tATA TELI SERVICE

AN ASSESSMENT OF SERVICE QUALITY ON CUSTOMER SATISFACTION 2015-16
SUMMER INTERNSHIP PROGRAM

A
PROJECT REPORT
ON
“AN ASSESSMENT OF SERVICE QUALITY
ON CUSTOMER SATISFACTION AT TATA
TELE-SERVICES LIMITED IN PUNE
REGION”
Submitted To:
Submitted By:
AJINKAY MOHITE
PGDM MARKETING
MM1517401
BALAJI INSTITUTE OF MODERN MANAGEMENT
PGDM MARKETING Page 1


COLLEGE CERTIFICATE
This is to certify that AJINKAY MOHITE is a bonafide student of this institute and
has successfully completed his project titled “AN ASSESSMENT OF SERVICE
QUALITY ON CUSTOMER SATISFACTION AT TATA TELE-SERVICES
LIMITED IN PUNE REGION” for partial fulfillment of PGDM (MARKETING)
from BALAJI INSTITUTE OF MODERN MANAGEMENT, PUNE.
DIRECTOR
Dr. ARCHANA SRIVASTAVA

ACKNOWLEDGEMENT
I would like to take this opportunity to thank my project guide, Mr Vishant

Padwal, Manager (Enterprise Business) for mentoring me throughout the
project and adding valuable inputs.
I would also like to thank Mr Suraj Kamble, Associate Professor (BIMM),

who is our internal mentor and Mr Bhuvanesh Sharma, Associate Professor
(BIMM) for helping me throughout the project.
Last but not the least, I would like to thank all the employees of TATA Tele-
services, Pune for helping me in this project in every possible manner.
AJINKAY MOHITE
MM1517401

DECLARATION
I AJINKAY MOHITE hereby declare that the contents of this project have been
obtained from original sources of information and data and statistics are authentic
to the best of my knowledge and belief.
This is to declare that all the work related to research is a profound and honest
work of mine.
Date: Signature
AJINKAY MOHITE

TABLE OF CONTENTS
SERIAL NO. CONTENTS PAGE NO.
1 EXECUTIVE SUMMARY 7-8
2 CHAPTER 1:
INTRODUCTION
INTRODUCTION 9-11
BACKGROUND OF STUDY 12-14
PURPOSE OF STUDY WITH OBJECTIVES 14
COMPANY PROFILE
3 CHAPTER 2: 15
LITERATURE REVIEW
INTRODUCTION
SERVICE QUALITY 16-17
CUSTOMER SATISFACTION 17
SERVICEQUALITY & CUSTOMER
SATISFACTION
CONCLUSION 18-32
4 CHAPTER 3:
RESEARCH METHODOLOGY
INTRODUCTION 33
RESEARCH DESIGN 34-37
DATA COLLECTION METHOD 38
SAMPLING SIZE & DESIGN 39
RESEARCH INSTRUMENT 40
CONCLUSION 41
5 CHAPTER 4: 42-43
DATA ANALYSIS & INTERPRETATION

CUSTOMER TYPE OF BUSINESS

MARKET SHARE OF ENTERPRISE DATA
SOLUTION
MARKET SHARE OF ENTERPRISE VOICE
SOLUTION
RESPONDENTS ARE SATISFIED WITH
SERVICES PROVIDED
RELIABILITY ANALYSIS
REGRESSION & CORRELATION
CONCLUSION
6 CHAPTER 5
FINDINGS & RECOMMENDATIONS
FINDINGS
RECOMMENDATIONS
7 CHAPTER 6
LIMITATIONS OF STUDY

EXECUTIVE-SUMMARY

CHAPTER 1
INTRODUCTION
1.0 INTRODUCTION:-
In order to remain competitive and for business to grow, service quality and
customer satisfaction are key concepts. Service quality and customer
satisfaction are different, but related concepts, but however, these two exhibit a
very strong correlation. Satisfaction can be regarded as an antecedent of
service quality. Thus, satisfactory experience may therefore affect customer
attitude and his or her assessment of perceived service quality. Thus,
satisfaction with a specific transaction may result with positive global
assessment of service quality. However, other authors have argued that it is the
other way round that is service quality is antecedent of customer satisfaction.
However, in India, over years, the performance of Tata Tele-services Private

Limited has been not satisfactory in this regard. In this study efforts were made
to examine how service quality issues are being managed within business
organizations in India. It was also imperative to note that this study, also
examined the factors that were driving service quality and customer
satisfaction which in this study strictly referred to the context of Tata Tele-
services Private Limited.
Service quality and customer satisfaction are very important concepts to

academic researchers studying evaluations and to practitioners as a means of
creating competitive advantages and customer loyalty. Many industries are
paying attention to service quality and customer satisfaction for numerous
reasons and chief among them are increased competition and deregulation. The
ever changing and competitive market environment offers challenges and

opportunities to many organizations across the globe. Customers perception of

service quality always pose a great challenge which is unique than other
business challenges. Excellence in service quality has become quite imperative
for organizational sustainability. The advances in information and
communication technologies have enabled a number of organizations to
provide superior services for customer’s satisfaction.
1.1 BACKGROUND OF STUDY:-
Today’s fast paced and increasingly competitive global market requires

effective and efficient strategies to survive and to make profits which can
contribute toward the growth of the organization. Service quality and customer
satisfaction and customer retention are global issues that affect all
organizations whether private or business, small or large, global or local.
Literature available showed that organizations are interested in studying,
evaluating, and implementing marketing strategies that aim to improve
customer satisfaction and retention with an intention to maximize the financial
performance of the firm. International literature showed that there has been a
strong advocacy for the adoption of customer retention as one of the key
performance indicators. Service quality and customer satisfaction have long
been recognized as playing a crucial role towards the organizational success
and survival in today’s global competitive market.
It is obvious that the customers are more important stakeholders in many

organizations and their satisfaction is a priority in marketing management.
Customer satisfaction and service quality has been a subject of interest to
researchers and organizations as it has been proven by some researchers that
service quality is related to customer satisfaction. Profit maximization can be

achieved through increase in sales with lesser costs and one of the ways of
achieving it is through improving customer satisfaction.
Customers are constantly aiming to get the highest satisfaction from products
or services that they buy from various organizations across the globe. Thus, it
must be noted that winning in today’s competitive marketplace demands that
organizations need to build profitable and lasting customer relationship.
It is well documented that various business organizations are studying and

developing strategies to satisfy customers and meet customer expectations.
Research has shown that a very satisfied customer is nearly six times more
likely to be loyal to the organization and chances are high when it comes to
repeat business. In addition to this, it is generally agreed among scholars that a
satisfied client is likely to make recommendation of the product or service to
family and friends as compared to dissatisfied customers.
A high correlation between customer retention and profitability was

established, thus it becomes the aim of this study to test the correlation
between service quality and customer satisfaction within the confines of Tata
Tele-services Private Limited. Service quality and customer satisfaction
playing a very important role towards the success and competitiveness of a
firm in today’s dynamic and competitive global market. It must be noted that,
considerable research has gone into these concepts. Notably, service quality
and customer satisfaction have been linked to customer behavioral intentions
like purchase and loyalty intention, willingness to spread positive word of
mouth, referral, and complaint intention by many researchers thus this must be
assessed in the context of Tata Teleservices Private Limited and see if the
same results can be obtained.

1.3 PURPOSE OF STUDY:-
 To describe how enterprise customers perceive service quality provided by

Tata Tele-services.
 To help the company to understand the attribute, which need to be focused
more within different factors determining the service quality.
 To compose correlation of service quality and customer satisfaction, and
understanding there interdependence on each other.
1.4 RESEARCH OBJECTIVES:-
Primary Objective
1. To examine the relationship between customer satisfaction and service

quality, with respect to service quality dimensions.
Secondary Objective
1. To find out the various expectations of customers for service performance.
2. To construct a SERVQUAL model.
3. To conduct a survey in order to find out the impact of service quality

dimension on customer satisfaction.
4. To provide recommendations (if any)
1.5 COMPANY PROFILE:-
Tata Teleservices Limited spearheads the Tata Group’s presence in the telecom
sector. The Tata Group includes over 100 companies, over 450,000 employees
worldwide and more than 3.8 million shareholders.
Incorporated in 1996, Tata Teleservices Limited was the pioneer of the CDMA
1x technology platform in India, embarking on a growth path after the

acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices

(Maharashtra) Limited] by the Tata Group in 2002. Over the last few years, the
company has launched significant services CDMA mobile operations in
January 2005 under the brand name Tata Indicom, market-defining wireless
mobile broadband services under the brand name Tata Photon in 2008 and 2G
GSM services under the brand name Tata DOCOMO in 2009.
Tata Teleservices Limited also has a significant presence in the 2G GSM space,
through its joint venture with NTT DOCOMO of Japan, and offers
differentiated products and services. Tata DOCOMO was born after Tata
Group’s strategic alliance with Japanese telecom major NTT DOCOMO in
November 2008. Tata DOCOMO received a pan-India license to operate GSM
telecom services and rolled out GSM services in all the 18 telecom Circles
where it received spectrum from the Government of India in the quick span of
just over a year.
TTL entered into a strategic partnership agreement with Indian retail giant
Future Group to offer mobile telephony services under a new brand name T24,
on the GSM platform. Tata Teleservices also has a strategic tie up with Virgin
Mobile that primarily caters to youth segment offering mobility services on
both CDMA and GSM platform.
Tata Teleservices is the undisputed market leader in the fixed wireless

telephony market amongst private operators. In the wireless mobility space, the
company in the past has been rated as the ‘Least Congested Network’ in India
for eight consecutive quarters by the Telecom Regulatory Authority of India
through independent surveys.

The company in the recent past has won many awards. TTSL was named The
Best Emerging Markets Carrier by Telecom Asia, and received 8 awards at the
World HRD Conference, including 5th Best Employer in India. The company
also received 3 awards at the Telecom Operator Awards 2010 from Tele.net;
Best Company, CEO of the Year and Best Quality of Service, and Business
Standard award for 'Most Innovative Brand of the Year'. Tata DOCOMO was
recently recognized as the best “Utility VAS Service Provider” and “Best
Mobile Broadband Service Provider” for the year 2012 by Frost & Sullivan.
1.6 BOARD OF DIRECTORS:-
Mr. Kishor Chaukar Mr. Srinath Narasimhan
Designation : Chairman Designation: Managing Director.
Prof. Ashok Jhunjhunwala Mr. D. T. Joseph
Designation : Independent Director Designation : Independent Director

Mr. Govind Sankaranarayanan Ms. Hiroo Mirchandani
Designation : Director Designation: Independent Director

CHAPTER 2
LITERATURE REVIEW
2.1 INTRODUCTION:-
Review of literature forms an integral as well as an essential part of modern

research studies. No research study is considered complete unless an extensive
literature review is made by the researcher. The basic purpose of undertaking
this exercise is to find the research gap between, studies conducted so far or
literature available, and also to finalize precisely the topic of research and to
get insight into the research topic selected for study. In this sense this exercise
becomes a sort of exploratory research.
2.2 SERVICE QUALITY:-
Parasuraman et al. (1985) describes service quality as the evaluation of the

general quality of services being provided to customers. Therefore, it can be
noted that service quality is the differentiation between the customers is
expectation and the perceptions of services delivered by organizations. Nitecki
et al. (2000) describes service quality in terms of surpassing customer
perceptions and expectations of service. It is therefore important for this
research to concentrate on the assessment of service quality and its resultant
impact on customer satisfaction in the context of Tata Tele-services as a state
enterprise in India.
Keller and Kotler (2009:789) define a service as any intangible performance or

work that one party provides to another that does not end up in the ownership
of anything”. Therefore, a service can additionally be defined as an intangible

offer by one party which in this research relates to Tata Tele-services, to

another in change of cash. Quality, having said that, is one of the products that
customers will look for in an offer (Solomon, 2009:413). Kotler et al. (2002:
831) defines quality as the totality of the functions and characteristics of an
product or services that bear on its capability to satisfy stated or suggested
requirements.
Haywood (1998) notes that there are three elements of service quality and they
are christened as the 3Ps of service quality. The Haywood (1998), research
describes service quality as comprising three elements which are:
 Physical facilities, processes and procedures;

 Personal behavior on the part of serving staff, and ;
 Professional judgment on the part of the serving staff but to get good
quality service (Haywood, 1998).
Haywood (1998) further states that a very carefully balanced mix of these three
elements must be accomplished and it becomes crucial for this study to
understand how balanced is the mix of these elements in India in the context of
Tata Tele-services and its subsequent result on service quality and eventually
customer satisfaction.
2.3 CUSTOMER SATISFACTION:-
Solomon (2009: 34) describes a customer as the most crucial stakeholder of an

organization who provides payment in exchange for product offering provided
to him/her by the organization with a goal of satisfying a need and eventually
maximizing satisfaction of the same. While there is no any agreement between
scholars on the definitions of a consumer and a customer, this research is will
go by Solomon (2009: 34) who defines a customer as an individual who does
the purchasing of a product offering as compared to the consumer who finally
uses the product. It must be noted that whenever the customers and consumers
are happy with either the product offering or services, it is termed satisfaction.
Kotler and Keller (2009:789) define satisfaction as the feeling of delight or

dissatisfaction that results from comparing a product’s perceived performance
with its expectations. Therefore, it is generally thought by numerous
researchers and scholars that satisfaction could be the enjoyment that one
derives from the usage of products and services provided and customer
pleasure is an indication of consumer satisfaction.
Kotler et al. (2002) define consumer satisfaction as the degree to which the
perception of a product’s performance matches a buyer’s expectation, while
Schiffman and Kanuk (2004) define consumer satisfaction as the individual’s
perception of the performance of the products or services with comparison to
one’s expectations. In addition to this, Kotler (1996) defines customer
satisfaction as the level of an individual’s experienced state resulting from
contrasting a product’s perceived performance or result in violation to one’s
expectations. Consumer satisfaction could be regarded as a relative behavior
between inputs beforehand and post- obtainments. There have actually been
numerous efforts to measure and determine customer satisfaction. Despite
these efforts by Kotler (1996), Kotler et al. (2002) and Kanuk and Schiffman
(2004) to determine customer satisfaction, there still remains disagreements
regarding the definition (Giese and Cote, 2000).
2.4 SERVICE QUALITY AND CUSTOMER SATISFACTION:-
Analysis of service quality and customer satisfaction has drawn the interest of
researchers and marketers because of the constructs’ relevancy in building the
relationship and competition that exists between them (Eshghi et al. 2008).

More research has been done because researchers desired to discover the
connection between them with the aim of enhancing the general overall
performance of the service providers (Julander and Magi, 1996:40). Analysis
into customer satisfaction has been examined by many researchers for example
Cronin and Taylor, (1992) who suggested that the consumers’ feelings towards
a service is expected to measure satisfaction while other individuals utilize a
multiple-item scale Parasuraman et al. (1985, 1988) and that satisfaction is
calculated using different measurements for instance the SERVQUAL
proportions.
Analysis has shown that the concept of relating service quality and customer
satisfaction has existed for a long time as noted by Negi (2009). Negi (2009)
investigates the relevance of consumer-perceived service quality whenever
determining the general customer satisfaction in the context of mobile services
and it had been seen that dependability and community quality had been one of
the keys factors in assessing general service quality. This research will look for
to discover away if the exact same can be stated of Tata Tele-services and see if
empathy can be and guarantee can be ignored in evaluating the general service
quality and customer satisfaction. It additionally becomes really crucial for this
research to make and recognize an evaluation of the factors which are adding
towards a customer observed service quality and customer satisfaction in the
context of Tata Tele-services as a state enterprise which drops in the service
industry in India.
2.5 CONCLUSION:-
This chapter’s thrust was to provide a review of related literature from the
other researchers’ works in an attempt to expose the flaws and how to avoid
them in the research design. In this regard, the researcher gave credibility to
the researchers who did the groundwork as their works paved the way of
discovering explicit recommendations for further research on this topic. The
researcher through the works of other researchers has been able to ascertain
insights in research approaches.
2.6 BENEFITS OF THE STUDY:-
2.6.1 To Company:-
This research will help the company to understand the relationship

between service quality and customer satisfaction. This will help them to
understand which factor to focus upon, thus helping them increase the
customer satisfaction. This will help them thus to increase their revenue
and customers.
2.6.3 To Market:-
In Telecom market, it can be used as Secondary data by other companies

to do their study. This will help them as basis for their project. As the
factors described under Service quality and their respective attributes are
same for companies in this sector.
2.6.4 To Me:-
It helped me in many ways, firstly I understood how to approach

concerned persons and take their appointments. Then, this study helped
me to understand how to analyze data and apply various research
measurement tools. It helped me to understand and apply the concepts
taught in class in practical manner and gave an insight, how the company
performs.
2.6.5 To Future researchers:-

They can use my report as a secondary data in their research. Company

information, research process for determining the correlation between
various attributes and their corresponding factors under Service Quality.
And correlation between Service Quality factors and overall customer
satisfaction regarding the Services offered by Tata Tele-services.

CHAPTER 3
RESEARCH METHODOLOGY
3.1 INTRODUCTION:-
Research methodology is a way to systematically solve the research problem.

It may be understood as science of studying how research is done scientifically.
In it we study various steps that are generally adopted by a researcher in
studying his research problem along with logic behind them.
3.2 RESEARCH DESIGN:-
Research design as a basic plan or strategy of the research study and the logic
behind it that makes it possible and valid to draw more general conclusions
from it. Design refers to the format and theoretical structure under which the
study would be carried out, that is how the worthiness and contribution of
certain elements are.
In my study both descriptive and causal research design are used to analyze the
data collected. Descriptive research design aims at using graphs and pie-charts
to evaluate the data, while causal research design uses various statistical tools
to give base to the study.
3.3 DATA COLLECTION METHOD:-
There are two categories for data collection in carrying out a research i.e.
Primary and Secondary data collection method.

PRIMARY DATA: - Primary data as the name suggests is original, problem or

project specific and collected for specific objectives and needs spelt out by the
researcher. The authenticity and the relevance is reasonably high. The
monetary and resource implications of this are quite high and sometimes a
researcher might not have the resources or time or both to go ahead with this
method.
In my study, primary data is collected through using questionnaires and

conducting Interviews.
SECONDARY DATA: - Secondary data as the name implies is that

information which is not topical or research specific and has been collected
and compiled by some other researcher or investigative body. The said
information is recorded and published in a structured format and thus is
quicker to access and manage. Secondly, in most instances unless it is a data
product, it is not expensive to collect.
SOURCES OF SECONDARY DATA:
INTERNAL SOURCES: Internal as the name implies is the organization or

environment specific source and includes the historical output and records
available with the organization which might be the backdrop of the study. The
facts and information may be available (like the employee data in the format
where it can be directly used for data interpretation and analysis). Advantages
are that they are readily accessible and economical to use. Secondly they are
topical and updated to the latest time period with a great amount of precision
and details.
EXTERNAL SOURCES: Information that is collected and compiled by

another source that is external to the organization is referred to as external

sources of data. There could be two kinds of published data-one that is from
the official and government sources-this could include census data, policy
documents and historical archives. The other kind of data is that which are
prepared by individuals or private agencies or organizations. This could be in
the form of books, periodicals, industry data such as directories and guides.
3.4 SAMPLING SIZE AND DESIGN:-
Probability Random Sampling was done, as it allows every one of the

population to have equal chance to take part in the sampling. Target
respondents were mostly the IT manager/personnel of particular organization.
Beyond that if the IT person was not available, then the people who are aware
about Product, Services and are in touch with Customer Service Representative
were also included.
Sample size was 60 respondents from different areas of Pune and the
companies majorly selected were small-medium enterprise.
3.5 RESEARCH INSTRUMENT:-
3.5.1 QUESTIONNAIRE:-
The questionnaire was used to collect data from respondents and the
items developed for data collection was adopted from previous studies.
However, it must be noted that the items in the questionnaire were tailor
made to suit the context of Tata Tele-services Private Limited as both a
telecommunications and state enterprise company. The questionnaire
sought the respondents’ perception about the service quality from Tata
Tele-services Private Limited and how it affects the overall customer
satisfaction.

3.5.2 PILOT TESTING:-
Pilot test was used to test the questionnaire on a small sample of

respondents to locate and eliminate potential problems before the large
amount of questionnaires were distributed. In this project, 15 respondents
were involved in the pilot test, and the questionnaire will be returned and
they will be free to write their comments about potential problem and
misleading.
3.6 CONCLUSION:-
This chapter discussed the research design and the study’s population. A
sample size of 60 respondents was chosen from a very large population in
Pune. In addition to this, the Sampling technique used was simple random
sampling. A number of problems were encountered in data collection and the
researcher devised methods of dealing with the problems and/or reducing its
threshold.

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 CUSTOMER’S TYPE OF BUSINESS:-
No. of
Sr. No. Particular
Respondents
1 IT/software/web development 23
2 Call center 14
3 Manufacturing 6
4 Consulting/Media/advertisement 9
5 Healthcare 4
6 Others 4
Total 60
Percentage of Respondents
6.67%
6.67%
15.00% 38.33%
10.00%
23.33%

Interpretation: - As per the above analysis, the maximum business

enterprises who are customers of Enterprise products of Tata Tele-services
are from IT/Software/Web development industry i.e. they comprise 38% of
total respondents and Call center is the second one. Tata Tele-services should
target these segments to increase their Market share.
4.2 MARKET SHARE OF ENTERPRISE DATA SOLUTION:-
ENTERPRISE DATA
No. of
Sr.no. Particulars respondents
1 Internet Leased Line 42
2 Leased Line 7
3 IPLC 3
4 MPLS 4
5 Photon 24
Total 80
No. of respondants
30.00%
52.50%
3.75%
5.00%
8.75%
Interpretation: - As per the analysis, more than half the market share is
dominated by Internet leased line and at second position is Photon data

cards. While the other products are having very small share, this might be
due to ENTERPRISE VOICE that the
No. of
Sr. no. Particulars respondents companies
1 PRI 16
which I visited
2 Centrex 4
were 3 GSM/CDMA 2 small and
4 Walky 18
5 Toll Free Solution 1 medium
TOTAL 41 enterprise.
But, the awareness regarding these products, other than Internet leased line
and Photon data cards is low and thus marketing of their importance and
applicability will need to focused upon to increase their share.
4.3 MARKET SHARE OF ENTERPRISE VOICE SOLUTION:-

No. of respondents
2.44% 39.02%
43.90%
4.88%
9.76%
Interpretation: - In this segment PRI and Walky have dominated the

segment. The other solutions need to be focused in terms of their awareness
and applicability. And the product solutions which have good demand such
as PRI and Walky need to be marketed more so that there share increases
from present scenario.
4.4 RESPONDENTS ARE SATISFIED WITH THE SERVICES

PROVIDED:-
No. of
Sr no. Particular respondents
1 Strongly Disagree 5
2 Disagree 2
3 Neutral 22
4 Agree 30
5 Strongly agree 1

Total 60
35
30
25
NO. OF RESPONDENTS
20
15
10
Interpretation:- Most of the respondents are satisfied with the services

provided i.e 30 of them agree that they are satisfied with the services
provided, but on the other hand 22 are neutral about the services provided.
Thus, to convert remaining respondents into favorable outcome more efforts
need to be put forth to improve services.
4.5 RELIABILITY ANALYSIS:-
Reliability analysis seeks to establish the internal consistency of the variables

in a research instrument, and in other words, seeks to establish the overall
reliability of any research instrument. By convention, the Cronbach’s Alpha is
the best method to use for reliability analysis. The alpha statistic ranges

between 0 and 1. According to Bryman and Bell (2007), a minimum threshold

of 0.7 is acceptable for instrument reliability.
Reliability Statistics
Cronbach's
Alpha N of Items
.939 23
The computed Cronbach’s Alpha for the 23 SERVQUAL items was found to
be 0.939. This being greater than 0.7, it shows that there is greater internal
consistency of the items in the scale, and that the research instrument used was
very reliable.
4.6 REGRESSION AND CORRELATION:-
4.6.1 OVERALL TANGIBILITY AND ITS ATTRIBUTES:-
Correlation analysis is used to measure the degree of association between

two sets of quantitative data.
And it is followed by regression analysis, Regression Analysis is used to

explain variation in dependent variable based on variation of independent
variable.

Correlations
STAFF
VISUAL ATTRACTIVE
APPEAL OF NESS AND
INFORMATIO OFFICE,EQUI PROFESSION OVERALL
N DELIVERY P.AND MAT. ALISM TANGIBILITY
** **
INFORMATION Pearson Correlation 1 .466 .486 .803**
DELIVERY Sig. (2-tailed) .000 .000 .000
N 59 59 59 59
** *
VISUAL APPEAL OF Pearson Correlation .466 1 .260 .738**
OFFICE,EQUIP.AND Sig. (2-tailed) .000 .047 .000
MAT. N 59 59 59 59
** *
STAFF Pearson Correlation .486 .260 1 .563**
ATTRACTIVENESS AND Sig. (2-tailed) .000 .047 .000
PROFESSIONALISM N 59 59 59 59
** ** **
OVERALL TANGIBILITY Pearson Correlation .803 .738 .563 1
Sig. (2-tailed) .000 .000 .000
N 59 59 59 59
**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).
Interpretation:- From the above table, the Pearson Correlation between

overall tangibility and information delivery is more near to 1, followed
by visual appeal and attractiveness of its products. Thus, there is +ve
correlation between overall tangibility and information delivery & visual
appeal with attractiveness of the product. Thus, for satisfaction from
tangibility to increase Information about the product should be delivered
properly with making it attractive and userfreindly. And all the attributes
are statistically significant with respect to Overall Tangibility.

Model Summary
Model
R R Square Adjusted R Square Std. Error of the Estimate
1 .920a .847 .838 .271
di
en
si
on
a. Predictors: (Constant), STAFF ATTRACTIVENESS AND PROFESSIONALISM, VISUAL APPEAL OF

OFFICE,EQUIP.AND MAT., INFORMATION DELIVERY
Interpretation:- The R value represents the simple correlation and is

0.920, which indicates very high degree of correlation. The R sqr. value
indicates how much of the total variation in the dependent variable is
explained by independent variable. In this case 84.7% is explained by
dependent variable, which is pretty good.




Coefficientsa
Model Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
1 (Constant) .013 .232 .057 .955
INFORMATION DELIVERY .388 .052 .491 7.436 .000
VISUAL APPEAL OF .389 .051 .456 7.624 .000

OFFICE,EQUIP.AND MAT.
STAFF ATTRACTIVENESS .210 .062 .206 3.399 .001

AND PROFESSIONALISM
a. Dependent Variable: OVERALL TANGIBILITY
Interpretation: - Over all Tangibility = K + a(inf. Del.) + b(Vis. appeal)

+ c(staff attr.)
i.e. Overall Tangibility = 0.149 + 0.511(inf. Del.) + 0.006(Vis. appeal) +
0.355(staff attr.)
Thus from above relation Information delivery has more impact on

Overall Tangibility.
4.6.2 OVERALL RELIABILITY AND ITS ATTRIBUTES:-

Correlations
DEPENDABILI
KEEPING TY AND
DELIVERY OF PROMISES CONSISTENC
SERVICE TO Y IN SOLVING OVERALL
TIMELY CUSTOMERS PROBLEM RELIABILITY
** **
DELIVERY OF SERVICE Pearson Correlation 1 .751 .723 .660**
TIMELY Sig. (2-tailed) .000 .000 .000
N 59 59 59 59
** **
KEEPING PROMISES TO Pearson Correlation .751 1 .702 .810**
CUSTOMERS Sig. (2-tailed) .000 .000 .000
N 59 59 59 59
** **
DEPENDABILITY AND Pearson Correlation .723 .702 1 .698**
CONSISTENCY IN Sig. (2-tailed) .000 .000 .000
SOLVING PROBLEM N 59 59 59 59
** ** **
OVERALL RELIABILITY Pearson Correlation .660 .810 .698 1
Sig. (2-tailed) .000 .000 .000
N 59 59 59 59
Interpretation:- Keeping promises to customers is highly correlated to

Overall reliability as compared to other attributes and all the attributes
are statistically significant.

Model Summary
Model
1 .830a .690 .673 .529

di
en
si
on
a. Predictors: (Constant), DEPENDABILITY AND CONSISTENCY IN SOLVING PROBLEM, KEEPING PROMISES

TO CUSTOMERS, DELIVERY OF SERVICE TIMELY

0.830, which indicates high degree of correlation. The R sqr. value
explained by independent variable. In this case 69% is only explained by
dependent variable, which is pretty good.
Model Standardized
1 (Constant) .811 .242 3.349 .001
DELIVERY OF SERVICE .003 .109 .003 .027 .978

TIMELY
KEEPING PROMISES TO .550 .106 .629 5.187 .000

CUSTOMERS
DEPENDABILITY AND .240 .110 .254 2.187 .033

CONSISTENCY IN
SOLVING PROBLEM
a. Dependent Variable: OVERALL RELIABILITY

Interpretation:- Over all Reliability = K + a(Del. Of serv.) + b (keeping
promise) + c(dependability & Consistency)

i.e. Overall Reliability = 0.811+ 0.003(Del. Of serv. Timely) +

0.550(Keeping Promise) + 0.240(dependability & consistency)
Thus from above relation Keeping promise with customer has more
impact on Overall Reliability.
Model Summary
Model
a
1 .826 .682 .665 .593
di
en
si
on
a. Predictors: (Constant), ACCURATE TIME OF PERFORMANCE OF SERVICE GIVEN, PROMPT SERVICES,

HELPING CUSTOMERS IN EMERGENCY SIT.
4.6.3 OVERALL RESPONSIVENESS AND ITS ATTRIBUTES:-

explained by independent variable. In this case 68.2% is only explained
by dependent variable, which is pretty good.

Coefficientsa
Model Standardized
1 (Constant) -.323 .317 -1.017 .313
PROMPT SERVICES .310 .104 .270 2.979 .004
HELPING CUSTOMERS IN .414 .090 .421 4.581 .000

EMERGENCY SIT.
ACCURATE TIME OF .311 .091 .323 3.427 .001

PERFORMANCE OF
SERVICE GIVEN
a. Dependent Variable: OVERALL RESPONSIVENESS
Interpretation:- Over all Responsiveness = K + a (Prompt Serv.) + b

(Helping cust. in emergency sitn. ) + c (Accurate time of performance)
Over all Responsiveness = - 0.323 + 0.310(Prompt Serv.) +

0.414(Helping cust. in emergency sitn.) + 0.311(Accurate time of
performance)

Correlations
HELPING ACCURATE
CUSTOMERS TIME OF
IN PERFORMANC OVERALL
PROMPT EMERGENCY E OF SERVICE RESPONSIVEN
SERVICES SIT. GIVEN ESS
** **
PROMPT SERVICES Pearson Correlation 1 .449 .492 .618**
Sig. (2-tailed) .000 .000 .000
N 59 59 59 59
** **
HELPING CUSTOMERS IN Pearson Correlation .449 1 .514 .708**
EMERGENCY SIT. Sig. (2-tailed) .000 .000 .000
N 59 59 59 59
** **
ACCURATE TIME OF Pearson Correlation .492 .514 1 .672**
PERFORMANCE OF Sig. (2-tailed) .000 .000 .000
SERVICE GIVEN N 59 59 59 59
** ** **
OVERALL Pearson Correlation .618 .708 .672 1
RESPONSIVENESS Sig. (2-tailed) .000 .000 .000
N 59 59 59 59

Thus from above relation Helping customer in emergency situation has
more impact on Overall Responsiveness.
Interpretation:-Helping customers in emergency situation is highly

correlated to Overall responsiveness as compared to other attributes and
all the attributes are statistically significant.
4.6.4 OVERALL EMPATHY AND ITS ATTRIBUTES:-

Correlations
TECHNICAL
STAFF IS EFFECTVEL
EASILY Y
AVAILABLE COMMUNICA CONVENIEN
DURING TE AND T PERSONAL
EMERGENC SOLVE OPERATING SERVICE IS OVERALL
Y PROBLEMS TIMES GIVEN EMPATHY
** **
TECHNICAL STAFF IS Pearson 1 .339 .148 .757 .245
EASILY AVAILABLE Correlation
DURING EMERGENCY Sig. (2-tailed) .009 .262 .000 .062
N 59 59 59 59 59
** ** *
EFFECTVELY Pearson .339 1 .677 .305 .708**
COMMUNICATE AND Correlation
SOLVE PROBLEMS Sig. (2-tailed) .009 .000 .019 .000
N 59 59 59 59 59
**
CONVENIENT Pearson .148 .677 1 .146 .448**
OPERATING TIMES Correlation
Sig. (2-tailed) .262 .000 .270 .000
N 59 59 59 59 59
** *
PERSONAL SERVICE Pearson .757 .305 .146 1 .567**
IS GIVEN Correlation
Sig. (2-tailed) .000 .019 .270 .000
N 59 59 59 59 59
OVERALL EMPATHY Pearson .245 .708** .448** .567** 1
Correlation
Sig. (2-tailed) .062 .000 .000 .000
N 59 59 59 59 59


Interpretation:-Effectively communicate and solve problems is highly

correlated to Overall Empathy as compared to other attributes and all
the attributes are statistically significant.
Model Summary
Model Std. Error of the

R R Square Adjusted R Square Estimate
1 .887a .787 .772 .385

dim
ens
ion
a. Predictors: (Constant), PERSONAL SERVICE IS GIVEN, CONVENIENT OPERATING

TIMES, EFFECTVELY COMMUNICATE AND SOLVE PROBLEMS, TECHNICAL STAFF IS
EASILY AVAILABLE DURING EMERGENCY

explained by independent variable. In this case 78.7% is only
explained by dependent variable, which is pretty good.

Coefficientsa
Model Standardized
1 (Constant) 1.137 .248 4.582 .000
TECHNICAL STAFF IS -.474 .077 -.604 -6.175 .000

EASILY AVAILABLE
DURING EMERGENCY
EFFECTVELY .683 .088 .700 7.740 .000

COMMUNICATE AND
SOLVE PROBLEMS
CONVENIENT OPERATING -.051 .081 -.055 -.637 .527

TIMES
PERSONAL SERVICE IS .599 .070 .819 8.503 .000

GIVEN
a. Dependent Variable: OVERALL EMPATHY
Interpretation:- Over all Empathy = K + a(Easily available during

emergency) + b(Effectively communicate) + c(Convt. Operating
time) + d(Personal service)
i.e. Over all Empathy = 1.137 - 0.474(Easily available during

emergency) + 0.683(Effectively communicate) - 0.051(Convt.
Operating time) + 0.599 (Personal service)
Thus from above relation Effectively communicate and solve

problems has more impact on Overall Empathy.

4.6.5 OVERALL ASSURANCE AND ITS ATTRIBUTES:-
Correlations
EXCELLENT ABILITY OF
TECHNICAL PROVIDING
FIX KNOWLEDG GOOD COME WITH
PROBLEM E AND QUALITY INNOVATIVE OVERALL
QUICKLY SKILLS PRODUCTS PRODUCTS ASSURANCE
** **
FIX PROBLEM Pearson 1 .008 .341 .627 .572**
QUICKLY Correlation
Sig. (2-tailed) .951 .008 .000 .000
N 59 59 59 59 59
EXCELLENT Pearson .008 1 .539** .322* .491**
TECHNICAL Correlation
KNOWLEDGE AND Sig. (2-tailed) .951 .000 .013 .000
SKILLS N 59 59 59 59 59
** ** **
ABILITY OF Pearson .341 .539 1 .665 .878**
PROVIDING GOOD Correlation
QUALITY PRODUCTS Sig. (2-tailed) .008 .000 .000 .000
N 59 59 59 59 59
** * **
COME WITH Pearson .627 .322 .665 1 .729**
INNOVATIVE Correlation
PRODUCTS Sig. (2-tailed) .000 .013 .000 .000
N 59 59 59 59 59
OVERALL ASSURANCE Pearson .572** .491** .878** .729** 1
Correlation
Sig. (2-tailed) .000 .000 .000 .000
N 59 59 59 59 59


Interpretation:- Ability of providing good quality products is highly

correlated to Overall Assurance as compared to other attributes and
all the attributes are statistically significant.
Model Summary
Model
1 .929a .864 .854 .324
di
en
si
on
a. Predictors: (Constant), COME WITH INNOVATIVE PRODUCTS, EXCELLENT TECHNICAL KNOWLEDGE

AND SKILLS, FIX PROBLEM QUICKLY, ABILITY OF PROVIDING GOOD QUALITY PRODUCTS
Interpretation:- The R value represents the simple correlation and

is 0.929, which indicates high degree of correlation. The R sqr. value
explained by independent variable. In this case 86.4% is only
explained by dependent variable, which is pretty good.

Coefficientsa
Model Standardized
1 (Constant) -.057 .227 -.250 .804
FIX PROBLEM QUICKLY .291 .063 .310 4.638 .000
EXCELLENT TECHNICAL .105 .062 .104 1.695 .096

KNOWLEDGE AND SKILLS
ABILITY OF PROVIDING .644 .071 .687 9.076 .000

GOOD QUALITY
PRODUCTS
COME WITH INNOVATIVE .034 .064 .044 .537 .593

PRODUCTS
a. Dependent Variable: OVERALL ASSURANCE
Interpretation:- Over all Assurance = K + a( Fix Problem Quickly)

+ b(excellent tech. knowledge) + c(Providing good quality) +
d(Innovative Products)
i.e. Over all Assurance = -0.057 + 0.291 ( Fix Problem Quickly) +

0.105 (excellent tech. knowledge) + 0.644 (Providing good quality)
+ 0.034(Innovative Products).
Thus from above relation, Ability of providing good quality

products has more impact on Overall Assurance.

Correlations
CUSTOME
OVERALL OVERALL OVERALL OVERALL R
TANGIBILI RELIABILI RESPONS OVERALL ASSURAN SATISFAC
TY TY IVENESS EMPATHY CE TION
* * **
OVERALL Pearson 1 .049 .289 .310 .510 .446**
TANGIBILITY Correlation
Sig. (2-tailed) .712 .026 .017 .000 .000
N 59 59 59 59 59 59
** ** **
OVERALL Pearson .049 1 .439 .686 .359 .564**
RELIABILITY Correlation
Sig. (2-tailed) .712 .000 .000 .005 .000
N 59 59 59 59 59 59
* ** ** **
OVERALL Pearson .289 .439 1 .609 .335 .384**
RESPONSIVENES Correlation
S Sig. (2-tailed) .026 .000 .000 .010 .003
N 59 59 59 59 59 59
* ** ** **
OVERALL Pearson .310 .686 .609 1 .716 .672**
EMPATHY Correlation
Sig. (2-tailed) .017 .000 .000 .000 .000
N 59 59 59 59 59 59
OVERALL Pearson .510** .359** .335** .716** 1 .742**
ASSURANCE Correlation
Sig. (2-tailed) .000 .005 .010 .000 .000
N 59 59 59 59 59 59
** ** ** ** **
CUSTOMER Pearson .446 .564 .384 .672 .742 1
SATISFACTION Correlation
Sig. (2-tailed) .000 .000 .003 .000 .000
N 59 59 59 59 59 59

4.6.6 OVERALL SERVICE SATISFACTION AND FACTORS OF
SERVICE QUALITY

Interpretation: - Over all assurance is highly correlated to Overall

service satisfaction i.e. Customer Satisfaction as compared to other
Factors and all the Factors are statistically significant. Thus this
implies that, if assurance is improved i.e. the customers are assured
that the service will be good, then accordingly the overall
satisfaction will also increase because they are positively co-
related.
Model Summary
Model Std. Error of the

R R Square Adjusted R Square Estimate
a
1 .819 .670 .639 .538
di
en
si
on
a. Predictors: (Constant), OVERALL ASSURANCE, OVERALL RESPONSIVENESS, OVERALL

RELIABILITY, OVERALL TANGIBILITY, OVERALL EMPATHY

Interpretation: - The R value represents the simple correlation and

is 0.857, which indicates high degree of correlation. The R sqr.
Value
indicates how much of the total variation in the dependent variable
is
explained by independent variable. In this case 73.5% is explained
by dependent variable, which is pretty good.
Coefficientsa
Model Standardized
1 (Constant) -.479 .447 -1.071 .289
OVERALL TANGIBILITY .207 .127 .156 1.625 .110
OVERALL RELIABILITY .367 .110 .379 3.344 .002
OVERALL .009 .091 .010 .094 .926

RESPONSIVENESS
OVERALL EMPATHY -.038 .188 -.034 -.202 .841
OVERALL ASSURANCE .579 .140 .547 4.143 .000
a. Dependent Variable: CUSTOMER SATISFACTION

Interpretation: - 1. Customer Satisfaction = K + a (Overall

Tangibility) + b (Overall Reliability) + c (Overall
Responsiveness) + d (Overall Empathy) + e (Overall Assurance)
i.e. Customer Satisfaction = -0.213 + 0.315 ( Overall Tangibility) +
0.459 (Overall Reliability) - 0.023 (Overall Responsiveness)
0.245(Overall Empathy) + 0.549 (Overall Assurance)
Thus from above relation, Overall Assurance has more impact on
Overall Service Satisfaction.
2. In other words, the relative impact of each of the service quality
factors on customer satisfaction in order of decrease in impact,
measured by the magnitude of the beta coefficients include:
1. Assurance
2. Reliability
3. Tangibility
4. Responsiveness
5. Empathy
What this means is for Tata Tele-Services to effect a significant

boost in the satisfaction of their customers, it need to concentrate
more on Assurance of its services and products and making their
customers believe that, whatever this company promises it fulfills
it. It also need to improve upon reliability, followed by high
investment in improving its Tangibles.
4.7 CONCLUSION:-

This chapter presented the interpretations of the research, appropriate analysis

were done, and the results were presented thematically answering the research
objectives. The next chapter will summarize the findings of the research,
conclusions will be made based on the findings and recommendations will be
made as per the findings.
CHAPTER 5
FINDINGS AND RECOMMENDATIONS
5.1 FINDINGS:-
1) About 38% of total customers are from IT & Software Industry and 23% of
customers belong to call center service industry.
2) In enterprise data solution 52% of total market is captured by Internet
Leased Line, followed by Photon data cards covering 30%.
3) In enterprise voice solution 44% of total market is covered by Walky
product, followed by the PRI product covering 39% share of market.
4) 30 out of 60 customers, agree that they are satisfied with the services
provided and 22 customers are neutral about the services provided.
5) Information delivery about the products has maximum impact on overall
Tangibility.

6) Keeping Promise with the customers has maximum impact on overall

Reliability.
7) Helping customers in Emergency situation has maximum impact on overall
Responsiveness.
8) Effectively communicating and solving problems has maximum impact on
overall Empathy.
9) Ability & Assurance to provide good quality products has maximum impact
on overall Assurance.
10) Overall Assurance has maximum impact on Overall Customer Satisfaction.
5.2 RECOMMENDATIONS:-
1)

CHAPTER 6
LIMITATIONS OF STUDY
Every project is limited by some constraints. A researcher cannot go beyond a
certain level in a project he or she undertakes. In the same way this project is also
limited by some constraints.
 Due to geographic constraint the sample size got restricted.

 Time constraint was a major issue as lot of time could not be provided to
one particular respondent.
 Weather conditions at times affected the research work
 At few places unavailability of the respondent also deterred the research
work
 Unavailability of data also created roadblocks in the research work at times

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AN ASSESSMENT OF SERVICE QUALITY ON CUSTOMER SATISFACTION 2015-16

SUMMER INTERNSHIP PROGRAM

PGDM MARKETING Page 1

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Dr. ARCHANA SRIVASTAVA

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I would like to take this opportunity to thank my project guide, Mr Vishant

I would also like to thank Mr Suraj Kamble, Associate Professor (BIMM),

PGDM MARKETING Page 4

PGDM MARKETING Page 5

PGDM MARKETING Page 6

CUSTOMER TYPE OF BUSINESS

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However, in India, over years, the performance of Tata Tele-services Private

Service quality and customer satisfaction are very important concepts to

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opportunities to many organizations across the globe. Customers perception of

1.1 BACKGROUND OF STUDY:-

Today’s fast paced and increasingly competitive global market requires

It is obvious that the customers are more important stakeholders in many

PGDM MARKETING Page 10

It is well documented that various business organizations are studying and

A high correlation between customer retention and profitability was

PGDM MARKETING Page 11

1.3 PURPOSE OF STUDY:-

 To describe how enterprise customers perceive service quality provided by

1.4 RESEARCH OBJECTIVES:-

1. To examine the relationship between customer satisfaction and service

1. To find out the various expectations of customers for service performance.

2. To construct a SERVQUAL model.

3. To conduct a survey in order to find out the impact of service quality

4. To provide recommendations (if any)

1.5 COMPANY PROFILE:-

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acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices

Tata Teleservices is the undisputed market leader in the fixed wireless

PGDM MARKETING Page 13

1.6 BOARD OF DIRECTORS:-

Mr. Kishor Chaukar Mr. Srinath Narasimhan

Designation : Chairman Designation: Managing Director.

Prof. Ashok Jhunjhunwala Mr. D. T. Joseph

Designation : Independent Director Designation : Independent Director

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Mr. Govind Sankaranarayanan Ms. Hiroo Mirchandani

Designation : Director Designation: Independent Director

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Review of literature forms an integral as well as an essential part of modern

2.2 SERVICE QUALITY:-

Parasuraman et al. (1985) describes service quality as the evaluation of the

Keller and Kotler (2009:789) define a service as any intangible performance or

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offer by one party which in this research relates to Tata Tele-services, to

 Physical facilities, processes and procedures;

2.3 CUSTOMER SATISFACTION:-

Solomon (2009: 34) describes a customer as the most crucial stakeholder of an

Kotler and Keller (2009:789) define satisfaction as the feeling of delight or