Project Report

On
Customer
Satisfaction
on
Mobile Networks
Service
Provider
Submitted to
Submitted by
DR MInali Mehra
Parveen Kumar
Roll no- 1521073

Introduction

Theoretical Background of the Topic

Customer Satisfaction
According to Philip Kotler, satisfaction is a persons
feelings of pressure or disappointment resulting
from products perceived performance (outcome)
in relation to his or her expectations. Customer
satisfaction is the level of a persons felt state
resulting from comparing a products perceived
performance (outcome) in relation to the persons
expectations.
This satisfaction level is a function of difference
between perceived performance and expectations. If

the products performance, exceed expectation the

customer highly satisfied or delighted. If the
performance matches the expectations the customer is
satisfied. If the products performance fall shorts of
expectations the customer is dissatisfied.
Many companies are aiming for high satisfaction
because customers who are just satisfied still find it
easy to switch when a better offer comes along. High
satisfaction or delight creates an emotional affinity
with brand.
Variety of factors that affect customer satisfaction
includes product quality, product availability and after
sales support such as warranties and services.
Customer satisfaction is seen as a proof of delivering a
quality product or service. It is believed that customer
satisfaction brings sales growth, and market share. A
company can always increase customer satisfaction by
lowering its price or increasing its services but this
may result in lower profits. Thus the purpose of
marketing is to generate customer value profitability.
India is on the threshold of a new millennium. India
chose for global economy, exposing her to winds of
change in the market place, which has expanded vastly
and become fiercely competitive. In the changed
environment, decision makers view the marketing
concept as the key to success. Marketing in practice
has to manage products, pricing, promotion and
distribution.
A successful product can be developed by exploding
these opportunities. While delivering the value of the
consumer we make use of marketing support. This

support is based on the knowledge of consumers and

distribution. Marketing support both at the
introduction of products and maturing is considered
Marketing, as suggested by the American Marketing
Association is "an organizational function and a set of
processes for creating, communicating and delivering
value to customers and for managing customer
relationships in ways that benefit the organization and
its stakeholders".
The two major factors of marketing are the
recruitment of new customers (acquisition) and the
retention and expansion of relationships with existing
customers (base management). Marketing methods are
informed by many of the social, particularly
psychology, sociology, and economics. Anthropology
is also a small, but growing, influence. Market
research underpins these activities. Through
advertising, it is also related to many of the creative
arts.
For a marketing plan to be successful, the mix of the
four "Ps" i.e. product, price, place, promotion must
reflect the wants and desires of the consumers in the
target market. Trying to convince a market segment to
buy something they don't want is extremely expensive
and seldom successful. Marketers depend on
marketing research, both formal and informal, to
determine what consumers want and what they are
willing to pay for. Marketers hope that this process
will give them a sustainable competitive advantage.
Marketing management is the practical application of
this process. The offer is also an important addition to
the 4P's theory.

 Skills of Marketers
Marketers have 4 main skill sets that they bring to an
enterprise:
Opportunity Identification: Marketing begins
before there is a product to sell. Many people think
marketing is just selling whatever comes out of the
manufacturing plant. It's the job of marketing to
decide WHAT comes out of the manufacturing plant in
the first place. Before a business can make money
there must be opportunities for money to be made and
it's marketing's job to define what those opportunities
are. Marketers analyze markets, market gaps, trends,
products, competition, and distribution channels to
come up with opportunities to make money.
2) Competitive strategy/positioning:
Markets consist of groups of competitors competing for
a customer's business. The job of marketing is to decide
how to create a defensible sustainable competitive
advantage against competitors. Marketers conceive
strategies, tactics, and business models to make it hard if
not impossible for competition to take away customers
from their business.
3) Demand generation/management
It's the job of marketing to create and sustain demand for
a company's products. Marketers manage demand for a
company's products by influencing the probability and
frequency of their customer's purchase behavior.
4 ) Sales:
The ultimate goal of marketing is to make money for a

business. In most companys sales is a different

discipline and department from marketing. But in order
for salespeople to have any long term success in a
company they must be led by marketing. The better job
a company does of identifying opportunities, creating a
differential sustainable competitive advantage, and
generating demand for their products the easier it will be
for salespeople to make sales.

Method to Measure Customer Satisfaction

Companies use the following methods to measure customer
satisfaction.
1 ) Complaints and suggestion system: companies
obtaining complaints through their
customer
service centres, and further suggestions were given by
customers to satisfy their desires.
2) Customer satisfaction surveys
Responsive companies obtain a direct measure of
customer satisfaction by periodic surveys. They send
questionnaires to random sample of their customers to
find out how they feel about various aspects of the
companys performance and also solicit views on their
competitors performance. It is useful to measure the
customers willingness to recommend the company and
brand to other persons.
3 )Lost Customer Analysis.
Companies should contact customers who have stopped
buying or who have switched to another supplier to learn
why this happened.
4 )Consumer Behavior Vs Consumption Behavior

Consumer behavior refers to the manner in which an

individual reaches decision related to the selection,
purchases and use of goods and services. Walters and
Paul says that, consumer behavior is the process where
by the individuals decides what, when, how and from
whom to purchase goods & services.
Consumer behavior relates to an individual person
(Micro behavior) where as consumption behavior relates
to and to the mass or aggregate of individuals (Macro
behavior) consumers behavior as a study focuses on the
decision process of the individual consumer or
consuming unit such as the family.
In contrast the consumption behavior as a study is to do
with the explanation of the behavior of the aggregate of
consumers or the consuming unit. Consumer is a pivot,
around which the entire system of marketing revolves.
The study of buyer behavior is one of the most important
keys to successful mark
Introduction to Telecom Industry
The Indian Telecommunications network with 110.01
million connections is the fifth largest in the world and the
second largest among the emerging economies of Asia.
Today, it is the fastest growing market in the world and
represents unique opportunities for U.S. companies in the
stagnant global scenario. The total subscriber base, which
has grown by 40% in 2005, is expected to reach 250
million in 2007. According to Broadband Policy 2004,
Government of India aims at 9 million broadband
connections and 18 million internet connections by 2007.
The wireless subscriber base has jumped from 33.69
million in 2004 to 62.57 million in FY2004- 2005. In the
last 3 years, two out of every three new telephone
subscribers were wireless subscribers. Consequently,
wireless now accounts for 54.6% of the total telephone
subscriber base, as compared to only 40% in 2003.
Wireless subscriber growth is expected to bypass 2.5
million new subscribers per month by 2007. The wireless
technologies currently in use are Global System for Mobile
Communications (GSM) and Code Division Multiple
Access (CDMA). There are primarily 9 GSM and 5 CDMA

operators providing mobile services in 19 telecom circles

and 4 metro cities, covering 2000 towns across the country.
Evolution of the industry-Important Milestones
Year
185 First operational land lines were laid by the
1
government near Calcutta (seat
of British power)
188 Telephone service introduced in India
1
188 Merger with the postal system
3
192 Formation of Indian Radio Telegraph Company
3
(IRT)
193 Merger of ETC and IRT into the Indian Radio and
2
Cable Communication
Company (IRCC)
194 Nationalization of all foreign telecommunication
7
companies to form the
Posts, Telephone and Telegraph (PTT), a
monopoly run by the
government's Ministry of Communications
198 Department of Telecommunications (DOT)
5
established, an exclusive
provider of domestic and long-distance service
that would be its own

regulator (separate from the postal system)

198 Conversion of DOT into two wholly government6
owned companies: the
Videsh Sanchar Nigam Limited (VSNL) for
international telecommunications
and Mahanagar Telephone Nigam Limited
(MTNL) for service in
metropolitan areas.
199 Telecom Regulatory Authority of India created.
7
199 Cellular Services are launched in India. New
9
National Telecom Policy is
adopted.
200 DoT becomes a corporation, BSNL
0

A large population, low telephony penetration levels, and a

rise in consumers' income and spending owing to strong
economic growth have helped make India the fastestgrowing telecom market in the world. The first and largest
operator is the state-owned incumbent BSNL, which is also
the 7th largest telecom company in the world in terms of its
number of subscribers. BSNL was created by
corporatization.
while
DTS
(Department
of
Telecommunication Services), a government unit
responsible for provision of telephony services.
Subsequently, after the telecommunication policies were
revised to allow private operators, companies such as
Bharti Telecom, TATA Indicom, Vodafone, MTNL, Idea,
Vodafone and BPL have entered the space. Major operators
in India. However, rural India still lacks strong
infrastructure.
The total number of telephones in the country crossed the

300 million mark on June 18 2008The overall tele-density

has increased to 36.98% in March 2009 .In the wireless
segment, 15.87 million subscribers have been added in
March 2009. The total wireless subscribers (GSM, CDMA
& WLL (F)) base is more than 391.76 million now. The
wire line segment subscriber base stood at 38.22 million
with a decline of 0.13 million in October 2008.
Market Share of Public and Private Industry
The fixed line and mobile segments serve the basic needs
of local calls, long distance calls and the international calls,
with the provision of broadband services in the fixed line
segment and GPRS in the mobile arena. Traditional
telephones have been replaced by the codeless and the
wireless instruments. Mobile phone providers have also
come up with GPRS-enabled multimedia messaging,
Internet surfing, and mobile-commerce.The much-awaited
3G mobile technology is soon going to enter the Indian
telecom market. The GSM, CDMA, WLL service providers
are all upgrading them to provide 3G mobile services.
Along with improvement in telecom services, there is also
an improvement in manufacturing. In the beginning, there
were only the Siemens handsets in India but now a whole
series of new handsets, such as Nokia's latest N-series,
Sony Ericsson's W-series, Motorola's PDA phones, etc.
have come up.
Touch screen and advanced technological handsets are
gaining popularity. Radio services have also been
incorporated in the mobile handsets, along with other
applications like high storage memory, multimedia
applications, multimedia games, MP3 Players, video
generators, Camera's, etc. The value added services
provided by the mobile service operators contribute more
than 10% of the total revenue.

The Global Cellular Mobile Industry

Global telecom sector
Earnings visibility
Earnings growth is being driven by improving pricing

conditions, stabilizing operating trends, aggressive cost

cutting initiatives, a positive regulatory environment, strong
wireless growth, and new market opportunities. This has
translated into greater visibility of forward earnings as
evidenced by recent increased analyst upgrades within the
sector.
Merger synergies
Given the substantial amount of excess capital available in
the sector and in private equity we expect to see additional
merger and acquisition activity, albeit at a slower pace than
recently witnessed. Global telecom M&A deals over the
past two years have reflected market expansion but have
also had a positive effect on the buyers balance sheets.
Partnering companies have begun realizing their synergies
through cost reductions and economies of scale. In the US,
the largest three companies now account for over 70% of
the sector market cap; this compares to 34% in 1990.
Trends in bundled services are also paving the way for
additional M&A activity. Sector consolidation will further
increase the importance of stock selection.
Growth
While cost-cutting has been a major source of earnings
growth, we have seen top-line pressures decreasing which
will help revenues become a larger driver of earnings
growth again. We see growth within the sector coming
from a number of areas including: broadband, 3G (third
generation) technology, expansion in emerging markets.
Broadband penetration has been accelerating as internet
customers are seeking faster downloads for audio and video
files. 3G services, which facilitate the simultaneous transfer
of both voice and non-voice (i.e. video, downloads, SMS,
etc.) data are providing mobile users with a much more
robust communication platform and should finally begin to
realize their growth potential in 2007. Emerging market
companies benefit from low penetration rates and also tend
to have lower leverage, higher margins and higher growth
than most developed markets telecom companies.
Global opportunities
It has become less difficult to find attractive telecom
investment opportunities globally than it was a year ago. As
the fog has lifted from the sector, there are increased
opportunities within both the growth and value spaces.

Definition of Cellular/Mobile phone

The Cellular telephone (commonly "mobile phone" or
"cell phone" or "hand phone") is a long-range, portable
electronic device used for mobile communication. In
addition to the standard voice function of a telephone,
The Global Cellular Mobile Industry:
The global
mobile phone industry is based on many
different manufacturers and operators. The industry is
based on advanced technology and many of the
manufacturers are operating in different industries, where
they use their technological skills, distribution network,
market knowledge and brand name. Four large
manufacturers of mobile phones are today dominating the
global mobile phone industry &networks; Nokia, Sony
Ericson, Samsung and Motorola . Airtel,
Bsnl ,
tataindicom ,Vodafone, reliance, others. In addition to
these companies there are many manufacturers that operate
globally and locally.
Telecom Industry in India
The telecom industry is one of the fastest growing
industries in India. India has nearly200 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 the8world.
Much of the growth in Asia Pacific Wireless
Telecommunication Market is spurred by the growth
in demand in countries like India and China.
Indias mobile phone subscriber base is growing at a
rate of 82.2%.
China is the biggest market in Asia Pacific with a
subscriber base of 48% of the total subscribers in Asia
Pacific.
Compared to that Indias share in Asia Pacific Mobile
Phone market is 6.4%.
Considering the fact that India and China have almost
comparable populations, India slow mobile
penetration offers huge scope for growth.

History of Indian Telecommunications

It was 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 emerged 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 . 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
telecommunicationssector.
In 1997, Telecom Regulatory Authority of India (TRAI)
was created. TRAI was formed to act as a regulator to
facilitate the growth of the telecom sector..
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 .Global
System for Mobile Communications (GSM) and Code
Division Multiple Access (CDMA). The GSM sector is
dominated by Airtel, Vodfone-Essar, 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 he 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.

Classification of Telecommunication services

1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)
Research Objectives
Scope of study: scope is limited to Hyderabad and
secunderabad region only
Objectives of the study: This project aims at studying the
present market scenario.The major players in the market
today are Airtel, Vodafone,Bsnl, Tata indicom
,Reliance,Idea.All
The companies want to capture the market study concerns
with evaluating fast developing area and so all the service
providers were taken to measure the satisfaction of
customer
The main objective of the study are:
1. Service providers in the market which are not reaching
the customer.
2. To study the customer satisifaction towards mobile
service providers.
3. To study and identify how the customers are benefited.
4. To evaluate the major service provider satisified the
customer.
5. To assess the needs, requirements and expectations of the
customers in order to
assess their current satisfaction levels.
6. To know the attitude, enthusiasm regarding the service
provided to customers.
7. To understand the performance of different brands in the
market on various
parameters like product quality, performance of the
customer relationship officer
(CRO), service quality, range and selection of products
available.
About the company
IMRB Established in 1971 and with over three decades of
market research experience, It is a pioneer in India in
various research areas. Associated with a group of
international market companies .International promises
high quality conceptualization, ISMRB International is the
only research company in India today that offers the entire
range of research based services to its clients.

consumer market research both quantitative and qualitative,

industrial market research, business to business market
research, social and rural market research, media research,
retail research, and consumer panels.
This provides specialist research services to its clients in
India and overseas on products and services covering the
entire business and industry. IMRB International today,
operates out of its five full service offices in Mumbai,
Delhi, Calcutta, Chennai and Bangalore
and is supported
by15 other regional centers for collection of survey
information that literally spanthe entire country.
ABACUS FIELD
Abacus Field handles the field operations for all the
business divisions in IMRB. it has a network of 15 regional
offices spread across the country that gives IMRB the
capability to run pan India research projects smoothly
&effectively. In research infrastructure in neighbouring
countries. They work with associate companies in Sri
Lanka (Lanka Market Research Bureau) and in the Middle
East(Arab Market Research Bureau), and through affiliates
in Australia, Singapore, Malaysia, Thailand, Indonesia,
Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh
and Myanmar.
3.2) DIVISIONS
IMRB has five specialist units to serve the diverse needs of
their clients:
Probe Qualitative Research (PQR)
Social and Rural Research Institute (SRI)
Media & Panel Research Group
Customer Satisfaction Management & Measurement
(CSMM)
Business & Industrial Research Division (BIRD)
Research Limitation
Limitations of the Study
Carrying the survey was a general learning experience
for us but we also faced some problems, which are
listed here:
The market of Telecommunication is too vast and it is
not possible to cover each and every dealer,

manufacturer and seller in the available short span of

time.
Generally the respondents were busy in their work and
were not interested in responding rightly.
Respondents were reluctant to discover complete and
correct information about themselves and their
organization.
Most respondents were not maintaining proper
knowledge of various services provided by their
company, so they were unable to provide exact
information.
Most of the respondents dont want to disclose the
information about the various other companies which
they have experienced before.
Some of the respondents were using the service first
time of their company and they were not able to
properly differentiate among their product.
Due to human behavior information may be biased.
Mainly in BSNL case.
Main Text Literature Review
.
Review of Literature
Robins (2008) This paper is about marketing the
next generation of mobile telephones. The study is
about third generation of cell phone technology, what
is usually known as 3G for short. There are various
issues about that new innovative. One is how to price
3G handsets and services at a level which will enable
telephone operating companies to recoup the high
prices they have already paid to governments for

operating licenses. Second the technology is not yet

complete, there are no agreed international standards
and companies do not yet know what new services the
technology will prove capable of delivering
effectively. All variants of 3G remain dependent on
largely unproven technology. Marketing 3G is going
to be about services which are new and in many cases,
yet to be designed. At the same time, it will involve
services which can also be obtained by computer and
other means. It follows that the marketing task will be
high risk. First, 3G has no obviously unique selling
proposition to build on except, perhaps, the
combination of live video and easy portability.
Second, the potential customers have not yet had
adequate opportunity to signal their service likes and
dislikes. Third, the cost and complexity of service
provision leave doubt about the markets reaction to
price.
Debnath (2008) This study explain that the prime
focus of the service providers is to create a loyal
customer base by benchmarking their performances
and retaining existing customers in order to benefit
from their loyalty. With the commencement of the
economic liberalization in 1991, and with a view to
expand and improve telecom infrastructure through
the participation of the private sector, the Government
of India permitted foreign companies holding 51
percent equity stake in joint ventures to manufacture
telecom equipment in India. The Indian Government
has announced a new policy, which allows private
firms to provide basic telephone services. There had
been a monopoly of the state-owned department of
telecommunications. However, several companies are
expected to benefit from the policy change.

 Bhatt (2008), in his study titled A Study of Mobile

Phone Usage Among the Post Graduate Students
analyzed that it is important for mobile carriers,
service providers, content developers, equipment
manufacturers, as well as for parents and young
people alike that the key characteristics of mobile
technology is well understood so that the risks
associated with its potentially damaging or disruptive
aspects can be mitigated. This paper has tried to
compare the usage difference by gender with respect
to the difference manufacturing and service provider
companies.
Jha (2008), in his study analyzed that it is the youth
which is the real growth driver of the telecom industry
in India. Considering this fact, the paper is an attempt
to give a snapshot of how frequently young people use
their mobile phones for several embodied functions of
the cell phones. Data was collected from a sample of
208 mobile phone owners, aged between 20 and 29.
The study sheds light on how gender, monthly voucher
amount and years of owning mobile phones influence
the usage pattern of this device. Findings of the study
would be helpful for the telecom service providers and
handset manufacturers to formulate a marketing
strategy for different market segments.
Kalavani (2006) in their study analyzed that majority
of the respondents have given favourable opinion
towards the services but some problems exist that

deserve the attention of the service providers. They

need to bridge the gap between the services promised
and services offered. The overall customers attitude
towards cell phone services is that they are satisfied
with the existing services but still they want more
services to be provided.

Kumar (2008), in their study titled Customer

Satisfaction and Discontentment vis-a-vis BSNL
Landline Service: A Study analyzed that at present,
services marketing plays a major role in the national
economy. In the service sector, telecom industry is the
most active and attractive. Though the telecom
industry is growing rapidly, India's telecom density is
less than the world's average telecom density as most
of India's market is yet to be covered. This attracts
private operators to enter into the Indian telecom
industry, which makes the Bharat Sanchar Nigam
Limited (BSNL) more alert to run its business and
survive in the market.
Seth et al (2008), in their study titled Managing the
Customer Perceived Service Quality for Cellular
Mobile Telephone: an Empirical Investigation
analyzed that there is relative importance of service
quality attributes and showed that responsiveness is
the most importance dimension followed by
reliability, customer perceived network quality,
assurance, convenience, empathy and tangibles. This
would enable the service providers to focus their

resources in the areas of importance. The research

resulted in the development of a reliable and valid
instrument for assessing customer perceived service
quality for cellular mobile services.

Fernandez (2007) in their study titled Understanding

Dynamics in an Evolving Industry: Case of Mobile
VAS in India analyzed that Mobile Value Added
Services (VAS) is a rising star in the fast growing
wireless business. In the paper, attempt is made at
understanding the strategic dynamics of the evolving
environment within which the Indian players are
operating, the challenges and structure of the same.
Our literature and industry review indicates that while the value chain of industry is complicated yet
one can observe the bipolar nature of bargaining
powers between mobile network operators and content
aggregators.
Bismut (2006) in his study titled Competition in
European Telecom Markets analyzed that in recent
years the European telecommunications market has
witnessed major developments, with rapid expansion
in access to telecommunications networks and a surge
in the number of available services and applications.
While many factors have contributed to the
transformation of the telecommunications industry,
competition has played a key role in driving telecom
players to invest in new technologies, to innovate and
to offer new services.

 Kalpana and Chinnadurai (2006) in their study titled

Promotional Strategies of Cellular Services: A
Customer Perspective analyzed that the increasing
competition and changing taste and preferences of the
customers all over the world are forcing companies to
change their targeting strategies. The study revealed
the customer attitude and their satisfaction towards the
cellular services in Coimbatore city. It was found that
advertisement play a dominant role in influencing the
customers but most of the customers are of opinion
that promotional strategies of cellular companies are
more sale oriented rather than customer oriented.
Fredric (2008) analyzed the importance of yield
management and discrimination pricing in
telecommunication sector. Yield management is the
process of allocating the right type of capacity or
inventory unit to the right kind of customer at the right
price so as to maximize revenue or yield. Yield
management and dynamic pricing strategies could be
usefully applied to preserve and increase profitability.
Yield management techniques can help telecom
operators and similar companies to optimize the
benefits they can derive from a subtle management of
information networks and partnerships. However, such
an approach is more difficult to implement in the
telecommunications industry than in the airlines sector
because of the difficulty to control (and sometimes to
refuse) network access to customers
Chris (2003) has analyzed Telecom advertising in
print media. This research attempted to investigate
why Telecom theme are used in advertisement, and the
motives that lead companies and advertisers to use
sport celebrities and sport concept in advertisements.

From study it has been revealed that the appearance of

sport celebrities in advertising endorsement occurred
more often in Telecom magazines than in other
magazines, because their target group is more
acquainted with athletes. The sport celebrities that
dominated each printed media are related with their
target group characteristics.

Research Methodology

 Sources of Data
SOURCES OF DATA
The study undertaken there to be mainly based on the
primary data i.e. structured questionnaire is designed. The
study also contains secondary data i.e. data from
authenticated websites and journals for the latest updates
just to gain an insight for the views of various experts.
METHODOLOGY & PRESENTATION OF DATA
The data collected is then coded in the tables to make the
things presentable and more effective. The results are
shown by tables which will help me out in easy and
effective presentation and hence results are being obtained.
TOOLS AND TECHNIQUES USED FOR ANALYSIS
In this study the technique used for interpreting the results
is CHI SQUARE test. It is used as because sample size is
100.
Sampling Design
RESEARCH DESIGN
The design for this study is Exploratory and Random
sampling

Collection Method
DATA COLLECTION
The data is collected randomly irrespective of the category

of the people in the form of questionnaire and the sample

size is 100 respondents. Because it is a pilot study and due
to time constraint the sample size is small.
Research Definition
The word research is derived from the Latin word meaning
to know. It is a systematic and a replicable process, which
identifies and defines problems, within specified
boundaries. It employs well-designed method to collect the
data and analyses the results. It disseminates the findings to
contribute to generalize able knowledge. The main
characteristics of research presented below are:
Systematic problem solving which identifies variables
and tests relationships between them,
Collecting, organizing and evaluating data.
Logical, so procedures can be duplicated or
understood by others
Empirical, so decisions are based on data collected
Reductive, so it investigates a small sample which can
be generalized to a larger
population
Replicable, so others may test the findings by
repeating it.
Discovering new facts or verify and test old facts.
Developing new scientific tools, concepts and
theories, this would facilitate to take
decision.
For the proper analysis of data simple statistical techniques
such as percentage were use. It helps in making more
generalization from the data available. The data which will
be collected from a sample of population was assumed to
be representing entire population was interest.
Demographic factors likeage, income and educational
background was used for the classification purpose.

Data Analysis
Data Analysis and Interpretation
Customer satisifaction: Gap b/w Consumer
Expectations and Companies Performance of
Telecommunication

Q1: - Which mobile connection do you have?

Particular

No. of
respondents
AIRTEL
40
VODAFONE 32
IDEA
16
BSNL
12

Interpretation: - As the area of the study is in Hyderabad

and Secunderabad, where the market leader is Airtel. Thats
why majority of the questionnaire I got filled by Airtel.
Above data analysis shows that majority of the market that
is approximately 50% is covered by two market leaders
Airtel and vodafone. Minor is bsnl.
Q2:- What kind of service you have?
Particular
Pre-Paid
Post-Paid

No. of
respondents
84
16

Interpretation: - Above data shows that most of the

respondents in the area have pre-paid connections. And I
got only 16% questionnaire filled by post-paid users.

Q3:- Overall, how would you rate your service

provider?
Brands Excel Goo Av Poo Terri Not
lent
d
g
r
ble
Sur
e
Airtel 7
18 10 0
Vodaph 5
15 20 0
one
Idea
1
06 04 05
Bsnl
0
10 03 08

Interpretation:- From the graphic it depict that Airtel is

the most excellent and good service provider as 19 out 20
responded believes that the service of the company is
excellent. Then vodaphone has also good rate of excellence
as 16 out of 18 respondents rated Vodaphone as a good

service provider. But the idea and Bsnl are not under good
ratings. 8 respondents of BSNL and 5 of Idea have rated
their service provider as Poor. BSNL is found to be worst
service provider from all above as 12 respondents rate it as
a average service provider and 8 as a poor service provider.

Q4:- Rank the following factors which influenced you

the most to buy the service of your choice?
H1: -Price factor is not the most influencing factor for the
purchase of Telecom service.
H0: - Price factor is the most influencing factor for the
purchase of Telecom service.
Brands Price
Airtel
Vodafo 7
ne
Idea
6

Networ
k
Service
16
4

Brand
Image

VAS

4
3

Expect
ed
values
25
25

10

25

Bsnl

22

Chi square value: 6.035

5.991

10

25

Table value:

Interpretation of Chi: - As the 95% level of confidence

Chi square value 6.035 is more than the table value 5.991,
so the null hypothesis is rejected, it means Price factor is
the most influencing factor for the purchase of Telecom
service.
Interpretation:- Above data analysis shows that Airtel is
being preferred because of its best network service and
Brand image as well. Where Vodafone is preferred because
of its good pricing strategy, network service, brand image
and the most Value Added Services of the company. And
Idea is preferred because of all above factors. Where Bsnl
is preferred the most because of its low price as compare to
its competitors and because of its value added services as
well.

Q5- Rank the following VAS which attracted you the

most to buy or retain the mobile service:
Particu Airt Vodaf Ide Bs
lar
el
one
a
nl
SMS
0
9
4
16
Pack
Conces 3
15
6
11
sion
Call
Rates
Interne 6
1
6
0
t
Service
Full
5
7
4
7
Talk
Time

Interpretation: - Above data analysis shows that Airtel is

being preferred because of its internet service. And
vodaphone because of its Concession calls rates and full
talk time VAS. Where Idea the most because of its
Concession Call Rates and SMS pack. But BSNL because
of its SMS pack mainly and then concession rates also.

Q6:- How long have you used the service of that

company?
Brands >1
Month
Airtel
Vodafo 1
ne
Idea
2
Bsnl
2

1-6
Month
2
3

6 M 1
Year
7
11

<1
Year
13
13

<3
Year
6

3
5

7
3

3
9

3
2

Interpretation:- Above table analysis depicts that most of

the users are using their telecom service from last one year.
Some of the users are also using it from last 3 year, where
majority of the users are BSNL connection holders. Most of
the users of the Vodaphone are using it from last 6 months.
Very few respondents are a new users of their services that
let our study not vague.
Q7:- Overall, how satisfied are you, with network
service of your company?
Brands Very
Satisfie
d
Airtel 7
Vodafo 3
ne
Idea
2
Bsnl
2

Satisfie
d
23
18

Neutral Dissati Very

sfy
Dissati
sfy
0
0
0
1
0
0

13
14

2
8

0
6

0
0

Interpretation: - Above table data analysis shows that the

satisfaction rate of network service is leaded by Airtel as
not a single user of service is neutral or dissatisfy. And
vodaphone network service satisfaction rate is also good.
And it can be also found that BSNL network service is not
good as compare to others competitors as 14 respondents
are found to be not satisfied with the company network
service.

Q8:- How would you rate the service's value for money?
Brands Excelle
nt
Airtel 9
Vodafo 6
ne
Idea
2
Bsnl
3

Good

Fair

24
20

6
5

10
14

Poor

Not
Sure

Interpretation: - Above data and chart analysis depicts

that BSNL has the highest rating of Value for /money as 33
persons out 34 has rated it as a excellent and good service
provider. Then Idea Company is following Bsnl as a best
service provider for value for money. Other two players
Airtel and Voda has similar performance approximately.
Both has been rated good and excellent, where good has
been rated more as compare to other options.

Q9:- What kind of problems occurs the most for which

you need to contact customer care/service department
of your service provider?
H0: - People do not contact customer care mostly for
activation and deactivation of the service

H1: - People contact customer care mostly for activation

and deactivation of the service
Brands Billing Activati
Related on/
Deactiva
tion
Airtel 1
8
Vodafo
18
ne
Idea
6
12
Bsnl
6

Chi square value: 9.351

7.815

Inform Networ Expect

ation of k
ed
VASs Proble values
m
10
25
7
25
5
11

3
13

25
25

Table value:

Interpretation of Chi:- As the 95% level of confidence

Chi square value 9.351 is more than the table value 7.815,
so the null hypothesis is rejected, it means People contact
customer care mostly for activation and deactivation of the
service.
Interpretation: - From the above data analysis it has been
found that most of the users of telecommunication contact
to their customers care for activation and deactivation of
various services. Then they also contact for information
about various value added services provider by companies
like validity, call rates, sms pack, caller tones etc. Network
service has been found a problem of mainly BSNL users
and to some extent of Idea users as well.

Q10:- In thinking about your most recent experience

with that company, how much satisfied are you with the

customer care service?

H0: - Airtel is not the best service provider of customer
care service.
H1: - Airtel is the best service provider of customer care
service.
Brands Very
Satisfie
d
Airtel 14
Vodaph 3
one
Idea
1
Bsnl

Satisfie
d

Neutral Dissati Very

sfy
Dissati
sfy

6
12

11
2

6
3

Chi square value: 11.143

9.488

3
7

7
22
Table value:

Interpretation of Chi:- As the 95% level of confidence

Chi square value 11.143 is more than the table value 9.488,
so the null hypothesis is rejected, it means Airtel is the best
service provider of customer care service in the industry..
Interpretation:- From the above data interpretation we can
conclude that Airtel is the best service provider of customer
care service. As it has been also found in some of the article
that Airtel is expending more on its customer care service
as compare to other competitors in the market. The
Vodaphone service is also satisfactory as most of the users
has rated it as satisfied service provider. But Bsnl is to be
found as a not satisfactory service provider. Most of the
users said that they have not talk to their customer care
service provider even for a single time.

Q11:- How satisfied are you with the process of getting

your queries resolved?
Brands Very
Satisfie
d
Airtel 12
Vodafo 2
ne
Idea
1
Bsnl

Satisfie
d

Neutral Dissati Very

sfy
Dissati
sfy

17
12

1
3

8
3

6
9

2
19

Interpretation: - From above data analysis we can say that

most of the users, who are satisfied with their customer
care service, are also satisfied with the process of getting
their queries resolved. Airtel again has been rated as the
best service provider for getting queries resolved. Results
are similar approximately with the 10-question analysis.

Q12:- The customer service representative was very

courteous.

Brands Strongl
y
Disagre
e
Airtel
Vodaph
one
Idea
Bsnl
20

Somew Neutral Somew

hat
hat
Disagre
Agree
e
7
8
2
12

12
2

Strong
ly
Agree
13
14
10

Interpretation: - Above data analysis shows that most of

the users of all companies found their customer service
provider courteous. But the result of BSNL is not good as
the users say that they have not talk to their customer care
service provider even for a single time. Some of them have
talk but after a lot of waiting time. So they are found not
satisfied and rated this question also as dissatisfied. So after
studying their views with a personal discussion we can not
say that the customer care representatives of BSNL are not
courteous.

Q13:- The customer service representative was very

knowledgeable.
Brands Strongl
y
Disagre
e

Somew Neutral Somew Strong

hat
hat
ly
Disagre
Agree Agree
e

Airtel
Vodaph
one
Idea
Bsnl
20

8
12

3
1

22
17

5
2

10

Interpretation: - Above data analysis shows that most of

the users of all companies found their customer service
provider knowledgeable. But the result of BSNL is again
not good as the users say that they have not talk to their
customer care service provider even for a single time. Some
of them have talk but after a lot of waiting time. So they are
found not satisfied and rated this question also as
dissatisfied. So after studying their views with a personal
discussion we can not say that the customer care
representatives of BSNL are not knowledgeable. But one
more finding is there in that question that Idea is not perfect
in hiring best personnel for customer care representatives as
8 users are neutral for this question reply.

Q14:- The waiting time for having my questions

addressed was satisfactory.
Brands Strongl
y
Disagre
e
Airtel

Somew Neutral Somew

hat
hat
Disagre
Agree
e
2

Strong
ly
Agree
23

Vodafo
ne
Idea
Bsnl
20

8
12

15

5
2

10

Interpretation: - Above data analysis shows that most of

the users of all companies are found satisfactory with the
waiting time their queries resolved. But the result of BSNL
is again not good as the users say that they have not talk to
their customer care service provider even for a single time.
Some of them have talk but after a lot of waiting time. So
they are found not satisfied and rated this question also as
dissatisfied and neutral. So after studying their views with a
personal discussion we can not say that the customer care
representatives of BSNL are not able to solve their
customer queries in a satisfactory time.
Conclusion
CONCLUSION
As per my belief we have seen that the choice of
mobile handset and services can not be separated came
out true because when we tried to find out the
customer decision .we successfully classified
customers in to eight group each with some special
requirement service wise and handsets attribute wise.
Competition in telecom industry is heating up its time
for Indian telecom players also to align up in the new
dynamic business environment.
Telcom majors should think to launch the product
according to the needs of customers to satisfy them
and make them brand loyal as very soon this blue
ocean of Indian telecom scenario will convert into red
ocean where the loss of is the gain of other .They
should also think for searching new space or we can
say either creating a new blue space to sustain their
growth in long run.
There is more room for data analysis but the rest of the
part is beyond the scope of this project report
According to the results, the most important

determinant for consumers are price and sacrifice

perception (monetary and non-monetary sacrifice),
which in perception. These are periodical fixed cost,
minute or traffic charge and opening cost when
purchasing mobile phone. The results indicate that the
minute charge is the most influential factor when a
customer assesses to purchase. The second most
important factor is the periodical fixed cost and
another factor is the opening cost. These indicate, not
surprisingly, that communication firms need to deeply
consider. Also, this indicates that a lot of effort must
be put in the pricing strategy.
Quality of service and the ability to attract and retain
customers dictate the success or failure of nextgeneration communications service providers. In
todays competitive environment, customers are quick
to abandon services that do not meet expectations. The
ease with which customers can switch from their
current service to another, demands that providers
deliver the highest possible levels of service quality
and performance. To be successful, communications
service providers must deliver positive customer
experiences with rich, value-added services supported
by comprehensive service quality management. To this
effect-Mobile services has experienced the negative
attributes of not being customer focused and realizes
that quality is an attribute that creates customer
satisfaction profitably. Therefore quality must be fused
with all resources channeled towards their customers

Bibliography
REFERANCES
Jallet, Frederic, Yield management, Dynamic pricing
and CRM in telecommunications,
(http://www.emeraldinsight.com/Insight/viewContentI
tem.do;jsessionid=236E2B6B45CF101465D540FD44
01AEB9?
contentType=Articl

e
&
hdAction=lnkhtm
l&contentId=1747102&history=true>)
13/3/09]

[Viewed

Debnath,
Roma
Mitra,
Benchmarking
telecommunication service in India, 2008
(http://www.emeraldinsight.com/Insight/viewContentI
tem.do;jsessionid=236E2B6B45CF101465D540FD44
01AEB9?
contentType=Articl
e
&
hdAction=lnkhtm
l&contentId=1742535&history=true>)
[Viewed
2/3/09]
Robins, Fread, The marketing of 3G, vol 21, no 6,
2008
(http://www.emeraldinsight.com/Insight/viewContentI
tem.do;jsessionid=236E2B6B45CF101465D540FD44
01AEB9?
contentType=Articl
e
&
hdAction=lnkhtm
l&contentId=854647&history=true>)
2/4/09]

[Viewed

 Kalwani, Banumathy, Consumers Attitude towards

Cell phone Services, 2006
Fernandez, Fronnie, Understanding Dynamics in an
Evolving Industry: Case of Mobile VAS in India,
2007
(http://www.emeraldinsight.com/Insight/viewContentI
tem.do;jsessionid=2086527F0757A565F9A6CBAC88
00F658?
contentType=Articl
e
&
hdAction=lnkhtm
l&contentId=881588&history=true>) [Viewed 4/4/09]
Kumar, Kaliyamoorthy, Influence of Demographic
Variables on Marketing Strategies in the Competitive
Scenario, 2007
(http://www.emeraldinsight.com/Insight/viewContentI
tem.do;jsessionid=2086527F0757A565F9A6CBAC88
00F658?
contentType=Articl
e
&
hdAction=lnkhtm
l&contentId=881588&history=true>) [Viewed 4/4/09]
Seth et, Etal, Managing the Customer Perceived
Service Quality for Cellular Mobile Telephone: an
Empirical Investigation, 2008

(http://www.emeraldinsight.com/Insight/viewContentI
tem.do;jsessionid=2086527F0757A565F9A6CBAC88
00F658?
contentType=Boo
k
&
hdAction=lnkhtm
l&contentId=1758667&history=true>)
6/4/09]

[Viewed

Tecor, Jha, Understanding Mobile Phone Usage

Pattern among College-Goers, 2008
(http://www.emeraldinsight.com/Insight/viewContentI
tem.do;jsessionid=2086527F0757A565F9A6CBAC88
00F658?
contentType=Boo
k
&
hdAction=lnkhtm
l&contentId=1760544&history=true>)
7/4/09]

[Viewed

Bhatt, Andre, A Study of Mobile Phone Usage

Among the Post Graduate Students, 2008
Chris, Kambitsis, Telecom advertising in print
media, 2003
Journal
The Indian Telecom Industry, IIM Calutta, Vatsal
Goyal, 2007
Investment Surge in the Indian Telecom Space, Times
Global, Issue 2, 2008

 A multiple-perspective model for

assessment, vol 3, 2008
The marketing of 3G, Vol 21, no. 6, 2003

technology

Books
Zeithaml, Valarie (2008), Service Marketing, 4th Ed.
New Delhi: Tata McGraw Hill Publishing Company
Lmt.

1.6 ANNEXURE
Questionnaire
NAME- ___________________
MODEL________

MOBILE

AGE- ________
OCCUPATION-_________________
Q1:- Which mobile connection do you have?
a) Airtel
Bsnl

b) Vodafone

c) Idea

Q2:- What kind of service you have

a) Pre-paid

b) Post-paid

d)

Q3:- Overall, how would you rate your service provider?

a) Excellent b) Good
Terrible
f) Not Sure

c) Average

d) Poor

e)

Q4:- Rank the following factors which influenced you to

buy the service of your choice?
a)

Price

b)

Network Service

c)

Brand Image

d)

Value Added Services (Rel to Rel Free after 11PM)

Q5- Rank the following VAS which attracted you the most
to buy or retain the mobile service:
a) SMS pack
--1 2 3 4 5 -- Poor

Excellent

b) Concession Call Rates

c) Internet Service

d) Full Talk Time

Q6:- How long have you used the service of that company?
a) Less than one month b) 1 to 6 months
a year
d) 1 to 3 years

c) 6 months to

e) Over 3 years

Q7:- Overall, how satisfied are you, with network service

of your company?
a) Very satisfied

b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
Q8:- How would you rate the service's value for money?
a) Excellent
sure

b) Good

c) Fair

d) Poor

d) Not

Q9:- What kind of problems occurs the most for which you
need to contact customer care/service department of your
service provider? Rank them.
a)

Billing related

b)

Activation/deactivation related

c)

Information about VASs

d)

Network problem

Q10:- In thinking about your most recent experience with

that company, how much satisfied are you with the
customer care service?
a)

Very satisfied

b)

Satisfied

c)

Neutral

d)

Dissatisfied

e)

Very dissatisfied

f)

N/A

Q11:- How satisfied are you with the process of getting

your queries resolved?
a)

Very satisfied

b)

Satisfied

c)

Neutral

d)

Dissatisfied

e)

Very dissatisfied

Q12:- The customer service representative was very

courteous.
a)

Strongly Disagree

b)

Somewhat Disagree

c)

Neutral

d)

Somewhat Agree

e)

Strongly Agree

Q13:- The customer service representative was very

knowledgeable.
a)

Strongly Disagree

b)

Somewhat Disagree

c)

Neutral

d)

Somewhat Agree

e)

Strongly Agree

Q14:- The waiting time for having my questions addressed

was satisfactory.
a)

Strongly Disagree

b)

Somewhat Disagree

c)

Neutral

d)

Somewhat Agree

e)

Strongly Agree

If you were not totally satisfied with the customer service,

will you please describe the reasons for your
dissatisfaction?
-- Thank you for spending your precious time on filling in the
questionnaire for us!