Synopsis of Telecom Sector

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ANALYSING THE SERVICE QUALITY OF TELECOM SECTOR September 19, 2011

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SYNOPSIS OF Analyzing the service quality of telecom sector

DEPARTMENT OF POST GRADUATE STUDIES

AMRITSAR COLLEGE OF ENGINEERING ANDTECHNOLOGY,

AMRITSAR

SUBMITTED TO:

KARANPAL SINGH DHILLON

SUBMITTED BY:

Rohin SHARMA

MBA SEM-III

R.NO: 103172243091




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Chapter 1

Introduction

The customers are very important and play a crucial role in any process of marketing. Today,

customers are the kings of the market because the customer loyalty and customer preference are

built by the products and the services offered to the customers and they seek for the more

benefits and money’s worth for the amount they spend. That is where the concept of customer

preference and consumer behavior comes because the customers make the marketers to rethink

about designing the products and services.

They have to think about the market segmentation, market strategies, consumer behavior,

consumer’s preferences, and consumer’s lifestyle etc. Many marketers are smart enough to

understand consumers’ needs, wants and demands and perform beyond their expecta tions i.e.

they delight them. It provides them growth, profitability and creativity with lot of inventions.




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INDUSTRY PROFILE

Today the Indian telecommunications network with over 375 Million subscribers is second

largest network in the world after China. India is also the fastest growing telecom market in the

world with an addition of 9-10 million monthly subscribers. The Department of

Telecommunications has been able to provide state of the art world-class infrastructure at

globally competitive tariffs and reduce the digital divide by extending connectivity to the

unconnected areas. India has emerged as a major base for the telecom industry worldwide. Thus

Indian telecom sector has come a long way in achieving its dream of providing affordable and

effective communication facilities to Indian citizens. As a result common man today has access

to this most needed facility. The reform measures coupled with the proactive policies of the

Department of Telecommunications have resulted in an unprecedented growth of the telecom

sector.

According to TRAI, by the end of February, the total number of subscribers had reached 413

million. Of this, 91% were mobile phone subscribers. The rising number of subscribers has

pushed the telecom-density to 35.62% showing a stupendous annual growth of about 50%, one

of the highest in any sector of the Indian Economy.

India’s telecom sector has shown massive upsurge in the recent years in all respects of industrial

growth. From the status of state monopoly with very limited growth, it has grown in to the level

of an industry. Telephone, whether fixed landline or mobile, is an essential necessity for the

people of India. This changing phase was possible with the economic development that

followed the process of structuring the economy in the capitalistic pattern. Removal of

restrictions on foreign capital investment and industrial de-licensing resulted in fast growth of

this sector.




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At present the country’s telecom industry has achieved a growth rate of 14 per cent. Till 2000,

though cellular phone companies were present, fixed landlines were popular in most parts of the

country, with government of India setting up the Telecom Regulatory Authority of India, and

measures to allow new players country, the featured products in the segment came

in to prominence.

Indian Telecom sector, like any other industrial sector in the country, has gone through many

phases of growth and diversification. Starting from telegraphic and telephonic systems in the

19th century, the field of telephonic communication has now expanded to make use of

advanced technologies like GSM, CDMA and WLL to the great 3G Technology in

mobile phones. Day by day, both the Public Players and the Private Players are putting in

their resources and efforts to improve the telecommunication technology so as to give the

maximum to their customers.

The huge potential offered by the untapped rural market will help push growth for telecom

operators in the years to come. At present, rural India accounts for just 27% of the country’s

cellular base, though it constitutes 70% of the population.




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The list of telecom operators operating in India with their market share is detailed:




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Recent things to watch out in Indian telecom sector are:

1. 3G and BWA auctions

2. MVNO

3. Mobile Number Portability

4. New Policy for Value Added Services

5. Market dynamics once the recently licensed new telecom operators start rolling out

6. Services.

7. Increased thrust on telecom equipment manufacturing and exports.

8. Reduction in Mobile Termination Charges.

9. Due to technological advancement and increase in traffic.




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TELECOM GAINT’S COMPANIES

The various telecom operators operating in Indian market are as follows:




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Chapter2

Review of literature

1. Kalavani (2006) in his study examines that

Majority of the respondents have given favorable opinion towards the services but some

problems exist that deserve the attention of the service providers. They need to bridge the

gap between the services promised and services offered. The overall customers’ attitude

towards cell phone services is that they are satisfied with the existing services but still

they want more services to be provided.

2. Rajvinder Seth (2008), in his study examines that

Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an

Empirical Investigation” analyzed that there is relative importance of service quality

attributes and showed that responsiveness is the most importance dimension followed by

reliability, customer perceived network quality, assurance, convenience, empathy and

tangibles. This would enable the service providers to focus their resources in the areas of

importance. The research resulted in the development of a reliable and valid instrument for

assessing customer perceived service quality for cellular mobile services.

3. Samuel (2004), in his study examines that

Customer satisfaction for cellular services, a study with a reference to BPL and Aircel

mobile phones and services”, a published M.Phil. Dissertation, submitted to Bharathiar

University, Coimbatore, December 2002, has analyzed that, the service quality of their

brand is directly linked with the satisfaction level of the customers.




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4. Kalpana and Chinnadurai (2006), in her study examines that

“Promotional Strategies of Cellular Services: A Customer Perspective” analyzed that the

increasing competition and changing taste and preferences of the customer’s all over the

world are forcing companies to change their targeting strategies. The study revealed the

customer attitude and their satisfaction towards the cellular services in Coimbatore city.

5. Rick (2008), in his study examines that

Companies with sound customer strategies can use that ultimate loyalty program as a

differentiator in an increasingly muddled market. In an increasingly competitive market,

customer loyalty efforts can play a major part in the attraction of new customers and theretention of current ones. As consumers' choices expand, the importance of a sound

customer relationship strategy becomes more and more important for the success of the

company.

6. Shikha.O (2009), in her study examines that

Contribution of the mobile phone services not only at the national or state level, but also

its involvement in an individual's life. She found out that the less number of users are

aware of all the VAS provided by the service providers and thus the companies should

focus on the awareness campaign.




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Chapter 3

Research methodology

Research methodology is a way to systematically solve the research problems. The research

methodology includes the various methods and techniques or conducting a research. Marketing

research specifies the information required to address the related issues, designs the method for

collecting the information, implements the data collection process and communicates the

findings and their implications. Thus marketing research is the systematic and objective

identification, collection, analysis, dissemination and use of the information for the purpose of

improving the decisions related to the identification and solution of problems and opportunities

in marketing.

Sources of Data

The study undertaken is mainly based on the primary data i.e. structured questionnaire is

designed. The study also contains secondary data i.e. data from books, authenticated websites

and journals for the latest updates just to gain an insight for the views of various experts. The

primary data will be collected with the help of a structured and non disguised questionnaire. The

preliminary draft to the questionnaire will be pretested which will help in improving the

questionnaire and will also give and indication to the kind of responses likely to be obtained.

Majority of the questions will be of multiple choice types where the respondents will free to

choose one or more than one factors according to their preferences.






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Chapter 4

Bibliography

BOOKS :

Philip Kotlar (2008), Marketing Management 12 th ed., New

Delhi, Pearson Education PP 34-42.

Kotler Philip and pfoertsch (2006) Waldemar, 12 th ed., New

Delhi, Pearson Education PP 50-56.

SCHILLER JOCHEN (2006) “MOBILE COMMUNICATION” 2 ND ED 2006 TMH,

INDIA pp 30-34.

MAGAZINE & JOURNAL:

Singh Yashvendra(2009), “BUSINESS INDIA” TELECOM

Sector-Survey September pg:109-111

Goyal V (2007) “ThE Indian TelecOM INDUSTry”, IIM

Calcutta, pp 20-25.

WEBSITES:

www.dot.gov.in

www.trai.gov.in http://www.coai.com/service_providers.php

http://www.dot.gov.in/

http://www.trai.gov.in/

http://www.coai.com/service_providers.php



http://www.trai.gov.in/

http://www.dot.gov.in/

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Synopsis of Telecom Sector