A STUDY ON

CUSTOMER SATISFACTION ON MOBILE POSTPAID CONNECTION AT BHARTI AIRTEL LIMITED (LUCKNOW & KANPUR)

A Project Report submitted to

INTERNATIONAL INSTITUTE FOR SPECIAL EDUCATION (AICTE)

In partial fulfillment of requirement for the award of POST GRADUATE DIPLOMA IN MANAGEMENT - 2010-12

Submitted By:

(BLUE TREE) AVIRAN NANDY - 1168 SHRADDHA AGRAWAL 1198 AMIT TRIPATHI 1178 DEEPAK OJHA -1228 DIVYALA 1188 PRAKASH SINGH 1248 MANISH CHAUBEY - 1238

IISE
IISE BUSINESS SCHOOL (AICTE) KANCHANA BIHARI MARG, OFF. RING RD., VIA KALYAPUR LUCKNOW
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The Project of

BLUE TREE

Titled A STUDY ON
CUSTOMER SATISFACTION ON MOBILE POSTPAID CONNECTION

Under The Guidance Of

(MR. ARUN SHUKLA)

STUDENTS DECLARATION

We hereby declare that the Project

Titled

A Study on

CUSTOMER SATISFACTION IN MOBILE POSTPAID CONNECTION

A Project Report Submitted to INTERNATIONAL INSTITUTE FOR SPECIAL EDUCATION In partial fulfillment of requirement for the award of POST GRADUATE DIPLOMA IN MANAGEMENT 2010-12

Is our original work and not submitted for the award of any other Degree, Diploma, or other similar title or prizes
BLUE TREE

ACKNOWLEDGEMENT We thank our college Director, Mr. HARSH DEV for his encouragement and extending his support in completing the study at Bharti Airtel Limited (LUCKNOW). We wish to express my heartfelt thanks to Mr. guidance, vital Support & cooperation. Last but not the least; We are grateful to Mr. Ravi Mehra (Zonal head Post-paid, sales) & Mr. P. Kiran Kumar from BHARTI AIRTEL Limited for their unfolding Stretch on Which the Project has been written. We are very much grateful to my parents for their support & inspiration on this project. ARUN SHUKLA,

Marketing Of Services Faculty of IISE BUSINESS SCHOOL for his

(BLUE TREE)

CONTENTS Chapter-I Introduction Company profile Product profile Literature review Chapter-II Objectives of the study Limitations of the study Chapter-III Research methodology Chapter-IV Data Analysis & Interpretation Chapter-V Findings Recommendation Annexure Chapter-VI Bibliography

CHAPTER-I

INTRODUCTION

INTRODUCTION

The telecom industry is one of the fastest growing industries in India. India has nearly 200 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 the world. History of Indian Telecommunications 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 merged 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 of Communications. 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 longdistance 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. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. 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. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodafone-Hutch, 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 operators get substantial revenue from these services, and compensate them for reduction in 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.

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COMPANY PROFILE

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About Bharti Airtel Limited:

Bharti Airtel Limited (NSE: BHARTIARTL, BSE: 532454), commonly known as airtel, is an Indian telecommunications company that operates in 19 countries across South Asia, Africa and the Channel Islands. It operates a GSM network in all countries, providing 2G or 3G services depending upon the country of operation. Airtel is the fifth largest telecom operator in the world with over 207.8 million subscribers across 19 countries at the end of 2010. It is the largest cellular service provider in India, with over 164.61 million subscribers at the end of 2011 April.Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom.. Airtel also offers fixed line services and broadband services. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold Certification. To earn Gold Certification, Bharti Airtel had to meet rigorous standards for networking competency, service, support and customer satisfaction set forth by Cisco.The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 cities in India. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance. Its network (base stations, microwave links, etc.) are maintained by Ericsson, Nokia Siemens Network and Huawei.,business support by IBM and transmission towers by another company (Bharti Infratel Ltd. in India).Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their equipment rather than being paid up front. This enabled the company to provide pan-India phone call rates of Rs. 1/minute (U$0.02/minute). Call rates have come down much further.During the last financial year [2009-10], Bharti has roped in a strategic partner Alcatel-Lucent to manage the network infrastructure for the Telemedia Business.

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ORGANIZATION STRUCTURE

GM FINANCE GM NETWORK CEO GM HR GM LEGAL COO

GM CSD

ZONAL BIZ. MANAGER (SALES)

GM MARKETING

ZM POST PAID

HEAD CSD

ZM PRE PAID

ZM PCO

TM

CSM

TM

TM

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GM MARKETING

SR MANAGER USAGE & RETENTION

SR. MANAGER ACQUISITION

SR. MANAGER VAS

SR. MANAGER BRAND & COMM.

SR. MANAGER PCO

MANAGER PRE PAID

MANAGER PRE PAID

MANAGER DATA

MANAGER COMM.

MANAGER POST PAID

MANAGER POST PAID

MANAGER SMS

MANAGER ALLIANCES & TIE UPS

MANAGER VOICE MANAGER PCO MANAGER NATIONAL LONG DISTANCE & ROAMING

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PRODUCT PROFILE

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Normal plan:
My Plan 299 249 Delight Supersaver 399 399 full value All-in-one 699 1299 pack 2499 pack 125 pack (for government employee)

Corporate plan:
CUG-EMI-249 CUG-249 (R1) CUG- 249 AES CUG Gold- 299 CUG platinum- 399

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Toppings Available
Local Mobile pack Local Airtel pack Local Landline pack Night pack STD pack Local SMS pack Local + National SMS pack International pack

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LITERARATURE REVIEW

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Customer Satisfaction
The Value of Customer Satisfaction By Andrew Mennie, General Manager eGain Communications EMEA What is the connection between customer satisfaction and the bottom line? Ever wondered how much customer satisfaction is worth? We all know and Accept that it is a strategic goal for all organizations involved in the delivery of customer service. Yet in all my experience as a professional in this arena, I have never come across a customer services director who could articulate the Financial value of customer satisfaction to their business. Conversely, I have Never met a customer service Director Who wasnt measured on it. How Bizarre. Big business is happy to measure it but doesnt know what its worth. One of the reasons for the difficulty in making the connections, is the Intangibility of customer churn. That is to say, how dissatisfied does a Customers have to be before they leave and sign with the competition? What Might be an intolerable experience for one customer may well exceed all Expectations of another. Then theres competition. What if there isnt any? Before deregulation how concerned were the large utility companies with Customer satisfaction or British Telecom comes to that. Interesting therefore That the telecoms sector is where war is being waged on customer Satisfaction Could it that be high customer satisfaction attracts new customers and helps retain existing ones? Sounds like that could be worth something. There is no question that customer satisfaction is difficult to measure, but why Is measurement so essential?

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As a student I opened my first bank as an adult with a major high street Bank. They attracted me with their offer of a $ 10 deposit to the account. I Stayed with them through the four years of university, through the gradually Increasing overdraft, the unintentional forays beyond the overdraft limit, the lost ATM cards, the replacement cheque books, the minimal deposits, the Regular and very small withdrawals. Except for the penalty charges for the Overdraft excursions the bank made very little money out of me, and in fact Incurred untold cost in maintaining me as a student customer.

All that effort, clearly with the goal of keeping me in my earning years and reaping back their investment. In fact I felt consciously loyal to them at that point and even recognize that it was my turn to pay them back. So why was their customer service so poor once I became a full-time employee? I stayed with them for several years using them for mortgage service, investment and insurances but eventually churned to one of the first telephone banks. I have been with them a few years now and every time I phone them they are aware of my recent communications with them, request that I have made and they dont try to sell an unwanted insurance policy at the end of every call.

Ten Basic Rules for Customer Satisfaction

1. Involve top management. 2. Know the customers. 3. Let the customers define what attributes are important.

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4. Know the customers 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.

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CHAPTER II

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OBJECTIVE OF THE STUDY

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OBJECTIVES OF THE STUDY

Creating an awareness to Airtel postpaid customers about the facilities in postpaid connections.

Analyzing the problem faced by postpaid customers.

Collecting the data bases of different age group of customers interested in different types of toppings offer. Motivating the customers to take postpaid connections.

Analyzing which postpaid plan is more used by customers. Analyzing which type of topping is more used by customers.

Analyzing the satisfaction level of customer towards postpaid connection.

Scope of the study:

The study is conducted on AIRTEL postpaid user at AIRTEL RELATIONSHIP CENTER. The study is confined to the area of Lucknow and Kanpur. The size of the sample was: 300

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LIMITATIONS

LIMITATIONS
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The present study is subjected to following LIMITATIONS. 1. Method of data collection was through personal interview and therefore bias becomes a major limitation. 2. Due to the time constraints all the customers were not covered. 3. The sample was restricted to 300 customers, which may restrict the scope and completion of study. 4. The scope of study is restricted only to the cities of LUCKNOW & KANPUR. 5. Owing to their pre occupation some customers were unable to answer the complete questionnaire.

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CHAPTER-III

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RESEARCH METHODOLOGY

METHODOLOGY

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MARKETING RESEARCH
Definition of marketing research is approved by the board of the American Marketing Association (AMA) is: Marketing research is the functions which links the customer and public To marketer through information used to identity and define marketing Opportunities and problems; generate define and evaluate, marketing Actions, monitor marketing performance, and improve understanding of Marketing as a process. Simply, marketing research is the systematic design, collection, analysis and Reporting of the data findings relevant to a specific marketing situation facing the company. Careful planning through all stages of the research is a necessity. Objectivity in research is all- important. The heart of the scientific method is The objective gathering and analysis of the information. The function of marketing research within a company is to provide the Information and analytical inputs necessary for effective. Planning of future marketing activity.

Control of marketing operations in the present.

Evaluation of marketing results.

A research may undertake any of three types of research investigations

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depending upon the problem. These three types of research included. Basic research Applied research Designated fact gathering

BASIC RESEARCH
It is also known as the pure fundamental research which refers to those studies, sole purpose of which is the discovery of new information. It is conducted to extend the horizon in given area of knowledge with no immediate application to existing problem.

APPLIED RESEARCH
It is an attempt to apply the various marketing techniques, which have been developed as research, first and later on they become applied research techniques. It is an attempt to apply the basic principles and existing knowledge for the purpose of solving the operational problems.

DESIGNATED FACT GATHERING

It refers to a research where the investigator attempts nearly to gather some predetermined data.

Steps in Marketing Research Process

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Marketing Research Process can be carried out through the following steps: Define the problem and research objectives

Develop the research plan

Collect the information

Analysis and interpretations

Present the findings

DEFINE THE PROBLEM AND RESEARCH OBJECTIVES

In a very sense, this is the heart of the research process. This is the first step, which calls for the marketing manage and marketing research.

RESEARCH PLAN DEVELOPMENT

The second calls for developing the most efficient plan for gathering the needed information. Not to forget the cost or values of research the Marketing manager must estimate process its approval, Research plan calls For decision on a) Data source i. Primary data to be collected for a specific purpose.
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ii.

Secondary data collected for another purpose and already existing some where.

1. Research Approaches: Primary data can be collected in four ways: 1. Observational research 2. Focus group research 3. Survey research 4. Experimental research 2. Research Instruments: Marketing researchers can use questionnaires in collecting of primary data, because of its flexibility, questionnaires is by for the most common instrument used to collect primary data. 3. Sampling Plan: This plan calls for the three aspects:a) Define the sampling unit. b) Decide the sample size. c) Decide the sampling procedure whether to use probability or non-probability sampling methods.

4. Contract method: once the sampling plan has been determined, this has to decide how the subject should be contacted. The choices are mail, telephone or research interviews.

COLLECTION OF INFORMATION
Data collection phase is generally the most expensive and the most phase to
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error. Carry out the field work, collect data using the instruments, adjust the Problem of not at homes, replaced, refusal to co-operate, biased or dishonest answers.

ANALYSIS AND INTERPRETATIONS

The next to last step is to extract pertinent findings from the collected data. The researcher edits, code, tabulate the collected data.

PRESENTATION OF FINDINGS
As the last step in marketing research the researchers present the findings. The researchers have to arrange the researched result according to an approved reporting format, get the report typed and bound, present the copies of the report to the concerned authorities.

RESEARCH METHODOLOGY/ DESIGN

The methodology adopted for eliciting the data required for the study was survey method. It is the overall pattern or framework of the project that will dictate as to what information is to be collected, from which sources and by what procedures.

RESEARCH METHOD
Research methodology must be classified on the basis of the major purpose of the investigation. In this problem, description studies have been undertaken, as the objective of the project is to conduct the market share study to determine the share of the market received by both the company and its competitors.

DATA COLLECTION
The information needed to further proceed in the project had been collected
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through primary data and secondary data.

PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, survey research was used and all the retail outlets sellers using different brands and their competitors were contacted. Survey research is the approach best suited gathering description.

SECONDARY DATA
The secondary data consists of information that already exist somewhere, Having been collected for another purpose. Any researcher begins the research work by first going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted by known research agencies etc.

RESEARCH METHODOLOGY
The respondents are the mobile postpaid connection holder with Airtels toppings facilities. The survey was carried in cities of Lucknow and Kanpur with the sample size of 300. The survey was carried out with the help of a structured questionnaire, which helps in accomplishing the research objectives. The respondents by means of personal interview administer this structured ended questionnaire.

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CHAPTER-IV

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DATA ANALYSIS & INTERPRETATION

PL T ENB CUS OMERS AN AK Y T
140 120 100 80 60 40 20 0

299

249 PLANS
NO OF CUSTOMERS

399

Others

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In our study we found that most of the customers (40%) having Supersaver 399 plan. My plan 299 - (20%), 249 delight- (10%) & others (30%) It is shown in the above bar diagram.

MOD OFP YMENT E A

160 140 120 100 80 60 40 20 0

Cash

Credit card

Cheque

Internet Banking

NO OF CUSTOMERS

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In our survey we observed that most of the customers paid their bill through cash (45%) & credit cards (35%) respectively. And the rest cheque (18%) & Internet banking (2%).

Others 5%

Toppings taken by customers

Local SMS pack 20% Local Mobile pack 10% STD pack 65%

In our survey we found that most of the customers have taken STD pack
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(65%). It is shown in the above pie diagram.

CUSTOMER'S PROBLEM TOWARDS POSTPAID CONNECTION

250 200 150 100 50 0

Bill Payment Never Get bill on Wrongly Charged Never Get bill time
NO OF CUSTOMERS

In our survey we found that most of the customers (70%) have faced their
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Problems towards bill payment in counter. 20%, 7% & 3% are those who Never receive bill on time, wrongly charged & never get the bill.

TOPPINGS SOLD IN THE MONTHS OF 2008

50 45 40 35 30 25 20 15 10 5 0

January

February Toppings Sold

March

April

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The interesting observation of this survey is the sales of the toppings were increasing regularly. It reveals that popularity of toppings were increasing through sales. These are the data of only one AIRTEL RELATIONSHIP CENTER.

OVERAL S TIS ACTION LA F

Unsatisfied 5% Excellent 25%

Average 20%

Good 50%

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In our survey we found that most of the customers view towards Airtel Post paid connections & toppings are Good (50%) & Excellent (25%). But Airtel must take care towards Unsatisfied customers (5%), if they want to stay at top.

CONSISTENSY LEVEL OF CUSTOMERS

Less than 6 Months 5%

6 months to 1 year 10%

More than 2 years 50%

1 to 2 years 35%

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In our survey we observed that (50%) of the customers are constantly buying Post paid connections for the past two years, 35% between 1to2 years, 10% between 6months to 1 year and 5% less than 6 months. The survey indicates good consistency level & commitment of the customers.

CHAPTER-V

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FINDINGS

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FINDINGS
1. Customers are satisfied with various 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 our survey, we came to know that most of the customers are satisfied with our plans and toppings. 5. Through our survey we observed that most of the customers are using STD pack. 6. We observed that most of the customers are using supersaver-399 plan. 7. We observed that most of the customers like Airtel advertisement and punch-line.

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SUGGETIONS

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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. Airtel need not spend on advertisement to attract new customers. 3. Airtel should continue to offer the best toppings to stay at the top. 4. There should be no compromise in quality and the network facility.

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ANNEXURES

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QUESTIONNAIRE
Title: Customer Satisfaction on Airtel Mobile postpaid & Toppings offer (A) Customer Name (B) Age (C) Mobile No. (D) Occupation : : : : Self Employed Government Employee Non Government Employee Student Others (E) Income per month : Less than Rs 5,000 [ ] [ ] [ ] [ ] [ ] [ ]

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Rs 5001 to 10,000 Rs 10,001 to Rs 20,000 Above Rs 20,000

[ ] [ ] [ ]

1. Which plan you are using? (a) My plan-299 (c) Supersaver-399 (b) 249 Delight [ ] (d) Others 2. What do you think before taking the connections? (a) Rental (c) Network coverage (b) Brand Value [ ] (d) All of these 3. How long have you been using Airtel postpaid connection? (a) Less than 6 Months (c) 1 to 2 years 4. How you pay your bill? (a) By Cash (c) By Credit card 5. Mostly where do you pay your bill? (a) Airtel Relationship Center (b) E-seva
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(b) 6 months to 1 year [ ] (d) More than 2 years

(b) By Cheque [ ] (d) By Internet Banking

[ ] (c) Drop Box 6. Which type of problem you are facing in postpaid connection? (a) Bill payment (c) Wrongly charged (b) Never get bill on time [ ] (d) Never get bill 7. Are you satisfied with Airtel call center executives? (a) Excellent (c) Satisfied (b) Good [ ] (d) Unsatisfied 8. Are you satisfied with Airtel floor executives? (a) Excellent (c) Satisfied (b) Good [ ] (d) Unsatisfied 9. Are you aware of various toppings offer of Airtel? (a) Yes (c) No 10. Which topping you normally use? (a) STD pack (c) Local SMS pack (b) Local Mobile pack [ ] (d) others 12. Do you know about Airtel Night pack topping? (a) Yes (c) Not heard 13. Do you know about International topping? (b) No [ ] (b) some what [ ]

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(a) Yes (c) Not heard

(b) No [ ]

14. Are you satisfied with Airtel toppings? (a) Excellent (c) Satisfied (b) Good [ ] (d) Unsatisfied

15. Which companys advertisement and punch lines you like most?
(a) Airtel [Barriers break when people talk ~ Express yourself] (b) BSNL [BSNL, Best hai Mere liye] (c) Idea [An Idea can change your life] (d) Reliance [One nation one tariff] (e) Tata Indicom [ Do more live more]

[ ]

16. Overall Satisfaction on postpaid connection (a) Excellent (b) Good (c) Satisfied (d) Unsatisfied 17. Would you like to give your suggestions to improve the satisfaction level of customer? (a) Yes [ ]
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(b) No

[ ]

If yes specify your suggestions

CHAPTER-VI

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BIBLIOGRAPHY

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BIBLIOGRAPHY
TEXT BOOKS
Principles of Marketing Philip Kotler and Gery Armstrong Marketing Research D.D. Sharma Marketing Research Green & Tull

Websites:
WWW. BHARTIAIRTEL.IN WWW. AIRTEL.IN WWW. GOOGLE.COM

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