SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

On
Impact of Customer Relationship
Management on Customer Retention
with special reference to Dish TV in
Lucknow city.
Towards partial fulfillment of

Bachelor of Business Administration (BBA)

(BBD University, Lucknow)

Guided by

Submitted by

Mr. Ritesh Krishna Srivastava

Prashant Singh
Session 2015-2016
School of Management
Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:
A Study on impact of Customer Relationship Management on Customer Retention
with special reference to DISHTV in Lucknow city.

2. INTRODUCTION & REVIEW OF LITERATURE:

Customer Relationship management is the strongest and most efficient approach in
maintaining and creating relationship with customers. The CRM approach tries to
analyze data about customers history with a company, in order to better improve
business relationship with customers, specially focusing on retaining customers, in
order to drive sales growth. Customer relationship management is not only pure
business but also ideate strong personal bonding within people. Development of this
type of bonding drives the business to new level of success. Once this personal and
emotional linkage is built, it is very easy for any organization to identify the actual
needs of the customer and help them to serve them in better way. CRM contains
each and every bit of details of a customer, hence it is very easy for track a customer
accordingly and can be used to determine which customer can be profitable and
which not.
The case can be more difficult when talking about adopting the concept of CRM and
the new definition of Relationship marketing in the private sector. Hence, the private
sector has different objectives and faces different challenges regarding customer
management. Adopting CRM concept on the private sector shall be measured
through this research when exploiting its effect on the customers of Dish TV India Ltd.
Linking the working area of Dish TV with the new and developing practice of CRM, in
order to measure the effect of adopting the concept on customer satisfaction,
acquisition, retention and decreasing customer's loss, will be the main goal of this
study.
Dish TV India Ltd was established on 1 October 2004. Dish TV (stylized as dishtv) is
Indias largest Direct to Home (DTH) television operator using MPEG 4 DVB S2 and
MPEG 2 digital compression technology. It is a division of Zee Network Enterprise
(Essel Group Venture). It was ranked # 437 and # 5 on the list of media companies in
Fortune India 500 roster of India's largest corporations in 2014. Dish TV was also
voted India's most trusted DTH brand according to the Brand Trust Report 2014, a
study conducted by Trust Research Advisory. As of 30 September 2015, Dish TV has
about 13.7 million active customers.
India had 78.74 million subscribers as of September 2015. The following is a list of
DTH Operators in India.

Service Provider Name

Market Share

Dish TV

27%

Tata Sky

20%

Airtel digital TV

19%

Sun Direct

16%

Videocon d2h

12%

Reliance Digital TV

6%

3. SCOPE OF STUDY:
There are many benefits related to take this study. Some of the benefits of
taking this study are as follows:
By analyzing the information, the company would be able to better
design schemes & services & target right prospects needs & wants.
More people will get aware about DISH TV that will increase profit
level of DISH TV Company.
This study helps to identify the behavior of consumer when there
are no offers &schemes from DISH TV.
India has a total television population of close to 135 million, out of which 80% have
access to cable and satellite (i.e. 108 million). The total DTH subscribers are close to
78.74 million. Lets have a look at how the DTH industry has grown in these 5 years.
In 2005 Dish TV was the only player in the DTH industry and was registering
subscriber growth mainly in the areas where cable TV was not available. The
subscribers were not ready for the cost of set top box. In 2007 CAS mandate was
introduced in selected metro cities, where users had to invest in a set top box.
Though the initiative was not very successful, it gave a wider acceptance to the DTH
and consumer became ready to pay for the set top box. Spotting the opportunity Sun
Direct launched its services in 2007 with a drastically low onetime cost involved for
DTH subscriber. Followed by this Tata sky, Reliance, Big TV and Air-Tel and Videocon
launched their services. The market became competitive. Every player came with
innovative offerings, Dish TV offered Movie on Demand free worth the cost of set top
box, Air-Tel and Big TV offered free subscription for first few months etc.
DTH industry is very big and competitive in todays world because in this industry
there is a very big-big corporate houses are involved like Tata, Reliance, Airtel, etc.

But despite all this, DISH TV maintained healthy, cordial and harmonious industrial
relations at all level.
DISH TV is a very big example on Customer Relationship Management because
DISH TV maintain no.1 position in India since 12 years. DISH TV has a very huge
scope in India due to their relationship management with customers and DISH TV
also improving their viewing quality or service day by day to maintain their position in
the market. The future of cable TV will be only dishtv. Because it will give
technologically very advanced way of viewing programs and are will be linked with
the home computer. DISH TV is one of the largest producers and aggregators of
Hindi programming in the world.

4. PROBLEMS DEFINITION:
The first and the most important step of marketing research is properly defining the
problem.
Here the researcher identifies some problem which are:.
Customer Survey.
Competitor Analysis.
Buying Preference.

5. RESEARCH OBJECTIVES:

To check the availability of DISH TV in the market of Lucknow.

To understand the DTH market in Lucknow.
To study the current practices of CRM in DISH TV.
To find out the impact of CRM on the profitability of that of that organization.
To identify the factors affecting the CRM practices.
To Analysis the CRM practices and customers retention.

6. RESEARCH METHODOLOGY:
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys
and other research techniques, and could include both present and historical
information.

a) Hypothesis (if applicable):

It is a tentative and formal prediction about the relationship between two or more
variables in the population being studied, and the hypothesis translates the research
question into a prediction of expected outcomes.
Soa hypothesis is a statement about the relationship between two or more
variables that we set out to prove or disprove in our research study. A Hypothesis

consist of either a suggested explanation for an observable phenomenon. I assumed

few types of hypothesis in my research:
NULL HYPOTHESIS:
There will be a positive statement comes in research on DISH TV.
LOGICAL HYPOTHESIS:
In this research some statement or facts shows which is verified logically.
ALTERNATE HYPOTHESIS:
This Hypothesis is introduced latter on due to changes in the old formulated
hypothesis.

b)

Research Design:
There are many ways to classify research designs, but sometimes the distinction is artificial
and other times different designs are combined. A sufficient thought has been given in
framing the questionnaire and deciding the types of data to be collected and the procedure to
be used.

Descriptive (e.g., case-study, naturalistic observation, Survey)

Semi-experimental (e.g., field experiment, quasi-experiment)
Review (Literature review, Systematic review)

c) Defining the Universe & Sample design:

Out of few lakes of Tata Sky customers spread all over India. The customers of Tata
Sky in Lucknow only are taken as target population for the study.

Lucknow has a very large amount of population for carrying research study on any
subject. It was thought proper to cover all type of shops who provide a DTH
connection to a customer.
Sample Size Collection:
For this survey 50 dealers have been surveyed
Some common test is use in our research are:
T-test: This test is used from a normal population
Sign test: To test the distribution of two related samples are same..

d) Data collection tools to be used:

The information needed to further proceed in the project had been collected through
primary data and secondary data.
PRIMARY DATA:
Primary data consist of information collected for the specific purpose at hand for the
purpose of collecting primary data, survey research was used and all the sellers
using different brands were contacted. Survey research is the approach best suited
gathering description. Primary data include:
Interview
Questionnaire
SECONDARY DATA:
The secondary data consist information that already exists somewhere. Any
researcher begins the research work by first going through secondary data.
Secondary data include:

Magazines
Books
Newspapers
Various publication
Internet, etc.

e) Statistical tools to be used:

MEAN:
In statistic, the mean is the mathematical average of a set of numbers. The average
is calculated by adding up two or more scores and dividing the total bt the number of
scores.
MEDIAN:
In probability theory and statistics, a median is described as the numeric value
separating the higher half of a sample, a population, or a probability distribution from
the lower half. The median of a finite list of number can be found by arranging all the
observation from lowest value to highest value an picking the middle one. If there is
an even number of observation, then there is no single middle value; the median is
then usually defined to be the mean of two middle values.
MODE:
Mode (statistics), the value that has the largest number of observation.
AVERAGE:
In mathematics, an average or central tendency of a data set is a measure of the
middle value of the set.

7. Tentative Chapter Plan:

a) Chapter 1: INTRODUCTION
b) Chapter 2: COMPANY PROFILE
c) Chapter 3: ORAGANISATION CHART
d) Chapter 4: OBJECTIVE OF THE STUDY
e) Chapter 5: RESEARCH METHODOLOGY
f) Chapter 6: PROBLEMS AND LIMITATIONS
g) Chapter 7: Finding, Analysis and Interpretations
h) Chapter 8: SWOT ANALYSIS
i) Chapter 9: SUGGESTIONS/RECOOMENDATIONS
j) Chapter 10: CONCLUSION

8. References:
www.dishtv.in
www.wikipedia.com
www.dthindia.com
www.scribd.com