Professional Documents
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To Study On Customer Satisfaction Towards Vodafone Mobile Service Ltd.
To Study On Customer Satisfaction Towards Vodafone Mobile Service Ltd.
Submitted To:
MAHAMAYA TECHNICAL UNIVERSITY
1
DECLARATION
I Basant kumar verma pursuing Master of Business Administration (MBA) 2nd year from
hereby declare that this summer training research project report titled “TO STUDY ON
guidance of Shama Muradia the same report has not been submitted earlier to any
course. If there will be any violation of IPR than I will be solely responsible to that and
2
ACKNOWLEDGEMENT
I take this opportunity to place on my grateful thanks and sincere gratitude to the
Any attempt at any level can never be satisfactorily completed without expert guidance. I
would like to thank Mr. Shama Muradia, (Area Sales Manager) for giving me a lot of
their precious time and inputs to make this project. Her deep knowledge and
understanding of the topic is an inspiration to one and all. My study could not have been
completed if I had not been able to get all the valuable data and reference materials from
the company.
I am also thankful to other members of the Marketing Department for making available all
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PREFACE
destination and declare that target has been achieved and we need not to go further.
In this new are all the countries & their companies are trying their best to improve
economic growth. This trend has created a very complex & competitive environment in
the field of business, trend & win the race a new system of management is much needed.
To fulfill this need a new field of modern science has developed very fast i.e. Master of
Business Administration. In this curriculum there are several phases, which have to be
GHAZIABAD”.
At the completion of the Second semester of MBA I got opportunity to provide them
particular knowledge about each and every aspect of market. It could be in related field’s
viz. Human Resource Management, Marketing or Finance as per their specialization in the
course. It is important because it provides the students about the practical knowledge of
The experience that I have gathered during this period has certainly provided me with an
future. During this period, I have collected all the information of “VODAFONE Corporate
training program, However to cover the detailed information in such a short period was
not possible. Despite the inherent shortcomings of genuine attempt was made on my part
see that the study was carried out in the right respective
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CONTENTS
1. Introduction……………………………………………………..6
2. Objective of the study……………………………………….....7
3. Company profile…………………..…………………………....8
-Mission, Vission
-History
-About VODAFONE
-Special services by VODAFONE
-Tele services
6. Scope of study…………………………………………………39
7. Research Methodology………………………………………....40
8. Research design………………………………………………….41
10.Findings………………………………………………….……….63
11.Conclusions…………………………………………………..….64
12.Suggestions………………………………………………………65
13.Limitation………………………………………………………..66
14.Questionnaire…………………………………………………….67
15.Bibliography……………………………………………………..72
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INTRODUCTION
The cellular industry all over the world has been witnessing very high growth rates in
subscriber base in recent years. For developing countries in particular, cellular services are
mechanics of competition within this market involve complex feedback effects between
individual service providers and with their operating environment, and these forces play
because of significant Government policy reforms during the recent years. The New
and providing affordable telecom services to all. These objectives of the policies have
resulted in rapid growth of subscribers and lower tariffs. We believe that with these major
initiatives of the Government, the mobile market in India will have a promising future.
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In a country like India which is not yet telephone-saturated and the ongoing changes in
related areas are resulting in a rapidly changing profile of users, providers and their
respective needs, continuous revision of the telecom policy is imperative. Given the
emerging new technologies and the integrating economies there must be fairness among
competitors.
The tele-density in India is about four per hundred people in respect of the fixed
telephones and a little less than one in respect of the mobile telephony. The low densities
are not because there is no need for a telephone but because of its high cost that many
cannot afford that one. The situation here is nothing but holding true of the “law of
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Objective of study:
Following are the main objective to study about the customer satisfaction on Vodafone.
8
COMPANY PROFILE
largest mobile telecommunications network company in the world by turnover and has a
market value of about £75 billion (August 2013). Vodafone currently has operations in 25
The name Vodafone comes from Voice data fone, chosen by the company to "reflect the
continents. On this measure, it is the second largest mobile telecom group in the world
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MISSION:
Vodafone is primarily a user of technology rather than a developer of it, and this fact is
reflected in the emphasis of our work program on enabling new applications of mobile
communications, using new technology for new services, research for improving
operational efficiency and quality of our networks, and providing technology vision and
VISION:
world.
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HISTORY:
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licenses. The network, known as Racal Vodafone was 80%
owned by Racal, with Millicom and the Hambros Technology Trust owning 15% and 5%
respectively. Vodafone was launched on 1 January 1985. Racal Strategic Radio was
Electronics bought out the minority shareholders of Vodafone for GB£110 million.
In September 1988 the company was again renamed Racal Telecom and on 26 October
1988 Racal Electronics floated 20% of the company. The flotation valued Racal Telecom
at GB£1.7 billion On 16 September 1991 Racal Telecom was demerged from Racal
In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for
Phone for £77 million, a 181 store chain whose customers were overwhelmingly using
Vodafone's network. In a similar move the company acquired the 80% of Astec
In 1997 Vodafone introduced its Speech mark logo, as it is a quotation mark in a circle;
the O's in the Vodafone logotype are opening and closing quotation marks, suggesting
conversation.
and changed its name to Vodafone Airtouch plc. Trading of the new company commenced
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on 30 June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus
Mobilfunk. The acquisition gave Vodafone a 35% share of Mannesmann, owner of the
On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of
Bell Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000.
In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was
rejected. Vodafone's interest in Mannesmann had been increased by the latter's purchase
of Orange, the UK mobile operator. Chris Gent would later say Mannesmann's move into
the UK broke a "gentleman's agreement" not to compete in each other's home territory.
The hostile takeover provoked strong protest in Germany and a "titanic struggle" which
Mannesmann board agreed to an increased offer of £112bn, then the largest corporate
merger ever. The EU approved the merger in April 2000. The conglomerate was
On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In April
2001 the first 3G voice call was made on Vodafone United Kingdom's 3G network. In
2001 the Company took over Eircell, then part of eircom in Ireland, and rebranded it as
TDC Mobil of Denmark. The new concept involved the introduction of Vodafone
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international services to the local market, without the need of investment by Vodafone.
The concept would be used to extend the Vodafone brand and services into markets where
it does not have stakes in local operators. Vodafone services would be marketed under the
dual-brand scheme, where the Vodafone brand is added at the end of the local brand. (i.e.,
In February 2002 Finland was added into the mobile community, as Radiolinja is signed
as a Partner Network. Radiolinja later changed its named to Elisa. Later that year the
Company rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3
December 2002 the Vodafone brand was introduced in the Estonian market with signing
of a Partner Network Agreement with Radiolinja (Eesti). Radiolinja (Eesti) later changed
On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom
Austria. As a result, Austria, Croatia, and Slovenia were added to the community. In April
2003 Og Vodafone was introduced in the Icelandic market and in May 2003 Vodafone
Italy (Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania
was added to the community, with the signing of a Partner Network agreement with Bitė.
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In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's
LuxGSM and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to rename
purchased Singlepoint airtime provider from John Caudwell (Caudwell Group) and
approx 1.5million customers onto its base for £405million, adding sites in Stoke on Trent
In June 2005 the Company increased its participation in Romania's Connex to 99% and
also bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the Czech
Vodafone Portugal launched a revised logo, using new text designed by Dalton Maag, and
a 3D version of the Speech mark logo, but still retaining a red background and white
writing (or vice versa). Also, various operating companies started to drop the use of the
SIM card pattern in the company logo. (The rebranding of Oskar-Vodafone and Connex-
Vodafone also does not use the SIM card pattern.) A custom typeface by Dalton Maag
(based on their font family InterFace) formed part of the new identity.
October 2005 the Company reached an agreement to sell Vodafone Sweden to Telenor for
approximately €1 billion. After the sale, Vodafone Sweden became a Partner Network. In
December 2005 Vodafone won an auction to buy Turkey's second-largest mobile phone
company, Telsim, for $4.5 billion. In December 2005 Vodafone Spain became the second
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member of the group to adopt the revised logo: it was phased in over the following six
In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre, a centre
of expertise for the company dealing with Customer Care for its higher value customers,
technical support, sales and credit control. All cancellations and upgrades started to be
dealt with by this call centre. On 5 January 2006 Vodafone announced the completion of
the sale of Vodafone Sweden to Telenor. On February 2006 the Company closed its
Vodafone Czech Republic, adopting the revised logo and on 22 February 2006 the
Company announced that it was extending its footprint to Bulgaria with the signing of
Partner Network Agreement with Mobiltel, which is part of mobilkom Austria group.
On 12 March 2006 former chief, Sir Christopher Gent, who was appointed the honorary
post Chairman for Life in 2003, quits following rumours of boardroom rifts. In April 2006
the Company announced that it has signed an extension to its Partner Network Agreement
with BITE Group, enabling its Latvian subsidiary "BITE Latvija" to become the latest
member of Vodafone's global partner community. Also in April 2006 Vodafone Sweden
Romania, also adopting the new logo. On 30 May 2006 Vodafone announced the biggest
loss in British corporate history (£14.9 billion) and plans to cut 400 jobs; it reported one-
off costs of £23.5 billion due to the revaluation of its Mannesmann subsidiary. On 24 July
2006 the respected head of Vodafone Europe, Bill Morrow, quit unexpectedly and on 25
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August 2006 the Company announced the sale of its 25% stake in Belgium's Proximus for
€2 billion. After the deal, Proximus was still part of the community as a Partner Network.
Vodafone Iceland and on 19 December 2006 the Company announced the sale of its 25%
stake in Switzerland's Swisscom for CHF4.25 billion (£1.8 billion). After the deal,
Swisscom would still be part of the community as a Partner Network. Finally in December
systems integrator in the UK, signaling Vodafone's intent to grow a significant presence
Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as Telsim
Vodafone and on 1 April 2007 Telsim Vodafone Turkey dropped its original brand and
became Vodafone Turkey. On 1 May 2007 Vodafone added Jersey and Guernsey to the
community, as Airtel was signed as Partner Network in both crown dependencies. In June
2007 the Vodafone live! Mobile Internet portal in the UK was relaunched. Front page was
now charged for and previously "bundled" data allowance was removed from existing
contract terms. All users were given access to the "full" web rather than a Walled Garden
and Vodafone became the first mobile network to focus an entire media campaign on its
newly launched mobile Internet portal in the UK. On 1 August 2007 Vodafone Portugal
launched Vodafone Messenger, a service with Windows Live Messenger and Yahoo!
Messenger.
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On 17 April 2008 Vodafone extended its footprint to Serbia as VIP mobile was added to
the community as a Partner Network and on 20 May 2008 the Company added VIP
May 2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands.
MTS group of Russia. The agreement adds Russia, Armenia, Turkmenistan, Ukraine, and
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About Vodafone:
Today, in India, becomes Vodafone. Now, the pink color logo of Hutch is replaced by
In 2005-06, the Orange brand in Mumbai was phased out to introduce (now Vodafone).
The company also changed the colors of its logo from orange to pink and then red.
After acquiring 67 per cent of stake (around Rs. 250 crores) in ison Essar from Hong
customers across 400,000 shops and thousands of ’s own employees along with
Vice chairman, Ravi Ruia, Vodafone Essar, said “We’ve had a good innings as in India
and today marks a new beginning for us, not as a departure from the fundamentals that
created , but an acceleration into the future with Vodafone’s global expertise.”
Vodafone CEO, Marten Pieters of the Vodafone Essar will be landing in India for the
meeting that would discuss branding exercise, expansion plans, spectrum requirements for
Vodafone offers a host of premier value added services (VAS) including national and
Protocol (WAP), short message service, voice mail service, auto roam, fax and data,
cricket updates, M-banking, general information, tarot line, etc. The company launched
WAP in Delhi in October 2000, much before its rival Bharti. It has 5000 WAP customers,
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as in December 2000. The company has been a prime mover in introducing these value-
The values are stated simply. To be fair and transparent in what they do and how they do
it. To provide the quality services with more customer friendly practices. To make one’s
communications experience simple, pleasurable and fun. Where he doesn't simply get
technology - but technology that is relevant. Where solutions are not just promised in the
CORE VALUES:
Accomplishments:
- Over the years, Vodafone Essar, under the Hutch brand, has been named the ‘Most
Respected Telecom Company´, the ´Best Mobile Service in the country´ and the
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- Vodafone currently has equity interests in 31 countries across five continents and
- Essar employs more than 50,000 people across offices in Asia, Africa, Europe and
the Americas.
- The company now has operations across the country with over 78.68 million
customers.
Services:
Staying connected becomes a lot easier with Vodafone. We have a wide range of services
you can access right from your Vodafone phone. From cell banking to flight updates to
- Vodafone Essar, one of India’s leading cellular service providers announced a new
Bonus Card 25 for its prepaid customers in Punjab. With this new bonus card,
Vodafone customers can enjoy the benefit of unlimited national SMS at just
Rajiv Kohli, Chief Executive Officer, and Vodafone Essar - Punjab said, “We have
always aimed to provide value offering to our customers. The new Bonus Card 25
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facilitates Vodafone customers to stay connected with their loved ones across India at an
economical rate.”
- Has introduced two new Bonus Cards. Bonus Card 17 and Bonus Card 27 come
with one month validity and are priced at Rs 17 and Rs 27 respectively. All
Vodafone prepaid customers including the lifelong customers in Kolkata and rest of
Bengal can enjoy the new Bonus Cards offer available across Stores and Ministores.
- ‘Lifelong Prepaid @Rs.46 plan’ for its prepaid customers in Kerala. This new
prepaid offer comes with lifetime validity and a talk time of Rs.5. Vodafone
customers can make local calls to all Vodafone numbers, other mobiles and
landlines at Re 1 per minute and all STD calls are at Rs1.50 per minute. Customers
Postpaid services(latest):
- Vodafone Essar, one of India’s leading cellular services providers has launched
three new monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for its
postpaid customers in Kolkata and West Bengal. These Budget plans offer
combinations of free minutes over local and STD calls along with free local SMS.
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Sridhar Rao, Chief Executive Officer, Vodafone Essar East Limited, said
“These budget plans will specially appeal to customers with high usage who can now
- Announced a special offer for its customers in Madhya Pradesh and Chhattisgarh.
Customers can now avail free VIP numbers with every new post paid connection.
preference from a range of special Golden numbers that usually comes with a huge
price tag.
Vodafone Essar, one of India’s leading cellular services providers, has announced a
special offer for Zoozoo fans across India. Vodafone customers can now get special oozoo
DVDs from a Vodafone Store and watch these adorable characters from Vodafone Essar’s
recent television commercials as they live life’s little moments in their inimitable style.
Vodafone Prepaid customers can get the DVD through a recharge of above Rs 300 at the
Vodafone Store. Vodafone Postpaid customers can enroll for Direct Debit or activate
Callertune or Vodafone Alerts at the Vodafone store to get the Zoozoo DVD.
To activate these values added services on your Vodafone phone simply dial 600 and
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SMS:
Message your family and friends through Vodafone SMS Services. It's convenient and
affordable. Communicate with cell phone users in over 100 countries and anywhere in
Pay just Rs. 1.50 per message for sending SMS anywhere across the country.
SMS Chat:
Now, you can chat on your Vodafone phone with as many people as you want. Its fun and
as simple as sending an SMS. Your identity will remain anonymous as your phone
number is never displayed during the chat. You can have your own profile and chat name.
You can also create your own chat rooms or chat in the different rooms that already exist
All you have to do is type in your messages and send them to 2428. You will be charged
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Vodafone Online:
Get all the useful information you need directly on your Vodafone phone - with Vodafone
Simply go to the Vodafone Online menu on your Vodafone phone. If you do not see
the Vodafone Online menu on your phone, send HELP to 123. We will send you the list
of keywords.
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
MTNL Directory:
With this facility you can get to know the address and telephone no. of MTNL users.you
You don't need to look up your diary or a phone directory to find out STD and ISD codes.
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Ringtones & Logos:
Now you can change the ringtone on your Vodafone phone according to your moods. You
can download logos as well. With the Vodafone and Yahoo! tieup you have hundreds of
For every ringtone downloaded, you will charged Rs. 7.00 (including the cost of SMS
sent). For every logo/picture message downloaded, you will charged Rs. 3.00 (including
Vodafone now offers you two exciting ways to send messages. You can make your
message flash directly on your recipient’s screen instead of the inbox. You can also
highlight the important parts of your message through blinks. So your text messages
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
There are occasions when you may not want to take a call, or your Vodafone phone
maybe busy or simply unreachable. By paying a nominal monthly access fee, you can now
retrieve your messages at your convenience. Even if you are roaming, you can retrieve
your messages from your voice mailbox through a fixed line, anywhere on earth.
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Your Vodafone voicemail can
You can also record your voice signature and welcome message.
You can check your caller's telephone name and number on your phone screen whenever
you receive a call. This gives you the flexibility to either accept or reject an incoming call.
This service is also helpful in identifying your missed calls
You can access this service by just paying Rs. 49 per month, if you are a postpaid
customer. This service is absolutely free if you are a Vodafone Prepaid customer.
Itemized Billing
As a Vodafone Postpaid customer, you can choose to receive an itemized bill at the end of
each month. This is a detailed billing statement which helps you keep track of all your
calls. Your itemized bill includes:
Toll charges
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Get your itemized bill.
This service enables you to constantly keep in touch with your office, colleagues and
information sources. You can send or receive faxes and transmit data using your
Vodafone phone anytime, anywhere. Whether you are operating from home,
At speeds of up to 9600 bps within the network or while roaming. You can even access
the Internet.
All you need is a handset compatible data card (PC Card) or a GSM Software, and a data
You can also opt for either Vodafone Fax or Vodafone Data services independently.
Your Vodafone fax number can help you differentiate between incoming voice calls and
fax transmissions. You can also send and receive faxes anywhere on earth with your
Vodafone phone
By opting for the Vodafone Data Services you can access e-mail, databases and the
Charges to activate the Vodafone Fax and Data service, you just need to pay a one-time
activation fee of Rs 500. To access the Fax service, the fee is Rs. 250. The usage charges
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Call Management Services
There may be occasions when you need to conference with up to six people at a time or
talk to just two. Or you are speaking to someone and want to forward an incoming call to
another phone. With your Vodafone phone, you can do this and more. Vodafonehelps you
manage your calls effortlessly so that you stay in control of your conversations, always.
Voice Response
Get your Vodafone phone to respond directly to your commands. Custom designed to
recognize Indian voices and accents, the Voice Response service makes your life more
convenient. You can get the latest updates on news, stocks, cricket and your horoscope.
Voice Messaging
Voice Messaging has become even more affordable. You can now send voice messages to
cellular phones as well as fixed telephone lines in USA or Canada for just Rs.3.95 per
Voice messages within India across select networks will cost you Rs. .95 per min only.
Also, recipients of the cellular Voice Messaging service have the option of replying back
to the messages, which get returned back as return Voice Mail messages, facilitating two-
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Yahoo! Messenger For SMS
You do not have to wait to get a PC to use the Yahoo! Messenger. With the exclusive
Vodafone-Yahoo! tie-up, you can easily get connected through your Vodafone phone.This
unique messenger comes with a lot of exciting features. You can connect with all Yahoo!
Messenger users, send, receive and reply to instant messages, view and manage your
friend list and also manage authorization requests. All this and more just by using SMS.
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
Cell Banking
Vodafone now puts the bank in your pocket with Cell Banking. Access your bank account
The first of its kind in India, this service enables you to conduct your banking without
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
Roaming
Now you can always stay connected, no matter where you are. With the Vodafone
Roaming facility, you can use your Vodafone phone in over 100 countries worldwide and
over 1000 cities, towns and highways across India. Vodafone Roaming makes life easy
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Vodafone Essar, one of India’s leading cellular services providers, today announced
significant reduction in international roaming rates for its Postpaid customers traveling to
South Africa during the upcoming DLF Indian Premier League (IPL) cricket tournament.
Your Vodafone phone number and PIN number remains the same whether you are in
Roaming on Vodafone Prepaid gives you the most extensive coverage in over 1000 cities,
towns and highways across India, and in over 100 countries around the world. Enjoy
Roaming on your Vodafone Prepaid card and stay in touch wherever you go.
You can now directly access your email account on Yahoo! Mail on your Vodafone
phone. What’s more, you do not need a WAP enabled handset for this service as it is
based on SMS. So gain freedom from your PC and access your Yahoo! mails anytime,
anywhere on your Vodafone phone. You will be charged Rs. 2 per outgoing message.
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WAP
With WAP, you can have the Internet directly in your pocket. So if you are looking for
quick and easy delivery of information and services, your Vodafone phone can show it all.
Use it to check out news, finance, shopping, entertainment, travel, entertainment and city
service information etc. To access this service all you need is a WAP enabled handset and
WAP services activated on your Vodafone phone. This service comes to you at a nominal
charge of Re. 1 per minute (1 min pulse).
Group Messaging
Party invitations, movie outings, festive greetings... whatever be the occasion, you can
send your message to all your friends at one go!
With Group Messaging from Vodafone, you can thus save yourself the bother of
painstakingly sending your message to one person at a time whether you are on Vodafone
Prepaid or Postpaid.
Vodafone4help
Vodafone4help now lets you take advantage of a lot more services than before. You can
connect to the nearest fire brigade or mechanic or florist or even order a pizza. If you are
stranded in the middle of the road, or if you you need immediate medical attention or if
you are looking for a police station close by, Vodafone4help gives you instant access to
your nearest source of help, anywhere in Delhi or the NCR.
All the help services are charged@Rs.6/min. while for police and fire help only local
airtime charge is applicable.
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CUSTOMER SATISFACTION
Introduction:
performance indicator within business and is part of the four perspectives of a Balanced
Scorecard.
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
There is a substantial body of empirical literature that establishes the benefits of customer
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
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physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently
been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten
'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002
and known as the ten domains of satisfaction. These ten domains of satisfaction include:
Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation.
These factors are emphasized for continuous improvement and organizational change
measurement and are most often utilized to develop the architecture for satisfaction
between 1985 and 1988 provides the basis for the measurement of customer satisfaction
with a service by using the gap between the customer's expectation of performance and
their perceived experience of performance. This provides the measurer with a satisfaction
"gap" which is objective and quantitative in nature. Work done by Cronin and Taylor
Parasuraman, Zeithaml and Berry as two different measures (perception and expectation
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According to Garbrand, customer satisfaction equals perception of performance divided
by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and in
measured.
Lisbon, 25 August 2013 - Vodafone obtained the highest customer satisfaction index in
Vodafone achieved a satisfaction index of 74.4 (on a scale of 0 to 100), the highest score
of all the companies in the Portuguese telecommunications market and considerably above
In the report published by Anacom, Vodafone is ranked in first place in all the indicators
included in the survey: Satisfaction with the operator, Image that customers have of the
services, Perceived Value for Money, Complaints received and their handling, and
In the Perceived Quality indicator, Vodafone obtained a score of 8.3 points for overall
quality, way ahead of the scores of the other two operators (both obtained 7.7 points).
Vodafone comes top in all the indicators for perceived quality of network and services:
technical quality of the network (8.2 points); customer service and advice capability (7.6
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points); quality (8.2 points), diversity (8.0 points) and reliability (7.9 points) of products
and services offered; clarity and transparency of information supplied (7.8 points);
network coverage (7.9 points) and clarity and transparency of price plans (7.9 points).
Similarly, in the indicators measuring the Image of mobile operators, Vodafone comes top
in the five categories analyzed (on a scale of 1 to 10): 'It is a reliable company in terms of
what it says and what it does' (8.1 points); 'It is stable and well established in the market'
(8.8 points); 'It contributes positively to society' (7.5 points); 'It cares about its customers'
(7.6 points); and 'It is innovative and forward looking' (8.5 points).
The methodology used in the ECSI Portugal 2009 survey (ECSI – European Customer
The ECSI Portugal 2011 Communications survey was carried out by the Higher Institute
the Portuguese Quality Institute and the Portuguese Quality Association, with sponsorship
from Anacom.
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SWOT ANALYSIS
involves specifying the objective of the business venture or project and identifying the
internal and external factors that are favorable and unfavorable to achieving that objective.
The technique is credited to Albert Humphrey, who led a research project at Stanford
University in the 1960s and 1970s using data from Fortune 500 companies.
Strengths Weaknesses
Low Flexibility
Global Brand Strength
Opportunities Threats
Expanding marketing Increased Competition
boundaries
Market saturation in
External
Strategic Alliances Emergencies of Low
cost Brands
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SWOT ANALYSIS OF VODAFONE
Strengths:
The main strength of Vodafone within the telecommunications market lies in its
brand image and recognition. Vodafone, having established a global presence and having
currently enjoys a differentiating advantage that, if exploited properly, can offer a lead in
all part of the world enhances this image. It allows customers to travel and enjoy easily the
services of their home country operator. In the few countries that Vodafone is not
physically present (e.g. Norway) it has well established strategic alliances which allow for
Weaknesses:
The expansion of Vodafone has been completed at the expense of direct control of
telecommunications companies (e.g. the acquisition of the third biggest Czech mobile
phone operator, Cesky mobile) rather than organic growth. This increased its subscribers’
base quickly, offering direct market knowledge and immediate additions of customer
bases at the expense of direct effective control of the subsidiaries. At the same time
though, it implicitly imposed a centralized operational structure for the group, nominating
the UK headquarters as the leading business unit running a much centralised marketing
37
and handset procurement at group level. This has resulted in the neglect of local markets
and local differences, allowing market share to be gained by smaller local competitors.
Due to the highly saturated Western European market this has resulted in an increase in
the price elasticity of demand, with consumers becoming continuously price oriented. This
has resulted in high customer churn rates reaching the level of 32.8% in the UK compared
to O2’s 24%.
Opportunities:
offers great potential due to the ageing population and the sophistication of the consumers.
particular profitable segments. Different strategies should be pursued – simple phones and
simplified pricing plans to the ageing population and more updated, sophisticated
solutions for younger generations. The expanding Boundaries of the market could provide
service and to better enjoy the benefits of its high investment in 3G technology. Moreover
the company has undertaken its first steps in establishing strategic alliances to develop
customized solutions for end‐users: Vodafone recently announced two new partnerships,
one with supermarket group ASDA to launch an ASDA branded mobile service in the
UK, and another with electrical retailer DSG International to provide mobile solutions to
small businesses. This could further be enhanced to avoid being a late‐entrant in this new
38
Threats:
competition. Major brands such as O2 and T‐Mobile are exploiting the price sensitivity of
customers and in this way they are building a stronger image and presence in the market.
Indirect competition is also increasing further, through the presence of Skype and other
related (not only voice) Internet‐based services. This combined with the upcoming
European legislative measures is expected to limit further the tariffs for the network
providers imposing further need for price cuts which could harm the bottom line
39
SCOPE OF STUDY:
There are many benefits related to take this study. Some of the benefits of taking this
By analyzing this information, the company would be able to better design schemes
More people will get aware about Vodafone that will increase profit level of
Vodafone.
This study helps to identify the behavior of consumer when there are no offers &
40
RESEAECH METHODOLOGY
Introduction:
METHODOLOGY ADOPTED:
study the various steps generally adopted by the researcher in studying the research
In this research, both Primary and Secondary data taken into consideration. The project
would be executed through primary data i.e. questionnaires, discussion with various age
Primary data: - This is those, which are collected as fresh and for the first Time,
and thus happen to be original in character. There are many ways of data collection
Secondary data: - These are those data, which are not collected afresh and are used
earlier also and thus they cannot be considered as original in character. There are
many ways of data collection of secondary data like publications of the state and
41
reports of various associations connected with business, Industries, banks etc. For
this project secondary data was taken from company’s reports and websites.
RESEARCH DESIGN:
42
Data Analysis and Interpretation
After all the above steps are completed now the important step is data analyzing and
interpretation. For this there are various analytical and statistical tools. Some of these tools
Purpose:
The main purpose of this question is to know how many respondents use mobile phone.
7%
Yes
Suggestions Yes No
No
No. of respondents 93 7
93%
Interpretation:
93% of the respondents are have a mobile phone while 7% of the respondents do
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Q2) Are you aware about telecommunications services?
Purpose:
The main purpose behind this question is to know about the awareness of respondents
Suggestions Yes No
5%
No. of respondents 95 5
Yes
No
95%
Interpretation:
95% of the respondents are aware about telecommunications services while 5% are
not aware.
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Which operator’s service do you use?
3% 2%
13% Vodafone
Airtel
10% Idea
54% Reliance
BSNL
18%
Tata Indicom
Interpretation:
Major respondents using mobile are enjoying Vodafone services. 16% of the
respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2% respondents use
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Q3) Are you aware about Vodafone?
Purpose:
The purpose behind this question is to know about the awareness of Vodafone
awareness
13
yes
no
87
Interpretation:
Suggestions Yes No
No. of respondents 87 13
46
Q4) From which source you came to know about Vodafone?
Purpose:
The purpose behind this question is to know from which source the respondents
15%
36% Advertisements
Hoardings
20%
Newspapers
Mouth Publicity
29%
Interpretation:
36% of the respondents are aware about Vodafone through Advertisements, 29% are
aware because of Hoardings while 20% and 15% of the respondents are aware because of
47
Q5) Since how long you are using Vodafone Services?
Purpose:
The purpose behind this question is to know about the usage time of Vodafone
customers i.e. since how long they are using Vodafone services.
14%
25%
Interpretation:
Major Respondents using Vodafone are old customers. 39% of the respondents use
Vodafone services from past more than 1 year while the lowest is 14% respondents using
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Q6) Which of the following services do you use of Vodafone?
Purpose:
The purpose behind this question is to know which services do the Vodafone
Pre-Paid 73
Post-paid 14
16%
Pre-paid
Post-paid
84%
Interpretation:
84% of the respondents use pre-paid services while only 16% of the respondents use
post-paid services.
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Q7) Which services are more helpful to you while using Vodafone Services?
Purpose:
The purpose behind this question is to know which services are more helpful to the
14%
21%
Call Rates
SMS services
Network
28%
Value Added services
37%
Interpretation:
Here major Respondents are youngsters so they mainly use SMS services of
Vodafone. 37% of the respondents use Vodafone for SMS services while only 14% of the
50
Q8) Do you call at customer care?
Purpose:
Suggestions Yes No many times and how often the respondents call at
13%
Yes
No
87%
Interpretation:
87% of the respondent calls at customer care while 13% respondents do not call at
customer care.
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Q(9)If yes, how often you call at customer care?
Daily 5
Once a week 12
Once a month 24
Occasionally 35
7%
16%
Daily
46% Once a week
Once a month
Occasionally
31%
Interpretation
respondents call customer care once a month while 16% and 7% of respondents call once
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Q9) For what reason you call at customer care?
Purpose:
The main purpose of this question is to know the reason of the respondents
17%
Value Added Services
30%
Information regarding
new schemes
19% Complaining
Other queries
34%
Interpretation:
34% of respondents call at customer care for complaining purpose while 30%, 19%
and 17% of respondents call customer care for other queries, information regarding new
53
Q10) Rate the following on the basis of your satisfaction.
Network 31 29 17 7 3
SMS Rates 6 19 35 24 3
New schemes 3 14 27 33 10
and offers
Customer Care 6 32 29 15 5
Recharge 12 28 31 14 2
Outlets
Call Rates 2 20 43 19 3
Value Added 9 24 29 19 6
Services
Services
100%
80%
Poor
60%
Average
40%
Fairly Good
20%
Very Good
0% Excellent
Network SMS rates New Customer Recharge Call rates value
schemes Care outlets added
and offers service
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Network:
Purpose:
Vodafone
Service Excellent Very Good Fairly Good Average Poor
regarding
Network 31 29 17 7 3 network
service.
Network
3%
8%
Excellent
36%
Very Good
20%
Fairly Good
Average
Poor
33%
Interpretation:
Here major respondents are satisfy with the network coverage. 36% of the
respondents are rate the Vodafone’s network excellent, 33% rate it very good, 20% rate it
55
SMS Rates:
Purpose:
SMS Rates
3% 7%
Excellent
ation:
Here major respondents are not much satisfied with the SMS rates of Vodafone as
major respondents are youngsters. 7% of respondents rate it excellent, 22% rate it very
good, 40% rate it fairly good, 28% rate it average, 3% rate it poor.
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New Schemes and Offers:
Purpose:
The main purpose of this analysis is to the respondent’s perspective related to the
12%
16% Excellent
Very Good
Fairly Good
38% Average
31%
Poor
Here major respondents are not much satisfied with new schemes and offers of
Vodafone. 38% respondents rate new schemes and offers as average, 31% respondents
rate it as fairly good, 16% rate it as very good while 12% and 3% rate it as poor and
excellent respectively.
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Customer Care:
Purpose:
The main purpose of this analysis is to know about the satisfaction of customer care
Customer Care
6%
7%
17% Excellent
Very Good
37% Fairly Good
Average
Poor
33%
Customer Care 6 32 29 15 5
Interpretation:
services. 37% respondents rate it as very good, 33% rate it as fairly good, 17% rate it as
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Recharge Outlets:
Purpose:
The purpose behind this analysis is to know about the satisfaction of the Vodafone
Recharge Outlets
2%
14%
16% Excellent
Very Good
Fairly Good
32% Average
36%
Poor
Recharge 12 28 31 14 2
Outlets
Interpretation:
Recharge outlets of Vodafone are majorly rated on fairly good and very good basis.
36% of the respondents rate it as fairly good, 32% rate it as very good, 16% rate it as
59
Call Rates:
Purpose:
The purpose behind this analysis is to know about the perception of vodafone
Call Rates
4% 2%
49%
Call Rates 2 20 43 19 3
Interpretation:
Major percentage of respondents are not happy with the call rates of Vodafone.
49% of respondents rate call rates of vodafone as fairly good, 23% rate it as very good,
22% rate it as average while 4% and 2% respondent rate it as poor and excellent
respectively.
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Value Added Services: Purpose:
The purpose behind this analysis is to know about the perception of vodafone
7% 10%
Excellent
22% Very Good
28% Fairly Good
Average
Poor
33%
Value Added 9 24 29 19 6
Services
Interpretation:
Value added services of Vodafone are quite feasible as compared to some of the
other services. 33% respondents rate it as fairly good, 28% rate it as very good, 22% rate
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Q12) Why you are not using Vodafone Services?
Purpose:
The purpose of this question is to know why other respondents do not use Vodafone
services.
15% 16%
Lack of awareness
High Prices
23% Poor services
Poor Network
46%
Interpretation:
6 don’t use Vodafone services because of high prices. 3 respondents don’t use
Vodafone services because of poor services while 2 respondents each don’t use vodafone
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Q13) Would you like to recommend Vodafone to others?
Purpose:
towards Vodafone, whether they would like to recommend the Vodafone services to
others or not.
Suggestions Yes No
No. of respondents 78 9
10%
Yes
No
90%
Interpretation:
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FINDINGS
93% of the respondents are have a mobile phone while 7% of the respondents do
16% of the respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2%
36% of the respondents are aware about Vodafone through Advertisements, 29%
are aware because of Hoardings while 20% and 15% of the respondents are aware
39% of the respondents use Vodafone services from past more than 1 year while the
84% of the respondents use pre-paid services while only 16% of the respondents
37% of the respondents use Vodafone for SMS services while only 14% of the
87% of the respondent calls at customer care while 13% respondents do not call at
customer care.
31% respondents respondents call customer care once a month while 16% and 7%
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Conclusion
Follwing are the conclusion that the researcher found after the survey.
From the above analysis the researcher concludes that major respondents are
dissatisfied with some of the major services like call rates, SMS rates and new
Major customers of Vodafone are old customers so many of the respondents are
satisfied with the services of Vodafone and thus they would like to recommend
Vodafone to others.
services.
Major respondents are youngsters so they need more SMS facilities and low call
rates, but Vodafone dissatisfies these age group (18-25) as their call rates and SMS
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SUGGESTIONS
Following are some of the suggestions given by the researcher so that Vodafone can serve
Vodafone should provide more offers to Post-Paid customers so that the number of
Vodafone should bring introduce some new SMS schemes for the youngsters.
Vodafone should provide more schemes and offers to its old customers.
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LIMITATION OF STUDY
Certain limitations do creep in a research study due to constraints of the time, money and
human efforts, the present study is also not free from certain limitation, which were
unavoidable. Although all effort were taken to make the result of the work as accurate as
A number of customers are not satisfied with services, new schemes and offers.
A number of customers are not satisfied with the current call rates of Vodafone.
A number of customers are not satisfied with the Free SMS schemes.
A number of customers are not satisfied with the service of customer care of
Vodafone.
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QUESTIONNAIRE
o Yes
o No
o Yes
o No
o Vodafone
o Airtel
o Idea
o Reliance
o BSNL
o Yes
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Q4) From which source you came to know about Vodafone?
o Advertisement
o Hoardings
o Newspapers
o Mouth Publicity
o 2-6 months
o 6-12 months
o Pre-paid
o Post-paid
Q7) Which services are more helpful to you while using Vodafone services?
o Call rates
o SMS service
o Network
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Q8) Dou you call at customer care?
o Yes
o No
o Daily
o Once a week
o Once a month
o Occasionally
o Other queries
o Complaining
70
Q10) Rate the following services on the basis of your satisfaction.
t Good good
Network
SMS rates
offers
Customer Care
Recharge outlets
Call Rates
o Less Advertisements
o Less Publicity
o Others
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Q12) Why you are not using Vodafone services?
o High Prices
o Poor Services
o Poor network
o Yes
o No
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Name: ________________
Sex: Male/Female
Signature: __________
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BIBLIOGRAPHY
Books:
1-.Beri.G C, 2010, Marketing Research, Tata MC Graw Hill Education PVT. LTD, ISBN-
13; 978-0-07-062022-3
13
Websites:
http://www.vodafone.com/start/media_relations/news/local_press_releases/portu
gal/portugal_press_release/vodafone_had_highest.html
http://en.wikipedia.org/wiki/Customer_satisfaction
http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company)
http://en.wikipedia.org/wiki/Vodafone
http://bora.nhh.no/bitstream/2330/1919/1/Saplitsa%202013.pdf
www.anacom.pt/render.jsp?contentId=606658
www.iimcal.ac.in/community/consclub/reports/telecom.pdf
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