ABSTRACT aim of the study was to understand

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ABSTRACT aim of the study was to understand

 

ABSTRACT

Telecom
is one of the largest and fastest growing sector in India and the second
largest segment in the world. Customer satisfaction and perception is the
primary goal of any business organization. The telecom services have been
recognized as a major weapon for the overall development of any country. It is
one of the most needed services for growth, development, and modernization of
various sectors of the economy. Given the importance of customer’s perception
and satisfaction in telecommunication business, a need has arisen that requires
deep understanding of the parameters affecting customer’s choice of any service
provider.The main aim of the study was to understand the various services and
products offered by the telecom service providers in India and to find out the
perception of customers about the services being offered. The study has taken
into consideration five service providers – Airtel, Vodafone, Idea, BSNL,
Relaince. The respondents were asked to rate the above five  service providers on their several attributes.
The findings of the study revealed that 
Vodafone and Airtel cover up the majority amount of market share due to
service quality and network service parameters which is the most important
parameters from customer’s point of view. The study also revealed that BSNl has
lost its market value due to the presence of fresh entrants  in the telecom market subsequent to which its
market position has decreased. The
results derived from the study indicatethat the factor that induces the
consumers to buy a particular mobile phone operator is call tariffs followed by
network coverage and brand image. The study also highlights that majority of
respondents are satisfied  with the value
added services offered by their mobile phone service providers. The findings
derived from the study will be helpful for mobile phone service providers in
deciding and implementing their sales strategy for the promotion of mobile
phone services.

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TELECOM INDUSTRY AT A
GLANCE

 

1.1 ABOUT INDIAN TELECOM SECTOR

The telecom services have been
recognized the world-over as an important tool for socio-economic development
for a nation. It is one of the prime support services needed for rapid growth
and modernization of various sectors of the economy. Indian telecommunication
sector has undergone a major process of transformation through significant
policy reforms, particularly beginning with the announcement of NTP 1994 and
was subsequently re-emphasized and carried forward under NTP 1999. Driven by
various policy initiatives, the Indian telecom sector witnessed a complete
transformation in the last decade. It has achieved a phenomenal growth during
the last few years and is poised to take a big leap in the future also.

The Indian Telecommunications
network with 1.152 billion connections (as on December 2016) is the second
largest in the world. The sector is growing at a speed of 45% during the recent
years. This rapid growth is possible due to various proactive and positive
decisions of the Government and contribution of both by the public and the
private sectors.  The rapid strides in the telecom sector have been
facilitated by liberal policies of the Government that provides easy market
access for telecom equipment and a fair regulatory framework for offering
telecom services to the Indian consumers at affordable prices. Presently,
all the telecom services have been opened for private participation. 

REVIEW OF LITERATURE

Dixit Sanjay, Shukla Harish et.
al.(2008), in
their study “A Study to Evaluate Mobile PhoneDependence Among Students of a
Medical College and Associated Hospital of Central India” tried

to find out the prevalence of
nomophobia in the Indian scenario considering the tremendous increase in the
number of mobile phone users in the past decade. The result of the study shows
that this disorder is equally prevalent among the study group irrespective of
gender.Karthik ,(2009), in his research,” Customer Satisfaction on
Mobile Service Provider Networks”aimed at understanding the customer
satisfaction in mobile service providers to find out the customer satisfaction
level in mobile service provider players in the market and to know the customer
perception towards other mobile service providers, this survey was done in twin
cities. From the analysis it was found that the choice of mobile handset and
services cannot be separatedif the customers are classified in to eight group
each with some special requirement service wise.Catoiu Iacob, Gardan Daniel
Adrian, (2010), conducted a research on the topic, “Romanian Consumer
Perception towards Mobile Marketing Campaigns”. The qualitative research was regarding
future trends of mobile marketing and mobile media. According to findings the

perception of the Romanian
consumers towards specific mobile marketing techniques is influenced primarily
by perceptions towards mobile services in general, and there are still no brand
images being associated with this new advertising channel.and handset?s
attribute wise.Rahman Sabbir, Haque Ahasanul, Ahmad Mohd Ismail Sayyed( 2011),
in their study “ChoiceCriteria for Mobile Telecom Operator: Empirical
Investigation among Malaysian Customers “investigated the choice criteria for a
mobile phone operator in the Malaysian Mobile Telecom market by the customers.
The outcome of this research shows a comprehensively integrated.Rajpurohit
Prof. R.C.S., Vasita Dr. M.L. (2011), in their research on the topic “Consumer
preferences and satisfaction towards various mobile phone service providers: an
exploratory study in Jodhpur City, Rajasthan” concentrated on consumer
preferences and their satisfaction level towards the mobile phone service
providers available in Jodhpur city, Rajasthan. It is concluded from the study
that consumers prefer prepaid plans and all most every consumer treat their mobile
phone as a necessity.Rahman Dr.Muhammad Sabbir,(2012), in his study
“Service quality, corporate image and customer?s satisfaction towards customers
perception: An exploratory study on telecom customers in Bangladesh” aimed at
the determinants that are significantly influencing telecom customers perception
in Bangladesh. The results of the statistical analysis reflected that most of
the telecom customers are highly concerned about service quality followed by
corporate image.Pandit Richa, Upadhyay Devina (2012), in their study “Consumer
perception towards 3G mobile technology gives some positive and some negative
influences Attitude towards Using (ATU) 3G services” tried to find out consumer
perception towards the usage of 3g mobile technologies and to study the
consumer’s usage pattern of 3G mobile Technologies in Ahmedabad. The study
revealed that speed of 3G mobile technology is higher than other generations
of  technologies in India; Smart phones
are more suitable for using 3G technologies than mobile phones in India.

 

RESEARCH
OBJECTIVES

·        
Explore the services and products
offered by the telecom service provider to individual customers.

·        
Understand the perception of the
customers with respect to services offered by telecom service provider.

·        
To study the customer satisfaction and
understand the current market scenario in Telecom Sector.

 

SCOPE OF THE STUDY

ð  Scope
of the study is to understand the various services and the products offered by
the Telecom Service provider to the customers and to find out the perception of
customers about the services being offered and the customer expectations.

ð  An
effort is also made to suggest some effective measures of raising the customer
satisfaction level to Telecom Service provider.

ð  The
study was done taking five telecom service provider into consideration. They
are BSNL, Idea, Airtel, Vodafone and Reliance.

ð The
customers chosen for the survey are those who are rendering services of the
public or private sector for reasonable time and therefore are analyzed for
their level of satisfaction about the services being provided to them

 

 

RESEARCH
METHODOLOGY

The
present research work is limited to study the consumer preferences and
satisfaction towards various mobile phone service providers in Jodhpur city,
Rajasthan. The research design used for the research problem in hand is
exploratory research which is also termed as formulative research. The major
emphasis in exploratory research is given on the discovery of ideas and insights
of the research problem. The sample design adopted for the research problem in
hand is convenience random sampling. The sample size for the study is 250. The
sample unit of the study included different occupation, age, income and
educational background. For the study in hand, both the primary and secondary
data is collected. The primary data forthe 
study is collected directly from target respondents  through structured questionnaire and personal  interviews.For the customers ‘cold
calling’ was the approach employed. The customers coming to the retailers were
approached and as per their convenience and acceptance the questions were put
to them and the answers given by them duly filled up.  The secondary data for the study is  collected from different sources such as
technical and trade journals, articles, newspapers, magazines, internet,
periodicals, books, reports, publications of associations related to mobile
phone service providers.

DATA ANALYSIS AND INTERPRETATION

Sampling Profile-  Out of thewhole sample 68% respondents were males and 32% respondents
were females. Majority customers
prefer prepaid connections over postpaid connection. Out of total sample 62%
people prefer using prepaid connection rather than postpaid connection.As per the data,
it  has been  analyzed that in spite of tough competitions
between GSM and CDMA service providers, the GSM has earned a huge market share
with 69%. There are only 5% people who are willing to use both the
technologies. Only 26 % people prefer CDMA which is very less compared to the
level of competition and GSM’s market share.

 

Through the above
analysis, we can easily find out that majority of the customers prefer
Vodafone, but in 26% customers prefer Airtel as their preferred connection.
Vodafone is clear winner whereas customer preference of Reliance is very low.
Data shows that BSNL still has its presence and it is still preferred by the
customers because of different
schemes like Vidyarthi plan, low call rates etc.

Rate the
following attributes of your service provider.

1.
Customer Care

 

Interpretation

As per
the survey conducted and its findings, it was concluded that Airtel is leader
in maintaining a good relations with its customers and it solves customers’
problems efficiently and effectively. It has got the highest preference by the
customers with 69%, followed by Vodafone with 54%. The lowest preference is of
BSNL. Its customer care is not as good as the other players in the market, as
per the findings. It is preferred by only 17% customers

2) Per call charges:

2.1) ISD
(International Subscriber Dialing)

 

Interpretation

As per
the findings, it was concluded that, once again Airtel’s ISD charges are very
good compared to the other operators. 29% people think that it has very good
ISD charges, followed by BSNL and Vodafone having 28% and 23% preference
respectively. The poorest ISD call charges are of Reliance which is voted by
20% people. Among the average category, highest is 28% of Idea which means 28%
customers feel that Idea has an average ISD call charges.

2.2) STD (Subscriber Trunk Dialing)

Interpretation

As the
graph shows, it can be said that STD call charges are very good in case of
BSNL, 37% people prefer that, followed by Airtel and Vodafone which is
preferred by 30% and 28.66% customers respectively. In case of very poor
category, Reliance is having the poorest STD call rates with 14.02% customers’
preference.

3) Message Service

Interpretation

From the
survey, the information related to message service was found and it was
concluded that Vodafone provides the best messaging services to its customers
and it is preferred by 36.20% customers, followed by Airtel with 30.41% customer
preference. In case of the poorest message service, BSNL is rated highest with
13.89% customers, followed by Idea with 11.63%. There is very close rating in
very poor section. Reliance is just behind Idea with 10.11% rating. In case of
average rating, Idea is at the top place with 33.91% customer preference,
followed by Airtel with 31.01% ratings.

4) Network

Interpretation

As per
the findings on the basis of this attribute, it was found that Vodafone has
very good network coverage with 47% rating, followed by Ideawith 34.24% rating.
It shows very close competition for network. BSNL got this higher average
rating because according to the survey, people also take roaming network into
consideration and on the basis of that it was found that.

5) Schemes

Percentage
Breakup

 

Airtel

Vodafone

Idea

BSNL

Reliance

Very Poor

6

7

11

4

6

Poor

12

9

21

18

14

Average

37

29

21

22

17

Good

19

23

24

29

29

Very Good

26

32

23

27

34

 

Interpretation-As the
graph shows, the customers’ preferences in case of service providers’ different
schemes are maximum in case of Vodafone for its new schemes related to — as
per the customers’ responses and findings. Airtel is rated highest among the
average category with 37% customer preference. Here, the graph also shows that
there is a close competition between BSNL and Reliance in case of good rating
category because of its cheap schemes related to talk time and validity.
Vodafone is just behind Reliance with 32% rating.

6) Talk time and Validity

Percentage
Breakup

 

Airtel

Vodafone

Idea

BSNL

Reliance

Very Poor

3

7

5

4

5

Poor

15

9

10

12

10

Average

18

19

31

20

28

Good

28

29

26

23

26

Very Good

36

36

28

41

31

 

Interpretation

Customers’
choices differ from area to area. Here,it was found from the gathered
information that BSNL has got very good talk time and validity. In spite of the
close competition, BSNL has leaded the market with 41% customers’ preferences,
followed by Airtel and Vodafone with 35.70% and 36% ratings respectively. In
case of the average customers’ preferences, Idea is a leader with 31% ratings
followed by Reliance with 28% customer ratings.

7) Value Added Services (VAS)

 

Percentage
Breakup

 

Airtel

Vodafone

Idea

BSNL

Reliance

Very Poor

3

4

10

11

10

Poor

2

7

7

22

18

Average

17

14

25

24

21

Good

37

32

27

19

25

Very Good

41

43

31

24

26

 

Interpretation- As the
above graph clearly depicts that extra benefits i.e. VAS are very well provided
by Vodafone with 43.06% followed by Airtel with 41% customers’ preference.
There is a tough competition between Vodafone and Airtel in the market. But the
poorest and the lowest VAS are provided by BSNL as per the customers’
preferences survey. It has the highest rating i.e. the poorest rating of 11%.
The average VAS preferred by the customers is of Idea which has the rating of
25%.

 

 

 

8) Availability:

Percentage
Breakup

 

Airtel

Vodafone

Idea

BSNL

Reliance

Very Poor

5

4

3

7

8

Poor

7

7

6

10

12

Average

12

10

33

13

29

Good

32

33

27

31

23

Very Good

42

46

31

39

28

 

Interpretation-

As the
above graph reveals, the very good availability of the telecom brand is
Vodafone having 45% customers’ ratings. Airtel is at the second place with the
minor difference of 42%. There is a tough competition going on among Vodafone,
Airtel and BSNL in case of availability as per the data gathered. The average
availability is of Idea with 33% followed by Reliancewith 29%. Very poor
availability is of Reliance. It has got 8% customers’ ratings.

9) Billing system:

 

Percentage
Breakup

 

Airtel

Vodafone

Idea

BSNL

Reliance

Very Poor

2

3

2

11

6

Poor

6

5

6

16

14

Average

15

20

27

23

24

Good

36

33

28

22

25

Very Good

41

39

37

28

31

 

Interpretation

As the
above graph shows, the billing system is very good of Airtel with 41% customer
preferences followed by 39% of Vodafone.

 

10) Voice clarity:

 

Percentage
Breakup

 

Airtel

Vodafone

Idea

BSNL

Reliance

Very Poor

3

2

4

8

6

Poor

5

4

3

14

10

Average

11

12

23

18

19

Good

37

33

31

29

31

Very Good

44

49

39

31

34

 

Interpretation

From the
survey conducted and from the above graph, it was concluded that voice clarity
is much better of Vodafone which is rated highest having 49% customers’
preferences. At the second place, it is Airtel with 44% rating. The average
quality of voice clarity is of Idea with 23% ratings. Voice clarity of Reliance
and BSNL got low customer preference as compared to others. BSNL has the
poorest voice clarity and rated as the worst operator by 8% people.

 

 

 

 

 

 

 

 

 

1.      C.R.Kothari,
“Research Methodology: Methods and Techniques”, 2nd Edition.

2.      J.E.
Hood, “Telecommunication Network”, 2nd Edition.

3.      Jochen
Schiller, “Mobile Communication”, 2nd Edition.

4.      Naresh
K. Malhotra, Satyabhushan Dash, ” Marketing Research”, 5th Edition,
Pearson Education.

5.      http://trai.gov.in/

6.      http://www.consultingnetwork.co.in/emerging-trends-in-telecom-by-ashutosh-madan/416/

7.      http://www.dnb.co.in/IndianTelecomIndustry/issues.asp

8.      http://www.ey.com/GL/en/Industries/Telecommunications/Top-10-risks-intelecommunications-2012.

 

 

 

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