INTRODUCTION

Consumers usually face a broad array of products and services that might satisfy a
given need. How do they choose among these many marketing offers? Customers
form expectations about the value and satisfaction that various marketing offers will
deliver and buy accordingly. Satisfied customers buy again and tell others about their
good experiences. Dissatisfied customers often switch to competitors and disparage
the product to others.
Marketers must be careful to set the right level of expectation. If they set
expectations too low, they may satisfy those who buy but fail to attract customers
value and customers satisfaction are key building blocks for developing and managing
customer relationships.
Customer satisfaction depends on a products perceived performance in
delivering value relative to buyer’s expectations. If the products performance falls
short of the customer’s expectations, the buyer is dissatisfied. If performance matches
expectations, the buyer is satisfied. If performance exceeds expectations, the buyer is
delighted.
Not just efficiency, market share, customer satisfaction, customer retention,
zero defection, but also customer loyalty should be a focus of concern of the
company. Why? Intense competition affect the company is difficult to increase the
number of customers, enter new markets on the other hand also requires considerable
cost. A research states that the cost needed to get new customers six times greater than
the cost to retain customers. Therefore, company should focus on customer loyalty.
In general, marketer wants that customers who are created by him can be
sustained forever. This is not an easy task. This is not an easy task. Marketers need
the right strategy and innovation in implementing marketing programs to achieve that.

1
 1.1 INDUSTRY PROFILE

Brief Overview of the Telecommunications Sector

The subscriber base for telecom services in India is large but skewed in favor
of urban areas. Urban teledensity is 4.4 times that of rural density .Further, wireless
phones dominate the market in India and wire line phone segment constitutes merely
3.4 per cent of the total subscriber base. The numbers of Internet and broadband
subscribers are a very small fraction of the population. However, the number of
people capable of accessing the net through mobile phones is substantially higher, if
wireless data subscription through mobile is an indication.The share of revenue from
telecom services is higher than manufacturing/production of telecom equipment.
About a quarter of the domestic telecom production is exported and the needs of
telecom equipment in India are largely met by imports. Most of the Foreign Direct
Investment (FDI) has gone to the cellular mobile segment.
The pace of growth of the telecom sector, particularly the telecom services has
increased its significance to the overall economy in the past two decades. The share
of telecommunication services (excluding postal and miscellaneous services) as per
cent of the total GDP, has increased from 0.96 in 2000–01 to 3.78 in 2009–10.
The importance of telecommunications sector for the Indian economy can be judged
by its contribution to GDP, tax revenue, and jobs. Studies have suggested that mobile
phones have a positive impact on GDP. The potential impact of wireless broadband is
also estimated to be highly positive. Further, the industry generates tax revenues for
the government. The 3G spectrum auction combined with the bid values for
broadband wireless access licenses yielded more than Rs 100,000 crore in 2010 to the
Government of India, amounting to approximately 1 per cent of the GDP.5
Employment data shows that the share of employment in the transport, storage and
communication sectors went up from 3.7 per cent in 1999–2000 to 3.8 per cent in
2004–05.

2
The employment in BPO (Business Process Outsourcing) shows high rates of growth
throughout the 2000s.The mobile telephone industry generated 3.6 million jobs both
directly and indirectly. In 2008–09 2.2 million people were directly employed in the
IT–BPO industry with 1.9 million in Tier 1 cities and 0.17 million in Tier 2/3 cities.
During the same period the IT–BPO industry employed 7.3 million people indirectly
in Tier 1 cities.
Mobile phones are popular due to their personal, portable, and digital nature, enabling
people to be always connected. There are increasing innovations, especially
development of mobile applications. The low cost of handsets in India and the
innovative budget telecom network have lowered the barrier to entry of consumers to
the market. On the supply side, mobile connections are relatively cheaper than fixed
line telephony.
Importance of the Telecommunications Sector

The interplay of three factors regulation, liberalization and technology—makes this

sector an interesting study. There are continuous technological changes and evolving
regulatory climate. While Indian telecommunication companies, increasingly buoyant
and confident, have started venturing outside the country and investing abroad, the
telecom manufacturing in India is still to attract investment on a sustained basis. The
telecommunications sector plays an increasingly important role in the Indian
economy. It contributes to economic growth and the GDP and generates revenue for
3
the government and generates jobs. In short, telecom sector has a multiplier impact on
the economy. We have come a long way.
However, certain challenges such as encouraging telecom manufacturing in India,
spreading teledensity, and Internet services across India to bridge the digital divide
are still to be fully met.
TRENDS IN THE TELECOMMUNICATIONS SECTOR
INTRODUCTION

World’s total telephone subscribers as shown in Figure 2.1. It is also one of the fastest
growing in terms of telecom subscribers. Total telephone subscribers in India have
increased at a CAGR of 32 per cent in 2000–10 against the world average growth rate
of 17.34 per cent. However, India’s teledensity, 64, is still lower compared to the
world average of 108 (Teledensity as on February
2012 is 78.1). This indicates low penetration of telephones in the rural areas. The last
decade, especially since 2003, has seen tremendous growth and dynamism in the
Indian telecommunications sector. A phone has been transformed from a “luxury”
good to a “necessity” connecting millions of people. Earlier India was primarily
concerned with increasing teledensity, i.e. telephones. Now, the idea of phones has
itself changed from fixed line/wire line phones to mobile/wirless phones connecting
people everywhere and anywhere (except perhaps the rural areas where unfortunately
majority of Indians reside). The concept of connectivity itself has changed. The term
telecommunications now includes many other services namely Internet services, radio
paging services, Very Small Aperture Terminals (VSATs), Public Mobile Radio
Trunk Service (PMRTS) and global mobile personal communication by satellite
(GMPCS). Of all the above mentioned segments, wireless and Internet have registered
the highest growth in the last few years. The number of total telephone subscribers in
India increased from 28.53 million in March 2000 to 943.49 million in February 2012.
Wireless subscriptions increased from 1.88 million in March 2000 to 911.57million in
February 2012 and wireline subscriptions increased from 26.65 million in March 2000
to 32.33million in February 2012. As a result, India has the second largest mobile
market in the world after China. India reached its Eleventh Five Year Plan (EFYP)
target of 600 million subscribers in 2010 itself. The number of total Broadband
subscribers in India is 13.54 million in February 2012.

4
Growth of Telecommunication Services in India
. The introduction of wireless phone in mid-1990s coupled with increased competition
has completely changed the picture. The number of mobile phone connections crossed
fixed line connections in September 2004. As a result the number of telephone
subscriptions Telecom services in India can be basically divided into two major
segments: (a) telephones, wireline and wireless, and (b) Internet services. In addition,
it also comprises of other smaller segments including radio paging services, VSATs,
PMRTS and global mobile personal communication by satellite (GMPCS). As
mentioned earlier, wireless phones and Internet services have registered the highest
growth in the last few years.
Total Subscriptions of Telephones
Growth of telephones sector can be summarized in three stages (Figure 2.5). Stage I:
Before 1990. This refers to the period when the telecom sector was mainly state
owned; Stage II: 1991–2000. This refers to the period between the onset of reforms
but the absence of wireless phones; and Stage III: post-2001. This refers to mainly the
era of wireless.
As can be seen in Figure 2.5, the total subscriptions of telephones witnessed a
sluggish growth (CAGR of 10 per cent) in the state owned era corresponding to the
period 1981–90.
The foundation of growth of this sector was laid with the introduction of reforms in
1992 mainly in the form of increased competition due to opening up of the sector to
private players. This facilitated easy market access for telecom equipment and a fair
regulatory framework for offering telecom services to the Indian consumers at
affordable prices.
5
As a result, telephone subscriptions grew at a CAGR of 20 per cent during 1991–
2000grew at a CAGR of 35.3 per cent during the period 2001–11. Total telephone
subscribers in India increased from 28.53 million in March 2000 to 943.49 million in
February 2012. Wireless
subscriptions increased from 1.88 million in March 2000 to 911.17 million in
February 2012 and wireline subscriptions increased from 26.65 million in March 2000
to 32.33 million in February

Telephones

The public and private players share the fixed line and the mobile segments, with the
public sector dominating the wireline and private sector dominating the wireless
segments. The major players of the telecom sector are currently experiencing fierce
competition in both the segments. As a result, players are coming up with new tariffs
and discount schemes to gain competitive advantage.
Figures 2.14 show the dominance of the public sector in the delivery of fixed line
services, which has changed only a little in the last decade In the wire line segment,
the state-owned public sector incumbents, namely BSNL and MTNL have been the
dominant players. However, private companies such as Bharti, Reliance and Tata Tele
Services have also marked their presence. As a result, share of BSNL and MTNL
have come down from 100 per cent in March 2000 to 81 per cent in December 2011.

6
Further, the number of players in the private sector has increased signaling higher
competition in this sector.

Figure 2.16 shows the share of service providers in wireless subscriptions in February
2012. The two public sector enterprises (PSEs), BSNL and MTNL, were allowed
belated entry into the cellular segment in the beginning of the present decade. The
sector is dominated by Bharti, Reliance, Vodafone, BSNL, Tata Tele Services, and
Idea. There are many smaller players, with operations in only a few states.
International roaming agreements exist between most operators and many foreign
carriers

The break-up between public and private providers for wireless phones using two
different technologies – GSM and CDMA. GSM continues to be the dominant
technology for wireless phones with 87.9 per cent share. Bharti is the dominant player
in GSM segment accounting for 22.35 per cent of the market in terms of market
subscriptions followed by Vodafone (18.80 per cent), Idea (13.53 per cent) and
7
Reliance (12.05 per cent) (Figure 2.17). There are as many as 14 operators using
GSM technology compared to just six using CDMA. Reliance is the leading player in
the CDMA market with 51.32 per cent share (Figure 2.18). Tata is the next big player
in this market.

8
Internet Services
Internet service was opened for private participation in 1998 with a view to
encourage growth of Internet and increase its penetration. This has resulted in the
entry of a number of private Internet service providers (ISP) in the country. However,
the market is still dominated by state owned companies, BSNL and MTNL (Table
2.4). These two companies together accounted for around 66.3 per cent of the Internet
subscriptions in the country in December 2011.

Revenue of the Telecom Sector

The total revenue trend for the last six years is depicted in Figure 2.24A. The
total revenue (including other income) of the telecom service sector stood at Rs
1,63,067 crore in 2010–11 as against Rs 87,794 crore in 2005–06 showing an increase
of 89 per cent over the last six years. However, revenue from telecom services is Rs 1,
56,657 crore in 2010–11 as against Rs 82,687 crore in 2005–06. The total revenue of
the public sector companies for 2010–11 is Rs 33,971 crore as against Rs 46,268 crore
in 2005–06, showing major decline of 27 per cent over the last six years.41 The total
revenue contribution from the private sector for 2010–11 was Rs 1, 29,096 crore as
against Rs 41,526 crore in 2005–06 showing a tremendous growth of 211 per cent
over the period (Figure 2.24B). The share of the public sector has decreased from 53

9
per cent to 21 per cent between 2005–06 and 2010–11. Share of the private sector
increased from 47 per cent to 79 per cent during the same period.
Regional Variations-Telephones
While India has made considerable progress in the telecom sector, there are
wide disparities in the penetration of telecom facilities across rural–urban sectors and
across states. Table 2.11 reports teledensity across states and regions.
Increase in teledensity has been driven by wireless teledensity. Urban teledensity is
approximately 4.4 times higher than rural, showing the digital divide that exists in
India. There are wide variations in penetration of telecom services across states. States
such as Delhi, Tamil Nadu, Kerala, Himachal Pradesh and Punjab have relatively high
teledensity. However, states such as Assam, Bihar, Madhya Pradesh, UP, Jammu and
Kashmir and the North-Eastern states have relatively low teledensity. The numbers
show that teledensity in Delhi is 5.1 times higher than that of Assam. However, when
we divide it even further, we see that Delhi’s teledensity is 9.7 times higher than that
of rural Bihar. Himachal Pradesh has the highest total teledensity after
Delhi. Assam and Bihar are the worst performing states in terms of total teledensity.
Irrespective of their total teledensity, the gap between rural and urban teledensity is
quite close to each other for these states– Assam 5.1, Bihar 7.9, and Himachal Pradesh
6.2
Table: Service Area-wise Teledensity, December 2011

10
An ASER report finds that 73.4 per cent of rural households in their sample had a
mobile, households with a person knowing how to use a computer was 12.6 per cent
and 13.96 per cent of villages had an Internet café. The 61st round of NSS data (Table
2.12) shows there exist vast differences across expenditure quintiles. It is the top 40
per cent of households in both rural and urban areas who own more than one mobile.

11
 1.2 COMPANY PROFILE
Sunil BhartiMittal founded the Bharti group. In 1983, Mittal was in an agreement
with Germany’sSiemens to manufacture push-button telephone models for the Indian
market. In 1986, Mittal incorporated Bharti telecom limited (btl), and his company
became the first in India to offer push-button telephones, establishing the basis of
Bharti enterprises. By the early 1990s, SunilMittal had also launched the country's
first fax machines and its first cordless telephones. In 1992, Mittal won a bid to build
a cellular phone network in Delhi. In 1995, Mittal incorporated the cellular operations
as Bhartitele-ventures and launched service in Delhi. In 1996, cellular service was
extended to himachalPradesh. In 1999, Bharti enterprises acquired control of jt
holdings, and extended cellular operations to Karnataka and AndhraPradesh. In 2000,
Bharti acquired control of sky cell communications, in Chennai. In 2001, the
company acquired control of spice cell in Calcutta. Bharti enterprises went public in
2002, and the company was listed on Bombay stock exchange and national stock
exchange of India. In 2003, the cellular phone operations were rebranded under the
single Airtel brand. In 2004, Bharti acquired control of hexacom and entered
Rajasthan. In 2005, Bharti extended its network to Andaman and nicobar. This
expansion allowed it to offer voice services all across India. In 2009, Airtel launched
its first international mobile network in srilanka. In 2010, Airtel acquired the African
operations of the Kuwait-based zaintelecom. In March 2012, Airtel launched a mobile
operation in Rwanda.

Airtelcentre, gurgaon

Airtel launched "hello tunes", a caller ring back tone service (crbt), in july 2004
becoming to the first operator in india to do so. The airtel theme song, composed by
a.r. rahman, was the most popular tune on that year.

During the 2009–10 financial year, Bharti negotiated for its strategic partner alcatel-
lucent to manage the network infrastructure for the tele-media business. On 31 may
2012, Bhartiairtel awarded the three-year contract to alcatel-lucent for setting up an
internet protocol access network (mobile backhaul) across the country. This would
help consumers access internet at faster speed and high quality internet browsing on
mobile handsets.

12
On 26 February 2013, airtel announced that it had deployed Ericson’s mobile
broadband charging (mbc) solution and completely modernised its prepaid services
for its subscribers in India. As a part of the deal, ericsson's multi service mbc suite
allows prepaid customers to have personalized profile-based data charging plans.
Prepaid customers will be able to customize their data plans across mobility, fixed
line and broadband by cross bundling across multiple domains (2g, 3g, 4g/let&Wi-Fi).
It will also offer flexible multi service charging in geographical redundant mode,
making airtel the first operator to implement geographical redundancy at such a large
scale.in may 2013, BhartiInfotel paid rs 50,000 as compensation to a customer "for
unfair trade practices". The customer alleged that the company continued to
aggressively demand payment despite customer requests for disconnection of service.

Telecom giant BhartiAirtel is the flagship company of Bharti Enterprises. The

businesses at BhartiAirtel have been structured into three individual Strategic business
units (SBU’s)
1) Mobile services
2) Broadband and telephone services (B&T)
3) Enterprise services
The Mobile services group provides GSM mobile services across India in 23 telecom
circles, while B&T business group provides broadband & telephone Services in 94
cities. The Enterprise Services group has two sub-units – carriers (long distance
services) and services top corporate. All these services are provided under the
Airtelbrand Airtel comes to you from Bharti Tele-Ventures Limited - a part of the
biggest private integrated telecom conglomerate, Bharti Enterprises. A Consortium of
giants in the telecommunication business. In its six years of pursuit of greater
customer satisfaction, Airtel has redefined the business through marketing
innovations, continuous technological up gradation of the network, introduction of
new generation value added services and the highest standard of customer care. Bharti
is the leading cellular service provider, with an all India footprint covering all 23
telecom circles of the country. It has over 246million customers.
Cellular telephony was introduced in India during the early 1990s. At that time, there
were only two major private players, Bharti (Airtel) and Essar(Essar) and both these
companies offered only post-paid services. Initially, the cellular services market
registered limited growth.
Moreover, these services were mostly restricted to the metros. Other factors such as
lack of awareness among people, lack of infrastructural facilities, low standard of
living, and government regulations were also responsible for the slow growth of
13
cellular phone services in India. Although the cellular services market in India grew
during the late 1990s (as the number of players increased and tariffs and handset
prices came down significantly) the growth was rather marginal. This was because the
cellular service providers offered only
post-paid cellular services, which were still perceived to be very costly as
compared to landline communications. Following this realization, the major cellular
service providers in India, launched pre-paid cellular services in the late 1990s. The
main purpose of these services was to target customers from all sections of society
(unlike Post-paid services, which were targeted only at the premium segment).
AIRTEL LOGO:

The Airtel logo is an interpretation of the ‘a’ in Airtel. The curved shape and the
gentle highlights on the red color make it warm and inviting, almost as if it were a
living object. The logo represents a dynamic force of unparalleled energy that brings
the company and their customers closer.
Bharti’s Vision
By 2015 Airtel will be the most admired brand in India:
· Loved by more customers
· Targeted by top talent
· Benchmarked by more businesses
We at Airtel always think in fresh and innovative ways about the needs of
Our customers and how we want them to feel. We deliver what we promise
And go out of our way to delight the customer with a little bit more. We will meet
their needs based on our deep understanding of their ambitions, wherever they are.
Network of Airtel
Cellular Service
Airtel Completes Its 23 Circle All India Footprint Airtel now connects India from the
Indus to the Indian Ocean and from Sabarmati to the Brahmaputra on a network of
more than 10,000 base stations with cumulative investments of more than Rs. 16,000
crores

14
ORGANIZATION STRUCTURE
Partners
The company has a strategic alliance with SingTel. The investment made by SingTel
is one of the largest investments made in the world outside Singapore, in the
company. The company’s mobile network equipment partners include Ericsson and
Nokia. In the case of the broadband and telephone services and enterprise services
(carriers), equipment suppliers include Siemens, Nortel, Corning, among others. The
Company also has an information technology alliance With IBM for its group-wide
information technology requirements andwith Nortel for call center technology
requirements. The call center operations for the mobile services have been outsourced
to IBM Daksh, Hinduja TMT, and Teletech &Mphasis.
ORGANIZATION STRUCTURE

15
 PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular
market witnessed a surge in cellular services. By 2005, there were a total of 12
players in the market with the five major players being Bharti Tele-Ventures Limited
(Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited (Hutch),
Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I). All
the players except RIM offered services based on the Global System for Mobile
(GSM) technology. RIM provided services based on Code Division Multiple Access
(CDMA) technology as well as GSM. As competition in the

telecom arena intensified, service providers took new initiatives to woo customers.
Prominent among these were - celebrity endorsements, loyalty rewards, discount
coupons, business solutions and talk time schemes. The most important consumer
segments in the cellular industry were the youth segment and the business class
segment. The youth segment was the largest and fastest growing segment and was
therefore targeted most heavily by cellular service providers.Bharti Tele-Ventures
adopted celebrity endorsement as its chief promotional strategy. By 2004 it emerged
the unprecedented leader commanding the largest market share in the cellular service
market. (Refer Exhibit II). Hutch implemented the celebrity endorsement strategy
partially, relying primarily on its creative advertising for the promotion of its brand.
BSNL, on the other hand, attracted the consumer through its low cost

schemes. Being a state owned player, BSNL could cover rural areas, and this helped it
increase its subscriber base. Reliance was another player that cashed on its innovative
promotional strategies, which included celebrity endorsements and attractive talk time
schemes. Idea relied heavily on its creative media advertising sans celebrities.

16
 CUSTOMER LOYALTY
DEFINITION:
Likelihood of previous customers to continue to buy from a specificorganization
loyalty as a deeply held commitment to re-buy a preferred product or service
consistently in the future, thereby causing repetitive purchase of same brand despite
situational influences and marketing efforts having the potential to cause switching
behavior.
LOYALTY DRIVEN CONSUMER TYPOLOGY:
A first approach of classifying consumers considering their degree of loyalty is that of
George H.Brown, according to whom buyers can be divided in to four groups:
* Hard core loyal – always buy the same brand;
* Split loyal – loyal to two or three brands;
* Shifting loyal – loyal to one brand for a period of time, but easily shifting from one
brand to another, due to certain advantages offered by the new brand;
* Switchers – show no loyalty to any brand, switching the brand with almost any
buying situation.
A second approach is that of David A. Aaker who sees five levels of brand loyalty
and groups customers accordingly in to a loyalty pyramid
David A.Aaker’s Loyalty pyramid:

Satisfied – with switching cos

committed
to the brand
Likes the brand

Habitual – with no reason to change

Switcher – price sensitive – indifferent – with no brand loyalty

17
a) The first level represents non loyal buyers, who are completely indifferent to
brands, each brand being perceived to be adequate if the price is accepted.
b) The second level includes satisfied or at least not dissatisfied buyers with no
dimension of dissatisfaction sufficient enough to stimulate a change, but vulnerable to
competitors that can create a perceived benefit in the case of switching.
c) The third level consists of satisfied customers with switching costs (loss of time,
money, or acquired loyalty advantages, performance risks associated with switching
etc.). Switching incentives from competitors must compensate with switch costs.
d) The fourth level contains customers who truly like the brand and have an emotional
attachment to the brand, based upon associations such as a symbol, a set of use
experiences, or a high perceived quality. The emotional attachment’s reason is
sometimes just the fact that there has already been a long-term relationship.
e) The fifth level represents committed customers, proud to have discovered and used
the brand, and to whom the brand is very important both functionally as an expression
of their
Personality. The value of this category of customers stays in the impact they have
upon others through their recommendations.
CUSTOMER SATISFACTION:
The principal purpose of a business is to create satisfied customers. Increasing
customer satisfaction has been found to lead to higher future profitability: lower costs
related to defective goods and services; increased buyer willingness to pay price
premiums, provide referrals, and use more of the product; and higher levels of
customer retention and loyalty.
According to the Philip Kotler customer satisfaction is defined as: Satisfaction is a
person’s feelings of pleasure or disappointment resulting from comparing a product’s
perceived performance (or outcome) in relation to his or her expectations.
BENEFITS OF CUSTOMER LOYALTY:
REDUCE MARKETING COSTS

To a new customer costs greater than to retain customer. Those costs include the cost
of advertising through various media, other promotions, the cost of education to
prospective buyers, and so on. Therefore loyal customer can reduce marketing costs.

18
TRADE LEVERAGE
A product with a popular brand and has a loyal customer will make the distributors
and shop owners to give grater space compared to other brands. Even if there are
prospective buyers who want to ask about a product, they will be offered that brand.
So the brand will be purchased by prospective buyers.
WORD OF MOUTH
Customers who loyal to certain brands would be willing to tell the good things about
the company and its products to others. This is far more persuasive and effective than
advertising.

19
 3.1 NEED FOR THE STUDY
The importance of monitoring customer loyalty is gaining steam in our ever changing
business world. Every day a new product launches into the market that lures
customers to jump ship to the next best thing. In India BhartiAirtel is giant in telecom
industry, it has been very interesting to understand how BhartiAirtel is managing
customer relations and building the loyalty and so the study has been conducted with
the following objectives.

20
 3.2 OBJECTIVES OF THE STUDY
 To study the profile of telecom customers in Tirupati
 To understand the factors that influence customer loyalty
 To assess CRM practices adopted by telecom companies

21
 3.4 SCOPE OF THE STUDY:
The study includes existing customers of Telecom Company. It has been conducted
with 100 telecom customers in Tirupati for 8 weeks

22
 3.4 METHODS OF STUDY

RESEARCH DESIGN
A research design is considered as the frame work of plan for a study. That guides as
well as helps in collection and analysis of data. A sound research is the basis of
success of any formal market research. The present study is descriptive type.

NATURE OF DATA:

The data collected for this study were mainly primary in nature. This is first
hand information which is collected from the telecom customers of Tirupati. Besides
the secondary data were also collected from magazines, journals and websites.

SOURCE OF DATA:
 Primary data collected from the telecom customers in Tirupati.
 Secondary data were collected from magazines, journals and websites
METHODS OF DATA COLLECTION:
The method adapted to elicit information from telecom customers through well
designed structured questionnaire that contains closed, open ended questions. The
reasons for choosing the questionnaire method are primary due to qualitative nature of
the studyPRIMARY DATA:
The primary data are that information which is collected afresh and for the first time,
and thus happen to be original in character. Primary data can be collected in
marketing research by three basic methods viz., survey, observations and
experiments.SECONDARY DATA:
The secondary data are those which have already been collected by
some other agency and which have already been processed. In this study researcher
used the secondary method for collecting details from the company website,
magazines and journals.
SURVEY METHOD:
Survey is the most commonly used method of primary data collection in marketing
research. This method is highly flexible. Survey research is the systematic gathering
of data from respondents through questionnaires. A questionnaire will contain a list of
questions to be answered in the survey.
SURVEY:

23
Wide range of information about customer loyalty of Airtel gathered through survey
from Tirupati with structured questionnaire.
SAMPLE DESIGN:
SAMPLE UNIT:
The sample units were all the telecom customers in Tirupati.
SAMPLE SIZE:
100 telecom customers are taken up for the study.
SAMPLE METHOD:
A simple convenient sampling was adapted in Tirupati.
STATISTICAL TOOLS APPLIED:
For the purpose of analysis simple percentage methods, graphical representation are
used for calculations and the results were interpreted.
PERCENTAGE ANALYSIS:
Percentage refers to a special kind of ratio in making comparison between two of
more data and to describe relationships between the data. Percentage can also be used
to compare the relative terms, the distribution of two or more series of data.
Percentage = No. of Respondents X 100

Total Respondents

24
 3.5 LIMITATIONS OF THE STUDY :

 The study is confined to Tirupati city only.

 The accuracy of the answers depends upon the mode and interest of
respondents
 The study is limited to 8 weeks.

25
 4 DATA AND INTRERPRETATION
TABLE: 1GENDER OF THE RESPONDENTS

Gender Frequency Percent

Male 95 95

Female 5 5

Total 100 100.0

INTREPRETATION:

From the above table it is observed that, 95% of the respondents are males and 5% are
females.

CHART: 1GENDER OF THE RESPONDENTS

Frequency

5%

Male
Female

95%

26
TABLE NO. 2 AGE OF THE RESPONDENTS

Age Frequency Percent

Less than 20years 3 3

21-30 years 69 69

31-40 years 17 17

41-50 years 6 6

51-60 years 4 4

More than 61 years 1 1

Total 100 100.0

INTREPRETATION:
From the above table it know that out of 100 respondents 3% are less than 20 years, 69% are
within 21-30 years,17% are within 31-40 years, 6% are 41-50 years, 4% are within 51-60
years, 1% are morethan 61 year

TABLE NO.3 EDUCATION OF THE RESPONDENTS

Education Frequency Percent

SSC 4 4

Intermediate 8 8

Graduation 37 37

Post Graduation 51 51

Total 100 100.0

INTREPRETATION:
From the above table it is known that 4% are ssc, 8% are 10+2, 37% are Graduates,
51% are Post Graduate and above.

27
CHART NO.3 EDUCATION OF THE RESPONDENTS

Education

60
51

50
37
40
Education

30

20
8
10 4

0
ssc Intermediate Graduation Post Graduation

TABLE NO.4 OCCUPATION OF THE RESPONDENTS

Occupation Frequency Percent

Govt service 15 15

Private service 31 31

Student 41 41

Self employed 8 8

Others 5 5

Total 100 100.0

INTREPRETATION :From the table it is observed that 15% are Govt service,
31% are private service, 41% are students, 8% are self employed, and 5 % are others

28
CHART NO.4 OCCUPATION OF THE RESPONDENTS

Occupation
45 41

40
35 31

30
Occupation
25
20 15
15
8
10 5
5
0
Govt service Private service Student self employed others

TABLE NO.5 INCOME LEVELS

Income levels Frequency Percent

Dependent 44 44

Less than Rs.15000 24 24

Rs.15001- Rs.25000 25 25

Rs.25001- Rs.50000 5 5

Rs.50001- Rs.100000 1 1

Rs.100001 and above 1 1

Total 100 100.0

INTREPRETATION:
From the above table 44% are dependent, 24% are less than Rs.15000, 25% are within
Rs.15001-Rs.25000, 5% are within Rs.25001-50000, 1% are within Rs.50001-
Rs.100000 and 1% are Rs.100001 and above

CHART NO.5 INCOME LEVELS

29
 Income level

44
50
40 24 25
30
20 5 1
10
0 Income level

TABLE NO.6 AREA OF RESIDENCE

Area Frequency Percent

Rural 29 29

Urban 67 67

Sub urban 4 4

Total 100 100.0

INTREPRETATION:
From the above table out of 100 respondents 29% are from rural, 67% are from urban
and 4% from sub urban.

30
CHART NO.6 AREA OF RESIDENCE

Area
4

29

Rural
Urban
Sub urban

67

TABLE NO. 7 USE OF TELECOM OPERATORS

Use of telecom
operators Frequency Percent

1-3 72 72

4-6 19 19

7-9 5 5

10 and above 4 4

Total 100 100

INTREPRETATION:
From the above table it observed that use of telecom operators, 72% are use 1-3, 19%
are use 4-6, 5% are use 7-9 and 4% are 10 and above.

CHART NO. 7 USE OF TELECOM OPERATORS

31
 Use of SIM's
80
72
70

60

50
Use of SIM's
40

30
19
20

10 5 4
0
1_3 4_6 7_9 10 and above

TABLE NO.8 NAME OF THE USED SIMS

Brand Frequency percentage

Airtel 74 24

Reliance 35 11

Vodafone 60 19

Idea 34 10

Docomo 33 11

Bsnl 55 17

Aircel 24 8

Virgin 0 0

MTS 0 0

Total 315 100

INTREPRETATION:
From the above table it is observed that, 24% are using Airtel, 11% are using
Reliance, 19% using Vodafone, 10% using idea, 11% using Docomo, 17% using
BSNL and 8% using Aircel.

CHART NO.8 NAME OF THE USED SIMS

32
 Brand
30

25 24

20 19
17
Brand
15
11 11
10
10 8

0
Airtel Reliance Vodafone Idea Docomo Bsnl Aircel

TABLE NO.9 PRESENT USE OF SIMS

SIM’s Frequency Percent

1 45 45

2 51 51

3 4 4

Total 100 100

INTREPRETATION:
From the above table it is observed that, 45% are using single SIM, 51% are using
dual SIM’s, and 4% are using three SIM’s.

CHART NO.9 PRESENT USE OF SIMS

33
 Use of sim
60

51
50
45

40
use of sim
30

20

10
4
0
1 2 3

TABLE NO 10. PREFERENCE OF THENETWORK

Preference of network Frequency Percent

Airtel 35 35
Reliance 2 2
Vodafone 14 14
Idea 10 10
Docomo 5 5
Bsnl 29 29
Aircel 5 5
Total 100 100

INTREPRETATION:
From the above table it is observed that the preference of the network is Airtel 35%,
Reliance 2%, Vodafone 14%, idea 10%, Docomo 5%, Bsnl 29%, and Aircel 5%.

CHART NO 10. PREFERENCE OF THENETWORK

34
 preference of network
35
35
29
30

25

20 preference of network
14
15
10
10
5 5
5 2

0
Airtel Reliance Vodafone Idea Docomo Bsnl Aircel

TABLE NO.11 TYPE OF CONNECTION

Connection Frequency Percent

Pre-paid 94 94

Post-paid 6 6

Total 100 100

INTREPRETATION:
From the above table it is know that, 94% are using pre-paid connection and 6% are
post-paid connection.

CHART NO.11 TYPE OF CONNECTION

35
 Type of connection
6

pre-paid
post-paid

94

TABLE12. MONTHLY EXPENDITURE ON MOBILE SERVICE

Expenditure Frequency Percent

Less than 300 50 50

301-600 33 33

601-900 7 7

901-1200 4 4

1201-1500 3 3

More than 1500 3 3

total 100 100

INTREPRETATION:
From the above table it is observed that, 50% are expense less than 300, 33% are
expense 301-600, 7% are expense 601-900, 4% are expense 901-1200, 3% are
expense 1201-1500, 3% are expense more than 1500.

CHART 12. MONTHLY EXPENDITURE ON MOBILE SERVICE

36
 Expenditure
50
50
45
40
33
35
30 Expenditure
25
20
15
7
10 4 3 3
5
0
less than 300 301-600 601-900 901-1200 1201-1500 more than
1500

TABLE NO.13 USAGE OF CURRENT SERVICE

Current service Frequency Percent

Less than 2 years 30 30

2-4 years 38 38

4-6 years 23 23

More than 6 years 9 9

Total 100 100.0

INTREPRETATION:
From the above table it is known that the use of current service is 30% are less than 2
years, 38% are 2-4 years, 23% are 4-6 years, and 9% are more than 6 years.

CHART NO.13 USAGE OF CURRENT SERVICE

37
 use of current service
40 38

35
30
30

25 23
use of current service
20

15

10 9

0
less than 2 years 2-4 years 4-6 years more than 6 years

TABLE NO.14 OFFERS PROVIDED BY THE SERVICE PROVIDER MEET

MY NEEDS

Offers satisfactory Frequency Percent

Strongly Agree 14 14

Agree 63 63

Neutral 15 15

Disagree 6 6

Strongly agree 2 2

Total 100 100

INTREPRETATION:
From the above table the offers provided by the service provider are meeting their
need is observed that, 14% are strongly agree, 63% are agree, 15% are neutral, 6% are
disagree, 2% strongly disagree

CHART NO.14 OFFERS PROVIDED BY THE SERVICE PROVIDER MEET

MY NEEDS

38
 offers satisfaction
70 63

60

50

40 Response

30

20 14 15

6
10 2

0
strongly agree agree neutral disagree strongly
disagree

TABLE NO.15. MY SERVICE PROVIDER EDUCATES CSTOMERS ABOUT

THEIR PRODUCTS/SERVICES

Response Frequency Percent

Strongly Agree 12 12

Agree 53 53

Neutral 15 15

Disagree 18 18

Strongly agree 2 2

Total 100 100

INTREPRETATION:
From the above table it is observed the service provider educates their
products/services that, 12% are strongly agree, 53% are agree,15% are neutral,18%
are disagree, 2% are strongly disagree.

CHART NO.15. MY SERVICE PROVIDER EDUCATES CSTOMERS ABOUT

THEIR PRODUCTS/SERVICES

39
 Response
60 53

50

40
Response
30
18
20 15
12

10 2

0
strongly agree agree neutral disagree strongly
disagree

TABLE NO.16 MY SERVICE PROVIDER RESOLVES BILLING ISSUES

QUICKLY

Response Frequency Percent

Strongly Agree 12 12

Agree 37 37

Neutral 32 32

Disagree 18 18

Strongly agree 1 1

Total 100 100

INTREPRETATION:
From the above table it is observed that service provider resolve billing issues
quickly, 12% are strongly agree, 37% are agree, 32% are neutral, 18% are disagree,
1% are strongly disagree.

CHART NO.16 MY SERVICE PROVIDER RESOLVES BILLING ISSUES

QUICKLY

40
 Response
40 37

35 32

30

25
Response
18
20

15 12

10

5 1

0
strongly agree agree neutral disagree strongly
disagree

TABLE NO.17 MY NETWORK HAS WIDE COVERAGE

Response Frequency Percent

Strongly Agree 41 41

Agree 39 39

Neutral 10 10

Disagree 9 9

Strongly agree 1 1

Total 100 100

INTREPRETATION:

Out of 100 respondents the network has wide coverage that, 41% are strongly agree,
39% are agree, 10% are neutral, 9% are disagree, 1% are strongly disagree

CHART NO.17 MY NETWORK HAS WIDE COVERAGE

41
 Response
45 41
39
40
35
30
Response
25
20
15 10 9
10
5 1

0
strongly agree agree neutral disagree strongly
disagree

TABLE NO.18 CUSTOMER SERVICE REPRESENTATIVE OF THE

COMPANY IS RUDE

Response Frequency Percent

Strongly Agree 6 6

Agree 27 27

Neutral 18 18

Disagree 45 45

Strongly agree 4 4

Total 100 100

INTREPRETATION:

From the above table it is known that the customer service representative of the
company is rude, 6% are strongly agree, 27% are agree, 18% are neutral, 45% are
disagree, 4% are strongly disagree.

42
CHART NO.18 CUSTOMER SERVICE REPRESENTATIVE OF THE
COMPANY IS RUDE

Response
50
45
45
40
35
30 27 Response
25
20 18
15
10
6
5 4

0
strongly agree agree neutral disagree strongly disagree

TABLE19. HOW DO YOU RATE YOUR SERVICE IN TERMS OF

CONNECTIVITY?

Response Frequency Percent

Good 65 65

Poor 22 22

Very poor 13 13

Total 100 100

INTREPRETATION:
out of 100 respondents that the service in terms of connectivity is, 56 % are good,
22% are Average, 13 % are poor.

43
CHART19. HOW DO YOU RATE YOUR SERVICE IN TERMS OF
CONNECTIVITY?

% of respondents
Good Average Poor

13%

22%

65%

TABLE20. MOBILE SERVICE FROM YOUR COMPANY IS REASONBLY

PRICED?

Response Frequency Percent

Strongly Agree 4 4

Agree 69 69

Neutral 18 18

Disagree 8 8

Strongly agree 1 1

Total 100 100

INTREPRETATION:
From the above table it is observed that mobile service from company is reasonable
price, 4% are strongly agree, 69% are agree, 18% are neutral, 8% are disagree, 1% are
strongly disagree.

44
CHART20. MOBILE SERVICE FROM YOUR COMPANY IS REASONBLY
PRICED?

Response
80
69
70

60

50
Response
40

30

20 18

10 8
4
1
0
Strongly agree Agree Neutral Disagree Strongly agree

TABLE21.I’M COMPLETELY SATISFIED WITH THE SERVICES

DELIVERED BY THE COMPANY?

Response Frequency Percent

Satisfied 80 80 %

Neutral 14 14 %

Dissatisfied 6 6%

Total 100 100 %

INTREPRETATION:
From the above table it is observed that the services delivered by the company is
satisfactory that, 80% are satisfied, 14% are neutral, 6 % are dissatisfied.

45
CHART21 .I’M COMPLETELY SATISFIED WITH THE SERVICES
DELIVERED BY THE COMPANY?

80%

70%

60%

50%

40% % of respondents

30%

20%

10%

0%
Satisfied Neutral Dissatisfied

TABLE22. GENERLLY SPEAKING THE COSTS IN TIME, MONEY AND

EFFORTS TO SWITCH FROM THE COMPANY WOULD BE HIGH?

Response Frequency Percent

Strongly Agree 2 2

Agree 3 3

Neutral 54 54

Disagree 24 24

Strongly agree 17 17

Total 100 100

INTREPRETATION:
From the above table it is known that the switching cost in time, money and efforts
would be high that,2% are strongly agree, 3% are agree, 54% are neutral, 24% are
disagree, 17% are strongly disagree.

46
CHART22. GENERLLY SPEAKING THE COSTS IN TIME, MONEY AND
EFFORTS TO SWITCH FROM THE COMPANY WOULD BE HIGH?

Response
60 54

50

40
Response
30 24
17
20

10 3
2

0
strongly agree agree neutral disagree strongly
disagree

TABLE23. OVERALL, I WOULD SPEND A LOT AND LOSE A LOT IF I

SWITCH FROM EXISTING SERVICE TO ANOTHER

Response Frequency Percent

Strongly Agree 2 2

Agree 14 14

Neutral 28 28

Disagree 48 48

Strongly agree 8 8

Total 100 100

INTREPRETATION:
From the above table it is observed that the cost of spending and lose if switching
from existing service to another that, 2% are strongly agree, 14% are agree, 28% are
neutral, 48% are disagree, 8% are strongly disagree.

47
CHART23. OVERALL, I WOULD SPEND A LOT AND LOSE A LOT IF I
SWITCH FROM EXISTING SERVICE TO ANOTHER

Response
48
50
45
40
35
28
30 Response
25
20 14
15
8
10
2
5
0
strongly agree agree neutral disagree strongly
disagree

TABLE24. I SAY POSITIVE THINGS ABOUT THE USING SERVICE TO

OTHER PEOPLE

Response Frequency Percent

Strongly Agree 19 19

Agree 58 58

Neutral 12 12

Disagree 9 9

Strongly agree 2 2

Total 100 100

INTREPRETATION:
From the above table it is observed that they say positive things to others, 19%
strongly agree, 58% are agree, 12% are neutral, 9% are disagree, 2% are strongly
disagree.

CHART24. I SAY POSITIVE THINGS ABOUT THE USING SERVICE TO

OTHER PEOPLE
48
 Response
58
60

50

40
Response
30
19
20
12
9
10
2

0
strongly agree agree neutral disagree strongly
disagree

TABLE25. I RECOMMEND MY SERVICE TO SOMEONE WHO SEEKS MY

ADVICE

Response Frequency Percent

Strongly Agree 24 24

Agree 52 52

Neutral 10 10

Disagree 12 12

Strongly agree 2 2

Total 100 100

INTREPRETATION:
From the above table it is known that the if anyone seeks advice regarding choice of
network, 24% are strongly agree, 52% are agree, 10% are neutral, 12% are disagree,
2% are strongly disagree.

CHART25. I RECOMMEND MY SERVICE TO SOMEONE WHO SEEKS MY

ADVICE

49
 Response
60
52

50

40
Response
30 24

20
12
10
10
2

0
strongly agree agree neutral disagree strongly
disagree

TABLE26. I WILL MOVE TO ACOMPETITOR THAT OFFER BETTER

PRICES

Response Frequency Percent

Strongly Agree 16 16

Agree 40 40

Neutral 13 13

Disagree 27 27

Strongly agree 4 4

Total 100 100

INTREPRETATION:
From the above table it is observed that if the competitor provide better offer they will
choose that, 16% are strongly agree, 40% are agree, 13% are neutral, 27% are
disagree, 4% are strongly disagree.

CHART26. I WILL MOVE TO ACOMPETITOR THAT OFFER BETTER

PRICES

50
 Response
40
40

35

30 27

25
Response
20 16
13
15

10
4
5

0
strongly agree agree neutral disagree strongly
disagree

TABLE27. WITH THE AVAILABILITY OF MOBILE NUMBER

PORTABILITY, DO YOU STILL CONTINUE WITH YOUR NERWORK?

Response Frequency Percent

Yes 77 77

No 23 23

Total 100 100

INTREPRETATION:
From the above table it is known that with the availability of mobile number
portability you will still continue with the existing network, 77% are yes and 23% no.

CHART27. WITH THE AVAILABILITY OF MOBILE NUMBER

PORTABILITY, DO YOU STILL CONTINUE WITH YOUR NERWORK?

51
 Response
23

Yes
No

77

TABLE28. THE TARIFFS OF THE SERVICES FITS ME VERY MUCH

Response Frequency Percent

Strongly Agree 13 13

Agree 56 56

Neutral 11 11

Disagree 18 18

Strongly agree 2 2

Total 100 100

INTREPRETATION:
From the above table it is observed that the tariff of the service fits very much, 13%
are strongly agree, 56% are agree, 11% are neutral, 18% are disagree, 2% are strongly
disagree.

CHART28. THE TARIFFS OF THE SERVICES FITS ME VERY MUCH

52
 Response
56
60

50

40
Response
30
18
20 13
11
10
2

0
strongly agree agree neutral disagree strongly
disagree

TABLE29. THE CONNECTIVITY OF THE NETWORK IS SATISFACTORY

Response Frequency Percent

Strongly Agree 23 23

Agree 59 59

Neutral 1 1

Disagree 15 15

Strongly agree 2 2

Total 100 100

INTREPRETATION:
From the above table it is know that the connectivity of the network is satisfactory,
23% are strongly agree, 59% are agree, 1% are neutral, 15% are disagree, 2% are
strongly disagree.

CHART28. THE TARIFFS OF THE SERVICES FITS ME VERY MUCH

53
 Response
59
60

50

40
Response
30 23

20 15

10
1 2

0
strongly agree agree neutral disagree strongly
disagree

TABLE30. THE OFFERS PROVIDED BY THE COMPANY ARE

ATTRACTIVE

Response Frequency Percent

Strongly Agree 9 9

Agree 45 45

Neutral 20 20

Disagree 25 25

Strongly agree 1 1

Total 100 100

INTREPRETATION:
From the above it is observed that the offers provided by the company are attractive,
9% are strongly agree, 45% are agree, 20% are neutral, 25% are disagree, 1% are
strongly disagree.

CHART30. THE OFFERS PROVIDED BY THE COMPANY ARE

ATTRACTIVE

54
 Response
45
45
40
35
30 25
Response
25 20
20
15
9
10
5 1

0
strongly agree agree neutral disagree strongly
disagree

TABLE31. THE BRAND HAS GOOD FUNCTIONAL QUALITY

Response Frequency Percent

Strongly Agree 49 49

Agree 39 39

Neutral 7 7

Disagree 3 3

Strongly agree 2 2

Total 100 100

INTREPRETATION:
From the above table it is known that the brand has good functional quality, 49% are
strongly agree, 39% are agree, 7% are neutral, 3% are disagree, 2% are strongly
disagree

CHART31. THE BRAND HAS GOOD FUNCTIONAL QUALITY

55
 Response
49
50
45 39
40
35
30 Response
25
20
15
7
10
3 2
5
0
strongly agree agree neutral disagree strongly
disagree

TABLE32. OVER ALL, HOW DO YOU RATE SERVICE QUALITY OF

YOUR COMPANY?

Response Frequency Percent

Excellent 14 14

Very good 30 30

Good 51 51

Poor 3 3

Very poor 2 2

Total 100 100

INTREPRETATION:
From the above table it is observed that the service quality of existing company, 14%
are excellent, 30% are very good, 51% are good, 3% are poor, and 2% are very poor.

CHART32. OVER ALL, HOW DO YOU RATE SERVICE QUALITY OF

YOUR COMPANY?

56
 Response
60
51
50

40
30 Response
30

20 14

10 3 2

0
Excellent Very good good poor very poor

5.1 FINDINGS
 95% of the respondents are male and only 5% are female

57
 69%of the users are between the age group of 21-30 years. Followed by 17%
between 31-40 years. Between 41-50 years with 6%between 51-60 years, 3% are
less than 20 years and 1% has more than 60 years.
 This shows that prepaid users are more than post paid users 94% are prepaid
users where as post paid users are only 6%
 35% of the respondents use Airtel as present service provider with the sharing of
other players like reliance, Vodafone, Idea, Docomo, BSNL and Aircel with 2%,
14%, 10%, 5%, 29%, 5% respectively.
 37% of the respondents opined that the Airtel resolves billing issues quickly,
followed by 12% are strongly agree, 32% are neutral, 18% are disagree and 1%
are strongly disagree
 65% of the respondents says that service in terms of connectivity is good,
followed by, 22% says average, 13% says poor.
 80% of the respondents were satisfied with service delivered by the current
service, followed by, 14% are neutral, 6% are dissatisfied.

5.2 SUGGESTIONS

58
1. Company may concentrate on special offers and introduce rate cutters so as to
stop the customers from shifting to other brand due to higher prices and tariff
rates.
2. Company may train the customer service representatives and front office
executives in such a way that they respond to the customer queries politely and
show the concern towards customers failing which dissatisfaction levels of the
customers may raise and customer loyalty may go invisible.

5.3 CONCLUSION:
59
The overall performance of the company is good. If the attention towards front line
office & customer quarries is taken care the firm company achieves good performance
results.

BIBILOGRAPHY

60
BOOKS:

 Dr. S. P. Gupta, Statistical Methods, Sultan Chand & Sons Educational

Publishers, New Delhi -2006.
 C. R. Kothari. Research Methodology Methods and Techniques. New Age
International (P) Ltd. Publishing New Delhi. Ed-2004.
 Philip Kotler, Marketing Management the Millennium Edition, Prentice-Hall
of India private limited, New Delhi, Ed -2000.
JOURNALS:
 Indian Journal of marketing
 Journal of consumer behavior
 Marketing Mastermind
WEBSITES:
 www.airtel.com
 www.wikipedia.com
 www.google.com

QUESTIONNAAIRE
61
1) Name of the respondent _______________

i) Gender: Male ( ) Female ( )

ii) Age: Less than 20 years ( )

21-30 years ( )

31-40 years ( )

41-50 years ( )

51-60 years ( )

More than 61 years ( )

iii) Education: ssc or sslc ()

Intermediate (or 10+2) ()

Graduate ()

Post Graduate and above ( )

iv) Occupation: Govt service ( ) private service ( )

Student ( ) Self employed ( )

House wife ( ) others ()

v) Monthly income: Dependent ()

Less than Rs.15000 ()

Rs.15001 – Rs.25000 ( )

Rs.25001 – Rs.50000 ( )

Rs.50001 – Rs.100000 ( )

Rs.100001 and above ( )

2) Area of resident: Rural ( ) Urban ( ) sub urban ( )

3) How many telecom operators you have used up to now?

1-3 ( ) 4-6 ( ) 7-9 ( ) 10 and above ( )

4) Name them

62
Airtel ( ) Reliance ( ) Vodafone ( )

Idea () Docomo ( ) Bsnl ()

Aircel ( ) virgin () MTS ()

5) How many SIMS do you use now?

1() 2() 3() 4 and above ( )

6) Why second?

_______________________________________________

7) Which network do you prefer the most?

Airtel ( ) Reliance ( ) Vodafone ( )

Idea () Docomo ( ) Bsnl ()

Aircel ( ) virgin () MTS ()

8) What is the type of connection you possess?

Pre-paid ( ) Post-paid ( )

9) What is your monthly expenditure on your mobile services?

Less than 300 ( ) 300-600 ( ) 601-900 ()

901-1200 () 1201-1500 ( ) more than 1500 ( )

10) Since when are you using the current service?

Less than 2 years ( ) 2-4 years ( ) 4-6 years ( ) More than 6 years ( )

11) My service provider offers the best possible plans that meet my needs

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

12) My service provider educates customers about their products/services

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

13) My service provider resolves billing issues quickly

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

14) My network has wide coverage

63
Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

15) Customer service representative of the company is rude

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

16) How do you rate your service in terms of connectivity?

Excellent ( ) very good ( ) good ( ) poor ( ) very poor ( )

17) Mobile service from your company is reasonably priced?

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

18) I’m completely satisfied with the services delivered by the company?

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

19) Generally speaking the costs in time, money and efforts to switch from the
company

Would be high?

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

20) Overall, I would spend a lot and lose a lot if I switch from existing service to
another

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

21) I say positive things about my service to other people

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

22) I recommend my service to someone who seeks my advice

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

23) I will move to a competitor that offers better prices

Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree ( )

24) With the mobile number portability (MNP) available, do you still continue with
your

Network?

Yes ( ) No ( )

64
25) Please indicate your level of agreement with the statements that best describes
your

feelings towards your favorite network by circling the numbers.

Note: 1-strogly agree, 2-agree, 3-neutral, 4-disagree, 5-strongly disagree.

i) The tariffs of the services fits me very much ()

ii) The connectivity of the network is satisfactory ()

iii) The offers provided by the company are attractive ()

iv) The brand has good functional quality ( )

26) Overall, how do you rate service quality of your company?

Excellent ( ) very good ( ) good ( ) poor ( ) very poor ( )

65