Mentor Project Report

8/7/2019 Mentor Project Report

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Project Report

On

A study on Quality of Service and itsimpact on Customer Satisfaction in theTelecom sector with reference to

mobile service providers

Submitted By: - PGDM 2 nd TRIMESTER (SECTION-A)

Name of Students Roll No.

Abhilasha Kumari 02

Shipra Sarabhai 125

Submitted to: - Ms.


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DE CLARATION

Project Title: A study on Quality of Serviceand its impact on CustomerSatisfaction in the Telecom sector with

reference to mobile service providers.

The project is submitted by Abhilasha Kumari andShira Sarabhai. All sections of the text and results, whichhave been obtained from other sources, are fullyreferenced.


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C E RTIFICAT E

This is to certify that the project work entitled A studyon Quality of Service and its impact onCustomer Satisfaction in the Telecomsector with reference to mobile serviceproviders being submitted by Abhilasha kumariand Shipra Sarabhai, is a record of work carried outunder the supervision of Ms. at JIMS, Kalkaji .

It is further certified that we have not submitted thisreport to any other organization for any other degree.

Ms. Jyotsana


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ACKNOWL EDGE M E NT

This project reports on A study on Quality of Service and its impact on CustomerSatisfaction in the Telecom sector with

reference to mobile service providers has been developed by Abhilasha Kumari and ShipraSarabhai under the supervision and guidance of Ms. Jyotsana .

We thank Ms. Jyotsana for her painstaking effort, which helpedus throughout the working of the project. Its our privilege toacknowledge our deepest sense of gratitude to her for her inspiration, which has helped us immensely. The project couldnot have taken its present form sans her endeavor and numeroussuggestions. We are extremely grateful for her unstinted supportand encouragement in the preparation of this project.


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CONT E NTSDeclaration

Certificate by Guide

Acknowledgement

Executive Summary

CHAPTER NO. PAGE NO.

1 Introduction

1.1 Evolution

1.2 Worldwide initiatives

1.3 India wireless initiative

1.4 Reaching the consumer

1.5 Series on focused socio-economic and market studies

1.6 Survey conducted by TRAI to assess QOS provided

1.7 QOS standards in respect of basic and cellular services

1.8 The satisfied customer?

1.9 Quality of services

2 Design of Study

2.1 Introduction

2.2 Statement of Problem

2.3 Objective of the Study

2.4 Hypothesis

2.5 Sampling Design

2.6 Data Collection

2.7 Statistical Design


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2.8 Contribution of Study

2.9 Limitations of Study

3 Profile

3.1 Respondent Profile3.2 Industry Profile

4 Analysis & Interpretation5 Findings of the Study6 Suggestions7 Conclusion

Bibliography

Annexure


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Ex ecutive SummaryThe research is based on the quality of services that are being offered by various

mobile service providers and the level of satisfaction that the customersexperience.

The government launched the mobile phone services and opened it for the privateoperators nearly 10 years back. With this move of the government many big andsmall companies ventured into the business. But as we move on today, nearly after 10 years only half of the companies are surviving in the industry. The number wasalso increased which was a thousand subscribers in 1995 to less than a million in1998. Today mobile service providers serves nearly 60 million customers adding 2.5million subscribers per month. But the rate of addition of new subscribers isequalized or balance with the number churn rate of the companies.

According to Telecom Regulatory Authority of India (Trai) Mobile telephonyservice providers have failed to meet the set customer satisfaction benchmarks. Anattempt to meet churn rate problem companies are constantly trying to come upwith new ideas and plans to retain their original customer and attract new

customer.Customer satisfaction has become an important factor that influences a customer while selecting a mobile service operator.

Overall satisfaction, network availability, billing problems and customer careservices, usage, selection criteria are some of the key areas which we aimed tomeasure in our research.

Primary Objective of our study are:

y Assessment of quality of service provided by basic and cellular mobileservice providers.

y Customer satisfaction surveys for assessing the customer perceptions of theservice.


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Sample unit of our research includes all the existing and potential users of differentmobile services in Varanasi. Sample size is 100 respondents.

In our survey we tried to find out the attributes that customer keeps in mind while

selecting a mobile operator in the order their importance like connectivity,advertisement, rate plan offered, brand value, customer care services.

We also tried to find out the frequency of problem related to services provided bymobile operators like call drop down, call from wrong number, connectivity

problem during peak hours, call barred without intimation. An attempt was madeto find out the level of satisfaction that customer experiences from various services

provided by mobile operators like value added services, time allotted for bill payment, roaming facility, customer care services.


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INTRO DU CTION1.1 EV OL U TION :

Advanced mobile services combine the innovation potential of computing, datacommunications, and the wireless industry. In 2002, the worldwide number of mobile phone subscribers surpassed the total number of fixed customers.Emerging mobile data services and mobile computing will enhance the existingservices by blending the extraordinary innovation potentials of the wireless,computing and digital information industries.

Visions as to the unlimited opportunities of new wireless platforms (e.g., meshednetworks), intelligent devices (e.g., agile radio), and ubiquitous wirelessapplications, captured in the notion of pervasive computing, abound (Lightman andRojas 2002). Industry experts anticipate that by 2010 mobile data communicationswill generate more than half of the revenues of wireless service providers(Wireless data 2000).

In an increasing number of countries, including all of Western Europe, parts of Asia, and many developing countries, mobile is more widespread than fixedtelephone service. In these countries, mobile devices rather than PCs or laptops

may become the primary internet access tool. Network operators are currentlyupgrading their networks to platforms that provide higher bandwidth and willsupport more advanced multi-media applications. Evolutions of the present second generation (2G) of mobile services, often termed 2.5G services, can

provide up to 171.2 kbps and are better suited to deliver mobile data applications,including basic internet access.

1.2 WORL D WI DE INITIATI VE S :

Creating winning mobile services to capture the mass market

Finding the best route to market success

Products, solutions and services to support operators in their quest for customers.Each project encompasses all the elements of a successful model, from the


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handsets and network infrastructure, to marketing, applications, content, usabilityand tariffs.

Take MMS for e x ample , one of the most important new mass-market services

introduced over the past few years. When operators first started looking at MMS,the service was at first assumed by some to be simply an extension of SMS. Yetsending images and audio brings a new level of emotion into personal messagingand opens up opportunities for new revenue streams.

1.2.1 Creating the ultimate user e x perience

At the outset Nokia set up projects to help operators around the world developwinning MMS launches. In west Europe, for example, a project between Nokia andone countrys leading mobile operator focused on creating a person-to-personMMS service that carried clear differentiation in the highly competitive localmarket by creating a service that enables a consumer to walk out of a shop andstart using a new terminal fully configured for a package of MMS services.

The project teams developed four key areas:

Services package : Covering all aspects of the customers Point-of-Sale (POS)experience in the shop, from the services offering to personalization, branding,tariffs and demonstrations.

Services activation : Determining how service settings are provided to theterminal at the POS. Aspects here included OTA settings, GPRS subscription,

bookmarks, personalization and customer training.

The technology and business of mobile communications is advancing so fast thatthe entire industry is constantly facing a steep learning curve. Operators,application developers, content providers and manufacturers all find themselvesasking the same questions:

How can new services and new technologies be brought to market quickly andeffectively?

What are the key service enablers?

What processes need to be developed?


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What resources are needed?

And what will be the initial market reaction?

1.3 IN D IA WIR E L E SS INITIATI VE :

Indian Cellular Industry

Subsisting Issues in Policy & Regulation

Indian Cellular - A Brief Snapshot

53 Networks on Air

To go up to 77 once all 3rd & 4th operators launch services.

Nearly 9 Million subscribers

Growing at nearly 0.5 million subscribers/ month.

Airtime Tariffs have dropped by over 75% since start of service.

Lowest tariffs in the world.

Service in 1481 Cities & Towns & coverage in several thousand villages.

Fulfilled all Rollout Obligations

Total Investments of over Rs. 21,000 crores (USD 4 Billion). This performance has been achieved at a steep cost to the industry.

Accumulated Industry losses over Rs. 7700 crores (USD 1.5 Billion).

Rs. 800 crores (USD 160 Million) in FY02 alone.

1.4 R E ACHIN G TH E CONS U M E RS :

The mobile operators strategies could however be improved. As a consequence of their traditional business being much more technically oriented, they have yet toreach a situation where they have a complete understanding of how to treat mobileservices.


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The portals could often be considerably more compelling to use, and some of themobile services provided there are of low quality. In addition, they are still quite

possessive of their role as influential gatekeepers of the infrastructure that supportsmobile services.

1.5 S E RI E S ON FOC U SED SOCIO- E CONOMIC AN D MARK E T ST UD IE S

V ision RI Connexion Services Private Limited

Need for the Study :

TRAI collects performance-oriented data from various service providers on aquarterly basis to monitor the growth trend in the sector and to decide upon pro-active and suo motto measures to fuel the growth of the telecom services in the

country. The survey also covers an assessment of the level of satisfaction with theservices received by subscribers of these telephone service providers. The studyaims to provide inputs to testify few of such postulates in order to provide theservice providers / producers a fresh insights on the consumer behavior.

The aim of study is to objectively understand the behavior of mobile phone usersin Delhi and further capture their satisfaction level that is influenced by varioustechnical and non technical factors.

Consumers Satisfaction An Analysis :

The study assesses the satisfaction level of consumers encompassing quality of technical service, quality and operational aspects of gadgets; and social/psychological costs due to unsolicited promotional calls/SMSs etc. The analysis inthis chapter throws light on the consumption behavior of the mobile phone users inDelhi and covers the aspects like usage pattern of the mobile phone services,assessment of the level of satisfaction, preference for various attributes andfunctionalities of gadgets etc.

L EVE L OF SATISFACTION :

Table 7 Mobile Phone U sers Level of Satisfaction :


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R E ASONS OF D ISSATISFACTION :

The major reasons cited for dissatisfaction are poor quality of signals (42%) andhigher costs (38%). Poor quality of signals means unavailability of signals, callfailure, call drop downs etc. Only 4 percent complaints about billing errors while 9

percent are not happy with the quality of customer care services being provided(Table 8 and Figure 7). Many respondents have cited multiple reasons also for dissatisfaction.

Table 8 Reasons of D issatisfaction :

Conclusion :

Following are the major findings:

The satisfaction level of users was analyzed on a five point scale ranging fromnot satisfied to fully satisfied. Only 14 percent of the consumers say that theyare fully satisfied with the services, while 6 percent responded as not satisfied. Amajor group of consumers either say that they are almost satisfied (43%) or


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average satisfied (20%). Very less satisfied plus not satisfied combinedtogether comes to 20 percent of the total consumers.

The major reasons cited for dissatisfaction are poor quality of signals (42%) and

higher costs (38%). Poor quality of signals means unavailability of signals, callfailure, call drop downs etc. Only 4 percent complaints about billing errors while 9 percent are not happy with the quality of customer care services being provided.

Many respondents cited multiple reasons for dissatisfaction.


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DE SI G N OF TH E ST UDY 2.1 Introduction:

The government launched the mobile phone services and opened it for the privateoperators nearly 10 years back. And at that time many big and small companiesventured into the business. Today, nearly after 10 years we find only half of themsurviving in the industry. The industry has seen many ups and downs likeregulatory uncertainties, policy upheavals, technology disruptions andaccompanying many legal tussles. But the boom the industry has seen starting witha few thousand subscribers in 1995, to less than a million in 1998 and today itserves nearly 60 million customers adding 2.5 million subscribers per month. Theindustry is clearly divided between GSM and CDMA operators with the GSMusers accounting to 80 percent of the 60 million subscribers. Bharti, HutchisonEssar and BSNL are driving the GSM business, while Reliance and TataTeleservices remain the only tow significant players in the CDMA space. Cellular services have become affordable with declining service cost and the advent of low-cost phones or handsets. This makes the Indian market one of the largest from the

prospective of the service providers. But the rate of addition of new subscribers isequalized or balance with the number churn rate of the companies. And one of the

main reason is believed as Mobile telephony service providers (both GSM andCDMA operators) across the spectrum have failed to meet the customer satisfaction benchmarks set by the Telecom Regulatory Authority of India (Trai).In areas like overall satisfaction, network availability, billing and customer care,mobile subscribers irrespective of which service they use are not ready togive even 80 per cent marks, let alone the Trai pass marks of 90-95 per cent for various parameters. The aim of the study is to measure the satisfaction levels of users of various mobiles in the city of Varanasi.

In this growing competitive environment the survival of the mobile operatorsdepend on the quality of service being provided by them. Some of the major reasons cited for dissatisfaction are poor quality of signals and higher costs. Poor quality of signals means unavailability of signals, call failure, call drop downs etc.Along with this some of the additional problems which are experienced by theusers are billing errors issues and poor quality of customer care services. The study


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assesses the satisfaction level of consumers encompassing quality of technicalservice and how it affects the consumer behavior in choosing the mobile operators.The analysis of this study throws light on the consumption behavior of the mobile

phone users in Varanasi and covers the aspects like usage pattern of the mobile

phone services, assessment of the level of satisfaction, preference for variousattributes and functionalities of services provided.

2.2 Statement of problem :

Study on service quality and its impact on customer satisfaction in the telecomsector with reference to mobile service providers.

2.3 Objectives of the study :

2.3.1 Primary objective :

y Assessment of quality of service provided by basic and cellular mobileservice providers.

y Customer satisfaction surveys for assessing the customer perceptions of theservice.

2.3.2 Secondary objective :

y Identify the various criteria considered by a customer before choosing a particular mobile service provider.

y Obtain a clear picture of the various marketing efforts andcommunications adopted by the various mobile service providers.

y Analyze the current trends and reasons for favourability towards specificmobile service providers

y Identify shortcomings in the existing mobile services provided.y Provide suggestions based on findings.

2.4 Hypothesis :

H1 = quality of service has an impact on customer satisfaction in the mobileservice industry.


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H2 = quality of service does not have any impact on customer satisfaction inthe mobile service industry.

2.5 Sampling design :

2.5.1 Sample universe :

The sample universe includes all the existing and potential users of differentmobile services.

2.5.2 Sample unit :

The sample unit includes all the existing and potential users of different mobileservices from Varanasi.

2.5.3 Sample Size :

The study will be restricted to 100 respondents

2.5.4 Sampling techniques :

Convenience sampling

2.6D

ata collection :2.6.1 Primary data :

Primary data will be obtained through an interview schedule designed with rating-scale, open-ended and close-ended questions that will be logically framed basicallyaimed at achieving the objectives of the study.

2.6.2 Secondary data :

Secondary data will be obtained through information from previous literature,reports, newspapers, reference books, magazines and websites.

2.7 Statistical design :


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The collected data will be classified with the help of statistical tools like percentages, arithmetic mean and correlation for the purpose of analysis. Data willthen be analyzed and inferences were drawn from the analysis. Findings will beillustrated in the form of tables, graphs and charts wherever necessary.

Measures of Location Mean, median & mode

Measures of Spread Variance, standard deviation, range

For testing the hypothesis anova can be used.

2.8 Contribution of the study :

y Determination of the best service provider in the industry.y Find out the quotient of brand loyalty and impact of brand in the market

amongst the customers.y Analyze the depth of influence the advertisements exert over the consumers

behaviour and choice.

2.9 Limitations of the study :

y Recall bias of the respondents.y Study limited to Varanasi city and therefore before generalization to other

cities, unique features of those cities to be considered.y Time factor is considered to be another limitation here as the time involved

is less.y The sample size is small. A better analysis would be carried out with a larger

sample size.


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PROFIL E 3.1 R E SPON DE NT PROFIL E :

3.1.1 G ender Profile :

Table 3.1.1 Showing the gender profile of respondents :

GE NDE R NO. OF R E SPON DE NTSP E RC E NTA GE OFR E SPON DE NTS

MAL E 50 50

F E MAL E 50 50

TOTAL 100 100

G raph 3.1.1a Showing the gender profile of respondent :

RESPONDENT PROFILE

50% 50%

MALE

FEMALE


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Interpretation :

From the above tabulated data, it can be inferred that the gender profile of therespondents includes 50 males i.e., 50% of the respondents and 50 females i.e., the

remaining 50% of the respondents.3.1.2 Age Profile :

Table 3.1.2 Showing the age profile of respondents :

AGE < 18YE ARS

19-45YE ARS

> 45YE ARS TOTAL

MAL E 0 48 2 50

F E MAL E 5 40 5 50

TOTAL 5 88 7 100

Interpretation :

From the above data tabulated, it can be inferred that majority of the respondentsi.e., 88% account for respondents of the age group 19-45 years. This is followed by

0

10

20

30

40

50

60

7080

90

100

45

Female

Male


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7% of the respondents from the age group of >45 years. The least number of agegroups account for the < 18 years.

3.1.3 Occupation Profile :

G raph 3.1.3a showing the occupation profile of respondent :

Interpretation :

From the above data tabulated, it can be inferred that majority of the respondentsi.e., 68% account for respondents who are students. This is followed by 21% and5% of the respondents who are professionals and businessman respectively. 6% of the respondents belong to the others category.

3.2 IN DU STR Y PROFIL E :

Table 3.2.1 Showing the categorization of respondents on the basis of brand usageand preference :

0

1020

30

40

50

60

70

80

Female

Male

AIRT E L H U TCH BSNL SPIC E R E LIANC E TATA

IN D ICOM

TOTAL


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G raph 3.2a S howing the categorization of respondents on the basis of brand usageand preference :

Interpretation :

MAL E 9 11 10 5 6 9 50

FE MAL E 9 11 5 10 9 6 50

TOTAL 18 22 15 15 15 15 100

0

20

40

60

80

100

A IRTEL BSNL RELI A NCE TOT A L

NO. OFUSERS

BR A ND N A ME

MA LE

FEM A LE

TOT A L


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BSNL 15

Spice 15

Reliance 15

Tata Indicom 15

G raph 4.1.2a S howing the details of the respondents service providers :

Interpretation :

The above chart shows the details of the total database of the respondents whohave participated in out research. The highest number of respondent we could find

was for the Hutch Operator with 22 respondents followed by Airtel with 18 andrest of the operators BSNL, Spice, Reliance and Tata Indicom 15 each .

DATA ASE

18

22

15 15 15 15

0

5

10

15

20

25

1

OPERATORS

V A L U E S

A irtel Hutch BSNL Spice Reliance Tata Indicom


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Table 4.1.3 S howing the details of the type of connection the respondents use :

G raph 4.1.3a Showing the details of the type of connection the respondents use :

Interpretation :

The following graph shows the data base collected details in the form of type of connection the user uses. The total numbers of post-paid respondents were 33 anda pre-paid respondent was 67.

Numb er

33

67

0

20

40

60

80

NNEC I N YPE

V a u e

Post Paid Pre Paid

Post Paid 33

Pre Paid 67

1

Connection Type Number

Post Paid 33

Pre Paid 67


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Table 4.1.4 Showing the details of number of hours the respondents spent usingtheir mobile phones :

G raph 4.1.4a Showing the details of number of hours the respondents spent using their mobile phones :

Interpretation :

The above table shows the details of the number of hours the respondents spend oncell phone in a day. And from the above graph it can be concluded that the major number of them i.e. 49 % of them fall in the category of 2-4 hours of duration of usage. This is followed by low usage category who use less than 1 hour which is

USAGE DURAT ION

27

16

49

8

0

10

20

30

40

50

60

Ho rs Spent

N

e r o

f U s e r s

Series 1

Series 1 27 16 49 8

4 hrs

Hours Number 4hrs 8


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27% of total respondents. 16% of the respondents fall in the category of users whouse for 1-2 hours and rest of the 8% of respondents come under the last category of user who use more than 4 hours in a day.

Table 4.1.5 Showing the details of the ranks given by the respondents for thefollowing attributes :

SE R V IC E IMPORTANC E

RANKIN G

SNE TWOR

K PLAN

S

E AS Y R E CAHR G

E ADD ITIONA

L OFF E RST U NE

SCO VE RA G

E

ROAMING

FACILIT Y

Rank1 46 35 3 2 0 10 4

Rank2 28 23 9 4 1 32 3

Rank3 9 22 25 14 1 22 8

Rank4 11 6 26 12 3 16 26

Rank5 3 11 18 31 10 12 15

Rank6 2 2 15 28 19 4 29

Rank7 1 1 4 9 66 4 15

G raph 4.1.5a Showing the details of the ranks given by the respondents for thefollowing attributes :


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Interpretation :

The above table and graph show the importance of seven attributes network, plans,easy recharge, additional offers, caller tunes, coverage and roaming facility asranked by the respondents.

Network: In the network bar we can see that 46% of the respondents ranked it as 1 st,28% ranked it 2 nd , 9% ranked it 3 rd , 11% ranked it 4 th , 3% ranked it 5 th , 2% rankedit 6 th and 1% ranked it 7 th.

Plans: In the network bar we can see that 35% of the respondents ranked it as 1 st,23% ranked it 2 nd, 22% ranked it 3 rd, 6% ranked it 4 th, 11% ranked it 5 th, 2% rankedit 6 th and 1% ranked it 7 th.

SERVICE IMP R NCE

35

3 2 010

4

23

94

1

32

3

22

25

14

1

22

8

6

26

12

3

16

26

11

18

31

10

12

15

15

28

19

2966

15

46

28

9

113 4

22

491 1 4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

N EW O

R K

P L A N

S

E A S Y

R E C

A H R G

E

A D D I

T I O N A

L O F

F E R S

T U N E

S

C O V E

R A G E

R

g F t y

RIBU ES

V

U E S

R k 1 R k 2 R k 3 R k 4 R k 5 R k 6 R k 7

R


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Easy Recharge: In the network bar we can see that 3% of the respondents ranked itas 1 st, 9% ranked it 2 nd , 25% ranked it 3 rd , 26% ranked it 4 th , 18% ranked it 5 th ,15% ranked it 6 th and 4% ranked it 7 th.

Additional Offers: In the network bar we can see that 2% of the respondents rankedit as 1 st, 4% ranked it 2 nd , 14% ranked it 3 rd , 12% ranked it 4 th , 31% ranked it 5 th ,28% ranked it 6 th and 9% ranked it 7 th.

Tunes: In the network bar we can see that 0% of the respondents ranked it as 1 st, 1%ranked it 2 nd , 1% ranked it 3 rd , 3% ranked it 4 th , 10% ranked it 5 th , 19% ranked it6th and 66% ranked it 7 th.

Coverage: In the network bar we can see that 10% of the respondents ranked it as 1 st,32% ranked it 2 nd , 22% ranked it 3 rd , 16% ranked it 4 th , 12% ranked it 5 th , 4%ranked it 6 th and 4% ranked it 7 th.

Roaming Facility: In the network bar we can see that 4% of the respondents rankedit as 1 st, 3% ranked it 2 nd , 8% ranked it 3 rd , 26% ranked it 4 th , 15% ranked it 5 th ,29% ranked it 6 th and 15% ranked it 7 th.

G raph 4.1.5b Showing the details of the ranks given by the respondents for thefollowing attributes :

SATISFACTION AVERAGE

4.77 4.494.02

4.44

2.47

3.52

4.26

0

1

2

3

4

5

6

ATTRIBUTES

V A L U E

Series1

Series1 4.77 4.49 4.02 4.44 2.47 3.52 4.26

N/ W P LA NS E CHARG ADD TUNE S COVRG ROA MING


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Interpretation :

From the above two graphs we can say that Network, Plans, Roaming, AdditionalOffers are the important attributes while Tunes is the last attribute which is

relevant for the user. Table 4.1.6.a Showing the details of the satisfaction levels of the respondents for thecall drop issue :

CALL D ROP

Very Frequently 8

Frequently 12

Sometimes 68

Never

G raph 4.1.6.a S howing the details of the satisfaction levels of the respondents for the call drop issue :

812

68

12

0

10

20

30

40

50

60

70

VALUES

1

FREQUENCY

CALL DROP

Very

requently

requently Sometimes Never


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Interpretation :

From the above graph we can conclude that 68% of the respondents say theysometimes have the problem of call drop and followed by 12% each of frequently

and never category. Table 4.1.6.b Showing the details of the satisfaction levels of the respondents for the wrong number :

G raph 4.1.6.b Showing the details of the satisfaction levels of the respondents for the wrong number :

310

65

22

0

10

20

30

40

50

60

70

VALUES

1

FREQUENCY

WRONG NU BER

Very requently requently Sometimes Never

Wrong Number

Very Frequently 3

Frequently 10

Sometimes 65

Never


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Interpretation :

From the above graph we can conclude that 65% of the respondents say theysometimes have the problem of wrong numbers and followed by 22% never

category. Table 4.1.6.c Showing the details of the satisfaction levels of the respondents for the bill issue :

G raph 4.1.6.c Showing the details of the satisfaction levels of the respondents for the bill issue :

78

19

63

0

10

20

30

40

50

60

70

VALUES

1

FREQUENCY

B ILL ISSUES


BILL ISS UE

Very Frequently 7

Frequently 8

Sometimes 19

Never


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Interpretation :

From the above graph we can conclude that 46% of the respondents say theysometimes have the problem of connectivity and followed by 25% frequently

category and 20% never categoryTable 4.1.6.e Showing the details of the satisfaction levels of the respondents for

barring :

BARRIN G

Very Frequently 5

Frequently 10

Sometimes 31

Never

G raph 4.1.6.e showing the details of the satisfaction levels of the respondents for barring

510

31

54

0 10

20

30

40

50

60

VALUES

1

FREQUENCY

BARR ING



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Interpretation :

From the above graph we can conclude that 54% of the respondents say they never have the problem of call barring issues and followed by 31% sometimes category

and 10% frequently category. Table 4.1.6.f Showing the details of the satisfaction levels of the respondents for the promotion calls :

G raph 4.1.6.f Showing the details of the satisfaction levels of the respondents for the promotion calls :

17

25

37

21

0

10

20

30

40

FREQUENCY

PROMOTION CALLS

Ver y Frequen ly Frequen ly S m e ime e er

PROMO CALLS

Very Frequently 17

Frequently 25

Sometimes 37

Never


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Interpretation :

From the above graph we can conclude that 37% of the respondents say theysometimes have the problem of promotional call and followed by 25% frequently

and never 21%. More or less all the respondents had some level of opinion similar with respect to the promotional calls.

Table 4.1.8 Showing the details of the awareness details of the respondents of thevarious details about their package plans :

AWAR E NE SS

FULLY 34

PARTIALLY 61

No Knowledge 5

G raph 4.1.8.a Showing the details of the satisfaction levels of the

respondents for the promotion calls :

AWARNESS

FULLY34%

PARTIALLY61%

No Knowledge5%

FULLY PARTIALLY No Knowledge


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Interpretation :

From the above table and graph as shown in the pie-chart we can conclude that themajority of the correspondents fall in the category with partial knowledge with

61%, followed by fully aware category with 34% and the last category of 5%forming the no knowledge category. It can be said that more or less majority of therespondents are aware about the various schemes activated to their number.

Table 4.1.9 Showing the details of the respondent opinion about the customer careservices offered by the operators :

C U STOM E R CAR E

Solve 48

Listen but do not follow 31

Gives Feedback 15

No Response 6

G raph 4.1.9.a Showing the details of the respondent opinion about the customer care services offered by the operators :

48

31

15

6

0

10

20

30

40

50

V AL

1

F DB A K

O A V I

So lv List bu t d o n o t f o llow G iv s F dba c o Re s o n s e


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Table 4.1.10.b When the average of the ranking values are taken the table is asfollows :

V AS TIM E FOR BILL ROAM C U STOM E R CAR E

2.73 3.03030303 2.87 2.73

0

10

20

30

40

50

60

VA S 12 51 32 4 1

Bill Time A lloted 8 19 2 3 1

Roaming Facility 33 27 25 12 3

Custome Ca e Se vice 19 42 20 15 4

Highly Somewhat Neithe

no

Somewhat DisSatisfi

ed

Highly DisSatisfi

ed


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G raph 4.1.10.b The average of the ranking values is plotted on a graph is asfollows :

Interpretation :

It can be inferred that most of the post-paid respondents are satisfied with the timegiven for them to pay their bills and followed by Roaming, VAS and Customer Care Services offered by the operators. All of them nearly have the same level of average satisfaction.

Table 4.1.11 Showing the importance of attributes while selecting an operator :

2.5

2.6

2.7

2.8

2.9

3

3.1

Serie s . . . .

VA S TIME O OAM U ST OME

Sel_convty Sel_advtmt Sel_plan Sel_brand Sel_cc

I 53 5 39 3 3

II 30 5 36 13 14

III 13 6 12 32 36

IV 2 22 10 40 26

V 2 62 3 12 21


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G raph 4.1.11a Showing the importance of attributes while selecting an operator :

G raph 4.1.11b Showing the average of attributes while selecting an operator :

Interpretation :

It can be inferred that 53% of the respondents give rank 1(most favourable) toconnectivity, 30% give rank 2, 3% give rank 3 and 2% each give rank 4 & 5. Incase of selecting an advertisement 5% respondents rate it as 1 st, 5% give rank 2,6% give rank 3, 22% give it rank 4 and majority of respondents i.e 62% prefer it asleast important giving rank 5. While selecting a plan 39% people prefer it as mostimportant whereas 3% prefer it as least important. While selection of a brand 40%

5

39

3 3

30

5

36

13 146

32 36

210

40 26

2

62

312

53

1213

22

21

0%

10%

20%

30%

40%

50%60%

70%

80%

90%

100%

S l_ t y S l_ t t S l_ l S l_br S l_

A tt ibut f s l c ti g op to

R a n

k s

I II III I V V

4.3

1.69

3.93

2.55 2.52

0

1

2

3

4

5

Ser i es 1 4 3 1 69 3 93 2 55 2 52

SEL_CO ADVT SM SEL_PL B AND CUS T


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Interpretation :

It can be inferred that 63% of the respondents like to pay their bill by cash, 13%would like to pay it card, 10% by cheque, 11% would like to make online

payments and 3% would like to pay it through ATMs.Table 4.1.14 Shows the frequency of the respondent to switch the operator :

Operator switching

No 56

Once 38

Twice 3

>2 3

G raph 4.1.14a Shows the frequency of the respondent to switch the operator :

Opr tr /w

5638

3

3

No O nce T wice >2


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Interpretation :

The above pie chart shows that 56% of the respondents have not switched their

service provider in the last 1 year, 38% of the respondents have switched theservice provider once and 3% of the respondents have switched their service

providers twice or more than 2 times.

Table 4.1.15 Shows various reasons for switching the service provider :

Convty Bill issue No package No CC serv Attrac plan

I 30 4 18 5 22

II 17 16 16 12 18

III 15 18 22 9 15

IV 5 21 18 24 11

V 12 20 5 29 13

G raph 4.1.15a Shows various reasons for switching the service provider :

30

4

18

5

22

17

16

16

12

18

15

18

22

9

15

5

21

18

24

11

1220

5

29

13

0 %

10 %

2 0 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %

Co n ty Bill issue N o pac a e N o CC se A tt ac plan

VIVIII

II

I


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G raph 4.1.15b Shows the average contribution of various reasons for switchingthe service provider (1 for the most important and so on)-

Interpretation :

It can be inferred that most of the respondents feel that connectivity problem (2.89)is the major issue for switching the operator. The second most important reason for switching is no suitable package plan (2.81) with the existing operator followed by

Attractive plans with competing operators (2.62)

Billing issues (2)

No satisfaction from customer care services (1.77)

Table 4.1.16 Shows the preference of people for receiving the bills :

Hard copy E bill Online SMS

I 6 5 10 12

II 4 9 10 10

III 3 15 9 6

IV 20 4 4 5

G raph 4.1.16a Shows the preference of people for receiving the bills :

2.89

2

2.81

1.77

2.62

0

1

2

3

S e ri e s1 2.89 2 2.81 1.77 2.62

C $ N _RE BI LL_I SS N $ N $ _CC A TT R T _


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G raph 4.1.17a Shows the overall experience of the respondents :

Interpretation :

It can be interpreted from the following pie chart that the overall experience of therespondents was some what satisfied; this can be said by the 45% Ok respondents

and 36% respondents.

G d

Ok 5%

%

V y G d%

V y %


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FIN D IN G S OF TH E ST UDY

y The highest number of respondent we could find was for the Hutch Operator with 22 respondents followed by Airtel with 18 and rest of the operatorsBSNL, Spice, Reliance and Tata Indicom 15 each.

y The total numbers of post-paid respondents were 33 and a pre-paidrespondent was 67.

y Major number of respondents i.e. 49 % of them fall in the category of 2-4hours of duration of usage. This is followed by low usage category who use

less than 1 hour which is 27% of total respondents. 16% of the respondentsfall in the category of users who use for 1-2 hours and rest of the 8% of respondents come under the last category of user who use more than 4 hoursin a day.

y We have shown the importance of seven attributes network, plans, easyrecharge, additional offers, caller tunes, coverage and roaming facility asranked by the respondents.

Network: In the network bar we can see that 46% of the respondents ranked

it as 1st

, 28% ranked it 2nd

, 9% ranked it 3rd

, 11% ranked it 4th

, 3% ranked it5th , 2% ranked it 6 th and 1% ranked it 7 th.

Plans: In the network bar we can see that 35% of the respondents ranked itas 1 st, 23% ranked it 2 nd, 22% ranked it 3 rd, 6% ranked it 4 th, 11% ranked it5th, 2% ranked it 6 th and 1% ranked it 7 th.

Easy Recharge: In the network bar we can see that 3% of the respondentsranked it as 1 st, 9% ranked it 2 nd , 25% ranked it 3 rd , 26% ranked it 4 th , 18%

ranked it 5th

, 15% ranked it 6th

and 4% ranked it 7th

.Additional Offers: In the network bar we can see that 2% of the respondentsranked it as 1 st, 4% ranked it 2 nd , 14% ranked it 3 rd , 12% ranked it 4 th , 31%ranked it 5 th , 28% ranked it 6 th and 9% ranked it 7 th.


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Customer Care Services offered by the operators. All of them nearly have thesame level of average satisfaction.

y It can be inferred that 53% of the respondents give rank 1 (most favourable)to connectivity, 30% give rank 2, 3% give rank 3 and 2% each give rank 4 &

5. In case of selecting an advertisement 5% respondents rate it as 1 st, 5% giverank 2, 6% give rank 3, 22% give it rank 4 and majority of respondents i.e62% prefer it as least important giving rank 5. While selecting a plan 39%

people prefer it as most important whereas 3% prefer it as least important.While selection of a brand 40% of the people gave it as rank 4 and only 3%

people have given it rank 1. In the case of customer care service 36% peoplehave given it rank 3 while only 3% feel it as most important.

y It can be inferred that 78% of the respondents feel that their roaming gets

activated in few hours, 17% feel that it takes more than a day, 4% feel that 3days are required for their roaming to get activated and 1% respondents feelthat their roaming do not get activated.

y It can be inferred that 63% of the respondents like to pay their bill by cash,13% would like to pay it card, 10% by cheque, 11% would like to makeonline payments and 3% would like to pay it through ATMs.

y 56% of the respondents have not switched their service provider in the last 1year, 38% of the respondents have switched the service provider once and 3%

of the respondents have switched their service providers twice or more than 2times.

y It can be inferred that most of the respondents feel that connectivity problem(2.89) is the major issue for switching the operator. The second mostimportant reason for switching is no suitable package plan (2.81) with theexisting operator followed byAttractive plans with competing operators (2.62)

Billing issues (2)

No satisfaction from customer care services (1.77).

y It can be inferred that the respondents have a preference to receive their billsthrough SMS and followed by online bills and e-bills. They have a least

preference to receive bills as hard copies. So, it can be said with thechanging technology the customers also prefer to change with it.


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y The overall experience of the respondents was some what satisfied; this can be said by the 45% Ok respondents and 36% respondents.

y It can be inferred that there is a strong correlation between time spent on phone and age groups and the analysis proves that maximum value for correlation is for age group 19-45 which tells that the respondents in this agegroup spent maximum time on phone.

y It can be inferred that there is weak correlation between the time spent on phone and gender as the education level among the respondents was veryhigh so the time people spent on mobile do not depend upon their gender.

y It can be inferred that that maximum positive value of correlation is betweenthe operator switching and the attractive plans being offered by the other operators which is the strongest reason of the respondent for switching the

operator and the other attributes follow in order as follows-No package plan with e x isting provider

Connectivity problem

No proper customer care services

Billing issues

y It can be inferred that there is a strong correlation between operator selection

and the quality of service of customer care executives which means thatcustomer care selection is very important for a service provider.

y The correlation analysis between the age group and the various attributesrelated to the quality of service provided by service providers shows that thecorrelation values come in the order of Additional offer

Roaming

Plans

E asy recharge

Network


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Caller tunes

Coverage

y The operator selection and the service provided by the customer careexecutives is negatively correlated and so it has no effect on the selection of the operators.

y It can be inferred that since the observed value is greater than the table valueso we can say that the value added services is dependent on the selection of the service provider.

y It can be inferred that the observed value is more than the tabulated value sowe can say that the roaming facility is dependent on the operator selection.

y It can be inferred that the observed value is more than the tabulated value so

we can say that the roaming facility is dependent on the operator selection.y It can be inferred that the observed value is less than the tabulated value so

we can say that the customer care services are independent of the operator selection.

y It can be inferred that the observed value is less than the tabulated value sowe can say that the call drop down is independent of the operator selection.

y It can be inferred that the observed value is less than the tabulated value sowe can say that calls from wrong numbers is independent of the operator

selection.y It can be inferred that the observed value is more than the tabulated value so

we can say that billing issues is dependent on the operator selection.y It can be inferred that the observed value is more than the tabulated value so

we can say that connectivity problem during peak hours is dependent on theoperator selection.

y It can be inferred that the observed value is less than the tabulated value sowe can say that billing issues is independent of the operator selection.

y It can be inferred that the observed value is less than the tabulated value sowe can say that promotional calls is independent of the operator selection.

y It can be inferred that the observed value is less than the tabulated value sowe can say that the experience of the respondent influences the selection of the operator.


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y There is significant difference among the age groups while selecting themobile service providers.

y There is significant difference among the occupation of the respondents inselecting the mobile service providers.

y There is significant difference in the selection of service provider and thevalue added services offered by them.

y There is significant difference in the selection of service provider and theroaming facility offered by them.

y There is significant difference in the selection of service provider and thecustomer care services offered by them.


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SUGGE STIONS

y Individuals irrespective of age, income, occupation and gender tend togreatly rely on the services provided by service provider which forms alasting image in the mind of the customers which influences their

preferences. Hence the prime focus must be on improving the quality of services provided by operator to make it more effective.

y Network, additional offer and call plans are the main features that go into

consideration while selecting the service provider.Hence, the mobile operator should maintain the quality of these services

provided must and highlight the same.

y Brand loyalty is high among cell phone users. Hence, through providing newand attractive offers they can attract customers, the focus must be to tap

potential customers and satisfy existing customers.

y Main problem faced by consumers were call drop down and promotional callon there number thus this necessitate mobile service operator to take someserious steps to overcome these problems.

y A main reason for switching an operator by the customer was found to beavailability of attractive plans with the competitive operators. Thus anattempt should be made by the operators to provide range of attractive offersto retain there existing customers.

y With growing technology the service providers must also cater the needs of the customers by adopting to the new technologies to better serve thecustomers.


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CONCL U SION

y From the above research we can conclude that the satisfaction level of theuser is depend on the kind of services provided by the service providers.

y The services expected by the subscribers are more or less dependent uponthe age group, gender and the occupation to which they belong.

y Research showed that while selecting a mobile service provider, customer

occupation profile do not play any role.

y From the survey it was inferred that overall experience of respondent isdependent on the service provider.

y With the increasing competition mobile service operator can differentiateitself on the basis of value added services and additional offers provided bythem, so that they can retain their existing customer and can attract new

potential customers.

y To reach the industry norms of 90-95% satisfaction the operators still needto go a long way in achieving the overall satisfaction.


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BIBLIO G RAPH Y

1. Philip Kotler, Marketing Management , 11th

edition , Prentice Hall of India, N.D-1999.

2. Pamela S Schindler, Business Research Methods, Mcgraw-Hill, 9 th edition.

3. WEBSITES:o www.marketing.com

o www.bizjournals.com

o www.trai.com


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ANN EXU R E

JA G ANNATH INT E RNATIONAL MANA GE M E NT SCHOOL

Dear Sir/ Madam,

I am the student of JA G ANNATH INT E RNATIONAL MANA GE M E NTSCHOOL KALKAJI ,N E W DE LHI , undertaking a study on Service qualityand its impact on customer satisfaction in the telecom sector with reference tomobile service providers.

I assure you that all information provided by you will be kept confidential and usedfor academic purposes only.

Thank You.

1. Are you a cell phone user?Yes

No

2. What is the name of the operator?Airtel

Hutch

BSNL

Spice

Reliance

Tata Indicom

3. What type of connection do you use?Post-Paid


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Pre-Paid

4. How many hours do you spend on the phone everyday? (Includes bothcalling and messaging)

Less than 1 hour 1-2 hours

2-4 hours

More than 4 hours

5. Rank the following attributes in order of their importance, according to you(1 for most important and so on)

Network Caller tunes

Call plans Coverage

Easy recharge Roaming facility

Additional offer

6. How frequently do you face the following problems?V ery

Frequently

Frequently Sometimes Never

Call Drop Down

Call from Wrong Numbers

Billing Issues

Connectivity Problemduring peak Hours(1900to 2200 hrs)

Call Barred withoutIntimation


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Promotional Calls onyour Number

7. What type of Billing problems do you face?( Rank the following attributes,1 for

most important and so on)Bill not received

Bill received after due date

Bill posted to a wrong address

Calling Details not mentioned

8. Are you aware of all the paid services activated on your number?Fully

Partially

No knowledge

9. How do customer care executives attend to your concerns?Solve the problem at one go

Listen to the complaints but do not follow up

Make calls to inform you about the progress of your complaint

Do not bother at all

10. What is your level of satisfaction for the following services offered?

HighlySatisfied

SomewhatSatisfied

NeitherSatisfied norD issatisfied

SomewhatD issatisfied

Highly

D issatisfied

Value AddedService (VAS)

Time Allottedfor Bill

Payment


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RoamingFacility

Customer Care

Services

11. Rank the following attributes in order of their importance while selecting anoperator -

Connectivity

Advertisement

Rate Plan offered

Brand Value

Customer Care Services

12. How long does it take to activate roaming facility on your number?Gets activated in few hours

Takes more than a day

3 days

Does not get activated

13. How do you prefer to pay your bills? ( Please tick any one)Cash Payment

Card Payment

Cheque Payment

Online Payment

Payment through ATM

14. Have you switched your mobile service provider in the last one year? (FromOct06 to Nov07)


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No

Once

Twice

More than 2 times

15. Rank the following reasons for switching (1 for the most important and soon)

Connectivity Problem

Billing Issues

No suitable package plan with current operator

Not satisfied with the customer care service

Availability of attractive plans with the competing operators

16. Rank the following attributes which gives maximum satisfaction whilereceiving the bill (1 for the most important and so on)

Hard Copy

E-Bills

On-Line Availability of Bills

SMS to your numbers

17. How is your overall experience with your service provider?


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Personal details:

* G ender

Male Female

*Age Profile

45 years

* Occupation

Student

Professional

Businessman

Others

Mentor Project Report

Documents

Transcript of Mentor Project Report