Customer satisfaction towards Mobile

Phone Services (BSNL, Vodafone, Airtel)

Submitted to Lovely Professional University

In partial fulfillment of the requirements for the award of degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted by: Project Guide:

Group No: 55 Ms.Impreet Kaur
Sunil Kumar RT1804A23 Lecturer in LIM
Dheeraj Kumar RT1804A25
Pardeep Singh RTI804A21
Sanjeet Kr. Singh RT1804A20

(AFFILIATED TO LOVELY PROFESSIONAL UNIVERSITY,

PHAGWARA)

Certificate
TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “Customer Satisfaction on Mobile
Service Provider (Airtel, Vodafone& BSNL)” carried out by
Mr. Sunil Kumar, S/o – Vishwa Nath Singh
Mr. Sanjeet Kumar, S/o – Nand Kumar Singh
Mr. Dhreej Kumar, S/o – S.K.Thavnani
Mr. Pradeep Singh, S/o – Jogindar Singh
has been accomplished under my guidance & supervision as a duly registered MBA
student of the Lovely Professional University, Phagwara. This project is being
submitted by him/her in the partial fulfillment of the requirements for the award of the
Master of Business Administration from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award
of the degree of Master of Business Administration.
___________________________________
(Name & Signature of the Faculty Advisor)
Date:

Declaration
We," Sunil Kumar, Sanjeet Kumar, Dheeraj Kumar and Pradeep Singh”, hereby declare
that the work Presented herein is genuine work done originally by me and has not been
published or submitted elsewhere for the requirement of a degree programme. Any
literature, data or works done by others and cited within this dissertation has been given
due acknowledgement and listed in the reference section.

Students Name Signature (Registration No.)

1. Sunil Kumar …………………………. 10807390

2. Sanjeet Kumar …………………………. 10807386
3. Dheeraj Kumar …………………………. 10810192
4. Pradeep Singh …………………………... 10808594

Date: __________________
 ACKNOWLEDGEMENTS

I would like to express my gratitude to all the people who fill the Questionnaire of their
busy schedule took personal interest to ensure that working on this project is a learning
process for me.

Furthermore I would like to give thanks to Mr. Pradeep Mehta who guided me and was
always there to listen and help me.

I would like to thank Impreet kaur (Faculty Guide) who guided me in each step to
complete my project.

I am grateful to all our friends for providing critical feedback & support whenever
required. Finally I would like to be grateful to all those who directly or indirectly have
been of great help and obliged me with their support and have helped me in converting
my collection of data and information into a finely polished project.

SUNIL KUMAR
 SANJEET KUMAR

DHREEJ KUMAR

PRADEEP SINGH

Executive Summary

The study on the ‘Consumer Satisfaction with Quality of Mobile Services’ is an

endeavor to understand empirically the ground level situation in quality of service and
customer care being delivered by Service Providers (SPs) in the background of TRAI
regulations for Mobile Service Providers from the eyes of the consumer. In this study we
have covered 75 respondents from the Jalandhar and Phagwara and three service
providers operating in these cities. These three SPs are: BSNL, Vodafone and Airtel. The
primary data has been collected by means of filling the Questionnaire through
respondents.

Analyzing the satisfaction parameters, both in respect of quality of service and the
customer care service, the executive tables shows that the provider companies, which are
above average performers in both these aspects, are Airtel, Vodafone and BSNL. The
descriptive analysis carried out in this section found that the respondents mainly reported
the good connectivity as the main reason behind choosing the service provider. When
they were asked to give three reasons, in addition to the good connectivity, good network
coverage and good reputation of the company were also mentioned. Though, for some,
better plan offered also mattered significantly.

The survey results show that making local personal calls, receiving incoming calls and
making STD calls are the three major uses of having mobile connection. The services
that are most frequently used are: making outgoing local calls, sending SMS and
downloading ring tones or music. The usage of a wide range of value added services was
few and far in between.

Quality of Customer Care Service”, deals with the awareness of the customers, the
source of getting information, whether the service is accessible 24x7, whether the call to
the service center number is toll free have been accessed. They were interviewed about
their usage of the customer care service in terms of complaint making or information
seeking, facility of the call center used, time taken in getting connected to the service
center. They were also asked about the number of calls that they had to make to get
connected to the
Service center.

Taking the overall satisfaction values to be the dependent variable and all other
aspects/parameters of satisfaction to be the set of independent variables the regression is
run. Any zero response is ruled out for this portion of the study and hence when the
analysis was done for each of the respective service providers and all the service
providers taken together, a table was constructed in each case showing the total number
of valid cases. In each of these cases, a listing of the set of significant independent
variables that influence ‘Overall Satisfaction with Quality of Service’ as the dependent
variable together with the insignificant ones has been given.

TABLE OF CONTENT

CHAPTER TOPIC PAGE NO.

1. Introduction 7-15
1.1 Theoretical Background of the Topic
1.2 The Indian Telecommunications Industry

2. Research Objective 16-18

2.1 Scope of the Study
2.2 Need of the Study

3. Review Of Literature 19-24

4. Research Methodology 25-28

 4.1 Research Design
4.2 Sampling Method
4.3 Sampling Technique
4.4 Sampling Unit
4.5 Sample Size
4.6 Statistical Technique
4.7 Source of Data

5. Data Collection & Interpretation 29-49

6. Findings & Recommendation 50-52

7. Limitation & Conclusion 53-55

8. References 56-60

9. Annexure 61-65

Chapter - 1

INTRODUCTION
 Introduction

1.1 Theoretical Background of the Topic

Customer Satisfaction

1. 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 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.

1. 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 of
delight creates an emotional affinity with brand.

2. 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.

3. 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.

4. 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.

5. 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".

6. 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.
7. 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.

1.2 The Indian Telecommunications Industry

The Indian telecommunications industry is one of the fastest growing in the world and
India is projected to become the second largest telecom market globally by 2010. In
April 2008, India overtook the US as the second largest wireless market, and as a pointer
to the increasing global influence of Indian telecom companies, seven Indians have
featured in the list of the world's 100 most influential telecom leaders, compiled by
Global Telecoms Business, an industry magazine.

According to CRISIL Research estimates, eight infrastructure sectors, which include the
telecom sector, are expected to draw more than US$ 345.28 billion investment in India
by 2012. With the rural India growth story unfolding, the telecom sector is likely to see
tremendous growth in India's rural and semi-urban areas in the years to come. By 2012,
India is likely to have 200 million rural telecom connections at a penetration rate of 25
per cent. And according to a report jointly released by Confederation of Indian Industry
(CII) and Ernst & Young, by 2012, rural users will account for over 60 per cent of the
total telecom subscriber base.

According to the Geneva-based International Telecommunication Union (ITU), factors

like India's current mobile telephone penetration rate of about 20 per cent and market
liberalization policies are likely to offer 'great potential' for the growth of telecom
companies in India. Forthcoming services such as 3G and WiMax will further augment
the growth rate.

According to Business Monitor International, India is currently adding 8-10 million

mobile subscribers every month. It is estimated that by mid 2012, around half the
country's population will own a mobile phone. This would translate into 612 million
mobile subscribers, accounting for a tele-density of around 51% by 2012.
Growth in Segments

According to a Frost & Sullivan industry analyst, by 2012, fixed line revenues are
expected to touch US$ 12.2 billion while mobile revenues will reach US$ 39.8 billion in
India. Fixed line capex is projected to be US$ 3.2 billion, and mobile capex is likely to
touch US$ 9.4 billion.

Further, according to a report by Gartner Inc., India's mobile subscriber base is projected
to exceed 737 million connections by 2012 growing at a compound annual growth rate
(CAGR) of 21 per cent and India is likely to remain the world's second largest wireless
market after China in terms of mobile connections. The overall cellular services revenue
in India is projected to grow at a CAGR of 18 per cent from 2008-2012 to exceed US$
37 billion. Cellular market penetration will rise to 60.7 per cent from 19.8 per cent in
2007.

GSM companies added over 6.3 million new customers in June 2008, (excluding the
GSM subscriber base of Reliance Telecom) crossing the 212 million mark, with a growth
of 3.07 per cent over May 2008, according to the Cellular Operators' Association of India
(COAI).
According to an analyst firm, Springboard Research, India will become the leading
market for WiMax in the Asia pacific region and is expected to have 15.8 million
WiMax subscribers by 2012, accounting for 46.7 per cent of total subscribers in Asia-
Pacific and 35.7 per cent of revenues from the region.

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 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.

1. Airtel:-

Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest
cellular service provider in India, with more than 121 million subscribers as of January
2010[update]. With this, Bharti is now the worlds third-largest, single-country mobile
operator and sixth-largest integrated telecom operator. It also offers fixed line services
and broadband services. It offers its TELECOM services under the Airtel brand and is
headed by Sunil Bharti Mittal. The company also provides telephone services and
broadband Internet access (DSL) in top 95 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.

The businesses at Bharti Airtel have always been structured into three individual
strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services &
Enterprise Services. The mobile business provides mobile & fixed wireless services
using GSM technology across 23 telecom circles while the Airtel Telemedia Services
business offers broadband & telephone services in 95 cities and has recently launched a
Direct-to-Home (DTH) service, Airtel Digital TV. Shahrukh Khan is the brand
ambassador of the mobile company and Kareena Kapoor and Saif Ali Khan are the brand
ambassadors of the DTH Company. The company provides end-to-end data and
enterprise services to the corporate customers through its nationwide fiber optic
backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and
international bandwidth access through the gateways and landing station.

Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base,
behind China Mobile and China Unicom. In India, the company has a 24.6% share of the
wireless services market, followed by 17.7% for Reliance Communications and 17.4%
for Vodafone Essar. In January 2010, company announced that Manoj Kohli, Joint
Managing Director and current Chief Executive Officer of Indian and South Asian
operations, will become the Chief Executive Officer of the International Business Group
from 1st April 2010. He will be overseeing Bharti's overseas business. Current Dy. CEO,
Sanjay Kapoor, will replace Manoj Kohli and will be the CEO with effective from 1st
April, 2010.

2. Vodafone:-

Vodafone Group plc is a British multinational mobile network operator headquartered

in Newbury, Berkshire, United Kingdom. Vodafone is the world's largest mobile
telecommunication network company, based on revenue, and has a market value of about
£71.2 billion (November 2009). It currently has operations in 31 countries and partner
networks in a further 40 countries. Based on subscribers, it is the world's second largest
mobile phone operator behind China Mobile, with over 427 million subscribers in 31
markets across 5 continents as of 2009[update]. In the UK, its home ground, Vodafone has
badly underperformed in the last few years due to brisk change in administration. It has
slipped from first to third largest telecom operator generating revenue of £4.9 billion
from its 18.7 million customers in 2008-09. As of March 31, 2009 (2009 -03-31)[update],
the company employs more than 79,000 people worldwide.

The name Vodafone comes from voice data fone, chosen by the company to "reflect the
provision of voice and data services over mobile phones".

Vodafone owns 45% of Verizon Wireless, the largest wireless telecommunications

network in the United States, based on number of subscribers.
It is listed on the London Stock Exchange, where it is a constituent of the FTSE 100
index. Previously Vodafone was listed on New York Stock Exchange, but later it
indented to transfer the listing of its American Depositary Receipts, each representing ten
ordinary shares of its company, from NYSE to NASDAQ. Although it would keep
listing its debt securities on NYSE.

Vodafone Global Enterprise

Global Enterprise is a business set up by Vodafone with the sole purpose of handling
Vodafone's multinational clients. It is the high end business to business (B2B) section of
Vodafone Group, and acts like an operating country (such as for example Vodafone UK).
Devices and services available in any operating country are available to Global
Enterprise customers in the same country, and so Vodafone Global Enterprise is able to
offer a wide range of products. Vodafone Global Enterprise has a presence in over 65
countries, and this number is expected to grow in future, as with the recent acquisition of
Ghana Telecom. Since its foundation in 2007, Global Enterprise has aimed to be a world
leader in managed mobility services. Vodafone Global Enterprise are headquartered in
Newbury, but have operatives around the world; while many of Vodafone's marketing
employees are relocated to London, Global Enterprise' team will remain in Newbury.

Nick Jeffery leads Vodafone Global Enterprise. He led the creation of Vodafone Global
Enterprise in 2007, and continues to define the strategy and operational execution for
Vodafone's relationship with multi-national corporate customers. Global Enterprise have
a dedicated group of account managers, at both global and national levels, who look after
customers needs, and are supported by pre-sales and technical consultancy teams.

Products and Services include: Enterprise Central, Telecoms Management, Global

Device Portfolio and Managed Mobility Services. In 2009, Vodafone Global Enterprise
was the winner of Best Mobile Enterprise Service at the GSMA Global Mobile Awards
2009.
 3. BSNL:-

Bharat Sanchar Nigam Limited (known as BSNL, India Communications

Corporation Limited) is a state-owned telecommunication company in India. BSNL is
the sixth largest cellular service provider, with over 57.22 million customers as of
December 2009 and the largest land line telephone provider in India. Its headquarters are
at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, and New Delhi. It has
the status of Mini Ratna, a status assigned to reputed public sector companies in India.

BSNL is India's oldest and largest Communication Service Provider (CSP). Currently
has a customer base of 90 million as of June 2008. It has footprints throughout India
except for the metropolitan cities of Mumbai and New Delhi which are managed by
MTNL. As on March 31, 2008 BSNL commanded a customer base of 31.55 million
Wire line, 4.58 million CDMA-WLL and 54.21 million GSM Mobile subscribers.
BSNL's earnings for the Financial Year ending March 31, 2009 stood at INR 397.15b
(US$7.03 billion) with net profit of INR 78.06b (US$ 1.90 billion). BSNL has an
estimated market value of $ 100 Billion. The company is planning an IPO within 6
months to offload 10% to public in the Rs 300-400 range valuing the company at over
$100 billion BSNL provides almost every telecom service in India. Following are the
main telecom services provided by BSNL:

Universal Telecom Services: Fixed wire line services & Wireless in Local loop (WLL)
using CDMA Technology called bfone and Tarang respectively. As of December 31,
2007, BSNL has 81% marketshare of fixed lines.

Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile

Telephone services using GSM platform under the brand name BSNL Mobile. As of Sep
30, 2009 BSNL has 12.45% share of mobile telephony in the country.
Internet: BSNL provides internet services through dial-up connection (Sancharnet) as
Prepaid, (NetOne) as Postpaid and ADSL broadband (BSNL Broadband). BSNL has
around 50% market share in broadband in India. BSNL has planned aggressive rollout in
broadband for current financial year.

Intelligent Network (IN): BSNL provides IN services like televoting, toll free calling,
premium calling etc.

3G: BSNL offers the '3G' or the'3rd Generation' services which includes facilities like
video calling etc.

IPTV: BSNL also offers the 'Internet Protocol Television' facility which enables us to
watch television through internet.

FTTH: Fibre to The Home facility that offers a higher bandwidth for data transfer. This
idea was proposed on post-December 2009.
 Chapter -2

RESEARCH OBJECTIVE
 Research Objectives

1. To study the consumer perception regarding company services

2. To study the various factors affecting the choice of consumer towards the
mobile phone services

3. To study the level of satisfaction of consumer at these mobile phone services

2.1 Scope of the Study

In services context satisfaction have always been considered important factors for
customer retention. In mobile phone survives transmission quality, customer service and
price of services may lead to customer satisfaction. However, it is not necessary that a
satisfied customer will be a loyal customer as well. This study will try to establish
relationship between customer satisfaction and loyalty, if any. Customer loyalty matters
because selling more to existing customers is easier, and cheaper, than finding and
selling to new ones. Loyal customers tend to buy more, more regularly and they will
frequently recommend to others. Retaining all customers would not be a good idea for
any business. In contrast, allowing the profitable customers to leave would be an even
worse idea. Customers are more likely to be loyal to be loyal to a group of brands than to
a single brand. This is particularly true if the chosen brand is the category leader and
costs more. The implications of the study can help mobile service providers to formulate
strategies for customer retention and develop better customer loyalty programs.

2.2 Need of the Study

Researchers have shown
• The typical company gets 65% of its business from its existing customers.
 • It costs 5 times more to find a new customer than to keep an existing customer
happy.

• It takes 12 good service experiences to overcome a single bad one.

• 7 of 10 customers who switch to the competition do so because of poor service.

• 91% of unhappy customers won’t buy again from the company that displeased
them.

• And unhappy customers will not only defect, they will grumble to 9 of their
friends.

From above points it is clear that in order to retain existing customers and ensure control
over customer switching behavior, it is ammanant to pay attention to customer
satisfaction and loyalty programs. Moreover, loyal customers represent more long-term
value to the firm than others. Most of the customers never complain. Seeking feedback
and acting upon that is utmost important. One way to give the business a chance to
respond is to make it difficult for customers to leave. Hence, there is a dire need to
conduct researches on customer satisfaction and loyalty. Consequently, competitive
advantage is secured through intelligent identification and satisfaction of customer needs
better and sooner than competitors and sustenance of customer’s satisfaction through
better customer service tools. Customer’s satisfaction holds the potential for increasing
an organization’s customer base, increase the use of more volatile customer mix and
increase the firm’s reputation. One path to achieving customer’s satisfaction is through
customers’ service. Customer service is the provision of service to customers, before,
during and after a purchase.

2.3 Hypothesis
H1: Transmission quality evaluation will be directly related to overall customer
satisfaction.

Customer service in the mobile industry may have to be measured with a service package
because most service perceptions rely on a customer service package (e.g., quality of
maintenance, service centre, and customer communication). When customer service
evaluation is ambiguous, consumers cognitively evaluate the quality of the service first,
followed by the development of a satisfaction judgment.

H2: Customer service evaluation will be directly related to overall customer

satisfaction.

Null Hypothesis: - Customer service provides by the companies through customer care
will affect the satisfaction level of customer.

Alternate Hypothesis:- Customer service provided by the companies through Customer

care service not affect the satisfaction level of customer.

Chapter -3

review of literature
 REVIEW OF LITERATURE

Thomas, Debnath (2008)1: In his study titled “ The study of loyal customer on the basis
of service provider performance” this study explain 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. 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.

Bhatt, Anil (2008)2: 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.

Jha, Avinash (2008)3: In his study titled “To study the usage pattern of young people
towards mobile phone services” 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.

Bhatt, Anil (2008)2: “A Study of Mobile Phone Usage among the Post Graduate
Students”
Jha, Avinash (2008)3: “To study the usage pattern of young people towards mobile
phone services”
Thomas, Debnath (2008)1 “The study of loyal customer on the basis of service provider
performance”

Kumar, Shashi (2008)4: In their study titled “Customer Satisfaction and

Discontentment Vis-a versa BSNL Landline Service” A Stud 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 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.

Ahuja, Kalpana and Bhatia Chinnadurai (2006)5 : In their study titled “Promotional
Strategies of Cellular Services” A Customer Perspective” analyzed that the increasing
competition and hanging 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 jalandhar 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.

Robins Andrew (2008)6: “This paper is about marketing the next generation of mobile
phones” 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.

Ahuja, Kalpana and Bhatia Chinnadurai (2006)5: “Promotional Strategies of Cellular

Services”
Kumar, Shashi (2008)4: “Customer Satisfaction and Discontentment Vis-a versa BSNL
Landline Service”
Robins Andrew (2008)6: “This paper is about marketing the next generation of mobile
phones”

Stewart, Fredric (2008)7: In his study titled “ To study the yield management and price
discrimination in telecommunication sector” Analyzed that 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.
Kumar, Abhisek (2008)8: In his study titled “To study the consumer perception on
mobile service quality” Emphasize that various attributes of mobile services contribute to
consumer’s perceived economic and emotional value, which leads to satisfaction. Also,
age of the user has an apparent effect on mobile service perceptions. This study portrays
the importance of mobile service quality on perceived value for both Gen Y and baby
boomers. As emotional value has a greater effect on satisfaction for Gen Y and economic
value has a greater effect on satisfaction for baby boomers, mobile service providers
need to forego their “one-service-fits-all” attitude and focus on developing strategies
based on the age of their consumers. Also, our findings provide mobile service carriers
with insights into their advertising strategy. According to these findings, mobile service
providers are recommended to appeal to the emotional value for Gen Y-ers.

Gupta, Kalavani (2006)9: In his study titled “To study the gap between service
promised and service offered by mobile service provider” 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.

Gupta, Kalavani (2006)9: “To study the gap between service promised and service
offered by mobile service provider”
Kumar, Abhisek (2008)8 “To study the consumer perception on mobile service quality”
Stewart, Fredric (2008)7 “To study the yield management and price discrimination in
telecommunication sector”

Thomas, Gustafson (2007)10: In his study titled “To study the customer relationship of a
telecommunications commitment in a telecom-customer club” The purpose of this study
is to enhance understanding of the club's role in the customer relationships of a
telecommunications company by re-considering the concepts of frequency and
commitment in a telecom-customer club. Study found an umbrella concept for the club
regarding loyalty: A keeping function, which divided the customer club in two ways, the
affective role makes the customer stay with the company and the calculative role with a
more inferred loyalty function. The expressions that were not connected to loyalty are
the attracting function. So it seems obvious that customers do not merely look at certain
parts of the club offering where loyalty is concerned: they evaluate the club and their
relationship with the service provider according to different criteria.
Kaliyamoorthy Ranghanathan and Kumar Anup (2007)11: In their study titled
“Influence of Demographic Variables on Marketing Strategies in the Competitive
Scenario” analyzed that Demographic variables have much significance in marketing.
They are used as bases for segmenting the market, and their role in consumer's buying
decision is notable and vital. Even when the target market is described in non-
demographic terms (say, a personality type), the link back to demographic characteristics
is needed in order to estimate the size of the target market and the media that should be
used to reach it efficiently. So, identifying the demographic profile of the target
consumers is very important for the marketers.

Kaliyamoorthy Ranghanathan and Kumar Anup (2007)11: “Influence of

Demographic Variables on Marketing Strategies in the Competitive Scenario”
Thomas, Gustafson (2007)10: “To study the customer relationship of a
telecommunications commitment in a telecom-customer club”

Batra Rakhi (2006)12: In her study titled “ICFAI journal of Consumer behavior” In
there discussed that India's economic prosperity and maturity has also helped to shape
the world of advertising agencies in India, enabling the latter to reach global standards.
Advertising has become serious and big business in India, with its worth being estimated
at Rs. 13,200-crore, by those in the know. This can only mean one thing that apart from
the quality of work, the volume of the work has increased. Companies are using different
media to persuade the customer. All most all marketing and advertising agencies in India
believe in the concept of 360 degree branding. Agencies are creating, sharing and
managing stories and brand experiences in a manner that involves and engages, rather
than interrupts and alienates.
 Kuusik, Varblane (2009)13: In his study titled “To check the factor which affect the
customer satisfaction” In a study revealed that it is not accurate to treat all customers
equally in terms of methods of increasing their loyalty. The results reveal that four
analyzed factors affecting customer loyalty (satisfaction, trustworthiness, image and
importance of relationship) are playing different roles in the different levels of customer
satisfaction. The overall satisfaction and importance of a relationship build the
foundation of any kind of loyalty. The reliability of products or trustworthiness of the
vendor is most critical for behavioral loyalists and the image creation is the main tool for
getting committed customers.

Batra Rakhi (2006)12 “ICFAI journal of Consumer behavior”

Kuusik, Varblane (2009)13 “To check the factor which affects the customer satisfaction”

Chapter - 4
 RESEARCH METHODOLOGY

Research Methodology

Research methodology is a careful investigation for inquiring in a systematic method and

finding solution of a problem. It comprises the defining and redefining of problem
formulating hypothesis, collection and evaluating data, making detection and reaching
Conclusion.
4.1 Research Design
Research design is not a highly specific plan to be followed without deviations but rather
a series of guide-posts to keep one headed in the right direction. The research design of
this study will be exploratory one. Exploratory studies are done to gain familiarity with
the phenomenon or to achieve new insights into it, often in order to develop hypotheses.
However, in this case the function of exploratory study is to increase familiarity with the
phenomena of customer satisfaction.

4.2 Sampling Method

A sample design is a specific plan for attaining a sample from a specified population. It
refers to the technique or the procedure the researcher would adopt, in selecting items for
the sample. Sample design may as well set down the number of items to be included in
the sample that is, the size of the sample.

4.3 Sampling Technique

Convenience sampling technique will be used for this research. Convenience sampling is
the method of choosing items in an unstructured manner from the population frame.
Though almost impossible to treat rigorously, it is the method most commonly employed
in many practical situations. This is due largely to the fact that when most researchers
aim to study the behaviors of human beings, very rarely does one find an ideal
environment for carrying out that research.

4.4 Sampling Unit

Sample unit refers to the geographical area in which the research is carried out.

The sampling unit for this study will be Jalandhar city and Phagwara.

4.5 Sample Size

A sample size of 75 mobile service users will be taken from various places in Jalandhar
city and Phagwara.

4.6Statistical Technique
The collected is statically analyzed using various techniques such as Table, Graph,
Factor Analysis and Univariate Analysis of Variance.

4.7 Source of Data

I. Primary Source:-
Out of four broad ways in which primary data cum be collected viz observation, focused
grouped experiment and survey; survey method is used because it is the most useful
technique to learn about people's knowledge, benefit they will get and the preference for
the purpose of the study under survey method structural interview were conducted with
the help of questionnaire was so as the customer doesn't fee stressed while answering the
question.

Apart from this observation also helps in generating the needful information.

II. Secondary Sources:-

Secondary data is information which is not collected directly from the target/customer
audience of in short the applicant. Secondary data helps in the collection additional
information. There information is based on the historical data there are external types of
data.

Chapter-5

DATA COLLECTION & INTERPRETATION

 DATA COLLECTION & INTERPRETATION

1. Which mobile connection do you have?

 Mob. Connection Response Percentage (%)
Airtel 39 52%
Vodafone 24 32%
BSNL 12 16%
Total 75 100

Interpretation:-

According to survey it was found that 52% people using Airtel Connection, 32% using

Vodafone connection and only 16% using BSNL connection.

2. How long have you using the service of that company?

Mob. Using Using Using Using Using Total

Connection < 3 3 to 6 6 to 1 to 3 Over 3
month month 1Year years years
 Airtel 3 6 6 10 14 39
Vodafone 5 7 4 5 3 24
BSNL 0 4 3 2 3 12
75

Interpretation:- According to the survey found that 8% Airtel customer using Airtel

connection less than 3month,15% using 3 to 6 month and 15% using 6 to 1 year, 26%

using 1 to 3 years and 36% Airtel customer using over 3 years. In context of Vodafone

customer 21% using Vodafone connection less than 3 month, 29% using 3 to 6 month,

17% using 6 month to 1 Year 21% using 1 to 3 years and 12% using over 3 years. In

context of BSNL customers 33% using less than 3 month, 25% customer using 6 month

to 1year and 17% using 1 to 3 year and 25% using over 3 years.

3. Which factors influence your buying decision?

 Factor Analysis
Communalities

Initial Extraction

Price 1.000 .767

local_callrate 1.000 .825

Std_callrate 1.000 .931

Isd_callrate 1.000 .698

Network_cov 1.000 .752

VAS 1.000 .856

SMS_pack 1.000 .912

GPRS 1.000 .786

Customercare_service 1.000 .631

Discount_offer 1.000 .924

Video_calling 1.000 .778

Complain_handling 1.000 .911

Roaming_charge 1.000 .867

Advertisement 1.000 .918

Brand_image 1.000 .903

Extraction Method: Principal Component Analysis.

 Total Variance Explained

Rotation Sums of Squared

Initial Eigenvalues Extraction Sums of Squared Loadings Loadings
Com
pone % of Cumulati % of Cumulative % of Cumulati
nt Total Variance ve % Total Variance % Total Variance ve %

1 6.41
42.788 42.788 6.418 42.788 42.788 5.110 34.065 34.065
8

2 2.60
17.345 60.133 2.602 17.345 60.133 3.104 20.693 54.757
2

3 2.10
14.055 74.188 2.108 14.055 74.188 2.233 14.889 69.647
8

4 1.33
8.873 83.061 1.331 8.873 83.061 2.012 13.414 83.061
1

5 .982 6.546 89.607

6 .539 3.596 93.203

7 .345 2.301 95.504

8 .226 1.506 97.010

9 .212 1.412 98.423

10
.127 .848 99.271

11 .060 .401 99.671

12
.029 .190 99.861

13 .013 .088 99.950

14
.005 .036 99.986
 Component Matrixa

Component

1 2 3 4

Price .376 -.287 .736 .038

local_callrate .738 .135 .057 -.508

Std_callrate .741 -.252 -.368 .428

Isd_callrate .697 -.067 -.257 -.376

Network_cov -.792 -.050 .346 -.052

VAS .029 .360 .661 .538

SMS_pack .799 .445 -.210 .179

GPRS .796 .135 -.125 .346

Customercare_service .557 -.503 -.143 -.219

Discount offer -.891 -.308 -.114 -.149

Video_calling -.610 .620 -.109 .101

Complain_handling -.896 -.326 .016 -.048

Roaming_charge .135 -.862 .164 .280

Advertisement .350 .569 .587 -.357

Brand_image -.616 .424 -.574 .119

Extraction Method: Principal Component Analysis.

a. 4 components extracted.
 Rotated Component Matrixa

Factors Component

1 2 3 4

Price .047 .787 .274 .265

local_callrate .458 .248 .594 -.448

Std_callrate .814 .271 -.407 -.169

Isd_callrate .503 .188 .232 -.597

Network_cov -.797 -.096 -.016 .328

VAS .138 .149 .213 .877

SMS_pack .921 -.096 .232 -.025

GPRS .870 .168 -.003 .035

Customercare_service .290 .499 -.087 -.539

Discount_offer -.860 -.226 -.357 -.071

Video_calling -.275 -.750 .086 .364

Complain_handling -.868 -.140 -.366 .069

Roaming_charge -.068 .752 -.543 -.039

Advertisement .159 .093 .918 .204

Brand_image -.200 -.888 -.270 .043

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

 Component Transformation Matrix

Compo
nent 1 2 3 4

1 .844 .419 .244 -.231

2 .277 -.695 .565 .347

3 -.277 .584 .500 .576

4 .367 .002 -.609 .703

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Interpretation:- After testing this questionnaire in SPSS Factor Analysis we

divided all the 15 factor in 4 components.

Component 1:- The price, Local calls, STD call rate ,SMS Pack ,GPRS,Customer care
services,
Advertisement the values are more than .05 and variance of component one is 42.78%.

Component 2:- In second component we observed that Local call rates, SMS pack,
GPRS, Advertisements, Brand Image, Value Added Services Values are more than .05
and Variance of component Two is 17.34%.

Component 3:- In Third Component we observed that Local rates, Network coverage,
VAS, Roaming charges values are more than .05 and variance of component three is
14.05%.

Component 4:- In Fourth component we observed that STD call, GPRS, VAS, Roaming
charge, Brand Image having values is more than 0.05 and variance of this component is
8.73%

From all the four component variance the total cumulative variance percentage is 83.6%
which is influence the customer to buy the mobile connection.
 4. Do you think the services provided by company are value for your money?

Mob. Strongly Agree Neutral Disagree Strongly Total

Connection agree disagree
Airtel 8 21 9 1 0 39
Vodafone 3 13 8 0 0 24
BSNL 6 4 2 0 0 12
75

Interpretation:- According to the data found the services provided by company is

value for money 20% Airtel customer strongly Agree, 54% Agree, 23% Neutral and 3%
disagree. In context of Vodafone user 13% strongly agree, 54% Agree, 33% Neutral. In

the context of BSNL customer 50% strongly agree, 42% Agree and 8% Neutral.

5. What is your level of satisfaction while using various services provided by

company?

Interpretation:- According to the survey we found that the various value added
services like Call rate ,Full talk time give higher satisfaction level to the customer and in
which call rates , SMS pack , GPRS, Caller tune, cricket updates, News updates only
satisfy the customers and out of that video calling, passport status, Birthday alerts give
least satisfaction level to the customer.

6. What kind of problem occurs the most for which you need to contact customer
care/service department of your service provider?

Mob. Billin Activation/deactivati VAS’s Networ GPRS Tota

Connectio g on related relate k relate l
 n relate d related d
d
Airtel 3 14 6 4 12 39
Vodafone 3 7 4 5 5 24
BSNL 2 5 2 1 2 12
75

Interpretation:- According to the survey found that 8% Airtel customer contact

customer care when facing Billing related problem, 36% customer contact when facing

Activation related ,15% VAS’s related, 10% Network related and 31% GPRS related. In

context of Vodafone customer 12% contact due to billing related problem, 29%

activation related, 17% VAS’s related, 21% Network related and 21% GPRS related. In

context of BSNL customer 15% Billing related, 50% Activation related, 14% VAS’s

related, 7% Network related and 14% GPRS related problem.

7. Does the customer care executive provide you appropriate solution for your
query?

Mob. Always Often Sometimes Rarely Never Total

Connection
 Airtel 3 21 13 1 1 39
Vodafone 3 13 8 0 0 24
BSNL 3 7 1 1 0 12
75

Interpretation:- According to the data found that customer care executive provide

appropriate solution for customer query in context of Airtel customer 8% says Always,

53% says Often, 33% says Sometimes, 3% rarely and 3% says Never. In context of

Vodafone customer 13% says Always, 54% says often and 33% says sometimes. In

context of BSNL Customer 25% says always ,59% says often and 8% says

sometimes,8% says rarely provide appropriate solution.

8. How satisfied are you with the process of getting your query resolved?

Mob. Highly Satisfied Neutral Dissatisfied Highly Total

Connection satisfied Satisfied
Airtel 8 23 7 1 0 39
Vodafone 4 15 4 1 0 24
 BSNL 3 6 1 1 1 12
75

Interpretation:- According to the survey found that satisfaction level of customer

towards customer care query resolved in context of Airtel customer 20% Highly

Satisfied, 59% satisfied,18% Neutral and 3 % dissatisfied. In context of Vodafone

customer 17% Highly Satisfied, 62% Satisfied, 17% Neutral and 4% dissatisfied. In

context of BSNL customer 25% highly satisfied, 50% satisfied, 9% Neutral, 8%

Dissatisfied and 8% highly dissatisfied.

9. Overall how would you rate your service provider?

Service Excellent Good Average Poor Very Total

provider poor
 Airtel 7 22 9 1 0 39
Vodafone 3 11 8 1 1 24
BSNL 3 7 2 0 0 12
75

Interpretation:- According to the data found that 18% Airtel customer give overall

rating Excellent, 56% Good, 23% Average and 3 % Poor. In context of Vodafone

customer 13% give overall rating Excellent, 46% Good, 33% Average, 4% Poor and 4%

very Poor. In context of BSNL customer 25% give rating Excellent, 58% Good and 17%

give overall rating Average about service provider.

Univariate Analysis of Variance

Between-Subjects Factors

Value
Label N
Cust_query 1 Highly
15
resolved satisfied
2 Satisfied 42
3 Neutral 13
4 Dissatisfied 4
5 Highly
1
dissatisfied

Tests of Between-Subjects Effects

Dependent Variable:Overall_satisfacion
Type III Sum
Source of Squares df Mean Square F Sig.
Corrected Model 1.347a 4 .337 .499 .737
Intercept 255.758 1 255.758 378.984 .000
Cust_query_resolve
1.347 4 .337 .499 .737
d
Error 47.240 70 .675
Total 1124.000 75
Corrected Total 48.587 74
a. R Squared = .028 (Adjusted R Squared = -.028)
Interpretation:- After testing the Univariate Analysis of Variance in SPSS we
found that the correlation between Customer query resolve and Overall satisfaction level
is not correlated because the significant level is .737, this is much more higher than .05
so these are significantly different to each other. So Customer query resolve not affect
the satisfaction level of customer.

Chapter-6

FINDINGS & RECOMMANDATION

 Findings
➢ From all the responses of customer we find that most of the customer prefers
Airtel mobile connection about 52% and Vodafone prefer 32% and BSNL 16%.

➢ From all the four component we observed that price, Local call rate, Brand
image, Network coverage, SMS pack having value more than 0.5 and cumulative
varience percentage is 83.6%.these are the most factor which is influence the
customer to buy the mobile connection service.

➢ After getting responses we found that about 54% Airtel customer getting the
value of money and about 54% Vodafone customer getting their value of money
and 50% BSNL customer getting their value of money.

➢ After getting response through customer we found that the most value added
service which give maximum satisfaction level are Call rate, SMS pack, GPRS,
Caller tune, cricket updates.

➢ The number of respondent says that they contact customer care when they facing
the problem regarding Activation/Deactivation regarding, GPRS.

➢ Most of the customer says that customer care executive Often provide
appropriate solution for their query.

➢ Most of the respondent give rating Good of their mobile service provider.
 Recommendations

1) From this study it is very clear that Airtel and Vodafone are regarded high on
satisfaction scale by respondents. Satisfied customers purchases frequently, spread a
positive word of mouth, and are fewer prices sensitive. So it is suggested that cellular
companies should pay more emphasis on retaining its existing customers so that they can
prove beneficial for them.

2) Network coverage, Call rate and full talk time are major determinants of customer
satisfaction in mobile phone services. In the study it was found that dissatisfaction with
BSNL with regard to these aspects was higher as compared to private players. So, it is
suggested that in order to exist in a competitive market, the company should improve its
network quality.

3) There was not found any significant relationship between customer satisfaction and
complaints query resolve. Companies need to focus on training and development of their
customer care executives so as to handle queries in a better way.

4) It was also found that customers who are dissatisfied tend to switch without informing
and do not recommend the service to their friends and relatives. Moreover, they spread a
negative word of mouth about the company. Hence it is recommended that companies
should focus on resolving the queries of dissatisfied customers as soon as possible in
order to retain them.

5) In the study it was found that value added services are taken into consideration before
the choice of mobile service provider. In a study by IMRB it was found that VAS market
is growing at the rate of 70% per annum and would constitute 2 billion of the revenue of
the mobile phone companies by 2010. Hence there is a huge potential for mobile phone
companies in this market.

6) More importance is given by respondents to network availability, performance and

reliability. These are the major determinants of customer satisfaction and if mobile
companies want to retain their valuable customers and want to convert their valuable
customers into loyal customers, they should improve their infrastructure facilities to
provide better network quality and coverage level to their customers.

Chapter – 7

LIMITATION & CONCLUSION

 Limitations of the Study

➢ Time and resource constraints were the major limitations affecting various
aspects of the study.

➢ Sample size was small for the accurate study of mobile users.

➢ The method of convenient sampling has been used in the study but the
chosen sample may not be the true representative of the whole universe.

➢ The respondents were only telling the best aspects of their mobile phone
services and were reluctant in telling the drawbacks of their service
provider.

➢ Sometimes the researcher had to explain the purpose of the survey to the
respondents to generate their interest in the study and to get the relevant
information.
 ➢ Area of the study was limited to Jalandhar only and the findings may not
hold good for a larger area.

➢ Although utmost care has been taken to get accurate results yet because of
the risk of ambiguities and misrepresentation on the part of the
respondents some elements of inaccuracy could have crept in.

Conclusion

This project was undertaken to find key determinants of customer satisfaction in mobile
phone services, to find relationship between customer satisfactions to find the impact of
customer satisfaction on complaints. The findings of the study revealed that there is a
direct relationship between customer satisfactions. Network quality, Price, local call rate,
sms pack, coverage level and voice quality, GPRS are the major determinants of
customer satisfaction. Customer care services also have impact on customer satisfaction.
Hence, better customer care services can be attributed as a reason for retaining
customers. Moreover, it was also found that customers who are not satisfied with their
present mobile service provider switch to competitors without even informing, spread a
negative word of mouth, and never buy the products and services of the company. The
study also found that there is a great potential for value added services in the market. The
market for VAS is increasing at 70% per annum and after all we found that the overall
satisfaction level Airtel is up to the marks that satisfy all the costumer desired wants .
This project will help the mobile service companies to devise better methods for
customer satisfaction help them to retain existing customers and convert them to loyal
customers as well.

Chapter – 8
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Web Pages
http://www.etstrategicmarketing.com/SmJan-Feb3/art3.html

http://www2.uiah.fi/projekti/metodi/177.htm
http://business.mapsofindia.com/india-industry/telecom.html

http://www.headlinesindia.com/business-news/telecom/rural-india-key-
growth-driver-of-telecom-industry-6805.html

http://www.oppapers.com/essays/Telecom-Industry-India/180943

http://www.etstrategicmarketing.com/SmJan-Feb3/art3.html

http://www.financialexpress.com/news/high-customer-loyalty-for-cell-cos-
survey/64295/

http://www.hinduonnet.com/thehindu/biz/2002/11/04/stories/2002110400140
200.htm

http://www2.uiah.fi/projekti/metodi/177.htm

http://business.mapsofindia.com/india-industry/telecom.html

http://www.ibef.org/artdispview.aspx?
in=72&art_id=20996&cat_id=470&page=3

http://www.indiaonestop.com/fdi-telecom.htm

http://legalnewsandviews.blogspot.com/2008/10/convergence-laws-in-
india.html
http://www.dot.gov.in/regulation.htm
http://www.headlinesindia.com/business-news/telecom/rural-india-key-
growth-driver-of-telecom-industry-6805.html
http://www.igovernment.in/site/Rural-India-key-growth-driver-of-telecom-
industry/
http://www.oppapers.com/essays/Telecom-Industry-India/180943

http://www.hindu.com/br/2006/06/27/stories/2006062700181500.htm
http://en.wikipedia.org/wiki/Communications_in_India
www.airtle.com

www.bsnl.com

www.vodafone.co
ANNEXURE
 CUSTOMER RESPONSE – QUESTIONNAIRE

We, the student of ‘Lovely Professional University’ doing a project on “Customer

satisfaction towards Mobile Phone Services (BSNL, Vodafone, Airtel)”. For this purpose
I request you to kindly fill up this questionnaire.

Name- …………………………………..……………………………………………..

Sex: -…………….. M/F Age: - ………….. Occupation: - …………………

Address:-.…………………………………

Q1:- Which mobile connection do you have?

a) Airtel b) Vodafone c) BSNL

Q2:- How long have you been using the service of that company?
 a) Less than 3 month b) 3 to 6 months c) 6 months to a
year

d) 1 to 3 years e) over 3 years

Q3:- What are the various factors that influence your buying decision? (Give rating 1- 15
according to your preference.)
 Factors Rating
1. Price
2. Local call rate
3. STD call rate
4. ISD call rate
5. Network coverage
6. VAS(value added service)
7. SMS Pack
8. GPRS
9. Customer care service
10. Discount offers
11. Video Calling
12. Complain handling
13. Roaming Service charge
14. Advertisement
15. Brand Image

Q.4:- Do you think the services being provided by company is value for your money?

a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly

Disagree
 Q.5:- What is your level of satisfaction while using various services provided by
company?

Services Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied
1. Call Rate
2. Full Talk Time
3. Video calling
4.SMS Pack
5.GPRS
6.Caller tune
7.Railway inquiry
8.Airline
information
9.News Updates
10. Cricket Updates
11.Results
12. Passport status
13.Astrology
14.jokes alert
15.Miss call alert
16.Birthday alert
Q6:- What kind of problems occurs the most for which you need to contact customer
Care/service department of your service provider?

a) Billing related b) Activation/deactivation related c) Information about VAS’s

d) Network problem e) GPRS Activation

Q.7:- Does the customer care executive provide you appropriate solution for your query?

a) Always b) Often c) Sometimes d) Rarely e) Never

Q8:- How satisfied are you with the process of getting your queries resolved?

a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly

dissatisfied

Q9:- Overall How would you rate your service provider? (Give rating 5 to 1:- 5 for
excellent, 1 for very poor)

a) Excellent b) Good c) Average d) Poor e) Very

poor

Q10:- Any suggestion…………………………………………………………………

(Thank you)