service given by service provider between prepaid and postpaid customers.

4. There is no significant difference in the satisfaction level with the service

given by service provider among different occupation of respondents.


service given by service provider among different telecom customers.


6. There is no significant difference in the overall satisfaction level among the

different telecom service provider

Research Methodology

The standard practice of conducting social research was adopted as Research Methodology.

The hypothesis and the objectives of the study were kept in mind to develop a supportive

Research Methodology.

The method adopted was descriptive and analytical method of research. The method adopted

was survey method complemented by descriptive and analytical method of research.

Population and Sampling

The population of the study consists of selected telecom service providers covered in the

study.

The population of the study covered the customers of selected telecom service providers in

Thane District.

The Customers taken up for the study were those customers who are the current users of the

services of any to the telecom service providers covered in the study.

Random Sampling Method was adopted for the Customers in Thane District. The

Convenience Method of sampling was adopted to select the Telecom Service Providers.

Data Collection

The data collection consisted of Primary and Secondary data.

Primary data was collected by use of methods like Structured Questionnaire to the

Customers of the selected seven UCBs. Discussions and Interviews were also conducted with

the sample contents. Before finalizing the Structured Questionnaires, Then, the Structured

Questionnaires were set to pilot testing. The pilot testing of the structured questionnaires

were conducted among the sample size of customers of each Telecom Service Providers

covered in the study.


The Secondary data consisted of reports, reviews and websites of Telecom Service

Providers covered in the study along with various books, journals, magazines, newspaper,

news articles, blogs review of literature, published articles by different authors and experts in

the said area. The unpublished data that came to the knowledge during conducting the study

was considered as a part of secondary data.

Data Processing

The collected data were subjected to Scientific Editing, Classification, Tabulation and

Interpretation by use of valid statistical methods recognized in social research.

Analysis of Data and Statistical Methods

The data collected from different sources were subjected to analysis with the help of

statistical methods recognized in the social research.

Analysis and interpretation of the data collected from the Customers of Telecom Service

Providers covered in the study

The data collected from the different level of respondents with the help of the different

structured questionnaires were recorded and analyzed. The questions in the questionnaire for

the Customers consisted of getting information on the two major areas namely the personal

information of the customers and their level of satisfaction on various parameters.

The questions in the structured questionnaire consisted of close ended questions that is

Dichotomous or two way questions and multiple choice questions. And the last question an

open-ended question. On the collective analysis of the marks scored in the independent

categories of the respondents, it could assess the level of satisfaction of customers on various

parameters.

The data were subjected to Tabulation as required for testing Null Hypotheses which gets

mentioned in Chapter 1. The data of customers were analyzed by using quantitative analysis.

The testing of Null Hypotheses was conducted through t-test and ANOVA, Post-hoc and

Factor Analysis.

For tabulation and data entry MS Excel was used and for the statistical data analysis the

SPSS package was used to a large extend.


Reporting Method

The research report is presented in “Popular Method” of reporting. The statistical analysis

excluding its interpretation is presented in the Technical method of reporting. The research

report has the complementary support of tables, pie diagram and other visual supports, which

are well within the reporting of descriptive and analytical research study.

Span of the Study

The following becomes the span of the study:

1. It focuses on the selected Telecom Service Providers

2. It covers the responses of customers in Thane District- Maharashtra.

3. The time span covers the information collected from the customers 2016-17 & 2017-

2018 (financial year)

Limitations of the Study

1. The jurisdiction of the study was restricted to Thane District- Maharashtra.

2. The study reveals the responses towards customers only and not employees.

3. As the study focus on only two years, the technological development in future may

change the opinions of the customers and telecom service providers.

Findings

Specific Findings from Qualitative Analysis

The specific findings were derived from the qualitative analysis that is covered at length in

chapter no 5. For better understanding it has been compiled for getting a clear picture of each

aspect of telecom service providers. The different questions were asked to cover the

important aspects of the services provided by the various telecom service providers covered

in the study.

The following table depicts question-wise analysis of the respondents whether they are

satisfied, dissatisfied or neutral in their responses towards the services provided by the

various telecom service providers covered in the study.


Table No. 1

Consolidated Question-wise analysis

Sr.

No.

Responses Satisfied

(%)

Dissatisfied

(%)

Neutral

(%)

1 Services Given By Service Provider 56.3 13.6 30.1

2 New Offer And Services 57.3 13.1 29.6

3 Charges Charged By Service Provider 56.9 14.6 28.5

4 Services Your Service Provider

Gallery

52.0 16.0 32.0

5 VAS Services 52.8 15.8 31.4

6 Customer Care Services 54.2 15 30.8

7 Network Availability In Their Area 53.6 17.6 28.8

8 Latest Internet Facility 56.2 14.3 29.5

9 Other Services Like Money Transfer,

Caller Tune Services, Call Divert,

Miss Call Alerts

57.1 13.5 29.4

10 Services Given By Customer

Representatives At The Office Of

Service Provider

53.1 15.6 31.3

11 Network Facility In Other Areas 57.7 16.8 25.5

12 Online Services 57.2 13 29.8

13 New Additional Benefits 54.4 15.8 29.8

14 Current Network Comparatively With

Other Network

56.4 14.9 28.7

15 Image Of The Service Provider 57.4 13.6 29

16 Services That Much As Compared To

That What They Expected

54.5 15.5 30

17 Network Availability While

Travelling

55 14.4 30.6

18 Rates Charged By Service Provider 57.8 15.6 26.6

19 Response Given By Customer Care

Executive On Call

58.2 14.1 27.7

20 Call Charges 53 17.3 29.7


21 VAS Services 57.2 14.5 28.3

22 Overall Satisfaction 54.7 15.8 29.5

From the above table, it was found that:

The level of satisfaction of any of the aspects was ranging from 52% to 58%.

The level of dissatisfaction of any of the aspects was ranging from 13% to 17%.

The level of Neutral responses of any of the aspects was ranging from 25% to

30%.

Specific Findings from Quantitative Analysis

The specific findings were derived from the Quantitative analysis that is covered at length in

chapter no 5. For better understanding it has been compiled for getting a clear picture of the t-

test and ANOVA conducted to test the Null Hypotheses.

The following table depicts the test conducted and the result of the test

Table No. 2

Consolidated result of testing of Null Hypotheses

Sr.N

o.

Null Hypothesis Test

applied

Result

1 There is no significant difference in the satisfaction

level with the service given by service provider

between male and female respondents

t-Test

Rejected

2 There is no significant difference in the overall

satisfaction level with the service given by service

provider between male and female respondents.

t-Test

Rejected



provider between prepaid and postpaid customers.

t-Test

Rejected

4 There is no significant difference in the satisfaction

level with the service given by service provider among

different occupation of respondents.

ANOVA Rejected



provider among different telecom customers.

ANOVA Rejected



satisfaction level among the different telecom service

provider

ANOVA Rejected

The above table clearly indicates that all the Null Hypotheses gets Rejected. That means,

there is significant difference between

The level of satisfaction with the service given by service provider between male and

female respondents

The overall satisfaction level with the service given by service provider between male

and female respondents.

The overall satisfaction level with the service given by service provider between

prepaid and postpaid customers.

The satisfaction level with the service given by service provider among different

occupation of respondents.

The overall satisfaction level with the service given by service provider among

different telecom customers.

The overall satisfaction level among the different telecom service provider

To find out the difference in the satisfaction level between the customers the mean values

were compared. Though the mean values from the results were slightly different the result of

t-test and ANOVA showed significant difference and therefore it can be stated that after

comparison of the mean values of the variables;

It was found that

The level of satisfaction of male respondents towards services given by service

providers was more than female respondents

The level of overall satisfaction of male respondents towards services given by

service providers was more than female respondents

The level of satisfaction of post paid respondents towards services given by service

providers was more than pre paid respondents

The level of satisfaction of the respondents towards Jio is more followed by Vodafone

and Idea, then Airtel followed by TATA Docomo and last BSNL/MTNL.


From the factor analysis it was found that the services can be classified into: Core

services, New services, Expected services, Supportive services, Additional services,

Recent trends in services and their Existing services.

General Findings

During the data collection and informal interviews with the customers, it was found that

The respondents were happy with number of telecom service provider companies

pouring in.

With the increasing competition and technology, the expectation of the customers has

increased to a large extent.

The customers are quiet comfortable to switch their service providers to a new one in

the market.

Innovation and research and development undertaken by the telecom service

providers also have increased the customer expectation.

The main expectation is to get better services at lower cost.

Due to the portability law coming in, the customers can retain their old number with

new service provider has added up their switching decision.

The arrival of foreign companies, foreign direct investment and internet facility; that

has made the world a global village, the awareness among the customers has also

increased.

BSNL/ MTNL need to work more on the lines of their counter players in the market.

After going through the review of literature and profile of the various telecom service

providers covered in the study, it was clearly indicative of the vast facilities made

available by Jio followed by Vodafone, Idea and Aitel as compared to other service

providers. Apart from the traditional factors, the study could identify the factors that

affect the level of satisfaction of customers of telecom service providers.

Summary of the Findings

It was found that the telecom/cell service providers are well aware about the need to retain

the customers and therefore the need of Customer Relationship Management. With the

increasing competition the service providers tend to given more and more facilities to the

customers; but still the customers are not very satisfied with the services and therefore they

need to introspect themselves. They need to know the need and wants of the customers and


more so their touch points; so that they can enhance their relationship and have more holistic

marketing approach which in turn will be helpful to achieve their organizational objectives.

Suggestions

Based on the findings and observation some measures are suggested for the telecom service

providers so as to enhance their services, maintain good customer relationship and thereby

increase their profitability and market share.

Specific Suggestions

The following suggestions are given based on the testing of null hypotheses.

The telecom service providers can work on more service facilities towards female in

specific; customized package, etc.

The telecom service providers can concentrate on the younger generation and for that

they have to provide latest version of the services available in the global market, as

the youth is more techno-savvy.

The telecom service providers can work on different customized packages for

students, business men, professionals, housewives, etc. to serve their specific

requirements.

The customized package as per the age will also be help and give value to the

customer money and expectation.

The pre paid customers are the most volatile and hence can be tapped with proper

services and facilities.

The already existing telecom service providers must see the profile of the new

entrants; as they come with plethora of facilities and services to the customers.

General Measures

There is a tough competition and therefore all the telecom service providers need to

do SWOT analysis and improve on all the aspects of their services.

The telecom service providers need to identify the strength and weakness of their

competitors to know the market opportunities and threats.

There is a large group of customers who are neutral towards their level of satisfaction

in many of the services provided and therefore these customers can be tapped by the

telecom service providers.


The overall level of dissatisfaction is less that also means they have very tough

competition among themselves and therefore in order to survive they need to

constantly upgrade their services.

The service providers should concentrate on Need-based services, innovation, and

customer research should be given priority.

Customer delight and customer touch points should be identified by the telecom

service providers along with customer satisfaction.

The service providers should work on customer relationship management based on

Customer Information System (CIS).

There is need for maintaining customer data warehouse and data mining. The telecom

service providers should more on these lines.

Contribution to the Society As mobile has become an integral part of everyone‘s life, the

need to understand the customers need, wants and customer touch point is the need of the

hour for every telecom service providers. With the increasing competition in the industry the

need is inevitable and hence to retain the customers understand and practice customer

relationship management. Nowadays, to sustain in the market the service providers are

practicing various unfair means and practices. This can be curbed by spreading awareness

among the customers. With the internet access and social media, the customers are well

informed and therefore the service providers cannot cheat them and practice unfair means for

a long time. They have to be fair in providing the required services ethically. In a way, this is

beneficial for the society as it also forms a part towards protection of Consumer Rights.

Areas for Further Research

1. The jurisdiction of the study was restricted to Thane District- Maharashtra.

Research study can be undertaken for other districts as well as other States.

2. The study reveals the responses towards customers only and not employees.

Research study can be undertaken to know the responses of the employees as they

are the internal customers.

3. As the study focus on only two years, the technological development in future

may change the opinions of the customers and telecom service providers.

Research study can be done on the technical aspects of the services.


Conclusion

The research study achieved the objectives of the study mentioned in the Introduction

Chapter. The study confirms the hypothesis which became the base of the study. The

hypothesis was tested and could confirm that The Telecom Service Providers follow the

procedural approach for satisfying the customers and taking measures towards CRM, but they

fall short in detailed analytical study of the customers in managing the same. The ever

increasing competition in the global market and the shift in the focus from product to service

industry; there is a sheer need to give the best to the customers. Traditionally, it was said that

Customer is the King, and in today’s era time and again it has proved that survive or perish

and if one has to survive, they should satisfy the customers. Customers’ satisfaction and good

relationship is the mantra for survival in the global village. To sustain, grow and capture the

market the telecom service providers must know the customer touch points, concentrate on

customer research to know their requirements and develop innovative and distinct customized

plans instead of the general plans and services, to satisfy the customers and maintain proper

Customer Relationship Management.

Chapterisation

1. Introduction

o General Introduction

o Locale of the study

o Objectives of the study

o Hypothesis

o Span of the study

o Limitations of the study

o Chapterisation

o Conclusion

o References

2. Review of Literature

o Introduction

o Review of Literature

o Conclusion

o References


3. Profile of Telecom Service Providers

o Introduction

o Profile

o Conclusion

o References

4. Research Methodology

o Introduction

o Nature of research

o Population and sample

o Data collection

o Data Processing and Analysis

o Reporting

o Conclusion

5. Analysis and Interpretation of Customer Level of Satisfaction towards Telecom

Service Providers

o Introduction

o Qualitative Analysis

o Quantitative Analysis

o Conclusion

6. Findings, Suggestions and Conclusion

Bibliography

Annexures

1. Questionnaire for the Customers

2. Map of Thane District


Annexure 1

QUESTIONNAIRE FOR THE CUSTOMERS

NAME :

GENDER : [A] Male [B] Female

OCCUPATION: [A] Student [B] Business [C] Profession [D] Service [E] House

Wife

Qualification: [A] Upto 10th [B] Undergraduate [C] Graduate [D] Post Graduate [E]

Professional [F] Ph.D.

Your Telecom Service Provider: [A] Airtel [B] Vodafone [C] Jio [D]

BSNL/MTNL [E] Idea [F] Tata Docomo

Type of Connection : [A] Post Paid [B] Pre Paid

1. Are you satisfied with the services given by your service provider?

(1) Strongly satisfied (2) satisfied (3) average (4) dis-satisfied (5) strongly dis-

satisfied

2. Are you satisfied with new offer and services provided by your service provider?


satisfied

3. Are you satisfied with charges charged by your service provider as compared with

other operator?


satisfied

4. Are you satisfied with the services your service provider gallery provide you?


satisfied

5. Are you satisfied with VAS services provided by your service provider?



satisfied

6. Are you satisfied with customer care services provided by your service provider?


satisfied

7. Are you satisfied with the network availability in your area?


satisfied

8. Are you satisfied with 2G, 3G internet facility of your service provider?


satisfied

9. Are you satisfied with other services like money transfer, caller tune services, call

divert, miss call alerts services?


satisfied

10. Are you satisfied with services given by customer representatives of your service

provider?


satisfied

11. Are you satisfied with network facility in other areas than your area?


satisfied

12. Are you satisfied with online services provided in your service provider website?


satisfied

13. Are you satisfied with additional benefits by your service provider?


satisfied


14. Are you satisfied more with current network comparatively with other network?


satisfied

15. Are you satisfied with image of the your service provider in market?


satisfied

16. Are you satisfied with services that much as compared to that what you expected

from your service provider?


satisfied

17. Are you satisfied with network availability while travelling?


satisfied

18. If you are billing customer than are you satisfied with the postpaid billing services?


satisfied

19. If you are a prepaid customer, are you satisfied with the prepaid tariff

Plans/recharge coupons offered by your service provider?


satisfied

20. Rate your satisfaction level with reference to call charges?


satisfied

21. Rate your satisfaction level with reference to VAS services?


satisfied

22. Rate your overall satisfaction about your service provider?



satisfied

Would you like to give any suggestion? (Please specify)

----------------------------------------------------------------------------------------------------------------

----------------------------------------------------------------------------------------------------------------

---------


Annexure 2

Map of Thane District

Source:Gov.maps


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