3.2) Measuring Customer Satisfaction

CUSTOMER SATISFACTION TOWARDS VODAFONE SERVICES
Introduction:
Customer satisfaction, a business term, is a measure of ho !ro"ucts an" ser#ices
su!!$ie" b% a com!an% meet or sur!ass customer e&!ectation' It is seen as a (e%
!erformance in"icator ithin business an" is !art of the four !ers!ecti#es of a )a$ance"
Scorecar"'
In a com!etiti#e mar(et!$ace here businesses com!ete for customers, customer
satisfaction is seen as a (e% "ifferentiator an" increasin*$% has become a (e% e$ement of
business strate*%'
There is a substantia$ bo"% of em!irica$ $iterature that estab$ishes the benefits of
customer satisfaction for firms'
3.2) Measuring customer satisfaction
Or*ani+ations are increasin*$% intereste" in retainin* e&istin* customers hi$e
tar*etin* non,customers- measurin* customer satisfaction !ro#i"es an in"ication of ho
successfu$ the or*ani+ation is at !ro#i"in* !ro"ucts an".or ser#ices to the mar(et!$ace'
Customer satisfaction is an ambi*uous an" abstract conce!t an" the actua$
manifestation of the state of satisfaction i$$ #ar% from !erson to !erson an"
!ro"uct.ser#ice to !ro"uct.ser#ice' The state of satisfaction "e!en"s on a number of both
!s%cho$o*ica$ an" !h%sica$ #ariab$es hich corre$ate ith satisfaction beha#iors such as
return an" recommen" rate' The $e#e$ of satisfaction can a$so #ar% "e!en"in* on other
o!tions the customer ma% ha#e an" other !ro"ucts a*ainst hich the customer can
com!are the or*ani+ation/s !ro"ucts'
)ecause satisfaction is basica$$% a !s%cho$o*ica$ state, care shou$" be ta(en in the
effort of 0uantitati#e measurement, a$thou*h a $ar*e 0uantit% of research in this area has
recent$% been "e#e$o!e"' Wor( "one b% )err%, )ro"eur beteen 1223 an" 1224 "efine"
ten /5ua$it% Va$ues/ hich inf$uence satisfaction beha#ior, further e&!an"e" b% )err% in
6336 an" (non as the ten "omains of satisfaction'
Bapuji Academy Of Management & Research, DAVANAGERE 1
These ten "omains of satisfaction inc$u"e7 5ua$it%, Va$ue, Time$iness, Efficienc%,
Ease of Access, En#ironment, Inter,"e!artmenta$ Teamor(, Front $ine Ser#ice )eha#iors,
Commitment to the Customer an" Inno#ation' These factors are em!hasi+e" for continuous
im!ro#ement an" or*ani+ationa$ chan*e measurement an" are most often uti$i+e" to
"e#e$o! the architecture for satisfaction measurement as an inte*rate" mo"e$' Wor( "one
b% 8arasuraman, 9eitham$ an" )err% beteen 124: an" 1244 !ro#i"es the basis for the
measurement of customer satisfaction ith a ser#ice b% usin* the *a! beteen the
customer/s e&!ectation of !erformance an" their !ercei#e" e&!erience of !erformance'
This !ro#i"es the measurer ith a satisfaction ;*a!; hich is ob<ecti#e an" 0uantitati#e in
nature' Wor( "one b% Cronin an" Ta%$or !ro!ose the ;confirmation."isconfirmation;
theor% of combinin* the ;*a!; "escribe" b% 8arasuraman, 9eitham$ an" )err% as to
"ifferent measures =!erce!tion an" e&!ectation of !erformance> into a sin*$e measurement
of !erformance accor"in* to e&!ectation' Accor"in* to ?arbran", customer satisfaction
e0ua$s !erce!tion of !erformance "i#i"e" b% e&!ectation of !erformance'
The usua$ measures of customer satisfaction in#o$#e a sur#e% ith a set of statements usin*
a @i(ert Techni0ue or sca$e' The customer is as(e" to e#a$uate each statement an" in term
of their !erce!tion an" e&!ectation of !erformance of the or*ani+ation bein* measure"'
Industry Profile:
1.1) Introduction:
The te$ecom netor( in In"ia is the fifth $ar*est netor( in the or$" meetin* u!
ith *$oba$ stan"ar"s' 8resent$%, the In"ian te$ecom in"ustr% is current$% s$ate" to an
estimate" contribution of near$% 1A to In"iaBs ?D8'
The In"ian Te$ecommunications netor( ith 113'31 mi$$ion connections is the
fifth $ar*est in the or$" an" the secon" $ar*est amon* the emer*in* economies of Asia'
To"a%, it is the fastest *roin* mar(et in the or$" an" re!resents uni0ue o!!ortunities for
U'S' com!anies in the sta*nant *$oba$ scenario' The tota$ subscriber base, hich has *ron
b% C3A in 633:, is e&!ecte" to reach 6:3 mi$$ion in 633D'
Accor"in* to )roa"ban" 8o$ic% 633C, ?o#ernment of In"ia aims at 2 mi$$ion
broa"ban" connections an" 14 mi$$ion internet connections b% 633D' The ire$ess
subscriber base has <um!e" from EE'F2 mi$$ion in 633C to F6':D mi$$ion in FG633C, 633:'
In the $ast E %ears, to out of e#er% three ne te$e!hone subscribers ere ire$ess
subscribers' Conse0uent$%, ire$ess no accounts for :C'FA of the tota$ te$e!hone
subscriber base, as com!are" to on$% C3A in 633E' Wire$ess subscriber *roth is e&!ecte"
to b%!ass 6': mi$$ion ne subscribers !er month b% 633D' The ire$ess techno$o*ies
current$% in use are ?$oba$ S%stem for Mobi$e Communications =?SM> an" Co"e Di#ision
Mu$ti!$e Access =CDMA>' There are !rimari$% 2 ?SM an" :CDMA o!erators !ro#i"in*
mobi$e ser#ices in 12 te$ecom circ$es an" C metro cities, co#erin* 6333 tons across the
countr%'
Bapuji Academy Of Management & Research, DAVANAGERE E
1.2) Evolution of the Industry - Important Milestones:
Year Description
14:1 First o!erationa$ $an" $ines ere $ai" b% the *o#t' near Ca$cutta=seat of
)ritish 8oer>
1441 Te$e!hone Ser#ice intro"uce" in In"ia
144E Mer*er ith the !osta$ s%stem
126E Formation of In"ian Ra"io Te$e*ra!h Com!an% =IRT>
12E6 Mer*er of ETC an" IRT into the In"ian Ra"io an" Communication
Com!an%=IRCC>
12CD Nationa$i+ation of a$$ forei*n te$ecommunication com!anies to form the
8osts, Te$e!hone an" Te$e*ra!h=8TT>, a mono!o$% run b% the
*o#ernmentBs Ministr% of Communication
124: De!artment of Te$ecommunications =DOT> estab$ishe", an e&c$usi#e
!ro#i"er of "omestic an" $on*,"istance ser#ice that ou$" be its on
re*u$ator =se!arate from the !osta$ s%stem>
124F Con#ersion of DOT into to ho$$% *o#ernment,one" com!anies7 the
Vi"esh Sanchar Ni*am @imite" =VSN@> for internationa$
te$ecommunications an" Mahana*ar Te$e!hone Ni*am @imite" =MTN@>
for ser#ice in metro!o$itan areas'
122D Te$ecom Re*u$ator% Authorit% of In"ia create"
1222 Ce$$u$ar Ser#ices are $aunche" in In"ia' Ne Nationa$ Te$ecom 8o$ic% is
a"o!te"'
6333 DoT becomes a cor!oration, )SN@
(Source: The Indian Telecom Industry by consulting club, IIM Calcutta)
1.3) Major Players:
There are three t%!es of !$a%ers in te$ecom ser#ices7
State one" com!anies =)SN@ an" MTN@>
8ri#ate In"ian one" com!anies =Re$iance Infocomm, Tata Te$eser#ices>
Forei*n in#este" com!anies =Vo"afone,Essar, )harti Te$e,Ventures, Escote$, I"ea
Ce$$u$ar, )8@ Mobi$e, S!ice Communications>
In"ia/s mobi$e te$ecom sector is one of the fastest *roin* sectors' Un$i(e in the 1223s
hen the mobi$e !hone as an e$itist !ro"uct, mobi$e o!erators no ta! a mass mar(et
ith mass mar(etin* techni0ues' ;Unifie" $icensin*; ru$es a$$o basic an" mobi$e
o!erators into each otherBs territor%, an" ha#e ushere" in !erha!s the fina$ !hase of
in"ustr% conso$i"ation'
Bapuji Academy Of Management & Research, DAVANAGERE C
It seems that on$% com!anies ith "ee! !oc(ets can effecti#e$% com!ete as !rimar%
o!erators mobi$e mar(ets' Economies of sca$e, sco!e, an" en",to,en" !resence in $on*,
"istance as e$$ as $oca$ te$ecom, are "esirab$e'
There are, besi"es, ne cha$$en*es' O!erators ha#e to fin" ne *roth "ri#ers for
the ire $ine business' There are !rob$ems of *ettin* broa"ban" to ta(e off, of techno$o*%
choice, of hen to intro"uce ne techno$o*ies, an" of "e#e$o!in* a #iab$e business mo"e$
in an era of con#er*ence
1.) !ro"th of mo#ile technolo$y:
In"ia has the fastest *roin* mobi$e mar(ets in the or$"' The mobi$e ser#ices
ere commercia$$% $aunche" in Au*ust 122: in In"ia' In the initia$ :,F %ears the a#era*e
month$% subscribers a""itions ere aroun" 3'3: to 3'1 mi$$ion on$% an" the tota$ mobi$e
subscribers base in December 6336 stoo" at 13': mi$$ions' Hoe#er, after the number of
!roacti#e initiati#es ta(en b% re*u$ator an" $icensor, the month$% subscriber a""itions
increase" to aroun" 6 mi$$ion !er month in the %ear 633E,3C an" 633C,3:'
A$thou*h mobi$e te$e!hones fo$$oe" the Ne Te$ecom 8o$ic% 122C, *roth as
tar"% in the ear$% %ears because of the hi*h !rice of han" sets as e$$ as the hi*h tariff
structure of mobi$e te$e!hones' The Ne Te$ecom 8o$ic% in 1222, the in"ustr% hera$"e"
se#era$ !ro consumer initiati#es' Mobi$e subscriber a""itions starte" !ic(in* u!' The
number of mobi$e !hones a""e" throu*hout the countr% in 633E as 1F mi$$ion, fo$$oe"
b% 66 mi$$ions in 633C, E6 mi$$ion in 633: an" F: mi$$ion in 633F' The on$% countries ith
more mobi$e !hones than In"ia ith 1:F'E1 mi$$ion mobi$e !hones are China I C34 mi$$ion
an" USA I 1D3 mi$$ion'
In"ia has o!te" for the use of both the ?SM =*$oba$ s%stem for mobi$e
communications> an" CDMA =co"e,"i#ision mu$ti!$e access> techno$o*ies in the mobi$e
sector'
The mobi$e tariffs in In"ia ha#e a$so become $oest in the or$"' A ne mobi$e
connection can be acti#ate" ith a month$% commitment of USJ : on$%' In 633: a$one E6
mi$$ion han"sets ere so$" in In"ia' The "ata re#ea$s the rea$ !otentia$ for *roth of the
In"ian mobi$e mar(et'
Bapuji Academy Of Management & Research, DAVANAGERE :
1.%) &ellular 'ervice Providers:
As on A!r 633D In"ia has 1FD mi$$ion mobi$e !hone subscribers' Out of this 16:
mi$$ion are ?SM users an" C1 mi$$ion CDMA users' )SN@, )hartiAirte$, Hutch, I"ea,
Airce$, S!ice an" MTN@ are the main ?SM !ro#i"ers in In"ia' Re$iance Communications
an" Tata In"icom are the main CDMA !ro#i"ers in In"ia'
Vodafone
Vo"afone is another emer*in* ?SM !ro#i"er in In"ia ith co#era*e in Kera$a,
Mumbai, De$hi, Ko$(ata, Chennai, ?u<arat, An"hra 8ra"esh, Karnata(a an" 8un<ab ith a
tota$ subscriber base of 6D mi$$ion'
Bharat Sanchar Nigam Limited (BSNL)
)SN@ is a state one" te$ecom com!an% hich has ?SM !resence in a$most e#er%
cities an" tons' )SN@ has 6D mi$$ion subscribers ith a mar(et share of 1FA'
BhartiAirtel
Airte$ is !ro#i"in* ce$$u$ar ser#ices in De$hi, Mumbai, Ko$(ata, Chennai, An"hra
8ra"esh, ?u<arat, Har%ana, Himacha$ 8ra"esh, Lammu an" Kashmir, Karnata(a, Kera$a,
Ma"h%a 8ra"esh, Maharashtra, ?oa, Orissa, 8un<ab, Ra<asthan, Tami$ Na"u, U8 an" West
)en*a$' Airte$ is the No'1 ce$$u$ar ser#ice !ro#i"er in In"ia usin* ?SM techno$o*%' Airte$
has 6EA mar(et share in In"ia ith a tota$ subscriber base of E4 mi$$ion'
Reliance ommunications
Re$iance has both CDMA an" ?SM netor(s an" tota$ subscriber base of 62
mi$$ion or 1DA mar(et share' It has ?SM netor( in Assam, )ihar, Himacha$ 8ra"esh,
Ko$(ata, North East, Ma"h%a 8ra"esh, Orissa an" West )en*a$' Re$iance has CDMA
netor(s in other states an" cities
!ata Indicom
Tata In"icom is a main CDMA !ro#i"er in In"ia ith 1F mi$$ion subscribers a$$
o#er In"ia' Tata In"icom has !resence in a$most e#er% state an" cities in In"ia'
Bapuji Academy Of Management & Research, DAVANAGERE F
COMPANY PROI!":
2.1) Introduction:
Vodafone is a mobi$e netor( o!erator hea"0uartere" in )er(shire, En*$an", UK'
It is the $ar*est mobi$e te$ecommunications netor( com!an% in the or$" b% turno#er an"
has a mar(et #a$ue of about MD: bi$$ion =Au*ust 6334>' Vo"afone current$% has o!erations
in 6: countries an" !artner netor(s in a further C6 countries'
The name Vo"afone comes from Vo ice da ta fone , chosen b% the com!an% to
;ref$ect the !ro#ision of #oice an" "ata ser#ices o#er mobi$e !hones';
As of 633F Vo"afone ha" an estimate" 6F3 mi$$ion customers in 6: mar(ets across
: continents' On this measure, it is the secon" $ar*est mobi$e te$ecom *rou! in the or$"
behin" China Mobi$e'
In the Unite" States, Vo"afone ons C:A of Veri+on Wire$ess'
Bapuji Academy Of Management & Research, DAVANAGERE D
"#")$ission:
Vo"afone is !rimari$% a user of techno$o*% rather than a "e#e$o!er of it, an" this
fact is ref$ecte" in the em!hasis of our or( !ro*ram on enab$in* ne a!!$ications of
mobi$e communications, usin* ne techno$o*% for ne ser#ices, research for im!ro#in*
o!erationa$ efficienc% an" 0ua$it% of our netor(s, an" !ro#i"in* techno$o*% #ision an"
$ea"ershi! that can contribute "irect$% to business "ecisions'
"#%) Vision:
Our Vision is to be the or$"Bs mobi$e communication $ea"er I enrichin*
customersB $i#es, he$!in* in"i#i"ua$s, businesses an" Communities be more connecte" in a
mobi$e or$"'
2.4) History:
In 1246 Raca$ E$ectronics !$c/s subsi"iar% Raca$ Strate*ic Ra"io @t"' on one of
to UK ce$$u$ar te$e!hone netor( $icenses' The netor(, (non as Raca$ Vo"afone as
43A one" b% Raca$, ith Mi$$icom an" the Hambros Techno$o*% Trust onin* 1:A an"
:A res!ecti#e$%' Vo"afone as $aunche" on 1 Lanuar% 124:' Raca$ Strate*ic Ra"io as
rename" Raca$ Te$ecommunications ?rou! @imite" in 124:' On 62 December 124F Raca$
E$ectronics bou*ht out the minorit% shareho$"ers of Vo"afone for ?)M113 mi$$ion'
In Se!tember 1244 the com!an% as a*ain rename" Raca$ Te$ecom an" on 6F
October 1244 Raca$ E$ectronics f$oate" 63A of the com!an%' The f$otation #a$ue" Raca$
Te$ecom at ?)M1'D bi$$ion On 1F Se!tember 1221 Raca$ Te$ecom as "emer*e" from
Raca$ E$ectronics as Vo"afone ?rou!'
In Lu$% 122F Vo"afone ac0uire" the to thir"s of Ta$($an" it "i" not a$rea"% on
for ME3'F mi$$ion' On 12 No#ember 122F, in a "efensi#e mo#e, Vo"afone !urchase"
8eo!$es 8hone for MDD mi$$ion, a 141 store chain hose customers ere o#erhe$min*$%
usin* Vo"afone/s netor(' In a simi$ar mo#e the com!an% ac0uire" the 43A of Astec
Communications that it "i" not on, a ser#ice !ro#i"er ith 61 stores'
In 122D Vo"afone intro"uce" its Speech mark $o*o, as it is a 0uotation mar( in a
circ$e- the O/s in the Vo"afone $o*ot%!e are o!enin* an" c$osin* 0uotation mar(s,
su**estin* con#ersation'
On 62 Lune 1222 Vo"afone com!$ete" its !urchase of AirTouch Communications,
Inc' an" chan*e" its name to Vo"afone Airtouch !$c' Tra"in* of the ne com!an%
commence" on E3 Lune 1222' To a!!ro#e the mer*er, Vo"afone so$" its 1D'6A sta(e in E,
8$us Mobi$fun(' The ac0uisition *a#e Vo"afone a E:A share of Mannesmann, oner of
the $ar*est ?erman mobi$e netor('
#odafone$s original logo used until t%e introduction of t%e s&eec% mar' logo in ())*.
On 61 Se!tember 1222 Vo"afone a*ree" to mer*e its U'S' ire$ess assets ith
those of )e$$ At$antic Cor! to form Veri+on Wire$ess' The mer*er as com!$ete" on C
A!ri$ 6333'
In No#ember 1222 Vo"afone ma"e an unso$icite" bi" for Mannesmann, hich as
re<ecte"' Vo"afone/s interest in Mannesmann ha" been increase" b% the $atter/s !urchase of
Oran*e, the UK mobi$e o!erator' Chris ?ent ou$" $ater sa% Mannesmann/s mo#e into the
UK bro(e a ;*ent$eman/s a*reement; not to com!ete in each other/s home territor%' The
hosti$e ta(eo#er !ro#o(e" stron* !rotest in ?erman% an" a ;titanic stru**$e; hich sa
Mannesmann resists Vo"afone/s efforts' Hoe#er, on E Februar% 6333 the Mannesmann
boar" a*ree" to an increase" offer of M116bn, then the $ar*est cor!orate mer*er e#er' The
EU a!!ro#e" the mer*er in A!ri$ 6333' The con*$omerate as subse0uent$% bro(en u! an"
a$$ manufacturin* re$ate" o!erations so$" off'
On 64 Lu$% 6333 the Com!an% re#erte" to its former name, Vo"afone ?rou! 8$c' In
A!ri$ 6331 the first E? #oice ca$$ as ma"e on Vo"afone Unite" Kin*"om/s E? netor('
In 6331 the Com!an% too( o#er Eirce$$, then !art of eircom in Ire$an", an" rebran"e" it as
Vo"afone Ire$an"' It then ent on to ac0uire La!an/s thir",$ar*est mobi$e o!erator L,8hone,
hich ha" intro"uce" camera !hones first in La!an'
On 1D December 6331 Vo"afone intro"uce" the conce!t of ;8artner Netor(s; b%
si*nin* TDC Mobi$ of Denmar(' The ne conce!t in#o$#e" the intro"uction of Vo"afone
internationa$ ser#ices to the $oca$ mar(et, ithout the nee" of in#estment b% Vo"afone'
The conce!t ou$" be use" to e&ten" the Vo"afone bran" an" ser#ices into mar(ets here
it "oes not ha#e sta(es in $oca$ o!erators' Vo"afone ser#ices ou$" be mar(ete" un"er the
"ua$,bran" scheme, here the Vo"afone bran" is a""e" at the en" of the $oca$ bran"' =i'e',
TDC Mobi$,Vo"afone etc'>
In Februar% 6336 Fin$an" as a""e" into the mobi$e communit%, as Ra"io$in<a is
si*ne" as a 8artner Netor(' Ra"io$in<a $ater chan*e" its name" to E$isa' @ater that %ear
the Com!an% rebran"e" La!an/s L,s(% mobi$e internet ser#ice as Vo"afone $i#eN an" on E
December 6336 the Vo"afone bran" as intro"uce" in the Estonian mar(et ith si*nin* of
a 8artner Netor( A*reement ith Ra"io$in<a =Eesti>' Ra"io$in<a =Eesti> $ater chan*e" its
name to E$isa'
On D Lanuar% 633E the Com!an% si*ne" a *rou!,i"e 8artner a*reement ith
mobi$(om Austria' As a resu$t, Austria, Croatia, an" S$o#enia ere a""e" to the
communit%' In A!ri$ 633E O* Vo"afone as intro"uce" in the Ice$an"ic mar(et an" in
Ma% 633E Vo"afone Ita$% =Omnite$ 8ronto,Ita$ia> as rebran"e" Vo"afone Ita$%' On 61
Lu$% 633E @ithuania as a""e" to the communit%, ith the si*nin* of a 8artner Netor(
a*reement ith )itO'
In Februar% 633C Vo"afone si*ne" a 8artner Netor( A*reement ith
@u&embour*/s @u&?SM an" a 8artner Netor( A*reement ith C%ta of C%!rus' C%ta
a*ree" to rename its mobi$e !hone o!erations to C%tamobi$e,Vo"afone' In A!ri$ 633C the
Com!an% !urchase" Sin*$e!oint airtime !ro#i"er from Lohn Cau"e$$ =Cau"e$$ ?rou!>
an" a!!ro& 1':mi$$ion customers onto its base for MC3:mi$$ion, a""in* sites in Sto(e on
Trent =En*$an"> to e&istin* sites in Nebur% =H5>, )irmin*ham, Warrin*ton an" )anbur%'
In No#ember 633C Vo"afone intro"uce" E? ser#ices into Euro!e'
In Lune 633: the Com!an% increase" its !artici!ation in Romania/s Conne& to 22A
an" a$so bou*ht the C+ech mobi$e o!erator Os(ar' On 1 Lu$% 633: Os(ar of the C+ech
Re!ub$ic as rebran"e" as Os(ar,Vo"afone' @ater that %ear on 1D October 633: Vo"afone
8ortu*a$ $aunche" a re#ise" $o*o, usin* ne te&t "esi*ne" b% Da$ton Maa*, an" a ED
#ersion of the S!eech mar( $o*o, but sti$$ retainin* a re" bac(*roun" an" hite ritin* =or
#ice #ersa>' A$so, #arious o!eratin* com!anies starte" to "ro! the use of the SIM car"
!attern in the com!an% $o*o' =The rebran"in* of Os(ar,Vo"afone an" Conne&,Vo"afone
a$so "oes not use the SIM car" !attern'> A custom t%!eface b% Da$ton Maa* =base" on their
font fami$% InterFace> forme" !art of the ne i"entit%'
On 64 October 633: Conne& in Romania as rebran"e" as Conne&,Vo"afone an"
on E1 October 633: the Com!an% reache" an a*reement to se$$ Vo"afone Se"en to
Te$enor for a!!ro&imate$% P1 bi$$ion' After the sa$e, Vo"afone Se"en became a 8artner
Netor(' In December 633: Vo"afone on an auction to bu% Tur(e%/s secon",$ar*est
mobi$e !hone com!an%, Te$sim, for JC': bi$$ion' In December 633: Vo"afone S!ain
became the secon" member of the *rou! to a"o!t the re#ise" $o*o7 it as !hase" in o#er
the fo$$oin* si& months in other countries
In 633F the Com!an% rebran"e" its Sto(e,on,Trent site as Sto(e 8remier Centre, a
centre of e&!ertise for the com!an% "ea$in* ith Customer Care for its hi*her #a$ue
customers, technica$ su!!ort, sa$es an" cre"it contro$' A$$ cance$$ations an" u!*ra"es
starte" to be "ea$t ith b% this ca$$ centre' On : Lanuar% 633F Vo"afone announce" the
com!$etion of the sa$e of Vo"afone Se"en to Te$enor' On Februar% 633F the Com!an%
c$ose" its )irmin*ham Ca$$ Centre' In 1 Februar% 633F Os(ar Vo"afone became
Vo"afone C+ech Re!ub$ic, a"o!tin* the re#ise" $o*o an" on 66 Februar% 633F the
Com!an% announce" that it as e&ten"in* its foot!rint to )u$*aria ith the si*nin* of
8artner Netor( A*reement ith Mobi$te$, hich is !art of mobi$(om Austria *rou!'
On 16 March 633F former chief, Sir Christo!her ?ent, ho as a!!ointe" the
honorar% !ost Chairman for @ife in 633E, 0uits fo$$oin* rumours of boar"room rifts' In
A!ri$ 633F the Com!an% announce" that it has si*ne" an e&tension to its 8artner Netor(
A*reement ith )ITE ?rou!, enab$in* its @at#ian subsi"iar% ;)ITE @at#i<a; to become
the $atest member of Vo"afone/s *$oba$ !artner communit%' A$so in A!ri$ 633F Vo"afone
Se"en chan*e" its name to Te$enor S#eri*e A) an" Conne&,Vo"afone became Vo"afone
Romania, a$so a"o!tin* the ne $o*o' On E3 Ma% 633F Vo"afone announce" the bi**est
$oss in )ritish cor!orate histor% =M1C'2 bi$$ion> an" !$ans to cut C33 <obs- it re!orte" one,
off costs of M6E': bi$$ion "ue to the re#a$uation of its Mannesmann subsi"iar%' On 6C Lu$%
633F the res!ecte" hea" of Vo"afone Euro!e, )i$$ Morro, 0uit une&!ecte"$% an" on 6:
Au*ust 633F the Com!an% announce" the sa$e of its 6:A sta(e in )e$*ium/s 8ro&imus for
P6 bi$$ion' After the "ea$, 8ro&imus as sti$$ !art of the communit% as a 8artner Netor('
On : October 633F Vo"afone announce" the first sin*$e bran" !artnershi! ith O*
Vo"afone hich ou$" o!erate un"er the name Vo"afone Ice$an" an" on 12 December
633F the Com!an% announce" the sa$e of its 6:A sta(e in Sit+er$an"/s Sisscom for
CHFC'6: bi$$ion =M1'4 bi$$ion>'
After the "ea$, Sisscom ou$" sti$$ be !art of the communit% as a 8artner
Netor(' Fina$$% in December 633F the Com!an% com!$ete" the ac0uisition of As!ecti#e,
an enter!rise a!!$ications s%stems inte*rator in the UK, si*na$in* Vo"afone/s intent to
*ro a si*nificant !resence an" re#enues in the ICT mar(et!$ace'
Ear$% in Lanuar% 633D Te$sim in Tur(e% a"o!te" Vo"afone "ua$ bran"in* as Te$sim
Vo"afone an" on 1 A!ri$ 633D Te$sim Vo"afone Tur(e% "ro!!e" its ori*ina$ bran" an"
became Vo"afone Tur(e%' On 1 Ma% 633D Vo"afone a""e" Lerse% an" ?uernse% to the
communit%, as Airte$ as si*ne" as 8artner Netor( in both cron "e!en"encies' In Lune
633D the Vo"afone $i#eN Mobi$e Internet !orta$ in the UK as re$aunche"' Front !a*e as
no char*e" for an" !re#ious$% ;bun"$e"; "ata a$$oance as remo#e" from e&istin*
contract terms' A$$ users ere *i#en access to the ;fu$$; eb rather than a Wa$$e" ?ar"en
an" Vo"afone became the first mobi$e netor( to focus an entire me"ia cam!ai*n on its
ne$% $aunche" mobi$e Internet !orta$ in the UK' On 1 Au*ust 633D Vo"afone 8ortu*a$
$aunche" Vo"afone Messen*er, a ser#ice ith Win"os @i#e Messen*er an" GahooN
Messen*er'
On 1D A!ri$ 6334 Vo"afone e&ten"e" its foot!rint to Serbia as VI8 mobi$e as
a""e" to the communit% as a 8artner Netor( an" on 63 Ma% 6334 the Com!an% a""e"
VI8 O!erator as a 8artner Netor( thereb% e&ten"in* the *$oba$ foot!rint to Mace"onia' In
Ma% 6334 Ka$$ of the Faroe Is$an"s rebran"e" as Vo"afone Faroe Is$an"s'
On E3 October 6334, the com!an% announce" a strate*ic, non,e0uit% !artnershi!
ith MTS *rou! of Russia' The a*reement a""s Russia, Armenia, Tur(menistan, U(raine,
an" U+be(istan to the *rou! foot!rint'
2.5) VODAFONE ESSAR
2.5.1) Introduction:
Vo"afone Essar, !re#ious$% Hutchison Essar is a ce$$u$ar o!erator in In"ia that
co#ers 61 te$ecom circ$es in In"ia' Des!ite the officia$ name bein* Vo"afone Essar, its
!ro"ucts are sim!$% bran"e" Vo"afone' It offers both !re!ai" an" !ost!ai" ?SM ce$$u$ar
!hone co#era*e throu*hout In"ia an" is es!ecia$$% stron* in the ma<or metros'
Vo"afone Essar !ro#i"es 6? ser#ices base" on 233 MH+ an" 1433 MH+ "i*ita$ ?SM
techno$o*%, offerin* #oice an" "ata ser#ices in 66 of the countr%/s 6E $icence areas'
"#&#") '(nership:
Vo"afone Essar is one" b% Vo"afone :6A, Essar ?rou! EEA, an" other In"ian
nationa$s, 1:A'
On Februar% 11, 633D, Vo"afone a*ree" to ac0uire the contro$$in* interest of FDA
he$" b% @i KaShin* Ho$"in*s in Hutch,Essar for USJ11'1 bi$$ion, !i!!in* Re$iance
Communications, Hin"u<a ?rou!, an" Essar ?rou!, hich is the oner of the remainin*
EEA' The ho$e com!an% as #a$ue" at USD 14'4 bi$$ion' The transaction c$ose" on Ma%
4, 633D'
Bapuji Academy Of Management & Research, DAVANAGERE 1E
"#)) *re+ious ,rands:
In December 633F, Hutch Essar re,$aunche" the ;Hutch; bran" nationi"e,
conso$i"atin* its ser#ices un"er a sin*$e i"entit%' The Com!an% entere" into a*reement
ith NTT DoCoMo to $aunch i,mo"e mobi$e Internet ser#ice in In"ia "urin* 633D'
The com!an% use" to be name" Hutchison Essar, ref$ectin* the name of its
!re#ious oner, Hutchison' Hoe#er, the bran" as mar(ete" as Hutch' After *ettin* the
necessar% *o#ernment a!!ro#a$s ith re*ar"s to the ac0uisition of a ma<orit% b% the
Vo"afone ?rou!, the com!an% as rebran"e" as Vo"afone Essar' The mar(etin* bran"
as officia$$% chan*e" to Vo"afone on 63 Se!tember 633D'
On Se!tember 63, 633D Hutch becomes Vo"afone in one of the bi**est bran"
transition e&ercises in recent times'
A$on* ith the transition, chea! ce$$ !hones ha#e been $aunche" in the In"ian
mar(et un"er the Vo"afone bran"' There are !$ans to $aunch co,bran"e" han"sets source"
from *$oba$ #en"ors as e$$'
A !o!u$ar "ai$% 0uote" a Vo"afone Essar "irector as sa%in* that ;the ob<ecti#e is to
$e#era*e Vo"afone ?rou!/s *$oba$ sca$e in brin*in* mi$$ions of $o,cost han"sets from
across,the,or$" into In"ia';
'
Bapuji Academy Of Management & Research, DAVANAGERE 1C
+,O- Analysis:
S-'! Anal.sis is a strate*ic !$annin* metho" use" to e#a$uate the Stren*ths,
-ea(nesses, '!!ortunities, an" !hreats in#o$#e" in a !ro<ect or in a business #enture' It
in#o$#es s!ecif%in* the ob<ecti#e of the business #enture or !ro<ect an" i"entif%in* the
interna$ an" e&terna$ factors that are fa#orab$e an" unfa#orab$e to achie#in* that ob<ecti#e'
The techni0ue is cre"ite" to A$bert Hum!hre%, ho $e" a research !ro<ect at Stanfor"
Uni#ersit% in the 12F3s an" 12D3s usin* "ata from Fortune :33 com!anies'
Internal
Strengths
Weaknesses
Leadership Position
Gloal !rand Stren"th
Hi"h Geo"raphical reach
#ar$et dri%er
&entrali'ed &ontrol ( Lo)
Fle*iility
Hi"h &onsu+er churn rates
External
Opportunities Threats
E*pandin" +ar$etin" oundaries
Gro)th throu"h ,G
Strate"ic Alliances
Increased &o+petition
#ar$et saturation in Europe
E+er"encies o- Lo) cost !rands
Bapuji Academy Of Management & Research, DAVANAGERE 1:
SWOT analysis of Vodafone
%#/) Strengths:
The main stren*th of Vo"afone ithin the te$ecommunications mar(et $ies in its
bran" ima*e an" reco*nition' Vo"afone, ha#in* estab$ishe" a *$oba$ !resence an" ha#in*
in#este" hi*h$% in mar(etin* a "ifferentiate" ima*e b% !romotin* a Vo"afone $ife st%$e,
current$% en<o%s a "ifferentiatin* a"#anta*e that, if e&!$oite" !ro!er$%, can offer a $ea" in
com!etition' The !resence of Vo"afone in numerous countries ithin Euro!e as e$$ as in
a$$ !art of the or$" enhances this ima*e' It a$$os customers to tra#e$ an" en<o% easi$% the
ser#ices of their home countr% o!erator' In the fe countries that Vo"afone is not
!h%sica$$% !resent =e'*' Nora%> it has e$$ estab$ishe" strate*ic a$$iances hich a$$o for
a better ser#ice of mobi$e c$ients'
%#") -ea0nesses:
The e&!ansion of Vo"afone has been com!$ete" at the e&!ense of "irect contro$ of
its o!erations' The com!an% *re throu*h a !rocess of ac0uisitions of nationa$
te$ecommunications com!anies =e'*' the ac0uisition of the thir" bi**est C+ech mobi$e
!hone o!erator, Ces(% mobi$e> rather than or*anic *roth' This increase" its subscribersB
base 0uic($%, offerin* "irect mar(et (no$e"*e an" imme"iate a""itions of customer bases
at the e&!ense of "irect effecti#e contro$ of the subsi"iaries' At the same time thou*h, it
im!$icit$% im!ose" a centra$i+e" o!erationa$ structure for the *rou!, nominatin* the UK
hea"0uarters as the $ea"in* business unit runnin* a much centra$ise" mar(etin* an"
han"set !rocurement at *rou! $e#e$' This has resu$te" in the ne*$ect of $oca$ mar(ets an"
$oca$ "ifferences, a$$oin* mar(et share to be *aine" b% sma$$er $oca$ com!etitors' Due to
the hi*h$% saturate" Western Euro!ean mar(et this has resu$te" in an increase in the !rice
e$asticit% of "eman", ith consumers becomin* continuous$% !rice oriente"' This has
resu$te" in hi*h customer churn rates reachin* the $e#e$ of E6'4A in the UK com!are" to
O6Bs 6CA'
Bapuji Academy Of Management & Research, DAVANAGERE 1F
%#%) 'pportunities:
The te$ecommunications mar(et, e#en thou*h hi*h$% saturate" in some re*ions
offers *reat !otentia$ "ue to the a*ein* !o!u$ation an" the so!histication of the consumers'
It offers *reat o!!ortunities throu*h a carefu$ mar(et se*mentation an" e&!$oitation of
!articu$ar !rofitab$e se*ments' Different strate*ies shou$" be !ursue" I sim!$e !hones an"
sim!$ifie" !ricin* !$ans to the a*ein* !o!u$ation an" more u!"ate", so!histicate" so$utions
for %oun*er *enerations' The e&!an"in* )oun"aries of the mar(et cou$" !ro#i"e further
o!!ortunities b% a$$oin* Vo"afone to enter more a**ressi#e$% into fi&e"$ine ser#ice an"
to better en<o% the benefits of its hi*h in#estment in E? techno$o*%' Moreo#er the
com!an% has un"erta(en its first ste!s in estab$ishin* strate*ic a$$iances to "e#e$o!
customi+e" so$utions for en"users7 Vo"afone recent$% announce" to ne !artnershi!s,
one ith su!ermar(et *rou! ASDA to $aunch an ASDA bran"e" mobi$e ser#ice in the UK,
an" another ith e$ectrica$ retai$er DS? Internationa$ to !ro#i"e mobi$e so$utions to sma$$
businesses' This cou$" further be enhance" to a#oi" bein* a $ateentrant in this ne metho"
of "istribution hich offers access to a i"e !otentia$ customer base'
%#1) !hreats:
The Euro!ean !art of Vo"afoneBs mar(et is characteri+e" b% e&istin* hi*h $e#e$s of
com!etition' Ma<or bran"s such as O6 an" TMobi$e are e&!$oitin* the !rice sensiti#it% of
customers an" in this a% the% are bui$"in* a stron*er ima*e an" !resence in the mar(et'
In"irect com!etition is a$so increasin* further, throu*h the !resence of S(%!e an" other
re$ate" =not on$% #oice> Internetbase" ser#ices' This combine" ith the u!comin*
Euro!ean $e*is$ati#e measures is e&!ecte" to $imit further the tariffs for the netor(
!ro#i"ers im!osin* further nee" for !rice cuts hich cou$" harm the bottom $ine
!rofitabi$it% of the com!an%'
Bapuji Academy Of Management & Research, DAVANAGERE 1D
R"+"ARC. M"-.O/O!O0Y:
Introduction:
QMar(etin* research means the s%stematic *atherin*, recor"in*, ana$%+in* of "ata
about !rob$ems re$atin* to the mar(etin* of *oo"s an" ser#icesR
Mar(etin* research has !ro#e" an essentia$ too$ to ma(e a$$ the nee" of mar(etin*
mana*ement' Mar(etin* research therefore is the scientific !rocess of *atherin* an"
ana$%+in* of mar(etin* information to meet the nee"s of mar(etin* mana*ement' )ut
*atherin* of obser#ation is must be s%stematic' The s%stematic con"uct of research
re0uires7
Or"er$iness, in hich the measurements are accurate'
Im!artia$it% in ana$%sis an" inter!retation'
A$$ of research can be cate*ori+e" into basic an" a!!$ie"'
1' BASI R2S2AR3 7 , )asic Research is that inten"e" to e&!an" the bo"% of
(no$e"*e for the use of others'
6' A**LI2D R2S2AR3 7 , A!!$ie" Research is one, hich is carrie" out to fin"
the so$ution for a !articu$ar !rob$em or for *ui"in* a s!ecific "ecision' It is usua$$%
!ri#ate in nature'
M% research on Vo"afone is carrie" on for *ui"in* s!ecific "ecisions an" its resu$ts
are usefu$ on$% to Vo"afone for ta(in* !articu$ar "ecision re*ar"in* !ro"uct 0ua$it%, staff
an" securit%' Hence the nature of m% research stu"% is 4A**LI2D R2S2AR3 4#
.1) (#jectives of 'tudy:
Fo$$oin* are the main ob<ecti#e to stu"% about the customer satisfaction on
Vo"afone'
To stu"% te$ecommunication in"ustr%'
To stu"% the com!an% !rofi$e of Vo"afone'
To stu"% customer satisfaction of Vo"afone'
To stu"% #arious Mar(etin* acti#ities !ro#i"e" b% Vo"afone'
To stu"% the #arious ser#ices !ro#i"e" b% Vo"afone'
To (no the e&!ectation of Vo"afone Customers'
.2) )enefits of study:
There are man% benefits re$ate" to ta(e this stu"%' Some of the benefits of ta(in*
this stu"% are as fo$$os7
)% ana$%+in* this information, the com!an% ou$" be ab$e to better "esi*n schemes
S ser#ices S tar*et ri*ht !ros!ectsB nee"s S ants'
More !eo!$e i$$ *et aare about Vo"afone that i$$ increase !rofit $e#e$ of
Vo"afone'
This stu"% he$!s to i"entif% the beha#ior of consumerhen there are no offers S
schemes from Vo"afone'
.3) Process of Mar*etin$ +esearch:
The mar(etin* research is "one in s%stematic !rocess' The Researcher has !ursue"
the be$o !rocess of mar(etin* for m% stu"% at Vo"afone7
1#1#/)*ro,lem Identification:
The first an" the most im!ortant ste! of mar(etin* research is !ro!er$% "efinin* the
!rob$em' In or"er to i"entif% the research !rob$em to cate*ories of !rob$em shou$" be
carefu$$% notice"'
Here the researcherBs !rob$ems are7,
A number of customers are not satisfie" ith ser#ices, ne schemes an" offers'
A number of customers are not satisfie" ith the netor( co#era*e'
A number of customers are not satisfie" ith the current ca$$ rates of Vo"afone'
8rob$em I"entification
Research Desi*n
Data Co$$ection
Data Ana$%sis S Inter!retation
Research Re!ort S 8resentation
A number of customers are not satisfie" ith the Free SMS schemes'
A number of customers are not satisfie" ith the ser#ice of customer care of
Vo"afone'
1#1#")Research design:
Research "esi*n in"icates the metho"s an" !roce"ure of con"uctin* research stu"%' In
this stu"% the "esi*n use" is Descripti+e Research Design' As Descri!ti#e research is
un"erta(en hen the researcher ant to (no the characteristics of certain *rou!s' Hence,
this research "esi*n is a!!ro!riate for this !ro<ect stu"%'
1#1#%)Data ollection and Sampling:
A) Sources of Data ollection:5
)asica$$% there are to t%!es of "ata i'e' secon"ar% an" !rimar%7
I) *rimar. Data ollection:5
8rimar% "ata co$$ection contains the fo$$oin* four t%!es of metho"s7 ,
/ ',ser+ation $ethod:
It contains Causa$ obser#ation, S%stematic obser#ation, "irect obser#ation an"
contri#e" obser#ation'
" Sur+e. $ethod:
It contains 8ersona$ Inter#ie, Te$e!hone Inter#ie an" Mai$ Inter#ie'
% 26perimental $ethod#
1 *anel $ethod#
Secondar. Data ollection: 5 It can be co$$ecte" from interna$ as e$$ as
e&terna$ sources
/) Internal Source: Various interna$ sources $i(e em!$o%ee, boo(s, sa$es acti#it%, stoc(
a#ai$abi$it%, !ro"uct cost, etc'
") 26ternal Sources: @ibraries, tra"e !ub$ications, $iteratures, etc are some im!ortant
sources of e&terna$ "ata' In this our sur#e% team ha#e use" !rimar% "ata for the core
!ur!ose of the !ro<ect an" this !rimar% "ata has been *athere" b% sur#e% metho"' We ha#e
a$so use" secon"ar% "ata to (no the bac(*roun" of the com!an%'
B) Data collection !ools:
To con"uct a sur#e%, a se$ecte" a structure" 0uestionnaire has been use" as an
instruction for *atherin* #a$uab$e information from the customers' 5uestionnaire, hich is
use" for the sur#e%, is consistin* of 0uestions an" chec($ist 0uestions to chec( the
customer fee"bac('
7 Sampling unit:Who is to be sur#e%e"T
For this, %oun*sters, businessmen, an" housei#es, em!$o%ees are se$ecte" to
con"uct sur#e% an" to measure satisfaction $e#e$'
7Sample Si8e:
Sam!$e si+e means $imite" numbers of res!on"ents co#ere" un"er the research stu"% from
a !o!u$ation an" the% ha#e ta(en a sur#e% of 133 res!on"ents to (no the satisfaction
$e#e$ of customer'
I) Sampling Area:
The researcherBs area for sur#e% as7
Suma stores ,"e#ara<us $a%out, Da#ana*ere
Te$ematics,(ai!et, Da#ana*ere
)AMR ,Da#ana*ere
II) Sampling 9nit:
Here the researcher has ran"om$% se$ecte" the res!on"ents of the Da+anagerecit%'
Data Anal.sis and Interpretation
After a$$ the abo#e ste!s are com!$ete" no the im!ortant ste! is "ata ana$%+in*
an" inter!retation' For this there are #arious ana$%tica$ an" statistica$ too$s' Some of these
too$s are 8ercenta*e, A#era*e, Dis!ersion, Co,re$ation, Co,efficient, etc'
/ata Analysis and Inter&retation:
!a,le no /:5Tab$e shoin* to (no about hich te$ecommunication=o!eratorBs>
ser#ice the% use ith *ra!h'
ser+ices
Vo"afone Airte$ )SN@ I"ea Re$iance Tata
In"icom
Tata
"ocomo
MTS Airce$
No# of
respondents
23 13 4 61 6F 2 16 4 2
IN:2R2N2
Accor"in* to sur#e% Ma<or res!on"ents usin* mobi$e are en<o%in* Vo"afone ser#ices'
1EA of the res!on"ents use Re$iance, 11A res!on"ents use I"ea hi$e
FA,:A,:A,:A,CA,CAres!on"ents use Tata "ocomo ,Tata In"icom, Airce$,Airte$, )SN@,
MTS res!ecti#e$%'
Bapuji Academy Of Management & Research, DAVANAGERE 6E
!a,le no ":5Tab$e shoin* (no about the aareness of Vo"afone amon* a$$ the
res!on"ents ith *ra!h'
Suggestions Yes No
No# of respondents
23 13
IN:2R2N2
Ma<or number of customer usin* en<o%in* Vo"afone ser#ices' Here 133A of res!on"ents
are aare about Vo"afone Ser#ices'
Bapuji Academy Of Management & Research, DAVANAGERE 6C
!a,le no %:5Tab$e shoin* to (no from hich source the res!on"ents came to (no
about Vo"afone ith *ra!h'
Sources No# of respondents
A"#ertisements
14
Hoar"in*s
1C
Nes!a!ers
63
Wor" of mouth
E4
IN:2R2N2
Bapuji Academy Of Management & Research, DAVANAGERE 6:
Ma<or number of customer usin* Vo"afone ser#ices throu*h Wor" of mouth'C6A of the
res!on"ents are aare about Vo"afone throu*h Wor" of mouth, 66A are aare because of
Nes!a!ers hi$e 63A an" 1FA of the res!on"ents are aare because of A"#ertisements
an" Hoar"in* res!ecti#e$%'
!a,le no 1:5Tab$e shoin*to (no about the usa*e time of Vo"afone customers i'e' since
ho $on* the% are usin* Vo"afone ser#icesith *ra!h'
!ime period No# of respondents
@ess than 1 month
E3
6,F months
1:
F,16 months
6:
More than 1 %ear
63
IN:2R2N2
Ma<or Res!on"ents usin* Vo"afone are ne customers' EEA of the res!on"ents use
Vo"afone ser#ices from @ess than 1 month , 64Ares!on"ents usin* Vo"afone ser#ices F,
Bapuji Academy Of Management & Research, DAVANAGERE 6F
16 months, 66A res!on"ents usin* Vo"afone ser#ices More than 1 %ear , 1DAres!on"ents
usin* Vo"afone ser#ices 6,F months
!a,le no &:5Tab$e shoin*to (no hich ser#ices "o the Vo"afone customer use, 8re,
8ai" or 8ost,8ai"ith *ra!h'
Ser+ices No# of
respondents
8re,8ai"
42
8ost,!ai"
1
IN:2R2N2
Accor"in* to m% sur#e% more number of custumer usin* !reI!ai" ser#ices 22A of
the res!on"ents use !re,!ai" ser#ices hi$e on$% 1A of the res!on"ents use !ost,!ai"
ser#ices'@ess number of customer usin* !ost,!ai"
Bapuji Academy Of Management & Research, DAVANAGERE 6D
!a,le no ):5Tab$e shoin*to (no Reasons for o!tin* !re!ai" ith *ra!h'
Reason
No# of respondents
Economica$ 1:
Eas% to use 6:
)oth EC
On$ine 1:
IN:2R2N2
Reason for usin* !re!ai" is Economica$ an" eas% to use
E4A of the res!on"ents use Vo"afone ser#ices from )oth , 64Ares!on"ents usin*
Vo"afone ser#ices Eas% to use, 1DA res!on"ents usin* Vo"afone ser#ices Economica$ ,
1DAres!on"ents usin* Vo"afone ser#ices On$ine
!a,le no ;:5Tab$e shoin*Reasons for 8ost!ai" ith *ra!h
Reason
No# of respondents
Hi*h usa*e 1
Ser#ices
@oer ca$$ rates
A$$ of abo#e
IN:2R2N2
Reason for @ess number of customers usin* !ost,!ai" is Hi*h usa*e
!a,le no <:5Tab$e shoin*to (no hich ser#ices are more he$!fu$ to the res!on"ent
hi$e usin* Vo"afone ith *ra!h'
Ser+ices No# of respondents
Ca$$ Rates
EE
SMS Rates
66
Netor(
1E
Va$ue A""e" Ser#ices
2
?8RS an" E?
1E
IN:2R2N2
Here ma<or Res!on"ents are %oun*sters so the% main$% use Ca$$ Rates of Vo"afone'
EDA of the res!on"ents use Vo"afone for Ca$$ Rates hi$e on$% 6CA of the res!on"ents
use Vo"afone for SMS Rates
Bapuji Academy Of Management & Research, DAVANAGERE E3
Tab$e no 27,Tab$e shoin* to (no ho man% times an" ho often the res!on"ents ca$$ at
customer care of Vo"afone ith *ra!h'
Suggestions Yes No
No# of respondents
D4 16
IN:2R2N2
Ma<or number of customer ca$$ to Vo"afone customer care4DA of the res!on"ent ca$$s at
customer care hi$e 1EA res!on"ents "o not ca$$ at customer care'
If %es, ho often %ou ca$$ at customer care
!ime *eriod No# of respondents
Dai$%
Once a ee(
Once a month
6
Occasiona$$%
DF
IN:2R2N2
Ma<or res!on"ents here ca$$ customer care occasiona$$%' 2DA res!on"ents ca$$ customer
care Occasiona$$% hi$e EA an" res!on"ents ca$$ once a month 3A of res!on"entsan" not
ca$$ tocustomer care Dai$% an" Once in ee(
!a,le no /=:5Tab$e shoin* to (no the reason of the res!on"ents re*ar"in* ca$$in* at
customer care ith *ra!h'
Reasons No# of respondents
Va$ue A""e" Ser#ices
1C
Information re*ar"in* ne schemes
1D
Other 0ueries
6D
Com!$ainin*
63
IN:2R2N2
Ma<or number of customer ca$$ customer for other 0ueries ECA of res!on"ents ca$$
at customer care for other 0ueries !ur!ose hi$e 6FA, 66A an" 14A of res!on"ents ca$$
customer care for com!$ainin* , information re*ar"in* ne schemes an" #a$ue a""e"
ser#ices res!ecti#e$%'
Bapuji Academy Of Management & Research, DAVANAGERE EE
!a,le no //:5Tab$e shoin* to (no about the hich !$ans are usin* more ith *ra!h'
plans No# of respondents
@ifetime!$an 11
?enera$ !$an D2
IN:2R2N2
Accor"in* to sur#e% ma<or number customer usin* *enera$ !$an 44A of
res!on"ents usin* ?enera$ !$an an" another 16A res!on"ents usin* $ife time !$an
res!ecti#e$%'
Bapuji Academy Of Management & Research, DAVANAGERE EC
!a,le no /":5Tab$e shoin* to (no about o!inion about the !rice as!ects ith *ra!h
*rice aspects No# of respondents >
Chea!er 6E 6FA
Va$ue for mone% 66 6CA
Re$iab$e C: :3A
Too hea#% char*es 3 3A
IN:2R2N2
:3A of res!on"ents o!inion about the !rice as!ects is Re$iab$e hi$e 6CA, 6FA an" 3A of
res!on"ents o!inion about the !rice as!ects is Chea!er, Va$ue for mone%, Too hea#%
char*es res!ecti#e$%'
!a,le no /%:5Tab$e shoin* Rate the fo$$oin* ser#ices on the basis of %our satisfaction
ith *ra!hs'
Bapuji Academy Of Management & Research, DAVANAGERE E:
Ser+ices 26cellent Ver. ?ood :airl. good A+erage *oor
Netor( F: 61 E 1
SMS rates EC CD 2
Ne schemes an" offers 6F CC 1: :
Customer Care D 16 66 C2
Rechar*e out$ets 4 FD 1:
Ca$$ Rates 13 :6 6E : 1
Va$ue A""e" Ser#ices 1: CE 66 2 1
Ser+ice le+el satisfaction
Net(or0:
*urpose:
The !ur!ose of this ana$%sis is to (no the !ers!ecti#e of the customers of Vo"afone
re*ar"in* netor( ser#ice
Bapuji Academy Of Management & Research, DAVANAGERE EF
Ser+ice 26cellent Ver. ?ood :airl. ?ood A+erage *oor
Netor( FE 61 E 1 3
IN:2R2N2
Here ma<or res!on"ents are satisf% ith the netor( co#era*e' D6A of the
res!on"ents are rate the Vo"afoneBs netor( e&ce$$ent, 6CA rate it #er% *oo", EA rate it
fare$% *oo" hi$e 1A an" 3A rate it a#era*e an" !oor'
S$S Rates:
*urpose:
The !ur!ose of this ana$%sis is to (no the !ers!ecti#e of the customers of #o"afone
re*ar"in* Rates of SMS'
Bapuji Academy Of Management & Research, DAVANAGERE ED
SMS Rates EC CD 2 3 3
IN:2R2N2
Here ma<or res!on"ents are not much satisfie" ith the SMS rates of Vo"afone as
ma<or res!on"ents are %oun*sters' E4A of res!on"ents rate it e&ce$$ent, :6A rate it #er%
*oo", 13A rate it fair$% *oo", 3A rate it a#era*e, 3A rate it !oor'
Ne( Schemes and 'ffers:
*urpose:
The main !ur!ose of this ana$%sis is to the res!on"entBs !ers!ecti#e re$ate" to the
ne schemes an" offers !ro#i"e" b% Vo"afone'
Ne schemes
an" offers
6F CC 1: : 3
IN:2R2N2
Here ma<or res!on"ents are satisfie" ith ne schemes an" offers of Vo"afone'
C2A res!on"ents rate ne schemes an" offers as #er% *oo", 62A res!on"ents rate it as
E&ce$$ent, 1D A rate it as fair$% *oo" hi$e :A an" 3A rate it as A#era*e an" 8oor
res!ecti#e$%'
ustomer are:
*urpose:
The main !ur!ose of this ana$%sis is to (no about the satisfaction of customer care
ser#ice !ro#i"e" b% Vo"afone to their customers'
Customer Care D 16 66 C2 3
IN:2R2N2
Customer care ser#ice of Vo"afone is are not much satisfie" ith Customer Care of
#o"afone' :CA res!on"ents rate it as A#era*e, 6:A rate it as fair$% *oo", 1EA rate it as
Ver% *oo", an" 4A an" 3A rate it as e&ce$$ent !oor an" !oor res!ecti#e$%'
Recharge 'utlets:
*urpose:
The !ur!ose behin" this ana$%sis is to (no about the satisfaction of the Vo"afone
customers re*ar"in* rechar*e out$ets'
Bapuji Academy Of Management & Research, DAVANAGERE C3
Rechar*e
Out$ets
4 FD 1: 3 3
IN:2R2N2
Rechar*e out$ets of Vo"afone are ma<or$% rate" on #er% *oo" an" fair$% *oo"
basis' D6A of the res!on"ents rate it as#er% *oo", 1DA rate it as fair$% *oo", 2A rate it as
E&ce$$ent, 3A rate it A#era*e an" 3A res!on"ents rate it as !oor'
all Rates:
*urpose:
The !ur!ose behin" this ana$%sis is to (no about the !erce!tion of #o"afone
customers re*ar"in* "ifferent ca$$ rates'
Ca$$ Rates 13 :6 6E : 1
IN:2R2N2
Ma<or !ercenta*e of res!on"ents are ha!!% ith the ca$$ rates of Vo"afone' :2A of
res!on"ents rate ca$$ rates of #o"afone as Ver% *oo", 6:A rate it as Fari$% *oo", 11A rate
it as E&ce$$ent hi$e FA an" 1A res!on"ent rate it as A#era*e an" !oor res!ecti#e$%'
Value Added Ser+ices:
*urpose:
The !ur!ose behin" this ana$%sis is to (no about the !erce!tion of #o"afone
customers re*ar"in* Va$ue A""e" Ser#ices'
Va$ue A""e"
Ser#ices
1: CE 66 2 1
IN:2R2N2
Va$ue a""e" ser#ices of Vo"afone are 0uite feasib$e as com!are" to some of the
other ser#ices' CEA res!on"ents rate it as Ver% *oo", 6CA rate it as Fair$% *oo", 1DA rate
it as E&ce$$ent hi$e 13A an" 1A rate it as A#era*e an" !oor res!ecti#e$%'
!a,le no /1:5Tab$e shoin* to (no h% other res!on"ents "o not use Vo"afone ser#ices
ith *ra!h'
Reasons No# of respondents
@ac( of aareness
C
Hi*h 8rices
3
8oor Ser#ices
C
8oor Netor(
6
Bapuji Academy Of Management & Research, DAVANAGERE CE
IN:2R2N2
C "onBt use Vo"afone ser#ices because of $ac( of aareness' C res!on"ents "onBt
use Vo"afone ser#ices because of !oor ser#ices hi$e 6 res!on"ents "onBt use #o"afone
ser#ices because of !oor netor('
!a,le no /&:5Tab$e shoin* to (no the recommen"ations of the res!on"ents toar"s
Vo"afone, hether the% ou$" $i(e to recommen" the Vo"afone ser#ices to others or not
ith *ra!h'
recommend Ges No
No# of
respondents
4: :
Bapuji Academy Of Management & Research, DAVANAGERE CC
IN:2R2N2
Ma<or number of customer recommen" #o"afone
ser#ices' 2CA of the Vo"afone customers ou$" $i(e to recommen" Vo"afone ser#ices to
others hi$e FA of the Vo"afone Customers onBt recommen" to others'
indings1 +uggestion:
:indings
Ma<orit% of the res!on"ents usin* Vo"afone ser#ices'
Ma<orit% of the res!on"ents are aare about Vo"afone Ser#ices a#ai$ab$e'
The res!on"ents are more aare throu*h or" of mouth'
Bapuji Academy Of Management & Research, DAVANAGERE C:
Most of the res!on"ents are Vo"afonecustomers an" ma<orit% of them are ne to
Vo"afone ser#ices'
Ma<orit% of the res!on"ents use !re!ai" ser#ices'
Ma<orit%of the res!on"ents use Vo"afone ser#ices for reasons ran*in* from
Economica$to Eas% to use !ur!ose'
Here ma<or res!on"ents are %oun*sters so the% main$% !refer an" *o for ca$$ rates
of Vo"afone'
Ma<orit%of the res!on"ent connect ith customercare for their 0ueries an"
com!$aints re*ar"in* ser#ices'
?enera$ !$an is the most !o!u$ar !$an use" b% ma<orit%of res!on"ents
Ma<orit%of res!on"ents fee$ that Vo"afone is re$iab$ean" !rices are com!etent an"
reasonab$e'
Ma<orit%of the Vo"afone customers ou$" $i(e to recommen" Vo"afone ser#ices to
others'
Suggestions
Bapuji Academy Of Management & Research, DAVANAGERE CF
Su**estions on the basis of stu"% an" obser#ation ma"e "urin* the !ro<ect' The% mi*ht be
he$!fu$ for Vo"afone to ser#e its customers in an im!ro#e" a% an" a$so increase its
customer base in Da#an*ere cit%7
Vo"afone shou$" "ecrease ca$$ rates for $oca$ users'It can be "one on the basis of
t%!e of usa*e'
Vo"afone shou$" intro"uce more schemes an" offers for a$$ cate*ories'
Vo"afone shou$" intro"use" ne SMS schems in their %outh !$ans to meet the
cha$$en*es of its ri#a$s'
Vo"afone shou$" !ro#i"e more schemes an" offers to its o$" customers in or"er to
retain them for the $o%a$t% shon b% them'
Vo"afone shou$" "ecrease ca$$ rates of STD an" ISD to increase its subscriber base'
onclusion:
It as a $earnin* e&!erience stu"%in* the customer satisfaction toar"s
Vo"afone ser#ices in Da#an*ere cit%' A$thou*h it as not eas% tas( co$$ectin*
Bapuji Academy Of Management & Research, DAVANAGERE CD
information from the customers but it as a$so a cha$$en*in* an" interestin*
one here I ha" rea$ e&!erience of customer in!uts re*ar"in* a !ro"uct'
From the abo#e ana$%sis, I ou$" $i(e to conc$u"e that ma<or res!on"ents are
satisfie" ith Vo"afone ser#ices $i(e ca$$ rates, SMS rates an" ne schemes
S offer man% of the res!on"ents are satisfie" ith the ser#ices of Vo"afone
an" thus the% ou$" $i(e to recommen" Vo"afone to others' Most of the
res!on"ents are a$so satisfie" ith the netor( !ro#i"e" b% Vo"afone
Vo"afone can im!ro#e its customer base b% inno#atin* #ariet% of ser#ices to
its customer' Vo"afone Su!er Wee(s is one such e&am!$e here the% are
tar*etin* %outh for the on$ine ser#ices throu*h mobi$e !hones' ItBs a strate*%
hich can *et them to the mar(et $ea"er !osition in the comin* %ear'
To conc$u"e, Vo"afone is *roin* because of satisfie" customers ith its
ser#ices an" ne an" inno#ati#e !$ans for a$$ cate*ories of customers'

3.2) Measuring Customer Satisfaction

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