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Perception of B School students about various CRM activities of Mobile Service Providers

Deepan M, Kaushalya R, Ramesh V M, Shanmuga Sundaram A, Suganprabhu R 6 Abstract India is a developing country and communication technologies play a major role in its development especially mobile phone industry has come a long way. This research paper focuses on the consumer usage behavior of mobile phones and their perception about customer relationship management (CRM) activities of their service providers. Some of the most frequently used CRM activities are selected and a survey was conducted to 119 people pursuing MBA at various colleges across Tamil Nadu. The research focuses on the customer satisfaction level and also suggests some improvements that are needed to make by the existing players in the market to stay more competitive. Keywords: Mobil phon S rvic provid r Custo r us g b h vior CRM ctiviti s rc ption. 1

Research Objective:o find th us g b h vior nd co p r th p rc ption of CRM ctiviti s of v rious s rvic provid rs ong B School stud nts cross il N du obil

Hypothesis Considered:Hypoth sis 1- h Mobil S rvic which th r spond nt is r siding Hypoth sis 2- h r is no signific nt diff r nc b tw n th p rc ption l v ls of custo r g rding CRM ctiviti s ov r s rvic provid rs rs rovid r Ch nging B h vior is ind p nd nt of th loc lity in

RESEARCH METHODOLOGY:S lf r porting qu stionn ir w s pr p r d using oogl docs by using v rious tools lik Lik rt Sc l Nu ric l Sc l nd sh r d with v rious B-School stud nts using -M il & Soci l N tworking

Sit s. h r spond nt fill d th surv y by cc ssing th onlin link of th qu stionn ir . h d t w s coll ct d & consolid t d first nd th y r c t goriz d on th b sis of s rvic provid rs nd b s d on th n lysis of th c t goriz d d t th custo r p rc ption bout th v rious

obil s rvic provid rs w r d t r in d.

Sample Size:ot l Nu b r of R spond nts: 119 ot l Nu b r of M l R spond nts: 89 ot l Nu b r of F l R spond nts: 30

Literature Review

Service quality and customer satisfaction h prov n r l tionship b tw n custo to xplor th subj ct in th ctu lly b ing off r d to th n twork cov r g r th obil phon s g . Fro th r s tisf ction l v l nd s rvic qu lity provid s b s nt. n r lly custo rs xp ct or th n wh t is

n lysis of v rious f ctors it w s prov d th t t riff nd


[1]

ost pr f rr d on

. h study

d by unj n t l prov d this. his

us to consid r th s f ctors to our study to find custo h studi s provid r is d by R

r us g b h vior. r doption to obil s rvic

in V t p r st lso sugg st th t custo up with

or i port nt for th s s rvic provid rs to co

ny custo iz d pplic tions [2]. nt h v strong influ nc s on

ong th v rious v ri bl s chos n p rc iv d xpr ssiv n ss nd njoy th doption of th obil s rvic .

h Findings fro nd custo custo h

r k

obil t l phony s ctor shows [3] th t r l tionships b tw n s rvic qu lity obil t l phony industry. h influ nc of p rc iv d pric on in d in this r s rch. od l is us d s th fr work to x in th c us l h r sults fro

rs r purch s int ntion in

rs r purch s int ntion w s x ric n Custo

r S tisf ction Ind x ( CSI)

r l tionships structur l custo

ong custo qu tion

r xp ct tions qu lity v lu s tisf ction nd loy lty.

od ling show th t p rc iv d qu lity is t ly r sults in trust pric

n i port nt pr dictor to nd custo r loy lty. h

r s tisf ction which ulti

tol r nc

findings provid v lu bl

n g ri l insights for

n ging custo

r s tisf ction nd loy lty [4].

h R s rch by rip thi Sh lini[5] rticl purports th t s rvic provid rs could try to g in v lu bl insight into consu r pr f r nc s nd d sign obil s rvic p ck g s ccordingly th obj ctiv b ing r choic proc ss s r l t d to s rvic ong v rious s li nt f ctors ogr phic

d t r in tion of th r l tiv i port nc of ttribut s in consu p ck g s. Conjoint n lysis w s us d to n lyz how custo in s l cting subgroups. s g p ck g . Furth r conjoint od ls h v

rs tr d off

b n sugg st d for diff r nt d

his provid s i plicit opportuniti s to s rs g str t gy nts. nd d v loping

obil s rvic

provid rs for d ploying b n fit obil s rvic p ck g s for

nt tion

custo iz d

diff r nt custo W h bS

sudin in his rticl shows th r sults of CRM p rfor

nc

r r p t purch s

word of

outh r t ntion cross buying br nd loy lty nd custo co unic tion nd obil phon s rvic rk t pl c

r s tisf ction [6]. h k n co p titiv in th nd th incr sing nu b rs of s of us nc in obil phon

us rs ll ov r th world h s influ nc th r s rch rs to inv stig t nt c d nts of l ctronic custo industry. Fro int gr t d
[7]

nd -s rvic qu lity s obil phon s rvic s us d s n

r r l tionship

n g

nt p rfor

R s rch it is

lso shown th t Mobil

ss ging t chnology c n b

rk ting nd vor to str ngth n th br nd nd cultiv t custo

r cquisition nd loy lty

. rticl by W h b l Mo ni pr s nts us th n lysis which shows th t - s rvic qu lity nc . his p p r


[8]

nd

of us w s positiv ly signific nt tow rds CRM p rfor thodologic l contribution nd sugg stion for th

k s

th or tic l nd nc in

n g rs in i proving th ir CRM p rfor

obil phon s rvic industry. Jukk Riiv ri xpl ins in this r s rch why fin nci l org niz tions cross Europ r b ginning to t k dv nt g of obil s rvic s nd in p rticul r obil b nking s

pow rful n w

rk ting tool to build long-l sting nd

utu lly r w rding r l tionships with n w nd

xisting custo

rs. Ex

pl s show how Europ n fin nci l org niz tions r using r s rvic

obil b nking to

i prov th ir custo custo

nd r l tionships to r inforc th ir br nd by lit r lly pl cing it in th ir

r's pock t nd to r duc th ir costs[9]. obil s rvic rk ting r l t d issu s

h Study[10] by Y S whng co pr h nsiv ly conc rn d with consid rs both f ctors influ ncing consu F ctors influ ncing th b h vior of th in r l-world cont xt.

rs' us g b h vior nd lso t chnic l sp cts of s rvic s. rs r inv stig t d piric lly by x ining

obil s rvic consu

F ctors consid r d
h jor f ctors th t ff ct ny custo r in d t r ining his/h r s tisf ction l v ls bout th ir r c r p rsonn l is r sponding custo r

n twork provid r r v ry b sic but i port nt. Firstly how th custo polit ly cl rly nd infor tiv ly to our qu ri s ff cts th custo biguous

rs conscious gr tly. If

c r p rsonn l nsw rs in n confusions nd th custo rc r . y

nn r or if his l ngu g is not so cl r it will l d to dd d r. noth r i port nt f ctor is th ti t k n to conn ct to

isguid th custo

M ny n twork provid rs follow co only f c d qu ri s but in c s if

proc dur of l tting co put r voic s cl rify

ost of th

p rson w nts to t lk to th CC p rsonn l dir ctly b c us of is bit diff r nt on it will b irrit ting for hi to cross ll to

r sons lik h is in hurry or th probl thos

ultipl st g s of co put r voic s. Ev n if it conn cts th CC p rsonn l t k th ir own ti

r spond. S condly th w y how th y h ndl th qu ri s. Custo r c r r spons

E s of cont ct i t k n to conn ct

F db ck riff Infor tion bout l t st sch s

ri v nc h ndling Sp d of proc ssing D l r b h viour tting s rvic ss g s v n ft r d ctiv ting

Research Instrument: h r s rch us s qu stionn ir consisting of 24 clos d nd d qu stions d sign d to c ptur th M n g nt of th ir xp ri nc s of th t rg t popul tion bout th Custo obil phon s rvic s. ly -D ogr phic profil of th r spond nts. n r l f ctors us d by r R l tionship

Qu stionn ir w s divid d into v rious p rts n Consu consu r's b h vior tow rds xisting rs for s l ction of

obil phon s rvic provid rs.

obil phon s rvic provid r. Oth r f ctors.

Sampling Plan Sampling Unit Stud nts in B-Schools in Sample Size - h r s rch consid r d s il N du. pl of 119 r spond nts. s pl proc dur in which v ry b r of

Sample Procedure - h r s rch us d si pl r ndo th popul tion h s n qu l ch nc of s l ction.

Contact Methods: n onlin qu stionn ir d v lop d in oogl -Docs Spr dsh t w s us d in th r s rch. Statistical Models Used: NOV Corr l tion Chi-Squ r nd Clust r n lysis. il

Sample composition: h d t for th r s rch w r coll ct d with r sp ct to MB stud nts in N du conc rning bout th CRM ctiviti s of v rious obil s rvic provid rs. B s d on th

n lysis of

d t it w s found th t tot l of 42 p rc nt of th r spond nts w r custo custo

rs of irt l 22 p rc nt w r

rs of Vod fon follow d by 14 p rc nt BSNL 10 p rc nt irc l 8 p rc nt Doco o nd 4 custo rs. It is cl r th t irt l nd Vod fon subscrib rs constitut d th l nd r sts 25% w r f l . jority of th

p rc nt Id

r spond nts. 75% of tot l r spond nts w r

h cl ssific tions of r spond nts b s d on th figur 1. Figur 1

obil phon s rvic th y subscrib

r pr s nt d in

Data Analysis Chi Square Tests It is v ry w ll known th t ll l t st t chnologi s nd sch jor citi s. H nc it would b co provid rs s th y h v got s will b introduc d first only in

on for p opl dw lling in citi s to oft n ch ng th ir s rvic rs b h vior of

ny opportuniti s. In this p rt of r s rch th custo

ch nging th s rvic provid r is co p r d with th ir loc tion to find wh th r th ch nging b h vior is d p nd nt on th loc lity. Chi squ r w s th t st us d to find th d p nd ncy.

bl 1 Chi squ r r sults (Loc tion nd ch nging b h vior) V lu rson Chi squ r Lik lihood r tio N of v lid c s s 11.015 11.695 119 df 8 8 sy p sig (2 sid d) .201 .165

Fro

th t bl it is cl r th t th chos n f ctors r ind p nd nt of

ch oth r. H nc Null

hypoth sis is not r j ct d. hus th s rvic provid r ch nging b h vior is ind p nd nt of loc tion. Chi squ r t sts w r his would h lp to find th lso p rfor d to find th d p nd ncy of g nd r nd l nd f l . ount of bill p id.

ount of us g b tw n bl 2 Chi squ r r sults ( V lu df 3 3

nd r nd Bill p id) sy p sig (2 sid d) .397 .411

rson Chi squ r Lik lihood r tio N of v lid c s s

2.966 2.878 119

Fro

th t bl it is cl r th t th chos n f ctors r ind p nd nt of ount of bill p id is ind p nd nt of g nd r.

ch oth r. H nc Null

hypoth sis is not r j ct d. hus th

ANOVA Results n lysis of V ri nc ( NOV ) w s p rfor b tw n th custo d to find wh th r th r is ny signific nt diff r nc rs w r group d

r p rc ption l v ls bout th ir s rvic provid r. h custo

b s d on th s rvic provid r th y us

nd th n th studi d f ctors r incorpor t d in NOV to find

wh th r th r is ny signific nt diff r nc or not.

bl 3 NOV

bl

SSQ Cusc r _r sp B tw n roups 8.861 105.694 114.555 n roups 1.788 171.203 172.992 n roups 5.502 114.347 119.849 n roups 10.947 101.843 112.790 n roups 10.086 131.073 141.160 n roups 7.076 162.789 169.866 n roups 1.691 51.721 53.412 n roups 2.044 53.922 55.966 n roups 8.682 217.301 225.983 n roups 10.950 235.033 245.983 n roups 1.218 28.529 29.748

df 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118 5 113 118

Mean Square 1.772 .935

F 1.895

Sig. .101

Within roups ot l Sch s B tw

.358 1.515

.236

.946

Within roups ot l

. riff

B tw

1.100 1.012

1.087

.371

Within roups ot l ri v B tw

2.189 .901

2.429

.039

Within roups ot l Sp d B tw

2.017 1.160

1.739

.131

Within roups ot l D ct B tw

1.415 1.441

.982

.432

Within roups ot l E s B tw

.338 .458

.739

.596

Within roups ot l F db ck B tw

.409 .477

.857

.513

Within roups ot l D l r B tw

1.736 1.923

.903

.482

Within roups ot l i B tw

2.190 2.080

1.053

.390

Within roups ot l Ch rg B tw

.244 .252

.965

.442

Within roups ot l

Fro

th t bl it is cl r th t for ll oth r f ctors oth r th n gri v nc s h ndling th r is no signific nt

diff r nc b tw n th s rvic provid rs. H nc Null hypoth sis w s not r j ct d for ll oth r f ctors.

Cluster Analysis clust r n lysis w s d to group th r spond nts into groups b s d on th ir p rc ption good p rc ption bout th ir curr nt s rvic

l v l. his h lp d to find th nu b r of p opl who h d provid r.

bl 4 Clust r R sults

Fro

th t bl it is cl r th t th clust r 2 consists of r spond nts who h v good p rc ption bout od r t p rc ption whil clust r 1 h s poor p rc ption.

th ir s rvic provid r. Clust r 3 h s Perception Level Sinc

th r is no signific nt diff r nc

b tw n th p rc ptions v rious s rvic provid rs

r g rding v ry f ctors oth r th n gri v nc h ndling it c n b consid r d th t th v ri tion is only du to ch nc c us s. Vod fon p rfor s w ll in gri v nc h ndling wh n co p r d to oth rs sinc th custo rs of Vod fon p rc iv it to b good.

Fig 1 R ting Vs F ctors

Improvement R spond nts w r sk d bout th uch r th t n d d i prov nt. Fro th n lysis it w s

vid nt th t ll th r spond nts w r custo

or conc rn d only bout n twork cov r g . Only BSNL nt in th proc ss of op r ting. h y

rs found n twork to b good nd th y n d d i prov xisting proc dur s.

n d d to si plify th

Fig 2 r s n d d i prov

nt

Conclusion:

HYPOTHESIS 1 Ch nging b h vior is ind p nd nt of loc lity Null Hypoth sis not r j ct d.

HYPOTHESIS 2 No signific nt diff r nc b tw n th p rc ption l v ls of custo s rvic provid rs Null Hypoth sis not r j ct d. rs r g rding CRM ctiviti s ov r

Other Findings p rt fro custo th bov discussions th r r f w oth r signific nt findings fro r s rch. Vod fon

rs p rc iv it to b b tt r wh n co p r d to oth rs. Fro

th r spons s tot l v r g r ting of in joint s cond

Vod fon is high r (3.03) th n th oth r position. Id

obil s rvic provid rs. irc l nd BSNL co

scor s th l st ov r ll r ting.

R spond nts % Vod fon irt l irc l BSNL Doco o Id 22% 42% 10% 14% 8% 4%

ot l v r g 3.03 2.77 2.88 2.88 2.75 2.58

N twork Cov r g is th

jor probl

for

ost of th r spond nts. Out of th tot l 119 r spond nts riff co s in s cond pl c with 27 r spond nts voting for

49 h v vot d for N twork cov r g . High

it. BSNL should focus on si plifying th proc dur s. Out of p opl who vot d for Si plify roc dur s BSNL custo S rvic custo pproxi rs r th xi u . ost fr qu ntly us d pplic tions so th t it h lps incr sing dd d s rvic s. Fro th tot l r spons s n rly 59 p opl (50%

provid rs c n focus on th r s tisf ction l v l i. . th v lu t ly) h v s id th y r using

RS. 29 (25%) p opl h v s id to us Miss d c ll l rt s rvic .

References [1] M lhotr unj n Mukh rj it v N ndi bhish k nd Sinh r y Sou y d p 2011 Consu r

B h vior tow rds Mobil

hon S rvic

rovid r - n E piric l R s rch on Mobil Nu b r ort bility nt Vol. 4(6) pp. 44 49 doption Opti iz tion: C s Study IJMM Vol. 5

in Indi Journ l of dv nc s in M n g [2] R

in V t np r st 2010 Mobil s rvic

pp. 55 74 [3] Ev ng li Bl ry Nick B tist tos Efst thi In obil t l phony. S B l ji 2009 Custo r S tisf ction with Indi n Mobil S rvic s. piric l inv stig tion of custo r pr f r nc s in pstr tou 2008 S rvic qu lity nd custo r r t ntion

[4] M k

[5] Sh lini N. rip thi M sood H. Siddiqui 2009 n obil s rvic s. [6] W h b S S rvic sudin; l-Mo

ni K l d; Noor Nor zil Mohd 2010 h R l tionship b tw On Custo r R l tionship M n g nt CRM) rfor

n En

Qu lity nd E s

of Us

nc :

E piric l Inv stig tion In Jord n Mobile hon S rvic s . p 1-15 [7] shok Khur n Vik s Ch udh r "Custo ro oting CRM: [8] W h b l-Mo Study". ni Noor Nor zil Mohd h R l tionship b tw rfor n E- S rvic Qu lity nd E s of rs' ttitud ow rds Mobil M ss ging chnology in

Us On Custo Mobil

r R l tionship M n g

nt (CRM)

nc : n E piric l Inv stig tion In Jord n

hon S rvic s pp1-15. pow rful n w rk ting nd CRM tool for fin nci l s rvic s

[9] Jukk Riiv ri 2005 "Mobil b nking: co p ni s ll ov r Europ ". [10] S wng Y.-W.; Ki S.-H.; L

J.; Oh Y. S. 2011. "Mobil s rvic us g b b vior in Kor : n chnologic l nd Econo ic

piric l study on consu D v lop

r cc pt nc of innov tiv t chnologi s."

nt of Econo y 17(1): pp 151- 173.