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[ MARKET RESEARCH REPORT] JAN 2010 - 2012
N E W G A T E I N D I A , B a n g a l o r e
Page 1
Research Report
Website: www.newgate.in
Email: [email protected]
Slideshare URL :
http://www.slideshare.net/newgateindia
A study on satisfaction level of GSM customers
MARKET RESEARCH
NEWGATE INDIA
Hyderbad, Andhra Pradesh
Pin- 500038
[ MARKET RESEARCH REPORT] JAN 2010 - 2012
N E W G A T E I N D I A , B a n g a l o r e
Page 2
Dissertation Report on
Cause & affect relationship to measure satisfaction level of GSM customers.
In partial fulfillment of the Course: Dissertation
In Term – VIII of the
Post Graduate Program in Management
(Batch: Jan. 2010 – 2012)
Prepared by
SUNAM PAL
Registration No:
[ MARKET RESEARCH REPORT] JAN 2010 - 2012
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Table of Contents
Executive Summary ............................................................................................................ 13
Chapter - 1 Introduction .......................................................................................................... 14
1A Introduction about study .................................................................................................. 14
1A.1 Research Overview .................................................................................................................... 14
1A.2 Purpose of conducting research .............................................................................................. 15
1A.3 Research Motivation .................................................................................................................. 15
1B Research problem ................................................................................................................ 15
1C Research topic ...................................................................................................................... 15
1D Research objective .............................................................................................................. 16
1D.1 List of proposed objectives in synopsis ................................................................................ 16
1D.2 Proposed Hypothesis ................................................................................................................ 16
1D.3 Assumptions considered .......................................................................................................... 16
1E Need and Scope of study .................................................................................................... 17
1E.1 Need .............................................................................................................................................. 17
1E.2 Scope ............................................................................................................................................. 17
1E.3 Relevance to real world ............................................................................................................. 17
1F. Limitations of the study .................................................................................................... 18
1G Industry Overview ............................................................................................................. 18
1G.1 Industry Details ......................................................................................................................... 18
1G.1.1 Scope of Telecom sector in India ............................................................................................. 18
1G.1.2 Regulatory framework ............................................................................................................. 19
1G.1.3 Evolution of Telecom sector in India ...................................................................................... 19
1G.1.4 Role of Telecom sector in Indian Economy ............................................................................ 20
1G.1.5 GSM (Global System for Mobile Communications) .............................................................. 21
1G.1.6 Benefits of GSM over CDMA ............................................................................................. 21
1G.2 Global context ............................................................................................................................ 21
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1G.2.1 World Telecom Sector ............................................................................................................. 22
1G.2.2 Growth of Telecom sector world wide ..................................................................................... 22
1G.3 Indian context ............................................................................................................................. 23
1G.3.1 Growth In Subscriber Base ..................................................................................................... 23
1G.3.2 Top Seven Operators – GSM + CDMA – Monthly Net Additions ....................................... 24
1G.3.3 All India Wire line Subscriber Base ........................................................................................ 25
1G.4 Current market scenario ........................................................................................................... 25
1G.4.1 Growth of subscriber base ....................................................................................................... 25
1G.4.2 Growth of Wire Line ............................................................................................................... 26
1G.4.3 Growth of Wireless Subscriber ................................................................................................ 27
1G.4.4 Growth of Internet Subscriber ................................................................................................ 27
1G.4.5 Growth of Broadband subscriber ............................................................................................. 28
1G.4.6 Growth of Tele density at India .............................................................................................. 28
1G.4.7 Growth of Wireless (GSM and CDMA) Services ................................................................... 29
1G.5 Future Projections ...................................................................................................................... 29
1G.5.1 Revenue & Market Share ........................................................................................................ 29
1G.5.2 GDP and Employment ............................................................................................................ 30
1G.5.3 Future Technology .................................................................................................................. 30
1G.6 Major Market players in world market ................................................................................. 31
1G.7 Major Market players in Indian market ................................................................................ 32
1G.8 Market Share ............................................................................................................................. 36
1G.8.1 Market Share of GSM service in India .................................................................................. 36
1G.8.2 Market Share regional basis in World .................................................................................... 37
1G.8.3 Market Share Regional basis in India ..................................................................................... 38
Chapter - 2 Review of Literature ............................................................................................ 39
2A. Research papers published ........................................................................................................ 39
2B. Articles published ....................................................................................................................... 42
2C. Case Studies published ............................................................................................................... 44
2B. Books published ........................................................................................................................... 45
Chapter - 3 Research Methodology ....................................................................................... 46
3A Research Design ................................................................................................................ 46
3A.1 Research Framework ................................................................................................................ 46
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3A.2 Research Approach ................................................................................................................... 47
3A.2.1 PHASE1: ................................................................................................................................. 47
3A.2.2 PHASE2: ................................................................................................................................. 47
3A.2.3 PHASE3: ................................................................................................................................. 48
3A.3 Type of Research ........................................................................................................................ 48
3B Sources of data ..................................................................................................................... 48
3B.1 Primary data: ............................................................................................................................... 48
3B.2. Secondary data: .......................................................................................................................... 49
3C Sampling of data ................................................................................................................. 49
3C.1 Nature of Sampling ................................................................................................................... 49
3C.2 Sampling Type ............................................................................................................................ 49
3C.3 Sample Size ................................................................................................................................. 50
3C. 4 Target Sample ............................................................................................................................ 50
3D. Primary scales used ........................................................................................................... 51
3E. Data Collection Methods .................................................................................................. 52
3F. Analysis tool used............................................................................................................... 52
3G. Overview of work .............................................................................................................. 53
3G.1 Tasks accomplished................................................................................................................... 53
3G.2 Software package/ tools used .................................................................................................. 54
3G.3 Meeting with target people. ..................................................................................................... 55
3H. Questionnaire & Interview Questions .......................................................................... 55
3H.1 Phase 1: Online survey questions ........................................................................................... 55
3H.1.1 Purpose of survey Questions: ................................................................................................ 61
3H.1.2 Primary scale applied: ............................................................................................................ 61
3H.2 Phase-2 Interview Questions ................................................................................................... 61
3H.2.1 Purpose of interview Questions .............................................................................................. 62
3H.2.2 Primary Scale applied ............................................................................................................. 63
3H.3 Phase 3 Online survey questions ............................................................................................ 63
3G.H.1 Purpose of interview Questions ............................................................................................. 68
3H.3.3 Primary Scale applied ............................................................................................................. 68
3H.4 Question distribution based on objectives ........................................................................... 69
3G.5 Question distribution based on analysis tool ...................................................................... 69
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Chapter – 4 Observation, Analysis & Interpretation ......................................................... 70
4A Observation during data collection ............................................................................... 70
4A.1 Key Observation during research ........................................................................................... 70
4A.2 Problems faced during survey ................................................................................................. 71
4A.3 Customer Survey response patterns ....................................................................................... 71
4A.3.1 Ideal Timings for Interview & online survey.......................................................................... 71
4A.3.2 Mode of communication for interviewers ............................................................................... 72
4A.3.3 Survey response barrier .......................................................................................................... 73
4A.3.4 Customer response chart ......................................................................................................... 74
4A.3.5 Customer response pyramid .................................................................................................... 75
4A.4 Common errors committed ...................................................................................................... 76
4B. Analysis & Interpretation of Data collected ................................................................. 76
4B.1 Phase:1 , Identification & Priortization of key Factor ........................................................ 76
4B.1.1 Factor Frequency Table ........................................................................................................... 77
4B.1.2 Factor Priority Matrix ............................................................................................................ 78
4B.3 Interpretation : ............................................................................................................................ 79
4B.4 Phase:1 Graphical Analysis ...................................................................................................... 79
4B.4 Interpretation of Graphical analysis: ...................................................................................... 82
4B.5 Phase:2 Interview Analysis....................................................................................................... 83
4B.5.1 Interview Analysis Result ....................................................................................................... 83
4B.6 Interpretation of interview results .......................................................................................... 86
4B.7 Market share analysis ................................................................................................................ 87
4B.7.1 Market Share chart .................................................................................................................. 87
4B.7.1 Market share Frequency Table ................................................................................................ 87
4B.8 Interpretation on market players ............................................................................................. 88
4B.9 Phase: 3 Survey graphical analysis ......................................................................................... 89
4B.10 Interpretation of graphical analysis ...................................................................................... 94
4C SPSS software output Analysis ........................................................................................ 94
4C.1 Reliability Test ........................................................................................................................... 94
4C.1.1 Sample Size ............................................................................................................................. 95
4C.1.2 SPSS output ........................................................................................................................... 95
4C.2 Interpretation .............................................................................................................................. 95
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4C.3 Multiple Linear Regression Analysis ..................................................................................... 96
4C.3.1 Independent Variable .............................................................................................................. 96
4C.3.2 Dependent variable .................................................................................................................. 96
4C.3.3 Sample Size ............................................................................................................................. 96
4C.3.4 SPSS OUTPUT ...................................................................................................................... 97
4C.3.5 Evaluation of output ............................................................................................................... 99
4.C.3.6 Derived Result ........................................................................................................................ 99
Multiple Regression linear Equations .................................................................................... 99
4C.4 Interpretation of regression analysis ...................................................................................... 99
4C.6 Correlation Analysis ................................................................................................................ 100
4C.6.1 Correlation Variable .............................................................................................................. 100
4C.6.2 Sample Size ........................................................................................................................... 100
4C.6.3 Correlation Matrix XPSS OUTPUT .................................................................................... 101
4C.6.4 Evaluation of Output ............................................................................................................ 101
4C.6.5 Derived Result ....................................................................................................................... 102
4C.7 Interpretation for Satisfaction level ..................................................................................... 103
4C.8 Descriptive Statistics ............................................................................................................... 103
4C.8.2 Sample Size ........................................................................................................................... 104
4C.8.1 SPSS Output ......................................................................................................................... 105
4C.9 Interpretation for Sa : Satisfaction level .............................................................................. 106
4C.10 Linear Discriminant Analysis .............................................................................................. 106
4C.10.1 Grouping Variable ............................................................................................................... 107
4C.10.2 Dependent variable .............................................................................................................. 107
4C.10.3 Sample Size ......................................................................................................................... 107
4C.10.4 SPSS output ....................................................................................................................... 107
4C.10. 5 Evaluation of output .......................................................................................................... 109
4C.10. 5 Discriminant equation ....................................................................................................... 110
4C.11 Interpretation of discriminant Analysis ............................................................................ 111
4C.12 . Cross Tabulation .................................................................................................................. 111
4C.11 Interpretation of cross tabulation ....................................................................................... 111
Chapter - 5 Findings ............................................................................................................... 114
5A Key findings from Analysis ........................................................................................... 114
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5B Key findings from observation....................................................................................... 115
5C Null hypothesis Acceptance............................................................................................ 117
5D Findings on individual objectives proposed .............................................................. 118
Chapter – 6 Recommendation ............................................................................................... 119
6A. Key Suggestions .............................................................................................................. 119
6B. Key Guidelines ................................................................................................................. 119
6C. Do’s & Don’ts .................................................................................................................... 120
6C.1 Do’s ............................................................................................................................................. 120
6C.2 Don’ts ......................................................................................................................................... 120
Chapter - 7 Conclusion ........................................................................................................... 121
Chapter - 8 Learning Outcome ............................................................................................. 122
Chapter - 9 Scope for further Research ............................................................................... 123
9A. Uncovered areas of Research ......................................................................................... 123
9B. How to explore this new areas ....................................................................................... 123
9C. Future Scope ...................................................................................................................... 124
9D. Formulation of new objectives...................................................................................... 124
APPENDIX-A ........................................................................................................................... 126
APPENDIX-B ........................................................................................................................... 130
APPENDIX- C .......................................................................................................................... 131
APPENDIX- D.......................................................................................................................... 132
APPENDIX - E ......................................................................................................................... 133
APPENDIX - F .......................................................................................................................... 134
APPENDIX - G......................................................................................................................... 135
APPENDIX - H......................................................................................................................... 136
APPENDIX - I .......................................................................................................................... 137
Abbreviation ............................................................................................................................ 138
Glossary .................................................................................................................................... 140
References................................................................................................................................. 145
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List of Figures
Figure No Title Page No.
FIGURE : 1.1 Phases of telecom evolution 21
FIGURE : 1.2 Role of telecom sector 28
FIGURE : 3.1 Research Design 48
FIGURE : 3.2 Research Approach 49
FIGURE : 4.1 Mode of communication 74
FIGURE : 4.2 Survey response barrier 75
FIGURE : 4.3 Customer Response pyramid 77
FIGURE : 4.4 Discriminant analysis Centroid 112
List of Tables
Table No Title Page No.
TABLE : 1.1 Research objectives proposed 18
TABLE : 1.2 Research hypothesis proposed 18
TABLE : 3.1 Software tool used 56
TABLE : 3.2 Primary scale applied in Phase:1 Survey 63
TABLE : 3.3 Primary scale applied in Phase:2 Survey 65
TABLE : 3.4 Primary scale applied in Phase:3 Survey 70
TABLE : 3.5 Question distribution based on objectives 71
TABLE : 3.6 Question distribution based on analysis tool 71
TABLE:4.1A Ideal Timings for conducting Interview 73
TABLE:4.1B Ideal Timings for conducting online survey 74
TABLE : 4.2 Factor frequency Table 79
TABLE : 4.3 Factor priority matrix 80
TABLE : 4.4 Market Share frequency table 89
TABLE : 4.5 Cross tabulation Gender Vs. Place 113
TABLE : 4.6 Cross tabulation Age Vs. Place 114
TABLE : 5.1 Null hypothesis acceptance/rejection 119
TABLE : 5.2 Findings on individual objectives 120
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List of Charts : Series 1.1- 4.19
Chart No Title Page No
Chart 1.1 Worldwide Telecom Industry Revenue in billions 24
Chart 1.2 Growth in Subscriber Base in million 25
Chart 1.3 Top Seven Operators – GSM + CDMA – Monthly Net Additions 26
Chart 1.4 All India Wire line Subscriber Base 27
Chart 1.5 Growth of subscriber base in India 28
Chart 1.6 Growth of Wire Line in India 28
Chart 1.7 Growth of Wireless Subscriber in India 29
Chart 1.8 Growth of Internet Subscriber in India 29
Chart 1.9 Growth of Broadband subscriber in India 30
Chart 1.10 Growth of Tele density in India 30
Chart 1.11 Growth of Wireless (GSM and CDMA) Services 31
Chart 1.12 Market Share of GSM service in India 38
Chart 1.13 Market Share Region Wise in World 39
Chart 1.14 Market Share Region Wise in India 40
Chart 4.1 Customer response chart survey phase:1 76
Chart 4.2 Customer response interview phase:2 76
Chart 4.3 Customer response chart survey phase:3 76
Chart 4.4 Phase:1 Gender Classification 81
Chart 4.5 Phase:1 Customer's stay in India 81
Chart 4.6 Phase:1 Number of mobile operators SIM used 82
Chart 4.7 Phase:1 Mobile connection ( Prepaid/Postpaid) 82
Chart 4.8 Phase:1 Customer factor 82
Chart 4.9 Phase:1 Customer’s choice influence by Parents 82
Chart 4.10 Phase:1 Customer’s choice influence by Spouse 82
Chart 4.11 Phase:1 Customer’s choice influence by Girl/Boy Friend 83
Chart 4.12 Phase:1 Customer’s choice influence by Friends 83
Chart 4.13 Phase:1 Customer’s choice influence by Kids 83
Chart 4.14 Phase:1 Customer’s choice influence by Siblings 83
Chart 4.15 Phase:1 Customer’s choice influence by cousins 83
Chart 4.16 Phase:1 Customer’s choice influence by relatives 83
Chart 4.17 Phase:1 Customer’s choice influence by office peers 84
Chart 4.18 Phase:1 Customer’s choice influenced by organization 84
Chart 4.19 Phase:1 Customers willingness to contact further. 84
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List of Charts : Series 4.20- 4.52
Chart No Title Page No
Chart 4.20 Percentage of GSM SIM depending upon company 85
Chart 4.21 Percentage of Working professional using GSM service 85
Chart 4.22 Choice of GSM SIM influenced by location 86
Chart 4.23 percentage of people using dual SIM 86
Chart 4.24 percentage of people think dual SIM is useful 86
Chart 4.25 Percentage of people using GPRS & Internet 87
Chart 4.26 Tariff rates 87
Chart 4.27 Calculated market share 89
Chart 4.28 Phase:3 Gender classification 91
Chart 4.29 Phase:3 Age classification 91
Chart 4.30 Phase:3 Geographical classification 91
Chart 4.31 Ratings to favorite SIM 92
Chart 4.32 Ratings to SIM people disliked the most 92
Chart 4.33 Rating to Favorite GSM for Service Quality 92
Chart 4.34 Rating to SIM they disliked the most for Service Quality 92
Chart 4.35 Frequency vote for favorite GSM SIM 93
Chart 4.36 Frequency vote for to SIM they disliked the most 93
Chart 4.37 Rating to Favorite GSM for Benefit for Money 93
Chart 4.38 Rating to SIM they disliked the most for Benefit for Money 93
Chart 4.39 Rating to Favorite GSM for Price rates 94
Chart 4.40 Rating to SIM they disliked the most for Price rates 94
Chart 4.41 Rating to Favorite GSM for Network Busy 94
Chart 4.42 Rating to SIM they disliked the most for Network Busy 94
Chart 4.43 Rating to Favorite GSM for Additional Services 94
Chart 4.44 Rating to SIM they disliked the most for Additional Services 94
Chart 4.45 Rating to Favorite GSM for customer care service 95
Chart 4.46 Rating to SIM they disliked the most for customer care service 95
Chart 4.47 Rating to Favorite GSM for Sound clarity 95
Chart 4.48 Rating to SIM they disliked the most for sound clarity 95
Chart 4.49 Rating to Favorite GSM for customer operational Performance 95
Chart 4.50 Rating to SIM they disliked the most for operational Performance 95
Chart 4.51 Age vs. Place cross tabulation 114
Chart 4.52 Gender vs. Place cross tabulation 115
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Reader’s Note
1. Any number marked within braces [ ] in italics; at the end of sentence or paragraph/
on heading/ below figure or chart, indicates that its source is mentioned in
Reference section, with serial number as mentioned inside the braces.
Example : [25], Refrerence[25]; Source [25] : Means it is refered from
http://www.airtle.in whose serial number is 25 in Reference section , Page:151
2. Any word marked within braces [ ] in italics; indicates that it is an abbreviation term,
whose full form is mentioned in Abbreviation section.
Example : [FDI] : Its full form is “ Foreign Direct Investment ” , which can be
found in Page:141, at end of this report.
3. Any word in italics starting with ‘*’ mark indicates that its meaning is defined in
glossary of market research terms arranged alphabetically.
Example : *Mean : It is defined as “an average found by summing all observations”
in Glossary section, Page : 144, at end of this report.
4. Any sentence quoted as “Note:” within braces [ ] in italics indicates that the above
content is further extended to/ better clarified with details in, Appendix table, figure
or chapter number as mentioned on the note.
Example : “ [Note: Find list of respondents in Appendix : A] ” means it is
mentioned in details in Apendix : A, Page : 128, at end of this report.
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Executive Summary
In India telecommunication [GSM] service has played an important role in people’s life since early 2000. Telecomminication Industry is one of world’s fastest growing Industry. GSM (Global System for Mobile Communication) technologies are used in the Indian mobile sector very extensively at current times. In India there are currently 826.39 million mobile phone subscriber as on April-2011 reported by [TRAI] [37]. Rising comptetition from various telecom operators in India due to privatization, [FDI] flow,
liberazation of telecom industry, ease of tariff rates & bandwidth allocation by governtment
have made telecom sector more prone for rapid innovation in market approach, to pick up
the gap in customers expectations. Now the companies are trying to retain their customers by providing various offers.
They are trying to make their customer loyal to their existing brand. The Indian consumers are enjoying wide range of services at the lowest possible tariffs rate in the world. Prices of teclecom services have started falling significantly due to
price wars . In India mobile operators keeps on coming with new offers, festival discounts, free [sms] , [mms] ,unlimited basket offer, internet options, no roaming charges which motivates customers to go for new operators and sometimes it also creates a lot of confusion while choosing operators due to ambiguity on personal pereferance. Various other alternatives like internet, [GPRS], [GPS], [3G], broadband connections have always attracted customers to go for new mobile operators.
This research establishes a relationship between satisfaction level and various factors that would help in understanding the post purchase evaluation criteria set by customers. The sector chosen is particularly [GSM] cellular service in India. It identifies various factors that influence consumer post purchase evaluation, prioritizes them and then finally demonstrates a relationship equation between those factors & customer satisfaction level. Research have also focused on understanding the market share of various [GSM] operators, different tariff plans that customers prefer to avail, average call rates customers look for, extent to the usage of [GPRS]/Internet and other features like application download and ringtones subscription.
It also throws light on people or factors influencing buying decision that makes customer stick to any particular [GSM] operator over a period of time. This research will give a broad scope for marketers & product managers to promote & design [GSM] services in such a way that it has competitive edge over others. It will help in developing customer satisfaction level metrics that can can help in predicting customer response beforehand. It would support how customer loyalty can be gained through effective [GSM] cellular service & which attributes needs to be given the top most priorities. It will give deeper insight to marketers about how to modify service features on timely basis that can best fit to their target market and design the product in such a way that it is able to differentiate from rest of the market players.
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Chapter - 1
Introduction
1A Introduction about study
This is purely a cause affect research that has establish relationship between satisfaction level and various factors that would help in understanding the post purchase evaluation criteria set by customers.
1A.1 Research Overview
The industry chosen is Telecom Industry & product is [GSM] cellular mobile SIM. This research other than just only setting 3 primary objectives as [Note: as mentioned in TABLE:1.1] , that is identifying the factors, prioritizing them and then developing relationship equation to demonstrate cause effect relationship , have also focused to understand the market share of various [GSM] operators, different tariff plans that customers prefer to avail. What are the most important [STD] call rates , local call rates and roaming rates customers look for. What is the extent to usage of [GPRS] and internet and other features like application download, ringtones subscription.
It had cleared out whether customer care have any role in influencing
customers buying. It has also focused on people who influence buying decision and when customer would stick to any particular [GSM] operator. This research also focuses on ratio quotient of prepaid versus postpaid services and gives a clarity whether factors like current location, current employer, current organization do play any role in choice of a particular [GSM] operator.
It will also help to understand that on what basis marketers evaluate a
particular [GSM] mobile operator in post purchase stage to decide whether they are satisfied or not. Which factors consitute their satisfaction level & how those factors are correlated with satisfaction level.
This research will provide a deeper insight into various customer priorties
during post purchase evaluation that sets a standard for service provider to understand that under what circumstances customers would respond positively or may not revert back again [1][3].
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1A.2 Purpose of conducting research
To understand on what basis marketers evaluate a particular [GSM] mobile operator on post purchase to decide whether they are satisfied or not. To know what factors consitute their satisfaction level & how those factors are correlated with satisfaction level.
Also to get a deeper insight into various customer priorties during post purchase evaluation that sets a standard for service provider to understand what are various customers preferances and under what circumstances customers would respond positively or may not revert back again.
[Note: All findings against each purpose is mentioned in Appendix-C/ Table 5.2 ]
1A.3 Research Motivation
Being from telecommunication background with Bachelor of technology in Electronics telecommunication Engineering, it was very much important to know, how customer choose a particular [GSM] telecom operator . On what basis they evaluate a particular operator after purchase. To know what factors consitute satisfaction level & how those factors are correlated with satisfaction level.
Also to get a deeper insight from marketers point of view that how exactly marketing stratigies work in telecom industry. This research it would also help in acquiring bulk of information on current [GSM] market trading, tariffs plans, customer preferances, major market players, market shares and current business trends of [GSM] industry in India & also at global level.
1B Research problem
Problem Faced by Marketers: Difficulty in knowing the factors which makes
customer satisfied after post purchase evaluation of a particular GSM operator.
Also on what circumstances or changes being made to each of those factors will
impact on rise or fall of satisfaction level. What attributes of services is utmost
priority to customer.
1C Research topic
To identify & prioritize the factors that would make customer satisfied after subscription to any [GSM] operator in India & deriving a cause affect relationship between those factors & customer satisfaction level.
[Note: Customer priority matrix is mentioned in Appendix- F.1 ]
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1D Research objective
1D.1 List of proposed objectives in synopsis
Table: 1.1
S.no Objectives Proposed
Objective:1 1. To identify the factors that would decide customers
satisfaction level (Sa) after they subscribe to any GSM service.
Objective:2 2. To prioritize those identified factors based on their impact
on satisfaction level of customer.
Objective:3 3. To design a cause affect relationship/X-Y/ statistical
equation to prove relationship among those factors & customer
satisfaction level.
1D.2 Proposed null hypothesis
Table: 1.2
S.no Null Hypothesis Proposed
Hypothesis : HA0 There is a positive correlation between customer satisfaction level (Sa) & quality of service (Q).
Hypothesis : HB0 There is a positive correlation between customer satisfaction level (Sa) & Performance of service (R).
Hypothesis : HC0 There is a negative correlation between customer satisfaction level (Sa) & price (P).
Hypothesis : HD0 There is a positive correlation between customer satisfaction level (Sa) & Problem addressed by customers (P).
Hypothesis : HE0 There is a negative correlation between customer satisfaction level (Sa) & Network traffic (N).
[Note: Results of all above hypothese accepted/rejected is mentioned in Appendix-C / Table:5.1]
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1D.3 Assumptions considered
Assumption:1 All locations are considered to be equivalent while undergoing analysis.
No distinction or emphasis was done based on different geographic locations.
Assumption:2 This research didn’t include impact of gender , hence responses from
both male & female were considered same.
1E Need and Scope of study
1E.1 Need
It would help in effective designing of product based on the factors influencing
customer satisfaction level as derived by the research and would support better
understanding of consumer buying behavior and their preferences.
The company which can adopt such initiative will gain competitive advantage
over others and can have better understanding of consumer buying behavior.
It will help in penetrating the market to a greater extent and will create a
potential market to cater to customers
1E.2 Scope
This research will give a broad scope for marketers & product managers to promote & design [GSM] services in such a way that it will have competitive edge over others. It will help in developing customer satisfaction level metrics that can be easily measured for an average population and can help in predicting customer response beforehand. It would support a model equation to help marketers to modify any selected factors for an existing service that will raise current satisfaction level . Research will also create a future scope to demonstrate how customer loyalty can be gained through effective [GSM] cellular service & which attributes needs to be given the top most priorities.
1E.3 Relevance to real world
[GSM] cellular service has been one of the major fast growing consumer market in India and thus with increasing competition it would be necessary to establish models & equations that can be implemented in real time scenario to predict & calculate customers satisfaction level before hand and will help in understanding that to what degree customers will be satisfied on post purchase evaluation. This will help marketers to modify its features & existing services on timely basis that can best fit in to their target market and design product in such a way that it is able to differentiate from rest of the market players.
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1F. Limitations of the study
This research doesn’t take into account how satisfaction level depends on
demographic factors like age, culture & gender.
It considers all geography locations & gender as same.
The research focuses only on top most factors, eliminating other factors that
may be influencing customer satisfaction level but their impact is less.
This research itself may not conclude to solutions that will help in taking
effective strategies, as the scope of this research generalizes the buying
behavior of customers in India as a whole. To be able take effective decisions, a
further extensive research has to be done *cluster wise based on age, gender,
culture & locations of consumers.
[Note: How to overcome this limitations, is mentioned in details in chapter-9, sections:
9A, 9B, 9C, 9D of this report]
1G Industry Overview
The vision of telecommunication in 2020 is a vision of information society built on an edifice where IT and telecommunication merge. They will be striving to spread the benefits to rural sector. More emphasis will be put on developing the human capital, infrastructure and building capabilities and capacity for growth. The future is visible with the advent of Web 2.0 and [MVNO] and strategies like developing strong partnership skills, focusing on customer user groups, embracing internet services will only enable the players to thrive well into the future.
1G.1 Industry Details
1G.1.1 Scope of Telecom sector in India
Telecommunication is important not only because of its role in bringing the benefits of communication to every corner of India but also in serving the new policy objectives of improving the global competitiveness of the Indian Economy and stimulating and attracting [FDI]. Indian telecom is one of the fastest growing telecom markets in the world. In telecom industry, service provider are the main drivers, whereas equipment manufacturers are witnessing growth and decline in successive quarters as sale is dependent on order undertaken by the companies. World telecom industry is going to be a booming industry.
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1G.1.2 Regulatory framework
The Telecom Regulatory Authority of India [TRAI] was set up in March 1997 as a regulator for telecom sector. The TRAI’s functions are recommendatory, regulatory and tariff setting in telecom sector. Telecom Disputes settlement and Appellate Tribunal [TDSAT] came into existence in May 2000. [TDSAT] has been empowered to adjudicate any dispute[34]. Between a licensor and a licensee
Between two or more service providers
Between a service provider and a group consumers
Hear and dispose of appeal against and direction, decision or order of [TRAI].
1G.1.3 Evolution of Telecom sector in India
Figure:1.1
PHASES OF EVOLUTION OF TELECOM SECTOR IN INDIA
Source [49]: http://www.dbresearch.in
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Private sector companies penetrated the telecommunication market in 1984.Various kind
of equipment related to telecom sector started being manufactured. [MTNL] was formed
to promote communication in the metro city Delhi and [VSNL] got started in 1986 to
enable communicate abroad. In 1989 telecom commission was set up to regulate the
telecom sector [17]
Liberalization of Indian economy and open competition was allowed. [TRAI]
that’s is Telecom Regulatory Authority was established in 1997.New Telecom Policy
[NTP] was announced in 1999 to regulate various companies and have control on Tariffs
to meet Indian customer needs [17].
[BSNL] was established in 2000 to have [STD] connection all over India. It was
great initiative to connect whole India. National and International long distance services
came into competition. License fees were reduced. Internet telephony and [CDMA]
technology was initiated in 2000. In 2002 [VSNL] was privatized and [BSNL] launched
mobile services. Calling party pays was initiated in 2003 and broad band policy was
formulated in 2004. In 2005 [FDI] increased from 49% to 72%.Concept of number
portability was introduced in 2006 [17].
1G.1.4 Role of Telecom sector in Indian Economy
Figure:1.2
Source[49]: http://www.dbresearch.in
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1G.1.4.1 Direct Benefits
It contributes to Indian [GDP]
It generates revenue for nation thus increasing the national income
It provides employment
1G.1.4.2 Indirect Benefits
It improves the existing flow of information system
Access of information in a simplified manner
Increases the speed of services
Increases productivity of business through voice and data services
1G.1.5 GSM (Global System for Mobile Communications)
80% of the global market uses this standards. It is used over 1.5 billion people across globe Across 212 countries and territories have access to [GSM] services in India. It differs from its predecessor technologies in both signaling and speech
channels. It is a part of 2G (second generation) mobile system [18]
1G.1.6 Benefits of GSM over CDMA
Low cost in short message service [SMS] Wider network coverage at low cost Ability to roam and switch carriers without replacing phones[23].
1G.2 Global context
The telecom sector plays a vital role in the economic growth. In the beginning the U.S. telephone services was provided by American Telecom and Telegraph [AT&T]. During the same period Great Britain’s national telephone company was sold to private investors as was Japan’s [NTT] telephone monopoly[22].
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1G.2.1 World Telecom Sector
Later [AT&T] was proving long distance connections to the other companies. In the recent year the world’s policy makers have recognized that telecom provides key inputs for:
Economic Development
Contributes to global integration
Enhances public sector effectiveness
Efficiency and transparency [19]
1G.2.2 Growth of Telecom sector world wide
The telecom industry has become a global combination industry. An industry is called combination industry when it combines the other industry’s product to serve its customers. The telecom industry is serving their customers by transporting electronic communications which is combining with computers, media and publishing products before being sold to its customers. Nippon Telegraph and Telephone [NTT] provides multimedia services as part of its global telecom business. Over the last decades the fixed line operators are affected as the customers are using email, online chat, and mobile text messaging instead of traditional phone calls. [19]
Chart:1.1
Worldwide Telecom Industry Revenue in billions
Source[32]: http://www.3g.co.uk/PR/Dec2005/2388.htm
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Next Generation Telecommunications has become very important for the emerging digital economy. Some important services depend on [NGT] such as tele-health, e-education, e-business, digital media, e-government, environmental applications like smart utility meters. [NGT] will take the form of wireless NGNs i.e. [WiMAX].
1G.3 Indian context
MARCH 09-FEB 10, top 7 [GSM] + [CDMA] telecom have added more than 100
million sub base which near about 20% of total wireless sub-bases in India.
IDEA, TATA & AIRCEL were stable but all other like AIRTEl, VODAFONE,
[BSNL] & RELIANCE were making loss of market share in last financial
year(2009).
The growth of TATA Teleservices was quite high in terms of subscribers
addition per month which was taken over by Vodafone in February 2010.
1G.3.1 Growth In Subscriber Base
Chart:1.2
Growth in Subscriber Base in million
Source [38]: http://www.trai.gov.in/annualreport
This rapid growth has been possible due to various proactive and positive decisions of the Government and contribution of both the public and private sector. The rapid strides in the telecom sector have been facilitated by liberal policies of the government that provides easy market access for telecom equipment and a fair
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regulatory framework for offering telecom services to the Indian consumers at affordable prices.
1G.3.2 Top Seven Operators – GSM + CDMA – Monthly Net Additions
Chart:1.3
Source[30]: http://telecomblogs.in/?p=776
The chart shows the monthly net income addition of Top 7 operators in regards to aggregate of [GSM] and [CDMA] services in India. The maximum addition has been done by AIRTEL followed by AIRCEL. Whereas RELIANCE,TATA & IDEA had lesser monthly income compared to Vodafone and [BSNL].
1. TATA & AIRCEL showed a stable monthly addition over last year
2. Whereas Vodafone RELIANCE & IDEA were fluctuating a lot in the fiscal year.
3. The % monthly addition of [BSNL] and AIRTEL were quite stable
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1G.3.3 All India Wire line Subscriber Base
Chart:1.4
Source [31]: http://telecomblogs.in/wp-content/uploads/2010/04/6.jpg
If we look at the charts above, we can find out how Tata (GSM+CDMA) has clearly dominated the sub addition scene in later half of year 2009.
In Broadband category, India has 80 lacks [BB] subscriber at the end of Feb-10, as compared to 58 lacks in Mar-09. In implies only 2 million [BB]
subscriber additions during one year period.
1G.4 Current market scenario
The telecom sector is growing very fast in India. It has become the second largest telecom network in the world after China. [TRAI] has introduced significant policies. It let the telecom sector from monopolistic to open market for competition. The Indian consumers are enjoying wide range of services at the lowest tariffs in the world. The Indian telecom sector is growing by adding around 15 million connections per month. It has achieved its target of 500 million before the targeted date.
1G.4.1 Growth of subscriber base in India
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Chart:1.5
Source [38]: http://www.trai.gov.in/annualreport
There were 6.22 million broadband subscribers and 11.09 million internet subscribers as on 31st 2009. The total subscriber base (both wireless and wire line) of telecom sector has achieved 429.72 million subscribers in India as on 31st March 2009.
1G.4.2 Growth of Wire Line in India
Chart:1.6
Source [38]: http://www.trai.gov.in/annualreport
The subscriber base was 37.96 million subscribers as on 31st March 2009. It was decreased by 1.46 million subscribers from the last year. The urban wire line subscribers are 27.38 million out of 37.96 million.
22.81 28.53 36.29 44.97 54.62 75.54 98.41 140.32 206.83
300.49
429.72
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Growth of subscriber base from 1999 to 2009 (in million)
40.09
41.43 41.54
40.75
39.42
37.96
Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09
Wireline subscriber in million
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1G.4.3 Growth of Wireless Subscriber in India
Chart:1.7
Source [38]: http://www.trai.gov.in/annualreport
The wireless subscriber base was 391.76 million at the end of March, 2008. 130.69 million Subscribers are added over the last year. It shows 50 percent growth rate.
1G.4.4 Growth of Internet Subscriber in India
Chart:1.8
Source [38]: http://www.trai.gov.in/annualreport
The internet subscriber base was 13.54 million as on 31st March 2009. The annual growth rate is around 22.09 percent over the last year.
33.69 52.22
90.14
165.11
261.07
391.76
Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09
Wireless subscriber in million
4.55 5.55
6.94
9.27
11.09
13.54
Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09
Internet subscriber in million
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1G.4.5 Growth of Broadband subscriber in India
Chart:1.9
Source [38]: http://www.trai.gov.in/annualreport
The total broadband subscriber was 6.22 million as on 31st March, 2009. It was 3.87 million in the previous year. So the growth rate is 60.72 percent over the last year.
1G.4.6 Growth of Tele density at India
Chart:1.10
Source[38]: http://www.trai.gov.in/annualreport
The tele density was 36.98 percent at the end of March, 2009. In the last year it was 26.22 percent. It has been increased by 10.76 percent.
0.18
1.35
2.34
3.87
6.22
Mar-05 Mar-06 Mar-07 Mar-08 Mar-09
Broadband subscribers
7.04 9.08 12.86
18.23
26.22
36.98
0
10
20
30
40
Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09
Growth of Teledensity in India
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1G.4.7 Growth of Wireless (GSM and CDMA) Services
. Chart:1.11
Source[38]: http://www.trai.gov.in/annualreport
There were 297.26 (75.88%) million [GSM] and 94.50 (24.12%) millions of [CDMA] subscribers at the end of the financial year 2008-2009. Around 130.69 million subscribers were added during the financial year 2008-2009 and it shows the growth rate of 50.06 percent over the last year.
1G.5 Future Projections
1G.5.1 Revenue & Market Share
There would be a rise in worldwide Industry telecom Revenue to 5163.6
billion by 2020 which around an increase in 64%
There will be increase in Indian telecom revenue to 3742 billion by 2020
which will around increase in 116%
Growth of telecom industry is higher in case of India compared to growth at
global level.
By 2020 India alone will constitute 72% of the shares in the telecom sector.
Tele density will substantially increase in exponential pattern with both
increase in population and national income in India
Private sector will take over public sector in terms of number of subscribers.
0
50
100
150
200
250
300
Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09
Axi
s Ti
tle
Axis Title
GSM
CDMA
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1G.5.2 GDP and Employment
Telecom sector will contribute to 3.65% of [GDP] by 2015
Direct Employment will substantially rise to 5,00,000 above in next 5 years
The major provider of telecom sector will be from Private companies
1G.5.3 Future Technology
The most common technology that will evolve will be
4G ( 4th generation of telecom sector)
Umbrella technology
Shorter Towers with wider coverage
Broad [GSM]
[RFID] & [GPRS] technology in lined with each other
3G is the abbreviation of Third Generation. It will be the next growth wave in
the telecom sector.
[WiMAX] provides seamless connectivity with a high speed more than 4 Mega bit per second . 4G is the abbreviation of Fourth Generation. It will be the future technology used in telecom sector. It is upgrade version of [3G].
It will have download speed at 100 Mega bit per second and 1 Giga bit per second for low mobility communication. It will provide all [IP] based mobile broad band solution to laptop, smartphones with high security[35].
Many companies have taken self-serving definition and distortions about 4G to suggest they have 4G already in existence today, such as several early trails and launches of [WiMAX]. Other companies have made prototype systems calling those 4G.
It is possible that some current demonstrated technologies may become part of 4G, until 4G standards have been defined.
The international telecommunication regulatory and standardization bodies are working for commercial deployment of 4G networks roughly in the 2012-15 time scale. At that point it is predicted that even with current evolutions of the 3G networks, these will tend to be congested [20][21].
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1G.6 Major Market players in world market
AM Stereo
In 1959 Petition was filled with [FCC] to adopt AM stereo standards. In 1970 Magnavox,Motorala,Harris, Belar & Kaln started competing In 1980 Magnavox was allowed In 1982FCC declared “let the market decide” .Later General Motors Electronic division picked the Motorola AM stereo system.It was not cost effective.
Digital Wireless Phone
Europe with a standard war in US. Europe adopted widely [GSM] (Global system mobile communication.US adopted [GSM], [TDMA], [CDMA] Now some say that US is 5 years behind Europe in wireless technology but some say [CDMA] technology was superior. Ericson: champion [TDMA].Qualcomm: Created [CDMA].Motorala had disappeared: created [FDMA] .Switching to other technology needed to but new handsets that was expensive Users of one system could make call to other system they could come up with handset where they could use both [GSM] & [CDMA] technology. [24]
Rockwell Lucent
The battle lines were drawn between Rockwell/Lucent & U.S. Robotics over the advent of the path breaking 56k modem.56k modems was an epoch making innovation. The existing 28.8 kbps modem had been in place for long & observers believed that there can be no advancement in the near future. [ISDN] was not the savior everyone expected it to be. The concept of asymmetric flow of information (downloading) lead to the advent of 56k.Consumers were unhappy with the limited speed offer by 28.8k AT&T In 1913, telegraph was popular way of communication. [AT&T] commits to dispose its telegraph stocks and agreed to provide long distance connection to independence telephone system.Bell System grew more under the name of [AT&T]. Many of today’s companies face such issues as faced [AT&T] hundred years ago. In 1956 the final judgment limited the BELL system to common carrier communications and government projects but preserving the long-standing relationship between the manufacturing, researches and operating arms of the Bell system. In this judgment [AT&T] retained bell laboratories and western Electric Company.[24]
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1G.7 Major Market players in Indian market
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with operations in India and Sri Lanka. Bharti Airtel since its inception, has been at the fore front of technology and has pioneered several innovations in the telecom sector. The company is structured into four strategic business units – Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India and Sri Lanka. The Telemedia business provides broadband, [IPTV] and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos [25].
The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and Sindya Securities & Investments Private Limited, whose current shareholders are the Reddy family of Apollo Hospitals Group of India, with Maxis Communications holding a majority stake of 74%. Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader – a position it has held since[54].
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has operations across the country with over 85.82 million customers. Over the years, Vodafone Essar, under the Hutch brand, has been named the ‘Most Respected Telecom Company’, the ‘Best Mobile Service in the country’ and the ‘Most Creative and Most Effective Advertiser of the Year’. Vodafone is the world’s leading international mobile communications group with pproximately 315 million proportionate customers as on 30 June 2009 [26].
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IDEA Cellular is a leading [GSM] mobile services operator in India with over 53 million subscribers, under brand IDEA. It is a pan India integrated [GSM] operator covering the entire telephony landscape of the country. A front runner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre-Paid offerings, for the first time in India, in an increasingly segmented market. From basic voice & [SMS] services to high-end value added & [GPRS] services such as Blackberry, Data card, Mobile TV, Games etc. – IDEA is seen as an innovative, customer focused brand [29].
BPL Mobile has had the privilege of serving the communications needs of the financial capital of India for the last 13 years. BPL Mobile has been rebranded as Loop Mobile in Mumbai. New identity, Loop Mobile, represents growth with continuity. While they constantly work towards giving their subscribers a better network, innovative products and a superior mobile telephony experience.,
Spice Telecom, the brand name of Spice Communications Limited is presently operating Cellular Phone Services in the states of Punjab and Karnataka [53].
A new mobile operator, with a localized approach to the Indian market. They combine the force of India’s second largest real estate company, Unitech Ltd and Norway-based Telenor, the 6th largest mobile communications group in the world. Now they are bringing their services and innovation in communications to India [55].
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Tata DOCOMO is Tata Teleservices Limited’s [TTSL] telecom service on the [GSM] platform-arising out of the Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate [GSM] telecom services, under the brand .Tata DOCOMO and has also been allotted spectrum in 18 telecom Circles. [TTSL] and has already rolled out its services in various circles. The launch of the Tata DOCOMO brand marks a significant milestone in the Indian telecom landscape, as it stands to redefine the very face of telecoms in India [56].
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group [ADAG] of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is India’s leading integrated telecommunication company.Their business encompasses a complete range of telecom services covering mobile telephony and data services along with an exhaustive range of value-added services and applications.RTL(Reliance Telecom Ltd.) is one of the oldest licensees of CMSP.Its license dates back to 12.12.1995.[RTL] launched its [GSM] services during October 1997.With the merger of RISL now [RTL] is operating in 8 Telecom circles[50].
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wire line, [CDMA] mobile, [GSM] Mobile, Internet, [BB], Carrier service, [MPLS]-[VPN], [VSAT], [VoIP] services etc. Presently it is one of the largest & leading public sector unit in India. [BSNL] is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide [ICT] sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country[27].
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Etisalat DB India Pvt. Ltd has been awarded the Unified Services Access License in 15 circles including Andhra Pradesh, Delhi, Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Mumbai, Punjab, Rajasthan, Tamil Nadu (including Chennai), Uttar Pradesh (East), Uttar Pradesh (West), Madhya Pradesh and Bihar.These licenses enable the Company to provide a full spectrum of telecom services covering a population of over 900 million across India. The services will include national & international long distance telephony solutions, full range of prepaid & postpaid products, national & international roaming and Value Added Services which includes Voice Mail, Audiotex services, Video Conferencing, Videotex, E-Mail, Closed User Group. Under the license the Company can also provide Internet Telephony, Internet Services and Broadband Services [56]
Datacom Solutions Pvt Ltd. offers telecommunication services. The company is based in India. Datacom Solutions Pvt Ltd. operates as a subsidiary of Videocon Industries Ltd [56]
India’s privately owned STel Ltd. is planning to roll out its mobile phone services in India. STel is in “final negotiations” to outsource its network and technology requirements and is also in talks with various tower companies to share infrastructure. New telecom service providers in India opt to share passive infrastructure such as telecom towers and outsource non-core activities such as network and technology management, to reduce costs and roll out services faster.STel has licenses to provide mobile phone services in the eastern states of Bihar and Orissa, the northern states of Jammu & Kashmir and Himachal Pradesh, India’s northeastern region and the state of Assam [52].
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1G.8 Market Share
1G.8.1 Market Share of GSM service in India
Currently - Airtel, Reliance, Vodafone, Tata, [BSNL], Idea, Aircel stand in top 6. It is importnat to see what happens after [MNP] - Mobile Number Portability. [MNP] analysis takes time for official release from Trai.Revenue Market share.. One good strategy about Airtel is Grow consolidate and then back to the Growth cycle and the spiral continues.
Bharti Airtel has 24.3% customer market share and 33.8% revenue market share.
Vodafone India has 18.8% customer market share and 20.7% revenue market share.
Idea Cellular has 11.2% subscribers market share and 12.1% revenue market share
[BSNL] has subscriber share of 12.7% and mere 10.2% of revenue share Reliance Communications is the worst performer with 18.9% customer market
share and pathetic 11.5% revenue market share.
Chart:1.12
Sources [48] : http://www.gobroadband.in
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1G.8.2 Market Share regional basis in World
World telecom Industry is an uprising industry, proceeding towards a goal of achieving two third of worlds telecom connections. Over the past few years’ information and communications technology has changed in dramatic manners and as a result of that world telecom industry is going to be a booming industry. Substantial economic growth and mounting population enable the rapid growth of this industry. The world telecom industry is expected to grow by 11%
The total revenue earned from this industry is 3% of the gross world
economy
16.9% of the world population has access to internet.
Chart:1.13
Market Share Region Wise in World
Source [48] : http://www.trai.gov.in/annualreport
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1G.8.3 Market Share Regional basis in India
The Indian telecom services with 203 million connection is the 3rd largest Telecom network in the world & 2nd largest among the emerging economies of Asia. Today, it is one of the fastest growing markets in the world. The Telecommunication sector continued to register significant success during the year and has emerged as one of the key sectors responsible for India’s economic growth
Telecom sector in India comprises 3% of India’s [GDP] alone. Likely to be
double by 2012.
Telecom services contribute 30% of India’s Total Tax revenue.
Indian Telecom sector gives direct employment to more than 4, 00,000
people compared to 6, 00,000 people in china.
Chart:1.14
Market Share Region Wise in India
Source [48]: http://www.trai.gov.in/annualreport
[Note: Market share calculated as per this research is mentioned in Appendix: F.2/
Chart 4.7 ; Table:4.4]
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Chapter - 2
Review of Literature
2A. Research papers reviewed
Jeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, Yongtae Park, (2008) . In their research paper they have said that the purpose of this paper is to distinguishes features of mobile-commerce from those of e-commerce and identify factors to influence customer satisfaction (mobile-satisfaction) and loyalty (mobile-loyalty) in mobile-commerce by empirically-based case study. The paper finds that m-commerce is partially similar in factors like “transaction process” and “customization” which lead customer satisfaction after connecting an m-commerce site, but it has unique aspects of “content reliability”, “availability”, and “perceived price level of mobile Internet (m-Internet)” which build customer's intention to the m-commerce site.
Through the m-satisfaction model, “content reliability”, and “transaction process” are proven to be significantly influential factors to m-satisfaction and m-loyalty. The paper meets the needs to focus on customer under the fiercer competition in Korean m-commerce market. It can guide those who want to initiate, move or broaden their business to m-commerce from e-commerce. The paper develops a revised ACSI model to identify individual critical factors and the degree of effect.
References [8]: Jeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, Yongtae Park, (2008) "Customer satisfaction factors of mobile commerce in Korea", Internet Research, Vol. 18 Iss: 3, pp.313 – 335 URL Link: http://www.emeraldinsight.com/journals.htm?issn=1066-243&volume= 18&issue=3 &articleid= 1729308 & show=abstract
Hsin Hsin Chang, Hsin-Wei Wang, (2011) . The purpose of this research is to examine the impact of e-service quality, customer perceived value, and customer satisfaction on customer loyalty in an online shopping environment. The study demonstrated that e-service quality and customer perceived value influence customer satisfaction, and then influence customer loyalty. In addition this study found that customers with a high perceived value have a stronger
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relationship.between satisfaction and customer loyalty than customers with a low perceived value. there are emotional and rational routes influencing customer loyalty in the online shopping process. This will contribute to other research that clarifies the influencing process of online shoppers' motivation and behavior. In the pre-purchase stage, online retailers should focus on attracting consumers by the quality of e-service. In the purchase stage, online retailers should address the emotional factors, such as customer satisfaction.
In the post-purchase stage, rational factors – such as customer perceived value play important roles because they can strengthen the relationship between satisfaction and loyalty. In the pre-purchase stage, online retailers should focus on attracting consumers by the quality of e-service. In the purchase stage, online retailers should address the emotional factors, such as customer satisfaction. In the post-purchase stage, rational factors – such as customer perceived value – play important roles because they can strengthen the relationship between satisfaction and loyalty.
References [9]: Hsin Hsin Chang, Hsin-Wei Wang, (2011) "The moderating effect of customer perceived value on online shopping behaviour", Online Information Review, Vol. 35 Iss: 3, pp.333 – 359
URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045& volume =25&issue=1&articleid=1906302&show=abstract
Paul Williams, Earl Naumann, (2011), This research study aims to examine the relationships between customer satisfaction and a variety of company performance metrics at the firm-level of analysis. It was found that there are significant, and moderate-to-strong associations between satisfaction levels and a firm's financial and market performance. More specifically, there are strong links between customer satisfaction, and retention, revenue, earnings per share, stock price, and Tobin's q. The main implication of this study is that the longitudinal findings demonstrate a strong consistent link between customer attitudes and financial performance at the firm level. The study is clearly limited to one firm, from one industry sector, but offers future researchers a wealth of replication opportunities.
Numerous experts have noted that marketing needs to document the financial impact of marketing activities. Unlike most studies in this area, this study investigated these associations at the firm level, rather than at the aggregate or industry level where some relationships are potentially masked. The study also investigated the links between satisfaction and financial performance in the business-to-business services sector, rather than in business-to-customer services.
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Finally, the firm provided access to large samples of real customer attitude data over a five-year period, rather than from a cross-sectional study.
References [10]: Paul Williams, Earl Naumann, (2011) "Customer satisfaction and business performance: a firm-level analysis", Journal of Services Marketing, Vol. 25 Iss: 1, pp.20 - 32
URL Link: http://www.emeraldinsight.com/journals.htm?issn=0954-478X&volume=1
&issue=2&articleid=841345&show=abstract
Pingjun Jiang, Bert Rosenbloom, (2005), In his research paper Jiang says that the purpose is to compare & emphasize that in service quality of online marketing, much less work has been done on the role of price perception, service attribute-level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper seeks to fill this gap in the literature. The findings of this study indicate that after-delivery satisfaction has a much stronger influence on both overall customer satisfaction and intention to return than at-checkout satisfaction, and that price perception, when measured on a comparative basis, has a direct and positive effect on customer overall satisfaction and intention to return.This paper concludes that excellence pre-sales service is not necessarily an advantage that allows e-tailers to develop customer retention. In fact, e-tailers might command higher customer retention through providing good performance in after-delivery service and continuously generating favorable price perceptions among customers because both have a strong and positive influence on return intention. This research conceptualizes and explores different aspects of satisfaction that unfold over time, regarding customers' whole shopping experience with a particular e-retailer. It is a pioneer work that empirically investigates the relative contribution of at-checkout and after-delivery satisfaction in generating intention to return to an e-tailer.
References [11]: Pingjun Jiang, Bert Rosenbloom, (2005) "Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time", European Journal, Vol. 39 Iss: 1/2, pp.150 - 174
URL Link: http://www.emeraldinsight.com/journals.htm?issn=0309-0566&volume =39&issue=1/2&articleid=1463187&show=abstract
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Li-Wei Wu, (2011), Purpose of this research is empirically studying and investigating the antecedents of customer loyalty typically focusing on satisfaction. This study aims to develop and test a more comprehensive model of the antecedents of customer loyalty, including satisfaction and inertia. In addition, this study also considers how the effects of satisfaction and inertia on customer loyalty vary with differing levels of the zone of tolerance (ZOT), and how these are likely to change due to customers' alternative attractiveness. The results show that a wider level of the ZOT strengthens the positive effect of inertia on customer loyalty, while also reducing the positive effect of satisfaction. The results also indicate that the negative moderating effect of the ZOT on the relationship between satisfaction and customer loyalty will reduce as alternative attractiveness increases. In contrast, the positive moderating effect of the ZOT on the relationship between inertia and customer loyalty will reduce as alternative attractiveness increases.
This study is a first attempt to integrate the ZOT to determine the relative importance of satisfaction and inertia in determining customer loyalty. In addition, this study suggests that customers with higher perceptions of alternative attractiveness are more likely to experience changes in the influence of the ZOT on their loyalty decisions
References [12]: Li-Wei Wu, (2011) "Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness", Journal of Services Marketing, Vol. 25 Iss: 5, pp.310 – 322
URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume =25&issue=5&articleid=1941501&show=abstract
2B. Articles reviewed
Mike Asher, (2006) , In his article Mike says that to maintain the competitive edge, organizations must move quickly to identify and then meet customer satisfaction. Examines methods of identifying customer satisfaction, measuring and using the results to improve the quality of products and services. Sees customer satisfaction as the end product. Advises on how to identify and implement a quality improvement programme. Contends that complete customer satisfaction is only possible when there is full information about customer requirements in the hands of all and everyone who has influence on how they are met. Concludes that, by getting it right first time, the whole customer/supplier chain focuses on meeting the needs of the external customer, and providing customer satisfaction
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References [13]: Mike Asher, (2006) ,” Measuring Customer Satisfaction “,The TQM Magazine, Vol. 1, Issue: 2
URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume =25&issue=1&articleid=1906302&show=abstrac
Rade B. Vukmir, (2006), This article paper seeks to present an analysis of the literature examining objective information concerning the subject of customer service, as it applies to the current medical practice. Hopefully, this information will be synthesized to generate a cogent approach to correlate customer service with quality. There is a significant lack of objective data correlating customer service objectives, patient satisfaction and quality of care. Patients present predominantly for the convenience of emergency department care. Specifics of satisfaction are directed to the timing, and amount of “caring”. Demographic correlates including symptom presentation, practice style, location and physician issues directly impact on satisfaction. It is most helpful to develop a productive plan for the “difficult patient”, emphasizing communication and empathy. Profiling of the customer satisfaction experience is best accomplished by examining the specifics of satisfaction, nature of the ED patient, demographic profile, symptom presentation and physician interventions emphasizing communication – especially with the difficult patient.
The current emergency medicine customer service dilemmas are a complex interaction of both patient and physician factors specifically targeting both efficiency and patient satisfaction. Awareness of these issues particular to the emergency patient can help to maximize efficiency, minimize subsequent medicolegal risk and improve patient care if a tailored management plan is formulated.
References [14]: Rade B. Vukmir, (2006) "Customer satisfaction", International Journal of Health Care Quality Assurance, Vol. 19 Iss: 1, pp.8 – 31
URL Link: http://www.emeraldinsight.com/journals.htm?issn=0952-6862&volume =19&issue=1&articleid=1541773&show=abstract
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2C. Case studies reviewed
Kasina V. Rao, (2011). In his case study he says that it is best suited to teach undergraduates and graduates in the areas of rural marketing, agri-business management, service management and information and communication technology for development.
Case overview – India is changing with great pace by inclusive growth on espousal of technology into the mainstream. Indian farmers are wholly depending even now on traditional methods for decision making on entire agriculture supply chain. The constant decision making provides middle men with a chance to exploit and empower themselves on the returns produced by farmers. Technology is creating waves providing an opportunity for farmers to benefit by adopting information and technology to solve their basic livelihood problems. The Thomson Reuter group launched a SMS-based mobile information service to support India's 250-million-strong agricultural community. The service, named Reuters Market Light (RML), is trying to provide a missing link by providing required information in the quickest possible time to farmers; user need-based services are critical to this. How far RML services are delivering in this context is quizzed by some analysts. Thomson Reuter's service started with the global climb down in commodity prices, coupled with increased risk of natural disasters as per experts. The competitors providing similar services at price which differ with RML wondered about the success, scalability and sustainability of its venture.
Expected learning outcomes – This is a practical view of how these interventions can be better looked at and can get into policy for a framework for rural areas' socio-economic development.
References [15]: Kasina V. Rao, "RML: market intelligence in India with mobile SMS intervention", Emerald, (2011). Title – RML: market intelligence in India with mobile SMS intervention.
URL Link: http://www.emeraldinsight.com/case_studies.htm?issn=2045-0621& articleid=1917184&show=abstract
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2B. Books published
Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan (2011), In their book they have mention that the purpose of this chapter looks at the evidence for observed and unobserved heterogeneity within data underlying the American customer satisfaction index (ACSI) model. Examining data for two specific industries (utilities and hotels) reveals only modest differences. However, we suppose that unobserved heterogeneity critically affects the results. These insights provide the basis for shaping further differentiated ACSI model analyses and more precise interpretations.
This research uncovers unobserved heterogeneity that guides forming three segments of customers within each industry. The major segment in each industry represents customers that are fairly loyal (i.e., neither disloyal nor extremely loyal) while the other two smaller segments are not as similar across the two industries. Our study identifies substantial differences across these segments within each industry. An importance-performance map analysis illustrates these differences and provides the basis for managerial implications.
The unobserved heterogeneity revealed within industries in a given country (i.e., the United States of America) underlines the need to be open to differences within populations, beyond the observed heterogeneity across distinct groups or cultures, and the need to reconsider reporting requirements in academic research.
References [16]: Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan (2011), “Assessing Heterogeneity in Customer Satisfaction Studies: Across Industry Similarities and within Industry Differences”, Emerald Group Publishing Limited, pp.169-194
URL Link: http://www.emeraldinsight.com/books.htm?issn=1474-7979&volume= 22&chapterid=1947689&show=abstract
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Chapter - 3
Research Methodology
3A Research Design
3A.1 Research Framework [1]
Figure:3.1
Problem Definition
Research Objectives
Research Design
Source of Data
Data Collection
Data Analysis
(Primary)
Report and
presentation
Difficulty in knowing the factors which makes customer
satisfied after post purchase evaluation of GSM operator
1. To identify the factors that would decide customers
satisfaction after they subscribe to any GSM service.
2. To prioritize those identified factors based on their impact
on satisfaction level of customer.
3. To design a cause effect relationship/X-Y/ statistical
equation to prove relationship among those factors &
customer satisfaction level.
Primary data: Customers who are using GSM service
Secondary Data: Online Journals for review of literature
1. Checklist Survey method
2. Interview method
3. Online questionnaire survey method
1. Multiple Linear Regression Analysis
2. Discriminant Analysis
3. Correlation Analysis
4. Reliability Test
5. Ranking Table
6. Descriptive statistics
7. Graphical Analysis
Causative Research: How variable X affects variable Y
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3A.2 Research Approach
Figure:3.2
3A.2.1 PHASE1:
Purpose: To identify & rank the various factors based on their priorities that
would decide customer satisfaction level after subscription to any particular
[GSM] operator.
Method: Checklist were circulated to selected customers whose backgrounds
were known and were asked to check the factors that they found important.
Drop box wizard was used to prioritize the factors. It was done through online.
3A.2.2 PHASE2:
Purpose: To find how strong is the relation between the identified factors and the
satisfaction level to get an overview before going for the *questionnaire method.
Method: Interviewing selected people to know their personal preferences.
Questionnaire
Method
To find out cause-effect (X-Y)
relationship between factors &
customer satisfaction level.
Interview
Method
Checklist
Method
To find out how the factors
are related to customer
satisfaction before
statistical use.
To identify the factors
that constitutes
customer satisfaction
level. Used.
PHASE:1
PHASE:2
PHASE:3
20-25
15-20
80-100
PHASE
S
METHOD PURRPOSE TARGET
SAMPLE
SIZE
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3A.2.3 PHASE3:
Purpose: To find out cause-affect (X-Y) relationship between factors & customer satisfaction level.
Method: Using online *questionnaire survey method to track those factors that have high significance impact and rate them.
3A.3 Type of Research
*Causal Research
It is done to establish a cause and affect relationship between factors & customer satisfaction level [2].
How variable function F(X) affects variable Y.
*Dependent variable : Sa , Satisfaction Level
*Independent variable : F(X), Factors influencing satisfaction level.
Y = F(X) + C
Where is C is constant value
Here F(X) may be combination of several factors as shown below
F (X) = F (X1) + F (X2) + F (X3) + F (X4) ……….
[Note: The relation derived is mentioned in Appendix: H.1, H.2]
3B Sources of data
3B.1 Primary data:
The main sources of *primary research data were all those customers from various
part of India subscribed to any [GSM] services in India. Customers from all age
groups were targeted.
Some of them were already working in Telecom Industry.
[Note: All details of people involved in primary research is mentioned in Appendix-A].
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3B.2. Secondary data:
In some cases *secondary research data such as website search was done for to get an idea about telecom Industry and market share of various service operator.
Online journals were used to compose review of literature and to know the opinions & results of other research done in similar field or very close to it.
[Note : All details of sources involved in secondary research is mentioned in Chapter 2 / References]
3C Sampling of data
3C.1 Nature of Sampling
*Probability Sampling [2]:
Nature of sampling used in this research is *probability sampling in which
each *population element has a known and equal chance of being included in
the *sample
The *population size is known. In India number of cellular [GSM] service
users are 559.55 Millions ( 55,95,50,000)
N0 = 55,95,50,000
Any probability ratio can be calculated keeping this *population to be in
denominator
3C.2 Sampling Type
Simple Random Sampling This is a type of sampling in which *samples were chosen randomly from the
entire pool of *population.
Each element in the *population had a known and equal probability of
selection.
Each possible *sample of a given size (n) had a known and equal probability of
being the sample actually selected.
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3C.3 Sample Size
PHASE:1 Initially a small pre-survey in checklist method was done to identify the factors for which *sample size was 23.
PHASE:2 Later on for these selected people interview were conducted with *sample size of 17
PHASE:3 The main online *questionnaire survey was carried to do actual analysis having *sample size of 107
n = 107 [Some of the questions filled were iterative and had been filled by same respondents thrice, for people who have used multiple SIMS. So in that case sample size would become 2n or 3n based on requirement of analysis]
3C. 4 Target Sample
People using [GSM] service from all age group, gender, occupation & different
geographical locations were targeted.
Age groups
Below 18 ( Teenage)
18-25 ( Young youth )
25-35 ( Professionals )
Above 35 (Experienced professionals )
Gender
Both male & female were surveyed
Sex ratio was balanced close to 52%-48%.
Different Occupations
Working professionals mainly from [IT], Banking, Hospitality, Electronics,
Telecom & Manufacturing Industries across India
Students mainly of Management, Engineering, Chartered Accountants
,Biotechnology & life science background across India
Friends on social networking sites
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Different Geographical Reasons
People who were surveyed mainly belonged to following regions
Bangalore Region
National Capital Region ( Delhi, Noida, Gurgaon)
West India (Mumbai, Pune)
East India (Kolkata)
South India ( Chennai, Hyderabad)
South –East India ( Bhubaneswar, Ranchi, Rourkela)
People who have responded and have used [GSM] services were mainly from
following states either due to their current location or because it is their hometown
or due to stay during their education. It covers all major populated states within
India.
State wise coverage : Karnataka, Andhra Pradesh, Tamil Nadu, Kerala,
Maharashtra, Goa, Madhya Pradesh, NCR region, Gujarat, Uttar Pradesh, Punjab,
Rajasthan, Haryana, West Bengal, Orissa, Jharkhand, Bihar, Chhattisgarh, Tripura &
Assam
[Note: Cross tabulations of age,gender,location are mentioned in Appendix: B ]
3D. Primary scales used
1. *Nominal Scale : This serves only as labels or tags for identifying and
classifying objects. In this research Name, Place, Gender, Place, Comments,
Contact address are part of nominal scale.
2. *Ordinal Scale : A ranking scale is in which numbers are assigned to objects to
indicate the relative extent to which the objects possess some characteristic. In
this research ranking the factors, customer priorities, ordering factors are
measured.
3. *Interval Scale : Numerically equal distances on the scale represent equal
values in the characteristic being measured. In this research most of the
important factors for Spss analysis are collected on interval scale rating ,
bipolar rating, grid ratings etc [2].
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4. *Ratio Scale : Numerically equal distances on the scale represent equal values
in the characteristic being measured. In this research price scheme used by
customers & number of [GSM] [SIM] used by customers are measured on ratio
scale.
[Note: All scales used are mentioned in Table: 3.2, 3.3, 3.4 in this chapter itself ]
3E. Data Collection Methods
Checklist: Initially candidates were being sent with online survey checklist to choose the top most 8 factors out of a list of 30 factors, that they think were most important in influencing their satisfaction level on post subscription to any mobile service. It helped to identify the top most factors , screening away all other factors that didn’t had much influence.
Interview: Then selected candidates were interviewed to get better clarification on the factors before they choose any particular GSM service. It also helped to understand their price schemes.
*Questionnaire : Then surveying customers through online questionnaire helped to get the actual insight and traping the relationship between satisfaction level & identified factors.
[Note: All important observation during data collection method is mentioned in Chapter:4, section 4A]
3F. Analysis tool used
1. * Multiple Linear Regression Analysis
*Regression analysis helps one understand how the typical value of the
*dependent variable changes when any one of the *independent variables is
varied, while the other *independent variables are held fixed.
2. * Discriminant Analysis
Linear discriminant analysis (LDA) and the related Fisher's linear
discriminant are methods used in statistics, pattern recognition and machine
learning to find a linear combination of features which characterize or separate
two or more classes of objects or events.
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3. * Correlation Analysis
A correlation function is the *correlation between random *variables
at two different points in space or time, usually as a function of the
spatial or temporal distance between the points.
4. * Reliability Test Used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon.
5. Ranking Table
It helps in prioritizing factors based on order of ranking high to low or low
to high on scale.
6. Descriptive statistics
Descriptive statistics, quantitatively describes the main features of a
collection of data like central tendencies, *Mean, *Median, *Mode and
deviations like *standard deviation, *variance, *standard error. It also deal
with *quartiles, *outliers, *skewness & kurtosis.
7. Graphical Analysis
It gives graphical chart or plot of summary data in form of bar chart, pie
chart, scatter diagram, linear curve chart .
[Note: All analysis results are interpreted in Chapter:4, section 4B, 4C]
3G. Overview of work
3G.1 Tasks accomplished
1. A background research on the topic was done. Reviewing of literatures were done from online journals like ebsco.com, emarald.com and material available from library
2. Synopsis was developed mentioning the research problem, objective and motivation factor behind it.
3. Online checklist survey form was designed for the 1st phase of research. Checklist were sent to customers. Customers response data were collected and sorted in excel sheet format. 23 people have responded to the online survey.
4. In 2nd phase of research, Interview was conducted with 17 people out of the above 23 people who replied. The interview had 5 to7 questions, varying
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based on customers qualification & profession. It was carried out mostly through telephone & face to face.
5. A background analysis of online *questionnaire in phase-3 was done; it was designed and was sent to near about 700 people with minimum expectation of 80 responses. Around 107 people replied back. A background work was done on utility of analysis tool & SPSS software data framework to be used while executing the date.
6. Data received on Google docs form were transferred to excel spreadsheet and were sorted alphabetically.
7. The ratings such as Very High, High, Neutral, Low, Very low were replaced by numeric value of 50,40,30,20 & 10 respectively to help in analyzing. The ratings on scale 1 to 7 for satisfaction level were multiplied with 10, making it ranging between 10 to 70, to support a healthy statistical analysis.
8. Missing data were replaced with its mean value so that the data were free from bugs. Wrong data entry were excluded and tackled statistically.
9. Prioritization of factors, plotting of charts & calculation of market shares of companies were done through excel simulation.
10. Data were fed into SPSS software . *Correlation analysis, *Regression analysis, *Discriminant analysis, Descriptive analysis, *Reliability test , *cross tabulation were performed on IBM SPSS software version 14 . Output was evaluated, results were derived and finally interpreted.
11. Graphical analysis were done based on output released by Google spreadsheet & results were interpreted.
12. Finally findings , recommendations & conclusion were made which successfully met all the three objectives proposed in the synopsis.
3G.2 Software package/ tools used
Table:3.1
SOFTWARE TOOL ANALYSIS TOOL
IBM SPSS STATISTICS V.14 Correlation, Regression, Descriptive, Central Tendencies,
Reliability Test, Cross Tabulation, Plotting charts
Microsoft Excel V.2010 Prioritizing Matrix ,Percentage calculation, Market share,
Ratios, Frequency Tables, Plotting, Graphical Analysis
Google Form Frequency & Graphical Analysis
[Note: SPSS analysis is covered in Chapter:4, section 4C]
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3G.3 Meeting with target people.
Online survey form sent to 70+ selected candidates out of which 23 had replied back to checklist online survey.
17 People were interviewed. Target people were mainly students of Alliance, old school & college friends, past office peers/colleagues from various industries like Honeywell, IBM, Wipro, HCL, Vedanta etc., family friends & database available for juniors & alumni of my engineering college.
Around 107 candidates replied back to 700+ request sent. Respondents were
mainly working professionals mainly from [IT], Banking, Hospitality,
Electronics, Telecom & Manufacturing Industries across India, Students mainly of
Management, Engineering, Chartered Accountants ,Biotechnology & life science
& friends on social networking sites
3H. Questionnaire & Interview Questions
3H.1 Phase 1: Online survey questions
1. Please enter your Name Full name: First Name Middle name Surname
2. Please select your age starting from as on mentioned on certificates
Below 10 Years
11 - 18 Years
19-30 Years
31-45 Years
Above 45 Years
Not interested to mention
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3. Your Gender
Male
Female
4. Please select your country/Region Mention your country/ if country not found
then enter your Region 4..A How long have you stayed in India
Less than 2 Years
2 - 5 years
More than 5 years
Born in India & have lived till date in India
Other:
5 A. If India, Select your current location region from list of 50 regions in India Select the city from the list most close to your place
5. B. If India, Select your Permanent location region from list of 50 regions in India Select the city from where you come or your parents stay.
5.C. If India, Any other place where you have stayed for more than 2 years for education, work or any other purpose Select the city from where you have stayed more than 2 years
6. Number of mobile operators you have used till date Number of Mobile SIM
you have with you
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7. Type of mobile communication you have you can select more than one choice
PREPAID ( SELF )
POSTPAID ( SELF )
PREPAID ( OFFERED BY CURRENT EMPLOYER/COMPANY YOU ARE WORKING )
POSTPAID ( OFFERED BY CURRENT EMPLOYER/COMPANY YOU ARE WORKING )
8. Please carefully choose any "8" factors from list that you expect most after you subscribe to any GSM mobile service/ after you buy a mobile SIM. Choose best 10 options from the list of 30, Not more then 10
1. Optimal Service Quality
2. Service Reliability/Service Guarantee
3. Justified Value & benefit for Money
4. Reasonable price rates for Call/SMS/Roaming
5. Customized flexible discounts/offers available after purchase
6. Ease of technicality/usage
7. Low traffic in network/ Network doesn’t remain busy for most of the time
8. Wide variety of Offers/Boucher/recharge available
9. Additional services like Internet, GPRS, Downloads, Software uploads etc.
10. Brand Image Itself
11. Saves cost on connecting with friends/loved ones/family/relatives using the same GSM service
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12. Ease to remember your own number
13. Problems being well addressed by customer care
14. Ease of prepaid recharge/Postpaid payment through website portal via online banking/Credit/Debit cards
15. Immediate access to network as soon as you buy a SIM
16. Availability of Boucher/offer in your nearest store
17. High Performance
18. Functional ability of the service to do as it was intended
19. High customer security & privacy maintained for customer database
20. Customer care frequently in touch with customer
21. Ease of Internet/GPRS Installation
22. Correctness of Information delivered
23. All features demanded are well Integrated
24. Number can be reused when you change your SIM
25. Flexibility in offerings made
26. Easy to identify problem & act on it
27. Sustainable life of SIM
28. Maintainable
29. Scalability : Same SIM can be modified & extra features can be easily added in future
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30. High Quality sound clarity while conversion / No network disturbance/ No noise
Other:
9. Which "3" factors you consider most while opting for a GSM mobile service. Choose only 3 factors from list of 7 factors.
1. STD CALL RATES
2. LOCAL CALL RATES
3. SMART BOUCHER
4. NUMBER OF SMS FREE
5. INTERNET/GPRS CHARGES
6.MOBILE RINGTONES
7. ROAMING CHARGES
Other:
10. Your choice of particular operator (like Vodafone, Airtel, Reliance) is influenced by " Do not chose which are not applicable
Very Strongly influences
Strongly influences
Some what Influences
Sometimes Influences
Never Influences
Parents
Spouse
Girl Friend/Boy Friend
Friends
Kids
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Very Strongly influences
Strongly influences
Some what Influences
Sometimes Influences
Never Influences
Siblings
Cousins
Relatives
Office peers/ colleagues
Boss/Seniors
Organization you belong
11.I can further contact you through following means
Telephone
Chat Messenger
Face to Face
Other:
12.Thanks for filling up the form. Will definitely know you the outcome of your contribution. We will get back to you in phase-2 and definitely in Phase-3 of this Research to get deeper insight of the same. Any comments...you can leave it for me
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3H.1.1 Purpose of survey Questions:
Question Number 8: This is the main checklist question that indentifies the top-8 factors
that customer prefer while doing purchase evaluation. The whole purpose of this survey
is this question itself.
Question number 1 to 5: These questions tracks customer details like name, gender,
geographical locations etc.
Question number 6 & 7: These question speaks about number of [SIM] customers use
and their type post-piad/pre-paid.
Question number 9 & 10: These questions are not directly related to project. It helps to
have better understanding and other insight of project which may or may not add value to
research objective directly.
Question number 11: To understand the best mode of communication that customers
will like to be approached in the phase-2 of research.
3H.1.2 Primary scale applied:
Table:3.2
Primary Scale Question Number
*Nominal Q 1, 3, 4, 5A, 5B, 5C, 7, 11, 12
*Ordinal Q 2, 4A, 8, 9
*Interval Q 10
*Ratio Q 6
3H.2 Phase-2 Interview Questions
A. Do you think if you were not employed in current company, then you may have used/using some other mobile [GSM] [SIM] then your current one. If yes then why do you feel so?
B. Do you have any mobile [GSM] [SIM] provided by your current employed company ( Prepaid or Postpaid). If yes, you can enter the details of that
Name of mobile [SIM] operator provided by you company: Postpaid/Prepaid
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C. Do you think if you were not in Bangalore then you may have been using some other mobile [SIM] then your current one. If yes then why?
D. Office Trips to other places could have been tackled with dual [GSM] [SIM] approach to avoid extra roaming charges while travelling by using an entirely separate [SIM] scheme having roaming advantage. Do you agree? Or you can suggest if anything else you have.
E. Please let me know your Price rates for current mobile [GSM] [SIM] operator that you use most often
< You can enter as “Don’t know” if you are not aware of it>
Enter SIM operator (Company) :
E1. Enter [STD] call rates ( in Price per sec/min ):
E2. Enter [Local] Call rates ( in Price per sec/min):
E3. Enter [SMS] Call rates ( in Price per SMS ):
E4. Enter Roaming Rates ( in Price per sec/min):
F. Any Additional services like [GPRS], internet, downloads, ringtones that you are using or have used. If yes, please mention ?
G. For what purpose customer care call you and also for what purpose you call them?
[Note: Analysis results are interpreted in Appendix: G;Chapter:4, section 4B.5]
3H.2.1 Purpose of interview Questions
Question Number A & C: These questions identifies whether choice of a particular
[SIM] is influenced by current location & current employer of customer.
Question number B: To track how many people use [GSM] service provided by their
company .
Question number D: To know the credibility of dual [SIM]. What is people’s perception
about it.
Question number E & F: To track various [STD], Local, [SMS], Roaming rates of
[GSM] service customers are using and what extra features like [GPRS], internet,
downloads, ringtones they have opted for.
Question number G: To understand the role of customers and whether do have any
influence on customer busying behavior.
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3H.2.2 Primary Scale applied
Table:3.3
Primary Scale Question Number
*Nominal Q A,B,C.D,F,G
*Ratio Q E1,E2,E3,E4
Note: Question number A & B were asked only to people who were working
professionals. However question number C,D,E,F & G were asked to everyone.
3H.3 Phase 3 Online survey questions
1. Please enter your full name FIRST NAME MIDDLE NAME SURNAME
2. Your age As mentioned on your certificates
below 20
20-25
26-30
31-45
above 45
Not interested to disclose
3. Your Gender
Male
Female
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5. Choose list of mobile GSM SIMs that you have used till date
AIRCEL
AIRTEL
BSNL
HFCL
IDEA
MTNL
LOOP
RELIANCE COMM
RIM
SISTEMA
SPICE
TATA INDICOM
TATA DOCOMO
UNINOR
VODAFONE
Other: 5. Choose your "FAVORITE" mobile GSM SIM" One that you like/liked the most"
5.A Rate your favorite mobile GSM SIM subscriber between 1 to 7
1 2 3 4 5 6 7
Low High
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5.B For your favorite Mobile GSM SIM operators chosen in Q5, rate the following factors" For person who have used only one SIM, should also enter here"
Very low
Low Marginal High Very High
A. Service Quality
B. Benefit for Money
C. Price rates
D. Network remaining busy
E. Additional services
available (Internet,
GPRS,Downloads etc)
F.Problems frequently
addressed by customer care
G. Performance
H. Sound clarity
6. Choose your mobile GSM SIM that you "DISLIKE THE MOST" /Mobile SIM that made you least satisfied"
AIRCEL
6.A Rate the above mobile GSM SIM subscriber that you dislike the most between 1 to 7
1 2 3 4 5 6 7
Low High
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6.B For Mobile GSM SIM operators you dislike the most chosen in Q6, rate the following factors
Very low
Low Marginal High Very High
A. Service Quality
B. Benefit for Money
C. Price rates
D. Network remaining busy
E. Additional services available
(Internet, GPRS,Downloads
etc)
Problems frequently
addressed by customer care
G. Performance
H. Sound clarity
7.Choose any other mobile GSM SIM that you have used Note : Only applicable for those who have at least used 3 mobile SIMS
7.A Rate the above mobile GSM SIM subscriber between 1 to 7
1 2 3 4 5 6 7
Low High
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7.B For Mobile SIM operators chosen in Q7, rate the following factors
Very low
Low Marginal High Very High
A. Service Quality
B. Benefit for Money
C. Price rates
D. Network remaining busy
E. Additional services
available (Internet,
GPRS,Downloads etc)
F.Problems frequently
addressed by customer care
G. Performance
H. Sound clarity
8. Choose your current region 9. Rate this feedback form on scale of 1 to 10
1 2 3 4 5 6 7 8 9 10
Poor Design Excellent Design
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10. Thanks for filling up the form. Will definitely know you the outcome of your contribution. Any comments...you can leave it for me
3G.H.1 Purpose of interview Questions
Question - 5, 5A, 5B, 6, 6A, 6B, 7, 7A & 7B: These are the main questions that will help us to carry out *regression, *correlation & *discriminant analysis to come to result. These questions serves the purpose of whole survey alone & are inclined directly towards achieving the stated objective in synopsis.
Question - 1, 1A , 2 , 3 & 8: It covers customer details like name, age distribution, geographical Location ( Equally divided into North, South, East & West),email-Id ( To reply them back /thank them for filling up the survey/ to get back to them in case of any doubts)
Question - 4: The purpose of this question is to identify the number of service operator customers have used till date .It will also help in tracking the mobile operator’s “market share”.
Questions - 9, 10: These questions tracks the effectiveness of survey itself by rating it. Allows to leave any comments from customers side.
3H.3.3 Primary Scale applied
Table:3.4
Primary Scale Question Number
*Nominal Q 1, 3, 4, 8, 10
*Ordinal Q 2, 5, 6, 7
*Interval Q 2, 5A, 5B, 6A, 6B,7 A, 7B, 9
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3H.4 Question distribution based on objectives
Table:3.5
Objective No Purpose Question No
OBJECTIVE-1 To identify the factors that constitutes customer satisfaction
Phase: 1 Question Number 8
OBJECTIVE-2 To find out how the factors are related to
customer satisfaction before using statistical used.
Phase: 1 Question Number 8
OBJECTIVE-3 To find out cause-effect (X-Y) relationship between factors & customer satisfaction
level.
Phase: 3 Question Number 5A,5B,6A,6B,7A,7C
3G.5 Question distribution based on analysis tool
Table:3.6
Analysis Tool Question number
*Regression Analysis Phase:3 Q. 5A,5B,6A,6B
*Discriminant Analysis Phase:3 Q. 5A,5B,6A,6B
*Correlation Analysis Phase:3 Q. 5A,5B,6A,6B
*Reliability Test Phase:3 Q. 5A,5B,6A,6B,7A,7C
Descriptive Statistics Phase:3 Q. 5A,5B,6A,6B,7A,7C
Ranking Table Phase 1: Q. 8
Graphical Analysis Phase 1: Q. 2,3,4A,7,9,10,11 Phase 3: Q. 2,3,4,5,5A,5B,6,6A,6B,7,7A,7B,8,9
Percentage Analysis Phase 2: Q. A,B,C,D Phase :3 Q. 4
Central tendencies (*Mean) Phase 2: Q. E1,E2,E3,E4,
Qualitative Analysis Phase 2: Q. F, G
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Chapter - 4
Observation, Analysis & Interpretation
4A Observation during data collection
Several observation were made before start of project & also during data collection process done through online survey & while interviewing customers.
4A.1 Key Observation during research
Customers were more comfortable with online survey rather than filling the
same manually.
There were few customers who are not aware of how online survey works.
Specially customers of the age group above 40.
Many wrong data entries were reported specially in the drop box selection of
the online survey phase:1, where people had to select their current location from
the list. Most of the customers felt comfortable to answer interview questions
through mail but also needed assistance through phone before filling. However
few liked the interview to be conducted face to face.
Best part was that many respondents before filling wanted in depth insight,
purpose behind this research and also wished to know the end results of this
research once it gets completed.
After sending online survey form to 700 + people to group databases of Alliance,
previous engineering college, various organizations, only 107 people responded
to the survey. It was more easier to get respondents fill up the form, when the
questionnaire were posted to their profile wall in Facebook.
Ideal time for conducting interview were evening 5:00 Pm to 8:00 Pm, Mon to Thurs and 10:00 Am to 2:00 Pm on Sat and Sun. Most of the online survey was responded throughout the day in between 10:00 Am to 1:00 midnight, however those who were responding through Facebook replied mainly in between 10:00 Pm to 2:00 Am midnight. .
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4A.2 Problems faced during survey
Difficulty was faced with the URL links given to customers to submit online form due to wrong set up. The problem was addressed and link was mailed to all customers once again to fill the form. Some customers had to fill the form twice due to the technical web page set up problem.
Two customers left important fields of form unfilled. They had to be called again to get back data for those missing fields.
Difficulty was also faced while conducting interview. It was very difficult to get them done. Customers had to be called number of times & finally many customer preferred to answer the questions through mail.
*Questionnaire was made iterative, were not *mutually exclusive because applicant had to fill the same question 3 times for multiple SIM operators, which was monotonous for customers, but there was no other way out of to conduct the regression analysis.
Many fields had missing data which had to be replaced by *mean values. IBM Spss software version 14 downloaded was of trial version and got
deactivated soon. Google docs gave percentage value , that had overlapping data. To get the
percentage value for prioritizing the factors, manually data had to be calculated using excel spreadsheet.
[Note: To avoid problems refer to Do & Don’ts of Chapter 6, section 6C ]
4A.3 Customer Survey response patterns
Based on meeting conducted & responses received through customers following observation were made regarding timings at which customers were comfortable.
[Note: Customer survey response pattern is mentioned in Appendix: E]
4A.3.1 Ideal Timings for Interview & online survey
Table: 4.1 A
DAY IDEAL TIME FOR INTERVIEW
Mon-Tue ( if Not Holiday) 5:00 Pm to 8:00 Pm
Sat-Sun / Holiday 10:00 Am to 2:00 Pm
Observation 10th – 24th August
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Table: 4.1 B
4A.3.2 Mode of communication for interviewers
Working people didn’t find it comfortable to talk face to face as they were not
free and preferred to be contacted through Mail .
Not all non-working professional were comfortable to talk face to face and
preferred other modes like telephone or Mail.
However college friends and also people whom knew well were ready for direct
face to face interview.
Figure: 4.1
Respondents ---------->
Working People Non-working people Known People
RIGID PARTAILLY ENTERTAIN ENTERTAIN
ENTERTAIN ENTERTAIN NOT COMFORTABLE
RIGID ENTERTAIN FULLY ENTERTAIN
DAY IDEAL TIME FOR ONLINE SURVEY
through FACEBOOK
Mon-Tue ( if Not Holiday) 10:00 Pm to 1:00 Am (Midnight)
Sat-Sun / Holiday 8:00 Am to 1:00 Am (Midnight)
Observation 7th -10th August & 17th-27th August
FACE TO FACE MEETING
TELEPHONE
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4A.3.3 Survey response barrier
It was very easy to get response through Facebook post on walls of customer’s profile.
Orkut users informed through scrap or group messages also had good number of replies.
It was very difficult to get response from newly started Google plus members and g-talk status updates showing the survey link.
A number of people also responded through links sent on mails.
Figure: 4.2
Google Plus G-talk Gmail Mails Orkut Facebook
Post Status Update Scrap/Message Wall post
Pasting online survey link on ------->
High Barrier Low Barrier
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4A.3.4 Customer response chart
Chart: 4.1
o Around 50% of customer replied on the first day of online survey phase:1
o We can observe that as the number of days passed, the number of replies kept
on depreciating both in survey phase:1 & survey phase:2
Chart: 4.2 Chart: 4.3
0 2 4 6 8 10 12 14
Day 1
Day 2
Day 3
Day 4
Phase-1 Survey : Number of Response
0
5
10
15
20
25
30
Day1
Day2
Day3
Day4
Day5
Day6
Day7
Day8
Day9
Day10
Day11
Phase-3 Survey: Number of Response
1
3
2 2 2
3
2 2
Day-1 Day-2 Day-3 Day-4 Day-5 Day-6 Day-7 Day-8
Customer Interview Response Phase:2
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4A.3.5 Customer response pyramid
In phase: 3 of online survey nearly about 115 people have replied out of 700 +
people. Out of 115, 6 people had filled ambiguous data like they have chosen
same SIM operator as their favorite and also they dislike the most. Some people
forgot to provide the key ratings like rating to favorite [SIM] which was void.
There was one person who had submitted a blank form with just name, gender &
location. Conversion ratio below 15.7 %
In phase:2 interview the conversion ratio was 73% as 17 person out of 23
replied.
In phase:3 online checklist survey 23 people replied out of 70+ people making
the conversion ratio under 32.8%.
Figure: 4.3
PHASE:3 Online Survey
(Derive X-Y relationship)
PHASE:2 Interview
( To understand customer priorities)
PHASE: 1 Online Survey
( To identify & Priortize various factors)
Number of candidates
Approached Number of candidates
Replied Back
700 + people
23 people
115 – 6 (wrong entry ) =
107 confirmed Replies
17 Interviewed
23 Replied
15.7%
73.33%
32.8 %
70+ people
23 people
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4A.4 Common errors committed
Error:1
Difficulty was faced with the URL links given to customers to submit online form due to wrong set up on 9th August night. The LINK indicating the form & form appearing on MAIL were different.
Error Rectification: The problem was addressed on 10th August morning and was mailed to all customers once again to fill the form. Some customers had to fill the form twice due to the technical web page set up problem.
Error 2:
Many fields had missing data in the data sheet.Also erasing the entire customer data wasn’t possible because they had also provided valuable data.
Error Rectification: Missing data were addressed by replacing it with *Mean values done automatically by SPSS software while execution
Error 3:
There were no option available on online form to uncheck radio buttons on point/ grid scale/ bipolar scale. Once they were checked, they can transfer ratings on the same scale but cannot completely uncheck and come out of the scale.
Error Rectification: Was not able to address this problem because it is a drawback of Google Form software tool itself
4B. Analysis & Interpretation of Data collected
4B.1 Phase:1 , Identification & Prioritization of key Factor
30 factors were listed for customers on checklist option in online survey
phase:1. These were those factors that was assumed to be responsible for
customer getting satisfied once they opted to any [GSM] mobile operator.
Customer had to choose the top most 8 factors that they personally preferred
while deciding whether they are satisfied or not with the existing [GSM] service.
Top 8 factors were listed down as per customer response.
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4B.1.1 Factor Frequency Table
Table: 4.2
ATTRIBUTE FREQUENCY %
1.Optimal Service Quality
14 61%
2. Service Reliability/Service Guarantee
8 35%
3. Justified Value & benefit for Money
11 48%
4. Reasonable price rates for Call/SMS/Roaming
17 74%
5. Customized flexible discounts/offers available after purchase
2 9%
6. Ease of technicality/usage
4 17%
7. Low traffic in network/ Network doesn’t remain busy for most of the time
16 70%
8. Wide variety of Offers/Boucher/recharge available
8 35%
9. Additional services like Internet, GPRS,Downloads,Software uploads etc.
16 70%
10. Brand Image Itself
3 13%
11. Saves cost on connecting with friends/loved ones/family/relatives using the same GSM service
8 35%
12. Ease to remember your own number
9 39%
13. Problems being well addressed by customer care
11 48%
14. Ease of prepaid recharge/Postpaid payment through website portal via online banking/Credit/Debit cards
9 39%
15. Immediate access to network as soon as you buy a SIM
8 35%
16. Availability of Boucher/offer in your nearest store
7 30%
17. High Performance
12 52%
18. Functional ability of the service to do as it was intended
1 4%
19. High customer security & privacy maintained for
5 22%
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customer database
20. Customer care frequently in touch with customer
5 22%
21. Ease of Internet/GPRS Installation
9 39%
22. Correctness of Information delivered
1 4%
23. All features demanded are well Integrated
2 9%
24. Number can be reused when you change your SIM
4 17%
25. Flexibility in offerings made
1 4%
26. Easy to identify problem & act on it
2 9%
27. Sustainable life of SIM
3 13%
28. Maintainable
1 4%
29. Scalability : Same SIM can be modified & extra features can be easily added in future
3 13%
30. High Quality sound clarity while conversion / No network disturbance/ No noise
11 48%
Other
0 0%
4B.1.2 Factor Priority Matrix
Table: 4.3
ATTRIBUTES PRIORITY RANK PRIORITY %
1.Reasonable Price rates 1 15.74074074
2.Network Traffic 2 14.81481481
3.Additional Service 2 14.81481481
4.Service Quality 3 12.96296296
5.Performance 4 11.11111111
6.Benefit for Money 5 10.18518519
7.Sound Clarity 5 10.18518519
8.Problems addressed by customer care 5 10.18518519
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4B.3 Interpretation :
Only those factors which were close to 50% or had 50% above preference or in other way the frequency were more than 10 were selected. Selected “factors” for phase: 3 online surveys were as follows:
1. Optimal Service Quality 2. Justified Value & benefit for Money 3. Reasonable price rates for Call/SMS/Roaming 4. Low traffic in network/ Network doesn’t remain busy for most of the time 5. Additional services like Internet, [GPRS], Downloads, Software uploads etc. 6. Problems being well addressed by customer care 7. High Performance 8. High Quality sound clarity while conversion / No network disturbance/ No
noise
From the priority matrix it seems that Reasonable price rates, network traffic & additional [GSM] service were of high importance.
Additional service, Quality & Performance were also important factors considered while customer feel satisfied about a [GSM] operator.
Benefit for money, Sound clarity & role of customer care in handling problems also played a vital role in customers mind.
4B.4 Phase:1 Graphical Analysis
Chart: 4.4 Chart: 4.5
1.Gender Classification 2.How long have customers stayed in India
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3.Number of mobile operators GSM 4.Type of mobile communication SIMS customers have used till date customers have used
Chart: 4.6 Chart: 4.7
6. Which “Three” factors customers consider most while opting for a GSM mobile service?
Chart: 4.8
6. Customer’s choice of particular operator (like Vodafone, Airtel, Reliance) influenced
Influenced by – Parents Influenced by - Spouse
Chart: 4.9 Chart: 4.10
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Influenced by - Girl Friend/Boy Friend Influenced by – Friends
Chart: 4.11 Chart: 4.12
Influenced by – Kids Influenced by – Siblings
Chart: 4.13 Chart: 4.14
Influenced by – Cousins Influenced by – Relatives
Chart: 4.15 Chart: 4.16
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Influenced by Office peers/ colleagues Influenced by - Organization you belong
Chart: 4.17 Chart: 4.18
Influenced by - Organization you belong Customer’s willingness to contact Further for phase: 2 by means of
Chart: 4.18 Chart: 4.19
4B.4 Interpretation of Graphical analysis:
1. 17 % of survey in survey phase: 3 sample were female 2. 83 % of *sample has been in India since birth 3. 30 % of people are using 3 [GSM] Mobile [SIM], 26% of people are using using
5 [GSM] Mobile [SIM], and around 22% of sample is using more than 5 [SIM]. 4. 66.66 % of people are using Post-paid service self-owned, 18.18 % using
pre-paid service self-owned and 15% are using post-paid/pre-paid provided by their company.
5. 73% of People considered [STD] call rates as the most important factor for opting to [GSM] mobile service provider.
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6. 64% of People considered Local call rates as the most important factor for opting to [GSM] mobile service provider.
7. 59% of People considered Internet/[GPRS] rates as the most important factor for opting to [GSM] mobile service provider.
8. 50% of People considered [SMS] rates as the most important factor for opting to mobile service provider.
9. Choice of Mobile [SIM] is strongly influenced by Friends & Boyfriend/Girlfriend
10. Whereas choice of Mobile [SIM] is weekly influenced by Parents, Siblings, Relatives, Office peers, Office seniors
11. Majority of customers wanted to be further contacted through mail in case of any further query.
4B.5 Phase:2 Interview Analysis
Interview was conducted with 17 people.
Out of them 11 people were working professional
Other 6 were students from MBA/ B.tech / BE background
Question no A & Question B was not asked to students and was asked only to
working professionals. Whereas question number C, D, E & F were asked to all
people.
4B.5.1 Interview Analysis Result
Chart: 4.20 Chart: 4.21
NO 73%
YES 27%
A. Does Choice of GSM SIM depend
upon company you are employed
YES 54%
NO 46%
B. Do Working professional use GSM service provided by their
company
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Chart: 4.22 Chart: 4.23
Chart: 4.24
Agree 53%
Disagre
e 42%
Neutral
5%
C. Does Choice of GSM SIM influensed by current location
Useful 88%
Not Useful 12%
D. How many think that the Dual SIM is useful
Using 18%
Not using 82%
E.How many people are using Dual SIM at current
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Chart: 4.25
Chart: 4.26
GPRS Internet Ringtone ApplicationDowload
64.7 % 58.8 %
29.4 % 41.11 %
F. Percentage % of people using following service
STD: less than 60 P/ Min
Local: Less than 60 P/Min
SMS: Less than 50 P / Min
Not aware of Roaming charges
70.58 %
82.35 %
88.23 %
47.05 %
G. Percentag e % of peole using
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4B.6 Interpretation of interview results
8 Out of 11 ( 72.77%) working people interviewed believe that their choice of
any particular service provider were not influenced by their current employer
6 out of 11 ( 54.5%) working professional had opted prepaid/postpaid
connection provide by their company.
7 out of 17 (41.17 % ) people believed that their choice of any particular [GSM]
service provider were not influenced by current location where as 9 (52.9% )
people believed that their choice would depend on their current location as call
rates, schemes, network traffic , internet speed, smart recharge offers vary from
place to place .
1 person out of 17 (5.8 %) said that for some locations it may matter specially in
North India but may not matter in south India because all [GSM] service have
standardized there service & offers to such an extent that all seems alike.
15 out of 17 ( 88.23 % ) people agreed that dual [SIM] is very useful for short
time office trips, tours to other states to have advantage on roaming specially
when frequency of such travels are very high and is incurred every month. 3 out
of 17 (17.64 %) are already using dual [SIM].
11 people out of 17 (64.7%) are using GPRS facility, 10 (58.8 %) Internet
facilities, 5 (29.4%) Ringtone, 7 ( 41.11 % ) application downloads.
14 out of 17 ( 82.35 % ) of people use Local call rates lesser than 60
paisa/minute. 12 out of 17 (70.58%) use STD call rates less than 60
paisa/minute. 15 out17 (88.23 %) use SMS less than 50 paisa/minute. 8 out of
17 (47.05 % )of people are not aware of their roaming rates.
To most of them, Customer care called for availing mobile ringtones or to switch
to a new offer that would add value to customers. Sometimes in cases like
Vodafone they try to customize the offer as per customer’s requirement. Rarely
few of them called customer care and if they called, main purpose would be
technical problems to be addressed or to know about new tariff plans.
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4B.7 Market share analysis
4B.7.1 Market Share chart
Chart: 4.27
4B.7.1 Market share Frequency Table
Table: 4.4
MARKET STATUS
OPERATORS Frequency Results by Research
( In percentage %
AIRTEL 93 19.62025316
VODAFONE 85 17.93248945
Market RELIANCE COMM 59 12.44725738
Leader RIM 24 5.063291139
RELIANCE 83 17.51054852
TATA INDICOM 21 4.430379747
TATA DOCOMO 39 8.227848101
Market TATA 60 12.65822785
Challenger BSNL 51 10.75949367
IDEA 47 9.915611814
AIRCEL 29 6.11814346
AIRTEL 19%
VODAFONE 18%
RELIANCE 17%
TATA 13%
BSNL 11%
IDEA 10%
AIRCEL 6%
UNINOR 2% SPICE
1%
MTNL 0%
HFCL 0% Other
3% Market Share
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UNINOR 9 1.898734177
Market SPICE ( Niche) 4 0.843881857
Follower MTNL ( Niche) 2 0.421940928
HFCL 1 0.210970464
Other 10 2.109704641
TOTAL 474
4B.8 Interpretation on market players
Market Leader Airtel, Vodafone & Reliance are the market leaders
Airtel is ranked 1 having the maximum share of 19.6 %
Followed by Vodafone as ranked 2 with 17.93 % share.
Market share of Reliance is 17.5% and is Ranked 3
Market Challenger
TATA, [BSNL] & IDEA are the market challenger and are trying to give tough
competition to leaders.
TATA has 12.65 % of market share
[BSNL] has 10.75 % & of market share
IDEA is slightly less with 9.9 %
Market Follower Uninor has 1.89% market share
SPICE, HFCL & [MTNL] has markets share less than 1%.
Uninor , Spice, HFCL& [MTNL] are the followers with very less market share
* Niche Market
[MTNL] has *niche market segment targeting only Metro Politian cities.
Spice is also targeting only metro & Cosmo Politian cities in Southern India like
Bangalore, Mysore, Mangalore
Top 1-5
RANK 1: Airtel
RANK 2: Vodafone
RANK 3: Reliance
RANK 4: TATA
RANK 5: BSNL
Top 1-11
RANK 6: Idea
RANK 7: Aircel
RANK 8: Uninor
RANK 9: Spice
RANK 10: MTNL
RANK 11: HFCL
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4B.9 Phase: 3 Survey graphical analysis
Gender Classification Age Classification
Chart: 4.28 Chart: 4.29
Geographical Distribution
Chart: 4.30
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Rating to Favorite GSM Rating to GSM service provider
service provider people dislike the most
Chart: 4.31 Chart: 4.32
Rating to Favorite GSM Rating to GSM provider
For Service Quality dislike the most For Service Quality
Chart: 4.33 Chart: 4.34
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Favorite GSM GSM service provider
service provider people dislike the most
Chart: 4.35 Chart: 4.36
Rating to Favorite GSM Rating to GSM provider For Benefit for Money dislike the most For Benefit for Money
Chart: 4.37 Chart: 4.38
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Rating to Favorite GSM Rating to GSM provider
For Price rates dislike the most For Price rates
Chart: 4.39 Chart: 4.40
Rating to Favorite GSM Rating to GSM provider
For Network Busy dislike the most For Network Busy
Chart: 4.41 Chart: 4.42
Rating to Favorite GSM Rating to GSM provider dislike the most
For Additional Services Available for Additional Services Available
Chart: 4.43 Chart: 4.44
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Rating to Favorite GSM Rating to GSM provider
For Problems addressed dislike the most For Problems addressed
By Customer care by Customer care Chart: 4.45 Chart: 4.46
Rating to Favorite GSM Rating to GSM provider
For Sound Clarity dislike the most For Sound Clarity
Chart: 4.47 Chart: 4.48
Rating to Favorite GSM Rating to GSM provider
For operational Performance dislike the most for operational Performance Chart: 4.49 Chart: 4.50
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4B.10 Interpretation of graphical analysis
*Sample observed in survey phase: 3 contained 52% Male & 48 % female
*Sample contained 38% people from South India, 23% from east India,
20% & from West India and finally 19% from North India
31% of people rated Vodafone as their favorite [GSM] service provider
followed by 30% rating Airtel
32% of people rated Reliance SIMs to be disliking the most , followed by
19% [BSNL], 11% Aircel.
Customer satisfaction level seemed to be increasing with increase in
benefits perceived by customer for the amount of money they had paid.
Customer satisfaction level also seemed to be increasing with increase in
Quality, performance, additional service availability, Sound Clarity.
Customer satisfaction level also seemed to be more with lesser network
remaining busy.
Customers mostly rated their favorite [SIM] as 6 or 7 on a scale of 1-7 point.
Customers mostly rated the [SIM] they disliked the most as 2 on a scale of
1-7 point.
4C SPSS software output Analysis [4]
4C.1 Reliability Test
In the theory of *reliability it's not possible to calculate reliability exactly. There are four general classes of reliability estimates, each of which estimates reliability in a different way. They are:
Inter-Rater or Inter-Observer Reliability Used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon.
Test-Retest Reliability Used to assess the consistency of a measure from one time to another.
Parallel-Forms Reliability Used to assess the consistency of the results of two tests constructed in the same way from the same content domain.
Internal Consistency Reliability Used to assess the consistency of results across items within a test.
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4C.1.1 *Sample Size
107 X 2 = 214 samples ( each individual rated twice for two sims )
4C.1.2 SPSS output Case Processing Summary
N %
Cases Valid 214 100
Excluded(a)
0 0.0
Total 214 100.0
a Listwise deletion based on all variables in the procedure.
Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha
Based on Standardized Items
N of Items
.768 .821 9
Summary Item Statistics
Mean Minim
um Maxim
um Range
Maximum /
Minimum
Variance
N of Items
Item Means 31.802
27.336
42.897
15.561
1.569 20.48
3 9
Item Variances 243.809
113.968
553.069
439.101
4.853 17076.852
9
Inter-Item Covariances
65.457
-281.7
47
328.823
610.570
-1.167 26731.698
9
Inter-Item Correlations
.223 -.828 .921 1.749 -1.112 .366 9
4C.2 Interpretation
All 214 observations are valid.
No observations has to be excluded.
Cronbach’s alpha is 0.768 which is >0.50 , so data are significant.
Reliability = 100 % ( > 75%), hence the data are reliable and there is no
missing data as missing data were replaced with mean values.
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4C.3 Multiple Linear Regression Analysis
In statistics, *regression analysis includes any techniques for modeling and analyzing several variables, when the focus is on the relationship between a dependent variable and one or more independent variables. More specifically, regression analysis helps one understand how the typical value of the dependent variable changes when any one of the independent variables is varied, while the other independent variables are held fixed. Most commonly, regression analysis estimates the conditional expectation of the dependent variable given the independent variables — that is, the average value of the dependent variable when the independent variables are held fixed. Less commonly, the focus is on a quantile, or other location parameter of the conditional distribution of the dependent variable given the independent variables. In all cases, the estimation target is a function of the independent variables called the regression function. In regression analysis, it is also of interest to characterize the variation of the dependent variable around the regression function, which can be described by a probability distribution[39][42].
4C.3.1 *Independent Variable
S: Clarity of Sound
Pr: Price Rates
Pa: Degree of problem Addressed by Customer care
B : Benefit for Money
N : Degree of network remaining busy
Q : Service Quality
P:Performance
A: Degree of additional service available
4C.3.2 *Dependent variable
Sa: Customer Satisfaction Level
4C.3.3 *Sample Size
107 X 2 = 214 samples ( each individual rated twice for two sims )
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4C.3.4 SPSS OUTPUT
Variables Entered/Removed(b)
Model Variables Entered
Variables Removed Method
1
Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance(a)
. Enter
a All requested variables entered. b Dependent Variable: Satlevel
Model Summary(b)
Model R R Square Adjusted R
Square Std. Error of the Estimate Change Statistics
R Square Change F Change df1 df2
Sig. F Change
1 .937(a) .878 .874 8.36136 .878 185.003 8 205 .000
a Predictors: (Constant), Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance b Dependent Variable: Satlevel
ANOVA(b)
Model Sum of
Squares df Mean Square F Sig.
1 Regression 103471.708
8 12933.964 185.003 .000(a)
Residual 14332.030 205 69.912
Total 117803.738
213
a Predictors: (Constant), Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance b Dependent Variable: Satlevel
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Coefficients(a)
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig. B Std. Error Beta
1 (Constant) 3.293 4.859 .678 .499
SerQuality .195 .073 .130 2.664 .008
BenforMoney .104 .064 .076 1.617 .027
Pricerate -.059 .056 -.027 -1.056 .292
Netbusy -.124 .074 -.078 -1.684 .044
Addnseravail .216 .081 .127 2.672 .008
Prbadress .004 .058 .002 .068 .946
Performance .143 .077 .097 1.850 .036
Soundclarity .799 .109 .488 7.363 .000
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4C.3.5 Evaluation of output
R square value R Square value = 0.874.It shows that the relationship is 87.4% accurate to define the existing relationship between *Dependent variable (Sa) & *Independent variable [Q,S,P,Pr,Pa,B,N,A]. *T-test The *independent variable that are t-value > 0.5 are Q, S, P, Pr, B,N,A. They have a greater impact on the output and forms a strong relation with it. *F-test Significance Level Out of above Pr > 0.05 & Pa > 0.05, hence it is not significant and has to be discarded. B value & C Value Slopes of N -> they are negatively related Slopes S,Q,B,A,P- > they are Positively related Constant -> It is positively related
5.C.3.6 Derived Result
Multiple Regression linear Equations
Sa = C + F(X)
C = 3.293
F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S
Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S
4C.4 Interpretation of regression analysis
Factor, N: network remaining busy is inversely proportional to satisfaction
level. More is the network traffic lesser. lesser will be the satisfaction level of
customer.
Sa α 1/N
Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are
directly proportional.
Sa α Q,B,N,A,P,S
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Sound clarity has the highest impact on satisfaction level and thus it has to be
given utmost preference as maintaining good sound quality will improve the
overall satisfaction value and will have at least 4 times more impact than
increasing any other factors.
Increase of S = 4 X ( increase in Q or A )
4C.6 Correlation Analysis
A *correlation function is the correlation between random variables at two different points in space or time, usually as a function of the spatial or temporal distance between the points. Correlation functions of different random variables are sometimes called cross correlation functions to emphasize that different variables are being considered and because they are made up of cross correlations. Correlation functions are a useful indicator of dependencies as a function of distance in time or space, and they can be used to assess the distance required between sample points for the values to be effectively uncorrelated. In addition, they can form the basis of rules for interpolating values at points for which there are observations. For random variables X(s) and X(t) at different points s and t of some space, the correlation function is
[40]
4C.6.1 Correlation *Variable
S: Clarity of Sound
Pr: Price Rates
Pa: Degree of problem Addressed by Customer care
B : Benefit for Money
N : Degree of network remaining busy
Q : Service Quality
P:Performance
A: Degree of additional service available
Sa: Customer Satisfaction Level
4C.6.2 *Sample Size
107 X 2 = 214 samples ( each individual rated twice for two sims )
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4C.6.3 Correlation Matrix XPSS OUTPUT
4C.6.4 Evaluation of Output
The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05
Satlevel SerQua
lity BenforMoney
Pricerate
Netbusy
Addnseravail
Prbadress
Performance
Soundclarity
Satlevel Pearson Correlation
1 .831(**) .814(**) -
.264(**) -
.812(**) .829(**) .352(**) .845(**)
.921(**)
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
SerQuality Pearson Correlation
.831(**) 1 .741(**) -
.187(**) -
.732(**) .720(**) .313(**) .823(**)
.840(**)
Sig. (2-tailed) .000 .000 .006 .000 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
BenforMoney
Pearson Correlation
.814(**) .741(**) 1 -
.256(**) -
.768(**) .782(**) .370(**) .766(**)
.819(**)
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
Pricerate Pearson Correlation -.264(**)
-.187(**)
-.256(**)
1 .242(**) -.236(**) -.015 -.239(**) -
.248(**)
Sig. (2-tailed) .000 .006 .000 .000 .001 .829 .000 .000
N 214 214 214 214 214 214 214 214 214
Netbusy Pearson Correlation -.812(**)
-.732(**)
-.768(**)
.242(**) 1 -.743(**) -
.347(**) -.770(**)
-.828(*
*) Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
Addnseravail
Pearson Correlation
.829(**) .720(**) .782(**) -
.236(**) -
.743(**) 1 .325(**) .779(**)
.836(**)
Sig. (2-tailed) .000 .000 .000 .001 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
Prbadress Pearson Correlation
.352(**) .313(**) .370(**) -.015 -
.347(**) .325(**) 1 .306(**)
.375(**)
Sig. (2-tailed) .000 .000 .000 .829 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
Performance
Pearson Correlation
.845(**) .823(**) .766(**) -
.239(**) -
.770(**) .779(**) .306(**) 1
.853(**)
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
Soundclarity
Pearson Correlation
.921(**) .840(**) .819(**) -
.248(**) -
.828(**) .836(**) .375(**) .853(**) 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000
N 214 214 214 214 214 214 214 214 214
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Satisfaction Level ( Sa )
Very strongly & Positively correlated to Sound clarity (S) strongly & Positively correlated to benefit for money (B) strongly & Negatively correlated to Network remaining busy (N) strongly & Positively correlated to Additional Service availability (A) strongly & Positively correlated to Performance (P) strongly & Positively correlated to Service Quality (Q)
Service Quality (Q)
Positively correlated to Sound clarity (S) strongly & Positively correlated to benefit for money (B) strongly & Positively correlated to Additional Service availability (P)
Benefit for money (B)
strongly & Positively correlated to Sound clarity (S) strongly & Negatively correlated to Network remaining busy (N) strongly & Positively correlated to Additional Service availability (A) strongly & Positively correlated to Performance (P)
Network remaining busy (N)
Strongly & Negatively correlated to Sound clarity (S) strongly & Negatively correlated to Performance (P)
Additional Service availability (A)
Strongly & Positively correlated to Sound clarity (S) strongly & Positively correlated to Performance (P)
Performance (P)
Strongly & Positively correlated to Sound clarity (S)
4C.6.5 Derived Result
Satisfaction level is very strongly positively correlated as high as to Sound clarity by 92%. Satisfaction level is also positively correlated to Quality, Performance, Additional service, Benefit for money. Network traffic is negatively related to satisfaction level. Price rates and call handled by customer care are not correlated.
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4C.7 Interpretation for Satisfaction level
Factor, N: network remaining busy is inversely proportional to satisfaction
level. More is the network traffic lesser. lesser will be the satisfaction level of
customer.
Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are
directly proportional.
Sound clarity has the highest impact on satisfaction level and thus it has to be
given utmost preference as maintaining good sound quality will improve the
overall satisfaction value
4C.8 Descriptive Statistics
Descriptive statistics quantitatively describe the main features of a collection of data. Descriptive statistics are distinguished from inferential statistics (or inductive statistics), in that descriptive statistics aim to summarize a data set, rather than use the data to learn about the population that the data are thought to represent. This generally means that descriptive statistics, unlike inferential statistics, are not developed on the basis of probability theory. Even when a data analysis draws its main conclusions using inferential statistics, descriptive statistics are generally also presented. For example in a paper reporting on a study involving human subjects, there typically appears a table giving the overall sample size, sample sizes in important subgroups (e.g., for each treatment or exposure group), and demographic or clinical characteristics such as the average age, the proportion of subjects of each sex, and the proportion of subjects with related comorbidities[43].
*Mean
The most common expression for the mean of a statistical distribution with a discrete random variable is the mathematical average of all the terms. To calculate it, add up the values of all the terms and then divide by the number of terms. This expression is also called the arithmetic mean. There are other expressions for the mean of a finite set of terms but these forms are rarely used in statistics. The mean of a statistical distribution with a continuous random variable, also called the expected value, is obtained by integrating the product of the variable with its probability as defined by the distribution.
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*Median
The median of a distribution with a discrete random variable depends on whether the number of terms in the distribution is even or odd. If the number of terms is odd, then the median is the value of the term in the middle. This is the value such that the number of terms having values greater than or equal to it is the same as the number of terms having values less than or equal to it. If the number of terms is even, then the median is the average of the two terms in the middle, such that the number of terms having values greater than or equal to it is the same as the number of terms having values less than or equal to it. The median of a distribution with a continuous random variable is the value m such that the probability is at least 1/2 (50%) that a randomly chosen point on the function will be less than or equal to m, and the probability is at least 1/2 that a randomly chosen point on the function will be greater than or equal to m. *Mode
The mode of a distribution with a discrete random variable is the value of the term that occurs the most often. It is not uncommon for a distribution with a discrete random variable to have more than one mode, especially if there are not many terms. This happens when two or more terms occur with equal frequency, and more often than any of the others. A distribution with two modes is called bimodal. A distribution with three modes is called trimodal. The mode of a distribution with a continuous random variable is the maximum value of the function. As with discrete distributions, there may be more than one mode. *Range
The range of a distribution with a discrete random variable is the difference between the maximum value and the minimum value. For a distribution with a continuous random variable, the range is the difference between the two extreme points on the distribution curve, where the value of the function falls to zero. For any value outside the range of a distribution, the value of the function is equal to 0
4C.8.2 *Sample Size
107 X 3 = 321 samples ( each individual rated thrice )
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4C.8.1 SPSS Output
Satlevel SerQuality BenforMoney Pricerate Netbusy
Addnseravail
Prbadress
Performance
Soundclarity
N Valid 321 321 321 321 321 321 321 321 321
Missing 0 0 0 0 0 0 0 0 0
Mean 40.5919 31.5265
30.8723
33.3645 28.9408 30.218
1 27.3520 30.8723 30.8100
Median 40.0000 30.0000
30.0000
30.0000 30.0000 30.000
0 30.0000 30.0000 30.0000
Mode 20.00 30.00
10.00(a)
30.00 30.00 20.00 30.00 30.00 40.00
Std. Deviation 20.78067 13.52683
14.84880
10.18061 12.87438 12.026
63 10.5843
7 13.7563
4 12.9891
1 Variance
431.836 182.975 220.48
7 103.645 165.750
144.640
112.029 189.237 168.717
Skewness .133 -.082 -.151 -.122 .084 .218 .068 -.042 -.065
Std. Error of Skewness .136 .136 .136 .136 .136 .136 .136 .136 .136
Kurtosis -1.454 -1.181 -1.371 -.355 -1.074 -.954 -.735 -1.221 -1.194
Std. Error of Kurtosis .271 .271 .271 .271 .271 .271 .271 .271 .271
Range 60.00 40.00 40.00 40.00 40.00 40.00 40.00 40.00 40.00
Minimum 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00
Maximum 70.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00
Sum 13030.00 10120.00
9910.00
10710.00 9290.00 9700.0
0 8780.00 9910.00 9890.00
Percentiles 25 20.0000 20.0000
20.0000
30.0000 20.0000 20.000
0 20.0000 20.0000 20.0000
50 40.0000 30.0000
30.0000
30.0000 30.0000 30.000
0 30.0000 30.0000 30.0000
75 60.0000 40.0000
40.0000
40.0000 40.0000 40.000
0 40.0000 40.0000 40.0000
a Multiple modes exist. The smallest value is shown
Satlevel
Frequency Percent Valid Percent Cumulative
Percent
Valid 10.00 29 9.0 9.0 9.0
20.00 75 23.4 23.4 32.4
30.00 52 16.2 16.2 48.6
40.00 27 8.4 8.4 57.0
50.00 29 9.0 9.0 66.0
60.00 48 15.0 15.0 81.0
70.00 61 19.0 19.0 100.0
Total 321 100.0 100.0
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4C.9 Interpretation for Sa : Satisfaction level
The average satisfaction level of customers is 4.28 on rating of 1-7 point
scale
People have rated 20 for maximum times with frquency of 75 out of 321.
50% of observation lies below 40 and 50% lies above 40.
25% of observation lies below 20, 25% between 20 & 40, 25% between 4.0
& 60 & rest 25% lies above 6.0
The expected deviation can be expected to be 20 from *mean.
The *range of rating is 60.
The maximum rating has been 70, where as minimum rating has been 10.
*Skewness of mean from median is 0.133.
4C.10 Linear Discriminant Analysis
*Linear discriminant analysis (LDA) and the related Fisher's linear discriminant are
methods used in statistics, pattern recognition and machine learning to find a linear
combination of features which characterize or separate two or more classes of
objects or events. The resulting combination may be used as a linear classifier, or,
more commonly, for dimensionality reduction before later classification.
LDA is closely related to *ANOVA (analysis of variance) and regression analysis,
which also attempt to express one dependent variable as a linear combination of
other features or measurements.
LDA is also closely related to principal component analysis (PCA) and factor
analysis in that both look for linear combinations of variables which best explain
the data. LDA explicitly attempts to model the difference between the classes of
data. PCA on the other hand does not take into account any difference in class, and
factor analysis builds the feature combinations based on differences rather than
similarities.
*Discriminant analysis is also different from factor analysis in that it is not an
interdependence technique: a distinction between independent variables and
dependent variables (also called criterion variables) must be made [7][41].
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4C.10.1 *Independent Variable
S: Clarity of Sound
Pr: Price Rates
Pa: Degree of problem Addressed by Customer care ( Pa)
B : Benefit for Money
N : Degree of network remaining busy
Q : Service Quality
P:Performance
A: Degree of additional service available
4C.10.2 *Dependent variable
Sa: Customer Satisfaction Level
4C.10.3 *Sample Size
107 X 2 = 214 samples (each person has entered two entries)
4C.10.4 SPSS output
Analysis Case Processing Summary
Unweighted Cases N Percent
Valid 214 100.0
Excluded Missing or out-of-range group codes 0 .0
At least one missing discriminating variable 0 .0
Both missing or out-of-range group codes and at least one missing discriminating variable
0 .0
Total 0 .0
Total 214 100.0
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Eigenvalues
Function Eigenvalue % of Variance Cumulative % Canonical Correlation
1 8.015(a) 90.6 90.6 .943
2 .566(a) 6.4 97.0 .601
3 .157(a) 1.8 98.7 .369
4 .068(a) .8 99.5 .252
5 .039(a) .4 99.9 .193
6 .006(a) .1 100.0 .076
Wilks' Lambda
Test of Function(s) Wilks'
Lambda Chi-square df Sig.
1 through 6 .035 596.548 48 .000
2 through 6 .495 144.685 35 .000
3 through 6 .774 52.547 24 .001
4 through 6 .896 22.530 15 .095
5 through 6 .957 9.041 8 .339
6 .994 1.201 3 .753
Standardized Canonical Discriminant Function Coefficients
Function
1 2 3 4 5 6
Soundclarity .897(*) .239 -.149 .021 -.073 .166
Performance .606(*) -.281 .567 -.051 .173 -.374
Addnseravail .541(*) -.217 .119 -.279 .268 .516
BenforMoney .531(*) -.473 -.458 .394 .324 -.077
Netbusy -.506(*) .401 .268 .313 .399 -.010
SerQuality .552 .146 .111 .193 -.165 -.559(*)
Canonical Discriminant Function Coefficients
Function
1 2 3 4 5 6
SerQuality .028 .044 .000 .017 -.031 -.064
BenforMoney .011 -.060 -.062 .063 .052 -.016
Netbusy -.008 .066 .033 .054 .062 -.003
Addnseravail .029 -.022 .036 -.053 .029 .078
Performance .023 -.059 .105 -.004 .029 -.038
Soundclarity .114 .167 -.045 .015 -.001 .053
(Constant) -6.064 -3.254 -3.586 -5.497 -2.508 -2.063
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Functions at Group Centroids
Satlevel
Function
1 2 3 4 5 6
10.00 -3.736 -.816 .845 .022 .132 -.055
20.00 -2.639 .412 -.166 -.029 -.029 .064
30.00 -1.746 1.238 -.410 .580 -.093 -.247
40.00 -3.144 -.614 -.565 -2.069 -.807 -.332
50.00 .148 -1.396 -1.038 -.145 .653 -.053
60.00 1.995 -.942 -.108 .166 -.211 .016
70.00 3.327 .556 .203 -.105 .085 -.004
Unstandardized canonical discriminant functions evaluated at group means
Classification Results(a)
Satlevel
Predicted Group Membership
Total 10.00 20.00 30.00 40.00 50.00 60.00 70.00
Original
Count
10.00 18 2 0 2 0 0 0 22
20.00 8 41 10 8 1 0 0 68
30.00 1 0 9 0 0 0 0 10
40.00 0 1 0 1 0 0 0 2
50.00 1 0 0 0 6 2 0 9
60.00 0 1 1 0 3 35 4 44
70.00 0 2 0 0 0 8 49 59
% 10.00 81.8 9.1 .0 9.1 .0 .0 .0 100.0
20.00 11.8 60.3 14.7 11.8 1.5 .0 .0 100.0
30.00 10.0 .0 90.0 .0 .0 .0 .0 100.0
40.00 .0 50.0 .0 50.0 .0 .0 .0 100.0
50.00 11.1 .0 .0 .0 66.7 22.2 .0 100.0
60.00 .0 2.3 2.3 .0 6.8 79.5 9.1 100.0
70.00 .0 3.4 .0 .0 .0 13.6 83.1 100.0
a 74.3% of original grouped cases correctly classified.
4C.10. 5 Evaluation of output
Canonical Correlation Function 1 canonical correlation = 0.943 > 0.75, which is strong enough to
discriminant the factors
Whereas Function 2,Function 3,Function 4,Function 5, Function 6 values are
near or below 0.75 which is not strong enough to discriminant the factors
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Wikis Lambda Function 1 wikis lambda = 0.035 near to 0 ( 0 < c < 0.5 ) which is strong
enough to discriminant the factors
Whereas Function 2,Function 3,Function 4,Function 5, Function 6 values are
near or above 0.5 which is not strong enough to discriminant the factors
*Significance Level Hence Function 1 is accepted.
It significance value = 0.000 < 0.05 and hence Function 1 is accepted
Canonical Coefficient Q,P,B,A,S, > 0.5 and hence are accepted.
Where as Pr & Pa < 0.5 and are discarded.
*Centroid Maximum Value of Sa = 3.327 Minimum Value Sa = - 3.736
Figure: 4.4
4C.10. 5 Discriminant equation [7]
Sa = C + F(X)
F (X) = 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S
Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S
Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied
Sa = - 0.934 < Sa < 0.831 ; Neutral
0.831 ≤ Sa ≤ 3.327 ; Satisfied
- 3.736 + 3.327 0
Not Satisfied Satisfied
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4C.11 Interpretation of discriminant Analysis
Factor, N: network remaining busy is inversely proportional to satisfaction
level. More is the network traffic lesser. lesser will be the satisfaction level of
customer.
Sa α 1/N
Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are
directly proportional.
Sa α Q,B,N,A,P,S
Sound clarity has the highest impact on satisfaction level and thus it has to be
given utmost preference as maintaining good sound quality will improve the
overall satisfaction value.
It is the duty of product manager to maintain the Sa, value as close to 3.327
so that customers are highly satisfied.
4C.12 . *Cross Tabulation
Table: 4.5
Crosstab
Gender Total
20-25 26-30 31-35 36-45 above 45 below 20
Place East Ind Count 13 6 0 0 4 2 25
% within Place 52.0% 24.0% .0% .0% 16.0% 8.0% 100.0%
% within Gender 23.2% 26.1% .0% .0% 44.4% 22.2% 23.4%
North In Count 9 3 2 3 2 1 20
% within Place 45.0% 15.0% 10.0% 15.0% 10.0% 5.0% 100.0%
% within Gender 16.1% 13.0% 40.0% 60.0% 22.2% 11.1% 18.7%
South In Count 23 12 1 1 2 2 41
% within Place 56.1% 29.3% 2.4% 2.4% 4.9% 4.9% 100.0%
% within Gender 41.1% 52.2% 20.0% 20.0% 22.2% 22.2% 38.3%
West Ind Count 11 2 2 1 1 4 21
% within Place 52.4% 9.5% 9.5% 4.8% 4.8% 19.0% 100.0%
% within Gender 19.6% 8.7% 40.0% 20.0% 11.1% 44.4% 19.6%
Total Count 56 23 5 5 9 9 107
% within Place 52.3% 21.5% 4.7% 4.7% 8.4% 8.4% 100.0%
% within Gender 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
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Chart: 4.51
Table: 4.6
Crosstab
Age
Total Female Male
Place East Ind Count 8 17 25
% within Place 32.0% 68.0% 100.0%
% within Age 15.7% 30.4% 23.4%
North In Count 10 10 20
% within Place 50.0% 50.0% 100.0%
% within Age 19.6% 17.9% 18.7%
South In Count 19 22 41
% within Place 46.3% 53.7% 100.0%
% within Age 37.3% 39.3% 38.3%
West Ind Count 14 7 21
% within Place 66.7% 33.3% 100.0%
% within Age 27.5% 12.5% 19.6%
Total Count 51 56 107
% within Place 47.7% 52.3% 100.0%
% within Age 100.0% 100.0% 100.0%
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Chart: 4.52
4C.13 Interpretation of discriminant Analysis
Most the people replied were from south India.
From north India male-female sex ratio were same where as for females
replies were from west India.
People had replied from all age groups based from all geographical locations
In east India no reply came from people in between age of 31-35
However most of the repelies came from the age group 20-25 followed by 25-
30.
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Chapter - 5
Findings
5A Key findings from Analysis
Following are the top-6 factors that can be measured beforehand to get an idea
of customers satisfaction level.
1. Optimal Service Quality
2. Justified Value & benefit for Money,
3. Low traffic in network
4. Additional services like Internet,[GPRS], Downloads, Software uploads etc.,
5. High Performance,
6. High Quality sound clarity
In India 48% of population had used more than 5 [SIMS], which means that
people are very vulnerable to change due to factors such as better offers,
transfer of location etc.
For S: Clarity of Sound ,Pr: Price Rates ,Pa: Degree of problem Addressed by
Customer care ( Pa),B : Benefit for Money, N : Degree of network
remaining busy, Q : Service Quality ,P: Performance ,A: Degree of additional
service available ,Sa: Customer Satisfaction Level
*Regression Equation is
Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S
* Discriminant equation
Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S
Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied - 0.934 < Sa < 0.831 ; Neutral 0.831 ≤ Sa ≤ 3.327 ; Satisfied
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Factor, N: network remaining busy is inversely proportional to satisfaction
level. More is the network traffic lesser. lesser will be the satisfaction level of
customer.
Sa α 1/N
Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are
directly proportional.
Sa α Q,B,N,A,P,S
Sound clarity has the highest impact on satisfaction level and thus it has to be
given utmost preference as maintaining good sound quality will improve the
overall satisfaction value and will have at least 4 times more impact than
increasing any other factors.
Increase of S = 4 X ( increase in Q or A )
It is important to maintain the Sa, value as close to 3.327 so that customers are
highly satisfied.
[Note: findings based on objectives is mentioned in Appendix-C/ table:5.1]
Other parallel Findings
Airtel, Vodafone & Reliance are the market leaders. Airtel is ranked 1 with
market share of 19.6 % ,followed by Vodafone ranked 2 with 17.93 % share,
Reliance is 17.5% and is Ranked 3.
TATA, [BSNL] & IDEA are the market challenger and are trying to give tough
competition to leaders. TATA 12.65 % ,[BSNL] 10.75 % & IDEA is slightly less
with 9.9 %
Uninor , Spice, HFCL& [MTNL] are the followers with very less market share.
Uninor 1.89% ,SPICE, HFCL & [MTNL] has markets share less than 1%.
[MTNL] has *niche market targeting only Metro Politian cities. Spice is also
targeting only metro & Cosmo Politian cities in Southern India like Bangalore,
Chennai, Hyderabad
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Maximum people (31%) rated Vodafone to be their favorite phone followed by
30% Airtel.
Majority of people ( 32%) rated Reliance as the operator they disliked the
most followed by 19% for [BSNL].
Maximum of people, around 78.56 % that is more than three- fourth of entire
population are using only prepaid [GSM] connections.
For Indians [STD] call rates matter more than local rates. Their first
preference while choosing a tariff plans is to look for reasonable [STD] call rates,
followed by Local rates, then [GPRS]/Internet rates & finally [SMS] rates
Choice of [SIM] is highly influenced by friends / Boy-friend or Girlfriends.
Most of the working people, 73% believes that their choice of any particular
[GSM] [SIM] service provider were not influenced by their current employer
but however 54.5 % of them had already opted to the prepaid service provided
by their company.
More than half of population that is 53% of people believe that choice of [GSM]
service is being influenced by Current Location.
88.23% of people feel that Dual SIM is useful though only 17.6% of them were
using Dual SIM.
Data used for analysis were 100% reliable.
5B Key findings from observations
Online survey , customer pool should be in large size than the number of
actual *sample size required, as hardly 15% of them reply back.
Working Professional feel easy to be contacted when they are not at work,
example in evening and on holidays they should be contacted in the morning as
in evening they are not available and busy with personal engagement.
Facebook wall post is the best means of getting back customer reply.
There is always missing data from customers which has to be addressed well.
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5C *Null hypothesis Acceptance
Few *Null Hypothesis proposed earlier
Table: 5.1
S.no Hypothesis Correlation Result
Hypothesis : HA0
There is a positive correlation between customer satisfaction level (Sa) & quality of service (Q).
Positively correlated to as high as 83.1% Accepted
Hypothesis : HB0
There is a positive correlation between customer satisfaction level (Sa) & Performance of service (R).
Positively correlated to as high as 84.5% Accepted
Hypothesis : HC0
There is a negative correlation between customer satisfaction level (Sa) & price (P).
Weekly correlated to as low as 26.4% Rejected
Hypothesis : HD0
There is a positive correlation between customer satisfaction level (Sa) & Problem addressed by customers (P).
Weekly correlated to as low as 35.2%
Rejected
Hypothesis : HE0
There is a negative correlation between customer satisfaction level (Sa) & Network traffic (N).
Negatively correlated to as high as - 81.2%
Accepted
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5D Findings on individual objectives proposed
Table: 5.2
[Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service available
P: Performance , S: ound Clarity ]
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Chapter - 6
Recommendation
6A. Key Suggestions
Operational performance should be given the utmost priorities for
customers. Such as network capacity, internet speed & download capacity.
Sound clarity has the highest impact on satisfaction level and thus it has to
be given utmost preference as maintaining good sound quality will improve the
overall satisfaction value.
Spice, HFCL, Uninor should look for better promotion techniques such as
better price schemes & new market like 3G market or premium segment to
penetrate deeper into the market.
Reliance & [BSNL] should look at major loop holes where they are lacking as
customer rated them very poor, though they are the main market players in
India.
[GSM] mobile operators should come up with facility to easily switch to any
operators without changing the number as half of the people surveyed have
used more than 5 [GSM] Sims till date.
People rely more on postpaid than prepaid service, so operators should work
on how to promote pre-paid connection to higher extent and shouldgive
added advantage to post-paid service.
6B. Key Guidelines
Product manager should maintain Sa, value as close to 3.327 in discriminant
equation so that customers are highly satisfied.
Mobile operators should focus more on [STD] call rates rather than the local
rates tariff planes as survey said that people are concerened nore about STD
call rates.
Mobile handset Company should focus more on dual [SIM] mobile set as there
lies a big opportunity.
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Mobile operators should use social networking site to spread word of mouth
as the results says people are highly influenced by Friends for choosing a
particular [GSM] service.
6C. Do’s & Don’ts
6C.1 Do’s
Company should only not focus on price as it is neither being listed in top
factors nor shows any correlation.
Keep option in survey form where customers can make a note of problem
they faced while filling the survey form.
Working Professional should be contacted when they are not at work,
example in evening and on holidays
Ideal time for conducting interview is evening 5:00 Pm to 8:00 Pm, Mon to
Thurs and 10:00 Am to 2:00 Pm on Sat and Sun.
Interview questions if urgent can be sent through mail but also assistance
should be given through phone before filling
Missing data from customers side should be replaced with *mean values.
6C.2 Don’ts
Do not target people for survey in exact number required, as many of them
would not reply back or fill wrong entries.
Do not make any alteration to survey form when survey has already
started, because such alteration may hamper past data.
Do not replace missing fields immediately, do it once survey is done
completely using Spss software.
Do not expect that number of people responding will increase with days,
both survey history says that the maximum number of people responded only
on first 3 days, later they needed reminder.
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Chapter - 7
Conclusion
7A. Conclusion
Factors
Finally 6 important factors Optimal Service Quality, Justified Value & benefit
for Money, Low traffic in network, additional services like Internet, GPRS,
Downloads, Software uploads etc., High Performance & High Quality sound
clarity could pass all the statistical test & proved to be playing vital role in
measuring customer satisfaction.
Priorities
RanK:1 Sound Quality ( Highest Importance ),
Rank:2 Additional Service (Highly important),
Rank:3 Service Quality (Highly important),
Rank:4 Performance (important),
Rank:5 Network Traffic (important),
Rank:6 Benefit for Money (important)
Cause Affect Relationship
The regression equation proved to be as below. All above factors were
strongly corelated to satisfaction level and influenced customer post purchase
buying decision to great extent.
Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S
[Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service available
P: Performance , S: ound Clarity ]
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Chapter - 8
Learning Outcome
8A. Learning Outcome
I have understood that Satisfaction level of customer depends on a number of
parameters and some factors like price which was assumed to be one the most
important factor didn't correlate while analysis and was rejected, conveying
that actually market perception and consumer priorities may differ from what
we always assume to be right.
I have understood that in statistics nothing is exact and is completely based
on probability. It is not easy to predict the exact circumstances but can predict
the near values, where we can decide its reliability based on standard deviation.
I have derived equations and have understood the cause effect relationship
between various factors & satisfaction level and thus will help in
understanding the customer post purchase results before they purchase based
on features of factors identified.
I understood various statistical tools used , Spss operations and also how well it
can be used to conduct any similar analysis. It is very important to know step by
step approach for evaluating & deriving the results.
I understood that major players like Reliance, [BSNL] can gain a market share
although most of the customers weren't satisfied enough with them.
I understood the timings, proper circumstances based on respondents
occupation, gender & age that when, where & how to approach them to discuss,
fill survey forms or arrange an interview with them.
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Chapter - 9
Scope for further Research
9A. Uncovered areas of Research
This research identifies, prioritize & derives a cause affect relationship in general.
This research doesn’t talk about how customer preference & satisfaction level
depend upon demographic factors like age, location, gender and how it differs
over different geography’s in India taking culture into account.
This research only focuses on top-6 factors , that doesn’t mean that this is an end
or only the factors responsible. There can be several more factors. Only 6 factors
were taken into account taking time of project into constraint.
It doesn’t mention how well customer can perceive each of those factors .
It doesn’t disclose how will marketers measure these factors to substitute the
values in the regression or discriminant equation[3].
9B. How to explore these new areas
*Cluster analysis & *cross tabulation can be used effectively to find out how
preference of these factors vary over geographical location, gender, age &
occupation.
To identify more factors for the same research , same process has to be
followed restricting it to larger number of factors needed.
Consumer behavioral research can be conducted through both *qualitative
research by *focus group method & *quantitative research by *cluster
analysis method to understand how effectively customer is able to perceive &
differentiate these factors from other brands.
Weighted Ranking table can be used to convert ratings into values that will
help marketers in measuring the factors and help in entering it in the derived
regression or discriminant equation.
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9C. Future Scope
It will help in understanding the cultural, geographical & demographical
influence on consumer purchasing behavior of [GSM] service in India.
Marketers can efficiently design strategies based on customer’s history and can
offer them customized offers by integrating with [CRM] technology.
9D. Formulation of new objectives
Objective 1: To identify how various factors responsible for post purchase evaluation of [GSM] service would vary based on Age, Sex, Occupation & geographical location in India.
Objective 2: How well can customer perceive those identified service/product features while they opt to any [GSM] operator.
Objective 3: Whether customers are able to differentiate those factors among various brands and if yes, then to what extent in terms of probability.
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APPENIDIX
APPENDIX NO Title Page No
APPENDIX-A.1 List of Respondents to Online Survey : Series ‘A’ – ‘F’ 128
APPENDIX-A.2 List of Respondents to Online Survey : Series ‘G’ – ‘P’ 129
APPENDIX-A.3 List of Respondents to Online Survey : Series ‘P’ – ‘S’ 130
APPENDIX-A.4 List of Respondents to Online Survey : Series ‘S’ – ‘Z’ 131
APPENDIX- B Respondent Survey Facts 132
APPENDIX-C Objectives Proposed and Final Outcome 133
APPENDIX-D Null hypothesis acceptance results 134
APPENDIX-E Customer Survey Response Pattern 135
APPENDIX-F.1 Customer Priority Matrix 136
APPENDIX-F.2 Market Share 136
APPENDIX-G Customer facts 137
APPENDIX-H.1 Multiple Regression linear Equations 138
APPENDIX-H.2 Discriminant equation 138
APPENDIX-I.1 Question distribution based on objectives 139
APPENDIX-I.1 Question distribution based on analysis tool 139
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APPENDIX-A
A.1 List of Respondents to Online Survey : Series ‘A’ – ‘F’
Female
Male
S.no Name Gender Current Place
1 Aarti Goswami Female Bangalore
2 Abhijeet Kumar Male Hyderabad
3 Aditya Narayan Patra Male Goa
4 Alekhya Mohanty Female Pune
5 Anandi Mishra Female Delhi
6 Anannya Bohidar Female Delhi
7 Ananta Shit Male Bankura
8 Anupriya Verma Female Bangalore
9 Arnab Kumar Roy Male Bangalore
10 Atul Kumar Male Mumbai
11 Avik Dhar Male Bangalore
12 Barsha Kar Female Bangalore
13 Bhavya Janardhan Female Bangalore
14 Biswajit Sahoo Male Bhubhaneswar
15 Chandradeep Bhattacharya Male Bangalore
16 Deviprasanna Swain Male Rourkela
17 Dilip Kumar Choudhary Male Ranchi
18 Dinesh Kumar Dash Male Jharsuguda
19 Faraaz Hasnain Male Bangalore
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APPENDIX-A
A.2 List of Respondents to Online Survey Series ‘G’ – ‘P’
S.no Name Gender Current Place 21 Gautam Kumar Sahu Male Bangalore
22 Gurdeep Kaur Female Rourkela
23 Gyaneshree Acharya Female Chennai
24 Hanuman Kumar Jha Male Noida
25 Irfan Habib Male Bangalore
26 Jasmeet Kaur Female Rourkela
27 Jyotsana Padhi Female Bhubhaneswar
28 K Samit Kumar Patra Male Bangalore
29 Kalpana Subhashree Female Patna
30 Kasturi Kumari Female Bangalore
31 Kavita Tiwari Female Pune
32 Kiran Varghese Jacob Male Hyderabad
33 Kumar Roshan Male ( Abroad)
34 Kusum Singh Female Rourkela
35 Laxman P Rao Male Bangalore
36 Lilashree Dey Female Mumbai
37 Manish Bhardwaj Male Mumbai
38 Manish Kumar Arya Male Bangalore
39 Manisha Padhi Female Rourkela
40 Md.Aminul Haque Male Jamshedpur
41 Meghna Patel Female Bhubhaneswar
42 Moitreyi Sen Female Rourkela
43 Mrinal Madhukar Male Bhubhaneswar
44 Nisha Agarwal Female Bangalore
45 Nitesh Tripathi Male Goa
46 P Maheswari Jain Female Bangalore
47 P. Prashanth Reddy Male Bangalore
48 Pallavi Sengupta Female Kolkata
49 Pooja Kumari Female Rourkela
50 Pragyan Pattnaik Female Kolkata
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APPENDIX-A
A.3 List of Respondents to Online Survey : Series ‘P’ – ‘S’
S.no Name Gender Current Place 51 Prajuktisama Dasgupta Female Bangalore
52 Prashant Sinha Male Bangalore
53 Pratik Behera Male Bangalore
54 Prayag Pratishriti Majhi Female Bhubhaneswar
55 Priya Mishra Female Rourkela
56 Priyanaka Sharda Male Surat
57 Priyank Gupta Male Bangalore
58 Puja Biswal Female Bangalore
59 R.Kumar Male Rourkela
60 Ragini Yadav Female Rourkela
61 Rajendra Kumar Panda Male Hyderabad
62 Ramanathan.K Male Bangalore
63 Ranjit Dash Male Bangalore
64 Ravi Prajapati Male Rourkela
65 Rituparna Dutta Female Bangalore
66 Rohan Prasad Male Pune
67 Runa Mohanty Female Bangalore
68 Russikant Behera Male Bangalore
69 Sagarika Das Female Bangalore
70 Saina Parveen Female Pune
71 Sandeep Almiya Male Bangalore
72 Sandeep Pujari Male Ranchi
73 Sangya Patro Female Gurgaon
74 Santosh Rohit Male Surat
75 Sarmistha Jena Female Bangalore
76 Saswat Mishra Male Bhubhaneswar
77 Saumya Shukla Female Bangalore
78 Saurav Kant Prasad Male Bangalore
79 Saurav Mohanty Male Bangalore
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APPENDIX-A
A.4 List of Respondents to Online Survey : Series ‘S’ – ‘Z’
80 Shree Mishra Female Bhubhaneswar
81 Siddhartha Shit Male Bankura
82 Sneha Das Female Bangalore
83 Sneha Sahoo Female Hyderabad
84 Somprada Kumari Female Bangalore
85 Subhadeep Bayer Male Kolkata
86 Subhra Kanta Mishra Male Ahmedabad
87 Sudeshna Dash Female Rourkela
88 Sulekha Thappa Female Bangalore
89 Sumana Gosh Female Bangalore
90 Sumitra Ray Female Bangalore
91 Sunam Pal Male Bangalore
92 Sunidhi Tiwari Female Hyderabad
93 Sunil Kargupta Male Rourkela
94 Sushree Santwana Dalai Female Hyderabad
95 Talha Mushtaque Male Jamshedpur
96 Tanisha Sinha Female Hyderabad
97 Tanmoy Mishra Male Bangalore
98 Trisha Sahoo Female Kolkata
99 Udaychand Pal Male Rourkela
100 Ujjawal Kumar Male Bangalore
101 Urvashi Das Female Pune
102 Vandana Thakur Female Rourkela
103 Vinyith Sisinty Male Bangalore
104 Vishal Chand Gothiya Male Rourkela
105 Vishal Janendra Male Bangalore
106 Vishal Somnath Male Pune
107 Zishan Ali Male Rourkela
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APPENDIX-B
B.1 Respondent Survey Facts
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APPENDIX- C
C.1 Objectives Proposed and Final Outcome
[Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service available
P: Performance , S: ound Clarity ]
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APPENDIX- D
D.1 Null hypothesis acceptance results
S.no Hypothesis Correlation Result
Hypothesis : HA0
There is a positive correlation between customer satisfaction level (Sa) & quality of service (Q).
Positively correlated to as high as 83.1% Accepted
Hypothesis : HB0
There is a positive correlation between customer satisfaction level (Sa) & Performance of service (R).
Positively correlated to as high as 84.5%
Accepted
Hypothesis : HC0
There is a negative correlation between customer satisfaction level (Sa) & price (P).
Weekly correlated to low as 26.4%
Rejected
Hypothesis : HD0
There is a positive correlation between customer satisfaction level (Sa) & Problem addressed by customers (P).
Weekly correlated to low as 35.2%
Rejected
Hypothesis : HE0
There is a negative correlation between customer satisfaction level (Sa) & Network traffic (N).
Negatively correlated to as high as - 81.2%
Accepted
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APPENDIX - E
E.1 Customer Survey Response Pattern
0 2 4 6 8 10 12 14
Day 1
Day 2
Day 3
Day 4
Phase-1 Survey : Number of Response
0
5
10
15
20
25
30
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11
Phase-3 Survey: Number of Response
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APPENDIX - F
F.1 Customer Priority Matrix
ATTRIBUTES PRIORITY RANK PRIORITY %
1.Reasonable Price rates 1 15.74074074
2.Network Traffic 2 14.81481481
3.Additional Service 2 14.81481481
4.Service Quality 3 12.96296296
5.Performance 4 11.11111111
6.Benefit for Money 5 10.18518519
7.Sound Clarity 5 10.18518519
8.Problems addressed by customer care 5 10.18518519
F.2 Market Share
AIRTEL 19%
VODAFONE 18%
RELIANCE 17%
TATA 13%
BSNL 11%
IDEA 10%
AIRCEL 6%
UNINOR 2%
SPICE 1%
MTNL 0%
HFCL 0%
Other 3% Market Share
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APPENDIX - G
G.1 Customer facts
70.58 %
82.35 %
88.23 %
47.05 %
STD: less than 60 P/ Min
Local: Less than 60 P/Min
SMS: Less than 50 P / Min
Not aware of Roaming charges
% of peole using
GPRS Internet Ringtone ApplicationDowload
64.7 % 58.8 %
29.4 % 41.11 %
% of people using following service
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APPENDIX - H \
H.1 Multiple Regression linear Equations
Sa = C + F(X)
C = 3.293
F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S
Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S
H.2 Discriminant equation
Centroid Values
Sa = C + F(X)
F (X) = 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S
Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S
Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied
Sa = - 0.934 < Sa < 0.831 ; Neutral
0.831 ≤ Sa ≤ 3.327 ; Satisfied
- 3.736 + 3.327 0
Not Satisfied Satisfied
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APPENDIX - I \
I.1 Question distribution based on objectives
Objective No Purpose Question No
OBJECTIVE-1 To identify the factors that constitutes
customer satisfaction Phase: 1
Question Number 8
OBJECTIVE-2 To find out how the factors are related to customer satisfaction before using
statistical used.
Phase: 1 Question Number 8
OBJECTIVE-3 To find out cause-effect (X-Y)
relationship between factors & customer satisfaction level.
Phase: 3 Question Number
5A,5B,6A,6B,7A,7C
I.2 Question distribution based on analysis tool
Analysis Tool Question number Regression Analysis Phase:3 Q. 5A,5B,6A,6B
Discriminant Analysis Phase:3 Q. 5A,5B,6A,6B
Correlation Analysis Phase:3 Q. 5A,5B,6A,6B
Reliability Test Phase:3 Q. 5A,5B,6A,6B,7A,7C
Descriptive Statistics Phase:3 Q. 5A,5B,6A,6B,7A,7C
Ranking Table Phase 1: Q8
Graphical Analysis
Phase 1: Q 2,3,4A,7,9,10,11 Phase 3: Q2,3,4,5,5A,5B,6,6A,6B,7,7A,7B,,8,9
Percentage Analysis Phase 2: Q A,B,C,D Phase :3 Q 4
Central tendencies (Mean) Phase 2: Q E1,E2,E3,E4,
Qualitative Analysis Phase 2: Q F, G
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ABBREVIATIONS
Alphabet Series : ‘A’, ’B’, ’C’, ’F’, ’G’, ’I’, M’, ’N’, ’R’, ’S’, ’T’, ’V’, ’W’
Source [46]: http://www.abbreviations.com/acronyms/TELECOM.html
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Abbreviation
[3G] : Third Generation
[ADAG]: Anil Dhirubhai Ambani Group
[AT&T]: American Telecom and Telegraph
[BB] : Broad Band
[BSNL] : Bharat Sanchar Nigam Limited
[CDMA] : Code Division Multiple Access
[CRM] : Customer Relationship management
[FCC] : Federal Communications Commission
[FDI]: Foreign direct investment
[FDMA] : Frequency Division Multiple Access
[GDP] : Gross Domestic Product
[GPRS]: General packet radio service
[GPS] : Global Positioning System
[GSM]: Global System for Mobile Communication
[IT] : Information Technology
[ICT]: Information and communications technology
[IP] : Internet Protocol
[IPTV]: Internet Protocol television
[ISD] : International Subscriber Dialing
[ISDN]: Integrated service digital network
[MBPS]: Megati Nit per sec
[MMS] : Multimedia Message service
Source [46]: http://www.abbreviations.com/acronyms/TELECOM.html
[MNP]: Mobile Number Portability
[MPLS]: Multiprotocol Label Switching
[MTNL] : Mahanagar Telephone Nigam Limited
[MVNO] : Mobile virtual network operator
[NTP] : New Telecom Policy
[NTT] : Nippon Telegraph and Telephone
[RFID] : Radio-frequency identification
[RTL] : Reliance Telecom Ltd
[SMS] : Short Message service
[STD] : Standard Trunk Dialing
[TDMA] : Time Division Multiple Access
[TDSAT]: Telecom Disputes settlement and Appellate Tribunal
[TRAI] : Telecom Regulatory Authority of India
[TTSL] : Tata Teleservices Limited
[VoIP]:Voice over Internet Protocol
[VPN]: virtual private networks
[VRFs]: (Virtual Routing/Forwarding)
[VSAT]: Virtual Satellite
[VSNL] : Videsh Sanchar Nigam Limited
[Wimax] : Worldwide Interoperability for Microwave Access
Series ‘A’ – ‘M’ Series ‘M’ – ‘W’
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Glossary
Source [47]: http://www.marketresearchterms.com/xyz.php
GLOSSARY NO Title Page No
Glossary G.1 Alphabet Series ‘ A ’ – ‘ F ’ 143
Glossary G.2 Alphabet Series ‘ G ’ – ‘ P’ 144
Glossary G.3 Alphabet Series ‘ P ’ – ‘ S ’ 145
Glossary G.4 Alphabet Series ‘ S ’ – ‘ Z ’ 146
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Glossary: G1 Series ‘A’ – ‘D’
* Alternative Hypothesis: A statement of what a statistical hypothesis test is set up to establish. The test result is communicated by rejecting the null hypothesis in favor of the alternative hypothesis .
* Analysis of Variance (ANOVA): A statistical method establishing the existence of a difference between several sample means.
* Autocorrelation: The same variable is observed over time. The observations produce different values which are correlated.
* Causal Research: Research that attempts to explain the relationship between two variables (if A cause s B to occur).
* Centroid: Points on a map that indicate the center of the 260,000 block groups and enumeration districts that exist in the United States.
* Cluster Analysis: A statistical technique that helps in determining which category individuals of a population belong to.
* Confidence Level: A probability that is used to determine, with confidence, that the true population value is represented in the statistical distribution.
* Correlation Analysis: A statistical technique that helps in determining the strength of the relationship between variables.
* Cross-Tabulation: A process used to analyze data that attempts to better understand the results of a survey by comparing the answers of one question to the way each respondent answered one or more questions on the rest of the survey.
* Dependent Variable: A concept that's value changes as an independent variable changes. Statistics are used to explain the strength of the relationship between the two variables. Can also be called a criterion variable.
* Discriminant Analysis: A technique used to understand a set of independent variables and their ability to predict outcomes of dependent variables.
A
C
D
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Glossary: G2 Series ‘F’ – ‘N’ *F-Test: A statistical probability test measuring a calculated value’s ability to occur due to chance.
* Focus Group: A marketing research technique for qualitative data that involves a small group of people (6-10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator
* Independent Variable: A variable that is controlled or manipulated by the researcher.
* Interval Scale: Ordinal scale with the additional property that the distance between observations is meaningful. An example would be the temperature.
* Mean: An average found by summing all observations then dividing the total number of observations.
* Median: A specific observation found directly in the middle of a numerically sorted list.
* Mode: In statistics, the data that occurs the most frequently. On a frequency curve, the mode would appear at the peak.
* Multiple Regression Analysis: Statistical procedure identifying the relationship between two or more independent variables in an effort to identify patterns within the relationship.
* Mutually Exclusive: This implies that if events (E1,E2,E3,E4) are mutually exclusive and event E2 occur then no events of (E1,E3,E4) did occur at that time.
* Niche Marketing: Marketing a product to a small and well-defined segment.
* Nominal Scale: A measurement scale identifying variable categories. For example, male/female, user/nonuser.
* Non-Probability Sample: A sample of the population chosen by the investigator rather than by using probability to choose the participants. By doing this, a true representative cross section of the population is foregone.
* Null Hypothesis: Initial assumption made with a statement that is being tested with a significance test.
F
I
M
N
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Glossary: G3 Series ‘O’ – ‘R’
* Ordinal Scale: A scale that allows categories to be ranked in order from smallest to largest-even though the space between two categories is insignificant. Responses might be excellent, good, fair, and poor.
* Outlier: This data is uncharacteristic of the normal distribution. It is common for this data to be removed from the results in order to prevent skewing of the means or averages.
* Population: The entire set of subjects that an experiment is attempting to identify.
* Primary Research: Research conducted in search of new data to solve a marketing information discrepancy.
* Probability Sample: Each element in the population has a known nonzero probability of being selected for inclusion in a study. Also called random sampling.
* Qualitative Research: Research conducted that cannot be quantified or analyzed quantitatively. Qualitative data requires subjective analysis as it is not collected empirically.
* Quantitative Research: Research performed in search of empirical evaluations explaining consumer attitudes, behavior, and/or performance.
* Quartiles: The four quarters in an observation distribution that each identify 25% of the observations.
* Questionnaire: A group of carefully worded questions that, with consumer responses, would aid researchers in achieving necessary data to fulfill research objectives.
* Range: The spread of data, from the lowest variable to the highest variable.
* Ratio Scale: A response scale for a survey or questionnaire that categorizes responses ranking them from smallest to largest and has a consistent range between each of the category choices.
* Reliability: A consistent method that often yields the same results each time that it is measured.
O
P
Q
R
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Glossary G4 : Series ‘ S ’ – ‘ Z ’
* Sample: A group that is selected to study as a representative of the true
* Sample Population: The description of the characteristics that define a particular population.
* Sample Size: Number of sample units to be included in the sample.
* Scale: A technique used for participants to measure an object based on set characteristics. Scales are close-ended questions that require one of the offered responses as the respondent’s answer.
* Secondary Research: The analysis of research that had been collected at an earlier time (for reasons unrelated to the current project) that can be applied to a study in progress.
* Skewed: A weighted distribution that is not symmetrical which results in having one tail longer than the other on a frequency curve.
* Standard Deviation: A measure of dispersion that is found mathematically by the positive square root of the average squared difference between the mean and the sample or population values.
* Standard Error: The error between the mean and the actual value as defined by the standard deviation. Standard error can also be found by taking the square root of the variance.
* T-Test: A statistically hypothesis test that is based on a single mean when the sample size is not large enough to use the Z-test.
* Variable: A quantity with an assigned value that may change during research.
* Variance: Variance measures the dispersion of a variable about its mean.
* Z-Test: A statistical test used in inference determining if the difference between a sample mean and the population mean is large enough to be statistically significant.
S
T
V
Z
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References REFERENCE NO Title Page No
References R.1 Texr Books/ Reference Books refered 148
References R.2 . Journal/Articles/Tutorials/Manuals 149
References R.3 Online Journal/Articles/Tutorials URL link 150
References R.4 Online Journal/Articles/Tutorials URL link 151
References R.5 Online Journal/Articles/Tutorials URL link 152
References R.6 Website search Links 153
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