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CUSTOMER PERCEPTION AND SATI SFACTION
(A COMPARATIVE STUDY OF CELLULAR
SERVICES BSNL , AIRTEL. VODAFONE, IDEA)
IN CHANDIGARH.
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Submitted by:
Ravinder Vikram Chandel
MBA IV Semester
Roll No: 80911317044
Aryans Business School (ABS)
Nepra (Banur), Chandigarh-Patiala Highway
Near Chandigarh
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DECLARATION
Certified that I Ravinder vikram chandel of Master of Business
Administration (MBA) have prepared report titled Customer Perception
and Satisfaction (A comparative study of cell ul ar services BSNL, AI RTEL,
VODAFONE, IDEA in Chandigarhunder the guidance of Ms. Varinder
Kaur , in the partial fulfillment of the requirements for the degree of Master
of Business Administration. There by certify that no part of this report has
been submitted for any other degree.
Ravinder vikram chandel.
Roll No: 80911317044
MBA 4th Sem
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ACKNOWLEDGEMENT
I am thankful to Almighty who is most merciful & express my deep
sense of gratitude to my esteemed guide Ms. Varinder who helped me
throughout the course of study.I express thanks to other lecturers of
Management Dept. especially Mr.Duggal, who helped me in my endeavour
and clarifying my doubts.I am also thankful to my Parents who supported
me, encouraged me and helped in preparation of this report. Thanks to my
friends with whom I discussed my problems regarding preparation of report.
Last but not least, I can say that much, that all are not be mentioned but none
is forgotten.
Ravinder vikram chandel
Roll No: 80911317044
MBA 4th Sem.
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PREFACE
The Most motivating aspect associated with pursuing a course in
management or Business studies is the dynamism associated with it.
Dynamism of adding a new perspective to ones personality and vision by
accumulating wider knowledge, developing analytical skill not only by
traditional ways of teaching and learning but by observing thongs at works
. The project gives a considerable exposure to students and provides them
with an opportunity to see the practical aspects of corporate world.
The project is an opportunity to see the application part of what we
study or learn in classroom. Management is that function of an enterprise,
which concerns itself with the direction, and control of the various activities
to attain business objectives. It is the science and art of preparing,
organizing and directing human efforts to control the force and utilize the
materials of nature for the benefits of men. As a matter of fact, the
management thereby provides the scientific technique to deal with the
various problems in the areas of management and the manager mixes some
art to it tries to shorten the gap of ignorance. It provides a chain of solution
to critical problems of a manager.
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I have been given by final project on the topic Customer Perception
and Satisfaction A Comparative Study of Cellular Services (Vodafone,
Airtel, BSNL, Idea) in Chandigarh. The Technology that gives a person the
power to communicate anytime, anywherehas spawned an entire industry
is mobile telecommunication. Mobile telephones have become an integral
part of the growth, success and efficiency of any business / economy. It is
critical not only for the development of the information technology industry
but also has widespread ramifications on the entire economy of the country.
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CONTENTS
CHAPTER DESCRIPTION PAGE NO.
1 Introduction 9
1.2 Introduction to Cellular Service
(Telephone) Industry
14
1.3 Introduction About Four Cellular Services
providers (BSNL,AIRTEL, VODAFONE,
IDEA)
24
1.4 Introduction About the Customer
Perception and Satisfaction
36
2 Review of Literature 39
3 Research Methodology
3.1 Objectives of the study 41
3.2 Scope of the study 41
3.3 Need & Significance 41
3.4 Research Design 42
3.5 Limitations 44
Results & Discussions 46
Findings of the Survey 61
Suggestions for cellular service providers 65
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Conclusion 66
Bibliography 67
Annexure 68
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1.1 The Indian Telecom Industry
The telecom network in India is the fifth largest network in the world
Meeting up with global standards. Presently, the Indian telecom industry is
currently slated to an estimated contribution of nearly 1% to Indias GDP.
Introduction
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 2009. According to Broadband Policy 2004,
Government of India aims at 9 million broadband connections and 18
million internet connections by 2009. 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
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month by 2009. 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
FIRST STEPS
The individual parts of the telephone were discovered and developed by
different people at different times. Someone needed to take all those
connections and draw them together into one working instrument. In the end
that someone was Alexander Graham Bell - but he only just won the race
Reis's telephone (1860) : the diaphragm man
Reis began work on the telephone in 1860, inspired by a French investigator
named Bourseul.
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Gray's telephone (1876) :
liquid transmitter of the microphone type developed by Gray.
The first telephonic sound (1875) : that elusive twang
One summer afternoon, as Bell was working in his workshop in Boston, he
heard an almost inaudible twanging sound from his prototype telephone - a
sort of crude harmonica with a clock-spring reed, a magnet and a wire. This
was connected to a similar device in another room where his assistant
Thomas Watson was working.
The first telephone call (1876) : "Mr. Watson, come
here, I want you"
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After hearing their telephone first transmit a sound in June 1875, Bell
and Watson spent the next 40 weeks making their telephone actually
speak. Finally, on March 10, 1876, Watson heard Bell's voice distinctly
in the receiver saying: "Mr Watson, come here, I want you.
The first telephones arrive in Britain (1877) : 'greatest by far
of all the marvels'
first pair of practical telephones seen in Great Britain arrived in July 1877,
brought here by William Preece, Chief Electrician of the Post Office. A few
months later, Bell's 'perfected' type of telephone was exhibited at another
meeting of the British Association in Plymouth.
Bell forms his company (1877) : but sales are slow ...
Within a year of making the first telephone call, Bell and his financial
backers - Thomas Sanders and Gardiner G Hubbard - had formed the Bell
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Telephone Company in the United States.
Bell's British company is founded (1878) : from south to
north
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1.2 I NTRODUCTION TO CELLULAR SERVICES INDUSTRY
Cellular Telephony / Service:
The technology that gives a person the power to communicate
anytime, anywhere has spawned an entire industry in mobile
telecommunication. Mobile telephones have become an integral part of the
growth, success and efficiency of any business / economy.
The most prevalent wireless standard in the world today, is GSM.
The GSM Association (Global System for Mobile Communications)
Was instituted in 1987 to promote and expedite the adoption, development
and deployment and evolution of the GSM stander for digital wireless
communications.
The GSM Association was formed as a result of a European
Community agreement on the need to common standards suitable for cross
border European mobile communications. Starting off primarily as a
European standard, the Grouped Special Mobile as it was then called, soon
came to represent the Global System for Mobile Communications as it
achieved the status of a world-wide standard. GSM is today, the worlds
leading digital standard accounting for 68.5% of the global digital wireless
market.
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The Indian Government when considering the introduction of cellular
services into the country, made a landmark decision to introduce the GSM
standard, leapfrogging obsolescent technologies / standards.
Although cellular licenses were made technology neutral in
September 1999, all the private operators are presently offering
only GSM based Mobile services. The new licensees for the 4th
cellular licenses that were awarded in July 2001 too, have opted
for GSM technology to offer their mobile services.
Cellular Industry in India
The Government of India recognizes that the provision of a world-
class telecommunications infrastructure and information is the key to rapid
Economic and social development of the country .It is critical not only for
the development of the Information Technology Industry, but also has
widespread ramifications on the entire economy of the country. It is also
anticipated that going forward, a major part of the GDP of the country would
be contributed by this sector. Accordingly, it is of vital importance to the
country that there be a comprehensive and forward looking
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telecommunications policy which creates an enabling framework for
development of this industry.
New Telephone Policy 1999
Telecommunications is now universally recognized as one of the prime
movers of the modem economy; hence its vital importance for a developing
country like India. The availability of adequate Infrastructure facilities are
critical for acceleration of the economic development of any country. In fact
international studies have established
That for every 1 % increase in tele-density, there is a 3 % increase in the
growth of GDP.
Accordingly, the Government of India has accorded the highest
priority to investment and development of the Telecommunications Sector.
Telecom requires very heavy investment and it was not possible for
the Indian Government to organize public funding of this sector on
such a massive scale. In fact the national telecom Policy 1994, Estimated a
resource gap of Rs. 23,000 crores to meet telecom Targets of the eighth five-
year plan of the Government of India (1992-1997).
It was for this reason to bridge the resource gap between Government
funding and the total projected funds requirement and to provide the
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additional resources to achieve the nations telecom targets that the
telecommunications sector was liberalized in 1992 And the Government
invited private sector participation in Telecommunications. Cellular mobile
services were one of the first areas to be opened unto private competition.
The whole country was divided into the 4 metropolitan cities and 19
telecom circles, which were roughly analogous with the States of India
Cellular Licenses were awarded to the private sector first in the
metropolitan cities of Delhi, Mumbai, Kolkata and Chennai in 1994 And
then in the 19- telecom circles in 1995.
The first metro cellular network started operating in August 1995 in
Calcutta. When cellular mobile services were first introduced in 1994 it was
as a duopoly (that is a maximum of two cellular mobile operators could be
licensed in each telecom circle), under a fixed license fee Regime and for a
license period of 10 years.
The initial response of the privates sector was very encouraging. The
attractiveness of the Indian market the low tele density. The high Latent
demand and a burgeoning middle class brought in some of the largest global
telecom players, foreign institutional investors and the major Indian
industrial houses to invest in telecom, especially the Indian cellular industry.
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Telecom proved to be a powerful attractor of foreign investment. The
cumulative FDI inflow into telecom since 1993 has exceeded Rs. 43,000
Million. Within telecom, the cellular industry has attracted most of the
foreign investment since 1993, accounting for Almost 50% of the FDI
inflow into telecom representing amongst the biggest investments in any one
sector in India. Annual foreign Investment in telecom increased steadily
from insignificant Rs. 20.6 Million in 1993 to Rs. 17,756.4 million in 1998.
However, the attractiveness of the Indian market did not last for very long,
as by 1997-98, the private cellular operators were confronted with a series of
problems that threatened their very viability and survival.
As a result of this, FDI inflow into telecom dropped sharply, declining
by almost 90 % to Rs. 2126.7 Million in 1999. This dropped further in Year
2000as until June 2000, only Rs. 918 Million had flown into the country.
One of the key responsible for the critical state of the Telecom sector &
consequently also the cellular industry was that liberalization / deregulation
was undertaken in an inverted manner vis--vis international practices and
generally accepted norms. Usually, tariff rebalancing, institution of precedes
deregulation a strong and independent regulator and only then is private
sector participation invited.
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In India, private sector participation was invited in 1992, the
Regulatory Authority was set up in 1997 and the tariff rebalancing
Exercise commenced in 1999 and is still far from complete. Further, even
when the regulatory authority was set up, there was considerable ambiguity
on its powers, which resulted in virtually each and every order of the
Authority being challenged by the Licensor / incumbent. The ambiguities
in the jurisdiction of TRAI Resulted in a limbo in the industry. Another
important factor was the basic approach of the Government towards
liberalization Consumer benefit was given the go-by and the telecom sector
was viewed as a revenue generator / cash cow for the Government
exchequer.NTP 94 was basically a good policy. It clearly identified that the
primary objective of the policy was to make available affordable telecom
services. However, in actual policy implementation, this key / fundamental
objective was disregarded. Licenses were granted through an auction
process and the enthusiastic private sector deluded by the seemingly huge
potential of the Indian market were lured into bidding exorbitant sums of
many for cellular licenses..
The huge licenses fees paid by the private operators resulted in a
high cost structure leading to un-affordable tariffs and lower growth of the
market. By end1998 the cellular industry was on the verge of bankruptcy
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and at that time it appeared that the liberalization dream was over & the
nightmare had begun. It was under the above circumstances that the
Government undertook a review of telecom policy & the role of the
regulatory authority. The result was NTP 99, which was announced in
March 1999 & the amendment of the TRAI Act in January 2000.
NTP 99 is an extremely forward-looking policy. It significantly changed
the dynamics of the Indian telecom industry as it not only replaced the high
cost fixed licensing regime with a lower cost licensing structure through
revenue sharing, but also provides for greater degree of competition and
more flexibility in choice of technologies. The amendments in the TRAI
Act resulted in a considerable strengthening of the Regulator & greater
clarity on its role and powers. It also put in place a separate dispute
settlement mechanism in the form of the Telecom Dispute Settlement and
Appellate Tribunal to expeditiously deal with and resolve issues relating to
the telecom sector.
Existing private cellular operators migrated to the new telecom policy
regime with from August 1999. There can be no doubt that migration to a
more beneficial regime translated into tangible consumer benefitslower
tariffs, greater subscriber uptake & increased coverage.
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Cellular tariffs have dropped by over 90% since May 1999a feat
unparalleled by any other sector or industry in India. The average airtime
tariff in Year 2001 was prevailing around Rs. 2 per minute as against the
peak ceiling tariff of Rs. 16.80 per minute when NTP 99 was announced.
Parallely, there has also been a significant drop in the cost of mobile
handsets. Cellular handsets that was available for around Rs. 25-30,000 in
the initial days of cellular have now dropped significantly, with a base level
handsets being available for as little as Rs. 2,000 upwards . This has come
about as a result of increases volumes and some degree of rationalization of
government levies.
As a result of improved affordability, there is an increased take-up of the
service and the cellular operators were able to venture into more and more
cities & towns of the country. In fact cellular services are now available in
almost 1400 cities & towns of India.
With the lower tariffs and increased coverage, there was also a resultant
increase in the number of cellular subscribers. The point of inflexion for
subscriber take- off is clearly post NTP99. From 1.2 Million subscribers in
April 1999, almost 2 million by April 2000 the number of cellular
subscribers has now grown to almost 6.5 million By the end of March 2002.
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By March 2001, the industry had invested nearly Rs.16,000 crores in
cellular infrastructure and it is estimated that these investments will grow to
Rs. 20,000 crores in the next 4-5 years.
The year 2001 also saw the entry of BSNL and MTNL as the third cellular
operators as had been mandated in NTP 99. Further, in July 2001, cellular
licenses were awarded to the 4th cellular operators in different telecom
circles. With this the number of cellular operators has gone up to 89 licenses.
As of March 2002, the Indian cellular mobile industry had 42 networks on
air, serving over 1400 towns and cities and covering thousands of villages
and serving almost 6.5 million subscribers across the country.
The quality of the services is widely accepted to be of international
standards and till date there has been no waiting period involved in availing
of these service. The cellular industry has been growing at an average rate of
85% per annum and it is hoped that the industry will be able to sustain this
growth in the coming years. The Working Group on the Telecom Sector set
up by the Government of India for the tenth five year plan, has estimated
that over the next five years, around 31.55 million cellular subscribers would
be added all over India. To achieve this growth; the Working Group has also
estimated that resources to the tune of about Rs.25, 240 crores will be
required over the next five years.
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However, to attract foreign investments into India, it is imperative to ensure
the predictability and stability of the policy and regulatory regime of the
country. Policy flip-flops & regulatory ambiguity have plagued the Indian
telecom sector since the introduction of privatization. This has had the
unhappy result of putting the entire sector into a state of limbo as investors
both foreign & domestic await clarity on the final direction that the policy
will take. In the meantime, foreign investors, who have not committed
themselves to the Indian market, will divert their interest & investment to
competing and more attractive FDI destinations.
Further for the industry to attract the requisite investment and to reach the
growth targets set for the tenth five-year plan, it is imperative that a few
crucial industry issues that have been plaguing the industry be resolved on
an urgent footing. This includes most importantly:The early resolution of
the dispute relating to the recent permission granted to fixed operators to
offer WLL based mobile services without a mobile license and under the
more advantageous terms of their fixed service license and the institution of
a formal interconnection agreement between the Cellular operators and the
fixed service providers especially the incumbent fixed service operators
BSNL and MTNL.
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1.3INTRODUCTION ABOUT FOUR CELLULAR SERVICE
PROVIDERS (BSNL, AIRTEL, VODAFONE, IDEA
BSNLBSNL is a corporation and was renamed Bharat Sanchar Nigam Limited
(BSNL).
On October 1, 2000 the Department of Telecom Operations, Government of
India became now Indias leading telecommunications company and the
largest public sector undertaking. It has a network of over 45 million lines
covering 5000 towns with over 35 million telephone connections. The state-
controlled BSNL operates basic, cellular (GSM and CDMA) mobile,
Internet and long distance services throughout India (except Delhi and
Mumbai). BSNL will be expanding the network in line with the Tenth Five-
Year Plan (1992-97). The aim is to provide a telephone density of 9.9 per
hundred by March 2007. BSNL, which became the third operator of GSM
mobile services in most circles, is now planning to overtake Bharti to
become the largest GSM operator in the country. BSNL is also the largest
operator in the Internet market, with a share of 21 per cent of the entire
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subscriber base.
VISIONTo become the largest telecom Service Provider in South east Asia.
MISSION
1. To provide world class State-of-art technology telecom services on
demand at affordable price.
2. To Provide world class telecom infrastructure to develop country's
economy
value added services are also available at very economical charges:
Voice Mail Service
Short Message Service (SMS)
Group Messaging
National and International Roaming
Call forwarding
Corporate Virtual Private Network
Call conferencing
Friend and Family Talk
Call waiting and Call holding facility
http://bsnl.co.in/service/mobile_vms.htmhttp://bsnl.co.in/service/mobile_vms.htmhttp://bsnl.co.in/service/mobile_sms.htmhttp://bsnl.co.in/service/mobile_sms.htmhttp://bsnl.co.in/service/mobile_roaming.htmhttp://bsnl.co.in/service/mobile_roaming.htmhttp://bsnl.co.in/service/mobile_cf.htmhttp://bsnl.co.in/service/mobile_cf.htmhttp://bsnl.co.in/service/mobile_cc.htmhttp://bsnl.co.in/service/mobile_cc.htmhttp://bsnl.co.in/service/mobile_cw.htmhttp://bsnl.co.in/service/mobile_cw.htmhttp://bsnl.co.in/service/mobile_cc.htmhttp://bsnl.co.in/service/mobile_cf.htmhttp://bsnl.co.in/service/mobile_roaming.htmhttp://bsnl.co.in/service/mobile_sms.htmhttp://bsnl.co.in/service/mobile_vms.htm7/29/2019 Customer Perception and Satisfaction
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In services like Prepaid cards, Universal Access No. split
charging, VPN etc
Wireless Application Protocol(WAP): Surf WAP enabled
websites on Internet using this service.
Unified Messaging Services: Integrate your Mobile phone with
the Internet and access your e-mails, faxes, voice mail etc on your
mobile phone.
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VODAFONE
Vodafone's 1992 entry into the market, which at the time was an exclusive
monopoly of a public operator, radically changed the prevailing perception
of the cellular phone, up until then considered a status symbol or a tool
reserved for an elite with high purchasing power. Opposing that image,Vodafone introduced the concept of useful, accessible and adequate service
for the various Customers' communication needs. Vodafone was the main
development and growth engine of the Portuguese cellular market,
profoundly changing the mobile telecommunications' scene in Portugal.
Vodafone clearly stand out as the second national Telecommunications
operator. service Vodafone maintain their differentiation as the most
innovative and Customer oriented operator in Portugal developing useful
and competitive services, making available the best offer in the market.
Vodafone aim at creating a quality and value service offer of recognized
excellence. Vodafone position themselves as a communication, information
and entertainment operator, offering Customers a wide and complete range
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of services which help them to make the most of each moment.
Vodafone also provide complementary fixed services & also provide fixed
and Internet services aiming to meet their customers total communication
needs. Vodafone have an enlarged offer for all the market segments
perceived by Customers as the most valuable. With a core business in
cellular communications services, their vision is to be recognized as the best
Portuguese company leading the mobile communications development, thus
contributing to the well being of people, companies and the society in
general.
Vodafone is the worlds leading international mobile communications
company. It currently has equity interests in 27 countries across 5 continents
and 40 partner networks with over 289 million proportionate customers
worldwide. Vodafone has partnered with the Essar Group for the Indian
market.
Services
VOICE BASED
Voice mail
Dial in services (Dial a Pizza etc.)
Voice Response
SMS BASED
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Info messages
SMS Chat
Yahoo Email & Messenger access via SMS
M-Banking
Ring Tones and Logo downloads
Instant Messenger
BBC News
GPRS
MSN & Yahoo email
Content Portal
OTHERS
MMS
Fax & Data, CLIP, Call forward, CLIR, Prepaid Roaming,
Itemized billing,
Location based services
Unified messaging (UMS)
Content and Data Downloads
Offers News, Java games, logos, ringtones over GPRS in partnership with
MSN
Also in agreement with Yahoo India for basic content download
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SMS Polls on TV
Users can vote through SMS for polls organized by
Channels
Revenue sharing agreements with TV channels
Business Model and Revenue Sour ces
Mobile Banking
HDFC and Bank of Punjab customers can access their accounts by
SMS
E-Mail and communications
Users can access their office emails through GPRS or SMS
Hotmail and MSN Messenger
Yahoo email and Messenger
PUSH TO TALK over GPRS
IDEA
Indian regional operator IDEA Cellular Ltd. has a new ownership structure
and grand designs to become a national player, but in doing so is likely to
become a thorn in the side of Reliance Communications Ltd. IDEA operates
in eight telecom circles, or regions, in Western India, and has received
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additional GSM licenses to expand its network into three circles in Eastern
India -- the first phase of a major expansion plan that it intends to fund
through IPO, according to parent company Aditya Birla Group . IDEA
Services
VOICE BASED
Voice mail (Voice Courier)
Voice response
Dial and Buy
SMS BASED
Info messages
Chat SMS, GPRS and PC
Web and POP3 Email access
M-Banking
Ringtones and Logo downloads
Global and Group SMS
Language SMS
City Guide
GPRS
Surfing
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Content Downloads
OTHERS
MMS
Fax & Data, CLIP, Call forward, CLIR, Prepaid Roaming,
Itemised billing,
Content and Data Downloads
Offers News, Java games, logos, ringtones over GPRS
Also in agreement with Yahoo India for basic content download
SMS Polls on TV
Users can vote through SMS for polls organized by TV Channels
Revenue sharing agreements with TV channels
Business Model and Revenue Sources
Mobile Banking
Missing
E-Mail and communications
Web Mail and POP3 Access through SMS
Prepaid recharging
In agreement with Banks for Prepaid recharging through ATMs or through
SMS (account debit)
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AIRTEL
AIRTEL A vibrant new world of unlimited opportunities. Where AIR
symbolizes a world of unlimited freedom to think to dream. and achieve.
Where TEL connotes new innovative yet simple ways to communicate
spontaneously, not just through the words but ideas, emotions and feelings.
Together they represent a sensitive, confident, symbol for those who believe
in true leadership.
Building Telecom... Building Relationships.
Bharti Tele-Ventures Limited, a part ofBharti Enterprises , is India's
leading provider of telecommunications services. The businesses at Bharti
Tele-Ventures have been structured into two main strategic business groups
- the Mobility Leaders business group and the Infotel Leaders business
group. The Mobility business group provides GSM mobile services across
India in twenty three telecom circles, while the Infotel business group
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provides broadband & telephone services, long distance services and
enterprise services. All these services are provided under the Airtel brand.
GSM OPERATOR- BHARTI
Brand Name: AIRTEL
Network: GSM 900, 1800, GPRS, EDGE
Network Coverage: 17 Telecom circles
Subscriber base: 7,062,443 (May 2004)
Market Share: 26%
ARPU (Mar. 03-04): 8,4
Subscriptions: Post Paid, Pre Paid
Bharti was the first mobile operator operational in India. Indias first GSM
based
Phone call was made on Airtel network.
BHARTIServices
VOICE BASED
Voice mail
Dial a service
SMS BASED
Info messages
SMS Chat
Email access via SMS
Ringtones and Logo downloads
Instant Messenger
GPRS
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Mobile office
Content Portal
OTHERS
MMS
Fax & Data, CLIR, Prepaid Roaming,
Itemised billing,
Location based services
Content and Data Downloads
Offers Java games, logos, ring tones through their content portal
Also in agreement with Yahoo India for basic content download
Advertising Campaigns
Latest movie ringtones, wallpapers available at their content portal
Hosting third party campaigns like Coke and Master Card
SMS Polls on TV
Users can vote through SMS for polls organized by TV Channels
Revenue sharing agreements with TV channels
Prepaid Recharging
Subscribers can recharge either at ATMs using their ATM cards Or
Direct debit facility with the subscribers bank account (SMS based
service)
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1.4INRODUCTION ABOUT CUSTOMER
PERCEPTION AND SATISFACTION
(A) Customer Perception:
Customer perception can be described as how we see the world
around us. Two individuals may be subject to the same stimulus under the
same conditions, but how each person recognizes them, selects them,
organizes them and interprets them is a highly individual process based on
each persons own needs, values and expectations. This variable has
influence on the perceptual process and the concept of perception has great
relevance to marketing.
In other words, perception is defined as the process by which an
individual selects, organizes and interprets stimuli into a meaningful and
coherent picture of the world. A stimulus is any unit of input to of our
senses. Examples of stimuli include products, packages, brand names,
advertisements and commercials. Sensory receptors are the human organs
(i.e. eyes, nose, ears, mouth, and skin) that receive sensory inputs. Their
sensory functions are to see, hear, smell, taste and feel. All of these
functions are called into play either singly or in combination in the
evaluation and use of most consumer products. The study of perception is
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largely the study of what we subconsciously add to or subtract from raw
sensory inputs to produce our own private picture of the world
(B) Customer Satisfaction
Satisfaction is a persons feeling of pleasure or disappointment
resulting from comparing a products perceived performance (or outcome) in
relation to his or her expectations.
Satisfaction is a function of perceived performance and expectations.
If the performance falls short of expectations. If the performance matches
the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.
Many organizations are aiming for high satisfaction because
customers who are just satisfied still find it easy to switch when a better
comes along. Those who are higly satisfied are much less ready to switch.
High satisfaction or delight creates an emotional bond with the brand not
just a rational preference. The result is high consumer loyalty.
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2.1 REVIEW OF LITERATURE
1. There are five private service operators in each area, and an incumbent
state operator. Almost 80% of the cellular subscriber base belongs to the
pre-paid segment. The DoT has allowed cellular companies to buy rivals
within the same operating circle provided their combined market share
did not exceed 67 per cent. Previously, they were only allowed to buy
companies outside their circle. The Key players in the Telecom Market
are BSNL, Airtel,Vodafone and Idea. Few years back mobile connections
were not common among the people. But with the mobile revolution nowwe can find almost every one with mobile phone. Most of the population
prefer prepaid connections than postpaid connections. Most preferred
cellular company is Airtel.
2. Lowered call tariffs are a major industry growth driver. Wireless
Subscriber growth will continue around 10m users/year. India is primarily a
low priced handset market (100-150 Euro). Prepaid will continue to
dominate in both GSM and CDMA segments. Operators are experiencing
low ARPU because of lowered call tariffs, thus they are focusing upon
content aspect. Games and content should to be developed keeping local
trends and
tastes in mind.GPRS and MMS are here, but fail to gain subscribers as
compatible handsets are expensive. SMS based applications, services are
most successful so far. Internet penetration is low but the industry is growing
at a rapid pace. Broadband & Wi-Fi are here, but too expensive for general
public. Dial-in is the most preferred mode for internet access. To sell
services to Indian companies, you need a local contact.
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3.1 OBJECTIVES OF THE STUDY
The following are the objectives of the study:
To know the popularity of various cellular services & why?
To study the factors influencing the customers while purchasing
a particular service
To know the status of availability of services to the customers.
To study the present customers need of using cellular services.
To know the future customers shift from their service provider
to some other service provider.
3.2 SCOPE OF THE STUDY
The study is confined to Chandigarh and 200 persons were included
in the research including both who are using mobiles and who are not
using.
And under the categories that are using mobiles, both types of
customers i.e. Post-Paid & Pre-Paid customers will be included.
3.3 NEED AND SIGNIFICANCE
The Telecom Industry has been growing since few years with the entry of
many new players in the market Consumer can choose from a number of
service providers. The need of the study is to find out who are the major
service providers, which provider is preferred by the customers & also to get
awareness about various prospectus of the Telecom Companies. The study
will help the service provider to improve the quality of their service.
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RESEARCH METHODOLOGY
Research Methodology is the way to systematically solve a problem. The
methodology adopted in this study is explained below:
3.4 RESEARCH DESIGN
Research Design specifies the procedure for conducting & controlling the
research projects.
a) PROBLEM DEFINITION
In a competitive situation with multiple Cellular Services in the market, itis necessary to know the customers stand & their preference towards
various Cellular Services.
b) TYPE OF RESEARCH
This research is descriptive in nature. A descriptive research is one in
which state of affair is described as it exists at present. The researcher has
no control over variables.
3.5 RESEARCH PLAN
Research planning is the process of developing the most efficient plan for
gathering the needed information.
DATA SOURCE
The major source of data is Primary data.
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Primary data was collected with the help of questionnaires, which were
filled by personally visiting the customers.
QUESTIONNAIRE STRUCTURE
For the research multiple choice type & open ended type questions were
prepared to collect primary data from respondents.
SAMPLING PLAN
The plan includes the following:
1. SAMPLING UNITS:
Sampling units consists of all the customers who are using the services of
various Telecom Companies.
2. SAMPLE SIZE:
A sample size of 200 customers was considered.
3. SAMPLING TECHNIQUE:
Convenience sampling was used.
4. ANALYTICAL TOOLS
The various tools which were used in preparation of the project include
following;
Percentage
Pie charts
Ranking
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3.5 LI M I TATIONS:
In spite of my full efforts, I faced following limitations:
a) The time span was small/less so the sample size has to be limited.
b) Some customers were not ready to co-operate in a proper way to
give required information. Efforts were done to conceive them
c) Some bias information from customers could also be expected.
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RESULTS AND DISCUSSIONS
The Cellular Services for comparison are:
1. BSNL
2. AIRTEL
3. VODAFONE
4. IDEA
1: Are you using Cell ular Phone?
a) Yes b) No
Analysis:
77%
23%
Yes
No
Fig.
1.1
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The above chart shows from the sample the division of customers
using and not using cellular phones. It has been found majority of
people have liking towards cellular services.
2:If yes, from the following service providers whose service is being used
by you?
1. BSNL
2. AIRTEL
3. VODAFONE
4. IDEA
Analysis:
The above chart shows that out of the customers using cellular
service large number of people have faith and liking towards BSNL
followed by Airtel while Vodafone and Idea are slowly but surely
making there mark in the market.
Fig 1.2
32%
25%
23%
20%
BSNL
AIRTEL
VODAFONE
IDEA
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3: Are you a postpaid or prepaid user?
a) Prepaid
b) Postpaid
Fig. 1.3
Analysis:
The above BAR DIAGRAM shows the division of customers using
pre-paid card and post-paid billing connection for different cellular
services. It has been found from the above small sample that amongst
all these cellular operators people like prepaid service more than its
postpaid counterpart. Specific points of people that why they prefer tochoose the prepaid to the postpaid connection. The majority of them
answered two things:
0% 20% 40% 60% 80%
PREPAID
POSTPAID
Series1
.,
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1. That postpaid involves more file work and the getting connectionis involves paying security.
2. In prepaid customers know how much they have used after eachand every call.
4: If you are a prepaid user, is recharge card easily available to you?
a) Yesb)No
No
ANALYSIS
Customers with the majority of 73% get easily their recharge cards while
23% customers are notsatisfied.
5: Which of the following problems are you facing in case of your Prepaid
connection?
a) Uninformed deduction from the balanceb) Any other problemc) No problem at all
73%
27%
YES
NO
Fi . 1.4
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ANALYSIS:
It was analysed that 75% customers have their complaints regarding the
uninformed balance deduction,11.5% are facing the other problems like
regular calls from the call centers, sms like know about your partner,will you
get marry with your partner or not & 13.5% customers said that thay are not
facing any problem at all.
6: Which of the following problems are you facing in case of your post-paidbilling connection?
a) Bills not received at proper time/ proper addressb) Unawareness regarding extra/hidden charges included in billc) Any other problemd) No problem at all
0
20
40
6080
100
120
140
160
UNINFORMEDDEDUCTION
OTHERPROBLEM
NO PROBLEMAT ALL
150
23 27
Fig.2.1
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ANALYSIS
From the above pie chart it is clear that customers who are using post-paid
connection are facing the major problem of not receiving the bills in time &
proper address who are 44 %, followed by 27% of customers who have thecomplaints of extra/hidden charges in the bill,12% people are facing other
problems but apart from it 17% customers are there who are not facing any
problem at all.
7: In case of home(non-roaming) connection, who provides the better
service?
a) BSNLb) Vodafonec) Airteld) Idea
44%
27%
12%
17%
Bills not received
Unawareness
Any other problem
No problem at all
Fi . 2.2
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Analysis:
The network level in case of home / non-roaming connection is best in
BSNL followed by Airtel, Vodafone & Idea. The network level of BSNL in
rural areas is appreciable.
8: In case you are also availing the roaming facility, then which service
provider you prefer?
a) BSNLb) Airtelc) Vodafoned) Idea
44%
16%
27%
13%
BSNL
AIRTEL
VODA
IDEA
N,M.
Fig.2.3
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Analysis:
The network level in case of roaming connection is best in Airtel followed
by BSNL, Vodafone & Idea respectively.
9: Are the Value Added Service charges nominal?
Airtel BSNL Vodafone Idea
Yes
No
0
10
20
30
40
50
60
70
BSNL AIRTEL VODA IDEA
55
69
42
34
39%
24%
24%
13%
BSNL
AIRTEL
VODA
IDEA
Fig. 2.4
Fig. 3.1
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Analysis:
The overhead charges are considered as nominal by 39 % of the customers
in case of BSNL, by 24 % in case of Airtel, by 24% in case of Vodafone and
by 13% in case of IDEA. It shows that customers consider overhead charges
the most nominal one.
10: Do you get proper customer care support from your service provider?
a) Yesb)No
If no, mention the problem
_____________________________________________
75%
25%
YES
NO
Fi . 3.2
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ANALYSIS:
25% Customers denied that they are not getting proper customer care
support from their service provider but 75% customers were satisfied. Those
customers who were not satisfied majority of them were having the
complaint that the customer care keep them on waiting for a long time,
followed by the customers who were dissatisfied because of the rude
behaviour of the customer care and said they never fulfill their promises.
11: What amount of recharge card do you normally use?
a) 300 b) 500
c) 1000 d) > 1000
52%
24%
24%
Keep on waiting
Rude behaviour
Donot fullfill promises
Fig. 3.3
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ANALYSIS:
Majority of the customers prefer the recharge cards of amount Rs.300
followed by Rs.500,Rs. >100 & Rs. 1000 respectively.
12: Will you shift from existing cellular service provider to some other one?
a) Yes
b)No
If Yes,
From: To:
0
10
20
30
40
50
60
70
300 500 1000 >1000
Series1
Fig. 3.4
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ANALYSIS
22% Customers who are using the services from BSNL want to shift
some other service provider as they think std call rates are very high,19%
Vodafone customers want to shift as they think local call charges are high,
23% customers of idea cellular using want to shift as they think value added
services are not good, 16% Airtel users want to shift as they think that the
schemes are not good,, apart from this 20% customers are their who are
satisfied & are not going to shift.
13: How do you rank the following cellular service providers?
Excellent Good Average Not satisfactory
BSNL 23 15 12 05
VODAFONE 12 15 20 11
Idea 14 06 10 05
Airtel 25 12 10 10
22%
19%24%
16%
19%BSNL
VODAFONE
IDEA
AIRTEL
NO CHANGE
Fi .4.1
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ANALYSIS:
Majority of the customers are in the favour of AIRTEL as excellent followed
by BSNL,IDEA & VODAFONE respectively, BSNL & VODAFONE has
been ranked as good followed by AIRTEL & IDEA. In Average case more
customers ranked Vodafone as the average service provider followed by
BSNL, IDEA & AIRTEL. Maximum customers are not satisfied in case of
Vodafone, followed by Airtel, Vodafone & Idea.
14)Among the following factors, which influence you while Purchasing a
particular cellular service.
a) Cost/ Priceb) Free talk timec) Value added schemesd) Free SMS
60%15%
10% 15%cost/price
Free talk time
value added service
Free sms
Fi . 4.2
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ANALYSIS
While studying the various factors affecting the purchase of particular cellular
service, 60% of customers are giving cost/price the top priority , 15% to free
talk time, 15% & 10% to free sms & value added services respectively.
15: What suggestions would you like to give to the cellular service provider
whose connection you are using?
___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________
ANALYSIS:
The suggestions which were given 16% people were saying that the networkproblem should get removed,36% customers were in favour of std charges as
the charges should be minimum, 18% customers were suggesting for freeroaming service & 30% customers were saying that the unnecessary calling
from customer care should be avoided.
16%
37%17%
30%Remove the network problem
Less Std charges
Free roaming facility
Avoid unnecessary calling
Fi . 4.3
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FINDINGS OF THE SURVEY
Regarding the preference for the recharge cards of different
denominations in case of prepaid card connections, it has been found that the
customers in case of all the cellular services mostly prefer recharge cards of
300, 500 & >1000 .
It has also been observed that 33 % customers have preference to 300
denomination cards, 27 % have preference to 500 denomination cards, 14%
have preference to 1000 denomination cards & 26% have preference to
>1000 denomination cards.
In case of recharge cards 73% customers are satisfied while the 27%
customers has been responded they do not get their recharge cards easily and
recharging of these cards takes long time in case of BSNL prepaid card
connections.
17% of the customers in case of post paid billing connection are not
facing any problems. The major problem which rest of the customers face is
lack of detailed billing and there are many hidden charges in the bill about
which customers are not aware.
The network level in case of home / non-roaming connection is best in
BSNL followed by Airtel, Vodafone & Idea. The network level of BSNL in
rural areas is appreciable.
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The network level in case of roaming connection is best in Airtel
followed by Bsnl , Vodafone & Idea respectively.
The overhead charges are considered as nominal by 39 % of the
customers in case of BSNL, by 24% in case of Airtel, by 24% in case of
Vodafone and by 13% in case of IDEA. It shows that customers consider
overhead charges the most nominal one.
Majority of the customers responded that they are getting the proper
customer care support while others were dissatisfied because of the rude
behaviour of the call attendants, they do not keep their promises and keep on
long waiting for their advertisement as what facilities they are providing,
some respondents also said that clearity of voice is not there while
communication.A large no of customers, which is 23% shifted in case of
IDEA and in case of BSNL which is 22% ,only 16% customers want to shift
in case of AIRTEL And in case of other service provider.
The reason for shifting from BSNL was due to non-VODAFONE 19%
customer want to shift to some availability of recharge cards and billing
problems. And in case of Airtel it was found that reason for shifting is
overhead charges. And in case of Hutch and IDEA it was due to coverage
range.
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When survey was done of 200 peoples than out of 200,23% people were not
using mobile phones. When asked from them that in future if they have to
use Mobile service then which company the will choose then it was found
that 7% persons will purchase BSNL connection,10% will get their
connection from AIRTEL,4% gave their choice towards VODAFONE and
2% shows their intention to purchase the IDEA connection.
Majority of the customers are price sensitive so the cellular service providers
should provide the services at low rates.
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SUGGESTIONS FOR CELLULAR SERVICE
PROVIDERS
1) More detailed billing should be provided to the customers in case of
BSNL.
2) When customers go to some dealer or service provider to get the
billing connection, he should be made aware about various types of
additional charges; he has to pay in future.
3) Network should be improved and made better in case of all the
cellular service provides.
4) Recharging of recharge cards in case of BSNL prepaid card
connection should be more quick
5) New connection should be made easily available as there is a lot of
demand in case of BSNL Subscribers
6) Customers should be not kept in long waiting, customers should not be
treated rudely and the promises made should be kept.
7) Std charges should get reduced and there should be no charges for
roaming.
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CONCLUSION
The Cellular Services are blooming day by day & the more competitors are
entering in this market continuously. So the existing players has to take care
of it as the customers are very sensitive to the better services.
As per the study done on the four major players of the cellular
players( BSNL, VODAFONE,AIRTEL,IDEA) in the chandigarh showed
that many customers are going to shift from the existing cellular service to
some other service provider as they are not satisfied with the service they are
using. Some customers are facing the network problem, some are not
satisfied with the facilities of the service provider and the other customers
want free roaming service & less Std charges. The recharge cards are not
easily available to some customers & most of the customers keep price
factor in consideration while purchasing a service. From the study it was
clear that maximum customers are satisfied with the Airtel & Bsnl.
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BIBLIOGRAPHY
BOOKS:
1. KOTLER PHILIP ,MARKETING MANAGEMENT
Prentice Hall of India Pvt Ltd, Millenium edition.
2. SHIFFMAN LEON G. CONSUMER BEHAVIOUR'
Prentice Hall of India 6th Edition
WEB SITES:
1. www.google.com
2. www. airetworld . com
3. www.bsnl. co. in
4. www.idea. com
5. www. vodafone . com
s
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ANNEXURE
I am Ravinder vikram chandel pursuing MBA from ABS. I amdoing a project on
CUSTOMER PERCEPTION AND SATISFACTION (A
COMPARATIVE
STUDY OF CELLULAR SERVICES BSNL , AI RTEL. HUTCH, IDEA)
IN
CHANDIGARH
Please help me while filling this questionnaire & providing me the
required information.
Name__________________
Designation_____________
Phone no:_______________
1: Are you using Cellular Phone?a) Yesb) No
2: If yes, from the following service providers whose service is being usedby you?
a) BSNLb) Vodafonec) Idead) Airtel
3 : Are you a postpaid or prepaid user?
a) Prepaidb) Postpaid
4: If you are a prepaid user, is recharge card easily available to you?
c) Yes
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d) No
5: Which of the following problems are you facing in case of your prepaid
connection?
d) Uninformed deduction from the balancee) Any other problemf) No problem at all
6: Which of the following problems are you facing in case of your post-
paid billing connection?
d) Bills not received at proper time/ proper addresse) Unawareness regarding extra/hidden charges included in billf) Any other problem
d) No problem at all
7: In case of home(non-roaming) connection, who provides the better
service?
e) BSNLf) Vodafoneg) Airtelh) Idea
8: In case you are also availing the roaming facility, then which service
provider you prefer?e) BSNLf) Airtelg) Vodafoneh) Idea
9: Are the Value Added Service charges nominal?
Airtel BSNL Vodafone Idea
Yes
No
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10: Do you get proper customer care support from your service provider?
c) Yesd)No
If no, mention the problem
_____________________________________________
_____________________________________________11: What amount of recharge card do you normally use?
a) 300 b) 500
c) 1000 d) > 1000
12: Will you shift from existing cellular service provider to some other one?
c) Yesd)No
If From: To:
13: How do you rank the following cellular service providers?
Excellent Good Average Not satisfactory
BSNLVodafone
Idea
Airtel
14:Among the following factors, which influence you while Purchasing a
particular cellular service.
e) Cost/ Price
f) Free talk timeg) Value added schemesh) Free SMS
15: What suggestions would you like to give to the cellular service providerwhose connection you are using?
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