NITIN

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Project report
On
“CUSTOMER SATISFACTION ON MOBILE SERVICE

PROVIDER NETWORKS”
Submitted to Bangalore University, in partial fulfillment of the

requirements for the degree of
BACHELOR OF BUSSINESS MANAGEMENT

(2008-2011)
Submitted by
NITIN JUNEJA
Reg No: 08RSC
GARDEN CITY COLLEGE BANGALORE

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ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine can substitute
which is possible while working in real situations. Application of theoretical knowledge to
practical situations is the bonanzas of this survey. Without a proper combination of inspection
and perspiration, it’s not easy to achieve anything. There is always a sense of gratitude, which
we express to others for the help and the needy services they render during the different
phases of our lives. I too would like to do it as I really wish to express my gratitude toward
all those who have been helpful to me directly or indirectly during the development of this
project.
I would like to thank my Lecturer Mrs. RAMITA VERMA who was always there to help
and guide me when I needed help. His perceptive criticism kept me working to make this
project more full proof. I am thankful to her for his encouraging and valuable support.
Working under her was an extremely knowledgeable and enriching experience for me. I am
very thankful to her for all the value addition and enhancement done to me. No words can
adequately express my overriding debt of gratitude to my parents whose support helps me in
all the way. Above all I shall thank my friends who constantly encouraged and blessed me so
as to enable me to do this work successfully.
NITIN JUNEJA
BBM 6TH SEM
REG NO – 08RSC

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CERTIFICATE
This is to certify that MR. NITIN JUNEJA of BBM 6th semester of GARDEN CITY
COLLEGE , BANGALORE has completed his project report on the topic of
“CUSTOMER SATISFACTION ON MOBILE SERVICE PROVIDER NETWORKS”
under the supervision of Project Guide Mrs. Ramita verma To best of my knowledge the
report is original and has not been copied or submitted anywhere else. It is an independent
work done by him.
Mrs. Ramita verma

GARDEN CITY COLLEGE
BANGALORE 560049

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DECLARATION
I hereby declare that this Project Report entitled “CUSTOMER SATISFACTION ON

MOBILE SERVICE PROVIDER NETWORKS” submitted in the partial fulfillment of
the requirement of Master of Business Administration (MBA) of Shri Raghunath Rai
Memorial School of Management Ram Nagar, Banur Distt-Patiala is based on primary &
secondary data found by me in various departments, books, magazines and websites &
Collected by me.
SOURABH TINNA
MBA 4th SEM,
80916317040

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TABLE OF CONTENTS
SR. NO. TRADING THROUGH TECHNICAL ANALYSIS PAGE NO.
ACKNOWLEDGEMENT
CERTIFICATE BY PROJECT GUIDE
DECLARATION
01 INTRODUCTION OF TOPIC
02 LITERATURE REVIEW
03 INTRODUCTION OF TELECOM INDUSTRY
04 RESEARCH METHODOLOGY
• OBJECTIVE OF THE STUDY
• RESEARCH METHODOLOGY
• LIMITATIONS OF THE STUDY
05 DATA ANALYSIS & INTERPRETATION
06 FINDINGS & CONCLUSIONS

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07 RECOMMENDATIONS
BIBLIOGRAPHY
QUESTIONNAIRE
CHAPTER-I
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INTRODUCTION
INTRODUCTION OF TOPIC
CUSTOMER SATISFACTION:-
Customer satisfaction is one of the main objectives of any organization. Every organization
tries to know the customer satisfaction about their products. So a study on customer
satisfaction helps the organization as well as me to gain a vast knowledge over the real world
tastes and preferences of customer whether the buyer is satisfied after purchase depends on
the offers performance in relation to the buyer’s expectations. In general satisfaction is a
person’s feelings of pleasure or disappointment resulting from comparing a products
perceived performance in relation to his or her expectations. As this definition makes clear,
satisfaction is a function of perceived performance and expectations. If the performance falls
short of expectations, the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds expectations, the customer
is highly satisfied or delighted.
DEFINITION:-
According to Philip Kotler, “satisfaction is a person’s feelings of pressure or

disappointment resulting from product’s perceived performance (outcome) in relation to his
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or her expectations. Customer satisfaction is the level of a person’s felt state resulting from
comparing a product’s perceived performance (outcome) in relation to the person’s
expectations”.
This satisfaction level is a function of difference between perceived performance and

expectations. If the product’s performance, exceed expectation the customer highly satisfied
or delighted. If the performance matches the expectations the customer is satisfied. If the
products performance fall shorts of expectations the customer is dissatisfied. Many
companies are aiming for high satisfaction because customers who are just satisfied still find
it easy to switch when a better offer comes along. High satisfaction or delight creates an
emotional affinity with brand. Variety of factors that affect customer satisfaction includes
product quality, product availability and after sales support such as warranties and services.
Customer satisfaction is seen as a proof of delivering a quality product or service. It is
believed that customer satisfaction brings sales growth, and market share.
A company can always increase customer satisfaction by lowering its price or increasing its
services but this may result in lower profits. Thus the purpose of marketing is to generate
customer value profitability.
India is on the threshold of a new millennium. India chose for global economy, exposing her
to winds of change in the market place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view the marketing concept as the
key to success. Marketing in practice has to manage products, pricing, promotion and
distribution. A successful product can be developed by exploding these opportunities. While
delivering the value of the consumer we make use of marketing support.
This support is based on the knowledge of consumers and distribution. Marketing support
both at the introduction of products and maturing is considered Marketing, as suggested by
the American Marketing Association is "an organizational function and a set of processes for
creating, communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders".

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The two major factors of marketing are the recruitment of new customers (acquisition) and
the retention and expansion of relationships with existing customers (base management).
Marketing methods are informed by many of the social, particularly psychology, sociology,
and economics. Anthropology is also a small, but growing, influence. Market research
underpins these activities. Through advertising, it is also related to many of the creative arts.
For a marketing plan to be successful, the mix of the four "Ps"1 i.e. product, price, place,
promotion must reflect the wants and desires of the consumers in the target market.
Trying to convince a market segment to buy something they don't want is extremely
expensive and seldom successful. Marketers depend on marketing research, both formal and
informal, to determine what consumers want and what they are willing to pay for. Marketers
hope that this process will give them a sustainable competitive advantage. Marketing
management is the practical application of this process. The offer is also an important
addition to the 4P's theory.
SKILLS OF MARKETERS:-
Marketers have 4 main skill sets that they bring to an enterprise:
1) Opportunity Identification:-
Marketing begins before there is a product to sell. Many people think marketing is just
selling whatever comes out of the manufacturing plant. It's the job of marketing to decide
WHAT comes out of the manufacturing plant in the first place. Before a business can
make money there must be opportunities for money to be made and it's marketing's job to
define what those opportunities are. Marketers analyze markets, market gaps, trends,
products, competition, and distribution channels to come up with opportunities to make
money.
2) Competitive strategy/positioning:

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Markets consist of groups of competitors competing for a customer's business. The job of
marketing is to decide how to create a defensible sustainable competitive advantage
against competitors. Marketers conceive strategies, tactics, and business models to make it
hard if not impossible for competition to take away customers from their business.
3) Demand generation/management
It's the job of marketing to create and sustain demand for a company's products. Marketers
manage demand for a company's products by influencing the probability and frequency of
their customer's purchase behavior.
4) Sales:
The ultimate goal of marketing is to make money for a business. In most company’s sales
is a different discipline and department from marketing. But in order for salespeople to
have any long term success in a company they must be led by marketing.
The better job a company does of identifying opportunities, creating a differential

sustainable competitive advantage, and generating demand for their products the easier it
will be for salespeople to make sales.
METHOD TO MEASURE CUSTOMER SATISFACTION:-

Companies use the following methods to measure customer satisfaction.
1) Complaints and suggestion system:
Companies obtaining complaints through their customer service centers, and further
suggestions were given by customers to satisfy their desires.
2) Customer satisfaction surveys:

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Responsive companies obtain a direct measure of customer satisfaction by periodic

surveys. They send questionnaires to random sample of their customers to find out how
they feel about various aspects of the company’s performance and also solicit views on
their competitor’s performance. It is useful to measure the customer’s willingness to
recommend the company and brand to other persons.
3) Lost Customer Analysis:-
Companies should contact customers who have stopped buying or who have switched to
another supplier to learn why this happened.
4) Consumer Behavior Vs Consumption Behavior:-
Consumer behavior refers to the manner in which an individual reaches decision related to
the selection, purchases and use of goods and services. Walters and Paul says that,
consumer behavior is the process where by the individuals decides what, when, how and
from whom to purchase goods & services.
Consumer behavior relates to an individual person (Micro behavior) where as consumption

behavior relates to and to the mass or aggregate of individuals (Macro behavior)
consumers behavior as a study focuses on the decision process of the individual consumer
or consuming unit such as the family.
In contrast the consumption behavior as a study is to do with the explanation of the

behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot,
around which the entire system of marketing revolves. The study of buyer behavior is one
of the most important keys to successful mark.
TEN BASIC RULES FOR CUSTOMER SATISFACTION:-
1. Involve top management.

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2. Know the customers.

3. Let the customers define what attributes are important.
4. Know the customer’s requirements, expectations, and wants.
5. Know the relative importance of customer decision criteria.
6. Gather and trust data.
7. Benchmark the data against competitors, and identify competitive strengths and
weaknesses.
8. Develop cross-functional action plans that enhance strengths and correct weaknesses.
9. Measure performance continually and spread the data throughout the organization.
10. Be committed to getting better and better and better.
ASSURING CUSTOMER SATISFACTION:
"Those who enter to buy, support me. Those who come to flatter, please me. Those who
complain, teach me how I may please others so that more will come. Only those who hurt me
are displeased but do not complain. They refuse me permission to correct my errors and thus
improve my service." - Marshall Field.
The attitude of the professional is summed up in this statement. It establishes the customer as
the person to whom you are responsible. Customers support you; therefore, they deserve VIP
treatment.
When your customers are happy, you are happy. When they complain, you are unhappy, but
you examine the complaint calmly and see it as an opportunity to learn as well as satisfy their
needs. The quote echoes the fear that customers will not vocalize their dissatisfaction, but
instead take their business elsewhere.
There's another quote that's even more important to salespeople and companies immediately
upon making a sale--
"The Sale Begins When the Customer Says...Yes."

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In the old days, It used to be, "The Sale Begins When the Customer Says...NO," but that's a
totally Inappropriate attitude to embrace in today's customer-driven business environment.
Keeping Your Customers Happy
Since your first concern is customer satisfaction you should be aware of some emotional
stumbling blocks in your path: selective perception, user error and buyer's remorse.
Selective perception is the process in which a person sees only selected details from the entire
picture. This attention to detail is sometimes petty. For example, a customer may have a new
copying machine that works like a charm, but he is irritated by the sound of the motor. He
focuses only on what is wrong rather than what is right.
This occurs because buyers expect their purchases to be perfect. Regardless of the purchase
price, they figure that for what they spent, they deserve perfection. When you encounter
someone who practices selective perception, evaluate the situation to determine if the
complaint is reasonable or exaggerated.
If it is exaggerated, try to resolve the problem by pointing out benefits and features that
compensate. Put the negative detail in a different perspective for your client so that it
becomes one small part of the total picture.
Many sales involve the installation of a new system or piece of equipment, and the buyer or
their employees must be trained to use it. Their successful use of the equipment depends upon
the effectiveness of the training, and it is imperative that the salesperson follows through after
the training period to make sure the client uses the purchase properly.
It is not uncommon for people to forget 75 percent of what they hear after two days. This can
cause "user error", which will significantly affect the outcome of your test and may prevent
your client from reaching his success criteria.
Often a client will be unhappy about a purchase and not realize that it is due to improper
operation. The more complex something is, the more training it requires using it properly. In
the interest of implementing the product quickly, users may settle for incomplete training or
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become sloppy in their application of good training. In any case, look for user error whenever
a success criterion is not reached.
"Buyer's remorse" refers to the regret that a buyer feels after making a purchase. It could be
caused by selective perception, user error, or the client's error. Whatever the reason, the full
benefits of the product are not realized.
Buyer's remorse can also be caused by the economics of the purchase: until the benefits prove
themselves to be cost effective, a buyer regrets having made the purchase. It is the
responsibility of the salesperson to assuage these fears by assuring the client that his
investment is wise and sound. Reiterate some of the selling points that convinced him to buy
it originally, present data, and put him at ease.
Handling Customer Complaints
Whether your customer's complaint is legitimate or not, follow it up with a service call.
Whenever possible, do it personally instead of sending someone from the customer service
department. It provides the personal service that your customer appreciates and it may
obviate the need for a technician or serviceman to call. As an alternative, both of you can go
together to handle customer complaints.
Keep the following guidelines in mind:
1. Don't procrastinate making the call.
Often the problem is not as serious as it sounds. Some customers "read the riot act" when
they call about a complaint. A delay in responding will only irritate your client more.
2. Admit mistakes and apologize.
Just because you made the sale does not mean you can become defensive about your
company, product or service. Even the most reputable companies make mistakes and have

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problems with their products. You may want to restate the customer's complaint to show that
you are listening and have an understanding of the problem.
3. Show compassion for your customer.
Whether the complaint proves to be true or false, show your customer that you are concerned
and will investigate the problem immediately. Help the customer calm down by saying, "I
can understand why you feel the way you do."
4. Actively listen to your customer's complaint.
Talking will make him feel less anxious about it. Let your customer "vent" his feelings before
you react to the situation. Be sympathetic and encourage the customer to "blow up."
Afterward, he'll feel better; this means he'll be in a better frame of mind.
5. Don't pass the buck to your company or someone else within it.
This may take the blame off you, but it undermines the integrity and organization of the
company, and your customer will lose confidence in your firm.
Maintaining Customer Satisfaction
The philosophy behind maintaining your customers is simple; now that you have them,
maintain them. When you consider the amount of time and money invested in them, you
cannot afford to lose them. This investment goes beyond your personal expenditures. It also
includes your firm's advertising and marketing costs to reach that particular market segment.
Your customers, therefore, should be treated as if the life of your business depended on them
- which it does!

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Ways to Keep Your Customer Satisfied
1. Show them that you think of them.
Send them helpful newspaper clippings or articles, cartoons related to their business and
"Here's an idea I thought you'd enjoy" notes. Send your clients Christmas/New Year's cards,
birthday cards, and thank you notes.
2. Drop by to show them new products and brochures and offer additional
services.
Always make an appointment before making your call! Respect your clients' time as you do
your own.
3. Offer a sample gift to enhance the use of your product.
See how they are utilizing your product or service and suggest other ways that they can
benefit from it. They may not be realizing its full potential.
4. Offer "customer discounts" on new products or services to encourage additional business.
5. When new employees are hired, offer to train them free of charge in the use of your
product.
6. Repay or compensate them for lost time or money caused by problems

encountered with your product.
If you pinch pennies, your customer may do the same.
7. Be personal.

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Record details about your client's life and enter these in your file. It's so much nicer to say to
someone, "How is Bob?" rather than, "How's your husband?"
8. Tell the truth.
Lies have a way of coming back to haunt you.
9. Accept returns without batting an eyelash.
In the long run, they are much less expensive than finding a new customer.
10. Be ethical.
Keep all your information about the account confidential.
11. Be certain that your company follows through on its commitment.
This includes delivery, installation, packaging, and so on.
12. Show your appreciation for their referrals by reporting back to them on the outcome.
13. If your company has a newsletter, obtain permission from your

successful clients to write about them in it.
Naturally, you would send them a copy.
14. Keep track of their results with your product and meet periodically to review the entire
picture (their business, industry, trends, competition, etc.)
15. Keep the lines of communication forever open.
As in any relationship, you must be able to exchange grievances, ideas praises, losses, and
victories.

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What all of this comes down to is that you should be willing to "go the extra mile" for your
accounts. They extra effort you expend now will be repaid handsomely in the future.
The bottom line in maintaining your clients is service, service and more service. Be there for
your customers and they'll want to stick with you. If you meet their needs, they'll think twice
before switching to another company, even if they've voiced some serious concerns. "Make
new clients, but keep the old. One is silver and the other gold." Develop the "gold" you have
and the silver may take care of itself.
END
Customer satisfaction measurement:
In the final phase of the project, research findings will be used to build a model of customer
satisfaction management for each customer segment. Ultimately, QIC will be able to give its
members an objective measurement of the industry's quality as perceived by the customer.
That overall index will serve as a benchmark on the state of quality for the P/C industry.
Members will also be able to use this information to determine which areas of product and
service performance have the greatest impact on overall quality, and will be able to target
improvement efforts in an informed and efficient manner. For the first time, the industry as a
whole will have addressed customer-perceived value, as other sectors of the U.S. economy
have done.
"Voice of the system" preliminary research results
Surveys and in-depth interviews with industry leaders revealed general agreement that the
market is in a tumultuous state, with pricing very soft for all but the most catastrophic
coverage. As revenue thins, expense concerns rise. Leaders cite inefficiencies in technology
and product delivery both within and across firms.
Coupled with this internal change, customer demands and expectations for value and service
continue to evolve.

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The senior managers expressed genuine concern for customer-perceived quality and value, as
well as the need to better understand and measure it.
Customer Satisfaction in 7 Steps
It's a well-known fact that no business can exist without customers. In the business of
Website design, it's important to work closely with your customers to make sure the site or
system you create for them is as close to their requirements as you can manage. Because it's
critical that you form a close working relationship with your client, customer service is of
vital importance. What follows are a selection of tips that will make your clients feel valued,
wanted and loved.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If you're
not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured,
though, it does get easier over time. It's important to meet your customers face to face at least
once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone
they've actually met in person, rather than a voice on the phone or someone typing into an
email or messenger program. When you do meet them, be calm, confident and above all, take
time to ask them what they need. I believe that if a potential client spends over half the
meeting doing the talking, you're well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a response
to an email or phone call. It might not always be practical to deal with all customers' queries
within the space of a few hours, but at least email or call them back and let them know you've
received their message and you'll contact them about it as soon as possible. Even if you're not
able to solve a problem right away, let the customer know you're working on it.
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A good example of this is my Web host. They've had some trouble with server hardware
which has caused a fair bit of downtime lately. At every step along the way I was emailed
and told exactly what was going on, why things were going wrong, and how long it would be
before they were working again. They also apologies repeatedly, which was nice. Now if they
server had just gone down with no explanation I think I'd have been pretty annoyed and may
have moved my business elsewhere. But because they took time to keep me informed, it
didn't seem so bad, and I at least knew they were doing something about the problems. That
to me is a prime example of customer service.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone. This is very
true. It's very important to be friendly, courteous and to make your clients feel like you're
their friend and you're there to help them out. There will be times when you want to beat your
clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you
keep a clear head, respond to your clients' wishes as best you can, and at all times remain
polite and courteous.
4. Have a Clearly Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined customer
service policy is going to save you a lot of time and effort in the long run. If a customer has a
problem, what should they do? If the first option doesn't work, then what? Should they
contact different people for billing and technical enquiries? If they're not satisfied with any
aspect of your customer service, whom should they tell?
There's nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly what to do at each stage of their
enquiry should be of utmost importance. So make sure your customer service policy is
present on your site -- and anywhere else it may be useful.

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5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you were a client
of? Have you ever had a personalized sign-up confirmation email for a service that you could
tell was typed from scratch? These little niceties can be time consuming and aren't always
cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's something.
It shows you care; it shows there are real people on the other end of that screen or telephone;
and most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them
Out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
Take this as an example: you're working on the front-end for your client's exciting new
ecommerce endeavor. You have all the images, originals and files backed up on your desktop
computer and the site is going really well. During a meeting with your client he/she happens
to mention a hard-copy brochure their internal marketing people are developing. As if by
magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high-
resolution versions of all the images you've used on the site. A note accompanies it, which
reads:
"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you
with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make
use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very helpful
and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair
drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will
send several referrals your way.

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7. Honor Your Promises
It's possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or you might
miss a deadline through no fault of your own. Projects can be late, technology can fail and
sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll
be ready ASAP wouldn't go amiss.
Conclusion
Customer service, like any aspect of business, is a practiced art that takes time and effort to
master. All you need to do to achieve this is to stop and switch roles with the customer.
What would you want from your business if you were the client? How would you want to
be treated? Treat your customers like your friends and they'll always come back.

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CHAPTER-2
LITERATURE
REVIEW

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REVIEW OF LITERATURE
1. Robins (2008) this paper is about marketing the next generation of mobile telephones.
The study is about third generation of cell phone technology, what is usually known as
“3G” for short. There are various issues about that new innovative. One is how to price
3G handsets and services at a level which will enable telephone operating companies to
recoup the high prices they have already paid to governments for operating licenses.
Second the technology is not yet complete, there are no agreed international standards
and companies do not yet know what new services the technology will prove capable of
delivering effectively. All variants of 3G remain dependent on largely unproven
technology. Marketing 3G is going to be about services which are new and in many
cases, yet to be designed.
At the same time, it will involve services which can also be obtained by computer and
other means. It follows that the marketing task will be high risk. First, 3G has no
obviously unique selling proposition to build on except, perhaps, the combination of live
video and easy portability. Second, the potential customers have not yet had adequate
opportunity to signal their service likes and dislikes. Third, the cost and complexity of
service provision leave doubt about the market’s reaction to price.
2. Debnath (2008) this study explains that the prime focus of the service providers is to
create a loyal customer base by benchmarking their performances and retaining existing
customers in order to benefit from their loyalty. With the commencement of the
economic liberalization in 1991, and with a view to expand and improve telecom
infrastructure through the participation of the private sector, the Government of India
permitted foreign companies holding 51 percent equity stake in joint ventures to
manufacture telecom equipment in India.

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The Indian Government has announced a new policy, which allows private firms to
provide basic telephone services. There had been a monopoly of the state-owned
department of telecommunications. However, several companies are expected to benefit
from the policy change
3. Bhatt (2008), in his study titled “A Study of Mobile Phone Usage Among the Post
Graduate Students” analyzed that it is important for mobile carriers, service providers,
content developers, equipment manufacturers, as well as for parents and young people
alike that the key characteristics of mobile technology is well understood so that the risks
associated with its potentially damaging or disruptive aspects can be mitigated. This
paper has tried to compare the usage difference by gender with respect to the difference
manufacturing and service provider companies.
4. Jha (2008), in his study analyzed that it is the youth which is the real growth driver of
the telecom industry in India. Considering this fact, the paper is an attempt to give a
snapshot of how frequently young people use their mobile phones for several embodied
functions of the cell phones. Data was collected from a sample of 208 mobile phone
owners, aged between 20 and 29. The study sheds light on how gender, monthly voucher
amount and years of owning mobile phones influence the usage pattern of this device.
Findings of the study would be helpful for the telecom service providers and handset
manufacturers to formulate a marketing strategy for different market segments.
5. Kalavani (2006) in their study analyzed that majority of the respondents have given
favorable opinion towards the services but some problems exist that deserve the attention
of the service providers. They need to bridge the gap between the services promised and
services offered. The overall customers’ attitude towards cell phone services is that they
are satisfied with the existing services but still they want more services to be provided.
6. Kumar (2008), in their study titled “Customer Satisfaction and Discontentment vis-a-
vis BSNL Landline Service: A Study” analyzed that at present, services marketing
plays a major role in the national economy. In the service sector, telecom industry is the
most active and attractive. Though the telecom industry is growing rapidly, India's
telecom density is less than the world's average telecom density as most of India's
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market is yet to be covered. This attracts private operators to enter into the Indian
telecom industry, which makes the Bharat Sanchar Nigam Limited (BSNL) more alert to
run its business and survive in the market.
7. Seth et al (2008), in their study titled “Managing the Customer Perceived Service
Quality for Cellular Mobile Telephone: an Empirical Investigation” analyzed that
there is relative importance of service quality attributes and showed that responsiveness
is the most importance dimension followed by reliability, customer perceived network
quality, assurance, convenience, empathy and tangibles. This would enable the service
providers to focus their resources in the areas of importance. The research resulted in the
development of a reliable and valid instrument for assessing customer perceived service
quality for cellular mobile services.
8. Fernandez (2007) in their study titled “Understanding Dynamics in an Evolving

Industry: Case of Mobile VAS in India” analyzed that Mobile Value Added Services
(VAS) is a rising star in the fast growing wireless business. In the paper, attempt is made
at understanding the strategic dynamics of the evolving environment within which the
Indian players are operating, the challenges and structure of the same. Our literature and
industry review indicates that - while the value chain of industry is complicated yet one
can observe the bipolar nature of bargaining powers between mobile network operators
and content aggregators.
9. Bismut (2006) in his study titled “Competition in European Telecom Markets”

analyzed that in recent years the European telecommunications market has witnessed
major developments, with rapid expansion in access to telecommunications networks
and a surge in the number of available services and applications. While many factors
have contributed to the transformation of the telecommunications industry, competition
has played a key role in driving telecom players to invest in new technologies, to
innovate and to offer new services.

27
10. Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of
Cellular Services: A Customer Perspective” analyzed that the increasing competition
and changing taste and preferences of the customer’s all over the world are forcing
companies to change their targeting strategies. The study revealed the customer attitude
and their satisfaction towards the cellular services in Coimbatore city.
It was found that advertisement play a dominant role in influencing the customers but
most of the customers are of opinion that promotional strategies of cellular companies
are more sale oriented rather than customer oriented.
11. Fredric (2008) analyzed the importance of yield management and discrimination pricing
in telecommunication sector. Yield management is the process of allocating the right
type of capacity or inventory unit to the right kind of customer at the right price so as to
maximize revenue or yield. Yield management and dynamic pricing strategies could be
usefully applied to preserve and increase profitability.
Yield management techniques can help telecom operators and similar companies to
optimize the benefits they can derive from a subtle management of information networks
and partnerships. However, such an approach is more difficult to implement in the
telecommunications industry than in the airlines sector because of the difficulty to
control (and sometimes to refuse) network access to customers
12. Chris (2003) has analyzed ‘Telecom advertising in print media.’ This research
attempted to investigate why Telecom theme are used in advertisement, and the motives
that lead companies and advertisers to use sport celebrities and sport concept in
advertisements. From study it has been revealed that the appearance of sport celebrities
in advertising endorsement occurred more often in Telecom magazines than in other
magazines, because their target group is more acquainted with athletes. The sport
celebrities that dominated each printed media are related with their target group
characteristics.

28
CHAPTER-3

29
INTRODUCTION
TO
TELECOM
INDUSTRY
INTRODUCTION TO TELECOM INDUSTRY
The Indian Telecommunications network with 110.01 million connections is the fifth largest
in the world and the second largest among the emerging economies of Asia. Today, it is the
fastest growing market in the world and represents unique opportunities for U.S. companies
in the stagnant global scenario.
The total subscriber base, which has grown by 40% in 2005, is expected to reach 250 million
in 2007. According to Broadband Policy 2004, Government of India aims at 9 million
30
broadband connections and 18 million internet connections by 2007. The wireless subscriber
base has jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005.
In the last 3 years, two out of every three new telephone subscribers were wireless
subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber
base, as compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5
million new subscribers per month by 2007.
The wireless technologies currently in use are Global System for Mobile Communications
(GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5
CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering
2000 towns across the country. A large population, low telephony penetration levels, and a
rise in consumers' income and spending owing to strong economic growth have helped make
India the fastest-growing telecom market in the world.
The first and largest operator is the state-owned incumbent BSNL, which is also the 7th
largest telecom company in the world in terms of its number of subscribers. BSNL was
created by corporatization while DTS (Department of Telecommunication Services), a
government unit responsible for provision of telephony services. Subsequently, after the
telecommunication policies were revised to allow private operators, companies such as Bharti
Telecom, TATA Indicom, Vodafone, MTNL, Idea, Vodafone and BPL have entered the
space. Major operators in India. However, rural India still lacks strong infrastructure.
The total number of telephones in the country crossed the 300 million mark on June 18
2008The overall tele-density has increased to 36.98% in March 2009 .In the wireless
segment, 15.87 million subscribers have been added in March 2009.
The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than 391.76 million
now. The wire line segment subscriber base stood at 38.22 million with a decline of 0.13
million in October 2008.
Evolution of the industry-Important Milestones

31
1851 First operational land lines were laid by the government near Calcutta (seat
of British power)
1881 Telephone service introduced in India
1883 Merger with the postal system
1923 Formation of Indian Radio Telegraph Company (IRT)
1932 Merger of ETC and IRT into the Indian Radio and Cable Communication
Company (IRCC)
1947 Nationalization of all foreign telecommunication companies to form the
Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications
1985 Department of Telecommunications (DOT) established, an exclusive
provider of domestic and long-distance service that would be its own
regulator (separate from the postal system)
1986 Conversion of DOT into two wholly government-owned companies: the
Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and

Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.
1997 Telecom Regulatory Authority of India created.
1999 Cellular Services are launched in India. New National Telecom Policy is adopted.
2000 DOT becomes a corporation, BSNL
MARKET SHARE OF PUBLIC AND PRIVATE INDUSTRY
The fixed line and mobile segments serve the basic needs of local calls, long distance calls
and the international calls, with the provision of broadband services in the fixed line segment
and GPRS in the mobile arena.

32
Traditional telephones have been replaced by the codeless and the wireless instruments.
Mobile phone providers have also come up with GPRS-enabled multimedia messaging,
Internet surfing, and mobile-commerce.
The much-awaited 3G mobile technology is soon going to enter the Indian telecom market.
The GSM, CDMA, WLL service providers are all upgrading them to provide 3G mobile
services. Along with improvement in telecom services, there is also an improvement in
manufacturing.
In the beginning, there were only the Siemens handsets in India but now a whole series of
new handsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA
phones, etc. have come up. Touch screen and advanced technological handsets are gaining
popularity.
Radio services have also been incorporated in the mobile handsets, along with other
applications like high storage memory, multimedia applications, multimedia games, MP3
Players, video generators, Camera's, etc. The value added services provided by the mobile
service operators contribute more than 10% of the total revenue.
THE GLOBAL CELLULAR MOBILE INDUSTRY GLOBAL TELECOM

SECTOR EARNINGS VISIBILITY
Earnings growth is being driven by improving pricing conditions, stabilizing operating

trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless
growth, and new market opportunities. This has translated into greater visibility of forward
earnings as evidenced by recent increased analyst upgrades within the sector.
MERGER SYNERGIES
Given the substantial amount of excess capital available in the sector and in private equity we
expect to see additional merger and acquisition activity, albeit at a slower pace than recently

33
witnessed. Global telecom M&A deals over the past two years have reflected market
expansion but have also had a positive effect on the buyers’ balance sheets. Partnering
companies have begun realizing their synergies through cost reductions and economies of
scale.
In the US, the largest three companies now account for over 70% of the sector market cap;
this compares to 34% in 1990. Trends in bundled services are also paving the way for
additional M&A activity. Sector consolidation will further increase the importance of stock
selection.
GROWTH
While cost-cutting has been a major source of earnings growth, we have seen top-line
pressures decreasing which will help revenues become a larger driver of earnings growth
again. We see growth within the sector coming from a number of areas including: broadband,
3G (third generation) technology, expansion in emerging markets.
Broadband penetration has been accelerating as internet customers are seeking faster
downloads for audio and video files. 3G services, which facilitate the simultaneous transfer
of both voice and non-voice (i.e. video, downloads, SMS, etc.) data are providing mobile
users with a much more robust communication platform and should finally begin to realize
their growth potential in 2007.
Emerging market companies benefit from low penetration rates and also tend to have lower
leverage, higher margins and higher growth than most developed markets telecom
companies.
GLOBAL OPPORTUNITIE: -

34
It has become less difficult to find attractive telecom investment opportunities globally than it
was a year ago. As the fog has lifted from the sector, there are increased opportunities within
both the growth and value spaces.
DEFINITION OF CELLULAR/MOBILE PHONE

The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a
long-range, portable electronic device used for mobile communication. In addition to the
standard voice function of a telephone,
The Global Cellular Mobile Industry:
The global mobile phone industry is based on many different manufacturers and operators.
The industry is based on advanced technology and many of the manufacturers are operating
in different industries, where they use their technological skills, distribution network, market
knowledge and brand name.
Four large manufacturers of mobile phones are today dominating the global mobile phone
industry &networks; Nokia, Sony Ericson, Samsung and Motorola. Airtel, Bsnl,
35
Tataindicom, Vodafone, reliance, others. In addition to these companies there are many
manufacturers that operate globally and locally.
TELECOM INDUSTRY IN INDIA
• The telecom industry is one of the fastest growing industries in India. India has
nearly200 million telephone lines making it the third largest network in the world
after China and USA.
• With a growth rate of 45%, Indian telecom industry has the highest growth rate in
the8world.
• Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred

by the growth in demand in countries like India and China.
• India‘s mobile phone subscriber base is growing at a rate of 82.2%.
• China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscribers in Asia Pacific.
• Compared to that India’s share in Asia Pacific Mobile Phone market is 6.4%.
• Considering the fact that India and China have almost comparable populations, India’
slow mobile penetration offers huge scope for growth.
HISTORY OF INDIAN TELECOMMUNICATIONS

36
It was Started in 1851, when the first operational land lines were laid by the government near
Calcutta (seat of British power). Telephone services were introduced in India in 1881. In
1883 telephone services were emerged with the postal system. Indian Radio Telegraph
Company (IRT) was formed in 1923. After independence in 1947, all the foreign
telecommunication companies were nationalized to form the Posts, Telephone and Telegraph
(PTT), a monopoly run by the government's Ministry. Telecom sector was considered as a
strategic service and the government considered it best to bring under state's control.
The first wind of reforms in telecommunications sector began to flow in 1980s when the
private sector was allowed in telecommunications equipment manufacturing. In 1985,
Department of Telecommunications (DOT) was established. It was an exclusive provider of
domestic and long distance service that would be its own regulator (separate from the postal
system). In 1986, two wholly government-owned companies were created: the Videsh
Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar
Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s,
telecommunications sector benefited from the general opening up of the economy.
Also, examples of telecom revolution in many other countries, which resulted in better
quality of service and lower tariffs, led Indian policy makers to initiate a change process
finally resulting in opening up of telecom services sector for the private sector. National
Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the
Indian telecommunications sector.
In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to
act as a regulator to facilitate the growth of the telecom sector.. Telecommunication sector in
India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular
Services. Fixed line services consist of basic services, national or domestic long distance and
international long distance services. The state operators (BSNL and MTNL), account for
almost 90 per cent of revenues from basic services.

37
Private sector services are presently available in selective urban areas, and collectively
account. Global System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea
Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of
international and domestic long distance telephony services are the major growth drivers for
cellular industry. Cellular he tariffs on airtime, which along with rental was the main source
of revenue. The reduction in tariffs for airtime, national long distance, international long
distance, and handset prices has driven demand.
CLASSIFICATION OF TELECOMMUNICATION SERVICES
• Basic services
• Cellular services
• Internet Service Provider (ISP)

38
CHAPTER – 4
RESEARCH
METHODOLOGY

39
OBJECTIVES OF RESEARCH STUDY
This project aims at studying the present market scenario. The major players in the market
today are Airtel, Vodafone, BSNL, Tata Indicom, Reliance, and Idea. All the companies want
to capture the market study concerns with evaluating fast developing area and so all the
service providers were taken to measure the satisfaction of customer.
The main objective of the study is:
1. To study the customer satisfaction towards mobile service providers.
2. To study and identify how the customers are benefited.
3. To evaluate the major service provider satisfied the customer.
4. To assess the needs, requirements and expectations of the customers in order to assess
their current satisfaction levels.
5. To know the attitude, enthusiasm regarding the service provided to customers.
6. To understand the performance of different brands in the market on various

parameters like product quality, performance of the customer relationship officer
(CRO), service quality, range and selection of products available.
7. Service providers in the market which are not reaching the customer.

40
RESEARCH METHODOLOGY
This report is based on primary as well secondary data, however primary data collection was
given more importance since it is overhearing factor in attitude studies. One of the most
important users of research methodology is that it helps in identifying the problem,
collecting, analyzing the required information data and providing an alternative solution to
the problem .It also helps in collecting the vital information that is required by the top
management to assist them for the better decision making both day to day decision and
critical ones.
RESEARCH DEFINITION
The word research is derived from the Latin word meaning to know. It is a systematic and a
replicable process, which identifies and defines problems, within specified boundaries. It
employs well-designed method to collect the data and analyses the results. It disseminates the
findings to contribute to generalize able knowledge. The main characteristics of research
presented below are:
• Systematic problem solving which identifies variables and tests relationships between
them,
• Collecting, organizing and evaluating data.
• Logical, so procedures can be duplicated or understood by others
• Empirical, so decisions are based on data collected
• Reductive, so it investigates a small sample which can be generalized to a larger
• population
• Replicable, so others may test the findings by repeating it.
• Discovering new facts or verify and test old facts.
• Developing new scientific tools, concepts and theories, this would facilitate to take
decision.

41
SOURCES OF DATA
The study undertaken there to be mainly based on the primary data i.e. structured
questionnaire is designed. The study also contains secondary data i.e. data from authenticated
websites and journals for the latest updates just to gain an insight for the views of various
experts.
METHODOLOGY & PRESENTATION OF DATA
The data collected is then coded in the tables to make the things presentable and more
effective. The results are shown by tables which will help me out in easy and effective
presentation and hence results are being obtained.
TOOLS AND TECHNIQUES USED FOR ANALYSIS
In this study the technique used for interpreting the results is CHI SQUARE test. It is used as
because sample size is 100.
RESEARCH DESIGN
The design for this study is Exploratory and Random sampling
DATA COLLECTION

42
The data is collected randomly irrespective of the category of the people in the form of
questionnaire and the sample size is 100 respondents. Because it is a pilot study and due to
time constraint the sample size is small.
For the proper analysis of data simple statistical techniques such as percentage were use. It
helps in making more generalization from the data available. The data which will be collected
from a sample of population was assumed to be representing entire population was interest.
Demographic factors like age, income and educational background was used for the
classification purpose.

43
LIMITATIONS OF THE STUDY
• Carrying the survey was a general learning experience for us but we also faced some
problems, which are listed here:
• The market of Telecommunication is too vast and it is not possible to cover each and
every dealer, manufacturer and seller in the available short span of time.
• Generally the respondents were busy in their work and were not interested in
responding rightly.
• Respondents were reluctant to discover complete and correct information about

themselves and their organization.
• Most respondents were not maintaining proper knowledge of various services

provided by their company, so they were unable to provide exact information.
• Most of the respondents don’t want to disclose the information about the various other
companies’ which they have experienced before.
• Some of the respondents were using the service first time of their company and they
were not able to properly differentiate among their product.
• Due to human behavior information may be biased. Mainly in BSNL case.

44
CHAPTER-5
ANALYSIS
&
INTERPRETATIONS

45
DATA ANALYSIS AND INTERPRETATION
CUSTOMER SATISFACTION: Gap b/w Consumer Expectations and Companies

Performance of Telecommunication
Q1:- Which mobile connection do you have?
Particular
No. of respondents
AIRTEL 40
VODAFONE 32
IDEA 16
BSNL 12

46
Interpretation: -
As the area of the study is in Chandigarh where the market leader is Airtel. That’s why
majority of the questionnaire I got filled by Airtel. Above data analysis shows that majority
of the market that is approximately 50% is covered by two market leaders Airtel and
Vodafone. Minor is Bsnl.
Q2:- What kind of service you have?
Particular No. of respondents
Pre-Paid 84
Post-Paid 16
Interpretation: -
Above data shows that most of the respondents in the area have pre-paid connections. And I
got only 16% questionnaire filled by post-paid users.

47
Q3:- Overall, how would you rate your service provider?
Brands Excellent Good Avg Poor Terrible Not Sure

Airtel 7 18 10 0
Vodaphone 5 15 20 0
Idea 1 06 04 05
Bsnl 0 10 03 08
Interpretation:-
From the graphic it depict that Airtel is the most excellent and good service provider as 19
out 20 responded believes that the service of the company is excellent. Then Vodaphone has
also good rate of excellence as 16 out of 18 respondents rated Vodaphone as a good service
provider. But the idea and Bsnl are not under good ratings. 8 respondents of BSNL and 5 of
Idea have rated their service provider as Poor. BSNL is found to be worst service provider
48
from all above as 12 respondents rate it as an average service provider and 8 as a poor service
provider.
Q4:- Rank the following factors which influenced you the most to buy the
service of your choice?
H1: -Price factor is not the most influencing factor for the purchase of Telecom service.
H0: - Price factor is the most influencing factor for the purchase of Telecom service.
Brands Price Network Service Brand Image VAS Expected values
Airtel 16 4 25
Vodafone 7 4 3 6 25
Idea 6 7 3 10 25
Bsnl 22 10 25
Chi square value: 6.035 Table value: 5.991
Interpretation of Chi:
As the 95% level of confidence Chi square value 6.035 is more than the table value 5.991, so
the null hypothesis is rejected, it means Price factor is the most influencing factor for the
purchase of Telecom service.
Interpretation: -
Above data analysis shows that Airtel is being preferred because of its best network service
and Brand image as well. Where Vodafone is preferred because of its good pricing strategy,
network service, brand image and the most Value Added Services of the company. And Idea

49
is preferred because of all above factors. Where Bsnl is preferred the most because of its low
price as compare to its competitors and because of its value added services as well.
Q5- Rank the following VAS which attracted you the most to buy or retain
the mobile service:
Particular Airtel Vodafone Idea Bsnl
SMS Pack 0 9 4 16
Concession Call Rates 3 15 6 11
Internet Service 6 1 6 0
Full Talk Time 5 7 4 7
Interpretation: -
Above data analysis shows that Airtel is being preferred because of its internet service. And
Vodaphone because of its Concession calls rates and full talk time VAS. Where Idea the most

50
because of its Concession Call Rates and SMS pack. But BSNL because of its SMS pack
mainly and then concession rates also.
Q6:- How long have you used the service of that company?
Brands >1 Month 1-6 Month 6 M– 1 Year < 1 Year < 3 Year
Airtel 2 7 13 6
Vodafone 1 3 11 13
Idea 2 3 7 3 3
Bsnl 2 5 3 9 2
Interpretation:-
Above table analysis depicts that most of the users are using their telecom service from last
one year. Some of the users are also using it from last 3 year, where majority of the users are

51
BSNL connection holders. Most of the users of the Vodaphone are using it from last 6
months. Very few respondents are new users of their services that let our study not vague.
Q7:- Overall, how satisfied are you, with network service of your company?
Brands Very Satisfied Satisfied Neutral Dissatisfy Very

Dissatisfy
Airtel 7 23 0 0 0
Vodafone 3 18 1 0 0
Idea 2 13 2 0 0
Bsnl 2 14 8 6 0
Interpretation: -
Above table data analysis shows that the satisfaction rate of network service is leaded by
Airtel as not a single user of service is neutral or dissatisfy. And Vodaphone network service
52
satisfaction rate is also good. And it can be also found that BSNL network service is not good
as compare to others competitors as 14 respondents are found to be not satisfied with the
company network service.
Q8:- How would you rate the service's value for money?
Brands Excellent Good Fair Poor Not Sure
Airtel 9 24 6
Vodafone 6 20 5
Idea 2 10
Bsnl 3 14 1
Interpretation: -
Above data and chart analysis depicts that BSNL has the highest rating of Value for /money
as 33 persons out 34 has rated it as a excellent and good service provider. Then Idea
Company is following Bsnl as a best service provider for value for money. Other two players
Airtel and Vodaphone have similar performance approximately. Both has been rated good
and excellent, where good has been rated more as compare to other options.

53
Q9:- What kind of problems occurs the most for which you need to contact
customer care/service department of your service provider?
H0: - People do not contact customer care mostly for activation and deactivation of the
service
H1: - People contact customer care mostly for activation and deactivation of the service
Brands Billing Activation/ Information Network Expected

Related Deactivation of VAS’s Problem values
Airtel 1 8 10 25
Vodafone 18 7 25
Idea 6 12 5 3 25
Bsnl 6 11 13 25
Interpretation of Chi:-
As the 95% level of confidence Chi square value 9.351 is more than the table value 7.815, so
the null hypothesis is rejected, it means People contact customer care mostly for activation
and deactivation of the service.
Interpretation: -
From the above data analysis it has been found that most of the users of telecommunication
contact to their customers care for activation and deactivation of various services. Then they
also contact for information about various value added services provider by companies like
validity, call rates, sms pack, caller tones etc. Network service has been found a problem of
mainly BSNL users and to some extent of Idea users as well.
54
Q10:- In thinking about your most recent experience with that company,
how much satisfied are you with the customer care service?
H0: - Airtel is not the best service provider of customer care service.
H1: - Airtel is the best service provider of customer care service.
Brands Very Satisfied Neutral Dissatisfy Very

Satisfied Dissatisfy
Airtel 14 6
Vodaphone 3 12 3
Idea 1 11 6 3 7
Bsnl 2 3 7 22
Interpretation of Chi:-
As the 95% level of confidence Chi square value 11.143 is more than the table value 9.488,
so the null hypothesis is rejected, it means Airtel is the best service provider of customer care
service in the industry...
Interpretation:-
From the above data interpretation we can conclude that Airtel is the best service provider of
customer care service. As it has been also found in some of the article that Airtel is expending
more on its customer care service as compare to other competitors in the market. The
Vodaphone service is also satisfactory as most of the users have rated it as satisfied service

55
provider. But Bsnl is to be found as a not satisfactory service provider. Most of the users said
that they have not talk to their customer care service provider even for a single time.
Q11:- How satisfied are you with the process of getting your queries
resolved?
Brands Very Satisfied Satisfied Neutral Dissatisfy Very

Dissatisfy
Airtel 12 17
Vodafone 2 12 3
Idea 1 1 8 6 2
Bsnl 3 3 9 19
Interpretation: -
From above data analysis we can say that most of the users, who are satisfied with their
customer care service, are also satisfied with the process of getting their queries resolved.
56
Airtel again has been rated as the best service provider for getting queries resolved. Results
are similar approximately with the 10-question analysis.
Q12:- The customer service representative is very courteous.
Brands Strongly Somewhat Neutral Somewhat Strongly

Disagree Disagree Agree Agree
Airtel 7 13
Vodaphone 8 14
Idea 2 12 10
Bsnl 20 12 2
Interpretation: -
Above data analysis shows that most of the users of all companies found their customer
service provider courteous. But the result of BSNL is not good as the users say that they have
not talk to their customer care service provider even for a single time. Some of them have talk

57
but after a lot of waiting time. So they are found not satisfied and rated this question also as
dissatisfied. So after studying their views with a personal discussion we can not say that the
customer care representatives of BSNL are not courteous.
Q13:- The customer service representative is very knowledgeable.

Airtel 3 22
Vodaphone 1 17
Idea 8 5 10
Bsnl 20 12 2
Interpretation: -
Above data analysis shows that most of the users of all companies found their customer
service provider knowledgeable. But the result of BSNL is again not good as the users say
that they have not talk to their customer care service provider even for a single time. Some of
them have talk but after a lot of waiting time. So they are found not satisfied and rated this
question also as dissatisfied. So after studying their views with a personal discussion we can

58
not say that the customer care representatives of BSNL are not knowledgeable. But one more
finding is there in that question that Idea is not perfect in hiring best personnel for customer
care representatives as 8 users are neutral for this question reply.
Q14:- The waiting time for having my questions addresses is satisfactory.

Airtel 2 23
Vodafone 3 15
Idea 8 5 10
Bsnl 20 12 2
Interpretation: -
Above data analysis shows that most of the users of all companies are found satisfactory with
the waiting time their queries resolved. But the result of BSNL is again not good as the users
say that they have not talk to their customer care service provider even for a single time.
Some of them have talk but after a lot of waiting time. So they are found not satisfied and
rated this question also as dissatisfied and neutral. So after studying their views with a

59
personal discussion we can not say that the customer care representatives of BSNL are not
able to solve their customer queries in a satisfactory time.
Chapter – 6
Findings
And
Conclusion

60
FINDINGS
1. Customers are satisfied with variety of plans.
2. It was observed that most of the customers expressed their unhappiness over billing
services. Either they were wrongly charged or they never received bills on time.
3. Senior citizens are very particular about rentals.
4. Through my survey, it was observed that that most of the customers are satisfied with
our plans and toppings.
5. Through my survey it was observed that most of the customers are using STD pack.
6. It was observed that most of the customers like Telecommunication Companies

advertisement and punch-line.

61
CONCLUSION
• As per my belief we have seen that the choice of mobile handset and services can not
be separated came out true because when we tried to find out the customer decision.
We successfully classified customers in to eight groups each with some special
requirement service wise and handset’s attribute wise. Competition in telecom
industry is heating up its time for Indian telecom players also to align up in the new
dynamic business environment.
• Telecom majors should think to launch the product according to the needs of
customers to satisfy them and make them brand loyal as very soon this blue ocean of
Indian telecom scenario will convert into red ocean where the loss of is the gain of
other .They should also think for searching new space or we can say either creating a
new blue space to sustain their growth in long run.
• There is more room for data analysis but the rest of the part is beyond the scope of
this project report According to the results, the most important determinant for
consumers are price and sacrifice perception (monetary and non-monetary sacrifice),
which in perception. These are periodical fixed cost, minute or traffic charge and
opening cost when purchasing mobile phone.
• The results indicate that the minute charge is the most influential factor when a
customer assesses to purchase. The second most important factor is the periodical
fixed cost and another factor is the opening cost. These indicate, not surprisingly, that
communication firms need to deeply consider. Also, this indicates that a lot of effort
must be put in the pricing strategy.

62
• Quality of service and the ability to attract and retain customers dictate the success or
failure of next-generation communications service providers. In today’s competitive
environment, customers are quick to abandon services that do not meet expectations.
The ease with which customers can switch from their current service to another,
demands that providers deliver the highest possible levels of service quality and
performance.
• To be successful, communications service providers must deliver positive customer

experiences with rich, value-added services supported by comprehensive service
quality management. To these effect-Mobile services has experienced the negative
attributes of not being customer focused and realizes that quality is an attribute that
creates customer satisfaction profitably. Therefore quality must be fused with all
resources channeled towards their customers

63
Chapter – 7
SUGGESTIONS

64
SUGGESTIONS
1. To ensure better customer satisfaction & maintain higher level of Customer

relationship management, the billing department has to be more effective & efficient.
2. To retain existing customers means offering the best scheme. This would
automatically attract new customers. Telecommunication Companies need not spend
on advertisement to attract new customers.
3. Telecommunication Companies should continue to offer the best toppings to stay at

the top.
4. There should be no compromise in quality and the network facility.
5. The promotional activities taken by the Telecommunication Companies need to be

more effective. If the firm promotes the products rigorously and effectively then the
customers will get more information regarding the Composite Insulators.

65
6. Telecommunication Companies can further enhance its After-Sale services by

adopting the latest practices. Few of the practices are listed below.
 Opening a 24hrs or 12 hrs Toll-free numbers to register customer

complaints.
 Attending the customer’s complaints in the least possible time by
having service points at all dealerships.
 Free service camps once or twice in a year.
 Adopting techniques like Six-Sigma to reduce the repetitions of the
errors.
BIBLIOGRAPHY
REFERENCES:-
1. Jallet, Frederic, “Yield management, Dynamic pricing and CRM in

telecommunications”,
2. Debnath, Roma Mitra, “Benchmarking telecommunication service in India”, 2008
3. Robins, Fread, “The marketing of 3G”, vol 21, no 6, 2008
4. Kalwani, Banumathy, “Consumer’s Attitude towards Cell phone Services”, 2006
5. Fernandez, Fronnie, “Understanding Dynamics in an Evolving Industry: Case of

Mobile VAS in India”, 2007
6. Kumar, Kaliyamoorthy, “Influence of Demographic Variables on Marketing

Strategies in the Competitive Scenario”, 2007

66
JOURNAL:-
• The Indian Telecom Industry, IIM Calutta, Vatsal Goyal, 2007

• Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008
• A multiple-perspective model for technology assessment, vol 3, 2008
• The marketing of 3G, Vol 21, no. 6, 2003
BOOKS:-
• Zeithaml, Valarie (2008), Service Marketing, 4th Ed. New Delhi: Tata McGraw Hill
Publishing Company Lmt.
• Marketing Management by Philip Kolter
• Research methodology by C.R.KOTHARI
SEARCH ENGINES
• www.goldstonepower.com
• www.google.com

67
QUESTIONNAIRE
NAME- ___________________ MOBILE MODEL- ________
AGE- ________ OCCUPATION-_________________
Q1:- Which mobile connection do you have?
a) Airtel b) Vodafone c) Idea d) Bsnl
Q2:- What kind of service you have?
a) Pre-paid b) Post-paid
Q3:- Overall, how would you rate your service provider?

68
a) Excellent b) Good c) Average d) Poor e) Terrible f) Not Sure
Q4:- Rank the following factors which influenced you to buy the service of your choice?
a) Price
b) Network Service
c) Brand Image
d) Value Added Services (Rel to Rel Free after 11PM)
Q5- Rank the following VAS which attracted you the most to buy or retain the mobile
service:
a) SMS pack 1 2 3 4 5 Excellent --1 2 3 4 5 --

Poor
b) Concession Call Rates 1 2 3 4 5
c) Internet Service 1 2 3 4 5
d) Full Talk Time 1 2 3 4 5
Q6:- How long have you used the service of that company?
a) Less than one month b) 1 to 6 months c) 6 months to a year
d) 1 to 3 years e) Over 3 years
Q7:- Overall, how satisfied are you, with network service of your company?

69
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
Q8:- How would you rate the service's value for money?
a) Excellent b) Good c) Fair d) Poor d) Not sure
Q9:- What kind of problems occurs the most for which you need to contact customer
care/service department of your service provider? Rank them.
a) Billing related
b) Activation/deactivation related
c) Information about VAS’s
d) Network problem
Q10:- In thinking about your most recent experience with that company, how much
satisfied are you with the customer care service?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied

70
f) N/A
Q11:- How satisfied are you with the process of getting your queries resolved?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
Q12:- The customer service representative is very courteous.
a) Strongly Disagree
b) Somewhat Disagree
c) Neutral
d) Somewhat Agree
e) Strongly Agree
Q13:- The customer service representative is very knowledgeable.
c) Neutral

71
d) Somewhat Agree
e) Strongly Agree
Q14:- The waiting time for having my questions addresses is satisfactory.
c) Neutral
d) Somewhat Agree
e) Strongly Agree
If you were not totally satisfied with the customer service, will you please describe the
reasons for your dissatisfaction?
-- -Thank you for spending your precious time on filling in the questionnaire for us!

NITIN

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1

“CUSTOMER SATISFACTION ON MOBILE SERVICE

Submitted to Bangalore University, in partial fulfillment of the

BACHELOR OF BUSSINESS MANAGEMENT

GARDEN CITY COLLEGE BANGALORE

BBM 6TH SEM

GARDEN CITY COLLEGE BANGALORE

Mrs. Ramita verma

GARDEN CITY COLLEGE BANGALORE

I hereby declare that this Project Report entitled “CUSTOMER SATISFACTION ON

MBA 4th SEM,

GARDEN CITY COLLEGE BANGALORE

SR. NO. TRADING THROUGH TECHNICAL ANALYSIS PAGE NO.

CERTIFICATE BY PROJECT GUIDE

03 INTRODUCTION OF TELECOM INDUSTRY

• OBJECTIVE OF THE STUDY

• LIMITATIONS OF THE STUDY

05 DATA ANALYSIS & INTERPRETATION

06 FINDINGS & CONCLUSIONS

GARDEN CITY COLLEGE BANGALORE

According to Philip Kotler, “satisfaction is a person’s feelings of pressure or

This satisfaction level is a function of difference between perceived performance and

GARDEN CITY COLLEGE BANGALORE

Marketers have 4 main skill sets that they bring to an enterprise:

GARDEN CITY COLLEGE BANGALORE

The better job a company does of identifying opportunities, creating a differential

METHOD TO MEASURE CUSTOMER SATISFACTION:-

1) Complaints and suggestion system:

2) Customer satisfaction surveys:

GARDEN CITY COLLEGE BANGALORE

Responsive companies obtain a direct measure of customer satisfaction by periodic

3) Lost Customer Analysis:-

4) Consumer Behavior Vs Consumption Behavior:-

Consumer behavior relates to an individual person (Micro behavior) where as consumption

In contrast the consumption behavior as a study is to do with the explanation of the

TEN BASIC RULES FOR CUSTOMER SATISFACTION:-

1. Involve top management.

GARDEN CITY COLLEGE BANGALORE

2. Know the customers.

ASSURING CUSTOMER SATISFACTION:

"The Sale Begins When the Customer Says...Yes."

Keeping Your Customers Happy

Handling Customer Complaints

Keep the following guidelines in mind:

1. Don't procrastinate making the call.

2. Admit mistakes and apologize.

GARDEN CITY COLLEGE BANGALORE

3. Show compassion for your customer.

4. Actively listen to your customer's complaint.

Maintaining Customer Satisfaction

GARDEN CITY COLLEGE BANGALORE

Ways to Keep Your Customer Satisfied

1. Show them that you think of them.

3. Offer a sample gift to enhance the use of your product.

4. Offer "customer discounts" on new products or services to encourage additional business.

6. Repay or compensate them for lost time or money caused by problems

If you pinch pennies, your customer may do the same.

GARDEN CITY COLLEGE BANGALORE

8. Tell the truth.

Lies have a way of coming back to haunt you.

9. Accept returns without batting an eyelash.

Keep all your information about the account confidential.

11. Be certain that your company follows through on its commitment.