phns

8/20/2019 PHNS

1/46

1

Project Report

On

Customer Satisfaction on Mobile Service ProviderNetworks

In

International Market Research Bureau IMRB!

"#derabad

By

C"$ %&R'"I%

(08M009)

(Marketing/Finance)

Submitted in Partial Fulfillment of the Requirements for the !ard of the Post "raduation

#i$loma in %usiness Management

("R)*& CO++,-, O. M&N&-,M,N'

M,(C"&+

"/(,R&B&($

8/20/2019 PHNS

2/46

2

C , R ' I . I C & ' ,

&his is to certif' that the thesis entitled Customer Satisfaction on Mobile Service

Provider Networks in IMRB *+&,R+&*-+. 1#,R%# that is being

submitted b' Mr2 C"$%&R'"I% in $artial fulfillment of the requirements for the a!ard of

degree of P"#M in MR3,&*+" 4 F*++5, in #hru6a 5ollege of Management is a

bonafied !ork carried out b' him under the guidance and su$er6ision of the undersigned2

&he results embodied in this dissertation ha6e not been submitted to an' other uni6ersit' or

institution for the a!ard of an' degree or di$loma2

#ate7

Place7 Su$er6isors Signature and designation

(,C+&R&'ION

8/20/2019 PHNS

3/46

3

* hereb' declare that the dissertation entitled Customer Satisfaction on Mobile Service

Provider Networks 0 that is being submitted b' me in $artial fulfillment of the requirements

for the a!ard of the degree of P"#M in .IN&NC, 1 M&R%,'IN- to (hruva Colle2e

of Mana2ement is a record of bonafied !ork carried out b' me2

&he results embodied in this dissertation ha6e not been submitted to an' other uni6ersit' or

institution for the a!ard of an' degree or di$loma2

#ate7

Place7 Signature of the student

Internal supervisor ,3aminer s!

::::::::::::

; ::::::::::::

&C%NO4+,(-,M,N'

8/20/2019 PHNS

4/46

4

&he authorshi$ of a monogra$h is usuall' attributed to one $erson but a re$ort on the

internshi$ or a $ro

8/20/2019 PHNS

5/46

5

&he $resent stud' is undertaken to understand the customer satisfaction in mobile ser6ice

$ro6iders 2*t is done under the guidance of *MR%

&he stud' !as done to find out the customer satisfaction le6el in mobile ser6ice $ro6ider

$la'ers in the market and to kno! the customer $erce$tion to!ards other mobile ser6ice $ro6iders this sur6e' !as done in t!in cities2

&he data !as $rocessed using com$uter aided tools such as MSA,B5,.SPSS frequenc'

tables !ere used for anal'sis the stud' !as conducted from Cune ;D th ;009 to Cul' ;Dth ;009

i2e2 for a $eriod of one month in the cit' of 'derabad2

&C%NO4+,(-,M,N'$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$8

&BS'R&C'$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$9

:$ IN'RO()C'ION$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$;

8/20/2019 PHNS

6/46

6

22 &,-R,&*5. %53"R->+# -F &, &-P*52222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222E

1.1.1. Customer Satisfaction....................................................................................................................7

1.1.2. Skills of Marketers.........................................................................................................................9

1.1.3. Method to Measure Customer Satisfaction.................................................................................10

1.1.4. Introduction to Telecom Industry.................................................................................................11

1.1.. Market Share of !u"lic and !ri#ate Industry..............................................................................131.1.$. The %lo"al Cellular Mo"ile Industry..........................................................................................14

2;2 R ,S,R5 -%C,5&*?,S2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222E

22 R ,S,R5 .*M*&&*-+22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222228

?$ R,S,&RC" M,'"O(O+O-/$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$R5,S -F #&22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222;G

2;2 SMP.*+" #,S*"+22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222;G

22 5-..,5&*-+ M,&-#22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222;D

2G2 R ,S,R5 #,F*+*&*-+2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222;D

8$ (&'& &N&+/SIS$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

8/20/2019 PHNS

7/46

7

felt state resultin2 from comparin2 a products perceived performance outcome!

in relation to the persons e3pectations0$

&his satisfaction le6el is a function of difference bet!een $ercei6ed $erformance and

e=$ectations2 *f the $roducts $erformance e=ceed e=$ectation the customer highl'

satisfied or delighted2 *f the $erformance matches the e=$ectations the customer is

satisfied2 *f the $roducts $erformance fall shorts of e=$ectations the customer is

dissatisfied2

Man' com$anies are aiming for high satisfaction because customers !ho are

8/20/2019 PHNS

8/46

8

customers and for managing customer relationshi$s in !a's that benefit the organiJation

and its stakeholdersI2

H &he t!o ma

8/20/2019 PHNS

9/46

9

Markets consist of grou$s of com$etitors com$eting for a customerKs business2 &he

8/20/2019 PHNS

10/46

10

? !+ost Customer &nal#sis$

5om$anies should contact customers !ho ha6e sto$$ed bu'ing or !ho ha6e s!itched to

another su$$lier to learn !h' this ha$$ened2

8 !Consumer Behavior *s Consumption Behavior

5onsumer beha6ior refers to the manner in !hich an indi6idual reaches decision related

to the selection $urchases and use of goods and ser6ices2 @alters and Paul sa's that

consumer beha6ior is the $rocess !here b' the indi6iduals decides !hat !hen ho! and

from !hom to $urchase goods 4 ser6ices2

5onsumer beha6ior relates to an indi6idual $erson (Micro beha6ior) !here as

consum$tion beha6ior relates to and to the mass or aggregate of indi6iduals (Macro beha6ior) consumers beha6ior as a stud' focuses on the decision $rocess of the

indi6idual consumer or consuming unit such as the famil'2

*n contrast the consum$tion beha6ior as a stud' is to do !ith the e=$lanation of the

beha6ior of the aggregate of consumers or the consuming unit2 5onsumer is a $i6ot

around !hich the entire s'stem of marketing re6ol6es2 &he stud' of bu'er beha6ior is

one of the most im$ortant ke's to successful mark

:$:$8$ Introduction to 'elecom Industr#

&he *ndian &elecommunications net!ork !ith 020 million connections is the fifth largest

in the !orld and the second largest among the emerging economies of sia2 &oda' it is the

fastest gro!ing market in the !orld and re$resents unique o$$ortunities for >2S2 com$anies

in the stagnant global scenario2 &he total subscriber base !hich has gro!n b' G0L in ;00D

is e=$ected to reach ;D0 million in ;00E2 ccording to %roadband Polic' ;00G "o6ernment

of *ndia aims at 9 million broadband connections and 8 million internet connections b'

;00E2 &he !ireless subscriber base has

8/20/2019 PHNS

11/46

11

8D First o$erational land lines !ere laid b' the go6ernment near 5alcutta

(seat

of %ritish $o!er)

88 &ele$hone ser6ice introduced in *ndia

88 Merger !ith the $ostal s'stem

9; Formation of *ndian Radio &elegra$h 5om$an' (*R&)

9; Merger of ,&5 and *R& into the *ndian Radio and 5able

5ommunication

5om$an' (*R55)

9GE +ationaliJation of all foreign telecommunication com$anies to form

the

Posts &ele$hone and &elegra$h (P&&) a mono$ol' run b' the

go6ernmentKs Ministr' of 5ommunications

98D #e$artment of &elecommunications (#-&) established an e=clusi6e

$ro6ider of domestic and longAdistance ser6ice that !ould be its o!n

regulator (se$arate from the $ostal s'stem)

98H 5on6ersion of #-& into t!o !holl' go6ernmentAo!ned com$anies7

the

?idesh Sanchar +igam .imited (?S+.) for international

telecommunications

8/20/2019 PHNS

12/46

12

and Mahanagar &ele$hone +igam .imited (M&+.) for ser6ice in

metro$olitan areas2

99E &elecom Regulator' uthorit' of *ndia created2

999 5ellular Ser6ices are launched in *ndia2 +e! +ational &elecom Polic'

is

ado$ted2

;000 #o& becomes a cor$oration %S+.

large $o$ulation lo! tele$hon' $enetration le6els and a rise in consumersK income and

s$ending o!ing to strong economic gro!th ha6e hel$ed make *ndia the fastestAgro!ing

telecom market in the !orld2 &he first and largest o$erator is the stateAo!ned incumbent%S+. !hich is also the Eth largest telecom com$an' in the !orld in terms of its number of

subscribers2 %S+. !as created b' cor$oratiJation2 !hile #&S (#e$artment of

&elecommunication Ser6ices) a go6ernment unit res$onsible for $ro6ision of tele$hon'

ser6ices2 Subsequentl' after the telecommunication $olicies !ere re6ised to allo! $ri6ate

o$erators com$anies such as %harti &elecom && *ndicom ?odafone M&+. *dea

?odafone and %P. ha6e entered the s$ace2 Ma

8/20/2019 PHNS

13/46

13

and "PRS in the mobile arena2 &raditional tele$hones ha6e been re$laced b' the codeless and

the !ireless instruments2 Mobile $hone $ro6iders ha6e also come u$ !ith "PRSAenabled

multimedia messaging *nternet surfing and mobileAcommerce2&he muchAa!aited " mobile

technolog' is soon going to enter the *ndian telecom market2 &he "SM 5#M @..

ser6ice $ro6iders are all u$grading them to $ro6ide " mobile ser6ices2 long !ith

im$ro6ement in telecom ser6ices there is also an im$ro6ement in manufacturing2 *n the beginning there !ere onl' the Siemens handsets in *ndia but no! a !hole series of ne!

handsets such as +okiaKs latest +Aseries Son' ,ricssonKs @Aseries MotorolaKs P# $hones

etc2 ha6e come u$2

&ouch screen and ad6anced technological handsets are gaining $o$ularit'2 Radio ser6ices

ha6e also been incor$orated in the mobile handsets along !ith other a$$lications like high

storage memor' multimedia a$$lications multimedia games MP Pla'ers 6ideo generators

5ameraKs etc2 &he 6alue added ser6ices $ro6ided b' the mobile ser6ice o$erators contribute

more than 0L of the total re6enue2

:$:$@$ 'he -lobal Cellular Mobile Industr#

-lobal telecom sector

,arnin2s visibilit#

,arnings gro!th is being dri6en b' im$ro6ing $ricing conditions stabiliJing o$erating

trends aggressi6e cost cutting initiati6es a $ositi6e regulator' en6ironment strong !ireless

gro!th and ne! market o$$ortunities2 &his has translated into greater 6isibilit' of for!ard

earnings as e6idenced b' recent increased anal'st u$grades !ithin the sector2

Mer2er s#ner2ies

"i6en the substantial amount of e=cess ca$ital a6ailable in the sector and in $ri6ate equit' !e

e=$ect to see additional merger and acquisition acti6it' albeit at a slo!er $ace than recentl'

!itnessed2 "lobal telecom M4 deals o6er the $ast t!o 'ears ha6e reflected market

e=$ansion but ha6e also had a $ositi6e effect on the bu'ers balance sheets2 Partnering

com$anies ha6e begun realiJing their s'nergies through cost reductions and economies of

scale2 *n the >S the largest three com$anies no! account for o6er E0L of the sector market

ca$ this com$ares to GL in 9902 &rends in bundled ser6ices are also $a6ing the !a' for

additional M4 acti6it'2 Sector consolidation !ill further increase the im$ortance of stock

selection2

-rowth

8/20/2019 PHNS

14/46

14

@hile costAcutting has been a ma

8/20/2019 PHNS

15/46

15

'elecom Industr# in India• &he telecom industr' is one of the fastest gro!ing industries in *ndia2 *ndia has

nearl';00 million tele$hone lines making it the third largest net!ork in the !orld

after 5hina and >S2

• @ith a gro!th rate of GDL *ndian telecom industr' has the highest gro!th rate in

the8!orld2

• Much of the gro!th in sia Pacific @ireless &elecommunication Market is s$urred b'

the gro!th in demand in countries like *ndia and 5hina2

• *ndiaNs mobile $hone subscriber base is gro!ing at a rate of 8;2;L2

• 5hina is the biggest market in sia Pacific !ith a subscriber base of G8L of the total

subscribers in sia Pacific2

• 5om$ared to that *ndias share in sia Pacific Mobile Phone market is H2GL2

• 5onsidering the fact that *ndia and 5hina ha6e almost com$arable $o$ulations *ndia

slo! mobile $enetration offers huge sco$e for gro!th2

"istor# of Indian 'elecommunications

*t !as Started in 8D !hen the first o$erational land lines !ere laid b' the go6ernment near

5alcutta (seat of %ritish $o!er)2 &ele$hone ser6ices !ere introduced in *ndia in 882 *n

88 tele$hone ser6ices !ere emerged !ith the $ostal s'stem2 *ndian Radio &elegra$h

5om$an' (*R&) !as formed in 9;2 fter inde$endence in 9GE all the foreign

telecommunication com$anies !ere nationaliJed to form the Posts &ele$hone and &elegra$h(P&&) a mono$ol' run b' the go6ernmentKs Ministr' 2 &elecom sector !as considered as a

strategic ser6ice and the go6ernment considered it best to bring under stateKs control2 &he first

!ind of reforms in telecommunications sector began to flo! in 980s !hen the $ri6ate sector

!as allo!ed in telecommunications equi$ment manufacturing2 *n 98D #e$artment of

&elecommunications (#-&) !as established2 *t !as an e=clusi6e $ro6ider of domestic and

long distance ser6ice that !ould be its o!n regulator (se$arate from the $ostal s'stem)2 *n

98H t!o !holl' go6ernmentAo!ned com$anies !ere created7 the ?idesh Sanchar +igam

.imited (?S+.) for international telecommunications and Mahanagar &ele$hone +igam

.imited (M&+.) for ser6ice in metro$olitan areas2

*n 990s telecommunications sector benefited from the general o$ening u$ of the econom'2lso e=am$les of telecom re6olution in man' other countries !hich resulted in better

qualit' of ser6ice and lo!er tariffs led *ndian $olic' makers to initiate a change $rocess

finall' resulting in o$ening u$ of telecom ser6ices sector for the $ri6ate sector2 +ational

&elecom Polic'(+&P) 99G !as the first attem$t to gi6e a com$rehensi6e roadma$ for the

*ndian telecommunicationssector2

*n 99E &elecom Regulator' uthorit' of *ndia (&R*) !as created2 &R* !as formed to act

as a regulator to facilitate the gro!th of the telecom sector22 &elecommunication sector in

*ndia can be di6ided into t!o segments7 Fi=ed Ser6ice Pro6ider (FSPs) and 5ellular

Ser6ices2 Fi=ed line ser6ices consist of basic ser6ices national or domestic long distance and

international long distance ser6ices2 &he state o$erators (%S+. and M&+.) account for

almost 90 $er cent of re6enues from basic ser6ices2 Pri6ate sector ser6ices are $resentl'

8/20/2019 PHNS

16/46

16

a6ailable in selecti6e urban areas and collecti6el' account 2"lobal S'stem for Mobile

5ommunications ("SM) and 5ode #i6ision Multi$le ccess (5#M)2 &he "SM sector is

dominated b' &irtel5 *odfone6,ssar5 and Idea Cellular !hile the 5#M sector is

dominated b' Reliance and &ata *ndicom2 -$ening u$ of international and domestic long

distance tele$hon' ser6ices are the ma

8/20/2019 PHNS

17/46

17

consumer market research both quantitati6e and qualitati6e industrial market research

business to business market research social and rural market research media research retail

research and consumer $anels2

&his $ro6ides s$ecialist research ser6ices to its clients in *ndia and o6erseas on $roducts andser6ices co6ering the entire business and industr'2 *MR% *nternational toda' o$erates out of

its fi6e full ser6ice offices in Mumbai #elhi 5alcutta 5hennai and %angalore and is

su$$orted b'D other regional centers for collection of sur6e' information that literall'

s$anthe entire countr'2

&B&C)S .I,+(bacus Field handles the field o$erations for all the business di6isions in *MR%2 it has a

net!ork of D regional offices s$read across the countr' that gi6es *MR% the ca$abilit' to

run $an *ndia research $ro➢Probe Oualitati6e Research (POR)

➢Social and Rural Research *nstitute (SR*)

➢Media 4 Panel Research "rou$➢5ustomer Satisfaction Management 4 Measurement (5SMM)

➢%usiness 4 *ndustrial Research #i6ision (%*R#)

:$?$ Research +imitation+imitations of the Stud#

• 5arr'ing the sur6e' !as a general learning e=$erience for us but !e also faced some

$roblems !hich are listed here7

• &he market of &elecommunication is too 6ast and it is not $ossible to co6er each and

e6er' dealer manufacturer and seller in the a6ailable short s$an of time2

• "enerall' the res$ondents !ere bus' in their !ork and !ere not interested in

res$onding rightl'2

8/20/2019 PHNS

18/46

18

• Res$ondents !ere reluctant to disco6er com$lete and correct information about

themsel6es and their organiJation2

• Most res$ondents !ere not maintaining $ro$er kno!ledge of 6arious ser6ices

$ro6ided b' their com$an' so the' !ere unable to $ro6ide e=act information2

• Most of the res$ondents dont !ant to disclose the information about the 6arious other

com$anies !hich the' ha6e e=$erienced before2

• Some of the res$ondents !ere using the ser6ice first time of their com$an' and the'

!ere not able to $ro$erl' differentiate among their $roduct2

•#ue to human beha6ior information ma' be biased2 Mainl' in %S+. case2

8/20/2019 PHNS

19/46

19

;2 #ebnath (;008) &his stud' e=$lain that the $rime focus of the ser6ice $ro6iders is to

create a lo'al customer base b' benchmarking their $erformances and retaining

e=isting customers in order to benefit from their lo'alt'2 @ith the commencement ofthe economic liberaliJation in 99 and !ith a 6ie! to e=$and and im$ro6e telecom

infrastructure through the $artici$ation of the $ri6ate sector the "o6ernment of *ndia

$ermitted foreign com$anies holding D $ercent equit' stake in

8/20/2019 PHNS

20/46

20

D2 3ala6ani (;00H) in their stud' anal'Jed that ma

8/20/2019 PHNS

21/46

21

82 FernandeJ (;00E) in their stud' titled >nderstanding #'namics in an ,6ol6ing

*ndustr'7 5ase of Mobile ?S in *ndia anal'Jed that Mobile ?alue dded Ser6ices

(?S) is a rising star in the fast gro!ing !ireless business2 *n the $a$er attem$t is

made at understanding the strategic d'namics of the e6ol6ing en6ironment !ithin

!hich the *ndian $la'ers are o$erating the challenges and structure of the same2 -ur

literature and industr' re6ie! indicates that A !hile the 6alue chain of industr' is

com$licated 'et one can obser6e the bi$olar nature of bargaining $o!ers bet!een

mobile net!ork o$erators and content aggregators2

92 %ismut (;00H) in his stud' titled 5om$etition in ,uro$ean &elecom Markets

anal'Jed that in recent 'ears the ,uro$ean telecommunications market has !itnessed

ma

8/20/2019 PHNS

22/46

22

$rice so as to ma=imiJe re6enue or 'ield2 1ield management and d'namic $ricing

strategies could be usefull' a$$lied to $reser6e and increase $rofitabilit'2 1ield

management techniques can hel$ telecom o$erators and similar com$anies to

o$timiJe the benefits the' can deri6e from a subtle management of informationnet!orks and $artnershi$s2 o!e6er such an a$$roach is more difficult to

im$lement in the telecommunications industr' than in the airlines sector because of

the difficult' to control (and sometimes to refuse) net!ork access to customers

;2 5hris (;00) has anal'Jed N&elecom ad6ertising in $rint media2 &his research

attem$ted to in6estigate !h' &elecom theme are used in ad6ertisement and the

moti6es that lead com$anies and ad6ertisers to use s$ort celebrities and s$ort conce$t

in ad6ertisements2 From stud' it has been re6ealed that the a$$earance of s$ort

celebrities in ad6ertising endorsement occurred more often in &elecom magaJines

than in other magaJines because their target grou$ is more acquainted !ith athletes2

&he s$ort celebrities that dominated each $rinted media are related !ith their target

grou$ characteristics2

8/20/2019 PHNS

23/46

23

?$ Research Methodolo2#

?$:$ Sources of (ata

SO)RC,S O. (&'&

&he stud' undertaken there to be mainl' based on the $rimar' data i2e2 structured

questionnaire is designed2 &he stud' also contains secondar' data i2e2 data from authenticated

!ebsites and

8/20/2019 PHNS

24/46

24

?$?$ Collection Method

(&'& CO++,C'ION

&he data is collected randoml' irres$ecti6e of the categor' of the $eo$le in the form of

questionnaire and the sam$le siJe is 00 res$ondents2 %ecause it is a $ilot stud' and due to

time constraint the sam$le siJe is small2

?$8$ Research (efinition&he !ord research is deri6ed from the .atin !ord meaning to kno!2 *t is a s'stematic and a

re$licable $rocess !hich identifies and defines $roblems !ithin s$ecified boundaries2 *t

em$lo's !ellAdesigned method to collect the data and anal'ses the results2 *t disseminates the

findings to contribute to generaliJe able kno!ledge2 &he main characteristics of research

$resented belo! are7

• S'stematic $roblem sol6ing !hich identifies 6ariables and tests relationshi$s bet!een

them• 5ollecting organiJing and e6aluating data2

• .ogical so $rocedures can be du$licated or understood b' others

• ,m$irical so decisions are based on data collected

• Reducti6e so it in6estigates a small sam$le !hich can be generaliJed to a larger

• $o$ulation

• Re$licable so others ma' test the findings b' re$eating it2

• #isco6ering ne! facts or 6erif' and test old facts2

• #e6elo$ing ne! scientific tools conce$ts and theories this !ould facilitate to take

decision2

For the $ro$er anal'sis of data sim$le statistical techniques such as $ercentage !ere use2 *t

hel$s in making more generaliJation from the data a6ailable2 &he data !hich !ill be collected

from a sam$le of $o$ulation !as assumed to be re$resenting entire $o$ulation !as interest2

#emogra$hic factors likeage income and educational background !as used for the

classification $ur$ose2

8/20/2019 PHNS

25/46

25

8$ (ata &nal#sis

8$:$ (ata &nal#sis and InterpretationCustomer satisifaction -ap bDw Consumer ,3pectations and Companies Performance

of 'elecommunication

G: 6 4hich mobile connection do #ou haveH

Particular +o2 of res$ondents

*R&,. G0

?-#F-+, ;

*#, H

%S+. ;

8/20/2019 PHNS

26/46

26

Interpretation 6 s the area of the stud' is in 'derabad and Secunderabad !here the

market leader is irtel2 &hats !h' ma

8/20/2019 PHNS

27/46

27

Interpretation 6 bo6e data sho!s that most of the res$ondents in the area ha6e $reA$aid

connections2 nd * got onl' HL questionnaire filled b' $ostA$aid users2

G?6 Overall5 how would #ou rate #our service providerH

%rands ,=cellent "ood 6g Poor &errible +ot

Sureirtel E 8 0 0

?oda$hone D D ;0 0

*dea 0H 0G 0D

%snl 0 0 0 08

8/20/2019 PHNS

28/46

28

Interpretation6 From the gra$hic it de$ict that irtel is the most e=cellent and good ser6ice

$ro6ider as 9 out ;0 res$onded belie6es that the ser6ice of the com$an' is e=cellent2 &hen

6oda$hone has also good rate of e=cellence as H out of 8 res$ondents rated ?oda$hone as a

good ser6ice $ro6ider2 %ut the idea and %snl are not under good ratings2 8 res$ondents of

%S+. and D of *dea ha6e rated their ser6ice $ro6ider as Poor2 %S+. is found to be !orstser6ice $ro6ider from all abo6e as ; res$ondents rate it as a a6erage ser6ice $ro6ider and 8

as a $oor ser6ice $ro6ider2

G86 Rank the followin2 factors which influenced #ou the most to bu# the service of

#our choiceH

8/20/2019 PHNS

29/46

29

7 APrice factor is not the most influencing factor for the $urchase of &elecom ser6ice2

07 A Price factor is the most influencing factor for the $urchase of &elecom ser6ice2

%rands Price +et!ork

Ser6ice

%rand

*mage

?S ,=$ected

6alues

irtel H G ;D

?odafone E G H ;D

*dea H E 0 ;D

%snl ;; 0 ;D

5hi square 6alue7 H20D &able 6alue7 D299

Interpretation of Chi 6 s the 9DL le6el of confidence 5hi square 6alue H20D is more than

the table 6alue D299 so the null h'$othesis is re

8/20/2019 PHNS

30/46

30

SMS Pack 0 9 G H

5oncession

5all Rates

D H

*nternet

Ser6ice

H H 0

Full &alk

&ime

D E G E

Interpretation 6 bo6e data anal'sis sho!s that irtel is being $referred because of its

internet ser6ice2 nd 6oda$hone because of its 5oncession calls rates and full talk time ?S2

@here *dea the most because of its 5oncession 5all Rates and SMS $ack2 %ut %S+. because

of its SMS $ack mainl' and then concession rates also2

G@6 "ow lon2 have #ou used the service of that compan#H

8/20/2019 PHNS

31/46

31

%rands Q Month AH Month H M 1ear 1ear 1ear

irtel ; E H

?odafone

*dea ; E

%snl ; D 9 ;

Interpretation6 bo6e table anal'sis de$icts that most of the users are using their telecom

ser6ice from last one 'ear2 Some of the users are also using it from last 'ear !here ma

8/20/2019 PHNS

32/46

32

irtel E ; 0 0 0

?odafone 8 0 0

*dea ; ; 0 0

%snl ; G 8 H 0

Interpretation 6 bo6e table data anal'sis sho!s that the satisfaction rate of net!ork

ser6ice is leaded b' irtel as not a single user of ser6ice is neutral or dissatisf'2 nd

6oda$hone net!ork ser6ice satisfaction rate is also good2 nd it can be also found that %S+.

net!ork ser6ice is not good as com$are to others com$etitors as G res$ondents are found to

be not satisfied !ith the com$an' net!ork ser6ice2

GF6 "ow would #ou rate the services value for mone#H

8/20/2019 PHNS

33/46

33

%rands ,=cellent "ood Fair Poor +ot Sure

irtel 9 ;G H

?odafone H ;0 D

*dea ; 0

%snl G

Interpretation 6 bo6e data and chart anal'sis de$icts that %S+. has the highest rating of

?alue for /mone' as $ersons out G has rated it as a e=cellent and good ser6ice $ro6ider2

&hen *dea 5om$an' is follo!ing %snl as a best ser6ice $ro6ider for 6alue for mone'2 -ther

t!o $la'ers irtel and ?oda has similar $erformance a$$ro=imatel'2 %oth has been rated

good and e=cellent !here good has been rated more as com$are to other o$tions2

G>6 4hat kind of problems occurs the most for which #ou need to contact customer

careDservice department of #our service providerH

07 A Peo$le do not contact customer care mostl' for acti6ation and deacti6ation of the

ser6ice

8/20/2019 PHNS

34/46

34

7 A Peo$le contact customer care mostl' for acti6ation and deacti6ation of the ser6ice

%rands %illing

Related

cti6ation/

#eacti6ation

*nformatio

n of ?Ss

+et!ork

Problem

,=$ected

6alues

irtel 8 0 ;D

?odafone 8 E ;D

*dea H ; D ;D

%snl H ;D

5hi square 6alue7 92D &able 6alue7 E28D

Interpretation of Chi6 s the 9DL le6el of confidence 5hi square 6alue 92D is more than

the table 6alue E28D so the null h'$othesis is re

8/20/2019 PHNS

35/46

35

Satisfied #issatisf'

irtel G H

?oda$hone ;

*dea H E

%snl ; E ;;

5hi square 6alue7 2G &able 6alue7 92G88

Interpretation of Chi6 s the 9DL le6el of confidence 5hi square 6alue 2G is more than

the table 6alue 92G88 so the null h'$othesis is re

8/20/2019 PHNS

36/46

36

Interpretation 6 From abo6e data anal'sis !e can sa' that most of the users !ho are

satisfied !ith their customer care ser6ice are also satisfied !ith the $rocess of getting their

queries resol6ed2 irtel again has been rated as the best ser6ice $ro6ider for getting queries

resol6ed2 Results are similar a$$ro=imatel' !ith the 0Aquestion anal'sis2

G:

8/20/2019 PHNS

37/46

37

Interpretation 6 bo6e data anal'sis sho!s that most of the users of all com$anies found

their customer ser6ice $ro6ider courteous2 %ut the result of %S+. is not good as the users sa'

that the' ha6e not talk to their customer care ser6ice $ro6ider e6en for a single time2 Some of

them ha6e talk but after a lot of !aiting time2 So the' are found not satisfied and rated this

question also as dissatisfied2 So after stud'ing their 6ie!s !ith a $ersonal discussion !e can

not sa' that the customer care re$resentati6es of %S+. are not courteous2

G:?6 'he customer service representative was ver# knowled2eable$

%rands Strongl'

#isagree

Some!hat

#isagree

+eutral Some!hat

gree

Strongl'

gree

irtel ;;

?oda$hone E

*dea 8 D 0

%snl ;0 ; ;

8/20/2019 PHNS

38/46

38

Interpretation 6 bo6e data anal'sis sho!s that most of the users of all com$anies found

their customer ser6ice $ro6ider kno!ledgeable2 %ut the result of %S+. is again not good as

the users sa' that the' ha6e not talk to their customer care ser6ice $ro6ider e6en for a single

time2 Some of them ha6e talk but after a lot of !aiting time2 So the' are found not satisfied

and rated this question also as dissatisfied2 So after stud'ing their 6ie!s !ith a $ersonal

discussion !e can not sa' that the customer care re$resentati6es of %S+. are notkno!ledgeable2 %ut one more finding is there in that question that *dea is not $erfect in hiring

best $ersonnel for customer care re$resentati6es as 8 users are neutral for this question re$l'2

G:86 'he waitin2 time for havin2 m# Juestions addressed was satisfactor#$

%rands Strongl'#isagree

Some!hat#isagree

+eutral Some!hatgree

Strongl'gree

irtel ; ;

?odafone D

*dea 8 D 0

%snl ;0 ; ;

8/20/2019 PHNS

39/46

39

Interpretation 6 bo6e data anal'sis sho!s that most of the users of all com$anies are

found satisfactor' !ith the !aiting time their queries resol6ed2 %ut the result of %S+. is

again not good as the users sa' that the' ha6e not talk to their customer care ser6ice $ro6ider

e6en for a single time2 Some of them ha6e talk but after a lot of !aiting time2 So the' are

found not satisfied and rated this question also as dissatisfied and neutral2 So after stud'ing

their 6ie!s !ith a $ersonal discussion !e can not sa' that the customer care re$resentati6esof %S+. are not able to sol6e their customer queries in a satisfactor' time2

9$ ConclusionCONC+)SION

• s $er m' belief !e ha6e seen that the choice of mobile handset and ser6ices can not be

se$arated came out true because !hen !e tried to find out the customer decision 2!e

successfull' classified customers in to eight grou$ each !ith some s$ecial requirementser6ice !ise and handsets attribute !ise2 5om$etition in telecom industr' is heating u$

its time for *ndian telecom $la'ers also to align u$ in the ne! d'namic business

en6ironment2

• &elcom ma

8/20/2019 PHNS

40/46

40

!hen $urchasing mobile $hone2 &he results indicate that the minute charge is the most

influential factor !hen a customer assesses to $urchase2 &he second most im$ortant factor

is the $eriodical fi=ed cost and another factor is the o$ening cost2 &hese indicate not

sur$risingl' that communication firms need to dee$l' consider2 lso this indicates that a

lot of effort must be $ut in the $ricing strateg'2

• Oualit' of ser6ice and the abilit' to attract and retain customers dictate the success or

failure of ne=tAgeneration communications ser6ice $ro6iders2 *n toda's com$etiti6e

en6ironment customers are quick to abandon ser6ices that do not meet e=$ectations2

&he ease !ith !hich customers can s!itch from their current ser6ice to another

demands that $ro6iders deli6er the highest $ossible le6els of ser6ice qualit' and

$erformance2 &o be successful communications ser6ice $ro6iders must deli6er

$ositi6e customer e=$eriences !ith rich 6alueAadded ser6ices su$$orted b'

com$rehensi6e ser6ice qualit' management2 &o this effectAMobile ser6ices has

e=$erienced the negati6e attributes of not being customer focused and realiJes that

qualit' is an attribute that creates customer satisfaction $rofitabl'2 &herefore qualit'

must be fused !ith all resources channeled to!ards their customers

Biblio2raph#R,.,R&NC,S

2 Callet Frederic 1ield management #'namic $ricing and 5RM in

telecommunications

(htt$7//!!!2emeraldinsight2com/*nsight/6ie!5ontent*tem2do

8/20/2019 PHNS

41/46

41

(htt$7//!!!2emeraldinsight2com/*nsight/6ie!5ontent*tem2dosage Pattern among 5ollegeA"oers

;008

(htt$7//!!!2emeraldinsight2com/*nsight/6ie!5ontent*tem2do

8/20/2019 PHNS

42/46

42

content&'$eT%ook4hdctionTlnkhtml4content*dTEH0DGG4histor'TtrueQ)

V?ie!ed E/G/09W

92 %hatt ndre Stud' of Mobile Phone >sage mong the Post "raduate Students

;008

02 5hris 3ambitsis &elecom ad6ertising in $rint media ;00

Kournal

• &he *ndian &elecom *ndustr' **M 5alutta ?atsal "o'al ;00E

• *n6estment Surge in the *ndian &elecom S$ace &imes "lobal *ssue ; ;008

• multi$leA$ers$ecti6e model for technolog' assessment 6ol ;008

• &he marketing of " ?ol ; no2 H ;00

Books

• Xeithaml ?alarie (;008) Ser#ice Marketin& Gth ,d2 +e! #elhi7 &ata Mc"ra! ill

Publishing 5om$an' .mt2

:$@ &NN,=)R,

Guestionnaire

N&M,6 LLLLLLLLLLLLLLLLLLL MOBI+, MO(,+6 LLLLLLLL

&-,6 LLLLLLLL OCC)P&'ION6LLLLLLLLLLLLLLLLL

O7A @hich mobile connection do 'ou ha6eU

a) irtel b) ?odafone c) *dea d) %snl

8/20/2019 PHNS

43/46

43

O;7A @hat kind of ser6ice 'ou ha6e

a) PreA$aid b) PostA$aid

O7A -6erall ho! !ould 'ou rate 'our ser6ice $ro6iderU

a) ,=cellent b) "ood c) 6erage d) Poor e) &errible f) +ot Sure

OG7A Rank the follo!ing factors !hich influenced 'ou to bu' the ser6ice of 'our choiceU

a) Price

b) +et!ork Ser6ice

c) %rand *mage

d) ?alue dded Ser6ices (Rel to Rel Free after PM)

ODA Rank the follo!ing ?S !hich attracted 'ou the most to bu' or retain the mobile

ser6ice7

a) SMS $ack ; G D ,=cellent AA ; G D AA

Poor

b) 5oncession 5all Rates ; G D

c) *nternet Ser6ice ; G D

d) Full &alk &ime ; G D

OH7A o! long ha6e 'ou used the ser6ice of that com$an'U

a) .ess than one month b) to H months c) H months to a 'ear

d) to 'ears e) -6er 'ears

8/20/2019 PHNS

44/46

44

OE7A -6erall ho! satisfied are 'ou !ith net!ork ser6ice of 'our com$an'U

a) ?er' satisfied

b) Satisfied

c) +eutral

d) #issatisfied

e) ?er' dissatisfied

O87A o! !ould 'ou rate the ser6iceKs 6alue for mone'U

a) ,=cellent b) "ood c) Fair d) Poor d) +ot sure

O97A @hat kind of $roblems occurs the most for !hich 'ou need to contact customer

care/ser6ice de$artment of 'our ser6ice $ro6iderU Rank them2

a) %illing related

b) cti6ation/deacti6ation related

c) *nformation about ?Ss

d) +et!ork $roblem

O07A *n thinking about 'our most recent e=$erience !ith that com$an' ho! much satisfied

are 'ou !ith the customer care ser6iceU

a) ?er' satisfied

b) Satisfied

c) +eutral

d) #issatisfied

8/20/2019 PHNS

45/46

45


f) +/

O7A o! satisfied are 'ou !ith the $rocess of getting 'our queries resol6edU

a) ?er' satisfied

b) Satisfied

c) +eutral

d) #issatisfied


O;7A &he customer ser6ice re$resentati6e !as 6er' courteous2

a) Strongl' #isagree

b) Some!hat #isagree

c) +eutral

d) Some!hat gree

e) Strongl' gree

O7A &he customer ser6ice re$resentati6e !as 6er' kno!ledgeable2



c) +eutral

d) Some!hat gree

e) Strongl' gree

8/20/2019 PHNS

46/46

46

OG7A &he !aiting time for ha6ing m' questions addressed !as satisfactor'2



c) +eutral

d) Some!hat gree

e) Strongl' gree

*f 'ou !ere not totall' satisfied !ith the customer ser6ice !ill 'ou $lease describe the

reasons for 'our dissatisfactionU

AA 6

&hank 'ou for s$ending 'our $recious time on filling in the questionnaire for usY

phns

Documents