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A study on customer satisfaction, customer

relationship management

8,749 views

alakunte
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Published Dec 17, 2011
Project on CRM, customer satisfaction
Published in Business , Technology

Sri Sri HA DA 2 years ago

Transcript

1. KARNATAK LAW SOCIETYS INSTITUTE OF MANAGEMENT EDUCATION

AND RESEARCH BELGAUM(Affiliated to Karnataka University, Dharwad &
Recognized by AICTE, New Delhi) A PROJECT REPORT ON A Study on Customer
Satisfaction, Customer Relationship Management & Competitor Profile In AIRTEL,
Bangalore Rural Submitted by Mr.RAHUL V. MACHAKANUR (Reg.No.MBA09003071) 1

2. UNDER THE GUIDANCE OF INSTITUTE GUIDE ORGANISATION GUIDEDr.

Rajendra Inamdar Mr. Ranjit Thomas(Faculty KLS IMER, Belgaum) (Zonal Sales
Manager) KARNATAK LAW SOCIETYS INSTITUTE OF MANAGEMENT
EDUCATION AND RESEARCH BELGAUM.(Affiliated to Karnataka University,
Dharwad & Recognized by AICTE, New Delhi) CERTIFICATE 2

3. This is to certify that dissertation entitled A Study on CustomerSatisfaction, Customer

Relationship Management &Competitor Profile at AIRTEL in Bangalore Rural is
abonafide work and independent Project study conducted by RahulV. Machakanur,
Rg.No: MBA09003071 and has successfullycompleted his Summer in plant Project in

partial fulfillment ofMasters Degree in Business Administration awarded by

KarnatakaUniversity Dharwad, for the Academic Year 2009-20010 under
myguidance.INSTITUTE GUIDE DIRECTORDr. Rajendra M. Inamdar Dr. A.
B.Kalkundrikar DECLARATION I Rahul Machaknur bearing the University
seatNo.MBA09003071 here by declared that A Project Reporton Customer satisfaction,
Customer relationshipmanagement & Competitors profile was carried out by meunder
the guidance and supervision of Mr. Renjit Thomas, 3

4. Zonal Sales Manager, AIRTEL, Bangalore and Dr. Rajendra Inamdar, KLS IMER. This
project is submitted to Karnataka UniversityDharwad. In partial fulfillment of the
requirement for theaward of Master of Business Administration during theacademic year
2009-2010. Place: Bangalore Rahul Machaknur Acknowledgement 4

5. The completion of this in plant Training Report on AIRTEL, Bangalore isdue to the
courtesy of all those who were involved with my efforts. Thisproject report wouldnt be
complete without my expression of gratitude tothem.I sincerely thank Dr. Rajendra M.
Inamdar Asst Professor,IMER for hissupport and encouragement throughout the study.I
am also grateful to my guides and sincere thanks to Mr. Renjit Thomas,Zonal Sales
Manager and Mr. Vijay B Training Manager. Who gave me anopportunity to undergo this
project at AIRTEL, Bangalore and for theirvaluable and timely guidance while doing this
project.I also express my thanks to my Family and Friends at Institute ofManagement
Education & Research for guiding and encouraging me whiledoing this project. Rahul
Machaknur 5

6. TABLE OF CONTENTS CHAPTER PAGE NOEXECUTIVE SUMMARY

1COMPANY PROFILE 2-7PROJECT TITLE 8RESEARCH DESIGN FOR
CUSTOMERSIN KOLAR DISTRICT 9-12ANALYSIS OF DATA 13-33RESEARCH
DESIGN FOR RETAILERSIN KOLAR DISTRICT 34-36ANALYSIS OF DATA 3746RESEARCH DESIGN FOR CUSTOMERS 47-49IN CHICKBALAPUR
DISTRICTANALYSIS OF DATA 50-68RESEARCH DESIGN FOR RETAILERSIN
CHICKBALAPUR 69-70ANALYSIS OF DATA 71-81HYPOTHESES TESTING 8289FINDING & SUGGESTIONS 90-91CONCLUSION 92BIBLOGRAPHY
93ANNEXURE 94-100Executive SummaryAIRTEL is one of Asias leading providers of
telecommunication services with presence in allthe 22 licensed jurisdictions (also known
as Telecom Circles) in India, and in Srilanka Theyserved an aggregate of 133,708,496
customers as of April 30, 2010, in India; of whom 6

7. 130,616,487 subscribe to their GSM services and 3,092,009 use our Telemedia
Services eitherfor voice and/or broadband access delivered through DSL. They are the
largest wireless serviceprovider in the country, based on the number of customers as of
April 30, 2010. They offer anintegrated suite of telecom solutions to our enterprise
customers, in addition to providing longdistance connectivity both nationally and
internationally. They also offer DTH and IPTVServices. All these services are rendered
under a unified brand AIRTEL.The project study has been undertaken by the student of
Institute of management Education andResearch, Belgaum at AIRTEL on
CUSTOMER SATISFICATION, CUSTOMER RELATIONSHIPMANAGEMENT

&COMPETITOR PROFILE IN BANGLORE RURAL . The project work was for 60

daysfrom 1stth June to 31st July.This research was conducted in two districts Kolar and
Chikabalapur to study the customersatisfaction level, customer relationship management
and market share of the competitors. Theresearcher has surveyed a sample size of 500
customers and 200 retailers in Kolar andChikabalapur district.It was found that though
the AIRTEL has the highest market share it needs to improve on itsservice quality and
retail services.The research has been conducted to gather information from 250
respondents & a structuredquestionnaire will be used to collect the information from the
respondents. The data which wascollected from them will be analyzed and
classified.Company Profile 7

8. AIRTEL is one of Asias leading providers of telecommunication services with

presence in allthe 22 licensed jurisdictions (also known as Telecom Circles) in India, and
in Srilanka Theyserved an aggregate of 133,708,496 customers as of April 30, 2010, in
India; of whom130,616,487 subscribe to their GSM services and 3,092,009 use our
Telemedia Services eitherfor voice and/or broadband access delivered through DSL.They
are the largest wireless serviceprovider in the country, based on the number of customers
as of April 30, 2010. They offer anintegrated suite of telecom solutions to our enterprise
customers, in addition to providing longdistance connectivity both nationally and
internationally. They also offer DTH and IPTVServices. All these services are rendered
under a unified brand AIRTEL.The company also deploys, owns and manages passive
infrastructure pertaining to telecomoperations under its subsidiary Bharti Infratel Limited.
Bharti Infratel owns 42% of IndusTowers Limited. Bharti Infratel and Indus Towers are
the two top providers of passiveinfrastructure servicesin India. 8

9. Company History- Bharti AIRTELBharti Tele-Ventures was incorporated on July 7,

1995 as a company with limited liabilityunder the Companies Act, for promoting
telecommunications services. Bharti Tele-Venturesreceived certificate for commencement
of business on January 18, 1996.The Company was initially formed as a wholly- owned
subsidiary of Bharti Telecom Limited.The chronology of events since Bharti TeleVentures was incorporated in 1995 is as follows:Calendar year & Events1995Bharti
Cellular launched cellular services AIRTEL in Delhi1996STET International Netherlands
NV, or STET, a company promoted by Telecom Italia, Italyacquired a 20% equity interest
in Bharti Tele-VenturesBharti Telenet launched cellular services in Himachal
Pradesh1997British Telecom acquired a 21.05% equity interest in Bharti Cellular Bharti
Telenet obtained alicense for providing fixed-line services in Madhya Pradesh circle
Bharti Telecom and BritishTelecom formed a 51% : 49% joint venture,Bharti BT, for
providing VSAT services1998Bharti Telecom and British Telecom formed a 51% : 49%
joint venture, Bharti BT Internet forproviding Internet services - First Indian private
fixed-line services launched in Indore in the 9

10. Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line
servicesmonopoly of DoT (now BSNL)1999-Warburg Pincus (through its investment
companyBrentwood Investment Holdings Limited) acquired a 19.05% equity interest in
Bharti Tele-Ventures Bharti Tele-Ventures (by acquiring a 63.45%equity interest in SC
Cellular Holdings)acquired an effective 32.36%equity interest in Bharti Mobile (formerly

JT Mobiles), thecellular services provider In Karnataka and Andhra Pradesh circles New
York Life InsuranceFund, or NYLIF, acquired a 3% equity Interest in Bharti Cellular
2000 Bharti Tele-Venturesacquired an effective equity interest of 40.5% in Bharti
Mobinet (formerly SkycellCommunications), the cellular services provider in Chennai
Bharti Tele-Ventures acquired a30.2% equity interest of Telecom Italia in Bharti Telenet
and 18.8% from Bharti Telecomthereby making Bharti Telenet a 100% subsidiary of
Bharti Tele-Ventures- SingTel (through itsinvestment company Pastel Limited) acquired
STETs 15.3% equity interest in Bharti Tele-Ventures- Bharti Tele-Ventures acquired an
additional effective 41.64% Equity interest in Bharti Mobile(by acquiring the remaining
36.55% equity interest in SC Cellular) resulting in Bharti Tele-Ventures holding an
effective 74% equity interest in Bharti Mobile.2001Bharti Tele-Ventures acquired
NYLIFs 3% equity interest in Bharti Cellular Bharti Telesonicentered into a joint venture,
Bharti Aquanet, With SingTel for establishing a submarine cablelanding station at
Chennai Bharti Tele-Ventures issued additional equity for approximately US$481.30
million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, And Seejay Cellular and 10

11. Bharti During the quarter ended Sept 30, 2003, Bharti Tele-Ventures, one of
Mittalscompanies, became the first private telecom operator to cross the five-millioncustomer mark.AIRTEL, Indiaslargest cellular service provider with a presence across
16 states in the country, had more thandoubled its mobile customer base from 2.29
million in September 2002 to almost 4.86 millionat Oct 31, 2003. Bharti Telenet, Indias
first fixed-line telephone service provider, is also thecountrys largest fixed-line service
provider in the private sector. And, with operations inSeychelles, Bharti is the first Indian
company to provide comprehensive telecom servicesoutside the country.Company Vision
& promiseBy 2010 AIRTEL will be the most admired brand in India: Loved by more
customersTargeted by top talentBenchmarked by more businessesThey at AIRTEL
always think in fresh and innovative ways about the needs of their customersand how
they want them to feel. They deliver what they promise and go out of their way todelight
the customer with a little bit more.Mission & VisionMissionAIRTEL Australias mission
is to deliver reliable cost effective and practicaltelecommunication solution amalgamated
with highest quality of Customer Service deliveredwith a sense of warmth, friendliness,
individual pride, and AIRTEL SPIRIT. 11

12. VisionAIRTELs vision is to be recognized as: A leader in client satisfaction,

professionalism, superior quality and innovation in our chosenmarket. An employer of
choice, nurturing a culture that values Dedication, Respect, andContinuous
ImprovementBusiness OperationBackgroundBharti AIRTEL, incorporated on July 7,
1995 is the flagship company of Bharti Enterprises.The Bhar Group, has a diverse
business portfolio and has created global brands in thetelecommunication sector. Bharti
AIRTEL is Asias leading integrated telecom servicesprovider with operations in India
and Sri Lanka. Bharti AIRTEL has been at the forefront of thetelecom revolution and has
transformed the sectAwards and RecognitionsFor the Year 2008 2009Voted Indias most
innovative company in a survey conducted by The Wall Street Journal in2008Winner of
the Gallup Great Workplace Award- Gallup Consulting, 2008 2nd Most
TrustedService Brand - AnnualEconomic Times-Brand Equity, Most Trusted Brands
survey 2008 Best Content ServiceAward for its Farmer Information Dissemination

Platform for BhartiAIRTELs joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) World CommunicationsAwards 2008 12

13. Competitors1. Reliance Communication2. Idea Cellular3. Tata Communication4. Tata

Teleservice5. MTNL6. Spice Communication7. Tulip Telecom8. Nu Tek India9.
Goldstone Infra10. BSNL 13

14. Title of the ProjectCustomer Satisfaction, Customer Relationship Management

andCompetitors Profile at AIRTEL in Bangalore Rural.Objectives To assess the service
of AIRTEL comparison with other networks. To know the market share of AIRTEL. To
know the customer relationship management of AIRTEL. To know the market share of
the competitors. To know the promotional ability and schemes of the competitors. To
know the target market of the competitors. 14

15. Total Sample Size 500 customers (250 Kolar & 250 Chikabalapur) 200
retailersResearch DesignThe research has been conducted to gather information from 250
respondents & a structuredquestionnaire will be used to collect the information from the
respondents. The data which wascollected from them will be analyzed and
classified.TitleStudy on customer satisfaction and assessment of customer relationship
management forAIRTEL in Kolar district.Objectives: 15

16. To assess the service of AIRTEL in comparison with other networks. To know the
market share of AIRTEL. To know the customer relationship management of
AIRTEL.Hypotheses of studyHypotheses 1H0: less than equal to 70% of the customers
are satisfied with the overall service provided byAIRTEL. (<=70%)H1: More than 70%
of the customers are satisfied with the overall service provided byAIRTEL.
(>70%)Hypotheses 2 16

17. H0: At least 80% of AIRTEL customers feel that the approach of the customer care
executivesis courteous.H1: More than 80% of AIRTEL customers feel that the approach
of the customer careexecutives is courteous.Source of dataPrimary data: This data was
collected directly from respondents by personal interviewthrough
questionnaire.QuestionnaireA structured questionnaire was designed to collect the data
from the respondents and thenfinally used to collect information from 250 respondents
from various areas in kolar district.SAMPLING 17

18. SURVEY METHODThe related data or information was obtained by personal

administration through questionnairei.e. personal survey. Questionnaire Personal
interviewSurvey area Kolar DistrictSample Unit Individual AIRTEL usersSAMPLING
METHODThe type of sample method used is Stratified Sampling. The stratas are
Youths Businessmen Working executives 18

19. Sample Size 250TOOLS AND TECHNIQUES OF DATA COLLECTION

Questionnaire Personal interviewSampling Measurement technique Analysis of
questionnaire in SPSS software. 19

20. Analysis of the DataIn this study the relationship between independent variable and
independent variables areexpressed in the form of percentage of the total population and
the data is analyzed by usingtabular and graphical representation.Which mobile
connection are you using at present (if you are not using AIRTEL, then go toquestion
number 16). Cumulative Frequency Percent Valid Percent PercentValid AIRTEL 118 47.2
47.2 47.2 BSNL 27 10.8 10.8 58.0 Tata Docomo 37 14.8 14.8 72.8 Vodafone 26 10.4 10.4
83.2 Relance 42 16.8 16.8 100.0 Total 250 100.0 100.0 20

21. Since when are you using AIRTEL? Frequency Percent Valid Percent Cumulative
PercentValid Less than or equal to 1 year 30 25.4 25.4 25.4 More than 1 year and less
than 2 27 22.9 22.9 48.3 years More than 2 years and less than 5 23 19.5 19.5 67.8 years
More than 5 years 38 32.2 32.2 100.0 Total 118 100.0 100.0 21

22. What is your opinion about AIRTEL in terms of the following attributes Excellent
Good Average Poor Worst Network Coverage 48 32 10 18 10 118 Clarity 36 44 24 6 8
118 Customer Care support 30 26 40 12 10 118 Tariffs 28 32 41 10 7 118 Value Added
Services 29 33 47 5 4 118 Promotional Schemes 49 27 17 13 12 118 22

23. Presently which services of AIRTEL do you avail? Frequency Percent Valid Percent
Cumulative PercentValid GPRS 20 16.9 16.9 16.9 Internet 10 8.5 8.5 25.4 Hello Tune 27
22.9 22.9 48.3 Astrology 3 2.5 2.5 50.8 None of these 58 49.2 49.2 100.0 Total 118 100.0
100.0 23

24. How do you rate the above services of AIRTEL? Frequency Percent Valid Percent
Cumulative PercentValid Excellent 44 37.3 37.3 37.3 Good 33 28.0 28.0 65.3 Average 30
25.4 25.4 90.7 Poor 7 5.9 5.9 96.6 Worst 4 3.4 3.4 100.0 Total 118 100.0 100.0 24

25. Which Tariff plan do you prefer the most? Frequency Percent Valid Percent
Cumulative PercentValid Per minute 47 39.8 39.8 39.8 Pulse rate 33 28.0 28.0 67.8 Per
call 38 32.2 32.2 100.0 Total 118 100.0 100.0 25

26. Are you aware that customer care sevice is charged in AIRTEL? If yes what is the
reason? 26

27. Frequency Percent Valid Percent Cumulative PercentValid Yes 48 40.7 40.7 40.7 No
70 59.3 59.3 100.0 Total 118 100.0 100.0The service of free recorded messages in
AIRTEL is: 27

28. Frequency Percent Valid Percent Cumulative PercentValid Excellent 18 15.3 15.3
15.3 Good 22 18.6 18.6 33.9 Niether good nor bad 30 25.4 25.4 59.3 Poor 23 19.5 19.5
78.8 Worst 25 21.2 21.2 100.0 Total 118 100.0 100.0 28

29. Which recharge option do you prefer more? Frequency Percent Valid Percent
Cumulative PercentValid Easy Recharge 73 61.9 61.9 61.9 Physical Recharge Card 45
38.1 38.1 100.0 Total 118 100.0 100.0 29

30. The physical recharge card is easily available? Frequency Percent Valid Percent
Cumulative PercentValid Strongly Agree 63 53.4 53.4 53.4 Agree 27 22.9 22.9 76.3 No
idea 4 3.4 3.4 79.7 Disagree 6 5.1 5.1 84.7 Strongly Disagree 18 15.3 15.3 100.0 Total
118 100.0 100.0 30

31. Which full talk time offer do you prefer more & why? Frequency Percent Valid
Percent Cumulative PercentValid 22 27 22.9 22.9 22.9 51 53 44.9 44.9 67.8 99 12 10.2
10.2 78.0 222 11 9.3 9.3 87.3 333 15 12.7 12.7 100.0 Total 118 100.0 100.0 Figure 11 31

32. Are you using AIRTEL as a main contact number? If yes what is the reason?
Frequency Percent Valid Percent Cumulative PercentValid Yes 73 61.9 61.9 61.9 No 45
38.1 38.1 100.0 Total 118 100.0 100.0 32

33. What you feel about customer care relationship management in AIRTEL? Goo
Excellent d Average Poor WorstInformation about new offer 58 32 12 6 10 118Approach
is polite and curtious 57 13 24 18 6 118Quick in providing Service 42 27 23 15 11 118 33

34. My satisfaction level with the overall service of AIRTEL is: Frequency Percent Valid
Percent Cumulative PercentValid Highly Satisfied 53 44.9 44.9 44.9 Satisfied 21 17.8
17.8 62.7 Average 18 15.3 15.3 78.0 Dissatisfied 16 13.6 13.6 91.5 Highly Dissatisfied 10
8.5 8.5 100.0 Total 118 100.0 100.0 34

35. How likely will you suggest your friends and relatives to take an AIRTEL
connection? Frequency Percent Valid Percent Cumulative PercentValid Always 40 33.9
33.9 33.9 Some times 23 19.5 19.5 53.4 Very Rarely 37 31.4 31.4 84.7 Never 18 15.3
15.3 100.0 Total 118 100.0 100.0 35

36. What are the reasons for using other connections? Frequency Percent Valid Percent
Cumulative PercentValid Network Coverage 12 9.1 9.1 9.1 Tariff 20 15.2 15.2 24.2
Schemes 38 28.8 28.8 53.0 Availibility of Sim 35 26.5 26.5 79.5 Others 27 20.5 20.5
100.0 Total 132 100.0 100.0 36

37. TitleTo conduct study on competitor profile of AIRTEL in Kolar district.Objective

To know the market share of the competitors. To know the promotional ability and
schemes of the competitors. To know the target market of the competitors.Source of
dataPrimary data: This data was collected directly from respondents by personal
interviewthrough questionnaire.QuestionnaireA structured questionnaire was designed to
collect the data from the respondents and thenfinally used to collect information from 250
respondents from various areas in kolar district.SAMPLINGSURVEY METHOD 37

38. Questionnaire Telephonic interviewSurvey area Kolar DistrictSample Frame

Retailer list obtained from distributors.Sample Unit RetailersSAMPLING METHOD
The type of sample method used is Convenience Sampling Method.Sample Size 38

39. 100TOOLS AND TECHNIQUES OF DATA COLLECTION Questionnaire

Telephonic interviewSampling Measurement technique Analysis of questionnaire in
SPSS software.Analysis of the DataIn this study the relationship between independent
variable and independent variables areexpressed in the form of percentage of the total
population and the data is analyzed by usingtabular and graphical representation. 39

40. What defined market are they trying to reach? Frequency Percent Valid Percent
Cumulative PercentValid Students 38 38.0 38.0 38.0 Business 22 22.0 22.0 60.0
Executives 15 15.0 15.0 75.0 Household 25 25.0 25.0 100.0 Total 100 100.0 100.0 40

41. Are you aware about PCO facility is provided by AIRTEL in your city at Rs. 2500/with 2500talk time? Frequency Percent Valid Percent Cumulative PercentValid Yes 67
67.0 67.0 67.0 No 33 33.0 33.0 100.0 Total 100 100.0 100.0 41

42. Are you interested to buy AIRTEL coin box? If no what is the reason? Frequency
Percent Valid Percent Cumulative PercentValid Yes 7 7.0 7.0 7.0 No 93 93.0 93.0 100.0
Total 100 100.0 100.0 42

43. Do you know AIRTEL is providing per second pulse rate facility in its PCO?
Frequency Percent Valid Percent Cumulative PercentValid Yes 27 27.0 27.0 27.0 No 73
73.0 73.0 100.0 Total 100 100.0 100.0 43

44. How wide is the coverage of competitors? 44

45. Frequency Percent Valid Percent Cumulative PercentValid State wise 67 67.0 67.0
67.0 Zonal wise 13 13.0 13.0 80.0 National wise 20 20.0 20.0 100.0 Total 100 100.0
100.0 45

46. Is the market saturated? Frequency Percent Valid Percent Cumulative PercentValid
Yes 77 77.0 77.0 77.0 No 23 23.0 23.0 100.0 Total 100 100.0 100.0 46

47. What are the core competencies of competitors? Frequency Percent Valid Percent
Cumulative PercentValid Coverage 8 8.0 8.0 8.0 Price 42 42.0 42.0 50.0 Features 30 30.0
30.0 80.0 Any other 20 20.0 20.0 100.0 Total 100 100.0 100.0 47

48. In terms of promotional ability how would you rate the competitors? Frequency
Percent Valid Percent Cumulative PercentValid Very Strong 27 27.0 27.0 27.0 Strong 53
53.0 53.0 80.0 Weak 13 13.0 13.0 93.0 Very Weak 7 7.0 7.0 100.0 Total 100 100.0 100.0
48

49. What is the approximate market share of the competitors? Frequency Percent Valid
Percent Cumulative PercentValid Less than 10% 8 8.0 8.0 8.0 10 %to 25% 12 12.0 12.0
20.0 25% to 50% 45 45.0 45.0 65.0 More than 50% 35 35.0 35.0 100.0 Total 100 100.0
100.0 49

50. Which of these internet packs offered by AIRTEL are preferred by the customers?
Frequency Percent Valid Percent Cumulative PercentValid PRC 10 23 23.0 23.0 23.0
PRC 19 47 47.0 47.0 70.0 PRC 26 13 13.0 13.0 83.0 PRC 98 17 17.0 17.0 100.0 Total
100 100.0 100.0 50

51. Research DesignThe research has been conducted to gather information from 250
respondents & a structuredquestionnaire will be used to collect the information from the
respondents. The data which iscollected from them will be analyzed and
classified.TitleStudy on customer satisfaction and assessment of customer relationship
management forAIRTEL in Chikabalapur district. 51

52. Objectives: To assess the service of AIRTEL in comparison with other networks.
To know the market share of AIRTEL. To know the customer relationship management
of AIRTEL.Hypotheses of studyHypotheses 1H0: less than equal to 70% of the customers
are satisfied with the overall service provided byAIRTEL. (<=70%)H1: More than 70%
of the customers are satisfied with the overall service provided byAIRTEL.
(>70%)Hypotheses 2H0: At least 80% of AIRTEL customers feel that the approach of the
customer care executivesis courteous. 52

53. H1: More than 80% of AIRTEL customers feel that the approach of the customer
careexecutives is courteous.Source of dataPrimary data: This data was collected directly
from respondents by personal interviewthrough questionnaire.QuestionnaireA structured
questionnaire was designed to collect the data from the respondents and thenfinally used
to collect information from 250 respondents from various areas in
Chikabalapurdistrict.SAMPLINGSURVEY METHODThe related data or information
was obtained by personal administration through questionnairei.e. personal survey.
Questionnaire Personal interviewSurvey area Chikabalapur District 53

54. Sample Unit Individual AIRTEL usersSAMPLING METHOD The type of sample
method used is Stratified Sampling. The Stratas are Youths Businessmen Working
executivesSample Size 250TOOLS AND TECHNIQUES OF DATA COLLECTION
Questionnaire Personal interviewSampling Measurement technique 54

55. Analysis of questionnaire in SPSS software.Analysis of the DataIn this study the
relationship between independent variable and independent variables areexpressed in the
form of percentage of the total population and the data is analyzed by usingtabular and
graphical representation.Which mobile connection are you using at present? Frequency
Percent Valid Percent Cumulative PercentValid AIRTEL 95 38.0 38.0 38.0 BSNL 35 14.0
14.0 52.0 Tata Docomo 45 18.0 18.0 70.0 Vodafone 45 18.0 18.0 88.0 Reliance 30 12.0
12.0 100.0 Total 250 100.0 100.0 55

56. Since when are you using AIRTEL? Frequency Percent Valid Percent Cumulative
PercentValid Less than or equal to 1 year 38 40.0 40.0 40.0 More than 1 year and less
than 2 14 14.7 14.7 54.7 years More than 2 years and less than 5 30 31.6 31.6 86.3 years
More than 5 years 13 13.7 13.7 100.0 Total 95 100.0 100.0 56

57. What is your opinion about AIRTEL in terms of the following attributes Excellent
Good Average Poor Worst Network Coverage 33 27 21 9 5 95 Clarity 47 17 24 5 2 95
Customer Care support 27 31 12 18 7 95 Tariffs 21 18 37 18 1 95 Value Added Services
27 14 23 21 10 95 Promotional Schemes 37 18 23 12 5 95 57

58. Presently which service of AIRTEL do you avail? 58

59. Table 4 Frequency Percent Valid Percent Cumulative PercentGPRS 12 12.6 12.6
12.6Internet 20 21.1 21.1 33.7Hello tunes 18 18.9 18.9 52.6Astrology 5 5.3 5.3 57.9None
of these 40 42.1 42.1 100.0Total 95 100.0 100.0 Figure 4 59

60. How do you rate the above service of the AIRTEL? Frequency Percent Valid Percent
Cumulative PercentValid Excellent 45 47.4 47.4 47.4 Good 30 31.6 31.6 78.9 Average 12
12.6 12.6 91.6 Poor 5 5.3 5.3 96.8 Worst 3 3.2 3.2 100.0 Total 95 100.0 100.0 60

61. Which tariff plan do you prefer the most? Frequency Percent Valid Percent
Cumulative PercentValid Per minute 38 40.0 40.0 40.0 Pulse rate 45 47.4 47.4 87.4 Per
call 12 12.6 12.6 100.0 Total 95 100.0 100.0 61

62. Are you aware that customer care services is charged in AIRTEL? If yes what is your
opinion? Frequency Percent Valid Percent Cumulative PercentValid Yes 33 34.7 34.7
34.7 No 62 65.3 65.3 100.0 Total 95 100.0 100.0 62

63. The service of pre recorded message in AIRTEL is: Frequency Percent Valid Percent
Cumulative PercentValid Excellent 23 24.2 24.2 24.2 Good 17 17.9 17.9 42.1 Neither
good nor bad 30 31.6 31.6 73.7 Poor 20 21.1 21.1 94.7 Worst 5 5.3 5.3 100.0 Total 95
100.0 100.0 63

64. Which recharge option do you prefer more? Frequency Percent Valid Percent
Cumulative PercentValid Easy recharge 67 70.5 70.5 70.5 Physical recharge card 28 29.5
29.5 100.0 Total 95 100.0 100.0 64

65. The physical recharge card is easily available? 65

66. Frequency Percent Valid Percent Cumulative PercentValid Strongly Agree 47 49.5
49.5 49.5 Agree 20 21.1 21.1 70.5 No Idea 5 5.3 5.3 75.8 Disagree 18 18.9 18.9 94.7
Strongly Disagree 5 5.3 5.3 100.0 Total 95 100.0 100.0 66

67. Which full talk time offer do you prefer more & Why? Frequency Percent Valid
Percent Cumulative PercentValid 22 12 12.6 12.6 12.6 51 38 40.0 40.0 52.6 99 8 8.4 8.4
61.1 222 7 7.4 7.4 68.4 333 30 31.6 31.6 100.0 Total 95 100.0 100.0 67

68. Are you using AIRTEL as a main contact number? If yes what is the reason?
Frequency Percent Valid Percent Cumulative PercentValid Yes 55 57.9 57.9 57.9 No 40
42.1 42.1 100.0 Total 95 100.0 100.0 68

69. What you feel about customer care relationship management in AIRTEL? Excellent
Good Average Poor Worst Information about new offer 42 21 12 12 8 95 Approach is
polite and curtious 29 33 21 7 5 95 Quick in providing Service 37 23 19 8 8 95My
satisfaction level with the overall service of AIRTEL is: 69

70. Frequency Percent Valid Percent Cumulative PercentValid Highly Satisfied 43 45.3
45.3 45.3 Satisfied 17 17.9 17.9 63.2 Average 25 26.3 26.3 89.5 Dissatisfied 7 7.4 7.4
96.8 Highly Dissatisfied 3 3.2 3.2 100.0 Total 95 100.0 100.0 70

71. How likely will you suggest your friends and relatives to take an AIRTEL
Connection? Frequency Percent Valid Percent Cumulative PercentValid Always 15 15.8
15.8 15.8 Some times 35 36.8 36.8 52.6 Very Rarely 35 36.8 36.8 89.5 Never 10 10.5
10.5 100.0 Total 95 100.0 100.0 71

72. What are the reasons for using other connections? Frequency Percent Valid Percent
Cumulative PercentValid Network Coverage 35 22.6 22.6 22.6 Tariffs 55 35.5 35.5 58.1
Customer care Service 10 6.5 6.5 64.5 Schemes 40 25.8 25.8 90.3 Availibility of Sim 10
6.5 6.5 96.8 Any Other 5 3.2 3.2 100.0 Total 155 100.0 100.0 72

73. TitleTo conduct study on competitor profile of AIRTEL in Chikabalapur

district.Objectives To know the market share of the competitors. To know the
promotional ability and schemes of the competitors. To know the target market of the
competitors.Source of dataPrimary data: This data has been collected directly from
respondents by personal interviewthrough questionnaire.QuestionnaireA structured
questionnaire was designed to collect the data from the respondents and thenfinally used
to collect information from 250 respondents from various areas in
chikabalapurdistrict.SAMPLINGSURVEY METHOD 73

74. Questionnaire Telephonic interviewSurvey area Chikabalapur DistrictSample

Frame Retailer list obtained from distributors.Sample Unit RetailersSampling Method
The type of sample method used is Convenience Sampling Method. 74

75. Sample Size 100TOOLS AND TECHNIQUES OF DATA COLLECTION

Questionnaire Telephonic interviewSampling Measurement technique Analysis of
questionnaire in SPSS software.Analysis of the DataIn this study the relationship between
independent variable and independent variables areexpressed in the form of percentage of
the total population and the data is analyzed by usingtabular and graphical representation.
75

76. What defined market are they trying to reach? 76

77. Frequency Percent Valid Percent Cumulative PercentValid Students 58 58.0 58.0 58.0
Business 15 15.0 15.0 73.0 Executives 12 12.0 12.0 85.0 Household 15 15.0 15.0 100.0
Total 100 100.0 100.0 77

78. Are you aware about PCO facility is provided by AIRTEL in your city at Rs. 2500
with 2500talk time? Frequency Percent Valid Percent Cumulative PercentValid Yes 65
65.0 65.0 65.0 No 35 35.0 35.0 100.0 Total 100 100.0 100.0 78

79. Are you interested to buy AIRTEL coin box? If no what is the reason? Frequency
Percent Valid Percent Cumulative PercentValid Yes 5 5.0 5.0 5.0 No 95 95.0 95.0 100.0
Total 100 100.0 100.0 79

80. Do you know AIRTEL is providing per second pulse rate facility in its PCO? 80

81. Frequency Percent Valid Percent Cumulative PercentValid Yes 60 60.0 60.0 60.0 No
40 40.0 40.0 100.0 Total 100 100.0 100.0 81

82. How wide is the coverage of the competitors? Frequency Percent Valid Percent
Cumulative PercentValid State wise 45 45.0 45.0 45.0 Zonal wise 25 25.0 25.0 70.0
National wise 30 30.0 30.0 100.0 Total 100 100.0 100.0 82

83. Is the market saturated? Frequency Percent Valid Percent Cumulative PercentValid
Yes 65 65.0 65.0 65.0 No 35 35.0 35.0 100.0 Total 100 100.0 100.0 83

84. What are the core competencies of the competitors? 84

85. Frequency Percent Valid Percent Cumulative PercentValid Coverage 12 12.0 12.0
12.0 Price 65 65.0 65.0 77.0 Features 13 13.0 13.0 90.0 Others 10 10.0 10.0 100.0 Total
100 100.0 100.0 85

86. In terms of promotional ability how would you rate the competitiors? Frequency
Percent Valid Percent Cumulative PercentValid Very Strong 18 18.0 18.0 18.0 Strong 42
42.0 42.0 60.0 Weak 27 27.0 27.0 87.0 Very Weak 13 13.0 13.0 100.0 Total 100 100.0
100.0 86

87. What is the approximate market share of the competitors? Frequency Percent Valid
Percent Cumulative PercentValid Less than 10% 12 12.0 12.0 12.0 !0% to 25% 13 13.0
13.0 25.0 25% to 50% 30 30.0 30.0 55.0 More than 50% 45 45.0 45.0 100.0 Total 100
100.0 100.0 87

88. Which of these internet packs offered by AIRTEL are preferred by the customers?
Frequency Percent Valid Percent Cumulative PercentValid PRC 10 27 27.0 27.0 27.0
PRC 19 17 17.0 17.0 44.0 PRC 26 16 16.0 16.0 60.0 PRC 98 40 40.0 40.0 100.0 Total
100 100.0 100.0 88

89. HYPOTHESES TESTING (KOLAR DISTRICT)Hypotheses 1.HO: Less than or

equal to 70% of the customers are satisfied with the service provided byAIRTELH1:
More than 70% of the customers are satisfied with the service provided by
AIRTELRespondents = 118P = 70/118 = 0.610.61*(1-0.61)/118-

10.61*0.39/1170.2379/1170.0020Take root value p^ = 0.044Critical value = p+Z at 95%

*p^ 0.7+1.96*0.044 CV = 0.786 89

90. Ho is acceptedHypothesis 2. (A) Ho: Less than or equal to 80% of AIRTEL customers
feel that the customer care executives are giving proper information about new offersH1:
More than 80% of AIRTEL customers feel that the customer care executives are
givingproper information about new offersRespondents = 118P =90/118 = 0.76P^= sqrt p
(1-p)/n-1 Sqrt 0.76*(1-0.76)/118-1P^= 0.064C.V = 0.8+1.96*0.064=0.94 90

91. Ho is accepted (B) H0: Less than or equal to 80% AIRTEL customers feel that the
approaches of customer care executives is courteousH1: More than 80% AIRTEL
customers feel that the approaches of customer careexecutives is courteousP = 90/118 =
0.59P^= sqrt 0.59*(1-0.59)/118-1 91

92. P^= 0.044C.V =0.8+1.96*0.044 = 0.886Ho is accepted 92

93. (C) H0: Less than or equal to 80% of the AIRTEL customers feel that customer care
executives are quick in providing serviceH1: More than 80% of the AIRTEL customers
feel that customer care executives are quick inproviding serviceP = 73/118 = 0.61P^= sqrt
0.61*(1-0.61)/118-1P^= 0.043C.V=0.8 +1.96*0.044=0.886Ho is accepted 93

94. HYPOTHESES TESTING (CHIKKABALAPUR DISTRICT)Hypotheses 1.HO: Less

than or equal to 70% of the customers are satisfied with the service provided
byAIRTELH1: More than 70% of the customers are satisfied with the service provided
by AIRTEL Respondents = 95P = 60/95= 0.63P^ =sqrt 0.63*(1-0.63)/95-1P^= 0.044C.V
= 0.7+1.96*0.044 = 0.786 94

95. Ho is acceptedHypotheses 2. (A) Ho: Less than or equal to 80% of AIRTEL

customers feel that the customer care executives are giving proper information about new
offersH1: More than 80% of AIRTEL customers feel that the customer care executives
are givingproper information about new offers P = 63/95 = 0.66 P^ =sqrt 0.66*(10.66)/95-1 95

96. P^= 0.002 C.V = 0.8+1.96*0.002 = 0.886Ho is accepted (B) H0: Less than or equal to
80% AIRTEL customers feel that the approaches of customer care executives is courteous
96

97. H1: More than 80% AIRTEL customers feel that the approaches of customer
careexecutives is courteousP = 62/95 = 0.65P^= sqrt 0.65*(1-0.65)/95-1P^ = 0.002C.V =
0.8+1.96*0.002 = 0.886Ho is accepted 97

98. (C) H0: Less than or equal to 80% of the AIRTEL customers feel that customer care
executives are quick in providing service H1: More than 80% of the AIRTEL customers
feel that customer care executives are quick inproviding service P = 60/95 = 0.63 P^=
sqrt 0.63*(1-0.63)/95-1 P^= 0.002 C.V = 0.8+1.96*0.002 = 0.886Ho is accepted 98

99. FINDINGS:1. In this survey it was found that 68% AIRTEL customers feel that
network coverage isexcellent2. Due to low pricing strategy of the competitors 54.8%
customers are using other than AIRTELconnection3. Most of retailers are not ready buy
AIRTEL COIN BOX due toA. coin jumpingB. one-way callsC. poor battery4. 61% of the
customers are satisfied with the service provided by AIRTEL; hence furtherscope is there
for improvement5. 76% of the customers feel that the customer care executives are giving
proper information6. 59% of the customers feel that approaches of the customer care
executives is courteous.Hence huge scope is there for improvement7. 85% of the
customers are not aware that customer care service is charged in AIRTEL8. Most of the
customer care executives are not capable to give information about internetfacility9. 67%
of customers are preferred full talk time recharges 99

100. 10. 87% of customers are preferred easy recharge option11. The market share of the
competitors is 52.7% BSNL = 10.8% Tata Docomo = 14.8% Vodafone = 10.4%
Reliance =16.8% Suggestion1. Increase the promotional activities in rural (Chikatirupati
and Masti) places like providingbanners & boards to retailers2. Improve the service
quality of coin box by addressing issues likeA. coin jumpingB. battery problemC. One
way calls3. Do not charge for the calls made to customer care executives4. Give proper
training to the customer care executives about the internet packages5. Maintain the low
pricing strategy i.e. when competitors introduced per paisa per secondcall rates AIRTEL
lost its customers. 100

101. ConclusionIn this survey it was also found that 68% respondents have perception in
their mind that theNetwork Coverage of the AIRTEL is good as compare to others.But at
present the sales of the AIRTEL shows that the company should maintain the lowpricing
strategy. The market share of the AIRTEL is 47.3%, it shows that still there is a chance to
capture themore market share. 101

102. BIBLIOGRAPHY Primary Data collected through survey Company website,

www.airtel.in Market Research book by TULL & HAWKINS 102

103. ANNEXURE Questionnaire For CustomersDear respondent I am pleased to

introduce myself as a MBA student of IMER. As a part of my curriculum, I have
undertaken a research on A study on customer satisfaction and retention strategy for
AIRTEL service in Bangalore rural. The information provided by you will be strictly
kept confidential and used for academic purpose only. 103

104. Thanking in advance. Date: - Place:- 1) Which mobile connection are you using at
present? (If you are not usingAirtel then go to question no.16?) a) Airtel b) BSNL c)
TATA DOCOMO d) Vodafone e) Reliance 2) Since when are you using Airtel? ( please
tick) a) Less than or equal to 1 year b) More than 1 year & less than 2 years c) More than
2 years & less than 5 years d) More than 5 years3) 104

105. a. Previously which mobile connection are you using?

_____________________________________b. What is your opinion about Airtel in

terms of the following attributes? Excellent Good Average Poor

WorstNetworkCoverageClarity Customer caresupportTariffsValue addedServices
PromotionalSchemesBilling ( In caseof Post paid) 105

106. 4) Presently which services of Airtel do you avail ?a. GPRSb. Internetc. Hello
Tuned. Astrology5) How do you rate the above services of airtel?a) Excellent b) Good c)
Average d) Poor e) Worst 6) Which Tariff plan do you prefer the most ? ( tick any one)a.
Per minuteb. Pulse ratec. Per call7) Are you aware that customer care service is charged
in Airtel?a. Yesb. No 106

107. If yes what is your opinion? ______________________________

______________________________ 8) The service of Pre-recorded messages in Airtel
is: a) Excellent b) Good c)neither good nor bad d)Poor e)Worst 9) Which recharge option
do you prefer more? a) Easy recharge b) Physical recharge card10) The physical recharge
card is easily available a) Strongly agree b) Agree c) No idea d) Disagree e) Strongly
Disagree 1 107

108. 1) Which full talk time offer do you prefer more & Why? a. 22 b. 51 c. 99 d. 222 e.
333____________________________________________________________________________________ 12) Are you using Airtel as a main
contact Number? a. Yes b. No If yes what is the reason? 108

109. 13) What you feel about customer care relationship management in Airtel ?
Excellent Good Average PoorInformationabout new offerApproach ispolite and
geniusQuick inprovidingservice?14) My satisfaction level with the overall service of
Airtel is : 109

110. a) Highly satisfied b) Satisfied c)Average d) Dis-satisfied e) Highly dis-satisfied 15)

How likely will you suggest your friends and relative to take an Airtelconnection? a.
Always b. Some-times c. Very rarely d. Never 16) What are the reasons for using other
connections? (Rank) a. Network Coverage b. Tariffs c. Customer care service d. Schemes
e. Availability of SIM f. Any other ______________________________ Personal Details
110

111. Name:Gender:Age:Profession:Contact number: 111

112. QUESSIONAIRE FOR RETAILERSDear respondent I am pleased to introduce

myself as a MBA student of IMER. As a part of my curriculum, I haveundertaken a
research on A study on competitors profile for AIRTEL service in Bangalore rural.
Theinformation provided by you will be strictly kept confidential and used for academic
purpose only. Thanking in advance. 1. What defined market are they trying to reach? a.
Students b. Business c. Executives d. Household. 2. Are you aware about PCO facility is
provided by airtel in your city? a. Yes b. No 3. Do you know airtel is providing per
second pulse rate facility in its PCO? a. Yes b. no 4. How wide is the coverage of
competitors? a. State wise b. Zonal c. National wide 112

113. 5. Is the market saturated? a. Yes b. No6. What are the core competencies of
competitors? a. Coverage b. Price c. Features d. Any others specify
_________________7. In terms of promotional ability how would you rate the
competitors? a. Very strong b. Strong c. Weak d. Very weak8. What is the approximate
market share of the competitors? a. Less than 10% b. 10%-25% c. 25%-50% 113

114. d. More than 50% 9. Which of these internet packs offered by airtel are preferred by
the customers? a. Yes b. NoRetailers Details 1. Name: ____________________________
2. Gender: a) Male b) Female 3). Contact Number: ____________________ 114

115. 115

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