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THE STUDY OF CUSTOMER SATISFACTION
IN AIRTEL
Project report submitted to:
MAHARSHI DAYANAND UNIVERSITY, ROHTAKin partial fulfillment of the requirement for the award of
MASTER IN BUSINESS ADMINISTRATION
Submitted BY:
Manju Khokhar
MBA-Hons.
Rollno:2166
Under the Supervision of:
Prof. Daleep Singh
INSTITUE OF MANAGEMENT STUDIES & RESEARCH
M.D. UNIVERSITY, ROHTAK, HARYANA [INDIA]
APRIL, 2010.
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THE STUDY OF CUSTOMER SATISFACTION
IN AIRTEL
Project report submitted to:
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
For the Degree of
MASTER IN BUSINESS ADMINISTRATION
Submitted BY:
Manju Khokhar
MBA-Hons.
Rollno:2166
Under the Supervision of:
Prof. Daleep Singh
INSTITUE OF MANAGEMENT STUDIES & RESEARCH
M.D. UNIVERSITY, ROHTAK, HARYANA [INDIA]
APRIL, 2010.
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CONTENTS
TABLE OF CONTENTS PAGE
Preface
Acknowledgement
Student Declaration
CHAPTERS
CHAPTER 1: INTRODUCTION
Significance of the Problem
Review of Existing Literature
Conceptualization
Focus of the Study
Objectives of the Study
Limitations of the Study
Organization of the Study
CHAPTER 2: METHODOLOGY & STATISTICAL TOOLS APPLIED
Research Design
Universe of the Study
Sample of the Study
Collection of Information
Content Analysis
Analysis Pattern
Statistical Tools Used
CHAPTER 3: DATA ANALYSIS
CHAPTER 5:SUMMARY
Major Findings
Suggestions and Recommendations
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APPENDICES
Questionnaire/Schedule
Analysis Pattern (Raw Data) Glossary of Terms
Bibliography
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PREFACE
Practical knowledge is an important suffix to theoretical knowledge. One cannot
merely depend upon the theoretical knowledge. Classroom lectures make the
fundamental concepts of management clear. They also facilitate the learning of
practical things. However to develop healthy managerial and administrative skills
potential managers, it is necessary that they combine their classroom learning with
real life, research project plays a significant role in the curriculum of Business
Management Courses.
Any science without its practical application or knowledge is considered to be
unsystematic. Since management is a developing science, the students of Management
Degree courses are required to undergo a project in the course.
Thus for the fulfillment of the above requirement a project was undertaken by me on
the topic The Study of customer satisfaction of Airtel service users. The project was
a good experience and helped me in widening my knowledge and sharpening mymanagerial skills.
Manju
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ACKNOLEDGEMENT
I take this opportunity to express my appreciation to all those, with whom I worked,
interacted and whose insides and thoughts help me in furthering my knowledge and
completion of my project report. First of all I wish to express my thanks and sense of
reverence of Supervisor and guide Dr.DALEEP SINGH for taking pains and also
giving his creative suggestions for improvement.
A project of this nature is the product of the ideas and experiences of several persons.So, an undertaking of a work like this is never the outcome of efforts of a single
person, rather it bears the imprints of a number of persons who are behind the curtain.
Though, I am enabling to mention all of them individually. Yet my debt of gratitude to
them is no less.
I wish to thanks my family members, relatives and my friends without their help, it
would not have been possible to complete this project. It gives me great satisfaction to
record deep sense of appreciation of excellent and help provided to me.
Manju
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STUDENT DECLARATION
9813163621
I hereby declare that the project report entitled The Study of customer satisfaction of
Airtel mobile service users submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Hons.) toMaharshi Dayanand
University, Rohtak .
It is my original work and not submitted for the award of any other degree, diploma,
fellowship or any other similar title or prizes.
Manju
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CHAPTER 1
INTRODUCTION
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Mobile phones have become an essential and important device for communication in
the modern days. Mobile phone communication is a part of telecommunications,
which comes in the form of oral communication. Mobile devices are growing in
popularity with reduction in prices and improved functionality. Consumers prefer the
flexibility and versatility of mobile phone devices. Mobile phone facilitates easy and
faster means of communication and one can communicate with family and friends and
transact the business anywhere, anytime at a reasonable cost.
MOBILE PHONE USAGE IN INDIA:-
In India, people from all walks of life nowadays use mobile phones. The decrease in
the price of mobile phone sets and the tariff has paved the way for the increased usage
of mobile phones among Indians. The service providers are depending not only on the
urban areas but are extending their services even to the semi urban and rural areas and
this has resulted in the considerable increase in the utilization of mobile phones in
these parts of the country. As the market is almost in the saturation stage in the metro
cities, the service providers are aiming at other cities and rural areas to extend their
services.
The Indian telecommunications network is the fifth largest in the world and is the
second largest among the emerging economies of Asia. Today it is the fastest growing
market in the world. Private operators have made mobile telephony the fastest
growing (over164% p.a.) in India. With more than 33 million users (both CDMA and
GSM) Wireless is the principal growth engine of the Indian telecom industry. Intense
competition between the four main private groups- bharti (AIRTEL), HUTCH, TATA
and RELIANCE and with the state sector incumbents BSNL and MTNL has brought
about a significant drop in tariffs. The government has played a key enabling role by
deregulating and liberalizing the industry, ushering in competition and paving the way
for growth.
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The telecom sector has witnessed the presence of many leading foreign companies
including us companies: AT&T, Motorola, Nynex, US West, Hughes, Harris,
Qualcomm, Sprint, Telstra, NTT, Singapore Telecom, Philippine Telecom, Bezeq,
Siemens, Ericsson, Nokia Fujitsu, Alcatel, and Bell Canada among others.
The telecom industry is one of the fastest growing industries in India. India has nearly
200 million telephone lines making it the third largest network in the world after
China and USA. With a growth rate of 45%, Indian telecom industry has the highest
growth rate in the world.
History of Indian Telecommunications started in 1851 when the first operational land
lines were laid by the government near Calcutta (seat of British power). Telephone
services were introduced in India in 1881. In 1883 telephone services were merged
with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923.
After independence in 1947, all the foreign telecommunication companies were
nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by
the government's Ministry of Communications. Telecom sector was considered as a
strategic service and the government considered it best to bring under state's
control.The first wind of reforms in telecommunications sector began to flow in 1980s
when the private sector was allowed in telecommunications equipment manufacturing.
In 1985, Department of Telecommunications (DOT) was established. It was an
exclusive provider of domestic and long-distance service that would be its own
regulator (separate from the postal system). In 1986, two wholly government-owned
companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in
metropolitan areas.In 1990s, telecommunications sector benefited from the general
opening up of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led Indian
policy makers to initiate a change process finally resulting in opening up of telecom
services sector for the private sector. National Telecom Policy (NTP) 1994 was the
first attempt to give a comprehensive roadmap for the Indian telecommunications
sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI
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was formed to act as a regulator to facilitate the growth of the telecom sector. New
National Telecom Policy was adopted in 1999 and cellular services were also
launched in the same year.
Telecommunication sector in India can be divided into two segments: Fixed Service
Provider (FSPs), and Cellular Services. Fixed line services consist of basic services,
national or domestic long distance and international long distance services. The state
operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic
services. Private sector services are presently available in selective urban areas, and
collectively account for less than 5 per cent of subscriptions. However, private
services focus on the business/corporate sector, and offer reliable, high- end services,
such as leased lines, ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The GSM
sector is dominated by Airtel, Vodfone-Hutch, and Idea Cellular, while the CDMA
sector is dominated by Reliance and Tata Indicom. Opening up of international and
domestic long distance telephony services are the major growth drivers for cellular
industry. Cellular operators get substantial revenue from these services, and
compensate them for reduction in tariffs on airtime, which along with rental was the
main source of revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.
The telecom sector is also afflicted by a number of restraints. These include:
Sluggish pace of reform process.
Lack of infrastructure in semi-rural and rural areas, which makes it difficult to
make inroads into this market segment as service providers have to incur a
huge initial fixed cost.
Limited spectrum availability.
But notwithstanding these constraints, telecom sector has undergone a revolution in
the past decade and has played a major part in bridging the rural-urban divide.
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SIGNIFICANCE OF THE PROBLEM
Despite of giving their best possible services, mobile companies are not able to retain
their customers with them. The study would try to through some light on the broader
face of this area. Sometimes the strategies of mobile companies to lure the customers
are based on partially tested postulates & facts. The study would try to testify few of
such postulates to provide an fresh insight to service providers on this context As
markets shrink, companies are scrambling to boost customer satisfaction and keep
their current customers rather than devoting additional resources to chase potential
new customers. The claim that it costs five to eight times as much to get newcustomers than to hold on to old ones is key to understanding the drive toward
benchmarking and tracking customer satisfaction. Companies now recognize that
the new global economy has changed things forever. Increased competition, crowded
markets with little product differentiation and years of continual sales growth
followed by two decades of flattened sales curves have indicated to today's sharp
competitors that their focus must change.Competitors that are prospering in the new
global economy recognize that measuring customer satisfaction is the key. Only by
doing so can they hold on to the customers they have and understand how to better
attract new customers. A Satisfied customer talks favorably about the company and its
products, less attractive to competitive brands. The competitors who will be successful
recognize that customer satisfaction is a critical strategic weapon that can bring
increased market share and increased profits.
Why Airtel?
- Most widespread presence
- Easy to setup. Plug & Play
- Dedicated customer support
- Superior internet browsing on Airtel Edge network
- Attractive device prices & tariff plans
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Review of Existing Literature
The services of Airtel (Tamil Nadu circle-excepting Chennai) have been rated highest
among the private cellular operators for the quality of service and customer
satisfaction for the period October-December 2003. The rating has come from the
most comprehensive survey by TRAI and IMRB, a release from P. Swaminathan,
CEO and Director Mobility-Southern Region, Bharti Cellular, said. The survey took
into account the factors such as fault clearance within 24 hours, call drop rate,
percentage of connections with good voice quality and billing complaints. Airtel had
scored the highest in both the objective as well as the subjective quality of service
assessment making Airtel, a benchmark in the private cellular service industry in the
rest of Tamil Nadu, the release claimed.
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CONCEPTUALISATION:
A customer, also called client, buyer, orpurchaser, is usually used to refer to a
current or potential buyer or user of theproducts of an individual ororganization,
called the supplier, seller, orvendor. This is typically throughpurchasing orrenting
goods orservices. However, in certain contexts, the term customeralso includes by
extension anyone who uses or experiences the services of another. A customer may
also be a viewer of the product or service that is being sold despite deciding to not buy
them.
The word derives from "custom," meaning "habit"; a customer was someone who
frequented a particular shop, who made it a habit to purchase goods of the sort the
shop sold their rather than elsewhere, and with whom the shopkeeper had to maintain
a relationship to keep his or her "custom," meaning expected purchases in the
future.The slogans "the customer is king" or "the customer is god" or "the customer is
always right" indicate the importance of customers to businesses - although the lastexpression is sometimes used ironically.
However, "customer" also has a more generalized meaning as in customer service and
a less commercialized meaning in not-for-profit areas. To avoid unwanted
implications in some areas such as government services, community services, and
education, the term "customer" is sometimes substituted by words such as
"constituent" or "stakeholder". This is done to address concerns that the word"customer" implies a narrowly commercial relationship involving the purchase of
products and services. However, some managers in this environment, in which the
emphasis is on being helpful to the people one is dealing with rather than on
commercial sales, comfortably use the word "customer" to both internal and external
customers Customer satisfaction depends on the expectations of the buyers.
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Supplierhttp://en.wikipedia.org/wiki/Sellerhttp://en.wikipedia.org/wiki/Vendorhttp://en.wikipedia.org/wiki/Purchasinghttp://en.wikipedia.org/wiki/Rentinghttp://en.wikipedia.org/wiki/Good_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Customer_servicehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Supplierhttp://en.wikipedia.org/wiki/Sellerhttp://en.wikipedia.org/wiki/Vendorhttp://en.wikipedia.org/wiki/Purchasinghttp://en.wikipedia.org/wiki/Rentinghttp://en.wikipedia.org/wiki/Good_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Customer_service -
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Satisfaction is a persons feeling of pleasure or disappointment resulting from
comparing a products perceived performance or outcomes in relation to his or her
expectations. If performance falls short of expectations, the customer is dissatisfied. If
the performance is matches the expectations, the customer is satisfied. If the
performance exceeds expectations, the customer is highly satisfied or delighted.
Customer satisfaction is the state of mind that customers have about a company
when their expectations have been met or exceeded over the lifetime of the product or
service. The achievement of customer satisfaction leads to company loyalty and
product repurchase. There are some important implications of this definition:
Because customer satisfaction is a subjective, no quantitative state,
measurement won't be exact and will require sampling and statistical analysis.
Customer satisfaction measurement must be undertaken with an understanding
of the gap between customer expectations and attribute performance
perceptions.
There is a connection between customer satisfaction measurement and bottom-
line results.
"Satisfaction" itself can refer to a number of different facts of the relationship with a
customer. For example, it can refer to any or all of the following:
Satisfaction with the quality of a particular product or service
Satisfaction with an ongoing business relationship
Satisfaction with the price-performance ratio of a product or service
Satisfaction because a product/service met or exceeded the customer's
expectations
Each industry could add to this list according to the nature of the business and the
specific relationship with the customer. Customer satisfaction measurement variables
will differ depending on what type of satisfaction is being researched. For example,
manufacturers typically desire on-time delivery and adherence to specifications, so
measures of satisfaction taken by suppliers should include these critical variables.
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Clearly defining and understanding customer satisfaction can help any company
identify opportunities for product and service innovation and serve as the basis for
performance appraisal and reward systems. It can also serve as the basis for a
customer satisfaction survey program that can ensure that quality improvement efforts
are properly focused on issues that are most important to the customer.
Dimensions of customer satisfaction:
Here are a few of the possible dimensions that could be measure:
1. Quality of Service :
Satisfaction also depends on product/service quality. What exactly is quality?
Various experts have defined it as fitness for use, conformance to
requirements, freedom from variation, and so on. We will use the American
Society for Quality Controls definition: Quality is the totality of features and
characteristics of a product or service that bear on its ability to satisfy stated or
implied needs. This is clearly a customer-centered definition. We can say that
seller has delivery quality whenever the sellers product or service meets or
exceeds the customers expectations. A company that satisfies most of its
customers needs most of time is called a quality company. Product/service
quality, customer satisfaction and company profitability are intimately
connected. Higher levels of quality result in higher levels of customer
satisfaction, which support higher prices and low costs.
2. Speed of service :
Here the speed of service refers to speed in delivery, network connection,
internet access etc.
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3. Pricing :
Traditionally price has been the major determinant of a buyers choice.
Although, non price factors has become quit important in the last few decades,
price still remains an important factor in determining sales and profitability. If
customer gets equal value to the money they spent, then they will be more
satisfied.
4. Delivery system : Timely availability of products or services attracts and retain
more customers, they will less switch over to other products or services.
5. Complaints or problems: If the complains and problems are solved quickly,
they will fell loyal and satisfied to the companys services.
6. Trust in employees: If customers have trust in the employees then customers
will increase the goodwill of the company. So the employees should welcome
and handle the customers in a well manner.
7. The closeness of the relationship with contacts in the firm
8. Types of other services needed
9. Companys positioning in clients' minds
10. Value added services
GSM (Global System for Mobile Communications: It is the most popular standard
formobile telephony systems in the world. The GSM Association, its promoting
industry trade organization of mobile phone carriers and manufacturers, estimates that
80% of the global mobile market uses the standard. GSM is used by over 3 billion
people across more than 212 countries and territories. Its ubiquity enables
international roaming arrangements between mobile phone operators, providing
subscribers the use of their phones in many parts of the world. GSM differs from its
predecessor technologies in that both signaling and speech channels are digital, and
thus GSM is considered asecond generation (2G) mobile phone system. This also
facilitates the wide-spread implementation of data communication applications into
the system.
http://en.wikipedia.org/wiki/Mobile_telephonyhttp://en.wikipedia.org/wiki/GSM_Associationhttp://en.wikipedia.org/wiki/1000000000_(number)http://en.wikipedia.org/wiki/Roaminghttp://en.wikipedia.org/wiki/Mobile_phone_operatorhttp://en.wikipedia.org/wiki/Digitalhttp://en.wikipedia.org/wiki/2Ghttp://en.wikipedia.org/wiki/Mobile_telephonyhttp://en.wikipedia.org/wiki/GSM_Associationhttp://en.wikipedia.org/wiki/1000000000_(number)http://en.wikipedia.org/wiki/Roaminghttp://en.wikipedia.org/wiki/Mobile_phone_operatorhttp://en.wikipedia.org/wiki/Digitalhttp://en.wikipedia.org/wiki/2G -
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The ubiquity of implementation of the GSM standard has been an advantage to both
consumers, who may benefit from the ability to roam and switch carriers without
replacing phones, and also to network operators, who can choose equipment from
many GSM equipment vendors. GSM also pioneered low-cost implementation of the
short message service (SMS), also called text messaging, which has since been
supported on other mobile phone standards as well. The standard includes a
worldwide emergency telephone numberfeature
Subscriber Identity Module (SIM)
One of the key features of GSM is the Subscriber Identity Module, commonly known
as a SIM card. The SIM is a detachable smart card containing the user's subscription
information and phone book. This allows the user to retain his or her information after
switching handsets. Alternatively, the user can also change operators while retaining
the handset simply by changing the SIM. Some operators will block this by allowing
the phone to use only a single SIM, or only a SIM issued by them; this practice is
known as SIM locking and is illegal in some countries.
Code division multiple access (CDMA) is a channel access method utilized by
various radio communication technologies. It should not be confused with the mobile
phone standards called CDMA One and CDMA2000 (which are often referred to as
simply "CDMA"), which use CDMA as an underlying channel access method.
One of the basic concepts in data communication is the idea of allowing several
transmitters to send information simultaneously over a single communication channel.
This allows several users to share abandwidth of different frequencies. This concept
is called multiplexing. CDMA employs spread-spectrum technology and a special
coding scheme (where each transmitter is assigned a code) to allow multiple users to
be multiplexed over the same physical channel. By contrast, time division multiple
access (TDMA) divides access by time, while frequency-division multiple access
(FDMA) divides it by frequency. CDMA is a form of"spread-spectrum" signaling,
http://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Emergency_telephone_numberhttp://en.wikipedia.org/wiki/Subscriber_Identity_Modulehttp://en.wikipedia.org/wiki/Smart_cardhttp://en.wikipedia.org/wiki/SIM_lockhttp://en.wikipedia.org/wiki/Channel_access_methodhttp://en.wikipedia.org/wiki/List_of_mobile_phone_standardshttp://en.wikipedia.org/wiki/List_of_mobile_phone_standardshttp://en.wikipedia.org/wiki/IS-95http://en.wikipedia.org/wiki/CDMA2000http://en.wikipedia.org/wiki/Channel_access_methodhttp://en.wikipedia.org/wiki/Bandwidth_(signal_processing)http://en.wikipedia.org/wiki/Multiplexinghttp://en.wikipedia.org/wiki/Spread-spectrumhttp://en.wikipedia.org/wiki/Time_division_multiple_accesshttp://en.wikipedia.org/wiki/Time_division_multiple_accesshttp://en.wikipedia.org/wiki/Timehttp://en.wikipedia.org/wiki/Frequency-division_multiple_accesshttp://en.wikipedia.org/wiki/Frequencyhttp://en.wikipedia.org/wiki/Spread_spectrumhttp://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Emergency_telephone_numberhttp://en.wikipedia.org/wiki/Subscriber_Identity_Modulehttp://en.wikipedia.org/wiki/Smart_cardhttp://en.wikipedia.org/wiki/SIM_lockhttp://en.wikipedia.org/wiki/Channel_access_methodhttp://en.wikipedia.org/wiki/List_of_mobile_phone_standardshttp://en.wikipedia.org/wiki/List_of_mobile_phone_standardshttp://en.wikipedia.org/wiki/IS-95http://en.wikipedia.org/wiki/CDMA2000http://en.wikipedia.org/wiki/Channel_access_methodhttp://en.wikipedia.org/wiki/Bandwidth_(signal_processing)http://en.wikipedia.org/wiki/Multiplexinghttp://en.wikipedia.org/wiki/Spread-spectrumhttp://en.wikipedia.org/wiki/Time_division_multiple_accesshttp://en.wikipedia.org/wiki/Time_division_multiple_accesshttp://en.wikipedia.org/wiki/Timehttp://en.wikipedia.org/wiki/Frequency-division_multiple_accesshttp://en.wikipedia.org/wiki/Frequencyhttp://en.wikipedia.org/wiki/Spread_spectrum -
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since the modulated coded signal has a much higherdata bandwidth than the data
being communicated.
An analogy to the problem of multiple access is a room (channel) in which people
wish to communicate with each other. To avoid confusion, people could take turns
speaking (time division), speak at different pitches (frequency division), or speak in
different languages (code division). CDMA is analogous to the last example where
people speaking the same language can understand each other, but not other people.
Similarly, in radio CDMA, each group of users is given a shared code. Many codes
occupy the same channel, but only users associated with a particular code can
understand each other.
Service characteristics
Services can be paraphrased in terms of their generic key characteristics.
1. Intangibility
Services are intangible andinsubstantial: they cannot be touched, gripped, handled,looked at, smelled, tasted or heard. Thus, there is neither potential nor need for
transport, storage or stocking of services. Furthermore, a service cannot be (re)sol
owned d or by somebody, neither can it be turned over from the service provider to
the service consumer nor returned from the service consumer to the service provider.
Solely, the service delivery can be commissioned to a service provider who must
generate and render the service at the distinct request of an authorized service
consumer.
2. Parishability: Services are perishable in two regards
The service relevant resources, processes and systems are assigned for service
delivery during a definite period in time. If the designated or scheduled service
consumer does not request and consume the service during this period, the
service cannot be performed for him. From the perspective of the serviceprovider, this is a lostbusiness opportunity as he cannot charge any service
http://en.wikipedia.org/wiki/Bandwidth_(computing)http://en.wikipedia.org/wiki/Intangible_assethttp://en.wikipedia.org/w/index.php?title=Insubstantial&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Insubstantial&action=edit&redlink=1http://en.wikipedia.org/wiki/Warehousehttp://en.wikipedia.org/wiki/Business_opportunityhttp://en.wikipedia.org/wiki/Bandwidth_(computing)http://en.wikipedia.org/wiki/Intangible_assethttp://en.wikipedia.org/w/index.php?title=Insubstantial&action=edit&redlink=1http://en.wikipedia.org/wiki/Warehousehttp://en.wikipedia.org/wiki/Business_opportunity -
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delivery; potentially, he can assign the resources, processes and systems to
another service consumer who requests a service. Examples: The hair dresser
serves another client when the scheduled starting time or time slot is over. An
empty seat on a plane never can be utilized and charged after departure.
When the service has been completely rendered to the requesting service
consumer, this particular service irreversibly vanishes as it has been consumed
by the service consumer. Example: the passenger has been transported to the
destination and cannot be transported again to this location at this point in time.
3. Inseparability
The service provider is indispensable for service delivery as he must promptly
generate and render the service to the requesting service consumer. In many cases the
service delivery is executed automatically but the service provider must preparatorily
assign resources and systems and actively keep up appropriate service delivery
readiness and capabilities. Additionally, the service consumer is inseparable from
service delivery because he is involved in it from requesting it up to consuming the
rendered benefits. Examples: The service consumer must sit in the hair dresser's shop
& chair or in the plane & seat; correspondingly, the hair dresser or the pilot must be in
the same shop or plane, respectively, for delivering the service.
4. Simultaneity
Services are rendered and consumed during the same period of time. As soon as the
service consumer has requested the service (delivery), the particular service must be
generated from scratch without any delay and friction and the service consumer
instantaneously consumes the rendered benefits for executing his upcoming activity or
task.
5. Variability
Each service is unique. It is one-time generated, rendered and consumed and can
never be exactly repeated as the point in time, location, circumstances, conditions,
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current configurations and/or assigned resources are different for the next delivery,
even if the same service consumer requests the same service. Many services are
regarded as heterogeneous or lacking homogeneity and are typically modified for each
service consumeror each new situation (consumerised). Example: The taxi service
which transports the service consumer from his home to the opera is different from the
taxi service which transports the same service consumer from the opera to his home -
another point in time, the other direction, maybe another route, probably another taxi
driver and cab.
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Focus on the Study:
Bharti Airtel Limited, a group company of Bharti Enterprises, is among Asias
leading integrated telecom services providers with operations in India, Sri Lanka and
Bangladesh. In South Asia, the company had an aggregate of over 134 million
customers as of end February 2010, including 124.6 million mobile customers in
India. Bharti Airtel has been ranked among the six best performing technology
companies in the world by Business Week. Airtel adds 2 million new subscribers
added every month. Bharti Airtel is structured as four strategic business units -
Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in
India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV
and telephone services in 95 Indian cities. The Enterprise business provides end-to-
end telecom solutions to corporate customers and national and international long
distance services to carriers. The Digital TV business provides DTH services across
India. All these services are provided under the Airtel brand. Airtels national high-
speed optic fiber network currently spans over 118,337 Rkms across India. Airtel's
international network infrastructure includes ownership of the i2i submarine cable
system and consortium ownership in five global undersea cable systems, SEA-ME-
WE 4, EIG, I-ME-WE, AAG and UNITY.
Bharti Airtel belongs to the Bharti Group. Bharti group is renowned for its pioneering
efforts in Indian telecom industry and it deserves a lot of credit for spreading usage of
mobiles in India. A well diversified company with operations in several otherindustries like retail, insurance and fresh ago products export. Bharti Airtel is Indias
largest private telecom service provider and has presence in all the 23 telecom circles.
Its operations are based upon GSM technology and it has also forayed into broadband
and fixed line telephone services.
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Airtel provides various products and services in postpaid, prepaid and other related
arenas. Attractive features of Airtel Postpaid Connection include, easy billing, strong
network coverage, easy payment options, GPRS Roaming, satisfactory credit limit,
long distance calling facility, widest roaming (National and International) and many
others. Bharti also offers customers an e-billing option which helps in saving precious
time of company as well as customers.
Advantages associated with Airtel prepaid services are; total cost control, prepaid
roaming, pre activated STD/ISD without any rental or deposits, instant balance and
validity enquiry and strong network coverage etc. Users can also recharge according
to their needs and electronic recharge facility is a great help for many of the
customers. To make things easy for customers, customers have also been given option
of recharging from ATMs and by using internet banking facilities.
Bharti in association with Nokia has also started offering bundled packages where
new customers can have low priced Nokia 1200 and 1209 handsets with Airtel mobile
connection. iPhone 3G is also available on Airtel. Other new services being offered by
Airtel are, data services (accessing e-mails), operator services, LMTS services (quite
helpful in case of stolen handsets), phone back up options, call management services
etc. international calling cards, Airtel call home cards and world calling cards are
other useful offers for customers.
SERVICES:
Easy Payment Options. Anytime Anywhere
You can choose from a host of convenient payment options only with Airtel.
Walk into any Airtel relationship centre and make your payments by cash or
credit card. Drop a cheque at any of the drop boxes for making payments or
simply log on to My Airtel section and pay instantly through your credit card.
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You can also opt for easy payment options like: Standing Instructions you can
give us standing instructions to debit your credit card account for your monthly
Airtel bills. All you have to do is fill the Standing Instruction Form and mail, fax
it to us or drop it any of our relationship centers. Electronic Clearing System Fill
an ECS form and mail fax it to us or drop it any of our relationship centers to
directly debit your bank account for your monthly Airtel bill. Pay while roaming
Airtel has introduced 'Anywhere payment' that offers you the convenience of
making payments while you roam. Walk in to any Airtel Relationship Centre in
the country, make payments by cash or credit card and enjoy uninterrupted Airtel
Services.Credit limit
Your pre-set credit limit mentioned on your monthly bill helps you keep your
mobile charges in control, keeps track of your usage and ensures that your mobile
phone is not misused. Should you exceed your credit limit, you will be informed via
a voice or a non-voice message to make an interim payment and reduce your
account balance below your credit limit. You may also choose to pay us an
additional refundable deposit to enhance your credit limit or opt for our convenient
payment method of Credit Card Standing instruction .You can also make use of ECS
facility.
Aisi azadi aur kahaan?
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, Indias leading integrated telecom service provider.
FREEDOM OF SPEECH REDEFINED
Going mobile with Airtel Prepaid is a new way of life.
COMPLETE CONTROL
With a host of great features, also simple to use, Airtel Prepaid
Make everything that you dreamt and believed, possible.
Some of the many advantages that you enjoy with Airtel Pre-Paid
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Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-Paid. Re-charge as much as
you feel the need to. Now thats what we call complete freedom.
No Rentals
Buy an Airtel prepaid card without having to pay any rentals.
No Deposits
Your Airtel prepaid card comes without you having to pay heafty deposits.
STD/ISD facility till the last rupee
Now experience complete freedom like never before with Airtel. Our STD/ISD
facility allows you to make long distance calls in India and overseas from your
cellular phone.
Instant Balance Inquiry
Check your talk-time instantly by calling our toll-free number.
60 second pulse
Airtel provides you with a 60-second pulse rate. Freedom for you to experience like
never before.
Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple steps.
24-hour recharge facility
With our round-the-clock recharge facility, recharge your Airtel prepaid card anytime,
anywhere.
Caller Line Identification
Call Line identification gives you the power to know the phone number of the calling
party even before you answer the call, thus giving you the choice to either reject or
take the call. It provides the added advantages of saving the incoming number directly
in the Handset Phone Book. So that the next time you want to call the same person,
you dont need to retype his number, simply use your phone book.
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Call Divert, Call Hold and Call Wait
Avail of special services like call waiting, call hold and call divert-all with your Airtel
prepaid card.
Short Messaging Services (SMS)
With Airtels Short Messaging Services (SMS), send messages and jokes to your
friends and colleagues, anytime, anywhere.
SMS based Information Services
With Airtels SMS based Information Services, you can get upto-the-minute cricket
scores, order flowers as well as couriers or check your daily horoscope.
Voice Mail Service
Voice Mail lets you receive messages even when your Handset is switched off or
when you are outside the coverage area. You can listen to your messages whenever
you feel like, from anywhere in the world. Voice Mail can store up to 15 messages of
1 minute duration.
Experience complete freedom
Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just
through words but ideas, reach out to your special people in your special way.
As an Airtel Post-paid customer you can enjoy the following facilities-
Easy Billing
Now enjoy the luxury of viewing details of your last 3 billing cycles and the
convenience of paying your Airtel bill Online. Experience complete freedom with
Airtel.
Call Divert, Call Hold and Call Wait
Avail of special services like call waiting, call hold and call divert- all with your Airtel
postpaid connection.
Short Messaging Service (SMS)
With Airtels Short Messaging Services (SMS), send unlimited messages and jokes to
your friends and colleagues, anytime anywhere.
Caller identification
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Call Identification gives you a power to know the phone number of the calling party
even before you answer the call, thus giving you the choice to either reject or take the
call. It provides the added advantage of saving the incoming number directly in the
Handset Phone Book. So that the next time you want to call the same person, you
dont need to retype his number, simply use your phone book.
Voice Mail
Voice Mail lets you receive messages even when your Handset is switched off or
when you are outside the coverage area. You can listen to your messages whenever
you feel like, from anywhere in the world. Voice Mail can store up to 15 messages of
1 minute duration.
STD/ISD facility
Now experience complete freedom like never before with Airtel. Our STD/ISD
facility allows you to make long distance calls in India and overseas from your
cellular phone.
Roaming (National and International)
Airtels Roaming service allows you to use mobile phone to make or receive calls
from almost in anywhere in India and abroad! Enjoy roaming within the country as
well as across international destinations!
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Objectives of the Study
To experience how researches and surveys are conducted and how they help in
decision making.
To find the satisfaction level of consumer of Airtel mobile service users.
To know the reasons of dissatisfaction level of consumer of mobile service
users.
To gain feedback from customers about products, services, and/or support,outside of what customers provide the sales force.
To know the reason behind the purchasing of the Airtel services.
To obtain information on product/service developments, priorities, and
requirements of customers.
To know customers attitude towards services of Airtel.
To obtain input on new products or services.
To understanding the expectations and requirements of customers.
To know the factors that led a customer to select a plan
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LIMITATION OF THE STUDY:
As every study has some limitations, this study is not an exception too regarding
limitations. Although I have tried my best in collecting the relevant information, there
are always present some limitations under which researcher has to work.
Limited area
The study covered only a few areas, many areas remained untouched. I could not get
exact information, as I was unable to have more exposure of different parts of India
because of time and cost constraints, as I was only taking care of ROHTAK City.
SAMPLE DESIGN
The sample size analyzed was limited and small which may not be fully representative
of the universe. A large sample size could not be taken due to time and cost
constraints.
TIME CONSTRAINT
I had a limited time for conducting this analysis report. So some shortfalls may be
present.
COST CONSTRAINT
The money available with the researcher also imposed a limitation on the
comprehensive of this research. The availability of limited funds was a constraint in
the study.
LACK OF EXPERIENCE
The lack of experience may have caused some errors in administration of research. I
have not undertaken any other project before. So, it was my first experience to do a
project due to which I may have committed some mistakes while analyzing the data or
in interpretations.
BIASNESS ON THE PART OF RESPONDENTS
Although all the attempts were made to make it an objective study, biasness on the
part of respondents might have resulted in subjectiveness.
RELUCATANCE OF RESPONDENTS
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Some customers are not willing to give any information due to many reasons like lack
of time or they do not want to disclose their opinion or thinking.
CHAPTER 2
METHODOLOGY & STATISTICAL TOOLS APPLIED
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RESEARCH METHODOLOGY:
Research Methodology is a way to systematically solve the research problem. I have
conducted this research taking into consideration only services provided by Bharti
Airtel Limited. On the basis of study of few areas of Rohtak city, I have drawn
conclusions for the whole company. The information for the project of The Study of
customer satisfaction of Airtel mobile service users has been collected from both
primary as well as secondary sources.
In case of primary sources the information was retrieved directly from the concerned
people who are using Airtel mobile services. I have conducted this research mainly
with the help of the invaluable inputs provided by the consumers of mobile services of
the Airtel company in the form of a questionnaire drafted by me with the help of my
friends . The questionnaire method was used as it is more versatile than any other
method and further a questionnaire is pre planned and thus less time is wasted since a
planned set of questions are available. I have taken a sample size of 40 people that
includes students, households, shopkeepers, and other persons. My analysis is
completely based on the responses given to me by the respondents and the result for
the same has been presented in the form of pie charts, graphs and tables. Since
secondary data are information published by others was easily available and not much
effort was being made in obtaining the information.
A) RESEARCH DESIGN
A research design is the specification of method and procedure for
acquiring the information needed. It is the framework, which determines the course of
action towards the collection and analysis of required data. This framework is to
ensure that the relevant data are collected and it also implies that it is collected
accurately in an economical manner. The study is Descriptive in nature as it
describes the characteristics of customers and services provided by the Bharti
Airtel.
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UNIVERSE OF THE STUDY:
Universe refers to the total of the items or units in any field of
inquiry. Universe of my study is ROHTAK city.
POPULATION OF THE STUDY:
Population refers to total of items about which information is desired.
SAMPLE OF THE STUDY:
Sample is parts of total population that have the same characteristics as of universe
have. It represents the whole universe. By using non- probability sampling
technique I took a sample of 40 people. In non- probability sampling technique a
sample is taken deliberately.
COLLECTION OF DATA:
Primary Data:
Keeping in view the nature of this study, questionnaire method was found to be most
effective to collect primary data. The questionnaire is structured i.e. it is presented
having from question in sequence, and non-disguised i.e. objective of the study is
clear to the respondents.
Secondary Data:
To collect secondary data I used the following sources
Books
Magazines.
Internet sites.
ANALYSIS PATTERN:
The data was collected, tabulated, and interpreted and analyzed with a view to get
some useful information In order to make the study more comprehensive responses
have been presented with the help of various tables. Some diagrams have also been
aided in order to make the study clear and easily understandable.
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STATISTICAL TOOLS USED:
For the analysis and presentation of data and results I used the following statistical
tools:
Simple Average
Percentage
Tabulation
Bar Diagrams
Pie Charts
In brief research design is as follows: -
Universe : Rohtak City
Sample size : 40
Sampling Unit : Airtel Mobile Service Usera
Sample Element : Houses, Offices, Shops, Colleges.
Sampling Technique : Non-Probability Sampling Technique
Method of Data Collection: Questionnaire for primary data
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CHAPTER 4
DATA ANALYSIS
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Sex
Sex Frequency Percentage
Male 36 72
Female 14 28
Total 50 100
INTERPRETATION:
Males are using more services of Airtel as
compare to females.It may be because of high
prices .
Age
Age Frequency Percentage
less than 20 4 8
20-30 26 52
30-40 15 30
more than 40 5 10
Total 50 100
profession Frequency Percent
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Student 22 44
Serviceman 17 34
Businessman 9 18
Agriculture 2 4
Total 50 100
TABLE SHOWING SATISFACTION OF RESPONDENTS
(IN %) IN RELATION TO DIFFERENT ATTRIBUTES OF SERVICES
S.n.Attributes of services
NO OF
RESPONDEN
TS
1 Quality 92.82 Price 85.2
3 Network Range 95.6
4 Local call rates 87.2
5 STD call rates 68
6 ISD call rates 74.1
7 Roaming charges 75.6
8 SMS charges 84.4
9 Plan Option (Schemes) 81.6
10 Usage experience 80.4
11 After purchase service (customer
care service, etc.)
93.2
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TABLE SHOWING THE FACTOR AFFECTING WHILE CHOSING A
TELECOM SERVICE PROVIDER
RANK WISE
RANK 1 RANK 2 RANK 3 RANK 4 TOTAL
CALL
RATES
15 12 10 13 50
ROAMING 10 20 15 0 50
SMS
PACKAGES
5 8 10 27 50
NETWORK 20 10 15 5 50
TOTAL 50 50 50 50
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Major Findings
Most off the respondents are using services of Airtel from 1 to 3 years.
Respondents are less satisfied from ISD, STD and Roaming charges.
96.1 % of respondents are satisfied from over all services.
Respondents are less satisfied from customer care services. They provide
less information.
92.4% of respondents are less loyal to the company and if other company
would provide them better services they will switch over.
Value added services are costly.
Airtel services are mostly used by professionals and businessmen.
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SUGGESTIONS & RECCMMENDATION
1. Roaming facilities should be made cheaper. As in one circle roaming is
made free but still out of state or circle, roaming rates are heavy. So this
is suggested to make these roaming charges less so that business man
people will be more attracted and more customer base.
2. Still in villages there is no network so net work should be made better.
3. Now days people are not satisfied with the land line service, one reason
for this is daily problems in wire, no service given. This is prime reason
of decrease in market share of MTNL. So effort should be made in this
direction.
4. Conflicts between these sector companies should be removed so that its
adverse effect on public could be removed. Although TRAI is being
established but after that are disputes still exist.
5. There should be improvement in the post paid plans because people are
less users of this facility.6. The company outlet should be increased so that customer can get
product at the door easily and redress his grievance.
7. There should be more promotional schemes, network coverage and
value added services.
8. Effort should be made be more customer friendly because in the
research it sis seen that dissatisfaction level is because of new schemes
and disputes related to billing and customer care services.
Airtel must pay attention towards the un- informed charge cuttings.
4.Instead of irritating promotional calls the companies should use promotional sms
with less frequency.
5. Company should concentrate on improving the customer care as customers
satisfaction should be at the priorities of the companies.
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APPENDICES
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QUESTIONNAIRE
Dear Sir/Madam,
I am conducting a survey to measure the customer satisfaction of
Airtel. I like to include your opinion in this survey. Please take a few moments tocomplete this questionnaire. Your responses will help me in the completion of my
research project. Your responses will be kept confidential. I request you to answers
the following questions.
NAME________________________________
SEX a) Male
b) Female
AGE a) Less than 20 b) 20-30
c) 30-40 d) more than 40HIGHEST COMPLETED LEVEL OF EDUCATION
a) up to metric b) intermediate
c) Graduate d) post graduate and others
OCCUPATION: -----------------------------------
1. How long are you using the services of Airtel?
o Less than 6 months
o More than 6 months but less than 1 year
o 1-3 years
o Over 3 years2. How satisfied are you with the following characteristics of the services of
Airtel?
Please Click.
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3. Overall, how satisfied were you with the services of Airtel?
o Very satisfiedo Somewhat satisfied
o Neither satisfied nor dissatisfied
o Somewhat dissatisfied
o Very dissatisfied
4. What do you like about the services of Airtel?
5. What do you dislike about the services of Airtel?
6. Thinking of your most recent experience with the services of Airtel, how much do
you agree with the following statements? Please click.
S.
n.
Strongl
y agree
Some
what
agree
Neither
agree
nor
Some
what
disagre
Strongl
y
disagree
S.n.Attributes of services
Very
satisfie
d
Some
what
satisfied
Neither
satisfied
nor
dissatisfied
Some
what
dissatisfie
d
Very
dissatisfie
d
1 Quality2 Price
3 Network Range
4 Local call rates
5 STD call rates
6 ISD call rates
7 Roaming charges
8 SMS charges
9 Internet Facility
10 Plan Option
(Schemes)
11 Usage experience
12 After purchase service
(customer care
service, etc.)
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disagree e
1 Services are worth the purchase price
2 Services does what it claims
3 Services does what I need
4 Services are easy to use
5 Services are competitively priced
6 Value Added Services Like Internet,
Hello Tunes Are Costly
7 Activation Formalities Are
Complicated8 Promotional Calls And Messages Are
Quite Frequent And Often Disturbing
9 I have to wait for long when I call to
customer care
10 Customer Care Executives are willing
and enthusiastic to respond to
customer request
11 Customer Care Executives Provide
Complete Information
12 Customer Care Executives Provide
Personal Attention To The Customer
13 There Are Sufficient Customer Care
Shops Of Airtel
14 Airtel Provide Services At PromiseTime (e.g. Activation Of GPRS Etc.)
15 Sometimes Extra Charges Are Cut
Without Information15 Sim Cards And Recharge Coupons
Are Easily Available
16 If Other Company Comes With A
New And Cheaper Scheme, I Will
Switch Over
7. Thinking of similar services available, how would you compare the services of
Airtel offered?
o Much better
o Somewhat better
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o About the same
o Somewhat worse
o Much worse
o Dont know
8. Would you purchase the services of Airtel again?o Definitely
o Probably
o Not sure
o Probably not
o Definitely not
9. Would you recommend the services of Airtel to colleagues or contacts with
you?
o Definitely
o Probably
o Not sure
o Probably not
o Definitely not
10. Which one is most important factor that you consider while buying a
connection? Give rank.
11. What suggestions do you have to improve the services of Airtel?
THANK YOU.
Call rates
Roaming charges
SMS packages
Net work area
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Bibliography
BOOKS:
Kotler, Philip, Marketing Management, 12th edition, Pearson Prentice
Hall, 2007, P.121 to124. Kotler, Philip, op. Cit., PP.340 to 344. (Previous Reference)
WEBSITES:
http://us.asiancorrespondent.com/Indianomics/2009/03/28/10-risks-for-indian-
telecom-sector-in-2009-ey-report
http://www.alacrastore.com/research/fitch-ratings-
India_Telecom_Sector_Outlook_2009-424738_report_frame
http://www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.ht
ml
http://business.mapsofindia.com/communications-industry/companies/airtel.html
http://www.bharti.com/48.html?
&tx_ttnews[pS]=1227633038&tx_ttnews[tt_news]=98&tx_ttnews[backPid]=38&cHa
sh=e7b8936c35
http://www.airtel.in/partnerworld/Ombudsman_Policy&Process.html
http://teck.in/airtel-special-5-low-rates-for-airtel-prepaid-and-postpaid-numbers.html