MRP Bhagat Madam

A STUDY OF CUSTOMER SATISFACTION TOWARDS VARIOUS
TELECOM/ CELL PHONE SERVICE PROVIDERS
MINOR RESEARCH PROJECT IN COMMERCE

UGC approval Letter No. and Date_F. 23-1731/14 (General/123(WRO)
XII Plan dated 16th March 2017.
Submitted to
UNIVERSITY GRANTS COMMISSION
WRO
PUNE
BY
Dr. (Mrs.) KISHORI JAGDISH BHAGAT
M.Com., M.Phil., M.B.A.,NET, Ph.D.
Asst. Prof., Pragati College of Arts & Commerce
Dombivli (E)
2018
Dr Kishori J Bhagat UGC MRP Page 1

Executive Summary
Introduction
Telecommunications systems are generally run by telecommunications service providers, also
known as communications service providers. These providers historically offered telephone
and related services and now offer a variety of internet and WAN services, as well as
metropolitan area network and global services.
The telecom industry is investing heavily in technological innovation and in the development
of technology. The growth rate is continuing at a fast pace, new value added products and
services are driving the consumer spending behaviour. Few companies have already realized
the opportunity to improve the relationship with a customer while performing marketing
research. Customer-driven initiatives to attract, retain and build intimate long term
relationship with profitable customers, innovation and delivery of Quality Service have
become the key elements in the marketing strategies. Relationship Management with the
three focal points – Customer Perceived Value, Customer Satisfaction and Customer Loyalty
– has become key success factor in achieving sustained customer patronage and profitability
to the firm. Customer Relationship Management (CRM) is an effective tool to achieve this
goal.
Customer Relationship Management

The art of managing the organization’s relationship with the customers and prospective
clients refer to customer relationship management.
"Customer Relationship Management, CRM, aims at providing better customer service,

retaining customers as long-term profitable customers, selling services/products more
effectively, gaining new customers from present customers through referrals, and providing
helping hand to salespeople".
Need for Customer Relationship Management

Customer Relationship Management leads to satisfied customers and eventually higher
business every time. Customer Relationship Management goes a long way in retaining
existing customers. Customer relationship management ensures customers return back home

with a smile. Customer relationship management improves the relationship between the
organization and customers.
Locale of the Study

The customers covered in the study are situated in Thane District, Maharashtra State. Thane
District is widely spread with seven Talukas and the areas covered in the study includes the
detailed study covering all the areas in the District viz. Thane, Thane City, Kalyan-Dombivli,
Ulhasnagar, Ambernath-Badlapur, Murbad, Bhiwandi and Shahpur The profile of the
selected Telecom Service Providers covered in the study gets incorporated in Chapter No. 3
Objectives of the Study

The study was conducted with the following objectives:
 To understand the concept of CRM
 To understand the profile of Telecom Service providers
 To study the CRM of Telecom Service providers
 To provide measures for improving the customer level of satisfaction
Hypothesis of the Study

The study focus on testing the following hypothesis:
The Telecom Service Providers follow the procedural approach for satisfying the customers
and taking measures towards CRM, they seem to fall short in detailed analytical study of the
customers in managing the same.
Complementary to the given hypothesis following Null Hypothesis were tested
1. There is no significant difference in the satisfaction level with the service
given by service provider between male and female respondents
2. There is no significant difference in the overall satisfaction level with the
service given by service provider between male and female respondents.
service given by service provider between prepaid and postpaid customers.
4. There is no significant difference in the satisfaction level with the service
given by service provider among different occupation of respondents.
service given by service provider among different telecom customers.

6. There is no significant difference in the overall satisfaction level among the
different telecom service provider
Research Methodology
The standard practice of conducting social research was adopted as Research Methodology.
The hypothesis and the objectives of the study were kept in mind to develop a supportive
Research Methodology.
The method adopted was descriptive and analytical method of research. The method adopted
was survey method complemented by descriptive and analytical method of research.
Population and Sampling

The population of the study consists of selected telecom service providers covered in the
study.
The population of the study covered the customers of selected telecom service providers in
Thane District.
The Customers taken up for the study were those customers who are the current users of the
services of any to the telecom service providers covered in the study.
Random Sampling Method was adopted for the Customers in Thane District. The
Convenience Method of sampling was adopted to select the Telecom Service Providers.
Data Collection
The data collection consisted of Primary and Secondary data.
Primary data was collected by use of methods like Structured Questionnaire to the
Customers of the selected seven UCBs. Discussions and Interviews were also conducted with
the sample contents. Before finalizing the Structured Questionnaires, Then, the Structured
Questionnaires were set to pilot testing. The pilot testing of the structured questionnaires
were conducted among the sample size of customers of each Telecom Service Providers
covered in the study.

The Secondary data consisted of reports, reviews and websites of Telecom Service
Providers covered in the study along with various books, journals, magazines, newspaper,
news articles, blogs review of literature, published articles by different authors and experts in
the said area. The unpublished data that came to the knowledge during conducting the study
was considered as a part of secondary data.
Data Processing
The collected data were subjected to Scientific Editing, Classification, Tabulation and
Interpretation by use of valid statistical methods recognized in social research.
Analysis of Data and Statistical Methods

The data collected from different sources were subjected to analysis with the help of
statistical methods recognized in the social research.
Analysis and interpretation of the data collected from the Customers of Telecom Service
Providers covered in the study
The data collected from the different level of respondents with the help of the different
structured questionnaires were recorded and analyzed. The questions in the questionnaire for
the Customers consisted of getting information on the two major areas namely the personal
information of the customers and their level of satisfaction on various parameters.
The questions in the structured questionnaire consisted of close ended questions that is
Dichotomous or two way questions and multiple choice questions. And the last question an
open-ended question. On the collective analysis of the marks scored in the independent
categories of the respondents, it could assess the level of satisfaction of customers on various
parameters.
The data were subjected to Tabulation as required for testing Null Hypotheses which gets
mentioned in Chapter 1. The data of customers were analyzed by using quantitative analysis.
The testing of Null Hypotheses was conducted through t-test and ANOVA, Post-hoc and
Factor Analysis.
For tabulation and data entry MS Excel was used and for the statistical data analysis the
SPSS package was used to a large extend.

Reporting Method
The research report is presented in “Popular Method” of reporting. The statistical analysis
excluding its interpretation is presented in the Technical method of reporting. The research
report has the complementary support of tables, pie diagram and other visual supports, which
are well within the reporting of descriptive and analytical research study.
Span of the Study

The following becomes the span of the study:
1. It focuses on the selected Telecom Service Providers
2. It covers the responses of customers in Thane District- Maharashtra.
3. The time span covers the information collected from the customers 2016-17 & 2017-
2018 (financial year)
Limitations of the Study

1. The jurisdiction of the study was restricted to Thane District- Maharashtra.
2. The study reveals the responses towards customers only and not employees.
3. As the study focus on only two years, the technological development in future may
change the opinions of the customers and telecom service providers.
Findings
Specific Findings from Qualitative Analysis
The specific findings were derived from the qualitative analysis that is covered at length in
chapter no 5. For better understanding it has been compiled for getting a clear picture of each
aspect of telecom service providers. The different questions were asked to cover the
important aspects of the services provided by the various telecom service providers covered
in the study.
The following table depicts question-wise analysis of the respondents whether they are
satisfied, dissatisfied or neutral in their responses towards the services provided by the
various telecom service providers covered in the study.

Table No. 1
Consolidated Question-wise analysis
Sr. Responses Satisfied Dissatisfied Neutral
No. (%) (%) (%)
1 Services Given By Service Provider 56.3 13.6 30.1
2 New Offer And Services 57.3 13.1 29.6
3 Charges Charged By Service Provider 56.9 14.6 28.5
4 Services Your Service Provider 52.0 16.0 32.0
Gallery
5 VAS Services 52.8 15.8 31.4
6 Customer Care Services 54.2 15 30.8
7 Network Availability In Their Area 53.6 17.6 28.8
8 Latest Internet Facility 56.2 14.3 29.5
9 Other Services Like Money Transfer, 57.1 13.5 29.4
Caller Tune Services, Call Divert,
Miss Call Alerts
10 Services Given By Customer 53.1 15.6 31.3
Representatives At The Office Of
Service Provider
11 Network Facility In Other Areas 57.7 16.8 25.5
12 Online Services 57.2 13 29.8
13 New Additional Benefits 54.4 15.8 29.8
14 Current Network Comparatively With 56.4 14.9 28.7
Other Network
15 Image Of The Service Provider 57.4 13.6 29
16 Services That Much As Compared To 54.5 15.5 30
That What They Expected
17 Network Availability While 55 14.4 30.6
Travelling
18 Rates Charged By Service Provider 57.8 15.6 26.6
19 Response Given By Customer Care 58.2 14.1 27.7
Executive On Call
20 Call Charges 53 17.3 29.7

21 VAS Services 57.2 14.5 28.3
22 Overall Satisfaction 54.7 15.8 29.5
From the above table, it was found that:
 The level of satisfaction of any of the aspects was ranging from 52% to 58%.
 The level of dissatisfaction of any of the aspects was ranging from 13% to 17%.
 The level of Neutral responses of any of the aspects was ranging from 25% to
30%.
Specific Findings from Quantitative Analysis

The specific findings were derived from the Quantitative analysis that is covered at length in
chapter no 5. For better understanding it has been compiled for getting a clear picture of the t-
test and ANOVA conducted to test the Null Hypotheses.
The following table depicts the test conducted and the result of the test
Table No. 2
Consolidated result of testing of Null Hypotheses
Sr.N Null Hypothesis Test Result
o. applied
1 t-Test Rejected
There is no significant difference in the satisfaction
level with the service given by service provider
between male and female respondents
2 There is no significant difference in the overall t-Test Rejected
satisfaction level with the service given by service
provider between male and female respondents.
3 There is no significant difference in the overall t-Test Rejected
provider between prepaid and postpaid customers.
4 There is no significant difference in the satisfaction ANOVA Rejected
level with the service given by service provider among
different occupation of respondents.
5 There is no significant difference in the overall ANOVA Rejected
provider among different telecom customers.

6 There is no significant difference in the overall ANOVA Rejected
satisfaction level among the different telecom service
provider
The above table clearly indicates that all the Null Hypotheses gets Rejected. That means,
there is significant difference between
 The level of satisfaction with the service given by service provider between male and
female respondents
 The overall satisfaction level with the service given by service provider between male
and female respondents.
 The overall satisfaction level with the service given by service provider between
prepaid and postpaid customers.
 The satisfaction level with the service given by service provider among different
occupation of respondents.
 The overall satisfaction level with the service given by service provider among
different telecom customers.
 The overall satisfaction level among the different telecom service provider
To find out the difference in the satisfaction level between the customers the mean values
were compared. Though the mean values from the results were slightly different the result of
t-test and ANOVA showed significant difference and therefore it can be stated that after
comparison of the mean values of the variables;
It was found that

 The level of satisfaction of male respondents towards services given by service
providers was more than female respondents
 The level of overall satisfaction of male respondents towards services given by
service providers was more than female respondents
 The level of satisfaction of post paid respondents towards services given by service
providers was more than pre paid respondents
 The level of satisfaction of the respondents towards Jio is more followed by Vodafone
and Idea, then Airtel followed by TATA Docomo and last BSNL/MTNL.

 From the factor analysis it was found that the services can be classified into: Core
services, New services, Expected services, Supportive services, Additional services,
Recent trends in services and their Existing services.
General Findings
During the data collection and informal interviews with the customers, it was found that
 The respondents were happy with number of telecom service provider companies
pouring in.
 With the increasing competition and technology, the expectation of the customers has
increased to a large extent.
 The customers are quiet comfortable to switch their service providers to a new one in
the market.
 Innovation and research and development undertaken by the telecom service
providers also have increased the customer expectation.
 The main expectation is to get better services at lower cost.
 Due to the portability law coming in, the customers can retain their old number with
new service provider has added up their switching decision.
 The arrival of foreign companies, foreign direct investment and internet facility; that
has made the world a global village, the awareness among the customers has also
increased.
 BSNL/ MTNL need to work more on the lines of their counter players in the market.
 After going through the review of literature and profile of the various telecom service
providers covered in the study, it was clearly indicative of the vast facilities made
available by Jio followed by Vodafone, Idea and Aitel as compared to other service
providers. Apart from the traditional factors, the study could identify the factors that
affect the level of satisfaction of customers of telecom service providers.
Summary of the Findings

It was found that the telecom/cell service providers are well aware about the need to retain
the customers and therefore the need of Customer Relationship Management. With the
increasing competition the service providers tend to given more and more facilities to the
customers; but still the customers are not very satisfied with the services and therefore they
need to introspect themselves. They need to know the need and wants of the customers and

more so their touch points; so that they can enhance their relationship and have more holistic
marketing approach which in turn will be helpful to achieve their organizational objectives.
Suggestions
Based on the findings and observation some measures are suggested for the telecom service
providers so as to enhance their services, maintain good customer relationship and thereby
increase their profitability and market share.
Specific Suggestions
The following suggestions are given based on the testing of null hypotheses.
 The telecom service providers can work on more service facilities towards female in
specific; customized package, etc.
 The telecom service providers can concentrate on the younger generation and for that
they have to provide latest version of the services available in the global market, as
the youth is more techno-savvy.
 The telecom service providers can work on different customized packages for
students, business men, professionals, housewives, etc. to serve their specific
requirements.
 The customized package as per the age will also be help and give value to the
customer money and expectation.
 The pre paid customers are the most volatile and hence can be tapped with proper
services and facilities.
 The already existing telecom service providers must see the profile of the new
entrants; as they come with plethora of facilities and services to the customers.
General Measures
 There is a tough competition and therefore all the telecom service providers need to
do SWOT analysis and improve on all the aspects of their services.
 The telecom service providers need to identify the strength and weakness of their
competitors to know the market opportunities and threats.
 There is a large group of customers who are neutral towards their level of satisfaction
in many of the services provided and therefore these customers can be tapped by the
telecom service providers.

 The overall level of dissatisfaction is less that also means they have very tough
competition among themselves and therefore in order to survive they need to
constantly upgrade their services.
 The service providers should concentrate on Need-based services, innovation, and
customer research should be given priority.
 Customer delight and customer touch points should be identified by the telecom
service providers along with customer satisfaction.
 The service providers should work on customer relationship management based on
Customer Information System (CIS).
 There is need for maintaining customer data warehouse and data mining. The telecom
service providers should more on these lines.
Contribution to the Society As mobile has become an integral part of everyone‘s life, the
need to understand the customers need, wants and customer touch point is the need of the
hour for every telecom service providers. With the increasing competition in the industry the
need is inevitable and hence to retain the customers understand and practice customer
relationship management. Nowadays, to sustain in the market the service providers are
practicing various unfair means and practices. This can be curbed by spreading awareness
among the customers. With the internet access and social media, the customers are well
informed and therefore the service providers cannot cheat them and practice unfair means for
a long time. They have to be fair in providing the required services ethically. In a way, this is
beneficial for the society as it also forms a part towards protection of Consumer Rights.
Areas for Further Research

1. The jurisdiction of the study was restricted to Thane District- Maharashtra.
Research study can be undertaken for other districts as well as other States.
2. The study reveals the responses towards customers only and not employees.
Research study can be undertaken to know the responses of the employees as they
are the internal customers.
3. As the study focus on only two years, the technological development in future
may change the opinions of the customers and telecom service providers.
Research study can be done on the technical aspects of the services.

Conclusion
The research study achieved the objectives of the study mentioned in the Introduction
Chapter. The study confirms the hypothesis which became the base of the study. The
hypothesis was tested and could confirm that The Telecom Service Providers follow the
procedural approach for satisfying the customers and taking measures towards CRM, but they
fall short in detailed analytical study of the customers in managing the same. The ever
increasing competition in the global market and the shift in the focus from product to service
industry; there is a sheer need to give the best to the customers. Traditionally, it was said that
Customer is the King, and in today’s era time and again it has proved that survive or perish
and if one has to survive, they should satisfy the customers. Customers’ satisfaction and good
relationship is the mantra for survival in the global village. To sustain, grow and capture the
market the telecom service providers must know the customer touch points, concentrate on
customer research to know their requirements and develop innovative and distinct customized
plans instead of the general plans and services, to satisfy the customers and maintain proper
Customer Relationship Management.
Chapterisation
1. Introduction
o General Introduction
o Locale of the study
o Objectives of the study
o Hypothesis
o Span of the study
o Limitations of the study
o Chapterisation
o Conclusion
o References
2. Review of Literature
o Introduction
o Review of Literature
o Conclusion
o References

3. Profile of Telecom Service Providers
o Introduction
o Profile
o Conclusion
o References
4. Research Methodology
o Introduction
o Nature of research
o Population and sample
o Data collection
o Data Processing and Analysis
o Reporting
o Conclusion
5. Analysis and Interpretation of Customer Level of Satisfaction towards Telecom
Service Providers
o Introduction
o Qualitative Analysis
o Quantitative Analysis
o Conclusion
6. Findings, Suggestions and Conclusion
Bibliography
Annexures
1. Questionnaire for the Customers
2. Map of Thane District

Annexure 1
QUESTIONNAIRE FOR THE CUSTOMERS
NAME :
GENDER : [A] Male [B] Female
OCCUPATION: [A] Student [B] Business [C] Profession [D] Service [E] House
Wife
Qualification: [A] Upto 10th [B] Undergraduate [C] Graduate [D] Post Graduate [E]
Professional [F] Ph.D.
Your Telecom Service Provider: [A] Airtel [B] Vodafone [C] Jio [D]
BSNL/MTNL [E] Idea [F] Tata Docomo
Type of Connection : [A] Post Paid [B] Pre Paid
1. Are you satisfied with the services given by your service provider?
(1) Strongly satisfied (2) satisfied (3) average (4) dis-satisfied (5) strongly dis-
satisfied
2. Are you satisfied with new offer and services provided by your service provider?
satisfied
3. Are you satisfied with charges charged by your service provider as compared with
other operator?
satisfied
4. Are you satisfied with the services your service provider gallery provide you?
satisfied
5. Are you satisfied with VAS services provided by your service provider?

satisfied
6. Are you satisfied with customer care services provided by your service provider?
satisfied
7. Are you satisfied with the network availability in your area?
satisfied
8. Are you satisfied with 2G, 3G internet facility of your service provider?
satisfied
9. Are you satisfied with other services like money transfer, caller tune services, call
divert, miss call alerts services?
satisfied
10. Are you satisfied with services given by customer representatives of your service
provider?
satisfied
11. Are you satisfied with network facility in other areas than your area?
satisfied
12. Are you satisfied with online services provided in your service provider website?
satisfied
13. Are you satisfied with additional benefits by your service provider?
satisfied

14. Are you satisfied more with current network comparatively with other network?
satisfied
15. Are you satisfied with image of the your service provider in market?
satisfied
16. Are you satisfied with services that much as compared to that what you expected
from your service provider?
satisfied
17. Are you satisfied with network availability while travelling?
satisfied
18. If you are billing customer than are you satisfied with the postpaid billing services?
satisfied
19. If you are a prepaid customer, are you satisfied with the prepaid tariff
Plans/recharge coupons offered by your service provider?
satisfied
20. Rate your satisfaction level with reference to call charges?
satisfied
21. Rate your satisfaction level with reference to VAS services?
satisfied
22. Rate your overall satisfaction about your service provider?

satisfied
Would you like to give any suggestion? (Please specify)
----------------------------------------------------------------------------------------------------------------
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Annexure 2
Map of Thane District
Source:Gov.maps

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C. PERIODICALS/ NEWSPAPERS/ REPORTS

 The Economic Times
 The Indian Express
 Business Line
D. WEBSITES
 www.reliance.com
 www.bhartiairtel.com
 www.vodafone.com
 www.tatadocomo.com
 www.jio.com
 www.ideacellular.com
 www.Avaya GlobalConnect.com

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A STUDY OF CUSTOMER SATISFACTION TOWARDS VARIOUS

TELECOM/ CELL PHONE SERVICE PROVIDERS

MINOR RESEARCH PROJECT IN COMMERCE

Dr Kishori J Bhagat UGC MRP Page 1

Customer Relationship Management

"Customer Relationship Management, CRM, aims at providing better customer service,

Need for Customer Relationship Management

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Locale of the Study

Objectives of the Study

Hypothesis of the Study

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Population and Sampling

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Analysis of Data and Statistical Methods

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Span of the Study

Limitations of the Study

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Dr Kishori J Bhagat UGC MRP Page 7

Specific Findings from Quantitative Analysis

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It was found that

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Summary of the Findings

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Areas for Further Research

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QUESTIONNAIRE FOR THE CUSTOMERS

GENDER : [A] Male [B] Female

Type of Connection : [A] Post Paid [B] Pre Paid

Dr Kishori J Bhagat UGC MRP Page 15

7. Are you satisfied with the network availability in your area?

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17. Are you satisfied with network availability while travelling?

20. Rate your satisfaction level with reference to call charges?

21. Rate your satisfaction level with reference to VAS services?

22. Rate your overall satisfaction about your service provider?

Dr Kishori J Bhagat UGC MRP Page 17

Would you like to give any suggestion? (Please specify)

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Map of Thane District

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Dr Kishori J Bhagat UGC MRP Page 20

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C. PERIODICALS/ NEWSPAPERS/ REPORTS

Dr Kishori J Bhagat UGC MRP Page 23

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