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Customer Satisfaction Towards Whatsapp: A Study On
Customer Satisfaction Towards Whatsapp: A Study On
Submitted by:
A.MEHER ANUSHA
Regd No. : 1214415104
Under the esteemed guidance of
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DECLARATION
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CERTIFICATE
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ACKNOWLEDGEMENT
I am immensely thankful to friends and the respondents who have guided me at every
stage in preparing and finishing this project with their valuable suggestions.
A.MEHER ANUSHA
Regd No. : 1214415104
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CONTENT PAGE NUMBERS
Chapter-1:
(i) Introduction 6-8
(ii) Other social messaging apps 9-12
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CHAPTER – I
INTRODUCTION
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INTRODUCTION TO THE STUDY
"Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers' expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability.... These
metrics quantify an important dynamic. When a brand has loyal customers, it gains positive
word-of-mouth marketing, which is both free and highly effective."
"In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than satisfying. For this reason, a
luxury resort, for example, might receive a lower satisfaction rating than a budget motel—
even though its facilities and service would be deemed superior in 'absolute' terms."
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A mobile app is a software application (app) designed to run on mobile devices such
as smart phones and tablet computers. Most such devices are sold with several apps bundled
as pre-installed software, such as a web browser, email client, calendar, mapping program,
and an app for buying music or other media or more apps. Some pre-installed apps can be
removed by an ordinary uninstall process, thus leaving more storage space for desired ones.
Where the software does not allow this, some devices can be rooted to eliminate the
undesired apps.
If you go back to the history of the mobile applications, then you can clearly figure
out that a few Java games, a calculator or monthly calendar were all that came under the
category of mobile apps. However, the first smart phone was announced for the general use
by IBM in 1993 that was equipped with the features like calculator, world clock, and calendar
and contact book. The BlackBerry Smartphone released in 2002 was the next major
achievement in the field of mobile application development and it was marked by BlackBerry
Limited, formerly known as Research in Motion Limited (RIM) and integrated with the
innovative concept of wireless email.
On the 3rd day of April 1973, the first mobile phone call was made by Martin Cooper
of Motorola to Dr. Joel S. Engel of Bell Labs.
And, it took two decades of Research and development (R&D) to get first mobile application
for smart phones, and the credit goes to IBM Simon, who introduced the world with the first
mobile apps for smart phones.
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TOPIC RELATED CONCEPTS:-
WhatsApp Inc., was founded in 2009 by Brian Acton and Jan Koum, both former
employees of Yahoo. After Koum and Acton left Yahoo! in September 2007, the duo traveled
to South America as a break from work. At one point they applied for jobs at Face book but
were rejected. For the rest of the following years Koum relied on his $400,000 savings from
Yahoo. In January 2009, after purchasing an iPhone and realizing that the seven-month-
old App Store was about to spawn a whole new industry of apps, he started visiting his friend
Alex Fishman in West San Jose where the three would discuss ".
Having statuses next to individual names of the people," but this was not possible
without an iPhone developer, so Fishman introduced Koum to Igor Solomennikov, a
developer in Russia that he had found on RentACoder.com. Koum almost immediately chose
the name "WhatsApp" because it sounded like "what's up", and a week later on his birthday,
on February 24, 2009, he incorporated WhatsApp Inc. in California. However, early
WhatsApp kept crashing or getting stuck and at a particular point, Koum felt like giving up
and looking for a new job, upon which Acton encouraged him to wait for a "few more
months".
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WhatsApp was switched from a free to paid service to avoid growing too fast, mainly
because the primary cost was sending verification texts to users. In December 2009
WhatsApp for the iPhone was updated to send photos. By early 2011, WhatsApp was in the
top 20 of all apps in Apple's U.S. App Store.
In August 2014, WhatsApp released an update to its Android app, adding support
for Android Wear smart watches.
On January 21, 2015, WhatsApp launched WhatsApp Web, a web client which can be
used through a web browser by syncing with the mobile device's connection.
On February 26, 2016, WhatsApp announced they would cease support for
BlackBerry by the end of 2016.
In May 2011, a security hole was reported which left WhatsApp user accounts open
for session hijacking and packet analysis. WhatsApp communications were not encrypted,
and data was sent and received in plaintext, meaning messages could easily be read if packet
traces were available.
In May 2012 security researchers noticed that new updates of WhatsApp no longer
sent messages as plaintext, but the cryptographic method implemented was subsequently
described as "broken". In August 2012 the WhatsApp support staff said that messages were
encrypted in the "latest version" of the WhatsApp software for iOS and Android (but not
BlackBerry, Windows Phone, and Symbian), without specifying the cryptographic method.
In February 2014, the public authority for data privacy of the German state
of Schleswig-Holstein advised against using WhatsApp, as the service lacked privacy
protection such as end-to-end client side encryption technology. WhatsApp started
implementing end-to-end encryption in late 2014 and finished in April 2016.
From April 5, 2016, end-to-end encryption for all users' communications, including
file transfers and voice calls, is supported for users of the latest client, encryption being
enabled by default.
WhatsApp, a dream come true of talking to a friend sitting oceans apart through
radio-waves, means absolutely free.
This is where WhatsApp walked in to make life easy for Smartphone users. It
leveraged on the increasing popularity of the term, ‘stay connected’. Where people wanted
staying in touch with their friends and loved ones for as low a price as possible, WhatsApp
removed the price aspect from it.
We Chat:-
We Chat provides multimedia communication with text messaging, hold-to- talk
voice messaging, broadcast (one-to-many) messaging, photo/video sharing, location
sharing, and contact information exchange.
WhatsApp has improved itself by introducing voice messaging in its latest modified
version, because of the strong competition given by We Chat.
Hike:-
the term, ‘Stay Connected’. Where people wanted staying in touch with their
friends and loved ones for as low a price as possible, WhatsApp removed the
price aspect from it.
Hike Messenger is a cross-platform instant messaging service for smart phones that
uses the internet for communication.
In addition to text messaging, users can send each other graphical stickers,
emoticons, images, videos, audios, files, voice messages, contacts and location.
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For privacy, Hike uses a 128-bit SSL encryption.
Hike Messenger's new free voice calling feature is meant for Hike-to-Hike calls, and
can be used on 2G, 3G and Wi-Fi networks in over 200 countries.
Face book Messenger is an instant messaging service and software application which
provides text and voice communication.
Integrated with Face book’s web-based Chat feature, Messenger let’s Face book users
chat with friends both on mobile and on the main website.
Twitter:-
Twitter is an online social networking and micro-blogging service that enables
users to send and read "tweets", which are text messages limited to 140
characters.
Registered users can read and post tweets but unregistered users can only read
them. Users access Twitter through the website interface, SMS, or mobile device
app.
Twitter Inc. is based in San Francisco and has offices in New York City, Boston,
and San Antonio.
Line:-
Line is a Japanese proprietary application for instant messaging on Smartphone’s
and PCs.
Line users exchange text messages, graphics, video and audio media, and make
free VoIP calls, and hold free audio or video conferences.
Line, launched in Japan in 2011, reached 100 million users within eighteen
months and 200 million users only six months later.
Skype:-
Skype is an application that provides video chat and voice call services. Users
may exchange such digital documents as images, text, video and any others, and
may transmit both text and video messages.
Skype was founded in 2003 by Janus Friis from Denmark and Niklas Zennstrom
from Sweden. The Skype software was created by the Estonians Ahti Heinla, Priit
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Kasesalu, and Jaan Tallinn. The first public beta version was released on 29
August 2003.
CHAPTER-2
METHODOLOGY
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RESEARCH PROBLEM:- Customer Satisfaction towards WhatsApp.
NEED OF STUDY:-
The study of this project will help us to know the usage of WhatsApp messaging application
by various age groups and also the variety of services that are offered by this application and
the level satisfaction among the users.
RESEARCH DESIGN:-
Primary data was collected from respondents with sample size 100.
Secondary data was collected from the internet and other websites.
SAMPLING SIZE:-100
CHAPTER-3
ANALYSIS OF THE DATA
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ANALYSIS OF THE DATA:-
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INTERPRETATION:-
It has been observed that the highest percentage of usage of social messaging apps for
the age group 21-30 is 56 percent, in which usage of WhatsApp is 45 percent,
Facebook messenger is 8 percent and Skype is 3 percent.
It is also clear that the second highest usage of social messaging apps for the age
group 10-20 is 29 percent, in which usage of WhatsApp is 21 percent, Facebook
messenger is 4 percent and Skype is 4 percent.
The next highest usage of social messaging apps for the age group 31-40 is 10
percent, in which usage of WhatsApp is 8 percent, Facebook messenger is 1 percent
and Skype is 1 percent.
The lowest usage of social messaging apps for the age group 40 and above is 5
percent, in which usage of WhatsApp is 4 percent, Facebook messenger is 0 percent
and Skype is 1 percent.
The overall usage of WhatsApp among public is 78 percent, Facebook messenger is
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13 percent and Skype is 9 percent.
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INTERPRETATION:-
It has been observed that the highest rating of WhatsApp for the age group 21-30 is 56
percent, in which 24 percent are satisfied, 19 percent are neutral, 12 percent of users
are most satisfied and the 1percent of users is dissatisfied.
The second highest rating of WhatsApp for the age group 10-20 is 29 percent, in
which 17 percent are satisfied, 6 percent are neutral, 4 percent of users are most
satisfied and the 2 percent of users are dissatisfied.
The next highest rating of WhatsApp for the age group 31-40 is 10 percent, in which
5 percent are satisfied, 4percent are neutral, 1 percent of users are most satisfied and 0
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percent of the users is dissatisfied.
The lowest rating of WhatsApp for the age group 40 and above is 5 percent, in which
3 percent are neutral, 2 percent are satisfied, 0 percent of users is dissatisfied, 0
percent of users are most satisfied.
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INTERPRETATION:-
It has been observed that the highest usage of WhatsApp on an active basis for the age
group 21-30 is 56 percent, in which 23 percent of users use WhatsApp “most of the
time”, 15 percent use “all the time”,11 percent use “sometimes” and 7 percent of users
“not at all” use.
The second highest usage of WhatsApp on active basis for the age group 10-20 is 29
percent, in which 16 percent of users use “most of the time”, 5 percent use
“sometimes”, also 5 percent use “all the time”, 3 percent “not at all” use.
The next highest usage of WhatsApp on active basis for the age group 31-40 is 10
percent, in which 6 percent of users use “most of the time”, 2 percent of users use “all
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the time”, 1 percent use “sometimes”, also 1 percent “not at all” use.
The lowest age group of WhatsApp on active basis for the age group 40 and above is
5percent, in which 3 percent of users use “most of the time”, 1 percent use ‘all the
time”, also 1 percent use “sometimes” and 0 percent “not at all” use.
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INTERPRETATION:-
It has been observed that the highest rating of WhatsApp for gender male is 52
percent, in which 24 percent of users are “satisfied”, 17 percent are “neutral”, 9
percent are “most satisfied”, 2 percent of users are “dissatisfied”.
The next highest rating of WhatsApp for gender female is 48 percent, in which 24
percent of users are “satisfied”, 15 percent are “neutral’, 8 percent are “most
satisfied”, 1 percent of users are “dissatisfied”.
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The overall rating of WhatsApp based on the gender, 48 percent of the users are
“satisfied”, 32 percent are “neutral”, 17 percent are “most satisfied” and only 3
percent is “dissatisfied”.
Count
Usage WhatsApp on an active basis Total
Most of the
All the time time Sometimes Not at all
Gender male 15 25 8 4 52
female 8 23 10 7 48
Total 23 48 18 11 100
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INTERPRETATION:-
It has been observed that the usage of WhatsApp on an active basis based on gender is
highest for male by 52 percent, in which 25 percent use WhatsApp “most of the
time”, 15 percent use “all the time”, 8 percent use “sometimes “and 4 percent “not at
all” use.
The next highest usage of WhatsApp on active basis is female by 48 percent, in which
23 percent use WhatsApp “most of the time”, 10 percent use “sometimes”, 8 percent
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use WhatsApp “all the time” and 7 percent “not at all use”.
48 percent of users in overall use WhatsApp on active basis “most of the time” based
on gender, 23 percent use “all the time”, 18 percent use “sometimes”, 11 percent “not
at all” use.
It has been observed that the impressive feature of WhatsApp based on gender is
highest for male by 52 percent, in which 19 percent of users impressed by “ease of
navigation”, 13 percent by “group chatting”, 11 percent by “speed” and 9 percent
impressed by “cost”.
The next highest is female by 48 percent, in which 17 percent of users are impressed
by “ease of navigation”, 14 percent by “speed”, also 11 percent are impressed by
“group chatting” and also 6 percent by “cost”.
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Age * Impressive feature of WhatsApp Cross tabulation
Count
Impressive feature of WhatsApp Total
Ease of
navigation/use
r friendly Group
interface Speed Chatting Cost
Age 10-20 8 4 10 7 29
21-30 23 18 10 5 56
31-40 3 2 3 2 10
40 and above 2 1 1 1 5
Total 36 25 24 15 100
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INTERPRETATION:-
It has been observed that the impressive features of WhatsApp between the
age group 21-30 is 56 percent, in which 23 percent of users found “ease of
navigation” as an impressive feature, 18 percent for “speed”, 10 percent for
“group chatting” and 5 percent for “cost”.
Between the age group 10-20, 10 percent of the users are impressed by the
feature “group chatting”, 8 percent for “ease of navigation”, 7 percent for
“cost” and 4 percent for “speed”.
For the age group 31-40, 3 percent of the users are impressed by the feature
“ease of the navigation”, also 3 percent for “group chatting”, 2 percent for
“speed” and also 2 percent for its “cost”.
And for the age group 40 and above, 2 percent of the users are impressed by
the feature “ease of navigation”, 1 percent for its “speed”, 1 percent for “group
chatting” and 1 percent for its “cost”.
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CHAPTER-4
FINDINGS AND OBSERVATIONS
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FINDINGS AND OBSERVATIONS:-
The usage of social messaging app is highest in WhatsApp than Facebook messenger
and Skype.
WhatsApp has been in market for quite some time and is being used by most and
offers functionality like text based messaging and files transfers.
WhatsApp is clearly emerging as an alternate for SMS and MMS messaging.
WhatsApp is mostly popular among youth & working professionals.
Word of mouth is major source of spreading of WhatsApp popularity.
The ease of navigation is considered as the most impressive feature of WhatsApp.
It has been concluded that the rating of WhatsApp is highest for “satisfied”.
The usage of WhatsApp on active basis is highest for “most of the time”.
The overall rating of WhatsApp based on gender is highest in male than female.
The majority of users based on gender found “ease of navigation” as an impressive
feature followed by “group chatting”.
“Ease of navigation” is considered as the most impressive feature of WhatsApp.
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BIBLIOGRAPHY
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BIBLIOGRAPHY:-
BOOKS:-
Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, “Marketing
Management – A south Indian perspective”- 13th edition. Pearson Education, 2009.
WEBSITES:-
https://www.whatsapp.com/
http://www.cxotoday.com/story/is-whatsapp-overtaking-the-sms-soon/
http://nivedithg.blogspot.in/2012/10/wechat-mobile-app-review.html
http://www.statista.com
http://www.frost.com/c/10392/blog/blog-display.do?id=3313452
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ANNEXURE
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CUSTOMER SATISFACTION TOWARDS WHATSAPP
1. Name:-
2. Age:
(a) 10-20
(b) 21-30
(c) 31-40
(d) 40 and Above
3. Gender:-
6. What do you prefer more for staying in touch with people on your
phone?
(a)Social messaging apps (b) Voice calls (c) SMS (d) E-mail
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12. Which features you would like to suggest in WhatsApp to
enhance its appeal?
(a)Video calling services
(b)Support to PC’s to PC’s/phone vice versa
(c)Increase group chat participants from 30.
(d)Privacy-who can view and add.
(e) Others (specify)
14. Do you think using WhatsApp can help improve your relationship
with family members and friends?
(a)Yes
(b) No
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16. Do you depend on WhatsApp for most of your communication
than phone calls?
(a)Yes
(b) No
18. Why do you keep using even though you know it’s harmful?
(a)Too convenient and user friendly
(b) I can have a feeling of belonging to a social group
(C) I can find friends to express my emotions freely in a quick way
when I feel bored
(d)Others (specify)
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40
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