A

PROJECT REPORT

ON

“CUSTOMER SATISFACTION TOWARDS DATA SERVICES

OFFERED BY VODAFONE’’

SUBMITTED IN FULFILMENT FOR THE AWARD OF THE

DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

DELHI TECHNICAL CAMPUS

Affiliated to MAHARASHI DAYANAND UNIVERSITY

ROHTAK,HARYANA

Under the Guidance of : Submitted by :

Ms Deepika Rana ANJALI
Assistant Professor 191390059

1
 DECLARATION

This is to certify that the project titled "Customer Satisfaction

Towards Data Services Offered by Vodafone", under the guidance of
Ms Deepika Rana in the partial fulfilment of the requirement for the
award of degree of Bachelor of Business Administration . This is an
original piece of work and I have not submitted it elsewhere.

Name: A n j a l i

2
 ACKNOWLEDGEMENT

Guidance , Inspiration and Motivation have always played a key role in the
success of any venture. I would like to pay my regards to all those who guided
in my project report. I am extremely delightful to thank my guide Ms Deepika rana
for her immaculate supervision, inspiration and valuable suggestions
throughout the project. Words are inadequate to express my heartfelt gratitude
for the unconditional support and aid of my beloved family members and my
friends who enabled me to achieve the fullest extent of my endeavour.

I also sincerely thank any and all, I may have forgotten to mention.

Anjali
Enrollment No. 191390059

3
CONTENTS

1. Executive Summary…………………………………….6

2. CHAPTER 1 INTRODUCTION ……………………….10

3. CHAPTER 2 LITERATURE REVIEW………………...26

4. CHAPTER 3 RESEARCH METHODOLOGY………....30

4.1 Title

4.2 Title justification

4.3 Objective of the study

4.4 Research Methodology

4.4.1 Research design exploratory/ descriptive/

experimental
4.4.2 Data Collection
Primary data
Secondary data
4.4.3 Sampling
Sampling techniques
Sampling design
Sample unit
Sample area
Sample size

4
 4.5Data analysis tools- Graphs,
Charts, Percentage, etc

4.6 Limitation of Study

5. CHAPTER 4 DATA ANAYSIS……………………………36

6. CHAPTER 5 FINDINGS………………………………….46

7. CHAPTER 6 SUGGESTIONS AND CONCLUSION…….48

8. CHAPTER 7 ANNEXURES……………………………….52

5
 EXECUTIVE SUMMARY

A wireless Internet service provider (WISP) is an Internet service provider

with a network based on wireless networking. Technology may include
commonplace Wi- Fi wireless mesh networking, or proprietary equipment
designed to operate over open 900 MHz, 2.4 GHz, 4.9, 5, 24, and 60 GHz bands
or licensed frequencies in the UHF band (including the MMDS frequency band),
LMDS, and other bands from 6Ghz to 80Ghz.

WISPs often offer additional services like location-based content, Virtual

Private Networking and Voice over IP. Isolated municipal ISPs and larger
statewide initiatives alike are tightly focused on wireless networking.

WISPs have a large market share in rural environments where cable and digital
subscriber lines are not available; further, with the technology available, they can
meet or beat speeds of legacy cable and telephone systems. In urban
environments, Gigabit Wireless links are common and provide levels of bandwidth
previously only available through expensive fibre-optic connections.

Vodafone India is the second-largest mobile network operator in India by

subscriber base, after Airtel with a market share of 18.42%. It is headquartered
in Mumbai, Maharashtra. It has approximately 200 million customers as of
August 2016. It offers both prepaid and postpaid GSM cellular phone coverage
throughout India with a better presence in the metros.

Vodafone India provides services on basis of 900 MHz and 1800 MHz digital
GSM technology. Vodafone India launched 3G services in the country in the
January- March quarter of 2011 and plans to spend up to $500 million within
two years on its 3G networks. It has launched its 4G services in India starting
from Kochi in Kerala in December 2015 and plans to expand its network to
various other cities in the country. In March 2017, it was announced that the
company will merge with Idea in an all stock deal. The combined entity will be
India's largest telecommunication company.

6
 CUSTOMER SATISFACTION

Customer satisfaction (often abbreviated as CSAT, more correctly

(CSAT) is a term frequently used in marketing. It is a measure of how
products and services supplied by a company meet or surpass customer
expectations. Customer satisfaction is defined as “the number of
customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete
for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful

effects. They focus employees on the importance of fulfilling customers'
expectations. Furthermore, when these ratings dip, they warn of problems
that can affect sales and profitability… These metrics quantify an
important dynamic. When a brand has loyal customers, it gains positive
word-of-mouth marketing, which is both free and highly effective.

7
Firms need reliable and representative measures of satisfaction to effectively
manage customer satisfaction.

On a five-point scale, "individuals who rate their satisfaction level as '5'

are likely to become return customers and might even evangelise for the
firm. (A second important metric related to satisfaction is willingness to
recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends.”
"Individuals who rate their satisfaction level as '1,' by contrast, are
unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective customers. Willingness to recommend
is a key metric relating to customer satisfaction’’

8
 CHAPTER-1

INTRODUCTION

9
Introduction

A wireless Internet service provider (WISP) is an Internet service provider

with a network based on wireless networking. Technology may include
commonplace Wi- Fi wireless mesh networking, or proprietary equipment
designed to operate over open 900 MHz, 2.4 GHz, 4.9, 5, 24, and 60 GHz
bands or licensed frequencies in the UHF band (including the MMDS
frequency band), LMDS, and other bands from 6Ghz to 80Ghz. In the US,
the Federal Communications Commission (FCC) released Report and
Order, FCC 05-56 in 2005 that revised the FCC's rules to open the 3650
MHz band for terrestrial wireless broadband operations. On November 14,
2007 the Commission released Public Notice (DA 07-4605) in which the
Wireless Telecommunications Bureau announced the start date for
licensing and registration process for the 3650-3700 MHz band. As of July
2015, there are over 1,280 fixed wireless broadband providers operating in
the US covering 51% of the US population.

History

The Internet was developed as a network between government research

laboratories and participating departments of universities. By the late
1980s, a process was set in place towards public, commercial use of the
Internet. The remaining restrictions were removed by 1995, 4 years after
the introduction of the World Wide Web.

In 1989, the first ISPs were established in Australia and the United States. In
Brookline, Massachusetts, The World became the first commercial ISP in
the US. Its first customer was served in November 1989.

On 23 April 2014, the U.S. Federal Communications Commission (FCC)

was reported to be considering a new rule that will permit ISPs to offer
content providers a faster track to send content, thus reversing their
earlier net neutrality position. A possible solution to net neutrality

10
concerns may be municipal broadband, according to Professor Susan
Crawford, a legal and technology expert at Harvard Law School. On 15
May 2014, the FCC decided to consider two options regarding Internet
services: first, permit fast and slow broadband lanes, thereby
compromising net neutrality; and second, reclassify broadband as a
telecommunication service, thereby preserving net neutrality. On 10
November 2014, President Barack Obama recommended that the FCC
reclassify broadband Internet service as a telecommunications service in
order to preserve net neutrality. On 16 January 2015, Republicans
presented legislation, in the form of a U.S. Congress H.R. discussion draft
bill, that makes concessions to net neutrality but prohibits the FCC from
accomplishing the goal or enacting any further regulation affecting
Internet service providers. On 31 January 2015, AP News reported that
the FCC will present the notion of applying ("with some caveats’’)

Title II (common carrier) of the Communications Act of 1934 to the

internet in a vote expected on 26 February 2015. Adoption of this notion
would reclassify internet service from one of information to one of the
telecommunications and, according to Tom Wheeler, chairman of the
FCC, ensure net neutrality. The FCC is expected to enforce net neutrality
in its vote, according to the New York Times.
On 26 February 2015, the FCC ruled in favour of net neutrality by adopting
Title I (common carrier) of the Communications Act of 1934 and Section
706 in the Telecommunications Act of 1996 to the Internet. The FCC
Chairman, Tom Wheeler, commented, "This is no more a plan to regulate
the Internet than the First Amendment is a plan to regulate free speech.
They both stand for the same concept.
On 12 March 2015, the FCC released the specific details of the net neutrality
rules. On 13 April 2015, the FCC published the final rule on its new "Net
Neutrality" regulations.

11
Initially, WISPs were only found in rural areas not covered by cable or
DSL. The first WISP in the world was LARIAT, a non-profit rural
telecommunications cooperative founded in 1992 in Laramie, Wyoming.
LARIAT originally used WaveLAN equipment, manufactured by the
NCR Corporation, which operated on the 900 MHz unlicensed radio
band. LARIAT was taken private in 2003 and continues to exist as a for -
profit wireless ISP.

Another early WISP was a company called Internet Office Parks in

Johannesburg, South Africa that was founded by Roy Pater, Brett Airey
and Attila Barath in January 1996 when they realized the South African
Telco, Telkom could not keep up with the demand for dedicated Internet
links for business use. (citation needed) Using what was one of the first
wireless LAN products available for wireless barcode scanning in stores,
called Aironet (now owned by Cisco), they worked out if they ran a
dedicated Telco link into the highest building in a business area or CBD
they could wirelessly "cable" up all the other buildings back to this main
point and would only require one link from the Telco to connect up
hundreds of businesses at the same time

There were 879 Wi-Fi based WISPs in the Czech Republic as of May
2008, making it the country with most Wi-Fi access points in the whole
EU. The providing of wireless Internet has a big potential of lowering the
"digital gap" or "Internet gap" in the developing countries. Geekcorps
actively help in Africa with among others wireless network building.
An example of a typical WISP system is such as the one deployed by
Gaiacom Wireless
Networks which is based on Wi-Fi standards. The One Laptop per Child
project strongly

12
relies on good Internet connectivity, which can most likely be provided in
rural areas only with satellite or wireless network Internet access. In high
internet cost countries such as South Africa, prices have been drastically

reduced by the government allocating spectrum to smaller WISPs, who

are able to deliver high speed broadband at a much lower cost.

Overview

WISPs often offer additional services like location-based content, Virtual

Private Networking and Voice over IP. Isolated municipal ISPs and larger
statewide initiatives alike are tightly focused on wireless networking.

WISPs have a large market share in rural environments where cable and
digital subscriber lines are not available; further, with technology available,
they can meet or beat speeds of legacy cable and telephone systems. In
urban environments, Gigabit Wireless links are common and provide levels
of bandwidth previously only available through expensive fiber optic
connections.
Typically, the way that a WISP operates is to order a fiber circuit to the
center of the area they wish to serve. From there, the WISP will start
building backhauls (gigabit wireless or fiber) to elevated points in the
region, such as a radio towers, tall buildings, grain silos, or water tower.
Those locations will have access points to provide service to individual
customers or to provide backhauls to other towers where they have more
equipment.

The WISP may also use gigabit wireless links to connect a Point of
Presence to several towers, reducing the need to pay for fiber circuits to
the tower.

13
For fixed wireless connections, a small dish or antenna is mounted to the
roof of the customer's building and aligned to the WISP's nearest antenna
site. When operating over the tightly limited range of the heavily populated
2.4 GHz band, as nearly all 802.11-based WiFi providers do, it is not
uncommon to also see access points mounted on light posts and customer
buildings.Since it is difficult for a single service provider to build an
infrastructure that offers global access to its subscribers, roaming between
service providers is encouraged by the Wi-Fi Alliance with the protocol
WISPr, a set of recommendations approved by the alliance which
facilitate inter-network and inter-operator roaming of Wi-Fi users.
Modern wireless services have comparable latency to other terrestrial
broadband networks.

For users and small businesses, traditional options include copper wires to
provide dial-up, DSL, typically asymmetric digital subscriber line
(ADSL), cable modem or Integrated

Services Digital Network (ISDN) (typically basic rate interface). Using fiber-
optics to end users is called Fiber To The Home or similar
names.

VODAFONE

14
Vodafone India is the second largest mobile network operator in India by
subscriber base, after Airtel with a market share of 18.42%. It is
headquartered in Mumbai, Maharashtra. It has approximately 200 million
customers as of August 2016. It offers both prepaid and postpaid GSM
cellular phone coverage throughout India with better presence in the
metros.
Vodafone India provides services on basis of 900 MHz and 1800 MHz
digital GSM technology. Vodafone India launched 3G services in the
country in the January- March quarter of 2011 and plans to spend up to
$500 million within two years on its 3G networks. It has launched its 4G

services in India starting from Kochi in Kerala in December 2015 and

plans to expands its network to various other cities in the country. In
March 2017. it was announced that the company will merge with Idea in
an all stock deal. The combined entity will be India's largest
telecommunication company
HMTL was renamed Hutchison Essar Limited (HEL) in August 2005.0 In
Delhi. Uttar Pradesh (East), Rajasthan and Haryana, Essar Group was the
major partner. But later Hutch took the majority stake. By the time of
Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa
had acquired interests in six mobile telecommunications operators
providing service in 13 of India's 23 licence areas and following the
completion of the acquisition of BPL Mobile that number increased to 16.

15
In 2006, it announced the acquisition of a company (Essar Spacetel - A
subsidiary of Essar Group) that held licence applications for the seven
remaining licence areas. Initially, the company grew its business in the
largest wireless markets in India - in cities like Mumbai, Delhi and
Kolkata. In these densely populated urban areas it was able to establish
a robust network, well known brand and large distribution network - all
vital to long-term success in India. Then it also targeted business users and
high-end post-paid customers which helped Hutchison Essar to consistently
generate a higher Average Revenue Per User (ARPU) than its competitors.
By adopting this focused growth plan, it was able to establish leading
positions in India's largest markets providing the resources to expand its
footprint nationwide. In February 2007, Hutchison Telecom announced that it
had entered into a binding agreement with a subsidiary of Vodafone Group Pl
to sell its 67% direct and indirect equity and loan interests in Hutchison Essar
Limited for a total cash consideration (before costs, expenses and interests) of
approximately $11.1 billion Hutch was often praised for its award winning
advertisements which all follow a clean, minimalist look. A recurrent theme
is that its message "Hi" stands out visibly though it uses only white letters on
red background. Another successful ad campaign in 2003 featured a pug
named Cheeka following a boy around in unlikely places, with the tagline,
"Wherever you go, our network follows." The simple yet powerful
advertisement campaigns won it many admirers. Advertisements featuring
the pug were continued by Vodafone even after rebranding. The brand
subsequently introduced ZooZoos which gained even higher popularity than
was created by the Pug. Vodafone's creative agency is O&M while Harit
Nagpal was the Marketing Director during the various phases of its brand
evolution.

3G
On 19 May 2015, the 3G spectrum auction in India ended. Vodafone paid 0
11617.86 million (the second-highest amount in the auctions) for spectrum
in 9 circles.

16
The circles it will provide 3 G in are Kolkata, Gujarat, Haryana, Delhi,
Maharashtra & Goa, Mumbai, Tamil Nadu, Uttar Pradesh (East) and West
Bengal.
On 23 June 2011 Vodafone launched a 3G service in Kerala by joining Idea
in an Intra Circle Roaming agreement. Initially, Vodafone 3G services will
be available in the following cities in Kerala - Ernakulam, Aluva, Palakkad,
Thrissur, Calicut, Koyilandy, Alappuzha, Cherthala, Malappuram and
Manjeri. On 28 June 2012, Vodafone launched a new international roaming
package under which the users shall have not to pay for multiple rentals in
the countries they are visiting.

4G
On 8 December 2015, Vodafone announced the roll out of its 4G network
in India on 1800 MHz band, starting from Kochi, Kerala. 21 After that
vodafone has launched 4G services in Kolkata, Mumbai, Delhi followed
by Kerala and Karnataka. Vodafone has launched 4G services in Tamil
Nadu by 2100 MHz spectrum. On 5th january 2017, World’s Largest 4G
Network Vodafone Launched its 4G services In Guwahati Followed By
Tinsukia, Sibsagar, Bongaigaon In Assam Circle. Vodafone is expected to
launch VoLTE services in 2017 followed by Reliance Jo and Bharti
Airtel.

M- Pesa
M-Pesa, branded as M-Paisa (the paisa being the largely unused subunit of
the Indian rupee), was launched in India as a close partnership with HDFC
bank in. November 2011. Development for the bank began as early as
2008. The service continues to operate in a limited geographical area in
India. Vodafone India had partnered with both HDFC and ICICI, ICICI
launched M-Pesa on April 18, 2013. The user needs to register for this
service by paying 100 Rupees and there are charges levied per M-Pesa
transaction. They can get recharge mobiles and DTH from m-pesa also
they can transfer the money to other users and other banks also.

17
Customer Satisfaction

Customer satisfaction (often abbreviated as SAT, more correctly Cat) is a

term Frequently used in marketing. It is a measure of how products and
services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as “the Number of customers, or
percentage of total customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified satisfaction goals. The
Marketing Accountability Standards Board (MASB) endorses the
definitions, purposes, and constructs of classes of measures that appear in
Marketing Metrics as part of its ongoing Common Language in
Marketing Project.

In a survey of nearly 200 senior marketing managers, 71 percent

responded that they found a customer satisfaction metric very useful in
managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of

a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business
strategy.

Firms need reliable and representative measures of satisfaction to effectively

manage customer satisfaction.
"In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations
are a key factor behind satisfaction When customers have high
expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying.

18
For this reason, a luxury resort, for example, might receive a lower
satisfaction rating than a budget motel- even though its facilities and
service would be deemed superior in 'absolute' terms.

The importance of customer satisfaction diminishes when a firm has

increased bargaining power. For example, cell phone plan providers, such
as AT&T and Verizon, participate in an industry that is an oligopoly,
where only a few suppliers of a certain product or service exist. As such,
many cell phone plan contracts have a lot of fine print with provisions
that they would never get away if there were, say, 100 cell phone plan
providers, because customer satisfaction would be far too low, and
customers would easily have the option of leaving tor a better contract
offer.

Purpose of Assessing Customer Satisfaction

“Customer satisfaction provides a leading indicator of consumer purchase
intentions and loyalty." "Customer satisfaction data are among the most
frequently collected indicators of market perceptions. Their principal use
is twofold:"

1. Within organizations, the collection, analysis and dissemination of

these data send a message about the importance of tending to
customers and ensuring that they have a positive experience with the
company's goods and services.

19
2. Although sales or market share can indicate how well a firm is
performing currently, satisfaction is perhaps the best indicator of how
likely it is that the firm’s customers will make further purchases in the
future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as "5'

are likely to become return customers and might even evangelize for the
firm. (A second important metric related to satisfaction is willingness to
recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends."
When a customer is satisfied with a product, he or she might recommend
it to friends, relatives and colleagues. This can be a powerful marketing
advantage.) "Individuals who rate their satisfaction level as '1,' by
contrast, are unlikely to return. Further, they can hurt the firm by making
negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer satisfaction.”

Theoretical Ground

"In literature antecedents of satisfaction are studied from different

aspects. The considerations extend from psychological to physical and
from normative to positive aspects. However, in most of the cases the
consideration is focused on two basic constructs as customers
expectations prior to purchase or use of a product and his relative
perception of the performance of that product after using it.

20
Expectations of a customer on a product tell us his anticipated performance
for that product. As it is suggested in the literature, consumers may have
various "types" of expectations when forming opinions about a product's
anticipated performance. For example, four types of expectations are
identified by Miller (1977): ideal, expected, minimum tolerable, and
desirable. While, Day (1977) indicated among expectations, the ones that
are about the costs, the product nature, the efforts in obtaining benefits and
lastly expectations of social values. Perceived product performance is
considered as an important construct due to its ability to allow making
comparisons with the expectations.

It is considered that customers judge products on a limited set of norms

and attributes. Olshavsky and Miller (1972) and Olson and Dover (1976
designed their researches as to manipulate actual product performance,
and their aim was to find out how perceived performance ratings were
influenced by expectations. These studies took out the discussions about
explaining the differences between expectations and perceived
performance.”

In some research studies, scholars have been able to establish that

customer satisfaction has a strong emotional (i.e., affective component).
Still others show that the cognitive and affective components of customer
satisfaction reciprocally influence each other over time to determine
overall satisfaction.

21
The Disconfirmation Model

" T h e D i s c o n fi r m a t i o n M o d e l isb a s e d on the c o

mparison o f customers' [expectations] and their [perceived
performance] ratings. Specifically, an individual's expectations are
confirmed when a product performs as expected. It is negatively
confirmed when a product performs more poorly than expected. The
disconfirmation is positive when a product performs over the
expectations(Churchill & Suprenant 1982). There are four constructs to
describe the traditional disconfirmation paradigm mentioned as
expectations, performance, disconfirmation and satisfaction." ]
"Satisfaction is considered as an outcome of purchase and use, resulting
from the buyers' comparison of expected rewards and incurred costs of the
purchase in relation to the anticipated consequences. In operation,
satisfaction is somehow similar to attitude as it can be evaluated as the
sum of satisfactions with some features of product." "In the literature,
cognitive and affective models of satisfaction are also developed and
considered as alternatives(Pfaff, 1977). Churchill and Suprenant in
1982, evaluated various studies in the literature and formed an overview of
Disconfirmation process in the following figure:”

Construction

Organizations need to retain existing customers while targeting non-

customers. Measuring customer satisfaction provides an indication of
how successful the organization is at providing products and/or services
to the marketplace.

"Customer satisfaction is measured at the individual level, but it is almost

always reported at an aggregate level. It can be, and often is, measured
along various dimensions.

22
 A hotel, for example, might ask customers to rate their experience with
its front desk and check-in service, with the room, with the amenities in
the room, with the restaurants, and so on.

Additionally, in a holistic sense, the hotel might ask about overall

satisfaction with your stay.'

Customer satisfaction is an ambiguous and abstract concept and the

actual manifestation of the state of satisfaction will vary from person to
person and product/service to product/service. The state of satisfaction
depends on a number of both psychological and physical variables which
correlate with satisfaction behaviours such as return and recommend rate.
The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can
compare the organization's products. Work done by Parasuraman,
Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis
for the measurement of customer satisfaction with a service by using the
gap between the customer's expectation of performance and their
perceived experience of performance. This provides the measurer with a
satisfaction "gap" which is objective and quantitative in nature. Work
done by Cronin and Taylor propose the "confirmation/disconfirmation"
theory of combining the "gap" described by Parasuraman, Zeithaml and
Berry as two different measures (perception and expectation of
performance) into a single measurement of performance according to
expectation.
The usual measures of customer satisfaction involve a survey using a Likert
scale. The customer is asked to evaluate each statement in terms of their
perceptions and expectations of performance of the organization being
measured.

23
Good quality measures need to have high satisfaction loadings, good
reliability, and low error variances. In an empirical study comparing
commonly used satisfaction measures it was found that two multi-item
semantic differential scales performed best across both hedonic and
utilitarian service consumption contexts. A study by Wirtz & Lee (2003),
found that a six-item 7-point semantic differential scale (for example,
Oliver and Swan 1983), which is a six-item 7-point bipolar scale,
consistently performed best across both hedonic and utilitarian services. It
loaded most highly on satisfaction, had the highest item reliability, and
had by far the lowest error variance across both studies. In the study, the
six items asked respondents' evaluation of their most recent experience with
ATM services and ice cream restaurant, along seven points within these
six items: “pleased me to displeased me” "contented with to disgusted
with”, "very satisfied with to very dissatisfied with, "did a good job for
me to did a poor job for me”, "wise choice to poor choice and "happy
with to unhappy with'. A semantic differential (4 items) scale (e.g.,
Eroglu and Machleit 1990), which is a four-item 7-point bipolar scale, was
the second best performing measure, which was again consistent across both
contexts. In the study, respondents were asked to evaluate their experience
with both products, along seven points within the
four items: "satisfied to dissatisfied’, "favourable to unfavourable”.
"pleasant to unpleasant" and *I like it very much to I didn't like it at all'.
The third best scale was single-item percentage measure, a one-item 7-
point bipolar scale (e.g., Westbrook 1980). Again, the respondents were
asked to evaluate their experience on both ATM services and ice cream
restaurants, along seven points within "delighted to terrible”. Finally, all
measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a
consumer's attitude (liking/disliking) towards a product, which can result
from any product information or experience research shows that in most
commercial applications, such as firms conducting customer surveys, a
single-item overall satisfaction scale performs just as well as a multi- item
scale.
24
 CHAPTER-2

LITERATURE REVIEW

25
Literature Review

The references for the literature review used for the problem in hand are as
follows:

Seth et al (2008) 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.

Liu (2002) found that the choice of a cellular phone is characterized by

two attitudes: attitude towards the mobile phone brand on one hand and
attitude towards the network on the other. Samuel (2002) observed that most
of the respondents consider size, quality, price, instrument servicing are an
important factors for selecting the handset while majority of the
respondents are satisfied over the payment system, quality of services,
coverage area and the process of attending the complaints regarding their
mobile service provider.

Nandhini (2001) examined that attitude of the respondents using cell

phones was not influenced by either education or occupation and income.
"The Value of Customer Satisfaction B’’

Andrew Mennie"
, General Manager eGain Communications EMEAA brief literature
would be of immense help to the researcher in into selected problem.
The researcher would gain good background knowledge of the problem
by reviewing certain studies. A reference to the entire studies will be
related in the contest of the shaping the present study. Samuval, in his
study found that most of the respondents consider, size quality, price,
instrument servicing are an important factors for selecting the handset of
majority of the respondents are satisfied over the payment system quality
of services, coverage area, and attending the complaints.
26
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

. Kalavani (2006) in their study analyzed that majority of the respondents

have given favourable 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.

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
theworld's average telecom density as most of India's market is yet to be
covered. Seth et al (2008), in their study titled “Managing the Customer
Perceived Service Quality for Cellular Mobile Telephone:

27
 an Empirical Investigation” analyzed that there is relative importance of
service quality attributes andshowed that responsiveness is the most
importance dimension followed byre liability, 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.

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.

Debarun Chakraborty (2013), in his article determined the customer satisfaction

& expectation towards a telecommunication company in West Midnapore which
is a district of West Bengal. A descriptive study was conducted to achieve the
objectives. In total 250 respondents filled a well-structured questionnaire having a
list of statements pertaining to products, services & facilities provided by the
service provider. Results reveal that the dimensions which influence the
satisfaction level of customer's are: Core services (like good coverage, good
connectivity and network quality) and call rate.

28
 CHAPTER-3

RESEARCH

METHODOLOGY

29
3. RESEARCH METHODOLOGY

3.1 Title

To Study Customer Satisfaction Towards Vodafone.

3.2 Title Justification

Analyzing the satisfaction achieved from the usage of data services

offered by Vodafone.

3.3 Objective of Study

> To know the satisfaction levels of data users of

Vodafone. To estimate the quality of data services in
India.

> To know the expectations and situations of customers.

> To estimate data usage characteristics of customers.

30
3.4 Research Methodology

Research Methodology is a way to find out the result of a given problem

on a specific matter or problem that is also referred as research problem.
In Methodology, researcher uses different criteria for solving/searching
the given research problem. Different sources use different type of
methods for solving the problem. If we think about the word
"Methodology", it is the way of searching or solving the research
problem. (Industrial Research Institute, 2010)

In Research Methodology, researcher always tries to search the given

question systematically in our own way and find out all the answers till
conclusion. If research does not work systematically on problem, there
would be less possibility to find out the final result. For Finding or
exploring research questions, a

researcher faces lot of problems that can be effectively resolved with

using correct research methodology.

Methodology is the systematic, theoretical analysis of the methods

applied to a field of study. It comprises the theoretical analysis of the
body of methods and principles associated with a branch of knowledge.
Typically, it encompasses concepts such as paradigm, theoretical model,
phases and quantitative or qualitative techniques.

31
A methodology does not set out to provide solutions - it is, therefore, not
the same as a method. Instead, a methodology offers the theoretical
underpinning for understanding which method, set of methods, or so-
called "best practices" can be applied to specific case, for example, to
calculate a specific result.

It has been defined also as follows:

1. The analysis of the principles of methods, rules, and postulates
employed by a discipline;

2. The systematic study of methods that are, can be, or have been applied
within a discipline;

3. The study or description of methods.

3.4.1 Research design

A research design is the "blue print" of the study. The design of a study
defines the study type (descriptive, correlation, semi-experimental,
experimental, review, meta-analytic) and sub-type (e.g., descriptive-
longitudinalcase study), research question, hypotheses, independent and
dependent variables, experimental design, and, if applicable, data
collection methods and a statistical analysis plan. Research design is the
framework that has been created to seek answers to research questions.

32
3.4.2 Data
collection Data
Sources

Data sources consist of primary data and secondary data. Primary data are
those data which collected by researchers originally with the purpose of
solving a certain problem. presented that collecting primary data is a time
consuming and costly process with the risk of limited responses.
However, collecting primary data is suitable for the study which in
demand of up- to-date and tailored information in order to answer specific
research questions. Primary data can be collected from experiments,
interviews, focus groups, surveys, etc . In contrast, secondary data are
collected by researchers for some other purposes than solving the existing
problem. The data can be collected from the databases, internal
information of organizations, websites, libraries, etc. In comparison to
primary data, secondary data are inexpensive and time saving.

Primary data has been collected through a structured questionnaire

comprising a set of questions.

Secondary Data:
Secondary data has been collected through

• Articles,

• Reports,

• Journals,

• Magazines,

• Newspapers and

• Internet
33
3.4.3 Sampling

Sampling technique

Judgmental sampling technique has been employed to extract the fruitful

results. This includes the overall design, the sampling procedure, the data
collection methods, the field methods and the analysis procedures

Sampling unit

The sampling unit would be respondents of various demographic profiles

reacting to advertisement by a change in buying behavior.

Sampling size

The sample size would be 100 respondents.

3.5 Data Analysis Tools

I have used multiple data analysis tools like tables, pie chart, etc.

3.6 Limitations of Study

• The real user base is too big for a sample of this size.

• The duration of research is short to reach a strong conclusion

• With the strong market penetration strategies of JIO and the counter
measures of Vodafone and Airtel, the industry is changing faster than
ever and the conclusion may differ because of rapid changes.
34
CHAPTER-4

DATA
ANALYSIS

35
 Q1 How much data do you use in a month?
A.Less than 5GB
B.5-10GB
C. 10-20GB
D. More than 20GB

RESPONSES PERCENTAGE

Less than 5 GB 40

5-10 GB 25

10-20 GB 20

More than 20 GB 15

TOTAL 100

Less than 5GB (40%) 5-10GB (25%) 10-20GB(20%) More than 20GB(15)

Interpretation - From this we can conclude that most of the users use less than 5GB
data per month and the least number of users use more than 20GB data per

month
36
Q2 How satisfied are you with the speed of the connection?

A.Highly Satisfied
B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

RESPONSES PERCENTAGE

Highly satisfied 20

Satisfied 25

Neither satisfied nor dissatisfied 35

Unsatisfied 12

Highly satisfied 8

Total 100

Highly Satisfied(20) Satisfied(25) Neither satisfied nor unsatisfied(35)

Unsatisfied(12) Highly Unsatisfied(8)

interpretation- From this we can conclude that not even half of the users are
completely satisfied with the speeds.

37
Q3 Do you ever experience low speeds?
A. Yes

B. Not sure

C. No

Responses Percentage

Yes 55

Not sure 25

No 20

Total 100

Yes(55%) Not Sure(25%) No(20%)

Interpretation- here we can see that most of the users admit experiencing low
speeds.

38
Q4 How satisfied are you with the data limit of your connection plan?
A.Highly Satisfied
B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

Responses percentage

Highly satisfied 20

Satisfied 25

Neither satisfied nor dissatisfied 35

dissatisfied 12

Highly satisfied 8

Total 100

Highly Satisfied(20%) Satisfied(25%) Neither Satisfied nor

Dissatisfied(35%) Unsatisfied(12%) Highly Unsatisfied(8%)

interpretation- Here we can see that not even half of the users are completely
satisfied their data limits.

39
Q5 Do you think your data plan is value for money?
A. Very much

B. Yes, it is

C. It is average
D. It must be cheaper

E. Very Expensive

Responses Percentage

Very much 20

Yes, it is 25

It is average 35

It must be cheaper 12

Very expensive 8

Total 100

Very much(20%) Yes, it is(25%) It is average(35%) It should be

cheaper(12%) Very Expensive(8%)

interpretation- From this we can conclude that not a large proportion believes their
plan to be value for money.

40
Q6 How satisfied are you with the support executive of your service provider?
A.Highly Satisfied
B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

Responses Percentage

Highly satisfied 25

Satisfied 30

Neither satisfied nor dissatisfied 35

Dissatisfied 8

Highly dissatisfied 2

Total 100

Highly Satisfied(25%) Satisfied(30%) Neither Satisfied nor Dissatisfied(35%)

Unsatisfied(8%) Highly Unsatisfied(2%)

Interpretation - From this we can concluded that most of the people are satisfied
by the executive support of their service provider.

41
Q7 How satisfied are you with the add-ons provided when your data limit gets
exceeded?
A.Highly Satisfied
B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

Responses Percentage

Highly satisfied 20

Satisfied 25

Neither satisfied nor dissatisfied 35

unsatisfied 12

Highly unsatisfied 8

Total 100

Highly Satisfied(20%) Satisfied(25%) Neither Satisfied nor Dissatisfied(35%)

Unsatisfied(12%) Highly Unsatisfied(8%)

interpretation- A smaller portion of users is satisfied with the add- ons provided
when their data limit gets exceeded.

42
Q8 How do you find the free add-ons provided by your service provider?
A.Excellent
B. Good

C. Average
D. Bad

E. Poor

Responses Percentage

excellent 20

Good 25

Average 35

Bad 12

Poor 8

Total 100

Excellent(20%) Good(25%) Average(35%) Bad(12%) Poor(8%)

Interpretation - Most of the users are satisfied with the free add-ons provided.

43
Q9 Are you satisfied with your current data provider or would you consider porting
out to another one?
A. Yes, and will not change
B. Not sure and may change
C. No and will change

Responses Percentage

Yes and will not change 50

Not sure and may change 30

No and will change 20

Total 100

Yes, and will not change(50%) Not sure and may change(30%) No, and will change(20%)

Interpretation- From here we can conclude that most of the users won't be
switching between data providers but the rest 20% is a serious concern.

44
CHAPTER-5
FINDINGS

45
The questionnaire was distributed to 100 people on the basis of judgmental
sampling, and on their responses the following information was found -

• 40% of these people use less than 5GB of data per day, 25% use 5-10GB. 20%
use 10- 20GB and the remaining 15% use more than 20GB data per day.

• 20% people are highly satisfied with their connection speeds, 25% satisfied,
35% find it just usable, 12% are unsatisfied, and the remaining 8% are highly
unsatisfied.

• 55% of people say that they do face low speeds, 25% people say they're not sure
about it and the rest 20% deny facing low speeds.

• 20% people are highly satisfied with their data limits, 25% satisfied, 35% find
it just usable, 12% are unsatisfied, and the remaining 8% are highly unsatisfied.

• 20% think their data plan is very much value for money, 25% think that it is
good, 35% say that it is average, 12% say that it must be cheaper and 8% think
that it is very expensive.

• 25% find their support executive highly satisfying, 30% find them satisfying,
35% find them average 8% find them unsatisfying and 2% say they are highly
satisfying.

• 25% find the paid add-ons highly satisfying, 30% find them satisfying, 35%
find them average 8% find them unsatisfying and 2% say they are highly
satisfying.

• 25% find the free add-ons, 30% find them satisfying, 35% find them average
8% find them unsatisfying and 2% say they are highly satisfying.

• 50% of respondents say that they are satisfied with their service provider and
will not switch, 30% say that they may switch and 20% say that they're
unsatisfied and will change.

• Airtel leads the sector with 33% market share and is followed by Vodafone at
23.33% market share.

• Idea follows Vodafone in this race at 18.5% and is looking to merge with
Vodafone.
46
 CHAPTER- 6

SUGGESTIONS AND CONCLUSION

47
Suggestions-

• Vodafone should both gear up to compete with Jo even after the end of its
freebies because Jio's never seen before low pricing has set the competition at
an all -time high.

• Airtel though. Leads the sector but should also lace it's boots to foresee the
greater threat the merger of Vodafone and Idea will pose.

• Vodafone has to stay on it's toes to counter offer Jio so as to retain and
gain new customers.

• This also emphasizes the need of wondrous marketing and sales efforts required
by both the companies.

• A large group of people is not satisfied with their connection speeds

regardless of the service provider, Vodafone and the whole industry must
look into it to take internet in India to the next level.

• The number of internet and mobile users is only here to grow so Airtel and
Vodafone both must plan ahead of not only Jio but of themselves too

• The add-ons provided by companies should be improved as many people don't

get what they want.

• The free add-ons gifted must be distributed well to increase the efficiency and
the effectiveness of the campaigns.

48
 CONCLUSION

Results

• Airtel leads the sector with 33% market share and is followed by Vodafone at
23.33% market share.

• 25% find their support executive highly satisfying, 30% find them satisfying,
35% find them average 8% find them unsatisfying and 2% say they are highly
satisfying.

• 25% find the paid add-ons highly satisfying, 30% find them satisfying, 35%
find them average 8% find them unsatisfying and 2% say they are highly
satisfying.

• 25% find the free add-ons, 30% find them satisfying, 35% find them average
8% find them unsatisfying and 2% say they are highly satisfying.

• 50% of respondents say that they are satisfied with their service provider and
will not switch, 30% say that they may switch and 20% say that they're
unsatisfied and will change.

• The user base is here to expand and the potential customers are what every
company is running and gunning for.

Limitations -

• Sample size is too small to take major decisions.

• It is the era of never seen before cut throat competition so no accurate

predictions or judgements can be passed as of now.

• The user base is here to expand which makes the future unpredictable.

• With new offers popping up every week, the customer gets confused and he
can't make up his mind quickly and aptly to answer the questionnaire.

• The time of study was too short.

49
References

1. D.L. Carney, J.1. Cochran, "The SESS Switching System: Architectural

Overview,” AT&T

Technical Journal, vol. 64, no. 6, July-August 1985, pp. 1339-1356.

2. A. Stevens, C++ Database Development, MIS Press, New York, 1992, p. 34.

3. www.ibm.com
/in 4
www.ndtv.in
5. www.timesofindia.com

6. Ahire, S L; Golhar, D Y and Waller, M A (1996). Development and

Validation of TQM Implementation Constructs, Decision Sciences, 27(1),
23-56. Alzola, L M and Robaina, V P (2005). iSERVQUAL: Its
Applicability in Electronic Commerce B2C,} Quality Management
Journal, 12(4), 46-57.
7. www.trai.gov.in

8. http://www.vodafone.co.in/t-aboutus-ttsl-organization.aspx

9. www.wikipedia.org/customersatisfaction

10. Indian Telecom Industry by Mr.Nasreen Taher

11. Marketing Research - GC Beri

12. Research Methodology - CR Kothari

13. Principles Of Marketing - Philip Kotler

50
CHAPTER 7

ANNEXURES

51
Appendix
Questionnaire
Q1 How much data do you use in a month?

A .Less than 5GB

B.5-10GB

C. 10-20GB

D. More than 20GB

Q2 How satisfied are you with the speed of the connection?

A. Highly Satisfied

B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

Q3 Do you ever experience low speeds?

A. Yes

B. Not sure

C. No

52
Q4 How satisfied are you with the data limit of your connection plan?

A.Highly Satisfied

B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

Q5 Do you think your data plan is value for money?

A. Very much

B. Yes, it is

C. It is average

D. It could be lesser

E. Very Expensive

Q6 How satisfied are you with the support executive of your service provider?

A.Highly Satisfied

B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

53
 Q7 How satisfied are you with the add-ons provided when your data limit gets
exceeded?

A.Highly Satisfied

B. Satisfied

C. Neither satisfied nor dissatisfied

D. Unsatisfied

E. Highly Unsatisfied

Q8 How do you find the free add-ons provided by your service

provider? A Excellent
B.Good

C.Average

D.Bad

E.Poor

Q9 Are you satisfied with your current data provider or would you consider porting
out to another one?
A. Yes and will not change

B. Not sure and may change

C. No and will change

54
55