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1. INTRODUCTION
Telecommunication is the transmission of information over significant distances to
communicate. In earlier times, telecommunications involved the use of visual signals, such
as beacons, smoke signals, semaphore telegraphs, signal flags, and optical heliographs, or
audio messages via coded drumbeats, lung-blown horns, or sent by loud whistles, for
example. In the modern age of electricity and electronics, telecommunications now also
includes the use of electrical devices such as telegraphs, telephones, and teleprinters, the
use of radio and microwave communications, as well as fibres optics and their associated
electronics, plus the use of the orbiting satellites and the Internet. A revolution in
wireless telecommunications began in the first decade of the 20th century with
pioneering developments in wireless radio communications by Nikola Tesla and
Guglielmo Marconi.
Marconi won the Nobel Prize in Physics in 1909 for his efforts. Other highly notable
pioneering inventors and developers in the field of electrical and electronic
telecommunications include Charles Wheatstone and Samuel Morse (telegraph),
Alexander Graham Bell (telephone), Edwin Armstrong, and Lee de Forest (radio), as well as
John Logie Baird and Philo Farnsworth (television). The world's effective capacity to
exchange information through two-way telecommunication networks grew from 281
petabytes of (optimally compressed) information in 1986, to 471 petabytes in 1993, to 2.2
(optimally compressed) exabytes in 2000, and to 65 (optimally compressed) exabytes
in 2007. This is the informational equivalent of 2 newspaper pages per person per day in
1986, and 6 entire newspapers per person per day by 2007. Given this growth,
telecommunications play an increasingly important role in the world economy and theworldwide telecommunication industrys revenue was estimated to be $3.85 trillion in 2008.
The service revenue of the global telecommunications industry was estimated to be $1.7
trillion in 2008, and is expected to touch $2.7 trillion by 2013.
The telecom sector reforms were undertaken in three phases. The first phase began in the
80s, when private manufacturing of customer promise equipment was given a go-ahead in
1984. A proliferation of individual STD/ISD/PCO network also took place throughout the
country by way of private individual franchises. Maharashtra Telephone Nigam Limited
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(MTNL) was created out of the department of telecommunication (DOT) to handle the
sectors of Mumbai and Delhi respectively. A high powered telecom commission was set up
in 1989. Later Videsh Sanchar Nigam (VSNL) became the international service provider
catering to telecom services originating from India. The second phase of reforms
commenced in 1991 with the announcement of new economic policy. The government
delivered the manufacturer of telecom equipment in 1991. It also ahead up radio services in
1992. In 1994, basic telephony was opened to the private sector by granting operating
licenses to six companies. Also part of the second phase was the introduction of the National
Telecom Policy 1994. It emphasized universal service and qualitative improvement in
telecom services among other objectives. An independent statutory regulatory was
established in 1997, Internet services were opened up in 1998.
The third phase & reforms began with the announcement of the new telecom policy in 1999.
The theme of NTP was to usher in full competition through a restricted entry of private
players in all service sectors. The policy favoured the migration of existing operators from
the era of fixed license fee regime to that of revenue sharing. The policy further
declined the strengthen of the regulator opening up of international long distance (ILD) and
National Long Distance (NLD) services to the private sector and corporation of telecom
services. The year 2001 witnessed the entry of private operators in offering basic telephony
and NLD services.
The telecom sector began witnessing a trend of growth with these reforms basic
services were opened for unlimited competition more licenses were issued to the private
sector for cellular services. There has also been a considerable increase in the rate of tale
density. The telecom sector has thus completely changed both in terms of coverage and
efficiency of services. Provision of landlines a demand, digital telephone, exchanges and
the acceptability of optic fibre and wireless technology are a few instances of the
change that took instances of the change that took place in the industry.
Cellular telephone services have achieved great commercial success; because users
recognize the mobile telephone access can improve productivity and enhance safety. A new
subscriber is opting for cellular services for personal security, safety and convenience.
Mobile service providers will be benefited from the research, the ways to improve their
quality of service and to support more users in their system.
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1.1 History
Started in 1851 when the first operational land lines were laid by the government near
Calcutta (seat of British power). Telephone services were introduced in India in 1881. In
1883 telephone services were merged with the postal system. Indian Radio Telegraph
Company (IRT) was formed in 1923. After independence in 1947, all the foreign
telecommunication companies were nationalized to form the Posts, Telephone and Telegraph
(PTT), a monopoly run by the government's Ministry of Communications. Telecom sector
was considered as a strategic service and the government considered it best to bring under
state's control. The first wind of reforms in telecommunications sector began to flow in
1980s when the private sector was allowed in telecommunications equipment manufacturing.
In 1985, Department of Telecommunications (DOT) was established. It was an exclusiveprovider of domestic and long-distance service that would be its own regulator (separate from
the postal system). In 1986, two wholly government-owned companies were created: the
Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and
Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of the economy.
Also, examples of telecom revolution in many other countries, which resulted in better
quality of service and lower tariffs, led Indian policy makers to initiate a change process
finally resulting in opening up of telecom services sector for the private sector. National
Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the
Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI)
was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom
sector. New National Telecom Policy was adopted in 1999 and cellular services were also
launched in the same year.
Telecommunication sector in India can be divided into two segments: Fixed Service Provider
(FSPs), and Cellular Services. Fixed line services consist of basic services, national or
domestic long distance and international long distance services. The state operators (BSNL
and MTNL), account for almost 90 per cent of revenues from basic services. Private sector
services are presently available in selective urban areas, and collectively account for less than
5 per cent of subscriptions. Cellular services can be further divided into two categories:
Global System for Mobile Communications (GSM) and Code Division Multiple Access
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(CDMA). The GSM sector is dominated by Airtel, Vodafone, and Idea Cellular, while the
CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and
domestic long distance telephony services are the major growth drivers for cellular industry.
Cellular operators get substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main source of revenue.
1.2 Growth of Indian Telecommunication Industry
The breathtaking growth of the telecommunication companies in India over the last twenty
years has made a history. The economic resurgence affected in the early 1990s brought
around a paradigm shift on the overall business scenario of India. With the arrival of private
telecommunication companies in India, the industry observed introduction of mobile phones
into the Indian market and it became extremely popular amongst the Indian masses.
India's telecom sector has shown huge expansion in the recent years in all respects of
industrial growth due to liberalization in Government policies after 1991. Removal of
restrictions on foreign capital investment and industrial de-licensing has allowed various
private players to enter into the Indian telecommunication market.
Today, The Indian telecommunication industry is the worlds fastest growing industry with
791.38 million mobile phone subscribers as of February 2011 according to Telecom
Regulatory Authority of India (TRAI). It is also the second largest telecommunication
network in the world in terms of number of telecommunications industry in the world. It is
projected that India will have 1.159 billion mobile subscribers by 2014. India has nearly 200
million telephone lines making it the third largest network in the world after China and USA.Furthermore, projections by several leading global consultancies indicate that the total
number of subscribers in India will exceed the total subscriber count in the China by 2014.
With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world.
The industry is expected to reach a size of344,921crore rupees (US$76.57 billion) by 2014 at
a growth rate of over 26 per cent, and generate employment opportunities for about 10
million people during the same period. According to analysts, the sector would create direct
employment for 2.8 million people and for 7 million indirectly.
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1.3 About The Topic
This minor project has been carried out to study the customer (here the students) satisfaction
and preferences towards VODAFONE and BSNL in RGSC, BHU. Research activities with
the help of well-structured questionnaire have been carried out to interact with the customers
for their feedback and also concentrated on a comparative study between VODAFONE and
BSNL through direct interview method.
The study at hand will throw light on the customer satisfaction status on various service
offerings offered by VODAFONE and BSNL in RGSC, BHU.
Consumer PreferencesConsumer preferences is used primarily to mean to select an option that has the
greatest anticipated value among a number of options by the consumer in order tosatisfy his/her needs or desires. Preferences indicate choices among neutral or more
valued options available. The preference of the consumer is the result of their
behaviour they show during searching, purchasing and disposing the products.
Consumer SatisfactionEvery human being is a consumer of different produces. If there is no consumer, there
is no business. Therefore, consumer satisfaction is very important to every business
person. The consumer satisfaction after purchase depends on the product performancein relation to his/her expectations.
Consumer 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 exceeds expectation, the customer is highly
satisfied or delighted. If the performance matches the expectations, the customer is
satisfied. If the products performance falls short of expectations, the customer is
dissatisfied.
Consumer satisfaction or dissatisfaction is the feeling derived by the consumer when
he /she compares the product's actual performance with the performance that he
expects out of it. Consumers make their expectations from the service quality, service,
delivery, communications, past experiences and references.
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2. INDUSTRY PROFILE: VODAFONE AND BSNL
2.1 VODAFONE
Vodafone India
Type Private
Industry Telecommunications
Predecessor(s) Hutchison Essar
Founded 1994
Headquarters Mumbai,Maharashtra,India
Products Mobile telephony&Wirelessbroadbandservices
Owner(s) Vodafone Group
Parent Vodafone International Holdings
BV (VIH)
Website www.vodafone.inwww.vodafone.com
Vodafone India, formerly Vodafone Essar and Hutchison Essar, is the third largest mobile
network operator in India after Airtel by subscriber base. It is based in Mumbai,
Maharashtra. It has approximately 140.84 million customers as of November 2011. On July
2011, Vodafone Group agreed terms for the buy-out of its partner Essar from its Indian
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Privately_held_companyhttp://en.wikipedia.org/wiki/Privately_held_companyhttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Hutchison_Telecommunications_International_Limited#Hutchison_Indiahttp://en.wikipedia.org/wiki/Hutchison_Telecommunications_International_Limited#Hutchison_Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mobile_telephonyhttp://en.wikipedia.org/wiki/Mobile_telephonyhttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Vodafone_Grouphttp://en.wikipedia.org/wiki/Vodafone_Grouphttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Vodafone_Group_Plchttp://en.wikipedia.org/wiki/Vodafone_Group_Plchttp://en.wikipedia.org/wiki/Vodafone_Group_Plchttp://en.wikipedia.org/wiki/Vodafone_Group_Plchttp://www.vodafone.in/http://www.vodafone.com/http://en.wikipedia.org/wiki/File:Vodafone_logo.svghttp://www.vodafone.com/http://www.vodafone.in/http://en.wikipedia.org/wiki/Vodafone_Group_Plchttp://en.wikipedia.org/wiki/Vodafone_Group_Plchttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Vodafone_Grouphttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Mobile_telephonyhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Hutchison_Telecommunications_International_Limited#Hutchison_Indiahttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Privately_held_companyhttp://en.wikipedia.org/wiki/Types_of_business_entity7/30/2019 costumer satisfaction and preferences towards vodafone and bsnl
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mobile phone business. The UK firm paid $5.46 billion to its Indian counterpart to take Essar
out of its 33% stake in the Indian subsidiary. It will leave Vodafone owning 74% of the
Indian business, while the other 26% will be owned by Indian investors, in compliance with
Indian law. On 11 February, 2007, Vodafone agreed to acquire the controlling interest of
67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance
Communications, Hinduja Group, and Essar Group, which is the owner of the remaining
33%. The whole company was valued at USD 18.8 billion. The transaction closed on 8 May,
2007. It offers both prepaid and post-paid GSM cellular phone coverage throughout India
with good presence in the metros.
Vodafone India provides 2.75G services based on 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 . he brand
trust report 2011 published by Trust Research Advisory has ranked Vodafone as the 16th
most trusted brand in India.
Timeline
1992: Hutchison Whampoa and MAX group establish Hutchison Max.
2000: Acquisition of Delhi operations and entry into Calcutta (now Kolkata) and Gujarat
markets through Essar acquisition.
2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh and
Chennai.
2003: Acquired AirCel Digilink (ADILESSAR Subsidiary) which operated in Rajasthan,
Uttar Pradesh East and Haryana telecom circles and rebranded it 'Hutch'
2004: Launched in three additional telecom circles of India namely Punjab, Uttar Pradesh(West) and West Bengal.
2007: Vodafone acquires a 67% stake in Hutchison Essar for $10.7 billion. The company is
renamed Vodafone Essar. 'Hutch' is rebranded to 'Vodafone'.
2008: Vodafone acquires the licences in remaining 7 circles and has starts its pending
operations in Madhya Pradesh circle, as well as in Orissa, Assam, North East and Bihar.
2011: Vodafone Group buys out its partner Essar from its Indian mobile phone business. It
paid $5.46 billion to take Essar out of its 33% stake in the Indian subsidiary. It left Vodafone
owning 74% of the Indian business.
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2.2 BSNL
Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation
Limited) is a public sector communications company in India. It is the India's largesttelecommunication company with 25.14% market share as on December 31, 2007. Its
headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New
Delhi. It has the status of Mini-Ratna - a status assigned to reputed Public Sectorcompanies
in India.
BSNL is India's oldest and largest Communication Service Provider (CSP). Currently BSNL
has a customer base of 68.5 million (Basic & Mobile telephony). It has footprints throughout
Type State-owned enterprise
Industry Telecommunications
Founded 19th century, incorporated 2000
Headquarters New Delhi, India
Key people R.K.Upadhyay (Chairman & MD)
Products Fixed lineandmobile telephony,Internetservices
Revenue 279.33 billion (US$5.1 billion)(2011-12)
Net income 88.51billion (US$1.6 billion)(201112)
Total assets 1176.32 billion (US$22 billion)
(201112)
Owner(s) Government of India
Employees 254,499 (as on 27 February 2013)
Website www.bsnl.co.in
https://en.wikipedia.org/wiki/Types_of_business_entityhttps://en.wikipedia.org/wiki/Government-owned_corporationhttps://en.wikipedia.org/wiki/Government-owned_corporationhttps://en.wikipedia.org/wiki/Telecommunicationshttps://en.wikipedia.org/wiki/Telecommunicationshttps://en.wikipedia.org/wiki/New_Delhihttps://en.wikipedia.org/wiki/New_Delhihttps://en.wikipedia.org/wiki/Landlinehttps://en.wikipedia.org/wiki/Landlinehttps://en.wikipedia.org/wiki/Mobile_phonehttps://en.wikipedia.org/wiki/Mobile_phonehttps://en.wikipedia.org/wiki/Mobile_phonehttps://en.wikipedia.org/wiki/Internethttps://en.wikipedia.org/wiki/Internethttps://en.wikipedia.org/wiki/Net_incomehttps://en.wikipedia.org/wiki/Net_incomehttps://en.wikipedia.org/wiki/Assethttps://en.wikipedia.org/wiki/Government_of_Indiahttps://en.wikipedia.org/wiki/Government_of_Indiahttp://www.bsnl.co.in/http://www.bsnl.co.in/http://www.bsnl.co.in/https://en.wikipedia.org/wiki/Government_of_Indiahttps://en.wikipedia.org/wiki/Assethttps://en.wikipedia.org/wiki/Net_incomehttps://en.wikipedia.org/wiki/Internethttps://en.wikipedia.org/wiki/Mobile_phonehttps://en.wikipedia.org/wiki/Landlinehttps://en.wikipedia.org/wiki/New_Delhihttps://en.wikipedia.org/wiki/Telecommunicationshttps://en.wikipedia.org/wiki/Government-owned_corporationhttps://en.wikipedia.org/wiki/Types_of_business_entity7/30/2019 costumer satisfaction and preferences towards vodafone and bsnl
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India except for the metropolitan cities of Mumbai and New Delhi which are managed by
MTNL. As on December 31, 2007 BSNL commanded a customer base of 31.7 million Wire
line, 4.1 million CDMA-WLL and 32.7 million GSM Mobile subscribers. BSNL's earnings
for the Financial Year ending March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with net
profit of INR 78.06b (US$ 1.90 billion). Today, BSNL is India's largest Telco and one of the
largest Public Sector Undertaking with estimated market value of $ 100 Billion.
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of telecom services in India:
Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service etc. Within a
span of five years it has become one of the largest public sector units in India.
BSNL has installed Quality Telecom Network in the country and now focusing on improving
it, expanding the network, introducing new telecom services with ICT applications in villages
and wining customer's confidence. Today, it has about 47.3 million line basic telephone
capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, more than 37382 fixed
exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of
Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 lakhs villages.
BSNL is the only service provider, making focused efforts and planned initiatives to bridge
the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country
to beat its reach with its wide network giving services in every nook & corner of country and
operates across India.
BSNL cellular service, Cell One, has more than 17.8 million cellular customers, garnering 24
percent of all mobile users as its subscribers. That means that almost every fourth mobile user
in the country has a BSNL connection. In basic services, BSNL is miles ahead of its rivals,
with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92
percent share in revenue terms.
The company has vast experience in Planning, Installation, network integration and
Maintenance of Switching & Transmission Networks and also has a world class ISO 9000
certified Telecom Training Institute.
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3. REVIEW OF LITERATURE
The references for the literature review used for the problem in hand are as follows:-
Leonard L. BerryandA. Parasuraman (1991) showed that inspired leadership, acustomer-centered corporate culture, exceptional service-system design and perfect
use of information and technology are vital for attaining superior service quality and
service marketing.
Ruth M. Boltonand James H. Drew (1991) developed a model of how customerswith prior experiences and expectations assess service performance levels, overall
service quality and service value.
Pratibha A. Dabholkar (1993) stated that customer satisfaction and service qualityare both important tools for creating competitive advantage. However, there is a lack
of consensus on whether the two are separate constructs and how they should be
measured.
Bepko (2000) says that among the areas which need to be addressed in service qualityresearch is the nature of consumer expectations across the range of intangibility .
Carsten Fink et al. (2001) examined the liberalization of the basictelecommunications sector in Asian countries in their research paper for World Bank,
with a view to identify the elements of good policy and examine how it can be
promoted through multilateral negotiations.
Nandhini (2001) examined that attitude of the respondents using cell phones were notinfluenced by either education or occupation and income.
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.
Samuvel (2002) observed that most of the respondents consider size, quality, price,instrument servicing as 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.
Maran et al. (2004) studied the consumer perceptions about fixed telephone lines inChennai. The objectives of the study was (1) to find the most influencing factor in
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selection of service provider, and (2) to measure customer perception and satisfaction
as regards the service provided.
Shanthi (2005) throws light on the telecommunication market of India in the scenarioof falling prices, hyper competition and increasing attrition rates. The author provides
a provides a predictive churn model for telecom segment, to allow a qualitative
insight for understanding the structure and methodology of churn management in the
Indian telecom sector, and also discusses the level of applicability of such models in
the Indian context.
Kalpana and Chinnadurai (2006) found that advertisement play a dominant role ininfluencing the customers but most of the customers are of opinion that promotional
strategies of cellular companies are more sale oriented rather than customer oriented.
Haque et al (2007) suggested that price, service quality, product quality &availability, and promotional offer play a main and crucial role during the time to
choose telecommunication service provider.
Seth et al (2008) analyzed that there is relative importance of service qualityattributes and showed that responsiveness is the most importance dimension followed
by reliability, customer perceived network quality, assurance, convenience, empathy
and tangibles.
Customer satisfaction is a personal feeling of either pleasure or disappointment resulting from
the evaluation of services provided by an organization to an individual in relation to
expectations. Service providers frequently place a higher priority on customer satisfaction,
because it has been seen as a prerequisite to customer retention. As a positive outcome of
marketing activities, high customer satisfaction leads to repeat visitation to stores, repeat
product purchases, and word-of-mouth promotion to friends, while low customer satisfaction
has been associated with complaining behaviour. A satisfied customer often stays loyal
longer, and is likely to patronize the firm in future. Customer satisfaction can be
conceptualized as either transaction-specific satisfaction or cumulative satisfaction.
Transaction-specific satisfaction is a customers evaluation of his or her experience and
reactions to a specific company encounter. Cumulative satisfaction refers to customers
overall evaluation of patronage experience from inception to date.
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4. RESEARCH METHODOLOGY
Research is a common parlance refers to a search for knowledge. Here the research
methodology followed is descriptive research. It includes surveys and fact-finding enquiries.
The descriptive research design must make enough provision for protection against bias and
must maximize reliability.
The sample size for the study is 50. The sample unit of the study included students of RGSC,
BHU. For the study in hand, both the primary and secondary data is collected. The primary
data for the study is collected directly from respondents through structured questionnaire. The
secondary data for the study is collected from different sources such as journals, articles,
magazines, internet, books & reports related to mobile phone service providers. With the help
of the questionnaire I have collected the data through simple random sampling. Then I
analyzed the outcomes by the answers provided by the respondents and based on the result I
have made the analysis report. I have used the Percentage Analysis Method with proper
charts/diagrams and average method to complete the analysis report successfully.
Percentage Analysis Method: Simple percentage analysis method refers to special kind of
ratio. With the help of absolute figures, it will be difficult to interpret any meaning from the
collected data, but when percentages are found out, and then it becomes easy to find the
relative difference between two or more attributes.
Percentage = No. of Respondents/Total No. of Respondents x 100
Research design- Comparative Research tools- Questionnaire survey Research technique- Interpretation is based on percentage analysis. Sampling technique- Random Sampling. Elements- Students of RGSC Source of data- Primary & Secondary Sampling size- 50
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4.1 PROJECT OBJECTIVES
The key objectives of the project are:-
To ascertain the attributes that customer prefers in selecting VODAFONE & BSNLservice provider.
To study the consumers satisfaction level towards various services offered byVODAFONE & BSNL.
Sample size
For carrying out any research or study on any subject it is very difficult to cover even 10% of
the total population. Therefore the sample size has to be decided for a meaningful conclusion.
For designing the sample size, it was thought proper to cover a very small percentage of
population.
The sampling technique, which is used in the project, is Random Sampling. For the survey,
the students from the hostels of RGSC, BHU were randomly chosen. The sample size is 50.
4.2 RESEARCH DESIGN
The study conducted is a descriptive statistical study as the research is used to obtain
information concerning the current satisfaction and preference level of the students and the
result obtained is precise and rational. The methods involved the questionnaire survey which
describes the present status and tries to bring out the comparison between mobile phone
providers. In this study the information is collected without changing the environment (i.e.,
nothing is manipulated). The study brings out the attitude and behaviour of a particular group
towards the mobile phone provider. The study involved interaction with the participants
through surveys or interviews to collect the necessary information so that proper analysis can
be done regarding the research problem.
The study is statistical because throughout the study all the similar samples are selected and
group together. All the similar responses are taken together as one and their percentages are
calculated.
Thus, this, descriptive statistical study is the best study for this purpose as it provides the
necessary information which is utilize to arrive at a concrete decision.
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4.3 DATA COLLECTION
Data, facts, figures, other relevant material of past and present and surveying are the basis for
study and analysis. Without an analysis of factual data no specific inferences can be drawn on
the questions under study. Inferences based on imagination or guesses cannot provide correct
answer to research questions. The relevance adequacy and reliability of data determine the
quality of the findings of a study.
For the purpose of the present study, data from two sources has been collected namely
primary and secondary data.
Primary Data: It is source from which the researcher collects the data. It is a firsthand data,
which is used directly for the analysis purposes. Primary data always gives the researcher afairer picture. In the present study primary data has been collected using questionnaires. For
the purpose of collecting the same, 50 respondents have been randomly selected. Even the
response of the respondents was taken into consideration. In this study, primary data plays a
vital role for analysis, interpretation, conclusion and suggestions.
In this method questionnaire were distributed to the respondents and they were asked to
answer the questions in the questionnaire. The questionnaires were structured non-disguised
questionnaire because the questions, which the questionnaire contained, were arranged in
a specific order besides every question asked were logical for the study, no question can
be termed as irrelevant. The questionnaire, were non-disguised because the questionnaire
were constructed so that the objective is clear to the respondent. The respondents were aware
of the objective. They knew why they asked to fill the questionnaire.
Secondary Data: Secondary data is collected and compiled for other purposes. Secondary
data also plays a key role in providing various other data which will influence the conclusion.
The secondary data for the study is collected from different sources such as journals, articles,
internet, books and reports related to mobile phone service providers.
Secondary data helps to make primary data collection more specific since with the help of
secondary data we are able to make out what are the gaps and deficiencies and what
additional information needs to be collected. It helps to improve the understanding of the
problem.
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4.4 DATA TABULATION AND ANALYSIS
1. Which mobile phone service do you use?
Options Number of Respondents Percentage of Respondents
1.Vodafone 38 76%
2. BSNL 8 16%
3. Others 4 8%
Total 50 100%
Analysis: - From the survey I found that most popular brand in RGSC, BHU is Vodafone.
2. Reasons for selecting the particular service:-
a. Vodafone
Options Number of Respondents Percentage of Respondents
1. Price - -
2. Brand Name - -
3. Network Coverage 31 81.57%
4. Tariff - -
5. Easy Documentation - -
6. Call Rate - -
7. Voice Clarity - -
8. Internet Facility 7 18.43%
Total 38 100%
76%
16%
8%
VODAFONE
BSNL
OTHERS
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b. BSNL
Options Number of Respondents Percentage of Respondents
1. Price - -
2. Brand Name 3 37.5%
3. Network Coverage - -
4. Tariff 1 12.5%
5. Easy Documentation - -
6. Call Rate 4 50%
7. Internet Facility - -
Total 8 100%
Analysis: - From the survey it has been found that majority customers have selected
Vodafone due to its network coverage while few have considered it for its internet facility.
Whereas the main purpose of selecting BSNL as mobile phone service provider is due to its
brand name and call rate.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Brand Name Network
Coverage
Tariff Call Rate Internet
Facility
81.57%
0.00% 0.00%
18.43%
37.50%
0.00%
12.50%
50.00%
0.00%
VodafoneBSNL
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3. Who influence you to use a particular mobile phone service?
Analysis: - Consumers himself are mostly taking decision at the time of buying the mobile
operator and also they are influenced by their friends to some extent.
4. Are you aware of the following services provided by mobile service provider?
Awareness
Towards
Various
Services
Number of Respondents
Aware Unaware Neutral Total
No. % No. % No. % No. %
1. PeriodicalOffers
26 52% 10 20% 14 28% 50 100%
2. Call Charges 35 70% 11 22% 4 8% 50 100%
3. NetworkCoverage
39 78% 6 12% 5 10% 50 100%
4. Value AddedServices 22 44% 15 30% 13 26% 50 100%
62%
18%
12%
8%
Self
Friends
Dealers
Advertisement
Options Number of Respondents Percentage of Respondents
1 .Se 31 62%
2. Friends 9 18%
3. Colleagues 0 0%
4. Dealers 6 12%
5. Advertisements 4 8%
Total 50 100%
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Analysis: - According to the survey majority customers are aware about the call charges,
network coverage, periodical offers and value added services.
5. What do you prefer towards mobile phone service provider on the basis of purpose?
Options Number of Respondents Percentage of RespondentsIncoming & Outgoing Calls 40 80%
SMS - -
Internet 10 20%
Total 50 100%
Analysis: - According to the survey while selecting the mobile phone operator on the basis of
52.00%
70.00%
78.00%
42.00%
20.00%22.00%
12.00%
32.00%28.00%
8.00% 10.00%
26.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Periodical Offers Call Charges Network Coverage Value Added
Services
Aware
Unaware
Neutral
80%
20%
Incoming &Outgoing Calls
Internet
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purpose customers preferred incoming and outgoing calls the most.
6. Tell me about your experience of getting, owning and using a mobile service
operator?
a. Vodafone
Options Number of Respondents Percentage of Respondents
1. Exce ent 4 10.52%
2.Good 19 50%
3. Fair 10 26.33%
4. Poor 5 13.15%
Total 38 100%
b. BSNL
Options Number of Respondents Percentage of Respondents
1. Excellent - -
2.Good 2 25%
3. Fair 3 37.5%
4. Poor 3 37.5%
Tota 8 100%
Analysis: - It has been found that most of the customers consider their experience of getting,
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Excellent Good Fair Poor
10.52%
50.00%
26.33%
13.15%
0.00%
25.00%
37.50% 37.50%
Vodafone
BSNL
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owning & using the Vodafone as good while in case of BSNL majority consider their
experience as fair.
7. Have you switched between any operators?
Options Number of Respondents Percentage of Respondents
1. Yes 25 50%
2. No 25 50%
Total 50 100%
Analysis: - According to the surveyapproximately majority of the customers have switchedthe operator
8. Reason for switching another operator.
Options Number of Respondents Percentage of Respondents
1. Cost 5 20%
2. Poor Network 13 52%
3. Poor Service 2 8%
4. Expensive Tariff 5 20%5. Others - -
Total 25 100%
50%50%Yes No
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Analysis:- According to the survey majority customers are satisfied in terms of service
provision, call tariffs and network coverage of Vodafone where as few respondents are
dissatisfied in terms of periodical offers and customer care services.
b. BSNL
Satisfaction
TowardsTheServices
Number of Respondents
Highly
Satisfied
Satisfied Dissatisfied Highly
Dissatisfied
Cant Say Total
No. % No. % No. % No. % No. % No. %
1. ServiceProvision
1 12.5% 5 62.5% 2 25% - - 8 100%
2. Call Tariffs 2 25% 6 75% - - 8 100%
3. Periodical
Offers
2 25% 5 62.5% 1 12.5% - - - - 8 100%
18.60%21.07%
23.68%
10.52% 10.52%
2.62%
65.70%
44.73%
57.89%
76.32%
63.15%
76.33%
52.66%
15.70%
21.05%
28.96%
18.60%
7.95%
15.70%13.15%
5.20% 5.20%7.95%
13.15%
2.62%
21.07%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Service
Provision
Call Tariffs Periodical
Offers
Network
Coverage
Customer
Care
Services
Internet
Facilities
Value
Added
Services
Highly Satisfied
Satisfied
Dissatisfied
Highly
Dissatisfied
Cant Say
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4. NetworkCoverage
- - 2 25% 4 50% 2 25% - - 8 100%
5. CustomerCare Services
- - 6 75% 1 12.5% - - 1 12.5% 8 100%
6. InternetFacilities
- - 1 12.5% 5 62.5% 2 25% 8 100%
7. ValueAddedServices
2 25% 4 50% - - - - 2 25% 8 100%
Analysis: - It can be clearly seen that majority customers are very much disappointed
regarding the network coverage of BSNL though most customers are satisfied with the
customer care services.
12.50%
25.00%25.00% 25.00%
62.50%
75.00%
62.50%
25.00%
75.00%
12.50%
50.00%
25.00%
12.50%
50.00%
12.50%
62.50%
25.00% 25.00%
12.50%
25.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Service
Provision
Call Tariffs Periodical
Offers
Network
Coverage
Customer
Care
Services
Internet
Facilities
Value
Added
Services
Highly Satisfied
Satisfied
Dissatisfied
Highly
Dissatisfied
Cant Say
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10. What do you expect from the mobile phone service provider?
a. Vodafone
Options Number of Respondents Percentage of Respondents
1. Economical Call Rate 24 63.17%
2. Good Network 2 5.26%
3. Attractive Tariff 9 23.68%
4. No Hidden Cost 3 7.89%
Total 38 100%
b. BSNL
Options Number of Respondents Percentage of Respondents
1. Econom ca Ca Rate - -
2. Good Network 7 87.5%
3. Attractive Tariff - -
4. No Hidden Cost 1 12.5%
Total 8 100%
Analysis: - From the survey it has been found that majority customers expected good
network from the BSNL and economical call rate from Vodafone.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Economical Call
Rate
Good Network Attractive Tariff No Hidden Cost
63.17%
5.26%
23.68%
7.89%
87.50%
12.50%
Vodafone
BSNL
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5. FINDINGS
76% of respondents are using the Vodafone services, which is the highest percentageof users of cellular phone in RGSC, BHU. 16% of respondents are using BSNL and
the remaining 8% are using other services such as Uninor &Airtel.
Around 82% of respondents have selected Vodafone due to its network coveragewhile 18% preferred internet for selecting Vodafone whereas 50% respondents have
selected BSNL due to its call rate and around 37.5% have been influenced by its
brand name. The remaining 12.5% respondents have selected BSNL for its tariff.
62% of respondents have taken the decisions on their own while selecting particularservice while 18% respondents have been influenced by friends. 12% respondents are
influenced by dealers and the remaining 8% respondents chosen the particular service
as they were influenced by advertisements.
In case of periodical offers, only 52% respondents are aware and 20%respondents areunaware. Majority of respondents (70%) are aware of the call charges whereas only
12% respondents are unaware about the same. 78% respondents are aware about the
network coverage of their mobile phone service provider while 12% respondents are
unaware & 10% are neutral about the same. Only 44% respondents are aware of the
value added services provided by their mobile phone service provider while 30%
respondents are unaware and 26% are neutral.
Majority of the respondents i.e. 80% respondents prefer mobile phone serviceprovider on the basis of purpose while 20% prefer internet facility on the basis of
purpose.
50% customers of Vodafone consider their experience of getting, owning and usingVodafone as good while according to 11% their experience is excellent. Around 26%
consider their experience as fair and the rest 13% as poor.25% customers of BSNL consider their experience of getting, owning and using
BSNL as good and the 37.5% as fair. According to the remaining 37.5% their
experience is poor.
50% of the respondents have switched the operator due to some reason while the 50%of the respondents have not switched any operator.
Poor network has been considered as the major reason for shifting the operator. Evencost and expensive tariffs are the reasons for changing the operators.
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CustomerSatisfaction in case of following services provided by Vodafone:-a. Service provision
18.6% of the respondents are highly satisfied
66% of the respondents are satisfied
15.7% of the respondents are dissatisfied
b. Call Tariffs
21.07% of the respondents are highly satisfied
44.73% of the respondents are satisfied
21.05% of the respondents are dissatisfied
13.15% of the respondents are highly dissatisfied
c. Periodical Offers
57.89% of the respondents are satisfied
28.96% of the respondents are dissatisfied
13.15% of the respondents are neutral or cant say
d. Network Coverage
23.68% of the respondents are highly satisfied
76.32% of the respondents are satisfied
e. Customer Care Services
10.52% of the respondents are highly satisfied
76.33% of the respondents are satisfied
7.95% of the respondents are dissatisfied
5.2% of the respondents are highly dissatisfied
f. Internet Facilities
10.52% of the respondents are highly satisfied
76.33% of the respondents are satisfied
7.95% of the respondents are dissatisfied
5.2% of the respondents are highly dissatisfied
g. Value Added Services
2.62% of the respondents are highly satisfied
52.66% of the respondents are satisfied
15.7% of the respondents are dissatisfied
7.95% of the respondents are highly dissatisfied
21.07%of the respondents can say
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CustomerSatisfaction in case of following services provided by BSNL:-a. Service provision
12.5% of the respondents are highly satisfied
62.5% of the respondents are satisfied
25% of the respondents are dissatisfied
b. Call Tariffs
25% of the respondents are highly satisfied
75% of the respondents are satisfied
c. Periodical Offers
25% of the respondents are highly satisfied
62.5% of the respondents are satisfied
12.5% of the respondents are dissatisfied
d. Network Coverage
25% of the respondents are satisfied
50% of the respondents are dissatisfied
25$ of the respondents are highly dissatisfied
e. Customer Care Services
100% of the respondents are satisfied
f. Internet Facilities
12.5% of the respondents are satisfied
62.5% of the respondents are dissatisfied
25% of the respondents are highly dissatisfied
g. Value Added Services
25% of the respondents are highly satisfied
50% of the respondents are satisfied
25%of the respondents can say
Around 63% customers of the Vodafone expect economical call rate while 24%expect attractive tariff. Few (8%) customers expect no hidden cost in any plan.
In case of BSNL expectations for network coverage and no hidden cost account for
87.50% & 12.5% respectively.
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6. CONCLUSIONS
In India, a number of cellular companies competing to provide efficient and quality services
to their customers. Government and private operators are competing at close margin and are
trying to provide multiple value added services to people. Hence the cellular operators should
strive to provide cost effective quality equipments, affordable and competitive call tariffs for
connectivity at various levels and customized services in order to satisfy and delight their
consumers.
The study in hand reveals that consumers prefer a particular mobile phone service provider
on the basis of network coverage, call tariffs and value added services. The consumers are
influenced by friends, dealers and advertisement while selecting or buying a mobile phone
service provider. They generally prefer their mobile phone operator for fulfilling the purpose
of both incoming and outgoing calls as well as for internet. The study reveals that Vodafone
is the most preferred mobile phone service providers among consumers followed by BSNL. It
is concluded from the study that majority of consumers are aware about the services offered
by their mobile phone operators in terms of network coverage and call charges. The study
reveals that the customers experience regarding owning and using Vodafone is up to the mark
while BSNL is slowly losing ground due to its network coverage. The study indicates that
consumers are overall satisfied with the various services offered by Vodafone except they are
dissatisfied with the periodical charges and call tariffs. Majority customers are very much
disappointed regarding the network coverage of BSNL though most customers are satisfied
with the customer care services.
The study says that consumers are satisfied with the process of solution of their problems and
queries. The significance development in this field in the past ten years shows that there is a
very bright scope for expansion and modernization in cellular area with a very short span of
time. Thus, mobile phone service providers have to understand the ever changing preferencesand the behaviour of consumers constantly in order to serve them better and satisfy them. In
this age of ever increasing competition, it is very important for mobile phone operators to
keep a constant eye on preferences and behaviour of their consumers in order to capture the
large untapped market both in rural and urban areas of India.
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7. SUGGESTIONS
The following suggestions can be given after detailed and careful investigation of the
research problem. These suggestions would definitely help the mobile phone serviceproviders to enhance their subscriber base by delivering consumer satisfying services:
Advertising campaigns should be aggressively aired so that they can create newcustomers for the company among their family members, relatives and friends.
Use of SMS &Voice mail among subscribers is very less and therefore, the use andfeatures of these services should be promoted among subscribers through
advertisements.
Network Coverage is the most influencing factor which induced consumers to buy aparticular mobile phone operator. Therefore, BSNL should focus to improve their
network coverage in order to increase their market share. Network has been a key
factor for customer dissatisfaction; majority of the respondents suggested to increase
the number of network towers, widens the coverage area and reduce the network
congestion.
Have Good plan, schemes, and packages in order to provide the customer with a widechoice. Keep the subscriber well informed about any deductions or any change in the
plan and provide value for what the customer is paying for. Customer grievances
should be dealt more seriously and action has to be taken.
Mobile phone service provider should provide subsidized rates for calling ormessaging to one or few number of our choice.
Vodafone especially should revise their call rates as per the competition prevailingbecause their call rates are still very high in comparison to other mobile phone
operators.
As most of the consumers are unaware of the value added services offered by mobilephone service providers, aggressive advertisements and schemes should be launched
to create awareness and promote the use of these services.
All the mobile phone operators should launch more and more periodical offers fromtime to time especially by BSNL.
Customer care services play an important role in retaining consumers. Therefore,customer care services should be improved and there should be provisions of taking
feedback from consumers so that necessary steps can be taken in this direction.
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8. LIMITATIONS
Accuracy of data depends upon the ability & willingness of the respondents. The study is limited to only in RGSC, BHU. Secondary data are available in the scattered manner due to which problem
arises in data summarization.
Limitation of the time.
9. BIBLIOGRAPHY
Berry, T.E (2001) "Marketing: An Integrated Approach", CBS International Editors,Japan.
Kothari (2001) Research Methodology, Vikas Publishing House Pvt. Ltd, NewDelhi.
Jim Blythe (2002) "The Essence of Consumer Behaviour", Pearson Education Inc.,Singapore.
Pratibha B. Munot (2002) Study Of Telecommunications Structure In India,Oklahoma State University, M.S. in Telecommunication Management Program.
Rajan Saxena (2003) Marketing Management, Tata McGraw-Hill PublishingCompany Limited, New Delhi
Maran K., Madhavi C. and Thilagavathi K. (2004) Customer's Perception onTelephone: A Study with Special Reference to Chennai City, Journal of Marketing
Management, ICFAI Press.
Ravi Shanker (2007) "Services Marketing: The Indian Perspective", Excel Books,
New Delhi
Philip Kotler (2008) "Marketing Management" (Eleventh Edition), PearsonEducation Inc., Singapore.
Donald S. Tull & Del I. Hawkins (2008) "Marketing Research: Measurement &Methods" (Twelfth Edition), Prentice Hall of India Pvt. Ltd., New Delhi.
C. R. Kothari (2009) "Research Methodology: Methods & Techniques" (SecondRevised Edition), New Age International Publishers, New Delhi.
Journal of Management Research
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Indian Journal of MarketingWeb Resources:
www.google.com www.wikipedia.com www.trai.gov.in www.vodafone.in www.bsnl.co.in
9. ANNEXURE
Questionnaire
1. Which mobile phone service do you use?
Vodafone BSNL Others
2. Reasons for selecting the particular service:-
Price Brand name Network Coverage Tariff Easy documentation process Call rate Internet facility
3. Who influence you to use a particular mobile service phone service?
Self
Friends Colleagues Dealers Advertisements
4. Are you aware of the following services provided by mobile service provider?
Periodical offers aware unaware neutralCall charges aware unaware neutralNetwork coverage aware unaware neutralValue added services aware unaware neutral
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5. What do you prefer towards mobile phone service provider on the basis of purpose?
Incoming & outgoing calls SMS Internet
6. Tell me about your experience of getting, owning and using a mobile service operator?
Excellent Good Fair Poor
7. Have you switched between any operators in the past?
Yes No
8. Reasons for switching another operator?
Cost Poor network Poor service Expensive Tariff
9. Are you satisfied of the following services provided by the mobile service operator?
1. Service
Provision
HS S D HD CantSay
2. Call tariffs HS S D HD CantSay
3. Periodical
offers
HS S D HD CantSay
4. Network
Coverage
HS S D HD CantSay
5. Customer
Care
Services
HS S D HD CantSay
6. InternetFacilities
HS S D HD CantSay
7.Values Added
Services
HS S D HD CantSay
*HS - Highly Satisfied, S - Satisfied, DDissatisfied and HD - Highly dissatisfied
10. What do you expect from the mobile phone service provider?
Economical call rate Attractive tariff Good Network No hidden cost
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